Leading Meeting Professionals

Professional Convention Management Association

November 2012

12th Annual Meetings Industry Forecast

By Michelle Russell
convn.org/phablets and convn.org/forbes-tech

Email, Video, and Apps

  • The use of email declined last year for all age groups from 12- to 54-year-olds, with an increase only evident for the 55–64 and 65-plus age groups. 
  • Video as a communication tool will become the standard , supported strongly by social channels. Mobile networks will be equipped to handle video calls, and Cisco claims that every endpoint they sell will be video-enabled by the end of 2013 — and that 85 percent of all Internet traffic in 2015 will be video. This means we will see an increase in video events and video collateral, and a more collaborative workforce. 
  • There are nearly 500,000 apps to download and more than 10,000 new ones sub-mitted every month, not including Android or any other platforms. 
SOURCE: garethcase.wordpress.com

Smartphones and Tablets

The New Multi-Screen World
Consumers are often switching between multiple screens during the day, with smartphones leading as a starting point for online activities, according to Google’s recent study “The New Multi-Screen World: Understanding Cross-Platform Consuming Behavior.” Among the findings:
  • Of the 66 percent of smartphone users who first accessed social media on their devices, 58 percent continued the experience on a laptop and 8 percent moved to a tablet for the same purpose. 
  • Sixty-five percent of consumers begin a search on a smartphone , with 60 percent of users transitioning the task to a desktop and 4 percent moving to a tablet. 
  • Other top online activities that begin on a smartphone include searching the web, shopping, managing finances, and watching an online video. 
SOURCE: mobilemarketer.com

How Tablets Are Being Used

Web browsing: 92% 
Reading emails: 81%
Using tablet applications: 77%  
Watching videos: 66% 
Reading newspapers, magazines: 64% 
Reading books:  55% 
Playing games: 50% 
Researching tech products: 45% 
Reading technology news: 44% 
Reading white papers, case studies:  41%
SOURCE: IDG Global Solutions, idgknowledgehub.com

'A Natural for Meetings and Trade Shows'

Meetings technology consultant and speaker Corbin Ball, CMP, CSP, is enthusiastic about the potential for iPads and tablet computers at events: “The instant-on, intuitive interface with screens large enough to manage documents makes iPads and other tablet computers a natural for meetings and trade shows. They provide benefits for all parties involved: attendees (rich media, interactive conference programs, networking, and way-finding tools); exhibitors (for interactive kiosks, easier lead-exchange systems, appointment scheduling, and survey tools); hoteliers (an intuitive, portable sales tool); and meeting planners (paperless conference binders eliminating the need to carry around four-inch-thick, three-ring binders full of paper).”

In addition, Ball feels that “mobile technology will likely change events more in the next five years than tech-nology has in the last 20 years. We are in the golden age of app adoptions for events. Very soon, if you do not have an app for an event, attendees will wonder why the event is so behind the times.”

SOURCE: corbinball.com

How Mobile Devices Are Being Used

Phone Calls - 94%
SMS - 84%
Internet - 69%
Email - 66%
Mobile app - 59%
Social Network - 42%
Games - 32%
Video - 31%
Read tech news - 29%
Read tech newsletters - 27%
Visit tech vendor sites - 23%

SOURCE: IDG Global Solutions, idgknowledgehub.com

Smartphone Growth

  • By the end of 2013, 54 percent of all phones glob-ally will be smartphones, research firm IHS has predicted, which is two years ahead of its previous predictions. Last year, smartphones comprised 35 percent of the global market. Falling prices and the emergence of low-end smartphones in Asia-Pacific — along with strong high-end sales in the United States and Europe — have fueled the growth of smartphones around the world, according to IHS. 
  • By 2015 , smartphone sales will reach 982 million, market intelligence firm IDC recently pre-dicted, and according to Morgan Stanley, mobile web users will surpass traditional desktop Inter-net users by 2014. The airline industry is taking notice: A recent Airline IT Trends survey found that nine out of 10 airlines are planning to sell tick-ets via mobile by 2015. 
  • Be on the lookout in 2013 for multi-screen services that allow you to seamlessly move from phone to tablet to computer to TV and back again, providing cloud-based syncing of content, experi-ences, and shopping carts, said Chris Blakely, vice president of client services for comScore.
  • According to Google, 14 percent of all searches come from mobile versus 7 percent from tablets and 79 percent from desktops (see more on the Google study on p. 55). But watch out for rapid growth in tablets: While most tablet usage is cur-rently occurring in the home, it is fast becoming a go-to device for business travelers. “It’s never been easier for people on the go to navigate a strange city and discover places, find merchants or a great meal while traveling,” Blakely said. 
  • Online travel agency Orbitz reported that during the month of May this year, six million people used a mobile device to shop for travel, more than dou-ble during the same time in 2011. During the first quarter of the year, more than 9 percent of Orbitz hotel bookings were made via mobile devices.
SOURCES: eyefortravel.com and ihs.com

Social Media

Photo Sharing
  • Forty-six percent of Internet users post original photos and videos online that they have created themselves, and 41 percent curate photos and videos they find elsewhere on the Internet and on image-sharing sites. 
  • Women are more likely than men to use Pinterest, while Instagram and Tumblr attract equal shares of men and women. 
SOURCE: Pew Internet, pewinternet.org

  • In 2012, 32 percent of marketers said they are “very” or “fully” engaged in mar-keting through social channels, compared with 21 percent surveyed by BtoB in 2011. 
  • The “Social Media Marketing: A Surge in Adoption” study projects that 53 percent will be intensely engaged in social-media marketing, with 97 percent of all market-ers involved with social media to some degree in 2013. 
SOURCE: IDG Knowledge Hub, idgknowledgehub.com

On the Horizon

Sharing Knowledge ‘Without the Bounds of Time and Space’ "In a world where there are more iPhones bought daily than babies born, the very way in which we communicate has radically changed. As technology becomes irreversibly integrated into our lives and people adopt technologies that help them work harder, smarter, and faster, it’s no surprise to find virtual and hybrid meetings gaining in popularity.

“Digital events have enormous growth potential for multinational companies wishing to conduct business nimbly, efficiently, and, let’s face it, in a more cost-effective way. The economic situation appears to be on the up, yet demand for spend justification is just as intense. Lessons have been learned. Virtual or hybrid meetings allow those delegates interested in the meeting content — but not so interested in the travel expense or the traveling time required to attend — to participate at a time and in a location that suits them. I see virtual events evolve in line with a strategic meetings management (SMM) approach: Just as technology is an integral part of our everyday lives, these meetings technologies will become part of core meeting portfolios. Sharing knowledge and information globally, consistently, and efficiently, we can connect with our teams and build stronger brands and communities than ever before.

“Meeting planners need to understand the value these meetings can bring, like building knowledge legacy through content capture. They need to translate this into

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