harris buzz report - united kingdom · rupert murdoch’s bid to take over sky major media news...

Harris Buzz Report

Contact Steve Evans

Technology & Entertainment [email protected]

+44 (0)7849 172 341

Report #4 March 2011 February 2011 fieldwork

mailto:[email protected]

2

© H

arri

s In

tera

ctiv

e

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

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 Evans Technology & Entertainment

[email protected] +44 (0)7849 172 341


3

© H

arri

s In

tera

ctiv

e

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

PLUS, new for this 4th edition is our first measure of Harris Brand Buzz, where we look at the degree to which well known brands in technology, telecoms, media and entertainment are considered to be ahead of the game and really going places

Android-based tablet devices Baftas Brits Golden Globes Motorola Xoom tablet device Nintendo 3DS Oscars Rupert Murdoch’s bid to take over BSkyB Samsung Galaxy Tab Sony NGP – portable gaming device Spotify ‘The Daily’ – paid-for digital newspaper for iPad Windows 7 Mobile

In this report, we look at: (listed alphabetically)

And for Harris Brand Buzz we measured these brands (listed alphabetically):

Android HTC Orange Apple ITV Sky BBC Microsoft Yahoo! Facebook Nokia Google O2

4

© H

arri

s In

tera

ctiv

e

Methodology

Demographic Unweighted base

Total 1,079

All males 535

All females 544

16-24 year olds 179

25-34 year olds 272

35-44 year olds 246

45-54 year olds 202

55-64 year olds 180

Unweighted sample profile

Robust quantitative method

1,079 UK respondents this wave

Online fieldwork mid-February 2011

Data weighted to be representative of UK national demographics

Data “propensity weighted” to account for any online sampling bias

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.

Metric 1 of 3

Awareness buzz

6

© H

arri

s In

tera

ctiv

e

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)

7

© H

arri

s In

tera

ctiv

e

This wave’s Buzz list Android-based tablet devices Tablet devices running the Android operating system

Baftas (UK film/TV academy awards) UK film/TV academy awards

Brits (UK music industry awards) UK music industry awards

Golden Globes (US film/TV industry awards) US film/TV industry awards

Motorola Xoom tablet device Android-based tablet from Motorola

Nintendo 3DS Portable gaming device from Nintendo with glasses-free 3D effects

Oscars (US film Academy Awards) US film academy awards

Rupert Murdoch’s bid to take over BSkyB News International’s bid to take full control of BSkyB

Samsung Galaxy Tab Samsung’s Android tablet device

Sony NGP – portable gaming device Sony’s next generation portable gaming device and successor to PSP

Spotify Music streaming service - free & subscription access to a large library of music

‘The Daily’ – paid-for digital newspaper for iPad A digital newspaper for the iPad launched initially in the US

Windows 7 Mobile Latest version of Windows mobile operating system

8

© H

arri

s In

tera

ctiv

e

UK launch date details Android-based tablet devices Various devices since summer 2010

Baftas Awarded annually since 1954

Brits First held 1977, annual since 1982

Golden Globes First held 1944

Motorola Xoom tablet device Available in the UK in Spring 2011, showcased at CES in Jan2011

Nintendo 3DS Unveiled June 2010, released in Japan Feb 2011, available in UK late Mar 2011

Oscars First awards presented in 1929

Rupert Murdoch’s bid to take over BSkyB Major media news story peaking in Mar 2011

Samsung Galaxy Tab Unveiled Sept 2010, UK release Nov 2010

Sony NGP – portable gaming device Scheduled for Q4 2011

Spotify Spotify launched Feb 2009

‘The Daily’ – paid-for digital newspaper for iPad US iPad launch Feb 2011 (no launch date set for the UK)

Windows 7 Mobile Released Oct 2010

9

© H

arri

s In

tera

ctiv

e

9

Commentary

We don’t just look at product launches in Buzz, this wave we’ve looked at award ceremonies with our own British ones ranking on par with the Oscars and ahead of the Golden Globes for awareness

While these ceremonies have been around for a considerable time, some of the products on our list have yet to be released in the UK. The Nintendo 3DS has caused a stir, with half the general public interviewed already familiar with it, despite the device not due to launch until late March.

This wave we have re-visited Spotify and found those familiar increasing to around a third, from around a quarter when we last tracked Spotify in July 2010 (see later in report for tracking).

