Harris Buzz Report Report #8 August 2011 July 2011 fieldwork contact Steve Evans technology & entertainment sevans@harrisinteractive.com +44 (0)7849 172 341
We are a full service research agency specialising in technology, telecoms, media, entertainment and the modern consumer 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 sevans@harrisinteractive.com +44 (0)7849 172 341 Andrew Freeman media afreeman@harrisinteractive.com +44 (0)7970 084 192 Tom Perrott telecoms tperrott@harrisinteractive.com +44 (0)7989 392 256 2
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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 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 20 th 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 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 Data propensity weighted to account for any online sampling bias sample profile demographic unweighted base Total 1,144 All males 569 All females 575 16-24 year olds 185 25-34 year olds 266 35-44 year olds 262 45-54 year olds 223 55-64 year olds 208 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 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
UK launch/news 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 20 th 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 Phone hacking Final Harry Potter Murdoch questioning London 2012 tickets Google+ 37% 34% 27% 22% 9% 10% 30% 21% 24% 24% 22% 28% 27% 29% 35% 23% 6% 5% 14% 4% 10% 11% 14% 5% 31% Awareness in this edition of Buzz is dominated by the phone hacking allegations at News International 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. 3D Wimbledon Skype on Facebook HP TouchPad HTC/Apple dispute Sonic the Hedgehog 20 Myspace sold for 35m 7% 8% 21% 6% 8% 4% 6% 5% 5% 4% 6% 3% 6% 23% 21% 17% 19% 17% 22% 25% 30% 19% 27% 24% 43% 39% 39% 55% 45% 50% 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. World of Warcraft free 3% 4% 10% 23% 60% UK HuffPo launched 3% 3% 9% 14% 72% Base: all respondents (1,144) 10 10
Myspace sold HTC/Apple UK HuffPo HP TouchPad WoW free Harry Potter Skype on FB Google+ Sonic 20 yrs 3D Wimbledon Phone hack 2012 tickets Murdoch Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,144 569 575 185 266 262 223 208 Extremely familiar 22% 24% 19% 26% 17% 22% 22% 23% Very familiar 24% 24% 24% 25% 26% 26% 23% 20% Somewhat familiar 35% 31% 39% 26% 38% 37% 35% 36% Just know name 14% 14% 15% 17% 13% 13% 15% 15% Never heard of 5% 7% 3% 6% 7% 3% 5% 6% Extremely familiar 7% 9% 4% 13% 5% 4% 4% 10% Very familiar 8% 10% 6% 7% 9% 11% 5% 7% Somewhat familiar 21% 26% 15% 22% 29% 16% 23% 13% Just know name 22% 19% 25% 27% 18% 26% 19% 21% Never heard of 43% 36% 50% 31% 40% 43% 49% 50% Extremely familiar 9% 11% 7% 20% 10% 6% 7% 5% Very familiar 10% 12% 8% 22% 14% 6% 8% 3% Somewhat familiar 22% 20% 23% 23% 25% 20% 22% 20% Just know name 28% 29% 27% 18% 27% 30% 32% 32% Never heard of 31% 28% 34% 18% 24% 38% 33% 41% Extremely familiar 34% 31% 37% 50% 27% 39% 30% 26% Very familiar 21% 22% 21% 17% 24% 20% 24% 21% Somewhat familiar 27% 27% 27% 20% 35% 26% 24% 28% Just know name 14% 15% 12% 7% 11% 13% 16% 21% Never heard of 4% 5% 3% 5% 3% 2% 6% 5% Extremely familiar 4% 7% 2% 12% 4% 1% 4% 3% Very familiar 6% 7% 4% 8% 11% 4% 1% 5% Somewhat familiar 21% 21% 21% 27% 21% 26% 19% 12% Just know name 30% 28% 32% 20% 26% 29% 35% 39% Never heard of 39% 37% 