Harris Interactive Buzz Report Wave 13

Transcription

contact
Steve Evans
technology & entertainment
sevans@harrisinteractive.com
+44 (0)7849 172 341
Harris
Buzz
Report
Report #13 March 2012
Late March 2012 fieldwork
We are a full service research agency
specialising in technology, telecoms, media,
entertainment and the modern consumer
© Harris Interactive
We offer a full range of services for both
quant and qual research, including:
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Concept testing
Product/service launching, including pack testing
New product development
Pathways to purchase
Product/service configuration
Communications testing and tracking
Brand equity / extension / tracking
Satisfaction, loyalty & stakeholder relationships
Segmentation
Market sizing / share / opportunities
Youth and kids research
Employee research
Global omnibus research
State-of-the-art qualitative techniques, including communities
Steve Evans
technology & entertainment
+44 (0)7849 172 341
Andrew Freeman
media
afreeman@harrisinteractive.com
+44 (0)7970 084 192
Tom Perrott
telecoms
tperrott@harrisinteractive.com
+44 (0)7989 392 256
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
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)
Apple reveal the “New iPad”
BBC to launch a TV programme download service to rival iTunes
Google implements wide-reaching new privacy policy
Google re-name “Android Market” as “Google Play”
Mass Effect 3 video game
Microsoft preview Windows 8 operating system
Mobile roaming costs when abroad capped at £40
Nokia 808 Pureview 41 megapixel cameraphone revealed
Sony unveil “floating interface” touchless display for upcoming Xperia Sola
smartphone
“The Sun on Sunday” newspaper is launched
Virgin Media win contract to provide wi-fi on London Tube system
Warner Bros. Studio Tour - “The Making of Harry Potter” set to open
3
 Robust quantitative method
 Conducted via the Harris PollTM Online
Omnibus
 1,081 UK respondents this edition
 Online fieldwork late March 2012
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
1,081
523
558
169
253
253
212
194
 Data weighted to be representative of
UK national demographics aged 16-64
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
UK launch/news date details
Apple reveal the “New iPad”
Revealed 7th March; on sale in UK mid-March
BBC to launch a TV programme download service to rival iTunes
Announced mid-March; no official launch date as yet
Google implements wide-reaching new privacy policy
Came into effect early March
Google re-name “Android Market” as “Google Play”
Launched 6th March
Mass Effect 3 video game
Released 9th March
Microsoft preview Windows 8 operating system
Extensive preview in March with ongoing earlier snippets
Mobile roaming costs when abroad capped at £40
News story from 2nd March
Nokia 808 Pureview 41 megapixel cameraphone revealed
Unveiled 27th February; UK release 23rd April
Sony unveil “floating interface” touchless display for upcoming Xperia
Sola smartphone
Reported 14th March; UK release H2 2012
“The Sun on Sunday” newspaper is launched
First edition appeared 26th February
Virgin Media win contract to provide wi-fi on London Tube system
Announced 14th March
Warner Bros. Studio Tour - “The Making of Harry Potter” set to open
Previews through March, opens to public 31st March
7
Awareness buzz
Commentary
Extremely familiar
Very familiar
Somewhat familiar
Know name only
Never heard of
The launch of The Sun on Sunday
and the New iPad from Apple top our
awareness poll in Buzz this month
The Sun on Sunday launched
12%
16%
The New iPad
13%
14%
Google new privacy policy
Warner Bros. Studio Tour London
Google Play
21%
6% 7% 11%
Virgin Media Tube wi-fi contract* 5% 5% 11%
Mobile roaming costs capped 3%6%
14%
13%
17%
Nokia 808 Pureview 4%5% 9% 10%
Sony touchless display for Xperia Sola 2%4% 9% 6%
38%
39%
64%
24%
15%
BBC programme download service 3%4% 13%
19%
12%
6% 6% 13%
16%
26%
17%
12%
13%
29%
26%
6% 7%
31%
28%
8% 10%
Windows 8 preview 4% 9%
Mass Effect 3
28%
47%
61%
67%
59%
72%
68%
79%
Base: all respondents (1,081)
News International has spurred a series of
negative headlines since the phone hacking
scandal, which closed the News of the World.
Here we see its replacement cutting through
strongly and topping our poll.
Apple’s New iPad attracted mass media
coverage and its familiarity is roughly on par
with The Sun on Sunday. Interestingly this
level of familiarity is near identical to its iPad
2 launch last year.
Google’s recent activities have also caught
the public’s attention with just under half
saying they’ve heard of their new, widereaching privacy policy and a quarter familiar
with the re-branding of Android Market to
Google Play.
In other news, around a third of the
population are at least somewhat familiar
with Warner Bros. opening their Studio Tour
for the making of Harry Potter. Given the
considerable fan base for the film series, we
would expect this to grow following further
media coverage and discussion.
* among those in London, 38% are at least somewhat aware (base = 189)
8
8
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
13%
14%
28%
29%
16%
Mobile roam
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
3% 5% 1% 8%
6% 9% 3% 10%
15% 17% 13% 17%
17% 15% 19% 14%
59% 54% 64% 52%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
3% 5% 1% 8% 6% 2% <1% <1%
4% 5% 3% 8% 8% 2% 2%
13% 18% 7% 23% 21% 11% 5% 3%
12% 13% 11% 18% 10% 13% 8% 13%
68% 58% 78% 44% 55% 73% 85% 84%
Nokia 808
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
4% 6% 2% 13% 7% <1% <1%
5% 5% 4% 12% 9% 2% 1%
9% 13% 5% 14% 12% 9% 6% 4%
10% 11% 10% 10% 10% 12% 11% 9%
72% 65% 79% 51% 62% 77% 83% 87%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
8%
10%
26%
19%
38%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
2% 4% 1% 8% 4% 1% <1%
4% 5% 2% 5% 10% 3% 1%
9% 13% 6% 21% 13% 6% 3% 5%
6% 7% 5% 6% 5% 10% 5% 4%
79% 71% 86% 61% 68% 80% 92% 91%
Google Play
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
6% 9% 3% 10%
7% 9% 5% 12%
11% 14% 9% 22%
12% 11% 13% 11%
64% 56% 71% 45%
7% 8% 2% 1%
14% 6% 3% 1%
14% 13% 6% 2%
11% 13% 11% 14%
54% 61% 78% 81%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
12%
16%
28%
31%
13%
Mass Effect 3
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
6% 8% 4% 19%
6% 8% 5% 13%
13% 19% 6% 22%
14% 18% 11% 7%
61% 47% 75% 40%
9% 3% 1%
13% 3% 2%
18% 16% 4% 3%
20% 22% 15% 6%
40% 57% 78% 92%
Virgin wifi
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
5% 7% 3%
5% 7% 2%
11% 14% 7%
13% 17% 9%
67% 56% 78%
MS Win8
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
4%
9%
17%
24%
47%
Warner tour
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
6% 9% 4% 15%
7% 7% 7% 14%
21% 21% 22% 22%
26% 27% 25% 25%
39% 37% 42% 25%
Google privacy BBC download
18%
18%
30%
22%
12%
8%
10%
27%
37%
19%
22%
19%
29%
18%
12%
13%
21%
35%
21%
10%
12% 9% 8%
13% 7% 10%
29% 29% 20%
34% 35% 38%
12% 20% 25%
12% 4% 13% 9% 8% 6% 3%
13% 8% 15% 15% 8% 10% 5%
29% 23% 25% 30% 24% 31% 18%
19% 18% 13% 12% 24% 16% 27%
27% 48% 34% 35% 36% 37% 47%
7% 1% 10% 6% 3% 1% 1%
13% 4% 18% 16% 6% 3% 2%
20% 13% 20% 20% 16% 13% 15%
20% 27% 19% 17% 24% 26% 34%
39% 54% 33% 42% 52% 57% 48%
Sun on Sunday Sony touchless
Base size
Apple iPad
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,081 523 558 169 253 253 212 194
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,081 523 558 169 253 253 212 194
17%
15%
29%
30%
10%
8%
17%
28%
31%
16%
26%
13%
32%
12%
17%
8%
15%
27%
38%
12%
6%
16%
22%
45%
12%
17% 7% 2% 1%
3% 8% 5% 5%
11% 15% 9% 11%
12% 13% 16% 9%
57% 59% 67% 74%
<1%
<1%
6%
14%
80%
Awareness buzz
demographic breakdown
(alphabetical order)
5% 1% 2% <1%
12% 5% 2% 1%
19% 15% 12% 11%
13% 18% 18% 22%
51% 61% 67% 66%
13%
22%
31%
22%
11%
11%
14%
30%
34%
12%
9% 5% 3% 1%
12% 5% 2% 4%
25% 21% 21% 16%
23% 30% 25% 27%
31% 39% 49% 52%
9
Awareness buzz
all time list
Phone hacking
Michael Jackson’s doctor
Oscars
Baftas
Brits
Apple boss Steve Jobs dies
Final Harry Potter
London 2012 tickets issued
Murdoch questions
BlackBerry users suffer outage
PS3 accounts hacked
Golden Globes
Charlie Sheen in news
3D TV sets
DAB Radio
Freeview HD
Pop stars for Children in Need
Twitter super-injunctions
IE9 launched
Big Brother re-launched on C5
Murdoch’s BSkyB bid
The Inbetweeners Movie
Facebook profile new design
iPad 2
Sites go offline for SOPA
Apple reveal the New iPad
iPhone 4S
Microsoft buy Skype
Facebook “Timeline”profile
Steve Jobs resigns as Apple CEO
Nintendo 3DS
Call of Duty: Modern Warfare 3
iPhone secretly tracking
Netflix in UK
Facebook plan to float shares
Amazon Kindle Touch
BT Vision
Star Wars films released on BD
Firefox 4 launched
iPad
Windows 7 Mobile
iPhone4 reception issue
Bing
Digital display screens
Amazon Kindle Fire
BBC News website redesign
Smart TV
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
launch field- % at least
or news work somewhat
date date familiar
6/11
10/11
1929
1954
1982
10/11
7/11
6/11
10/11
10/11
4/11
1944
3/11
1/10
1999
2010
11/11
6/11
3/11
2/12
8/11
6/10
8/11
9/11
3/11
1/12
3/12
NYR
5/11
1/12
8/11
3/11
11/11
4/11
10/11
2/12
NYR
2/06
9/11
3/11
6/10
3/12
11/10
6/10
6/09
2009
NYR
7/10
2010
7/11
11/11
2/11 & 2/12
2/11 & 2/12
2/11 & 2/12
10/11
7/11
7/11
7+11/11
10/11
5/11
2/11
4/11
7/10+5/11
8/10
7/10
11/11
6/11
5/11
3/12
9/11
2/11
11/11
10/11
4/11
2/12
3/12
10/11
5/11
2/12
9/11
7/10,2+6/11
11/11
5/11
11/11 & 2/12
2/12
10/11
11/10
5/11+9/11
5/11
7/10
3/12
7/10+2/11
8/10
8/10
8/10
10/11
8/10
4/11
89%
88%
83% (-4)
80% (-5)
80% (-4)
82%
82%
81%
77% (-2)
74%
74%
74%
68%
63% (+27)
64%
64%
60%
58%
58%
57%
57%
57%
57%
56%
56%
56%
55%
55%
54%
54%