The launch of the world's first paid-for "newspaper" designed exclusively for iPad has not yet created mass awareness, but neither has a UK launch date been announced.

Awareness buzz

Oscars

Baftas

Brits

Golden Globes

Murdoch’s BskyB bid

Spotify

Nintendo 3DS

Windows 7 Mobile

Android-based tablets

Samsung Galaxy Tab

Sony NGP

‘The Daily’ iPad paper

Motorola Xoom tablet

18%

14%

17%

11%

10%

9%

6%

7%

6%

5%

4%

4%

4%

31%

32%

29%

25%

14%

11%

13%

10%

10%

10%

7%

6%

6%

37%

39%

38%

38%

33%

15%

31%

27%

22%

17%

14%

11%

8%

13%

13%

15%

23%

20%

27%

35%

36%

32%

30%

22%

20%

17%

1%

2%

2%

3%

23%

37%

15%

20%

30%

38%

53%

59%

66%

Extremely familiar Very familiar Somewhat familiar Know name only Never heard of

Base: all respondents (1,079)

10

© H

arri

s In

tera

ctiv

e

An

dro

id t

able

ts Extremely familiar 6% 11% 2% 11% 9% 4% 6% 3%

Very familiar 10% 17% 4% 26% 14% 5% 5% 3%

Somewhat familiar 22% 26% 19% 28% 28% 21% 18% 16%

Just know name 32% 31% 32% 22% 27% 40% 33% 34%

Never heard of 30% 16% 44% 15% 23% 30% 38% 44%

Bri

ts

Extremely familiar 17% 19% 14% 22% 18% 14% 17% 14% Very familiar 29% 28% 30% 24% 39% 30% 30% 21% Somewhat familiar 38% 36% 40% 43% 25% 40% 36% 47% Just know name 15% 16% 14% 10% 17% 13% 16% 18% Never heard of 2% 2% 2% 1% 2% 3% 2% 1%

Go

lde

n G

lob

es Extremely familiar 11% 14% 9% 13% 11% 7% 16% 12%

Very familiar 25% 25% 25% 31% 27% 23% 22% 21% Somewhat familiar 38% 39% 36% 40% 35% 43% 35% 34% Just know name 23% 21% 25% 14% 25% 24% 25% 28% Never heard of 3% 1% 5% 2% 2% 4% 2% 5%

Mo

toro

la X

oo

m

Extremely familiar 4% 6% 2% 9% 6% - 6% - Very familiar 6% 9% 3% 16% 9% 1% 3% 1% Somewhat familiar 8% 11% 6% 17% 9% 6% 8% 2% Just know name 17% 21% 12% 14% 15% 20% 15% 17% Never heard of 66% 53% 78% 44% 61% 73% 68% 80%

Mu

rdo

ch-B

SkyB

Extremely familiar 10% 15% 4% 14% 7% 4% 13% 12%

Very familiar 14% 20% 8% 16% 16% 10% 16% 14%


Just know name 20% 18% 22% 9% 24% 18% 21% 30%

Never heard of 23% 10% 35% 34% 26% 23% 14% 16%

Son

y N

GP


Total Male Fem 16-24 25-34 35-44 45-54 55-64

Base size 1,079 535 544 179 272 246 202 180 B

afta

s


Total Male Fem 16-24 25-34 35-44 45-54 55-64

Base size 1,079 535 544 179 272 246 202 180

Awareness buzz demographic breakdown (alphabetical order)

Win

do

ws

7 M

ob

Extremely familiar 7% 11% 3% 12% 8% 3% 7% 4%

Very familiar 10% 12% 8% 16% 20% 7% 5% 3%


Just know name 36% 32% 40% 20% 29% 42% 38% 51%

Never heard of 20% 12% 28% 17% 16% 23% 24% 20%

Sam

sun

g G

alax

y Extremely familiar 5% 8% 2% 10% 7% 2% 4% 3% Very familiar 10% 15% 5% 21% 16% 6% 7% 2% Somewhat familiar 17% 19% 15% 29% 21% 16% 12% 7% Just know name 31% 31% 30% 19% 32% 36% 34% 30% Never heard of 38% 27% 48% 21% 24% 41% 43% 60%

