Webinar engagement is increasing, with attendees showing a 25% increase in interactions in 2022 YOY, according to 2023 Digital Engagement Benchmarks, a study by ON24.
In addition, the average duration of webinar engagement has risen from 53 minutes in 2021 to 55 a year later.
On-demand attendees -- who made up 40% of the audience -- engaged for 30 minutes in 2022, versus 27 minutes in the prior year.
Overall conversion hit 56% in Q4 2022, a high for the year.
Email teams responsible for driving attendance may have an easier job in one respect: Registration behavior returned to pre-pandemic levels in 2022, allowing brands to plan their promotions further in advance.
Only 9/% registered the day of the event in 2022, compared to 15% in 2020 and 20% in 2021. In addition, 41% signed up 1-7 days before -- down from 46% in 2021 and 45% in 2020. And 29% registered 15 days before in 2022, up from 20% in 2020 and 17% in 2022.
The average number of attendees per webinar was 188.
Meanwhile, the average duration for content hub engagement was 26 minutes and for personalized landing pages, it was 28 minutes.