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01/12/2022

Key Trends for Marketers from CES 2022

Charlie Menchaca
Managing Editor
Charlie Menchaca profile picture
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VR experience at CES 2022
Credit: Consumer Techology Association

In a world where in-person interactions are strained due to the COVID-19 pandemic, technology provides crucial connections and solutions to consumers.

That is one of many takeaways following the CES 2022 event, held Jan. 5-7 in Las Vegas. The Consumer Technology Association, the show’s producer, made much of the in-person sessions and programming available online to registrants.

The event had more than 2,300 exhibitors, including 800-plus startup companies from 19 countries. These companies launched multiple products and showcased innovation in several areas.

“The importance of technology is shaping consumer behavior,” said Steve Koenig, CTA vice president of research, at a pre-show presentation on Jan. 3.

Here are highlights of the innovations and trends gaining momentum with shoppers:

Services

Streaming, wellness and food delivery services have all shown growth over the past year.

A total of 60% of consumers who began using food delivery in the past 12 months are continuing to use the service, according to CTA research. That number is 64% for lifestyle/health services and 57% for streaming services such as Netflix, Prime Video and Disney Plus.

Artificial Intelligence

Consumers are increasingly open to AI-powered tasks. The top 3 tasks consumers are very and somewhat open to are making shopping/purchase recommendations, house cleaning and providing fitness or nutritional advice, according to CTA’s AI Consumer Sentiment 2021 research.

The most commonly mentioned form of metaverse technology is extended reality. In all, 84% of businesses engaged in extended reality experiences expect to spend more on their AR and VR initiatives over the next two years, according to CTA’s 2021 EX Enterprise Trends report.

Digital Health 

Examples of this included wearables (Withings’ FDA-approved smartwatch) and connected devices (Abbott’s FreeStyle Libre 3).

Another featured wearable was Abbott's Lingo-branded arm patches. They contain a sensor and 5mm needle to measure glucose, ketone and lactate levels, with the ability to send the date to an app for feedback, according to VMLY&R's CES recap.

The Great Home Makeover

Consumers are embracing enhanced home theater solutions (OLED, mini-LED and spatial audio). And more than 2.4 million units of digitally connected exercise equipment is expected to shop in 2022. This is a 19% increase over last year, according to the CTA January 2022 Industry Forecast.

Among the advanced home products discussed in VMLY&R's recap were L'Oreal's handheld hair-dye machine and Moen's handle-less motion- and voice-activated faucet.

These are the other top trends to watch:

  • Transportation — Electric vehicles, micro-mobility and 21st-century logistics
  • Space Tech — Commercial applications, communications and eventually even tourism
  • Sustainable Technology — Alternative power sources, food tech, smart cities and smart home

See VMLY&R's CES 2022 recap

Get a recap of NRF 2022 from VMLY&R COMMERCE

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