IT & Technology industry trade shows and conferences provide invaluable opportunities for
industry professionals to network with key stakeholders and peers in the field, learn about the
latest trends and developments, and discover new products and technologies that can help
improve business operations.
The IT & Technology industry has seen a surge in automation and artificial intelligence, as well as
virtual reality, augmented reality, and the Internet of Things. The IT & Technology events provide
industry professionals with opportunities to network, stay current with industry trends, and showcase new products, services, and advancements in the sector.
The COVID-19 pandemic has greatly impacted the IT & Technology industry trade shows and
conferences. In the early days of the pandemic, many events were postponed or cancelled,
disrupting the usual flow of educational and networking opportunities for attendees and industry
stakeholders. However, virtual platforms proved to be a valuable resource for event organizers,
allowing them to continue offering these opportunities to attendees, despite the limitations imposed by the pandemic.
As the world recovered from the pandemic, 2022 saw a shift towards a mix of virtual, in-person,
and hybrid events. Increased physical events and the incorporation of virtual and hybrid formats made events more accessible to a wider range of attendees.
They allowed for greater collaboration between experts in the IT & Technology sector. The combination of virtual and in-person events allowed for a broader reach. It allowed attendees to connect with others in the industry in new and innovative ways.
For this report, the time between early 2020 and the end of 2021 can be considered the Covid period. The objective is to compare pre-2020 and post-2021, as a pre and post-period, to see where we are and where we are headed.
IT & TECHNOLOGY EVENTS OVERVIEW
The IT and Technology industry has experienced significant growth in recent years, with a focus on advancements in areas such as cloud computing, mobile computing, the internet of things, artificial intelligence, and big data. This trend is expected to continue in the future.
IT & Technology events provide a platform for industry professionals to collaborate, network, share knowledge and establish partnerships. In addition, these events offer a wealth of expertise and experience worldwide, making them a great networking opportunity.
The COVID-19 pandemic significantly impacted this industry’s events, as it relied on in-person product launches, displays and relationship building. As a result, adaptation took centre stage with sudden cancellation, postponement, or transition to virtual formats for all events. However, in 2022, we saw events return to in-person formats in full force while some leveraged hybrid formats.
This report aims to provide an overview of the number of events in the IT and Technology industry as a benchmark for assessing the state of events returning to normalcy post-covid. In addition, the report will analyze the events across several key regions and examine other relevant trends.
(Note: The numbers of events reflect events captured on the 10Times platform across the regions. While not perfect, we expect it to be close to reality with less than a 10% standard deviation).
IT & TECHNOLOGY EVENTS TRENDS
As shown in Figure 1, the IT & Technology industry has seen a significant number of events over the last five years, providing attendees with opportunities to connect and engage in business with leading industry innovators, companies, and specialists.
The data in Figure 1 indicates that the number of events post-COVID is greater than before the outbreak. This is likely due to the cost-effectiveness and wider reach of virtual events, which event organizers utilized to respond to the pandemic. Virtual events are more frequent but smaller in size.
This adaptation allowed the industry to continue hosting events while adhering to social distancing guidelines and other safety measures. The data also suggests that the industry is recovering well from the pandemic and is on the path to normalcy.
Despite the sudden shift to virtual or hybrid delivery formats for events in 2020 due to the pandemic, the importance of these gatherings remained the same for IT & Technology companies that had already incorporated them into their marketing strategies.
The charts below, based on data from 10times, provide insight into the trends in IT & Technology events within various countries. It also provides an idea of the more active regions in terms of hosting IT & Technology events.
The United States is known for being a major player in the IT & Technology industry, with many companies operating in the space. As a result, it is not surprising that the United States typically hosts a significantly larger number of B2B events than other regions.
IT & TECHNOLOGY TRADE SHOWS
Despite the pandemic, the number of IT & Technology trade shows has consistently increased over the past five years, as depicted in Figure 3. Post-pandemic, the number of trade shows has increased because of the growing demand for technology products & services and the continued development of virtual event platforms. These platforms provided an easy, cost-efficient and accessible way for organizers to host events.
The data below illustrates the trend of IT & Technology trade shows held in five major regions over the past five years (selected based on the number of events and audience size for this report).
The data shows that the number of IT & Technology trade shows held in the USA has consistently been the highest among the five regions over the past five years. This suggests that the USA strongly demands such events and a thriving IT & Technology industry.
It is noteworthy to observe the speed at which each region has recovered regarding the number of events being held.
Figure 4 illustrates the number of IT & Technology trade shows held in the United States over the past five years. However, the number of trade shows organized in the US post-pandemic is lower than the pre-covid number. Still, with the widespread adoption of virtual and hybrid formats, the number of trade shows organized in 2023 is expected to exhibit steady growth and exceed the level of 2019.
