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Report finds mobile event apps deliver return on investment

Event app provider Guidebook finds 91 per cent of event planners achieve a positive ROI from apps
08/10/2014

More than 90 per cent of event planners achieve a positive return on investment (ROI) from mobile event apps, according to international mobile event app provider Guidebook’s first annual report.

And adaptability is also a key factor for organisers, as the biggest benefit of using an event app was found to be the ability to make last-minute changes. 

Wayne Morris, Guidebook’s EMEA general manager, said: “It is critical that event organisers consider how the intelligent use of technology such as a mobile app can not only save cost, but bring so many wider benefits that enrich the user experience and broaden the event horizon. 

“This research provides tangible evidence of where event apps are delivering a significant ROI for all event stakeholder groups; event organisers, exhibitors/sponsors and attendees.”

The survey of more than 500 event app administrators found that 91 per cent of respondents said their adoption of mobile event apps has produced a positive ROI and an overwhelmingly positive response from attendees and team members alike.

The report also found attendee satisfaction is the top factor event organisers use to gauge the success of an event, with 86 per cent of respondents choosing it in their top three. In addition, attendee satisfaction is the number one element most reported as being positively affected by a mobile event app.

And 83 per cent of respondents said that the biggest benefit of using an event app was that planners can make last minute changes to the app. 

Additional benefits include: planners save money on printing and shipping (60 per cent); they can message attendees during the event (62 per cent); apps increase attendee interaction (60 per cent); they are more user friendly than printing (59 per cent); and they are more eco-friendly (56 per cent).

The report also says that event apps are a good way for events to become eco-friendly, as they can help organisers cut back on printing and shipping. 70 per cent of respondents say it’s important for their organisation to go green, with 82 per cent of those saying the number one way to go green is by reducing printing and shipping. 


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