Kindle Fire Trend: Part II
It’s been over three weeks since we last looked at the buzz surrounding the Kindle Fire. This week, I’d like to look at the same information we saw a few weeks ago and see how the trend has fluctuated since then. I’d also like to look at any news released by Amazon since then to see if it’s affected the buzz in the communities we tracked two weeks ago.
As a reminder, I’m looking at the volume of buzz that the kindle fire gets in the following blog communities:
Again, we’re looking at more than just the tech communities, as the kindle fire is targeted to a much larger demographic than just gadget lovers.
Let’s first look at the share of voice of the kindle fire compared to the iPad since Sept 21. Bear in mind that the official announcement came on the Sept 28.
Wireless/Mobile:Music:Moms:Fashion:Books:Looks like he buzz about the kindle fire peaked on September 28th for all of these communities over the past few weeks. On that day, Jeff Bezos announced the Kindle fire in an official press conference hosted by Amazon. As many of you predicted, the buzz surrounding the Fire dwindled over the past few weeks. With no new official announcements or promotions, there has been nothing for bloggers to create buzz about. Posts that mentioned the Kindle Fire in the past few weeks have been using the same information from the initial release.
Notice that there have been many mentions of competing devices in the same category, as well as mentions of the overall product category. In the past few weeks, posts concerning the Kindle Fire have consisted of speculation and comparisons to existing and upcoming products. More specifically, tech blogs like Gizmodo have spent more time focusing on the device specifications and manufacturing, while outside communities have been focusing on the entertainment value the device offers.
It’s no real surprise that there has been little buzz. Amazon has spent little to no effort with releasing new information and little time engaging influencers to help promote their product. Perhaps they could have taken a few pointers from Gini on how to create conversations. Amazon didn’t let attendees to the press conference touch the device; a poor decision when coupled with the lack of hands on previews from any source. This has led to low levels of buzz, with information based on leaks and speculative blog posts that are not necessarily helping to broaden awareness and excitement about their new device.
While we understand that the volume of conversations about the Kindle Fire have been low, we haven’t focused on the level of market penetration that the announcement has made. To do so, we’ll look at the share of mind of the five communities we are examining. Share of mind being the number of influencers in the community who mentioned the topic at least once in the past 3 weeks:
The one tech community we included has a predictably high level of market penetration. The share of mind that the Kindle Fire holds in this community is quite high. This is particularly true within the high and medium influencers; in which, nearly ALL bloggers in the tech community have in some way mentioned the device in the past 3 weeks. In the other communities, share of mind has been relatively low for the medium and long tail influencers, and presence in the high influencers is zero with the exception of mommy bloggers.
This post was mainly to bring us up to date on the data collection we started last time. With over 3 weeks between now and the launch of the Kindle Fire, Amazon has ample time to release more news, promotions, and test units to journalists for previews.
But why has Amazon been so passive about buzzing the kindle fire? What could they be doing to build more excitement? Let us hear it in the comments!