‘Th

e D

aily

’ Extremely familiar 4% 6% 2% 8% 4% - 5% 3% Very familiar 6% 10% 2% 19% 9% 1% 2% 2% Somewhat familiar 11% 14% 8% 18% 10% 12% 7% 8% Just know name 20% 24% 16% 11% 21% 19% 21% 28% Never heard of 59% 47% 72% 46% 56% 68% 65% 60%

Nin

ten

do

3D

S Extremely familiar 6% 8% 4% 12% 8% 3% 4% 4% Very familiar 13% 16% 11% 20% 17% 10% 11% 8% Somewhat familiar 31% 36% 25% 33% 33% 36% 28% 22% Just know name 35% 29% 41% 24% 26% 35% 38% 52% Never heard of 15% 11% 20% 11% 15% 16% 18% 15%

Osc

ars

Extremely familiar 18% 23% 13% 17% 16% 14% 27% 16% Very familiar 31% 28% 35% 35% 34% 32% 30% 26% Somewhat familiar 37% 36% 39% 39% 33% 40% 31% 44% Just know name 13% 12% 13% 9% 17% 12% 12% 15% Never heard of 1% - 1% - 1% 2% - -

Spo

tify

Extremely familiar 9% 12% 7% 23% 13% 5% 6% - Very familiar 11% 14% 8% 23% 13% 9% 5% 8% Somewhat familiar 15% 20% 11% 22% 20% 15% 13% 7% Just know name 27% 25% 30% 18% 25% 33% 32% 28% Never heard of 37% 29% 45% 14% 29% 39% 45% 58%

Call of Duty: Black Ops 11/10 11/10 35%

iPhone 4 06/10 07/10 34%

3D Blu-ray players Summer ’10 08/10 34%

Samsung Galaxy Tab 11/10 02/11 32%

Sony NGP NYR 02/11 25%

Halo: Reach 09/10 11/10 25%

Steam (gaming service) 2002 08/10 22%

Google TV 10/10 7/10 & 11/10 22% (+5% pts)

‘The Daily’ iPad newspaper NYR 02/11 21%

Samsung Galaxy 04/10 08/10 21%

Apple TV 09/10 11/10 21%

"Newport" Jay-Z internet spoof 08/10 08/10 20%

Fallout: New Vegas 10/10 11/10 20%

Sony Move 09/10 7/10 & 11/10 19% (+5% pts)

Motorola Xoom 02/11 02/11 18%

Blackberry Playbook NYR 11/10 17%

Google Buzz 02/10 08/10 16%

Virgin Gaming 07/10 08/10 13%

YouView NYR 11/10 13%

Dell Streak 06/10 07/10 11%

Net neutrality n/a 11/10 10%

mflow 11/09 07/10 7%

11

© Harris Interactive

Awareness buzz All waves comparison

Oscars 1929 02/11 87%

Baftas 1954 02/11 85%

Brits 1982 02/11 84%

Golden Globes 1944 02/11 74%

DAB Radio 1999 08/10 64%

Freeview HD 2010 07/10 64%

Murdoch’s BSkyB bid 06/10 02/11 57%

Nintendo 3DS NYR 7/10 & 02/11 50% (+23% pts)

BT Vision 12/06 11/10 47%

iPad 06/10 07/10 46%

Windows 7 Mobile 11/10 07/10 & 02/11 44% (+21% pts) iPhone4 reception/ antennae issue 06/10 08/10 44%

Bing 06/09 08/10 44%

Digital display screens 2009 08/10 43%

BBC News website redesign 07/10 08/10 42%

Kindle eBook 10/09 11/10 40%

Android-based tablet devices 06/10 02/11 39%

Google Chrome OS NYR 07/10 39%

The Times paywall 06/10 08/10 39%

Sky 3D Channel 10/10 8/10 & 11/10 38% (+4% pts)

3D television sets 01/10 07/10 37%

Xbox Kinect 11/10 7/10 & 11/10 37% (+20% pts)

Spotify 02/09 7/10 & 02/11 36% (+11% pts)

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 in UK at time of interviewing

Launch date

Fieldwork date

% At least somewhat

familiar

Launch date

Fieldwork date

% At least somewhat

familiar

Metric 2 of 3

Discussion buzz

13

© H

arri

s In

tera

ctiv

e

13

Commentary

Among those familiar, there exists a substantial degree of buzz and discussion about these new products and services, with Spotify and Xoom topping the list

Bear in mind that not all consumers are aware of these – see overleaf for the whole story, including the base of all those unfamiliar.

