Trends, research, and commentary at CTA’s Innovate!
The Innovate! Conference, presented by the Consumer Technology Association (CTA, formerly CEA – the Consumer Electronics Association), spanned a host of topics it its run early last week at New York City’s Grand Hyatt.
The opening day sessions included Millennials – You’re Trying Too Hard, a presentation by Lindsey Roeschke, consumer strategist for CEB Iconoculture, She suggested several strategies for connecting with Millennials which included an admonition not to try to market to that demographic. “It’s a losing game,” she said. “Acknowledge and accept that diversity in this generation is real, and not going anywhere.”
A “Five Technology Trends to Watch” panel addressed emerging areas that could significantly impact the CE market. contextual awareness, the new face of retail, smart homes, how tech is transforming Hollywood and smart cities. That panel touched on the Millennial demographic as well, with Alec Ellison of global investment banking firm Jefferies pointing out that “Millennials are much more comfortable sharing personal information.” Panelists noted that drones and virtual reality are two techs that will be at the forefront of consumer notice in 2016.
The “Miracle on 42nd Street” presentation by CTA chief economist Shawn DuBravac and senior director of market research Steve Koenig outlined the organization’s market research-based projections for the holiday sales season (a report on a modified version of this presentation, given later that day at CES Unveiled, appeared Thursday on this site).
Projected tech spending for the holidays will be 2.3 percent above 2014’s figures, they stated, as they outlined the various influences that would likely affect retail results.
Emerging technologies such as wearables, action cameras, smartwatches and drones are expected to factor into holiday purchases to varying degrees (depending on the category) this year, they said, and 4K Ultra HD TV would be an irresistible choice for consumers due to its more-affordable-than-ever pricing.