google tv vs. apple tv analysis

Download Google TV vs. Apple TV Analysis

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Twitter Analysis of Google TV and Apple TV by social media analytics consultancy Mashwork

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  • 1. presentsDUEL FOR YOUR LIVING ROOMvs An in-depth look at the opinions, sentiment and audience information from the great debate happening right now on Twitter:Will Google TV or Apple TV prevail?Mashwork is a leading social media consultancy that focuses on fortifying brands.Questions or comments? Contact at us at info@mashwork.com or www.mashwork.com

2. Google TV vs Apple TV Duel for your living room table of contentsInitiative..................................................3-Highlights-Our Approach Google TV Twitter Analysis................. 4 -What are people saying? -Gender -Age -Location Apple TV Twitter Analysis................... 5-What are people saying?-Gender-Age-Location Opinion Breakdown.............................6 Head to Head Analysis.........................7 Actionable Insights...............................8 Questions or comments? Contact us at info@mashwork.com or www.mashwork.com 2010 mashwork, inc. 2 3. Google TV vs Apple TV Duel for your living room initiative We analyzed 200,000+ tweets to understand what people are saying about Google TV (page 3) and Apple TV (page 4). We then dove in and discovered the age, gender and location of the tweeters. Finally, we compared volume trends and broke down the common themes (page 5).overview -Apple TV garnered 3x as many relevant opinions in substantially less time than Google TV over the monitoring period-Google TV talkers did a lot of comparing (21% say its better than Apple TV, 17% say it doesnt compare)-Apple TV talkers focused on the buying process, exclaiming joy from their recent Apple TV purchase (20%) and/or exhibiting general curiosity/considering a purchase (20%)-The age range of those talking about Apple TV is much larger than that of those talking about Google TV, but the dominant demographic on both sides is 20-30 year old males. The majority of conversation regarding both Apple TV and Google TV came from abroad; but, within the US, the most opinionated tweets on both products were coming from California.our approach Mashwork is a social media analytics and marketing consultancy that focuses on fortifying brands. Our team is comprised of marketers and techies whose sole goal is to make social media more digestible for marketers. Were tool agnostic, meaning that in addition to our own in-house research, tools and analysis, we draw on data from our strong analytic partners. We believe this is the best way to conduct social media research, as no one tool can do everything well. This report in particular was created using data from Mashwork Listening, VoxTrot Listening Platform and Rap Leaf.We look to combine the power of human analysis and proprietary technology to deliver clear, concise, actionable insights for our clients. We oer a full suite of solutions, ranging from social media analysis reports on a particular topic to custom social media dashboards and creative consulting solutions. Questions or comments? Contact us at info@mashwork.com or www.mashwork.com 2010 mashwork, inc. 3 4. Google TV vs Apple TV Duel for your living room What are people saying about Google TV?Source: TwitterTotal Number of Opinions on 50%40%30% 44% Twitter: 5,89220% Dates Analyzed: 10% 21% May 13, 2010 (week 0% 18% 17% before announcement) Looks great/ Sept. 10, 2010 (122 Excited for launch Better than AppleTVCurious to learn days) moreDoesn't compare to Apple TV *Note We ltered out all irrelevant mentions, foreign language content and generic link sharing of promos, info, etc. to focus on what people are actually saying. This is not an aggregate look at conversation topics, but a breakdown of relevant opinions surrounding Google TV.Gender Age 20-30 yrs old 59% 31-40 yrs old 29%84% male 16% female >41 yrs old 12%LocationTop States (U.S.) Top Countries34% in US 66% in rest of world(Non U.S.)California 22%DC 9%Brazil 14%Illinois 9%India 12%Michigan 9%UK 9%Texas 9% Canada 7% *Note All percents are rounded to the nearest whole number. Questions or comments? Contact us at info@mashwork.com or www.mashwork.com 2010 mashwork, inc. 4 5. Google TV vs Apple TV Duel for your living room What are people saying about Apple TV? Source: TwitterDates Analyzed: Sept 1, 201050%40% 30% (day of 20%39% announcement) 10%21% Sept. 10, 2010 20% 0% 20% (10 days) Love it/Excited for Total Number of launchNot interested Opinions on Twitter:Just purchased! 