What is “Buzz”? - Harris Interactive UK

Transcription

Harris Buzz Report
Report #2 – October 2010
August 2010 fieldwork
Contact
Steve Evans
Technology & Entertainment
sevans@harrisinteractive.com
+44 (0)7849 172 341
About Harris Interactive
We are a full service research agency
specialising in media, technology, telecoms,
entertainment and the modern consumer
We offer a full range of services for both quant
and qual research
© Harris Interactive
Our range of services include:
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Concept testing
Product/service launching, including pack testing
Product/service configuration
Communications testing and tracking
Brand equity / extension / tracking
Satisfaction and loyalty
Segmentation
Market sizing / share / opportunities
Youth and kids research
Employee research
Social media analysis
Lifestreaming
Global omnibus research
State-of-the-art qualitative techniques
Steve Evans
+44 (0)7849 172 341
2
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
In this report, we look at:
(listed alphabetically)
3D capable Blu-ray players
BBC News website redesign
Bing
DAB Radio
Digital display advertising screens
Google Buzz
iPhone 4 reception problems
“Newport” music video spoof
Samsung Galaxy
Sky 3D
Steam (gaming download service)
The Times online paywall
Virgin Gaming video game service
3
Methodology
 Robust quantitative method
 1,062 UK respondents this wave
 Online fieldwork in the last week of
August 2010
 Data weighted to be representative
of UK national demographics
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
1,062
502
560
141
278
247
208
188
 Data “propensity weighted” to
account for any online sampling bias
Unweighted sample profile
4
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)
6
This wave’s Buzz list
Blu-ray players capable of showing 3D on 3D capable TV sets
A major revamp of the BBC News site
Bing
Search engine from Microsoft, rival to Google
DAB Radio
Digital radio
Digital display screens replacing old
fashioned advertising posters*
Google Buzz
Electronic displays showing advertising replacing traditional static
posters
Social networking and messaging tool from Google
iPhone 4 reception/antennae problems*
Internet spoof music video “Newport”
parodying Jay-Z song*
Samsung Galaxy
High profile reports post-launch in June 2010
Comedic music video that went viral via YouTube and other video
streaming sites, based on Jay-Z’s homage to New York
Samsung’s first Android device
Sky 3D
3D-enabled channel from Sky TV
Steam (gaming download service)*
Digital distribution service for PC games
The Times charging users to read stories
on its website (the “paywall”)*
Virgin Gaming (video gaming service)*
The newspaper charging access to the full site, paying £1/day or
£2 for a week’s subscription
Allows for competitive console gaming on Xbox 360/PS3
*Please note these buzz items have been abbreviated in the data charts
– respondents were shown the list precisely as above
7
UK launch date details
Multiple players unveiled Summer/Autumn 2010
Redesign went live July 2010
Bing
Unveiled May 2009, fully online June 2009
DAB Radio
Receivers available commercially since 1999
Digital display screens replacing old
fashioned advertising posters*
Google Buzz
Various examples since 2009
Announced and released February 2010
iPhone 4 reception/antennae problems* Device launched June 2010; issues widely reported July 2010
Internet spoof music video “Newport”
Song widely reported about in mainstream media in August 2010
parodying Jay-Z song*
Samsung Galaxy
Smartphone announced April 2009
Sky 3D
Football trials in summer; their 3D channel not yet launched
Steam (gaming download service)*
Launched 2002; major take-off in 2004 for Valve’s Half-Life 2
The Times charging users to read stories
on its website (the “paywall”)*
Virgin Gaming (video gaming service)*
Paywall introduced June 2010
Announced July 2010
*Please note these buzz items have been abbreviated in the data charts
– respondents were shown the list precisely as above
8
Commentary
Awareness buzz
DAB Radio, the BBC News site
redesign and reception/antennae
issues for the iPhone 4 rank the most
highly for awareness in the general
public
DAB Radio
15%
19%
30%
9%
13%
20%
iPhone4 reception/antennae
8%
13%
24%
Bing
5% 11%
The Times paywall
5% 10%
23%
Digital display screens
3% 10%
29%
3D Blu-ray players
4% 8%
22%
Sky 3D
4% 8%
22%
Steam (gaming service)
5% 5% 12%
"Newport" Jay-Z internet spoof
5%4% 11%
Samsung Galaxy
4%4% 13%
Google Buzz
Virgin Gaming (gaming service)
3%3% 11%
2%
2% 10%
21%
18%
40%
18%
28%
38%
30%
26%
15%
46%
20%
37%
33%
33%
37%
13%
29%
65%
12%
68%
32%
21%
20%
14%
47%
63%
67%
When reading this list, remember that
we had no prompting or assistance for
respondents – awareness is based on
their reading of the text only.
