Virtual Events are Dead!

Pardon the tone, but stats like this can really stir up frustration. A recent Freeman Attendee Intent and Behaviour Report (2024) claims that 82% of event attendees prefer in-person events. However, let’s examine this claim more closely.

Such a broad statement raises critical questions for several reasons.

• 77% of respondents were male

• Primarily US-based

• Only 0.8% attended online-only events

  
  

So, did they even survey the voices that truly benefit from virtual events?

Examining Survey Demographics

Let’s break down those statistics for a moment. When I see that 77% of respondents were male, I'm left wondering about the diverse voices missing from this conversation.

Event attendance is inherently diverse, and relying on such a narrow demographic skews the results significantly.

We should also evaluate geographical diversity. While it may be convenient to gauge preferences within the U.S., it ignores how global audiences are adapting to virtual formats. For example, according to a study by EventMB, over 70% of users in Europe reported positive experiences with virtual events last year.

Virtual Events: Who are They Really For?

Anyone who thinks that virtual events are unnecessary should pause to recognize the diverse audiences depending on them.

Consider working parents juggling careers and childcare. For them, the option of remote engagement offers a flexibility that in-person formats often cannot.

Then there are those with access needs. Travel can be strenuous or impossible for certain individuals. Virtual events provide opportunities to participate, contribute, and connect without barriers.

And let's not forget introverts or those who may find in-person networking overwhelming. The virtual environment can act as a comfort zone where they can engage meaningfully without the stress of large gatherings.

The Rise of Hybrid Events

Reflecting on these opportunities, I am particularly encouraged by the trend of hybrid events.

Hybrid formats allow for both in-person and virtual attendance. This setup ensures that everyone, regardless of location or challenges, can join in. A survey from Event Manager Blog found that hybrid events saw a participation increase of 40% compared to purely in-person events, highlighting their growing relevance and importance.

Vibrant outdoor event setup illustrating hybrid opportunities

A Call to Action for Event Organizers

To my fellow event organizers, I urge you to voice your insights the next time someone insists, “we don't need to have a virtual element.”

Check your audience before deciding to limit their options to just one format—especially if you aim to create unforgettable and inclusive experiences.

While the Freeman research offers valuable insights, consider it a starting point for deeper conversations.

Adapting to Changing Preferences

As we advance into 2024 and beyond, it’s vital to adapt to the evolving preferences of our audiences.

While many long for the face-to-face interaction of in-person events, a significant number flourish in online environments. For instance, 40% of millennials reported enjoying the networking opportunities at virtual events, demonstrating the importance of listening to these needs when planning future gatherings.

Maintaining an open mind is essential. For every individual who favors in-person engagement, there’s another who appreciates the accessibility of online options. The goal is to blend both worlds to create unforgettable experiences.

The Importance of Data-Driven Decisions

In planning events—whether virtual or in-person—data is your best approach.

Understanding your audience through in-depth research not only helps in effective planning but also supports the advocacy for inclusivity. Aligning your events with the needs of your target audience can significantly enhance the success rate of your engagements.

This focus on data is especially crucial when considering the growing popularity of webinars. Participants consistently look for one key feature: value. Whether online or offline, successful event experiences must offer substantial insights, networking potential, or entertainment.

Bridging the Gap with Quality Content

Creating compelling content is vital. Engaging discussions, informative panels, and interactive workshops can be just as effective online as they are face-to-face.

Make use of technology to enhance these virtual experiences. For example, utilize breakout rooms for smaller discussions or include Q&A segments that encourage real-time participation. Keeping your content fresh and relevant will resonate strongly with your audience.

Engaging webinar setup showcasing interactive elements

Moving Forward: Embrace Virtual Events as Essential

While a majority seem to prefer in-person gatherings, let's not forget to value and build virtual events as vital formats for many.

They play an essential role and provide opportunities for countless individuals who might otherwise struggle to participate.

As event professionals, it is our duty to create experiences that are inclusive and reflective of diverse audience needs.

Let’s harness the strengths of both formats. By doing so, we can create dynamic, immersive, and meaningful events that resonate with all attendees, embracing the unique advantages virtual environments provide.

So, the next time you hear someone claim “virtual events are dead,” encourage them to consider the wide range of people who might not share that view.

Be an advocate for inclusivity and adaptability—every voice deserves to be heard, in whatever format it takes.

Together, let’s continue to innovate and enhance the event landscape for all!