Harris Buzz Report

Harris Buzz Report Report #8 August 2011 July 2011 fieldwork contact Steve Evans technology & entertainment [email protected] +44 (0)7849 172 341 We are a full service research agency specialising in technology, telecoms, media, entertainment and the modern consumer 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 Steve Evans  Satisfaction, loyalty & stakeholder relationships technology & entertainment  [email protected] Segmentation +44 (0)7849 172 341  Market sizing / share / opportunities  Andrew Freeman Behavioural economics media  Youth and kids research [email protected]  Employee research +44 (0)7970 084 192  Social media optimisation Tom Perrott telecoms  Research Lifestreaming [email protected]  Global omnibus research +44 (0)7989 392 256  State-of-the-art qualitative techniques, including communities © Harris Interactive Harris ©

2 If you like Harris Buzz, then you may also be interested to see another major report from Harris Interactive investigating everything you need to know about tablets, smartphones, laptops and a whole range of

portable devices

http://www.harrisinteractive.com/vault/HI_UK_Corp-%20Portable-Device-Research.pdf click on this link or paste into browser

3 What is “Buzz”? Each month, we find out the “buzz” of a dozen or so recent or upcoming releases/products for in this report, we look at: technology, telecoms, media and (listed alphabetically) entertainment BBC broadcast Wimbledon finals in 3D on its BBC HD channel We find out 3 key buzz metrics ‘Google +’ social network launched (their rival to Facebook) per release/product: Final Harry Potter film released HP TouchPad tablet device 1. Level of awareness & HTC and Apple in legal dispute over patents familiarity London 2012 Olympic tickets issued Myspace sold for £35M 2. Degree to which it Phone hacking allegations at the News of the World generates discussion Rupert and James Murdoch questioned at parliamentary committee among peers Facebook adds Skype video chatting service to its platform Sonic the Hedgehog celebrates his 20th birthday 3. Degree of excitement it generates Word of Warcraft video game offered for free (the first 20 levels)

UK version of Huffington Post site launched © Harris Interactive Harris ©

4 What is “Buzz”? In addition to the Buzz for the latest news and releases, we now measure… In this report, we measure: (listed alphabetically) Harris Brand Buzz AOL Bing For each brand (see table right) we measure BSkyB the degree to which the general public BT believes this brand is “Ahead of the game” Daily Mail Dave See last chapter of this report for the results Five The Guardian LinkedIn MSN

Myspace News International

The Sun © Harris Interactive Harris ©

5 . Robust quantitative method . 1,144 UK respondents this edition sample profile . Online fieldwork late July 2011 demographic unweighted base Total 1,144 . Data weighted to be representative All males 569 of UK national demographics aged All females 575 16-64 16-24 year olds 185 . Data “propensity weighted” to 25-34 year olds 266 account for any online sampling bias 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 Two important things to note  Somewhat familiar 1. We gave no further information or images to respondents, we just  Just know the name and nothing more showed them the text list as shown on  Never heard of this 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

8 UK launch/news date 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 20th 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 © Harris Interactive Harris ©

9 Awareness buzz Commentary Extremely familiar Awareness in this edition of Buzz is Very familiar dominated by the phone hacking Somewhat familiar allegations at News International Know name only The scandal at NotW and the Never heard of consequent questioning of Rupert and James Murdoch by the parliamentary Phone hacking 37% 30% 23% 6% 5% committee had blanket media coverage. It tops our list and, to put it Final Harry Potter 34% 21% 27% 14% 4% into context, it tops our list of all items ever covered in Buzz (see page 12). Murdoch questioning 27% 24% 29% 10% 11% Harry Potter’s last outing and the issue London 2012 tickets 22% 24% 35% 14% 5% of 2012 Olympic tickets also feature strongly among the list of items ever 9% 10% 22% 28% 31% Google+ covered in Buzz. 3D Wimbledon 7% 8% 21% 22% 43% Google+ has made an instant impact, 6% 8% 23% 25% 39% with 1 in 5 extremely or very familiar Skype on Facebook (and much stronger with younger HP TouchPad 4% 6% 21% 30% 39% consumers, as can be seen overleaf). This represents a solid platform for HTC/Apple dispute 5% 5% 17% 19% 55% growth. In comparison, the UK release of the Huffington Post site has 4% 6% 19% 27% 45% Sonic the Hedgehog 20 attracted substantially weaker Myspace sold for £35m 3%6% 17% 24% 50% awareness levels.

