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Meetings

Nearly Half of Event Attendees Adopt Mobile Apps

By Dawit Habtemariam / April 01, 2018 / Contact Reporter
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On average, 48.5 percent of all event attendees adopt an event app and perform 34 engagements with their event app, according to Cvent's Mobile App Benchmark Report. The report is based on data Cvent pulled from 2,032 events that used its CrowdCompass app between March 1, 2017 and May 31, 2017. Events types and sizes varied and included locations worldwide.

App adoption was measured by taking the number of attendees who downloaded and logged into the app and divided it by the number of people who attended the event. Engagement was measured by the number of interactions with in an event from within the app. This includes checking out a session, sending a message to another attendee, posting to social media through the app or simply viewing in-app content like an agenda or white paper.

Cvent offered the following event app adoption and engagement breakdown by event size:

  • Events with up to 250 attendees had 55 percent adoption and 34 engagements
  • Events with between 250 and 500 attendees had 48 percent adoption and 36 engagements.
  • Events with between 500 and 750 attendees had a 46 percent adoption rate and 36 engagements.
  • Events with between 750 and 1,000 or more attendees had a 55 percent adoption rate and 48 engagements.

Events that had the highest app adoption rates weren't the ones with the highest engagement, or vice versa. Conferences and trade shows had 49 percent adoption and 27 engagements, seminars and webinars had 49 percent adoption and 23 engagements and training and workshops had 45 percent adoption and 37 engagements.

Driving Mobile App Adoption & Engagement

According to the report, the easiest way to increase adoption is to have an app for every event, regardless of size. Adding more security features increased average app engagement by 14 percent, attracting 40 interactions with the app per attendee, compared to the overall average of 34 times.

One way to increase both adoption and engagement is to include more in-app content like know-before-you-go pages, speaker FAQs and maps. Event apps with the highest adoption rates had 39 or more pages of content and sent out 18 or more push notifications. Engagement features like live Q&As and polling also push higher interactions.

The Opposing View 

Including more content and ensuring an extra layer of security translates into more work going into the mobile app. Smaller meetings technology providers like Conference Technology Enhancements argue that separate apps are not the future state for mobile meetings tech, citing similar stats to Cvent but spinning them differently: More than half of meeting participants, on average, don't adopt the mobile meetings app.

"[Meetings apps] have two major shortcomings," a spokesperson for the company wrote to BTN in an email. "First, most attendees don't want to download yet another app on their phone. Second, preparing a new app for each conference requires enormous resources."

According to CTE, the future of mobile meetings technology lies in integrated responsive websites that are optimized for mobile use and include the content, interactive features and attendee tracking capabilities.

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