What is “Buzz”? - Harris Interactive UK
Transcription
What is “Buzz”? - Harris Interactive UK
Harris Buzz Report Report #2 – October 2010 August 2010 fieldwork Contact Steve Evans Technology & Entertainment [email protected] +44 (0)7849 172 341 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 © Harris Interactive 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 2 What is “Buzz”? Each month, we find out the “buzz” of a dozen or so recent or upcoming releases/products for technology, telecoms, media and entertainment © 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) 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 3 Methodology 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 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 1,062 502 560 141 278 247 208 188 © Harris Interactive Data “propensity weighted” to account for any online sampling bias Unweighted sample profile 4 Metric 1 of 3 Awareness buzz How we asked the question Please take a look at this list of technology, mobile and entertainment topics, new products and services. Tell us how familiar you are with each. Extremely familiar Very familiar Somewhat familiar Just know the name and nothing more © 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) 6 © Harris Interactive This wave’s Buzz list 3D 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* Google Buzz Electronic displays showing advertising replacing traditional static posters Social networking and messaging tool from Google iPhone 4 reception/antennae problems* Internet spoof music video “Newport” parodying Jay-Z song* Samsung Galaxy High profile reports post-launch in June 2010 Comedic music video that went viral via YouTube and other video streaming sites, based on Jay-Z’s homage to New York 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”)* Virgin Gaming (video gaming service)* The newspaper charging access to the full site, paying £1/day or £2 for a week’s subscription 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 7 UK launch date details 3D 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* Google Buzz Various examples since 2009 Announced and released February 2010 © Harris Interactive iPhone 4 reception/antennae problems* Device launched June 2010; issues widely reported July 2010 Internet spoof music video “Newport” Song widely reported about in mainstream media in August 2010 parodying Jay-Z song* 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”)* Virgin Gaming (video gaming service)* Paywall introduced June 2010 Announced July 2010 *Please note these buzz items have been abbreviated in the data charts – respondents were shown the list precisely as above 8 Commentary Awareness buzz 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 DAB Radio 15% 19% 30% BBC News website redesign 9% 13% 20% iPhone4 reception/antennae 8% 13% 24% Bing 5% 11% The Times paywall 5% 10% 23% Digital display screens 3% 10% 29% 3D Blu-ray players 4% 8% 22% Sky 3D 4% 8% 22% Steam (gaming service) 5% 5% 12% "Newport" Jay-Z internet spoof 5%4% 11% Samsung Galaxy 4%4% 13% Google Buzz Virgin Gaming (gaming service) 3%3% 11% 2% 2% 10% 21% 18% 40% 18% 28% 38% 30% 26% 15% 46% 20% 37% 33% 33% 37% 13% 29% 65% 12% 68% 32% 21% 20% 14% 47% 63% 67% 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. 