How Current Mobile App Usage Metrics Impact Event Planning

Posted by Matt Milloway on Aug 10, 2015

The evolution of mobile app usage directly impacts both event hosts and attendees. A new ComScore study sheds light on users in the United States, Canada, and United Kingdom to provide demographic information, media usage, and more as it pertains to mobile apps in 2015 and beyond.

The following big-picture findings are supplemented with AppBurst’s own take on the findings as they pertain to mobile event apps and ensuring successful meetings, conferences, and trade shows in today’s digital age.

Millennial Mobile App Usage

"Millennials are leading the shift to mobile through their high smartphone penetration and engagement… More than 9 in 10 Millennials have smartphones and they use them extensively, spending an average of 50-100% more time on mobile than on desktop today.”

Nearly every millennial owns a smartphone and uses it more extensively than a traditional desktop for everything from social media and email to watching videos and shopping. As millennials pass their preferences down to the next generation and older attendees stop frequenting events, the shift from paper programs to event websites to mobile app usage will be even more pronounced. Given millennials already make up a significant percentage of event attendance in most industries and whose share will only continue to rise, the importance of providing a reliable and interactive mobile experience is vital to sustaining event promotion and reaching not only people who are attending, but those around the world.

Preference For Media Content

"Mobile expands media property’s audiences - by a lot… The wide majority of their audiences now visit via mobile."

Event content like webinars, PDF abstracts, and photos have traditionally resided on a website. The preference to engage with media content is changing, however, and business professionals expect to access presentations, videos, and other content related to an event on the go and from the comfort of their tablet or smartphone. While event planners and organizers already make the content available to attendees, the shifting preferences of attendees makes availability on a mobile app—often with offline access—a must-have feature to ensure information retention after the event and to provide a one-stop resource for everything attendees need to get the most out of their event experience.

Digital Consumer Behavior

"With half or more of digital media time now happening on smartphones and tablets and many users only accessing content via mobile, the time has come to shift to a mobile-first mindset."

In considering the overall landscape of media consumption and not just that of millennials, a growing majority of people use mobile devices for accessing content. The number of content consumers who expect to find mobile friendly information about a company or organization—along with access to news, events, and so forth—is exponentially rising and simply making a website available for event attendees isn’t enough.

While mobile websites help bridge the gap, the lack of core benefits like offline use and responsiveness—along with interactive features such as push messaging—make a native mobile app for iOS and Android incredibly valuable to capture and retain a bigger percentage of attendees. Simply put, everything from event promotion to engaging attendees at a meeting or conference is predicated on people enjoying easy access to a source of digital content.

For more information on the rise of mobile app usage and to speak with an AppBurst representative about taking advantage of mobile apps for your next event: