Pebble Number of mentions and Most Popular Smartwatches on Social media - Report 2014

Analysis of the Internet discussion about smartwatches Wearables in Social Media: Smartwatches Report

Report: Analysis based on social media monitoring What is the future of wearable technology? Smartwatch 01

Introduction Smartwatch 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

Analysis description 03 Analyzed period All data was collected with the Internet monitoring tool – Brand24. 1st-30th June 2014 97,161 Total number of mentions collected in the analyzed period 33,560 Total number of social media authors who published contents related to Smartwatches 5,200 Total number of domains and subdomains which contained mentions about Smartwatches

Report scope What you will find in this report 04 1 2 3 4 5 6 7 Buzz structure Number of mentions; social media reach Sources Most popular platforms Contents Contents structure; sentiment of UGC Best smartwatches The most popular, talked-about, appealing and the best looking smartwatches Android Wear Sources; number of mentions; social media reach; sentiment Conclusions Sample mentions

Number of mentions Social media reach Buzz structure

Number of mentions and social media reach General 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

Moto 360 Number 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

Sony Smartwatch Number of mentions and social media reach 07 Relatively stable number of mentionst During 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

iWatch Number 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

Samsung Smartwatch Number 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. t

Glance Number 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

Pebble Number 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

LG Smartwatch Number 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

Microsoft Smartwatch Number 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

Sources

Sources 69.0% 4.2% 2.5% 1.9% 7.1% 0.8% 1.7% 12.9% 0% 10% 20% 30% 40% 50% 60% 70% 80% Twitter Facebook Blogs Forums News Video Photo Other 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

Sources – Moto 360 72.1% 6.1% 2.3% 2.1% 4.8% 0.5% 1.4% 10.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% Twitter Facebook Blogs Forums News Video Photo Other Where do the Internet users publish mentions about Moto 360? 15 Slightly more contents on Twitter and Facebookt

Sources – Sony Smartwatch 41.2% 15.2% 2.9% 6.3% 4.7% 2.9% 4.5% 22.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% Twitter Facebook Blogs Forums News Video Photo Other Where do the Internet users publish mentions about Sony Smartwatch? 16 Distinctly less mentions on Twitter and much more on Facebookt

Sources – iWatch 70.3% 5.6% 2.6% 1.0% 8.6% 0.3% 0.6% 10.9% 0% 10% 20% 30% 40% 50% 60% 70% 80% Twitter Facebook Blogs Forums News Video Photo Other Where do the Internet users publish mentions about iWatch? 17 Sources structure like on the general levelt

Sources – Samsung Smartwatch 63.6% 5.5% 2.5% 1.1% 10.8% 0.8% 1.4% 14.3% 0% 10% 20% 30% 40% 50% 60% 70% 80% Twitter Facebook Blogs Forums News Video Photo Other Where do the Internet users publish mentions about Samsung Smartwatch? 18 More contents from news websitest

Sources – Glance 77.1% 6.8% 1.7% 0.5% 3.4% 0.2% 0.5% 9.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% Twitter Facebook Blogs Forums News Video Photo Other Where do the Internet users publish mentions about Glance? 19 Yet bigger share of Twittert

Sources – Pebble 65.2% 5.4% 3.2% 1.9% 4.8% 1.0% 3.8% 14.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% Twitter Facebook Blogs Forums News Video Photo Other Where do the Internet users publish mentions about Pebble? 20 Sources structure like on the general levelt

Sources – LG Smartwatch 59.7% 8.1% 3.5% 1.7% 9.3% 0.4% 1.6% 15.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% Twitter Facebook Blogs Forums News Video Photo Other Where do the Internet users publish mentions about LG Smartwatch? 21 More contents on Facebookt

Sources – Microsoft Smartwatch 71.5% 4.5% 2.2% 0.7% 5.4% 0.2% 0.4% 15.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% Twitter Facebook Blogs Forums News Video Photo Other Where do the Internet users publish mentions about Microsoft Smartwatch? 22 Sources structure like on the general levelt

Contents structure Sentiment of UGC Contents

Contents structure 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% 0% 20% 40% 60% 80% 100% All mentions iWatch LG Microsoft Moto 360 Samsung Withings Asus Pebble Smartwatch in general 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

Sentiment of User-Generated Contents 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% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% All UGC iWatch LG Microsoft Moto 360 Samsung Withings Pebble Smartwatch in general 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

NEXT The most popular in social media The most talked-about The most appealing The best looking Best smartwatches

The most popular smartwatch Which smartwatch appeared the most often in social media? iWatch 20,683 mentions Samsung Smartwatch 21,441 mentions Pebble 8,009 mentions 25

The most talked-about smartwatch Moto 360 32% UGC Withings Smartwatch 37% UGC Pebble 25% UGC 26 Which smartwatch is the most enthusiastically discussed in social media?

The most appealing smartwatch Smartwatches with the biggest share of positive contents Moto 360 84.8% positive mentions Microfoft Smartwatch 55.6% positive mentions 27 Withings Smartwatch 84.6% positive mentions

The best looking smartwatch Which smartwatch is the best designed according to social media users? Withings Smartwatch 13% social media users Moto 360 52% social media users Pebble 5% social media users 28

Sources Number of mentions Social media reach Sentiment of UGC Android Wear

Android Wear OS Sources 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. t 75.9% 4.1% 2.1% 0.7% 5.3% 0.3% 0.5% 0% 10% 20% 30% 40% 50% 60% 70% 80% Twitter Facebook Blogs Forums News Video Photo

Android Wear OS Number 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

<1% Android Wear OS Sentiment of user-generated contents 42% Positive mentions 57% Neutral mentions Negative mentions 42% 57% <1% 31

Sample mentions

Conclusions

Conclusions 42 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

Conclusions 43 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

Thank you for your attention Natalia Chrzanowska 44 Address US: +1 (718) 737-7639 1562 First Ave #205-2290 New York, NY 10028-4004 fb /Brand24 Get Social t @Brand24app Website www.brand24.net