Harris Interactive Buzz Report Wave 5

Harris Buzz Report
Report #5 May 2011
April 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
We find out 3 key buzz metrics per
release/product:
1.
Level of awareness &
familiarity
2.
Degree to which it generates
discussion among peers
© Harris Interactive
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)
Amazon Cloud Player (music streaming service)
Charlie Sheen in the news
Crysis 2 video game
Google One Pass (app/media subscription service)
Homefront video game
iPad 2
Nokia partner with Microsoft to use Windows 7 Mobile platform
Qriocity (music streaming service from Sony)
please note that we conducted fieldwork prior to the hacker attack
Sex domain “.xxx” given approval for websites
Smart TV (internet-enabled TV sets or set-top box)
Sony Ericsson Xperia Play (the “Playstation” phone)
UK Radioplayer (online radio station streaming service)
Warner Brothers films available to watch via Facebook
4
What is “Buzz”?
In addition to the Buzz for the latest
releases, since the last edition of Buzz
we’ve included a measure of
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)
BlackBerry
Dell
EA Games
HP
Motorola
Nintendo
Playstation
please note that we conducted fieldwork prior to the hacker attack
Samsung
Skype
Sony
Sony Ericsson
T-Mobile
Xbox
5
 Robust quantitative method
 1,140 UK respondents this edition
 Online fieldwork late April 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
1,140
562
578
181
300
259
213
187
© 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
This edition’s buzz list
Amazon Cloud Player (music streaming service)
Cloud storage to play digital music on any PC or Android device
Charlie Sheen in the news
Mass media coverage of Mr Sheen’s exploits/behaviour
Crysis 2 video game
First person shooter sequel published by EA
Google One Pass (app/media subscription service)
Online store for publishers to sell digital content subscriptions
Homefront video game
First person shooter published by THQ
iPad 2
Apple’s second generation tablet device
Nokia partner with Microsoft to use Windows 7 Mobile platform
Self-explanatory
Qriocity (music streaming service from Sony)
Sony’s streaming music (and other media) service
Sex domain “.xxx” given approval for websites
Sponsored top-level domain for pornographic internet sites
Smart TV (internet-enabled TV sets or set-top box)
Integration of internet into modern TV sets and set-top boxes
Sony Ericsson Xperia Play (the “Playstation” phone)
Android-powered handheld gaming smartphone
UK Radioplayer (online radio station streaming service)
Self-explanatory
Warner Brothers films available to watch via Facebook
Self-explanatory
9
© Harris Interactive
UK launch date details
Amazon Cloud Player (music streaming service)
Unveiled 29th March 2011, bundled with Cloud Drive
Charlie Sheen in the news
Ongoing media coverage in March/April 2011
Crysis 2 video game
Released March 2011
Google One Pass (app/media subscription service)
Announced February 2011
Homefront video game
Released March 2011
iPad 2
Released March 2011
Nokia partner with Microsoft to use Windows 7 Mobile platform
Announced February 2011
Qriocity (music streaming service from Sony)
March 2011 (plus music service since December 2010)
Sex domain “.xxx” given approval for websites
Live from April 2011, reported in late March 2011
Smart TV (internet-enabled TV sets or set-top box)
2010/2011 various releases from major manufacturers
Sony Ericsson Xperia Play (the “Playstation” phone)
Launched April 2011 (reported widely before launch)
UK Radioplayer (online radio station streaming service)
Released March 2011
Warner Brothers films available to watch via Facebook
Launched March 2011
10
Awareness buzz
Commentary
Extremely familiar
Very familiar
Somewhat familiar
Know name only
Never heard of
Charlie Sheen in news
iPad 2
Smart TV
24%
9%
Xperia Play phone
4% 10%
18+ year olds only
24%
13%
10%
Amazon Cloud Player
2% 8%
14%
UK Radioplayer
2%7%
12%
2%7% 6% 6%
Warner films on Facebook
2%7% 11%
1%7% 8%
50%
70%
74%
12%
67%
23%
53%
14%
Qriocity streaming service
Google One Pass
45%
23%
3% 8% 6% 9%
3% 9%
12%
28%
23%
5% 8% 8% 10%
18%
32%
31%
17%
".xxx" sex domain
14%
29%
6% 11%
4% 11%
Homefront video game
33%
19%
Nokia/MS partnership
Crysis 2 video game
© Harris Interactive
12%
64%
80%
12%
13%
We don’t just look at product launches
in Buzz, this wave we look at awareness
of Charlie Sheen’s shenanigans to put
various launches and announcements
into context – Mr Sheen aside, we see
iPad 2 attaining the highest awareness
of all things tested in this edition of
Harris Buzz
iPad 2, as with so many major Apple
launches, has high levels of familiarity
among UK consumers. Just under a third
are very or extremely familiar, and over
4 in 5 have some level of awareness.
