Eventbrite’s new study provides insights into attitudes towards attending and hosting events

A new study - ‘2020 Inside Look Report’ - released today by ticketing and event technology platform, Eventbrite, provides insight into how consumers and the event industry 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.

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’ 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 attended online events since the pandemic began, well over one-third (39%) of respondents agreed that they're thriving in the COVID-19-environment, compared to 18% 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%) to take up a hobby because they were lonely compared to those aged 35 and up (11%). Men (19%) were more likely to have picked up new hobbies during the pandemic than women (15%) because they felt pressured to be productive.

•             More than one in five men (23%) 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% of online event attendees agreed.

•             More than one-quarter (28%) of those who have attended online events since the pandemic began said they made new friends through such events.

•             More than three-quarters (78%) of online event attendees enjoyed the aspect of online experiences that allowed them to attend events in other countries without traveling there, mapping to behaviour on Eventbrite which showed that virtual events hosted on Eventbrite in Australia attracted more than 15% of their attendees from other locations worldwide.

The future of events is hybrid

Across Australia, more than half (58%) of survey respondents said they plan to attend both virtual and in-person events in the future.

•             Two-thirds (66%) 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%) of respondents enjoy being able to attend virtual events in other countries without the need to travel.

•             More than half (51%) of respondents agree online events are a good alternative to in-person events, with 42% 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 among the industry heading into 2021.

•             Two-thirds (66%) 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%) respondents plan to host an in-person event in 2021, with the overwhelming majority (96%) feeling confident they can adhere to the COVIDSafe guidelines mandated by the state government in their region.

•             Of the 64% of event creators who pivoted to online events during 2020, the majority (85%) plan to continue hosting a combination of online and in-person events in 2021.

Eventbrite General Manager Asia Pacific, Josh McNicol advised "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.

"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."

To access Eventbrite’s 2020 'Inside Look' Report click here