Datarank World Series Social Media Roundup Infographic

The 2014 World Series between the San Francisco Giants and Kansas City Royals ended last night in a nail-biting finish that lasted 7 games. The DataRank team has been closely following the games, analyzing social media conversation, and tracking player, team and hashtag mentions to see if the Giants or the Royals were most popular on social media. 

We found that for each game the most conversation was usually generated by the fans of the winning team for the night. Overall, however, Giants fans were more vocal than Royals fans, with the @SFGiants twitter account encouraging the use of multiple San Francisco Giant themed hashtags. 

The stats are complete and we are excited to share with you DataRank's World Series Social Media Roundup Infographic. Enjoy and share with all of your baseball (or social listening) loving friends!

Top 5 Ways Brands Benefit From Social Media Listening

Why Social Media Listening?

It is difficult to keep track of thousands of brand mentions if you're a big company, and that's where social listening companies come in handy. People don't just @ mention a company's official Twitter page to engage in conversation about a brand or product. They tell Twitter directly, and with millions of tweets being sent into the Twitterverse every day, it is virtually impossible for a company to search and track each brand mention, let alone sift through  irrelevant tweets. And that is just one social network! Facebook, Instagram, Pinterest, LinkedIn, and many others could also be avenues where people are engaging in conversation about your brand.

1. Angry Comments

Angry comments (a.k.a complaints) are the precursor to a social media crisis. Social media listening tools help brands watch out for comments that negatively talk about their product, service or company. Angry comments don't have to be all crisis control. Negative comments also give companies the opportunity to listen to constructive criticism that may improve the product or brand. It also gives them a reason to engage in public discussions about their brand. Directly contacting a discontented consumer is a very easy way to impress customers with your personalized customer service skills.

2. Crisis Control

Sometimes angry comments happen all at once. Phone companies and airlines are some of the best industries using social media to quell negative sentiment for their brand. By using social media listening tools, they are able to observe conversation and monitor negative sentiment before it grows out of control. For example, if T-Mobile was running out of supplies for the iPhone 6 in some of its stores, they could observe conversation surrounding this shortage, and resupply stores based on the location where the phone shortage was generating the most negative conversation. Tracking words with negative sentiment help a company to develop strategies to avoid a crisis gets out of control.

One of the worst encounters companies can have with social media is during a crisis. Who could forget that time KitchenAid tweeted this:

kitchenaid tweetfw

It was an unfortunate mistake made by the person handling KitchenAid's Twitter. They had accidentally used the KitchenAid Twitter account instead of their personal account to publish the insensitive tweet. The tweet was quickly removed, and the head of the KitchenAid brand, Cynthia Soledad, swiftly explained what had happened. She apologized to President Obama, and pointed out that the person who made the mistake would no longer be tweeting for them.

This didn't destroy KitchenAid's brand; Cynthia Soledad was very quick to do crisis management. How would social listening have helped in this situation? While it couldn't have prevented it, the ability to track the conversation generated by the tweet would have informed  KitchenAid on the best way to deal with the crisis.

3. Compliments

Compliments for a brand or product are always great. It is especially useful to collect the compliments in a comprehensible database so that it can be analyzed for any underlying trends. Lots of social media compliments might be an early indication that a certain product will sell well. More supplies might need to be ordered. Compliments could also be harnessed to start a social media campaign. (Which can also be tracked with social media listening!) Comments that compliment the brand in unusual ways could also give companies ideas for further product development or advertising strategies. Put simply, compliments are great, but they're really only worth as much as a company says they're worth.

4. Opportunities

Tracking the right keywords can uncover an untouched goldmine. Have you ever seen someone take to Facebook and express a wish for a product to be able to do something that it doesn't? Or ask Twitter for advice on purchasing an item? The best way to engage with the needs of consumers is to hear them, and act upon them. Social media listening tools enable brands to hear expressed desires relating to their product, by tracking words that people often use to describe their need. The same tool can track when two brands are being compared and which one is being preferred when they are pitted against each other. Acting before the opportunity is lost, or before a competitor jumps on it, is one of the reasons why social listening tools are useful.

