Discussion buzz - Harris Interactive UK

Transcription

Harris Buzz Report
Report #9 October 2011
September 2011 fieldwork
contact
Steve Evans
technology & entertainment
sevans@harrisinteractive.com
+44 (0)7849 172 341
We are a full service research agency
specialising in technology, telecoms, media,
entertainment and the modern consumer
© Harris Interactive
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Product/service launching, including pack testing
New product development
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technology & entertainment
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2
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may also be interested to see
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Harris Interactive investigating
everything you need to know
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http://www.harrisinteractive.com/vault/HI_UK_Corp-%20Portable-Device-Research.pdf
click on this link or paste into browser
to download the full report for free
3
What is “Buzz”?
Each month, we find out the
“buzz” of a dozen or so recent or
upcoming releases/products for
technology, telecoms, media and
entertainment
We find out 3 key buzz metrics
per release/product:
1.
Level of awareness &
familiarity
2.
Degree to which it
generates discussion
among peers
3.
Degree of excitement it
generates
The Harris Buzz study results disclosed in this report may
not be used for advertising, marketing, or promotional
purposes without the prior written consent of Harris
Interactive. Products and brand names are trademarks or
registered trademarks of their respective owners.
in this report, we look at:
(listed alphabetically)
Big Brother re-launched on Channel Five
BlackBerry to launch music service
BT ordered to block pirate sites
Deus Ex: Human Revolution video game
FA Cup match to be screened on Facebook
Gears of War 3 video game
Google buy Motorola’s mobile division for $12.5bn
HP to cease making PC/tablets to focus on software
Legal battle with Apple prevents Samsung selling its Galaxy tablets and smartphone
Microsoft unveils Windows 8 operating system for PCs and tablets
Star Wars films released on Blu-ray
Steve Jobs resigns as CEO of Apple*
Yahoo! boss is fired and company is put up for sale
*Fieldwork conducted before his sad death in
early October. We will be covering this tragic
news in the next edition of Buzz, as well as
looking at the iPhone 4S launch.
4
What is “Buzz”?
In addition to the Buzz for the latest news
and releases, we now measure…
Harris Brand Buzz
For each brand (see table right) we measure
the degree to which the general public
believes this brand is “Ahead of the game”
See last chapter of this report for the results
In this report, we measure:
(listed alphabetically)
Compaq
Flickr
Groupon
HP
Kindle
Last.fm
Lenovo
MTV
Packard Bell
Panasonic Viera
Sony Bravia
Wikipedia
Yahoo!
5
 Robust quantitative method
 1,096 UK respondents this edition
 Online fieldwork late September 2011
 Data weighted to be representative of
UK national demographics aged 16-64
demographic
Total
All males
All females
16-24 year olds
25-34 year olds
35-44 year olds
45-54 year olds
55-64 year olds
unweighted base
1,096
539
557
158
266
251
219
202
 Data “propensity weighted” to
account for any online sampling bias
sample profile
6
Metric 1 of 3
Awareness buzz
How we asked the question
Please take a look at this list of technology,
mobile and entertainment topics, new
products and services. Tell us how familiar
you are with each.
 Extremely familiar
 Very familiar
 Somewhat familiar
 Just know the name and nothing more
 Never heard of this
Two important things to note
1. We gave no further information or
images to respondents, we just
showed them the text list as shown on
Page 3 of this report
2. When considering all Buzz metrics, one
needs to bear in mind that some
products/services have been launched,
some earlier than others, and some
are yet to be launched (see over for
more detail)
8
UK launch/news date details
Big Brother re-launched on Channel Five
Re-launched mid-August 2011
BlackBerry to launch music service
Announced and started trialling in late August 2011
Announced late July 2011
Deus Ex: Human Revolution video game
Released late August 2011
FA Cup match to be screened on Facebook
Match streamed in mid-August 2011
Released mid-September 2011
Google buy Motorola’s mobile division for $12.5bn
Announced mid-August 2011
HP to cease making PC/tablets to focus on software
Announced mid-August 2011
Legal battle with Apple prevents Samsung selling its
Galaxy tablets and smartphone
Injunction granted mid-August2011
Microsoft unveils Windows 8 operating system for PCs and tablets
Unveiled mid-September 2011; due for release 2012
Star Wars films released on Blu-ray
Released mid-September 2011
Steve Jobs resigns as CEO of Apple
Announced late August 2011
Yahoo! boss is fired and company is put up for sale
Announced early September 2011
9
Awareness buzz
Commentary
Extremely familiar
Very familiar
Somewhat familiar
Know name only
Never heard of
Big Brother re-launch on C5
Steve Jobs resigns from Apple
Star Wars on Blu-ray
12%
16%
9%
10%
26%
12%
24%
4% 9%
Gears of War 3
4% 7%
15%
Microsoft Windows 8 OS
3% 8%
17%
18%
3%6% 13%
BT to block pirate sites
2%6%
Google buy Motorola mobile
4%5%
Yahoo! put up for sale
2%4% 9%
FA Cup match on Facebook
15%
14%
2%
4% 7% 11%
23%
31%
54%
51%
49%
66%
17%
16%
19%
13%
35%
24%
13%
2%
3% 11%
13%
22%
15%
2%4% 9%
30%
16%
17%
Deus Ex: Human Revolution
BlackBerry music service
28%
18%
Apple-Samsung legal battle
HP to focus on software
Big Brother’s revival on Channel Five
tops awareness in this edition of Buzz,
ahead of Steve Jobs’ resignation and the
Star Wars films being released on Bluray
57%
61%
70%
71%
65%
77%
Base: all respondents (1,096)
Despite being dropped from C4 last year
due to declining ratings, Big Brother’s
return on Five has generated notable
media attention, with over half the
population at least somewhat familiar
with the show’s re-launch.
