Digital Convenience Is Influencing Live Attendance

mobile ticketing digital experience for sports events

Jan 18, 2026

By the Numbers

Digital convenience is becoming a meaningful driver of live attendance.
IBM research shows mobile ticketing, simplified entry, and seamless navigation increasingly influence attendance decisions and overall satisfaction.

Signals to Watch

Fans are benchmarking live sports against digitally optimized experiences, raising baseline expectations.

How This Could Play Out

Reducing friction across access points may directly influence attendance frequency, satisfaction, and repeat behavior.

Source

IBM Sports & Entertainment Consumer Research Report

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