World of Warcraft free 3%4% 10% 23% 60% UK HuffPo launched 3%3% 9% 14% 72% © Harris Interactive Harris © Base: all respondents (1,144)

10 10 Total Male Fem 16-24 25-34 35-44 45-54 55-64 Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,144 569 575 185 266 262 223 208 Base size 1,144 569 575 185 266 262 223 208

Extremely familiar 22% 24% 19% 26% 17% 22% 22% 23% Extremely familiar 27% 31% 22% 19% 22% 23% 38% 31%

Very familiar 24% 24% 24% 25% 26% 26% 23% 20% Very familiar 24% 24% 23% 19% 23% 30% 19% 25% Somewhat familiar 35% 31% 39% 26% 38% 37% 35% 36% Somewhat familiar 29% 28% 30% 21% 33% 33% 29% 27%

Just know name 14% 14% 15% 17% 13% 13% 15% 15% Just know name 10% 9% 11% 16% 11% 5% 7% 11% Murdoch

2012 tickets 2012 Never heard of 5% 7% 3% 6% 7% 3% 5% 6% Never heard of 11% 9% 14% 25% 11% 9% 7% 6%

Extremely familiar 7% 9% 4% 13% 5% 4% 4% 10% Extremely familiar 37% 40% 35% 31% 36% 35% 46% 39% Very familiar 8% 10% 6% 7% 9% 11% 5% 7% Very familiar 30% 27% 32% 25% 27% 37% 27% 30% Somewhat familiar 21% 26% 15% 22% 29% 16% 23% 13% Somewhat familiar 23% 23% 22% 21% 26% 22% 17% 25%

Wimbledon Just know name 22% 19% 25% 27% 18% 26% 19% 21% Just know name 6% 5% 6% 13% 6% 4% 2% 5%

Phone hack Phone

3D Never heard of 43% 36% 50% 31% 40% 43% 49% 50% Never heard of 5% 5% 5% 10% 5% 2% 8% 2%

Extremely familiar 9% 11% 7% 20% 10% 6% 7% 5% Extremely familiar 4% 5% 2% 8% 7% 1% 3% 1%

Very familiar 10% 12% 8% 22% 14% 6% 8% 3% Very familiar 6% 7% 5% 10% 11% 3% 2% 2% Somewhat familiar 22% 20% 23% 23% 25% 20% 22% 20% Somewhat familiar 19% 21% 17% 17% 24% 22% 19% 10%

Google+ Just know name 28% 29% 27% 18% 27% 30% 32% 32% Just know name 27% 30% 24% 20% 25% 25% 33% 34%

Never heard of 31% 28% 34% 18% 24% 38% 33% 41% yrs 20 Sonic Never heard of 45% 37% 52% 46% 33% 49% 44% 54%

Extremely familiar 34% 31% 37% 50% 27% 39% 30% 26% Extremely familiar 6% 9% 3% 12% 5% 4% 7% 1% Very familiar 21% 22% 21% 17% 24% 20% 24% 21% Very familiar 8% 9% 6% 9% 11% 7% 6% 5% Somewhat familiar 27% 27% 27% 20% 35% 26% 24% 28% Somewhat familiar 23% 24% 22% 31% 23% 24% 18% 20%

Just know name 14% 15% 12% 7% 11% 13% 16% 21% Just know name 25% 24% 26% 15% 23% 22% 37% 28% Skype on FB on Skype

Harry Potter Harry Never heard of 4% 5% 3% 5% 3% 2% 6% 5% Never heard of 39% 34% 43% 33% 38% 42% 32% 46%

Extremely familiar 4% 7% 2% 12% 4% 1% 4% 3% Extremely familiar 3% 4% 2% 9% 4% 1% 2% 1%

Very familiar 6% 7% 4% 8% 11% 4% 1% 5% Very familiar 4% 5% 3% 7% 6% 6% 1% 0% free Somewhat familiar 21% 21% 21% 27% 21% 26% 19% 12% Somewhat familiar 10% 14% 7% 14% 15% 11% 7% 3%

TouchPad Just know name 30% 28% 32% 20% 26% 29% 35% 39% Just know name 23% 24% 22% 22% 26% 28% 23% 14% WoW

