Hybrid events draw consumers’ interest

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 15, 2021, 2:42 AM UTC

Momentum Worldwide surveyed 1,700 people across seven countries including the UK and US.

With vaccinations becoming widely available, consumers’ perception about attending live experiences has shifted significantly. While consumers now are more selective about where they spend time and money, 50% are prepared to try out new experiences, as per the report.

Top expectations from attending a live event are, feeling joy and happiness (69%), mental-wellness (64%), lasting memories (62%) and reconnecting with family and friends (57%). Consumers are also open to the concept of hybrid events, with 87% willing to include technology in their next in-person gathering.

Moreover, consumers aren’t interested in attending live events solely to post about it on Instagram. 21% consider it vital to feel like a VIP during live events, 20% need bragging rights of having attended the event, and 12% want to post the event on social media.

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