In-Person Events Lead Professional Development Channels
Freeman's latest trends report reveals that 70% of attendees rank in-person events as their top source of professional learning, outpacing webinars, on-demand platforms, and social channels. The research, titled "Unpacking XLNC: The future of adult learning at conferences and tradeshows," surveyed more than 4,700 attendees and 185 event organizers.
Despite this preference for live events, the study identifies a critical gap between what attendees value and what organizers actually deliver. While in-person events create stronger engagement, connection, and retention, many learning experiences within events are not designed to fully capitalize on these advantages.
Practical Application Over Credentials
The research shows that fewer than 20% of attendees cite continuing education credits as a top goal when attending events. Instead, participants seek ideas they can apply immediately and perspectives that change how they work.
"We're entering a new era of learning where people don't measure value by how much content they consume, but by what actually changes after they leave," said Ken Holsinger, SVP of Strategy at Freeman. "In-person events have a built-in advantage but only if organizers design learning experiences that turn engagement into application."
Format Preferences Reveal Engagement Gaps
The study found that attendees favor hands-on, interactive, and discussion-based formats over passive lecture-style sessions. However, many event sessions remain lecture-heavy and content-driven, creating a mismatch between delivery methods and learning preferences.
Event organizers consistently overestimate the effectiveness of education sessions, particularly in delivering real-world relevance and actionable takeaways. Additionally, while only about half of attendees participate in keynote sessions, many choose to spend that time elsewhere across the event experience.
Digital vs. In-Person Learning Context
The findings highlight a broader shift in how professional learning is defined. While digital platforms provide access to information, in-person events deliver context, connection, and application—critical drivers of learning retention and behavior change.
This report represents Part One of Freeman's ongoing trends report series on learning, focusing specifically on education sessions and general sessions. Future research will explore how learning extends across the full event experience.
Based on reporting by Exhibitor Magazine. Read the original article.