Harris Buzz Report - Harris Interactive

Harris Buzz Report
Report #8 August 2011
July 2011 fieldwork
contact
Steve Evans
technology & entertainment
[email protected]
+44 (0)7849 172 341
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:

















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
Behavioural economics
Youth and kids research
Employee research
Social media optimisation
Research Lifestreaming
Global omnibus research
State-of-the-art qualitative techniques, including communities
Steve Evans
technology & entertainment
[email protected]
+44 (0)7849 172 341
Andrew Freeman
media
[email protected]
+44 (0)7970 084 192
Tom Perrott
telecoms
[email protected]
+44 (0)7989 392 256
2
© Harris Interactive
If you like Harris Buzz, then you
may also be interested to see
another major report from
Harris Interactive investigating
everything you need to know
about tablets, smartphones,
laptops and a whole range of
portable devices
http://www.harrisinteractive.com/vault/HI_UK_Corp-%20Portable-Device-Research.pdf
click on this link or paste into browser
to download the full report for free
3
What is “Buzz”?
Each month, we find out the
“buzz” of a dozen or so recent or
upcoming releases/products for
technology, telecoms, media and
entertainment
© Harris Interactive
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)
BBC broadcast Wimbledon finals in 3D on its BBC HD channel
‘Google +’ social network launched (their rival to Facebook)
Final Harry Potter film released
HP TouchPad tablet device
HTC and Apple in legal dispute over patents
London 2012 Olympic tickets issued
Myspace sold for £35M
Phone hacking allegations at the News of the World
Rupert and James Murdoch questioned at parliamentary committee
Facebook adds Skype video chatting service to its platform
Sonic the Hedgehog celebrates his 20th birthday
Word of Warcraft video game offered for free (the first 20 levels)
UK version of Huffington Post site launched
4
What is “Buzz”?
In addition to the Buzz for the latest news
and releases, we now measure…
Harris Brand Buzz
For each brand (see table right) we measure
the degree to which the general public
believes this brand is “Ahead of the game”
© Harris Interactive
See last chapter of this report for the results
In this report, we measure:
(listed alphabetically)
AOL
Bing
BSkyB
BT
Daily Mail
Dave
Five
The Guardian
LinkedIn
MSN
Myspace
News International
The Sun
5
 Robust quantitative method
 1,144 UK respondents this edition
 Online fieldwork late July 2011
 Data weighted to be representative
of UK national demographics aged
16-64
demographic
Total
All males
All females
16-24 year olds
25-34 year olds
35-44 year olds
45-54 year olds
55-64 year olds
unweighted base
1,144
569
575
185
266
262
223
208
© Harris Interactive
 Data “propensity weighted” to
account for any online sampling bias
sample profile
6
Metric 1 of 3
Awareness buzz
How we asked the question
Please take a look at this list of technology,
mobile and entertainment topics, new
products and services. Tell us how familiar
you are with each.
 Extremely familiar
 Very familiar
 Somewhat familiar
 Just know the name and nothing more
© Harris Interactive
 Never heard of this
Two important things to note
1. We gave no further information or
images to respondents, we just
showed them the text list as shown on
Page 3 of this report
2. When considering all Buzz metrics, one
needs to bear in mind that some
products/services have been launched,
some earlier than others, and some
are yet to be launched (see over for
more detail)
8
© Harris Interactive
UK launch/news date details
BBC broadcast Wimbledon finals in 3D on its BBC HD channel
Early July 2011
“Google +” social network launched (their rival to Facebook)
Launched late June 2011 as invite-only
Final Harry Potter film released
Released mid-July 2011
HP TouchPad tablet device
Released mid-July 2011 (previewed much earlier)
HTC and Apple in legal dispute over patents
Ongoing / started May 2011
London 2012 Olympic tickets issued
Applications in Spring; tickets released June 2011
Myspace sold for £35M
Announced June 2011
Allegations of phone hacking at the News of the World
Ongoing media frenzy in summer 2011
Rupert and James Murdoch questioned at parliamentary committee
July 2011
Facebook adds Skype video chatting service to its platform
Announced late June 2011
Sonic the Hedgehog celebrates his 20th birthday
Late June 2011
Word of Warcraft video game offered for free (the first 20 levels)
Announced June 2011
UK version of Huffington Post site launched
Launched July 2011
9
Awareness buzz
Commentary
Extremely familiar
Very familiar
Somewhat familiar
Know name only
Never heard of
Awareness in this edition of Buzz is
dominated by the phone hacking
allegations at News International
37%
Phone hacking
34%
Final Harry Potter
© Harris Interactive
Skype on Facebook
9%
7% 8%
21%
6% 8%
23%
HP TouchPad
4% 6%
HTC/Apple dispute
5% 5%
17%
Sonic the Hedgehog 20
4%6%
19%
Myspace sold for £35m
3%6%
World of Warcraft free
UK HuffPo launched
3%3% 9%
22%
39%
39%
55%
27%
24%
23%
5%
43%
25%
19%
11%
31%
30%
17%
14%
14%
28%
21%
3%4% 10%
10%
35%
22%
6% 5%
14% 4%
29%
24%
10%
23%
27%
24%
22%
London 2012 tickets
3D Wimbledon
21%
27%
Murdoch questioning
Google+
30%
45%
50%
The scandal at NotW and the
consequent questioning of Rupert and
James Murdoch by the parliamentary
committee had blanket media
coverage. It tops our list and, to put it
into context, it tops our list of all items
ever covered in Buzz (see page 12).