41% 33% 39% 40% 41% 41% Extremely familiar 5% 7% 3% 12% 8% 2% 2% 3% Very familiar 5% 8% 2% 5% 6% 5% 3% 5% Somewhat familiar 17% 21% 13% 24% 18% 12% 19% 11% Just know name 19% 20% 18% 18% 18% 19% 23% 18% Never heard of 55% 44% 65% 41% 51% 62% 54% 64% Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,144 569 575 185 266 262 223 208 Extremely familiar 27% 31% 22% 19% 22% 23% 38% 31% Very familiar 24% 24% 23% 19% 23% 30% 19% 25% Somewhat familiar 29% 28% 30% 21% 33% 33% 29% 27% Just know name 10% 9% 11% 16% 11% 5% 7% 11% Never heard of 11% 9% 14% 25% 11% 9% 7% 6% Extremely familiar 37% 40% 35% 31% 36% 35% 46% 39% Very familiar 30% 27% 32% 25% 27% 37% 27% 30% Somewhat familiar 23% 23% 22% 21% 26% 22% 17% 25% Just know name 6% 5% 6% 13% 6% 4% 2% 5% Never heard of 5% 5% 5% 10% 5% 2% 8% 2% Extremely familiar 4% 5% 2% 8% 7% 1% 3% 1% Very familiar 6% 7% 5% 10% 11% 3% 2% 2% Somewhat familiar 19% 21% 17% 17% 24% 22% 19% 10% Just know name 27% 30% 24% 20% 25% 25% 33% 34% Never heard of 45% 37% 52% 46% 33% 49% 44% 54% Extremely familiar 6% 9% 3% 12% 5% 4% 7% 1% Very familiar 8% 9% 6% 9% 11% 7% 6% 5% Somewhat familiar 23% 24% 22% 31% 23% 24% 18% 20% Just know name 25% 24% 26% 15% 23% 22% 37% 28% Never heard of 39% 34% 43% 33% 38% 42% 32% 46% Extremely familiar 3% 4% 2% 9% 4% 1% 2% 1% Very familiar 4% 5% 3% 7% 6% 6% 1% 0% Somewhat familiar 10% 14% 7% 14% 15% 11% 7% 3% Just know name 23% 24% 22% 22% 26% 28% 23% 14% Never heard of 60% 53% 67% 48% 50% 55% 67% 83% Extremely familiar 3% 4% 1% 6% 4% 1% 1% 1% Very familiar 3% 4% 2% 5% 3% 2% 3% 2% Somewhat familiar 9% 12% 6% 11% 12% 9% 9% 5% Just know name 14% 17% 10% 17% 15% 14% 10% 11% Never heard of 72% 63% 81% 61% 66% 74% 77% 82% Extremely familiar 3% 4% 1% 5% 5% 2% 1% - Very familiar 6% 7% 6% 13% 7% 6% 4% 3% Somewhat familiar 17% 20% 14% 15% 23% 18% 15% 13% Just know name 24% 25% 24% 23% 25% 20% 27% 28% Never heard of 50% 44% 55% 44% 41% 55% 53% 56% Awareness buzz demographic breakdown (alphabetical order) 11
Awareness buzz all time list (base size >1,000) Launch/ news Fieldwork % At least somewhat familiar Phone hacking 06/11 07/11 89% Oscars 1929 02/11 87% Baftas 1954 02/11 85% Brits 1982 02/11 84% Final Harry Potter 07/11 07/11 82% London 2012 tickets issued 06/11 07/11 81% Murdoch questioning 07/11 07/11 79% PS3 accounts hacked 04/11 05/11 74% Golden Globes 1944 02/11 74% Charlie Sheen in news 03/11 04/11 68% 3D TV sets 01/10 07/10 & 05/11 63% (+27% pts) DAB Radio 1999 08/10 64% Freeview HD 2010 07/10 64% Twitter warn/super-injuncts 06/11 06/11 58% IE9 launched 03/11 05/11 58% Murdoch s BSkyB bid 06/10 02/11 57% ipad 2 03/11 04/11 56% Microsoft buy Skype 05/11 05/11 54% Nintendo 3DS 03/11 7/10 & 2+6/11 53% (+3% pts) iphone secretly tracking 04/11 05/11 50% BT Vision 12/06 11/10 47% Firefox 4 launched 03/11 05/11 46% ipad 06/10 07/10 46% Windows 7 Mobile 11/10 07/10 & 02/11 44% (+21% pts) iphone4 reception issue 06/10 08/10 44% Bing 06/09 08/10 44% Digital display screens 2009 08/10 43% BBC News website redesign 07/10 08/10 42% Smart TV 2010 04/11 41% Google+ 06/11 07/11 41% Kindle 10/09 11/10 40% Android-based tablet devices 06/10 02/11 39% Google Chrome OS NYR 07/10 39% The Times paywall 06/10 08/10 39% Sky 3D Channel 10/10 08/10 & 11/10 38% (+4% pts) Xbox Kinect 11/10 07/10 & 11/10 37% (+20% pts) Spotify 02/09 07/10 & 02/11 36% (+11% pts) Skype on Facebook 06/11 