Pulse report predicts further growth for industry despite cost pressures

Technology leads the field as the trend meetings and event organisers are most likely to adopt, according to the second Pulse report from event ticketing and registration platform Eventbrite.

The new full report will be released in full at a networking breakfast for 400 events professionals at Central Hall Westminster on 27 April.

The latest survey of 875 event industry professionals, Eventbrite says, reflects a positive sentiment in the UK events industry, with a majority of organisers (67%) expecting to grow their existing events presence in 2016.

The biggest challenge identified by organisers was cost and growing their businesses efficiently, with 40% expecting cost pressures would impact their events in 2016.

Innovative organisers are reviewing new technologies, but are reluctant to commit, the survey revealed.

Social media adoption at events was a given for nearly everyone surveyed (81% actively using, 16% planning to). Likewise, 79% of organisers were either already using, or planning to use, mobile event apps, again suggesting the time has finally arrived for this event technology.

Newer technologies received a more cautious reception, however, with 38% of organisers considering wearable technologies, putting them in a similar camp to iBeacons, Bluetooth and other sensor technology (34% of organisers were considering these technologies, but only 7% had committed).

Holograms were simply not considered to be a realistic option, and only 3% of organisers said they were planning to use them.

This year, Eventbrite also found a high number of organisers to be planning events in the networking, not-for-profit or brand experience space. While the UK’s small and medium sized businesses are tending to plan events that would result directly in sales, or qualified leads; larger companies, freelancers and charities were more likely to take a broader awareness view.

Commenting in advance of the report’s launch, Joel Crouch, Eventbrite’s new general manager for the UK and Ireland said: “The rise in the importance of events and experiences for all types of businesses and brands reflects the impact of a growing experience economy.”

The findings of the report will form part of a panel discussion on 27 April with Crouch being joined by ISES UK president Kevin Jackson, Mash Media MD Julian Agostini and founder of Strong & Co Deborah Armstrong.

Paul Colston

Author

Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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