11 June 2010
Apple has once again proven its ability to generate a product launch sensation, with online discussion around its recent iPad release in Asia Pacific reaching fever pitch in recent weeks, according to Asia Pacific regional analysis conducted by research company, Nielsen.
While the iPad, touted as one of the fastest-growing new consumer computing devices ever, has launched in just two countries in the Asia Pacific (Australia and Japan), Nielsen’s analysis of online discussion in the region* has revealed the tablet computer’s first week on the market was met by high volumes of online consumer chat, backing up peaks in discussion earlier in the year when Apple officially announced the launch of the iPad and when the iPad was released in the US. (see chart 1)
Anticipation is also growing in Asia Pacific markets where the iPad is yet to become available – South Korea posted the highest levels of online discussion in the region (four times higher than the next closest country, Japan) despite the fact that South Koreans have not yet been issued a launch date for their country.
“The power of social media to generate excitement around product launches is more evident than ever in the case of Apple’s products such as the iPad,” observes Mark Higginson, Director of Analytics for Nielsen’s online business. “Apple’s ability to truly engage and enmesh with its consumers is envied by marketers the world round, and this can largely be credited to consumers’ online discussions.”
The Nielsen analysis also revealed that sentiment towards the iPad was overwhelmingly positive#, with consumers more than two and a half times more positive feedback compared to negative.
Chart 1: iPad online discussion volumes
Source: Nielsen BuzzMetrics, 3 January 2010 to 23 May 2010
* Nielsen analysis of iPad online discussion conducted in Japan, South Korea, Australia, New Zealand and India.
# Sentiment analysis excludes Japan.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications. The privately held company is active in approximately 100 countries, with headquarters in New York, USA. For more information, please visit, http://www.nielsen.com.
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