harris buzz #2: entertainment research, technology research
TRANSCRIPT
Harris Buzz Report
ContactSteve Evans
Technology & [email protected]
+44 (0)7849 172 341
Report #2 – October 2010August 2010 fieldwork
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About Harris InteractiveWe 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
Our range of services include:
• 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 EvansTechnology & Entertainment
[email protected]+44 (0)7849 172 341
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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
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
In this report, we look at:(listed alphabetically)
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Methodology
Demographic Unweighted base
Total 1,062
All males 502
All females 560
16-24 year olds 141
25-34 year olds 278
35-44 year olds 247
45-54 year olds 208
55-64 year olds 188
Unweighted sample profile
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
Data “propensity weighted” to account for any online sampling bias
Metric 1 of 3
Awareness buzz
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How we asked the questionPlease 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 note1. 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, oneneeds 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)
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This wave’s Buzz list3D capable Blu-ray players Blu-ray players capable of showing 3D on 3D capable TV sets
BBC News website redesign 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*
Electronic displays showing advertising replacing traditional static posters
Google Buzz Social networking and messaging tool from Google
iPhone 4 reception/antennae problems* High profile reports post-launch in June 2010
Internet spoof music video “Newport” parodying Jay-Z song*
Comedic music video that went viral via YouTube and other video streaming sites, based on Jay-Z’s homage to New York
Samsung Galaxy 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”)*
The newspaper charging access to the full site, paying £1/day or £2 for a week’s subscription
Virgin Gaming (video gaming service)* 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
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UK launch date details3D capable Blu-ray players Multiple players unveiled Summer/Autumn 2010
BBC News website redesign 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*
Various examples since 2009
Google Buzz Announced and released February 2010
iPhone 4 reception/antennae problems* Device launched June 2010; issues widely reported July 2010
Internet spoof music video “Newport” parodying Jay-Z song*
Song widely reported about in mainstream media in August 2010
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”)*
Paywall introduced June 2010
Virgin Gaming (video gaming service)* Announced July 2010
*Please note these buzz items have been abbreviated in the data charts – respondents were shown the list precisely as above
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Commentary
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
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.
Awareness buzz
DAB Radio
BBC News website redesign
iPhone4 reception/antennae
Bing
The Times paywall
Digital display screens
3D Blu-ray players
Sky 3D
Steam (gaming service)
"Newport" Jay-Z internet spoof
Samsung Galaxy
Google Buzz
Virgin Gaming (gaming service)
15%
9%
8%
5%
5%
3%
4%
4%
5%
5%
4%
3%
2%
19%
13%
13%
11%
10%
10%
8%
8%
5%
4%
4%
3%
2%
30%
20%
24%
28%
23%
29%
22%
22%
12%
11%
13%
11%
10%
21%
18%
18%
30%
15%
20%
33%
37%
13%
12%
32%
21%
20%
14%
40%
38%
26%
46%
37%
33%
29%
65%
68%
47%
63%
67%
Extremely familiarVery familiarSomewhat familiarKnow name onlyNever heard of
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3D
Blu
-ray
Extremely familiar 4% 6% 3% 11% 5% 1% 2% 1%Very familiar 8% 11% 5% 11% 10% 7% 8% 2%Somewhat familiar 22% 27% 17% 24% 26% 26% 19% 14%Just know name 33% 27% 38% 26% 28% 34% 38% 39%Never heard of 33% 29% 37% 27% 30% 32% 33% 45%
Bin
g
Extremely familiar 5% 8% 3% 9% 8% 4% 5% <1%Very familiar 11% 13% 9% 19% 12% 11% 8% 5%Somewhat familiar 28% 31% 25% 32% 31% 31% 26% 18%Just know name 30% 24% 36% 23% 27% 33% 35% 32%Never heard of 26% 24% 27% 18% 22% 22% 26% 44%
DA
B R
adio
Extremely familiar 15% 19% 11% 20% 15% 17% 12% 10%Very familiar 19% 25% 12% 15% 20% 15% 25% 20%Somewhat familiar 30% 31% 30% 26% 36% 36% 25% 29%Just know name 21% 16% 27% 14% 21% 25% 23% 25%Never heard of 14% 9% 20% 25% 9% 7% 14% 16%
Dig
.dis
pla
y Extremely familiar 3% 4% 2% 7% 6% 2% 2% -Very familiar 10% 13% 7% 20% 10% 9% 6% 4%Somewhat familiar 29% 35% 24% 32% 36% 31% 26% 20%Just know name 20% 21% 20% 13% 13% 23% 27% 27%Never heard of 37% 26% 47% 28% 35% 34% 39% 49% G
oo
gle
Bu
zz Extremely familiar 3% 4% 2% 7% 3% 1% 1% 1%Very familiar 3% 4% 1% 4% 6% 1% 1% 1%Somewhat familiar 11% 15% 7% 15% 16% 13% 5% 4%Just know name 21% 22% 19% 26% 22% 19% 20% 16%Never heard of 63% 55% 72% 49% 53% 66% 73% 78%
iP4
rece
pti
on Extremely familiar 8% 12% 4% 14% 11% 6% 4% 4%
Very familiar 13% 16% 9% 18% 16% 14% 10% 3%Somewhat familiar 24% 25% 22% 25% 29% 27% 21% 16%Just know name 18% 15% 20% 13% 21% 15% 21% 20%Never heard of 38% 32% 44% 30% 23% 38% 43% 58% “N
ew
po
rt” Extremely familiar 5% 7% 3% 10% 8% 4% 2% -
Very familiar 4% 5% 3% 6% 6% 7% 1% <1%Somewhat familiar 11% 12% 10% 15% 17% 15% 6% 1%Just know name 12% 13% 10% 19% 12% 11% 10% 6%Never heard of 68% 62% 74% 50% 58% 63% 82% 93%
Sam
Gal
axy Extremely familiar 4% 5% 3% 8% 5% 1% 1% 3%
Very familiar 4% 4% 4% 5% 8% 5% 2% <1%Somewhat familiar 13% 15% 12% 17% 21% 15% 9% 5%Just know name 32% 34% 30% 31% 27% 27% 43% 34%Never heard of 47% 41% 52% 39% 40% 52% 45% 59%
Sky
3D
Extremely familiar 4% 5% 2% 6% 5% 3% 2% 2%Very familiar 8% 11% 5% 13% 11% 9% 6% 2%Somewhat familiar 22% 25% 20% 24% 26% 25% 20% 15%Just know name 37% 35% 38% 26% 34% 40% 42% 44%Never heard of 29% 23% 34% 32% 24% 23% 29% 37%
Ste
am
Extremely familiar 5% 8% 2% 10% 9% 3% 1% -Very familiar 5% 8% 2% 6% 8% 5% 4% 2%Somewhat familiar 12% 18% 7% 24% 17% 10% 6% 3%Just know name 13% 11% 14% 6% 15% 14% 16% 12%Never heard of 65% 55% 76% 54% 50% 69% 73% 83% Ti
mes
pay
wal
l
