CEIR Research: Why Nobody Is Using Your Event App

In a recent blog from Center for Exhibition Industry Research (CEIR), Does Your Show Mobile App Deliver Value that Prompts Attendees to Use It?, they reported that only 26% of young professionals use a mobile app version of an exhibition program to plan and stay on schedule (which is only 2% higher than what’s recorded in CEIR’s study looking at attendee needs and preferences in general). This is significant because there’s an assumption that app adoption rates should be far higher among tech-savvy young professionals.

This is also significant because, as an event organizer, you know the value that an effective mobile solution could potentially deliver…advertisement revenue, communication facilitation, copious amounts of data, and more. If you’re going to invest in an event app, it’s imperative that it’s used!

So, why aren’t attendees using event apps?

The main reasons they cited in the CEIR study were because they prefer the paper version or dislike pulling down an app for a one time use or for this purpose in particular.

Attendees look to event apps to provide content, so event organizers and mobile app solution providers need to ensure our sites/mobile solutions (in the words of the CEIR blog) “modify content in a way that makes an exhibition mobile app a ‘must use’ resource when attending” and ensure post-show content is easily accessible so attendees are interested in using the app beyond the event.

Build your app to be relevant beyond the event

When it comes to mobile solutions in general, there is a lot of controversy in the digital world around whether native applications or responsive sites are “better.” The truth of the matter is, it just depends on who your audience is and what problem you’re trying to solve.

When it comes to mobile solutions for events, a responsive website design built in HTML5 has more use and adoption potential than a native app. Because the content can be accessed across multiple devices, the lifespan of the content can surpass the duration of a one-time event. This solves the aforementioned problem attendees have with “pulling down an app for one time use.”

Check out this infographic for more factors to consider when selecting a native app or responsive website design for your event.

Keep up with content

Having an accessible platform for attendees to visit beyond the event is important in driving adoption, but to maintain interest it is critical to continuously provide content for consumption. It sounds overwhelming, but if you really want to capture and keep your audience’s attention, you need to plan on feeding their desire for valuable information by regularly providing content that they can access via your mobile site.

Need content ideas? Check out this blog: 3 Deliciously Effective Ways to Serve Content to Your Event Audience.

I’d love to tell you more about how to drive event engagement with digital technology. Join me for a free webinar, Solving the Digital Engagement Puzzle, on Wednesday, September 17!


Related Blogs

We’ve all been there – spending long hours in the office in the days and weeks before an event. The West Florida Chapter of Community Associations Institute knew that situation well, until they started using Ungerboeck Software to plan their events. “When
“Change is the only constant.” – Heraclitus, Greek philosopher Successful organizations are always growing and changing. They see change as a natural and expected part of the growth process. Sometimes change can cause upheaval and frustration
There is indisputable evidence behind the value of in-person meetings. One report from ASAE called “The Value of Face-to-Face Meetings”
Oh, Google Glass. I just can't make up my mind about you. On one hand, I have to live in this world, and you're a bit unsightly (pun intended). I am interested to see what kind of looks I could get walking around with you on, looking like a teenage orthodontic

Wir verwenden auf unserer Website Cookies, um Ihr Erlebnis auf unserer Website so benutzerfreundlich wie möglich zu gestalten. Cookies sind ungefährliche kleine Textdateien, die auf Ihrem Rechner abgelegt werden und die Ihr Browser speichert, sodass Ihr Browser beim nächsten Besuch wiedererkannt wird. Wenn Sie diesen Hinweis mit "OK" bestätigen, erklären Sie sich damit einverstanden. Nähere Erläuterungen zur Cookie-Nutzung finden Sie in unserer Datenschutzerklärung.