Gizmodo likes Apple too, but not such an unhealthy amount…

  3 m, 8 s

Continuing the analysis of tech related sites, I decided to check to see if Apple really was that important across another consumer-focused tech site. I originally envisioned comparing Engadget and Gizmodo; but only got really good, clean content from Gizmodo. The Engadget content was too noisy with ads and headlines to make for a useful comparison. So, the short answer is that Apple is also number one in Gizmodo’s heart, but not by such a staggering amount. Here’s the content map for Gizmodo. And you can see that Apple is number one. However, a quick look at the numbers shows a different perspective: The difference is in the proportion of articles devoted to Apple and how the “tail” treated other companies. Across the Gizmodo universe, there were 4406 articles processed. 272 articles out of the 4406 mention Apple. That’s only 6%. Microsoft rates a 4.2%, with Google not far behind. What’s interesting is that the top companies are roughly the same in terms of the discussion…. Apple, Microsoft, Google in that order are #1, #2, and #3 for Mossberg, Pogue, and Gizmodo. Are they the top 3 personal tech companies? Seems like there is a bit of agreement here. Where they start to diverge is in the rest of the list. Facebook doesn’t make the top 10 for either Mossberg or Pogue – and I’d say that Facebook has become increasingly important. Amazon doesn’t make Mossberg’s list, but makes the list for Pogue and Gizmodo. (you can check out the earlier blog post to see their lists of top 10 companies). Yahoo! only makes Mossberg’s list (neither of the other’s), and AT&T figures way more prominently in Gizmodo’s list than either of the others. Sony makes all 3 lists. Canon only makes it onto Pogue’s list of top companies.  What I find most interesting about this chart is the fact that with the exception of the concept of “video”, everybody has some negative – and it’s roughly the same proportion for each. I’d be curious as to whether this is an editorial decision, or something that just sorta worked out. The themes seem to have less negative, but the companies each have a significant chunk of negativity associated with them – which is why everybody appears as neutral when it’s all mushed together.  So, again, comparing to Mossberg and Pogue, a few things stand out. First off is the face that Blu-ray players come out so high in the themes. Battery-life is the top theme, where with Mossberg&Pogue, it’s down the list at #8. The concept of “software” doesn’t even make the list for Gizmodo. Oh, to call it “hard drive” or “hard disk”? Gizmodo calls it a “hard drive”, M&P call it “hard disk”. I bet that’s a function of age, personally. I find the theme “personal portable” to be rather intriguing, so, here are the companies and themes that are co-mentioned with this theme: So, you can see that it probably has to do with gaming and video players. Last, but not least, let’s see where gizmodo stands on their primary themes (in terms of sentiment for each): I find it interesting that the concept of “screen” is overall neutral, but once a particular size is mentioned (”inch screen”) then the conversation seems to get more polarized. The most positive discussions are around battery life (which I find strange, given that it’s the thing that is increasing most slowly). So, in summary, I find it interesting that the top 3 tech companies are exactly the same across Mossberg, Pogue, and Gizmodo (Apple, Microsoft, Google). They even have the same order. The big difference is in the proportion of their coverage (25% for Mossberg/Pogue, and 6% for Gizmodo).

Categories: Analysis