• by Jack Loechner , Staff Writer @mp_research, July 19, 2011

The Professional Convention Management Association, UBM Studios, and the Virtual Edge Institute  released a joint report, revealing the business motivations and social behaviors of attendees and exhibitors when participating in physical or online events.

 Michael Doyle, executive director of VEI, says that "...Too often the argument centers on how face-to-face or virtual best delivers on an event experience... there are significant similarities... (but) fundamental differences... regardless of format... this report will help... look at the combined effect of wrapping a digital event strategy around physical events and meetings... "

Regardless of format, people have the same drivers for attending an exhibit hall, seeing ‘what is new' is the number one motivation by far. Gathering relevant product and company information as well as gaining access to subject matter expertise are all clustered in second place. Demos and application education are highly sought as well.

Motivation Importance For Trade Show Attendance (% of Respondents)
	Virtual Exhibition Hall			In-Person Exhibition Hall
	Not Motivate	Possible Motivate	Will Motivate	Not Motivate	Possible Motivate	Will Motivate
Get company/product solution for review	10%	51%	39%	8%	47%	45%
See how company can help	9	52	39	9	54	37
See demo or product	10	44	45	7	48	44
Talk to sales person	63	33	4	51	40	9
See what is new	5	41	55	1	28	70
Talk to expert	13	47	40	9	45	45
Source: PCMA, UBM Studios and VEI Study, July 2011

Attendees continue to show interest in virtual events due to the value of the content provided and the ease-of-use or access with virtual environments. As expected, content is king with 97% of respondents saying that compelling content is important or very important, as is an easy-to-use environment, Interestingly, the ability to ‘ask questions and participate actively' also scored 90%. The drivers to attending virtually include reduced travel costs and hassles and minimizing time away from family/office.

Importance of Factors in Determining If Virtual Event Worthwhile to Attend
Factor	%of Respondents Saying Important
Content compelling	97%
Easy to use virtual environment	90
Participate actively	90
Eliminate travel costs and hassle	88
Time "away"	87
Maintain relationships	70
Make new contacts	68
Knowing attendees	58
Earn certification/license	58
Acquire new business	58
Source: PCMA, UBM Studios and VEI Study, July 2011

Compared to their online counterparts, in-person participants are just about as likely to be checking email or leave a meeting/session for some reason. Online attendees are significantly more likely to take a phone call during a presentation than physical attendees. Though both physical and virtual attendees admit to surfing the web or shopping during a presentation, it's more common amongst online attendees.

Personal Behaviors and Actions At Events
	Attendance Online	Attendance In-Person
Action	% of Respondents	% of Respondents
IM'd due to boredom	26%	18%
Shopped/surfed on web	42	28
IM'd to share info	33	28
Texted/Tweeted from boredom	32	35
Taken phone call	66	48
Texted/Tweeted to share info	41	51
Left meeting/session	68	65
Traded contact info	33	78
Checked email	83	81
Source: PCMA, UBM Studios and VEI Study, July 2011

Though physical meetings and events are beginning to show signs of recovery, delegates remain largely unchanged in their plans for traveling to these events. As high as 78% plan the same amount of travel over the next 12 months.

When asked why respondents would attend a physical event over an online event, the primary motivations were related to networking and collaboration: meeting with speakers/experts/colleagues, meeting customers/prospects, and to collaborate more effectively.

Primary Reasons for Attending In-Person (Versus Virtual)
Reason for In-person Attendance	% of Respondents
Meet speakers/experts/colleagues	68%
Meet customers/prospects	56
Collaborate effectively	52
Easier to collect/absorb information	49
Present content	37
Combine work and personal travel	37
Source: PCMA, UBM Studios and VEI Study, July 2011

For those who exhibited at conference and tradeshows, the main motivations cited for exhibiting included: brand awareness, new business development, educate market on products/solutions, new lead generation, and thought leadership.

Motivations for Exhibiting at Trade Show (% of Those Who Have Exhibited)
Motivation	% of Respondents
Brand and product awareness	68%
New business development	65
Educate on products/solutions	62
New lead generation	57
Thought leadership	51
Generate immediate sales	25
Source: PCMA, UBM Studios and VEI Study, July 2011

Deborah Sexton, President and CEO of PCMA, concludes that these findings show "... a tremendous opportunity for meeting and event practitioners and virtual event vendors to come together on common ground... together...  the conversation (can move to) provide a richer experience that engages the visual and auditory senses... and ultimately delivers definitive business results... "

And Kate Spellman, President, UBM Studios, says "... virtual events can compliment an organization's marketing and business objectives while also expanding the overall audience experience... "

To access a copy of the "Business Motivations and Social Behavior for In-Person and Online Events" report, please visit here.