07/11 36% Star Wars on Blu-ray 05/11 05/11 35% Call of Duty: Black Ops game 11/10 11/10 35% iphone 4 06/10 07/10 34% Samsung Galaxy Tab 02/11 04/11 34% (+2% pts) 3D Blu-ray players Mid-2010 08/10 34% Apple icloud announced 06/11 06/11 33% Please consider launch/fieldwork s to place results into proper context NYR = not yet released at time of fieldwork This edition s items are highlighted green Launch/ news Fieldwork % At least somewhat familiar 3D Wimbledon 07/11 07/11 35% BlackBerry PlayBook 06/11 11/10 & 06/11 32% (+15% pts) Google launch Cloud music 05/11 05/11 32% Google launch Chromebooks 05/11 05/11 32% Nokia/MS partnership 02/11 04/11 32% Nintendo unveil Wii U 06/11 06/11 31% HP TouchPad 07/11 07/11 31% Orange / B card Quick Tap 06/11 06/11 30% Nokia E7 smartphone 02/11 05/11 30% Sonic the Hedgehog 20 years 1991 07/11 28% Sony Ericsson Xperia Play 04/11 04/11 27% LA Noire videogame 06/11 06/11 26% HTC/Apple dispute 05/11 07/11 26% Myspace sold for 35M 06/11 07/11 26% Blinkbox launched 2008 05/11 25% Halo: Reach game 09/10 11/10 25% Vevo launched 12/09 05/11 25% Amazon Cloud Player 03/11 04/11 24% Portal 2 video game 06/11 06/11 22% Playstation Vita NYR 06/11 22% Fable III video game 06/11 06/11 22% Steam (gaming service) 2002 08/10 22%.xxx sex domain (18+) 04/11 04/11 22% UK Radioplayer 03/11 04/11 22% Google TV 10/10 7/10 & 11/10 22% (+5% pts) The Daily ipad newspaper NYR 02/11 21% Samsung Galaxy 04/10 08/10 21% Apple TV 09/10 11/10 21% Motorola Xoom 02/11 02/11 & 06/11 20% (+2% pts) Crysis 2 game 03/11 04/11 20% "Newport" Jay-Z spoof 08/10 08/10 20% Fallout: New Vegas game 10/10 11/10 20% Sony Move 09/10 7/10 & 11/10 19% (+5% pts) HTC Flyer tablet 06/11 06/11 19% Warner films on Facebook 03/11 04/11 19% Homefront video game 03/11 04/11 18% World of Warcraft free 06/11 07/11 17% Google Buzz 02/10 08/10 16% Google One Pass 02/11 04/11 16% Qriocity streaming service 03/11 04/11 15% UK HuffPo launched 07/11 07/11 15% Virgin Gaming 07/10 08/10 13% YouView NYR 11/10 13% Dell Streak 06/10 07/10 11% Net neutrality n/a 11/10 10%
Metric 2 of 3 Discussion buzz
Discussion buzz Among those at least somewhat aware of each 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 Phone hacking (1,044) Final Harry Potter (956) Murdoch questioning (934) London 2012 tickets (941) Google+ (501) HP TouchPad (364) World of Warcraft free (192) HTC/Apple dispute (338) Skype on Facebook (444) Sonic the Hedgehog 20 (320) 3D Wimbledon (451) UK HuffPo launched (200) Myspace sold for 35m (335) 28% 24% 22% 16% 12% 11% 8% 9% 7% 7% 7% 8% 5% 28% 27% 28% 25% 24% 20% 21% 33% 31% 42% 43% 41% 46% 43% 43% 51% 50% 40% 41% 48% 46% 47% 29% 24% 29% 19% 7% 10% 9% 13% 16% 17% 17% 18% 25% 26% 18% 22% 24% bases shown in parentheses Commentary No surprise to see substantial proportions of people talking about phone hacking, with the final Harry Potter film not far behind 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. 14 14
Discussion buzz Among all respondents, including unfamiliar 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) Commentary 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 Final Harry Potter Murdoch questioning London 2012 tickets Google+ HP TouchPad Skype on Facebook 3D Wimbledon 25% 20% 18% 13% 35% 32% 34% 5% 14% 16% 6% 3% 10% 13% 5% 3% 10% 17% 7% 3% 8% 15% 9% 41% 17% 19% 8% 23% 7% 23% 11% 59% 69% 64% 65% 6% 11% 18% 21% 19% 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). HTC/Apple dispute 2% 7% 12% 5% 74% Sonic the Hedgehog 20 2% 7% 12% 7% 72% Myspace sold for 35m 1% 5% 13% 6% 74% World of Warcraft free 1% 5% 8% 3% 83% UK HuffPo launched 1% 3% 7% 3% 85% Base: all respondents (1,144) 15 15
