EVENT PLANNING & MOBILE TECHNOLOGY

Transcription

1 EVENT PLANNING & MOBILE TECHNOLOGY May 2014 Simplified Understanding

2 Table of Contents INTRODUCTION 3 KEY INSIGHTS 5 DETAILED FINDINGS 11 Mobile Event App Experience 12 Mobile Event App Motivations, Preferences, and Concerns 17 Market Awareness 23 Corporate Planners 28 Respondent Demographics 32 2

3 INTRODUCTION Simplified Understanding

4 Methodology This study was conducted online between April 1 st to 14 th, Survey invitations were sent by IMEX to 14,066 event planners in IMEX s database. Reminder s sent April 10 th, 2014 included an added incentive of a draw to win an Apple ipad Mini. A link to the survey was also published in press releases, social media, and blog. A total of 298 event planners completed the survey. For the IMEX database, this is a response rate of 2%. Sample Segment Sample Size Margin of Error (19/20) All respondents 298 ±5.68% Used event app in past 2 years: Usual Event Region: Yes 178 ±7.35% No 120 ±8.95% EMEA 141 ±8.25% North America 124 ±8.80% 4

5 KEY INSIGHTS Simplified Understanding

6 Key Insights Mobile event apps under-utilized by event planners. Although 60% of event planners have used a mobile event app in the past two years, most are only using them for a few events. Almost all (92%) event planners hold 3 or more events per year, with more than half (54%) holding more than 10 events. However, a majority (70%) of those who use event apps have used them for less than 6 events in the past two years. o Use of event apps are more common among event planners who hold most of their events in North America (69% have used in the past 2 years) than those who usually hold events in the EMEA (50% have used in past two years. Insight: ü The use of mobile event apps by event planners has room for growth, particularly in the EMEA. Although the majority have experience with the technology, it has not yet become an event must have. 6

7 Key Insights Despite significant role of event planners in budget decision making, most don t usually include apps in their budgets. Just under three-quarters of North American (73%) and EMEA (72%) event planners play a key role in the budget decision making for the events they organize, usually as a key influencer. However, only one-quarter (24%) usually include expenses for mobile apps in the budgets for the events they organize. A significant minority (42%) never include mobile apps in their budgets. o North American event organizers (28% always or most of the time) are significantly more likely to include a budget for mobile apps than those in the EMEA (20%). Budget concerns are also among the top barriers to integrating mobile apps into events. Experiences with mobile event apps are mixed. Use of different types of event apps are also mixed. While 40% always use a common platform, another quarter (27%) always order a new app for each event. North American and EMEA event planners have a similar range of experiences with both price ranges and types of event apps. Insight: ü Budgeting for mobile apps is a crucial first step to increasing its use. Event planners should be encouraged to consider how this technology could benefit their event in the early planning stages. Insight: ü Event planner experience with mobile event apps is far from universal. Use of this technology may benefit from wider event planner exposure to the range of customization options available. 7

8 Key Insights Communication viewed as the key benefit of mobile event apps. Event planners are most strongly motivated to have a mobile event app for their events to facilitate communication: o Organizer to attendee communication and sharing (91% important); o Attendee-to-attendee communication and sharing (79%); o Keep the conversation going after the event (78%); and o Start conversations before the event (75%). Similarly networking activity is also the most important method for measuring the success of an event app (88% important). Fundamentals of time and money among the top barriers to use of mobile event apps. Before their first experience using a mobile event app, event planners are most commonly concerned about: o Budget (84% concerned); o Wi-Fi accessibility (83%); and o Time to get it built (78%). Event planners in the EMEA are also significantly more likely to be concerned about data security (78%) than those in North America (69%). Insight: ü While communication is clearly an important selling point, increased awareness of the other strategic benefits of mobile event apps may have the potential to increased the perceived value and use of this technology. Insight: ü Communications to first time users that include reassurances about ease of set-up and access, as well as the range of price points and availability of multi-event platforms with quicker set-up, could help some non-users overcome their reluctance to integrate mobile apps into their events. 8

9 Key Insights QuickMobile emerges as one of two market leaders in mobile event apps. QuickMobile leads the pack in overall awareness of mobile event app vendors (60% aware), followed by CrowdCompass/Cvent (48%). o Awareness of mobile event vendors in general is higher among North American event planners: 92% are aware of one or more organizations, compared to 74% in the EMEA. o While awareness of QuickMobile is just behind that of CrowdCompass/Cvent in North America (67%, vs. 69% respectively), it surges ahead of its competitor in the EMEA (56%, vs. 35%, respectively). The two organizations are neck-and-neck in terms of perceived market leaders: o 61% rank QuickMobile in the top 2; and o 58% rank CrowdCompanss/Cvent in the top 2. o Rankings are similar in both regions, with QuickMobile having a slight lead in the EMEA and CrowdCompass/Cvent slightly ahead in North America. Insight: ü QuickMobile is recognized as a market leader in mobile event apps, but has strong competition from CrowdCompass/Cvent, particularly in the North American market. 9