Steve Jobs’ standing down as CEO of
Apple also features highly. Fieldwork was
conducted before the very sad news of
Steve’s death in early October. This tragic
news is something we’ll look at in the
next edition of Buzz, as well as looking at
the iPhone 4S release.
Star Wars on Blu-ray has also caught the
eye with just under half the population
somewhat familiar with the release.
Of the other news articles and product
launches this month, consumers are
most aware of the Apple-Samsung legal
battle over patent infringements.
10
10
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,096 539 557 158 266 251 219 202
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
4%
9%
18%
16%
54%
6% 1% 9% 3%
15% 3% 10% 11%
20% 16% 24% 20%
17% 15% 14% 15%
42% 65% 43% 51%
2% 2% 2%
10% 6% 8%
13% 18% 14%
18% 14% 18%
56% 59% 59%
Google buy M
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
4% 7% 1% 7% 5% 3% 1% 1%
5% 9% 1% 5% 5% 5% 4% 4%
15% 20% 11% 17% 20% 15% 14% 9%
16% 16% 16% 24% 13% 11% 18% 15%
61% 50% 71% 46% 57% 66% 63% 70%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
12%
16%
28%
30%
13%
11%
17%
29%
30%
13%
15%
12%
28%
32%
14%
HP software
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
3% 6% 1% 7% 3% 2% 3% 3%
6% 9% 2% 8% 7% 5% 5% 2%
13% 17% 9% 21% 13% 14% 11% 7%
13% 15% 10% 14% 12% 12% 11% 15%
66% 54% 77% 50% 65% 68% 71% 73%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
2% 3% 1% 8% 2% <1%
<1%
3% 4% 2% 8% 4% 1% 1% 1%
11% 13% 10% 23% 14% 8% 5% 9%
19% 18% 20% 15% 22% 19% 23% 15%
65% 62% 68% 46% 59% 71% 71% 75%
Star Wars BD
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
10%
12%
24%
23%
31%
14% 5% 11% 12%
17% 8% 17% 19%
26% 23% 26% 31%
22% 23% 20% 20%
21% 41% 26% 19%
18% 4% 1%
13% 7% 4%
25% 21% 15%
19% 27% 29%
25% 42% 52%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
2%
6%
17%
17%
57%
9%
18%
26%
13%
35%
14% 5% 13% 9%
26% 9% 23% 18%
27% 24% 20% 27%
10% 15% 14% 9%
22% 47% 30% 36%
10%
17%
26%
12%
36%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
2% 3% 1% 8%
4% 6% 3% 8%
9% 12% 6% 17%
15% 16% 13% 12%
70% 63% 77% 55%
Windows 8 OS S. Jobs resigns
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
3%
8%
17%
24%
49%
6% 1% 8% 3% 4% 2% 1%
12% 4% 11% 11% 5% 6% 4%
21% 13% 24% 19% 16% 17% 10%
22% 25% 18% 22% 26% 19% 31%
40% 57% 39% 45% 50% 55% 54%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
2% 3% <1% 5% 2% <1% 1%
4% 6% 2% 7% 5% 3% 3%
7% 10% 4% 15% 8% 8% 4% 1%
11% 12% 10% 11% 13% 10% 11% 11%
77% 69% 84% 63% 72% 78% 81% 88%
Yahoo! Sale
Deus Ex: H/R BT block pirate B/Berry music Big Brother C5 A-S legal battle
Gears of War 3 FA Cup F/book
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,096 539 557 158 266 251 219 202
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
2% 3% 1% 5% 3% 1% 1% <1%
4% 6% 1% 7% 8% 1% 1% 1%
9% 12% 6% 11% 11% 9% 6% 8%
14% 14% 14% 15% 12% 12% 15% 18%
71% 64% 78% 62% 66% 78% 77% 73%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
4%
7%
15%
22%
51%
Awareness buzz
demographic breakdown
13%
16%
27%
31%
13%
22%
25%
27%
12%
14%
15%
21%
33%
25%
8%
7% 3%
17% 8%
26% 25%
36% 47%
15% 17%
4% 1% 6% 3% 2% 1% 1%
10% 3% 8% 9% 5% 5% 5%
22% 13% 22% 16% 21% 17% 11%
16% 17% 17% 17% 15% 15% 21%
48% 67% 48% 56% 58% 63% 63%
3% 1% <1%
10% 2%
16% 5% 6% 1%
17% 23% 8% 9%
54% 68% 86% 90%
6% 3% 12% 7% 2% 1%
10% 5% 10% 15% 6% 1% 3%
18% 12% 28% 19% 15% 8% 6%
23% 21% 18% 23% 25% 24% 19%
43% 59% 32% 37% 52% 66% 73%
(alphabetical order)
9%
19%
26%
14%
32%
6%
13%
27%
15%
39%
11
Awareness buzz
Please consider launch/fieldwork dates to place results into proper context
NYR = not yet released at time of fieldwork; This edition’s items are highlighted green
all time list
(base size >1,000)
Phone hacking
Oscars
Baftas
Brits
Final Harry Potter
London 2012 tickets issued
Murdoch questioning
PS3 accounts hacked
Golden Globes
Charlie Sheen in news
3D TV sets
DAB Radio
Freeview HD
Twitter warn/super-injuncts
IE9 launched
Big Brother re-launched on C5
Murdoch’s BSkyB bid
iPad 2
Microsoft buy Skype
Steve Jobs resigns as Apple CEO
Nintendo 3DS
iPhone secretly tracking
BT Vision
Star Wars films released on BD
Firefox 4 launched
iPad
Windows 7 Mobile
iPhone4 reception issue
Bing
Digital display screens
BBC News website redesign
Smart TV
Google+
Kindle
Android-based tablet devices
Google Chrome OS