5. The Enemy

As a business you need to know who your competitors are and how you can capture their consumers.  If you are responding to negative comments, performing crisis controlling, using compliments to your advantage, and tracking opportunities, then you will have likely come across mentions of your direct competitors. Social media listening is one of the best tools available to keep track of what people are saying about your competitors.  You can discover through their social media interactions what they are doing to reach out to potential consumers, negative comments or compliments they're receiving, and social media campaigns they're running.

Meeting the Supply Demands of Walmart Halloween Shoppers

Seasonal branding starts early at Walmart with Halloween products on shelves by early September. Using almost a full month of comments from this year’s Halloween preseason shopping, DataRank set out to determine the online conversation trends for this Halloween season. DataRank collects data from a variety of sources including eCommerce sites, forums, blogs, and social media. The data collected is then ranked by relevance, revealing the most useful comments that are then analyzed by our team. The insights we derive from the collected data are used by clients to understand current shopping trends, brand metrics, and consumer sentiment. Using a sample of comments collected from 1 September 2014 to 28 September 2014, we analyzed which Halloween products being sold at Walmart are gathering the most attention in the lead up to celebrations on the 31st of October.
Unsurprisingly, candy and costumes collectively populated the Halloween related comments with a 33% share of total conversation. The focus of our analysis, however, was on alternate products that also used seasonal branding. Effective merchandising strategies used by Walmart and its vendors early on in the season ensures that consumers are aware of the availability of Halloween products in Walmart. The most popular non-edible Halloween products included candles, wax, and makeup. Amongst edible Halloween products, competition was low, with 75% of comments mentioning cookies, and the remaining 25% including mentions of pumpkins and cakes. Despite Halloween being a month away, comments were surprisingly critical about the availability of seasonal cookies and oreos.
Overall, comments about Halloween themed cookies were positive, however 94% of negative comments mentioning Pillsbury or Oreo Halloween cookies focused on lack of supply in Walmart stores.

“Really grinds my gears that Walmart doesn’t have their Halloween cookies out yet.” @KyraCavanaugh  Twitter, 28 September 2014.

To analyze whether the Halloween cookie shortage was caused by high demand early in the season, or a consistent supply deficit, we took a sample of comments from 2013. Using data collected between 1 October 2013 to 1 November 2013 we were able to compare Halloween cookie supply in the month of Halloween. We discovered that 47% of Halloween cookie mentions complained about the lack of supply in Walmart stores. Based on the data we can surmise that Halloween cookie shortage appears to be a consistent trend from the beginning of the Halloween season in September through to the end of October. However, supply did appear to be less of an issue in October than in September.
Season-specific packaging, and store displays enhances Walmart’s position as a one-stop shop for all Halloween needs. Online conversation shows that a sufficient supply of popular products is also an important factor for consumers as they decide where to purchase their seasonal goods in the lead up to a holiday.

Why Do CPG Companies Need Social Analytics?

Social listening assists companies in gathering insights about a particular brand or product through online conversation. They have essentially replaced focus groups as the key method in understanding the marketplace.  But how can social listening specifically benefit the CPG industry?

The Consumer Packaged Goods industry exists in an ever-changing environment. Consumer needs are always changing. Chocolate and candy are popular during Halloween season, but not so much in January when people are starting new year resolution diets. Social media campaigns, offline promotions, pricing, innovations, and competition all factor into a consumer’s purchasing decision. This just scrapes the surface of what a CPG company needs to consider to ensure that their products are meeting the needs of consumers. Predicting consumer trends has become an art form that is impossible to thoroughly learn without the assistance of social listening companies.

Why social analytics?

Social media, eCommerce sites, forums, and blogs are just a few ways that consumers can voice their opinion about a product. With their brand’s reputation always on the line CPG companies constantly need to be monitoring what is being said about their products. Social listening companies like DataRank assist CPG companies by collecting comments about a brand or product, filtering out irrelevant conversation, and narrowing down the pool of data so that companies can quickly see how their brand/product is being received in online conversation. Companies are then able to take this knowledge and address negative sentiment, harness positive sentiment, or possibly create new products based on the information that they gained through data analysis.