Harry Potter’s last outing and the issue
of 2012 Olympic tickets also feature
strongly among the list of items ever
covered in Buzz.
Google+ has made an instant impact,
with 1 in 5 extremely or very familiar
(and much stronger with younger
consumers, as can be seen overleaf).
This represents a solid platform for
growth. In comparison, the UK release
of the Huffington Post site has
attracted substantially weaker
awareness levels.
60%
72%
Base: all respondents (1,144)
10
10
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,144 569 575 185 266 262 223 208
2012 tickets
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
22%
24%
35%
14%
5%
24%
24%
31%
14%
7%
19%
24%
39%
15%
3%
26%
25%
26%
17%
6%
17%
26%
38%
13%
7%
22%
26%
37%
13%
3%
22%
23%
35%
15%
5%
23%
20%
36%
15%
6%
Murdoch
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
27% 31% 22% 19%
24% 24% 23% 19%
29% 28% 30% 21%
10% 9% 11% 16%
11% 9% 14% 25%
22%
23%
33%
11%
11%
23%
30%
33%
5%
9%
38%
19%
29%
7%
7%
31%
25%
27%
11%
6%
3D Wimbledon
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
7%
8%
21%
22%
43%
9%
10%
26%
19%
36%
4%
6%
15%
25%
50%
13%
7%
22%
27%
31%
5%
9%
29%
18%
40%
4%
11%
16%
26%
43%
4%
5%
23%
19%
49%
10%
7%
13%
21%
50%
Phone hack
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
37% 40% 35% 31%
30% 27% 32% 25%
23% 23% 22% 21%
6% 5% 6% 13%
5% 5% 5% 10%
36%
27%
26%
6%
5%
35%
37%
22%
4%
2%
46%
27%
17%
2%
8%
39%
30%
25%
5%
2%
Google+
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
9%
10%
22%
28%
31%
11%
12%
20%
29%
28%
7%
8%
23%
27%
34%
20%
22%
23%
18%
18%
10%
14%
25%
27%
24%
6%
6%
20%
30%
38%
7%
8%
22%
32%
33%
5%
3%
20%
32%
41%
Sonic 20 yrs
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
4% 5% 2% 8%
6% 7% 5% 10%
19% 21% 17% 17%
27% 30% 24% 20%
45% 37% 52% 46%
7%
11%
24%
25%
33%
1%
3%
22%
25%
49%
3%
2%
19%
33%
44%
1%
2%
10%
34%
54%
Harry Potter
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
34%
21%
27%
14%
4%
31%
22%
27%
15%
5%
37% 50%
21% 17%
27% 20%
12% 7%
3% 5%
27%
24%
35%
11%
3%
39%
20%
26%
13%
2%
30%
24%
24%
16%
6%
26%
21%
28%
21%
5%
Skype on FB
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
6% 9% 3% 12%
8% 9% 6% 9%
23% 24% 22% 31%
25% 24% 26% 15%
39% 34% 43% 33%
5%
11%
23%
23%
38%
4%
7%
24%
22%
42%
7%
6%
18%
37%
32%
1%
5%
20%
28%
46%
HP TouchPad
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
4% 7% 2% 12%
6% 7% 4% 8%
21% 21% 21% 27%
30% 28% 32% 20%
39% 37% 41% 33%
4%
11%
21%
26%
39%
1%
4%
26%
29%
40%
4%
1%
19%
35%
41%
3%
5%
12%
39%
41%
WoW free
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
3% 4% 2% 9%
4% 5% 3% 7%
10% 14% 7% 14%
23% 24% 22% 22%
60% 53% 67% 48%
4%
6%
15%
26%
50%
1%
6%
11%
28%
55%
2%
1%
7%
23%
67%
1%
0%
3%
14%
83%
HTC/Apple
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
5% 7% 3% 12%
5% 8% 2% 5%
17% 21% 13% 24%
19% 20% 18% 18%
55% 44% 65% 41%
8%
6%
18%
18%
51%
2%
5%
12%
19%
62%
2%
3%
19%
23%
54%
3%
5%
11%
18%
64%
UK HuffPo
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
3% 4% 1% 6%
3% 4% 2% 5%
9% 12% 6% 11%
14% 17% 10% 17%
72% 63% 81% 61%
4%
3%
12%
15%
66%
1%
2%
9%
14%
74%
1%
3%
9%
10%
77%
1%
2%
5%
11%
82%
Myspace sold
© Harris Interactive
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,144 569 575 185 266 262 223 208
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
3% 4% 1% 5%
6% 7% 6% 13%
17% 20% 14% 15%
24% 25% 24% 23%
50% 44% 55% 44%
5%
7%
23%
25%
41%
2%
6%
18%
20%
55%
1%
4%
15%
27%
53%
3%
13%
28%
56%
Awareness buzz
demographic breakdown
(alphabetical order)
11
Awareness buzz
Please consider launch/fieldwork dates to place results into proper context
NYR = not yet released at time of fieldwork
This edition’s items are highlighted green
all time list
© Harris Interactive
(base size >1,000)
Phone hacking
Oscars
Baftas
Brits
Final Harry Potter
London 2012 tickets issued
Murdoch questioning
PS3 accounts hacked
Golden Globes
Charlie Sheen in news
3D TV sets
DAB Radio