Smart TV, a way of integrating the web
with the living room TV, also achieves a
high awareness level.
Over half those interviewed are aware
of Nokia’s announcement of a tie-in
with Microsoft to use its Windows 7
Mobile operating system.
Half are aware of Sony Ericsson’s Xperia
Play mobile – sometimes referred to as
the “Playstation phone” because of its
integrated gaming controls.
68%
71%
Base: all respondents (1,140)
11
11
Qriocity
Sex domain
Extremely familiar 3% 4% 2%
Very familiar
9% 13% 4%
Somewhat familiar 10% 15% 6%
Just know name
12% 16% 8%
Never heard of
67% 53% 80%
10%
28%
15%
6%
41%
2%
13%
17%
14%
55%
2%
3%
10%
12%
73%
0%
3%
6%
16%
75%
2%
<1%
5%
9%
85%
Smart TV
12%
24%
33%
14%
18%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
6%
11%
24%
31%
28%
7%
14%
29%
26%
24%
5%
9%
19%
35%
32%
12%
25%
22%
21%
20%
4%
19%
26%
24%
27%
6%
9%
26%
25%
35%
4%
3%
20%
47%
26%
4%
2%
25%
37%
32%
Sony Xperia
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
Extremely familiar 2% 3%
Very familiar
7% 9%
Somewhat familiar 6% 8%
Just know name
6% 8%
Never heard of
80% 74%
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
4%
10%
13%
23%
50%
5%
13%
16%
22%
43%
2%
7%
10%
23%
58%
10%
28%
21%
11%
30%
3%
18%
20%
25%
35%
3%
4%
12%
28%
54%
1%
2%
6%
23%
67%
1%
2%
6%
26%
65%
UK Radioplyr
<1%
1%
8%
21%
71%
Extremely familiar 2% 3% 2% 6%
Very familiar
7% 9% 5% 19%
Somewhat familiar 12% 14% 10% 18%
Just know name
14% 14% 14% 6%
Never heard of
64% 60% 69% 52%
3%
11%
18%
11%
57%
2%
3%
11%
19%
66%
1%
1%
7%
18%
73%
0%
3%
9%
15%
74%
Warner films
1%
1%
10%
31%
57%
Extremely familiar 2% 3% 1%
Very familiar
7% 7% 6%
Somewhat familiar 11% 13% 9%
Just know name
12% 11% 14%
Never heard of
68% 66% 71%
2%
10%
12%
9%
66%
2%
1%
8%
14%
75%
1%
1%
9%
15%
74%
0%
2%
6%
14%
79%
2% 7%
5% 22%
3% 12%
5% 6%
85% 55%
15%
26%
31%
14%
15%
8%
22%
35%
14%
21%
14%
35%
25%
10%
16%
14%
29%
35%
10%
13%
14%
25%
36%
15%
10%
7%
16%
37%
18%
22%
9%
14%
30%
17%
30%
Crysis 2
1%
3%
12%
29%
56%
Extremely familiar 5% 7%
Very familiar
8% 11%
Somewhat familiar 8% 11%
Just know name
10% 13%
Never heard of
70% 58%
2%
4%
4%
7%
82%
13%
19%
15%
8%
45%
6%
14%
14%
10%
56%
5%
5%
4%
15%
73%
<1%
<1%
4%
10%
85%
1%
1%
2%
5%
91%
Google One
2%
10%
24%
18%
46%
Extremely familiar 1% 1%
Very familiar
7% 9%
Somewhat familiar 8% 10%
Just know name
13% 15%
Never heard of
71% 65%
2% 5%
4% 22%
5% 14%
12% 8%
77% 52%
1%
9%
12%
10%
68%
1%
2%
7%
11%
79%
1%
1%
3%
20%
76%
0%
1%
1%
19%
79%
Homefront
7%
25%
19%
12%
36%
Extremely familiar 3% 5% 2% 7%
Very familiar
8% 12% 5% 21%
Somewhat familiar 6% 9% 3% 14%
Just know name
9% 10% 7% 9%
Never heard of
74% 64% 83% 49%
5%
17%
7%
9%
63%
2%
4%
7%
9%
79%
1%
<1%
2%
10%
86%
2%
0%
1%
8%
89%
iPad 2
Extremely familiar 2% 4% 1%
Very familiar
8% 10% 5%
Somewhat familiar 14% 19% 10%
Just know name
23% 21% 24%
Never heard of
53% 47% 59%
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,140 562 578 181 300 259 213 187
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
9%
19%
29%
32%
12%
12%
24%
30%
24%
11%
6%
13%
27%
41%
13%
18%
30%
27%
20%
5%
8%
26%
33%
21%
13%
12%
13%
29%
32%
15%
3%
12%
32%
41%
12%
4%
14%
22%
47%
13%
Nokia / MS
© Harris Interactive
Charlie Sheen Amazon Cloud
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,140 562 578 181 300 259 213 187
Extremely familiar
Very familiar
Somewhat familiar
Just know name
Never heard of
4%
11%
17%
23%
45%
6%
16%
22%
22%
35%
2%
7%
13%
25%
55%
9%
31%
20%
14%
27%
4%
16%
24%
14%
42%
3%
6%
18%
22%
51%