Also bear in mind that some of these
products/services are yet to launch,
whereas some (especially DAB Radio)
have been around for a considerable
period. Sky 3D, for example, was yet to
launch officially, although plans for
launch had been publicised. We intend
to revisit its Buzz levels post launch.
The Times paywall achieves awareness
over 50% of respondents interviewed,
with 15% extremely or very familiar.
We don’t just look at product launches
in Buzz. This wave we looked at the
viral social media phenomenon,
“Newport”. Nearly 1 in 3 were aware
of this, with just under 1 in 10
extremely or very familiar.
9
Extremely familiar
Very familiar
Somewhat familiar
Know name only
Never heard of
9
55-64
188
1%
2%
14%
39%
45%
Bing
35-44
247
10%
12%
19%
23%
36%
45-54
208
6%
13%
20%
18%
43%
55-64
188
3%
9%
17%
23%
49%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
5%
11%
28%
30%
26%
8%
13%
31%
24%
24%
3%
9%
25%
36%
27%
9%
19%
32%
23%
18%
8%
12%
31%
27%
22%
4%
11%
31%
33%
22%
5%
8%
26%
35%
26%
<1%
5%
18%
32%
44%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
19%
25%
31%
16%
9%
11%
12%
30%
27%
20%
20%
15%
26%
14%
25%
15%
20%
36%
21%
9%
17%
15%
36%
25%
7%
12%
25%
25%
23%
14%
10%
20%
29%
25%
16%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
3%
10%
29%
20%
37%
4%
13%
35%
21%
26%
2%
7%
24%
20%
47%
7%
20%
32%
13%
28%
6%
10%
36%
13%
35%
2%
9%
31%
23%
34%
2%
6%
26%
27%
39%
4%
20%
27%
49%
Extremely familiar 3% 4% 2% 7%
Very familiar
3% 4% 1% 4%
Somewhat familiar 11% 15% 7% 15%
Just know name
21% 22% 19% 26%
Never heard of
63% 55% 72% 49%
3%
6%
16%
22%
53%
1%
1%
13%
19%
66%
1%
1%
5%
20%
73%
1%
1%
4%
16%
78%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
8%
13%
24%
18%
38%
12%
16%
25%
15%
32%
4%
9%
22%
20%
44%
14%
18%
25%
13%
30%
11%
16%
29%
21%
23%
6%
14%
27%
15%
38%
4%
10%
21%
21%
43%
4%
3%
16%
20%
58%
Extremely familiar 5% 7% 3%
Very familiar
4% 5% 3%
Somewhat familiar 11% 12% 10%
Just know name
12% 13% 10%
Never heard of
68% 62% 74%
10%
6%
15%
19%
50%
8%
6%
17%
12%
58%
4%
7%
15%
11%
63%
2%
1%
6%
10%
82%
<1%
1%
6%
93%
Very familiar
4% 4% 4% 5%
Just know name
32% 34% 30% 31%
Never heard of
47% 41% 52% 39%
5%
8%
21%
27%
40%
1%
5%
15%
27%
52%
1%
2%
9%
43%
45%
3%
<1%
5%
34%
59%
Extremely familiar 4% 5% 2%
Very familiar
8% 11% 5%
Somewhat familiar 22% 25% 20%
Just know name
37% 35% 38%
Never heard of
29% 23% 34%
6%
13%
24%
26%
32%
5%
11%
26%
34%
24%
3%
9%
25%
40%
23%
2%
6%
20%
42%
29%
2%
2%
15%
44%
37%
Very familiar
5% 8% 2% 6%
Just know name
13% 11% 14% 6%
Never heard of
65% 55% 76% 54%
9%
8%
17%
15%
50%
3%
5%
10%
14%
69%
1%
4%
6%
16%
73%
2%
3%
12%
83%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
7%
14%
20%
11%
47%
9%
11%
26%
14%
40%
4%
10%
28%
15%
43%
4%
8%
20%
18%
49%
4%
8%
23%
17%
48%
Very familiar
2% 2% 2% 4%
Just know name
20% 21% 19% 18%
Never heard of
67% 61% 72% 61%
3%
4%
13%
18%
61%
1%
10%
15%
74%
1%
1%
6%
29%
63%
<1%
4%
22%
74%
Awareness buzz
demographic breakdown
BBC News
45-54
208
2%
8%
19%
38%
33%
Dig.display
25-34
278
12%
19%
23%
14%
32%
DAB Radio
35-44
247
1%
7%
26%
34%
32%
iP4 reception
16-24
141
13%
13%