Myspace sold HTC/Apple UK HuffPo HP TouchPad WoW free Harry Potter Skype on FB Google+ Sonic 20 yrs 3D Wimbledon Phone hack 2012 tickets Murdoch Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,144 569 575 185 266 262 223 208 Discuss great deal 13% 14% 12% 22% 9% 12% 9% 15% Discuss a little 34% 34% 35% 27% 38% 36% 34% 33% Have not / won t 23% 23% 23% 22% 23% 27% 24% 18% Would never occur 11% 8% 13% 7% 10% 10% 13% 13% Unfamiliar 19% 21% 18% 23% 20% 15% 20% 21% Discuss great deal 3% 4% 1% 6% 5% 1% <1% 1% Discuss a little 8% 9% 8% 9% 13% 7% 5% 6% Have not / won t 15% 20% 10% 18% 16% 14% 15% 14% Would never occur 9% 12% 7% 9% 9% 9% 12% 8% Unfamiliar 65% 55% 75% 58% 58% 69% 68% 71% Discuss great deal 5% 7% 2% 15% 7% 2% 1% <1% Discuss a little 14% 14% 13% 15% 23% 13% 8% 6% Have not / won t 16% 17% 16% 26% 14% 13% 18% 14% Would never occur 6% 6% 7% 9% 5% 4% 9% 7% Unfamiliar 59% 57% 61% 36% 52% 68% 64% 73% Discuss great deal 20% 17% 23% 39% 13% 26% 13% 11% Discuss a little 35% 31% 39% 27% 42% 31% 42% 32% Have not / won t 19% 23% 16% 18% 22% 21% 15% 20% Would never occur 8% 9% 7% 4% 9% 7% 9% 11% Unfamiliar 18% 20% 15% 13% 14% 15% 22% 26% Discuss great deal 3% 4% 2% 9% 5% 2% 2% 1% Discuss a little 10% 12% 8% 16% 10% 10% 6% 7% Have not / won t 13% 16% 10% 12% 18% 15% 11% 8% Would never occur 5% 4% 7% 10% 3% 5% 5% 5% Unfamiliar 69% 65% 73% 53% 65% 69% 76% 81% Discuss great deal 2% 4% <1% 9% 3% 1% <1% 0% Discuss a little 7% 9% 6% 13% 10% 4% 4% 5% Have not / won t 12% 17% 8% 13% 14% 10% 14% 9% Would never occur 5% 6% 3% 6% 5% 3% 6% 5% Unfamiliar 74% 64% 83% 59% 68% 82% 76% 81% Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,144 569 575 185 266 262 223 208 Discuss great deal 18% 20% 15% 13% 14% 17% 20% 25% Discuss a little 32% 33% 31% 21% 31% 37% 35% 36% Have not / won t 23% 22% 23% 19% 29% 24% 23% 16% Would never occur 7% 8% 6% 6% 5% 9% 7% 6% Unfamiliar 21% 17% 24% 42% 21% 14% 14% 17% Discuss great deal 25% 27% 23% 22% 24% 20% 28% 31% Discuss a little 41% 38% 45% 25% 47% 50% 42% 38% Have not / won t 17% 18% 15% 23% 15% 19% 13% 16% Would never occur 6% 7% 6% 8% 4% 6% 7% 8% Unfamiliar 11% 10% 11% 23% 11% 6% 10% 7% Discuss great deal 2% 3% 1% 7% 3% 1% <1% 1% Discuss a little 7% 10% 4% 7% 17% 3% 4% 3% Have not / won t 12% 13% 11% 14% 15% 15% 12% 3% Would never occur 7% 6% 8% 7% 7% 7% 7% 5% Unfamiliar 72% 67% 77% 66% 58% 74% 76% 88% Discuss great deal 3% 4% 2% 10% 2% 1% <1% 1% Discuss a little 10% 12% 8% 13% 12% 10% 9% 6% Have not / won t 17% 19% 15% 23% 20% 17% 16% 11% Would never occur 7% 7% 6% 6% 6% 8% 6% 8% Unfamiliar 64% 58% 69% 48% 61% 64% 69% 75% Discuss great deal 1% 2% 1% 5% 1% <1% 1% 0% Discuss a little 5% 6% 4% 5% 9% 6% 1% 2% Have not / won t 8% 11% 6% 18% 11% 8% 4% <1% Would never occur 3% 4% 2% 2% 3% 3% 4% 1% Unfamiliar 83% 77% 89% 70% 76% 83% 90% 97% Discuss great deal 1% 2% <1% 5% 2% <1% 0% 0% Discuss a little 3% 4% 2% 5% 7% 1% 2% 1% Have not / won t 7% 10% 5% 8% 8% 8% 7% 5% Would never occur 3% 4% 3% 4% 3% 3% 4% 2% Unfamiliar 85% 80% 91% 78% 81% 88% 87% 92% Discuss great deal 1% 2% <1% 6% 1% <1% 0% 0% Discuss a little 5% 7% 4% 7% 12% 3% 3% 2% Have not / won t 13% 17% 10% 17% 15% 14% 12% 7% Would never occur 6% 6% 7% 4% 6% 9% 5% 7% Unfamiliar 74% 69% 79% 67% 66% 74% 80% 84% Discussion buzz demographic breakdown (alphabetical order) 16
