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Buzz in Social Media Fails to Predict Name of Apple’s iPad, Majority Guesses ‘iSlate’


BRUSSELS, Belgium, January 27, 2010 - Attentio S.A., the leading European provider of enterprise social media monitoring, today announced that the global social media space failed by a small margin to predict iPad to be the name of the new Apple device announced some hours ago.

While the media space was overcrowded with discussions on the new tablet device in the last few days, a majority of social media postings (40 percent) predicted the name to be iSlate while 35 percent of articles referred to it as iPad, the actual name announced today at 10am PST by Apple CEO Steve Jobs at a much anticipated event at the Yerba Buena Center for the Arts in San Francisco. Around 25 percent of the postings used iTablet.

People have blogged, tweeted and commented intensively about the anticipated Apple device long before today’s launch date. Since November last year, the Attentio Brand Dashboard™ reports more than 137,000 mentions of the rumored Apple tablet device, out of which most of them (56,000) were recorded on blogs, then tweets (44,000), then news websites (23,000) and, finally, forums (23,000).

In the last few days, the daily volume of social media conversations about the much anticipated device exploded; growing from just 2,000 on Monday to almost 10,000 as of today at 5pm Central European Time, a five-fold increase in just three days.

Using Attentio’s PhraseRank technology, main topics discussed across all sources in the last three days were identified as:

- Whether or not the tablet would support Open Source software.
- That Barnes & Noble was awarded the iTablet bookstore.
- That Conde Nast is working on iTablet applications.
- Speculations on what the new name would be.

60 percent of the conversations in social media mentioning the new Apple tablet were recorded in the United States. Out of the conversations tracked in Europe, surprisingly, despite lagging in Social Media usage, Germany created most of the buzz around the secret device (almost 1,000 postings in the last week), followed closely by the United Kingdom with around 600 posts.

About Attentio
Attentio was founded in 2004 by Mr. Per Siljubergsåsen, a star on the European internet scene and Mr. Simon McDermott. Mr. Siljubergsåsen was the founder of Mogul AB and co-founder of shopping comparison success, acquired by Yahoo! Inc. in 2004. Attentio provides online tools that help companies understand social media and listen to their customers. The company currently has clients, agency partners and resellers in Europe and in the United States. Attentio’s technology monitors and measures across a wide range of social media sources in over 50 languages. Attentio’s clients can be more responsive and identify new market opportunities while reducing the need for traditional, expensive market research. Attentio, the Attentio logo, the Attentio Brand Dashboard, Attentio Buzz Report and Attentio Industry Report are trade marks of Attentio SA, Rue aux Fleurs 32, 1000 Brussels, Belgium.


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