BUZZ ANALYSIS: The Verdict On Apple’s iPad

Nallai Wickram
10:34 pm on Feb 8, 2010

Nallai Wickram is the Senior Social Media Marketing Analyst in Position2, a leading Search & Social Media Marketing firm.

ipad_hero4_20100127The internet is abuzz with the launch of Apple’s iPad. Modestly priced at $499 for the 16GB base version, this gadget packs in quite a punch. The iPad has received mixed reactions online. In order to better understand the reactions, we would like to present the share of voice analysis followed by overall popularity and sentiment analysis.

Share of Voice analysis

The iPad has drawn the wrath of a few critics owing to missing features such as a camera, flash and the fact that it cannot multitask. But the sleek new design and ebook features are definitely praise worthy. Overall, iPad had 2,900,000 twitter mentions, 106,816 blog mentions, 87,513 forum mentions and 83,513 news mentions.


Overall popularity

The fact that iPad’s popularity has been decreasing is worth a mention. On the 27th of January 2010, it had 898,000 mentions whereas on the 31st of January 2010 it had 299,334 mentions. A 68% decrease in mentions in just 4 days. Are people losing interest?



In the blogosphere, the overall sentiment was neutral at 49%. Positive sentiment constituted 32% whereas negative sentiment was a mere 19%. Negative sentiment towards the iPad is decreasing whereas positive sentiment is increasing. Country wise, U.S blogs talked most about the iPad followed by U.K and Germany.





Twitterverse had a field day with the launch of the iPad. Globally, iPad had 2, 900,000 mentions on Twitter. While 74% of tweets were regular, 15% were retweets and 11% were replies. The popular phrases for iPad show that the most discussed keyword was ‘Grammys’. It was a popular phrase because Stephen Colbert touted the iPad at the Grammys to read out the song of the year nominees. Other most discussed phrases were ‘iPad tablet’ and ‘iPad may get video’.


Twitter popularity

The fact that iPad’s popularity has been decreasing is worth a mention. On the 27th of January 2010, it had 757396 mentions whereas on the 31th of January 2010 it had 159055 mentions. Will iPad die with the hype?


Data via Sysomos

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