HP Never heard of 39% 37% 41% 33% 39% 40% 41% 41% Never heard of 60% 53% 67% 48% 50% 55% 67% 83%

Extremely familiar 5% 7% 3% 12% 8% 2% 2% 3% Extremely familiar 3% 4% 1% 6% 4% 1% 1% 1% Very familiar 5% 8% 2% 5% 6% 5% 3% 5% Very familiar 3% 4% 2% 5% 3% 2% 3% 2%

Somewhat familiar 17% 21% 13% 24% 18% 12% 19% 11% Somewhat familiar 9% 12% 6% 11% 12% 9% 9% 5% HuffPo

Just know name 19% 20% 18% 18% 18% 19% 23% 18% Just know name 14% 17% 10% 17% 15% 14% 10% 11% UK UK

HTC/Apple Never heard of 55% 44% 65% 41% 51% 62% 54% 64% 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% Awareness buzz Somewhat familiar 17% 20% 14% 15% 23% 18% 15% 13% Just know name 24% 25% 24% 23% 25% 20% 27% 28% demographic breakdown 11

Myspace sold Myspace Never heard of 50% 44% 55% 44% 41% 55% 53% 56% (alphabetical order) © Harris Interactive Harris © © Harris Interactive alllist time Awarenessbuzz (base size >1,000) Apple iCloud announcediCloudApple 3D Blu Samsung iPhone 4 Call of Star Skypeon Spotify Xbox Kinect Sky 3D Channel The paywall Times Google OS Chrome Android Kindle Google+ Smart TV BBC News websiteredesign screensDigital display Bing iPhone4 Windows 7 Mobile iPad Firefox 4 launched BT Vision iPhone secretly Nintendo3DS Microsoft iPad Murdoch’s BSkyB bid IE9 launched Twitter Freeview HD DAB Radio 3D TV sets Charlienewsin Sheen Golden Globes PS3 accounts Murdoch questioning London 2012 ticketsissued Final HarryPotter Brits Baftas Oscars Phone hacking

Wars on Blu

Duty:

ray players warn/super -

based tabletdevices based receptionissue

Galaxy Tab Facebook

buy Skype buy

Black OpsBlack game

hacked

tracking

- ray

injuncts

Mid Launch/

11/10 10/09 06/11 02/11 06/10 05/11 06/11 02/09 11/10 10/10 06/10 06/10 06/11 07/10 06/09 06/10 11/10 06/10 03/11 04/11 03/11 05/11 03/11 06/10 03/11 06/11 01/10 03/11 04/11 07/11 06/11 07/11 06/11 news 12/06 date 2010 2009 2010 1999 1944 1982 1954 1929 NYR NYR - 2010

7/10 07/10 & 05/11 07/10 & 02/11 07/10 & 11/10 08/10 & 07/10 & 02/11 Fieldwork

05/11 05/11 05/11 04/11 02/11 05/11 06/11 04/11 02/11 05/11 07/11 07/11 07/11 02/11 02/11 02/11 07/11 06/11 08/10 04/11 07/10 11/10 05/11 07/11 08/10 07/10 02/11 11/10 07/11 04/11 08/10 08/10 08/10 08/10 07/10 11/10 07/10 08/10 date

& 2+6/11 11/10

36% 36% 37% 44% 63% 34% 34% 38% 53% somewhat somewhat % % Atleast familiar (+11% pts) (+20% pts) (+21% pts) (+27% pts) (+2% pts) (+4% pts) (+3% 33% 34% 34% 35% 35% 36% 39% 39% 39% 40% 41% 41% 42% 43% 44% 44% 46% 46% 47% 50% 54% 56% 57% 58% 58% 64% 64% 68% 74% 74% 79% 81% 82% 84% 85% 87% 89%

pts)

Please Net Dell Streak YouView VirginGaming UK Qriocity Google Google Buzz World of game Homefront video Warner on Facebook films HTC Flyer tablet Sony Move Fallout: New "Newport" Jay Crysis 2 game Motorola Xoom TV Apple SamsungGalaxy ‘The Daily’ iPad newspaper Google TV UK Radioplayer “.xxx” sex(18+) domain Steamservice) (gaming Fablegame III video Playstation Vita Portal 2 video Amazon Cloud Player Vevo Halo: Reach game Blinkboxlaunched Myspace sold for £35M HTC/Apple LA Noire videogame Sony Sonic 20 Hedgehogtheyears Nokia E7 smartphone Orange HP U’ ‘Wii Nintendounveil Nokia/MS Google Google musiclaunchCloud BlackBerry 3D Wimbledon TouchPad HuffPo neutrality

