Eventbrite has unveiled its 2020 Inside Look Report, a comprehensive global study that explores human connection and the world of experiences.
With nearly 75 million virtual attendees, 100+ million hours logged online, and more than one million virtual events in 2020, Eventbrite has continued to bring the world together during a year of social distancing through virtual experiences, which have proven to be critical connection points for consumers.
Eventbrite’s Inside Look Report provides insight into how consumers and the event industry at large have adapted to 2020’s unprecedented cultural, political, and social change, focusing on how the disruption of live and in-person events transformed daily behaviour and connection. The report, analyses data from the more than one million global virtual experiences on Eventbrite in 2020 and a YouGov survey of more than 3,000 consumers across Australia, the UK and US. Additional key Australian consumer findings include:
Online events helped people combat loneliness, and in many cases thrive, via hobbies, virtual learning, and self-improvement
Stay-at-home orders made space and time for self-improvement and self-care, but many chose to work on themselves virtually, together.
- When looking at Eventbrite data specifically, half of all tickets issued to virtual experiences in 2020 were for seminars/talks or classes/training/workshops.
- Of those who’ve attended online events since the pandemic began, well over one-third (39 per cent) of respondents agreed that they’re thriving in the COVID-19-environment, compared to 18 per cent of those who have not attended an online event.
- Among those who have picked up new hobbies since the start of COVID-19, Gen Z’s were almost twice as likely (19 per cent) to take up a hobby because they were lonely compared to those aged 35 and up (11 per cent). Men (19 per cent) were more likely to have picked up new hobbies during the pandemic than women (15 per cent) because they felt pressured to be productive.
- More than one in five men (23 per cent) said that online events and social platforms have allowed them to forge social connections better than they would have made in real life.
The power of human connection transcended distance
Even though many communities across the world have been practicing some level of social distancing since March, online experiences helped people stay connected.
- When asked whether online events make people feel more connected to others, 41 per cent of online event attendees agreed.
- More than one-quarter (28 per cent) of those who have attended online events since the pandemic began said they made new friends through such events.
- More than three-quarters (78 per cent) of online event attendees enjoyed the aspect of online experiences that allowed them to attend events in other countries without travelling there, mapping to behaviour on Eventbrite which showed that virtual events hosted on Eventbrite in Australia attracted more than 15 per cent of their attendees from other locations worldwide.
The future of events is hybrid
Across Australia, more than half (58 per cent) of survey respondents said they plan to attend both virtual and in-person events in the future.
- Two-thirds (66 per cent) of those surveyed believe online events offer an easy way to learn new skills and enjoy new experiences without leaving the comfort of home.
- More than three-quarters (78 per cent) of respondents enjoy being able to attend virtual events in other countries without the need to travel.
- More than half (51 per cent) of respondents agree online events are a good alternative to in-person events, with 42 per cent of all respondents stating they’d like the option of attending an event virtually if they were unable to attend in-person, for example, if they were sick or unable to travel to the event.
Looking ahead to 2021
Separate to the Inside Look Report, Eventbrite conducted a snap poll of over 130 Australian event creators which revealed additional insights, including a high level of confidence prevalent amongst the industry heading into 2021.
- Two-thirds (66 per cent) of those who stopped hosting in-person events in 2020 have either recommenced hosting in-person events recently, or plan to do so in the near future.
- Nine in 10 (89 per cent) respondents plan to host an in-person event in 2021, with the overwhelming majority (96 per cent) feeling confident they can adhere to the COVID-Safe guidelines mandated by the state government in their region.
- Of the 64 per cent of event creators who pivoted to online events during 2020, the majority (85 per cent) plan to continue hosting a combination of online and in-person events in 2021.
“Throughout 2020, we were encouraged to see thousands of Australians enjoy online events as a way to stay connected and engage in new experiences during lockdown. Now, with much of our country safely reopening, we’re excited to see attendees continue to enjoy experiences both in-person and online, and for event creators to benefit from the extended reach and new revenue streams that hybrid events can offer their business,” said Eventbrite Asia Pacific general manager Josh McNicol.
“We’re anticipating strong demand for events in 2021, and while we predict in-person events to remain the format of choice, the ability to add live-streaming as a ticketed option allows event creators to diversify their in-person revenue and reach previously untapped audiences; while attendees will benefit from the flexibility of being able to enjoy experiences across Australia (or the world) either in-person, or virtually from the comfort of their own home.”
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