Your SlideShare is downloading. ×
Harris Buzz #2: Entertainment research, technology research
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Harris Buzz #2: Entertainment research, technology research

417
views

Published on

Free report from Harris Interactive, looking at the buzz surrounding some of the latest technology, telecoms and entertainment products/services. Data includes consumer buzz for iPhone 4, Samsung …

Free report from Harris Interactive, looking at the buzz surrounding some of the latest technology, telecoms and entertainment products/services. Data includes consumer buzz for iPhone 4, Samsung Galaxy, 3D TV, 3D Blu-ray and many more.

See more insight here http://techmedianow.blogspot.com/

Published in: Technology, Business

1 Comment
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total Views
417
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
1
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Harris Buzz Report Contact Steve Evans Technology & Entertainment sevans@harrisinteractive.com +44 (0)7849 172 341 Report #2 – October 2010 August 2010 fieldwork
  • 2. 2 ©HarrisInteractive About Harris Interactive We are a full service research agency specialising in media, technology, telecoms, entertainment and the modern consumer We offer a full range of services for both quant and qual research Our range of services include: • Concept testing • Product/service launching, including pack testing • Product/service configuration • Communications testing and tracking • Brand equity / extension / tracking • Satisfaction and loyalty • Segmentation • Market sizing / share / opportunities • Youth and kids research • Employee research • Social media analysis • Lifestreaming • Global omnibus research • State-of-the-art qualitative techniques Steve Evans Technology & Entertainment sevans@harrisinteractive.com +44 (0)7849 172 341
  • 3. 3 ©HarrisInteractive What is “Buzz”? Each month, we find out the “buzz” of a dozen or so recent or upcoming releases/products for technology, telecoms, media and entertainment We find out 3 key buzz metrics per release/product: 1. Level of awareness & familiarity 2. Degree to which it generates discussion among peers 3. Degree of excitement it generates 3D capable Blu-ray players BBC News website redesign Bing DAB Radio Digital display advertising screens Google Buzz iPhone 4 reception problems “Newport” music video spoof Samsung Galaxy Sky 3D Steam (gaming download service) The Times online paywall Virgin Gaming video game service In this report, we look at: (listed alphabetically)
  • 4. 4 ©HarrisInteractive Methodology Demographic Unweighted base Total 1,062 All males 502 All females 560 16-24 year olds 141 25-34 year olds 278 35-44 year olds 247 45-54 year olds 208 55-64 year olds 188 Unweighted sample profile  Robust quantitative method  1,062 UK respondents this wave  Online fieldwork in the last week of August 2010  Data weighted to be representative of UK national demographics  Data “propensity weighted” to account for any online sampling bias
  • 5. Metric 1 of 3 Awareness buzz