53%
53% (+3)
51%
50%
49% (+33)
49%
47%
47%
46% (+11)
46%
46%
44%
44% (+21)
44%
44%
43%
42%
42%
41%
date date familiar
Google+
Kindle eBook
Android-based tablet devices
Google Chrome OS
The Times paywall
Sony release PS Vita handheld
Sky 3D Channel
Xbox Kinect
FIFA 12 video game
Samsung #1 smartphone seller
Spotify
Skype on Facebook
3D Wimbledon
Call of Duty: Black Ops game
EMI sold to Universal Music
iPhone 4
Samsung Galaxy Tab
3D Blu-ray players
Battlefield 3 game
Sony recall 1.6m TVs
Apple iCloud
BlackBerry PlayBook
Google launch Cloud music
Google launch Chromebooks
Nokia/MS partnership
Nintendo unveil ‘Wii U’
HP TouchPad
Kinect for PCs launch
Microsoft Windows 8 preview
Apple-Samsung legal battle
Batman: Arkham City game
Orange / B’card “Quick Tap”
Nokia E7 smartphone
Megaupload taken down
PM “backing winners” for UK film
Nokia ‘Lumia’
Microsoft unveils Windows 8 OS
Sonic the Hedgehog 20 years
Apple Siri software
Gears of War 3 video game
Sony Ericsson Xperia Play
Google Music in USA
BT ordered to block pirate sites
LA Noire videogame
HTC/Apple dispute
Myspace sold for £35M
Resident Evil 6 trailer release
Blinkbox launched
6/11
10/09
6/10
NYR
6/10
2/12
10/10
11/10
9/11
10/11
2/09
6/11
7/11
11/10
11/11
3/12
6/10
2/11
2010
10/11
10/11
10/11
6/11
5/11
5/11
2/11
6/11
7/11
2/12
NYR
8/11
10/11
6/11
2/11
1/12
1/12
NYR
NYR
1991
10/11
9/11
4/11
11/11
7/11
6/11
5/11
6/11
1/12
2008
7/11
11/10
2/11
7/10
8/10
2/12
8/10+11/10
7/10+11/10
10/11
11/11
7/10+2/11
7/11
7/11
11/10
11/11
3/12
7/10
4/11
8/10
11/11
10/11
6/11+10/11
11/10+6/11
5/11
5/11
4/11
6/11
7/11
2/12
3/12
9/11
11/11
6/11
5/11
2/12
2/12
11/11
9/11
7/11
10/11
9/11
4/11
11/11
9/11
6/11
7/11
7/11
2/12
5/11
41%
40%
39%
39%
39%
39%
38% (+4)
37% (+20)
36%
36%
36% (+11)
36%
35%
35%
35%
34%
34%
34% (+2)
34%
34%
33%
32% (-1)
32% (+15)
32%
32%
32%
31%
31%
31%
30%
30%
30%
30%
30%
30%
30%
29%
28%
28%
27%
27%
27%
26%
26%
26%
26%
26%
26%
25%
Halo: Reach video game
Vevo launched
SKY News policy on Twitter use
Mass Effect 3 videogame
Google Play
Mobile roaming costs capped
YouTube full movie rentals
Google buy Motorola mobile
Amazon Cloud Player
HTC service questioned
HP to focus on software
Portal 2 video game
Playstation Vita
Fable III video game
Steam (gaming service)
“.xxx” sex domain (18+)
UK Radioplayer
Google TV
’60s and ’70s Absolute Radio
‘The Daily’ iPad newspaper
Samsung Galaxy
Apple TV
Virgin Media Tube wi-fi contract
BBC TV download service
Rage video game
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
Nokia 808 Pureview revealed
World of Warcraft free
Deus Ex: Human Revolution
BlackBerry launch music service
Google Buzz
Google One Pass
Sony unveil touchless display
Yahoo! company put up for sale
Qriocity streaming service
UK HuffPo launched
Virgin Gaming
YouView
FA Cup match on Facebook
Dell Streak
Net neutrality
Mflow
date date familiar
9/10
12/09
2/12
3/12
3/12
3/12
10/11
8/11
3/11
10/11
8/11
6/11
NYR
6/11
2002
4/11
3/11
10/10
10/11
NYR
4/10
9/10
3/12
NYR
10/11
2/11
3/11
8/10
10/10
9/10
6/11
3/11
3/11
NYR
6/11
8/11
8/11
2/10
2/11
NYR
9/11
3/11
7/11
7/10
NYR
8/11
6/10
n/a
11/09
11/10
5/11
2/12
3/12
3/12
3/12
10/11
9/11
4/11
10/11
9/11
6/11
6/11
6/11
8/10
4/11
4/11
7+11/10
11/11
2/11
8/10
11/10
3/12
3/12
10/11
2+6/11
4/11
8/10
11/10
7+11/10
6/11
4/11
4/11
3/12
7/11
9/11
9/11
8/10
4/11
3/12
9/11
4/11
7/11
8/10
1/10
9/11
7/10
11/10
7/10
25%
25%
25%
24%
24%
24%
24%
24%
24%
23%
22%
22%
22%
22%
22%
22%
22%
22% (+5)
21%
21%
21%
21%
20%
20%
20%
20% (+2)
20%
20%
20%
19% (+5)
19%
19%
18%
17%
17%
16%
16%
16%
16%
15%
15%
15%
15%
13%
13%
12%
11%
10%
7%
10
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
The new iPad (666)
17%
Warner Bros. Studio Tour London (407)
18%
Windows 8 preview (359)
17%
31%
36%
32%
27%
21%
Nokia 808 Pureview (216)
27%
37%
25%
Mass Effect 3 (275)
37%
28%
10%
14%
15%
12%
37%
14%
39%
13%
Touchless display for Xperia Sola (176)
17%
31%
BBC download service (245)
18%
30%
38%
15%
Google Play (295)
17%
31%
39%
13%
The Sun on Sunday launched (661)
10%
Virgin Media Tube wi-fi contract (263)*
17%
Mobile roaming costs capped (280)
15%
46%
Google new privacy policy (525)
8%
36%
25%
25%
31%
30%
24%
39%
19%
42%
18%
Among those at least “somewhat
familiar”, the New iPad is the most
discussed news topic surveyed,
slightly ahead of both the Warner
Bros. Studio Tour and Windows 8
preview
The latest Mass Effect game, despite
having comparably lower levels of
awareness among the population, is the
product release people are talking about
in most detail (1 in 4 have/will discuss a
great deal), and clearly reflects a strong
fan base for the game, which won high
praise.
