Size Of Event Promotion & Management Services Industry In Europe?

Bizzabo enquiry | 6 April 2022

The Events Industry's Top Marketing Statistics, Trends, and Data

If you lot're looking for the near comprehensive list of consequence marketing, outcome management, and event planning statistics, you've come to the right place.

The COVID-nineteen pandemic may take forced the events industry to pause and pin, just remarkable modify and innovation came forth with that. Would you believe that lx% of leadership believe that events are the most critical marketing channel for achieving business goals?

What's more, Verified Market Inquiry, a leading global research and consulting firm, expects the global events industry to bring in a whopping $two.194 trillion by 2028 — quite the uptick from the $887 billion the marketplace commanded in 2020.

To inspire your event strategy or as fodder for your adjacent event marketing presentation to get purchase-in from key stakeholders, nosotros've compiled a list of marketing and effect statistics.

Virtual Issue Statistics

When the pandemic forced anybody into lockdown, 60% of event professionals pivoted to virtual events. Although in Q4 2021, 75% of events on Bizzabo's platform were virtual, only 30.6% of Q2 2022 events are planning to go virtual. As we prepare for the next wave of in-person events, it's important to note that although 96% of event marketers don't believe that virtual events volition always supervene upon in-person experiences, they believe this event format still has merit.

40% of events in 2022 volition exist virtual, based on a survey of 8,227 marketers (Statista, 2022)
71% of event decision makers say that information technology's difficult to make virtual events accurately mimic the IRL experience, with 2 in 3 (67%) feeling information technology's difficult to articulate a brand narrative through virtual events (BlueJeans and Forrester, 2021)
The average number of sessions per virtual event is 12 (Bizzabo, 2020)
58% of virtual sessions are smaller, capping at 300 live attendees (Bizzabo, 2020)
fourteen% of virtual event sessions are a larger keynote format (Bizzabo, 2020)
62% of virtual events are single-day events (Bizzabo, 2020)
62.6% of result marketers work with a product services company to help execute virtual events (Bizzabo, 2020)
93% of event professionals plan to invest in virtual events moving forrad (Bizzabo, 2020)
80.ii% of upshot organizers were able to accomplish a wider audience with virtual events (Bizzabo, 2020)
54% of virtual event registrants catechumen to virtual attendees. (Bizzabo, 2020)
80% of effect professionals report measuring result success based on attendee engagement and satisfaction (Bizzabo, 2020)
39.five% of issue organizers found information technology easier to observe outstanding speakers for virtual events (Bizzabo, 2020)
80.2% of effect organizers have been able to reach a wider audience with virtual events (Bizzabo, 2020)
55% of respondents say customer relations, education, and memory are the main goals for their virtual events (Bizzabo, 2020)
68% of event marketers reported that a hybrid solution that can manage both virtual and in-person events volition play a key office in the 2020 and 2021 outcome strategies. (Bizzabo, 2020)
52.five% of issue marketers are challenged by the logistics of virtual events and believe virtual events require a different set of skills and resources (Bizzabo, 2020)
68.eight% of event marketers believe information technology's more hard to provide networking opportunities at a virtual issue (Bizzabo, 2020)
eighty% of virtual outcome registrations are free (Bizzabo, 2020)
52.9% of event marketers believe it is more than difficult to create unique and memorable experiences for virtual attendees in comparing to in-person events (Bizzabo, 2020)
61% of result professionals believe keeping virtual attendees engaged is their biggest challenge (Forrester, 2021)
13% of virtual attendees want to network with in-person attendees (Bizzabo, 2021)
42% of virtual attendees would attend online again, although they'd prefer to attend in-person (Bizzabo, 2021)
42% of virtual attendees would join online next time becasue information technology's their best pick (Bizzabo, 2021)
18% of virtual attendees don't want to socialize at all (Bizzabo, 2021)
75% of virtual event participants institute access to on-demand sessions most valuable (Forrester, 2021)

In-Person Event Statistics

The next wave of in-person events is at our doorstep. In Q4 2021, a mere 16.8% of events on Bizzabo's platform were in-person. Compare this to Q2 2022, in which 48.5% of events are scheduled to exist in-person. Are you ready to ride the in-person wave?