You don’t need to be Coca-Cola to get insights

There seems to be a common misconception that data can only be retrieved about big and popular brands. This is assumed because they are the brands that people talk most about on Twitter and Facebook. While popular brands like Coca-Cola, and Budweiser take a large share of social conversation, there is also a lot of conversation about household goods, and personal products. The key is finding where consumers like to talk about products online. Social media is not the only place consumers like discuss their product experience. ECommerce sites like and Amazon have thousands of reviews for products as common as toilet paper and bread. It’s true! Check out the number of reviews and ratings you can find for kitty litter products at

A real world example

Brand management is important, not just for determining if people like a product, but also for controlling negative sentiment when a company needs to change a product or introduce a new one.

We recently published a blog post about Nestle reducing the size of its popular Australian gummy, the Killer Python. Taking a sample of conversation from Twitter we were able to determine that 80% of comments disagreed with the resizing of the Killer Python. In an attempt to quell negative sentiment, Nestle took to social media, and responded to many tweets. By doing this they were able to stop misconceptions about the new product bearing the same price as the old product despite its quantity reduction. They also showed consumers they were listening to their complaints by responding to them directly through Twitter.

Another Example

A business discovers through social listening that people were adding cinnamon spice to their brand of hot chocolate. They could use this information to come out with a new product of cinnamon spice hot chocolate to fulfill the needs of their established customer base. This may  also drive sales from new customers who prefer spicy beverages. Increased conversation and engagement could occur during the fall season with the company pitching cinnamon spice hot chocolate to consumers who already love pumpkin spice.

The Benefits of Using Social Listening

CPG Companies:

- Can Track campaign performance.

- Discover potential product development from online conversation.

- Use deep listening to make informed marketing decisions.

- Develop an understanding of consumer needs.

- Build a relationship between consumer opinion and the product/brand.

- Be at the forefront of innovation in the CPG industry.

- Have a competitive edge in the market.

DataRank collects data from a variety of sources including eCommerce sites, forums, blogs, and social media. The data collected is then ranked by relevance, revealing the most useful comments that are then analyzed by our team. The insights we derive from the collected data are used by clients to understand current shopping trends, brand metrics, and consumer sentiment. Book a demo with us today.

Drilling into Online Conversation with Black and Decker

Daylight savings will be coming to an end soon, which means time to finish up those summer DIY projects. Power tools are an important part of home renovation and improvement projects, and with eCommerce sites implementing reviews for their products DataRank was interested to hear what people say about drills. Black and Decker have built home improvement products since 1910 so we chose to analyze their drill brand in online conversation, to discover if there were any interesting trends in home improvement drills.

Collecting Conversation

Using our social listening tool, we captured online conversation about Black and Decker drills from 10 October 2013 - 10 October 2014. We also compared the last 6 months to the previous 6 months to see if there was any change in conversation about the drills over a shorter period of time. What we found was a stable brand with surprising demographic statistics.

Drilling Deeper into Online Conversation

From the get-go we noticed that B & D drills are quite popular amongst drill owners. 85% of overall conversation was positive, with many favorable mentions for various Black and Decker drills. The feature that garnered the most mentions was the cordless drills, which took 21% of total conversation and had 81% positive sentiment. What made the cordless drill important to many users was the life of the battery:

              Source: Walmart 

The brand wasn’t without its issues, however, with 9.5% of total conversation generating negative sentiment about Black and Decker drill battery and charger malfunctions. Some reported an issue with the charger smoking or melting. Others complained about drill bits breaking. The conversation share for complaints was very small in comparison to the positive mentions it received. 3% of total conversation mentioned how a Black and Decker drill was worth the money they spent in purchasing it. 

An interesting demographic statistic revealed that comments about Black and Decker drills were published by more females than males in the last 6 months. Check out the difference over the past 12 months below:

Deeper analysis will need to be conducted to understand why there was a spike in female interest for the Black and Decker drills, but surface level analysis shows that sales saw a surge of females purchasing drills for personal use and for gifts. 