Extremely familiar 5% 8% 3% 7% 9% 4% 4% 4%Very familiar 10% 14% 7% 14% 11% 10% 8% 8%Somewhat familiar 23% 27% 20% 20% 26% 28% 20% 23%Just know name 15% 17% 13% 11% 14% 15% 18% 17%Never heard of 46% 35% 57% 47% 40% 43% 49% 48%
Vir
gG
amin
g Extremely familiar 2% 3% 1% 4% 3% 1% 1% -Very familiar 2% 2% 2% 4% 4% - 1% <1%Somewhat familiar 10% 12% 7% 13% 13% 10% 6% 4%Just know name 20% 21% 19% 18% 18% 15% 29% 22%Never heard of 67% 61% 72% 61% 61% 74% 63% 74%
Total Male Fem 16-24 25-34 35-44 45-54 55-64
Base size 1,062 502 560 141 278 247 208 188
BB
C N
ew
s Extremely familiar 9% 13% 6% 13% 12% 10% 6% 3%Very familiar 13% 18% 8% 13% 19% 12% 13% 9%Somewhat familiar 20% 25% 14% 20% 23% 19% 20% 17%Just know name 18% 15% 20% 11% 14% 23% 18% 23%Never heard of 40% 29% 52% 43% 32% 36% 43% 49%
Total Male Fem 16-24 25-34 35-44 45-54 55-64
Base size 1,062 502 560 141 278 247 208 188
Awareness buzzdemographic breakdown(alphabetical order)
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Awareness buzzAll waves comparison
DAB Radio 1999 W2 8/10 64%
Freeview HD 2010 W1 7/10 64%
iPad 06/10 W1 7/10 46%
iPhone4 reception/antennae 06/10 W2 8/10 44%
Bing 06/09 W2 8/10 44%
Digital display screens 2009 W2 8/10 43%
BBC News website redesign 07/10 W2 8/10 42%
Google Chrome OS NYR W1 7/10 39%
The Times paywall 06/10 W2 8/10 39%
3D television sets 01/10 W1 7/10 37%
iPhone 4 06/10 W1 7/10 34%
3D Blu-ray players Summer ’10 W2 8/10 34%
Sky 3D NYR W2 8/10 34%
Nintendo 3DS NYR W1 7/10 27%
Spotify 02/09 W1 7/10 24%
Windows 7 for Mobile NYR W1 7/10 23%
Steam (gaming service) 2002 W2 8/10 22%
Samsung Galaxy 04/09 W2 8/10 21%
"Newport" Jay-Z internet spoof 08/10 W2 8/10 20%
"Kinect" for Xbox 360 NYR W1 7/10 17%
Google TV NYR W1 7/10 17%
Google Buzz 02/10 W2 8/10 16%
"Move" for Sony PS3 09/10 W1 7/10 14%
Virgin Gaming (gaming service) 07/10 W2 8/10 13%
Dell Streak 06/10 W1 7/10 11%
mflow 11/09 W1 7/10 7%
Launchdate
Fieldwork date
% At least somewhat
familiar
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
Metric 2 of 3
Discussion buzz
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Commentary
Some fascinating insight here, showing the importance of managing public relations, the continuing buzz of 3D and the power of social media
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.
Discussion buzzAmong those at least somewhat aware of each
iPhone4 reception (505)
Sky 3D (368)
Newport Jay-Z spoof (213)
DAB Radio (712)
3D Blu-ray players (359)
Steam (gaming service) (241)
Samsung Galaxy (250)
The Times paywall (447)
BBC News site redesign (492)
Virgin Gaming (142)
Google Buzz (176)
Bing (504)
Digital display screens (463)
12%
10%
16%
8%
9%
12%
15%
6%
5%
8%
12%
4%
5%
43%
43%
32%
39%
36%
30%
25%
33%
30%
24%
18%
25%
22%
30%
32%
35%
30%
40%
35%
45%
40%
42%
45%
50%
40%
44%
15%
16%
17%
24%
15%
22%
16%
20%
23%
22%
21%
30%
29%
Have/will discuss a great dealHave/will discuss a littleHave not discussed this at all and probably won'tIt would never occur to me to discuss this
bases shown in parentheses
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Commentary
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
We still see among the entire general public, the buzz created by the iPhone 4 issues and about 3D.
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.