Freeview HD
Twitter warn/super-injuncts
IE9 launched
Murdoch’s BSkyB bid
iPad 2
Microsoft buy Skype
Nintendo 3DS
iPhone secretly tracking
BT Vision
Firefox 4 launched
iPad
Windows 7 Mobile
iPhone4 reception issue
Bing
Digital display screens
BBC News website redesign
Smart TV
Google+
Kindle
Android-based tablet devices
Google Chrome OS
The Times paywall
Sky 3D Channel
Xbox Kinect
Spotify
Skype on Facebook
Star Wars on Blu-ray
Call of Duty: Black Ops game
iPhone 4
Samsung Galaxy Tab
3D Blu-ray players
Apple iCloud announced
Launch/
news
date
Fieldwork
date
% At least
somewhat
familiar
06/11
1929
1954
1982
07/11
06/11
07/11
04/11
1944
03/11
01/10
1999
2010
06/11
03/11
06/10
03/11
05/11
03/11
04/11
12/06
03/11
06/10
11/10
06/10
06/09
2009
07/10
2010
06/11
10/09
06/10
NYR
06/10
10/10
11/10
02/09
06/11
05/11
11/10
06/10
02/11
Mid-2010
06/11
07/11
02/11
02/11
02/11
07/11
07/11
07/11
05/11
02/11
04/11
07/10 & 05/11
08/10
07/10
06/11
05/11
02/11
04/11
05/11
7/10 & 2+6/11
05/11
11/10
05/11
07/10
07/10 & 02/11
08/10
08/10
08/10
08/10
04/11
07/11
11/10
02/11
07/10
08/10
08/10 & 11/10
07/10 & 11/10
07/10 & 02/11
07/11
05/11
11/10
07/10
04/11
08/10
06/11
89%
87%
85%
84%
82%
81%
79%
74%
74%
68%
63% (+27% pts)
64%
64%
58%
58%
57%
56%
54%
53% (+3% pts)
50%
47%
46%
46%
44% (+21% pts)
44%
44%
43%
42%
41%
41%
40%
39%
39%
39%
38% (+4% pts)
37% (+20% pts)
36% (+11% pts)
36%
35%
35%
34%
34% (+2% pts)
34%
33%
3D Wimbledon
BlackBerry PlayBook
Google launch Cloud music
Google launch Chromebooks
Nokia/MS partnership
Nintendo unveil ‘Wii U’
HP TouchPad
Orange / B’card “Quick Tap”
Nokia E7 smartphone
Sonic the Hedgehog 20 years
Sony Ericsson Xperia Play
LA Noire videogame
HTC/Apple dispute
Myspace sold for £35M
Blinkbox launched
Halo: Reach game
Vevo launched
Amazon Cloud Player
Portal 2 video game
Playstation Vita
Fable III video game
Steam (gaming service)
“.xxx” sex domain (18+)
UK Radioplayer
Google TV
‘The Daily’ iPad newspaper
Samsung Galaxy
Apple TV
Motorola Xoom
Crysis 2 game
"Newport" Jay-Z spoof
Fallout: New Vegas game
Sony Move
HTC Flyer tablet
Warner films on Facebook
Homefront video game
World of Warcraft free
Google Buzz
Google One Pass
Qriocity streaming service
UK HuffPo launched
Virgin Gaming
YouView
Dell Streak
Net neutrality
Launch/
news
date
Fieldwork
date
% At least
somewhat
familiar
07/11
06/11
05/11
05/11
02/11
06/11
07/11
06/11
02/11
1991
04/11
06/11
05/11
06/11
2008
09/10
12/09
03/11
06/11
NYR
06/11
2002
04/11
03/11
10/10
NYR
04/10
09/10
02/11
03/11
08/10
10/10
09/10
06/11
03/11
03/11
06/11
02/10
02/11
03/11
07/11
07/10
NYR
06/10
n/a
07/11
11/10 & 06/11
05/11
05/11
04/11
06/11
07/11
06/11
05/11
07/11
04/11
06/11
07/11
07/11
05/11
11/10
05/11
04/11
06/11
06/11
06/11
08/10
04/11
04/11
7/10 & 11/10
02/11
08/10
11/10
02/11 & 06/11
04/11
08/10
11/10
7/10 & 11/10
06/11
04/11
04/11
07/11
08/10
04/11
04/11
07/11
08/10
11/10
07/10
11/10
35%
32% (+15% pts)
32%
32%
32%
31%
31%
30%
30%
28%
27%
26%
26%
26%
25%
25%
25%
24%
22%
22%
22%
22%
22%
22%
22% (+5% pts)
21%
21%
21%
20% (+2% pts)
20%
20%
20%
19% (+5% pts)
19%
19%
18%
17%
16%
16%
15%
15%
13%
13%
11%
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
28%
Phone hacking (1,044)
46%
24%
Final Harry Potter (956)
Google+ (501)
12%
HP TouchPad (364)
11%
7%
24%
41%
16%
London 2012 tickets (941)
19%
43%
22%
Murdoch questioning (934)
© Harris Interactive
No surprise to see substantial
proportions of people talking
about phone hacking, with the
final Harry Potter film not far
behind
10%
29%
42%
9%
29%
33%
40%
31%
41%
13%
16%
17%
World of Warcraft free (192)
8%
28%
48%
17%
HTC/Apple dispute (338)
9%
27%
46%
18%
Skype on Facebook (444)
7%
28%
47%
18%
Sonic the Hedgehog 20 (320)
7%
25%
3D Wimbledon (451)
7%
24%
43%
UK HuffPo launched (200)
8%
20%
51%
Myspace sold for £35m (335)
5%
21%
43%
50%
Among those “in the know”, the
British public is discussing the
phone hacking saga a great deal.
