The study showed that 63% of delegates would attend more virtual meetings if they were able to, with 45% stating that virtual attendance should be made available for all meetings and events.
However, almost half (48%) of the event planners surveyed believed that attendees would have no interest in virtual meetings and would still attend more face-to-face events, with 68% of event planners feeling that attendees are too easily distracted when they attend virtually.
Despite the disparity shown between the two samples, both parties believed that face-to-face meetings offer a greater value because of social interaction.
The study also found that 67% of event planners find event apps important compared to only 55% of attendees, with communication and scheduling ranked as the most useful features for both parties.
Also, 35% of attendees felt that social media was an essential feature at an event compared to 43% of event planners who felt it was very important.
American Express Meetings & Events sampled 336 event planners and 161 event attendees during the first half of 2014.