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Analysis of the Internet discussion about smartwatches Wearables in Social Media: Smartwatches Report
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Most Popular Smartwatches on Social media - Report 2014

Aug 27, 2014

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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, which are an object of this analysis.
Withing one month social media users generated nearly 100k mentions about smartwatches. Samsung Smartwatch appeared the most often and Withings Smartwatch and Moto 360 were the most appealing ones.
Check out the full report to find out more!
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Page 1: Most Popular Smartwatches on Social media - Report 2014

Analysis of the Internet discussion about smartwatches

Wearables in Social Media:Smartwatches

Report

Page 2: Most Popular Smartwatches on Social media - Report 2014

Report:

Analysis based on social media monitoring

What is the future of wearable technology?

Smartwatch

01

Page 3: Most Popular Smartwatches on Social media - Report 2014

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

Page 4: Most Popular Smartwatches on Social media - Report 2014

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

Page 5: Most Popular Smartwatches on Social media - Report 2014

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

Page 6: Most Popular Smartwatches on Social media - Report 2014

1Number of mentionsSocial media reach

Buzz structure

Page 7: Most Popular Smartwatches on Social media - Report 2014

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.

t

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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.

t

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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.

t

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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.

t

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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.

t

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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.

t

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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.

t

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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.

t

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2Sources

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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.

t

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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

Page 19: Most Popular Smartwatches on Social media - Report 2014

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

Page 20: Most Popular Smartwatches on Social media - Report 2014

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

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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

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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

Page 23: Most Popular Smartwatches on Social media - Report 2014

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

Page 24: Most Popular Smartwatches on Social media - Report 2014

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

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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

Page 26: Most Popular Smartwatches on Social media - Report 2014

3Contents structureSentiment of UGC

Contents

Page 27: Most Popular Smartwatches on Social media - Report 2014

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.

t

Page 28: Most Popular Smartwatches on Social media - Report 2014

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.

t

Page 29: Most Popular Smartwatches on Social media - Report 2014

4NEXT

The most popular in social mediaThe most talked-about The most appealingThe best looking

Best smartwatches

Page 30: Most Popular Smartwatches on Social media - Report 2014

The most popular smartwatchWhich smartwatch appeared the most often in social media?

iWatch20,683 mentions

Samsung Smartwatch 21,441 mentions

Pebble8,009 mentions

25

Page 31: Most Popular Smartwatches on Social media - Report 2014

The most talked-about smartwatch

Moto 36032% UGC

Withings Smartwatch37% UGC

Pebble25% UGC

26

Which smartwatch is the most enthusiastically discussed in social media?

Page 32: Most Popular Smartwatches on Social media - Report 2014

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

Page 33: Most Popular Smartwatches on Social media - Report 2014

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

Page 34: Most Popular Smartwatches on Social media - Report 2014

5SourcesNumber of mentionsSocial media reachSentiment of UGC

Android Wear

Page 35: Most Popular Smartwatches on Social media - Report 2014

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%

Page 36: Most Popular Smartwatches on Social media - Report 2014

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.

t

Page 37: Most Popular Smartwatches on Social media - Report 2014

<1%

Android Wear OSSentiment of user-generated contents

42%

Positive mentions

57%

Neutral mentions Negative mentions

42% 57% <1%

31

Page 38: Most Popular Smartwatches on Social media - Report 2014

6Sample mentions

Page 39: Most Popular Smartwatches on Social media - Report 2014

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38

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39

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40

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7Conclusions

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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.

t

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.

t

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.

t

Page 51: Most Popular Smartwatches on Social media - Report 2014

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.

t

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.

t

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.

t

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Thank you for your attentionNatalia Chrzanowska

44

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