May 2007
Trade show attendee benchmarks

Annual report reveals traffic density continues its upward trend; attendee buying influence remains strong

By Danica Tormohlen

The average traffic density score (which measures the number of attendees per 100 square feet of exhibit space) increased from 2.3 in 2005 to 2.4 in 2006, according to a report by Red Bank, NJ-based Exhibit Surveys Inc. Attendees spent an average of 8.5 hours on the show floor in 2006, compared with 7.8 hours in 2005. In addition, attendees spent an average of 2.3 days visiting exhibits in 2006, compared with 2.4 in 2005.

“The increase in density and show hours are both indicators of an active show floor,” says Ian Sequeira, Vice President of Exhibit Surveys. “Most metrics were up in 2006. Early indications are that 2007 will be another good year, too. The recently released CEIR index also reports increases in the four key metrics (attendance, revenue, square footage and number of exhibitors), and show organizers are optimistic for 2007.” 

The report, compiled from 55 shows in varying industries — such as the medical field, communications and manufacturing — provides statistical data on attendee buying power. It also tracks the quality of attendees and their activity at shows. Among the survey highlights:

• Exhibitors are spending more to reach customers at shows. Exhibitors spent $129 for each customer who entered their booth in 2006, compared with $108 in 2005. In addition, exhibitors spent $223 for each customer who talked to a staff member in 2006, compared with $214 in 2005.
• More than half of attendees will buy this year. The number of attendees planning to make a purchase in the next 12 months was comparable to last year. Forty-three percent of booth visitors plan to buy an exhibitor’s product or service within the 12 months following the show.
• Shows, as well as individual exhibitors, continue to attract qualified attendees. In 2006, 79 percent of attendees who visited an exhibit had no contact with that company within the previous 12 months. Among visitors to individual booths, 82 percent are interested in the product or service displayed and 78 percent have buying influence for the exhibitor’s product or service.