Discussion buzz all time list (base size >1,000) Launch/ news Fieldwork % Have or will discuss this Phone hacking 06/11 07/11 66% Final Harry Potter 07/11 07/11 55% Murdoch questioning 07/11 07/11 50% London 2012 tickets issued 06/11 07/11 47% Oscars 1929 02/11 47% Brits 1977 02/11 47% Baftas 1947 02/11 46% PS3 accounts hacked 04/11 05/11 43% 3D TV sets 01/10 07/10 & 05/11 42% (+15% pts) ipad 2 03/11 04/11 39% Freeview HD 2010 07/10 38% ipad 06/10 07/10 34% Twitter/super-injunctions 06/11 06/11 32% Charlie Sheen in news 03/11 04/11 32% Nintendo 3DS 03/11 7/10 & 2+6/11 31% (+5% pts) Golden Globes 1944 02/11 31% DAB Radio 1999 08/10 30% iphone secretly tracking 04/11 05/11 28% IE9 launched 03/11 05/11 27% Murdoch s BSkyB bid 06/10 02/11 27% Microsoft buy Skype 05/11 05/11 26% Kindle ebook 10/09 11/10 25% iphone4 reception issue 06/10 08/10 24% iphone 4 06/10 07/10 24% Xbox Kinect 11/10 7/10 & 11/10 24% (+13% pts) Spotify 02/09 02/11 24 % (+8 pts) Windows 7 for Mobile 11/10 07/10 & 02/11 24% (+13%) Android-based tablet devices 06/10 02/11 24% Apple icloud 06/11 06/11 21% Firefox 4 launched 03/11 05/11 23% Smart TV 2010 04/11 23% Sky 3D Channel NYR 8/10 & 11/10 22% (+4% pts) Call of Duty: Black Ops game 11/10 11/10 22% Star Wars films on Blu-ray 05/11 05/11 20% Nintendo unveil Wii U 06/11 06/11 19% BlackBerry PlayBook 06/11 11/10 & 06/11 19% (+9% pts) BT Vision 12/06 11/10 19% Orange / B card Quick Tap 06/11 06/11 18% Samsung Galaxy Tab 11/10 02/11 & 06/11 18% (-1% pt) Google launch Chromebooks 05/11 05/11 18% Sony Ericsson Xperia Play 04/11 04/11 18% Nokia / MS partnership 02/11 04/11 18% Google+ 06/11 07/11 18% LA Noire video game 06/11 06/11 17% Portal 2 video game 06/11 06/11 17% Please consider launch/fieldwork s to place results into proper context NYR = not yet released at time of fieldwork This edition s items are highlighted in green Launch/ news Fieldwork % Have or will discuss this Google launch cloud music 05/11 05/11 17% Nokia E7 smartphone 02/11 05/11 17% Google Chrome OS NYR 07/10 17% The Times paywall 06/10 08/10 16% Crysis 2 video game 03/11 04/11 16% Playstation Vita showcased NYR 06/11 15% Amazon Cloud Player 03/11 04/11 15% BBC News website redesign 07/10 08/10 15% 3D Blu-ray players Summer 10 08/10 15% Fable III video game 06/11 06/11 14% Blinkbox 2008 05/11 14% Vevo 12/09 05/11 14% Halo: Reach video game 09/10 11/10 14% Motorola Xoom 02/11 02/11 & 06/11 13% (+1% pt) HP TouchPad 07/11 07/11 13% Skype on Facebook 06/11 07/11 13% Homefront video game 03/11 04/11 13% UK Radioplayer 03/11 04/11 13% Warner films on Facebook 03/11 04/11 13% Bing 06/09 08/10 13% Sony Move 09/10 7/10 & 11/10 13% (+5% pts) XXX sex domain 04/11 04/11 12% The Daily digital newspaper NYR 02/11 12% HTC Flyer tablet 06/11 06/11 11% Digital display screens 2009 08/10 11% Apple TV 09/10 11/10 11% Fallout: New Vegas 10/10 11/10 11% 3D Wimbledon 07/11 07/11 11% HTC/Apple dispute 05/11 07/11 10% Google One Pass 02/11 04/11 10% Qriocity streaming service 03/11 04/11 10% Google TV 10/10 7/10 & 11/10 10% (+3% pts) Sonic the Hedgehog 20 years 1991 07/11 9% "Newport" Jay-Z spoof 08/10 08/10 9% Steam (gaming service) 2002 08/10 9% Samsung Galaxy 04/10 08/10 8% YouView NYR 11/10 8% Net neutrality n/a 11/10 7% Myspace sold for 35M 06/11 07/11 7% World of Warcraft free 06/11 07/11 6% Dell Streak 06/10 07/10 6% Google Buzz 02/10 08/10 5% UK HuffPo launched 07/11 07/11 4% Virgin Gaming 07/10 08/10 4% mflow 11/09 07/10 4%
