Ticket Sports, the largest ticket sales platform for sporting events in Latin America, has just released another survey with several important numbers for the running market.
Throughout 2022, through registrations made on the platform, data and information were collected to consolidate and inform interested parties of the profile of amateur and professional athletes in the running segment. Topics covered were demographic profile and buying behavior
According to the data, the participation of women increased in relation to the previous year, but it is still much lower than that of men, and the female audience, in previous years, was the majority. In addition, new modalities began to be sought on the site. Check below the information provided by the survey.
PROFILE OF THE AUDIENCE OF SPORTING EVENTS
Gender – Male 55% | Female 45%
Region – Southeast 63.3% | South 20.3% | Northeast 5.7% | North 5.6% | Midwest 5.1%
Age group – 40 years. The average age of the audience is down one year from 2023.
Best days and times to buy – The best days to sell tickets are those at the beginning of the week, especially Mondays and Tuesdays. The best sales times are in the afternoon (between 1pm and 6pm).
Top sellers – Among the traditional sports, street racing has always been the public’s favorite. Because it is democratic and offers possibilities ranging from 3 km to ultramarathons, the race manages to reach amateurs and professionals in a single place.
The modalities that are trends – In non-traditional sports, some categories have become a trend, such as footvolley and it is worth keeping an eye on this market.
Payment methods – Despite the fact that the most used form of payment is still the credit card, instant payments have gained more space. Transactions carried out via PIX have increased by almost 10% since last year and are already greater than those made through bank slips.
Installment – Events with the installment option maintained the percentage compared to the previous year. Transactions in installments increased by 2.5%. From the installment options, the preference is in 2x, 3x, 4x up to 6x.
Ticket Sports App – The App, launched in February 2022, already represents almost 10% of all purchases made on Ticket Sports. There are more than 130,000 downloads and behavior that should gain more space from now on. Desktop purchases accounted for 48% last year, while mobile purchases accounted for 52% of the share.
Average subscribers per order – It increased compared to 2021. Now it is 1.94, with the average ticket decreasing from R$ 140.41 in 2021 to R$ 118.45 in 2022.
Number of requests per registration person – 64% follow the trend of one enrollment per order, while 36% have two or more enrollments per order.
The results are part of a collection of information organized by Ticket Sports, seeking the best strategy for specialists in the segment.
Gabriela Donatello, Marketing Manager at Ticket Sports, says:
“In 2022 we had major events, such as elections and the World Cup. We closed the year still with some uncertainties and all this ends up shaping the new profile of the participants. Studying the material data helps both organizers in event planning and brands that want to invest in sponsorship and need to know public behaviors and habits.”
Daniel Krutman, CEO of the platform, adds:
“One of the highlights of the survey is the discrepancy between female and male participation in sporting events, something that changed during the pandemic and which has not yet returned in 2022. I believe that the market needs to create policies to restore this equality as quickly as possible. The second point was the adoption of mobile purchases, something that transforms the way of selling even sports subscriptions, thus showing that it is possible to create a mobile community among athletes as well.”
The complete survey is available free of charge on the company’s platform, reinforcing one of Ticket Sports’ main missions of disseminating knowledge to the sports experience market. In addition, it is possible to view materials from other years.
Research link:
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