The Times paywall
Sky 3D Channel
Xbox Kinect
Spotify
Skype on Facebook
3D Wimbledon
Call of Duty: Black Ops game
iPhone 4
Samsung Galaxy Tab
3D Blu-ray players
Apple iCloud announced
BlackBerry PlayBook
Google launch Cloud music
Google launch Chromebooks
Nokia/MS partnership
Launch/
news
date
Fieldwork
date
% At least
somewhat
familiar
06/11
1929
1954
1982
07/11
06/11
07/11
04/11
1944
03/11
01/10
1999
2010
06/11
03/11
08/11
06/10
03/11
05/11
08/11
03/11
04/11
12/06
09/11
03/11
06/10
11/10
06/10
06/09
2009
07/10
2010
06/11
10/09
06/10
NYR
06/10
10/10
11/10
02/09
06/11
07/11
11/10
06/10
02/11
Mid-2010
06/11
06/11
05/11
05/11
02/11
07/11
02/11
02/11
02/11
07/11
07/11
07/11
05/11
02/11
04/11
07/10 & 05/11
08/10
07/10
06/11
05/11
09/11
02/11
04/11
05/11
09/11
7/10 & 2+6/11
05/11
11/10
05/11 & 09/11
05/11
07/10
07/10 & 02/11
08/10
08/10
08/10
08/10
04/11
07/11
11/10
02/11
07/10
08/10
08/10 & 11/10
07/10 & 11/10
07/10 & 02/11
07/11
07/11
11/10
07/10
04/11
08/10
06/11
11/10 & 06/11
05/11
05/11
04/11
89%
87%
85%
84%
82%
81%
79%
74%
74%
68%
63% (+27% pts)
64%
64%
58%
58%
57%
57%
56%
54%
53%
53% (+3% pts)
50%
47%
46% (+11% pts)
46%
46%
44% (+21% pts)
44%
44%
43%
42%
41%
41%
40%
39%
39%
39%
38% (+4% pts)
37% (+20% pts)
36% (+11% pts)
36%
35%
35%
34%
34% (+2% pts)
34%
33%
32% (+15% pts)
32%
32%
32%
Nintendo unveil ‘Wii U’
HP TouchPad
Orange / B’card “Quick Tap”
Nokia E7 smartphone
Microsoft unveils Windows 8 OS
Sonic the Hedgehog 20 years
Sony Ericsson Xperia Play
LA Noire videogame
HTC/Apple dispute
Myspace sold for £35M
Blinkbox launched
Halo: Reach game
Vevo launched
Amazon Cloud Player
Portal 2 video game
Playstation Vita
Fable III video game
Steam (gaming service)
“.xxx” sex domain (18+)
UK Radioplayer
Google TV
‘The Daily’ iPad newspaper
Samsung Galaxy
Apple TV
Motorola Xoom
Crysis 2 game
"Newport" Jay-Z spoof
Fallout: New Vegas game
Sony Move
HTC Flyer tablet
Warner films on Facebook
Homefront video game
World of Warcraft free
Deus Ex: Human Revolution game
BlackBerry launch music service
Google Buzz
Google One Pass
Yahoo! company put up for sale
Qriocity streaming service
UK HuffPo launched
Virgin Gaming
YouView
Dell Streak
Net neutrality
Launch/
news
date
Fieldwork
date
% At least
somewhat
familiar
06/11
07/11
08/11
06/11
02/11
NYR
1991
09/11
04/11
07/11
06/11
05/11
06/11
2008
09/10
12/09
08/11
03/11
08/11
06/11
NYR
06/11
2002
04/11
03/11
10/10
NYR
04/10
09/10
02/11
03/11
08/10
10/10
09/10
06/11
03/11
03/11
06/11
08/11
08/11
02/10
02/11
09/11
03/11
07/11
07/10
NYR
08/11
06/10
n/a
06/11
07/11
09/11
06/11
05/11
09/11
07/11
09/11
04/11
09/11
06/11
07/11
07/11
05/11
11/10
05/11
09/11
04/11
09/11
06/11
06/11
06/11
08/10
04/11
04/11
7/10 & 11/10
02/11
08/10
11/10
02/11 & 06/11
04/11
08/10
11/10
7/10 & 11/10
06/11
04/11
04/11
07/11
09/11
09/11
08/10
04/11
09/11
04/11
07/11
08/10
11/10
09/11
07/10
11/10
31%
31%
30%
30%
30%
28%
28%
27%
27%
26%
26%
26%
26%
25%
25%
25%
24%
24%
22%
22%
22%
22%
22%
22%
22%
22% (+5% pts)
21%
21%
21%
20% (+2% pts)
20%
20%
20%
19% (+5% pts)
19%
19%
18%
17%
16%
16%
16%
16%
15%
15%
15%
13%
13%
12%
11%
10%
12
Metric 2 of 3
Discussion buzz
Discussion buzz
Among those at least somewhat aware of each
Commentary
Have/will discuss a great deal
Have/will discuss a little
Have not discussed this at all and probably won't
It would never occur to me to discuss this
Deus Ex: H/Revolution game (179)
FA Cup on Facebook (125)
7%
41%
13%
35%
33%
18%
35%
18%
HP to focus on software (295)
10%
36%
34%
20%
Microsoft Windows 8 OS (346)
11%
35%
34%
20%
Big Brother re-launch on C5 (612)
12%
34%
Gears of War 3 (282)
10%
35%
Star Wars on Blu-ray (507)
10%
35%
Apple-Samsung legal battle (385)
7%
36%
S. Jobs resigns from Apple (652)
6%
37%
BT to block pirate sites (317)
Among those at least “somewhat
aware”, the level of discussion is
fairly even across many of the
news topics covered in this
edition of Buzz
9%
33%
BlackBerry music service (181)
7%
33%
Google buy Motorola mobile (295)
7%
30%
Yahoo! put up for sale (198)
9%
21%
30%
36%
33%
40%
24%
20%
23%
18%
33%
24%
34%
23%
39%
21%
40%
23%
The latest Deus Ex game and the
streaming of an FA Cup match on
Facebook, topics with relatively
low awareness levels, marginally
top the list with just under half of
those aware of them saying they
will discuss them a little with
others.