9 © Harris Interactive Extremely familiar Very familiar Somewhat familiar Know name only Never heard of 9 55-64 188 1% 2% 14% 39% 45% Bing 35-44 247 10% 12% 19% 23% 36% 45-54 208 6% 13% 20% 18% 43% 55-64 188 3% 9% 17% 23% 49% Extremely familiar Very familiar Somewhat familiar Just know name Never heard of 5% 11% 28% 30% 26% 8% 13% 31% 24% 24% 3% 9% 25% 36% 27% 9% 19% 32% 23% 18% 8% 12% 31% 27% 22% 4% 11% 31% 33% 22% 5% 8% 26% 35% 26% <1% 5% 18% 32% 44% Extremely familiar Very familiar Somewhat familiar Just know name Never heard of 19% 25% 31% 16% 9% 11% 12% 30% 27% 20% 20% 15% 26% 14% 25% 15% 20% 36% 21% 9% 17% 15% 36% 25% 7% 12% 25% 25% 23% 14% 10% 20% 29% 25% 16% Extremely familiar Very familiar Somewhat familiar Just know name Never heard of 3% 10% 29% 20% 37% 4% 13% 35% 21% 26% 2% 7% 24% 20% 47% 7% 20% 32% 13% 28% 6% 10% 36% 13% 35% 2% 9% 31% 23% 34% 2% 6% 26% 27% 39% 4% 20% 27% 49% Extremely familiar 3% 4% 2% 7% Very familiar 3% 4% 1% 4% Somewhat familiar 11% 15% 7% 15% Just know name 21% 22% 19% 26% Never heard of 63% 55% 72% 49% 3% 6% 16% 22% 53% 1% 1% 13% 19% 66% 1% 1% 5% 20% 73% 1% 1% 4% 16% 78% Extremely familiar Very familiar Somewhat familiar Just know name Never heard of 8% 13% 24% 18% 38% 12% 16% 25% 15% 32% 4% 9% 22% 20% 44% 14% 18% 25% 13% 30% 11% 16% 29% 21% 23% 6% 14% 27% 15% 38% 4% 10% 21% 21% 43% 4% 3% 16% 20% 58% Extremely familiar 5% 7% 3% Very familiar 4% 5% 3% Somewhat familiar 11% 12% 10% Just know name 12% 13% 10% Never heard of 68% 62% 74% 10% 6% 15% 19% 50% 8% 6% 17% 12% 58% 4% 7% 15% 11% 63% 2% 1% 6% 10% 82% <1% 1% 6% 93% Extremely familiar 4% 5% 3% 8% Very familiar 4% 4% 4% 5% Somewhat familiar 13% 15% 12% 17% Just know name 32% 34% 30% 31% Never heard of 47% 41% 52% 39% 5% 8% 21% 27% 40% 1% 5% 15% 27% 52% 1% 2% 9% 43% 45% 3% <1% 5% 34% 59% Extremely familiar 4% 5% 2% Very familiar 8% 11% 5% Somewhat familiar 22% 25% 20% Just know name 37% 35% 38% Never heard of 29% 23% 34% 6% 13% 24% 26% 32% 5% 11% 26% 34% 24% 3% 9% 25% 40% 23% 2% 6% 20% 42% 29% 2% 2% 15% 44% 37% Extremely familiar 5% 8% 2% 10% Very familiar 5% 8% 2% 6% Somewhat familiar 12% 18% 7% 24% Just know name 13% 11% 14% 6% Never heard of 65% 55% 76% 54% 9% 8% 17% 15% 50% 3% 5% 10% 14% 69% 1% 4% 6% 16% 73% 2% 3% 12% 83% Extremely familiar Very familiar Somewhat familiar Just know name Never heard of 7% 14% 20% 11% 47% 9% 11% 26% 14% 40% 4% 10% 28% 15% 43% 4% 8% 20% 18% 49% 4% 8% 23% 17% 48% Extremely familiar 2% 3% 1% 4% Very familiar 2% 2% 2% 4% Somewhat familiar 10% 12% 7% 13% Just know name 20% 21% 19% 18% Never heard of 67% 61% 72% 61% 3% 4% 13% 18% 61% 1% 10% 15% 74% 1% 1% 6% 29% 63% <1% 4% 22% 74% Awareness buzz demographic breakdown BBC News 45-54 208 2% 8% 19% 38% 33% Dig.display 25-34 278 12% 19% 23% 14% 32% DAB Radio 35-44 247 1% 7% 26% 34% 32% iP4 reception 16-24 141 13% 13% 20% 11% 43% Google Buzz 25-34 278 5% 10% 26% 28% 30% Sam Galaxy Fem 560 6% 8% 14% 20% 52% “Newport” 16-24 141 11% 11% 24% 26% 27% Steam Male 502 13% 18% 25% 15% 29% Sky 3D Fem 560 3% 5% 17% 38% 37% Virg Gaming © Harris Interactive Total Base size 1,062 Extremely familiar 9% Very familiar 13% Somewhat familiar 20% Just know name 18% Never heard of 40% Times paywall Male 502 6% 11% 27% 27% 29% 3D Blu-ray Total Base