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October 20, 2014

Event Tech: 92 Percent of Corporate Event Marketers Use Mobile Event Apps

Last week, QuickMobile and IMEX, in partnership with the Corporate Event Marketing Association, completed the second wave of their annual research on mobile event apps, and presented the results at IMEX America. The first wave of research was conducted in April 2014, and surveyed international meeting planners covering buying habits, required functionality and the role of mobile event apps in event planning, marketing and execution. The second wave, completed in September 2014 in partnership with CEMA, focused on similar topics and targeted the more than 600 members of CEMA. A summary of the research is available.

Key findings and takeaways from QuickMobile's second wave of research include:
o More than 54 percent of event marketers work on 10 events or more a year
o 80 percent of CEMA respondents say their audience expects an app, compared with 63 percent of respondents from the first wave of research. (Combined score 66 percent)
o 67 percent of event marketers reinvent the app procurement process for each new event
o Sales conferences (52 percent) and trade shows (50 percent) are the most popular types of events to have an app, followed by annual general meetings (44 percent).
o 78 percent spend more than $4000 on their event apps, recognizing that entry-level apps lack the functionality/service/support they need.

"There has been a glut of research on event tech since we launched our first round in April 2014," Patrick Payne, CEO of QuickMobile said in a statement. "We know of at least two additional studies that have been released by vendors and partners since that time in addition to media research from trade publications. It can be difficult for event planners and marketers to know what to pay attention to, so after our latest wave with CEMA we're making that task easier by summarizing the general takeaways from all the research."

Key takeaways from the collective industry research include:
o Both the first QuickMobile/IMEX study and the recent MPI study released in September showed an app inclusion rate among event planners of 60-63 percent. The second IMEX wave completed with CEMA showed a substantially higher rate of 92 percent.
o The two most important reasons for offering an app are: organizer-to-attendee messaging and reduction/elimination of paper
o Despite growing usage of mobile event apps, event planners are still learning what apps can do for them, and still have more basic expectations of functionality.

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