March 2021

Tech for Today

This year’s first virtual Consumer Electronics Show highlighted the tech industry’s quick response to a crisis, with more practical solutions that meet the needs of consumers’ reality today.


The Consumer Electronics Show has traditionally been the place for tech industry giants and start-ups to showcase cutting-edge innovations that may be years away from becoming reality, or in some cases, driven by engineering capabilities vs. true consumer need-based insights. Due to more time being spent at home in 2020, the shifts in consumer needs—from working, e-learning, cooking, home entertainment, and health and safety concerns—have accelerated innovation and its adoption and increased demand for technology that delivers “real” value for day-to-day life.

Marketplace and Consumer Trends

Technology for today

Demand for technology that delivers true consumer benefits for today’s changing needs at home, work and play will likely continue to increase at faster-than-expected rates.

According to NPD, consumer tech sales in 2020 were the strongest they’ve been in 7 years, driven primarily by pandemic-related demand. The Consumer Technology Association predicts the industry will reach $461 billion in 2021, a 4.3% increase from 2020.

Home entertainment experiences – Home theaters, gaming, and virtual reality all saw accelerated adoption and growth in 2020. Consumer spending on streaming services and software are projected to reach $112 billion in 2021, an increase of 11% from 2020.
  • TV sales were at a record high in 2020, estimated between $17 billion–$18 billion. Nearly 10 million more units sold than in any other time during the last decade according to NPD reports.
  • AR/VR hardware and accessories grew 53%, with average sales prices more than doubling between March and November 2020. Lidar sensor technology on the new iPhones opens the door for new everyday virtual experiences soon to come.
  • The number of consumers playing video games in the U.S. has increased 6 points to 79%, with total time spent gaming increasing 26% (+59% for ages 45-54) and total spend increasing 33% (+76% for ages 45-54.)
  • Drone sales were up 114% from March to November 2020 from 2019.

“Clean” Tech products focused on cleanliness and sanitization for healthier and safer homes, e.g. touchless, antimicrobial products, UV lights, and air purification are in demand.

  • According to NPD, sales of vacuum cleaners, fans, humidifiers, and water filters climbed 32% from mid-March to August 2020 and air treatments rose 23% from May to August vs. the same period the year before.
Work/life balance solutions that enhance the ability to work and learn from home, e.g. noise-canceling headphones, USB cameras/webcams, speakers, microphones, lighting, computers, mice, and routers all saw significant sales growth during the pandemic. Expect some of these trends to become permanent.
  • Wireless headphones and earbud shipments surpassed wired headphones and earbuds for the first time in 2020. True wireless earbud revenue is expected to reach $9.3 billion in 2021, a projected growth of 16% from 2020.

Product Highlights

Anker Soundcore Liberty Air 2 Pro
Anker’s Soundcore brand is expanding its wireless earbuds market by introducing its first noise-cancelling pair. The Soundcore Liberty Air 2 Pro features 22 sound profile presets, battery life up to 26 hours, 7 hours of playback from a single charge on the earbuds with up to 3 recharges from the charging case, and multiple, active noise cancellation modes via the Soundcore app.
Holy Stone 240 Foldable FPV Drone
The HS240 is a great beginner drone with the choice of either 720P or 4K resolution. It is easy to carry anywhere adventure takes you. The Wi-Fi camera and 118° wide angle lens help capture amazing scenic images from the sky. There are several cool modes like “Follow Me” that select the target on the screen and move it while shooting, and “Return Home,” that no matter how far it flies or if it loses connection, the aircraft can automatically return to the take-off point.
VANKYO Leisure 410
This mini projector is perfect for home theaters, delivering a 33″-200″ image and running bright, razor-sharp clarity, ensuring a movie-theater like watching experience. The Leisure 410 is multiple media compatible with laptops, iOS/Android devices, TV sticks, and gaming systems.
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Homedics® Ozone Clean Multipurpose Cleaner
Turn ordinary tap water into an unlimited supply of aqueous ozone. This all-natural miracle cleaner, deodorizer, and sanitizer kills 99.999% of household germs on just about everything without the use of harmful chemicals. This new way to clean is portable and practical while fitting conveniently in a purse, backpack, gym bag, or travel suitcase. It also creates less waste and can be conveniently refilled and reused endless times.
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Data Sources

Sources: CES; NPD Group; Wired; Consumer Technology Association


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