The release of the London 2012
tickets and the final Harry Potter
film are being discussed widely.
Overleaf we show the same data
again, but this time taking into
account those unfamiliar with
these topics.
25%
26%
22%
24%
bases shown in parentheses
14
14
Discussion buzz
Among all respondents, including unfamiliar
Commentary
Have/will discuss a great deal
Have/will discuss a little
Have not discussed this at all and probably won't
It would never occur to me to discuss this
Unfamiliar (not asked about discussion level)
25%
Phone hacking
34%
14%
HP TouchPad
3% 10%
Skype on Facebook
3% 10%
16%
13%
19%
23%
6%
7%
HTC/Apple dispute
2% 7%
12% 5%
74%
Sonic the Hedgehog 20
2% 7%
12%
72%
Myspace sold for £35m
1%5%
World of Warcraft free
UK HuffPo launched
1%5% 8% 3%
1%
3% 7% 3%
7%
21%
11%
19%
64%
9%
65%
7%
6%
18%
69%
15%
13%
6% 11%
59%
5%
17%
8%
23%
3% 8%
3D Wimbledon
© Harris Interactive
32%
13%
5%
17%
35%
18%
Murdoch questioning
Google+
41%
20%
Final Harry Potter
London 2012 tickets
Here is the same data on
discussion buzz, but this time it
also includes the base of
unfamiliar consumers to provide
a total market view
Phone hacking stories and Harry
Potter remain at the top of the list
because so many people are
aware of these items. London
2012 tickets have also generated a
great deal of discussion buzz.
Just under 1 in 5 of the total
general public have been
discussing Google+. Again, a solid
platform from which to grow (and
the level is around 3 in 10 for the
under 35s).
74%
83%
85%
Base: all respondents (1,144)
15
15
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,144 569 575 185 266 262 223 208
2012 tickets
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
13%
34%
23%
11%
19%
22%
27%
22%
7%
23%
9%
38%
23%
10%
20%
12%
36%
27%
10%
15%
9%
34%
24%
13%
20%
15%
33%
18%
13%
21%
Murdoch
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
18%
32%
23%
7%
21%
20%
33%
22%
8%
17%
15%
31%
23%
6%
24%
13%
21%
19%
6%
42%
14%
31%
29%
5%
21%
17%
37%
24%
9%
14%
20%
35%
23%
7%
14%
25%
36%
16%
6%
17%
3D Wimbledon
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
3% 4% 1% 6%
8% 9% 8% 9%
15% 20% 10% 18%
9% 12% 7% 9%
65% 55% 75% 58%
5%
13%
16%
9%
58%
1%
7%
14%
9%
69%
<1%
5%
15%
12%
68%
1%
6%
14%
8%
71%
Phone hack
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
25%
41%
17%
6%
11%
27%
38%
18%
7%
10%
23%
45%
15%
6%
11%
22%
25%
23%
8%
23%
24%
47%
15%
4%
11%
20%
50%
19%
6%
6%
28%
42%
13%
7%
10%
31%
38%
16%
8%
7%
Google+
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
5% 7% 2% 15%
14% 14% 13% 15%
16% 17% 16% 26%
6% 6% 7% 9%
59% 57% 61% 36%
7%
23%
14%
5%
52%
2%
13%
13%
4%
68%
1%
8%
18%
9%
64%
<1%
6%
14%
7%
73%
Sonic 20 yrs
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
2% 3% 1% 7%
7% 10% 4% 7%
12% 13% 11% 14%
7% 6% 8% 7%
72% 67% 77% 66%
3%
17%
15%
7%
58%
1%
3%
15%
7%
74%
<1%
4%
12%
7%
76%
1%
3%
3%
5%
88%
Harry Potter
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
20%
35%
19%
8%
18%
39%
27%
18%
4%
13%
13%
42%
22%
9%
14%
26%
31%
21%
7%
15%
13%
42%
15%
9%
22%
11%
32%
20%
11%
26%
Skype on FB
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
3% 4% 2% 10%
10% 12% 8% 13%
17% 19% 15% 23%
7% 7% 6% 6%
64% 58% 69% 48%
2%
12%
20%
6%
61%
1%
10%
17%
8%
64%
<1%
9%
16%
6%
69%
1%
6%
11%
8%
75%
HP TouchPad
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
3% 4% 2% 9%
10% 12% 8% 16%
13% 16% 10% 12%
5% 4% 7% 10%
69% 65% 73% 53%
5%
10%
18%
3%
65%
2%
10%
15%
5%
69%
2%
6%
11%
5%
76%
1%
7%
8%
5%
81%
WoW free
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
1% 2% 1% 5%
5% 6% 4% 5%
8% 11% 6% 18%
3% 4% 2% 2%
83% 77% 89% 70%
1%
9%
11%
3%
76%
<1%
6%
8%
3%
83%
1%
1%
4%
4%
90%
0%
2%
<1%
1%
97%
HTC/Apple
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
2% 4% <1% 9%
7% 9% 6% 13%
12% 17% 8% 13%
5% 6% 3% 6%
74% 64% 83% 59%
3%
10%
14%
5%
