Exhibition referral marketing platform provider, Gleanin, will be launching its white paper on “The Future of Event Registration” at Event Tech Live 2018, set for Nov. 7-8 at Old Truman Brewery in London, U.K.

The content of this research stems from a deep dive into millions of event registration data points gathered from 627 events across 98 organizers and aims to help exhibition organizers gain insight into today’s attendee behavior, according to Tamar Beck, CEO of Gleanin.

“We have now seen three million registrations via our Gleanin Connect platform, which puts us in a unique position of being able to access some seriously big data on how, when, where and even why, people register for exhibitions,” Beck explained.

She continued, “It is our privilege to be able to share this information with organizers, so they can understand their visitors better and help plan for their future campaigns.”

The white paper includes key insights gleaned from the event tech provider’s exclusive research on mobile-optimized event registrations.

Findings include:

Mobile‐optimized Registration Is Increasingly Important: Mobile devices have transformed consumer desire to have frictionless, on-demand and omnichannel buying experiences. As a result, expectations for event registration to emulate consumer-buying channels, including mobile, is increasingly important.

According to Gleanin’s data, more attendees are registering via mobile (perhaps due to the influx of younger professionals into the workforce), but while many organizers provide a responsive registration website, registrants typically find the user experience to be less than ideal.

Mobile Registrations Varies by Region: Surprisingly, completed mobile registrations vary by geographic regions.

Mobile Registrations by Industry: Gleanin looked at registration data across 35 industry sectors and came away with two surprisinginsights:

• The use of mobile devices to register isn’t particularly relevant in one industry sector over another, with one notable exception.
• Completed mobile registrations in at least one industry sector was much higher than any other industry studied.

Use of Mobile Devices is Trending Upwards: Specifically looking at three years of registration data for three of the world’s largestexhibition organizers, mobile registration completions have increased on average by 86.3 percent.

For one organizer, the number of mobile registrations completed in 2018 now amounts to 17.7 percent of total registrations.

Nearly five billion people use mobile devices every day, a number that will surely increase.

With the strong competition for event attendees and the fact that more new attendees are also mobile-native young professionals, the future of event registration is mobile-optimized. Thus, registration companies and event organizers should invest in mobile-optimized registration solutions to meet the coming demand, according to the white paper.

Show organizers can pick up their digital copy of “The Future of Event Registration” from Gleanin at booth No. 406 at Event Tech Live.

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