A number of the articles covered
this month relate to future
changes in the market and, as
such, are not generating significant
levels of discussion at present but
are likely to do so as new products
and services are unveiled.
Overleaf we show the same data
again, but this time taking into
account those unfamiliar with
these topics.
53%
17%
bases shown in parentheses
14
14
Discussion buzz
Among all respondents, including unfamiliar
Commentary
Have/will discuss a great deal
Have/will discuss a little
Have not discussed this at all and probably won't
It would never occur to me to discuss this
Unfamiliar (not asked about discussion level)
7%
20%
3%
19%
4%
16%
17%
18%
15%
14%
43%
13%
48%
11%
54%
2% 11%
12% 5%
3% 10%
9% 6%
72%
70%
Gears of War 3
3% 9%
10% 5%
74%
2% 9%
9% 6%
74%
Here is the same data on discussion
buzz, but this time including the
unfamiliar consumers to provide a
total market view
2% 8% 7% 4%
78%
2%7%
76%
9% 5%
1%6% 5%3%
85%
1%5% 6% 3%
84%
2%4%4%2%
1%
3% 8% 3%
88%
86%
The three news stories people are
most familiar with generate greatest
discussion across the UK.
Big Brother heads the list with over 1
in 4 saying they will discuss it with
others (although this is heavily
skewed towards younger people –
see the breakdown overleaf).
The Star Wars release on Blu-ray is
being discussed by 1 in 5 of us.
The Apple/Samsung dispute,
Windows 8, Gears of War and the BT
block of pirate sites are all being
discussed by over 1 in 10 of the
population.
With the great majority of the UK
not having heard about the new
Deus Ex video game, or the FA Cup
match to be streamed on Facebook,
these stories fall down the list.
15
15
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,096 539 557 158 266 251 219 202
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
2% 3% 1% 3% 4% 1% 1% 2%
11% 16% 6% 19% 13% 8% 9% 6%
12% 15% 9% 17% 13% 11% 11% 6%
5% 6% 5% 4% 3% 5% 6% 9%
70% 60% 80% 57% 66% 75% 73% 77%
Google buy M
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
2% 3% <1% 4% 3% 1% <1% 1%
7% 10% 5% 11% 12% 5% 5% 2%
9% 16% 4% 10% 10% 13% 4% 10%
5% 7% 4% 4% 5% 5% 10% 2%
76% 65% 87% 71% 70% 77% 81% 86%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
7%
20%
17%
14%
43%
HP software
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
2% 4% 1% 4% 3% 1% 1% 2%
8% 12% 4% 14% 9% 6% 8% 3%
7% 11% 4% 14% 7% 8% 5% 4%
4% 6% 3% 4% 5% 5% 5% 3%
78% 69% 88% 64% 77% 80% 81% 88%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
1% 2% <1% 3% 2% <1%
5% 8% 3% 18% 6% 1% 2% 3%
6% 6% 7% 15% 8% 6% 2% 2%
3% 5% 2% 3% 4% 3% 2% 5%
84% 80% 88% 61% 81% 91% 94% 90%
Star Wars BD
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
4%
16%
15%
11%
54%
5% 4% 6% 7% 7% 1% <1%
20% 12% 21% 24% 18% 9% 5%
19% 12% 20% 18% 17% 10% 11%
13% 9% 8% 13% 14% 12% 4%
43% 64% 45% 38% 44% 68% 80%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
2% 4% 1% 8% 3% 2% 1% 1%
9% 10% 7% 15% 10% 6% 4% 9%
9% 14% 4% 11% 11% 12% 5% 4%
6% 8% 4% 2% 4% 8% 13% 3%
74% 64% 84% 64% 72% 73% 77% 84%
3%
19%
18%
13%
48%
5%
26%
25%
13%
33%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
1% 2% <1% 2% 3%
<1%
6% 9% 4% 20% 9% 4% 1%
5% 7% 4% 9% 10% 2% 3% 1%
3% 4% 2% 1% 7% 2% 2%
85% 79% 90% 68% 71% 91% 94% 99%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
3% 5% 2% 3% 7% 2% 1% 1%
10% 15% 5% 16% 12% 7% 10% 3%
9% 12% 7% 18% 10% 9% 6% 5%
6% 6% 5% 5% 4% 6% 8% 5%
72% 62% 82% 57% 68% 76% 75% 86%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
2% 3% <1% 6% 1% <1% 1%
4% 6% 3% 12% 5% 2% 3% <1%
4% 7% 2% 7% 4% 8% 2% <1%
2% 3% 1% 1% 4% 2% 3% 1%
88% 81% 94% 74% 86% 88% 92% 99%
Yahoo! Sale
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,096 539 557 158 266 251 219 202
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
1% 2% <1% 4% 2% <1%
<1%
3% 5% 2% 7% 5% 2% 1% <1%