35% of events in 2022 will exist in-person, based on a survey of 8,227 marketers (Statista, 2022)
88% of respondents wait meetings in 2022 will have an in-person component (AMEX, 2021)
67% of issue professionals believe in-person meetings will render to their pre-pandemic numbers within one to two years (AMEX, 2021)
81% of events expected to have an in-person element (AMEX, 2021)
78% of in-person attendees prefer to network with other in-person attendees (Bizzabo, 2021)
58% of virtual attendees are willing to network with anyone (Bizzabo, 2021)
85% of leadership (senior managers, executives, and lath members) believe in-person events are essential to their company'due south success (Bizzabo, 2019)
95% of marketers believe in-person events have a significant touch on achieving chief business goals (Bizzabo, 2019)
61% of marketers believe that in-person events are the most disquisitional marketing channel — a twenty% increase from the previous yr (Bizzabo, 2019)
78% of event marketers believe that in-person events will get increasingly of import to their visitor'southward success (Bizzabo, 2019)
41.one% of result planners would just nourish a concrete event in-person if it was local (EventMB, 2020)
55% of outcome organizers report that safety is the biggest obstacle for resuming in-person events (EventMB, 2020)

Hybrid Effect Statistics

The future of events is hybrid, because you lot reach a wider audience, deliver greater accessibility, increment sustainability, and gain deeper attendee insights. According to Bizzabo data around events on our platform, in fact, 20.nine% in Q2 2022 volition exist hybrid versus a mere 8.ten% in Q4 2021.

35% of events in 2022 will exist hybrid, based on a survey of eight,227 marketers (Statista, 2022)
68% of issue professionals are looking for hybrid event engineering science that supports both in-person and virtual events (Bizzabo, 2020)
50% of hybrid speakers said that feeling connected is extremely important to them (Bizzabo, 2022)
76.v% of event marketers have never hosted a hybrid event (Bizzabo, 2020)
71% of result marketers believe they accept a clear agreement of what a hybrid event is (Bizzabo, 2020)
35% of consequence organizers say that finding the right venue to host a hybrid effect is a claiming (Markletic)
30% of issue organizers plan to switch to hybrid for their adjacent issue (Bizzabo, 2022)
25% of effect professionals cite the ability of the upshot venue to host hybrid meetings every bit a primal factor in choosing a meeting location (AMEX, 2021)
46% of result organizers say that speakers had difficulties engaging a virtual and in-person audience simultaneously (Markletic)
38% of event organizers say that it takes more than preparation time to host a hybrid event compared to hosting a dedicated in-person or virtual issue (Markletic)
35% of virtual and hybrid events would crave the services of a full-service bureau, which, depending on what is required, could provide presenter preparation, pre-recorded interviews, virtual studio space, and postal service-consequence, edited sessions made available to attendees (AMEX, 2020)
More than 80% of respondents say their organizations strive to comprise DE&I into their meetings and events (AMEX, 2021)
50.7% of executives recall that in the future, all in-person events volition take a virtual component (Marketing Charts, 2020)
67% of event organizers reported that their meetings and events policy contained explicit language around condom and security (AMEX, 2021)
63% of virtual attendees report being unsuccessful in socializing during hybrid events (Bizzabo, 2021)
57% of in-person attendees study successfully socializing during hybrid events (Bizzabo, 2021)

B2B Event Industry Statistics

Result marketing plays a large role in achieving business organization goals. In 2021, event marketers reallocated their budgets to go online — for a successful year of virtual events ranging from VIP experiences to corporate events.

97% of B2B marketers believe that in-person events have a major impact on achieving business outcomes (Bizzabo, 2019)
87% of B2B marketers say in-person events are a critical component to their company's success (Bizzabo, 2019)
82% of B2B marketers believe that attendee engagement is an important KPI for effect success (Bizzabo, 2019)
94% of B2B effect organizers utilise "pipeline generated" as their key success metric (Markletic)
65% of B2B marketers within the professional services industry host i-day conferences (Bizzabo, 2019)
54% of B2B marketers within the professional services industry host VIP events (Bizzabo, 2019)
51% of B2B marketers within the professional person services manufacture host thought leadership events (Bizzabo, 2019)
72% of respondents project overall B2B marketing budgets will increase, stay the same, or only be cut moderately (by less than 20%) (Event Marketer, 2020)

Commercial and Professional Services Issue Statistics

Commercial and professional services industries know that events tin can provide a platform to connect with their audience. Whether the consequence'due south goal is to drive brand awareness with brand activations and event branding or to create a meaningful space for networking, the bulk of outcome marketers believe events are a disquisitional element of their company'southward success.

96% of respondents in the commercial and professional services manufacture believe events provide valuable opportunities for attendees to class in-person connections in an increasingly digital globe (Bizzabo, 2019)
92% of respondents in the commercial and professional services industry concur leadership teams are very committed to their events strategy (Bizzabo, 2019)
86% of respondents in the commercial and professional services industry believe that in-person events are a critical component of their company's success (Bizzabo, 2019)
72% of professional services companies wait a marketing budget increase for in-person events in the coming twelvemonth (Bizzabo, 2019)
54% of outcome marketers in the professional person services industry host events to drive brand sensation (Bizzabo, 2019)

Media Event Statistics

Media events sympathise that event software can integrate with other core business organization software and provide meaningful data to produce infrequent events. Check out these statistics to learn more.

