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Just two hours after Apple's January 27 announcement of the much-anticipated iPad, 71% of circulated tweets analyzed were favorable toward the iPad, up 21 percentage points from the 50% favorability recorded two hours before the announcement, according to a study from Attensity.

Sentiment toward the iPad improved and stabilized after Apple's official announcement:

  • Two hours prior: At least 50% of tweets expressed positive sentiment toward the iPad.
  • Two hours after: 71% of tweets expressed were positive, with extremely negative sentiment disappearing to a negligible 1%.
  • Four days after: 69% of tweets were still positive for the iPad.

Among positive tweets, the three issues most commonly discussed were iPad applications (48%), followed by its comparison to the iPhone (38%), and screen quality (8%).


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Among those who disliked, or even hated, the iPad, the reasons most often expressed related to the following:

  • Lack of support for Adobe Flash technology: 41%
  • Already own iPhone : 28%
  • Love their Kindle: 26%
  • Lack of a camera: 3%
  • Inability of user to replace his/her own battery: 3%

About the data: Attensity pulled a total of 55,000 tweets from Twitter and analyzed their content. Twenty thousand tweets were pulled in the two hours prior to the Jan. 27 event; another 20,000 two hours post-announcement; and an additional 15,000 four days later. 

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