Apple Continues to Dominate Consumer Sentiment for Tablet PCs with a 38% Share of Positive Customer Comments Online

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In the latest web listening report from DigitalMR: Customer comments for tablet PCs are overwhelming positive. Positive comments online account for 75% of all comments measured. Apple has the lion’s share of those positive comments with 38%. Archos and Asus tablets achieve the highest Net Sentiment Scores

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Apple is still the main player in the tablet PC online space. It will be interesting to see if some of the new entrants can emulate the smatphone market and implement successful strategies to increase their online share of voice.

Online market research specialist DigitalMR releases latest findings on what customers are saying about tablet PCs on the internet.

The overwhelming majority of customers are highly positive in their views on tablet PCs as expressed on the internet. DigitalMR measured thousands of comments for slate devices across July-August 2011. Three quarters of all views measured were positive with only 25% negative. Apple recorded a 38% share of all positive comments and 33% of the smaller pool of negative ones. Next placed is HTC with 17% of positive mentions and 22% of negative.

Results are based on comments posted by consumers on the major tablet brands made by: Apple, Motorola, Samsung, Blackberry, HTC, LG, HP, ASUS, Archos and Fusion Garage, across July-August 2011.

DigitalMR’s analysis (powered by SocialNuggets) is based on comments posted via a range of relevant websites and open access social media platforms. It measures, not only the number of comments posted by consumers on the internet, but also their sentiment – whether posts are positive or negative in nature.

Managing Director of DigitalMR, Michalis Michael commented: “Apple is still the main player in the tablet PC online space. It will be interesting to see if some of the new entrants can emulate the smatphone market and implement successful strategies to increase their online share of voice.”

All the brands measured, achieve a positive Net Sentiment Score (NSS) for Jul-Aug. NSS provides an overall percentage score of net positive posts. A positive score means a tablet attracts a higher proportion of positive than negative posts. The average NSS taken across all brands measured is 50% which is very high compared with other industry sectors.

This is good news for the tablet industry as it shows that generally customers and very satisfied with their products and are happy to spread the word online. Apple has an NSS of 55%, slightly above average, but given its dominant position in the market customer expectations are likely to be higher. Newer entrants to the market that achieve the highest NSS are Archos 75% and Asus with 71%. Brands that are performing significantly below the average NSS of 50% are HTC with 39% and Motorola with 37%.

DigitalMR measures thousands of customer posts across Jul-Aug regarding the features that tablets offer. The most talked about features (both positively and negatively) are “operating system” (18% share of positive comments vs 21% negative) and “application” (18% positive vs 20% negative).

Click here for more data

In their words –customer comments sample
“I bought this thinking to replace my book readers and for an easy way to not lug a lap top around, while I travel. It works great for both purposes, unbelievably light, very responsive and less expensive than the Ipad, etc. The 7 inch size is perfect for me. I had some trouble getting used to the operating system and file transfers etc but had answers for everything I questioned. This unit also replaces an Archos 705 that I've had for the last couple of years and while I was impressed with it, this just blows me away.” Source:
“You don't need to prove anything to me. The Asus Transformer and the future Transformer 2 are the best Android (and IOS) tablets out there. I am patiently awaiting the number 2 but winning the first generation will quench my thirst to possibly hold out for 3!”

Click here for further customers comments and more about the web listening report

About DigitalMR
DigitalMR is a specialist agency which provides a holistic approach to web based market research. It specialises in utilising social media research, especially web-listening, and sophisticated technology platforms to enhance its business consulting approach.

DigitalMR’s solutions also include community panels, access panels, web usability and a distinct focus on qualitative research online. The agency has pioneered new methods in online focus groups alongside tools such as video diaries, bulletin boards and online ethnography.

The agency operates in affiliation with international market research company MASMI DigitalMR is headed by founder and MD, Michalis Michael and has offices in London, UK; Nicosia, Cyprus, and Columbus, Ohio, in the US.

Click here for more about SocialNuggets


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Michalis A. Michael
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