2%
3%
14%
31%
50%
0%
2%
11%
35%
53%
Awareness buzz
demographic breakdown
(alphabetical order)
5%
21%
18%
11%
45%
1%
11%
7%
9%
72%
2%
2%
4%
7%
86%
1%
1%
3%
6%
90%
0%
2%
2%
3%
94%
12
Awareness buzz
All waves comparison
Oscars
Baftas
Brits
Golden Globes
Charlie Sheen in news
DAB Radio
Freeview HD
Murdoch’s BSkyB bid
iPad 2
Nintendo 3DS
BT Vision
iPad
Windows 7 Mobile
iPhone4 reception issue
Bing
Digital display screens
BBC News website redesign
Smart TV
Kindle
Android-based tablet devices
Google Chrome OS
The Times paywall
Sky 3D Channel
3D television sets
Xbox Kinect
Spotify
Call of Duty: Black Ops game
iPhone 4
3D Blu-ray players
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
Launch
date
Fieldwork
date
% At least
somewhat
familiar
1929
1954
1982
1944
03/11
1999
2010
06/10
03/11
NYR
12/06
06/10
11/10
06/10
06/09
2009
07/10
2010
10/09
06/10
NYR
06/10
10/10
01/10
11/10
02/09
11/10
06/10
Mid-2010
02/11
02/11
02/11
02/11
04/11
08/10
07/10
02/11
04/11
7/10 & 02/11
11/10
07/10
07/10 & 02/11
08/10
08/10
08/10
08/10
04/11
11/10
02/11
07/10
08/10
8/10 & 11/10
07/10
7/10 & 11/10
7/10 & 02/11
11/10
07/10
08/10
87%
85%
84%
74%
68%
64%
64%
57%
56%
50% (+23% pts)
47%
46%
44% (+21% pts)
44%
44%
43%
42%
41%
40%
39%
39%
39%
38% (+4% pts)
37%
37% (+20% pts)
36% (+11% pts)
35%
34%
34%
(base size >1,000 for all waves)
NYR=not yet released at time of interviewing
© Harris Interactive
Nokia/MS partnership
Samsung Galaxy Tab
Sony Ericsson Xperia Play
Sony NGP
Halo: Reach game
Amazon Cloud Player
Steam (gaming service)
“.xxx” sex domain (18+)
UK Radioplayer
Google TV
‘The Daily’ iPad newspaper
Samsung Galaxy
Apple TV
Crysis 2 game
"Newport" Jay-Z spoof
Fallout: New Vegas game
Sony Move
Warner films on Facebook
Motorola Xoom
Homefront game
BlackBerry Playbook
Google Buzz
Google One Pass
Qriocity streaming service
Virgin Gaming
YouView
Dell Streak
Net neutrality
mflow
Launch
date
Fieldwork
date
% At least
somewhat
familiar
02/11
11/10
04/11
NYR
09/10
03/11
2002
04/11
03/11
10/10
NYR
04/10
09/10
03/11
08/10
10/10
09/10
03/11
02/11
03/11
NYR
02/10
02/11
03/11
07/10
NYR
06/10
n/a
11/09
04/11
02/11
04/11
02/11
11/10
04/11
08/10
04/11
04/11
7/10 & 11/10
02/11
08/10
11/10
04/11
08/10
11/10
7/10 & 11/10
04/11
02/11
04/11
11/10
08/10
04/11
04/11
08/10
11/10
07/10
11/10
07/10
32%
32%
27%
25%
25%
24%
22%
22%
22%
22% (+5% pts)
21%
21%
21%
20%
20%
20%
19% (+5% pts)
19%
18%
18%
17%
16%
16%
15%
13%
13%
11%
10%
7%
= asked in edition #5
= asked in a previous edition (shown for comparison)
13
Metric 2 of 3
Discussion buzz
Discussion buzz
Commentary
Among those at least somewhat aware of each
Among those aware (at least
somewhat familiar), there exists a
substantial degree of buzz and
discussion about these new products
and services
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
Crysis 2 video game (265)
14%
62%
19%
5%
Homefront video game (233)
15%
59%
22%
4%
iPad 2 (675)
17%
21%
9%
Qriocity (190)
13%
55%
23%
8%
Xperia Play phone (338)
13%
55%
22%
10%
Warner / Facebook (237)
7%
57%
26%
10%
Google One Pass (211)
9%
56%
25%
11%
12%
51%
28%
10%
Amazon Cloud Player (301)
© Harris Interactive
53%
UK Radioplayer (296)
10%
49%
26%
15%
Nokia/MS partnership (409)
10%
46%
28%
15%
9%
47%
27%
17%
11%
43%
30%
16%
Smart TV (486)
18+ year olds only
".xxx" sex domain (280)
Charlie Sheen in news (811)
9%
38%
Here we are looking at the buzz
among consumers “in-the-know” –
see overleaf for the whole story,
including the base of all those
unfamiliar.
