“The traditional ticket stub accounted for less than a third of [Major League Baseball] single-game seats sold this past season, down from 55% in 2011, league executives say, as fans continue to embrace digital tickets delivered by email or text message,” Jeremy Olshan reports for MarketWatch. “That number should drop to less than 10% by next season with the help of apps like Apple’s new Passbook feature on the iPhone, they say, and in coming years paper tickets may be Cooperstown relics.”

Olshan reports, “In fact, Passbook – which allows tickets and loyalty cards from a variety of outlets to be delivered to one iPhone app – proved to be an instant hit with fans, Bob Bowman, CEO of MLB Advance Media, tells MarketWatch. In its test run with four teams for the final two weeks of the season, 1,500 e-ticket buyers (12%) chose Passbook delivery. ‘That adoption rate really floored us – there is no question our fans want digital tickets,’ Bowman says. ‘Fans can use the tickets, forward them to a friend, resell them, or even donate them to charity – and they never get lost or left at home.'”

Read more in the full article here.