DALLAS – The Center for Exhibition Industry Research (CEIR) announced the release of the third report of its popular new series, the CEIR Digital Toolkit. The new report, Focus Report on Attendee Technology Profile, provides a snapshot of business-to-business exhibition attendee attitudes toward use of technology, mobile app habits, digital device preferences for business use in general as well as when attending business-to-business exhibitions.
CEIR President and CEO Brian Casey, CEM notes, “This report is a call-to-action to exhibition organizers and exhibitors alike to pay attention to attendee digital media habits. The study indicates that the mobile marketing wave is upon the business-to-business industry today. The pervasive use of digital devices while attending an exhibition offers the organizer a tremendous opportunity to enhance the attendee experience. It also offers exhibitors a chance to maximize engagement with attendees to further enhance the experience of current and prospective customers while they are on the trade show floor.”
Key findings from this focus report include:
- Mobile device usage is pervasive, regardless the age of an attendee. Nearly all attendees, 96 percent, come with a digital device; 75 percent come with a smartphone.
- Attendees may be open to being tracked, particularly if it delivers value to them. When it comes to use of attendee tracking technology a majority, 50% of attendees, are comfortable with its use on a show floor and 31 percent are neutral, having no strong feelings either way.
- When crafting digital offerings, aim for the middle. Study results reveal the largest percentage of attendees wait for technology to mainstream before trying something new.
- When an attendee is apt to adopt new technology;
- Percentage of time spent online for business purposes by device (desktop/laptop, tablet or smartphone);
- Average number of mobile apps – in total, number for personal use versus business use;
- Device where mobile apps are typically downloaded;
- Devices typically used when visiting a business-to-business exhibition and average number of devices brought; and
- Comfort level with the use of attendee tracking technology on an exhibition floor.
One additional report from this series will be released soon:
- Focus Report on Exhibition Organizer Onsite and Post-event Offerings: This report will compare attendee preferences to exhibition organizer digital offerings during an attendee’s journey on-premise and post-event, including a detailed look at an exhibition’s mobile app, other on-premise digital offerings and post-event communications.