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Emerging Technologies Will Transform Digital Ticketing

Digital ticketing adoption is growing in two core areas -- Mobile ticketing and Online ticketing. A mobile ticketing user is someone who either purchases and/or stores a ticket using their mobile handset for later redemption, at the point of travel, the event venue, the cinema, etc.

In contrast, an online ticketing user is typically someone who purchases a ticket online via any Internet-connected device, thereby avoiding the conventional offline ticket purchase process.

Digital Ticketing Market Development

According to the latest worldwide market study by Juniper Research, users of mobile ticketing will total 1.9 billion by 2023, up from 1.1 billion in 2019. In comparison, the total number of digital ticketing users across mobile, online and wearable channels will reach 2.2 billion by 2023.

According to the Juniper assessment, mobile ticketing has become a primary driver of Mobility-as-a-Service (MaaS) -- which is considered as the future of urban transportation-related mobility.

MaaS is set to become the central pillar of smart city transport initiatives, which will lead to 60 percent of all mobile ticketing users using metro and rail ticketing by 2023. Juniper analysts found that cities envisioning MaaS as the solution to improving citizen lifestyles will likely invest in mobile ticketing.

Mobile ticket purchasing is becoming the norm in sports, with fans predicted to spend $23 billion via mobile in 2023 -- that's up from $14 billion in 2019. This trend will be driven by increased app use by teams for fan engagement. In 2018 many teams switched to mobile ticketing, leading to nearly 80 million mobile sports ticketing users.

"The rise of sports team apps means that ticketing vendors must provide effective APIs for ticketing in-app. Without these, established vendors will find themselves displaced by newer, sports-specific ticketing solutions," said Nick Maynard, senior analyst at Juniper Research.

The research also found that despite low adoption by ticketing vendors, chatbots as a delivery channel will grow. Juniper forecasts that by 2023, users will access chatbots over 4 billion times per year for ticketing purposes.

Outlook for Digital Ticketing Applications Growth

While there have been cybersecurity concerns about chatbots, they have strong potential to alter the way ticketing vendors communicate with users.

Juniper anticipates that the majority of interactions will, however, provide information only, with less than 40 percent of interactions monetized in 2023, compared with 5 percent in 2019.

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