Sony beats Apple to become most-desired brand during Black Friday/Cyber Monday

Sony has beaten technology rival Apple to become the most desired brand over the Black Friday/ Cyber Monday shopping weekend, earning 23 per cent of the social media conversations versus Apple’s 8 per cent.

According to insights by online intelligence platform Meltwater, just over 2 million conversations were recorded globally discussing Black Frida0y (28 November), with the buzz dropping by half during the sales on Cyber Monday (1 December).

During this time Sony took centre stage, closely followed by Samsung (23 per cent) with the most popular product purchased being the Samsung Galaxy.

Making up the rest of the top six brands were; Panasonic (18 per cent); Amazon (14 per cent); Michael Kors (13 per cent); with Apple earning 8 per cent of the brand conversation.

Although Michael Kors was not a trending brand on Black Friday it received 13 per cent of total brand buzz on Cyber Monday.

In the UK Tesco climbed the ladder to number one spot as the most talked about brand/retail outlet dominating half of UK conversations (51 per cent), beating Asda (22 per cent) and Amazon (8 per cent).

In the days leading up to Black Friday the world was optimistic about the bargains they would receive, with 83 per cent of comments tracked being positive). However, hope soon faded and negative comments (22 per cent) grew along with the amount of buzz received.

Reasons for the growth of negative comments included how disorganised the event was, with the word ‘chaos’ mentioned 14,538 times.

The research also found that 53 per cent of the total conversations came from men, and 47 per cent from women.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.