tablets invasion social metrics for this years hottest devices

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: jim.reynolds@alterian.com@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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