Figure 5 illustrates the number of IT & Technology trade shows held in the past five years in the UK. The data clearly shows that the number of events organized in the UK post-pandemic has surpassed the numbers from 2019. This is primarily due to the mix of in-person and virtual events, unlike pre-covid when most events were held in- person.
Figure 6 illustrates the number of IT & Technology trade shows held in India for the past five years.
After COVID, India has hosted more IT & Technology trade shows as of 2022 than before the pandemic. It is in line with the general trend of growing demand for events in India and a sign for coming years as the country catches up with other regions in terms of industry/economy size and the number of large events.
Figure 7 illustrates the number of IT & Technology trade shows held in Denmark for the past five years. While the base is a lot lower compared to other countries like US and UK, Denmark seems to be grown when comparing 2019 with 2022.
IT & TECHNOLOGY CONFERENCES
The figures below illustrate the IT & Technology conferences held in five major geographical regions over the past five years. The data shows a significant increase in the number of conferences hosted post-pandemic, with projections indicating that these numbers will surpass pre-pandemic levels for all countries in 2023. This trend is attributed to the increased feasibility and acceptability of virtual-only conferences due to the ongoing pandemic.
Figure 8 shows the number of IT & Technology conferences held during the past five years. Despite the major disruption caused by the pandemic, the industry has managed to recover the number of conferences held, albeit on a smaller scale.
According to Figure 9, thousands of IT & Technology conferences have been held in the United States over the past five years. However, it is worth noting that many events scheduled for 2020 were postponed or cancelled due to the COVID-19 pandemic. As illustrated in Figure 9, the USA is yet to surpass 2019 regarding the number of conferences held post-covid
Figure 10 below illustrates the number of IT & Technology conferences held in the UK over the past five years. Compared to the pre-pandemic era, the number of conferences hosted in the UK post-pandemic still needs to be higher. However, with the growing demand for industry conferences, the number is expected to reach the 2019 count in 2023.
Figure 11 shows the number of IT & Technology conferences held in India over the past five years. Thousands of IT & Technology conferences were scheduled for 2020, but most got either cancelled or switched to virtual.
Compared to the pre-pandemic count, the number of conferences hosted in India post-pandemic is still less. The dip in the number of conferences can be attributed to the COVID-19 pandemic and its impact on in-person gatherings. However, the increasing demand for industry conferences is expected to drive the number of events back to the pre-pandemic level by 2023.
Figure 12 shows that Denmark has hosted hundreds of IT & Technology conferences over the past five years. The country’s base is lower than that of the US and UK, but it has shown steady growth since COVID, and the trend is expected to continue through 2023.
NEW EVENTS HOSTED PRE-COVID VS. POST-COVID
The findings in Figure 13 reveal that in 2019, a substantial number of new IT & Technology events were held worldwide. However, in 2022, the number of new events hosted has not returned to pre-COVID levels. This is primarily attributed to existing events making a comeback rather than a demand for new event IPs being generated
The decline in the number of new events due to the pandemic is not unexpected, as many events were either cancelled or postponed. However, there are indications that the number of IT & Technology events (both current events being re-hosted and new events being launched) in 2023 will increase, keeping pace with the rapid innovation in this sector. This is likely due to the return of in-person events and the continued growth of virtual events in response to the pandemic.
EVENTS REHOSTED PRE-COVID VS. POST-COVID
When analyzing event hosting trends, it’s important to keep in mind that the numbers may fluctuate on a bi-annual basis. Additionally, it’s important to note that event re-hosting refers to an event held in the same city as its previous edition. If the event is held in a different city, it is considered part of the event series but a separate event on the 10Times platform.
As illustrated in Figure 14, pre-covid, around 38.9% of events were re-hosted annually. However, this trend saw a significant change in 2022, where the percentage of re-hosted events increased to 62.1%.
This increase in the percentage of re-hosted events in 2022 can be attributed to various reasons, such as:
- Organizers waiting out 2020-2021 to rehost their event in-person event. (Note: If an older edition of an in-person event is rehosted as a hybrid, it’s considered the same event with a new edition on the platform).
- Many event organizers, who earlier were not re-hosting their events, decided to host them virtually to take advantage of the cost savings offered by this format.
- The success and feedback received from previous editions of the event.
Overall, the increase in the percentage of rehosted events in 2022 indicates that event organizers are becoming more resourceful and innovative in their approach to hosting or rehosting events.
REGION WISE SEARCH TRENDS FOR IT & TECHNOLOGY EVENTS
IT & Technology events are a prime opportunity for professionals in the industry to network and exchange ideas with peers from different regions. As a result, these events often attract a diverse group of visitors from various parts of the world, providing a platform for attendees to learn about new market opportunities and make valuable connections.
