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Online, Shorter, and Here to Stay: An Outlook on Virtual and Hybrid Events in 2021
How event professionals and attendees see the current events landscape — and how they're quickly adapting
The transition to virtual and hybrid events accelerated in 2020. Event marketers have proved resilient, but they're still dealing with outdated technology and shifting priorities. Learn how events have changed for good in our new research report.
We surveyed 270 event professionals and 3,000+ event attendees from various industries in the United States to uncover:
Key trends for virtual and hybrid events moving into 2021
Ideal size, duration, and event type to get the most participation and engagement out of virtual, hybrid, and in-person events when they return
Why forecasted investments in event technology can't come soon enough, as event teams scramble to do more with less
What We Discovered
Events are getting smaller and shorter.
Fewer than 7% of attendees feel that virtual events should be longer than an hour.
Upgraded tech is needed to stay relevant.
Nearly 60% of event professionals said they are using the same technology as they were pre-pandemic.
It's not just marketers in the driver's seat.
29% report that more non-marketing staff are involved in creating events than before the pandemic.