Global research: Mobile event apps increasingly more strategic for meeting planners

IMEX Group and QuickMobile today released the findings of their first annual mobile event technology research study, which will be presented at IMEX in Frankfurt on May 20, 2014 from 12:30-1:15 pm and again from 2:00-2:30 pm at stand G680 in the IMEX Inspiration Centre. According to the survey of international meeting planners, mobile event apps continue to enjoy torrid growth, with 60 percent of the event planners surveyed using a mobile app for at least one of their events in the last two years. While the popularity of events apps is clearly on the rise, those immersed in the industry believe that adoption is far lower across the entire portfolio of meetings and events.

Corbin Ball, one of the industry`s premier meetings technology consultants, indicated the 60 percent adoption rate is probably true of larger, flagship events with more than 250 participants. “There are 1.8 million meetings in the US each year, many of which have fewer than 100 attendees. It will take some time for event apps to be utilized in smaller, corporate meetings, but it is definitely coming,” stated Ball.

The research indicated that there is enormous room for growth, as just over one-third of respondents have mobile apps in their budget only “some of the time” and a full 42 percent have never included an app in their event budgets.

“It`s clear that while more event planners are using mobile apps and seeing them as 365-day communication tools, they are just beginning to discover their strategic value. We definitely have room to grow,” said Patrick Payne, CEO of QuickMobile. “In our 7 Predictions of the Mobile App Industry in 2014 white paper released earlier this year, we predicted that mobile event apps will enter a new stage of market acceptance moving from early adopter to the early majority phase. This research confirms that this is happening, though we have not quite hit mainstream, and event apps are still under-utilized in the corporate meetings space.”

Approximately 92 percent of the planners surveyed manage three or more events per year, and of those, 54 percent host more than 10 events. Despite this, 70 percent of meeting planners have used event apps for less than six events in the past year. Dahlia El Gazzar, founder & CEO of The Meeting Pool, and noted events industry consultant, said, “Demand for mobile event apps is skyrocketing, as are the number of vendors now providing some form of event app. As apps start to go enterprise-wide, corporate customers will look for solutions that can scale, adhere to security standards, and are easily accessible and used by teams company-wide.”