97% of respondents within the media industry believe in-person events tin can have a major impact on achieving a company'south primary business goals (Bizzabo, 2019)
94% of respondents within the media industry believe result software makes information technology easier to achieve business organisation outcomes (Bizzabo, 2019)
85% of respondents within the media manufacture reported that their leadership teams are supportive of their events strategy (Bizzabo, 2019)

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Event Marketing Budget Statistics

Effect budgeting has become more complex with the rise of virtual and hybrid events. In this section, we'll explore today's state of event marketing budgets.

64% of upshot professionals say their overall meeting spend is increasing in 2022 (AMEX, 2021)
85% of leadership (senior managers, executives, and board members) believe in-person events are critical to their company'due south success (Bizzabo, 2019)
48% of respondents state that their businesses allocate at to the lowest degree 21% of their marketing budgets to in-person events (Bizzabo, 2019)
50% of businesses are spending 21% or more of their total events budget on hosting events (Bizzabo, 2019)
33% of businesses are spending 21% or more of their total events budget on sponsoring events (Bizzabo, 2019)
Most organizations spend more than 25% of their marketing budgets on events (CIOreview, 2019)
70% of businesses that are outperforming their company goals expect their in-person event budgets to increase (Bizzabo, 2019)

The Event Budgeting Guide for In-Person, Hybrid, and Virtual Events

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Event Technology Statistics

Issue technology is an integral part of whatever event. In this section, we will uncover statistics related to issue management software features, the importance of issue apps, and how event organizers are adopting event engineering to improve their events.

Consequence Management Software

89% of businesses using event technology save roughly 200 hours per year, and 20% run into 360+ hours saved per year (Bizzabo, 2019)
51% of event conclusion makers are satisfied with their virtual events platform, but 94% encountered issues with their platform's setup (BlueJeans and Forrester, 2021)
92% of marketers believe event software makes information technology easier to achieve business outcomes (Bizzabo, 2019)
80% of marketers that are currently using result software don't have trouble proving ROI (Bizzabo, 2019)
89% of marketers who apply upshot software believe they salve time when planning events (Bizzabo, 2019)
79% of event marketers integrate their event software with a CRM (Bizzabo, 2019)
20% of event marketers believe APIs and integrations volition hold the greatest areas for improvement for event applied science in the futurity (Bizzabo, 2019)
59.4% of issue marketers are looking for a hybrid software solution that volition manage both in-person and virtual events (Bizzabo, 2020)

Event Apps

62% of marketers believe a mobile app for an event can help drive attendee engagement (Bizzabo, 2019)
98% of event professionals utilise agenda and session features for their event app (EventMB, 2020)
97% of marketers in the tech manufacture utilize calendar features in their result app (EventMB, 2020)
60-lxx% of event app features commonly used beyond industries are engagement-focused (EventMB, 2019)
41% of apps analyzed by EventMB included advanced networking features (EventMB, 2019)
100% of verticals analyzed by EventMB named "consequence agenda" in the top three most important features for an outcome app (EventMB, 2019)
Users of Bizzabo's Ultra Branded App saw an 84% increment in audience networking (Bizzabo, 2019)
Users of Bizzabo's Ultra Branded App saw a 42% increase in audience engagement (Bizzabo, 2019)
27% of all virtual/hybrid meetings will make use of a mobile app (AMEX, 2020)

Event Applied science Adoption

90% of event marketers believe that engineering can take a major positive impact on the success of their events (Bizzabo, 2019)
eighty% of marketers believe that their leadership team is supportive of their event strategy (Bizzabo, 2019)
forty% of event app developers boast an average adoption rate of over 80% (EventMB, 2019)
52% of event app developers say that attendees use result apps more often than not for session information (EventMB, 2019)

As virtual consequence ticket costs are drastically reduced (and in many cases gratuitous), result sponsorship is condign an increasingly of import role in funding events. Hither's how event sponsorship will play a central function in organizers effect strategies in 2021.

l.6% of respondents believe that tools to connect sponsors and attendees both well-nigh and in-person will play a key role in their 2021 event strategies (Bizzabo, 2020)
On a scale of ane-10, event marketers rated their confidence in the value of their sponsorship opportunities at virtual events an boilerplate of six.5 (Bizzabo, 2020)
51% of respondents believe their budget for sponsoring or exhibiting will remain the aforementioned in the coming twelvemonth (Bizzabo, 2019)
33% of respondents allocate 21% or more than of their marketing upkeep towards sponsoring or exhibiting at events. (Bizzabo, 2019)

Event ROI Statistics

Based on the stats below, event marketers know the importance of tracking and measuring outcome ROI, but the majority struggle to prove it. Check out how organizers use consequence software, KPIs, and more to measure out event success from the information we uncovered.

