Groupon sold vouchers for more than 200,000 event tickets in the latter third of 2011, with music gigs a key category. So why do people buy discounted tickets for concerts through Groupon? The company conducted a survey of more than 4,600 customers in December, with the results due to be revealed this Friday in a 3pm session at the Eurosonic Noorderslag conference. Music Ally has had an exclusive glimpse at the research, and it’s very interesting. The key figure: 91% of people said they wouldn’t have bought tickets at full-price, while only 13% said they bought these tickets because they were a fan. We’ll be reporting in full on the research after Friday’s session: a panel featuring music manager Peter Jenner, Ogilvy’s Tara Austin and PRS for Music’s Will Page, who recently co-authored the ‘A House Divided’ paper analysing Groupon.

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