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100 Event Statistics (2020 Edition)

By EventMB Studio Team

Do you know all the key statistics that will affect the way you create events? Here is a comprehensive collection of 100 key statistics for the event industry.

 

The event industry is living a second life. As more brands prefer live experiences as the best way to engage with audiences, here are some of the impressive and surprising statistics defining the industry.

For quick reference, the facts and figures have been broken down to cover the following 10 essential sections: 

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Event Industry
Statistics

Event Industry

Statistics

  • 100% of event job posts require event logistics management skills.(EventMB, 2019)
  • 73% of conferences and 50% of trade shows included a collaborative workshop within their agendas.(EventMB, 2019)
  • 52.6% of event professionals are invested more in event tech than the previous year. (EventMB, 2019)
  • 45% and 28% of event websites in North America and Europe, respectively, included information about their diversity and inclusivity policies. (EventMB, 2019)

THE VALUE OF EVENTS

  • On average, meetings generated $1,294 of spending per participant. (Oxford Economics and Events Industry Council, 2018)
  • Six million international participants generated $38 billion of meetings direct spending, representing 11.5% of the sector total. (Oxford Economics and Events Industry Council, 2018)
  • International visitors generated a disproportionate share of travel spending (21.8%), including shopping (24.6%), recreation and entertainment (26.5%). (Oxford Economics and Events Industry Council, 2018)
  • 39% of event professionals agree that ‘engaging attendees’ is the most crucial element of a live event. (EventMB, 2019)
  • 40% of German venues have some form of Sustainability Management System, and 90% of event venues said sustainability was an important or very important goal. (EventMB, 2019).
  • Trade shows and conferences are one of the top-3 sources buyers turn to when researching a vendor’s products and services. (Marketing Charts, 2015)

WORKING IN THE EVENT INDUSTRY

  • The projected growth for meeting, convention and event planners is expected to increase 11% in the USA between 2016-2026, faster than average. (The Bureau of Labor Statistics, 2018)
  • The events industry in the USA provides over 5.9 million jobs. (Oxford Economics and Events Industry Council, 2018)
  • Over 50% of UK event job postings emphasized compliance with regulatory policies. (EventMB, 2019)
  • The outlook for the global event industry is positive, with 85% of event planners being optimistic about the future and only 15% expressing concern or worry. (EventMB, 2018). Graph available.
  • Most event planners (89%) love their career in the event industry. Less than 10% felt indifferent and less than 2% said they didn’t love their career. (EventMB, 2018). Graph available.
  • $65,160 is the average event planner salary in New York City, USA (EventMB, 2018).
  • £26,107 is the average salary for event planners in London, UK (EventMB, 2018).
  • The majority of eventprofs (51%) feel that their salary will stay the same in 2018. 43% think salaries will rise and only 6% believe they will fall, indicating a generally positive outlook. (EventMB, 2018). Graph available.
  • People skills and organization are the essential skills every event professional needs, 81% agreed. Around three quarters also agreed that time management, flexibility and passion were important skills. (EventMB, 2018). Graph available.
  • Almost half (47%) of those surveyed said having more clients would help them advance their event planning career. Almost equally important were better personal branding (47%), better technical knowledge (46%) and better use of social media (44%). (EventMB, 2018). Graph available.
  • Shrinking budget is of the biggest immediate concern to event planners, affecting 56% Long hours were cited as an issue by 30% and mentioned third was unethical behavior (29%). 28% are concerned with their lack of career progression. (EventMB, 2018). Graph available.
  • Budgets are one of the biggest challenges currently for event planners, followed by finding sponsors and attendee numbers. (EventMB, 2018). Graph available.
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EVENT BUDGETS

  • 71% of event professionals with over $5 million budget will spend more on event tech in 2020. (EventMB, 2019)
  • 57% of event professionals think that the recent trend to deliver event experiences requires more budget. (EventMB, 2019).
  • 56% of those planning more than 16 events per year will spend more in 2020. (EventMB Report, 2019)
    • The majority of event planners (65%) feel that event budgets will remain the same. 26% expect an increased budget for the next 12 months. (EventMB, 2018). Graph available.

