Profiler: The B2B Exhibition Visitor

Everyone is talking about data.

A lot of people are talking about big data, a few are talking about clever data but we decided to concentrate on the human side of data.

It kinda made sense given the social nature of face-to-face marketing.

We decided to take a look at the profile of the average visitor to UK B2B exhibitions.

We hired the number crunchers at N200 to cast their eyes over vast spreadsheets of data sets and they analysed the profiles of more than 250,000 attendees of B2B exhibitions in the UK across thirty shows during 2012 and 2013.

We had a hunch about the typical B2B exhibition visitor. We thought that they might be ambitious, influential, high worth professionals who do big business.

Enough of the small talk - here are the summary findings in a handy infographic.

The headline findings included:

• Movers and shakers
  In the UK 10.1% of professionals are in board level positions*, at B2B exhibitions 23% of visitors hold this position. More than double the UK average.
   
• Win big business
  20% of visitors to B2B exhibitions come from big businesses employing more than 100 employees. This compares against an average of 1.4% of UK business matching this profile.
   
• The place for successful women
  At B2B exhibitions 27% of board level visitors are women, way over the FTSE and UK average regarding board representation.
   
• Huge turnover clients
  On average 29% of UK businesses achieve a turnover of £250,000*. At B2B exhibitions 48% of visitors represent these types of companies.
   
• Go international
  Foreign visitors account for 18.6% of all visitors meaning exhibitors can have a home-based route to international markets at UK B2B exhibitions.

For full statistics and the indepth analysis all you need to do is download the full research findings.

*ONS UK Business: Activity, Size and Location 2012

Foreign visitors account for 18.6% of all visitors meaning exhibitors can have a home-based route to international markets at UK B2B exhibitions.