Ericsson consider launch/fieldwork dates to place results into proper context launched

One Pass One launchChromebooks /

streaming servicestreaming

Warcraft B’card

partnership

launched

PlayBook

dispute

Vegas game

Xperia game -

“Quick Tap” spoof spoof

free

Play

Launch/ NYR not= yet released at time of fieldwork

09/10 news 06/10 07/10 07/11 03/11 02/11 02/10 06/11 03/11 03/11 06/11 09/10 10/10 08/10 03/11 02/11 09/10 04/10 03/11 04/11 06/11 06/11 03/11 12/09 06/11 05/11 06/11 04/11 02/11 06/11 07/11 06/11 02/11 05/11 05/11 06/11 07/11 10/10 date 2002 2008 1991 NYR NYR NYR NYR This edition’s items are highlighted green n/a

02/11 & 11/10 & 06/11 7/10 & 11/10 7/10 & 11/10 Fieldwork 11/10 07/10 11/10 08/10 07/11 04/11 04/11 08/10 07/11 04/11 04/11 06/11 11/10 08/10 04/11 11/10 08/10 02/11 04/11 04/11 08/10 06/11 06/11 06/11 04/11 05/11 11/10 05/11 07/11 07/11 06/11 04/11 07/11 05/11 06/11 07/11 06/11 04/11 05/11 05/11 07/11 date

06/11

32% 32% ( 22 19 20% somewhat somewhat % % Atleast % % familiar

(+5% pts) (+2% +15% pts) 10% 11% 13% 13% 15% 15% 16% 16% 17% 18% 19% 19% 20% 20% 20% 21% 21% 21% 22% 22% 22% 22% 22% 22% 24% 25% 25% 25% 26% 26% 26% 27% 28% 30% 30% 31% 31% 32% 32% 32% 35% (+5% pts)

pts)

Metric 2 of 3 Discussion buzz Discussion buzz Among those at least somewhat aware of each Commentary Have/will discuss a great deal No surprise to see substantial Have/will discuss a little proportions of people talking Have not discussed this at all and probably won't about phone hacking, with the It would never occur to me to discuss this final Harry Potter film not far behind Phone hacking (1,044) 28% 46% 19% 7% Among those “in the know”, the 24% 43% 24% 10% British public is discussing the Final Harry Potter (956) phone hacking saga a great deal. Murdoch questioning (934) 22% 41% 29% 9% The release of the London 2012 tickets and the final Harry Potter London 2012 tickets (941) 16% 42% 29% 13% film are being discussed widely. Google+ (501) 12% 33% 40% 16% Overleaf we show the same data again, but this time taking into HP TouchPad (364) 11% 31% 41% 17% account those unfamiliar with these topics. World of Warcraft free (192) 8% 28% 48% 17% HTC/Apple dispute (338) 9% 27% 46% 18% Skype on Facebook (444) 7% 28% 47% 18%

Sonic the Hedgehog 20 (320) 7% 25% 43% 25%

3D Wimbledon (451) 7% 24% 43% 26% UK HuffPo launched (200) 8% 20% 51% 22% Myspace sold for £35m (335) 5% 21% 50% 24% © Harris Interactive Harris © bases shown in parentheses

14 14 Discussion buzz Among all respondents, including unfamiliar Have/will discuss a great deal Commentary Have/will discuss a little Here is the same data on Have not discussed this at all and probably won't discussion buzz, but this time it It would never occur to me to discuss this also includes the base of Unfamiliar (not asked about discussion level) unfamiliar consumers to provide a total market view Phone hacking stories and Harry Phone hacking 25% 41% 17% 6% 11% Potter remain at the top of the list Final Harry Potter 20% 35% 19% 8% 18% because so many people are aware of these items. London Murdoch questioning 18% 32% 23% 7% 21% 2012 tickets have also generated a great deal of discussion buzz. London 2012 tickets 13% 34% 23% 11% 19% Just under 1 in 5 of the total 5% 14% 16% 6% 59% Google+ general public have been HP TouchPad 3% 10% 13% 5% 69% discussing Google+. Again, a solid platform from which to grow (and Skype on Facebook 3% 10% 17% 7% 64% the level is around 3 in 10 for the under 35s). 3D Wimbledon 3% 8% 15% 9% 65%