91% of respondents believe issue software makes it easier to attain business organization outcomes (Bizzabo, 2019)
The average price paid for a virtual event in June 2020 was $254 (Bizzabo, 2020)
22% of respondents said multi-day conferences accept the biggest impact on cardinal business objectives (Bizzabo, 2019)
37% of respondents primarily measure out attendee engagement and satisfaction as a KPIs for event success (Bizzabo, 2019)
54% of respondents have trouble showing consequence ROI to key decision-makers (Bizzabo, 2019)
64% of effect marketers say their primary goal for hosting events is make awareness (Bizzabo, 2019)
39% of event marketers believe electronic mail marketing is the most constructive channel for promoting events (Bizzabo, 2019)

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Attendee Engagement Statistics

Virtual events have created new challenges for consequence appointment. More than half of event marketers find virtual engagement more than difficult. We've compiled the most interesting stats surrounding date and what virtual upshot tools planners believe will aid virtual attendees stay engaged.

l% of organizers found moderating Q&A with virtual and in-person audiences as a challenging aspect of hybrid events (Bizzabo, 2022)
67% of hybrid effect speakers found polls a helpful way to connect with audiences (Bizzabo, 2022)
46% of organizers plant networking to be a challenging aspect of organizing hybrid events (Bizzabo, 2022)
67.7% of upshot marketers discover it more difficult to keep attendees engaged during virtual outcome sessions (Bizzabo, 2020)
The average virtual attendee watches 68% of a virtual session that is 20 minutes or longer (Bizzabo, 2020)
63% of respondents believe tools to appoint virtual attendees will play a fundamental role in their future upshot strategies (Bizzabo, 2020)
90% of upshot marketers believe providing a personalized attendee experience is important (Bizzabo, 2019)
93% of respondents agree that in-person events provide attendees with valuable opportunities to form in-person connections in an increasingly digital world (Bizzabo, 2019)
90% of respondents say providing a personalized attendee experience is important to them (Bizzabo, 2019)
70% of respondents rails attendee engagement and satisfaction as a KPI for event success (Bizzabo, 2019)
54% of event planners are spending more of their time and attention on the attendee experience rather than logistics (AMEX, 2019)
The majority (63%) of respondents believe a mobile event app can bulldoze attendee engagement (Bizzabo, 2019)
37% of respondents say attendee appointment and satisfaction are the primary KPIs they measure for event success (Bizzabo, 2019)

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DE&I and Sustainability Statistics

Variety, equity, and inclusion (DE&I) continue to be at the forefront of outcome marketers' minds. Judging from the stats beneath, the manufacture is moving forward but still has a lot of work to do to promote diverse events, including the need for speaker selections to be more diverse.

Among respondents who track DE&I, 47% measure progress of diversity and equity goals at least twice per yr; 43% measure progress of inclusion goals at least twice per year (SHRM, 2021)
33% of result speakers are female (Bizzabo Diversity Study, 2019)
Executive diversity and inclusion job titles have increased 113% since 2015 (ZoomInfo, 2020)
35-40% of events don't have a single Black speaker (EventMB, 2020)
Virtually twoscore% of Fortune 500 companies now take executives dedicated to DEI (ZoomInfo, 2020)
When comparing the The states, Canada, and the United kingdom, the U.S. and Canada tied for most diverse with 64% male speakers versus 35% female speakers, respectively (Bizzabo Diversity Report, 2019)
Technology events were found to have 63% male speakers versus 37% female speakers (Bizzabo Diversity Report, 2019)
Educational activity management events had 50% female speakers and l% male speakers (Bizzabo Diversity Report, 2019)
Job search and info sessions had 69% female versus 31% male speakers (Bizzabo Diversity Study, 2019)
Fundraisers and galas had 58% female versus 42% male person speakers (Bizzabo Diversity Report, 2019)
Summits had 85% male versus fifteen% female speakers (Bizzabo Diversity Report, 2019)
Conferences and conventions had 66% male versus 34% female speakers (Bizzabo Diversity Study, 2019)
Women'due south participation in virtual STEM conferences increased by every bit much as 253% compared to in-person conferences (USC, 2021)
61% of respondents believe that the events industry has improved, but non plenty, when it comes to diversity in speaker lineups (Bizzabo, 2022)
83% of respondents said their organizations take sustainability into account when planning meetings and events (AMEX, 2021)
Streaming experiences can reduce total climate pollution from events by 60-98% (Eventcellany, 2020)

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That's a wrap on upshot marketing stats. We are confident this year volition bring along new and exciting information, and we'll go on to update these lists as more relevant insights surface throughout the twelvemonth.

Editor's Notation: This post was published in Dec 2018 and has been updated for relevance.

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