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 Final Harry Potter (956) HP TouchPad (364) Murdoch questioning (934) Sonic the Hedgehog 20 (320) UK HuffPo launched (200) Google+ (501) London 2012 tickets (941) 3D Wimbledon (451) World of Warcraft free (192) Skype on Facebook (444) Myspace sold for 35m (335) Phone hacking (1,044) HTC/Apple dispute (338) 7% 8% 6% 7% 8% 7% 5% 7% 5% 22% 4% 10% 30% 26% 26% 25% 23% 21% 22% 19% 20% 28% 38% 37% 40% 41% 42% n/a (excitement not asked) n/a (excitement not asked) 45% 39% 42% 44% 45% base shown in parentheses 30% 48% 21% 25% 24% 31% 32% 32% 33% 24% 25% 30% Commentary 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) Final Harry Potter Murdoch questioning London 2012 tickets Google+ HP TouchPad 3D Wimbledon Skype on Facebook Sonic the Hedgehog is 20 UK HuffPo launched World of Warcraft free Myspace sold for 35m Phone hacking HTC/Apple dispute 7% 6% 18% 3% 10% 2% 9% 2% 8% 2% 7% 2% 7% 1% 4% 5% 4% 1% 3% 10% 21% 17% 12% 15% 16% 12% 1% 3% 7% 6% 18% 12% 7% 23% 8% 11% 11% 32% 10% 33% n/a (excitement not asked) n/a (excitement not asked) 24% 85% Base: all respondents (1,144) 83% 19% 26% 69% 72% 74% 17% 59% 65% 64% 18% 21% 19% Commentary Looking at the same data including those unaware we still see the Harry Potter film ahead of any other item measured 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. 20 20
Myspace sold HTC/Apple UK HuffPo HP TouchPad WoW free Harry Potter Skype on FB Google+ Sonic 20 yrs 3D Wimbledon Phone hack 2012 tickets Murdoch Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,144 569 575 185 266 262 223 208 Very excited 6% 6% 5% 8% 8% 5% 6% 3% Somewhat excited 17% 17% 17% 25% 19% 13% 15% 11% Not at all excited 32% 30% 35% 27% 29% 38% 29% 39% Couldn t care less 26% 27% 25% 18% 25% 29% 31% 26% Unfamiliar 19% 21% 18% 23% 20% 15% 20% 21% Very excited 2% 3% 1% 5% 3% 1% - <1% Somewhat excited 8% 10% 5% 14% 8% 7% 6% 5% Not at all excited 15% 17% 12% 15% 19% 13% 11% 14% Couldn t care less 11% 15% 8% 9% 13% 10% 14% 10% Unfamiliar 65% 55% 75% 58% 58% 69% 68% 71% Very excited 3% 5% 2% 9% 4% 1% 1% - Somewhat excited 10% 13% 7% 15% 16% 7% 7% 3% Not at all excited 18% 17% 19% 28% 18% 15% 19% 14% Couldn t care less 10% 9% 11% 12% 10% 9% 9% 11% Unfamiliar 59% 57% 61% 36% 52% 68% 64% 73% Very excited 18% 15% 21% 33% 15% 23% 13% 7% Somewhat excited 23% 21% 25% 22% 21% 24% 24% 22% Not at all excited 24% 26% 23% 24% 25% 19% 27% 27% Couldn t care less 17% 19% 16% 8% 24% 19% 14% 18% Unfamiliar 18% 20% 15% 13% 14% 15% 22% 26% Very excited 2% 3% 1% 4% 3% 1% <1% 3% Somewhat excited 9% 12% 6% 16% 10% 11% 8% 2% Not at all excited 12% 14% 11% 16% 15% 11% 8% 11% Couldn t care less 8% 7% 9% 11% 8% 8% 8% 4% Unfamiliar 69% 65% 73% 53% 65% 69% 76% 81% Very excited Somewhat excited Not at all excited Couldn t care less Unfamiliar n/a (excitement not asked) Very excited 1% 2% <1% 3% 2% <1% - - Somewhat excited 3% 4% 1% 6% 3% 2% 3% <1% Not at all excited 10% 12% 8% 16% 14% 8% 5% 8% Couldn t care less 12% 14% 11% 8% 16% 16% 12% 8% Unfamiliar 