Apple just released their latest iPhone, the iPhone XI, and everyone from Zomato to Hajmola took the opportunity to jump on the trend, playing on the astronomical prices of the latest offerings from Apple and, of course, the three cameras on the back of the phone which was basically marketing gold. But Samsung phones have always enjoyed a much wider audience in India, being way more affordable and of course, since they’re pioneers when it comes to the camera game. Given the recent ruckus on social media for Apple, we couldn’t help but compare Apple to Samsung.
Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.
Apple and Samsung are the two of the biggest players in the smartphone industry in India, if not the world. We see that Samsung has over double the number of mentions as Apple over the last 30 days (specifically with respect to iPhones). What is obvious is Apple has massive peaks where their mentions far surpass that of Samsung. The two big peaks from Apple are to do with the launch – the first on 30th August, where they revealed when they would launch the iPhone XI and the second was September 10th, the date of the iPhone launch. (Note: The mentions here are mainly from the web, Twitter and public Facebook pages.)
Apple relies heavily on emotional marketing – they are an iconic brand because not only are they trend setters when it comes to the product they are selling, they are also able to link iPhones with emotions. For most people, iPhones unlock a level of luxury or “cool quotient” that they absolutely would not have with any other phones. However, since the number of mentions for Samsung are higher than Apple, the emoji bubble for Samsung is far larger as well. Additionally, since Apple is one of the favorite targets for trolls, the most used emoji for iPhones is the crying with laughter emoji – which may be related to the price of the phone.
For Samsung, the “lit” emoji and the heart emoji are the most used emojis – it may have to do with the fact that Samsung offers far more value for money than Apple.
(Next week: Which brand has a larger female following?)