The 2016 edition of the Webinar Benchmarks Report draws on analysis of 12,870 webinars conducted by more than 500 organizations during 2015. Findings include:
- Webinar audiences are spending more time consuming content: Average viewing time in 2015 was a record 57 minutes. The measure is significantly higher than in 2010, when attendees spent an average of 38 minutes viewing webinars. Meanwhile, on-demand webinar viewing time has increased from 29 minutes to 34 minutes in the past year.
- More people are watching webinars: In 2013, only one percent of webinars drew more than 1,000 attendees. Since then, webinars have seen a significant rise: in 2015, 8 percent of webinars exceeded the 1,000 mark.
- Audiences are increasingly interactive on webinars: Features like Q&A have become almost expected for live presentations (81 percent feature Q&A), and webinars increasingly utilize features such as polling (24 percent) and surveys (23 percent). With interactivity features providing sophisticated analytics into how audiences consume webinar content, increased interactivity helps B2B marketers identify the most valuable prospects.
“Even with well-documented declines in consumer attention spans, particularly in their online activities, webinars are continuing a trend of increased attendance, stronger engagement and more audience interaction,” Hyland said. “Our benchmarks report validates the necessity of webinar marketing to the B2B marketer’s technology stack, given the tremendous role webinars play in the B2B buying process.”
The full ON24 Annual Benchmarks Report is available here. To register for the on-demand webcast, visit here.
ON24 is the leading webinar marketing platform for demand generation, lead qualification and customer engagement. Its award-winning, patented, cloud-based platform enables companies of all sizes to deliver engaging live and on-demand webinars. Providing industry-leading analytics that can be integrated with all leading marketing automation and CRM platforms, ON24 enables marketers to optimize demand generation, enhance lead qualification and accelerate sales pipeline opportunities.
Additional applications for the ON24 product portfolio include virtual training, talent development and town hall meetings. More than 1,200 companies and organizations rely on ON24, including IBM, CA Technologies, Merck, JPMorgan Chase, Credit Suisse and SAP. The company is headquartered in San Francisco, with offices throughout the world. For more information, visit http://on24.staging.wpengine.com.