Apple may be the darling of the advertising world but consumers are choosing to ignore their current marketing efforts as iPhone ads account for only 9.4% of smartphone video shares. In a breaking report from Unruly, Apple are losing the social media war with Samsung and Nokia - even the iPhone 4S attracted 2.5 times more social shares than the current iPhone 5 model. Unruly also analysed other players in the technology arena such as tablets, web browsers, game consoles and video games and found that Sony's PS4 console video ads far outweighed shares for Microsoft's Xbox, with Sony's videos generating 90% of the shares and 91% of the views between the two rivals.

The report clearly identifies who is winning the hearts and the minds of consumers in the run up to the big holiday season. The sharing of a video across social networking platforms is a major indication that the content is relevant, informative or entertaining and that people are willing to buy into the brand if they trust the recommendations from their peers. Consuming a video via social media increased 'brand favorability' by 23% and increased the 'likelihood to purchase' by 103%:

Apple Lose Out To Samsung, Xbox to PS4 in Video Ad Battle [Report] favoribility 606x307

Apple Lose Out To Samsung, Xbox to PS4 in Video Ad Battle [Report] purchase intent 606x313

Unruly COO Sarah Wood said of the findings:

Consumer tech has completely transformed over the past decade. In such a fast-moving environment, where innovation is key to grabbing consumers' attention, brands need a fast-paced medium to market their products. Because social video can be emotionally powerful and at the same time also extremely informative about new products or features, it offers a massive opportunity for brands in the run-up to the holiday season.

But while the numbers are high for certain brands, overall the technology sector lags way behind others when it comes to ad shares with video games and consoles, smartphones, tablets and browsers accounting for only 9% of the market. Consumer goods (packaged and fast moving) and other retail took the lion's share with 29.4% and 19.7% respectfully.

Let's take a look at each of the sectors covered;

Smartphones: Apple Is Under Performing Against Rivals

Ads for Samsung smartphones dominate the market, attracting over 50% of the total number of shares. Nokia came in second with 17.4%, while Apple was way behind in third with only 9.4%. Unruly note that the sheer amount of video content released by Samsung may play a significant role in this.

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There's a double blow for Apple as ads for the current iPhone 5 model are proving less popular than the 4S which attracted 2.5 times more shares for the company.

Apple Lose Out To Samsung, Xbox to PS4 in Video Ad Battle [Report] smartphone video shares 606x106

Video Game Consoles: PS4 The Clear Winner Over Xbox One

Video ads for Sony's PS4 console generated 90% of shares and 91% of the views over rival Microsoft's Xbox One with the 'Official PlayStation Used Game Instructional Video' (with 760,908 shares) being mainly responsible.

Video Games: Grand Theft Auto V Ahead Of The Pack

Apple Lose Out To Samsung, Xbox to PS4 in Video Ad Battle [Report] grand theftb auto v

Rockstar’s Grand Theft Auto V videos have attracted 48% of the video shares this year. At time of writing, the Grand Theft Auto V: Official Gameplay Video has hit 23,259,188 views since its release in early July 2013 with 729,177 shares.

Call of Duty MW3 still leads the way for all time most shared game trailers with a combined total (from the 'Reveal' and 'the Vet and the N00b' videos) of 2,304,683 shares.

Tablets: Microsoft Surface Ads More Popular Than Samsung Galaxy

Microsoft’s Surface device is responsible for the two most shared tablet ads of all time, ahead of Samsung’s Galaxy Note 10.1, which came in third. Ads for the Surface attracted 7,811 more shares per video than videos for the Galaxy.

The following ad currently has 8,557,323 views and has attracted over 22,000 comments.

Web Browsers: Chrome Ahead But Internet Explorer Catching Up

Apple Lose Out To Samsung, Xbox to PS4 in Video Ad Battle [Report] google chrome

Unruly found that videos for Google Chrome attracted nearly 70% of the total all time shares although ads for Microsoft's Internet Explorer browser are gaining solid ground with nearly 89% of shares in the last 12 month.

Internet Explorer's 'Child of The 90's' and 'Do You Know This Guy' videos, both released within the last 10 months have attracted over 50 Million views between them which accounts for the dramatic increased share they have seen against their rival.

You can download a full copy of the report from Unruly here.

  • Truth 2013

    Hahaha, $0N¥ PauperStation = LIES, OVERHYPE, UNDERDELIVER!

  • Blaze Blue

    and to add it is way too soon to say Sony won.

  • AlexH

    Why would i want to spend $400 on a system (PS4) that only talks about indie games. 90% of their games are indie games.
    I prefer playing $100 for an Ouya, and buying an Xbox One.

    PS4 is the Sony Ouya

    • Ottoni Bastos

      Yeah the same was told about PS3 sometime ago: "Ps3 have no games"

      In the end,Ps3 is the console with more exclusives AAA(360 have only GOW judgment this year).

      The history will repeat ...

    • yp

      is this a joke? indie games are an iceing on a cake, if you dismiss ps4's game you automatically dismiss xbox one library too when both systems share like 95% of their games. and ouya doesnt exist, its a failed product

    • ThePokeMaster

      1) Microsoft has shown most, if not all, of their cards at E3.
      If you are familiar with PlayStation in the slightest, you'd know that there is a lot more to look forward to on PS4.
      Sony already confirmed all of Worldwide Studious working on PS4 games right now. (I'm not gonna make a list of the studios and games. You look it up).

      2) Without indie games and developers, we wouldn't have many major franchises. They're important.
      Besides, they're capable of making creative and really engaging games. It's too bad you can't appreciate games that don't look like BF4 or COD.

      You're conclusion of the PS4 makes no sense and is pretty ignorant.

    • Vincent

      Are you blind, First and Second coneference all about games, not tv tv tv tv sport sport tv tv Call of Duty and dog wtf.

      By the way I went to Game shop and pre-oredred PS4 I ask the guy in the shop he told me that PS4 winning the pre-oreder.

    • Yorick

      And they clearly didn't only talk about indie games. What are you talking about? This is Playstation, the brand that made Uncharted, The Last of Us, God of War. Wow do you really think they can't make new IP's? You're just a fanboy.

    • Blaze Blue

      Thank you, my words exactly. What are you getting other than a over priced gaming system. At least with Xbox one you are getting more than you would ever think.

    • Ritsujun

      Mindless blindb0ts enjoy getting Xbone180'd over and over again.

  • Blaze Blue

    that goes without saying about Android phones. Now that it's in peoples hand people are going to find out its not a real reliable platform. The phone starts out great but then it starts freezing up frequently you will end up rebooting the phone also starts to run slow and to make matters worse you would have to be careful of what you download because then you would have to be careful of viruses . Too much to deal with for the none tech savvy people.

  • Austin Patterson

    Awesome post!

    Most of the products discussed are products that have a lot of brand loyal customers though. For example, most people that buy apple products are very apple loyal. My question would be, what is the ROI on these ads?

    Was there sole purpose social sharing/branding in order to increase their presence and SEO? If so, then yes they're dominating the competition.

    I'd like to see a report of these same products/companies after the holiday season that relates social sharing and view count vs profitability. This will show the importance of social media in any business.

    -Austin Patterson
    Digital Media Specialist & Chief Dragon Slayer

    • Carla Marshall

      Hi Austin, you raise some good points particularly regarding brand loyalty and yes, feedback will be invaluable in evaluating whether huge amounts of social sharing results in a real ROI for the companies mentioned.