8% 11% 4% 11% 11% 6% 4% 6%
3% 4% 2% 2% 3% 1% 4% 3%
86% 79% 92% 77% 78% 90% 92% 91%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
3% 4% 1% 9% 4% 1% <1%
9% 12% 6% 18% 15% 5% 3% 4%
10% 12% 7% 16% 12% 11% 5% 4%
5% 5% 5% 7% 9% 6% 2% 1%
74% 66% 80% 50% 60% 77% 90% 91%
Discussion buzz
4%
19%
19%
15%
43%
9%
20%
15%
12%
44%
15% 6% 5% 5% 3%
26% 30% 17% 16% 6%
23% 22% 18% 11% 10%
10% 9% 14% 18% 17%
26% 32% 46% 51% 64%
2% 8% 3% 2% 2%
13% 25% 25% 14% 21%
10% 16% 17% 20% 15%
13% 7% 10% 16% 16%
62% 44% 45% 48% 46%
1%
12%
20%
13%
55%
16
Discussion buzz
all time list
(base size >1,000)
Phone hacking
Final Harry Potter
Murdoch questioning
Oscars
Brits
Baftas
PS3 accounts hacked
3D TV sets
iPad 2
Freeview HD
iPad
Twitter/super-injunctions
Nintendo 3DS
Golden Globes
DAB Radio
IE9 launched
Microsoft buy Skype
Kindle eBook
iPhone 4
Xbox Kinect
Spotify
Windows 7 for Mobile
Apple iCloud
Firefox 4 launched
Smart TV
Sky 3D Channel
Nintendo unveil ‘Wii U’
BlackBerry PlayBook
BT Vision
Samsung Galaxy Tab
Nokia / MS partnership
Google+
LA Noire video game
Portal 2 video game
Google launch cloud music
Nokia E7 smartphone
Google Chrome OS
The Times paywall
NYR = not yet released at time of fieldwork; This edition’s items are highlighted in green
Launch/
news
date
Fieldwork
date
% Have or will
discuss this
06/11
07/11
07/11
06/11
1929
1977
1947
04/11
01/10
03/11
2010
06/10
06/11
03/11
03/11
1944
1999
04/11
03/11
06/10
08/11
05/11
10/09
06/10
06/10
11/10
02/09
11/10
06/10
06/11
03/11
2010
08/11
NYR
11/10
09/11
06/11
06/11
12/06
06/11
11/10
05/11
04/11
02/11
06/11
06/11
06/11
05/11
02/11
NYR
06/10
07/11
07/11
07/11
07/11
02/11
02/11
02/11
05/11
07/10 & 05/11
04/11
07/10
07/10
06/11
04/11
7/10 & 2+6/11
02/11
08/10
05/11
05/11
02/11
09/11
05/11
11/10
08/10
07/10
7/10 & 11/10
02/11
07/10 & 02/11
02/11
06/11
05/11
04/11
09/11
8/10 & 11/10
11/10
05/11 & 09/11
06/11
11/10 & 06/11
11/10
06/11
02/11 & 06/11
05/11
04/11
04/11
07/11
06/11
06/11
05/11
05/11
07/10
08/10
66%
55%
50%
47%
47%
47%
46%
43%
42% (+15% pts)
39%
38%
34%
32%
32%
31% (+5% pts)
31%
30%
28%
27%
27%
26%
26%
25%
24%
24%
24% (+13% pts)
24 % (+8 pts)
24% (+13%)
24%
21%
23%
23%
22%
22% (+4% pts)
22%
20% (0% pts)
19%
19% (+9% pts)
19%
18%
18% (-1% pt)
18%
18%
18%
18%
17%
17%
17%
17%
17%
16%
Crysis 2 video game
Playstation Vita showcased
Amazon Cloud Player
3D Blu-ray players
Blinkbox
Vevo
Halo: Reach video game
Motorola Xoom
HP TouchPad
Skype on Facebook
UK Radioplayer
Bing
Sony Move
XXX sex domain
‘The Daily’ digital newspaper
HTC Flyer tablet
Apple TV
Fallout: New Vegas
3D Wimbledon
HTC/Apple dispute
Google One Pass
Google TV
Samsung Galaxy
YouView
Net neutrality
World of Warcraft free
Dell Streak
Google Buzz
UK HuffPo launched
Virgin Gaming
mflow
Launch/
news
date
Fieldwork
date
% Have or will
discuss this
03/11
NYR
03/11
07/10
Summer ’10
06/11
2008
12/09
09/10
08/11
NYR
02/11
07/11
06/11
03/11
03/11
03/11
06/09
09/10
09/11
04/11
NYR
07/11
06/11
2009
09/10
10/10
07/11
08/11
05/11
02/11
03/11
10/10
08/11
1991
08/10
2002
08/11
04/10
NYR
n/a
06/11
08/11
08/11
06/11
06/10
02/10
09/11
07/11
07/10
11/09
04/11
06/11
04/11
08/10
08/10
06/11
05/11
05/11
11/10
09/11
09/11
02/11 & 06/11
07/11
07/11
04/11
04/11
04/11
08/10
7/10 & 11/10
09/11
04/11
02/11
09/11
06/11
08/10
11/10
11/10
07/11
09/11
07/11
04/11
04/11
7/10 & 11/10
09/11
07/11
08/10
08/10
09/11
08/10
11/10
11/10
07/11
09/11
09/11
07/11
07/10
08/10
09/11
07/11
08/10
07/10
16%
15%
15%
15%
15%
14%
14%
14%
14%
13%
13%
13% (+1% pt)
13%
13%
13%
13%
13%
13%
13% (+5% pts)
12%
12%
12%
11%
11%
11%
11%
11%
11%
10%
10%
10%
10%
10% (+3% pts)
9%
9%
9%
9%
8%
8%
8%
7%
7%
6%
6%
6%
6%
5%
4%
4%
4%
4%
17
Metric 3 of 3
Excitement buzz
Excitement buzz
Among those at least somewhat aware of each
Commentary
Very excited
Somewhat excited
