Partnering for an annual global research study on mobile event apps are QuickMobile, a global leader in mobile event apps, and meetings exhibition organizer the IMEX Group.
“Mobile event apps have become increasingly more important and visible at events around the world. Recognizing their influence on the industry, IMEX approached us about quantifying the impact and benefits from the meeting planner’s perspective. IMEX has tremendous reach, and together, we can provide thought leadership that can help educate the industry and validate investment in technology,” said Patrick Payne, CEO, QuickMobile.
The joint study intends to identify the perceptions, uses, challenges and opportunities of mobile event apps as reported by meeting planners.
“As an annual survey, we will continually assess and compare trends and changes year-over-year to help everyone understand the evolving role of mobile technology. We envision this report will become the definitive guide to perceptions, challenges and opportunities for event technology within the meetings and events industry,” added Payne.
The first report will cover the buying habits, required functionality and the role that mobile event apps play within the context of the larger event. Research will target more than 10,000 meeting planners, span the globe and will be segmented both by geography and independent, corporate or association planner status.
“This will be the first survey focused exclusively on the trends and use of apps in the meetings and events industry and will undoubtedly provide some valuable insights and establish significant benchmarks for subsequent research,” said Carina Bauer, CEO, IMEX Group.
Insights West, a market research company, will conduct field research until mid-April. Findings will be presented at IMEX in Frankfurt, and following further analysis, in October at IMEX America in Las Vegas.
Market research will target IMEX’s global database of independent, association, agency and corporate meeting planners. The initial survey will analyze the following areas:
- Penetration of mobile event apps
- Functional requirements of mobile event apps
- Integrations of third-party solutions, such as registration systems, e-commerce and business intelligence
- Social networking
- Analytics and ROI
- Strategic role of events and meetings within organizations
A public-facing survey for meeting and event planners is available, and they can participate in the research at http://www.yourinsights.ca/eventapps2014.