Virgin Media winning the London
Underground wi-fi contract is another
‘niche’ topic of discussion. Whilst well
down the list among those familiar across
the country, we see almost 3 in 4 of those
aware in London are talking about it.
By contrast, both The Sun on Sunday
launch and Google’s new privacy policy
prove to be news stories people are
familiar with but are not really talked
about.
41%
21%
bases shown in parentheses
* among those in London who are aware, 73% have/will discuss at least a little (base = 94)
12
12
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)
The New iPad
9%
6%
6%
We now look at the same data
but including those who
previously said they were not
familiar with the news articles to
give a total population perspective
25%
21%
15%
17%
13%
6%
45%
14%
43%
11% 5%
Google new privacy policy 4% 13%
18%
66%
9%
56%
Windows 8 preview 5% 11% 10% 5%
6% 7% 9% 3%
76%
Google Play 4% 7% 10% 3%
76%
Mobile roaming costs capped 4% 6% 10% 4%
76%
Mass Effect 3
BBC download service 4% 6% 7% 3%
70%
Nokia 808 Pureview 4%5% 6%2%
83%
Virgin Media Tube wi-fi contract* 3%5% 8% 4%
Touchless display for Xperia Sola 3%5% 6%2%
80%
80%
Unsurprisingly the most publicised news
stories with greatest awareness generate
the most discussion across the nation –
the New iPad clearly standing out as the
topic being most discussed (particularly so
among the younger age groups), ahead of
The Sun on Sunday launch.
The New iPad Discussion Buzz is,
however, lower than that seen for iPad 2
last year.
The other products and announcements
covered this wave tend to be more ‘niche’
topics of discussion, appealing more to
enthusiasts for the subject, with no more
than 1 in 5 saying they have/will discuss
them.
As seen among those who are familiar,
the announcement of Virgin Media’s wi-fi
contract generates notably more
discussion among those who live in
London, who have most to gain from the
service, than the population at large.
85%
* among those in London, 28% have/will discuss at least a little (base = 189)
13
13
9%
25%
15%
6%
45%
12% 6% 19% 11% 8% 6% 3%
27% 23% 33% 28% 23% 21% 21%
21% 10% 11% 23% 17% 12% 10%
6% 5% 7% 6% 6% 6% 3%
34% 56% 30% 31% 46% 55% 63%
Mobile roam
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
4% 5% 2% 11% 6% 2% <1% <1%
6% 9% 3% 8% 13% 5% 2% 1%
7% 10% 5% 13% 14% 6% 4% 1%
3% 5% 1% 8% 2% 3% 2% 1%
80% 71% 89% 62% 65% 86% 93% 96%
Nokia 808
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
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
4%
13%
18%
9%
56%
4%
7%
10%
3%
76%
6%
7%
9%
3%
76%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
5% 8% 2%
11% 15% 6%
10% 13% 7%
5% 4% 5%
70% 59% 81%
2%
12%
16%
5%
66%
2%
6%
8%
1%
83%
3%
4%
5%
2%
86%
6%
14%
20%
13%
47%
12%
11%
12%
9%
56%
16%
16%
16%
6%
47%
4%
18%
23%
7%
47%
5%
13%
15%
2%
65%
13%
11%
13%
3%
60%
3%
13%
16%
7%
60%
3%
9%
11%
4%
74%
1%
4%
11%
5%
79%
4%
7%
22%
15%
53%
1%
3%
6%
1%
89%
2%
1%
3%
1%
93%
1%
14%
7%
4%
74%
<1%
2%
3%
<1%
95%
<1%
1%
2%
98%
12% 8% 3% 3% <1%
12% 11% 12% 8% 11%
16% 20% 5% 4% 3%
8% 2% 5% 4% 4%
52% 59% 75% 83% 82%
Fem
558
1%
5%
9%
3%
83%
2%
2%
4%
2%
89%
2%
3%
4%
1%
91%
16-24
169
10%
3%
15%
6%
65%
10%
12%
11%
6%
61%
9%
11%
9%
4%
67%
25-34
253
6%
7%
16%
7%
64%
8%
6%
13%
1%
72%
4%
7%
14%
2%
73%
35-44
253
<1%
5%
11%
5%
79%
1%
3%
4%
4%
89%
1%
4%
3%
2%
90%
45-54
212
1%
7%
4%
3%
85%
<1%
2%
4%
1%
93%
1%
2%
1%
96%
55-64
194
<1%
7%
4%
1%
88%
<1%
2%
1%
96%
1%
2%
2%
95%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
6%
21%
17%
14%
43%
9%
21%
18%
14%
39%
2%
21%
16%
14%
47%
9%
26%
18%
18%
29%
8%
23%
22%
13%
34%
3%
20%
17%
14%
46%
3%
19%
15%
13%
50%
5%
15%
12%
11%
57%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