  • 6. 6 ©HarrisInteractive How we asked the question Please take a look at this list of technology, mobile and entertainment topics, new products and services. Tell us how familiar you are with each.  Extremely familiar  Very familiar  Somewhat familiar  Just know the name and nothing more  Never heard of this Two important things to note 1. We gave no further information or images to respondents, we just showed them the text list as shown on Page 3 of this report 2. When considering all Buzz metrics, one needs to bear in mind that some products/services have been launched, some earlier than others, and some are yet to be launched (see over for more detail)
  • 7. 7 ©HarrisInteractive 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* Electronic displays showing advertising replacing traditional static posters Google Buzz Social networking and messaging tool from Google iPhone 4 reception/antennae problems* High profile reports post-launch in June 2010 Internet spoof music video “Newport” parodying Jay-Z song* Comedic music video that went viral via YouTube and other video streaming sites, based on Jay-Z’s homage to New York Samsung Galaxy Samsung’s first Android device Sky 3D 3D-enabled channel from Sky TV Steam (gaming download service)* Digital distribution service for PC games The Times charging users to read stories on its website (the “paywall”)* The newspaper charging access to the full site, paying £1/day or £2 for a week’s subscription Virgin Gaming (video gaming service)* Allows for competitive console gaming on Xbox 360/PS3 *Please note these buzz items have been abbreviated in the data charts – respondents were shown the list precisely as above
  • 8. 8 ©HarrisInteractive 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* Various examples since 2009 Google Buzz Announced and released February 2010 iPhone 4 reception/antennae problems* Device launched June 2010; issues widely reported July 2010 Internet spoof music video “Newport” parodying Jay-Z song* Song widely reported about in mainstream media in August 2010 Samsung Galaxy Smartphone announced April 2009 Sky 3D Football trials in summer; their 3D channel not yet launched Steam (gaming download service)* Launched 2002; major take-off in 2004 for Valve’s Half-Life 2 The Times charging users to read stories on its website (the “paywall”)* Paywall introduced June 2010 Virgin Gaming (video gaming service)* Announced July 2010 *Please note these buzz items have been abbreviated in the data charts – respondents were shown the list precisely as above
  • 9. 9 ©HarrisInteractive 9 Commentary DAB Radio, the BBC News site redesign and reception/antennae issues for the iPhone 4 rank the most highly for awareness in the general public When reading this list, remember that we had no prompting or assistance for respondents – awareness is based on their reading of the text only. Also bear in mind that some of these products/services are yet to launch, whereas some (especially DAB Radio) have been around for a considerable period. Sky 3D, for example, was yet to launch officially, although plans for launch had been publicised. We intend to revisit its Buzz levels post launch. The Times paywall achieves awareness over 50% of respondents interviewed, with 15% extremely or very familiar. We don’t just look at product launches in Buzz. This wave we looked at the viral social media phenomenon, “Newport”. Nearly 1 