68%
1%
4%
10%
3%
82%
<1%
4%
14%
6%
76%
0%
5%
9%
5%
81%
UK HuffPo
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
1% 2% <1% 5%
3% 4% 2% 5%
7% 10% 5% 8%
3% 4% 3% 4%
85% 80% 91% 78%
2%
7%
8%
3%
81%
<1%
1%
8%
3%
88%
0%
2%
7%
4%
87%
0%
1%
5%
2%
92%
Myspace sold
© Harris Interactive
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,144 569 575 185 266 262 223 208
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
1% 2% <1% 6%
5% 7% 4% 7%
13% 17% 10% 17%
6% 6% 7% 4%
74% 69% 79% 67%
1%
12%
15%
6%
66%
<1%
3%
14%
9%
74%
0%
3%
12%
5%
80%
0%
2%
7%
7%
84%
Discussion buzz
demographic breakdown
14%
34%
23%
8%
21%
17%
31%
23%
9%
20%
12%
35%
23%
13%
18%
23%
39%
16%
7%
15%
(alphabetical order)
16
Discussion buzz
Please consider launch/fieldwork dates to place results into proper context
NYR = not yet released at time of fieldwork
This edition’s items are highlighted in green
all time list
© Harris Interactive
(base size >1,000)
Phone hacking
Final Harry Potter
Murdoch questioning
London 2012 tickets issued
Oscars
Brits
Baftas
PS3 accounts hacked
3D TV sets
iPad 2
Freeview HD
iPad
Twitter/super-injunctions
Charlie Sheen in news
Nintendo 3DS
Golden Globes
DAB Radio
iPhone secretly tracking
IE9 launched
Murdoch’s BSkyB bid
Microsoft buy Skype
Kindle eBook
iPhone4 reception issue
iPhone 4
Xbox Kinect
Spotify
Windows 7 for Mobile
Android-based tablet devices
Apple iCloud
Firefox 4 launched
Smart TV
Sky 3D Channel
Call of Duty: Black Ops game
Star Wars films on Blu-ray
Nintendo unveil ‘Wii U’
BlackBerry PlayBook
BT Vision
Orange / B’card “Quick Tap”
Samsung Galaxy Tab
Google launch Chromebooks
Sony Ericsson Xperia Play
Nokia / MS partnership
Google+
LA Noire video game
Portal 2 video game
Launch/
news
date
Fieldwork
date
% Have or will
discuss this
06/11
07/11
07/11
06/11
1929
1977
1947
04/11
01/10
03/11
2010
06/10
06/11
03/11
03/11
1944
1999
04/11
03/11
06/10
05/11
10/09
06/10
06/10
11/10
02/09
11/10
06/10
06/11
03/11
2010
NYR
11/10
05/11
06/11
06/11
12/06
06/11
11/10
05/11
04/11
02/11
06/11
06/11
06/11
07/11
07/11
07/11
07/11
02/11
02/11
02/11
05/11
07/10 & 05/11
04/11
07/10
07/10
06/11
04/11
7/10 & 2+6/11
02/11
08/10
05/11
05/11
02/11
05/11
11/10
08/10
07/10
7/10 & 11/10
02/11
07/10 & 02/11
02/11
06/11
05/11
04/11
8/10 & 11/10
11/10
05/11
06/11
11/10 & 06/11
11/10
06/11
02/11 & 06/11
05/11
04/11
04/11
07/11
06/11
06/11
66%
55%
50%
47%
47%
47%
46%
43%
42% (+15% pts)
39%
38%
34%
32%
32%
31% (+5% pts)
31%
30%
28%
27%
27%
26%
25%
24%
24%
24% (+13% pts)
24 % (+8 pts)
24% (+13%)
24%
21%
23%
23%
22% (+4% pts)
22%
20%
19%
19% (+9% pts)
19%
18%
18% (-1% pt)
18%
18%
18%
18%
17%
17%
Google launch cloud music
Nokia E7 smartphone
Google Chrome OS
The Times paywall
Crysis 2 video game
Playstation Vita showcased
Amazon Cloud Player
BBC News website redesign
3D Blu-ray players
Fable III video game
Blinkbox
Vevo
Halo: Reach video game
Motorola Xoom
HP TouchPad
Skype on Facebook
Homefront video game
UK Radioplayer
Warner films on Facebook
Bing
Sony Move
XXX sex domain
‘The Daily’ digital newspaper
HTC Flyer tablet
Digital display screens
Apple TV
Fallout: New Vegas
3D Wimbledon
HTC/Apple dispute
Google One Pass
Qriocity streaming service
Google TV
Sonic the Hedgehog 20 years
"Newport" Jay-Z spoof
Steam (gaming service)
Samsung Galaxy
YouView
Net neutrality
Myspace sold for £35M
World of Warcraft free
Dell Streak
Google Buzz
UK HuffPo launched
Virgin Gaming
mflow
Launch/
news
date
Fieldwork
date
% Have or will
discuss this
05/11
02/11
NYR
06/10
03/11
NYR
03/11
07/10
Summer ’10
06/11
2008
12/09
09/10
02/11
07/11
06/11
03/11
03/11
03/11
06/09
09/10
04/11
NYR
06/11
2009
09/10
10/10
07/11
05/11
02/11
03/11
10/10
1991
08/10
2002
04/10
NYR
n/a
06/11
06/11
06/10
02/10
07/11
07/10
11/09
05/11
05/11
07/10
08/10
04/11
06/11
04/11
08/10
08/10
06/11
05/11
05/11
