Apple dominates consumer sentiment for Tablet PCs – with 48% share of positive customer comments online

London (UK PRWEB) July 5, 2011

the customers’ point of view on the tablets are positively overwhelming. DigitalMR measured on a ΒΌ million positive comments for slate devices through January to June 2011, compared to just over 100 000 negatives. Apple has a dominant 48% share of these positive comments and 52% of the smaller group of negative comments. Next placed is Motorola with 16% of positive mentions and 18% negative.

The results are based on comments posted by consumers on major brands of tablets made by Apple, Motorola, Samsung, Blackberry, HTC, LG, Barnes and Nobles, ASUS, Archos and Viewsonic, through January-June 2011.

The analysis of DigitalMR (powered by SocialNuggets) is based on comments below 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 sense -. If jobs are positive or negative in nature

DigitalMR CEO, Michalis Michael commented: “The tablets appear to have launched a wave of optimism of consumers and the iPad currently dominates online conversation is essential for brands to leverage their goodwill. line, to create a greater impact than the battle for second place is increasing. ”

The popularity of tablets shows no signs of slowing. For example, the Consumer Electronics Association, 17 million were sold in the US alone in 2010 and its last forecast of 42 million units to be sold in 2011. Source:

With growing sales, and many more consumers intend to buy, what do consumers actually think about slate devices?

1) Net Sentiment

All brands measured, achieve a net positive score Feeling (NSS) Jan-June NSS provides an overall score of percentage of net positive messages. A positive result of a tablet attracts a higher proportion of positive and negative messages.

The average NSS necessary for all brands measured is 41% – very high compared to other industry sectors. This is very encouraging for the Tablet PC industry because it shows customers are generally very satisfied with their devices and are eager to share the good news online.

Apple has a NSS of 38%, slightly below average, but given its dominant position in the customer market expectations are likely to be higher. However, it still generates more buzz online twice as positive as negative. New entrants to the market (with a much lower base online chat) to achieve higher NSS as Viewersonic 78%, 65% Blackberry, LG and HTC both with 57%.

2) the positive and negative messages

Apple accounts for 48% of all positive messages to consumers on the internet through Jan.-June 2011. The next are more powerful Motorola 16%, followed by Samsung and Blackberry, both with 9%.

Of all the measured negative messages, Apple accounts for 52%. Motorola follows with 18%, followed by Barnes and Noble with 11%.

3) Features

DigitalMR measured thousands of workstations throughout January-June about the features that tablets offer. The negative aspect is crucial “Size” of the device. As seen in the customer quote below, this may include the weight, the overall size and the size of the screen. Devices that may be too large for some users are often not large enough for the other, because of the way the size is related to the preferred type of use. This is likely to become a key differentiator for tablets as the market develops.

Size attracts 20% of all the negative comments, but only 9% of all positive. Conversely, the characteristic of “Video” on slate devices is well received, attracting 15% of all positive comments, but only 9% of those who are negative.

Customers’ comments on the tablet size:

“Blackberry Playbook is surprisingly heavy for its size of 7 inches. It has applications evil. He must basic applications, including email, calendar and contacts at the very least, because webmail seems not function properly. It must be less than strollers in general. ”

“I hesitated to acquire Slate 500 due to take more time than anything else, but I was not happy with his screen size. – Too small for a real productive use I have read drawings and documents on the screen and can not be zooming in and out with the power of graphics processing compromises on these devices. ”

“Just because something is more expensive and does not do better! I have been digitally inking / drawing and do my digital art and for the last 2-3 years and I really prefer small tablets. I uses a genius 8×6 tablet and it works wonders for me. I heard people give horrible reviews 12×8- tablets as his way of saying great to use and I believe them. ”

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4) In their words – comments positive

“Very pleased with my iPad. Lightweight, portable and easy to use. Holds its charge for about 10 hours of general use. Active instantly (unlike my old laptop). The App Store is much more fun as a laptop. ”

http: // www / Tablet Computer / Apple iPad-review_1359289

“The Blackberry Playbook is one of my favorite tablets in terms of the user interface, I like to slide across the screen and bezel to interact with the operating system and applications, it is very intuitive and effortlessly. The ability to make the navigation bar and keyboard appear by touching the glasses is great, and go to the home screen from any application is easy. ”

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“I bought the 32GB model from pc world a month ago and I can tell you right now the battery life is awesome and I can not put the thing down. The only thing I need say I’m not bothered, is that it has a locked bootloader Acer Iconia Tablet resistant to unlock (I can see the reasons) but apart from that, I’m definitely keeping the tablet and this is my new best friend right now. ”

“The quality of the Motorola Xoom screen is big, applications run smoothly and all in all it must be said that if you are a Gmail user or Google Apps is the device you need for everyday use. Gmail, maps, docs et al interfaces are far superior to that of iOS devices. The life of the battery is fantastic and beautifully Apps Sync if you are already an Android user. ”

http: // www / Tablet Computer / Motorola Xoom-reviews_1358811-

“Well Ipad 2 was a bit expensive, it was worth it I take with me wherever I go and it’s very easy to use The battery lasts more than a laptop;.. Applications are easy to install and to use. The new iPad is obviously faster than its predecessor. ” .html

5) How shelves brands use social media to their advantage?

tablets can use the analysis of data from Web sites and other social media in the following ways:

Engage in a dialogue one-on-one with their clients and respond to negative comments.
Invite some customers to participate in online forums and discussion groups to express their views more
Positive feeling can be exploited in advertising
Operations can learn and solve specific performance issues and retail products
The products can be adjusted and new designed to meet the needs of customers

About the report of the syndicated tablet

DigitalMR tablet produces a monthly report that monitors thousands of online conversations customers through comments posted on open access social media platforms such as Twitter and Facebook, forums, blogs, microblogs and commercial sites, comments on the tablet’s services.

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


For regular reporting and further information:

Michalis A. Michael

mmichael (at) Digital mr (dot) com

Tel: +44 751 571 0370

http: // www.

About DigitalMR

DigitalMR is a specialized agency that provides a holistic approach to market research based on the Web. It specializes in research using social media, particularly web-listening and sophisticated technology platforms to improve its approach to business consulting.

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

The agency works in collaboration with the International Society for market research MASMI http: // www . DigitalMR is headed by founder and MD, Michalis Michael and has its headquarters in London, UK and Nicosia, Cyprus.

About SocialNuggets

SocialNuggets technology delivers real-time information on the market for fast moving industries by analyzing data from various social media sources with a mission to liberate social media data and sentiment analysis to use in real-time research brands, products and features. SocialNuggets offers ready to use market intelligence for various industry sectors, including consumer electronics and banking. SocialNuggets data comes in the size of the bite, ready-to-consume, infographics and is also available as full access to our data warehouse for analysis and integration with customer data. SocialNuggets a Serendio company, was founded in 2011 and headquartered in Santa Clara, California For more information, please visit


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