To find out, event marketing platform Evvnt has commissioned an independent, nationally representative survey of more than 2,000 UK adults to reveal how often people go to business-related events each year, and how much is typically spent there. It found that business-related events are attended by 67 million Brits each year. Moreover, attendees typically spend an average of £57 to cover the tickets, travel and spending costs – equating to £2.5 billion annually.
Evvnt’s independent research also revealed that theatre, opera and comedy shows are the nation’s favourite type of event, with two thirds (64%) of UK adults buying tickets for such an occasion at least once a year. By contrast, a massive 70% of the public – including 44% of millennials – said they never buy tickets to go to a nightclub, making it the least well-attended event.
Live music also proved a well-liked outing for the UK – three fifths (59%) of the country go to one or more gigs a year, while 19% go to five or more. Similarly, music, food and drink festivals were very popular, with more over half (56%) of respondents saying they will attend one or more festivals each year.
But when it came to loyalty, no type of event could compete with sporting fixtures. Exactly 50% of the UK public will go to at least one sporting fixture per year, but a quarter (25%) of the population go to five or more sports matches every 12 months.
What will sway the UK public to buy a ticket for an event?
With an estimated 1.3 billion business events held each year, Evvnt asked respondents what factors influence whether they will attend an event. The survey found:
- 60% of respondents say it comes down to the price of a ticket
- 56% of respondents will buy tickets for an event based on how easy it is for them to get to and from the venue
- 33% will typically go to events if their friends already have tickets for it
- 13% of UK adults want to learn something from an event
- The same number (13%) will decide to attend an event based on the food that is available, while 9% said they usually only buy tickets for events if they know that alcohol will be available
- Those figures rise to 19% and 14% respectively among 18-34 year olds
Richard Green, CEO and founder of Evvnt, commented on the research: “The UK’s events industry is a massive contributor to the economy, and this particularly true when we consider the number of people attending conferences, networking events, workshops and seminars.
“While there is evidently a strong appetite for business events, there is also significant competition. Creating a buzz on social media, delivering unique experiences and nailing the online marketing activity are all integral ways of getting people to buy tickets for events and come back again; but the basics of location and price clearly still remain vital factors for luring in potential attendees.”