Event organisers are under pressure to offer better networking opportunities after research carried out by event tech giant Cvent showed that two thirds of executives do not look forward to networking at events. The poll, in partnership with research agency Atomik, quizzed 2,000 UK executives on their experiences. Of those surveyed, 28% said they felt disinterested in networking and used the time to make business calls or check work emails, yet two thirds believed their manager would expect them to return with a lead following their time spent at the event.
The poll uncovered the growing desire for digital as a means to facilitate the networking process. 27% said that when organisers had provided a list of attendees prior to the event, they found engaging easier, while 23% suggested the event could be improved if organisers had created a digital platform for attendees to more easily connect before, during, and after the event. Patrick Smith, Chief Marketing Officer at Cvent said: “Organisers should be prepared to consider how they could change a potentially tired format, so attendees feel enthused and inspired to connect with other attendees.”