Overall conversation for Black and Decker drills rose 4% over the past 6 months, which is not a dramatic increase, but with Black Friday and Christmas sales drawing closer, there may be renewed interest in the product from both males and females. 

Insights to Actions

So with this data, and analysis where would Black and Decker go from here? With a healthy brand that is receiving good reviews, Black and Decker might look to increasing their production of cordless drills. They might also take a deeper look into how to market drills to the female audience, given the greater share of voice they have had in online conversation about the product in the past 6 months. Black and Decker already sells pink cordless drills, but there was only one mention of this product in the past year. Digging deeper into what women want from B & D drills may give them a head start in capturing this growing market. 

If you'd like to learn more about what DataRank can do for company's brand visit and book a demo today!

How to Be a Data Ninja

This is a guest post from 8th & Walton, a Bentonville company specializing in retail analytics and training. 

Big Data is so mainstream that it’s mentioned on TV commercials, and most of us would agree that we have access to more data than ever before. Yet a June 2014 study concluded that 65% of U.S. executives rely on gut feelings for their decision making, and a May 2014 global survey found that only 11% of North American execs surveyed agreed that their companies rely strongly on data about customers for decision making.

This was true in spite of increasing spend on data, agreement that data is important, and a majority belief that data-driven decision-making is a good thing.

How can this happen?

·       First, the people in charge of collecting and analyzing data often are not the people in charge of making the decisions. Decision makers think about issues and draw conclusions… and then attend a PowerPoint presentation or receive a memo summarizing data. The data would have to be pretty compelling to overcome that disadvantage. In fact, human nature is such that decision makers in this situation will tend to ignore data that doesn’t match the decision they’ve already made, while emphasizing the data that agrees with their preconceptions.

·       Second, the data often isn’t that compelling. Data scientists and analysts may feel that the numbers speak for themselves. For many people, though, numbers are silent. Plenty of savvy business leaders find that their eyes slide right off the page when they try to look at spreadsheets or tables of data. Put those tables with eight bullet points of text on a Power Point slide and you might as well be showing a large gray square.

·       Third, we all think we’re special. While a surprising number of executives describe themselves as not being very good at getting data or say that it is hard to get reliable numbers, they still tend to conclude that data which contradicts their intuitions just doesn’t apply. Social scientist Daniel Gilbert has spent years studying why people make bad decisions, and has determined that one of the main reasons is that we can see how actions have turned out for other people, but we don’t think it will happen to us. This explains a lot of teenage car accidents, but it also explains a lot of bad business calls.

If you’re in charge of presenting data, there are things you can do to counteract these issues.

·       Get the information in early. If you can bring the data to the decision makers before they’ve already made up their minds, you’re more likely to sway them. Since a Business Week study found that executives tend to feel that it’s hard to get information or that it doesn’t reach them fast enough, you may find that decision makers in your company will be receptive to some proactive data sharing. At the very least, offer some preliminary information while you’re polishing up that final report.

·       Present the story, not the numbers. Have the numbers ready to back up your story, of course, but start with the narrative. Use infographics or other graphic representations instead of tables. And remember the cardinal rules of the PowerPoint presentation: one point per slide, strong visuals, and minimal text. Your slides are there to support your presentation with clarifying images, not to make the presentation for you. At the very least, resist the temptation to put all your text on the slides and read them to your audience; that’s what handouts are for.

·       Make the connection. If your data doesn’t resonate with your audience, they can easily dismiss it. If the decision maker loves to fish and you can find out how your data applies to fishermen, do it. A little shameless personalization can help get your audience’s attention and make it easier for them to accept the information you’re offering.

The bitter satisfaction of saying, “I told you so” when decision makers ignore the numbers is nothing compared to the sweetness of hearing, “You were right!” when your data helps your company make the right decisions. Presenting the information effectively can make the difference.