    TYPES OF EVENTS

    • In North America, conferences and trade shows are the most common meeting activity type, with 23% of the market in 2018. Conferences and trade shows represent 20% for Europe, 17% for Asia Pacific and 10% for Central/South America. (Global Meetings and Events Forecast, 2018)
    • In the US, 53% of attendees participate in corporate and business meetings, 18% in conventions, conferences and congresses without an exhibition floor and 16% in trade shows or conferences with an exhibiting component. 6% participated in incentive meetings and 6% in other meetings. (Oxford Economics and Events Industry Council, 2018)
    • When listed by host classification, 43% were corporate events, 34% were association/membership events, 14% were non-government, not-for-profit events and 4% were government events in the US in 2016. (Oxford Economics and Events Industry Council, 2018)

    CORPORATE EVENTS

    • For corporate event planners, budget is their biggest concern (82%), followed by new ideas (62%) and Return on Investment, or ROI, at 54% (EventMB, 2018). Graph available.
    • When planning corporate events, planners are most concerned about finding innovative ideas (81%), good venues (65%) and marketing their event effectively (48%). (EventMB, 2018). Graph available.
    • The priority of attendees attending corporate events in 2018 is networking (82%), learning (71%) and entertainment (38%). Self-improvement is important to 37% and time out of the office is appealing to 16% (EventMB, 2018). Graph available.

    EVENT SUCCESS AND ROI

    • 76% of current job ads demand that event professionals be capable of establishing the business value of events. (EventMB, 2019)
    • 91% measure the success of their events on attendee satisfaction. 61% measure according to their specific event objectives and 60% determine results based on staying within budget. (EventMB, 2019). Graph available.
    • 55% of event professionals think they do not measure the success of their events well enough, 18% measure their event success accurately, 10% measure it in great detail.. (EventMB, 2019).
    • At 59% feedback survey is the most favored method for measuring the success of a live event experience. Meanwhile, 55% of event professionals ranked feedback from client or management as their second most favored method for measuring live event success. (EventMB, 2019).

      MEETING DESIGN

      • 32% of events in Europe include speaker sessions and other activities designed to promote sustainable practices. (EventMB Report, 2019).
      • 83% of event planners consider an event’s content or program vital to making a live event memorable. (EventMB Report, 2019). Graph available.

      Event Marketing Statistics

      Event Marketing Statistics

      • Event planners listed social media as the most effective tool for event marketing (74%), followed by email marketing (66%), their website (60%) and event registration site (26%). (EventMB, 2018). Graph available.
      • 65% of event planners have an increased event marketing budget for 2018. 21% have more to spend and 14% have seen a decrease. (EventMB, 2018). Graph available.
      • Early bird rates are cited by event planners as the most effective tactic for selling tickets and increasing registration. Almost a quarter state that discount codes are most effective. (EventMB, 2018). Graph available.

      SOCIAL MEDIA - ORGANIC

      • 37% of event planners report that social media exposure is a key metric of event success. (EventMB, 2019)
      • 58% of marketers use social media for marketing before, during and after their events. (EventMB, 2018). Graph available.
      • 28% of event marketers spend less than $200 on social media for a average event and 26% spend nothing. 25% spend between $200 and $1,000. (EventMB, 2018). Graph available.
      • 47% of event planners have a dedicated social media team. 30% have nobody to take the lead on social media. 14% use interns and 10% outsource their social media. (EventMB, 2018). Graph available.
      • 52% of events engage on social media several times a day. (EventMB, 2018). Graph available.
      • Facebook is the most popular channel for event planners to be active on, used by 88%. The next most popular social media channels are LinkedIn (80%), Twitter (60%) and Instagram (58%). (EventMB, 2018). Graph available.
      • Facebook is the most popular channel for event planners to use for event marketing, used by 52%. The next most effective social media channels for promotion are LinkedIn (26%), Twitter (13%) and Instagram (6%). (EventMB, 2018). Graph available.
      • Social media is used for pre-event engagement by 89%. 49% use it to engage attendees during the event and 13% for interaction with speakers during educational sessions. 38% use social media as a feedback mechanism. (EventMB, 2018). Graph available.
      • Social media campaigns are important to 53% of event planners. 31% view it as being important and 15% do not see it as important. (EventMB, 2018). Graph available.
      • For customer management, Facebook is useful to 57% of event planners, LinkedIn is effective for 21%, Twitter is noted by 16% and 4% list Google+. (EventMB, 2018). Graph available.
      • The best social channels to build a community and for year-round engagement are Facebook (57%), LinkedIn (25%), Twitter (7%) and Instagram (7%). (EventMB, 2018). Graph available.

