Using Radian6 we scanned over 300,000 mentions on Twitter to better understand what the Filipino public think about the mobile phone market across the month of July.

1. A Social Media Report on the
MOBILE PHONE
industry in the Philippines
July 2013
Author: Robin Leonard

2. 2 Copyright
©
2013
AllFamous
Inc.
EXECUTIVE
SUMMARY
Using
Radian6
we
scanned
over
300,000
menJons
on
TwiKer
to
beKer
understand
what
the
Filipino
public
think
about
the
mobile
phone
market
across
the
month
of
July.
iPhone
dominated
Share
of
Voice
as
both
a
brand
(40%)
and
specific
handset
(77%).
Blackberry
had
the
most
emoJon
amongst
all
social
media
menJons,
either
posiJvely
(13.5%)
or
negaJvely
(4.6%).
This
indicates
a
greater
%
of
people
are
either
highly
loyal
to
Blackberry,
or
dislike
Blackberry,
compared
to
other
brands.
The
most
posiJvely
talked
about
phone
is
the
Samsung
Note
II,
of
which
25%
of
all
menJons
were
posiJve,
and
only
0.5%
negaJve.
A
variety
of
The
phone
that
enjoyed
the
most
intent
to
buy
menJons
was
the
Blackberry
Curve,
this
may
be
due
to
discount/quick
sale
prices
of
feature
phones
in
the
market,
as
smart
phone
prices
conJnue
to
reduce.
iPhone
Men)ons
Most
of
the
menJon
volume
for
iPhones
was
due
to
a
game
that
auto
tweets
achievements,
there
was
also
a
peak
during
pay
days,
indicaJng
that
people
are
making
in-­‐game
purchases
and
becoming
more
acJve
during
these
Jmes.
Samsung
Men)ons
There
was
a
Globe
GCASH
promoJon
on
18
July
that
saw
an
increase
in
menJons
by
350%.
METHODOLOGY
We
used
Radian6
which
is
an
enterprise
grade
social
listening,
analyJcs
and
engagement
plaeorm
to
perform
this
research.
Our
approach
was
to
setup
several
Topic
Profiles
(keyword
structures)
around
the
Mobile
Phone
industry
within
the
Philippines.
IniJally
we
scanned
for
the
top
7
most
menJoned
Mobile
Phone
Brands.
Afer
a
basic
scan
on
these
brands,
including
volume,
senJment,
frequency,
and
language,
we
focused
Category
Brand
Most
Talked
About
Brand
Most
Posi)ve
Brand
Most
Nega)ve
Brand
Most
Talked
About
Phone
Most
Posi)ve
Phone
Most
Wanted
Phone
Most
Amused
Users
Angriest
Users
Happiest
Users
on
the
top
three
brands
and
performed
a
deep
dive
study
on
each
to
find
out
how
they
compare
in
terms
of
handsets,
mobile
networks,
common
issues,
emoJons,
operaJng
systems
and
buying
intent.
The
senJment
is
calculated
using
the
default
Radian6
senJment
algorithm.
This
is
not
capable
of
understanding
Tagalog,
so
the
senJment
is
indicaJve
only.
Other
types
of
analysis
(e.g.)
emoJon,
has
been
formulated
using
various
related
keywords
that
would
define
an
emoJon.
Blackberry
Men)ons
There
was
one
spike
caused
by
the
SwapnSwitch
promoJon
on
July
16.
This
caused
1,500
menJons
in
one
day,
3x
the
average
daily
volume
for
the
month.