Nestle Cuts Killer Python In Half Causing Social Media Backlash

You wouldn’t take the caramel out of a Caramello Koala, or remove the hundreds and thousands (sprinkles) from a Freckle, but Allen’s Lollies, owned by Nestle, is doing the unimaginable - it’s cutting the Killer Python in half. The Australian lolly company stirred up a social media storm last Wednesday when they announced that their classic gummy is going to be decreased in size from 47g (1.65 oz) to 24g (0.84 oz).

Nestle made the move to half the Killer Python in an effort to help Australian gummy-lovers manage their health with smaller portions. The “treat size” Killer Python will hit Australian stores in late October with Nestle preparing a social media campaign to popularize the new product. Unfortunately for Nestle, their Twitter marketing hashtag #TreatSizePython has been used by Killer Python lovers to negatively express their opinion about the cut.

Using our Twitter Live Search function we analyzed Killer Python shrinkage reactions from the last 48 hours, tracking back to when news first broke. There were almost 2000 mentions for either #TreatSizePython or Killer Python, with a staggering 90% of comments expressing a negative opinion over the change.

Nestle did not stay quiet during the twitter backlash, tweeting back to reaffirm their decision that a small Killer Python is a healthier decision:

Only 1% of tweets mentioned never purchasing the Killer Python replacement. After the initial concern for the size reduction in the Killer Python, the next greatest mentioned issue in Twitter conversation seemed to be whether the price would remain the same for the smaller product. 

15% of conversation mentioned the price of the Treat Size Python, most expressing skepticism of a price reduction. Nestle was quick to reply to many of these tweets, reassuring customers that the price would be reduced in accordance with the weight of the product.
Many tweeters disagreed with Nestle's attempt to control their lolly portions, with 12% of negative conversation mentioning that the move was not going to improve health. Some even said they would just eat two Treat Size Pythons to compensate for their smaller size.

While most Australian tweets angrily disagreed with Nestle's decision to cut the Killer Python, very few mentioned never purchasing the product again, suggesting that the change will not effect sales in the future for Treat Size Python. The backlash, however, does serve as a cautionary tale for companies like Nestle. The #TreatSizePython hashtag introduced for marketing purposes negatively backfired. But in replying to tweets with their @NestleCare twitter account, Nestle was able to quell angry tweets about price changes, and show they were listening to customer comments.

Social Media Listening Reveals What People Really Think About FIFA 15

Every year, shortly after the commencement of the new soccer season, EA Games delivers their latest version of the FIFA video game. Sales have remained strong with FIFA 13 selling 14.5 million copies in its first year, and FIFA 14 remaining one of the top five games sold worldwide. 

This week we take a look at FIFA 15, listening into the social conversation generated in the first two weeks since the game’s release (23 September 2014 - 7 October 2014), to see if FIFA 15 is faring as well as its predecessors on social media.

DataRank gathers data from a variety of sources, collecting a diverse set of comments for more accurate analysis. Using data gathered from social networks, eCommerce sites and forums we are able to create a fuller picture of the sentiment surrounding a client’s brand. To illustrate the diversity of conversation we gather, we compared the FIFA 15 conversation we found on Instagram to the data we gathered from Twitter.


3.6% of conversation was gathered from Instagram with an overwhelming 98% positive mentions for FIFA 15. An interesting culture difference emerged on Instagram, with 92% of Instagram shares mentioning FIFA 15 uploaded by Italian users. #finalmente (finally), #mio (mine), and #love were the most popular hashtags used to accompany Insta pictures featuring the FIFA 15 game. While it is not a revelation that Italians love soccer, it is useful for companies to know where conversation about their product is being shared online. Mentions of FIFA 15 from Italians on Twitter was virtually non-existent, despite the greatest share of FIFA 15 conversation coming from this social network. In the future if EA Games needs to discover what Italians think of their product they will know to look to Instagram to find feedback.

Instagram data also held a demographic surprise, with 30% of FIFA 15 pictures shared by females. This was a stark difference to Twitter demographics, which had only 13% of FIFA 15 conversation generated by females. Information like this is invaluable for a company whose products are usually purchased by males. Further research could be conducted to see what else female FIFA 15 players are saying about their product.