in 3 were aware of this, with just under 1 in 10 extremely or very familiar. Awareness buzz DAB Radio BBC News website redesign iPhone4 reception/antennae Bing The Times paywall Digital display screens 3D Blu-ray players Sky 3D Steam (gaming service) "Newport" Jay-Z internet spoof Samsung Galaxy Google Buzz Virgin Gaming (gaming service) 15% 9% 8% 5% 5% 3% 4% 4% 5% 5% 4% 3% 2% 19% 13% 13% 11% 10% 10% 8% 8% 5% 4% 4% 3% 2% 30% 20% 24% 28% 23% 29% 22% 22% 12% 11% 13% 11% 10% 21% 18% 18% 30% 15% 20% 33% 37% 13% 12% 32% 21% 20% 14% 40% 38% 26% 46% 37% 33% 29% 65% 68% 47% 63% 67% Extremely familiar Very familiar Somewhat familiar Know name only Never heard of
  • 10. 10 ©HarrisInteractive 3DBlu-ray Extremely familiar 4% 6% 3% 11% 5% 1% 2% 1% Very familiar 8% 11% 5% 11% 10% 7% 8% 2% Somewhat familiar 22% 27% 17% 24% 26% 26% 19% 14% Just know name 33% 27% 38% 26% 28% 34% 38% 39% Never heard of 33% 29% 37% 27% 30% 32% 33% 45% Bing Extremely familiar 5% 8% 3% 9% 8% 4% 5% <1% Very familiar 11% 13% 9% 19% 12% 11% 8% 5% Somewhat familiar 28% 31% 25% 32% 31% 31% 26% 18% Just know name 30% 24% 36% 23% 27% 33% 35% 32% Never heard of 26% 24% 27% 18% 22% 22% 26% 44% DABRadio Extremely familiar 15% 19% 11% 20% 15% 17% 12% 10% Very familiar 19% 25% 12% 15% 20% 15% 25% 20% Somewhat familiar 30% 31% 30% 26% 36% 36% 25% 29% Just know name 21% 16% 27% 14% 21% 25% 23% 25% Never heard of 14% 9% 20% 25% 9% 7% 14% 16% Dig.display Extremely familiar 3% 4% 2% 7% 6% 2% 2% - Very familiar 10% 13% 7% 20% 10% 9% 6% 4% Somewhat familiar 29% 35% 24% 32% 36% 31% 26% 20% Just know name 20% 21% 20% 13% 13% 23% 27% 27% Never heard of 37% 26% 47% 28% 35% 34% 39% 49% GoogleBuzz Extremely familiar 3% 4% 2% 7% 3% 1% 1% 1% Very familiar 3% 4% 1% 4% 6% 1% 1% 1% Somewhat familiar 11% 15% 7% 15% 16% 13% 5% 4% Just know name 21% 22% 19% 26% 22% 19% 20% 16% Never heard of 63% 55% 72% 49% 53% 66% 73% 78% iP4reception Extremely familiar 8% 12% 4% 14% 11% 6% 4% 4% Very familiar 13% 16% 9% 18% 16% 14% 10% 3% Somewhat familiar 24% 25% 22% 25% 29% 27% 21% 16% Just know name 18% 15% 20% 13% 21% 15% 21% 20% Never heard of 38% 32% 44% 30% 23% 38% 43% 58% “Newport” Extremely familiar 5% 7% 3% 10% 8% 4% 2% - Very familiar 4% 5% 3% 6% 6% 7% 1% <1% Somewhat familiar 11% 12% 10% 15% 17% 15% 6% 1% Just know name 12% 13% 10% 19% 12% 11% 10% 6% Never heard of 68% 62% 74% 50% 58% 63% 82% 93% SamGalaxy Extremely familiar 4% 5% 3% 8% 5% 1% 1% 3% Very familiar 4% 4% 4% 5% 8% 5% 2% <1% Somewhat familiar 13% 15% 12% 17% 21% 15% 9% 5% Just know name 32% 34% 30% 31% 27% 27% 43% 34% Never heard of 47% 41% 52% 39% 40% 52% 45% 59% Sky3D Extremely familiar 4% 5% 2% 6% 5% 3% 2% 2% Very familiar 8% 11% 5% 13% 11% 9% 6% 2% Somewhat familiar 22% 25% 20% 24% 26% 25% 20% 15% Just know name 37% 35% 38% 26% 34% 40% 42% 44% Never heard of 29% 23% 34% 32% 24% 23% 29% 37% Steam Extremely familiar 5% 8% 2% 10% 9% 3% 1% - Very familiar 5% 8% 2% 6% 8% 5% 4% 2% Somewhat familiar 12% 18% 7% 24% 17% 10% 6% 3% Just know name 13% 11% 14% 6% 15% 14% 16% 12% Never heard of 65% 55% 76% 54% 50% 69% 73% 83% Timespaywall Extremely familiar 5% 8% 3% 7% 9% 4% 4% 4% Very familiar 10% 14% 7% 14% 11% 10% 8% 8% Somewhat familiar 23% 27% 20% 20% 26% 28% 20% 23% Just know name 15% 17% 13% 11% 14% 15% 18% 17% Never