What does this mean?
Despite the benefits of using new technologies - audience experience (76%) and audience engagement (70%) are cited as the main reasons for doing so - much of it is considered too expensive and not accessible enough for mainstream events.
Our research shows that there is a broad awareness of the technologies available but limited understanding of how each one can enhance the event experience for audiences. Perceptions of complexity and high costs mean that innovation and progress is slow.
We are likely to see more tech consolidation and a bigger focus on personalised recommendations and marketing in the future. We will continue to see an increase in more technologically advanced platforms as we get more creative with ideas for how to share content and gather intelligence.