Twitter users were far more critical of FIFA 15 with 41% of all tweets consisting of negative mentions. Pricing, and game performance were issues brought up in Twitter conversation.

Mentions using the dollar ($) currency were more prominent than mentions using pounds (£) but mentions including currency were concurrent with an average 80% negative sentiment. This information reveals that FIFA 15 owners using Twitter were more displeased with the game’s price across several countries including the United States, Australia, Canada, and the United Kingdom, than the 20% of people who positively mentioned the FIFA 15 price.

Of all negative comments 80% complained about performance issues. The most common problem was the servers, with gameplay disrupted due to slowness, game crashing, and inability to complete tasks like redeeming packs, and coins. Comments were most negative when the performance issues interfered with running the game.

30% of all Twitter comments mentioning FIFA 15 also mentioned Madden, with 57% trying to decide which game to purchase. Sentiment surrounding mentions of the two games was more positive for FIFA 15, with 50% of mentions contemplating purchasing both games, or stating a preference for the soccer game.

Living Up to the Hype

It’s still early days for FIFA 15, but it appears that while people are excited to purchase the game, server issues are holding the game back from receiving better reviews in online conversation. Pricing complaints will likely subside in the holiday season as retailers offer discounts or packages to go along with with consoles.

Using our analysis, we project that the reception of FIFA 15 in the future will improve as EA Games resolves its server issues, and ensures that packs and coin transactions go smoothly.

OPI vs Essie: Summer Nail Polish Trends 2014

Fall is already upon us, but while the hot weather lingers, DataRank is taking the opportunity to look back on the summer of 2014, and the nail polish trends that captured online conversation.

Using a sample of comments collected between 1 May 2014 and 31 August 2014, we pitted top nail polish brands OPI and Essie against each other to see what consumers had to say about their summer nail polish offerings, with a keen interest in color, price and shopper experience.

Share of voice is an important factor in determining the impression a brand has made on consumers. OPI had the greatest overall share of voice with almost 45,000 mentions and a total positive sentiment of 83%. Comparatively, Essie’s total share of voice was just over 35,000 with only 78% positive sentiment. These numbers reveal that people who use OPI nail polish are not only more vocal about their OPI experiences in online conversation, but also generally positive about the brand.

Demographics differed greatly between the brands. 40% of total OPI conversation was generated by the 35-44 year old age group while 45% of Essie‘s brand mentions came from within the 25-34 age group. It appeared that Essie appealed more to a younger demographic than OPI.

An interesting data point emerges when comparing the 18-24 and 25-34 age groups. 20% of OPI mentions came from 18-24 year olds; 6% more than Essie for the same age group. While only 10% of OPI conversation was generated by the 25-34 age group, Essie’s strongest demographic for online mentions. It appears that OPI is seeing a surge of popularity amongst teens and early 20 year olds that have yet to reach the 25-34 age group.


Bright and sparkly colors were the flavor of summer for both brands with darker colors receiving fewer mentions. Collectively the most popular nail polish colors for the 2014 summer were: Glitter/Sparkle, Pink and Red. 

The top OPI nail polish colors in order of greatest mentions were Glitter/Sparkle (93% positive sentiment), Pink (90% positive sentiment), and Red (81% positive sentiment). 

The top Essie nail polish colors were more evenly spread across the color options, suggesting that their color choices appeal to a broad range of consumers. By slight margins, Essie’s Glitter/Sparkle was also the most mentioned nail polish color with Pink and Blue closely following.


While Essie may have a wider range of preferred colors, OPI was more competitive in price. 35% of Essie nail polish price mentions were negative, with 11% of comments labeling the product “expensive”. Comparatively OPI had 88% positive mentions for the price of their nail polish during the 2014 summer season. 