size 1,062 Extremely familiar 4% Very familiar 8% Somewhat familiar 22% Just know name 33% Never heard of 33% (alphabetical order) 15% 19% 30% 21% 14% 5% 10% 23% 15% 46% 8% 14% 27% 17% 35% 3% 7% 20% 13% 57% 10 © Harris Interactive Awareness buzz All waves comparison DAB Radio Freeview HD iPad iPhone4 reception/antennae Bing Digital display screens BBC News website redesign Google Chrome OS The Times paywall 3D television sets iPhone 4 3D Blu-ray players Sky 3D Nintendo 3DS Spotify Windows 7 for Mobile Steam (gaming service) Samsung Galaxy "Newport" Jay-Z internet spoof "Kinect" for Xbox 360 Google TV Google Buzz "Move" for Sony PS3 Virgin Gaming (gaming service) Dell Streak mflow Launch date Fieldwork date % At least somewhat familiar 1999 2010 06/10 06/10 06/09 2009 07/10 NYR 06/10 01/10 06/10 Summer ’10 NYR NYR 02/09 NYR 2002 04/09 08/10 NYR NYR 02/10 09/10 07/10 06/10 11/09 W2 8/10 W1 7/10 W1 7/10 W2 8/10 W2 8/10 W2 8/10 W2 8/10 W1 7/10 W2 8/10 W1 7/10 W1 7/10 W2 8/10 W2 8/10 W1 7/10 W1 7/10 W1 7/10 W2 8/10 W2 8/10 W2 8/10 W1 7/10 W1 7/10 W2 8/10 W1 7/10 W2 8/10 W1 7/10 W1 7/10 64% 64% 46% 44% 44% 43% 42% 39% 39% 37% 34% 34% 34% 27% 24% 23% 22% 21% 20% 17% 17% 16% 14% 13% 11% 7% 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 11 Metric 2 of 3 Discussion buzz Discussion buzz Commentary Among those at least somewhat aware of each Some fascinating insight here, showing the importance of managing public relations, the continuing buzz of 3D and the power of social media 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 iPhone4 reception (505) 12% Sky 3D (368) 10% 8% 39% 3D Blu-ray players (359) 9% 36% 12% 30% 15% Samsung Galaxy (250) The Times paywall (447) 6% BBC News site redesign (492) 5% Virgin Gaming (142) Google Buzz (176) 15% 32% 32% DAB Radio (712) Steam (gaming service) (241) 30% 43% 16% Newport Jay-Z spoof (213) © Harris Interactive 43% 16% 35% 30% 17% 24% 40% 35% 25% 15% 22% 45% 33% 40% 16% 20% 30% 42% 23% 8% 24% 45% 22% 12% 18% 50% 21% Bing (504) 4% 25% 40% Digital display screens (463) 5% 22% 44% 30% 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. 29% bases shown in parentheses 13 13 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 – as items have varying familiarity, this changes the order of buzz, with DAB Radio now topping the list 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) DAB Radio 5% iPhone4 reception/antennae 5% Sky 3D 3% 25% 19% 19% 13% 3% 12% The Times paywall 2% 14% 13% 16% 56% 66% 5% 66% 8% 61% BBC News website redesign 2% 12% 18% 10% 58% Bing 2% 11% 18% 13% 56% Digital display screens Steam (gaming service) 2% 9% 19% 3% 7% 8% 5% 12% 78% 3% 6% 7% 3% 80% Samsung Galaxy 3%5% 9% 3% 79% Google Buzz Virgin Gaming 2% 3% 8% 3% 1% 3%6%3% 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. 