Babar Bhatti

Tablet and E-Reader Market:Correlation of Social Buzz and Sales

December 2010

E-Reader Market Snapshot• Rapidly increasing market,

according to research firm Gartner.

• Desirable to 20% of US online

users who read 2 ore more books/month.

• Kindle, Nook and Sony Reader are the three big specialty E-Readers

• Kindle is the clear winner

• iPad has invaded this marketplace. Google has also entered the space with its eBooks storefront

There is considerable consumer interest in E-Readers (17% have considered buying one), however the user experience is not that good – incompatibility of content format and inability to share content frustrates consumers

Tablet PC Market Trends

81.3 million Tablet unit sales worldwide in 2012, up from 15.7 million in 2010. Source: E-Marketer.

Tablet market has exploded after the launch of iPad in April 2010

Gartner predicts that tablet sales could reach 20 million in 2010!

Tablet PCs are a new computing form factor — a portable, comfortable, personal media and information device with the power to run diverse apps.

What does the Social Media Buzz for Tablets and E-Readers Tell Us?

• Used MutualMindTM to listen to social media chatter about tablets and e-readers

• Listening data for October – December 2010• iPad dominated the conversations, most of them on Twitter• Launch of Samsung galaxy tab created more chatter. • Sentiment analysis was tilted to positive and further text

analysis showed consumer interest and the market appetite for additional tablet models

• Among E-readers, Kindle took the top spot for mentions, followed by Barnes and Noble’s Nook; Sony reader had a much smaller share of voice

Correlation of Share of Voice to Market Share

iPadGalaxy TabKindleNook

Social listening data shows that the Tablet/E-Reader Brand’s share of voice is proportional to market share

What’s Being Discussed?

• Opinions: likes and dislikes; enthusiastic reviews and raves! • What to buy? asking for feedback and recommendations• Product feedback: what specific features are people loving or

not liking • DRM, compatibility, sharing• Searching for best deals

Sample ChatterInfluencers are driving discussions

Negatives

Raves about iPad

About MutualMind

MutualMind is an enterprise social media listening, analytics, management and engagement platform.

References

ZD Net Article: http://www.zdnet.co.uk/news/mobile-devices/2010/10/15/gartner-tablet-sales-to-hit-almost-20-million-this-year-40090550/

Forrester: How eReaders will Fare In A Tablet PC World, July 2010

E-Marketer: iPad Sales to More than Double Next Yearhttp://www.emarketer.com/Article.aspx?R=1008098

eWeek:http://www.eweek.com/c/a/Desktops-and-Notebooks/Amazon-Kindle-Other-EReader-Sales-Will-Only-Increase-Gartner-407889/

AppleInsider.com:http://www.appleinsider.com/articles/10/11/30/amazon_kindle_rapidly_losing_e_reader_market_share_to_apples_ipad.html