Britons are skeptical of personalised pricing for movie, theme park, and event tickets
New YouGov survey data explores whether Britons think personalised pricing movie theaters tickets, live concerts tickets, theme parks tickets and sports events tickets are fair or unfair. "Personalised pricing" refers to the practice of varying the price of goods, services, or admission (up or down) based on data that the selling company holds about a consumer. This might include the consumer’s location, the phone or computer, date of birth, credit rating and shopping habits among other things.
Some one in 10 Britons (10%) think personalised pricing for movie theater tickets is fair. This figure rises slightly to 13% among those who visit the cinema at least once every six months. Similarly, 9% think personalized pricing for theme park tickets is fair, increasing to 12% among those who have visited a theme park in the past year. For sporting events, 9% consider personalized pricing fair, but this drops to 6% among sports fans. Live concert tickets receive the least support, with only 8% viewing personalized pricing as fair, which further decreases to 5% among music fans.
The generational breakdown reveals that younger people are more open to personalised pricing. Gen Z is the most likely to consider it fair across all categories, with 23% supporting personalised pricing for theme park tickets, movie theater tickets, and live concerts. In contrast, millennials and gen X are less supportive, with 11% or fewer seeing personalised pricing as fair. Baby boomers are the least accepting, with only 3% agreeing with the practice for all categories.
Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on August 2024, with a nationally/ representative sample of 2004 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.