11/10
02/11 & 06/11
07/11
07/11
04/11
04/11
04/11
08/10
7/10 & 11/10
04/11
02/11
06/11
08/10
11/10
11/10
07/11
07/11
04/11
04/11
7/10 & 11/10
07/11
08/10
08/10
08/10
11/10
11/10
07/11
07/11
07/10
08/10
07/11
08/10
07/10
17%
17%
17%
16%
16%
15%
15%
15%
15%
14%
14%
14%
14%
13% (+1% pt)
13%
13%
13%
13%
13%
13%
13% (+5% pts)
12%
12%
11%
11%
11%
11%
11%
10%
10%
10%
10% (+3% pts)
9%
9%
9%
8%
8%
7%
7%
6%
6%
5%
4%
4%
4%
Metric 3 of 3
Excitement buzz
Excitement buzz
Among those at least somewhat aware of each
Commentary
Very excited
Somewhat excited
Not at all excited
Couldn't care less
base shown in parentheses
22%
© Harris Interactive
Final Harry Potter (956)
28%
30%
21%
HP TouchPad (364)
7%
30%
39%
25%
Murdoch questioning (934)
8%
26%
42%
24%
Sonic the Hedgehog 20 (320)
6%
26%
44%
24%
UK HuffPo launched (200)
7%
25%
Google+ (501)
8%
23%
London 2012 tickets (941)
7%
37%
31%
45%
21%
25%
40%
32%
3D Wimbledon (451)
5%
22%
41%
32%
World of Warcraft free (192)
7%
19%
42%
33%
Skype on Facebook (444)
5%
20%
45%
Myspace sold for £35m (335)
4% 10%
38%
Phone hacking (1,044)
n/a (excitement not asked)
HTC/Apple dispute (338)
n/a (excitement not asked)
30%
48%
Among those “in the know”, the
release of the final Harry Potter
film is at the top of our list for
excitement (indeed it tops our
all-time list as well)
We see some significant
movements in the order of items
measured on our list, though
there is little to separate many of
them for excitement buzz (with
the exception of Harry Potter).
The extremely large base of
Harry fans and the high
expectations for the final film
explain the high level of
excitement among the general
public. On page 22 you can see
the film sitting at the top of our
all-time list.
The latest tablet launch, the HP
TouchPad, tops our list of other
items among those in-the-know.
19
19
Excitement buzz
Among all respondents, including unfamiliar
Very excited
Somewhat excited
Not at all excited
Couldn't care less
Unfamiliar (not asked about excitement level)
Commentary
Base: all respondents (1,144)
18%
Final Harry Potter
Murdoch questioning
7%
London 2012 tickets
6%
Google+
17%
3% 10%
8%
3D Wimbledon
2% 8%
15%
11%
Skype on Facebook
2% 7%
16%
Sonic the Hedgehog is 20
2% 7%
Phone hacking
HTC/Apple dispute
59%
69%
18%
21%
19%
The questioning of the Murdochs
and the London 2012 ticket issue
follow behind.
See overleaf for a full breakdown
by demographics and how these
compare in our all-time list.
65%
11%
64%
7%
1%
4%5% 4%
72%
85%
1%
3% 7% 6%
1%
3% 10%
26%
10%
12%
Myspace sold for £35m
19%
32%
18%
12%
17%
33%
2% 9%
World of Warcraft free
24%
21%
HP TouchPad
UK HuffPo launched
© Harris Interactive
23%
Looking at the same data
including those unaware we still
see the Harry Potter film ahead
of any other item measured
83%
12%
74%
n/a (excitement not asked)
n/a (excitement not asked)
20
20
6%
15%
29%
31%
20%
3%
11%
39%
26%
21%
3%
8%
19%
13%
58%
1%
7%
13%
10%
69%
6%
11%
14%
68%
<1%
5%
14%
10%
71%
3% 5% 2% 9%
10% 13% 7% 15%
18% 17% 19% 28%
10% 9% 11% 12%
59% 57% 61% 36%
4%
16%
18%
10%
52%
1%
7%
15%
9%
68%
1%
7%
19%
9%
64%
3%
14%
11%
73%
18%
23%
24%
17%
18%
33%
22%
24%
8%
13%
15%
21%
25%
24%
14%
23%
24%
19%
19%
15%
13%
24%
27%
14%
22%
7%
22%
27%
18%
26%
2% 3% 1% 4%
9% 12% 6% 16%
12% 14% 11% 16%
8% 7% 9% 11%
69% 65% 73% 53%
3%
10%
15%
8%
65%
1%
11%
11%
8%
69%
<1%
8%
8%
8%
76%
3%
2%
11%
4%
81%
15%
21%
26%
19%
20%
21%
25%
23%
16%
15%
n/a (excitement not asked)
2%
3%
14%
16%
66%
<1%
2%
8%
16%
74%
3%
5%
12%
80%
<1%
8%
8%
84%
Murdoch
Very excited
1% 2% <1% 3%
Somewhat excited 3% 4% 1% 6%
Not at all excited
10% 12% 8% 16%
Couldn’t care less 12% 14% 11% 8%
Unfamiliar
74% 69% 79% 67%
5%
13%
38%
29%
15%
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
Phone hack
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
8%
19%
29%
25%
20%