20%
11%
43%
Google Buzz
25-34
278
5%
10%
26%
28%
30%
Sam Galaxy
Fem
560
6%
8%
14%
20%
52%
“Newport”
16-24
141
11%
11%
24%
26%
27%
Steam
Male
502
13%
18%
25%
15%
29%
Sky 3D
Fem
560
3%
5%
17%
38%
37%
Virg Gaming
Total
Base size
1,062
Extremely familiar 9%
Very familiar
13%
Somewhat familiar 20%
Just know name
18%
Never heard of
40%
Times paywall
Male
502
6%
11%
27%
27%
29%
3D Blu-ray
Total
Base size
1,062
Extremely familiar 4%
Very familiar
8%
Somewhat familiar 22%
Just know name
33%
Never heard of
33%
(alphabetical order)
15%
19%
30%
21%
14%
5%
10%
23%
15%
46%
8%
14%
27%
17%
35%
3%
7%
20%
13%
57%
10
Awareness buzz
All waves comparison
DAB Radio
Freeview HD
iPad
Bing
Google Chrome OS
The Times paywall
3D television sets
iPhone 4
3D Blu-ray players
Sky 3D
Nintendo 3DS
Spotify
Windows 7 for Mobile
Samsung Galaxy
"Kinect" for Xbox 360
Google TV
Google Buzz
"Move" for Sony PS3
Dell Streak
mflow
Launch
date
Fieldwork
date
% At least
somewhat
familiar
1999
2010
06/10
06/10
06/09
2009
07/10
NYR
06/10
01/10
06/10
Summer ’10
NYR
NYR
02/09
NYR
2002
04/09
08/10
NYR
NYR
02/10
09/10
07/10
06/10
11/09
W2 8/10
W1 7/10
W1 7/10
W2 8/10
W2 8/10
W2 8/10
W2 8/10
W1 7/10
W2 8/10
W1 7/10
W1 7/10
W2 8/10
W2 8/10
W1 7/10
W1 7/10
W1 7/10
W2 8/10
W2 8/10
W2 8/10
W1 7/10
W1 7/10
W2 8/10
W1 7/10
W2 8/10
W1 7/10
W1 7/10
64%
64%
46%
44%
44%
43%
42%
39%
39%
37%
34%
34%
34%
27%
24%
23%
22%
21%
20%
17%
17%
16%
14%
13%
11%
7%
As we do more waves of Buzz
tracking, we will compile a
ranked list from all waves for
easy reference
Please take into consideration
the launch and fieldwork
dates to place results into
their proper context
(base size >1,000 for all waves)
NYR=not yet released at time of
interviewing
11
Metric 2 of 3
Discussion buzz
Discussion buzz
Commentary
Among those at least somewhat aware of each
Some fascinating insight here,
showing the importance of
managing public relations, the
continuing buzz of 3D and the power
of social media
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
iPhone4 reception (505)
12%
Sky 3D (368)
10%
8%
39%
3D Blu-ray players (359)
9%
36%
12%
30%
15%
Samsung Galaxy (250)
The Times paywall (447)
6%
BBC News site redesign (492)
5%
Virgin Gaming (142)
Google Buzz (176)
15%
32%
32%
DAB Radio (712)
Steam (gaming service) (241)
30%
43%
16%
Newport Jay-Z spoof (213)
43%
16%
35%
30%
17%
24%
40%
35%
25%
15%
22%
45%
33%
40%
16%
20%
30%
42%
23%
8%
24%
45%
22%
12%
18%
50%
21%
Bing (504)
4%
25%
40%
Digital display screens (463)
5%
22%
44%
30%
iPhone 4 was a major launch success,
but soon news filtered of reception
issues, fuelled by the news media,
bloggers and tweeters. Bad news can
spread quickly and nearly 3 in 5 of
those at least somewhat familiar of
the issue told us they discussed it
with their peers. Check out Harris
Interactive’s tools for social media
research here:
http://www.harrisinteractive.com/uk/Solutions/
Performance/BuzzMeasurementMonitoring.aspx
The “Newport” Jay-Z spoof also
generated a great deal of buzz. This
music video went viral. Nearly 1 in 2
of those familiar with it discussed it,
showing the power of social media.