57% Newport Jay-Z internet spoof © Harris Interactive 36% 7% 11% 5% 15% 3D Blu-ray players 15% We still see among the entire general public, the buzz created by the iPhone 4 issues and about 3D. 84% 87% 14 14 Bing Discuss great deal Discuss a little Have not / won’t Would never occur Unfamiliar 2% 12% 21% 17% 48% 2% 10% 15% 10% 64% 4% 16% 19% 19% 41% 4% 16% 20% 11% 49% <1% 10% 20% 15% 55% 1% 9% 20% 8% 62% 2% 9% 12% 76% Dig.dispay Discuss great deal 2% 3% 2% Discuss a little 9% 11% 7% Have not / won’t 19% 23% 16% Would never occur 12% 16% 9% Unfamiliar 57% 47% 67% 4% 18% 17% 20% 42% 5% 14% 23% 9% 48% 7% 23% 12% 58% 2% 4% 19% 10% 66% 3% 13% 9% 76% iP4 reception Discuss great deal 5% 7% 4% Discuss a little 19% 22% 16% Have not / won’t 13% 16% 10% Would never occur 7% 8% 5% Unfamiliar 56% 47% 65% 12% 24% 11% 10% 43% 7% 24% 20% 4% 44% 3% 21% 17% 6% 53% 2% 18% 10% 5% 64% 1% 6% 8% 7% 78% Sam Galaxy Discuss great deal 3% 3% 3% 6% Discuss a little 5% 7% 4% 5% Have not / won’t 9% 11% 8% 14% Would never occur 3% 4% 3% 4% Unfamiliar 79% 76% 82% 70% 7% 8% 14% 4% 67% <1% 6% 12% 4% 79% 1% 4% 5% 2% 88% 1% 3% 1% 2% 93% Steam Discuss great deal 3% 3% 2% Discuss a little 7% 11% 2% Have not / won’t 8% 12% 4% Would never occur 5% 8% 2% Unfamiliar 78% 66% 89% 6% 13% 10% 11% 60% 6% 12% 13% 3% 66% 4% 9% 4% 83% 1% 2% 5% 3% 89% 1% 1% 1% 2% 95% Virg Gaming Discuss great deal 1% 1% Discuss a little 3% 5% Have not / won’t 6% 7% Would never occur 3% 4% Unfamiliar 87% 83% 1% 2% 1% 7% 5% 8% 2% 4% 91% 79% 4% 5% 10% 2% 79% 2% 6% 3% 89% 1% 1% 5% 2% 92% <1% 1% 3% 96% © Harris Interactive 2% 11% 18% 13% 56% Total Base size 1,062 Discuss great deal 2% Discuss a little 12% Have not / won’t 18% Would never occur 10% Unfamiliar 58% Male 502 2% 17% 25% 12% 44% Fem 560 2% 8% 10% 8% 72% 16-24 141 2% 16% 20% 8% 54% 25-34 278 6% 18% 21% 10% 46% 35-44 247 1% 13% 17% 10% 59% 45-54 208 3% 8% 19% 9% 61% 55-64 188 7% 11% 10% 72% Discuss great deal Discuss a little Have not / won’t Would never occur Unfamiliar 6% 32% 19% 17% 25% 3% 18% 19% 13% 46% 7% 21% 15% 17% 40% 9% 23% 27% 11% 30% 2% 27% 25% 15% 31% 6% 30% 16% 11% 37% 1% 24% 12% 22% 41% Discuss great deal 2% 2% 2% 3% Discuss a little 3% 4% 2% 4% Have not / won’t 8% 12% 4% 11% Would never occur 3% 6% 1% 7% Unfamiliar 84% 77% 91% 74% 3% 7% 15% 1% 74% 1% 1% 9% 4% 85% 1% 2% 2% 2% 93% 1% <1% 2% 2% 94% Discuss great deal 3% 3% Discuss a little 6% 8% Have not / won’t 7% 8% Would never occur 3% 5% Unfamiliar 80% 76% 3% 7% 5% 6% 6% 10% 2% 8% 84% 69% 4% 13% 9% 3% 70% 2% 9% 11% 3% 74% 1% 2% 3% 1% 92% <1% <1% <1% <1% 99% Discuss great deal 3% 4% 3% 4% Discuss a little 15% 19% 10% 26% Have not / won’t 11% 12% 10% 7% Would never occur 5% 7% 4% 6% Unfamiliar 66% 59% 72% 58% 8% 16% 14% 4% 58% 3% 13% 14% 7% 63% 2% 14% 11% 2% 72% <1% 3% 9% 7% 81% Discuss great deal 2% 3% 2% Discuss a little 13% 17% 9% Have not / won’t 16% 19% 13% Would never occur 8% 10% 6% Unfamiliar 61% 51% 70% 6% 16% 19% 4% 55% 3% 12% 20% 7% 58% 1% 14% 11% 6% 68% <1% 10% 13% 11% 65% BBC News 45-54 55-64 208 188 1% 19% 4% 8% 8% 2% 4% 71% 83% DAB Radio 35-44 247 1% 10% 16% 8% 66% Google Buzz 25-34 278 8% 12% 19% 3% 58% “Newport” 16-24 141 6% 16% 17% 8% 53% Sky 3D Fem 560 3% 9% 10% 3% 76% Times paywall Male 502 4% 16% 17% 7% 56% 3D Blu-ray Total Base size 1,062 Discuss great deal 3% Discuss a little 12% Have not / won’t 14% Would never occur 5% Unfamiliar 66% 5% 25% 19% 15% 36% 2% 14% 15% 10% 58% Discussion buzz demographic breakdown (alphabetical order) 15 Discussion buzz All waves comparison © Harris Interactive Launch date Freeview HD iPad DAB Radio 3D television sets iPhone 4 iPhone4 reception/antennae Sky 3D Google Chrome OS Spotify The Times paywall 3D Blu-ray players BBC News website redesign Nintendo 3DS Bing "Kinect" for Xbox 360 