DAB Radio
iPhone4 reception/antennae
Sky 3D
3D Blu-ray players
The Times paywall
BBC News website redesign
Bing
Digital display screens
Steam (gaming service)
Newport Jay-Z internet spoof
Samsung Galaxy
Google Buzz
Virgin Gaming
5%
5%
3%
3%
2%
2%
2%
2%
3%
3%
3%
2%
1%
25%
19%
15%
12%
13%
12%
11%
9%
7%
6%
5%
3%
3%
19%
13%
11%
14%
16%
18%
18%
19%
8%
7%
9%
8%
6%
15%
7%
5%
5%
8%
10%
13%
12%
5%
3%
3%
3%
3%
36%
56%
66%
66%
61%
58%
56%
57%
78%
80%
79%
84%
87%
Have/will discuss a great dealHave/will discuss a littleHave not discussed this at all and probably won'tIt would never occur to me to discuss thisUnfamiliar (not asked about discussion level)
Discussion buzzAmong all respondents, including unfamiliar
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3D
Blu
-ray
Discuss great deal 3% 4% 3% 6% 8% 1% 1% -Discuss a little 12% 16% 9% 16% 12% 10% 19% 4%Have not / won’t 14% 17% 10% 17% 19% 16% 8% 8%Would never occur 5% 7% 3% 8% 3% 8% 2% 4%Unfamiliar 66% 56% 76% 53% 58% 66% 71% 83%
Bin
g
Discuss great deal 2% 2% 2% 4% 4% <1% 1% -Discuss a little 11% 12% 10% 16% 16% 10% 9% 2%Have not / won’t 18% 21% 15% 19% 20% 20% 20% 9%Would never occur 13% 17% 10% 19% 11% 15% 8% 12%Unfamiliar 56% 48% 64% 41% 49% 55% 62% 76%
DA
B R
adio
Discuss great deal 5% 6% 3% 7% 9% 2% 6% 1%Discuss a little 25% 32% 18% 21% 23% 27% 30% 24%Have not / won’t 19% 19% 19% 15% 27% 25% 16% 12%Would never occur 15% 17% 13% 17% 11% 15% 11% 22%Unfamiliar 36% 25% 46% 40% 30% 31% 37% 41%
Dig
.dis
pay
Discuss great deal 2% 3% 2% 4% 5% - 2% -Discuss a little 9% 11% 7% 18% 14% 7% 4% 3%Have not / won’t 19% 23% 16% 17% 23% 23% 19% 13%Would never occur 12% 16% 9% 20% 9% 12% 10% 9%Unfamiliar 57% 47% 67% 42% 48% 58% 66% 76% G
oo
gle
Bu
zz Discuss great deal 2% 2% 2% 3% 3% 1% 1% 1%Discuss a little 3% 4% 2% 4% 7% 1% 2% <1%Have not / won’t 8% 12% 4% 11% 15% 9% 2% 2%Would never occur 3% 6% 1% 7% 1% 4% 2% 2%Unfamiliar 84% 77% 91% 74% 74% 85% 93% 94%
iP4
rec
ep
tio
n Discuss great deal 5% 7% 4% 12% 7% 3% 2% 1%Discuss a little 19% 22% 16% 24% 24% 21% 18% 6%Have not / won’t 13% 16% 10% 11% 20% 17% 10% 8%Would never occur 7% 8% 5% 10% 4% 6% 5% 7%Unfamiliar 56% 47% 65% 43% 44% 53% 64% 78% “N
ew
po
rt” Discuss great deal 3% 3% 3% 7% 4% 2% 1% <1%
Discuss a little 6% 8% 5% 6% 13% 9% 2% <1%Have not / won’t 7% 8% 6% 10% 9% 11% 3% <1%Would never occur 3% 5% 2% 8% 3% 3% 1% <1%Unfamiliar 80% 76% 84% 69% 70% 74% 92% 99%
Sam
Gal
axy Discuss great deal 3% 3% 3% 6% 7% <1% 1% 1%
Discuss a little 5% 7% 4% 5% 8% 6% 4% 3%Have not / won’t 9% 11% 8% 14% 14% 12% 5% 1%Would never occur 3% 4% 3% 4% 4% 4% 2% 2%Unfamiliar 79% 76% 82% 70% 67% 79% 88% 93%
Sky
3D
Discuss great deal 3% 4% 3% 4% 8% 3% 2% <1%Discuss a little 15% 19% 10% 26% 16% 13% 14% 3%Have not / won’t 11% 12% 10% 7% 14% 14% 11% 9%Would never occur 5% 7% 4% 6% 4% 7% 2% 7%Unfamiliar 66% 59% 72% 58% 58% 63% 72% 81%
