Small Businesses Set to Increase Use of Mobile Technology for Events in 2013, According to Constant Contact's EventSpot Survey
Findings indicate that while interest is high, skill level is
WALTHAM, Mass.--(BUSINESS WIRE)--
According to a new survey from EventSpot™
from Constant Contact®, Inc. (NASDAQ: CTCT), released in
celebration of Small
Business Saturday®, 81 percent of small businesses and nonprofits
planning events expect to increase their use of mobile technology to
market their events in the next year. However, there appears to be a
considerable gap in interest level versus skill level; an overwhelming
90 percent of these planners say they would like to learn just how they
can leverage mobile technology specifically for their events.
"Mobile tools will no doubt assume a much bigger role in event planning
for small businesses and nonprofits but considerable training needs to
occur before we'll see widespread adoption," said Chris Litster, vice
president and general manager of EventSpot from Constant Contact.
"Mobile technology offers the distinct advantages of reach, convenience,
and affordability but until small businesses have the proper training,
many won't be able to leverage mobile tools to maximum advantage."
Sixteen percent of those surveyed currently distribute content to an
event registrant's mobile device. When asked what event content they
75 percent said event schedules.
41 percent said session descriptions.
19 percent said speaker biographies.
16 percent said event presentation slide decks.
6 percent said white papers.
Events and Smartphones
Currently, only 15 percent of respondents report using a smartphone
always, or frequently, for event planning. Of this 15 percent:
29 percent offer mobile registration and collect payments.
24 percent engage with attendees via a mobile device by posting event
insights, learnings, or comments to social networks.
16 percent send "save the date" notifications from a mobile device.
6 percent offer a mobile check-in app.
6 percent survey or capture feedback from attendees via a mobile
device during an event.
5 percent provide event schedule of sessions via a mobile app.
Twenty percent of those surveyed find that they get good response and
interaction with collecting payment via smartphone, as well as with
engaging attendees by posting event insights, learnings, or comments to
social networks via smartphone.
Though 61 percent of respondents don't currently use a smartphone,
within the next six months:
49 percent plan to offer mobile registration and collect payments.
23 percent plan to send "save the date" notifications.
25 percent plan to provide event schedules via a mobile app.
22 percent plan to offer a mobile check-in app.
17 percent plan to engage with attendees by posting event insights,
learnings, or comments to social networks.
It's Not Business, It's Personal
For the 13 percent of surveyed planners who said they were not
interested in, or had no opinion about, using smartphone technology for
future events, a common anecdotal theme was, "the smartphone I use is my
personal phone and not a work phone and I don't want to use my personal
phone for business." Readability was also a noted concern.
"Small businesses and nonprofits are often resource-starved, so it's not
surprising that some don't have the funds to invest in work-specific
mobile technology," said Litster. "But as they explore how mobile
technology can save them time and help them reach their customers more
readily, I think they'll begin to see the value."
The Power of Social Media
The power of social media to promote events and engage attendees is
gaining momentum among event planners:
23 percent promote events using a hashtag.
26 percent plan to promote events using a hashtag.
27 percent use Pinterest, with 18 percent having created a specific
board for attendees to post on.
"We definitely sense a shift in the awareness and willingness of small
organizations to leverage both social and mobile tools for events," said
Litster. "Our EventSpot team has seen more planners collecting Twitter
handles during the registration process and sending out follow-up
communications through Twitter post-event, for example. As EventSpot and
other industry partners continue educating planners on the tremendous
benefits of mobile and social technologies, we expect to see usage
About the Survey
This Constant Contact-sponsored survey was administered in September
2012 to small businesses and nonprofits using Constant Contact's event
management product. Results include responses from 299 respondents
across a range of business-to-business, business-to-consumer, and
eBook: Going Mobile — How small organizations are using, and planning to
use, mobile for their events. http://conta.cc/XtNTKm
81% of SMBs/NFPs that plan events expect to increase use of mobile tech
to market events in 2013 (tweet
90% of SMBs surveyed say they'd like to learn how to use mobile
technology for event planning (tweet
Only 15% of SMBs surveyed report using a smartphone for event planning (tweet
Most common content to share with SMB event attendees via mobile devices
are event schedules (tweet
23% of SMBs promote events using hashtags (tweet
About Constant Contact, Inc.
Contact wrote the book on Engagement Marketing™ — the new marketing
success formula that helps small organizations create and grow customer
relationships in today's socially connected world. More than half a
million small businesses, nonprofits and associations worldwide use the
company's online marketing tools to generate new customers, repeat
business, and referrals through email marketing, social media marketing,
event marketing, local deals, digital storefronts, and online surveys.
Only Constant Contact offers the proven combination of affordable tools
and free KnowHow, including local seminars, personal coaching and
award-winning product support. The company further supports small
organizations through its extensive network of consultants/resellers,
technology providers, franchises and national associations.
Constant Contact and the Constant Contact Logo are registered
trademarks of Constant Contact, Inc. All Constant Contact product names
and other brand names mentioned herein are trademarks or registered
trademarks of Constant Contact, Inc. All other company and product names
may be trademarks or service marks of their respective owners.
Jeremiah Sisitsky, 339-222-5740
Source: Constant Contact
News Provided by Acquire Media
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