Here we look at the buzz among consumers “in-the-know” and, despite being around for two years, Spotify features as the service on our list that is most talked about.

The Android-based tablets on the list, and Android-based tablets generally, create substantial buzz as manufacturers fight to get ahead in the tablet space. Sony’s NGP, the follow-up to the PSP, is also generating a buzz among those familiar with it.

Comparing the award ceremonies, the Brits, Oscars and Baftas all provide broadly equal discussion points (with the Golden Globes less likely to be discussed).

Discussion buzz Among those at least somewhat aware of each

Spotify (440)

Motorola Xoom tablet (202)

Sony NGP (278)

Android-based tablets (461)

Samsung Galaxy Tab (379)

‘The Daily’ iPad paper (238)

Brits (917)

Windows 7 Mobile (503)

Oscars (955)

Baftas (945)

Nintendo 3DS (545)

Murdoch’s BskyB bid (657)

Golden Globes (816)

18%

24%

18%

16%

17%

17%

11%

13%

8%

7%

12%

11%

7%

49%

41%

45%

46%

44%

42%

46%

42%

46%

47%

40%

37%

35%

26%

25%

25%

27%

29%

32%

29%

30%

32%

31%

32%

35%

41%

7%

10%

11%

11%

11%

10%

15%

15%

14%

15%

16%

18%

17%

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

bases shown in parentheses

14

© H

arri

s In

tera

ctiv

e

14

Commentary

Here is the same data on discussion buzz, but this time including the base of unfamiliar consumers to show a total market view – as items have varying familiarity, this changes the order of buzz, with the award ceremonies appearing at the top of the list since they have the broadest awareness

Discussion buzz Among all respondents, including unfamiliar

Brits

Oscars

Baftas

Golden Globes

Murdoch’s BskyB bid

Nintendo 3DS

Spotify

Windows 7 Mobile


Samsung Galaxy Tab

Sony NGP



9%

7%

6%

5%

6%

6%

7%

6%

6%

5%

5%

4%

4%

39%

40%

40%

26%

21%

20%

17%

18%

18%

14%

11%

9%

7%

24%

28%

26%

30%

20%

16%

9%

13%

10%

9%

6%

7%

5%

12%

12%

13%

13%

10%

8%

3%

7%

4%

4%

3%

2%

2%

16%

13%

15%

26%

43%

50%

64%

56%

61%

68%

75%

79%

82%

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)


15

© H

arri

s In

tera

ctiv

e

An

dro

id t

able

ts

Discuss great deal 6% 9% 3% 15% 8% 4% 2% 3% Discuss a little 18% 26% 9% 35% 22% 11% 16% 6% Have not / won’t 10% 13% 8% 10% 14% 11% 8% 9% Would never occur 4% 4% 5% 4% 6% 5% 3% 3% Unfamiliar 61% 47% 76% 37% 50% 70% 71% 79%

Bri

ts


Go

lden

Glo

bes


Mo

toro

la X

oo

m

Discuss great deal 4% 6% 2% 11% 7% 1% 2% - Discuss a little 7% 13% 2% 24% 7% 3% 4% - Have not / won’t 5% 6% 3% 5% 6% 3% 6% 2% Would never occur 2% 2% 2% 1% 3% - 5% 1% Unfamiliar 82% 74% 90% 59% 76% 93% 83% 97%

Nin

ten

do

3D

S Discuss great deal 6% 8% 4% 10% 11% 4% 4% - Discuss a little 20% 26% 15% 37% 23% 20% 12% 10% Have not / won’t 16% 17% 15% 14% 22% 14% 12% 17% Would never occur 8% 10% 6% 4% 3% 10% 16% 6% Unfamiliar 50% 39% 60% 35% 41% 51% 56% 67%

Osc

ars


Mu

rdo

ch-B

SkyB


‘Th

e D

aily

’ Discuss great deal 4% 5% 2% 11% 4% - 2% 2% Discuss a little 9% 13% 5% 21% 10% 5% 6% 4% Have not / won’t 7% 10% 3% 12% 6% 6% 5% 5% Would never occur 2% 2% 2% 1% 3% 2% 2% 2% Unfamiliar 79% 70% 88% 56% 77% 87% 86% 88%

