Recent research by "The Event App Bible" author Julius Solaris found that adoption of mobile event apps remains low. A new study by The Event Marketing Institute (EMI) and Cvent, however, concludes that adoption is increasing rapidly.
The study, findings from which were released last week
and formally presented yesterday, is based on a survey of more than 300 associations, exhibition producers, and corporations that have major meeting, event, and trade show programs. Among its key findings:
• By 2016, 88 percent of planners expect their attendees to consider mobile event apps as critical to their event experience.
• By 2016, 86 percent of planners will have an app at their event.
• The top 10 percent of respondents in terms of current attendee app usage say 85 percent of their attendees are using apps today and 94 percent will be using them by 2016.
• The top 10 percent of respondents in the print savings category say they've saved 84 percent on printing costs.
• Ninety-four percent of the industry with a mobile event app will increase or maintain their app spending level in 2015.
"Technology is impacting every facet of meetings and events," Kevin Ritch, senior director of membership at EMI, said in a statement. "This new research validates mobile apps as a key driver of event engagement, a key cost-containment tool, and as a permanent part of the event marketer's toolbox."
EMI and Cvent's study, "The Momentum of Mobile Event Apps," is available exclusively to EMI members. An executive summary, however, is for download from EMI's website