HTC Accounts for Nearly Half (44%) Customer Smartphone Comments Online

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Social media research specialist DigitalMR releases latest findings on what customers are saying about smartphones on the internet

Michalis Michael

Although Blackberry and iPhone are perceived to be the market leading models, HTC is the major player when it comes to online buzz. Its younger audience profile appears to be more vocal and their word of mouth is far more positive than negative

DigitalMR analysed over ¾ million customer comments about smartphones across Jan-Jun 2011. Over two-thirds (69%) of these customer views are positive, compared with 31% negative.

HTC garners more mentions than any other brand, with a 44% market share of all positive comments and a 32% share of, the smaller, negative comments group. Next placed is Motorola with 16% of positive mentions and 21% of negative, followed by Apple – 12% positive, 15% negative.

Results are based on comments posted by consumers on the major smartphone brands: Apple, Motorola, Samsung, RIM (Blackberry), HTC, LG, Nokia, Sony Ericsson, Huawei and HP across Jan-June 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: “Although Blackberry and iPhone are perceived to be the market leading models, HTC is the major player when it comes to online buzz. Its younger audience profile appears to be more vocal and their word of mouth is far more positive than negative”.

With many new customers now poised to replace standard handsets with smartphones, what do existing consumers actually think about them?

1)    Net Sentiment
All the brands measured, achieve a positive Net Sentiment Score (NSS) for Jan-June, except Huawei with minus 51%. NSS provides an overall percentage score of net positive posts.
The average NSS taken across all the brands measured is 39%. This shows customers are generally very happy with their devices and are sharing the good news online.
Of the three most talked about brands on the web, HTC had a NSS of 51%, followed by below average scores of 28% for Motorola and 27% for Apple.

2)    Positive and negative posts
HTC generates more than three times as many positive online comments as negative, and it accounts for 44% of all positive posts among consumers on the internet across Jan-Jun 2011. The next highest performers are Motorola 16%, followed by Apple and Samsung, both with 12%.
Of all negative posts measured, HTC accounts for 32%. Motorola is next with 21%, followed by Apple 15% and Samsung 14%.

3)    Features
DigitalMR measured thousands of customer posts regarding the services and features attributed to smartphones.

For operators looking for service improvements, the most negatively commented upon feature was “Connectivity” which accounted for 18% of negative service related comments. This was followed by: Service Provider 16%, Operating System 13% and Data Connectivity 13%. However, overall comments on features are almost twice as likely to be positive as negative.

4)    In their words – positive customer comments
Connectivity:
“A mate has an HTC Desire, it has everything you need. If you have Gmail as your email client, you can download an App for it which makes sending email almost as easy as it is on your laptop you can send attachments from your phone easy”. http://www.omd.uk.com/forum/viewtopic.php?f=7&t=7920

“Nokia still offers the best for outright connectivity performance especially the Symbian S^3 based ranges which are all 5 band UMTS based. If you not after a smartphone per say then Telstra also offer their Blue Tick range of handsets which are stated as having the best reception connectivity on NextG. Overall the best choice would be the Nokia N8!” http://forums.whirlpool.net.au/archive/1715822

Click here for more positive customer comments

5)    How smartphone brands can use social media to their advantage

About the syndicated smartphone report

DigitalMR produces monthly reports which monitor thousands of customers’ online conversations through comments posted on open-access social media platforms such as Twitter and Facebook, forums, blogs, microblogs and commercial websites, for comments regarding smartphone services.

The report is available on annual subscription with updates provided on a quarterly, monthly or weekly basis. Results will be updated to the press on a monthly basis.

Contact
For regular reports and more information:
Michalis A. Michael
mmichael(at)digital-mr(dot)com
tel: +44 751 571 0370
http://www.digital-mr.com
About DigitalMR

About SocialNuggets

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Michalis Michael
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