Second Screening at Adobe Summit 2020: A Case Study for Virtual Events During COVID-19

Second Screening at Adobe Summit 2020: A Case Study for Virtual Events During COVID-19

This IDC Market Note summarizes how the Adobe Summit virtual event resonated on social media, comparing the second screening attendees with the live tweeting attendees of the in-person 2019 event."Moving forward in this new normal, the transition of events to virtual or hybrid will be important considerations as hosts and sponsors look to increasingly leverage their social media footprint in a second screening instead of or in combination with a live tweeting environment," said Jacob Groshek, research manager of Digital Experience.

Please Note: Extended description available upon request.


Executive Snapshot
In This Market Note
IDC's Point of View
Adobe Summit 2020 Social Media Engagement Lags Behind the 2019 Event But Emphasizes Digital Experience and Cultivates Positive Sentiment
Sponsors Benefit, Digital Experience Management Vendors Emphasized
Sentiment Overwhelmingly Positive
Second Screening Is Not Equivalent to Live Tweeting: COVID-19 and Virtual Events Moving Forward
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Related Research
Synopsis

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