      PAID SOCIAL MEDIA ADS

      EMAIL MARKETING

      • Subject lines under 21 characters generate a 31% higher-than-average open rate, yet shorter subject lines account for less than 5% of all emails sent. (Charity Digital News, 2017)
      • Open rates of between 60-87% often include the company name in the title with straightforward and honest subjects such as [company name] newsletter, Invitation from [company name] or Upcoming Events at [company name] (Mailchimp, 2017)
      • 2% of all emails included personalization in the subject line, however, these emails generated 50% higher open rates than those without personalization. (Mailchimp, 2017)
      • 21% of legitimate permission-based emails can also end up in the spam folder. (ReturnPath, 2014)
      • Research suggests that if you don’t receive a response within 48-hours after an email is issued you are unlikely to receive a reply at all. (Forbes, 2015)
      • Emails in the event and entertainment niche have a 21.21% open rate on average and a 2.33% click-through rate. (Mailchimp, 2017)
      • Other statistics suggest email marketing campaigns within the event industry perform far worse at 9.38%, which puts the event industry in the lower results compared to other sectors. (Smart Insights, 2018)
      • Only 47% of event planners analyze their email or email invitation data. (EventMB Report, 2018). Graph available.

      CONTENT MARKETING

      • B2B marketers allocate 28% of their total marketing budget, on average, to content marketing. The most effective allocate between 42% and 46%. (Content Marketing Institute, 2016)
      • 72% of B2B marketers are heavily focused on creating engaging content, listing it as the top priority for their internal content creators. (Content Marketing Institute, 2016)

      VIDEO

      • 79% use video as part of their B2B marketing strategy. (Content Marketing Institute, 2016)
      • 66% of event planners are using video as part of their marketing strategy. (EventMB, 2018). Graph available.
      • 62% rate video as an effective tactic for their B2B marketing strategy. (Content Marketing Institute, 2016)

      WORKING WITH INFLUENCERS

      • 84% of companies are working on influencer projects. 81% say that influencer engagement was effective. (eMarketer, 2015)
      • 94% of brands consider working with influencers to be a success but 78% are still working on ways to quantify that success. (Adweek, 2016)
      • 25% of event planners are considering investing in influencer marketing. 43% are not sure and 33% are not. (EventMB, 2018). Graph available.

      TELEPHONE MARKETING

      • On the phone, tone is 86% of our communication. The words used only represent 14% of our communication. (Tradepress Services, 2017)
      • 78% of decision-makers have taken an appointment or attended an event that came from an email or cold call (Source: DiscoverOrg, via SDM, 2015)

      EXPERIENTIAL MARKETING

      • 32% of event planners rate experiential marketing as a priority. 37% are not sure and 32% do not consider it a priority. (EventMB, 2018). Graph available.
      • 58% of event planners believe that the demand for experiential marketing is increasing. 41% are not sure and 1% do not think it is increasing. (EventMB, 2018). Graph available.
      • A experiential campaign will be effective as a result of strong social engagement (76%), a happy client (58%), good turnout (44%), being within budget (34%) and the location (25%). (EventMB, 2018). Graph available.

      Event Technology Statistics

      Event Technology Statistics

      • 85% of event planners use event registration software, 61% use event marketing tools, and 54% use survey tools. (EventMB, 2018). Graph available.
      • 62.6% of event planners predict that their use of event technology will increase. 36.2% think that it will remain the same and 1.2% think their event technology usage will decrease.(EventMB, 2019).
      • In 2019, 52.6% of event professionals invested more in event tech than the previous year, 41.6 are spent the same budget and 5.8% said they would spend less than the previous year.
        • 25.3% of planners say that cost is the most frustrating thing about event tech, and 18% said getting people to use it was their toughest challenge. (EventMB, 2019).

        EVENT APPS

        • 100% of event organizers across industries agree that real-time agenda information is a critical app feature. (EventMB, 2019)
        • Approximately 60% of event app features reflect other apps that attendees use outside of events. (EventMB, 2019). Graph available.
        • Event apps grew by 68.2% from 2018 to 2019, but that growth seems to be slowing down as event apps are now growing at just 6% year-on-year.(EventMB, 2019). Graph available.
        • 52.7% of event app developers report that attendees use their apps mostly for sessional information. Meanwhile, 49% use event apps for engagement related features.(EventMB, 2019).
        • 67% of event planners state that cost has the biggest impact on whether they use an event app. They also consider modern features and technology (60%) and integration (58%). (EventMB, 2018). Graph available.
        • 41% of event apps use advanced features to make networking more efficient and replace serendipitous occasions. (EventMB, 2019)
        • 10% of event apps use gamification to drive their desired action from attendees. (EventMB, 2019).
        • 35% of event app developers say that their app adoption rate is between 60% to 80%, whereas 40% of developers say they have an adoption rate of over 80%. App and e-portfolio duties account for 23% of event jobs advertised. (EventMB, 2019)
        • 16% of event planners said they had their apps fully sponsored, so they didn’t have to pay out of pocket. (EventMB, 2019)

