NEW YORK, June 25, 2007 – Thanks in part to unprecedented pre-launch blog buzz, anticipation is soaring for Apple’s iPhone as the June 29 launch nears. Apple CEO Steve Jobs’ January 2007 announcement of the new handheld media device – which combines functionality from the iPod, mobile telephony and the Internet via touch screen – resulted in buzz levels higher than any other product announcement this year.

According to Nielsen BuzzMetrics, the global measurement standard in consumer-generated media, the buzz around the forthcoming iPhone was 33% higher the week ending June 23, 2007 versus the average of the prior four weeks.

“Apple’s iPhone is riding an unprecedented wave of pre-launch conversation and expectations are mounting,” said John Latona, Vice President of Client Services, Consumer Technology, at Nielsen BuzzMetrics. “Starting next week, the nature of the conversation will shift to very explicit and descriptive commentary about actual experiences with the product, and this will have a huge impact on ongoing trial, advocacy and sales.”

What’s behind iPhone buzz?

• Top appeal drivers include anticipated features, especially visual voicemail and the inclusion of a music library
• Negative issues raised in conversation include high price point, lack of keyboard, and concerns over AT&T’s coverage
• Expectations are extremely high and reflect huge levels of confidence in Apple brand; consumers believe the iPhone will have a successful launch
• Several conversations related to the iPhone take place on Gizmodo, The Unofficial Apple Weblog (TUAW) and Engadget

iPhone Web Traffic

Traffic to the official corporate site, apple.com, spiked following the iPhone announcement.  According to Nielsen//NetRatings, the iPhone section of the site had 1.79+ million unique visitors in January 2007 and the keyword “iPhone” was searched 870,000 times.  Consumers continued to visit the site during February and March frequently, with more than 980,000 unique visitors per month, with a slight decline during April (almost 637,000 unique visitors).  Web traffic to the site increased again during May with more than 701,000 unique visitors a month prior to release.

iPhone Webcast

Join industry experts Pete Blackshaw, CMO and John Latona, VP and Consumer Technology practice lead, of Nielsen BuzzMetrics for a thought-provoking Webcast to dissect the buzz on this year's most anticipated consumer electronics product. The Webcast takes place live on June 28, from 12:30-1:30 pm EDT.  Sign-up now at http://nielsenbuzzmetrics.com/webinars

iPhone Syndicated Product Offering

Nielsen BuzzMetrics is monitoring consumer sentiment around the iPhone launch and will report the findings via a special syndicated report.  For information on how to purchase this study, please contact Jay Rampuria at jay.rampuria@buzzmetrics.com or 619.944.3603.
 

Press Contact: Sandra Parrelli; Sandra.Parrelli@nielsen.com; 646-654-7772

Sales Inquiries: sales@buzzmetrics.com; 1.877.999.7335

About Nielsen Online:

Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com.

About The Nielsen Company:

The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.