Unhappiness is rampant among British consumers in how they purchase tickets, according to a study sponsored by ticketscript. The study found that consumers prefer buying tickets directly from event organizers and through social channels. "This research proves that event promoters need to innovate and embrace new ways of purchasing," says ticketscript CEO Frans Jonker. "Over 699 million people log into Facebook every day, so it's important we invest in social now to avoid being on the back foot." Ticketscript estimates that ticket sales via social channels have jumped 520 percent in two years. "As the trend shifts to online and consumers become savvier, event promoters need to start gaining insights about their ticket buyers and providing a service which generates a positive customer experience," Jonker says. The study showed frustration mounting among 41 percent of U.K. consumers who buy online, while nearly a third lose trust when they are shunted to a third-party website. In addition, 69 percent desire the option of purchasing tickets online right up to the start of an event. "The fact that nearly all [90 percent] customers would stop buying from a ticket seller after a bad experience proves the need for promoters to take control of their events," Jonker points out.