74% 69% 79% 67% 66% 74% 80% 84% Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,144 569 575 185 266 262 223 208 Very excited 7% 9% 5% 2% 6% 5% 10% 11% Somewhat excited 21% 21% 20% 23% 18% 20% 21% 23% Not at all excited 33% 32% 34% 23% 37% 42% 31% 29% Couldn t care less 19% 21% 17% 10% 18% 21% 25% 22% Unfamiliar 21% 17% 24% 42% 21% 14% 14% 17% Very excited Somewhat excited Not at all excited Couldn t care less Unfamiliar n/a (excitement not asked) Very excited 2% 2% 1% 2% 4% 1% 2% 1% Somewhat excited 7% 10% 5% 14% 14% 5% 4% - Not at all excited 12% 13% 11% 12% 19% 13% 9% 5% Couldn t care less 7% 8% 6% 6% 5% 7% 9% 6% Unfamiliar 72% 67% 77% 66% 58% 74% 76% 88% Very excited 2% 3% 1% 5% 4% 1% - <1% Somewhat excited 7% 9% 6% 13% 6% 7% 8% 4% Not at all excited 16% 19% 13% 22% 18% 17% 11% 14% Couldn t care less 11% 11% 11% 12% 11% 12% 12% 8% Unfamiliar 64% 58% 69% 48% 61% 64% 69% 75% Very excited 1% 2% 1% 2% 4% <1% - - Somewhat excited 3% 5% 2% 8% 3% 2% 4% 1% Not at all excited 7% 10% 5% 12% 13% 7% 1% 2% Couldn t care less 6% 7% 4% 9% 5% 8% 6% 1% Unfamiliar 83% 77% 89% 70% 76% 83% 90% 97% Very excited 1% 2% <1% 3% 3% <1% - - Somewhat excited 4% 5% 2% 4% 4% 4% 5% 2% Not at all excited 5% 7% 3% 10% 8% 4% 3% 2% Couldn t care less 4% 6% 3% 5% 4% 4% 5% 4% Unfamiliar 85% 80% 91% 78% 81% 88% 87% 92% Excitement buzz demographic breakdown (alphabetical order) 21
Excitement buzz All time list (base size >1,000) Launch/ news Fieldwork % at least somewhat excited Final Harry Potter 07/11 07/11 41% Oscars 1929 02/11 32% Baftas 1947 02/11 31% Brits 1977 02/11 30% Freeview HD 2010 07/10 30% 3D TV sets 01/10 07/10 & 05/11 29% (+7% pts) ipad 2 03/11 04/11 29% Murdoch questioning 07/11 07/11 27% ipad 06/10 07/10 24% DAB Radio 1999 08/10 24% Firefox 4 launched 03/11 05/11 23% Nintendo 3DS 03/11 7/10 & 2+6/11 22% (-1% pt) London 2012 tickets issued 06/11 07/11 22% IE9 launched 03/11 05/11 22% Smart TV 2010 04/11 22% Golden Globes 1944 02/11 22% Xbox Kinect 11/10 7/10 & 11/10 22% (+12% pts) Android-based tablet devices 06/10 02/11 21% Star Wars films on Blu-ray 05/11 05/11 20% Sky 3D Channel NYR 8/10 & 11/10 20% (+6%) iphone 4 06/10 07/10 20% Spotify 02/09 02/11 20% (+7% pts) Windows 7 for Mobile 11/10 07/10 & 02/11 20% (+11% pts) Call of Duty: Black Ops game 11/10 11/10 20% Microsoft buy Skype 05/11 05/11 19% Kindle ebook 10/09 11/10 19% Google launch Chromebooks 05/11 05/11 18% Apple icloud announced 06/11 06/11 17% Google launch cloud music 05/11 05/11 17% Nokia E7 smartphone 02/11 05/11 17% Sony Ericsson Xperia Play 04/11 04/11 17% 3D Blu-ray players Summer 10 08/10 17% Nintendo showcase Wii U 06/11 06/11 16% BlackBerry PlayBook 06/11 11/10 & 06/11 16% (+ 7% pts) Samsung Galaxy Tab 11/10 02/11 & 06/11 16% (-3% pts) LA Noire video game 06/11 06/11 16% Portal 2 video game 06/11 06/11 16% Blinkbox 2008 05/11 15% Nokia/MS partnership 02/11 04/11 15% Fable III video game 06/11 06/11 14% Playstation Vita showcased NYR 06/11 14% Orange / B card Quick Tap 06/11 06/11 14% Vevo 12/09 05/11 14% Amazon Cloud Player 03/11 04/11 14% Crysis 2 video game 03/11 04/11 13% Please consider launch/fieldwork s to place results into proper context NYR = not yet released at time of fieldwork This edition s items are highlighted in green Launch/ news Fieldwork % at least somewhat excited Halo: Reach video game 09/10 11/10 13% BT Vision 12/06 