10 Key Insights Vendor websites and articles are important sources of information about mobile event apps. Event planners use a variety of sources for information when considering an app for their event. Among those who have used an event app in the past 2 years: o Nearly all considered information from peers and colleagues (92%) as well as their own experiences with an app that they had used at an event themselves (92%); o Over three-quarters used vendor websites (78%) and trade association publications/articles (78%); o And a smaller majority used third-party websites/blogs (70%). Among those who always or sometimes use vendor websites as a source of information, product videos (91%), case studies (90%), and webinars (84%) were considered the most useful, although the majority also found brochures (75%) and white papers (71%) useful. Insight: ü As event planners rely on a variety of different sources for information about mobile event apps, vendors need to ensure their product information is readily available in a number of different methods. However, a strong website with product videos, case studies and webinars is the most impactful method of communicating about their services. 10

11 DETAILED FINDINGS Simplified Understanding

12 Mobile Event App Experience Simplified Understanding

13 Mobile event apps used significantly more at North American events Past 2 Year Events with Mobile Event Apps USUAL EVENT LOCATION North EMEA America (n=141) (n=124) More than 20 5% 4% 7% 11 to 20 4% 4% 3% 6 to 10 9% Included App 60% 10% 10% 2 to 5 33% 26% 39% 1 9% 7% 9% None 40% 50% 31% Included App: 50% 69% *Small base size, interpret with caution Base: All respondents (n=298) E1. How many of the events that you organized within the past 2 years included a mobile app? 13

14 Three-quarters (73%) use multi-event platforms at least some of the time Use Mobile Event Apps: App Description TOTAL EMEA 27% 26% 35% Common 74% 40% Common 73% 39% Base: (n=69)* 33% North America Base: (n=172) 27% I always use a common (multi-event) platform I use a common (multi-event) platform, but have also ordered new apps for events I always order a new app for each event 31% 42% Common 73% Base: (n=83)* Base: Have used mobile app for event. *Small base size, interpret with caution. E4. If you run more than two events a year, which of the following best describes your use of event apps? 14

15 One-quarter usually include mobile apps in event budgets Frequency of Budgeting for Mobile Apps USUAL EVENT LOCATION EMEA (n=141) North America (n=124) Always 12% 11% 15% Included 24% Most of the time 12% 9% 13% Some of the time 34% 38% 33% Not Included 76% Never 42% 43% 39% Included: 20% 28% Base: All respondents (n=298) U2. How often are expenses for mobile apps included in the budgets for events you organize? 15

16 Most have role in event budget decision making, most commonly as a key influencer Event Planner Role in Budget Decision Making TOTAL 21% 4% 55% 19% Base: (n=298) Sole decision maker on many decisions Key influencer on many decisions A partial influencer on some decisions Do not play role Sole/Key Decision Maker 74% Base: All respondents U3. What is your role in the budget decision making for the events you organize? EMEA 23% North America 23% 5% 19% 53% 4% 15% 59% Sole/Key Decision Maker 72% Base: (n=141) Sole/Key Decision Maker 73% Base: (n=124) 16

17 Mobile Event App Motivations, Preferences and Concerns Simplified Understanding

18 Communication with attendees and elimination of paper top reasons for using event apps; attendee expectations more important for users than non-users Reasons for Having a Mobile Event App Used Event App in Past 2 years Important Not Important Important Yes No EMEA NA (n=178) (n=120) (n=141) (n=124) 93% 87% 9% Organizer-to-attendee communication & sharing 57% 91% 92% 90% 84% 83% 16% 5% Reduction/elimination of paper 47% 84% 81% 87% 81% 76% 21% 6% Attendee-to-attendee communication & sharing 38% 79% 83% 77% 78% 78% 22% 8% Keep the conversation going after the event 31% 78% 83% 75% 78% 71% 25% 7% Start conversations before the event 35% 75% 74% 73% 74% 68% 29% 7% Provide data to support business decisions 37% 71% 70% 69% 71% 69% 30% 6% Insight into attendee behavior 33% 70% 73% 68% 66% 61% 36% 14% Help sponsors capture leads 27% 64% 65% 60% 73% 48% 37% 8% Attendees expect it 21% 63% 63% 61% Not very important Not at all important Very important Somewhat important Base: All respondents (n=298) U4. How important are the following reasons for having a mobile event app? 18

