Find out what people are saying on social media about their phones. Did you know that in the month of June Blackberry users complained most about their battery, and more iPhone users broke their screen than any other handset.

1. A Social Media Report on the
Mobile Phone
industry in the Philippines
June 10 – July 9, 2013
Prepared by Robin Leonard

2. Phone
Posi)ve
Men)ons
22.24%
12.68%
10.39%
10.19%
10.03%
Phone Brands
There were a total of 93,000 mentions
of mobile phone brands in the last 30
days.
iPhone has 50% of the share of voice,
Blackberry has 21% and Samsung has
11%.
The most engaged fanbase was Sony,
where the average unique individual
posted 3.1 times about the brand. The
least engaged is iPhone who has 1.8
posts per person.
Share of Voice: Phone Brands
NEGATIVE mentions
Phone
Nega)ve
Men)ons
5.63%
3.98%
3.19%
2.91%
2.83%
Top 5 brands with the most
POSITIVE mentions
Top 5 brands with the most
75%
Most mentioned
mobile OS?
17%
8%
0.4%
Most talked about
platform is Android (75%).
Most positive mentions
iOS (14%). Most negative
mentions Blackberry (6%)

3. Handsets
Most Talked About Handsets
Phone
Men)ons
Share
of
Voice
Posi)ve
Nega)ve
iPhone
51,887
54%
10.16%
5.02%
Galaxy
15,289
16%
12.34%
2.93%
S4
12,038
12%
15.14%
3.96%
iPhone
5
7,763
8%
9.20%
4.61%
S3
3,950
4%
11.82%
4.53%
Note
2
1,655
2%
10.15%
2.36%
iPhone is the most talked
about handset with 54% share
of voice.
S4 is the most positively
talked about (15.14% positive).
iPhone is the most negatively
talked about (5.02% negative)
Apple and Samsung
dominated the results in terms
of handset mentions.
Handset Issues Mobile Networks
Best
Worst
2.49%
2.92%
0.14%
0.021%
0.01%
0.02%
Best
Worst
20.35%
6.8%
17.28%
6.17%
28.36%
1.76%
For Samsung, the best network is
Globe and worst is Smart. iPhone’s
best network is Sun, worst is TM,
and Blackberry’s best is Sun and
worst is Globe.
iPhone has least ratio of mentions
for battery issues, but is the worst
in terms of cracked screens and
signal issues.

4. Consumer Insights
Emotional Analysis
Emo)on
iPhone
Samsung
Blackberry
Afraid
0.2%
0.5%
4.9%
Amused
27.5%
32.2%
32.4%
Angry
0.2%
10.10%
13%
Annoyed
11.4%
14.8%
13.2%
Happy
47.7%
36.6%
29.5%
Inspired
0.3%
0.1%
0%
Sad
12.7%
5.7%
8.1%
Share of Emotion by Brand
This is how the public feels about
the major phone brands: iPhone,
Samsung and Blackberry
Consumers use different emotions when talking about brands on social networks.
Each % relates to the share of emotion across iPhone, Samsung and Blackberry.
RESULTS:
People talking about
iPhone expressed
significantly more “happy”
emotion than other brands
(47.7%), they are also the
saddest (12.7%).
Blackberry led in terms of
anger (13%), fear (4.9%)
and amusement (32.4%).
People talking about
Samsung were more
annoyed (14.8%) than any
other brands.

5. Consumer Insights
Intent to Buy 51.4% of all people intending to
buy a new phone are talking
about iPhone, then Samsung with
37.6% and Blackberry with
10.9%.
Samsung had the highest % of
brand mentions that related to
buying (13.08%) with iPhone
(3.85%) and Blackberry (2%).
This shows that people talking
about Samsung are more likely to
want to buy, than any other
phone brand.
Language
Emo)on
English
Tagalog
Samsung
85.96%
4.57%
HTC
85.19%
8.58%
Sony
83.98%
11.29%
Cherry
Mobile
81.19%
13.54%
Nokia
80.87%
11.56%
iPhone
76.86%
16.94%
Blackberry
75.26%
18.03%
MyPhone
70.70%
23.88%
Out of all the brands mentioned, we looked to
see which languages the mentions were in.
Samsung mentions were
more likely to be in English
(86%) than any other
language.
MyPhone had the highest
rate of Tagalog (24%),
followed by Blackberry
(18%) and iPhone (17%).