heard of 46% 35% 57% 47% 40% 43% 49% 48% VirgGaming Extremely familiar 2% 3% 1% 4% 3% 1% 1% - Very familiar 2% 2% 2% 4% 4% - 1% <1% Somewhat familiar 10% 12% 7% 13% 13% 10% 6% 4% Just know name 20% 21% 19% 18% 18% 15% 29% 22% Never heard of 67% 61% 72% 61% 61% 74% 63% 74% Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,062 502 560 141 278 247 208 188 BBCNews Extremely familiar 9% 13% 6% 13% 12% 10% 6% 3% Very familiar 13% 18% 8% 13% 19% 12% 13% 9% Somewhat familiar 20% 25% 14% 20% 23% 19% 20% 17% Just know name 18% 15% 20% 11% 14% 23% 18% 23% Never heard of 40% 29% 52% 43% 32% 36% 43% 49% Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,062 502 560 141 278 247 208 188 Awareness buzz demographic breakdown (alphabetical order)
  • 11. 11 ©HarrisInteractive Awareness buzz All waves comparison DAB Radio 1999 W2 8/10 64% Freeview HD 2010 W1 7/10 64% iPad 06/10 W1 7/10 46% iPhone4 reception/antennae 06/10 W2 8/10 44% Bing 06/09 W2 8/10 44% Digital display screens 2009 W2 8/10 43% BBC News website redesign 07/10 W2 8/10 42% Google Chrome OS NYR W1 7/10 39% The Times paywall 06/10 W2 8/10 39% 3D television sets 01/10 W1 7/10 37% iPhone 4 06/10 W1 7/10 34% 3D Blu-ray players Summer ’10 W2 8/10 34% Sky 3D NYR W2 8/10 34% Nintendo 3DS NYR W1 7/10 27% Spotify 02/09 W1 7/10 24% Windows 7 for Mobile NYR W1 7/10 23% Steam (gaming service) 2002 W2 8/10 22% Samsung Galaxy 04/09 W2 8/10 21% "Newport" Jay-Z internet spoof 08/10 W2 8/10 20% "Kinect" for Xbox 360 NYR W1 7/10 17% Google TV NYR W1 7/10 17% Google Buzz 02/10 W2 8/10 16% "Move" for Sony PS3 09/10 W1 7/10 14% Virgin Gaming (gaming service) 07/10 W2 8/10 13% Dell Streak 06/10 W1 7/10 11% mflow 11/09 W1 7/10 7% Launch date Fieldwork date % At least somewhat familiar As we do more waves of Buzz tracking, we will compile a ranked list from all waves for easy reference Please take into consideration the launch and fieldwork dates to place results into their proper context (base size >1,000 for all waves) NYR=not yet released at time of interviewing
  • 12. Metric 2 of 3 Discussion buzz
  • 13. 13 ©HarrisInteractive 13 Commentary Some fascinating insight here, showing the importance of managing public relations, the continuing buzz of 3D and the power of social media iPhone 4 was a major launch success, but soon news filtered of reception issues, fuelled by the news media, bloggers and tweeters. Bad news can spread quickly and nearly 3 in 5 of those at least somewhat familiar of the issue told us they discussed it with their peers. Check out Harris Interactive’s tools for social media research here: http://www.harrisinteractive.com/uk/Solutions/ Performance/BuzzMeasurementMonitoring.aspx The “Newport” Jay-Z spoof also generated a great deal of buzz. This music video went viral. Nearly 1 in 2 of those familiar with it discussed it, showing the power of social media. Sky 3D and 3D Blu-ray players also generate significant levels of Buzz among those familiar, indicating the 3D train continues to roll on. Discussion buzz Among those at least somewhat aware of each iPhone4 reception (505) Sky 3D (368) Newport Jay-Z spoof (213) DAB Radio (712) 3D Blu-ray players (359) Steam (gaming service) (241) Samsung Galaxy (250) The Times paywall (447) BBC News site redesign (492) Virgin Gaming (142) Google Buzz (176) Bing (504) Digital display screens (463) 12% 10% 16% 8% 9% 12% 15% 6% 5% 8% 12% 4% 5% 43% 43% 32% 39% 36% 30% 25% 33% 30% 24% 18% 25% 22% 30% 32% 35% 30% 40% 35% 45% 40% 42% 45% 50% 40% 44% 15% 16% 17% 24% 15% 22% 16% 20% 23% 22% 21% 30% 29% Have/will discuss a great deal Have/will discuss a little Have not discussed this at all and probably won't It would never occur to me to discuss this bases shown in parentheses
