91% of Performance Goods Buyers Are Women

[Asia Economy Reporter Donghyun Choi] Among customers who purchased goods such as program books or badges at performance venues, 9 out of 10 were women.

On the 9th, Interpark analyzed sales data from its goods shop 'Ticket MD Shop' from April 16 to the 5th of this month. The gender distribution of goods purchases showed that women accounted for 91.2%, significantly outnumbering men. The main age group was in their 20s to 30s, making up 72.9%. Those in their 40s accounted for 13.6%, teenagers 7.1%, and those aged 50 and above 6.4%.

Among product categories, the most popular items were program books, accounting for 24.9% of sales. This was followed by badges (16.3%), OSTs (12.5%), stationery (7.1%), and phone accessories (4.7%).

The top best-selling individual products were ▲1st place The Days program book ▲2nd place Sweeney Todd 2019-2020 program book ▲3rd place Pirate OST premiere version ▲4th place Nansel live OST ▲5th place Pirate program book, showing high sales volumes.

Looking at the regional distribution of goods purchasers, Seoul accounted for the largest share at 34.5%. Gyeonggi followed with 30.7%, and Incheon 5.1%, with residents of the metropolitan area making up 70.3%. Among other regions, Busan residents accounted for the highest proportion at 5.0%. An Interpark official explained, "Although goods can be purchased online from anywhere nationwide, the distribution closely matched that of on-site performance attendees," adding, "This is because the value of performance goods holds greater collectible significance for audiences who directly attended the performance."

Lee Donghyun, head of Interpark's Performance Consulting Team, said, "By analyzing the purchasing patterns of Ticket MD Shop customers, we plan to expand product sourcing, plan package products combining tickets and MD goods, and offer on-site pickup at performance venues to meet audience needs," adding, "The online MD shop will provide convenience to audiences and create synergy by expanding a stable sales channel for performance producers."