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Social Insights and Online Review Data Reveal Latest Consumer Tech Trends

By Derek Franks  •  November 12, 2019

See what the latest consumer research shows Internet of Things  according to social listening

Social Insights and Online Review Data Reveal Latest Consumer Tech Trends

Posted by: Derek Franks on November 12, 2019

The Internet of Things revolution is transforming industries everywhere - from transportation and manufacturing to healthcare and retail.  But it’s consumer electronics that has totally upended everyone’s lives -- voice assistants, smart TVs, thermostats, robot vacuums-- even smart light bulbs.

 

So, what top consumer tech trends for 2020 and beyond do you need to know? Here’s a snapshot:

 

  1. Consumers are expected to spend $140B on IoT in 2020 (and it correlates with how much consumers discuss the industry)
  2. Social listening analysis reveals tech customer lifecycle issues in review data and social data
  3. Consumers talk passionately about not trusting their IoT devices and the brands they trust the least
  4. A huge point of friction for consumers is connection between devices
  5. Consumers spoke online about smart lighting 82% more than in 2018

 

Inside our latest social insights report on Internet of Things analyzing the top consumer tech trends, we analyze millions of online conversations on social media and Amazon reviews to find out what consumers think about these electronic devices and the Internet of Things world.  

 

Let’s dive into the need-to-know takeaways from our social listening report on the Internet of Things industry *(download the full report right here).*

 

Social Interest in Internet of Things Translates to Dollars

Social listening analysis of consumer conversations can help predict market performance. 

 

Here’s the conversational volume about consumer tech on social channels compared to the market value:

Screen Shot 2019-11-11 at 12.32.05 PM

As the market value grows toward $140 billion, conversations about Internet of Things brands, products and topics have risen steadily.

 

The key takeaway here: what we know from social listening analysis of the tech industry is that consumers are buying more Internet of Things products and this buying behavior correlates with how much people talk about these products online.

 

Recognizing these market trends in your industry and relating it to how people talk online can you get a complete understanding of the consumer trends and help you predict the direction your market is headed.

 

Now, let’s go a little deeper to see how people talk about products on various channels:

 

Consumers Pinpoint Customer Lifecycle Issues in Review Data and Social Data

What happens when you go beyond social data to include analysis of consumer conversations from channels elsewhere on the web?

 

Answer: you get more accurate data and also new insight into those consumers’ experiences.

 

We compared how consumers talk about specific products on Amazon reviews to how they talk on social media channels for Philips Hue, an internet-connected light bulb:

Screen Shot 2019-11-11 at 12.33.28 PM
There are some notable differences between the ways people talk about the product in different places. 

 

The most positive topics on Amazon reviews focus on the bulb itself, the soft-white light and how it elevated the living room. Social audiences, however, seem to be most positive about the experience setting up and the service.

 

Negative reviews on Amazon center around the service and customer support, while on social people are frustrated with the connection issues and getting the bulb to cooperate with the internet. 

 

You can see that when social listening analyzes Amazon reviews and social conversations, you can identify specific positive and negative drivers and then pinpoint how consumers feel about their experiences. 

 

Going beyond social media to analyze other channels online where people are talking gives you an extra layer of insight and can provide a deeper understanding into consumer experiences and pain points.

 

Consumer’s Don’t Trust IoT Devices

If you’ve ever talked out loud about pajamas with penguins on them and then seen an ad on Google or social media about penguin PJs, you’re not alone.

 

Knowing the implications of connecting everything and letting tech companies into our private lives makes for an interesting conversation about privacy.

 

And consumers are concerned. That concern is growing, according to our research:

 

Screen Shot 2019-11-11 at 12.34.08 PM

The steady rise of consumers discussing their lack of trust in internet-enabled devices shows us that these tech brands need to better address privacy and security.

 

Which products and concerns do consumers discuss the most as it relates to trust? Download the Internet of Things Report to see what the people are saying.

 

Now, as it relates to negative sentiment, it’s not privacy that people discuss most. Let’s take a look at what consumers are most frustrated with.

 

Biggest Point of Friction for Consumers: Frustrating Remotes and Connection Issues

If you’ve had to hire a search party to find that stupid Apple TV remote, you’re probably aware that remotes are hot button topic for consumers of Internet of Things tech. 

 

The same goes for anyone who’s ever gone down the bluetooth connection black hole of hell (that’s everyone, right?) 🙋

 

And the social data supports this.

 

Since the beginning of 2017, there’s been a 305% increase in the number of online audiences discussing connectivity issues. Here's how the conversation breaks down by social channel and the most discussed negative keywords:

 

Screen Shot 2019-11-11 at 12.35.04 PM

 

In the report, you’ll see which age segments voice their frustration the most about connection issues. You also get insights on the wrath of consumers against the remote controls for their Internet of Things Devices on Amazon reviews.

 

Download it now to see how the consumer sentiment can have an impact on purchase decisions and brand loyalty.

 

Conclusion

No Thanksgiving dinner can be made without asking Siri to set a timer for 3 hours.

 

The internet-connected world has impacted all of our lives in powerful ways. It’s seeped into all aspects of our day-to-day, from getting directions, ordering food, watching TV, compiling a grocery list and helping us cook (you’re the next Gordon Ramsey, right?).

 

But this also leaves us with a whole host of important questions about our reliance on technology, concerns about privacy, and understanding how we can push this technology further.

 

And consumers have a lot of thoughts on the matter. Their conversations across the web, including on online review sites like Amazon, Google and Yelp, help tell the story of the consumer psyche around the Internet of Things brands, products, experiences and buying habits.

 

Combining data from these sources with social media data can help paint a picture of what consumers want, need and are concerned about as it relates to these new technologies.

 

Our social insights report on the Internet of Things is your official blueprint to find how specific people feel about specific experiences. 

 

Download the report by clicking the image below to see the consumer technology trends and learn more about the future of this wired world!

Topics: social listening, consumer research, competitive analysis, social listening data, digital marketing, social media analytics, tech, text analytics, how to use social listening, audience segments, audience segmentation, reporting, analytics, technology

Social Insights Report on Internet of Things consumer tech trends using Social Listening

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