Innovation wins

The React team identified the top mentioned brands within the online the CES conversation by finding the top mentioned Twitter accounts and the top words and phrases on each day, as well as brand names that sprung up during peak hours.

It’s to be expected that the biggest brands will take up the largest chunks of the conversation. With big budgets, established mass produced products and many fingers in many pies, the five top brands were Intel (by a longshot), followed by Logitech, Amazon, Android and Nvidia.

Perhaps more interesting is the prominence of smaller brands in the top-mentioned chart.

London-based Kino-mo, which develops holographic devices, was a real winner over the weekend with their 3D holograms stopping people in their tracks.

Meanwhile, Whirlpool’s domestic items caused a stir, (a lot of it thanks to some very effective influencer marketing).

Sleep Number’s 360 smart bed that puts an insane amount of smarts behind optimizing your sleep also got a huge amount of attention in the news, as well as from astonished tweeters.

Whether it’s a bright idea involving holograms or changes to everyday items that improve our lives subtly but importantly, the top mentioned brands and their products certainly go to show that innovation, not just a recognizable name, is the way to capture consumers’ attention at CES.

Tech that impressed

Amongst the brand conversation, buzzwords like “VR” and “machine learning” were popping up all over the place.

These were some of the top-used terms (identified by their appearance in the topic cloud component in Brandwatch Analytics for each official show day).

TVs, not to be outdone by VR, were the top mentioned topic we found, with just under 35k mentions. Smart, thin, 4k and OLED were amongst the top used terms in the TV mentions, and CES did not disappoint those who like to keep their home entertainment set up on point.

Who can resist a cuddly Panda, especially when he's sat next to the world's first IGZO 90" 8K TV at #CES2017 pic.twitter.com/BMvdirwwJN — David Daniels (@dd1961) January 7, 2017

We were surprised that the more “exciting” tech terms like driverless cars weren’t a little further up the list but, as we’ve shown above, the everyday innovations seem to be just as important to online commenters as the more futuristic ones. That said, the prominence of “robots” gave some indication of the excitement surrounding the future of human interaction with machines.

With CES 2017 over, we can’t wait to see how some of the incredibly innovative technology does with consumers. Our data found recently that the internet believes 2017 will be the year of intelligence (be that artificial or otherwise), and it certainly looks like the world is becoming ever more ready to adopt smarter devices into our lives.

Are you a journalist looking to cover our data? We have plenty more. Email us react@brandwatch.com for more information