Apple's revelations drive social media activity

Yesterday at Apple’s annual Worldwide Developers Conference (WDCC), the technology giant revealed its latest iOS 7 software development.

Apple CEO, Tim Cook, described the new look software as “the biggest change to iOS since the iPhone”.

On the same day, Apple also revealed its intention to launch an online music streaming service, ITunes Radio, which is set to compete with existing rivals including Spotify and Pandora.

Using YouGov’s social media analysis tool, SoMA, we can see the significant impact of these announcements on social networking sites. For example the amount of people who heard about Apple on Twitter rose from 28.6% of the Twitter population on 9 June to 62.6% on 10 June. On Facebook the number of those who heard a mention of Apple increased from 3.7% of Facebook users on 9 June to 13.8% of users on 10 June.

While the three most popular words mentioned alongside Apple were identical on both social networking sites (‘wwdc’, ‘ios’, and ‘new’), it is interesting to note the different demographic audiences that were exposed. For example more males were exposed to a mention of Apple on Facebook (65%) than on Twitter (60%).

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