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New research presents insights in global behaviour of exhibition visitors

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New research presents insights in global behaviour of exhibition visitors

15-Nov-2016 by: Sophie Holt

UFI – the Global Association of the Exhibition Industry has partnered with event research specialists Explori to release a thought-provoking report that focuses on visitors of exhibitions around the globe. This report was jointly researched and written and is supported by SISO; The Society of Independent Show Organizers (USA).

The comprehensive analysis is based on Explori’s global database, consolidating visitor surveys from a sample of 920 events worldwide. It delivers key findings related to the visitor’s behaviour, the levels of loyalty and advocacy of the industry, their needs and, the extent to which these needs are being met by the industry: 

- Exhibitions in the more developed exhibition markets tend to achieve higher satisfaction levels than those in less matured markets. Despite this, events in less matured markets benefit from a “return bonus” effect, with higher levels of loyalty than might be predicted by their ability to satisfy their visitors.

- There is also an inherent difference between what satisfied and dissatisfied visitors prioritise when providing feedback on events. Dissatisfied visitors tend not to focus on so called “hygiene factors” such as venue layout, signage or catering, but highlight far more fundamental problems as the cause of their lack of satisfaction.

Overall Visitor Satisfaction by Region

 

 

 

 

 

 

 

 

 

 

 



Although, as anticipated, the report identifies contrasting visitor perception and behaviour across different regions and sectors, there are, however, global trends that are universal. The data shows that visitors desire to see innovations in their sector, both in the content and particularly on the exhibition floor, more so than educational content or networking.

Kai Hattendorf, UFI Managing Director / CEO, said: “The success of our industry depends on many factors, but the two most important customer groups exhibition organisers all around the world have to focus on are exhibitors and exhibition visitors. Surprisingly, so far there had been very limited global insight into what visitors expect from exhibitions, and data based guidance on what organisers can and must do in different regional exhibition markets around the world to ensure their visitors are served well or, better yet, to turn them into advocates. We are pleased work with Explori to share this research and we hope that it will help our industry to strengthen its unique position in the marketing mix of companies.”

Mark Brewster, Explori CEO, declared: “With an increasingly globalised and connected audience, the competitive environment in which each show operates, both in terms of its geographical location and its market sector are critical components in determining and understanding visitor attitudes. This research identifies marked differences, with events in every region and every sector that are delivering outstanding experiences for their visitors, but also a cohort that is currently being flattered by the market in which they operate”.

UFI Members benefit from the full report, in the Members’ area of the UFI website.  Alternatively, you can request a copy of the full report here.

A summary of the report can be accessed here.

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  • With Explori’s reports and analytics, we’re much better equipped to evaluate the customers' satisfaction and needs from our events
    Paul Byrom
    MD, Upper Street Events
  • The level of performance data and customer insight that Explori gives us is invaluable to our business and makes my life easier.
    Matthew Benyon
    MD, easyFairs UK
  • We wanted deeper insight into how our strategies impacted the delegate experience, but found conventional survey tools just couldn't deliver. Moving to Explori has completely changed this.
    Jan Barthelemy
    Head of AU & NZ Digital Marketing dmg events
  • We work with Explori to gain deeper insights into our events. The ability to compare results directly with similar events in our portfolio and against industry standards will be incredibly helpful
    Baris Onay
    Group Marketing & Digital Director, ITE
  • Analysis that could have taken the team days was available within hours of the survey going live. We could immediately see how the new German events had performed, against the context of our existing shows. Information like this is essential for informing future business strategy.
    Austen Hawkins
    MD, F2F Events
  • Robust performance metrics and customer feedback is essential for achieving maximum customer satisfaction. Explori will allow us to reach all our exposition delegates regardless of language or location.
    Art Paredes
    Sr. Director, Global Expos, SEMI
  • Explori helps us gain deep insights into the customer experience across our business. Without it, understanding our key performance metrics would be considerably more challenging.
    Andrew Evans
    (former) MD, Centaur Exhibitions
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    CEO, Comexposium

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