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
Sonic 20 yrs
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
8%
25%
27%
18%
23%
Very excited
2% 2%
Somewhat excited 7% 10%
Not at all excited
12% 13%
Couldn’t care less 7% 8%
Unfamiliar
72% 67%
4%
14%
19%
5%
58%
1%
5%
13%
7%
74%
2%
4%
9%
9%
76%
1%
5%
6%
88%
Skype on FB
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
5%
17%
35%
25%
18%
Very excited
2% 3% 1%
Somewhat excited 7% 9% 6%
Not at all excited
16% 19% 13%
Couldn’t care less 11% 11% 11%
Unfamiliar
64% 58% 69%
5%
13%
22%
12%
48%
4%
6%
18%
11%
61%
1%
7%
17%
12%
64%
8%
11%
12%
69%
<1%
4%
14%
8%
75%
WoW free
Google+
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
6%
17%
30%
27%
21%
Very excited
1% 2% 1% 2%
Somewhat excited 3% 5% 2% 8%
Not at all excited
7% 10% 5% 12%
Couldn’t care less 6% 7% 4% 9%
Unfamiliar
83% 77% 89% 70%
4%
3%
13%
5%
76%
<1%
2%
7%
8%
83%
4%
1%
6%
90%
1%
2%
1%
97%
UK HuffPo
2012 tickets
3D Wimbledon
Very excited
2% 3% 1% 5%
Somewhat excited 8% 10% 5% 14%
Not at all excited
15% 17% 12% 15%
Couldn’t care less 11% 15% 8% 9%
Unfamiliar
65% 55% 75% 58%
Harry Potter
7%
21%
33%
19%
21%
HP TouchPad
6%
17%
32%
26%
19%
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
HTC/Apple
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,144 569 575 185 266 262 223 208
Myspace sold
© Harris Interactive
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,144 569 575 185 266 262 223 208
Very excited
1% 2%
Somewhat excited 4% 5%
Not at all excited
5% 7%
Couldn’t care less 4% 6%
Unfamiliar
85% 80%
3%
4%
8%
4%
81%
<1%
4%
4%
4%
88%
5%
3%
5%
87%
2%
2%
4%
92%
9%
21%
32%
21%
17%
5%
20%
34%
17%
24%
2%
23%
23%
10%
42%
5%
20%
42%
21%
14%
n/a (excitement not asked)
1% 2%
5% 14%
11% 12%
6% 6%
77% 66%
<1% 3%
2% 4%
3% 10%
3% 5%
91% 78%
Excitement buzz
demographic breakdown
(alphabetical order)
6%
18%
37%
18%
21%
10%
21%
31%
25%
14%
11%
23%
29%
22%
17%
21
Excitement buzz
Please consider launch/fieldwork dates to place results into proper context
NYR = not yet released at time of fieldwork
This edition’s items are highlighted in green
All time list
© Harris Interactive
(base size >1,000)
Final Harry Potter
Oscars
Baftas
Brits
Freeview HD
3D TV sets
iPad 2
Murdoch questioning
iPad
DAB Radio
Firefox 4 launched
Nintendo 3DS
London 2012 tickets issued
IE9 launched
Smart TV
Golden Globes
Xbox Kinect
Android-based tablet devices
Star Wars films on Blu-ray
Sky 3D Channel
iPhone 4
Spotify
Windows 7 for Mobile
Call of Duty: Black Ops game
Microsoft buy Skype
Kindle eBook
Google launch Chromebooks
Apple iCloud announced
Google launch cloud music
Nokia E7 smartphone
Sony Ericsson Xperia Play
3D Blu-ray players
Nintendo showcase ‘Wii U’
BlackBerry PlayBook
Samsung Galaxy Tab
LA Noire video game
Portal 2 video game
Blinkbox
Nokia/MS partnership
Fable III video game
Playstation Vita showcased
Orange / B’card “Quick Tap”
Vevo
Amazon Cloud Player
Crysis 2 video game
Launch/
news
date
Fieldwork
date
% at least
somewhat
excited
07/11
1929
1947
1977
2010
01/10
03/11
07/11
06/10
1999
03/11
03/11
06/11
03/11
2010
1944
11/10
06/10
05/11
NYR
06/10
02/09
11/10
11/10
05/11
10/09
05/11
06/11
05/11
02/11
04/11
Summer ’10
06/11
06/11
11/10
06/11
06/11
2008
02/11
06/11
NYR
06/11
12/09
03/11
03/11
07/11
02/11
02/11
02/11
07/10
07/10 & 05/11
04/11
07/11
07/10
08/10
05/11
7/10 & 2+6/11
07/11
05/11
04/11
02/11
7/10 & 11/10
02/11
05/11
8/10 & 11/10
07/10
02/11
07/10 & 02/11
11/10
05/11
11/10
05/11
06/11
05/11
05/11
04/11
08/10
06/11
11/10 & 06/11
02/11 & 06/11
06/11
06/11
05/11
04/11
06/11
06/11
06/11
05/11
04/11
04/11
41%
32%
31%
30%
30%
29% (+7% pts)
29%
27%
24%
24%
23%
22% (-1% pt)
22%
22%
22%
22%
22% (+12% pts)
21%
20%
20% (+6%)
20%
20% (+7% pts)
20% (+11% pts)
20%
19%
19%
18%
17%
17%
17%
17%
17%
16%
16% (+ 7% pts)
16% (-3% pts)
16%
16%
15%
15%
14%
