Digital ticketing utilization in high school athletics: The role of spectator demographic

Digital ticketing (e.g., online or phone purchases and point of entry) is becoming increasingly common, but individuals may still choose traditional onsite purchasing in domains where walk-up purchases are historically prevalent, such as high school athletics. Individual characteristics about a consumer may play a role in individuals’ perception and adoption of using digital ticketing. High school athletic directors could use consumer information to prepare effectively, market, and inform their consumers about digital ticketing. Therefore, the purpose of this study was to determine differences in spectators’ digital ticket adoption factors (i.e., perceived usefulness, perceived ease of use, trust of digital ticketing, willingness to pay convenience fees, and intention to use digital ticketing) based on individuals’ demographic characteristics. High school football game spectators (N = 523) were surveyed, finding differences in willingness to pay fees, perceived ease of use, trust of digital ticketing, and intention to use based on some demographic factors. The results provide athletic directors guidance.