Eco-Conscious, Tech-Savvy, and Crave “Instagrammable” Content
London’s largest event venue ExCeL London releases key visitor insights powered by YouGov
submitted by Tom Phillips, Excel London
LONDON — Visitors to London’s largest event venue ExCeL are more likely to be eco-conscious and tech-savvy, according to its latest audience insights data.
The analysis, focused on UK audiences, also revealed that attendees are mostly millennials, affluent and are highly active on social media, in particular in creating their own original content.
The insights are provided by leading market research and data analytics group YouGov, which ExCeL is now collaborating with to better understand and engage with its four-million annual visitors.
In addition, the data shows that almost a quarter of attendees are Gen Z, those born after 1997.
Meanwhile, 65% said they didn’t mind paying a higher price for products that are beneficial to the environment, 63% agreed that electric vehicles are the future, and 51% stated they are often the first in their friend group to try new technology products.
The collaboration sees ExCeL adopting the YouGov Profiles tool which provides a portrait of attendees’ entire world with unrivalled granularity.
Jonathan Neill, Partnerships Director at ExCeL, commented: “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 25,000sqm 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.”
For more information on ExCeL London visit www.excel.london
About ExCeL London:
ExCeL London, part of ADNEC Group, first opened in November 2000, in an area of huge regeneration in London’s historic Royal Docks. Almost 25 years later it has become one of the UK’s largest and most successful event venues, hosting some 400 shows per year and welcoming around four million visitors from every corner of the globe. Events hosted at ExCeL generate around £4.5 billion in economic impact for London and support approximately 37,500 jobs throughout the events industry. ExCeL has seen significant investment by ADNEC Group in its facilities and is currently embarking on a 25,000sqm expansion programme opening October 2024. More recently, it has played host to innovative live events such as the all-electric Formula E motorsport championship and Disney100: The Exhibition. It also prides itself on championing sustainability and is certified carbon neutral – the first UK venue of its kind to achieve the international recognised PAS 2060 status.