Sky 3D and 3D Blu-ray players also
generate significant levels of Buzz
among those familiar, indicating the
3D train continues to roll on.
29%
bases shown in parentheses
13
13
Discussion buzz
Commentary
Among all respondents, including unfamiliar
Here is the same data on discussion
buzz, but this time including the base
of unfamiliar consumers – as items
have varying familiarity, this changes
the order of buzz, with DAB Radio now
topping the list
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)
DAB Radio
5%
5%
Sky 3D
3%
25%
19%
19%
13%
3% 12%
The Times paywall
2%
14%
13%
16%
56%
66%
5%
66%
8%
61%
2% 12%
18%
10%
58%
Bing
2% 11%
18%
13%
56%
2% 9%
19%
3% 7% 8% 5%
12%
78%
3% 6% 7% 3%
80%
Samsung Galaxy
3%5% 9% 3%
79%
Google Buzz
Virgin Gaming
2%
3% 8% 3%
1%
3%6%3%
The Newport spoof ranks lower in the
list as whilst it generated a great deal of
buzz among those familiar, not
everyone got to see it or was made
aware of it.
57%
Newport Jay-Z internet spoof
36%
7%
11% 5%
15%
3D Blu-ray players
15%
We still see among the entire general
public, the buzz created by the iPhone
4 issues and about 3D.
84%
87%
14
14
Bing
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
2%
12%
21%
17%
48%
2%
10%
15%
10%
64%
4%
16%
19%
19%
41%
4%
16%
20%
11%
49%
<1%
10%
20%
15%
55%
1%
9%
20%
8%
62%
2%
9%
12%
76%
Dig.dispay
Discuss great deal 2% 3% 2%
Discuss a little
9% 11% 7%
Have not / won’t
19% 23% 16%
Would never occur 12% 16% 9%
Unfamiliar
57% 47% 67%
4%
18%
17%
20%
42%
5%
14%
23%
9%
48%
7%
23%
12%
58%
2%
4%
19%
10%
66%
3%
13%
9%
76%
iP4 reception
Discuss a little
19% 22% 16%
Have not / won’t
13% 16% 10%
Unfamiliar
56% 47% 65%
12%
24%
11%
10%
43%
7%
24%
20%
4%
44%
3%
21%
17%
6%
53%
2%
18%
10%
5%
64%
1%
6%
8%
7%
78%
Sam Galaxy
Discuss great deal 3% 3% 3% 6%
Discuss a little
5% 7% 4% 5%
Have not / won’t
9% 11% 8% 14%
Would never occur 3% 4% 3% 4%
Unfamiliar
79% 76% 82% 70%
7%
8%
14%
4%
67%
<1%
6%
12%
4%
79%
1%
4%
5%
2%
88%
1%
3%
1%
2%
93%
Steam
Discuss a little
7% 11% 2%
Have not / won’t
8% 12% 4%
Unfamiliar
78% 66% 89%
6%
13%
10%
11%
60%
6%
12%
13%
3%
66%
4%
9%
4%
83%
1%
2%
5%
3%
89%
1%
1%
1%
2%
95%
Virg Gaming
Discuss great deal 1% 1%
Discuss a little
3% 5%
Have not / won’t
6% 7%
Would never occur 3% 4%
Unfamiliar
87% 83%
1% 2%
1% 7%
5% 8%
2% 4%
91% 79%
4%
5%
10%
2%
79%
2%
6%
3%
89%
1%
1%
5%
2%
92%
<1%
1%
3%
96%
2%
11%
18%
13%
56%
Total
Base size
1,062
Discuss great deal 2%
Discuss a little
12%
Have not / won’t
18%
Would never occur 10%
Unfamiliar
58%
Male
502
2%
17%
25%
12%
44%
Fem
560
2%
8%
10%
8%
72%
16-24
141
2%
16%
20%
8%
54%
25-34
278
6%
18%
21%
10%
46%
35-44
247
1%
13%
17%
10%
59%
45-54
208
