google tv vs. apple tv analysis

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An in-depth look at the opinions, sentiment and audience information from the great debate happening right now on Twitter: Will Google TV or Apple TV prevail? presents Questions or comments? Contact at us at [email protected] or www.mashwork.com vs DUEL FOR YOUR LIVING ROOM Mashwork is a leading social media consultancy that focuses on fortifying brands.

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Twitter Analysis of Google TV and Apple TV by social media analytics consultancy Mashwork

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Page 1: Google TV vs. Apple TV Analysis

An in-depth look at the opinions, sentiment and audience information from the great debate happening right now on Twitter:

Will Google TV or Apple TV prevail?

presents

Questions or comments? Contact at us at [email protected] or www.mashwork.com

vs

DUEL FOR YOUR LIVING ROOM

Mashwork is a leading social media consultancy that focuses on fortifying brands.

Page 2: Google TV vs. Apple TV Analysis

table of contents

Google TV Twitter Analysis................. 4 -What are people saying? -Gender -Age -Location

Apple TV Twitter Analysis................... 5 -What are people saying? -Gender -Age -Location

Opinion Breakdown.............................6

© 2010 mashwork, inc. 2 Questions or comments? Contact us at [email protected] or www.mashwork.com

Google TV vs Apple TV Duel for your living room

Initiative..................................................3 -Highlights -Our Approach

Head to Head Analysis.........................7

Actionable Insights...............................8

Page 3: Google TV vs. Apple TV Analysis

© 2010 mashwork, inc. 3 Questions or comments? Contact us at [email protected] or www.mashwork.com

overview -Apple TV garnered 3x as many relevant opinions in substantially less time than Google TV over the monitoring period

-Google TV talkers did a lot of comparing (21% say it’s better than Apple TV, 17% say it doesn’t compare)

-Apple TV talkers focused on the buying process, exclaiming joy from their recent Apple TV purchase (20%) and/or exhibiting general curiosity/considering a purchase (20%)

-The age range of those talking about Apple TV is much larger than that of those talking about Google TV, but the dominant demographic on both sides is 20-30 year old males. The majority of conversation regarding both Apple TV and Google TV came from abroad; but, within the US, the most opinionated tweets on both products were coming from California.

initiative We analyzed 200,000+ tweets to understand what people are saying about Google TV (page 3) and Apple TV (page 4). We then dove in and discovered the age, gender and location of the tweeters. Finally, we compared volume trends and broke down the common themes (page 5).

Google TV vs Apple TV Duel for your living room

our approach Mashwork is a social media analytics and marketing consultancy that focuses on fortifying brands. Our team is comprised of marketers and techies whose sole goal is to make social media more digestible for marketers. We’re tool agnostic, meaning that in addition to our own in-house research, tools and analysis, we draw on data from our strong analytic partners. We believe this is the best way to conduct social media research, as no one tool can do everything well. This report in particular was created using data from Mashwork Listening™, VoxTrot Listening Platform and Rap Leaf.

We look to combine the power of human analysis and proprietary technology to deliver clear, concise, actionable insights for our clients. We offer a full suite of solutions, ranging from social media analysis reports on a particular topic to custom social media dashboards and creative consulting solutions.

Page 4: Google TV vs. Apple TV Analysis

0%

10%

20%

30%

40%

50%

Looks great/ Excited for launch Better than Apple

TV Curious to learn more Doesn't compare

to Apple TV

44%

21% 18%

17%

What are people saying about Google TV?

Dates Analyzed: May 13, 2010 (week before announcement) – Sept. 10, 2010 (122 days)

Total Number of Opinions on Twitter: 5,892

84% male

Gender

Location 34% in US 66% in rest of world

Age

20-30 yrs old 59%

31-40 yrs old 29%

>41 yrs old 12%

Top States (U.S.)

California 22% DC 9% Illinois 9% Michigan 9% Texas 9%

Top Countries (Non U.S.)

Brazil 14% India 12% UK 9% Canada 7%

16% female

*Note –All percents are rounded to the nearest whole number.