Stea
m
Discuss great deal 3% 3% 2% 6% 6% - 1% 1%Discuss a little 7% 11% 2% 13% 12% 4% 2% 1%Have not / won’t 8% 12% 4% 10% 13% 9% 5% 1%Would never occur 5% 8% 2% 11% 3% 4% 3% 2%Unfamiliar 78% 66% 89% 60% 66% 83% 89% 95% Ti
mes
pay
wal
l
Discuss great deal 2% 3% 2% 2% 6% 3% 1% <1%Discuss a little 13% 17% 9% 14% 16% 12% 14% 10%Have not / won’t 16% 19% 13% 15% 19% 20% 11% 13%Would never occur 8% 10% 6% 10% 4% 7% 6% 11%Unfamiliar 61% 51% 70% 58% 55% 58% 68% 65%
Vir
gG
amin
g Discuss great deal 1% 1% 1% 2% 4% - 1% -Discuss a little 3% 5% 1% 7% 5% 2% 1% <1%Have not / won’t 6% 7% 5% 8% 10% 6% 5% 1%Would never occur 3% 4% 2% 4% 2% 3% 2% 3%Unfamiliar 87% 83% 91% 79% 79% 89% 92% 96%
Total Male Fem 16-24 25-34 35-44 45-54 55-64
Base size 1,062 502 560 141 278 247 208 188
BB
C N
ew
s Discuss great deal 2% 2% 2% 2% 6% 1% 3% -Discuss a little 12% 17% 8% 16% 18% 13% 8% 7%Have not / won’t 18% 25% 10% 20% 21% 17% 19% 11%Would never occur 10% 12% 8% 8% 10% 10% 9% 10%Unfamiliar 58% 44% 72% 54% 46% 59% 61% 72%
Total Male Fem 16-24 25-34 35-44 45-54 55-64
Base size 1,062 502 560 141 278 247 208 188
Discussion buzzdemographic breakdown(alphabetical order)
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Discussion buzzAll waves comparison
Freeview HD 2010 W1 7/10 38%
iPad 06/10 W1 7/10 34%
DAB Radio 1999 W2 8/10 30%
3D television sets 01/10 W1 7/10 27%
iPhone 4 06/10 W1 7/10 24%
iPhone4 reception/antennae 06/10 W2 8/10 24%
Sky 3D NYR W2 8/10 18%
Google Chrome OS NYR W1 7/10 17%
Spotify 02/09 W1 7/10 16%
The Times paywall 06/10 W2 8/10 16%
3D Blu-ray players Summer ’10 W2 8/10 15%
BBC News website redesign 07/10 W2 8/10 15%
Nintendo 3DS NYR W1 7/10 13%
Bing 06/09 W2 8/10 13%
"Kinect" for Xbox 360 NYR W1 7/10 11%
Digital display screens 2009 W2 8/10 11%
Windows 7 for Mobile NYR W1 7/10 11%
Steam (gaming service) 2002 W2 8/10 9%
"Newport" Jay-Z internet spoof 08/10 W2 8/10 9%
Samsung Galaxy 04/09 W2 8/10 8%
"Move" for Sony PS3 09/10 W1 7/10 8%
Google TV NYR W1 7/10 7%
Dell Streak 06/10 W1 7/10 6%
Google Buzz 02/10 W2 8/10 5%
Virgin Gaming (gaming service) 07/10 W2 8/10 4%
mflow 11/09 W1 7/10 4%
Launchdate
Fieldwork date
% Have or will discuss this
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
Metric 3 of 3
Excitement buzz
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Commentary
Among those ‘in-the-know’, 3D generates the most excitement with both 3D Blu-ray and Sky 3D generating high levels of excitement
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.
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.
We re-base this data (overleaf) to take into account those consumers unfamiliar with these items.
