Analysis of the Internet discussion about smartwatches
Wearables in Social Media:Smartwatches
Report
Report:
Analysis based on social media monitoring
What is the future of wearable technology?
Smartwatch
01
IntroductionSmartwatch
Technology nowadays is moving along at a furious pace. Developers compete with each other by implementing more and more innovative solutions which make our life easier. Recently, the new trend, namely wearable devices, is catching on. They are not as popular as e. g. smartphones yet, but the statistics show that the industry is growing very fast. Especially the industry of smartwatches.
In 2013, the global smartwatch industry reached a global market volume of USD 700 million, ten times the size of 2012. In 2014, the industry will grow to
USD 2.5 billion – 5% the size of the watch industry. In the years to follow, the smartwatch industry will keep growing at a 3-digit rate.*
Wearable devices are unquestionably the future of the smart technology. Smartwatches have already gained an ample group of fans. This report aims to discover how people in social media perceive those devices.
02
*Source: Forbes.com
Analysis description03
Analyzed period
All data was collected with the Internet monitoring tool – Brand24.
1st-30th June 2014
97,161Total number of mentions collected in the analyzed period
33,560Total number of social media authors who published contents related to Smartwatches
5,200Total number of domains and subdomains which contained mentions about Smartwatches
Report scopeWhat you will find in this report
04
1
2
3
4
5
6
7
Buzz structureNumber of mentions; social media reach
SourcesMost popular platforms
ContentsContents structure; sentiment of UGC
Best smartwatchesThe most popular, talked-about, appealing and the best looking smartwatches
Android WearSources; number of mentions; social media reach; sentiment
Conclusions
Sample mentions
1Number of mentionsSocial media reach
Buzz structure
Number of mentions and social media reachGeneral level
05
Rapid growth in the number of mentions related to technology events
The slight increase in the number of mentions on 3rd June was related to WWDC 2014. Then plenty of social media users speculated about iWatch introduction. The rapid growth on 24th-25th June was, likewise, related to the software developers conference – Google I/O 2014. However, in this case, the increase was much more sharp. On the other hand, on 20th June, the increase resulted from the fact that many social media users shared information about introduction of both new Samsung Smartwatch during I/O 2014 and iWatch in fall.
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Moto 360Number of mentions and social media reach
06
Rapid growth on 20th and 23th June
The increase on 23rd-24th June was obviously related to Moto 360 unveiling on the Google conference. On the other hand, the vast majority of mentions on the 20th included link to the article on Mashable.com: 10 Beautiful Moto 360 Smartwatch Concepts.
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Sony SmartwatchNumber of mentions and social media reach
07
Relatively stable number of mentionstDuring the analyzed period, the number of mentions remained on the similar, stable level with few exceptions. On the 9th, the increase was related to Walmart’s coupon for Sony Smartwatch discount, which was widely spread in social media. On 11th, the vast majority of mentions concerned comparison between Sony and Samsung Smatwatches. On 20th again it resulted from many contents related to I/O 2014.
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iWatchNumber of mentions and social media reach
08
Number of mentions on a low and stable level, 20th June excepted
Social media users did not discuss about iWatch willingly during the analyzed period. The only exception was 20th June, when the number of mentions increased rapidly and started to fall slowly in the following days. It was related to report which dealt with Apple’s plans to release smartwatch in several sizes.
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Samsung SmartwatchNumber of mentions and social media reach
09
Rapid increase related to Google I/O 2014
The rapid growth in the number of mentions during the Google’s conference is related to the latest Samsung Smartwatch release – the Samsung Gear Live. Earlier rise (18th and 21th) concerned speculations about the new smartwatch.
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GlanceNumber of mentions and social media reach
10
Very low number of mentions excluding 3rd and 16th June
Glance, which actually is not a smartwatch but a device which turns existing watch into a smartwatch, was less willingly discussed in social media during the analyzed period. On the 3rd, people mainly shared articles about the device, so the number of mentions increased. It was likewise in the case of mentions collected on 16th June.
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PebbleNumber of mentions and social media reach
11
Number of mentions fluctuates in the analyzed period
The number of mentions about Pebble was very unstable. Peaks and troughs alternated in about every 5 days.
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LG SmartwatchNumber of mentions and social media reach
12
Significant increase in the number of mentions only during the I/O 2014
The number of mentions about LG Smartwatch remained on the low level with the exception of 24th-27th June when the device was eagerly discussed in relation to the Google conference.
