Most North American consumers don't know what CES is: Text100

A study released this week by Text100 shows that CES needs a brand-awareness campaign of its own.

SAN FRANCISCO: Although 82% of tech-savvy consumers enjoy reading about the latest technology trends, less than a quarter follow news from the International Consumer Electronics Show, according to a Text100 study.

The CES Influence Index, conducted with Redshift and Brandwatch, revealed that 54% of North American consumers have never heard of CES, the annual tech tradeshow that garnered more than 160,000 attendees last year. More than 1,400 people between 18 and 60 years old who consider themselves knowledgeable about technology responded to the online survey.

With marketers being asked to evaluate their investments and resources for CES, Text100 launched this study to help brands figure out how to get the most out of the event, said Erica Pompen, VP at the firm in San Francisco and lead on the survey.  

"We thought it would be interesting to see where the gaps are in terms of consumer perception about CES and more broadly about technology trends and then compare that with what’s being discussed in the media," explained Pompen.

More than half of participants (51%) consider themselves tech experts and said people usually come to them for advice on technology, yet 22% of respondents have no interest in following news from CES.

In fact, only 4% of those surveyed recalled being influenced by media coverage from CES in the past.  

Twitter accounted for more than 90% of CES mentions among media last year, but less than 20% of consumers in the study said they learn about tech products and trends on the platform.

"Most people hear about technology through advertising (47%), followed by Facebook (46%), and Google (43%), so brands need to be leveraging paid and social more to reach consumers around a show like this," said Pompen.

And while media coverage about technology tends to focus on innovation, consumers are more interested in devices they are using or familiar with, such as computers or mobile devices.

Text100, Redshift, and Brandwatch will release a second phase of the CES Influence Index in January after the show, which will focus on consumer outlooks on real-time media and social conversations.

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