Despite a large proportion being
aware of Charlie Sheens antics, not
many claim (or want to claim) to be
talking about it, whereas the big
video game releases like Crysis 2
generate substantial buzz among
those “in-the-know”.
As expected, the iPad 2 is being
discussed a great deal. Qriocity,
despite a current lack of general
awareness, is also generating plenty
of discussion among those who have
heard of it.
29%
24%
bases shown in parentheses
15
15
Discussion buzz
Commentary
Among all respondents, including unfamiliar
Here is the same data on discussion
buzz, but this time including the
base of unfamiliar consumers to
show a total market view – as items
have varying familiarity, this changes
the order of buzz, with iPad 2
leading the field in this edition
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)
iPad 2
Charlie Sheen in news
30%
6%
26%
Smart TV
4%
Xperia Play phone
4%
15%
Nokia/MS partnership
3%
15%
Crysis 2 video game
Amazon Cloud Player
Homefront video game
UK Radioplayer
© Harris Interactive
10%
Warner films on Facebook
18+ year olds only
".xxx" sex domain
19%
20%
11%
6%3%
44%
16%
7%
7%2%
3% 10% 4%
1%
2% 11% 6%3%
1% 11% 5%2%
2% 9% 7% 3%
32%
59%
73%
9% 5%
3% 13% 4%
1%
3% 12%
12% 5%
68%
80%
76%
82%
78%
81%
78%
Google One Pass
1% 9% 4%2%
85%
Qriocity streaming service
2% 8% 3%
1%
86%
Base: all respondents (1,140)
Later in the report you can see how
all these compare to all previous buzz
items measured. It’s interesting to
see that iPad 2 has generated even
more buzz than its predecessor, but
perhaps this is more attributable to
gains in overall familiarity over time.
Charlie Sheen’s antics climb up the
discussion buzz ranking, but this too
can be attributed to higher
awareness of this story which had
been in the news a great deal.
Smart TV, around for a while now, is
generating a fair amount of
discussion, as is the newer to market
Xperia Play.
Just under 1 in 5 have also been
discussing the Nokia/MS partnership.
16
16
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
5%
26%
17%
17%
35%
13%
42%
11%
8%
26%
10%
36%
22%
11%
22%
3%
31%
22%
18%
25%
4%
11%
17%
29%
40%
2%
10%
26%
15%
48%
Crysis 2
Discuss great deal 3% 4%
Discuss a little
13% 18%
Have not / won’t
4% 6%
Would never occur 1% 1%
Unfamiliar
80% 71%
2% 7%
8% 34%
1% 6%
1% 0%
89% 53%
6%
20%
6%
2%
66%
2%
6%
4%
1%
87%
<1%
2%
2%
1%
95%
0%
4%
1%
0%
96%
Google One
Qriocity
2%
2%
2%
2%
92%
Discuss great deal 1% 2% 1% 4%
Discuss a little
9% 12% 5% 28%
Have not / won’t
4% 5% 2% 7%
Would never occur 2% 1% 2% 1%
Unfamiliar
85% 80% 90% 60%
3%
12%
6%
2%
78%
1%
3%
4%
3%
90%
0%
1%
1%
2%
96%
0%
0%
1%
1%
98%
Homefront
2%
0%
2%
1%
96%
Sex domain
2%
3%
7%
1%
88%
Discuss great deal 3% 4%
Discuss a little
10% 14%
Have not / won’t
4% 6%
Would never occur 1% 1%
Unfamiliar
82% 75%
2% 6%
7% 27%
1% 8%
<1% 1%
90% 58%
5%
17%
6%
1%
71%
1%
7%
4%
1%
88%
1%
<1%
1%
1%
96%
0%
2%
1%
0%
97%
Discuss great deal
Discuss a little
Have not / won’t
Would never occur
Unfamiliar
5%
26%
11%
5%
54%
13%
47%
12%
3%
25%
10%
41%
11%
4%
34%
8%
29%
11%
5%
47%
10%
14%
12%
10%
53%
7%
17%
11%
5%
60%
Discuss great deal 3% 6% 1% 8%
Discuss a little
15% 20% 10% 34%
Have not / won’t
9% 12% 6% 11%
Would never occur 5% 6% 4% 6%
Unfamiliar
68% 57% 79% 41%
3%
18%
16%
8%
56%
3%
11%
9%
5%
73%
3%
8%
4%
4%
82%
0%
6%
5%
2%