3%
8%
19%
9%
61%
55-64
188
7%
11%
10%
72%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
6%
32%
19%
17%
25%
3%
18%
19%
13%
46%
7%
21%
15%
17%
40%
9%
23%
27%
11%
30%
2%
27%
25%
15%
31%
6%
30%
16%
11%
37%
1%
24%
12%
22%
41%
Discuss a little
3% 4% 2% 4%
Have not / won’t
8% 12% 4% 11%
Unfamiliar
84% 77% 91% 74%
3%
7%
15%
1%
74%
1%
1%
9%
4%
85%
1%
2%
2%
2%
93%
1%
<1%
2%
2%
94%
Discuss great deal 3% 3%
Discuss a little
6% 8%
Have not / won’t
7% 8%
Would never occur 3% 5%
Unfamiliar
80% 76%
3% 7%
5% 6%
6% 10%
2% 8%
84% 69%
4%
13%
9%
3%
70%
2%
9%
11%
3%
74%
1%
2%
3%
1%
92%
<1%
<1%
<1%
<1%
99%
Discuss a little
15% 19% 10% 26%
Have not / won’t
11% 12% 10% 7%
Unfamiliar
66% 59% 72% 58%
8%
16%
14%
4%
58%
3%
13%
14%
7%
63%
2%
14%
11%
2%
72%
<1%
3%
9%
7%
81%
Discuss a little
13% 17% 9%
Have not / won’t
16% 19% 13%
Unfamiliar
61% 51% 70%
6%
16%
19%
4%
55%
3%
12%
20%
7%
58%
1%
14%
11%
6%
68%
<1%
10%
13%
11%
65%
BBC News
45-54 55-64
208 188
1%
19% 4%
8%
8%
2%
4%
71% 83%
DAB Radio
35-44
247
1%
10%
16%
8%
66%
Google Buzz
25-34
278
8%
12%
19%
3%
58%
“Newport”
16-24
141
6%
16%
17%
8%
53%
Sky 3D
Fem
560
3%
9%
10%
3%
76%
Times paywall
Male
502
4%
16%
17%
7%
56%
3D Blu-ray
Total
Base size
1,062
Discuss great deal 3%
Discuss a little
12%
Have not / won’t
14%
Would never occur 5%
Unfamiliar
66%
5%
25%
19%
15%
36%
2%
14%
15%
10%
58%
Discussion buzz
15
Discussion buzz
Launch
date
Freeview HD
iPad
DAB Radio
3D television sets
iPhone 4
Sky 3D
Google Chrome OS
Spotify
The Times paywall
3D Blu-ray players
Nintendo 3DS
Bing
Samsung Galaxy
"Move" for Sony PS3
Google TV
Dell Streak
Google Buzz
mflow
2010
06/10
1999
01/10
06/10
06/10
NYR
NYR
02/09
06/10
Summer ’10
07/10
NYR
06/09
NYR
2009
NYR
2002
08/10
04/09
09/10
NYR
06/10
02/10
07/10
11/09
Fieldwork % Have or will
date
discuss this
W1 7/10
W1 7/10
W2 8/10
W1 7/10
W1 7/10
W2 8/10
W2 8/10
W1 7/10
W1 7/10
W2 8/10
W2 8/10
W2 8/10
W1 7/10
W2 8/10
W1 7/10
W2 8/10
W1 7/10
W2 8/10
W2 8/10
W2 8/10
W1 7/10
W1 7/10
W1 7/10
W2 8/10
W2 8/10
W1 7/10
38%
34%
30%
27%
24%
24%
18%
17%
16%
16%
15%
15%
13%
13%
11%
11%
11%
9%
9%
8%
8%
7%
6%
5%
4%
4%
easy reference
interviewing
16
Metric 3 of 3
Excitement buzz
Excitement buzz
Among those at least somewhat aware of each
Very excited
Somewhat excited
Not at all excited
Couldn't care less
Among those ‘in-the-know’, 3D
generates the most excitement with
both 3D Blu-ray and Sky 3D
generating high levels of excitement
3D Blu-ray players (359)
Sky 3D actually tops the list for levels
of “very excited”. The issue with 3D is
whether it is a fad that could soon
fade. Here is evidence that it
generates excitement with the
general public.
