Most event professionals say virtual events have been more effective than they anticipated, according to recent research from Splash.
The report was based on data from a survey conducted in November 2021 among 253 event professionals in the United States across a variety of industries as well as a survey conducted in 2020 among 270 event professionals meeting the same criteria.
Some 55% of respondents say the virtual events they held in 2020 and 2021 were more effective than they anticipated, and 49% say their virtual events were cost effective.
However, 28% of respondents say they did not see the same business results from virtual events as they did from in-person events.
Some 59% of event professionals say they plan to increase their investment in event technology in 2022. That compares with 45% who said the same in 2021.
Some 26% of event professionals say the most important factor to event success in 2022 will be attracting the right attendees.
About the research: The report was based on data from a survey conducted in November 2021 among 253 event professionals in the United States across a variety of industries as well as a survey conducted in 2020 among 270 event professionals meeting the same criteria.
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