Data shown in Figure 16 reveals that before the COVID-19 pandemic, most IT & Technology events were searched for in Asia, followed by the Americas and Europe. This trend has remained relatively consistent, as there has been no significant change in the pattern on 10Times.
However, there has been a small increase in the share of IT & Technology events searched for in the Americas and Europe, with a 1% overall increase in the share for both regions. This suggests that while Asia continues to be a popular destination for IT & Technology events, there may also be a growing interest in events in the Americas and Europe.
Figure 17 illustrates that the overall percentage of people searching for IT & Technology events in Asia has gone slightly up. The increase in the percentage of people searching for IT & Technology events in Asia highlights the growing importance of the region in the global technology landscape.
COUNTRY WISE SEARCH TRENDS FOR IT & TECHNOLOGY EVENTS
Figure 18 shows the percent breakdown across major countries for searches by professionals for IT & Technology events before the pandemic. The United States had the highest number of searches (44%), followed by India and other countries.
Interestingly, the individual participant search in the United States has significantly gone up after the pandemic, while that from India has taken a hit as shown in Figure19.
This suggests that despite the pandemic, professionals in the United States have continued to show a strong interest in IT & Technology events and have increased their searches for such events. On the other hand, the decrease in searches from India may indicate that the pandemic has had a greater impact on the ability of professionals in India to attend IT & Technology events.
The data need to clearly explain this trend, and it is important to conduct further research to understand this phenomenon. There could be multiple reasons, such as economic factors, restrictions on travel, or a lack of access to information about the events, that could impact the search percentage from India.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY (USA)
Figure 20 shows that a significant percentage of individuals searching for IT & Technology events from the United States are within the United States, unlike in other geographies, where the search is higher for international events. This suggests a strong demand for IT & Technology events within the US.
The data in Figure 20 also indicates that the number of users searching for such events in 2022 is greater than in 2019, though the increase is modest. This suggests that the interest in IT & Technology events is growing, albeit on a smaller scale.
It should be noted that the local demand for events happening within the US is higher than exploring external markets. This could be due to several reasons, such as cost, accessibility, or language barriers. We expect this percentage to change in coming years, as shown in other countries grow, and user sellers explore new markets.
PRE-COVID VS. POST-COVID USERS FROM THE USA LOOKING FOR EVENTS OUTSIDE
Figure 21 shows the pre and post-covid users from the US looking at events outside the USA. The disruption caused by the pandemic is reflected in these figures.
As a result of the high number of COVID-19 cases and travel restrictions in China, the country recorded a low search percentage post-pandemic from the US. This change in search patterns may indicate where US audiences are looking for potential investment opportunities or importing/exporting prospects. The search percentage from other countries like India, Germany, Canada, Spain, and UAE has increased post-covid.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (INDIA)
Prior to the COVID-19 pandemic, 67.2% of Indian users, searched for IT & Technology events within India.
As shown in Figure 22, the number of users searching for IT & Technology events in India in 2022 is lower than pre-COVID level. The possibility of Indian companies exploring international events for sales or sourcing may be a contributing factor.
However, this trend may reverse in 2023, with the possibility of large IT and Tech events being rehosted in India. Therefore, it’s important to watch this trend closely to understand future developments.
PRE-COVID VS. POST-COVID USERS FROM INDIA LOOKING FOR EVENTS OUTSIDE
Figure 23 illustrates the pre and post-COVID users from India looking at events outside India in the IT & Technology sector. Two major observations can be made from this data.
Firstly, there has been a significant decrease in demand for events in China, possibly due to COVID-19 restrictions and policies in China. It is unclear when this trend will change.
Secondly, there has been a notable increase in the percentage share for events in the United Kingdom and the United Arab Emirates. This suggests that many Indian businesses in the IT & Technology sector are turning to the UAE and UK for events.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN THE (UK)
Figure 24 shows that 48.3% of users were looking for IT & Technology events in the UK before covid-19.
In 2022, IT & Technology searches within the UK soared to pre-pandemic levels and were slightly higher than pre-covid levels, as shown in Figure 24. But overall, it’s an even split. Around 50% of the users from the UK search for events locally, while others explore international markets.
(Note: It would be worth exploring how this compares with other EU countries.)
PRE-COVID VS. POST-COVID USERS FROM THE UK LOOKING FOR EVENTS OUTSIDE
Users from the UK actively search for IT & Technology events in countries outside the UK. Figure 25 shows the pre and post-covid users from the UK looking at events outside the UK.
Countries such as Spain, UAE, France and Ireland have reached or are almost at pre-pandemic levels. In addition, with a high number of cases in China, the COVID- 19 pandemic greatly affected the Asia Pacific (APAC) events market.
