NEWS3 October 2014

Apple is ‘most talked about’ brand while Samsung has ‘most WOM momentum’

News North America

US — Apple is the most talked-about brand in the US, according to new research from word-of-mouth (WOM) specialist, Keller Fay.

The brand, which earned a projected 232 million WOM impressions every week, is followed by Coca-Cola, Walmart and Samsung in overall WOM volume. This comes from analysis of data from Keller Fay’s TalkTrack system, which measures online and offline conversations about brands, between August 2013 and July 2014.

However, when the data was analysed to focus on WOM momentum – looking at the brands with the largest year-over-year increase in projected WOM impressions – Samsung topped the list with a year-on-year increase of 2 billion projected WOM impressions – the only brand to appear on the ‘most talked about’ and ‘most WOM momentum’ top ten lists – while Apple failed to appear. Amazon, Microsoft and Google were also highly ranked with regard to WOM momentum.

“With nearly $11.3 billion spent worldwide on advertising in 2013, Samsung has become even more discussed among consumers in their mobile phone, TV, tablet, laptop and other tech and electronics product conversations,” the report said.