11%
Samsung Galaxy (250)
Newport Jay-Z spoof (213)
Steam (gaming service) (241)
DAB Radio (712)
Virgin Gaming (142)
31%
10%
6%
Bing (504)
29%
6%
3%
26%
16%
34%
25%
36%
24%
47%
24%
42%
26%
16%
24%
50%
21%
45%
21%
2% 13%
19%
42%
34%
11%
Digital display screens (463)
32%
32%
7%
5%
32%
29%
10%
Google Buzz (176)
BBC News site redesign (492)
38%
14%
Sky 3D (368)
Commentary
We re-base this data (overleaf) to
take into account those consumers
unfamiliar with these items.
19%
28%
55%
51%
Samsung Galaxy also generates
excitement, but its base of familiarity
is lower than that of the 3D related
items we measured. Likewise with
Steam, the gaming online distribution
channel.
21%
34%
bases shown in parentheses
18
18
Excitement buzz
Commentary
Among all respondents, including unfamiliar
When we take into account all
consumers, including those
unfamiliar, we see a different order,
with DAB Radio (a highly familiar,
well established product) topping
the list – 3D remains high in this list
for excitement
Very excited
Somewhat excited
Not at all excited
Couldn't care less
Unfamiliar (not asked about excitement level)
DAB Radio
4%
20%
3D Blu-ray players
4% 13%
Sky 3D
5% 10%
30%
10%
11% 6%
66%
9%
66%
11%
2% 9%
19%
1% 9%
23%
12%
57%
9%
58%
Samsung Galaxy
2%7% 9% 3%
79%
2%6% 8% 5%
78%
Newport Jay-Z internet spoof
1%7% 7% 5%
80%
1%6%
Bing
Google Buzz
Virgin Gaming
22%
1%
4% 8% 3%
1%
3%6%3%
36%
15%
This, then, is the view of the general
public as a whole. We see evidence
here of the buzz generated by 3D,
which will be welcomed by Sky and
by manufacturers creating the
devices to push the content.
Bear in mind, again, that we asked
about Sky 3D prior to its official
launch. We will ask again in the near
future post launch to assess the
impact of the marketing campaign
and the resultant buzz generated.
56%
84%
87%
19
19
1% 1% 1% 1%
6% 7% 4% 9%
22% 26% 18% 25%
15% 17% 13% 23%
56% 48% 64% 41%
4%
7%
23%
18%
49%
<1%
5%
26%
14%
55%
5%
22%
12%
62%
2%
15%
8%
76%
2%
9%
19%
12%
57%
4%
15%
23%
11%
48%
<1%
5%
21%
16%
58%
1%
4%
15%
14%
66%
<1%
2%
11%
11%
76%
2% 4% 1%
6% 11% 2%
8% 12% 4%
5% 8% 3%
78% 66% 89%
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
1% 2%
3% 5%
6% 7%
3% 4%
87% 83%
4%
11%
21%
17%
47%
BBC News
Total
Base size
1,062
Very excited
1%
Somewhat excited 9%
Not at all excited
23%
9%
Unfamiliar
58%
Male
502
1%
13%
31%
11%
44%
Fem
560
2%
5%
15%
7%
72%
16-24
141
1%
14%
22%
9%
54%
25-34
278
4%
13%
28%
8%
46%
35-44
247
7%
25%
9%
59%
45-54
208
2%
7%
23%
8%
61%
55-64
188
<1%
3%
16%
9%
72%
4%
20%
30%
10%
36%
6%
23%
34%
13%
25%
2%
17%
27%
8%
46%
3%
23%
22%
12%
40%
4%
22%
31%
13%
30%
6%
16%
36%
11%
31%
3%
21%
31%
7%
37%
3%
15%
33%
8%
41%
1% 1% 1% 1%
4% 6% 2% 6%
8% 12% 4% 12%
3% 4% 2% 6%
84% 77% 91% 74%
2%
8%
12%
3%
74%
<1%
4%
7%
4%
85%
<1%