        EVENT MANAGEMENT SOFTWARE

        • 14% of jobs demanded experience with operating an event management software program. (EventMB, 2019)
        • The most important consideration in event management software is support (79%), followed by the features (78%) and analytics (69%). Value for money is listed by 67% of event planners and for 58% it is important that they are not limited in terms of the number of events or attendees. (EventMB, 2018). Graph available.
        • 18.8% of event planners use different event technology providers rather than an all-in-one solution. Although 45% of planners use a combination of vertical and all-in-one event technology suppliers, the adoption of all-in-one has grown at 27% year-over-year (from 9% in 2018 to 36% in 2019). (EventMB, 2019).

        Event Sponsorship Statistics

        Event Sponsorship Statistics

        THE VALUE OF EVENT SPONSORSHIP

        • Across all verticals, combo sponsorship packages dominated. Making up 67% of all event packages, combining awareness and value offerings. (EventMB, 2019).
        • 49% of event planners are struggling to find sponsors for their events. 22% of event profs found winning sponsorships easier than last year. 10% of planners felt winning sponsorship has remained the same, whereas 17% think it’s declining. (EventMB, 2019).
        • For 74% of event planners, their sponsorship retention rate stays about the same. 10% are finding an increased retention rate and 17% are seeing a decline in their sponsorship agreements. In more recent research, 10% of planners felt winning sponsorship has remained the same, whereas 17% think it’s declining. (EventMB, 2018 and EventMB, 2019). Graph available.

        Event Management Company Statistics

        Event Management Company Statistics

        • 45% of event planners report that they have more clients than 12 months ago. 43% have the same and 12% have less clients. (EventMB, 2018). Graph available.
        • 94% of event jobs demand that applicants have organizational and project management qualifications. (EventMB, 2019)
        • Networking is the most effective strategy for event planners to find new clients (66%), followed by social media (45%). (EventMB, 2018). Graph available.

        Event Venue Statistics

        Event Venue Statistics

        • 10% of negotiated hotel room blocks were 50% more expensive than equivalent accommodations on booking sites. Alternative accommodation options with equal or better amenities and within very short distances priced 25.39% cheaper than negotiated rooms. (EventMB, 2019)
        • 73% of event planners are working with hotels in 2018. 57% are working with conference centers and 53% are working with unusual venues. (EventMB, 2019). Graph available.
        • 69% of event planners select venues based on word of mouth recommendations. 58% will use search engines and 34% use online listings and marketplaces. (EventMB, 2018). Graph available.
        • While wifi availability and performance still plagued 58% of planners, the percentage has gone down by 21%.  (EventMB, 2019). Graph available.
        • 52% of event planners are frustrated by slow responses from venues, as well as prices (47%) and poor wifi (44%). (EventMB, 2018). Graph available.
        • 50% of event planners negotiate a discount off published rates and early access/late get out. 47% most commonly negotiate on the WiFi and 41% negotiate basic AV and free parking. (EventMB, 2018). Graph available.

        Event Destination Statistics

        Event Destination Statistics

        Virtual Event Statistics

        Virtual Event Statistics

        • 50% of marketers have attended a virtual or hybrid event. Those that have attended a virtual event are 51% more likely to attend another one. (Westuc, 2015)
        • 85% said they preferred in-person events and 92% believed they would receive more leads at a physical conference. (Westuc, 2015)
        • Only 33% of marketers surveyed say their company has hosted a virtual event. 70% of marketers who had already hosted virtual events said they plan to host more. (Westuc, 2015)

         

        IN CONCLUSION

        Phew! 100 impressive and surprising statistics defining the event industry in 2020. Doesn’t it make you proud and excited to be part of such a valuable sector?

        Now onto you:

        • Do you have a tip to make this page better? Send an email to contact@eventmanagerblog.com.
        • Do you have more interesting and surprising statistics about the event industry? Comment below to share more stats with other event planners.
        • Do you have a colleague who may benefit from reading this page? Share it with them.

         

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        EventMB Studio Team
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