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Brandwatch Releases Social Playbook on Consumer Tech Industry; Nintendo, Apple and Microsoft Lead on Social

New York, January 26, 2017 Brandwatch, the leading social intelligence company, has unveiled its latest industry insights in the Social Playbook for Consumer Tech, disclosing vital trends surfaced from social data. You can view all of the Social Playbook assets here.

Each Brandwatch Social Playbook includes the Social Index, along with two research components — the Social Snapshot, displaying key benchmarks and trends shaping the sector in 2017, and the Social Insights, an in-depth analysis of the sector and its unique consumers using social data.

By analyzing over 7 million online conversations about the biggest global tech companies, the research findings reveal which demographics consumer tech companies should pay attention to as well as areas to focus on — innovation and video content.

Updated in conjunction with the Social Snapshot and Social Insights, Nintendo ranked the highest in Brandwatch’s Social Index, followed by Apple, Microsoft, Lenovo and Samsung. The Social Playbook report reveals much more than rankings, providing social data-driven insights into pivotal areas that need to be front of mind for consumer tech players.

Key learnings include:

  • Millennials and Gen Z are not the only generations talking about technology
  • The average customers of the biggest tech brands are tech savvier than ever:
    • They’re more likely to be interested in technology, and more likely to have technical occupations
  • As consumers get more tech savvy, being inventive matters more
    • Of those talking about tech, consumers interested in technology use language related to innovation more than those with other interests
  • Videos will continue to resonate well on social media – especially those emphasizing useful innovation.


The consumer tech sector is inherently driven by innovation, yet brands may have lost sight of a major factor when it comes to consumer tech product purchasing — products need to be useful, addressing specific needs through innovation.

“Our goal is to inform and educate marketers and consumer insights professionals with each Social Playbook we release,” said Alexandra Jones, content researcher at Brandwatch. “Our Consumer Tech insights reveal that brands in this space need to expand demographic targeting beyond Millennials and focus on better understanding the consumer psyche.”

“Consumer tech is driven by innovation, but innovation without consideration to consumer needs and preferences will simply not sell. Newness for the sake of novelty isn’t going to sell smart, connected devices or newfangled gadgetry. This industry has a long history of utilizing market research, yet with consumers engaging most frequently on social, it stands that consumer tech brands need to include social consumer insights in their research mix to uncover the trends that truly matter to consumers.”


You can view the full report here. For more information on The Social Playbook or social insights, contact



The social data that powers the charts and figures in The Social Playbook (including the Social Snapshot and Social Insights reports) was derived through enterprise social intelligence software Brandwatch Analytics.

The data is collected through three formats: Queries, Twitter Channels and Facebook Channels.

Generation analyses were run by creating five author panels: Generation Z, age 13-18; Young Millennial, age 18-24; Older Millennial, age 25-34; Young Generation X, age 35-44; and Older Generation X, age 45-54 (as of December 31, 2016).


About Brandwatch

Brandwatch is the world’s leading social intelligence company. The company’s flagship products, Brandwatch Analytics and the Vizia platform, fuel smarter decision making around the world.

The Brandwatch Analytics platform gathers millions of online conversations every day and provides users with the tools to analyze them, empowering the world’s most admired brands and agencies to make insightful, data-driven business decisions. The Vizia platform distributes visually-engaging insights to the physical places where the action happens.

The Brandwatch platform is used by over 1,200 brands and agencies, including Unilever, Whirlpool, British Airways, Asos, Walmart and Dell. Brandwatch continues on its impressive business trajectory, recently named a global leader in enterprise social listening platforms by the latest reports from several independent research firms. Increasing its worldwide presence, the company has offices around the world including Brighton, New York, San Francisco, Berlin, Stuttgart, Paris and Singapore.

Brandwatch. Now You Know. | @Brandwatch | press office | contact

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