The Virtual Edge Institute published in May 2011 a report titled “Measuring and Maximizing the Impact of a Hybrid Event”. Here is an extract taken from it. The report is available to download from the Virtual Edge Institute website: http://www.virtualedge.org/page/measuring-and-maximizing-the?=vei_ad
“One of the major concerns surrounding hybrid events is that once a remote option is introduced to a traditional, in-person event, in-person attendance will decline. Reduced in-person attendance can negatively impact the overall business impact of events and, where applicable, reduce revenue for event organizers.
A key finding of this study is that 93% of virtual attendees would not attend in-person if the virtual option was eliminated. This dramatically confirms the power of a virtual option when it comes to extending the reach of an event.”