Spo

tify

Discuss great deal 7% 8% 5% 16% 11% 3% 4% - Discuss a little 17% 23% 12% 36% 22% 15% 9% 6% Have not / won’t 9% 11% 8% 14% 11% 8% 8% 6% Would never occur 3% 4% 1% 2% 1% 3% 4% 2% Unfamiliar 64% 54% 75% 32% 54% 72% 76% 85%

Son

y N

GP

Discuss great deal 5% 8% 2% 14% 6% 1% 2% - Discuss a little 11% 16% 7% 25% 16% 6% 7% 4% Have not / won’t 6% 9% 4% 9% 9% 5% 5% 4% Would never occur 3% 2% 3% - 4% 3% 5% 2% Unfamiliar 75% 66% 84% 52% 65% 85% 81% 91%

Total Male Fem 16-24 25-34 35-44 45-54 55-64

Base size 1,079 535 544 179 272 246 202 180 B

afta

s


Total Male Fem 16-24 25-34 35-44 45-54 55-64

Base size 1,079 535 544 179 272 246 202 180

Discussion buzz demographic breakdown (alphabetical order)

Win

do

ws

7 M

ob

Discuss great deal 6% 9% 2% 15% 9% 2% 2% - Discuss a little 18% 24% 13% 29% 28% 13% 13% 10% Have not / won’t 13% 16% 11% 15% 12% 15% 11% 13% Would never occur 7% 7% 6% 4% 7% 4% 13% 6% Unfamiliar 56% 44% 68% 37% 44% 65% 62% 71%

Sam

sun

g G

alax

y Discuss great deal 5% 8% 3% 12% 9% 4% 2% 1% Discuss a little 14% 21% 7% 34% 17% 9% 7% 3% Have not / won’t 9% 11% 7% 12% 10% 7% 11% 6% Would never occur 4% 2% 5% 3% 8% 3% 3% 2% Unfamiliar 68% 58% 78% 40% 56% 77% 77% 89%




Halo: Reach 09/10 11/10 14%

Bing 06/09 08/10 13%

Sony Move 09/10 07/10 & 11/10 13% (+5% pts)

‘The Daily’ digital newspaper NYR 02/11 12%

Motorola Xoom NYR 02/11 12%


Apple TV 09/10 11/10 11%



Google TV 10/10 07/10 & 11/10 10% (+3% pts)





Net neutrality n/a 11/10 7%

Dell Streak 06/10 07/10 6%

Google Buzz 02/10 08/10 5%


mflow 11/09 07/10 4%

16


Oscars 1929 02/11 47%

Brits 1982 02/11 47%

Baftas 1954 02/11 46%

Freeview HD 2010 07/10 38%

iPad 06/10 07/10 34%


DAB Radio 1999 08/10 30%

Murdoch’s BSkyB bid 06/10 02/11 27%


Nintendo 3DS NYR 07/10 & 02/11 26% (+13% pts)

Kindle eBook 10/09 11/10 25%

iPhone4 reception/ antennae issue 06/10 08/10 24%

iPhone 4 06/10 07/10 24%

Xbox Kinect 11/10 07/10 & 01/10 24% (+13% pts)

Spotify 02/09 07/10 & 02/11 24 % (+8 pts)

Windows 7 Mobile 11/10 07/10 & 02/11 24% (+13%)



BT Vision 12/06 11/10 19%

Sky 3D Channel 10/10 08/10 & 11/10 22% (+4% pts)



The Times paywall 06/10 08/10 16%


Launch date

Fieldwork Date

% Have or will discuss this

Launch date

Fieldwork Date

% Have or will discuss this


Discussion buzz All waves comparison

Metric 3 of 3

Excitement buzz

18

© H

arri

s In

tera

ctiv

e

18

Commentary

Android-based tablets top the list of excitement this wave, with the Xoom holding top position

See overleaf for the whole story, where we also take into account consumers unfamiliar with these items for a total market view.

Moving to handheld portable gaming consoles, excitement appears higher amongst those in the know for the Sony NGP than for the Nintendo 3DS, despite the Sony NGP not offering anything as fancy as 3D. But bear in mind the NGP was announced during the fieldwork period. Overleaf we see some differences when we include consumers who are unfamiliar.