3% 5% 2% 10% 5% 1% 1% <1%
5% 7% 3% 8% 8% 5% 2% 2%
8% 10% 6% 9% 13% 6% 9% 2%
4% 5% 3% 4% 3% 5% 5% 2%
80% 73% 87% 69% 71% 83% 83% 94%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
6% 7% 6%
13% 12% 14%
11% 13% 8%
5% 4% 6%
66% 64% 67%
6%
15%
20%
14%
46%
7%
9%
11%
5%
68%
9%
9%
13%
4%
65%
Male
523
6%
7%
12%
6%
69%
5%
8%
9%
3%
76%
4%
7%
8%
3%
78%
Virgin wifi
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
Base size
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
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
Total
1,081
4%
6%
10%
4%
76%
4%
5%
6%
2%
83%
3%
5%
6%
2%
85%
Warner tour
Apple iPad
Google Play
Mass Effect 3
MS Win8
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,081 523 558 169 253 253 212 194
11%
20%
12%
7%
50%
Discussion buzz
10% 6% 2% 2%
13% 12% 9% 10%
18% 7% 11% 5%
5% 5% 5% 3%
55% 69% 74% 79%
14
Discussion buzz
all time list
Phone hacking
Final Harry Potter
Michael Jackson’s doctor
Brits
PS3 accounts hacked
3D TV sets
Oscars
iPad 2
Freeview HD
Murdoch questioning
Baftas
iPad
Facebook “Timeline” profile
Twitter/super-injunctions
iPhone 4S
Nintendo 3DS
Golden Globes
DAB Radio
IE9 launched
Microsoft buy Skype
Kindle eBook
Netflix in UK
iPhone 4
Xbox Kinect
Spotify
Windows 7 for Mobile
Firefox 4 launched
Smart TV
Sky 3D Channel
Amazon Kindle Touch”
Amazon Kindle Fire
launch field- % have
or news work
or will
date date discuss this
6/11
7/11
10/11
10/11
6/11
10/11
1977
4/11
1/10
1929
3/11
2010
7/11
1947
8/11
9/11
3/12
6/10
1/12
6/11
3/11
NYR
3/11
1944
1999
11/11
4/11
1/12
3/11
6/10
2/12
8/11
5/11
10/09
10/11
11/11
6/10
6/10
11/10
2/09
11/10
6/10
3/11
2010
8/11
NYR
11/10
NYR
NYR
7/11
66%
7/11
55%
10/11
52%
11/11
48%
7/11
47%
10/11
46%
2/11 & 2/12
44% (-3)
5/11
43%
7/10+5/11 42% (+15)
2/11 & 2/12
39% (-8)
4/11
39%
7/10
38%
7+11/11
37% (-13)
2/11 & 2/12 36% (-10)
11/11
36%
10/11
35%
34%
3/12
7/10
34%
2/12
34%
6/11
32%
4/11
32%
10/11
31%
7/10,2+6/11 31% (+5)
2/11
31%
8/10
30%
11/11
29%
5/11
28%
2/12
27%
5/11
27%
2/11
27%
26%
3/12
26%
9/11
5/11
26%
11/10
25%
11/11 & 2/12 24%(+8)
11/11
24%
8/10
24%
7/10
24%
7/10+11/10 24% (+13)
2/11
24 % (+8)
7/10+2/11 24% (+13)
2/11
24%
5/11
23%
4/11
23%
22%
9/11
8/10+11/10 22% (+4)
11/10
22%
10/11
21%
10/11
20%
or news work
or will
FIFA 12 video game
Nintendo unveil ‘Wii U’
BlackBerry PlayBook
BT Vision
Samsung Galaxy Tab
Nokia / MS partnership
Google+
Battlefield 3 game
Apple iCloud
LA Noire video game
Portal 2 video game
Google launch cloud music
Nokia E7 smartphone
Google Chrome OS
Samsung #1 smartphone seller
Apple Siri software
The Times paywall
Crysis 2 video game
Nokia ‘Lumia’
Playstation Vita
Amazon Cloud Player
3D Blu-ray players
Blinkbox launched
Vevo launched
Motorola Xoom
HP TouchPad
Skype on Facebook
UK Radioplayer
Bing
Sony Move
9/11
2/12
2/12
3/12
9/11
6/11
6/11
12/06
6/11
11/10
5/11
4/11
2/11
6/11
3/12
10/11
10/11
6/11
6/11
5/11
2/11
NYR
NYR
10/11
10/11
6/10
3/11
1/12
NYR
NYR
3/11
7/10
2010
10/11
6/11
2008
12/09
9/10
3/12
8/11
NYR
2/11
7/11
6/11
3/11
3/11
3/11
6/09
9/10
5/11+9/11
2/12
2/12
3/12
10/11
6/11
11/10+6/11
11/10
6/11
2/11+6/11
5/11
4/11
4/11
7/11
3/12
11/11
6/11+10/11
6/11
6/11
5/11
5/11
7/10
3/12
11/11
10/11
8/10
4/11
2/12
11/11
6/11
4/11
8/10
8/10
11/11
6/11
5/11
5/11
11/10
3/12
9/11
9/11
2/11+6/11
7/11
7/11
4/11
4/11
4/11
8/10
7/10+11/10
20% (0)
20%
20%
19%
19%
19%
19% (+9)
19%
18%
18% (-1)
18%
18%
18%
18%
17%
17%
17% (-4)
17%
17%
17%
17%
17%
16%
16%
16%
16%
16%
16%
15%
15%
15%
15%
15%
14%
14%
14%
14%
14%
13%
13%
13%
13% (+1)
13%
13%
13%
13%
13%
13%
13% (+5)
or news work
or will
Resident Evil trailer release
Google Play
XXX sex domain
‘The Daily’ digital newspaper
Google Music in USA
