CEIR Research Finds Trade Shows Catching On with Up-and-Coming Professionals

HIL ANDERSON, SENIOR EDITOR
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Dallas, TX – The Internet-savvy generation of younger professionals have taken a liking to face-to-face trade shows, with nearly 90% saying they are likely to attend an exhibition in the near future, according to a new report from the Center for Exhibition Industry Research (CEIR).

The report, which will be released mid-October, examined the attendance patterns of professionals aged 18-39 with an annual income of $30,000 or more. The results indicated that Generation X and Millennials have indeed been attending trade shows and are likely to go again.

Part of the CEIR Power of Exhibitions in the 21st Century study, the report was compiled to assist show managers in marketing to the up-and-coming professionals who will be their target audience as they move up the corporate ladder in the coming years.

The findings showed that 57% of the age group had attended at least one trade show in the past two years, and 87% said they were somewhat likely or very likely to attend an exhibition in the next two years.

Of those who attended a show, 96% visited the booths and nearly nine in ten attended an educational session.

Other findings included:

  • The most significant reason to visit a booth was its relationship to the attendee’s job.
  • Respondents attended an average of 2.8 exhibitions over the last three years, although they had been interested in attending or had the opportunity to attend 7.6 events.
  • The primary reason for not attending an exhibition were cost, convenience, lack of relevancy or a lack of interest.
  • Nearly three-fourths of attendees registered online, and 56% said they preferred to receive their information about the event via e-mail.
  • The preferred format for educational sessions was one hour, including 45 minutes of presentation and 15 minutes for questions and answers.

Reach CEIR President and CEO Doug Ducate at (972) 687-9242 or dducate@ceir.org