From smartphones to smart homes, technology is increasingly tapping into every facet of the modern consumer’s life. Consumer electronics brands continue to release exciting new devices, but it can be a challenge for consumers to understand how devices and brands differ, how the most innovative products will improve their daily lives, and which devices to choose when making a product decision.
Modern audiences are turning to YouTube, Facebook, Instagram, and Twitter to research and compare devices, share their experiences and opinions, and make brand decisions — before shifting to web search to make their purchase.

The Consumer Electronics Audience

What’s the demographic breakdown of this audience that’s hungry for gadget and device content? On Facebook, the 600M-strong audience that’s interested in consumer electronics skews slightly male and heavily young, with 18-34 year-olds accounting for nearly 70% of interactions.

On Twitter, the 18-24 year old demographic also commands the consumer electronics space, at 65% of the 200K-person audience that’s discussing consumer electronics purchases. 13-17 year olds and 25-34 year olds control a smaller, but comparable, share of the consumer electronics conversation at 15% & 14%, respectively. 31% of the consumer electronics audience on Twitter works in a professional/technical capacity, followed by 28% that are homemakers.

Consumer Electronics Viewership

The growth and development of the consumer electronics space on YouTube in particular is particularly significant, as the platform has long been consumers’ destination of choice for video content. Views of consumer electronics content on YouTube grew by an average of 44% year-over-year from 2012 to 2016, with total views currently clocking in at 154B views. The more than 11M consumer electronics videos — spread across 1.1M channels — have attracted 48B engagements in total. And consumer interest shows no signs of waning — Pixability’s data indicates that the CE space will garner 63B views on YouTube in 2017 alone.

YouTube may have a historical advantage, but each social video platform offers a variety of unique ad formats, sophisticated targeting options, and audience engagement opportunities. It’s vital that consumer electronics marketers understand these platform differences, as well as the advertising advantages of each when formulating their video strategies. By adopting a holistic cross-platform approach, brands can connect with consumers along their digital journey, and follow them from platform to platform to help shape their brand and product decisions.
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