A Social Media Report on the Mobile Phone
industry in the Philippines
June 10 – July 9, 2013
Prepared by Robin Leonard
Phone Posi)ve Men)ons
22.24%
12.68%
10.39%
10.19%
10.03%
Phone Brands
There were a total of 93,000 mentions of mobile phone brands in the last 30 days. iPhone has 50% of the share of voice, Blackberry has 21% and Samsung has 11%. The most engaged fanbase was Sony, where the average unique individual posted 3.1 times about the brand. The least engaged is iPhone who has 1.8 posts per person.
Share of Voice: Phone Brands
NEGATIVE mentions
Phone Nega)ve Men)ons
5.63%
3.98%
3.19%
2.91%
2.83%
Top 5 brands with the most POSITIVE mentions
Top 5 brands with the most
75% Most mentioned mobile OS? 17% 8% 0.4%
Most talked about platform is Android (75%). Most positive mentions
iOS (14%). Most negative mentions Blackberry (6%)
Handsets
Most Talked About Handsets
Phone Men)ons Share of Voice Posi)ve Nega)ve
iPhone 51,887 54% 10.16% 5.02%
Galaxy 15,289 16% 12.34% 2.93%
S4 12,038 12% 15.14% 3.96%
iPhone 5 7,763 8% 9.20% 4.61%
S3 3,950 4% 11.82% 4.53%
Note 2 1,655 2% 10.15% 2.36%
iPhone is the most talked about handset with 54% share of voice. S4 is the most positively
talked about (15.14% positive). iPhone is the most negatively talked about (5.02% negative) Apple and Samsung
dominated the results in terms of handset mentions.
Handset Issues Mobile Networks
Best Worst
2.49% 2.92%
0.14% 0.021%
0.01% 0.02%
Best Worst
20.35% 6.8%
17.28% 6.17%
28.36% 1.76%
For Samsung, the best network is Globe and worst is Smart. iPhone’s best network is Sun, worst is TM, and Blackberry’s best is Sun and worst is Globe.
iPhone has least ratio of mentions for battery issues, but is the worst in terms of cracked screens and signal issues.
Consumer Insights
Emotional Analysis
Emo)on iPhone Samsung Blackberry
Afraid 0.2% 0.5% 4.9%
Amused 27.5% 32.2% 32.4%
Angry 0.2% 10.10% 13%
Annoyed 11.4% 14.8% 13.2%
Happy 47.7% 36.6% 29.5%
Inspired 0.3% 0.1% 0%
Sad 12.7% 5.7% 8.1%
Share of Emotion by Brand
This is how the public feels about the major phone brands: iPhone, Samsung and Blackberry
Consumers use different emotions when talking about brands on social networks. Each % relates to the share of emotion across iPhone, Samsung and Blackberry.
RESULTS: People talking about iPhone expressed significantly more “happy” emotion than other brands
(47.7%), they are also the saddest (12.7%). Blackberry led in terms of anger (13%), fear (4.9%) and amusement (32.4%).
People talking about Samsung were more annoyed (14.8%) than any other brands.
Consumer Insights
Intent to Buy 51.4% of all people intending to buy a new phone are talking about iPhone, then Samsung with 37.6% and Blackberry with 10.9%. Samsung had the highest % of brand mentions that related to buying (13.08%) with iPhone (3.85%) and Blackberry (2%). This shows that people talking about Samsung are more likely to want to buy, than any other phone brand.
Language Emo)on English Tagalog
Samsung 85.96% 4.57%
HTC 85.19% 8.58%
Sony 83.98% 11.29%
Cherry Mobile 81.19% 13.54%
Nokia 80.87% 11.56%
iPhone 76.86% 16.94%
Blackberry 75.26% 18.03%
MyPhone 70.70% 23.88%
Out of all the brands mentioned, we looked to see which languages the mentions were in.
Samsung mentions were more likely to be in English (86%) than any other language. MyPhone had the highest rate of Tagalog (24%), followed by Blackberry (18%) and iPhone (17%).