Looking ahead: Bringing fans back for an encore
How connectivity drives fan loyalty.
Event-goers have embraced connectivity-enabled conveniences that streamline the live experience. And there are opportunities to take those conveniences to the next level. Smart wayfinding to easily navigate to their seats. Handy in-seat ordering that brings concessions and merchandise right to them. Behind the scenes, technologies like IoT sensors that ensure garbage cans are emptied, soap dispensers are restocked and spills are cleaned up promptly. So nothing gets in the way of a great time. Because the more seamless and effortless the experience, the more likely event-goers are to want to come back again and again.
What makes an enjoyable event
Fan expectations today are higher than ever. And it’s more than just the quality of the show or the excitement of the game that determines whether or not they have a good time. Here are some of the other factors that contribute to a great fan experience:
Safety
Ease of transportation
Wait times and entrance logistics
Cleanliness
Food and drink options
Big screens
Percentage of respondents who deem venues’ large screens/video-boards important to having a good experience at an event.
Merchandise selection
Percentage of respondents who believe that the availability of merchandise affects the overall environment/mood of the event the most.
What do all these elements have in common?
The right connectivity can make them all better.
Fans are ready to spend more money
Almost all event-goers (98%) buy food and drinks at an event, and most (86%) also buy merchandise. On average, event-goers spend $50/£41 on food/drink and $67/£55 on merchandise. And those numbers could be even higher. More than three-quarters of event-goers (81%) say they would spend more if ordering were more convenient. Most want to be able to order food and drink (81%) or merchandise (73%) from their seats – and have it delivered directly to them. They also want to see options like pre-ordering (50% for food/drink, 46% for merchandise) and being able to look up merchandise lists ahead of time (44%). The takeaway is clear: venues can drive profitability by making it easier and faster for fans to get their snacks and t-shirts.
Not just hot dogs and jerseys
Many fans (85%) would use an app that notified them of ticket availability so they could buy seat upgrades. And among those who attend sporting events, 56% spend money betting on the game they’re watching, wagering an average of £83
of event-goers would spend more on food, drink and merchandise if ordering were more convenient
Fans want new capabilities from mobile apps
Most event-goers (71%) wish they could use their phones to connect more to an event. That includes getting live stats while the game is on (72%) or more AR/VR experiences (62%) – like AR overlays that let fans see real-time stats by pointing their phone at a particular player. Many would also download apps to make the experience more convenient, from being directed to their seats (74%) to pre-ordering items to buy at the venue (73%). Almost as many (69%) would download an app to keep them up to date on the stadium or arena. These numbers are driven mainly by the younger generations. While only 4% of those aged 18 to 24 would not use any of these conveniences, 33% of those aged 60 and older said they were not interested in them. More than half (57%) of those surveyed were under the age of 40. That makes it critical for venues to strengthen how they engage with younger audiences. By developing smart, easy-to-use apps that deliver the functionality those fans want.
QUESTION: Thinking about stadium/arena events, would you do any of the following?
QUESTION: Which of the following would make you more likely to return to a particular stadium/arena?
A seamless experience will bring fans back for more
Convenience and efficiency topped the list of factors that would make event-goers likely to attend another event at the same venue. Around half said ease of transportation to get to the venue (56%), ease of entering and exiting the building, including security protocols (55%), and how efficiently the event itself was run (50%) would make them want to return. Others mentioned reliable cell phone coverage (43%) and interactive events at the venue (34%) as key factors. About one-third (30%) said personalized updates about future events at the venue would bring them back. While venues may not be able to control transportation options, they can ensure the experience is seamless once fans arrive. Technology to reduce time spent in queues, IoT devices that give fans real-time information on amenities and high-quality mobile network coverage will be worthwhile investments for any venue.
Fans are divided over who’s responsible for network coverage
When event-goers experience poor network coverage in a stadium or arena, 42% believe it’s an issue with their own mobile phone provider. Around one-third (35%) believe it’s the venue’s responsibility, while 15% blame the home team or performing act. No matter who fans blame for poor coverage, the venue has more to lose. While few people would likely change mobile providers because of bad service in a venue, they might choose not to go to future events at a venue where they can’t get coverage – even if they think it’s a problem with their own provider. Venues can reduce that risk and take greater control over the quality of the fan experience they deliver by working collaboratively with mobile operators and shared infrastructure providers to create a solution that works for everyone.
QUESTION: Who do you believe is primarily responsible if you experience poor phone coverage/network connection in a stadium or arena during an event?
The final note
Event-goers are already taking advantage of some connectivity-enabled conveniences. But they’re hungry for more. They want easier ways to get around. To order concessions. To be notified about events and ticket sales. To immerse themselves with AR/VR experiences. Stadium and arena operators need to be on the constant lookout for innovative ways to enhance the experience for every fan so they can’t wait to come back for the next event. That depends on robust network coverage throughout the entire venue. Because great connectivity is no longer a luxury. Fans now expect it – and venues must deliver.