11/10 13% Google+ 06/11 07/11 13% HP TouchPad 07/11 07/11 12% Motorola Xoom NYR 02/11 12% (+1% pt) Google Chrome OS NYR 07/10 12% UK Radioplayer NYR 04/11 12% Charlie Sheen in news 03/11 04/11 12% Homefront video game 03/11 04/11 12% HTC Flyer 06/11 06/11 11% Warner films on Facebook 03/11 04/11 11% The Daily digital newspaper NYR 02/11 11% Digital display screens 2009 08/10 11% Apple TV 09/10 11/10 11% Fallout: New Vegas game 10/10 11/10 11% BBC News website redesign 07/10 08/10 10% Sony Move 09/10 7/10 & 11/10 10% (+3% pts) Google TV 10/10 7/10 & 11/10 10% (+1% pt) 3D Wimbledon 07/11 07/11 9% Skype on Facebook 06/11 07/11 9% Sonic the Hedgehog 20 years 06/11 07/11 9%.xxx sex domain (18+) 04/11 04/11 9% Qriocity streaming service 03/11 04/11 9% Google One Pass 02/11 04/11 9% Steam (gaming service) 2002 08/10 9% Samsung Galaxy 04/10 08/10 9% "Newport" Jay-Z spoof 08/10 08/10 8% YouView NYR 11/10 8% Bing 06/09 08/10 7% Dell Streak 06/10 07/10 6% Google Buzz 02/10 08/10 5% Virgin Gaming 07/10 08/10 5% UK HuffPo launched 07/11 07/11 5% Word of Warcraft free 06/11 07/11 4% Myspace sold for 35M 06/11 07/11 4% mflow 11/09 07/10 3% Twitter/super-injunctions 05/11 06/11 n/a PS3 accounts hacked 04/11 05/11 n/a iphone secretly tracking 04/11 05/11 n/a iphone4 reception issue 06/10 08/10 n/a Murdoch s BSkyB bid 06/10 02/11 n/a Net neutrality n/a 11/10 n/a The Times paywall 06/10 08/10 n/a Phone hacking 06/11 07/11 n/a HTC/Apple dispute 05/11 07/11 n/a 22
Harris Brand Buzz
Harris Brand Buzz % ahead of the game Base: all respondents (1,144) commentary BT and BSkyB top our list of brand buzz in this edition See overleaf for a full ranking of all brands measured to 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 Fieldwork % ahead of the game Amazon 05/11 64% Twitter 05/11 59% Apple 02/11 55% Google 02/11 54% YouTube 05/11 51% ebay 05/11 50% Spotify 05/11 46% LG 05/11 45% Nintendo 03/11 44% Xbox 03/11 44% Panasonic 05/11 43% Microsoft 02/11 43% Sky 02/11 43% Facebook 02/11 43% BlackBerry 03/11 42% Canon 05/11 40% itunes (by Apple) 06/11 39% Toshiba 05/11 39% Disney 05/11 39% BBC iplayer 06/11 38% Olympus 05/11 38% Android 02/11 37% Epson 05/11 33% Skype 03/11 33% Samsung 03/11 32% Sony 03+06/11 31% (-7% pts) HTC 02/11 29% Playstation 03+06/11 28% (-9% pts) BBC 02/11 28% O2 02/11 28% Please take into consideration the fieldwork s to place results into their proper context This edition s brands are highlighted in green Fieldwork % ahead of the game Dell 03/11 27% Sony Ericsson 03/11 27% EA Games 03/11 26% Nokia 02+06/11 22% (-2% pts) HP 03/11 22% Vodafone 06/11 21% LOVEFiLM 06/11 21% ITV 02/11 21% Yahoo! 02/11 20% BT 07/11 20% BSkyB 07/11 20% Channel 4 06/11 19% Orange 02/11 19% T-Mobile 03/11 19% Acer 06/11 18% Dave (TV channel) 07/11 18% Five (Channel 5 TV) 07/11 17% The Guardian 07/11 16% Motorola 03/11 14% 3 (Three) 06/11 13% MSN 07/11 13% Daily Mail 07/11 13% LinkedIn 07/11 11% The Sun 07/11 10% Asus 06/11 9% HMV 06/11 9% Blockbuster 06/11 9% Bing 07/11 8% News International 07/11 7% AOL 07/11 6% Myspace 05+07/11 6% (-24% pts) 25
Harris Brand Buzz A focus on Myspace 30% 6% Commentary We see a significant decrease in how Myspace is perceived by consumers since May this year 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 sevans@harrisinteractive.com 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