Digital display screens Windows 7 for Mobile Steam (gaming service) "Newport" Jay-Z internet spoof Samsung Galaxy "Move" for Sony PS3 Google TV Dell Streak Google Buzz Virgin Gaming (gaming service) mflow 2010 06/10 1999 01/10 06/10 06/10 NYR NYR 02/09 06/10 Summer ’10 07/10 NYR 06/09 NYR 2009 NYR 2002 08/10 04/09 09/10 NYR 06/10 02/10 07/10 11/09 Fieldwork % Have or will date discuss this W1 7/10 W1 7/10 W2 8/10 W1 7/10 W1 7/10 W2 8/10 W2 8/10 W1 7/10 W1 7/10 W2 8/10 W2 8/10 W2 8/10 W1 7/10 W2 8/10 W1 7/10 W2 8/10 W1 7/10 W2 8/10 W2 8/10 W2 8/10 W1 7/10 W1 7/10 W1 7/10 W2 8/10 W2 8/10 W1 7/10 38% 34% 30% 27% 24% 24% 18% 17% 16% 16% 15% 15% 13% 13% 11% 11% 11% 9% 9% 8% 8% 7% 6% 5% 4% 4% 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 16 Metric 3 of 3 Excitement buzz Excitement buzz Among those at least somewhat aware of each Very excited Somewhat excited Not at all excited Couldn't care less Among those ‘in-the-know’, 3D generates the most excitement with both 3D Blu-ray and Sky 3D generating high levels of excitement 3D Blu-ray players (359) 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. 11% Samsung Galaxy (250) Newport Jay-Z spoof (213) Steam (gaming service) (241) DAB Radio (712) Virgin Gaming (142) 31% 10% 6% Bing (504) 29% 6% 3% 26% 16% 34% 25% 36% 24% 47% 24% 42% 26% 16% 24% 50% 21% 45% 21% 2% 13% 19% 42% 34% 11% Digital display screens (463) 32% 32% 7% 5% 32% 29% 10% Google Buzz (176) BBC News site redesign (492) 38% 14% Sky 3D (368) © Harris Interactive Commentary We re-base this data (overleaf) to take into account those consumers unfamiliar with these items. 19% 28% 55% 51% 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. 21% 34% bases shown in parentheses 18 18 Excitement buzz Commentary Among all respondents, including unfamiliar 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 Very excited Somewhat excited Not at all excited Couldn't care less Unfamiliar (not asked about excitement level) DAB Radio 4% 20% 3D Blu-ray players 4% 13% Sky 3D 5% 10% 30% 10% 11% 6% 66% 9% 66% 11% 2% 9% 19% BBC News website redesign 1% 9% 23% 12% 57% 9% 58% Samsung Galaxy 2%7% 9% 3% 79% Steam (gaming service) 2%6% 8% 5% 78% Newport Jay-Z internet spoof 1%7% 7% 5% 80% © Harris Interactive Digital display screens 1%6% Bing Google Buzz Virgin Gaming 22% 1% 4% 8% 3% 1% 3%6%3% 36% 15% 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. 56% 84% 87% 19 19 1% 1% 1% 1% 6% 7% 4% 9% 22% 26% 18% 25% 15% 17% 13% 23% 56% 48% 64% 41% 4% 7% 23% 18% 49% <1% 5% 26% 14% 55% 5% 22% 12% 62% 2% 15% 8% 76% 2% 9% 19% 12% 57% 4% 15% 23% 11% 48% <1% 5% 21% 16% 58% 1% 4% 15% 14% 66% <1% 2% 11% 11% 76% 2% 4% 1% 6% 11% 2% 8% 12% 4% 5% 8% 3% 78% 66% 89% Very excited Somewhat excited Not at all excited Couldn’t care less Unfamiliar 1% 2% 3% 5% 6% 7% 3% 4% 87% 83% 4% 11% 21% 17% 47% BBC News Total Base size 1,062 Very excited 1% Somewhat excited 9% Not at all excited 23% Couldn’t care less 9% Unfamiliar 58% Male 502 1% 13% 31% 11% 44% Fem 560 2% 5% 15% 7% 72% 16-24 141 1% 14% 22% 9% 54% 25-34 278 4% 13% 28% 8% 46% 35-44 247 7% 25% 9% 59% 45-54 208 2% 7% 23% 8% 61% 55-64 188 <1% 3% 16% 9% 72% 4% 20% 30% 10% 36% 6% 23% 34% 13% 25% 2% 17% 27% 8% 46% 3% 23% 22% 12% 40% 4% 22% 31% 13% 30% 6% 16% 36% 11% 31% 3% 21% 31% 7% 37% 3% 15% 33% 