87%
Discussion buzz
demographic breakdown
14%
33%
12%
6%
34%
1%
2%
2%
0%
95%
Discuss great deal 2% 3% 1% 5%
Discuss a little
9% 12% 6% 32%
Have not / won’t
7% 10% 3% 12%
Would never occur 3% 6% 1% 4%
Unfamiliar
78% 68% 88% 47%
4%
13%
11%
3%
69%
1%
4%
5%
5%
85%
3%
<1%
4%
2%
91%
0%
2%
2%
3%
94%
Smart TV
1%
7%
5%
3%
85%
10%
30%
12%
5%
44%
1%
3%
2%
1%
93%
Discuss great deal 4% 5% 2% 5%
Discuss a little
19% 24% 14% 37%
Have not / won’t
11% 14% 9% 11%
Would never occur 7% 7% 7% 6%
Unfamiliar
59% 51% 68% 41%
6%
22%
16%
6%
51%
2%
19%
9%
10%
60%
3%
6%
10%
8%
73%
3%
12%
12%
4%
70%
Sony Xperia
3%
19%
11%
4%
64%
7%
26%
23%
16%
28%
2%
12%
5%
<1%
81%
Discuss great deal 4% 6%
Discuss a little
15% 20%
Have not / won’t
6% 8%
Would never occur 3% 2%
Unfamiliar
73% 65%
2% 8%
10% 40%
5% 6%
3% 5%
81% 41%
5%
22%
11%
3%
59%
2%
8%
7%
1%
82%
2%
3%
3%
1%
90%
0%
3%
3%
3%
90%
UK Radioplyr
2% 8%
8% 33%
5% 9%
2% 1%
83% 49%
6%
26%
20%
16%
32%
Discuss great deal 2% 2% 2% 4%
Discuss a little
8% 11% 5% 26%
Have not / won’t
3% 4% 3% 6%
Would never occur 1% 2% <1% 4%
Unfamiliar
86% 81% 90% 61%
Discuss great deal 2% 3%
Discuss a little
11% 14%
Have not / won’t
6% 6%
Would never occur 3% 4%
Unfamiliar
78% 74%
1% 4%
7% 31%
5% 5%
3% 2%
83% 58%
2%
16%
10%
5%
68%
1%
4%
8%
3%
85%
2%
1%
3%
2%
91%
1%
4%
2%
4%
89%
Warner films
Discuss great deal 3% 4%
Discuss a little
12% 17%
Have not / won’t
7% 9%
Would never occur 2% 2%
Unfamiliar
76% 68%
iPad 2
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,140 562 578 181 300 259 213 187
Nokia / MS
© Harris Interactive
Charlie Sheen Amazon Cloud
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,140 562 578 181 300 259 213 187
Discuss great deal 1% 2%
Discuss a little
11% 14%
Have not / won’t
5% 6%
Would never occur 2% 1%
Unfamiliar
81% 77%
1% 3%
9% 29%
4% 9%
2% 3%
84% 56%
2%
17%
4%
1%
75%
1%
5%
4%
2%
89%
1%
3%
5%
3%
88%
0%
4%
3%
1%
93%
(alphabetical order)
17
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
Discussion buzz
All waves comparison
Oscars
Brits
Baftas
iPad 2
Freeview HD
iPad
Charlie Sheen in news
Golden Globes
DAB Radio
Murdoch’s BSkyB bid
3D television sets
Nintendo 3DS
Kindle eBook
iPhone4 reception issue
iPhone 4
Xbox Kinect
Spotify
Windows 7 for Mobile
Android-based tablet devices
Smart TV
Call of Duty: Black Ops
BT Vision
Sky 3D Channel
Samsung Galaxy Tab
Sony Ericsson Xperia Play
Nokia / MS partnership
Google Chrome OS
The Times paywall
Crysis 2 game
Launch
date
Fieldwork
date
% Have or will
discuss this
1929
1977
1947
03/11
2010
06/10
03/11
1944
1999
06/10
01/10
NYR
10/09
06/10
06/10
11/10
02/09
11/10
06/10
2010
11/10
12/06
NYR
11/10
04/11
02/11
NYR
06/10
03/11
02/11
02/11
02/11
04/11
07/10
07/10
04/11
02/11
08/10
02/11
07/10
07/10
11/10
08/10
07/10
7/10 & 11/10
02/11
07/10 & 02/11
02/11
04/11
11/10
11/10
8/10 & 11/10
02/11
04/11
04/11
07/10
08/10
04/11
47%
47%
46%
39%
38%
34%
32%
31%
30%
27%
27%
26% (+13% pts)
25%
24%
24%
24% (+13% pts)
24 % (+8 pts)
24% (+13%)
24%
23%
22%
19%
22% (+4% pts)
19%
18%
18%
17%
16%
16%
(base size >1,000 for all waves)
NYR=not yet released at time of interviewing
© Harris Interactive
Sony NGP
Amazon Cloud Player
BBC News website redesign
3D Blu-ray players
Halo: Reach
Homefront game
UK Radioplayer
Warner films on Facebook
Bing
Sony Move
XXX sex domain
‘The Daily’ digital newspaper