Shopper Experience

A summer nail polish collection can be difficult to obtain if the experience in purchasing the nail polish isn’t enjoyable or the product fails to meet buyer expectations. Analyzing comments about summer experience by nail polish shoppers, DataRank learned that people purchasing OPI nail polish were more satisfied than those who bought Essie nail polish. OPI captured 83% positive mentions for shopper experience, while Essie garnered 76% positive mentions. Many negative Essie nail polish mentions focused on the polish being too thin and requiring multiple applications to get adequate color and coverage. While OPI did not acquire as many negative responses, it was not exempt from negative sentiment, with some mentioning their dislike for the OPI polish texture.

The Brand of the Summer

Both OPI and Essie performed well in all categories under analysis. But with a larger share of voice, overall higher positive sentiment, competitive pricing, and positive shopper experience, OPI performed slightly better than Essie in summer nail polish online conversation. 

The iPhone Case Study: Do Consumers Prefer Safety or Aesthetics When Choosing an iPhone Cover?

Source: Unbox Therapy|Youtube 

Since the release of the iPhone 6 and 6 Plus on 19 September, questions surrounding its durability have surfaced in online conversation. Unlike previous post-release iPhone issues (yellow iPhone 5 screen) the iPhone 6 Plus’s newfound flexibility is a phone accessory marketing dream. Traditionally, iPhone users have fallen within one of two camps: putting a case on it or keeping the iPhone in its true naked form and hoping that they never drop it. But news that the iPhone 6 Plus can be bent out of shape has caused a flurry of conversation on Twitter about whether the iPhone 6 Plus needs a case.

Collecting Conversation

To understand the effect that the iPhone 6 Plus phone bending has had upon iPhone users, DataRank analyzed conversation on Twitter from 26 August 2014 to 24 September 2014. We took a sample of comments from Twitter to evaluate sentiment for iPhone 6 phone cases.

The announcement of the new iPhones on 9 September resulted in iPhone case mentions jumping 43% from the previous day. Since that day there has been a steady increase in conversation about iPhone cases, but mentions peaked on 21 September with over 24,000 tweets mentioning an iPhone case. The peak coincides with the first social media reactions to news of the iPhone 6 Plus’ bending ability. However, of those who mentioned an iPhone 6 case in the past 14 days, only 25% of tweets talked about needing a case to protect their phone from bending.

With these statistics we began to question just how many people get a phone case to protect their iPhone from damage, and how many purchase cases for decorative purposes. DataRank’s distributed crawler system collected 17,000 comments mentioning iPhone cases from 24 March 2014 to 24 September 2014. We collect data from a variety of sources including eCommerce sites, forums, blogs, and social media.

Battle of the Brands

When it comes to iPhone case brands the choice can be endless, with many companies vying to attract iPhone owners for various case features: protection, beauty, battery life and wallet/phone combo. We searched for the top brands and within the past 6 months, OtterBox iPhone cases were by far the most popular, garnering 22% of overall conversation. The next most popular brands were Speck, Mophie and LifeProof, who made up 5% of overall conversation.

76% of OtterBox case mentions were positive, with conversation evenly spread between the 18 - 44 year old age group. This suggests that iPhone owners of all ages are interested in protecting their phone from cracks, scrapes and scratches over aesthetic appeal when they purchase a case.

              Source: Walmart 


Traditional colors also appear to hold the greatest share in iPhone case conversation, with black cases collecting a 23% share of voice and white closely following with 17%. Of those who mentioned black iPhone cases, 38% also named OtterBox. From this data we have found that traditional protective cases are the most popular within online conversation.


iPhone owners appear to be very vocal about the price of their phone case, with 29% of total phone case conversation mentioning how much their iPhone case cost them. 

Females appear to be most critical about the price of iPhone cases, with 71% of females who mentioned price also stating how expensive iPhone cases are.


Conversation about the iPhone 6 Plus bending issue will likely increase in the coming weeks as owners decide whether their use of the phone will dictate the need for a case. Even without a bending issue DataRank's data shows that iPhone users who want a case for their phone are more interested in protecting them from damage than making them look pretty. Given that the cost of an average OtterBox case exceeds $50, it is clear that iPhone users have always been serious about keeping their iPhones safe; even before #bendgate.