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% 1%3% 7% 3% 85%

15 15 Total Male Fem 16-24 25-34 35-44 45-54 55-64 Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,144 569 575 185 266 262 223 208 Base size 1,144 569 575 185 266 262 223 208

Discuss great deal 13% 14% 12% 22% 9% 12% 9% 15% Discuss great deal 18% 20% 15% 13% 14% 17% 20% 25%

Discuss a little 34% 34% 35% 27% 38% 36% 34% 33% Discuss a little 32% 33% 31% 21% 31% 37% 35% 36% Have not / won’t 23% 23% 23% 22% 23% 27% 24% 18% Have not / won’t 23% 22% 23% 19% 29% 24% 23% 16%

Would never occur 11% 8% 13% 7% 10% 10% 13% 13% Would never occur 7% 8% 6% 6% 5% 9% 7% 6% Murdoch

2012 tickets 2012 Unfamiliar 19% 21% 18% 23% 20% 15% 20% 21% Unfamiliar 21% 17% 24% 42% 21% 14% 14% 17%

Discuss great deal 3% 4% 1% 6% 5% 1% <1% 1% Discuss great deal 25% 27% 23% 22% 24% 20% 28% 31% Discuss a little 8% 9% 8% 9% 13% 7% 5% 6% Discuss a little 41% 38% 45% 25% 47% 50% 42% 38% Have not / won’t 15% 20% 10% 18% 16% 14% 15% 14% Have not / won’t 17% 18% 15% 23% 15% 19% 13% 16%

Wimbledon Would never occur 9% 12% 7% 9% 9% 9% 12% 8% Would never occur 6% 7% 6% 8% 4% 6% 7% 8%

Phone hack Phone

3D Unfamiliar 65% 55% 75% 58% 58% 69% 68% 71% Unfamiliar 11% 10% 11% 23% 11% 6% 10% 7%

Discuss great deal 5% 7% 2% 15% 7% 2% 1% <1% Discuss great deal 2% 3% 1% 7% 3% 1% <1% 1%

Discuss a little 14% 14% 13% 15% 23% 13% 8% 6% Discuss a little 7% 10% 4% 7% 17% 3% 4% 3% Have not / won’t 16% 17% 16% 26% 14% 13% 18% 14% Have not / won’t 12% 13% 11% 14% 15% 15% 12% 3%

Google+ Would never occur 6% 6% 7% 9% 5% 4% 9% 7% Would never occur 7% 6% 8% 7% 7% 7% 7% 5%

Unfamiliar 59% 57% 61% 36% 52% 68% 64% 73% yrs 20 Sonic Unfamiliar 72% 67% 77% 66% 58% 74% 76% 88%

Discuss great deal 20% 17% 23% 39% 13% 26% 13% 11% Discuss great deal 3% 4% 2% 10% 2% 1% <1% 1%

Discuss a little 35% 31% 39% 27% 42% 31% 42% 32% Discuss a little 10% 12% 8% 13% 12% 10% 9% 6% Potter Have not / won’t 19% 23% 16% 18% 22% 21% 15% 20% Have not / won’t 17% 19% 15% 23% 20% 17% 16% 11%

Would never occur 8% 9% 7% 4% 9% 7% 9% 11% Would never occur 7% 7% 6% 6% 6% 8% 6% 8% Skype on FB on Skype

Harry Unfamiliar 18% 20% 15% 13% 14% 15% 22% 26% Unfamiliar 64% 58% 69% 48% 61% 64% 69% 75%

Discuss great deal 3% 4% 2% 9% 5% 2% 2% 1% Discuss great deal 1% 2% 1% 5% 1% <1% 1% 0%

Discuss a little 10% 12% 8% 16% 10% 10% 6% 7% Discuss a little 5% 6% 4% 5% 9% 6% 1% 2% free Have not / won’t 13% 16% 10% 12% 18% 15% 11% 8% Have not / won’t 8% 11% 6% 18% 11% 8% 4% <1%

TouchPad Would never occur 5% 4% 7% 10% 3% 5% 5% 5% Would never occur 3% 4% 2% 2% 3% 3% 4% 1% WoW

HP Unfamiliar 69% 65% 73% 53% 65% 69% 76% 81% Unfamiliar 83% 77% 89% 70% 76% 83% 90% 97%

