Visitors to one of the UK's major conference and exhibition centres are more likely to be eco-conscious and tech-savvy, according to its latest audience insights data.
The analysis, focused on UK audiences, revealed that those attending events at ExCeL London are mostly millennials, affluent and are highly active on social media, in particular in creating their own original content.
The insights are provided by market research and data analytics group YouGov, which ExCeL is now collaborating with to better understand and engage with its four-million annual visitors. The collaboration sees ExCeL adopting the YouGov Profiles tool.
In addition, the data shows that almost a quarter of attendees are Gen Z, those born after 1997. Meanwhile, 65 per cent said they didn’t mind paying a higher price for products that are beneficial to the environment, 63 per cent agreed that electric vehicles are the future, and 51 per cent stated they are often the first in their friend group to try new technology products.
Jonathan Neill, partnerships director at ExCeL, said: “As the home of world-leading events, ExCeL attracts millions of visitors every year to London to attend events varying from cutting-edge technology and innovation, in-depth medical congresses, to immersive entertainment experiences. By working with YouGov we can become data driven and insight led, helping us to better define and engage with our audience for ourselves, our clients, and our partners.”
He added: “This year is an exciting time for ExCeL with the opening of our new 25,000 sqm expansion in Q4, together with our redeveloped waterfront opening in the summer. As a result, we will have even more visitors through our doors, who we can deeply understand - providing great opportunities for like-minded brands to positively engage our visitors, and ultimately meet their brand and business objectives.”
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