HTC Flyer tablet
Apple TV
Fallout: New Vegas
3D Wimbledon
HTC/Apple dispute
Google One Pass
Google TV
SKY News policy on Twitter use
EMI sold to Universal Music
Rage video game
Deus Ex: Human Revolution game
Samsung Galaxy
YouView
Net neutrality
World of Warcraft free
Dell Streak
Google Buzz
UK HuffPo launched
Virgin Gaming
Mflow
2/12
2/12
1/12
2/12
1/12
2/12
3/12
3/12
10/11
10/11
9/11
9/11
4/11
4/11
NYR
2/11
11/11
11/11
7/11
9/11
6/11
6/11
2009
8/10
9/10
11/10
10/10
11/10
7/11
7/11
10/11
10/11
8/11
9/11
5/11
7/11
2/11
4/11
3/11
4/11
10/10 7/10+11/10
2/12
2/12
3/12
3/12
NYR
3/12
11/11
11/11
10/11
11/11
8/11
9/11
1991
7/11
8/10
8/10
2002
8/10
NYR
3/12
3/12
3/12
10/11
10/11
10/11
10/11
8/11
9/11
4/10
8/10
NYR
11/10
NYR
3/12
n/a
11/10
6/11
7/11
8/11
9/11
8/11
9/11
6/11
7/11
6/10
7/10
2/10
8/10
9/11
9/11
7/11
7/11
7/10
8/10
11/09
7/10
13%
13%
13%
12%
12%
12%
12%
12%
12%
11%
11%
11%
11%
11%
11%
10%
10%
10%
10%
10%
10% (+3)
10%
9%
9%
9%
9%
9%
9%
9%
9%
8%
8%
8%
8%
8%
8%
8%
7%
7%
7%
6%
6%
6%
6%
5%
4%
4%
4%
4%
15
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
Among those familiar with each
news story, it is the tech
developments that have generated
the most excitement in this edition
base shown in parentheses
24%
Nokia 808 Pureview (216)
Windows 8 preview (359)
14%
25%
43%
20%
Touchless display for Xperia Sola (176)
16%
35%
32%
8%
39%
10%
39%
10%
BBC download service (245)
16%
34%
Warner Bros. Studio Tour London (407)
18%
32%
32%
18%
28%
35%
17%
21%
Mass Effect 3 (275)
The new iPad (666)
13%
Mobile roaming costs capped (280)
11%
Google Play (295)
10%
The Sun on Sunday launched (661)
Google new privacy policy (525)
32%
18%
Virgin Media Tube wi-fi contract (263)*
36%
6%
28%
33%
19%
38%
17%
34%
25%
17%
35%
22%
43%
32%
23%
45%
n/a (excitement not asked)
Heading this list is the announcement of the
Nokia 808 Pureview handset, its impressive
41MP camera and 1080p video recording
capabilities appealing to camera enthusiasts
and exciting 3 in 5 of those aware.
Microsoft’s early preview of Windows 8 has
attracted similar levels of excitement, albeit
with a smaller proportion who consider
themselves ‘very’ excited, with many waiting
to see how the revamped OS behaves and
feels across the different product platforms.
Sony’s touchless display for the Xperia Sola
and the forthcoming BBC download service
(now codenamed ‘Project Barcelona’)
feature more highly in terms of excitement
than for their overall awareness or level of
discussion. It will be interesting to see how
these change as further details/launch dates
are confirmed.
While the New iPad doesn’t prove
particularly exciting among those in the
know, we see overleaf it tops our
Excitement Buzz list among the nation as a
whole, driven by its high level of awareness.
* among those in London who are aware, 71% are at least somewhat excited (base = 94)
17
17
Excitement buzz
Commentary
Among all respondents, including unfamiliar
Despite not featuring highly among
those aware, the New iPad sits top
of the list in terms of excitement
generated across the whole country
Very excited
Somewhat excited
Not at all excited
Couldn't care less
Unfamiliar (not asked about excitement level)
45%
Each generation of iPad creates notable
excitement among the general public and
this third iteration proves no exception, with
1 in 4 saying they are at least somewhat
excited by it. It does fall slightly short,
however, compared to the excitement
generated by the iPad 2.
43%
With a wide interest/fan base surrounding
the Harry Potter franchise, the Warner Bros.
Studio Tour is in joint second place, on par
with the excitement surrounding the early
preview of Windows 8.
