Tech Report: The Most Definitive Data Set on What Was Actually “Seen” Around CES

The following tech report compiles what was actually “talked about” and “seen” in the last week online, via mobile and across Twitter at CES 2015.

Tech Report: The Most Definitive Data Set on What Was Actually

Samsung, Sony and LG made the biggest impact at CES, but not necessarily for what they actually showed during the event. In several instances, awareness for these brands was driven as much by what they didn’t bring to the event, as what they actually displayed. TVs and computers were strong, as always, but washing machines ‹yes WASHING MACHINES! — the “Internet of Things” and Wearables were as prominent as ever! And the auto industry continued it’s growing involvement with the event, driven mostly by self-driving cars.

Samsang indexed as the most “seen” brand online, via mobile and across social during the week of CES. From curved computer screens, to SUHD TVs with enhanced LCD backlights, to washing machines with built in sinks for washing delicates, what madeSamsung stand out was the sheer volume of products that they brought to the event in Las Vegas this week. Also gaining them notice was their renewed focus on the “Internet o Things” — by 2017 Samsung is projecting that 90% of their products will be connected to the Internet. 

Mobile Products and Washing Machines Top of The Class at CES

While rumors that Samsung would debut the Galaxy S6 at CES proved untrue, it still drove a sizable amount of online chatter, driving speculation that they were showing the smartphone privately to carriers at the event. Galaxy S6 related interest represented 11% of all the Samsung awareness around CES.

Nearly as ubiquitous, Sony had 71% as much CES related consumption as Samsung, between January 6-9. Among the Sonyproducts generating interest were what they claimed was the world¹s thinnest 4K TV and Playstation Now (an app that lets you play popular video games from the cloud without needing to buy a console), to a HD action camera with 4K video and then relaunch of the iconic Walkman, now reimagined as a high end HD music player with Bluetooth headphones for serious audiophiles.

Also like with Samsung, much of the discussion around Sony was the highly anticipated Xperia Z4, which wasn¹t publicly shown at CES as many hoped, driving discussions online that accounted for 24% of all Sony related awareness at CES.

Another brand making waves was LG which had 61% as much CES awareness as Samsung during the event. LG were the brand that did unveil their big smartphones at CES, with the bendable LG G Flex 2 accounting for 22% of all LG related consumption at CES. Other hits included seven 4K OLED TVs with Quantum Dot Displays and an extremely popular Twin Wash washing machine, which pragmatically allows you to get two loads done at once. There was also a semi-mysterious smart watch built for Audi that allows you to unlock your car, among other functions.

Computing Always Strong at CES

Meanwhile Intel had 37% as much related awareness as Samsung over the course of CES. 12% of Intel CES related consumption was around Curie, the button sized platform meant to power the next generation of wearable devices, with another 6% ofIntel¹s awareness at the convention related to RealSense. While RealSense is already in the market, much of the focus in the Intelkeynote was around both practical and imaginative applications for the camera recognition system. Intel also made a big splash with their announcement that they¹d be devoting $300 million to improving workplace diversity in their workforce.

Lenovo managed to draw 16% awareness as Samsung, driven by their lineup of Tab 2 A7 tablets, Flex 3 laptops, and the S41 Notebook – all budget devices. Blackberry had 13% as much awareness as Samsung, largely around the announcement of QNXbecoming an “Internet of Things” platform and around BBM messaging coming to Android Wear. It appears that their embracing of IoT, is helping return Blackberry to prominence.

There was 12% as much consumption around Asus as Samsung, almost exclusively around the Zenfone 2 phablet.

Autos Show Well at CES

For the second year in a row, self-driving cars that made the biggest impression at the event. With 11% as much awareness asSamsung, Mercedes-Benz made a splash with their self-driving car prototype, the F 015 Luxury in Motion. Meanwhile Audi had10% as much awareness as Samsung, around their own autonomous car and the previously mentioned LG watch prototype.

Meanwhile there was 46% as much CES related awareness around BMW as around Mercedes-Benz, primarily around the BMW i Home Charging Service for electric cars and their experimental ActiveAssist technology, which literally makes it impossible to crash your car when you¹re parking it. NVIDIA had 31% as much CES awareness as Mercedes, mostly around Drive PX platform that identifies objects from up to 12 cameras at once, and will be used to power self-driving cars. Volkswagen had 30% as much CES awareness as Mercedes, around their Golf R Touch touch-less gesture-controlled interface concept and semi-automatic Park Assist feature.

At slightly lower of a profile, Ford had 19% as much CES awareness as Mercedes-Benz, mostly around their SYNC 3 communications and entertainment system, with such features as improved voice recognition. Similarly themed, Parrothad 13% as much CES related awareness as Mercedes-Benz, around The Simple Box, their connected automotive infotainment solution. Android Auto also had 13% as much CES awareness, as brands like Volkswagen, Kenwood, Parrot and Pioneer integratedAndroid Auto into their products.

Making less consumer focused news, Toyota had 8% as much awareness as Mercedes, on the heels of releasing 5,680 patents around their fuel cell technology, in an effort to promote “unconventional collaboration.² Finally Chevy had 4% as much awareness around their last minute decision to unveil the 2016 Chevrolet Volt at CES, instead of the Detroit Auto Show a week later.

Like Dark Matter, Apple Part of The CES Conversation Even When They’re Unseen

Apple had 9% as much CES awareness as Samsung, not because of what they presented at CES (because they never do), but because their products were being compared to products that did launch at CES. For instance Apple¹s automated home center called HomeKit and smart watch competitors to the upcoming Apple Watch.

Top Topic Areas at CES Driven by Wearables

Moving on to the top CES associations by subject matter, if 2014 was the year Wearables arrived at CES, 2015 was the year thatWearables arrived front and center. There was more awareness around Wearables than any other topic at CES this year. In fact there was 54% more awareness around Wearables than around any other product area, with related subjects also dominating the list. There was 33% as much CES related awareness around SmartWatches as around Wearables, 28% as much around Internet of Things, 27% as much around Self-Driving Cars, and 22% as much around Drones as around Wearables.

Apart from areas that are directly related to the “Internet of Things,” there was 65% as much CES related awareness aroundSmartphones as there was around Wearables, with the Asus Zonefone 2 and LG G Flex 2 leading the charge. There was only 27%as much CES awareness around Tablets as there was around Wearables, with 24% as much around Cameras at the event.

On the TV front, there was 48% as much CES related awareness around 4K and 44% as much related awareness around Curved TVsas around Wearables, indicating that 4K has replaced normal HD as the standard in that industry.

Source: Amobee Intelligence Press Release