3. 3 Copyright
©
2013
AllFamous
Inc.
INTRODUCTION
Social
media
empowers
the
public
to
have
their
say
on
brands
they
buy
from,
or
have
an
experience
with.
Using
Radian6
we
scanned
over
300,000
social
menJons
over
the
last
30
days
to
understand
what
people
are
saying
about
mobile
phones
for
the
following
topics:
• Mobile
Phone
brands
• Mobile
Handsets
• Preferred
Networks
• Common
Phone
Issues
• Mobile
OperaJng
Systems
• Mobile
Phone
Buying
Intent
TOP
7
MenJoned
Mobile
Brands
Out
of
the
top
seven
most
talked
about
mobile
phone
brands,
iPhone
had
the
majority
Share
of
Voice
with
40%
of
all
menJons
including
“iPhone”.
Second
most
talked
about
brand
is
Samsung
with
32%
then
Blackberry
with
15%.
There
were
16%
more
menJons
in
July,
compared
to
June
2013.
Blackberry
had
both
the
most
posiJve
(13%),
and
the
most
negaJve
(5%)
menJons.
This
indicates
that
people
are
either
passionately
for
or
against
the
product,
than
neutral,
compared
to
other
brands.
The
second
most
posiJvely
talked
about
brand
was
MyPhone
(11%),
then
Samsung
and
iPhone
drawn
in
third
place
with
9%.
The
average
person
that
menJoned
a
phone
brand,
menJoned
the
same
brand
2.2
Jmes
in
the
last
30
days.
Samsung
had
the
most
engaged
audience
who
tweeted
an
average
of
2.9
Jmes
per
person.
Overall
74%
of
all
menJons
were
in
English,
and
17%
in
Tagalog.
The
remainder
foreign
languages.
English
was
spoken
mostly
when
Nokia
was
being
talked
about
(82%),
then
HTC
(81%)
and
Samsung
(80%).
Tagalog
was
spoken
mostly
when
MyPhone
was
menJoned
(28%),
then
Blackberry
(21%)
then
Cherry
Mobile
(21%).
Most
Men)oned
Phone
Brands
Top
7
Most
Posi)vely
Talked
About
Brands
Top
7
Most
Nega)vely
Talked
About
Brands

4. Brand
Posi)ve
Nega)ve
Hotel
Men)ons
Share
of
Voice
Sen)ment
44,744
40.08%
9.15%
(+ve)
4.10%
(-­‐ve)
35,920
32.18%
13.87%
(+ve)
2.15%
(-­‐ve)
17,150
15.36%
13.46%
(+ve)
4.61%
(-­‐ve)
4 Copyright
©
2013
AllFamous
Inc.
FOCUS
STUDY
OF
THE
TOP
3
BRANDS
Because
there
were
a
lot
of
results,
the
remainder
of
this
report
will
focus
on
the
top
3
mobile
brands,
based
on
menJon
volume.
This
is
iPhone
(44,744),
Samsung
(35,920)
and
Blackberry
(17,150).
Marriot
We
compared
how
posiJvely
or
negaJvely
different
networks
were
talked
about
in
the
context
of
the
top
3
mobile
phone
brands.
The
most
posiJvely
talked
about
network
for
Blackberry
is
Globe,
and
most
least
favored
is
Smart.
iPhone
both
praised
and
complained
about
Smart
the
most.
Samsung
menJons
favored
Sun,
and
were
most
negaJve
toward
Smart.
Smart
was
the
most
negaJvely
talked
about
network
in
the
context
of
the
top
3
mobile
brands.
40%
32%
15%
13.40%(+ve)
4.11%(-ve)
12.82%(+ve)
4.27%(-ve)
28.57%(+ve)
2.53%(-ve)
Most
Preferred
Network
by
Brand

5. 5 Copyright
©
2013
AllFamous
Inc.
MOST
TALKED
ABOUT
HANDSET
The
most
talked
about
handset
is
the
iPhone,
which
dominated
with
69%
Share
of
Voice,
against
other
handsets
within
the
top
three
brands
Apple,
Samsung
and
Blackberry.
Samsung
Galaxy
was
the
third
most
menJoned
handset
followed
by
Samsung
Galaxy
S4,
then
Note
2,
then
S3.
It
is
likely
that
Samsung
Galaxy
menJons
are
not
mutually
exclusive.
MOST
LIKED
HANDSET
The
most
posiJvely
talked
about
handset
was
the
Samsung
Galaxy
Note
II
(25%).
The
second
most
posiJvely
talked
about
handset
is
the
Samsung
Galaxy
S4
(24%)
then
Blackberry
Z10
(15%).
The
most
negaJvely
talked
about
handset
is
the
Samsung
Galaxy
SIII
(4.2%),
then
the
iPhone
(4.1%),
then
Blackberry
Z10
(3.7%).
HANDSET
INTENT
TO
BUY
Blackberry
Curve
had
the
highest
%
of
people
talking
about
buying
or
selling,
compared
to
the
total
number
of
menJons,
second
being
Blackberry
Bold.
The
increased
sales/buy
acJvity
of
these
two
feature
phones
may
be
due
to
the
recent
proliferaJon
of
smart
phones
in
the
market,
and
the
increased
volume
of
old
“feature
phone”
stock
being
sold
at
discounted
prices.
iPhone
Galaxy
S4
The
most
talked
about
handset
is
the
iPhone
“
”
The
most
posi3vely
talked
about
handset
was
the
Samsung
Galaxy
Note
II
“
”
Blackberry
Curve
Blackberry
Bold
Samsung
S3
Blackberry
Z10
Samsung
Galaxy
iPhone
Samsung
Note
II
Samsung
S4
Increased
volume
of
old
“feature
phone”
stock
being
sold
at
discount
“
”