Discuss great deal 2% 4% <1% 9% 3% 1% <1% 0% Discuss great deal 1% 2% <1% 5% 2% <1% 0% 0% Discuss a little 7% 9% 6% 13% 10% 4% 4% 5% Discuss a little 3% 4% 2% 5% 7% 1% 2% 1%

Have not / won’t 12% 17% 8% 13% 14% 10% 14% 9% Have not / won’t 7% 10% 5% 8% 8% 8% 7% 5% HuffPo

Would never occur 5% 6% 3% 6% 5% 3% 6% 5% Would never occur 3% 4% 3% 4% 3% 3% 4% 2% UK UK

HTC/Apple Unfamiliar 74% 64% 83% 59% 68% 82% 76% 81% 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% Discussion buzz Have not / won’t 13% 17% 10% 17% 15% 14% 12% 7% Would never occur 6% 6% 7% 4% 6% 9% 5% 7% demographic breakdown 16

Myspace sold Myspace Unfamiliar 74% 69% 79% 67% 66% 74% 80% 84% (alphabetical order) © Harris Interactive Harris © © Harris Interactive alllist time Discussion buzz (base size >1,000) Portal Portal 2 video LA Noiregame video Google+ Nokia / partnershipMS Sony Ericsson Google launchChromebooks SamsungGalaxy Tab Orange BT Vision BlackBerry PlayBook U’ ‘Wii Nintendounveil Star Wars Call of Sky 3D Channel Smart TV Firefox 4 launched iCloudApple Android Windows 7 for Mobile Spotify Xbox Kinect iPhone 4 iPhone4 Kindle Microsoft Murdoch’s IE9 iPhone secretlytracking DAB Radio Golden Globes Nintendo3DS Charlie Twitter/super iPad Freeview HD iPad 2 3D TV sets PS3 accounts Baftas Brits Oscars London 2012 ticketsissued Murdoch questioning Final Harry Phone hacking

launched

Duty: eBook eBook

Sheen in newsSheenin / -

based tabletdevices based reception

B’card

films on Blu films buy Skype buy

BSkyB Potter

Black OpsBlack game

hacked

- Xperia game

injunctions

“Quick Tap”

bid

issue

Play

- ray

Launch/

11/10 10/09 06/11 06/11 06/11 02/11 04/11 05/11 11/10 06/11 06/11 06/11 05/11 03/11 06/11 06/10 11/10 02/09 11/10 06/10 06/10 05/11 06/10 03/11 04/11 03/11 03/11 06/11 06/10 03/11 01/10 04/11 06/11 07/11 07/11 06/11 news 12/06 date 2010 1999 1944 2010 1947 1977 1929 NYR NYR

7/10 &2+6/11 07/10 & 05/11 02/11 & 06/11 11/10 & 06/11 07/10 & 02/11 8/10 & 7/10 & 11/10 Fieldwork Fieldwork

11/10 05/11 02/11 05/11 05/11 02/11 04/11 06/11 04/11 05/11 02/11 02/11 02/11 07/11 07/11 07/11 07/11 06/11 06/11 07/11 04/11 04/11 05/11 06/11 06/11 05/11 11/10 04/11 05/11 06/11 02/11 02/11 07/10 08/10 11/10 08/10 07/10 07/10 date 11/10

% % Havewill or 24% 24% 42% 19% 19% 22% 31% 24 % discuss this discuss 18% 18% 24%

(+13% pts) (+15% pts) (+9% (+4% pts) (+5% pts) 17% 17% 18% 18% 18% 18% 18% 19% 19% 20% 22% 23% 23% 21% 24% 24% 24% 25% 26% 27% 27% 28% 30% 31% 32% 32% 34% 38% 39% 43% 46% 47% 47% 47% 50% 55% 66% ( (+8 pts) (+13%) - 1% 1% pt)

pts)