Not at all excited
Couldn't care less
base shown in parentheses
FA Cup on Facebook (125)
33%
Microsoft Windows 8 OS (346)
13%
33%
Deus Ex: H/Revolution game (179)
13%
31%
39%
13%
40%
15%
40%
16%
BlackBerry music service (181)
9%
29%
Star Wars on Blu-ray (507)
9%
27%
35%
29%
10%
26%
34%
30%
Gears of War 3 (282)
15%
HP to focus on software (295)
8%
BT to block pirate sites (317)
7%
Big Brother re-launch on C5 (612)
8%
16%
Google buy Motorola mobile (295)
8%
15%
38%
23%
43%
21%
Yahoo! put up for sale (198)
26%
49%
20%
23%
55%
47%
Apple-Samsung legal battle (385)
S. Jobs resigns from Apple (652)
25%
n/a (excitement not asked)
29%
Among those aware, the FA Cup
match streamed on Facebook
generates the most excitement,
ahead of Windows 8 and the latest
Deus Ex video game release
The FA Cup match on Facebook has
made broadcasting history and
around half those aware are at least
somewhat excited by it. But bear in
mind the relatively low proportion
who are aware (the same goes for
Deus Ex and BlackBerry’s music
service announcement).
Windows 8, unveiled as a reinvention
of the OS optimised for touchscreen,
also receives similar interest and will
no doubt increase further in the run
up to its actual release in 2012.
Despite considerable awareness, Big
Brother stands out more as being
something over half of those aware
couldn’t care less about.
Overleaf we show the same results
including those unfamiliar with each
topic to provide a total market
perspective.
19
19
Excitement buzz
Among all respondents, including unfamiliar
Very excited
Somewhat excited
Not at all excited
Couldn't care less
Unfamiliar (not asked about excitement level)
Commentary
4% 13%
5% 9%
4% 9%
12%
3% 7% 9%
2%5% 13%
2%5% 6%3%
14%
54%
31%
43%
11% 4%
Gears of War 3
72%
8%
74%
6%
74%
85%
2%5% 9% 6%
1%5% 6% 4%
2%4%5%2%
2%4% 11%
16%
78%
84%
88%
7%
76%
Looking at the same data, but
this time including those
unaware, Star Wars on Blu-ray is
creating the most excitement
amongst the UK population in
this edition of Buzz
Setting a new record for week
one sales on Blu-ray format, it is
perhaps not surprising to see Star
Wars top the list this month. It
ranks #19th in our all-time
excitement list (see later in
report).
The unveiling of Windows 8 OS
remains high in our list, only
falling behind Big Brother (which
will have an established fan-base
following from previous series
and driven by relatively high
awareness).
20
20
5% 1% 3% 3%
15% 5% 4% 3%
17% 12% 11% 2%
31% 35% 32% 28%
32% 46% 51% 64%
Very excited
1% 3% <1% 5% 2%
Somewhat excited 5% 6% 3% 15% 7% 1% 1%
Not at all excited
6% 7% 5% 14% 5% 5% 3% 4%
Couldn’t care less 4% 5% 3% 4% 5% 3% 1% 6%
Unfamiliar
84% 80% 88% 61% 81% 91% 94% 90%
Very excited
2% 2% 2% 8% 2% 1% <1% 1%
Somewhat excited 5% 8% 3% 7% 8% 5% 3% 3%
Not at all excited 13% 17% 9% 16% 14% 14% 12% 8%
Unfamiliar
74% 64% 84% 64% 72% 73% 77% 84%
Very excited
2% 4% <1% 8% 3%
<1%
Somewhat excited 5% 7% 3% 9% 12% 2% <1%
Not at all excited
6% 8% 4% 14% 9% 4% 4%
Couldn’t care less
3% 2% 3% 2% 5% 3% 1% 1%
Unfamiliar
85% 79% 90% 68% 71% 91% 94% 99%
Google buy M
13%
20%
14%
27%
26%
HP software
Very excited
5% 4% 6%
Somewhat excited 9% 10% 9%
Not at all excited 12% 12% 12%
Couldn’t care less 31% 32% 30%
Unfamiliar
43% 43% 44%
Very excited
2% 2% 1% 7% 2%
<1%
Somewhat excited 5% 7% 3% 10% 8% 2% 3% 1%
Not at all excited
9% 14% 5% 15% 10% 10% 7% 5%
Unfamiliar
78% 69% 88% 64% 77% 80% 81% 88%
Star Wars BD
Very excited
2% 4% <1% 5% 4%
Somewhat excited 4% 6% 1% 7% 6%
Not at all excited 11% 15% 7% 16% 14%
Couldn’t care less 7% 10% 4% 1% 6%
Unfamiliar
76% 65% 87% 71% 70%
Very excited
Somewhat excited
Not at all excited
Unfamiliar
Very excited
Somewhat excited
Not at all excited
Unfamiliar
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,096 539 557 158 266 251 219 202
