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4 in 5 people are keen to return to live events, says research

by Stuart Wood

80% of people are keen to return to live events within the next twelve months, according to a recent survey.

It also found that only a third of respondents would be willing to travel internationally to attend a live event in the next 12 months.

The research was put together in the last week of July by events agency Identity, which surveyed attendees to gauge the mood and expectations around live and virtual events.

Four fifths of respondents expect live events to have a cap on the number of attendees but when it comes to handshakes, the responses were divided  – with over 36% saying that to shake hands or not should be a personal choice, particularly if hand sanitiser is available. Nevertheless, prohibiting handshakes was considered as ‘necessary’ or very necessary’ by over 60 % of those questioned.

Overwhelmingly, 96% of respondents considered pre-event communication regarding health and safety measures as ‘very necessary’.

The majority of respondents identified as executive or C level job positions. There was a male bias of 58%  in respondents and a quarter of respondents were in the 18 – 35 age bracket, a further 25 percent were aged 51 – 64, and almost 36% of respondents were in the 36 – 50 age group.

Charlie Hepburn, client strategy director of Identity Group said: “This points to the ultimate importance being placed on advance communication, keeping attendees well informed and ensuring they are aware of the expectations and restrictions in place before committing to attend the event. Interestingly, the idea of hosting events indoors, as opposed to outdoors, does not seem to provoke any reluctance to attend.”

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