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%).