AMERICAS – New research from event management platform Cvent and the Event Marketing Institute (EMI) predicts a dramatic increase the use of mobile apps at events and conferences over the next two years.
The research was conducted in the US in November and December 2014 and the respondents were leading event and meeting planners.
The Momentum of Mobile Event Apps research report is based on responses from more than 300 leading associations, exhibition producers and corporations that have major event, meeting and tradeshow programmes.
Key findings from the study include:
- By 2016, 88% of planners expect their attendees to consider mobile event apps as critical to their event experience.
- By 2016, 86% of planners will have an app at their event.
- The top 10% of respondents in terms of current attendee app usage say 85% of their attendees are using apps today and 94% will be using apps by 2016.
- 94% of the industry with a mobile event app will increase or maintain their app spending level in 2015.
“The days when mobile apps were just a replacement for the printed guide are long gone,” said Jason Rozenblat (pictured), director of sales at Cvent. “Apps are now an essential tool for any organiser and are used for registration, networking, maps, event schedules and more.”
“Technology is impacting every facet of meetings and events,” said Kevin Ritch, senior director of membership at EMI. “This new research validates mobile apps as a key driver of event engagement, a key cost-containment tool, and as a permanent part of the event marketer’s toolbox.”