CEA Chief Economist on 2014 Tech Trends Every Retailer Should Watch

Since 1967, the Consumer Electronics Association (CEA) has been hosting the International Consumer Electronics Show (CES), a global trade show that highlights innovation in consumer technologies. Beyond this yearly event, taking place this week in Las Vegas, the CEA plays a crucial role in the industry, sharing market research, forecasts, legislative news, and more. Helping guide these efforts is Shawn DuBravac, the CEA’s chief economist and senior director of research. If you want to know what’s happening in technology and consumer behavior (and what marketer doesn’t?), DuBravac is your man. He spoke to us about the impactful trends he’s watching, including the explosion of sensors, the digitization of information, mass customization and the “third industrial revolution.”

Part of your job is directing market research initiatives for the CEA. What are the big trends you’re seeing among your 2,000 member companies?

One of the most impactful trends I’m seeing right now is the digitization of everything. This trend is being empowered by the sensorization of consumer technology. History shows us, when things move from scarcity to surplus, we begin to waste those resources. This is especially true in technology. Continue Reading →