  • 14. 14 ©HarrisInteractive 14 Commentary Here is the same data on discussion buzz, but this time including the base of unfamiliar consumers – as items have varying familiarity, this changes the order of buzz, with DAB Radio now topping the list We still see among the entire general public, the buzz created by the iPhone 4 issues and about 3D. The Newport spoof ranks lower in the list as whilst it generated a great deal of buzz among those familiar, not everyone got to see it or was made aware of it. DAB Radio iPhone4 reception/antennae Sky 3D 3D Blu-ray players The Times paywall BBC News website redesign Bing Digital display screens Steam (gaming service) Newport Jay-Z internet spoof Samsung Galaxy Google Buzz Virgin Gaming 5% 5% 3% 3% 2% 2% 2% 2% 3% 3% 3% 2% 1% 25% 19% 15% 12% 13% 12% 11% 9% 7% 6% 5% 3% 3% 19% 13% 11% 14% 16% 18% 18% 19% 8% 7% 9% 8% 6% 15% 7% 5% 5% 8% 10% 13% 12% 5% 3% 3% 3% 3% 36% 56% 66% 66% 61% 58% 56% 57% 78% 80% 79% 84% 87% Have/will discuss a great 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) Discussion buzz Among all respondents, including unfamiliar
  • 15. 15 ©HarrisInteractive 3DBlu-ray Discuss great deal 3% 4% 3% 6% 8% 1% 1% - Discuss a little 12% 16% 9% 16% 12% 10% 19% 4% Have not / won’t 14% 17% 10% 17% 19% 16% 8% 8% Would never occur 5% 7% 3% 8% 3% 8% 2% 4% Unfamiliar 66% 56% 76% 53% 58% 66% 71% 83% Bing Discuss great deal 2% 2% 2% 4% 4% <1% 1% - Discuss a little 11% 12% 10% 16% 16% 10% 9% 2% Have not / won’t 18% 21% 15% 19% 20% 20% 20% 9% Would never occur 13% 17% 10% 19% 11% 15% 8% 12% Unfamiliar 56% 48% 64% 41% 49% 55% 62% 76% DABRadio Discuss great deal 5% 6% 3% 7% 9% 2% 6% 1% Discuss a little 25% 32% 18% 21% 23% 27% 30% 24% Have not / won’t 19% 19% 19% 15% 27% 25% 16% 12% Would never occur 15% 17% 13% 17% 11% 15% 11% 22% Unfamiliar 36% 25% 46% 40% 30% 31% 37% 41% Dig.dispay Discuss great deal 2% 3% 2% 4% 5% - 2% - Discuss a little 9% 11% 7% 18% 14% 7% 4% 3% Have not / won’t 19% 23% 16% 17% 23% 23% 19% 13% Would never occur 12% 16% 9% 20% 9% 12% 10% 9% Unfamiliar 57% 47% 67% 42% 48% 58% 66% 76% GoogleBuzz Discuss great deal 2% 2% 2% 3% 3% 1% 1% 1% Discuss a little 3% 4% 2% 4% 7% 1% 2% <1% Have not / won’t 8% 12% 4% 11% 15% 9% 2% 2% Would never occur 3% 6% 1% 7% 1% 4% 2% 2% Unfamiliar 84% 77% 91% 74% 74% 85% 93% 94% iP4reception Discuss great deal 5% 7% 4% 12% 7% 3% 2% 1% Discuss a little 19% 22% 16% 24% 24% 21% 18% 6% Have not / won’t 13% 16% 10% 11% 20% 17% 10% 8% Would never occur 7% 8% 5% 10% 4% 6% 5% 7% Unfamiliar 56% 47% 65% 43% 44% 53% 64% 78% “Newport” Discuss great deal 3% 3% 3% 7% 4% 2% 1% <1% Discuss a little 6% 8% 5% 6% 13% 9% 2% <1% Have not / won’t 7% 8% 6% 10% 9% 11% 3% <1% Would never occur 3% 5% 2% 8% 3% 3% 1% <1% Unfamiliar 80% 76% 84% 69% 70% 74% 92% 99% SamGalaxy Discuss great deal 3% 3% 