Gleanin, the leading referral marketing platform for exhibitions, will be launching their white paper on ‘The Future of Event Registration’ at Event Tech Live 2018, held on the 7 & 8 November 2018 at Old Truman Brewery, London.
The white paper content stems from a deep dive into millions of event registration data points gathered from 627 events across 98 organisers and aims to help exhibition organisers gain insight into today’s visitor behaviour.
Tamar Beck, CEO, Gleanin comments: “We have now seen 3 million registrations via our Gleanin Connect platform which puts us in a unique position of being able to access some seriously big data on how, when, where and even why, people register for exhibitions.
“It is our privilege to be able to share this information with organisers, so they can understand their visitors better and help plan for their future campaigns.”
The white paper includes key insights gleaned from the event tech provider’s exclusive research on mobile-optimised event registrations.
Mobile-optimised Registration Is Increasingly Important
Mobile devices have transformed the desire for consumers to have frictionless, on- demand and omnichannel buying experiences. As a result, expectations for event registration to emulate consumer-buying channels, including mobile, is increasingly important.
Gleanin’s data indicates more attendees are registering via mobile (perhaps due to the influx of younger professionals into the workforce).
However, while many organisers provide a responsive registration website, registrants typically find the user experience to be less than ideal.
Mobile Registrations Varies by Region
Surprisingly, mobile registrations completed vary by geographic regions.
Mobile Registrations by Industry
Gleanin looked at registration data across 35 industry sectors. Two surprising insights:
- The use of mobile devices to register isn’t particularly relevant in one industry sector over another, with one notable exception…
- Completed mobile registrations in at least one industry sector was much higher than any other industry studied.
Use of Mobile Devices is Trending Upwards
Specifically looking at three years of registration data for three of the world’s largest exhibition organisers, mobile registration completions have increased, on average, by 86.3 percent.
For one organiser, the number of mobile registrations completed in 2018 now amounts to 17.7 percent of total registrations.
Nearly five billion people use mobile devices every day, a number that will increase. With competition for attendees strong and new attendees increasingly coming from mobile-native young professionals, the future of event registration is mobile- optimised—and registration companies and event organisers should invest in mobile-optimised registration solutions to meet the coming demand.
Organisers will be able to pick up their digital copy of the white paper from Gleanin at Event Tech Live (stand 406).