In recent years, there has been a growing perception among concertgoers that Ticketmaster prioritizes mobile users over desktop users. This has led many to wonder – does Ticketmaster actually favor mobile users when it comes to accessing high-demand tickets?
The Rise of Mobile Tickets
There is no denying that mobile ticketing has risen dramatically over the past decade. In 2011, mobile tickets accounted for just 8% of Ticketmaster’s global ticket sales. However, by 2018 that number had jumped to over 50% as smartphones became the dominant way most people access the internet.
This massive shift to mobile ticketing aligns with Ticketmaster’s business strategy. In an interview with Billboard in 2018, Ticketmaster President Jared Smith said that “mobile is absolutely our biggest focus right now.” He stated that 100% of their product roadmap was centered on improving the mobile experience.
By heavily investing in and prioritizing mobile ticketing, Ticketmaster has been able to significantly grow its ticket sales and revenues. So there is clearly a strong business incentive for Ticketmaster to focus on mobile users.
The Perception of Unfair Advantages
Despite the obvious business reasons for Ticketmaster to optimize for mobile, it has still created a perception among some fans that desktop users are disadvantaged. This belief stems from the fact that desktop users are more likely to experience site glitches, freezes, and error messages when rushing to buy highly coveted concert tickets.
Some have speculated that Ticketmaster intentionally “throttles” traffic from desktop users, slowing down page response times to give mobile users a split-second advantage. Whether true or not, this perception has led to frustration and accusations that the ticketing process is unfair.
Ticketmaster has firmly denied that they throttle traffic or give mobile users any intentional advantage. They claim that any issues desktop users face can be attributed to the technical limitations of running such a high-traffic website.
Is There Proof of Mobile Prioritization?
Analyzing actual ticket sales data reveals mixed evidence when it comes to whether mobile users have an advantage.
In 2019, TicketNews conducted an analysis of sales for three major tours – Elton John, Michelle Obama, and The Rolling Stones. They tracked the percentage of tickets sold to mobile vs desktop users right as tickets went on sale to the general public.
Here were the results:
Tour | Mobile | Desktop |
---|---|---|
Elton John | 51% | 49% |
Michelle Obama | 50.1% | 49.9% |
Rolling Stones | 53% | 47% |
Based on this analysis, there does appear to be a slight prioritization of mobile users, with mobile sales outpacing desktop by 2-6 percentage points. However, the evidence is not conclusive enough to definitively prove that Ticketmaster deliberately favors mobile users.
Other Factors to Consider
There are some other factors aside from deliberate prioritization that could give the appearance of mobile users having an advantage:
Timing of Traffic Spikes
The huge influx of traffic when tickets go on sale generally comes in discrete spikes. If one of those spikes coincides with more desktop traffic than mobile, it could temporarily overwhelm desktop servers and cause glitches.
Optimized Mobile Design
Ticketmaster’s mobile website and apps are highly optimized for speed and conversions. The stripped-down design and minimal graphics make it easier to quickly tap through the ticket buying process.
Fewer Steps on Mobile
Ticketmaster’s mobile flows require fewer steps to select seats and checkout. Having less fields to fill out and pages to navigate could shave off precious seconds.
Auto-Fill on Mobile
Mobile apps utilize auto-fill for personal info and payment details. Even a few seconds delay of manually typing this info on desktop can make a difference when competing for tickets.
So while these factors give the perception of an advantage, they are likely just a byproduct of good mobile optimization rather than intentional prioritization.
Does Ticketmaster Throttle Desktop Traffic?
Ticketmaster has directly denied that they purposefully throttle or limit traffic from desktop users. In an interview with Digital Trends in 2019, Ticketmaster Chief Product Officer Justin Burleigh responded to these accusations:
“Absolutely not. We do not throttle traffic whether it’s from desktop or mobile devices. What we do is build queueing and waiting room functionality that enables us to manage the huge demand coming into the onsale….This isn’t about favoring one device over another, this is about managing extreme traffic demand.”
From a technical perspective, purposefully throttling desktop traffic would be highly difficult across Ticketmaster’s vast infrastructure. It would require complex load balancing that specifically identifies desktop IP addresses and applies limits.
Some critics point to Ticketmaster’s deprioritizing of VPN traffic as evidence that throttling is possible. But VPN traffic is easily identifiable and already considered high risk. Deliberately throttling desktop traffic would be on a vastly different scale.
So any instances of desktop glitches or slow page loads are likely due to the strain of peak traffic, rather than active throttling by Ticketmaster.
Are Desktop Users at a Disadvantage?
Based on an analysis of Ticketmaster’s technology, policies, and sales data – desktop users appear to be at a slight disadvantage compared to mobile users, but not in an intentional or malicious way.
The gap comes down to factors like site design and bottlenecks during traffic spikes. Ticketmaster views this as an unfortunate technical limitation rather than something that needs intervention.
Some may feel Ticketmaster should still take steps to further “level the playing field” between desktop and mobile. But from Ticketmaster’s perspective, any upgrades to improve the desktop experience would likely be time-consuming and cut into their mobile-driven profits.
The bottom line is that desktop users face a tougher path to high-demand tickets. But Ticketmaster’s priority on mobile ticketing is guided by business goals, not by a deliberate scheme to exclude desktop users.
Tips for Desktop Users
If attempting to buy coveted tickets on desktop, here are some tips that may help improve your chances:
- Use a modern browser like Chrome or Firefox – avoid older browsers like IE11.
- Disable any ad blockers, as these can sometimes interfere with page loads.
- Make sure your browser and OS are updated with the latest versions.
- Clear your browser cache before the on-sale starts to avoid outdated files.
- Close all other browser tabs and applications to maximize your device’s RAM.
At the end of the day though, desktop users have to accept they are now the minority accessing Ticketmaster. The company’s focus will remain heavily tilted towards the mobile experience.
That means desktop fans may have to reluctantly make the switch to mobile – or be ready to vent their frustration when stymied in the ticket buying process yet again.
Conclusion
Ticketmaster finds itself in a difficult position. They have a clear incentive to cater to the mobile majority, who now account for over 50% of their ticket sales. Yet they still have a sizable desktop user base who feel increasingly disadvantaged.
While the evidence does not indicate any deliberate throttling or prioritization, there are still inherent advantages to the mobile experience. Speed and simplicity will always be at odds with supporting an equitable desktop alternative.
As mobile adoption continues its ascendancy, Ticketmaster will likely make further moves to streamline and optimize the mobile ticketing process. That will only widen the gap in experience between mobile and desktop users.
In the high-stakes world of hot ticket sales, those extra seconds the mobile process saves can be the difference between success or bitter disappointment. Expect complaints from desktop users to grow even louder as coveted tickets slip through their fingers.
For Ticketmaster, the pressure is on to find ways to placate desktop users without compromising the crucial speed and simplicity that mobile users expect. If no compromise can be found, disappointed desktop fans may have little choice but to make the switch and adopt the mobile experience.