There is little difference in excitement levels between the Oscars, Baftas and Brits. It’s great to see our British showcases of talent matching the Oscars for excitement. The Golden Globes creates less of a stir among the general public.

Excitement buzz Among those at least somewhat aware of each

Motorola Xoom tablet (202)

Sony NGP (278)

Samsung Galaxy Tab (379)

Android-based tablets (461)

Spotify (440)

‘The Daily’ iPad paper (238)

Nintendo 3DS (545)

Windows 7 Mobile (503)

Oscars (955)

Baftas (945)

Brits (917)

Golden Globes (816)

18%

13%

14%

14%

16%

15%

12%

8%

6%

6%

6%

5%

42%

46%

44%

41%

39%

38%

34%

38%

31%

30%

30%

25%

29%

30%

34%

32%

32%

26%

35%

40%

40%

43%

39%

47%

11%

11%

7%

13%

13%

22%

19%

14%

23%

22%

26%

23%

Very excited Somewhat excited Not at all excited Couldn't care less

bases shown in parentheses

19

© H

arri

s In

tera

ctiv

e

19

Commentary

When we take into account all consumers, predictably the award ceremonies move up the ranking as high levels of awareness exist - however, there are some other interesting changes...

The Nintendo 3DS ranks much further ahead of the Sony NGP, because a much higher proportion are aware of it at this stage. We will measure them both again after each has launched.

Likewise, the Samsung Galaxy Tab outperforms the Motorola tablet, again due to a higher base of awareness.

Oscars

Baftas

Brits

Nintendo 3DS

Golden Globes


Spotify

Windows 7 Mobile

Samsung Galaxy Tab

Sony NGP



5%

5%

5%

6%

4%

5%

6%

3%

4%

3%

3%

3%

27%

26%

25%

17%

18%

16%

14%

17%

14%

12%

8%

8%

35%

36%

33%

18%

35%

12%

11%

18%

11%

8%

5%

5%

20%

18%

22%

10%

17%

5%

5%

6%

2%

3%

2%

5%

13%

15%

16%

50%

26%

61%

64%

56%

68%

75%

82%

79%

Very excited Somewhat excited Not at all excited Couldn't care less Unfamiliar (not asked about excitement level)

Excitement buzz Among all respondents, including unfamiliar


Base size 1,079 535 544 179 272 246 202 180

20

© H

arri

s In

tera

ctiv

e

An

dro

id T

able

ts

Very excited 5% 8% 3% 12% 7% 2% 4% 2%

Somewhat excited 16% 23% 9% 34% 23% 9% 8% 6%

Not at all excited 12% 16% 9% 12% 14% 12% 13% 11% Couldn’t care less 5% 7% 3% 5% 6% 7% 4% 2% Unfamiliar 61% 47% 76% 37% 50% 70% 71% 79%

Nin

dte

nd

o 3

DS Very excited 6% 7% 5% 10% 10% 5% 3% 2%

Somewhat excited 17% 22% 11% 34% 20% 16% 9% 4% Not at all excited 18% 19% 16% 16% 21% 18% 17% 16% Couldn’t care less 10% 12% 7% 5% 7% 10% 15% 11% Unfamiliar 50% 39% 60% 35% 41% 51% 56% 67%

Baf

tas

Very excited 5% 6% 4% 9% 10% 3% 2% 2% Somewhat excited 26% 28% 23% 42% 25% 18% 26% 19% Not at all excited 36% 33% 40% 25% 31% 46% 32% 47% Couldn’t care less 18% 20% 17% 10% 17% 19% 26% 20% Unfamiliar 15% 13% 16% 14% 17% 16% 14% 13%

Spo

tify


Osc

ars


‘Th

e D

aily

’ Very excited 3% 5% 2% 8% 5% 0% 2% 1% Somewhat excited 8% 12% 4% 23% 8% 3% 2% 5% Not at all excited 5% 6% 5% 6% 8% 4% 5% 4% Couldn’t care less 5% 8% 2% 7% 2% 6% 5% 3% Unfamiliar 79% 70% 88% 56% 77% 87% 86% 88%

Go

lden

Glo

bes


Win

do

ws

7 M

ob


Total Male Fem 16-24 25-34 35-44 45-54 55-64 B

rits


Total Male Fem 16-24 25-34 35-44 45-54 55-64

Base size 1,079 535 544 179 272 246 202 180

Excitement buzz demographic breakdown (alphabetical order)