Excitement buzzAmong those at least somewhat aware of each
3D Blu-ray players (359)
Sky 3D (368)
Samsung Galaxy (250)
Newport Jay-Z spoof (213)
Steam (gaming service) (241)
DAB Radio (712)
Virgin Gaming (142)
Google Buzz (176)
Digital display screens (463)
BBC News site redesign (492)
Bing (504)
11%
14%
10%
7%
11%
6%
10%
5%
6%
3%
2%
38%
29%
32%
34%
29%
31%
24%
26%
21%
21%
13%
32%
32%
42%
34%
36%
47%
42%
50%
45%
55%
51%
19%
26%
16%
25%
24%
16%
24%
19%
28%
21%
34%
Very excitedSomewhat excitedNot at all excitedCouldn't care less
bases shown in parentheses
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Commentary
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
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.
DAB Radio
3D Blu-ray players
Sky 3D
Digital display screens
BBC News website redesign
Samsung Galaxy
Steam (gaming service)
Newport Jay-Z internet spoof
Bing
Google Buzz
Virgin Gaming
4%
4%
5%
2%
1%
2%
2%
1%
1%
1%
1%
20%
13%
10%
9%
9%
7%
6%
7%
6%
4%
3%
30%
11%
11%
19%
23%
9%
8%
7%
22%
8%
6%
10%
6%
9%
12%
9%
3%
5%
5%
15%
3%
3%
36%
66%
66%
57%
58%
79%
78%
80%
56%
84%
87%
Very excitedSomewhat excitedNot at all excitedCouldn't care lessUnfamiliar (not asked about excitement level)
Excitement buzzAmong all respondents, including unfamiliar
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3D
Blu
-ray
Very excited 4% 5% 2% 9% 6% <1% 2% 1%Somewhat excited 13% 19% 7% 21% 16% 13% 9% 4%Not at all excited 11% 12% 10% 9% 13% 12% 15% 8%Couldn’t care less 6% 8% 5% 7% 7% 9% 4% 4%Unfamiliar 66% 56% 76% 53% 58% 66% 71% 83%
Bin
g
Very excited 1% 1% 1% 1% 4% <1% - -Somewhat excited 6% 7% 4% 9% 7% 5% 5% 2%Not at all excited 22% 26% 18% 25% 23% 26% 22% 15%Couldn’t care less 15% 17% 13% 23% 18% 14% 12% 8%Unfamiliar 56% 48% 64% 41% 49% 55% 62% 76%
DA
B R
adio
Very excited 4% 6% 2% 3% 4% 6% 3% 3%Somewhat excited 20% 23% 17% 23% 22% 16% 21% 15%Not at all excited 30% 34% 27% 22% 31% 36% 31% 33%Couldn’t care less 10% 13% 8% 12% 13% 11% 7% 8%Unfamiliar 36% 25% 46% 40% 30% 31% 37% 41%
Dig
.dis
pla
y Very excited 2% 4% 1% 7% 4% <1% 1% <1%Somewhat excited 9% 11% 7% 18% 15% 5% 4% 2%Not at all excited 19% 21% 18% 25% 23% 21% 15% 11%Couldn’t care less 12% 17% 8% 9% 11% 16% 14% 11%Unfamiliar 57% 47% 67% 42% 48% 58% 66% 76% G
oo
gle
Bu
zz Very excited 1% 1% 1% 1% 2% <1% <1% <1%Somewhat excited 4% 6% 2% 6% 8% 4% 1% 1%Not at all excited 8% 12% 4% 12% 12% 7% 5% 3%Couldn’t care less 3% 4% 2% 6% 3% 4% <1% 1%Unfamiliar 84% 77% 91% 74% 74% 85% 93% 94%
iP4
rec
ep
tio
n Very excited
n/a(excitement buzz not relevant)
Somewhat excitedNot at all excitedCouldn’t care lessUnfamiliar “N
ew
po
rt” Very excited 1% 1% 2% 2% 3% 1% - <1%
Somewhat excited 7% 10% 4% 12% 11% 9% 1% <1%Not at all excited 7% 9% 5% 8% 9% 10% 4% <1%Couldn’t care less 5% 5% 5% 9% 7% 5% 2% 1%Unfamiliar 80% 76% 84% 69% 70% 74% 92% 99%