3% 6% 7% <1% 1% 1% Discuss a little 5% 7% 4% 5% 8% 6% 4% 3% Have not / won’t 9% 11% 8% 14% 14% 12% 5% 1% Would never occur 3% 4% 3% 4% 4% 4% 2% 2% Unfamiliar 79% 76% 82% 70% 67% 79% 88% 93% Sky3D Discuss great deal 3% 4% 3% 4% 8% 3% 2% <1% Discuss a little 15% 19% 10% 26% 16% 13% 14% 3% Have not / won’t 11% 12% 10% 7% 14% 14% 11% 9% Would never occur 5% 7% 4% 6% 4% 7% 2% 7% Unfamiliar 66% 59% 72% 58% 58% 63% 72% 81% Steam Discuss great deal 3% 3% 2% 6% 6% - 1% 1% Discuss a little 7% 11% 2% 13% 12% 4% 2% 1% Have not / won’t 8% 12% 4% 10% 13% 9% 5% 1% Would never occur 5% 8% 2% 11% 3% 4% 3% 2% Unfamiliar 78% 66% 89% 60% 66% 83% 89% 95% Timespaywall Discuss great deal 2% 3% 2% 2% 6% 3% 1% <1% Discuss a little 13% 17% 9% 14% 16% 12% 14% 10% Have not / won’t 16% 19% 13% 15% 19% 20% 11% 13% Would never occur 8% 10% 6% 10% 4% 7% 6% 11% Unfamiliar 61% 51% 70% 58% 55% 58% 68% 65% VirgGaming Discuss great deal 1% 1% 1% 2% 4% - 1% - Discuss a little 3% 5% 1% 7% 5% 2% 1% <1% Have not / won’t 6% 7% 5% 8% 10% 6% 5% 1% Would never occur 3% 4% 2% 4% 2% 3% 2% 3% Unfamiliar 87% 83% 91% 79% 79% 89% 92% 96% Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,062 502 560 141 278 247 208 188 BBCNews Discuss great deal 2% 2% 2% 2% 6% 1% 3% - Discuss a little 12% 17% 8% 16% 18% 13% 8% 7% Have not / won’t 18% 25% 10% 20% 21% 17% 19% 11% Would never occur 10% 12% 8% 8% 10% 10% 9% 10% Unfamiliar 58% 44% 72% 54% 46% 59% 61% 72% Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,062 502 560 141 278 247 208 188 Discussion buzz demographic breakdown (alphabetical order)
  • 16. 16 ©HarrisInteractive Discussion buzz All waves comparison Freeview HD 2010 W1 7/10 38% iPad 06/10 W1 7/10 34% DAB Radio 1999 W2 8/10 30% 3D television sets 01/10 W1 7/10 27% iPhone 4 06/10 W1 7/10 24% iPhone4 reception/antennae 06/10 W2 8/10 24% Sky 3D NYR W2 8/10 18% Google Chrome OS NYR W1 7/10 17% Spotify 02/09 W1 7/10 16% The Times paywall 06/10 W2 8/10 16% 3D Blu-ray players Summer ’10 W2 8/10 15% BBC News website redesign 07/10 W2 8/10 15% Nintendo 3DS NYR W1 7/10 13% Bing 06/09 W2 8/10 13% "Kinect" for Xbox 360 NYR W1 7/10 11% Digital display screens 2009 W2 8/10 11% Windows 7 for Mobile NYR W1 7/10 11% Steam (gaming service) 2002 W2 8/10 9% "Newport" Jay-Z internet spoof 08/10 W2 8/10 9% Samsung Galaxy 04/09 W2 8/10 8% "Move" for Sony PS3 09/10 W1 7/10 8% Google TV NYR W1 7/10 7% Dell Streak 06/10 W1 7/10 6% Google Buzz 02/10 W2 8/10 5% Virgin Gaming (gaming service) 07/10 W2 8/10 4% mflow 11/09 W1 7/10 4% Launch date Fieldwork date % Have or will discuss this As we do more waves of Buzz tracking, we will compile a ranked list from all waves for easy reference Please take into consideration the launch and fieldwork dates to place results into their proper context (base size >1,000 for all waves) NYR=not yet released at time of interviewing
  • 17. Metric 3 of 3 Excitement buzz
