iPad: Positiv bewertet, Kauflust verbesserungsfähig

25. Februar 2010 um 13:28 | little.john | In Apple/Mac, Produkte / Hersteller, Search, Technologie, Unternehmens-News, Web 2.0 and Stuff | 47 Kommentare

Die Attensity Group hat mit dem Produkt Attensity Analyze eine Lösung zum Real-Time-Monitoring sozialer Netzwerke und zur semantischen Analyse unstrukturierter Daten auf dem Markt.

Mit dieser Lösung wurde untersucht, wie das iPad im Twitter-Universum aufgenommen wurde.

Vor der Ankündigung ließ sich das Stimmungsbild als eher positiv charakterisieren: 37% mochten das iPad, 30% mochten es nicht und 17% waren neutral eingestellt. 2% offenbarten starke positive und 13% starke negative Gefühle bezüglich des iPads.

Kurz nach der Ankündigung wurde das Stimmungsbild deutlich positiver: 63% mochten das iPad, 24% mochten es nicht und 4% waren neutral. 8% zeigten starke positive und nur 1% starke negative Gefühle bezüglich des iPads. Vier Tage nach der Ankündigung hatte sich die Stimmung kaum verändert: 60% mochten das iPad, 25% mochten es nicht und 4% waren neutral. 9% zeigten starke positive und 2% starke negative Gefühle.

Zusätzlich wurde untersucht, über welche Themen sich die User, die das iPad mögen, unterhielten: 48% über Applikationen, 38% über den Vergleich zum iPhone, 8% über die Bildschirm-Qualität, 4% über die Tastatur und 2% über die Rolle des iPads als möglicher „Killer“ des Amazon Kindle™.

Für diejenigen User, die sich dem iPad gegenüber negativ eingestellt zeigten, waren folgende Themen vorrangig: „Fehlender Adobe® Flash Support“ (41%), „Ich besitze bereits ein iPhone“ (28%), „Ich liebe mein Kindle“ (26%), „Batterie nicht austauschbar“ (3%) und „keine Kamera“ (3%).

Abschließend wurden die Kaufabsichten der User genauer beleuchtet. Während sich vor der iPad-Ankündigung die Zahl der möglichen iPad-Käufer und der „iPad-Verweigerer“ auf niedrigem Niveau etwa die Waage hielten, schnellte die Zahl der möglichen iPad-Käufer am 27. Januar – dem Tag der iPad-Ankündigung – auf fast 30% hoch. Doch schon einen Tag später konnten nur noch etwa 5% möglicher iPad-Käufer identifiziert werden. Dieser Wert nahm bis zum 31. Januar weiter ab und lag seit dem 29. Januar konstant unter der Zahl derer, die das iPad nicht kaufen wollten.

Nicht nur das Ergebnis ist äusserst interessant, auch die Lösung an sich verspricht einiges für Unternehmen: Informationen aus unstruktierten Daten und besonders aus dem Social Web zu extrahieren, wird immer mehr zur absoluten Notwendigkeit für Unternehmen – und diese Notwendigkeit lässt sich kaum noch manuell bewerkstelligen.

Die komplette Analyse findet sich auf der Website von Attensity.


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