Nintendo In, Auxiliary Out: Insights Into Apple’s Latest Announcements

Two announcements from Apple’s keynote event on September 7th sparked conversations around the globe. However, these two messages were received quite differently. Nintendo, whose games have traditionally been exclusive to their own devices, will be releasing a string of games for Apple’s IOS devices, starting with Super Mario Run. This announcement was received well on multiple levels, including a significant rise in NTDOY shares that afternoon. Despite the positive reaction this new partnership received, one of Apple’s following messages turned a few of those grins upside down. Apple announced the iPhone 7 would be omitting the beloved auxiliary port, forcing consumers to progress with wireless headphone options. Change can be hard.

In these situations, it can be easy to blanket the overwhelming reaction; Nintendo is good, and no headphone jack is bad. But this take on the situation isn’t constructive for the people at Apple or Nintendo responding to these events, and it doesn’t say a lot about the people affected. Why do they care? What is the solution? How can you connect with these people? We decided to use Affinio to understand more about the people behind the conversations.

First, we ran an analysis on anyone discussing the Nintendo-Apple announcement. The news caught the attention of many different communities, ranging from Tech News, Pop Culture, to Rap and Entrepreneurs. What’s interesting is that the motivations for each cluster’s participation are different.

Here we’ll take a closer look into one of those communities:

It’s no surprise — the Gaming Community makes up a significant percentage of the people discussing the Nintendo-Apple announcement (18% to be exact!). But to say “Gaming Community” is pretty broad. It requires a deeper look to understand who these people are.

Let’s start off by digging deeper into this community’s interests. We know these people like Nintendo, but what else?

The mosaic below shows some of the most relevant accounts they follow on Twitter:

Alongside Nintendo, you’ll find Playstation, Sega and Xbox within the top row of interests. From here, we can assume these people are primarily console gamers.

Next, we took a look at some member statistics. Below you’ll see two bar charts: Gender Breakdown and Age Breakdown. The blue bar represents the Gaming Community, and the charcoal bar represents the overall audience. The Gaming Community is predominately males between the age of 25–44. Another thing to note is that the percentage of 25–34 is less than average, whereas the 35–44 is above average for the audience. Considering Nintendo was established in 1989 and marketed to little boys — these statistics align. This community has grown up on Nintendo. It’s likely that this latest announcement hit a nostalgic note.

Now let’s take a look at what they are saying about the event:

By taking a look at how this community has used the hashtag, #AppleEvent, we can understand their motivations for joining the discussion. Even just from these three posts, we can pull numerous insights:

  • They also took an interest in the Sony Event which happened the same day.
  • They’re still engaged with Pokémon Go (another phenomenon we covered!).
  • They do not fit the “blanketed approach” and have more than just positive feedback.

Our first analysis focused on the people talking about the Nintendo-Apple announcement, but we also took another report. This time, we angled our query toward those who were discussing the iPhone headphones and the missing auxiliary port.

Again, let’s take a closer look into one of the communities involved:

The Tech News Community makes up 36% of this audience. Being leaders in the technology industry, Apple presumably pays close attention to what this community has to say. As we can see from the mosaic below, this community draws influence from today’s biggest tech publishers — TechCrunch, Mashable, Wired, The Verge, etc.

With Affinio, we can examine the topics an audience shares — the domains where they source content and the interconnectivity within the subjects of shared content. From the image below, we can see that this community shares similar articles across varying sources: The Fader, CNN, Mashable, etc. But the most shared URL of the bunch is Apple’s own link to their keynote recording. We can infer, this cluster is interested in hearing the news first-hand, as well as consulting secondary sources.

Now that we’ve gotten to know the Tech News Community a little bit, let’s hear what they had to say about the iPhone7:

Notice anything? The Tech News Community does not fit the blanketed approach either. Are they skeptical? Yes, but this is a community of people who are willing to be critical and read multiple perspectives.

With platforms like Affinio, organizations can understand the different groups of individuals behind the conversations. Whether it’s good publicity or bad, insights like these help organizations know how to respond in a meaningful way; and that means not fitting your audience into a single box!

What do you think about Apple’s latest announcements? Let us know in the comments below!

Affinio Empowers Companies To:

  • Get insights into hot button topics
  • Understand the people behind conversations
  • Identify the best channels for communication
  • Build meaningful responses to PR crises

To learn about how to identify the right brand or influencer for your next campaign, request a demo.

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