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Microsoft SmartwatchNumber of mentions and social media reach
13
Few peaks related to unveiling new facts about Microsoft Smartwatch
The number of mentions about Microsoft Smartwatch remained on the low level with the exception of few dates when new facts about the device were published.
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2Sources
Sources
Twitter Facebook Blogs Forums News Video Photo Other0%
10%
20%
30%
40%
50%
60%
70%
80%69.0%
4.2% 2.5% 1.9%7.1%
0.8% 1.7%
12.9%
Where do the Internet users publish mentions?
14
Twitter – the most popular source of mentions
Twitter is the most popular platform for the Internet discussion. It results from the big number of shared contents from news websites. Social media users willingly post links to articles or reviews of smartwatches rather than create their own contents.
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Sources – Moto 360
Twitter Facebook Blogs Forums News Video Photo Other0%
10%
20%
30%
40%
50%
60%
70%
80% 72.1%
6.1%2.3% 2.1% 4.8%
0.5% 1.4%10.6%
Where do the Internet users publish mentions about Moto 360?
15
Slightly more contents on Twitter and Facebookt
Sources – Sony Smartwatch
Twitter Facebook Blogs Forums News Video Photo Other0%
10%
20%
30%
40%
50%
60%
70%
80%
41.2%
15.2%
2.9% 6.3% 4.7% 2.9% 4.5%
22.0%
Where do the Internet users publish mentions about Sony Smartwatch?
16
Distinctly less mentions on Twitter and much more on Facebookt
Sources – iWatch
Twitter Facebook Blogs Forums News Video Photo Other0%
10%
20%
30%
40%
50%
60%
70%
80%70.3%
5.6% 2.6% 1.0%8.6%
0.3% 0.6%
10.9%
Where do the Internet users publish mentions about iWatch?
17
Sources structure like on the general levelt
Sources – Samsung Smartwatch
Twitter Facebook Blogs Forums News Video Photo Other0%
10%
20%
30%
40%
50%
60%
70%
80%
63.6%
5.5% 2.5% 1.1%
10.8%
0.8% 1.4%
14.3%
Where do the Internet users publish mentions about Samsung Smartwatch?
18
More contents from news websitest
Sources – Glance
Twitter Facebook Blogs Forums News Video Photo Other0%
10%
20%
30%
40%
50%
60%
70%
80% 77.1%
6.8%1.7% 0.5% 3.4% 0.2% 0.5%
9.6%
Where do the Internet users publish mentions about Glance?
19
Yet bigger share of Twittert
Sources – Pebble
Twitter Facebook Blogs Forums News Video Photo Other0%
10%
20%
30%
40%
50%
60%
70%
80%
65.2%
5.4% 3.2% 1.9% 4.8% 1.0% 3.8%
14.7%
Where do the Internet users publish mentions about Pebble?
20
Sources structure like on the general levelt
Sources – LG Smartwatch
Twitter Facebook Blogs Forums News Video Photo Other0%
10%
20%
30%
40%
50%
60%
70%
80%
59.7%
8.1%3.5% 1.7%
9.3%0.4% 1.6%
15.7%
Where do the Internet users publish mentions about LG Smartwatch?
21
More contents on Facebookt
Sources – Microsoft Smartwatch
Twitter Facebook Blogs Forums News Video Photo Other0%
10%
20%
30%
40%
50%
60%
70%
80%71.5%
4.5% 2.2% 0.7%5.4%
0.2% 0.4%
15.1%
Where do the Internet users publish mentions about Microsoft Smartwatch?
22
Sources structure like on the general levelt
3Contents structureSentiment of UGC
Contents
Contents structure
All men-tions
iWatch LG Microsoft Moto 360 Samsung Withings Asus Pebble Smart-watch in general
0%10%20%30%40%50%60%70%80%90%
100%
18%
5%
17%9%
32%
13%
37%
4%
25%
54%
68%79%
69%
87%
61%69%
49%
82%
67%
28%
13% 17% 14%5% 8%
18% 14% 14%7%
18%
UGC
Shared
Editorial
23
Shared contents from other websites represent the majority of all contents
Still people prefer sharing information to posting their own contents. However, in the case of smartwatches in general (last column) user-generated contents represent over a half of mentions. This rate is also relatively high in the case of Moto 360 and Withings Smartwatch. On the other hand, people create their own contents less willingly in the case of iWatch and Asus Smartwatch.
