Around one in seven event attendees have met a significant other at a B2B event, according to a new report being released next week called ‘Inside of the Mind of an Attendee’.
The research has been commissioned by Cvent and conducted by Edelman Intelligence, capturing responses from 3,000 event attendees (1,000 UK, 1,000 German and 1,000 US attendees) who had attended at least one B2B event in the past six months.
While plenty have found a special someone at a business event, more than a third of respondents have also met someone they wanted to avoid the next time they attended.
Around 60% have made friends at business events, 54% have socialised late into the night with other attendees and 18% have ‘missed an early morning session because you were out too late socialising with other attendees the night before’.
These statistics are part of a much broader report about attendee expectations and preferences for the overall event experience. This includes the impact that networking opportunities have on personal and professional lives.
For example, nearly three quarters (74%) of UK attendees believe ‘networking with other attendees is a key part of the professional event experience. And 16% of attendees have got a new job because of a connection made at a professional event.
"Far too many organisers and marketers make presumptions about what they think a delegate wants to see and do at an event," says Judy Elvey, senior marketing manager for Cvent Europe.
"If we instead get inside their mindset and deliver an experience based on their needs, attendee satisfaction goes up and event success follows suit. Based on the research, it is also clear that event organisers need to be further facilitating, and in some cases improving, networking opportunities to ensure all delegates are getting maximum face-time and can make more valuable connections while onsite.
"At the same time, organisers should not lose sight of making sure events are engaging and memorable. Making a lasting impact means attendees are not only more likely to talk about their experience, but to also attend future events.
"Who knows, apart from sealing a business deal at an event, they may even find themselves getting a betrothal!"
The full report, Inside of the Mind of an Attendee, will be released on 27 February.
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