harris buzz #2: entertainment research, technology research

Harris Buzz Report

ContactSteve Evans

Technology & [email protected]

+44 (0)7849 172 341

Report #2 – October 2010August 2010 fieldwork

mailto:[email protected]

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About Harris InteractiveWe 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 EvansTechnology & Entertainment

[email protected]+44 (0)7849 172 341


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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

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)

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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

Metric 1 of 3

Awareness buzz

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How we asked the questionPlease 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 note1. 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, oneneeds 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)

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This wave’s Buzz list3D 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

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UK launch date details3D 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

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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


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 familiarVery familiarSomewhat familiarKnow name onlyNever heard of

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3D

Blu

-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%

Bin

g

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%

DA

B R

adio


Dig

.dis

pla

y 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% G

oo

gle

Bu

zz 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%

iP4

rece

pti

on 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% “N

ew

po

rt” 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%

Sam

Gal

axy 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%

Sky

3D


Ste

am

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% Ti

mes

pay

wal

l


Vir

gG

amin

g 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

BB

C N

ew

s 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 buzzdemographic breakdown(alphabetical order)

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Awareness buzzAll 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%

Launchdate

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

Metric 2 of 3

Discussion buzz

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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 buzzAmong 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 dealHave/will discuss a littleHave not discussed this at all and probably won'tIt would never occur to me to discuss this

bases shown in parentheses

http://www.harrisinteractive.com/uk/Solutions/Performance/BuzzMeasurementMonitoring.aspx

http://www.harrisinteractive.com/uk/Solutions/Performance/BuzzMeasurementMonitoring.aspx

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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


Bing



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 dealHave/will discuss a littleHave not discussed this at all and probably won'tIt would never occur to me to discuss thisUnfamiliar (not asked about discussion level)

Discussion buzzAmong all respondents, including unfamiliar

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3D

Blu

-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%

Bin

g

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%

DA

B R

adio

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

.dis

pay

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% G

oo

gle

Bu

zz 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%

iP4

rec

ep

tio

n 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% “N

ew

po

rt” 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%

Sam

Gal

axy 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%

Sky

3D

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%

Stea

m

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% Ti

mes

pay

wal

l

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%

Vir

gG

amin

g 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

BB

C N

ew

s 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 buzzdemographic breakdown(alphabetical order)

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Discussion buzzAll waves comparison

Freeview HD 2010 W1 7/10 38%

iPad 06/10 W1 7/10 34%

DAB Radio 1999 W2 8/10 30%


iPhone 4 06/10 W1 7/10 24%

iPhone4 reception/antennae 06/10 W2 8/10 24%

Sky 3D NYR W2 8/10 18%


Spotify 02/09 W1 7/10 16%

The Times paywall 06/10 W2 8/10 16%




Bing 06/09 W2 8/10 13%







"Move" for Sony PS3 09/10 W1 7/10 8%


Dell Streak 06/10 W1 7/10 6%

Google Buzz 02/10 W2 8/10 5%


mflow 11/09 W1 7/10 4%

Launchdate

Fieldwork date

% Have or will discuss this





Metric 3 of 3

Excitement buzz

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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 buzzAmong 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 excitedSomewhat excitedNot at all excitedCouldn't care less

bases shown in parentheses

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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



Samsung Galaxy


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 excitedSomewhat excitedNot at all excitedCouldn't care lessUnfamiliar (not asked about excitement level)

Excitement buzzAmong all respondents, including unfamiliar

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3D

Blu

-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%

Bin

g

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%

DA

B R

adio

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

.dis

pla

y 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% G

oo

gle

Bu

zz 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%

iP4

rec

ep

tio

n Very excited

n/a(excitement buzz not relevant)

Somewhat excitedNot at all excitedCouldn’t care lessUnfamiliar “N

ew

po

rt” 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%

Sam

Gal

axy 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%

Sky

3D

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%

Ste

am

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% Ti

mes

pay

wal

l

Very excited

n/a(excitement buzz not relevant)

Somewhat excitedNot at all excitedCouldn’t care lessUnfamiliar

Vir

g G

amin

g 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

BB

C N

ew

s 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 buzzdemographic breakdown(alphabetical order)

21

© H

arri

s In

tera

ctiv

e

Excitement buzzAll waves comparison

Freeview HD 2010 W1 7/10 30%

iPad 06/10 W1 7/10 24%

DAB Radio 1999 W2 8/10 24%


iPhone 4 06/10 W1 7/10 20%


Sky 3D NYR W2 8/10 14%

Spotify 02/09 W1 7/10 13%











"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%


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

Launchdate

Fieldwork date

% At least somewhat excited





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harris buzz #2: entertainment research, technology research

Technology

year olds

harris interactivewhat

key buzz metrics

list of technology

service research agency

concept testing productservice

online fieldwork

uk respondents