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Sentiment of User-Generated Contents
All UGC iWatch LG Microsoft Moto 360 Samsung Withings Pebble Smartwatch in general
0%10%20%30%40%50%60%70%80%90%
48%
36%27%
56%
85%
39%
85%
52%
32%39%
48%
64%
22%13%
34%41%
28%
13% 15%9%
26%
2% 2%
15%7%
39%
Positive
Neutral
Negative
24
Moto 360 and Withings Smartwatch have the best sentiment structure
In general people write positively in relation to smartwatches. Moto 360 and Withings are the most appealing brands of smartwatches in social media (positive mentions – 85%). Negative mentions concerns mainly contents which do not include specific brands (last column). LG has the biggest share of mentions with neutral sentiment (64%). This rate is also relatively high in the case of iWatch. Microsoft smartwatch has the biggest share of negative mentions (excluding smartwatches in general) – over one fourth.
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4NEXT
The most popular in social mediaThe most talked-about The most appealingThe best looking
Best smartwatches
The most popular smartwatchWhich smartwatch appeared the most often in social media?
iWatch20,683 mentions
Samsung Smartwatch 21,441 mentions
Pebble8,009 mentions
25
The most talked-about smartwatch
Moto 36032% UGC
Withings Smartwatch37% UGC
Pebble25% UGC
26
Which smartwatch is the most enthusiastically discussed in social media?
The most appealing smartwatchSmartwatches with the biggest share of positive contents
Moto 36084.8% positive mentions
Microfoft Smartwatch55.6% positive mentions
27
Withings Smartwatch84.6% positive mentions
The best looking smartwatchWhich smartwatch is the best designed according to social media users?
Withings Smartwatch13% social media users
Moto 36052% social media users
Pebble5% social media users
28
5SourcesNumber of mentionsSocial media reachSentiment of UGC
Android Wear
Android Wear OSSources
29
Three fourth mentions published on Twitter
In the case of Android Wear, Twitter is also the most popular platform for sharing and creating contents. The structure is very similar to the one on the general level.
tTwitter Facebook Blogs Forums News Video Photo Other
0%
10%
20%
30%
40%
50%
60%
70%
80% 75.9%
4.1% 2.1% 0.7%5.3%
0.3% 0.5% 0.0%
Android Wear OSNumber of mentions and social media reach
30
Increased buzz before and during I/O 2014
Until 20th June, the number of mentions about Android Wear remained on the low level. The increase after that date was related to the approaching event.
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<1%
Android Wear OSSentiment of user-generated contents
42%
Positive mentions
57%
Neutral mentions Negative mentions
42% 57% <1%
31
6Sample mentions
32
33
34
35
36
37
38
39
40
41
7Conclusions
Conclusions42
Generally people write positively about Smartwatches
Social media authors generally have positive attitude towards smartwatches. 48% contents of all user-generated contents are positive and only 13% negative. Withings Smartwatch and Moto 360 have the best sentiment structure.
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Twitter as the most popular source of mentions
The majority of mentions comes from Twitter (69%). News websites are the second most popular platforms which include contents about smartwatches.
t
Buzz increase during the special events
The number of mentions and social media reach increased shortly before and during the developers’ conferences (WWDC 2014 and Google I/O 2014), which took place in June.
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Number of mentions at a very high level
In the analyzed period, the number of mentions which included contents about smartwatches remained on the very high level.
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Conclusions43
Android Wear platform appeals to social media authors
About 42% user-generated contents which concern Android Wear platform are positive, while less than 1% - negative.
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Moto 360 is the best looking smartwatch according to social media users
Social media authors consider Moto 360 the best looking smartwatch. Design of Withings Smartwatch also appeals to many.
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Samsung Smartwatch appears the most often in social media
Samsung Smartwatch is the most popular smartwatch in social media when it comes to number of mentions.
t
Shared contents from news websites represent 68% all mentions
Still social media users more willingly share information from other websites than create their own contents. User-generated contents represent 18% all mentions. This rate is higher in the case of general contents about smartwatches, about Withings Smartwatch and Moto 360.
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Thank you for your attentionNatalia Chrzanowska
44
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