Amazon set to challenge Apples domination of the tablet PC market, says online research specialist DigitalMR.

London (PRWEB UK) 4 April 2012

Social media 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 Dec 2011 to Jan 2012. 71% of all views measured were positive with only 29% negative. Apple recorded a 32% share of all positive comments and 35% of the smaller pool of negative ones. Hot on its heels is Amazon with 30% of positive mentions and a 33% share 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, Amazon and Sony across Dec 2011 to Jan 2012.

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: “Can Apple maintain its dominant position among tablet PCs? It will be interesting to see if Amazon’s Kindle Fire tablet can continue to convert its positive online sentiment into sales.”

All the brands measured, achieve a positive Net Sentiment Score (NSS) for Dec-Jan. 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 42% which is high compared with other industry sectors, although slightly down on the average NSS for Jul-Aug 2011 (50%). Customers are still generally satisfied with tablet products and services and are happy to spread the word online.

Apple and Amazon both achieved a below average NSS score of 38%, but given their relative dominance in the market, customer expectations are likely to be higher. Tablet brands that achieve the highest NSS are Sony 72% and HP with 56%. The lowest performing tablet was Motorola with an NSS of 33%

Click here for Summary of positive and negative posts and overall NSS

In their words – Customer comments for models with the highest and lowest Net Sentiment Scores


“The Sony tablet (I own one)…you have the play station store and the Sony can play downloaded movies easily The design of Sony tablet s makes the tablet easy to hold, and the tablet is extremely light”.


“The best case is without a doubt is the one made by Stilgut~ purpose made so fits perfectly, access to all ports, holds the HP tablet at various angles and looks very classy… not cheap but well worth every penny..”


“Nerds who like to tweak shouldn’t be buying such a device. They should buy something that’s designed to be more tweakable. The Fire is not designed to be a tablet period. Amazon never markets it as such and the word Android can’t even be found on the product page. It’s designed as a device to facilitate consumption of Amazon content. Anything you get out of it beyond that is just a bonus”.


“Yeah, kind of disappointed at the book reading support of Motorola Xoom,out of the box, day 1. The google books app is nice and responsive but there is no way to use it to read your own pdfs, epubs etc. that I can find. I downloaded Adobe Reader and Aldiko but neither are completely stable and as smooth and responsive”.

Further customer comments and more about the report here


For regular reports and more information:

Michalis A. Michael


tel: +44 751 571 0370

About DigitalMR

DigitalMR understands what people think and feel when they share views online. It is a specialist agency which provides a holistic approach to web based market research. It specialises in utilising social media research, especially active web-listening, and online communities to enhance its business consulting approach. The agency has pioneered new methods in online focus groups alongside tools such as video diaries, bulletin boards and online ethnography. DigitalMR is headed by founder and MD, Michalis Michael and has offices in London UK, Nicosia Cyprus, and Columbus Ohio, in the US.

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