As we monitor one of the busiest times of the year for Retail sales, we look to The Crowd to get a read on the top Electronics products. Positive Usage intent¹ trends continue for Electronics versus entertainment sectors that tend to compete for our attention throughout the day, including Media, Video Streaming, Music Streaming, and Social Media & Search. 

• Electronics’ usage intent remained positive and stable during the past six months, with select speakers / audio (Apple HomePod, Beats by Dre) and video (GoPro, Facebook Portal) brands among the ones gaining far more than others.
• Theragun remains the top product overall, but Apple continues to dominate all other brands broadly, with its HomePod experiencing the strongest usage intent of its portfolio.
• The top Electronics brands do a great job of satisfying customers on the factors they say are most important: Technology, Usability, and Price.
• The strong usage growth trends indicate Apple HomePod, GoPro, and Beats By Dre all are likely to experience market share growth. Usage is correlated with share of time spent and retention, which can be a leading indicator of market share.



Leveraging HundredX’s proprietary listening methodology, we evaluate more than 186,000 pieces of feedback from real customer experiences across the country. We use that data for insights into customers’ future Usage Intent,¹ changing demands on Electronics brands, and which companies look to benefit most.

Top Overall Usage Intent leaders

Theragun, the Usage intent leader in Electronics, increased from 12% in May 2022 to 17% September 2022 before dropping to 15% in November 2022. Boosted by discount pricing and Amazon Prime sales, Theragun remains the category leader with the most consumers who want to use it more. Over the last six months, Theragun saw its user satisfaction increase vs. the Electronics sector most significantly for Usability, Reliability, Instructions, and Install / Setup. HundredX measures customer satisfaction with specific factors as the percentage of customers that select it as a reason he or she likes the brand minus the percentage that choose it as a reason he or she does not. Theragun improved by 10% to 25% vs. peers on all four factors over the last six months. One happy customer recently told HundredX, “I had no idea how amazing this would be! It is a game changer!!!” Another added, “Purchased the mini on sale and was so happy with the usability of it. I purchased another one for my mother who also uses it daily.”

Apple Mac usage intent rose from 8% in April 2022 to 12% in October before easing to 10% in November. While most computer brands (Lenovo, Dell, HP, Asus) saw shipments fall steeply in Q3 2022, Apple Mac sales are up 40% year-over-year according to IDC. Promotions on the M1 24” Mac and the discontinuation of the 27” Mac helped boost volume. Quality satisfaction (69% vs. 54% broader Electronics) remains the Mac’s strong preference point, followed by Design (68% vs. 55%), and Usability (63% vs. 59%). 

Top Usage Intent Movers

Apple HomePod, Lenovo, and GoPro had the largest three-month usage intent improvements for our electronics coverage. Below we look at the products and brands that posted the largest three-month increase November versus August 2022.

Apple HomePod has seen the greatest intent gain over the last three months, rising from -8% in August to +13% in November 2022. The competitive home smart speaker category remains hot, and Apple’s clear dominance in other areas carries over. HomePod saw the greatest improvements in customer sentiment towards its Technology, Design, and Quality.

Customer Satisfaction most impacted by Technology, Usability, and Price

We also find Customer Satisfaction (CSAT) for Electronics (4.5) has remained steady over the course of the last year, one of the top measures for any sector in our coverage. HundredX measures CSAT on a 5-point scale.

HundredX measures sentiment toward a CSAT driver as Net Positive Percent (NPP), which is the percentage of customers who say a driver (such as Quality or Price) is a reason they like a brand/product minus the percentage who say it is a reason they do not like it. The top factors driving Electronics’ customer satisfaction, and the reasons why they prefer specific brands, include Technology (chosen as the top driver, 72% of the time), Usability (71%), Price (70%), Install/Setup (68%), and Design (66%).

While The Crowd tells us that the overall outlook for usage intent will most likely continue its mixed trend, share for specific brands will continue to shift with the popularity of various products. We continue to monitor trends within Electronics and Consumer Products to see if any changes emerge as the shopping season progresses, as well as into 2023. 

1. All metrics presented, including Net Usage Intent (Usage Intent), and Net Positive Percent / Sentiment are presented on a trailing three-month basis, unless otherwise noted.