Motorola Xoom
Digital display screens
Apple TV
Fallout: New Vegas
Google One Pass
Qriocity streaming service
BlackBerry Playbook
Google TV
"Newport" Jay-Z spoof
Steam (gaming service)
Samsung Galaxy
YouView
Net neutrality
Dell Streak
Google Buzz
Virgin Gaming
mflow
Launch
date
Fieldwork
date
% Have or will
discuss this
NYR
03/11
07/10
Summer ’10
09/10
03/11
03/11
03/11
06/09
09/10
04/11
NYR
NYR
2009
09/10
10/10
02/11
03/11
NYR
10/10
08/10
2002
04/10
NYR
n/a
06/10
02/10
07/10
11/09
02/11
04/11
08/10
08/10
11/10
04/11
04/11
04/11
08/10
7/10 & 11/10
04/11
02/11
02/11
08/10
11/10
11/10
04/11
04/11
11/10
7/10 & 11/10
08/10
08/10
08/10
11/10
11/10
07/10
08/10
08/10
07/10
16%
15%
15%
15%
14%
13%
13%
13%
13%
13% (+5% pts)
12%
12%
12%
11%
11%
11%
10%
10%
10%
10% (+3% pts)
9%
9%
8%
8%
7%
6%
5%
4%
4%
= asked in edition 5
= asked in a previous edition (shown for comparison)
18
Metric 3 of 3
Excitement buzz
Excitement buzz
Among those at least somewhat aware of each
Commentary
The two video games measured top
the list of excitement among those
familiar or ‘in-the-know’.
Very excited
Somewhat excited
Not at all excited
Couldn't care less
Homefront video game (233)
15%
53%
Crysis 2 video game (265)
17%
49%
Qriocity (190)
6%
26%
50%
8%
28%
10%
Xperia Play phone (338)
10%
52%
27%
12%
Google One Pass (211)
11%
47%
34%
8%
33%
9%
32%
11%
Amazon Cloud Player (301)
14%
44%
9%
49%
UK Radioplayer (296)
10%
47%
Smart TV (486)
11%
43%
28%
17%
iPad 2 (675)
12%
40%
33%
15%
Nokia/MS partnership (409)
11%
Warner / Facebook (237)
© Harris Interactive
12%
26%
18+ year olds only
".xxx" sex domain (280)
Charlie Sheen in news (811)
11%
3% 15%
31%
36%
32%
26%
36%
Homefront leads by a whisker overall,
but Crysis 2 tops the list for
consumers aware being “very
excited”. Qriocity and Xperia Play also
perform well among those in-theknow.
See overleaf for the whole story,
where we also take into account
consumers unfamiliar with these
items for a total market view.
12%
18%
29%
29%
56%
bases shown in parentheses
20
20
Excitement buzz
Commentary
Among all respondents, including unfamiliar
When we take into account all
consumers, including those
unfamiliar, the iPad 2 predictably
moves back up the ranking thanks to
its greater level of overall awareness
Very excited
Somewhat excited
Not at all excited
Couldn't care less
Unfamiliar (not asked about excitement level)
iPad 2
7%
Smart TV
5%
18%
18%
12%
Xperia Play phone
3% 14%
7% 3%
Nokia/MS partnership
4% 12%
12% 6%
Amazon Cloud Player
3% 11%
8%
44%
7%
59%
68%
8% 2%
76%
4% 10% 5%2%
80%
UK Radioplayer
2% 10% 7% 3%
78%
Homefront video game
Warner films on Facebook
18+ year olds only
".xxx" sex domain
2% 10%
18%
38%
32%
3% 9% 5%1%
82%
2% 9% 6%2%
81%
2% 7% 6% 6%
Smart TV is generating a fair amount
of excitement, driven by a good base
of awareness.
73%
Crysis 2 video game
Charlie Sheen in news
© Harris Interactive
23%
Coverage of Charlie Sheen has
perhaps reached saturation point as
a large proportion of the public
aware of the story couldn’t care less.
Amazon’s Cloud player is currently
ahead of Qriocity for excitement, but
again, it does have a higher base of
awareness to leverage. This could
change over time should Qriocity
build an awareness platform. The
next edition of Buzz will feature
Google’s cloud music release.
