Digimind

Of 180,000 tweets about Apple's new iPads, 50% were positive

October 23, 2013: 4:30 PM ET

Interest in the iPad Air gained steam overnight. Talk about the MacBook Pro fell off sharply.

Source: Crimson Hexagon.  Click to enlarge.

What did they tweet about? Source: Crimson Hexagon. Click to enlarge.

FORTUNE -- You know things have changed when an Apple (AAPL) event is immediately followed by not one but two illustrated surveys about how it played on social media.

The first graphic comes from Crimson Hexagon, an analytics firm out of Harvard that analyzed more than 180,000 tweets about the new Pads and summarized its findings in bullet points and representative posts:

  • 50% of sentiment expressed was positive, of that 50%:
    • 37% was positive in general about the new iPads
      • @ meetbojangy: Come on the new iPad mini is impressive guys. That A7 chip is beast, and it packs twice the previous resolution.
      • @ tr1sh97: iPad Air - God's gift to mankind.
    • 13% of users shared an intent to purchase or desire to purchase
      • @QuarkNinja: Gotta buy the new iPad mini! Finally a retina display! :D
      • @hahahajar: thats it. ive got my eyes on ipad air! gonna get it!
  • 33% of sentiment was neutral or spreading the news
  • 16% of users reacted negatively to the reveal on Twitter
      • @CaseyEVOLVE: iPad Air is such a flop.
      • @maxswei: Apple is seriously running out of genius ideas. #iPadAir @Grove_of_Trees9

The second study comes from Digimind, a "competitive intelligence" firm out of France that looked not just at sentiment, but how that sentiment changed overnight. They too came armed with graphics and bullet points:

Source: Digimind. Click to enlarge.

Source: Digimind. Click to enlarge.

The Morning After: Which Apple Products Have Staying Power

  • Consumers interest in iPad Air keeps gaining steam. The topic has gained more mindshare since yesterday in social and online media channels. Immediately following the event, it was the leader and commanded 21% of the social discussion, but this morning, it has shifted to grab 60% on social and online media channels; iPad Mini followed-up with 18% (see attached visual)
  • People want to buy the iPad Air – the number one searched term on Google associated with it is "price", closely following as third most searched topic is "cases" as people look cover the iPad Air they haven't even purchased yet
  • Source: Digimind

    Source: Digimind. Click to enlarge.

    Mac Book Pro has lost the most steam since yesterday – going down from commanding 16% of the discussion to only 5% today. Mac Pro went from 18% of the discussion yesterday to 6% today (see attached visual)

  • This morning, people still want to download the new Mavericks OS – "download", "review" and "free" are among the top search terms associated with OS X Mavericks. This has stayed constant since yesterday's event.  
  • Drilling down into features, the new Retina display is gaining strong interest – for the iPad Mini, for instance, the Retina display is the most buzzed about feature.
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