Data is Key to White Paper Believability: Here’s Where to Find it for Consumer Electronics and Residential AV Projects

By Hope Braue — Crucial to a well-written Consumer Electronics/AV white paper is evidence. To get potential customers to think about changing the way they do business to consider your solution, you need to provide statistics to back up your claims.

Which leads to the question…where do you find these statistics?

I sat down to have a conversation with Cindy Davis, contributing editor with NewBay Plus, the marketing services division of NewBay Media’s AV Group. She gave me a few of the most useful places to seek out professional and insightful CE/AV data:

Consumer Technology Association –

CTA’s expertise focuses on providing general insights on emerging/trending technology. Here you’ll find useful information, such as CTA consumer indexes, which measure consumer sentiment towards technology spending and how they perceive the overall health of the economy.

IHS Markit –

Boasting with 5,000 analysts, data scientists, and financial experts, IHS Markit specializes in finance, energy, and transportation research. Their stats will keep you up to date on the dynamic, global consumer electronics market with comprehensive, timely information and analysis on connectivity, TV sets, set-top boxes, tablets, modems, routers, and accompanying semiconductor content. An example of some of their recent research includes a study of emerging fingerprint-sensing technologies for smart phones.

Parks Associates –

Parks Associates is a market research/consulting company that offers market reports, primary studies, and consumer research into key product categories such as smart home, energy management, mobile devices, and more. An upcoming report they’re working on involves streaming media devices, and how these are beginning to transform content delivery.


CEDIA is the association for professionals who manufacture, design, and integrate goods and services for the connected home. The CEDIA site offers information on guidance in designing personal systems and corresponding custom solutions. Their research team surveys and interviews home technology professionals, manufacturers, distributors, consumers, and building professionals.

InfoComm International –

InfoComm International represents the professional audiovisual and information communications industries. You can find research on everything from AV equipment trends and market stats to pertinent data on sustainable AV. Their newly released 2016 Global Pro-AV Distribution Channel and Trends Report explores the movement of pro-AV products and services from manufacturer to end-user organizations and factors that influence the various channels.

Forrester –

This research/advisory firm provides proprietary research data, custom consulting, executive peer groups, and events. They’re predominantly grounded in surveys. Their studies on Consumer Electronics focus on consumer-oriented devices containing an electronic circuit board, such as televisions, digital video recorders, smartphones, and digital cameras. They recently published a report of an annual overview of the impact of technology on US consumers’ attitudes, behaviors, and expectations in a rapidly changing world, based on the Forrester Data Consumer Technographics North American Online Benchmark Survey.

Gartner, Inc. –

Gartner, Inc. offers technology analysis, IT key metrics data, independent assessments of buyer-seller situations, and peer networking. One of their recent reports summarizes system market trends and explores technology trends, in addition to semiconductor opportunities in the consumer electronics industry.

With these ample resources, you should be well on your way to writing a clear, well-supported white paper.

In addition to this, TWICE published a list of the top 100 Retailers, which you can find here. Produced by TWICE with market research partner The Stevenson Company, the 2017 TWICE Top 100 Consumer Electronics Retailers Report provides an in-depth look at the shifting patterns of industry retailers with sales of $5 million ad up.

Furthermore, you can find AV Network’s most recent published issue of the top 50 AV Integrators here, an important indicator of the commercial audiovisual industry.

Looking for more insights? Contact NewBay Plus’s AV/IT content marketing team. Email Joe Braue at

Top Tips for Writing an AV or AV/IT White Paper

By Hope Braue —

Ok, so you’re setting out to write a white paper centered on AV/IT.

You can easily Google “How to Write a Successful White Paper” and get hundreds, even thousands, of hits. However, if you’re trying to focus it on the AV industry, these tips begin to look a lot more generic.

That’s where David Keene, executive editor for NewBay Media’s AV Integrators/Digital Signage group, comes in. David has been in the AV industry for more than 20 years in editorial and marketing services capacity, and serves as the top strategist for NewBay Plus’s AV marketing services practice.

David’s best piece of advice for writing an AV white paper:

Decide whether you want to address the challenges faced by the end user, the AV Integrator/design consultant, or both.

 The AV Integrator Focus: AV integrators and AV design consultants largely make up the pro AV market. They’re the ones integrating it for the end user. If the issues involve products that the end user doesn’t explicitly interact with such as solutions for routing, switching, control, or gear mounting ecosystems , then make sure your focus is on the AV integrator or design consultant.

The Multiple Stakeholder Focus: On the other hand, if the technology is directly interfaced by end users, such as displays, projectors, electronic white boards, touch panel control systems, room management systems, interactive technology, conferencing systems, etc., your paper should address concerns of all the chief stakeholders, namely end users, AV integrators, and design consultants.

The multiple stakeholder focus is driven by two developments:

  • End users are very sophisticated, have access online to a large amount of product and solution literature and case studies from vendors, and are actively looking for both technical and business case guidance on their path to choosing solutions. So end users no longer rely solely on the advice of AV integrators or consultants when choosing a solution– it’s now a more collaborative process.
  • AV integrators and design consultants today must understand the end users’ perspective, as the industry has moved away from a hardware and commodity mentality where integrators just install a system and move on to the next customer. Today’s integrators and consultants are really partners with the end user involved with ongoing TOC, maintenance, and other issues in the end users’ facilities.

Looking for more insights? Contact NewBay Plus’s AV/IT content marketing team. Email Joe Braue at