May 2008 Marketwatch: Trade show attendee benchmarks Annual report shows attendee buying influence remains strong, traffic density stabilizes By Heather Kirkwood
The average traffic density score (a measure of the number of attendees per square foot of exhibit space) as well as the amount of time attendees are choosing to spend at shows remained stable overall in 2007 when compared with 2006, according to research performed by Red Bank, NJ-based Exhibit Surveys. In 2007, the median traffic density score for the 63 shows studied by Exhibit Surveys was 2.3, down only slightly from 2.4 in 2006.
Overall, a slightly higher percentage of attendees (55 percent in 2007 compared with 52 percent in 2006) had buying plans as a result of attending a show. Meanwhile, shows continued to draw a high percentage of decision makers overall: Eighty-two percent had some buying influence, of which 39 percent had the ability to make the final say.
Attendees also seem to be attending shows a bit closer to home. In 2007, on average, 35 percent of attendees came from surrounding states compared with 30 percent in 2006. Thirtyone percent traveled less than 200 miles to attend the show, compared with 28 percent in 2006. At the same time, the number of attendees who traveled more than 400 miles to attend a show fell from 62 percent in 2006 to 54 percent in 2007.
Methodology This report is based on the results of attendee surveys conducted by Red Bank, NJ-based Exhibit Surveys Inc. for 63 shows held in 2007. (For a complete list of surveyed shows, go to www.expoweb.com.) Each survey was administered by mail or e-mail shortly after each show. For each survey, a systematic probability sample of about 1,500 to 7,500 attendees was taken from the registration list at the close of the show. In most cases, exhibit personnel were excluded from the sample. The survey group was sent a detailed questionnaire, a personal cover letter and an incentive for completing the survey, ranging from a $1 bill to a chance to win a cash prize. A per-show response rate of 10 percent to 40 percent was typically obtained.
Heather Kirkwood is Senior Editor of EXPO. She can be reached at 913-344-1376 or e-mail: hkirkwood@red7media.com. More on Expoweb.com
2007 Shows With the Highest Traffic Density MacWorld San Francisco - 8.4 PhotoPlus Expo - 6.7 LinuxWorld - 5.3 PMA - 3.9 Americas Food and Beverage Show - 3.9 National Association of Broadcasters Show - 3.3 OFC/NFOEC - 3.0 World of Concrete - 3.0 NAHB IBS - 2.9 ACE - 2.9
2007 Shows Where Attendees Spent the Most Time Looking at Exhibits Craft and Hobby - 18.8 hours National Association of Broadcasters - 16.7 ASD/AMD - 16.6 CES - 16.3 CHA Summer Show - 15.7 INFOCOMM - 14 PMA - 13.1 NAHB IBS - 12.4 Rental Show 12.3 World of Concrete - 12.3
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