Source: Twitter

*Note– We filtered out all irrelevant mentions, foreign language content and generic link sharing of promos, info, etc. to focus on what people are actually saying. This is not an aggregate look at conversation topics, but a breakdown of relevant opinions surrounding Google TV.

Google TV vs Apple TV Duel for your living room

© 2010 mashwork, inc. 4 Questions or comments? Contact us at [email protected] or www.mashwork.com

Page 5: Google TV vs. Apple TV Analysis

0%

10%

20%

30%

40%

50%

Love it/Excited for launch Not interested

Just purchased! Curious/

Considering purchase

39%

21% 20%

20%

What are people saying about Apple TV?

Source: Twitter

Dates Analyzed: Sept 1, 2010 (day of announcement) – Sept. 10, 2010 (10 days)

Total Number of Opinions on Twitter: 15,034

85% male 15% female

Gender

Location 45% in US 55% in rest of world

Age

20-30 yrs old 38%

31-40 yrs old 29%

>41 yrs old 29%

Top States (U.S.)

California 23% New York 17% Texas 10% Florida 10% DC 7%

Top Countries (Non U.S.)

Canada 12% UK 12% Brazil 10% Germany 7%

10-20 yrs old 5%

*Note –All percents are rounded to the nearest whole number.

*Note– We filtered out all irrelevant mentions, foreign language content and generic link sharing of promos, info, etc. to focus on what people are actually saying. This is not an aggregate look at conversation topics, but a breakdown of relevant opinions surrounding Apple TV.

Google TV vs Apple TV Duel for your living room

© 2010 mashwork, inc. 5 Questions or comments? Contact us at [email protected] or www.mashwork.com

Page 6: Google TV vs. Apple TV Analysis

Looks great/Excited for launch – 44% – mention launch specifically, detail wanting to purchase in some cases, many looking forward to getting rid of cable, waiting for the release so they can try it out. “TV is about to get a whole let better and I can’t wait!! – introducing Google TV http:/youtu.be/diTpeYoqAhc” – John Tripodi (@jtripodi), May 28th 7:12 pm

Better than Apple TV – 21% – mention both products and clearly say they prefer Google TV to Apple TV “No Way am I going to get the new Apple TV the old one is much better. The new Google TV is now going to Blow Apple out of the Water.” –Michael King, @michaelking4023

Curious to learn more-18% – not sure of all functionality, questioning interoperability with third party services, a general curiosity to understand more about Google TV before making a purchase decision. “@memphisholli I didn’t get one yet cause we stream Netflix on our Wii. Really want a box that will stream Hulu too. Maybe Google TV will.” –Sue Cloutier, @SueCloutier, Sep 1, 2010, 8:31 pm, Maine, USA

Doesn’t compare to Apple TV -17% – mention both products and clearly say they prefer Apple TV to Google TV “Apple TV $99! it’s a no brainer. Good luck Google Tv. I am pre-ordering today.” – Rob Gilmour, @robgilmour, Sep 1st, 2010, 2:10 pm

6

Google TV Opinion Breakdown – 5,892 opinions over 122 days

Google TV vs Apple TV Duel for your living room

© 2010 mashwork, inc. Questions or comments? Contact at us at [email protected] or www.mashwork.com

Apple TV Opinion Breakdown – 15,034 opinions over 10 days

Love it/Excited for launch – 39% – very similar to the first Google TV category, with more emphasis on loving the brand as well. This category also includes talk about the classic Apple TV. Mention launch specifically, many looking forward to getting rid of cable, champion particular features, how cool it is in general. “Talking my wife into letting me get that Apple TV. Getting rid of cable forever!” – Koi, (@experiencekoi), Sep. 9, 2010 1:41 am, Los Angeles, CA 90045

Not interested– 21% – not interested in the new Apple TV in general, or just not interested in upgrading the original. Wouldn’t recommend to friends. Many mention Boxee’s November release as an alternative. “I still think that #Apple TV is an #epicfail Why would I want to convert my entire collection to iTunes format? @plexapp is better.” – Sunjay Vyas, (@sunjayv), Sep. 5, 2010 7:47 am, Dubai, UAE