Please consider launch/fieldwork dates to place results into proper context mflow VirginGaming UK Google Buzz Dell Streak World of Myspace sold for £35M Net YouView SamsungGalaxy Steamservice) (gaming "Newport" Jay Sonic theHedgehog20 years Google TV Qriocity Google Pass One HTC/Appledispute 3D Wimbledon Fallout: New Vegas TV Apple screensDigital display HTC Flyertablet newspaper‘The Daily’ digital XXX sexdomain Sony Move Bing Warner on Facebook films UK Radioplayer Homefront Skype HP Motorola Halo: Reach game video Vevo Blinkbox Fablegame III video 3D Blu BBC News websiteredesign Amazon Cloud Player Playstation showcasedVita Crysis 2 video The paywall Times Google OS Chrome Nokia E7 smartphone Google launchcloud music TouchPad HuffPo neutrality

on - ray players

streaming

Warcraft

Facebook Xoom

launched

video game video

- game

spoof

free

service

Summer ’10 This edition’s items are highlighted in green Launch/ NYR not= yet released at time of fieldwork

09/10 news 11/09 07/10 07/11 02/10 06/10 06/11 06/11 04/10 08/10 03/11 02/11 05/11 07/11 10/10 09/10 06/11 04/11 09/10 06/09 03/11 03/11 03/11 06/11 07/11 02/11 12/09 06/11 07/10 03/11 03/11 06/10 02/11 05/11 10/10 date 2002 1991 2009 2008 NYR NYR NYR NYR NYR n/a

02/11 & 06/11 7/10 & 11/10 7/10 & 11/10 Fieldwork Fieldwork 07/10 08/10 07/11 08/10 07/10 07/11 07/11 11/10 11/10 08/10 08/10 08/10 07/11 04/11 04/11 07/11 07/11 11/10 11/10 08/10 06/11 02/11 04/11 08/10 04/11 04/11 04/11 07/11 07/11 11/10 05/11 05/11 06/11 08/10 08/10 04/11 06/11 04/11 08/10 07/10 05/11 05/11 date

% % Havewill or 13% 10% 10% 13% 13% discuss this discuss

(+3% pts)

10% 10% 10% 11% 11% 11% 11% 11% 12% 12% 13% 13% 13% 13% 13% 13% 14% 14% 14% 14% 15% 15% 15% 15% 16% 16% 17% 17% 17% (+1% pt) (+5% pts) 4% 4% 4% 5% 6% 6% 7% 7% 8% 8% 9% 9% 9%

Metric 3 of 3 Excitement buzz Excitement buzz Among those at least somewhat aware of each Commentary Very excited Somewhat excited Among those “in the know”, the release of the final Harry Potter Not at all excited film is at the top of our list for Couldn't care less excitement (indeed it tops our base shown in parentheses all-time list as well) 22% 28% 30% 21% Final Harry Potter (956) We see some significant HP TouchPad (364) 7% 30% 39% 25% movements in the order of items measured on our list, though Murdoch questioning (934) 8% 26% 42% 24% there is little to separate many of them for excitement buzz (with Sonic the Hedgehog 20 (320) 6% 26% 44% 24% the exception of Harry Potter). UK HuffPo launched (200) 7% 25% 37% 31% The extremely large base of Harry fans and the high 8% 23% 45% 25% Google+ (501) expectations for the final film London 2012 tickets (941) 7% 21% 40% 32% explain the high level of excitement among the general 3D Wimbledon (451) 5% 22% 41% 32% public. On page 22 you can see the film sitting at the top of our World of Warcraft free (192) 7% 19% 42% 33% all-time list. Skype on Facebook (444) 5% 20% 45% 30% The latest tablet launch, the HP TouchPad, tops our list of other Myspace sold for £35m (335) 4% 10% 38% 48% items among those in-the-know. Phone hacking (1,044) n/a (excitement not asked)

HTC/Apple dispute (338) n/a (excitement not asked) © Harris Interactive Harris ©

19 19 Excitement buzz Among all respondents, including unfamiliar Very excited Somewhat excited Not at all excited Commentary Couldn't care less Looking at the same data Unfamiliar (not asked about excitement level) including those unaware we still see the Harry Potter film ahead Base: all respondents (1,144) of any other item measured Final Harry Potter 18% 23% 24% 17% 18% The questioning of the Murdochs Murdoch questioning 7% 21% 33% 19% 21% and the London 2012 ticket issue follow behind. London 2012 tickets 6% 17% 32% 26% 19% See overleaf for a full breakdown Google+ 3% 10% 18% 10% 59% by demographics and how these compare in our all-time list. HP TouchPad 2% 9% 12% 8% 69%

3D Wimbledon 2% 8% 15% 11% 65% Skype on Facebook 2% 7% 16% 11% 64% Sonic the Hedgehog is 20 2% 7% 12% 7% 72% UK HuffPo launched 1%4% 5% 4% 85% 1%3% 7% 6% 83%

