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NEW YORK, NY (April 5, 2017) — When it comes to conversations about consumer electronic brands, Apple products dominate, according to new data released by Engagement Labs.
The analysis finds that out of the top ten most socially discussed consumer electronic products/brands in the U.S., Apple products hold four of the top ten spots, scoring particularly high with respect to online scores including volume, sentiment and brand sharing. At the same time, Samsung leads the category with respect to offline conversations, which is a leading driver of sales. This is despite the fact that brand sentiment took a hit in 2016 related to the problems and the eventual recall of its Galaxy Note 7.
The rankings were developed based on Engagement Labs’ proprietary TotalSocial data, which continuously measures the most important drivers of brand performance with respect to social media and word of mouth conversations.
According to Engagement Labs’ report, the consumer electronic category as a whole is one of the only categories that perform better online than offline, with many of these brands considered “Social Sirens.” While it is normal for a brand or two per category to be considered a Social Siren, there are many more consumer electronic brands that hold this title.
“Consumer electronic companies represent some of the largest, most well-respected brands around the globe,” said Ed Keller, CEO of Engagement Labs. “When we looked at this category as a whole, we found that these companies perform much better online than offline, leaving room for improvement to spark more ‘water cooler’ conversations. If you look at the category leader, Apple, for example, all of their products perform significantly better online compared to offline.”
Videogame consoles PlayStation, Nintendo and Xbox, round out the top ten. PlayStation comes out ahead at number six because of its strong offline sentiment performance, whereas Xbox makes the list because of the volume of conversations that take place about the brand online. In fact, there are more conversations bout Xbox online than any other consumer electronic brand overall. This includes Apple. Nintendo is a brand whose online volume is stronger than offline, but demonstrates the reverse trend for sentiment, creating an imbalance and that could be improved to support its marketing and sales efforts.
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About Engagement Labs
Engagement Labs (TSXV:EL) is the world's first TotalSocial™ company, offering intelligent data, analytics and insights for marketers. We are leaders in tracking, measuring and benchmarking the impact of conversations happening around a brand and industry – both online and offline. Consumer conversations are a proven driver of critical business outcomes, including sales. The patent pending TotalSocial data solution provides brands with unique insights and powerful analytics to understand online and offline social impact and drive business results. TotalSocial demonstrates to marketers how their online and offline conversation compare and contrast and helps identify areas of competitive opportunity or significant emerging threats. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial was built on the pillars of Engagement Labs’ patented social media measurement tool and the world’s only offline word of mouth tracking system for brands and tracks 500 brands within the U.S. across 17 major industry categories, and 350 brands in the UK.
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