Press release

Consumer Technology Survey Reveals Fast-Growing Influence of Video Reviews, Social Media and Brand Ethics

Sponsored by Businesswire

Data released by Matter
– a Brand Elevation Agency specializing in PR,
social media, creative services and digital marketing – revealed
considerable year-over-year shifts in how shoppers learn about consumer
technology products, the skyrocketing reliance on video and the value
placed on social good. For the first time, social media has surpassed
word of mouth when it comes to product awareness, the consumption of
video product reviews has more than doubled and the vast majority of
consumers care about brand values.

Matter’s 2019 Consumer Technology Survey reaffirms key digital marketing
trends in PR, social and digital marketing, and uncovers how marketers
can better capture the attention of an evolving marketplace. Key
findings include:

Social Media Overtakes Word of Mouth

  • From 2018 to 2019, the number of consumers depending on friends and
    family to find out about personal technology products has plummeted by
    21 percent — dropping from 71 percent in 2018 to 56 percent this year
  • At the same time, the number of consumers using social media to find
    out about personal technology products has increased 119 percent (26
    percent to 57 percent)
  • Among shoppers aged 18 to 29, 75 percent rely on social content to
    discover consumer technology products. Other top sources for initial
    product awareness are:

    • Television (42 percent)
    • Online tech sites, like CNET, PCMag, The Verge, etc. (36 percent)
    • Lifestyle magazines and sites, like GQ, Buzzfeed, Men’s/Women’s
      Health, etc. (17 percent)

Reliance on Video Content Continues to Rise

  • Consumers using video sources, like YouTube, as a source for product
    recommendations and reviews has more than doubled from 2018 (38
    percent vs. 18 percent)
  • Shoppers aged 18 to 29 are almost 3 times as likely to consult YouTube
    compared to consumers over 30
  • Once purchased, 71 percent of consumers watch how-to videos for
    instruction, a 44 percent increase over 2018.
  • Other types of video content consumers watch include:

    • Product hack/tip videos (39 percent)
    • Video product reviews (39 percent)
    • Unboxing videos (21 percent)

Social Good Fuels Purchase

  • 70 percent of survey respondents consider a company’s commitment to a
    variety of “socially beneficial” initiatives when making a purchase
    decision. Specifically, consumers care that brands demonstrate the
    following values:

    • Sustainable and ethical sourcing (50 percent)
    • Proceeds being donated to charity (43 percent)
    • Valuing diversity and inclusion (42 percent)
    • Taking a stand on social and/or political issues (30 percent)

“This year’s survey reconfirmed trends on what dictates consumer tech
purchases – 83% of consumers check online reviews before buying, for
example, and video review formats are twice as popular as they were at
this time last year. Knowing this, brands need to be sure compelling
video content and a targeted, multimedia review program are core program
elements,” says Michael Byrnes, vice president at Matter. “They also
need to be sure they have a partner that knows how to create and amplify
this content, helping customers make an informed purchase, and
eventually turning them into brand advocates. With Matter, you get a
team with the industry experience and expertise perfectly positioned to
help elevate your brand.”

Matter’s consumer technology expertise comes from years of partnerships
with brands such as JBL, Sylvania, HTC and more. From robust influencer
campaigns to product launch events, Matter has executed a vast range of
marketing tactics to help brands reach consumers. To learn more about
Matter’s experience in the consumer technology industry, check out our website,
or get in touch. To view additional stats from Matter’s Consumer
Technology survey, view the infographic here.

With more than 180 professionals across offices in Boston and
Newburyport, MA, Providence, RI, Pittsburgh, PA, Boulder, CO, and
Portland, OR, Matter is one of the fastest-growing public relations,
social media, creative and digital marketing firms in the country.
Matter has won 12 “Agency of the Year” accolades in the past three years
and has been recognized as a best place to work.

Survey Methodology

Matter collected responses from 1,000 US-based consumers in April
2019 via a third-party provider to determine the findings of its 2019
Consumer Technology Survey.

About Matter Communications

Matter is a Brand Elevation Agency unifying public relations, social
media, creative services, and search and digital marketing into
strategic, content-rich communications campaigns that inspire action and
build value. Founded in 2003, with six offices spanning North America,
Matter works with the world’s most innovative companies across
healthcare, high-technology, consumer technology and consumer markets.
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