Regarding search percentage for IT & Technology events, the United States was the top choice for users in the United Kingdom both pre- and post-covid. Besides the USA, user search from the UK is well spread across regions and no major percent change in demand besides China & Japan.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (SINGAPORE)
In 2022, IT & Technology searches within Singapore were approximately 10% less compared to pre-covid levels, as indicated in Figure 26. This might be attributed to a variety of causes, including the preference of users for international events over those happening within Singapore.
The IT & Technology events industry is constantly evolving and it will be important to monitor these changes to understand the current and future preferences of users in Singapore.
PRE-COVID VS. POST-COVID USERS FROM SINGAPORE LOOKING FOR EVENTS OUTSIDE
Figure 27 compares pre and post COVID user search patterns for IT and Technology events outside Singapore. In terms of search percentage for IT and Technology events, the United States was the top choice for users in the Singapore both pre- and post-covid. Besides the USA, user searches for Indonesia, South Korea, Australia, and Malaysia have reached or are almost at pre-pandemic levels.
It would be interesting to observe the potential impact of China’s reopening on the percentage spread of event searches in 2023, as there has been a significant decrease in traffic to China and other APAC countries in 2022.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (CHINA)
Prior to the outbreak of COVID-19, around 29.9% of IT & Technology professionals in China were searching for events within the country. However, as shown in Figure 28, the percentage of users looking for events in this sector has declined in 2022.
The decrease in demand is likely due to the restrictions and policies implemented to curb the spread of COVID-19 in China. This shift in demand may be temporary, but it is uncertain when it will fully recover.
PRE-COVID VS. POST-COVID USERS FROM CHINA LOOKING FOR EVENTS OUTSIDE
According to the data presented in Figure 29, a significant number of IT & Technology professionals from China have been searching for events outside of their country. If we examine the data closely, we can see that there have been some shifts in user demand within China.
After the pandemic, new regions such as Italy, the UK, and the Netherlands have seen an increase in market share, while countries like the US and other Asia-Pacific countries have seen a decrease in market share. This trend indicates a shift in the preferences of IT & Technology professionals in China for international events.
SEARCH QUERIES USED BY USERS TO FIND IT & TECHNOLOGY EVENTS
In the past year, users used different search queries to find IT & Technology events. Based on our research, the most popular terms were “garment technology expo”, “technology events”, “technology exhibition”, “technology conferences 2022”, etc.
The data also revealed that the majority of users searching for IT and Technology events were looking for technology expos. According to the data, users used a variety of queries to find events relevant to their particular interests and requirements.
Note: It is possible to find interesting trends if we examine sub-sectors and remove the obvious keywords mentioned above.
IT & TECHNOLOGY EXHIBITORS
From global manufacturers to established suppliers, IT & Technology industry professionals actively look for industry events to showcase their innovative products & solutions. The IT & Technology events cover the end-to-end supply chain and allow exhibitors to meet key industry stakeholders, investors, etc., from every IT & Technology industry area.
COVID-19 led to a significant decline in demand in exhibitors’ inquiries for IT & Technology events during the last three years. However, we see demand slowly crawling back up in 2022 and expect it to rise significantly in 2019.
Overall, the decrease in IT & Technology event exhibitors in 2022 is not unexpected, given the effects of the pandemic. While this decrease may be temporary, it is imperative to note that the IT & Technology events industry is resilient and continues to innovate and adapt to the changing landscape.
While the overall count has yet to reach 2019 numbers, IT & Technology events are expected to rebound and meet 2019 numbers in 2023.
Disclaimer: All data, statistics, and metrics used in the report are collected and obtained from 10times.
CONCLUSION
Despite the challenges posed by COVID-19, the IT & Technology event industry has proven resilient and innovative. As virtual and hybrid formats have become more widespread, the events held in 2022 have surpassed pre-pandemic levels in many areas.
Our findings show that the top five countries that hosted the most IT & Technology events were the United States, the United Kingdom, India, Denmark, and Australia.
However, post-pandemic, users are mostly searching for IT & Technology events within their own countries due to health and safety concerns, uncertainty about COVID-19, and travel limitations. As a result, the United States has emerged as a popular destination for events outside of a user’s home country, with the highest number of searches from other countries.
As the events industry evolves, attendees’ needs and expectations may increase. As a result, event organizers must be proficient in various formats and tools to deliver events that meet these elevated expectations.
10times’ event marketing solution can assist you in staying competitive by increasing your reach and driving higher event attendance. Target and engage event professionals in real-time as they search for events, ensuring that your event will be noticed.
If you’re interested in learning more and requesting an industry or country-specific report, please get in touch with marketing@10times.com today.
FINDING THE RIGHT EVENT MARKETING SOLUTION
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