Industry slow to adopt mobile event apps, says research

Adoption of mobile event apps has yet to take off, with 59% of event professionals reporting they don't currently have one, according to independent research.

Julius Solaris, founder of Event Manager Blog
Julius Solaris, founder of Event Manager Blog

The research, carried out by Event Manager Blog in January and February 2015, received responses from more than 3,000 event professionals internationally.

The results showed there was a desire among the professionals to better understand the benefits of mobile event apps, with 53% of those who do not have one already saying they were ‘looking to get one’ in the near future.

Delegate apathy

Concerns raised about the use of apps by the respondents included frustration at lack of usage by delegates and the time required to set up the apps and populate data. The main objective for using mobile event apps was cited as increasing engagement levels at events, but only 33% of respondents reported that more than half of their event attendees actually use the apps.

Julius Solaris, founder of Event Manager Blog and author of the report, said: "There is a huge need and thirst in fact for education on event apps, both from the event organiser perspective and also for the delegates. People really do see that there is some benefit in reducing paper and improving interactivity, but there are still numerous gaps for events professionals in terms of measuring results from apps and also ensuring widespread usage of apps at their events.

"One of the biggest frustrations reported by event organisers is the lack of use of their app by delegates. I believe there are two points to highlight here: first that there is a need to educate and encourage attendees to use the app, especially if this is a new venture for your event; and second there is a need to truly commit to the app if it is to work. It needs to be pivotal to the event and the organiser needs to work on that basis from the outset, not add an app as an afterthought."

More on event technology:

Industry moves towards event technology, despite high costs

2015 Forecast: Top event tech trends

Live Group wins award for event app

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C&IT's definitive report on the key trends and challenges facing the UK events industry in 2015 and beyond.


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