Just purchased – 20% – people who announced to their followers that they had just pre-ordered Apple TV. “Just ordered Apple TV for my husband for anniversary. I think sometimes he wishes he was married to an apple computer. #NotKidding” – Mama Bird Diaries (@mamabirddiaries), Sept. 9, 2010 2:06 am, New York, NY

Curious/Considering purchase – 20% – don’t necessarily understand all the features. Looks appealing and acknowledge that they trust the brand, but sometimes people in this category weren’t sure what defines the product. “Thinking about buying the new Apple TV, but idk if it’ll work with my HD PVR.” – Dezz. (@xDesmond), Sep. 7, 2010, 3:11 AM, Baltimore, MD

Page 7: Google TV vs. Apple TV Analysis

Google TV Apple TV

Twitter Mentions (5/13 – 9/10) 75,912 156, 824

Relevant Opinions

5,892 (May 13- Sept. 10)

15,034 (Sept. 1- Sept. 10)

Pos: Neg Ratio 83:17 79:21

Dominant Gender Male Male

Dominant Age Range

20-30 20-30

Top State California California

Top Country (Non-US) Brazil Canada

Dominant Topic Compare to

Apple TV Talk about purchase

0

10,000

20,000

30,000

40,000

50,000

60,000

5/14

/14

5/21

/14

5/28

/14

6/4/

14

6/11

/14

6/18

/14

6/25

/14

7/2/

14

7/9/

14

7/16

/14

7/23

/14

7/30

/14

8/6/

14

8/13

/14

8/20

/14

8/27

/14

9/3/

14

9/10

/14

Volume Google TV

Volume Apple TV

Volume of Conversation –includes all mentions across Twitter, not just opinions.

Apple TV announcement

Google TV announcement

An important rule of thumb: our research shows that there are typically 90-95% fewer opinions than there are mentions. This is evident in the Google TV vs Apple TV analysis, as shown to the left.

This high rate of incongruity is due to the overwhelming amount of irrelevant conversation, passing mentions, and even spam when analyzing the public perception of a brand across the social web.

Mentions vs. Opinions

Google TV vs Apple TV Duel for your living room

© 2010 mashwork, inc. 7 Questions or comments? Contact us at [email protected] or www.mashwork.com

Page 8: Google TV vs. Apple TV Analysis

© 2010 mashwork, inc. 8 Questions or comments? Contact us at [email protected] or www.mashwork.com

actionable insights Overall

While Google TV may be more product ready, user friendly and versatile, consumers are more comfortable with the purchasing process apple offers, due to iTunes, etc. And while consumers love the Apple buying experience and are proud to share, most consumers are unclear where to even buy Google TV if they wanted it. This is a clear advantage for Apple.

While both companies should make every effort to activate online campaigns to have prospects sample/test their product, Google should further lean toward using its other platforms to build B2C commercial comfort, whereas, Apple should try to implement marketshare gaining initiatives, while fine-tuning their product’s offerings.

The Medium is the Message 48% of the conversation compares Google’s product with Apple’s, but the majority of reasoning is speculative. Beyond that, another 18% is unsure (although very interested) in particular functionality and features of the product. For these reasons, Google TV needs to better define its functionality and differentiate itself from Apple TV in a clearer way. Allowing Apple TV to go unacknowledged in advertisements only works to Apple’s advantage.

Google fans need ammunition to defend themselves against the mighty Apple, and addressing the competition and clearly defining the advantages of Google TV will help consumers get a grip on the product.

Price and Purchasing The largest part of Apple TV’s conversation is the 39% enamored with the product and excited for launch. One of the driving factors behind this excitement is the low purchase price - $99 – which is relatively cheap for a newly launched Apple product. In addition to better defining what Google TV offers that Apple TV doesn’t, prominently featuring the price in its B2C advertisements and what the purchasing process is (where’s the Google store in my neighborhood?) will help paint a more complete picture. This is Google’s first entry into the B2C market (selling directly to consumers; Android doesn’t count) and the public needs its hand held during the process.

Google TV vs Apple TV Duel for your living room