Lotte Members Lime Survey Results: Concert and Musical Ticketing Experience Ranks First
20s Value Rarity, 30s Seek Benefits, 40s Do 'Open Run' Due to Resale
[Asia Economy Reporter Yuri Kim] It has been revealed that 6 out of 10 people in their 20s to 40s have experienced 'open run,' where they rush ahead and wait before a service starts.
Lotte Members announced on the 27th that, according to a survey conducted on the 8th and 9th through the research platform Lime targeting 2,500 men and women nationwide in their 20s to 40s (with a sampling error of ±1.96% at a 95% confidence level), 62.2% of respondents answered that they have experienced an open run.
In particular, 66.6% of respondents in their 20s reported having open run experience, with many also in their 30s (64.6%) and 40s (57.7%). The waiting time for open runs was most commonly under 2 hours (56.7%). There were also a significant number of respondents who waited between 2 hours and less than 4 hours (13.8%) or between 4 hours and less than 6 hours (11.7%).
Among the types of open runs (multiple responses allowed), the highest response rate was for so-called 'picketing' (intense ticketing to the point of bloodshed) to get tickets for concerts, musicals, etc., at 29.5%.
Next were ▲open runs for popular restaurants, cafes, bakeries, etc. (20.1%) ▲bank open runs for products like savings deposits and qualified loans (18.7%) ▲character bread open runs such as Pok?mon bread and Digimon bread (16.3%) ▲picketing for special discount airline tickets (15.8%) ▲open runs for coffee shop MD products like Starbucks (14.8%) ▲open runs for large supermarket special price products such as half-price chicken and ultra-low-price pizza (14.8%) ▲open runs for limited edition liquors like Wonsoju and Balvenie whiskey (13.5%) ▲open runs for luxury goods such as Chanel and Rolex (12.0%).
The image of open runs varied somewhat by age group. People in their 20s and 30s had higher positive image responses such as being diligent (19.0% and 18.0%, respectively) and passionate (16.2% and 16.5%, respectively). In contrast, among those in their 40s, the most common response was eccentric (16.5%), and the response that it was pointless (11.1%) was higher than that of people in their 20s (7.8%) and 30s (10.0%).
Regardless of age, those who have not experienced open runs tended to have more negative images such as eccentric (18.4%), pointless (13.8%), and pathetic (8.5%) compared to those who have experienced them.
When asked why people think others do open runs, differences according to experience and age group were even clearer. Non-experienced respondents answered that it was because they could resell at a higher price such as through reselling (43.6%) or because it is good for SNS certification (28.1%). Experienced respondents mostly answered that it was because they could receive benefits unique to open runs (31.4%) or because it was difficult to obtain even if they had money (30.9%).
By age group, people in their 40s cited reselling purposes (32.2%), those in their 30s cited differentiated benefits (30.0%), and those in their 20s cited scarcity value (32.8%) as the main reasons.
Oh Hyunjin, Research Cell Leader at Lotte Members, said, "The shopping behavior of rushing to the store door or sales window as soon as it opens to purchase desired items has now become common both online and offline across all fields. As more consumers want unique collectibles or special benefits for a select few rather than things anyone can buy and enjoy, the number of people experiencing open runs is expected to continue increasing."
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