  • 18. 18 ©HarrisInteractive 18 Commentary Among those ‘in-the-know’, 3D generates the most excitement with both 3D Blu-ray and Sky 3D generating high levels of excitement Sky 3D actually tops the list for levels of “very excited”. The issue with 3D is whether it is a fad that could soon fade. Here is evidence that it generates excitement with the general public. Samsung Galaxy also generates excitement, but its base of familiarity is lower than that of the 3D related items we measured. Likewise with Steam, the gaming online distribution channel. We re-base this data (overleaf) to take into account those consumers unfamiliar with these items. Excitement buzz Among those at least somewhat aware of each 3D Blu-ray players (359) Sky 3D (368) Samsung Galaxy (250) Newport Jay-Z spoof (213) Steam (gaming service) (241) DAB Radio (712) Virgin Gaming (142) Google Buzz (176) Digital display screens (463) BBC News site redesign (492) Bing (504) 11% 14% 10% 7% 11% 6% 10% 5% 6% 3% 2% 38% 29% 32% 34% 29% 31% 24% 26% 21% 21% 13% 32% 32% 42% 34% 36% 47% 42% 50% 45% 55% 51% 19% 26% 16% 25% 24% 16% 24% 19% 28% 21% 34% Very excited Somewhat excited Not at all excited Couldn't care less bases shown in parentheses
  • 19. 19 ©HarrisInteractive 19 Commentary When we take into account all consumers, including those unfamiliar, we see a different order, with DAB Radio (a highly familiar, well established product) topping the list – 3D remains high in this list for excitement This, then, is the view of the general public as a whole. We see evidence here of the buzz generated by 3D, which will be welcomed by Sky and by manufacturers creating the devices to push the content. Bear in mind, again, that we asked about Sky 3D prior to its official launch. We will ask again in the near future post launch to assess the impact of the marketing campaign and the resultant buzz generated. DAB Radio 3D Blu-ray players Sky 3D Digital display screens BBC News website redesign Samsung Galaxy Steam (gaming service) Newport Jay-Z internet spoof Bing Google Buzz Virgin Gaming 4% 4% 5% 2% 1% 2% 2% 1% 1% 1% 1% 20% 13% 10% 9% 9% 7% 6% 7% 6% 4% 3% 30% 11% 11% 19% 23% 9% 8% 7% 22% 8% 6% 10% 6% 9% 12% 9% 3% 5% 5% 15% 3% 3% 36% 66% 66% 57% 58% 79% 78% 80% 56% 84% 87% Very excited Somewhat excited Not at all excited Couldn't care less Unfamiliar (not asked about excitement level) Excitement buzz Among all respondents, including unfamiliar
  • 20. 20 ©HarrisInteractive 3DBlu-ray Very excited 4% 5% 2% 9% 6% <1% 2% 1% Somewhat excited 13% 19% 7% 21% 16% 13% 9% 4% Not at all excited 11% 12% 10% 9% 13% 12% 15% 8% Couldn’t care less 6% 8% 5% 7% 7% 9% 4% 4% Unfamiliar 66% 56% 76% 53% 58% 66% 71% 83% Bing Very excited 1% 1% 1% 1% 4% <1% - - Somewhat excited 6% 7% 4% 9% 7% 5% 5% 2% Not at all excited 22% 26% 18% 25% 23% 26% 22% 15% Couldn’t care less 15% 17% 13% 23% 18% 14% 12% 8% Unfamiliar 56% 48% 64% 41% 49% 55% 62% 76% DABRadio Very excited 4% 6% 2% 3% 4% 6% 3% 3% Somewhat excited 20% 23% 17% 23% 22% 16% 21% 15% Not at all excited 30% 34% 27% 22% 31% 36% 31% 33% Couldn’t care less 10% 13% 8% 12% 13% 11% 7% 8% Unfamiliar 36% 25% 46% 40% 30% 31% 37% 41% Dig.display Very excited 2% 4% 1% 7% 4% <1% 1% <1% Somewhat excited 9% 11% 7% 18% 15% 5% 4% 2% Not at all excited 19% 21% 18% 25% 23% 21% 15% 11% Couldn’t care less 12% 17% 8% 9% 11% 16% 14% 11% Unfamiliar 57% 47% 67% 42% 48% 58% 66% 76% GoogleBuzz Very excited 1% 1% 1% 1% 2% <1% <1% <1% Somewhat excited 4% 6% 2% 6% 8% 4% 1% 1% Not at all excited 8% 12% 4% 12% 12% 7% 5% 3% Couldn’t care less 3% 4% 2% 6% 3% 4% <1% 1% Unfamiliar 84% 77% 91% 74% 74% 85% 93% 94% iP4reception Very excited