SUMMARY: VISITOR AND EXHIBITOR SURVEY
STOCKHOLM FURNITURE FAIR/ NORTHERN LIGHT FAIR 2012 Stockholmsmässan, Älvsjö, 7-11 february 2012 www.stockholmfurniturefair.com SAMMANFATTNING AV BESÖKAR- OCH UTSTÄLLARSTUDIE www.northernlightfair.com Background/Purpose The annual Stockholm Furniture Fair and Northern Light Fair were held on 7-11 February 2012. The Fairs' aim to show the latest developments in the furniture/lighting business. The fairs have four specialist days and one day open for the public. For a number of years, Stockholmsmässan has been following developments in the pattern of visitors to the Fair. The surveys have been used as means of developing and adapting the event to meet visitors’ and exhibitors’ expectations. Exhibitors have been able to see a visitor image, and certain parts of the survey results have been used for directing and evaluating marketing campaigns. Methodology - Visitor survey The Scandinavian Survey Group conducted 406 personal interviews with visitors attending the Fair during the four specialist days. All of those inteviewed were visitors chosen randomly (exhibitors, representatives of the press and students were excluded). The interviews were distributed over all the specialist days and during all opening hours.
Methodology - Exhibitor survey About two weeks after the fair an e-mail questionnaire was sent to 440 exhibitors. Apart from the e-mail questionnaire 60 of the biggest exhibitors (Top 60) where contacted by Scandinavian Survey group's interviewing staff, who collected the answers by phone. The response frequency of the exhibitors was 44%, i.e. 194 conducted interviews.
Results On the following pages you will find a summary of the most important results of the survey.
Facts and figures for 2012 • Total number of visitors • Specialist visitors and students
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38 814 26 538
VISITOR SURVEY 1. Earlier visits First time visitor Visited the fairs earlier
17% 75%
2. Age and sex? Age 65 years55-64 years 45-54 years 35-44 years 25-34 years 16-24 years Sex Male Female
13% 21% 25% 25% 14% 2% 51% 49%
3. Main area of business COMMERCE/SHOPS Furniture trade Lighting- and specialist electricity trade Other trade PUBLIC ENVIRONMENTS Purchaser of furniture and lighting for public environments Other OTHER Decorator Architect Designer Electricity consultant Other SUBCONTRACTOR Subcontractor manufacturing industry Other subcontractor
19% 4% 2% 8% 4% 15% 11% 12% 1% 17% 5% 2%
4. Purchasing influence Total responsibility Very considerable Considerable Little None at all Not applicable
16% 12% 22% 14% 4% 32%
5. Products of greatest interest Furniture/decoration for offices/public environments Home furniture Lighting, public environment Lighting, home environment Textiles Other decorating details Carpets Other Childrens Furniture
58% 48% 34% 36% 27% 15% 18% 3% 8%
7. Do you have any intentions to purchase or suggest purchase of any products on display on Northern Light Fair within the next six months? Yes, purchase 12% Yes, suggest purchase 18% No 16% Don’t know 12% Not applicable 42% 8. Stockholm Furniture Fair has as its ambition to be the ”leading furniture fair in Scandinavia”, would you consider this to be correct? Yes 62% No 2% Don’t know 36% 9. Northern Light has as its ambition to be the ”leading lighting fair in Scandinavia”, would you consider this to be correct? Yes 40% No 1% Don’t know 59% 10. Impression of the fair (5=Very good, 1=Very poor) The overall impression of the fair 4,2 Quality of the exhibitors 4,1 The business benefits of the visit 4,0 Fairs new visual identity 3,0 Fair’s new logotype 3,7 11. Interest in visiting 2012? Yes definitely Yes, probably Perhaps No, probably not No, definitely not Don’t know
6. Do you have any intentions to purchase or suggest purchase of any products on display on Stockholm Furniture Fair within the next six months? Yes, purchase 18% Yes, suggest purchase 23% No 8% Don’t know 9% Not applicable 42%
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58% 31% 7% 1% 1% 2%
EXHIBITOR SURVEY
1. Impression of the fair The overall impression of SFF 2012 The overall impression of NLF 2012 Visitor quality Number of visitor Entrance area Fair appearance / design The Fairs’ seminar program Business benefits of exhibiting at the fair
4,1 3,7 3,7 3,5 3,4 3,8 3,8 3,7
2. Overall result/ROI Very good Good Neither nor Bad Very bad Don’t know
26% 41% 25% 6% 2% 0%
3. Interest in participating 2013 Yes, definitely Yes, probably Perhaps No, probably not No, definitely not Don’t know
52% 26% 16% 3% 2% 1%
Market leading in exhibition evaluation
The exhibition guru is a joint project between The Scandinavian Survey Group and The Scandinavian Trade Fair Council, Fairlink. The exhibition guru contains evaluation program, education program, litterature and online education.
www.massguru.se The Scandinavian Survey Group Slottsgatan 14, 553 22 Jönköping, Sweden Phone: +46 36 346230 Email: info@nugruppen.se www.nugruppen.se
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