78%
Qriocity streaming service
2% 7% 4%1%
86%
Google One Pass
2%7% 5%1%
85%
Base: all respondents (1,140)
21
21
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,140 562 578 181 300 259 213 187
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
3% 5% 2%
11% 13% 8%
8% 11% 5%
2% 3% 1%
76% 68% 83%
10%
26%
13%
2%
49%
3%
18%
13%
2%
64%
1%
7%
5%
3%
85%
2%
3%
5%
2%
88%
2%
1%
5%
1%
92%
Qriocity
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
2% 2% 1% 5%
7% 10% 5% 20%
4% 5% 3% 12%
1% 2% 1% 2%
86% 81% 90% 61%
1%
12%
6%
<1%
81%
1%
4%
2%
1%
93%
1%
1%
1%
2%
95%
2%
<1%
0%
2%
96%
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
2%
10%
18%
38%
32%
5%
26%
20%
24%
26%
3%
17%
21%
36%
22%
1%
6%
24%
45%
25%
1%
3%
14%
42%
40%
<1%
2%
8%
42%
48%
Sex domain
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
2% 3% 1% 9%
7% 9% 5% 23%
6% 10% 3% 15%
6% 9% 3% 7%
78% 68% 88% 47%
2%
13%
9%
8%
69%
1%
2%
4%
9%
85%
1%
1%
3%
4%
91%
<1%
0%
2%
4%
94%
Crysis 2
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
4% 6% 1% 7%
10% 14% 6% 29%
5% 7% 4% 9%
2% 3% <1% 2%
80% 71% 89% 53%
8%
16%
8%
2%
66%
2%
4%
4%
2%
87%
<1%
<1%
3%
1%
95%
0%
1%
2%
<1%
96%
Smart TV
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
5% 7% 3% 9%
18% 22% 14% 33%
12% 12% 11% 10%
7% 9% 5% 7%
59% 51% 68% 41%
7%
24%
13%
5%
51%
3%
16%
14%
7%
60%
2%
6%
12%
7%
73%
2%
10%
8%
9%
70%
Google One
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
2% 3% 1% 5%
7% 10% 5% 22%
5% 6% 4% 12%
1% 2% 1% 1%
85% 80% 90% 60%
3%
12%
7%
<1%
78%
1%
3%
6%
1%
90%
<1%
<1%
1%
3%
96%
0%
<1%
2%
0%
98%
Sony Xperia
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
3% 4% 2% 6%
14% 19% 9% 37%
7% 9% 5% 11%
3% 2% 4% 5%
73% 65% 81% 41%
5%
21%
11%
4%
59%
1%
9%
6%
2%
82%
1%
2%
6%
1%
90%
<1%
3%
2%
4%
90%
Homefront
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
3% 4% 2% 6%
9% 13% 5% 26%
5% 7% 3% 9%
1% 2% <1% 1%
82% 75% 90% 58%
6%
14%
7%
2%
71%
1%
6%
5%
1%
88%
1%
<1%
1%
2%
96%
<1%
1%
1%
0%
97%
UK Radioplyr
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
2% 3% 1% 6%
10% 13% 7% 24%
7% 8% 6% 10%
3% 3% 3% 1%
78% 74% 83% 58%
2%
16%
11%
3%
68%
1%
5%
6%
4%
85%
2%
2%
4%
2%
91%
0%
6%
2%
3%
89%
iPad 2
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
7% 9% 4% 12%
23% 27% 18% 35%
18% 22% 15% 17%
8% 8% 9% 11%
44% 34% 54% 25%
8%
26%
25%
7%
34%
5%
23%
16%
10%
47%
5%
14%
24%
4%
53%
4%
16%
10%
11%
60%
Warner films
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
2% 3% <1% 5%
9% 11% 8% 24%
6% 6% 7% 12%
2% 3% 1% 4%
81% 77% 84% 56%
3%
14%
6%
2%
75%
1%
5%
4%
1%
89%
1%
3%
6%
2%
88%
<1%
2%
4%
2%
93%
Nokia / MS
Very excited
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
4% 5% 2% 9%
12% 15% 8% 27%
12% 15% 8% 16%
6% 8% 3% 8%
68% 57% 79% 41%
4%
15%
17%
9%
56%
2%
9%
13%
4%
73%
3%
7%
7%
2%
82%
<1%
2%
5%
6%
87%
© Harris Interactive
Charlie Sheen Amazon Cloud
Base size
Total Male Fem 16-24 25-34 35-44 45-54 55-64
1,140 562 578 181 300 259 213 187
3%
12%
18%
39%
28%
1%
9%
18%
38%
35%
Excitement buzz
demographic breakdown
(alphabetical order)
22
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
Excitement buzz
All waves comparison
Oscars
Baftas
Brits
Freeview HD
iPad 2
iPad
DAB Radio
Nintendo 3DS
Smart TV
Golden Globes
3D television sets
Xbox Kinect
Android-based tablet devices
Sky 3D Channel
iPhone 4
Spotify
Windows 7 for Mobile
Call of Duty: Black Ops