6. Brand
Good
Bad
6 Copyright
©
2013
AllFamous
Inc.
MOST
COMMON
PHONE
ISSUES
MenJons
of
all
phones
showed
that
baKery
life
was
more
talked
about
than
any
other
common
phone
issue.
Blackberry
had
the
worst
raJo
of
baKery
related
menJons
(2.2%
of
all
menJons
are
baKery
related),
iPhone
had
(0.8%)
and
Samsung
was
the
lowest
with
0.5%.
iPhone
had
the
best
least
menJons
of
signal
problems
and
Blackberry
had
no
reports
of
broken
or
cracked
screens.
EMOTIONS
AND
BRANDS
This
analysis
looks
at
the
different
emoJons
associated
with
the
menJons
of
each
brand.
The
most
amused
commenters
were
Blackberry
with
80.7%
of
all
emoJon
related
menJons.
The
highest
%
of
angry
menJons
related
to
iPhone
(1.7%),
and
the
most
annoyed
were
Blackberry
(1.6%).
The
saddest
raJo
of
menJons
were
for
Blackberry
(3.9%).
The
happiest
menJons
were
for
Samsung
(16.2%)
and
the
most
romanJc
were
Blackberry
(1.2%).
NOTE:
The
%
is
the
raJo
of
menJons
with
a
parJcular
emoJon,
to
all
emoJon
related
menJons.
BaCery
life
is
more
talked
about
than
any
other
issue
“
”
The
highest
%
of
angry
men3ons
related
to
iPhone
“
”
0%
2.2%
0.8%
0.5%
0.02%
0.01%
Emo)on
iPhone
Samsung
Blackberry
Amused
77.7%
77.2%
80.7%
Angry
1.7%
1.6%
0.9%
Annoyed
1.3%
1%
1.6%
Happy
15.5%
16.2%
11.7%
Sad
3%
3.1%
3.9%
RomanJc
0.8%
0.9%
1.2%
Amused
Blackberry
Word
Cloud
The
happiest
men3ons
were
for
Samsung
“
”
Angry
iPhone
Word
Cloud

7. 7 Copyright
©
2013
AllFamous
Inc.
IPHONE
TREND
ANALYSIS
There
are
two
spikes
in
the
menJon
of
iPhone,
both
seeming
to
coincide
on
pay
day
(for
bi-­‐monthly
paid
staff).
Key
causes
for
both
these
spikes
are
an
increased
level
of
acJvity
in
iPhone
games
that
auto
tweet
for
game
achievements.
There
were
also
several
viral
tweets
(funny
quotes)
that
went
viral.
On
July
16
there
was
a
trending
story
about
a
Chinese
woman
that
died
from
her
charging
iPhone.
SAMSUNG
TREND
ANALYSIS
On
July
18,
a
promoJon
was
launched
with
Globe
GCASH
where
subscribers
can
win
up
to
1
million
pesos,
as
well
as
prizes
of
Samsung
Galaxy
S4
and
other
Samsung
mobiles.
This
promoJon
increased
average
daily
tweets
by
350%.
BLACKBERRY
TREND
ANALYSIS
On
July
16
Blackberry
announced
a
“SwapnSwitch”
promoJon
where
customers
were
encouraged
to
take
their
phones
to
specific
locaJons
and
swap
them
for
new
models.
This
caused
a
one
day
spike
of
over
1,500
menJons,
3x
the
volume
they
would
normally
see.
The
GCASH
promo3on
increased
average
daily
tweets
by
350%
“
”
On
July
16
Blackberry
announced
a
“SwapnSwitch”
promo3on
“
”

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