• by Jack Loechner , Staff Writer @mp_research, May 20, 2011

Recently released research from Unisfair shows that virtual engagement is the new norm in marketing, training and collaboration. The second annual survey finds that 60% of respondents plan to increase spending on virtual events and environments this year and that, if budgets were not an issue, 67% would host 10 or more virtual events in the next 12 months.

Key findings snapshot:

• 60% will increase spending on virtual events and environments in 2011, while 42% will decrease spending on physical events
• 67% would like to host 10 or more virtual events this year
• 87% predict hybrid (part physical, part virtual) events will represent at least half of all events in the next five years
• 62% want the ability to attend a virtual event from a mobile device

According to the survey, 42% of marketers plan to decrease spending on physical conferences and tradeshows over the next year. Respondents are turning to virtual events, with 40% indicating the primary benefit of holding a virtual event is the ability to reach a much larger audience for less money. Other benefits highlighted by respondents included:

•  "I get the same or better results as a physical event for less effort" (24%)
•  "I get quantifiable results" (19%)

Respondents indicated they will host virtual events for a number of purposes in the next 12 months, including:

• Training (42%)
• Customer engagement (36%)
• Internal collaboration (34%)
• Lead generation (29%)
• Networking (8%)

46% of those polled predict more than 50% of corporate events will be hybrid within two years, with another 41% predicting that shift will take place within five years.

62% of respondents would like the ability to attend a virtual event from a mobile device. 58% cited the ability to multitask is the best part about attending a virtual event, while 14% find the ability to be "invisible" until they want to engage with colleagues or vendors to be a primary benefit of attending virtual events.

Virtual events are "attended" from everywhere (or anywhere). Unusual places where respondents have attended include:

• Bed (27%)
• Beach or a swimming pool (11%)
• Airplane (4%)
• Other places, including the car, the kitchen, a baseball game, the patio and a retail showroom (42%)

Joerg Rathenberg, VP of Marketing, Unisfair, concludes that "... no matter the business purpose... virtual business environments... are rapidly becoming a marketing standard... across industries and enterprises... "

To learn more about the survey by Unisfair, please visit here.