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Study on Media and Event Technology: companies in Germany give their views on structures, expectations and trends

Which digital trends have the greatest influence on the event technology market? How wide is the revenue range? What are the criteria determining brand choice? The analysis conducted by GfK (Gesellschaft für Konsumforschung - Society of Consumer Research) investigates these and many other questions.

Now available as an e-report "Media and Event Technology: Structures, Expectations and Trends”.

Commissioned by Messe Frankfurt, organiser of the annual Prolight + Sound international trade fair for technology and services for entertainment, integrated systems and creation, together with the Professional Lighting & Sound Association of Germany (VPLT), this survey of the sector is far-reaching. Questions were put to players involved in all areas of the event technology industry.

"Over recent years the way the media and event technology sector has developed has been impressive. This is also apparent in the continual growth of Prolight + Sound", says Stephan Kurzawski, Senior Vice President, Messe Frankfurt Exhibition GmbH. "As exhibition organiser, we are committed to providing the companies with a trade and information platform that looks to the future and is closely tailored to the market conditions and needs of the market players. To this end, we value the findings of this sector survey and are happy to share them with the industry”. Helge Leinemann, chairperson of the VPLT: “The successful companies in our sector think internationally, act sustainably to build their business and are committed to educating and training their employees to a high standard. The study emphasises how important modernisation and professionalisation is for companies and we as their association also advocate and support this.

The results of the study paint a picture of an innovation driven and confident sector with a heterogeneous structure. What is more, they illustrate how much importance the companies in Germany attach to quality; it is no surprise, therefore, that quality and performance come at the top of the list of most important properties of preferred brands. Of those questioned, 88 percent rated this criterion as very or extremely important and, according to the survey, it is more relevant, therefore, than factors such as price / performance ratio (63 percent), profit margin (40 percent) or the availability of special offers (13 percent).

In an open question those surveyed were asked to give their view as to the most important digital trends and technologies currently influencing the market. The most frequently mentioned was LED/OLED technology (20 percent), which has completely revolutionised lighting technology over recent years and is being used in ever more products. In second place (12 percent) was digital audio-networks, ahead of laser projection (5 percent) in third place.

The range of sales revenues across the sector was also analysed. This showed that the range extends from very small companies with an annual turnover of under Euro 50,000 to corporations who turn over more than Euro 50 million each year. The bedrock of the industry is made up of companies with an annual turnover of less than Euro 1 million, to which just under two thirds of those questioned said they belonged. Nevertheless, a good tenth of those questioned indicated a turnover of more than Euro 5 million.

Figures gathered as part of the GfK survey and published before Prolight + Sound 2016 provided an assessment of how the sector is developing economically. They show that back at the time of the survey (January / February 2016) 47 percent of those questioned predicted that revenues for the current year would grow either moderately or strongly. In contrast, according to the survey only 6 percent of those questioned anticipated a decline in sales.

Furthermore, the study provides information about the use of freelance employees in companies, about the most important end user groups, recommended information channels and the relative importance of sustainable event technology. A total of 222 market players took part in the survey. Of those that took part, the majority worked in a range of activities from hiring / leasing, operational planning, temporary provision, sales, permanent fixed installation and purchasing of intermediate products up to and including manufacturing. Of those questioned 94 percent had a decisive, contributory or advisory influence on purchasing decisions for media and event technology.

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