Of the largest exhibitions and conventions in the United States, over 30 percent had more than 2,500 attendees and only ten percent had fewer than 200 participants. Although attendance is high, engagement by visitors is not ensured. A 2015 survey found that only eight percent of business travelers were engaged in 100 percent of the program when attending a tradeshow, conference or exhibition. Ten percent of the respondents admitted that by the second day of a tradeshow or conference they were 'just going through the motions'.
Attendees' lack of engagement may be a concern to businesses, as sending employees to such events is not cheap. The average cost per attendee for meetings and trade shows in the United States was 609 U.S. dollars as of August 2015. If that was not expensive enough, the cost of a meeting per person is projected to increase by four percent in North America in 2017.