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Research shows 86% US of planners will have a mobile app at their event by 2016

LONDON, UK – April 10, 2015 - Research from Cvent, Inc., and The Event Marketing Institute (EMI) has predicted a dramatic increase in attendee engagement through the use of mobile apps at events and conferences over the next two years. The research was conducted in the US in November and December 2014 and the respondents were leading event and meeting planners.

The Momentum of Mobile Event Apps research report is based on responses from more than 300 leading associations, exhibition producers and corporations that have major event, meeting and tradeshow programs. The respondents represent many of the leading event management organisations and corporations in North America.

Key findings from the study include:

  • By 2016, 88% of planners expect their attendees to consider mobile event apps as critical to their event experience.
  • By 2016, 86% of planners will have an app at their event.
  • The top 10% of respondents in terms of current attendee app usage say 85% of their attendees are using apps today and 94% will be using apps by 2016.
  • The top 10% of respondents in the print savings category say they've saved 84% on printing costs.
  • 94% of the industry with a mobile event app will increase or maintain their app spending level in 2015.

"The days when mobile apps were just a replacement for the printed guide are long gone," said Jason Rozenblat, director of sales at Cvent. "Apps are now an essential tool for any organiser and are used for registration, networking, maps, event schedules and more. UK attendees are following close on the heels of the US - previous research from Cvent and Haymarket found that 69% of attendees have used an app at an event before. Despite the clear demand and the change in expectations, the same research shows that 52% of organisers admit to not creating mobile apps for their events. This highlights that UK organisers must do more to seize the opportunity that mobile apps offer.

"Technology is impacting every facet of meetings and events," said Kevin Ritch, senior director of membership at EMI. "This new research validates mobile apps as a key driver of event engagement, a key cost-containment tool, and as a permanent part of the event marketer’s toolbox."

The report describes how best-in-class event producers and brands are using mobile apps to drive event success. The executive summary can be downloaded here.

About Cvent

Cvent, Inc. is a leading cloud-based enterprise event management platform, with more than 14,000 customers worldwide. Cvent offers software solutions to event planners for online event registration, venue selection, event management, mobile apps for events, e-mail marketing and web surveys. Cvent provides hoteliers with an integrated platform, enabling properties to increase group business demand through targeted advertising and improve conversion through proprietary demand management and btusiness intelligence solutions. Cvent solutions optimise the entire event management value chain and have enabled clients around the world to manage hundreds of thousands of meetings and events. For more information, please visit www.cvent.com or connect with us on Facebook, Twitter or LinkedIn.

About The Event Marketing Institute

The Event Marketing Institute serves the information needs of Fortune 1000 marketing departments and top marketing agencies. The Institute provides the marketing departments at such member companies as include Microsoft, Boeing, Oracle, Coca-Cola, Toyota, HP and hundreds of others with comprehensive education, research, and analysis related to event and experiential marketing. Learn more at eventmarketing.com.

Cautionary Language Concerning Forward-Looking Statements

This press release contains "forward-looking statements" within the meaning of the "safe harbor" provisions of the Private Securities Litigation Reform Act of 1995, including but not limited to, statements regarding our expectations regarding the growth of the market for mobile apps for meetings and events and trends in the adoption of mobile event and meeting apps. These forward-looking statements are made as of the date of this press release and were based on current expectations, estimates, forecasts and projections as well as the beliefs and assumptions of management. Words such as "expect," "anticipate," "should," "believe," "hope," "target," "project," "goals," "estimate," "potential," "predict," "may," "will," "might," "could," "intend," variations of these terms or the negative of these terms and similar expressions are intended to identify these forward-looking statements. Forward-looking statements are subject to a number of risks and uncertainties, many of which involve factors or circumstances that are beyond our control. Our actual results could differ materially from those stated or implied in forward-looking statements. For a detailed discussion of these and other risk factors, please refer to the risks detailed in our filings with the Securities and Exchange Commission, including, without limitation, our most recent Annual Report on Form 10-K and subsequent periodic and current reports. Past performance is not necessarily indicative of future results. We anticipate that subsequent events and developments will cause our views to change. We undertake no intention or obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise. These forward-looking statements should not be relied upon as representing our views as of any date subsequent to the date of this press release.

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