Consumers are “overwhelmingly positive” about tablets

November 3, 2011

The report comes from DigitalMR, a UK-based marketing researcher which measured thousands of online comments on tablet devices across July and August of this year.

The report accounted for comments relating to tablets made by Apple, Motorola, Samsung, Blackberry, HTC, LG, HP, Asus, Archos and Fusion Garage.

The researcher found that Apple had the largest percentage of the positive comments, with a 33-percent share, followed by HTC with 17-percent, HP with 11-percent and Samsung with 10-percent.

Apple experienced a 33-percent share of the smaller, negative feedback group (25-percent in total), followed by HTC with a share of 22-percentage.

“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 smartphone market and implement successful strategies to increase their online share of voice”, said DigitalMR managing director, Michalis Michael.

The report also tracked the brands’ Net Sentiment Score (NSS), which provides an overall percentage score of the net positive comments. The average of all brands was 50-percent – ‘very high’ compared with other industry sectors, according to DigitalMR.

Apple had an NSS of 55-percent, slightly above the average, while Archos and Asus achieved the highest results at 75-percent and 71-percent respectively. Brands significantly below the NSS average included HTC with 39-percent and Motorola with 37-percent.


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