1%
5%
<1%
93%
<1%
1%
3%
1%
94%
1% 1% 2% 2%
7% 10% 4% 12%
7% 9% 5% 8%
5% 5% 5% 9%
80% 76% 84% 69%
3%
11%
9%
7%
70%
1%
9%
10%
5%
74%
1%
4%
2%
92%
<1%
<1%
<1%
1%
99%
5% 7% 3% 13%
10% 13% 7% 14%
11% 12% 10% 5%
9% 9% 8% 10%
66% 59% 72% 58%
6%
13%
14%
9%
58%
1%
9%
13%
15%
63%
1%
9%
14%
4%
72%
2%
3%
10%
4%
81%
DAB Radio
Very excited
Somewhat excited
Not at all excited
Unfamiliar
45-54 55-64
208 188
2%
1%
9%
4%
15% 8%
4%
4%
71% 83%
Very excited
Somewhat excited
Not at all excited
Unfamiliar
Google Buzz
2% 2%
7% 9%
9% 9%
3% 4%
79% 76%
35-44
247
<1%
13%
12%
9%
66%
Very excited
Somewhat excited
Not at all excited
Unfamiliar
“Newport”
Very excited
Somewhat excited
Not at all excited
Unfamiliar
25-34
278
6%
16%
13%
7%
58%
Very excited
Somewhat excited
Not at all excited
Unfamiliar
3%
10%
15%
5%
67%
<1%
6%
9%
6%
79%
1%
4%
6%
1%
88%
3%
2%
2%
1%
93%
Sky 3D
Very excited
Somewhat excited
Not at all excited
Unfamiliar
16-24
141
9%
21%
9%
7%
53%
Very excited
Somewhat excited
Not at all excited
Unfamiliar
8%
10%
10%
13%
60%
4%
13%
11%
6%
66%
<1%
5%
9%
3%
83%
2%
6%
3%
89%
1%
3%
1%
95%
Times paywall
Dig.display
Very excited
Somewhat excited
Not at all excited
Unfamiliar
iP4 reception
3D Blu-ray
Bing
Very excited
Somewhat excited
Not at all excited
Unfamiliar
Sam Galaxy
Fem
560
2%
7%
10%
5%
76%
Steam
Male
502
5%
19%
12%
8%
56%
Virg Gaming
Total
Base size
1,062
Very excited
4%
Somewhat excited 13%
Not at all excited
11%
6%
Unfamiliar
66%
Very excited
Somewhat excited
Not at all excited
Unfamiliar
1% 4%
2% 3%
4% 11%
2% 3%
91% 79%
3%
7%
7%
4%
79%
5%
4%
3%
89%
1%
4%
3%
92%
<1%
<1%
2%
2%
96%
1% 7%
7% 18%
18% 25%
8% 9%
67% 42%
n/a
(excitement buzz not relevant)
2% 4%
4% 11%
8% 11%
3% 4%
82% 70%
n/a
(excitement buzz not relevant)
Excitement buzz
20
Excitement buzz
Launch
date
Freeview HD
iPad
DAB Radio
3D television sets
iPhone 4
3D Blu-ray players
Sky 3D
Spotify
Google Chrome OS
Nintendo 3DS
Google TV
Samsung Galaxy
"Move" for Sony PS3
Bing
Dell Streak
Google Buzz
mflow
The Times paywall
2010
06/10
1999
01/10
06/10
Summer ’10
NYR
02/09
NYR
2009
NYR
NYR
07/10
NYR
NYR
04/09
2002
08/10
09/10
06/09
06/10
02/10
07/10
11/09
06/10
06/10
Fieldwork
% At least
date
somewhat excited
W1 7/10
W1 7/10
W2 8/10
W1 7/10
W1 7/10
W2 8/10
W2 8/10
W1 7/10
W1 7/10
W2 8/10
W1 7/10
W1 7/10
W2 8/10
W1 7/10
W1 7/10
W2 8/10
W2 8/10
W2 8/10
W1 7/10
W2 8/10
W1 7/10
W2 8/10
W2 8/10
W1 7/10
W2 8/10
W2 8/10
30%
24%
24%
22%
20%
17%
14%
13%
12%
11%
10%
10%
10%
9%
9%
9%
9%
8%
7%
7%
6%
5%
5%
3%
n/a
n/a
easy reference
interviewing
21
contact us
Steve Evans
mobile +44 (0) 7849 172 341
switchboard +44 (0) 208 263 5200
tech & entertainment
media
telecoms
youth & kids

What is “Buzz”? - Harris Interactive UK

Transcription

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