Sam
Gal
axy Very excited 2% 2% 2% 4% 3% <1% 1% 3%
Somewhat excited 7% 9% 4% 11% 10% 6% 4% 2%Not at all excited 9% 9% 8% 11% 15% 9% 6% 2%Couldn’t care less 3% 4% 3% 4% 5% 6% 1% 1%Unfamiliar 79% 76% 82% 70% 67% 79% 88% 93%
Sky
3D
Very excited 5% 7% 3% 13% 6% 1% 1% 2%Somewhat excited 10% 13% 7% 14% 13% 9% 9% 3%Not at all excited 11% 12% 10% 5% 14% 13% 14% 10%Couldn’t care less 9% 9% 8% 10% 9% 15% 4% 4%Unfamiliar 66% 59% 72% 58% 58% 63% 72% 81%
Ste
am
Very excited 2% 4% 1% 8% 4% <1% - -Somewhat excited 6% 11% 2% 10% 13% 5% 2% 1%Not at all excited 8% 12% 4% 10% 11% 9% 6% 3%Couldn’t care less 5% 8% 3% 13% 6% 3% 3% 1%Unfamiliar 78% 66% 89% 60% 66% 83% 89% 95% Ti
mes
pay
wal
l
Very excited
n/a(excitement buzz not relevant)
Somewhat excitedNot at all excitedCouldn’t care lessUnfamiliar
Vir
g G
amin
g Very excited 1% 2% 1% 4% 3% - - <1%Somewhat excited 3% 5% 2% 3% 7% 5% 1% <1%Not at all excited 6% 7% 4% 11% 7% 4% 4% 2%Couldn’t care less 3% 4% 2% 3% 4% 3% 3% 2%Unfamiliar 87% 83% 91% 79% 79% 89% 92% 96%
Total Male Fem 16-24 25-34 35-44 45-54 55-64
Base size 1,062 502 560 141 278 247 208 188
BB
C N
ew
s Very excited 1% 1% 2% 1% 4% - 2% <1%Somewhat excited 9% 13% 5% 14% 13% 7% 7% 3%Not at all excited 23% 31% 15% 22% 28% 25% 23% 16%Couldn’t care less 9% 11% 7% 9% 8% 9% 8% 9%Unfamiliar 58% 44% 72% 54% 46% 59% 61% 72%
Total Male Fem 16-24 25-34 35-44 45-54 55-64
Base size 1,062 502 560 141 278 247 208 188
Excitement buzzdemographic breakdown(alphabetical order)
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Excitement buzzAll waves comparison
Freeview HD 2010 W1 7/10 30%
iPad 06/10 W1 7/10 24%
DAB Radio 1999 W2 8/10 24%
3D television sets 01/10 W1 7/10 22%
iPhone 4 06/10 W1 7/10 20%
3D Blu-ray players Summer ’10 W2 8/10 17%
Sky 3D NYR W2 8/10 14%
Spotify 02/09 W1 7/10 13%
Google Chrome OS NYR W1 7/10 12%
Digital display screens 2009 W2 8/10 11%
"Kinect" for Xbox 360 NYR W1 7/10 10%
Nintendo 3DS NYR W1 7/10 10%
BBC News website redesign 07/10 W2 8/10 10%
Windows 7 for Mobile NYR W1 7/10 9%
Google TV NYR W1 7/10 9%
Samsung Galaxy 04/09 W2 8/10 9%
Steam (gaming service) 2002 W2 8/10 9%
"Newport" Jay-Z internet spoof 08/10 W2 8/10 8%
"Move" for Sony PS3 09/10 W1 7/10 7%
Bing 06/09 W2 8/10 7%
Dell Streak 06/10 W1 7/10 6%
Google Buzz 02/10 W2 8/10 5%
Virgin Gaming (gaming service) 07/10 W2 8/10 5%
mflow 11/09 W1 7/10 3%
iPhone4 reception/antennae 06/10 W2 8/10 n/a
The Times paywall 06/10 W2 8/10 n/a
Launchdate
Fieldwork date
% At least somewhat excited
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
contact us
tech & entertainment media telecoms youth & kids
Steve EvansTechnology & [email protected] +44 (0) 7849 172 341switchboard +44 (0) 208 263 5200