New Mobile Event App Benchmark Report: How Do You Measure Up?

If there’s one thing we can all agree on it’s that meetings and events are not “one size fits all,” so success can be measured in many different ways. Whatever your definition for success may be, it’s still helpful to have a yardstick to measure your performance against, especially if you’re using event management technology like mobile event apps.

That’s why we’ve released our second annual mobile benchmark report–your way to see how you stack up against “superstar” events. So, how did we get info we needed to compile this report? We pulled data from 1,465 events to show you how our clients (and your peers) are meeting and exceeding their goals using the CrowdCompass mobile event app. Using this data, we also want to give you the tools and tips you need to make your events a bigger success.

The average event app adoption rate is increasing. In fact, it increased 15% over last year. Mobile technology like mobile event apps are becoming more prevalent, and attendees not only look for mobile event apps, but they expect them. The more events use mobile apps, the more in demand they’ll be.

The Report

Data is separated into three groups: the overall average, the High Performers (events in the top 25%), and Top Performers (events in the top 10%).  By segmenting out the Top performers, we located simple things that any planner can do to boost their overall metrics. One particular note: it was really interesting to see how adding more content and using an engagement feature here and there can make a big impact.

Planners understand getting people to download and use a mobile event app is leading to really valuable activities at their event that help them prove back ROE (Return on Event)…. This report takes a tool you may already be using and helps you understand if you’re getting the best adoption and best engagement possible. Now, about adoption and engagement…

 

Benchmark Report

Adoption and Engagement

We see adoption as a pillar metric. Increasing your app adoption will encourage more engagements with your mobile event app, which leads to more event interactions that impact your bottom line.

event appsThe average event app adoption rate is increasing. In fact, it increased 15% over last year. Mobile technology like mobile event apps are becoming more prevalent, and attendees not only look for mobile event apps, but they expect them. The more events use mobile apps, the more in demand they’ll be.

Engagement is the ultimate goal of a mobile event app. Successful apps encourage in-app engagements that drive in-person actions and activities. Driving attendees to network with each other, interact with sessions, and access event content will give them more value from your event and lead to an increase in future event registration, revenue, and other important measurables.

engagement crowdcompass

App features play a large role in mobile app adoption.

Banners are another great feature that continues to drive mobile engagement. They are an excellent way to showcase event branding, sponsors, social media posts, and more. Not only do banners get a ton of impressions (views), but when tapped, they get immediate engagement.

Push notifications are another useful tool for your event, but one you have to use delicately. Too many notifications can overwhelm attendees, but you want to ensure they get important and up-to-date information. We recommend segmenting them to only push to relevant attendees (for example, sending a location update for a VIP party only to VIPs).

How Do You Measure Up?

There’s so much more to the report. Check it out and see how your mobile event app strategy compares to your peers, and find new ways to amp-up adoption and engagement at your future events.

John Hunter

Written by John Hunter

John is the Manager, Event Cloud Content Marketing at Cvent. He has extensive copywriting experience across a diverse set of industries, including broadcast television, retail advertising, associations, higher education and corporate PR.