108 Shocking Event Industry Statistics You Need to Know in 2019

Hannah Tow
Hannah Tow  |  July 12, 2019

Events hold an immense amount of power in the business world.

If you believe there are plenty of better and more effective marketing tactics than events, then these statistics are sure to shock you. The event marketing industry is growing at a rapid pace due to the fact that consumers are more invested in experiences than ever before.

Forget about the out-dated reputation events often hold about being excessive and too expensive, and focus on the fact that there is absolutely no denying how crucial face-to-face interactions are when building relationships and making connections, especially in business.

The experiences your customers have when they’re able to engage with your brand in-person is an invaluable aspect of the customer journey that leads to higher sales, retention, and loyalty.

Don't miss a step you'll regret: Download G2's Ultimate Event Planning Guide.  Get my guide →

Event industry statistics in 2019

The significance of an experience is just the beginning, which is exactly why staying up to date with the latest trends and statistics in the event industry is crucial for every marketer, executive, and event planner alike to ensure they stay ahead of the competition.

This article will walk you through the most important event industry statistics you’ll want to know for this year and beyond.

Curious about a specific event category? Jump around to whichever topic piques your interest:

Event marketing statistics

  • 63% of marketers use trade shows as a way to capture leads. (Marketing Charts)
  • 79% of marketers are able to generate sales through event marketing. (Statista)
  • 52% of business leaders agree that event marketing drives greater ROI than any other marketing channel. (Splash)
  • 48% of event attendees say face-to-face interactions are more valuable now than it was just two years ago. (Splash)
  • 29% of B2B marketing budgets are spent on events. (Splash)
  • 19% for B2C marketing budgets are spent on events. (Splash)
  • 76% of marketers say event and experiential marketing initiatives are integrated with all of their other marketing campaigns. (Event Marketing Institute)
  • 40% of marketers will increase spending on hosted events. (Splash)
  • 75% of marketers think live events will become increasingly important to their organization’s success in the coming years. (Bizzabo)

Event planning statistics

  • 48% of event planners begin planning for their event 6-12 months in advance. (Bizzabo)
  • 46% of event planners say that creating content and building their event agenda are the most time-consuming aspects of event planning. (Bizzabo)
  • 91% of event planners say that using a mobile event app has provided a positive ROI. (Bizzabo)
  • 74% of event planners say that social media is the most effective tool for event marketing, followed by email marketing at 66%, their website at 60%, and event registration site at 26%. (EventMB)
  • 5 to 8 weeks is the average time B2B companies spend planning events. (Forbes

Basic event statistics

  • 41% of marketers believe that events are the single-most effective marketing channel over digital advertising, email marketing, and content marketing. This is a 32% increase since 2017. (Bizzabo)
  • The main priority of attendees attending corporate events in 2018 is networking at 82%. (EventMB
  • The second highest priority of attendance at events is learning something new at 71%. (EventMB)
  • Entertainment is the third most important reason for attending at 38%. (EventMB)
  • Self-improvement is the fourth most important to attendees at 37%. (EventMB)
  • Lastly, time out of the office is the fifth most important reason for attendees to attend an event at 16%. (EventMB)
  • 91% of businesses measure the success of their events based on attendee satisfaction. (EventMB)
  • 61% of businesses measure success according to their specific event objectives. (EventMB)
  • 60% of businesses determine success based on staying within budget. (EventMB)
  • 84% of company leaders believe in-person events are a critical component of their company’s success. (Bizzabo)
  • 98% of consumers feel more inclined to purchase the product or service after attending the related event. (EventTrack)

    STAT 1
  • 38% of attendees visit the company’s website following an event. (Event Marketer)
  • 32% of those attendees purchase the products or services. (Event Marketer)
  • 30% use or wear a swag item with the brand’s logo on it, such as a t-shirt or pen that was received from the event. (Event Marketer)
  • 78% of Americans agree with the statement: “If a company invited me to be a VIP at an event, I’d be a customer for life.” That number increases to 88% with millennials. (Event Marketer)
  • 73% of B2B marketers agree that events are better than any other tactics to engage the customer. (Marketing Charts)
  • 14% of budgets are made up of event expenses, which is the largest portion of B2B marketing budgets. (Marketing Charts)
  • 54% of companies increased their event spending over the past three years. (Splash)

Working in the event industry statistics

  • 85% of event planners are optimistic about their future job security and only 15% expressing concern or worry. (EventMB)
  • B2B events generated more than $1.07 trillion of direct spending and garnered 1.5 billion participants globally in 2017. (Events Industry Council, 2018)
  • The job growth rate in the event industry is projected to grow to 10% by 2024. The average growth rate for all occupations is 7%. (Bureau of Labor Statistics)
  • The event industry in the United States provides over 5.9 million jobs. (Oxford Economics and Events Industry Council)
  • 89% of event planners love their career in the event industry. Less than 10% felt indifferent and less than 2% said they didn’t love their career. (EventMB)

STAT 2

  • 81% of event planners agreed that people skills and organization are the most essential skills to possess. (EventMB)
  • 75% of event planners also agreed that time management, flexibility, and passion were important skills to have. (EventMB)
  • It is estimated that there are over 142,097 event businesses in the United States.(IBISWorld)
  • 45% of event planners report that they have more clients than they had 12 months ago. (EventMB)
  • 43% of event planners have the same amount of clients as they did 12 months ago. (EventMB)
  • Only 12% of event planners have fewer clients than they did 12 months ago. (EventMB)
  • At 66%, networking is the most effective strategy for event planners to find new clients. (EventMB)
  • At 45%, social media is the second-best way to find new clients. (EventMB)

