Consumer tech editorial focusing more on deals, research finds

Price promotions and gifting occasions accounted for a quarter of all consumer tech brand coverage in the past 12 months, new research reveals.

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Technology publications are shifting toward deal-focused editorial, new reseach suggests, as consumers search for the best prices on new tech purchases.

Red Consultancy examined earned editorial coverage in the UK between October 2021 and October 2022.

It found more than a quarter of all editorial coverage relating to consumer tech – including smartphones, laptops, headphones, speakers and audio, TVs, tablets, fitness trackers and smartwatches – in the 12 months studied was driven by five calendar moments, all focused on short-term price discounts and gifting occasions.

The research revealed Christmas, Black Friday, Amazon’s Prime Day, Father’s Day and Valentine’s Day combined accounted for 25 per cent of UK technology product coverage. There were over 89,000 pieces of coverage featuring consumer technology products from earned media in the UK during the period.

A further 127,000 social ‘echo’ posts on Twitter, where readers shared or engaged with earned media articles, tipped the total mentions to over 215,000 for consumer tech. Of this coverage, Christmas (10 per cent), Black Friday (seven per cent), Amazon’s Prime Day (3.5 per cent), and Father’s Day and Valentine’s Day (4.5 per cent) drove more than 22,000 editorial articles on average each month.

Simon Hilliard, director at Red Consultancy, said: “The sheer volume of coverage related to price promotions and gifting shows the importance of these moments for tech brands. While often seen as ‘quick and easy wins’, brands should put a significant focus on the key deal moments in 2023 to maximise PR’s business impact.

“Comms leads would also do well to stay on top of what’s driving the most coverage and plan accordingly. For example, Black Friday’s popularity has dipped in recent years but, when combined with Prime Day, the two short-term discount days account for more tech editorial than Christmas.”

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