Research by Bell Pottinger Wired, one of the UK’s leading digital consultancies, reveals that this year’s Consumer Electronics Show (CES) was mentioned more than 1.5 million times online, across media sites, blogs, forums and social networks, such as Twitter.
Insights into online conversations around the event, held in Las Vegas on 7 to 10 January 2014, with more than 3,200 exhibitors and 150,000 visitors, highlight the extent to which consumers engaged with CES online.
The official hashtag used at the event (#CES2014) for key product launches, such as the PlayStation Now and Samsung’s 4K curved television, reached more than five billion people via Twitter, Bell Pottinger Wired’s research reveals.
Samsung dominated online share of voice, with 85,144 conversations taking place about the brand after launching the Galaxy PRO tablet and a range of smart cameras alongside its new 4K television. With nearly 20,000 more conversations than nearest rival Sony, Samsung’s coverage was in part thanks to film director Michael Bay’s swift stage exit following an autocue fail half way through his press event. Bay’s meltdown generated more than 3,500 negative comments on Twitter, raising the old issue of all PR being good PR.
Generally, smartphones continued to drive the technology discussion, generating more than 45,000 mentions, which can be attributed to a range of new mobile device launches, including the Sony Xperia Z1 Compact, LG G Flex and Chinese tech vendor’s ZTE Grand S II.
Televisions, including Ultra High Definition (UHD), were also high on the agenda, generating 30,208 and 12,654 online conversations respectively.
James Thomlinson, Managing Director of Bell Pottinger Wired, said: “Our analysis highlights just how popular new tech is with today’s public. Consumers’ craving for the latest gadgets, coupled with heightened access to social media, enables brands to market new products in a more captivating way than ever before.”
“With a plethora of technology on display at this year’s CES, 2014 is set to be another exciting year for tech fans, particularly those interested in screens, both big and small.” Thomlinson added.