This slide deck shows how social listening data correlates with the market share of leading brands for e-readers and tablet PCs. It presents the top topics of discussion, sentiments and other market intelligence.

1. Tablet andE-Reader Market: Correlation of Social Buzz and Sales December 2010 Babar Bhatti

3. Desirable to 20% of US online users who read 2 ore more books/month.

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

5. Kindle is the clear winner

6. iPad has invaded this marketplace. Google has also entered the space with its eBooks storefrontThere 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

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

8. 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

9. Correlation of Share of Voice to Market Share Social listening data shows that the Tablet/E-Reader Brand’s share of voice is proportional to market share

10. 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

11. Sample Chatter Influencers are driving discussions Raves about iPad Negatives

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

13. 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 Year http://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