Epson reveals that consumers expect immersive technology at events

Epson, the laser projection specialist, has released a new report entitled The Experiential Future which reveals that consumers are demanding more immersive experiences.

Epson is pleased to announce the release of its new research report, The Experiential Future, which explores what guests feel about participating in events and attractions. It has found that demand for immersive technology is on the rise, as half of British people want to participate in experiences, not just watch.

Technology allows brands to connect with audiences in new and exciting ways, and more people now want to be immersed in experiences, instead of simply being bystanders. In fact, 50% of UK consumers said they wanted to physically participate in events.

The Experiential Future

This new research, commissioned by Epson, looked into customers’ views on the use of immersive technologies at events and attractions. For example, large-scale projections, interactive displays, holograms, virtual reality and augmented reality.

The people most interested in this type of event are millennials: almost two-thirds (63%) of those surveyed said that they had taken part in or attended an experiential event or attraction over the last 12 months. Furthermore, over half (57%) of the millennials who responded said that immersive technology is not used enough at events.

Over a fifth of Millennials (22%) and 17% of Generation Z, have also attended an experiential event abroad, in addition to 17% of Generation X.

This research highlights that brands and businesses who use immersive technology have the opportunity to gain financial advantages, as well as the fact that the tourism sector could benefit too. Six-in-ten (60%) Millennials reported a preference for events or attractions with experiential elements. This is followed by 53% of Generation Z, 41% of Generation X and 32% of Baby Boomers.

Creating a connection

This type of experience helps businesses to create a connection with visitors and to prompt an emotional response. Not only does it attract audiences, but it also helps to draw them back for return visits.

Almost two-thirds (64%) of Millennials would revisit an experiential event, in addition to nearly half of Generation X (49%) and Generation Z (49%). Over a third of Baby Boomers (36%) also said they would return to such an experience. This shows that experiential technologies encourage engagement and repeat visits.

“New technologies are drastically changing the nature of attractions and events,” says Neil Colquhoun, Vice President CISMEA and Professional Displays, Epson Europe B.V. “These findings show that businesses must harness the power of experiential elements not just to drive footfall, but to encourage repeat business.

“Millennials, Baby Boomers and Gen-Zers all want immersive events and attractions; now it’s up to organisations to deliver on those expectations.”

For more information, The Experiential Future report is available for download here.

Epson is exhibiting at ISE 2020 where it will be showcasing its new 30,000 lumens projector, as well as a variety of innovative AV solutions for several sectors including business, education and retail.