14%
14%
14%
14%
13%
Halo: Reach video game
BT Vision
Google+
HP TouchPad
Motorola Xoom
Google Chrome OS
UK Radioplayer
Charlie Sheen in news
Homefront video game
HTC Flyer
Warner films on Facebook
‘The Daily’ digital newspaper
Digital display screens
Apple TV
Fallout: New Vegas game
BBC News website redesign
Sony Move
Google TV
3D Wimbledon
Skype on Facebook
Sonic the Hedgehog 20 years
“.xxx” sex domain (18+)
Qriocity streaming service
Google One Pass
Steam (gaming service)
Samsung Galaxy
"Newport" Jay-Z spoof
YouView
Bing
Dell Streak
Google Buzz
Virgin Gaming
UK HuffPo launched
Word of Warcraft free
Myspace sold for £35M
mflow
Twitter/super-injunctions
PS3 accounts hacked
iPhone secretly tracking
iPhone4 reception issue
Murdoch’s BSkyB bid
Net neutrality
The Times paywall
Phone hacking
HTC/Apple dispute
Launch/
news
date
Fieldwork
date
% at least
somewhat
excited
09/10
12/06
06/11
07/11
NYR
NYR
NYR
03/11
03/11
06/11
03/11
NYR
2009
09/10
10/10
07/10
09/10
10/10
07/11
06/11
06/11
04/11
03/11
02/11
2002
04/10
08/10
NYR
06/09
06/10
02/10
07/10
07/11
06/11
06/11
11/09
05/11
04/11
04/11
06/10
06/10
n/a
06/10
06/11
05/11
11/10
11/10
07/11
07/11
02/11
07/10
04/11
04/11
04/11
06/11
04/11
02/11
08/10
11/10
11/10
08/10
7/10 & 11/10
7/10 & 11/10
07/11
07/11
07/11
04/11
04/11
04/11
08/10
08/10
08/10
11/10
08/10
07/10
08/10
08/10
07/11
07/11
07/11
07/10
06/11
05/11
05/11
08/10
02/11
11/10
08/10
07/11
07/11
13%
13%
13%
12%
12% (+1% pt)
12%
12%
12%
12%
11%
11%
11%
11%
11%
11%
10%
10% (+3% pts)
10% (+1% pt)
9%
9%
9%
9%
9%
9%
9%
9%
8%
8%
7%
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
22
Harris Brand Buzz
Harris Brand Buzz
commentary
% ahead of the game
BT and BSkyB top our list of brand
buzz in this edition
Base: all respondents (1,144)
See overleaf for a full ranking of all
brands measured to date
20%
20%
18%
17%
16%
13%
13%
11%
10%
8%
7%
6%
6%
(asked as
BSkyB)
24
24
Harris Brand Buzz
all time list
(base size >1,000)
for all waves
Amazon
Twitter
Apple
Google
YouTube
eBay
Spotify
LG
Nintendo
Xbox
Panasonic
Microsoft
Sky
Facebook
BlackBerry
Canon
iTunes (by Apple)
Toshiba
Disney
BBC iPlayer
Olympus
Android
Epson
Skype
Samsung
Sony
HTC
Playstation
BBC
O2
Fieldwork
date
05/11
05/11
02/11
02/11
05/11
05/11
05/11
05/11
03/11
03/11
05/11
02/11
02/11
02/11
03/11
05/11
06/11
05/11
05/11
06/11
05/11
02/11
05/11
03/11
03/11
03+06/11
02/11
03+06/11
02/11
02/11
Please take into consideration the fieldwork dates to place
results into their proper context
This edition’s brands are highlighted in green
% ahead of
the game
64%
59%
55%
54%
51%
50%
46%
45%
44%
44%
43%
43%
43%
43%
42%
40%
39%
39%
39%
38%
38%
37%
33%
33%
32%
31% (-7% pts)
29%
28% (-9% pts)
28%
28%
Fieldwork
date
Dell
Sony Ericsson
EA Games
Nokia
HP
Vodafone
LOVEFiLM
ITV
Yahoo!
BT
BSkyB
Channel 4
Orange
T-Mobile
Acer
Dave (TV channel)
Five (Channel 5 TV)
The Guardian
Motorola
3 (Three)
MSN
Daily Mail
LinkedIn
The Sun
Asus
HMV
Blockbuster
Bing
News International
AOL
Myspace
03/11
03/11
03/11
02+06/11
03/11
06/11
06/11
02/11
02/11
07/11
07/11
06/11
02/11
03/11
06/11
07/11
07/11
07/11
03/11
06/11
07/11
07/11
07/11
07/11
06/11
06/11
06/11
07/11
07/11
07/11
05+07/11
% ahead of
the game
27%
27%
26%
22% (-2% pts)
22%
21%
21%
21%
20%
20%
20%
19%
19%
19%
18%
18%
17%
16%
14%
13%
13%
13%
11%
10%
9%
9%
9%
8%
7%
6%
6% (-24% pts)
25
© Harris Interactive
Harris Brand Buzz
A focus on Myspace
30%
Commentary
We see a significant decrease in
how Myspace is perceived by
consumers since May this year
6%
This is no doubt related to its
recent sale where a great deal
of media coverage focused on
its decline in users and general
comparisons with Facebook
% ahead of the game
May-11
Jul-11
26
contact us
Steve Evans
Technology & Entertainment
[email protected]
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