Statistics by event types

  • Conferences and trade shows are the most common meeting activity type in North America at 23%. (Global Meetings and Events Forecast)
  • 81% of trade show attendees have buying power. (Exponenets)
  • 62% of organizers plan conferences, making them the most popular type of event. (Event MB
  • 61.2% of organizers plan corporate events, the second most popular type of event to plan. (Event MB)
  • 46.7% of event organizers plan seminars and workshops. (Event MB)
  • 40.6% of event organizers plan dinners and award ceremonies. (Event MB)
  • 27.2% of event organizers plan focus groups, meetings and trainings. (Event MB)
  • 26.2% of event organizers plan trade shows. (Event MB)
  • 14.9% of event organizers plan experiential events. (Event MB)
  • Conventions and events are expected to expand by 44% from 2010 to 2020. (Skift)

Event ROI statistics

  • The average ROI for events is 25-34%. (Marketing Charts)
  • 19% of businesses don’t know their event ROI. (Marketing Charts)
  • 67% measure ROI based on attendee satisfaction. (EventMB)
  • 52% measure ROI based on staying within budget. (EventMB)
  • 51% measure ROI based on the number of registrations. (EventMB)
  • 29% of event marketers agree that increasing revenue from their event strategy was the greatest challenge. (Bizzabo)
  • The top metrics marketers agree are best for quantifying event value are: new referrals and introductions, quality and quantity of leads, deal closure, value of sales, and upsell and cross-sell opportunities. (Marketing Charts)

Social media at events statistics

  • 58% of marketers use social media for the purpose of marketing before, during, and after their events. (EventMB)
  • 47% of event planners have a dedicated social media team. (EventMB)
  • 30% of event planners don’t have anyone to take the lead on social media. (EventMB)
  • 14% of event planners use interns to handle social media at events. (EventMB)
  • 10% of event planners outsource their social media duties at events. (EventMB)
  • 52% of events have engagement on social media several times throughout the day. (EventMB)
  • Used by 88% of event planners, Facebook is the most popular channel to be active on. (EventMB)

stat 3Used by 80% of event planners, LinkedIn is the second most used channel. (EventMB)

  • Used by 60%, Twitter is the third most popular social channel. (EventMB)
  • Used by 58%, Instagram is the least used social media channel by event planners. (EventMB)
  • At 89%, social media is most used for pre-event engagement. (Event MB)
  • At 49%, social media is used to engage attendees during the event. (Event MB)
  • At 13%, social media is used for interaction with speakers during educational sessions. (Event MB)
  • At 38%, social media is used as a tool to receive feedback. (Event MB)
  • 50% of event planners use paid advertising on social media for their events. (EventMB)
  • 87% of companies believe that attendees share event experience on their social media accounts. (Freeman XP & EMI)
  • 25% of traffic to ticketing and registration pages comes from social media. (Eventbrite)
  • 63% use influencer marketing as part of their social strategy for events. (Eventbrite)

Event software statistics

  • 40% of all event planners use event management software. (EventMB)
  • 223 hours per year is the average time saved by businesses using event software. (Bizzabo)
  • 58% of B2B companies use event software at their events. (Bizzabo)
  • Companies using multiple event software solutions have 2x more problems demonstrating event ROI than companies with one integrated event software. (Bizzabo)
  • 80% of professional organizers planning B2B events use event management software. (Frost and Sullivan)
  • At 79%, the most important factor in event management software is support. (EventMB)
  • At 78%, the second most important factor in event management software is the features it has. (EventMB)
  • 54% of B2C companies use event software at their events. (Bizzabo)
  • At 69%, analytics ranks number three for the most important factors of event management solution. (EventMB)
  • 74% of event planners use event technology from all different providers rather than an all-in-one solution. (EventMB)
  • Event management and event automation software is ranked as the most important technology for achieving a successful outcome at events. (Marketing Charts)

TIP: Looking for specific software to help you with your next event? Take a look at the best event management platforms on the market! 

See the Easiest-to-Use Event Management Platforms →

Venue statistics

  • 73% of event planners work with hotels in 2018. (EventMB)
  • 57% of event planners work with conference centers. (EventMB)
  • 53% of event planners work with unusual venues. (EventMB)
  • 69% of event planners choose venues based on word of mouth recommendations. (EventMB)
  • 58% of event planners use search engines to find venues. (EventMB)
  • 34% of event planners use online listings and marketplaces to find venues. (EventMB)
  • 52% of event planners are the most frustrated by slow responses from venues. (EventMB)
  • 47% of event planners are most annoyed with high prices at venues. (EventMB)
  • 44% of event planners are most irritated by poor WiFi at venues spaces. (EventMB)

Sponsorship statistics

The industry that never slows down

Do you have what it takes to keep up? The event industry will continue to gain power and influence in the business world as new technologies, trends, and innovations emerge. These statistics prove that not only are events one of the most important tactics for any business strategy, but face-to-face interactions will always be a crucial element for cultivating and strengthening customer relationships–and events are the best way to do it!

Are you ready for more? Learn how to really engage your customers at events by reading the most jaw-dropping experiential marketing statistics!

Hannah Tow
Author

Hannah Tow

Hannah is a Content Marketing Associate at G2. She graduated from the University of Missouri with a degree in Journalism and is very happy to be working in her favorite city, Chicago. In her free time, Hannah enjoys running with her dog, Teddy, traveling to new and exciting places, and capturing the beautiful places she travels to with her DSLR camera. (she/her/hers)