How Consumer Electronics Brands Can Uncover Consumer Insights

Understanding consumers’ opinions on products and services in a fast-changing industry

An average day for a consumer may include checking emails on their smartphone, tracking their morning run with a Fitbit, working on a laptop and relaxing by asking Alexa to play their favorite TV shows on Netflix. In an increasingly connected world, consumer electronics are impacting consumers’ daily routines in an increasingly personalized way. Yet they discuss their interactions with these products in an increasingly public way—by writing reviews and blog posts, crowdsourcing on forums, and joining the vast social media conversation.

For consumer electronics brands, it is especially crucial to be tuned into those online discussions. In such a constantly transforming industry, consumer opinions can change in the blink of an eye. By analyzing the online discussions, consumer electronics brands can better understand how customers are using their products and services, and what customers desire in an ideal smart home, entertainment service, or personal device like a smartphone.

In this post, we look at key insights consumer electronics brands can unearth by ransacking the online conversation, including

  • What is driving adoption of smart homes?
  • Why are consumers turning to streaming, and what does it mean for TV manufacturers?
  • What are the most desired smartphone features?

Smart Homes

Smart homes are exciting to some, but ominous to others. However, one thing’s certain: the conversation has grown exponentially since 2010.

Since 2013, many consumers discussed the smart home trend. In 2017, the discussion reached nearly 300k posts. With a litany of topics ranging from voice assistants to lighting control, there is a smart home feature for nearly everyone who is interested.

While there may be apprehension about smart homes and their utility, the negativity has dissipated over the years. The conversation, which was about 40 percent negative in 2010, is about 20 percent negative in 2017, indicating that more and more consumers are excitedly embracing the trend. Positivity is driven by excitement over the futuristic technology, convenience, and energy efficiency. On the other hand, negativity is driven by privacy concerns, fear of being hacked, and high costs.

Entertainment

Watching movies and TV shows is a pastime for many consumers. What may have once involved lining up at the movie theater or subscribing to cable to watch certain shows is now as simple as logging into Netflix and selecting from a wide catalogue of movies and TV shows.

Looking at the three major streaming services that air original series, Netflix dominates, and has eaten more and more into Hulu’s share of the conversation, which has declined since 2010.

Consumer sentiment toward the largest streaming services are generally favorable, with consumers praising the wide catalogue of movies and TV shows and fewer advertisements.

Personal Devices

To consumers, a high quality camera, long battery life, fast speed, and touchscreen are key features. Smartphones serve more than calling or texting; they are now digital extensions of our lives.

Conclusion

Capturing the hearts of consumers as a consumer electronics brand is no easy task. Consumers are past the point where they can easily be enticed by flashy gadgets. Analyzing the online consumer conversation helps brands answer tough questions about what entices consumers and how to keep their interest from being a fleeting moment. Whether the brand is a small startup or a major electronics company with many products, the insights can help inform product creation, customer service, and competitor analysis.

For more on how consumer electronics brands can uncover consumer insights from online conversations, download our report: Consumer Electronics Industry Trend Report

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