tablets invasion social metrics for this years hottest devices
DESCRIPTION
Presented by Jim Reynolds, Strategic Accounts Manager, Alterian We have officially entered the “Age of the Tablet”. With manufacturers from HTC to Dell releasing tablet devices, the tablet industry is expected to see explosive growth as more and more consumers adopt the devices. So how do consumers feel about the tablets that will be released this year? Can Android Tablets overtake Apple iPad? How is the social web reacting to the launch announcement for Blackberry Playbook? How is the anticipation building around HP Touchpad?TRANSCRIPT
Tablet InvasionSocial Metrics for this year’s hottest devices
Presented By: Jim ReynoldsStrategic Account Manager – SM2
@jimmyrey
Search Setup In Alterian SM2
• Tablet Types Monitored: Apple, Android (multiple manufacturers), Windows (multiple manufacturers), Other (WebOS & RIM) – Total of 47 devices monitored
• Date Range(s): 2/14/2011 – 3/29/2011
• Locations / Languages: All Countries & Languages
Daily Volume – All Tablets
Analysis
• Total of 1.3mm social media mentions
• Largest volume of conversation is during the iPad 2 launch event. (3/2)
• 2nd Largest spike is the release of the iPad 2 (3/22)
Share of Voice Total – All Tablets
Analysis
• Microblogs 67%
• Media Types ‐ Other 14% (Mainstream Media)
• Message Boards 11% (Developer Centric forums & boards)
• Blogs 4%(Key Mobile Blogs)
Share of Voice Trend – All Tablets
Analysis• Major discussions around launch of devices (iPad 2, Xoom & Others)• Before iPad 2 launch much of the discussion is Android Focused.• Large secondary conversation around Playbook
Deep Dive
iPad 2 Deep Dive – CORE METRICS
Analysis• By far, Apple has the largest volume of conversation, primarily driven by Twitter• 75% Male and pretty even distribution amongst age groups• Mostly Positive sentiment
iPad 2 Deep Dive – CORE METRICS
Analysis• Mostly US based chatter followed by UK & Spain• English & European lead written languages• Community Conversation is lead by Apple centric sites
Deep Dive
Android TOTAL Deep Dive – CORE METRICS
Analysis• Largest conversation around launch of Xoom followed by HTC Flyer – Driven by Twitter• Similar to iPad 2, chatter mostly male, but 35‐49 leads the conversation• General sentiment more positive that Apple (% of conversation)
Android Deep Dive – CORE METRICS
Analysis• Primarily US based chatter, but Brazil is #3• Languages match countries but again Portuguese ranks very highly• Great amount of Android Dev chatter globally amongst top sites
Motorola Xoom– CORE METRICS
Analysis• 2nd largest device conversation again led by Twitter & Mainstream Chatter• Demographics are inline with other devices• Sentiment is mostly positive, but mixed due Xoom launching without Flash
Motorola Xoom– CORE METRICS
Analysis• Mostly US & English but highest Japanese coverage amongst all tablets • Very active community conversations around Android development and YouTube
Samsung Galaxy Tab– CORE METRICS
Analysis• Conversation volume spikes during product releases/announcements via twitter• Mostly Male and largest age group is 18‐24• Mostly positive feedback on product thus far
Samsung Galaxy Tab– CORE METRICS
Analysis• As noted on opening Android Slide, Brazil is a buzz about the Galaxy• With Portuguese being 2nd and Spanish being 5th we would suspect the Samsung is
popular in Latin & South America• Like other Android manufacturers, much of the conversation is community driven
Dell Streak –CORE METRICS
Analysis• Dell’s conversation volume is the most steady of all manufacturers• Unlike any other maker, Message Board/Forum leads conversation• Highest positive ranking of any device manufacturer
Dell Streak – CORE METRICS
Analysis• Large amount of conversation occurring in Asia (Singapore, UAE, Japan)• As reflected by regions of convo languages match• Unlike other manufacturers there are many hardware based discussions
HTC Flyer– CORE METRICS
Analysis• Largest spike was focused around announcement of Flyer, primary via twitter• Gender mostly male• Sentiment mostly positive
HTC Flyer– CORE METRICS
Analysis• Location and Language in line with other Android makers
• Conversations are mostly development driven
Other Deep Dive
BlackBerry Playbook– CORE METRICS
Analysis• Playbook conversations driven by product information announcements• Audience mostly male and largest group 25‐34• Sentiment is a strongly positive
BlackBerry Playbook– CORE METRICS
Analysis• Country & languages similar to others, with the exception of Canada being #2• Similar to Android there are dedicated communities focused on RIM
HP TouchPad– CORE METRICS
Analysis• Conversations focused around leaks about final product release• Mostly male and majority of audience under 34• Sentiment is nearly 50/50 split
HP TouchPad– CORE METRICS
Analysis• Similar to other tablets conversation is US & European driven
• Dedicated “Treo” audience awaiting devices
Deep Dive
Windows Tablets– CORE METRICS
Analysis• Volume is inline with tablets, but as grouping smallest amongst tablet types • Demographics inline with other tablet manufacturers• Sentiment inline with other tablet manufacturers
Windows Tablets – CORE METRICS
Analysis• US & European coverage• Top sites are twitter users discussing devices
Tablet Rankings
Ranking the Tablets - Totals
Analysis
• Apple 75%• Android 19%• Other 17%• Windows .7%
Ranking the Tablets – TOP 15
74.43%9.84%
5.01%3.97%
1.82%1.56%1.17%0.30%0.28%0.23%0.19%0.18%0.15%0.13%0.13%
ipad 2motorola xoom
samsung galaxy tabblackberry playbook
dell streakhtc flyer
hp touchpadhtc evo view
dell inspiron duoasus eee slate
notion ink adamhp slate
advent vegatoshiba folio 100
coby kyros
Analysis• As suspected Apple dominates the tablet market• Motorola Xoom is #2 • Samsung Galaxy is #3
Bonus Slide – What Network?
Analysis
• Verizon 48%• AT&T 22%• T‐Mobile 14.7%• Sprint 14.1%
Summary
• This was a very interesting dataset to analyze. That being said, it’s pretty clear that Apple is the current market leader, but similar to the mobile market they need to be concerned about the Android.
• Within the Android market, there are almost too many choices. Brands should take steps to prevent confusion amongst consumers.
• The dark horse players will be RIM & HP, knowing that they’ve had a great amount of historical adoption of their devices in the enterprise.
• Microsoft needs a story & a full tablet OS to increase their share within this segment.
THANK YOU!
Please contact us with any questions
Jim Reynolds: [email protected]@jimmyrey
UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian
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