18 Research
TRACKING AUDIENCE BEHAVIOURAL CHANGES
We present some of the headline needs in a rapidly changing ecosystem . The UK stands to gain results as a preview of our new from these insights , especially those
Event Audience Behaviour White unearthed in our new research Paper , produced in conjunction White Paper which highlights pivotal industry transformations and aims with Identity . Full study out soon to empower professionals to host more impactful events . harting the new waters of audience behaviour amid a sea change for events , global association of the exhibition industry , UFI ’ s latest Barometer reveals a booming trade show sector , set to hit 115 % of 2019 ’ s levels this year . This surge reflects a dramatically evolving event landscape , shaped by shifts in human behaviour and heightened expectations of brand experiences . Coupled with AI ’ s ascendancy , enhancing both creativity and operational efficiency , it underscores the imperative for industry insiders to stay attuned to market dynamics and audience
The results are in So , what were the biggest changes to our UK event audiences ’ behaviour over recent years ? Our research kicked off with some questions on audience attention spans , loyalty and how they feel they are communicated with .
As well as presenting the raw data ( we polled 119 professionals across a range of responsibilities ), we dig into some of the reasoning behind the answers to draw a richer picture .
First , jumping out from behind the numbers was a clear message of Increased expectations and selectivity : Audiences now have much higher expectations for event content , value , and experience and are seeking more engaging , high-quality content , better AV facilities , and more immersive experiences . There ’ s a noted difficulty in maintaining attention and engagement , both for in-person and online events , with audiences often demanding more for the same or lower cost . Are they more eager , or is it impatience to get their information or experience ? A strong consensus of Agree and Strongly Agree ( 82 % total ) on audience attention spans reducing in recent years .
Q2 . Do you agree that audiences are given too much choice in the modern events landscape ? ( Strongly agree - 23 ; Agree - 55 ; Disagree - 43 ; Strongly disagree - 0 ) Identity ’ s Commentary : Too much choice can lead to decision fatigue . Audiences are placing a premium on their time , and as such , making them work too hard to decide on an event that isn ’ t directly aligned to their values feels like too much hard work . This leads to evading the options and decision-making process .
While our audiences may not wish to wade through a long list of choices , one of the choices they are making
Q1 . Would you agree that over the last few years your audience ’ s attention span has reduced ? Identity ’ s commentary :
The survey indicates a significant concern among event organisers regarding the reduction in audience attention spans over the last few years . This supports a widespread perception that the digital age , characterised by rapid information exchange and constant stimuli , is shortening the time people are willing to dedicate to a single activity or event . This perception could also imply that audiences are becoming more discerning and value-driven in their participation choices , suggesting more focus should be on creating a value proposition that highlights the fair exchange for their time and attention . www . conference-news . co . uk