However, despite individuals discussing breaking, shattering, or cracking their screens nearly 30 times more often than getting their phone wet or dropping it in water, more consumer tech companies introduced waterproof phones by a long margin.
There is simply too much data available for the innovations of the future to ignore customer experience. If technology R&D teams aren’t using consumer insights to inform their decisions, millions of conversations about the needs of their customers, the trends of the industry, and the ideation of “next big thing” will be lost.
The social data that powers the charts and figures in the Social Snapshot and Social Insights reports was derived through enterprise social intelligence software Brandwatch Analytics.
The data is collected through three formats:
- Queries: Collect general mentions of consumer technology brands, products, and conversations online. Based on boolean operators, Brandwatch Queries are specifically customized to filter out spam and disambiguate the data, leaving only relevant conversation. As such, volume estimates remain conservative.
- Twitter Channels: Collect Twitter data based on specific brands’ accounts. Twitter Channels tracks @mentions, replies, and retweets directed at selected brands.
- Facebook Channels: Collect Facebook data based on specific brands’ accounts. Facebook Channels tracks likes, posts, comments, shares on selected brands’ Facebook content.
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). Author panels had sample sizes of 10,000 and were created using Analytics and boolean strings to find authors self-identifying their age or generation membership.
In Figure 1, consumer spending expectation data was collected and compared to social data from the Consumer Technology Association’s monthly Index of Consumer Expectations, estimating customer expectations for buying technology each month. According to the CTA,
“The CTA Consumer Sentiment Indexes represent more than six years of research into cutting-edge methods for measuring consumer expectations about the future.”
In Figure 2, search interest data was collected and compared to social data from a 12-month Google Trends search of the topic “virtual reality”. According to Google,
“Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term.”
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.