19 User-friendliness most important event app feature; majority consider it very important Importance of Mobile Event App Features Used Event App in Past 2 years Important Yes No EMEA NA (n=178) (n=120) (n=141) (n=124) A user-friendly way for me to 95% 86% 9% manage app content 60% 91% 91% 92% 88% 78% 16% Usage analytics 45% 84% 84% 86% 84% 78% 19% 5% A uniquely branded experience 42% 81% 80% 85% 78% 83% 20% 6% User help requests 36% 80% 83% 77% 80% 71% 69% 78% 62% 61% 44% 45% 56% Not Important 39% 24% 27% Social media integration 9% (e.g. Facebook, Twitter, LinkedIn) 39% 76% 74% 77% 10% 11% 17% Important Ability to register for the event through the app 41% 73% 77% 67% Year-round attendee engagement 22% 61% 64% 56% Social enterprise integration (e.g. Jive, Chatter, Yammer) 13% 44% 44% 40% Not very important Not at all important Very important Somewhat important Base: All respondents (n=298) U6. How important is it for your mobile event apps to offer each of the following? 19

20 Majority consider mobile app integration with a number of technologies important Importance of Event App & Technology Integration Used Event App in Past 2 years Important Not Important Important Yes No EMEA NA (n=178) (n=120) (n=141) (n=124) 87% 83% 15% 5% Registration systems 52% 85% 90% 81% 78% 70% 74% 76% Public social networks (e.g. Facebook, LinkedIn, Twitter, etc.) 39% 75% 74% 75% CRM (customer relationship management) systems 36% 75% 80% 67% 75% 73% 26% 7% Business intelligence 33% 75% 78% 70% 70% 66% 32% 8% Learning management systems 24% 68% 70% 67% 69% 63% 34% 9% Marketing automation systems 25% 66% 74% 57% 62% 63% 38% 13% e-commerce 23% 62% 64% 56% 61% 60% 50% 49% 50% 40% 25% 25% 9% 9% 12% 17% Location-based services (e.g. ibeacon, NFC, Bluetooth LE, etc.) 23% 60% 64% 52% Business networks (e.g. Jive, Chatter, Yammer, etc.) 14% 50% 52% 44% Not very important Not at all important Very important Somewhat important Base: All respondents (n=298) U9. As the use of technology increases for events, how important is it for your event app to integrate with each of the following technologies? 20

21 Networking activity and adoption rate top measures for app success among app users Measurement of Event App Success Used Event App in Past 2 years Not Important Important Important Yes No EMEA NA (n=178) (n=120) (n=141) (n=124) Networking activity 92% 81% 12% 5% (e.g. in-app messages, sharing, setting up meetings, etc.) 49% 88% 89% 86% 87% 83% 14% Post-event general survey 47% 86% 87% 85% 91% 76% 15% Adoption rate 45% 85% 84% 89% 83% 70% 22% 5% Time spent in the app 32% 78% 78% 83% 80% 71% 24% 6% Specific in-app survey 34% 76% 79% 73% 67% 53% 39% 11% Social media mentions about the app 21% 61% 67% 52% Not very important Not at all important Very important Somewhat important Base: All respondents (n=298) U7. How important are each of the following for measuring the success of your event apps? 21

22 Budget and Wi-Fi accessibility top concerns about integrating mobile apps into events Concerns About Mobile App - Event Integration Used Event App in Past 2 years Concerned Yes No Not Concerned Concerned EMEA NA (n=178) (n=120) (n=141) (n=124) 83% 86% 16% Budget 49% 84% 84% 86% 84% 81% 17% 6% Wi-Fi accessibility 56% 83% 81% 85% 79% 76% 22% 6% Time to get it built 35% 78% 77% 78% 72% 78% 26% 9% Data security 43% 75% 78% 69% 75% 67% 28% 9% Audience readiness 30% 72% 70% 76% 64% 70% 34% 11% Support of client or senior management 29% 66% 70% 63% 62% 54% 41% 10% Finding a supplier 23% 59% 54% 61% Not very concerned Not at all concerned Very concerned Somewhat concerned Base: All respondents (n=298) U1. [Before your first experience with a mobile event app, how concerned were][how concerned are] you about each of the following aspects of integrating mobile apps into your events? 22

23 Market Awareness Simplified Understanding

24 Awareness of mobile app vendors higher among those who hold events in North America Mobile App Vendor Awareness USUAL EVENT LOCATION EMEA North America (n=141) (n=124) QuickMobile 60% 56% 67% CrowdCompass/Cvent 48% 35% 69% EventMobi 43% 36% 56% DoubleDutch 28% 21% 43% Genie Connect 16% 17% 15% Core-Apps 10% 9% 14% Other 8% 5% 12% None 19% 26% 8% Base: All respondents (n=298) MA1. Which of the following mobile event app vendors have you heard of before today? 24