8% 41% 1% 1% 1% 1% 4% 6% 2% 6% 8% 12% 4% 12% 3% 4% 2% 6% 84% 77% 91% 74% 2% 8% 12% 3% 74% <1% 4% 7% 4% 85% <1% 1% 5% <1% 93% <1% 1% 3% 1% 94% 1% 1% 2% 2% 7% 10% 4% 12% 7% 9% 5% 8% 5% 5% 5% 9% 80% 76% 84% 69% 3% 11% 9% 7% 70% 1% 9% 10% 5% 74% 1% 4% 2% 92% <1% <1% <1% 1% 99% 5% 7% 3% 13% 10% 13% 7% 14% 11% 12% 10% 5% 9% 9% 8% 10% 66% 59% 72% 58% 6% 13% 14% 9% 58% 1% 9% 13% 15% 63% 1% 9% 14% 4% 72% 2% 3% 10% 4% 81% DAB Radio Very excited Somewhat excited Not at all excited Couldn’t care less Unfamiliar 45-54 55-64 208 188 2% 1% 9% 4% 15% 8% 4% 4% 71% 83% Very excited Somewhat excited Not at all excited Couldn’t care less Unfamiliar Google Buzz 2% 2% 7% 9% 9% 9% 3% 4% 79% 76% 35-44 247 <1% 13% 12% 9% 66% Very excited Somewhat excited Not at all excited Couldn’t care less Unfamiliar “Newport” Very excited Somewhat excited Not at all excited Couldn’t care less Unfamiliar 25-34 278 6% 16% 13% 7% 58% Very excited Somewhat excited Not at all excited Couldn’t care less Unfamiliar 3% 10% 15% 5% 67% <1% 6% 9% 6% 79% 1% 4% 6% 1% 88% 3% 2% 2% 1% 93% Sky 3D Very excited Somewhat excited Not at all excited Couldn’t care less Unfamiliar 16-24 141 9% 21% 9% 7% 53% Very excited Somewhat excited Not at all excited Couldn’t care less Unfamiliar 8% 10% 10% 13% 60% 4% 13% 11% 6% 66% <1% 5% 9% 3% 83% 2% 6% 3% 89% 1% 3% 1% 95% Times paywall Dig.display Very excited Somewhat excited Not at all excited Couldn’t care less Unfamiliar iP4 reception 3D Blu-ray Bing Very excited Somewhat excited Not at all excited Couldn’t care less Unfamiliar Sam Galaxy Fem 560 2% 7% 10% 5% 76% Steam Male 502 5% 19% 12% 8% 56% Virg Gaming © Harris Interactive Total Base size 1,062 Very excited 4% Somewhat excited 13% Not at all excited 11% Couldn’t care less 6% Unfamiliar 66% Very excited Somewhat excited Not at all excited Couldn’t care less Unfamiliar 1% 4% 2% 3% 4% 11% 2% 3% 91% 79% 3% 7% 7% 4% 79% 5% 4% 3% 89% 1% 4% 3% 92% <1% <1% 2% 2% 96% 1% 7% 7% 18% 18% 25% 8% 9% 67% 42% n/a (excitement buzz not relevant) 2% 4% 4% 11% 8% 11% 3% 4% 82% 70% n/a (excitement buzz not relevant) Excitement buzz demographic breakdown (alphabetical order) 20 Excitement buzz All waves comparison © Harris Interactive Launch date Freeview HD iPad DAB Radio 3D television sets iPhone 4 3D Blu-ray players Sky 3D Spotify Google Chrome OS Digital display screens "Kinect" for Xbox 360 Nintendo 3DS BBC News website redesign Windows 7 for Mobile Google TV Samsung Galaxy Steam (gaming service) "Newport" Jay-Z internet spoof "Move" for Sony PS3 Bing Dell Streak Google Buzz Virgin Gaming (gaming service) mflow iPhone4 reception/antennae The Times paywall 2010 06/10 1999 01/10 06/10 Summer ’10 NYR 02/09 NYR 2009 NYR NYR 07/10 NYR NYR 04/09 2002 08/10 09/10 06/09 06/10 02/10 07/10 11/09 06/10 06/10 Fieldwork % At least date somewhat excited W1 7/10 W1 7/10 W2 8/10 W1 7/10 W1 7/10 W2 8/10 W2 8/10 W1 7/10 W1 7/10 W2 8/10 W1 7/10 W1 7/10 W2 8/10 W1 7/10 W1 7/10 W2 8/10 W2 8/10 W2 8/10 W1 7/10 W2 8/10 W1 7/10 W2 8/10 W2 8/10 W1 7/10 W2 8/10 W2 8/10 30% 24% 24% 22% 20% 17% 14% 13% 12% 11% 10% 10% 10% 9% 9% 9% 9% 8% 7% 7% 6% 5% 5% 3% n/a n/a 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 21 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
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