In today’s fast-paced world, many individuals prefer online ticket booking to avoid the hassles of purchasing tickets at counters. Whether it’s for a movie like “Stree 2,” a comedy event featuring Zakir Khan, or a cricket match, online platforms have become increasingly popular for securing tickets. However, what many may not realize is that ticketing platforms like BookMyShow and PVR might be silently affecting your pocket. If you’re unaware of how your expenses are increasing, it’s time to find out.
Understanding the Hidden Costs
Recent surveys reveal that platforms like PVR and BookMyShow are employing tactics such as drip pricing and hidden charges to maximize their profits at the expense of unsuspecting customers. According to a study, consumers are often led to believe they are paying one price, only to be charged more when they complete their bookings. This practice has been confirmed by a local survey that unearthed that companies are using various deceptive methods under the guise of social donations or other justifications to siphon off additional money from users.
The Use of Dark Patterns
A survey by Local Circles highlighted an alarming trend in the ticket booking industry: the extensive use of dark patterns. Around 73% of respondents reported being victims of ‘basket sneaking’—a tactic where companies secretly add extra charges to a customer’s cart without their knowledge. Additionally, approximately 80% encountered hidden fees during their booking process. Furthermore, 62% received unsolicited messages during ticket purchases, implying urgency and pressuring them to make immediate decisions. This can also be categorized under drip pricing or flexible pricing strategies, where customers are shown lower ticket prices initially, only to find that delaying the purchase leads to higher costs.
The Tricks Behind the Screen
The survey gathered insights from about 22,000 individuals across 296 districts, with a demographic mix of 61% men and 39% women. It included participants from Tier 1 (44%), Tier 2 (31%), and Tier 3 and 4 cities (25%). Respondents expressed their grievances about three major dark patterns employed by BookMyShow and PVR: basket sneaking, drip pricing, and false urgency tactics. Both platforms were found to engage in these deceptive practices, putting consumer confidence at risk.
The CCPA’s Stand Against Dark Patterns
The Central Consumer Protection Authority (CCPA) has acknowledged the prevalence of such deceptive practices and identified 13 specific dark patterns. While these companies may advertise low ticket prices, they often impose substantial online booking fees, along with numerous hidden charges. If customers fail to scrutinize these charges, they may end up paying significantly more without realizing it. Moreover, respondents reported receiving unnecessary requests for personal information during the booking process. The CCPA has classified these advertising methods as misleading and categorized them as unfair trade practices, urging consumers to remain vigilant.
Recommendations for Consumers
To navigate the online ticket booking jungle safely, here are some tips:
- Scrutinize Before You Confirm: Always review your shopping cart carefully before completing any purchase. Look for any extra charges that may have been added.
- Awareness of Pricing Tricks: Understand that urgency tactics are a common marketing strategy. Take your time to assess your options before buying.
- Feedback Matters: Share your experiences with online ticketing platforms to help others stay informed.
Conclusion
The convenience of online ticket booking often comes with unforeseen costs that can significantly impact your spending. By understanding these practices and remaining vigilant while booking, consumers can protect themselves from unnecessary expenses and ensure a more transparent transaction experience.