Samsung Galaxy Tab
Kindle eBook
Sony Ericsson Xperia Play
3D Blu-ray players
Nokia/MS partnership
Sony NGP
Amazon Cloud Player
Crysis 2 game
Halo: Reach
BT Vision
Google Chrome OS
Launch
date
Fieldwork
Date
% at least
somewhat
excited
1929
1947
1977
2010
03/11
06/10
1999
NYR
2010
1944
01/10
11/10
06/10
NYR
06/10
02/09
11/10
11/10
11/10
10/09
04/11
Summer ’10
02/11
NYR
03/11
03/11
09/10
12/06
NYR
02/11
02/11
02/11
07/10
04/11
07/10
08/10
07/10
04/11
02/11
07/10
7/10 & 11/10
02/11
8/10 & 11/10
07/10
02/11
07/10 & 02/11
11/10
02/11
11/10
04/11
08/10
04/11
02/11
04/11
04/11
11/10
11/10
07/10
32%
31%
30%
30%
29%
24%
24%
23% (+13% pts)
22%
22%
22%
22% (+12% pts)
21%
20% (+6%)
20%
20% (+7% pts)
20% (+11% pts)
20%
19%
19%
17%
17%
15%
15%
14%
13%
13%
13%
12%
(base size >1,000 for all waves)
NYR=not yet released at time of interviewing
© Harris Interactive
UK Radioplayer
Charlie Sheen in news
Homefront game
Warner films on Facebook
‘The Daily’ digital newspaper
Motorola Xoom
Digital display screens
Apple TV
Fallout: New Vegas
BBC News website redesign
Sony Move
Google TV
“.xxx” sex domain (18+)
Qriocity streaming service
Google One Pass
BlackBerry Playbook
Steam (gaming service)
Samsung Galaxy
"Newport" Jay-Z spoof
YouView
Bing
Dell Streak
Google Buzz
Virgin Gaming
mflow
iPhone4 reception issue
Murdoch’s BSkyB bid
Net neutrality
The Times paywall
Launch
date
Fieldwork
Date
% at least
somewhat
excited
NYR
03/11
03/11
03/11
NYR
NYR
2009
09/10
10/10
07/10
09/10
10/10
04/11
03/11
02/11
NYR
2002
04/10
08/10
NYR
06/09
06/10
02/10
07/10
11/09
06/10
06/10
n/a
06/10
04/11
04/11
04/11
04/11
02/11
02/11
08/10
11/10
11/10
08/10
7/10 & 11/10
7/10 & 11/10
04/11
04/11
04/11
11/10
08/10
08/10
08/10
11/10
08/10
07/10
08/10
08/10
07/10
08/10
02/11
11/10
08/10
12%
12%
12%
11%
11%
11%
11%
11%
11%
10%
10% (+3% pts)
10% (+1% pt)
9%
9%
9%
9%
9%
9%
8%
8%
7%
6%
5%
5%
3%
n/a
n/a
n/a
n/a
= asked in edition #5
= asked in a previous edition (shown for comparison)
23
Harris Brand Buzz
Harris Brand Buzz
Commentary
% ahead of the game
Nintendo and Xbox are considered to be the most ‘ahead of
the game’ among the brands measured in this edition, with
Playstation and parent brand Sony not far behind. BlackBerry
also ranks highly among brands covered this wave. See
overleaf for a full ranking of all brands measured to date.
Base: all respondents (1,140)
44%
44%
42%
38%
37%
33%
32%
27%
27%
26%
22%
19%
14%
25
25
Harris Brand Buzz
All waves comparison
Apple
Google
Nintendo
Xbox
Microsoft
Sky
Facebook
BlackBerry
Sony
Android
Playstation
Skype
Samsung
HTC
BBC
O2
Dell
Sony Ericsson
EA Games
Nokia
HP
ITV
Yahoo!
Orange
T-Mobile
Motorola
Fieldwork
date
% ahead of the
game
11/10
11/10
03/11
03/11
11/10
11/10
11/10
03/11
03/11
11/10
03/11
03/11
03/11
11/10
11/10
11/10
03/11
03/11
03/11
11/10
03/11
11/10
11/10
11/10
03/11
03/11
55%
54%
44%
44%
43%
43%
43%
42%
38%
37%
37%
33%
32%
29%
28%
28%
27%
27%
26%
24%
22%
21%
20%
19%
19%
14%
As we do more waves of Harris Brand 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
= asked in edition #5
= asked in a previous edition (shown for comparison)
(base size >1,000 for all waves)
26
© Harris Interactive
contact us
Steve Evans
Technology & Entertainment
[email protected]
mobile +44 (0) 7849 172 341
switchboard +44 (0) 208 263 5200
tech & entertainment
media
telecoms
youth & kids