The New iPad
7%
18%
6% 11%
Windows 8 preview 4% 13%
The Sun on Sunday launched 4% 10%
20%
10%
11% 6%
66%
11% 3%
18%
70%
25%
Mass Effect 3 5% 7% 9% 4%
Mobile roaming costs capped 3% 8% 8% 5%
Nokia 808 Pureview 4% 6% 4%3%
76%
76%
83%
BBC programme download service 3%7% 8%2%
80%
Virgin Media Tube wi-fi contract* 4%6% 8% 3%
80%
Google Play 3%6% 10% 6%
Sony touchless display for Xperia Sola 3%5% 6%2%
76%
85%
While The Sun on Sunday does feature
highly in general awareness, the actual
number of Sun readers is a relatively low
proportion of the population (currently just
under 3m) and it is therefore not surprising
to see a quarter of the population saying
they couldn’t care less by its Sunday add-on.
As already seen in the awareness coverage,
other news stories tend to be more ‘niche’
topics of interest and thus generate
comparably lower levels of excitement
among the GB population.
* among those in London, 27% are at least somewhat excited (base = 189)
18
18
Very excited
3% 5% 1% 7% 7% 2% <1% <1%
Somewhat excited 7% 10% 4% 12% 14% 5% 2% 2%
Not at all excited
8% 11% 5% 16% 12% 7% 3% 1%
Couldn’t care less 2% 3% 1% 4% 2% 1% 2% <1%
Unfamiliar
80% 71% 89% 62% 65% 86% 93% 96%
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
Very excited
3% 5% 1% 8% 5% 1%
Somewhat excited 6% 8% 4% 12% 11% 4%
Not at all excited 10% 13% 8% 17% 13% 14%
Couldn’t care less 6% 8% 4% 7% 6% 8%
Unfamiliar
76% 68% 83% 56% 65% 74%
Very excited
5% 8% 2% 12% 11% 1%
Somewhat excited 7% 11% 3% 15% 13% 5%
Not at all excited
9% 11% 6% 21% 11% 7%
Couldn’t care less 4% 5% 3% 6% 5% 7%
Unfamiliar
76% 65% 86% 47% 60% 79%
2%
4%
5%
89%
2%
<1%
2%
3%
93%
<1%
1%
3%
1%
95%
<1%
1%
2%
98%
Very excited
4% 7% 2% 9% 9% 1% 2%
Not at all excited 11% 12% 9% 14% 13% 9% 6% 10%
Couldn’t care less 3% 4% 1% 4% <1% 5% 1% 2%
Unfamiliar
70% 59% 81% 52% 59% 75% 83% 82%
Mobile roam
5% 1%
12% 14%
16% 14%
12% 8%
55% 63%
Nokia 808
10% 5% 18% 9% 5%
20% 16% 26% 18% 19%
24% 15% 15% 32% 19%
12% 9% 11% 10% 11%
34% 56% 30% 31% 46%
7%
18%
20%
10%
45%
Male
523
5%
9%
11%
7%
69%
5%
9%
5%
4%
76%
5%
7%
8%
2%
78%
Fem
558
1%
6%
6%
4%
83%
3%
3%
3%
2%
89%
1%
3%
4%
1%
91%
16-24
169
7%
11%
10%
7%
65%
11%
14%
8%
6%
61%
10%
8%
13%
2%
67%
25-34
253
5%
13%
11%
7%
64%
7%
10%
9%
1%
72%
6%
11%
9%
1%
73%
35-44
253
<1%
3%
11%
7%
79%
1%
3%
4%
4%
89%
<1%
2%
6%
2%
90%
45-54
212
1%
6%
4%
4%
85%
1%
3%
1%
3%
93%
1%
2%
1%
96%
55-64
194
<1%
7%
4%
1%
88%
1%
2%
<1%
1%
96%
2%
1%
2%
95%
Very excited
Somewhat excited
Not at all excited
Unfamiliar
4%
10%
18%
25%
43%
6% 2% 7% 6% 3% 1% 1%
11% 9% 19% 11% 6% 6% 7%
18% 19% 24% 26% 19% 12% 10%
27% 24% 21% 24% 26% 30% 26%
39% 47% 29% 34% 46% 50% 57%
Virgin wifi
Very excited
Somewhat excited
Not at all excited
Unfamiliar
Base size
Very excited
Somewhat excited
Not at all excited
Unfamiliar
Very excited
Somewhat excited
Not at all excited
Unfamiliar
Very excited
Somewhat excited
Not at all excited
Unfamiliar
Total
1,081
3%
8%
8%
5%
76%
4%
6%
4%
3%
83%
3%
5%
6%
2%
85%
Very excited
4% 6% 1% 10% 6% 1% 1% <1%
Not at all excited
8% 9% 6% 10% 10% 7% 10% 2%
Couldn’t care less 3% 5% 2% 3% 3% 4% 5% 2%
Unfamiliar
80% 73% 87% 69% 71% 83% 83% 94%
Warner tour
Apple iPad
Google Play
Mass Effect 3
MS Win8
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,081 523 558 169 253 253 212 194
Very excited
6% 6% 6%
Somewhat excited 11% 10% 12%
Not at all excited 11% 12% 10%
Couldn’t care less 6% 8% 4%
Unfamiliar
66% 64% 67%
11%
17%
17%
4%
50%
Excitement buzz
10% 7% 1% 2%
13% 9% 9% 7%
14% 9% 9% 6%
8% 6% 7% 5%