25 Peers and colleagues and personal experience the most relied upon for information about event apps Sources of Information About Event Apps Used Event App in Past 2 years Don t Use Yes No EMEA NA (n=178) (n=120) (n=141) (n=124) 92% 71% 16% 10% Peers and colleagues 43% 84% 82% 85% Use Use 92% 50% 25% 9% An app that you ve used at an event 39% 75% 71% 79% 78% 59% 30% 14% Vendor websites 30% 70% 71% 69% 78% 55% 31% 17% Trade association publications/articles 23% 69% 67% 69% 70% 53% 37% 16% Third-party websites/ blogs 14% 63% 66% 60% Rarely use Never use Always use Sometimes use Base: All respondents (n=298) MA4. How often do you use each of the following as sources of information when considering an app for your event(s)? 26

26 Product videos, case studies, and webinars considered most useful vendor website features Usefulness of Vendor Website Features When Considering a Mobile Event App Used Event App in Past 2 years Not Useful Useful Yes No EMEA NA (n=138) (n=71)* (n=100) (n=85)* 92% 89% 9% Product videos 53% 91% 93% 91% Useful 87% 96% 10% Case studies 45% 90% 90% 88% 87% 79% 16% Webinars 40% 84% 82% 88% 74% 76% 25% Brochures 24% 75% 74% 75% 72% 70% 29% 6% White papers 22% 71% 67% 74% Not very useful Not at all useful Very useful Somewhat useful *Small base size, interpret with caution Base: Always/sometimes use vendor websites as mobile event app information source (n=209) MA5. When using vendor websites as a source of information when considering an app for your event(s), how useful are each of the following? 27

27 Corporate Planners Simplified Understanding

28 Strong majority of corporate event planners consider the role of their Meetings & Events Group to be strategic Corporate Event Planners: Organizational Role of Meetings & Events Group USUAL EVENT LOCATION North EMEA America (n=33)** (n=37)** Very strategic 51% 64% 41% Strategic 90% Somewhat strategic 38% 27% 49% Not very strategic 9% 6% 11% Not strategic 10% Not at all strategic 1% 3% 0% Very/Somewhat Strategic: 91% 89% Base: Corporate Event Planners (n=78)*; *Small base size, **Extremely small base size, interpret with caution CP1a. How would you describe the role of the Meetings & Events Group in your organization? 29

29 Half of corporate event planners believe their organization s Meetings & Events Group has become much more strategic over past 5 years Corporate Event Planners: Evolution of Meetings & Events Group Role USUAL EVENT LOCATION North EMEA America (n=33)** (n=37)** Much more strategic 50% 61% 41% More Strategic 96% Somewhat more strategic 46% 33% 59% Somewhat less strategic 4% 6% 0% Less Strategic 4% Much less strategic 0% 0% 0% More strategic: 94% 100% Base: Corporate Event Planners (n=78)*; *Small base size, **Extremely small base size, interpret with caution CP1b. How has the role of the Meetings & Events Group in your organization changed compared to 5 years ago? 30

30 Majority very concerned about event app issues related to data privacy and security policy compliance Corporate Event Planners: Concerns About Security Issues Not Concerned Concerned Concerned EMEA North America (n=33)** (n=37)** 8% Attendee data privacy 74% 92% 97% 92% 10% Your organization's data privacy 77% 90% 94% 89% 14% 6% Compliance with your organization's security policy 63% 86% 97% 78% Not very concerned Not at all concerned Very concerned Somewhat concerned Base: Corporate Event Planners (n=78)*; *Small base size, **Extremely small base size, interpret with caution CP5. How concerned are you about the following security-related issues when it comes to the events you organize? 31

31 Respondent Demographics Simplified Understanding

32 Agency/third party the most common type of event planner, followed by corporate Type of Event Planner TOTAL 13% EMEA 16% 13% 48% 17% 43% 23% Base: (n=141) 26% North America Base: (n=298) 10% Agency/third party planner Corporate event planner Association event planner Independent event planner Base: All respondents S1. To begin, which of the following best describes you? 21% 30% 40% Base: (n=124) 33

33 Usual Event Location Europe and North America the most common event locations EMEA - NET 47% Europe 44% Middle East 2% Africa 1% North America 42% South/Central America 6% Asia 5% Base: All respondents (n=298) S3. Where do you hold most of the events you organize? 34

34 Just over half hold more than 10 events a year Average Number of Events per Year USUAL EVENT LOCATION North EMEA America (n=141) (n=124) More than 10 events 54% 48% 63% 3 to 10 events 37% 43% 30% 1 10 Events 2 events 3% 4% 2% 46% 1 event 5% 5% 5% 1 10 events: 52% 37% Base: All respondents (n=298) S4. On average, how many events do you organize within a year? 35