15,034Curious/Considering *Note We ltered out all irrelevant mentions, foreign language content and generic link sharingpurchase of promos, info, etc. to focus on what people are actually saying. This is not an aggregate look at conversation topics, but a breakdown of relevant opinions surrounding Apple TV. Age Gender10-20 yrs old 5%20-30 yrs old 38%31-40 yrs old 29% 85% male 15% female>41 yrs old 29% LocationTop States (U.S.) Top Countries45% in US 55% in rest of world(Non U.S.)California 23%New York 17% Canada 12%Texas 10%UK 12%Florida 10%Brazil 10%DC 7%Germany 7% *Note All percents are rounded to the nearest whole number. Questions or comments? Contact us at info@mashwork.com or www.mashwork.com 2010 mashwork, inc. 5 6. Google TV vs Apple TV Duel for your living room Google TV Opinion Breakdown 5,892 opinions over 122 days Looks great/Excited for launch 44% mention launch specically, detail wanting to purchase in some cases, many looking forward to getting rid of cable, waiting for the release so they can try it out. TV is about to get a whole let better and I cant wait!! introducing Google TV http:/youtu.be/diTpeYoqAhc John Tripodi (@jtripodi), May 28th 7:12 pmBetter than Apple TV 21% mention both products and clearly say they prefer Google TV to Apple TV No Way am I going to get the new Apple TV the old one is much better. The new Google TV is now going to Blow Apple out of the Water. Michael King, @michaelking4023 Curious to learn more-18% not sure of all functionality, questioning interoperability with third party services, a general curiosity to understand more about Google TV before making a purchase decision. @memphisholli I didnt get one yet cause we stream Netix on our Wii. Really want a box that will stream Hulu too. Maybe Google TV will. Sue Cloutier, @SueCloutier, Sep 1, 2010, 8:31 pm, Maine, USADoesnt compare to Apple TV -17% mention both products and clearly say they prefer Apple TV to Google TV Apple TV $99! its a no brainer. Good luck Google Tv. I am pre-ordering today. Rob Gilmour, @robgilmour, Sep 1st, 2010, 2:10 pm Apple TV Opinion Breakdown 15,034 opinions over 10 days Love it/Excited for launch 39% very similar to the rst Google TV category, with more emphasis on loving the brand as well. This category also includes talk about the classic Apple TV. Mention launch specically, many looking forward to getting rid of cable, champion particular features, how cool it is in general. Talking my wife into letting me get that Apple TV. Getting rid of cable forever! Koi, (@experiencekoi), Sep. 9, 2010 1:41 am, Los Angeles, CA 90045 Not interested 21% not interested in the new Apple TV in general, or just not interested in upgrading the original. Wouldnt recommend to friends. Many mention Boxees November release as an alternative. I still think that #Apple TV is an #epicfail Why would I want to convert my entire collection to iTunes format? @plexapp is better. Sunjay Vyas, (@sunjayv), Sep. 5, 2010 7:47 am, Dubai, UAEJust purchased 20% people who announced to their followers that they had just pre-ordered Apple TV. Just ordered Apple TV for my husband for anniversary. I think sometimes he wishes he was married to an apple computer. #NotKidding Mama Bird Diaries (@mamabirddiaries), Sept. 9, 2010 2:06 am, New York, NYCurious/Considering purchase 20% dont necessarily understand all the features.Looks appealing and acknowledge that they trust the brand, but sometimes people in this category werent sure what denes the product. Thinking about buying the new Apple TV, but idk if itll work with my HD PVR. Dezz. (@xDesmond), Sep. 7, 2010, 3:11 AM, Baltimore, MD Questions or comments? Contact at us at info@mashwork.com or www.mashwork.com 2010 mashwork, inc. 6 7. Google TV vs Apple TV Duel for your living roomVolume of Conversation includes all mentions across Twitter, not just opinions.60,00050,000Apple TVannouncement40,00030,000 Volume20,000Google TV Google TV10,000 announcement Volume AppleTV0 5/14/145/21/145/28/14 6/11/14 6/18/14 6/25/147/16/14 7/23/14 7/30/148/13/148/20/148/27/14 9/10/14 6/4/147/2/147/9/148/6/14 9/3/14 Google TVApple TV Twitter Mentions Mentions vs. Opinions75,912156, 824(5/13 9/10) An important rule of thumb: ourresearch shows that there aretypically 90-95% fewer opinionsRelevant5,89215,034than there are mentions. This isOpinions(May 13- Sept. 10)(Sept. 1- Sept. 10)evident in the Google TV vs AppleTV analysis, as shown to the left. Pos: Neg Ratio 83:1779:21This high rate of incongruity is dueDominantto the overwhelming amount ofMaleMaleirrelevant conversation, passing Gendermentions, and even spam when Dominant Age analyzing the public perception of20-3020-30Range a brand across the social web. Top State California California Top CountryBrazilCanada (Non-US)Compare to Talk about Dominant TopicApple TV purchase Questions or comments? Contact us at info@mashwork.com or www.mashwork.com 2010 mashwork, inc. 7 8. Google TV vs Apple TV Duel for your living room actionable insights Overall While Google TV may be more product ready, user friendly and versatile, consumers are more comfortable with the purchasing process apple oers, due to iTunes, etc. And while consumers love the Apple buying experience and are proud to share, most consumers are unclear where to even buy Google TV if they wanted it. This is a clear advantage for Apple.While both companies should make every eort to activate online campaigns to have prospects sample/test their product, Google should further lean toward using its other platforms to build B2C commercial c