CIC Releases First Comprehensive Study of Chinese Notebook Internet Word of Mouth

 

Tuning into Notebook IWOM, 2007 Q3

January 21, 2008

 

NEWS FACTS

 

• Lenovo is most discussed manufacturer (34% of total brand and product posts), but ThinkPad fans also present a challenge for Lenovo to maintain credibility while balancing innovation.
• Dell Inspiron 1420 launch and its color choice made it the most buzzed Dell model (11% of total Dell posts); Dell used its Chinese blog to communicate with customers disappointed with shipment delays.
• Configuration and price are the most buzzed attributes of notebooks (32% and 22% of total brand and product posts). CIC's "Brand Attribute Landscape" shows each brand is associated with different sets of attributes.
• Desire for home-use notebooks (67% of top 100 buzzed models) make drive buzz of independent graphic cards and widescreens.
• Notebook Disassembling and "Do It Yourself" (DIY) reflect an active culture on notebook forums.
• HP (with recruitment of efluencers) and Toshiba (with use of "grab the floor" (tactic) demonstrate "smart" and appropriate IWOM marketing approaches.

 

Click here to download this report directly.

 

INSIGHTS ATTRIBUTABLE TO SAM FLEMMING, CEO/FOUNDER OF CIC

(Click here for Sam Flemming profile)

 

CIC's study found 1,204,117 notebook related messages were written by 160,926 posters. These impressive numbers suggest that notebook brands should recognize Internet Word of Mouth (IWOM) in BBS as a formidable media channel that influences netizens' opinions and at the same time a consumer insight channel for understanding consumer sentiment.

• 1,204,117 notebook related BBS messages were written by 160,926 posters; however, the notebook brands themselves are not part of this massive and passionate discussion. The exception is Dell which utilizes its Chinese blog to address complaints like those that occurred in August about the highly buzzed, colorful, but out of stock Inspiron 1420.
• Interestingly, Dell was previously the object of Internet Word of Mouth (IWOM) centered ire via "Dell Hell" in the US and "Processor Gate" in China. Now, its blogging efforts in China closely follow those in the US which are receiving praises. Dell demonstrates that in the Web 2.0 world, having an authentic voice is more important than crafting and disseminating a message. Other brands which have blogs in the US like Lenovo and HP, might do well to follow suit and extend their efforts to China.
• 67% of most discussed notebooks are targeting consumers; notebooks with video friendly widescreens are more buzzed than those with normal screens (85% vs. 15%) and notebooks with game-friendly independent graphic cards are more buzzed than those without (61% vs. 39%). These findings echo industry common knowledge that the consumer segment is the most important segment for marketers.
• Product design departments should be interested in the finding that configuration is the most discussed attribute (32.4% of all brand and product messages) as well as the presence of a passionate DIY spirit to upgrade and personalize notebooks. This suggests that consumers want to personalize and configure their notebooks for themselves.
• Lenovo dominates manufacturer buzz thanks to ThinkPad which is mentioned in 17.2% of brand and product messages. However, a closer look at the buzz shows that at least some of ThinkPad fans see Lenovo's recent changes in the ThinkPad's design, including a widescreen offering, as a threat to the brand.

 

Please contact Sam Flemming to arrange an interview and/or for additional quotes.

 

 

ABOUT CIC

 

CIC is the leading Internet Word of Mouth (IWOM) research and consulting firm in China. CIC helps its clients make sense of the buzz found on Chinese blogs, BBS, and other IWOM channels using proprietary data collection and text mining technology developed specifically for the Chinese language.

 

CIC was founded in 2003 by a team of local and international professionals with rich experience in the Chinese marketing communications, public relations, brand consulting, data collection and text mining. With sensitivity toward marketing, market research, media planning, public relations, and product development, CIC's team of IWOM analysts provide actionable insights for a stable of Fortune 500 retainer clients in China and around the world.

 

For more information, please visit www.cicdata.com (CIC website), www.seeisee.com (CIC Company blog in Chinese) and www.seeisee.com/sam (CEO's blog in English).