Reflux Co., Ltd., which provides an online exhibition platform, announced on September 15, 2020 the results of a survey regarding the actual state of participation in trade fairs and exhibitions. The survey period is from September 10th to 14th, 2020. Responses were received from 6,341 office workers in their 20s to 60s nationwide. This survey revealed people’s intention to participate in exhibitions during the coronavirus pandemic.
Reference source: [Research results on intention to participate in exhibitions during the coronavirus pandemic] Approximately 60% of respondents said they had intention to participate in online exhibitions
37.2% have participated in exhibitions/trade fairs
First, when asked about their experience of participating in exhibitions and trade fairs, 7.5% said they had participated as an exhibitor, 23.9% said they had not exhibited but had participated, and 23.9% said they had participated in both. Including 5.8% who said they had experience participating, 37.2% had experience participating.
Reference source: [Research results on intention to participate in exhibitions during the coronavirus pandemic] Approximately 60% of respondents said they had intention to participate in online exhibitions
Intentions regarding real trade fairs and exhibitions are polarized between participation and non-participation.
Next, respondents who had participated in an exhibition/trade fair in 2019 were asked about their intention to participate in a real trade fair/exhibition as of September 2020. Combined with 8.9% who said they “want to actively participate” and 33.2% who said they “want to participate,” 42.1% of them expressed their intention to participate. On the other hand, 37.3% of respondents said they would not participate, with 31.0% saying they would not participate if possible and 6.3% saying they would definitely not participate. In the current situation where there is still no end in sight to the novel coronavirus, people are polarized regarding their intentions to participate in physical exhibitions and trade fairs.
Reference source: [Research results on intention to participate in exhibitions during the coronavirus pandemic] Approximately 60% of respondents said they had intention to participate in online exhibitions
More than half of online exhibitions intend to participate, but 30% are unsure
Finally, we asked participants if they would participate if they received an invitation to participate in an online exhibition from the trade fairs and exhibitions they had previously attended. A total of 56.3% said they “want to actively participate” and “want to participate” in online exhibitions, indicating that more than half of them were eager to participate.
Less than 10% of respondents said they would not want to participate if possible, and 9.8% said they would definitely not participate, but 33.9% said they were not sure about participating in the online exhibition. It became clear that 30% of respondents were.
Reference source: [Research results on intention to participate in exhibitions during the coronavirus pandemic] Approximately 60% of respondents said they had intention to participate in online exhibitions
Online exhibitions have a variety of benefits for participants and exhibitors that are different from those in the real world. For participants, in the case of live-streamed seminars, they can watch from their favorite devices such as PCs and smartphones according to the time. In the case of recorded content, you can watch it at any time you like. You can ask questions using the chat function and communication tools, and you won’t be subjected to pushy sales activities. However, if sales staff are not on standby, you may not be able to hear detailed information about products and services on the spot.
For exhibitors, unlike in the real world, costs and human resources can be reduced. Sales materials can also be adjusted up to the last minute. The distinctive feature is that visitor behavior can be visualized and analyzed as data. Not being able to do push sales is a disadvantage.
Reference:
https://www.kinkos.co.jp/wp/column/what-is-online-exhibition/#Web
This survey revealed that while the intention to participate or not participate in physical trade fairs and exhibitions is polarized during the coronavirus pandemic, 60% of respondents intend to participate in online exhibitions. When considering exhibiting, it may be a good idea to consider specifications that utilize digital technology, which is completely different from the real world.
Reference source: [Research results on intention to participate in exhibitions during the coronavirus pandemic] Approximately 60% of respondents said they had intention to participate in online exhibitions