Very excited
Somewhat excited
Not at all excited
Unfamiliar
4%
13%
16%
14%
54%
7% 2% 10% 5%
16% 9% 11% 18%
19% 13% 23% 21%
14% 13% 12% 17%
43% 64% 45% 38%
Very excited
4% 6% 1%
Not at all excited 11% 16% 6%
Unfamiliar
72% 62% 82%
Very excited
Somewhat excited
Not at all excited
Unfamiliar
Very excited
3% 5% 1%
Not at all excited
9% 11% 7%
Unfamiliar
74% 66% 80%
Excitement buzz
3% 2% <1%
15% 2% 2% <1%
12% 5% 6% 5%
10% 13% 2% 3%
60% 77% 90% 91%
6%
19%
17%
15%
44%
<1%
9% 2%
10% 8%
12% 10%
68% 80%
11% 4% 2% 1% 1%
11% 13% 7% 9% 3%
16% 11% 10% 11% 8%
4% 4% 5% 4% 3%
57% 68% 76% 75% 86%
Very excited
2% 4% <1% 5% 2% 2% 1%
Somewhat excited 4% 6% 2% 13% 6% 1% <1%
Not at all excited
5% 6% 3% 6% 5% 8% 4% <1%
Unfamiliar
88% 81% 94% 74% 86% 88% 92% 99%
8%
13%
19%
10%
50%
<1% <1% <1%
1% 2% 1%
12% 7% 7%
10% 9% 7%
77% 81% 86%
Yahoo! Sale
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,096 539 557 158 266 251 219 202
21
Excitement buzz
All time list
(base size >1,000)
Final Harry Potter
Oscars
Baftas
Brits
Freeview HD
3D TV sets
iPad 2
Murdoch questioning
iPad
DAB Radio
Firefox 4 launched
Nintendo 3DS
IE9 launched
Smart TV
Golden Globes
Xbox Kinect
Sky 3D Channel
iPhone 4
Spotify
Windows 7 for Mobile
Microsoft buy Skype
Kindle eBook
Apple iCloud announced
Google launch cloud music
Nokia E7 smartphone
3D Blu-ray players
Nintendo showcase ‘Wii U’
BlackBerry PlayBook
Samsung Galaxy Tab
LA Noire video game
Portal 2 video game
Blinkbox
Nokia/MS partnership
Playstation Vita showcased
Vevo
Amazon Cloud Player
Crysis 2 video game
Halo: Reach video game
BT Vision
Google+
HP TouchPad
Motorola Xoom
NYR = not yet released at time of fieldwork; This edition’s items are highlighted in green
Launch/
news
date
Fieldwork
date
% at least
somewhat
excited
07/11
1929
1947
1977
2010
01/10
03/11
07/11
06/10
1999
03/11
03/11
06/11
03/11
2010
1944
11/10
06/10
09/11
NYR
06/10
02/09
11/10
11/10
05/11
10/09
05/11
06/11
05/11
02/11
04/11
Summer ’10
06/11
06/11
11/10
06/11
06/11
2008
02/11
08/11
06/11
NYR
06/11
12/09
03/11
NYR
03/11
09/10
12/06
06/11
07/11
NYR
07/11
02/11
02/11
02/11
07/10
07/10 & 05/11
04/11
07/11
07/10
08/10
05/11
7/10 & 2+6/11
07/11
05/11
04/11
02/11
7/10 & 11/10
02/11
05/11 & 09/11
8/10 & 11/10
07/10
02/11
07/10 & 02/11
11/10
05/11
11/10
05/11
06/11
05/11
05/11
04/11
08/10
06/11
11/10 & 06/11
02/11 & 06/11
06/11
06/11
05/11
04/11
09/11
06/11
06/11
06/11
05/11
04/11
09/11
04/11
11/10
11/10
07/11
07/11
02/11
41%
32%
31%
30%
30%
29% (+7% pts)
29%
27%
24%
24%
23%
22% (-1% pt)
22%
22%
22%
22%
22% (+12% pts)
21%
17% (-3%)
20% (+6%)
20%
20% (+7% pts)
20% (+11% pts)
20%
19%
19%
18%
17%
17%
17%
17%
17%
16%
16% (+ 7% pts)
16% (-3% pts)
16%
16%
15%
15%
14%
14%
14%
14%
14%
14%
13%
13%
13%
13%
13%
12%
12% (+1% pt)
Google Chrome OS
UK Radioplayer
HTC Flyer
‘The Daily’ digital newspaper
Apple TV
Fallout: New Vegas game
Sony Move
Google TV
3D Wimbledon
Skype on Facebook
“.xxx” sex domain (18+)
Google One Pass
Samsung Galaxy
YouView
Bing
Dell Streak
Google Buzz
Virgin Gaming
UK HuffPo launched
Word of Warcraft free
mflow
Twitter/super-injunctions
PS3 accounts hacked
Net neutrality
The Times paywall
Phone hacking
HTC/Apple dispute
Launch/
news
date
Fieldwork
date
% at least
somewhat
excited
NYR
NYR
03/11
03/11
06/11
03/11
NYR
2009
09/10
10/10
09/11
07/10
09/10
10/10
07/11
06/11
06/11
04/11
03/11
02/11
2002
04/10
08/10
NYR
07/11
08/11
08/11
06/09
08/11
08/11
08/11
06/10
02/10
07/10
07/11
06/11
06/11
11/09
08/11
08/11
09/11
05/11
04/11
04/11
06/10
06/10
n/a
06/10
06/11
05/11
07/10
04/11
04/11
04/11
06/11
04/11
02/11
08/10
11/10
11/10
09/11
08/10
7/10 & 11/10
7/10 & 11/10
07/11
07/11
07/11
04/11
04/11
04/11
08/10
08/10
08/10
11/10
09/11
09/11
09/11
08/10
09/11
09/11
09/11
07/10
08/10
08/10
07/11
07/11
07/11
07/10
09/11
09/11
09/11
06/11