55% 69% 74% 79%
19
Excitement buzz
all time list
(base size >1,000)
date date
excited
Final Harry Potter
Freeview HD
Brits
3D TV sets
iPad 2
Oscars
Baftas
iPad
DAB Radio
Firefox 4 launched
Nintendo 3DS
IE9 launched
Smart TV
Golden Globes
Xbox Kinect
Netflix in UK
iPhone 4S
Sky 3D Channel
iPhone 4
Spotify
Windows 7 for Mobile
Murdoch questioning
Amazon “Kindle Fire”
Amazon “Kindle Touch”
Microsoft buy Skype
Kindle eBook
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
7/11
2010
1977
8/11
1/10
3/11
1929
1947
3/12
6/10
1999
3/11
11/11
3/11
6/11
3/11
2010
1944
11/10
10/11
1/12
11/11
NYR
6/10
NYR
6/10
2/09
11/10
11/10
7/11
NYR
NYR
5/11
10/09
2/12
5/11
3/12
NYR
5/11
9/11
2/11
4/11
2010
6/11
6/11
11/10
6/11
6/11
7/11
41%
7/10
30%
2/11 & 2/12 30% (0%)
11/11
29%
7/10+5/11
29% (+7)
4/11
29%
2/11 & 2/12
29% (-3)
2/11 & 2/12
28% (-3)
3/12
25%
7/10
24%
8/10
24%
5/11
23%
11/11
22%
7/10,2+6/11 22% (-1)
7/11
22%
5/11
22%
4/11
22%
2/11
22%
7/10+11/10 22% (+12)
11/11 & 2/12 22% (+14)
2/12
22%
11/11
21%
10/11
21%
2/11
21%
8/10+11/10 20% (+6)
7/10
20%
2/11
20% (+7)
7/10+2/11 20% (+11)
11/10
20%
7+11/11
19% (-8)
19%
10/11
19%
10/11
5/11
19%
11/10
19%
2/12
19%
5/11
18%
3/12
17%
17%
3/12
5/11
17%
17% (-3)
5/11+9/11
5/11
17%
4/11
17%
8/10
17%
6/11
16%
11/10+6/11 16% (+7)
2/11+6/11
16% (-3)
6/11
16%
6/11
16%
date date
excited
Facebook “Timeline” profile
Nokia ‘Lumia’
Battlefield 3 game
Apple iCloud
Blinkbox
Nokia/MS partnership
Playstation Vita showcased
Vevo
Amazon Cloud Player
Resident Evil 6 trailer released
Apple Siri software
Crysis 2 video game
BT Vision
Google+
FIFA 12 video game
HP TouchPad
Motorola Xoom
Google Chrome OS
UK Radioplayer
HTC Flyer
‘The Daily’ digital newspaper
Apple TV
Fallout: New Vegas game
Google Music in USA
1/12
2/12
NYR
11/11
10/11
11/11
10/11 6/11+10/11
2008
5/11
2/11
4/11
9/11
10/11
8/11
9/11
6/11
6/11
NYR
6/11
6/11
6/11
12/09
5/11
3/11
4/11
1/12
2/12
2/12
2/12
2/12
3/12
10/11
11/11
10/11
10/11
NYR
9/11
3/11
4/11
9/10
11/10
12/06
11/10
6/11
7/11
2/12
2/12
1/12
2/12
3/12
3/12
9/11
10/11
7/11
7/11
NYR
2/11
NYR
7/10
NYR
4/11
3/11
4/11
3/11
4/11
1/12
2/12
6/11
6/11
3/11
4/11
NYR
2/11
2009
8/10
9/10
11/10
10/10
11/10
3/12
3/12
NYR
3/12
NYR
3/12
10/11
11/11
11/11
11/11
10/11
10/11
9/11
9/11
7/10
8/10
16%
15%
15%
15% (-2)
15%
15%
14%
14%
14%
14%
14%
14%
14%
14%
14%
13%
13%
13%
13%
13%
13%
13%
13%
13%
13%
12%
12%
12%
12% (+1)
12%
12%
12%
12%
12%
11%
11%
11%
11%
11%
11%
10%
10%
10%
10%
10%
10%
10%
10%
date date
excited
Sony Move
Google TV
Google Play
Rage video game
3D Wimbledon
Skype on Facebook
“.xxx” sex domain (18+)
Google One Pass
Samsung Galaxy
YouView
Deus Ex: Human Revolution game
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
9/10 7/10+11/10
10/10 7/10+11/10
3/12
3/12
3/12
3/12
10/11
10/11
7/11
7/11
6/11
7/11
6/11
7/11
4/11
4/11
3/11
4/11
2/11
4/11
2002
8/10
4/10
8/10
NYR
3/12
8/10
8/10
NYR
11/10
7/11
9/11
8/11
9/11
8/11
9/11
6/09
8/10
8/11
9/11
8/11
9/11
8/11
9/11
6/10
7/10
2/10
8/10
7/10
8/10
7/11
7/11
6/11
7/11
6/11
7/11
11/09
7/10
3/12
3/12
10/11
10/11
10/11
10/11
10/11
10/11
10/11
10/11
8/11
9/11
8/11
9/11
9/11
9/11
5/11
6/11
4/11
5/11
4/11
5/11
6/10
8/10
6/10
2/11
n/a
11/10
6/10
8/10
6/11
7/11
5/11
7/11
10% (+3)
10% (+1)
9%
9%
9%
9%
9%
9%
9%
9%
9%
9%
9%
8%
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
n/a
n/a
n/a
n/a
n/a
20
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

Harris Interactive Buzz Report Wave 13

Transcription

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