n/a (excitement buzz not relevant) Somewhat excited Not at all excited Couldn’t care less Unfamiliar “Newport” Very excited 1% 1% 2% 2% 3% 1% - <1% Somewhat excited 7% 10% 4% 12% 11% 9% 1% <1% Not at all excited 7% 9% 5% 8% 9% 10% 4% <1% Couldn’t care less 5% 5% 5% 9% 7% 5% 2% 1% Unfamiliar 80% 76% 84% 69% 70% 74% 92% 99% SamGalaxy Very excited 2% 2% 2% 4% 3% <1% 1% 3% Somewhat excited 7% 9% 4% 11% 10% 6% 4% 2% Not at all excited 9% 9% 8% 11% 15% 9% 6% 2% Couldn’t care less 3% 4% 3% 4% 5% 6% 1% 1% Unfamiliar 79% 76% 82% 70% 67% 79% 88% 93% Sky3D Very excited 5% 7% 3% 13% 6% 1% 1% 2% Somewhat excited 10% 13% 7% 14% 13% 9% 9% 3% Not at all excited 11% 12% 10% 5% 14% 13% 14% 10% Couldn’t care less 9% 9% 8% 10% 9% 15% 4% 4% Unfamiliar 66% 59% 72% 58% 58% 63% 72% 81% Steam Very excited 2% 4% 1% 8% 4% <1% - - Somewhat excited 6% 11% 2% 10% 13% 5% 2% 1% Not at all excited 8% 12% 4% 10% 11% 9% 6% 3% Couldn’t care less 5% 8% 3% 13% 6% 3% 3% 1% Unfamiliar 78% 66% 89% 60% 66% 83% 89% 95% Timespaywall Very excited n/a (excitement buzz not relevant) Somewhat excited Not at all excited Couldn’t care less Unfamiliar VirgGaming Very excited 1% 2% 1% 4% 3% - - <1% Somewhat excited 3% 5% 2% 3% 7% 5% 1% <1% Not at all excited 6% 7% 4% 11% 7% 4% 4% 2% Couldn’t care less 3% 4% 2% 3% 4% 3% 3% 2% Unfamiliar 87% 83% 91% 79% 79% 89% 92% 96% Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,062 502 560 141 278 247 208 188 BBCNews Very excited 1% 1% 2% 1% 4% - 2% <1% Somewhat excited 9% 13% 5% 14% 13% 7% 7% 3% Not at all excited 23% 31% 15% 22% 28% 25% 23% 16% Couldn’t care less 9% 11% 7% 9% 8% 9% 8% 9% Unfamiliar 58% 44% 72% 54% 46% 59% 61% 72% Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,062 502 560 141 278 247 208 188 Excitement buzz demographic breakdown (alphabetical order)
  • 21. 21 ©HarrisInteractive Excitement buzz All waves comparison Freeview HD 2010 W1 7/10 30% iPad 06/10 W1 7/10 24% DAB Radio 1999 W2 8/10 24% 3D television sets 01/10 W1 7/10 22% iPhone 4 06/10 W1 7/10 20% 3D Blu-ray players Summer ’10 W2 8/10 17% Sky 3D NYR W2 8/10 14% Spotify 02/09 W1 7/10 13% Google Chrome OS NYR W1 7/10 12% Digital display screens 2009 W2 8/10 11% "Kinect" for Xbox 360 NYR W1 7/10 10% Nintendo 3DS NYR W1 7/10 10% BBC News website redesign 07/10 W2 8/10 10% Windows 7 for Mobile NYR W1 7/10 9% Google TV NYR W1 7/10 9% Samsung Galaxy 04/09 W2 8/10 9% Steam (gaming service) 2002 W2 8/10 9% "Newport" Jay-Z internet spoof 08/10 W2 8/10 8% "Move" for Sony PS3 09/10 W1 7/10 7% Bing 06/09 W2 8/10 7% Dell Streak 06/10 W1 7/10 6% Google Buzz 02/10 W2 8/10 5% Virgin Gaming (gaming service) 07/10 W2 8/10 5% mflow 11/09 W1 7/10 3% iPhone4 reception/antennae 06/10 W2 8/10 n/a The Times paywall 06/10 W2 8/10 n/a Launch date Fieldwork date % At least somewhat excited As we do more waves of Buzz tracking, we will compile a ranked list from all waves for easy reference Please take into consideration the launch and fieldwork dates to place results into their proper context (base size >1,000 for all waves) NYR=not yet released at time of interviewing
  • 22. contact us tech & entertainment media telecoms youth & kids Steve Evans Technology & Entertainment sevans@harrisinteractive.com mobile +44 (0) 7849 172 341 switchboard +44 (0) 208 263 5200