05/11
05/11
08/10
02/11
11/10
08/10
07/11
07/11
12%
12%
12%
12%
11%
11%
11%
11%
11%
11%
10%
10%
10% (+3% pts)
10% (+1% pt)
9%
9%
9%
9%
9%
9%
9%
9%
8%
8%
7%
7%
7%
7%
6%
6%
6%
6%
5%
5%
5%
4%
4%
3%
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
22
Harris Brand Buzz
Harris Brand Buzz
% ahead of the game
commentary
Amazon Kindle stands out as top of our list for brand
buzz in this edition with over 2 in 5 considering it to be
ahead of the game (we will be looking at Kindle Fire
and Touch in the next edition of Buzz, and please note
this edition’s fieldwork was conducted prior to the
announcement of these new devices from Amazon)
41%
29%
See overleaf for a full ranking of all brands measured
to date
27%
25%
20%
19%
16%
13%
10%
10%
9%
7%
7%
24
24
Harris Brand Buzz
all time list
(base size >1,000)
for all waves
Amazon
Twitter
Apple
Google
YouTube
eBay
Spotify
Nintendo
Xbox
Microsoft
Sky
Facebook
BlackBerry
Kindle (by Amazon)
iTunes (by Apple)
BBC iPlayer
Android
Skype
Samsung
Sony
Groupon
HTC
Playstation
BBC
O2
Sony Bravia
Dell
Sony Ericsson
EA Games
Wikipedia
Nokia
Vodafone
LOVEFiLM
Please take into consideration the fieldwork dates to place
results into their proper context
This edition’s brands are highlighted in green
Fieldwork
date
% ahead of
the game
05/11
05/11
64%
59%
55%
54%
51%
50%
46%
44%
44%
43%
43%
43%
42%
41%
39%
38%
37%
33%
32%
31% (-7% pts)
29%
29%
28% (-9% pts)
28%
28%
27%
27%
27%
26%
25%
22% (-2% pts)
21%
21%
02/11
02/11
05/11
05/11
05/11
03/11
03/11
02/11
02/11
02/11
03/11
09/11
06/11
06/11
02/11
03/11
03/11
03+06/11
09/11
02/11
03+06/11
02/11
02/11
09/11
03/11
03/11
03/11
09/11
02+06/11
06/11
06/11
ITV
HP
BT
BSkyB
Panasonic Viera
Channel 4
Orange
T-Mobile
Acer
Dave (TV channel)
Five (Channel 5 TV)
Yahoo!
The Guardian
Motorola
MTV
3 (Three)
MSN
Daily Mail
LinkedIn
Packard Bell
Compaq
The Sun
Flickr
Asus
HMV
Blockbuster
Bing
Last.fm
Lenovo
News International
AOL
Myspace
Fieldwork
date
% ahead of
the game
02/11
03+09/11
07/11
07/11
09/11
06/11
02/11
03/11
06/11
07/11
07/11
02+09/11
07/11
03/11
09/11
06/11
07/11
07/11
07/11
09/11
09/11
07/11
09/11
06/11
06/11
06/11
07/11
09/11
09/11
07/11
07/11
05+07/11
21%
20% (-2% pts)
20%
20%
19%
19%
19%
19%
18%
18%
17%
16% (-4% pts)
16%
14%
13%
13%
13%
13%
11%
10%
10%
10%
9%
9%
9%
9%
8%
7%
7%
7%
6%
6% (-24% pts)
25
Harris Brand Buzz
A focus on…
22%
Commentary
20%
% ahead of the game
Levels of brand buzz for HP remain largely as
they were when reported six months ago
Despite HP announcing a shift in emphasis
towards software (and this news coincided with
a consumer rush for discounted TouchPads),
brand buzz for HP rating remains largely
unchanged with 1 in 5 still considering it to be a
brand that is ahead of the game.
With such a significant shift in focus, it will be
interesting to see how consumer perceptions
towards the brand change as HP hardware
gradually disappears from our stores.
Mar-11
Sep-11
26
Harris Brand Buzz
A focus on…
Commentary
20%
16%
% ahead of the game
Perceptions of Yahoo! as a brand have fallen
slightly during this year
Yahoo! has found itself struggling in recent
times. The dismissal of their CEO and
subsequent announcement that the company is
up for sale has emphasised this and resultantly
seen perceptions of the brand as ahead of the
game fall slightly in recent months.
Press releases have very much stated Yahoo! are
looking to strategically review their business and
reposition themselves for future growth.
Feb-11
Sep-11
27
contact us
Steve Evans
Technology & Entertainment
mobile +44 (0) 7849 172 341
switchboard +44 (0) 208 263 5200
Steve’s blog: http://techmedianow.blogspot.com/
tech & entertainment
media
telecoms
sector head

Discussion buzz - Harris Interactive UK

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