If you aren’t planning to have a mobile application for your upcoming event, then new research suggests you are likely to be denying your attendees’ key information through their preferred digital medium of choice, says Michael Douglas from GenieConnect.
I think we all knew that the use of mobile apps was on the rise. What we didn’t know was by how much. Well now we do, thanks to the latest US Mobile App Report. It reveals that people currently spend the majority of their time using digital media on mobile apps – 52 per cent of their time to be precise. What’s more, people spend seven out of every eight minutes on their mobile devices using apps.
Clearly this presents a very strong case for apps at events, both in terms of convenience for attendees and with respect to the better delivery and consumption of key information to facilitate a more effective live experience.
And with mobile use rising across Europe to a similar degree to that in the US, there’s every reason to expect the situation to be replicated in other developed nations.
Although there now seems to be an imperative for organisers to embrace mobile apps, the PC is far from dead. In fact, the same survey reveals a rise in desktop usage by 1 per cent. Of course, this is unlikely to affect visitors during an event, but as the desktop continues to be used at work, it is important for organisers to allow attendees to plan their attendance before the event and follow up afterwards, in this way.
The ideal solution is an attendee portal as it allows people to save their agenda, connect with attendees, send messages and set up meetings in advance. It should also sync with their mobile app so that they can easily access all the necessary details when they’re on the go. Then, any notes made can be downloaded from the desktop, along with downloadable follow-up materials (slides, handouts etc) supplied by the organiser.
With respect to the operating system that your event app should be designed to be compatible with, it’s best to make it accessible for both Android, iOS and windows users. Although there are more Android users in the US (83.8m) than iOS users (62.6m), and in Europe Android controls 73 per cent of the market (according to the latest figures from Kantar Worldpanel ComTech), there is still a healthy cross platform mix.
But remember, just having a mobile event app doesn’t guarantee anything for you or your attendees. Delivering great results takes a smart approach – it doesn’t just happen on it’s own. So put the effort into launching and promoting your app to increase chances of a high uptake.
Any comments? Email Zoe Vernor