Mo

toro

la X

oo

m

Very excited 3% 5% 2% 10% 5% 0% 2% - Somewhat excited 8% 12% 3% 22% 9% 2% 6% 1% Not at all excited 5% 7% 4% 8% 8% 3% 5% 3% Couldn’t care less 2% 2% 2% 1% 2% 2% 4% - Unfamiliar 82% 74% 90% 59% 76% 93% 83% 97%

Mu

rdo

ch-B

SkyB

Very excited

n/a (excitement buzz not relevant)

Somewhat excited

Not at all excited

Couldn’t care less

Unfamiliar

Sam

sun

g G

alax

y Very excited 4% 6% 2% 11% 7% 2% 2% 1%

Somewhat excited 14% 20% 8% 34% 19% 10% 8% 2%

Not at all excited 11% 13% 9% 13% 16% 8% 12% 6%

Couldn’t care less 2% 3% 2% 2% 2% 4% 2% 2%

Unfamiliar 68% 58% 78% 40% 56% 77% 77% 89%

Son

y N

GP

Very excited 3% 5% 1% 6% 7% 0% 4% - Somewhat excited 12% 18% 5% 29% 14% 7% 6% 3% Not at all excited 8% 8% 7% 11% 12% 5% 6% 5% Couldn’t care less 3% 3% 2% 3% 2% 3% 4% 2% Unfamiliar 75% 66% 84% 52% 65% 85% 81% 91%

‘The Daily’ digital newspaper NYR 02/11 11%

Motorola Xoom NYR 02/11 11%


Apple TV 09/10 11/10 11%



Sony Move 09/10 07/10 & 11/10 10% (+3% pts)

Google TV 10/10 07/10 & 11/10 10% (+1% pt)






Bing 06/09 08/10 7%

Dell Streak 06/10 07/10 6%

Google Buzz 02/10 08/10 5%


mflow 11/09 07/10 3%

iPhone4 reception/ antennae issue 06/10 08/10 n/a

Murdoch’s BSkyB bid 06/10 02/11 n/a

Net neutrality n/a 11/10 n/a

The Times paywall 06/10 08/10 n/a

21


Oscars 1929 02/11 32%

Baftas 1947 02/11 31%

Brits 1977 02/11 30%

Freeview HD 2010 07/10 30%

iPad 06/10 07/10 24%

DAB Radio 1999 08/10 24%

Nintendo 3DS NYR 07/10 23% (+13% pts)



Xbox Kinect 11/10 07/10 & 11/10 22% (+12% pts)


Sky 3D Channel 10/10 08/10 & 11/10 20% (+6%)

iPhone 4 06/10 07/10 20%

Spotify 02/09 02/11 20% (+7% pts)

Windows 7 for Mobile 11/10 07/10 & 02/11 20% (+11% pts)



Kindle eBook 10/09 11/10 19%



Halo: Reach 09/10 11/10 13%

BT Vision 12/06 11/10 13%



Launch date

Fieldwork Date

% at least somewhat excited

Launch date

Fieldwork Date

% at least somewhat excited


Excitement buzz All waves comparison

New to Harris Buzz this edition

Harris Brand Buzz

55% 54%

43% 43% 43%

37%

29% 28% 28% 24%

21% 20% 19%

23

© H

arri

s In

tera

ctiv

e

23

Harris Brand Buzz Among all respondents

% ahead of the game Commentary

As the competition between the two companies heats up, Google sits comfortably in line with Apple at the top of the table in terms of brand buzz

A full breakdown of this data is available on request

63%

57% 57%

49% 48% 48% 46%

33% 29% 27%

23% 23% 22%

24

© H

arri

s In

tera

ctiv

e

24

Harris Brand Buzz Among those with an opinion (i.e. excludes unfamiliar)

% ahead of the game

Commentary

When we exclude those consumers unfamiliar with each brand, we see Apple establishing a more clear lead for Brand buzz over Google and we see Android jumping up the order considerably

A full breakdown of this data is available on request

contact us

tech & entertainment media telecoms youth & kids

Steve Evans Technology & Entertainment [email protected] mobile +44 (0) 7849 172 341 switchboard +44 (0) 208 263 5200


harris buzz report - united kingdom · rupert murdoch’s bid to take over sky major media news...

Documents