World of Warcraft free Myspace sold for £35m 1%3% 10% 12% 74% Phone hacking n/a (excitement not asked)

20 20 Total Male Fem 16-24 25-34 35-44 45-54 55-64 Total Male Fem 16-24 25-34 35-44 45-54 55-64 Base size 1,144 569 575 185 266 262 223 208 Base size 1,144 569 575 185 266 262 223 208

Very excited 6% 6% 5% 8% 8% 5% 6% 3% Very excited 7% 9% 5% 2% 6% 5% 10% 11%

Somewhat excited 17% 17% 17% 25% 19% 13% 15% 11% Somewhat excited 21% 21% 20% 23% 18% 20% 21% 23% Not at all excited 32% 30% 35% 27% 29% 38% 29% 39% Not at all excited 33% 32% 34% 23% 37% 42% 31% 29%

Couldn’t care less 26% 27% 25% 18% 25% 29% 31% 26% Couldn’t care less 19% 21% 17% 10% 18% 21% 25% 22% Murdoch

2012 tickets 2012 Unfamiliar 19% 21% 18% 23% 20% 15% 20% 21% Unfamiliar 21% 17% 24% 42% 21% 14% 14% 17%

Very excited 2% 3% 1% 5% 3% 1% - <1% Very excited Somewhat excited 8% 10% 5% 14% 8% 7% 6% 5% Somewhat excited Not at all excited 15% 17% 12% 15% 19% 13% 11% 14% Not at all excited n/a (excitement not asked)

Wimbledon Couldn’t care less 11% 15% 8% 9% 13% 10% 14% 10% Couldn’t care less

Phone hack Phone

3D Unfamiliar 65% 55% 75% 58% 58% 69% 68% 71% Unfamiliar

Very excited 3% 5% 2% 9% 4% 1% 1% - Very excited 2% 2% 1% 2% 4% 1% 2% 1%

Somewhat excited 10% 13% 7% 15% 16% 7% 7% 3% Somewhat excited 7% 10% 5% 14% 14% 5% 4% - Not at all excited 18% 17% 19% 28% 18% 15% 19% 14% Not at all excited 12% 13% 11% 12% 19% 13% 9% 5%

Google+ Couldn’t care less 10% 9% 11% 12% 10% 9% 9% 11% Couldn’t care less 7% 8% 6% 6% 5% 7% 9% 6%

Unfamiliar 59% 57% 61% 36% 52% 68% 64% 73% yrs 20 Sonic Unfamiliar 72% 67% 77% 66% 58% 74% 76% 88%

Very excited 18% 15% 21% 33% 15% 23% 13% 7% Very excited 2% 3% 1% 5% 4% 1% - <1% Somewhat excited 23% 21% 25% 22% 21% 24% 24% 22% Somewhat excited 7% 9% 6% 13% 6% 7% 8% 4% Not at all excited 24% 26% 23% 24% 25% 19% 27% 27% Not at all excited 16% 19% 13% 22% 18% 17% 11% 14%

Couldn’t care less 17% 19% 16% 8% 24% 19% 14% 18% Couldn’t care less 11% 11% 11% 12% 11% 12% 12% 8% Skype on FB on Skype

Harry Potter Harry Unfamiliar 18% 20% 15% 13% 14% 15% 22% 26% Unfamiliar 64% 58% 69% 48% 61% 64% 69% 75%

Very excited 2% 3% 1% 4% 3% 1% <1% 3% Very excited 1% 2% 1% 2% 4% <1% - -

Somewhat excited 9% 12% 6% 16% 10% 11% 8% 2% Somewhat excited 3% 5% 2% 8% 3% 2% 4% 1% free Not at all excited 12% 14% 11% 16% 15% 11% 8% 11% Not at all excited 7% 10% 5% 12% 13% 7% 1% 2%

TouchPad Couldn’t care less 8% 7% 9% 11% 8% 8% 8% 4% Couldn’t care less 6% 7% 4% 9% 5% 8% 6% 1% WoW

HP Unfamiliar 69% 65% 73% 53% 65% 69% 76% 81% Unfamiliar 83% 77% 89% 70% 76% 83% 90% 97%

Very excited Very excited 1% 2% <1% 3% 3% <1% - - Somewhat excited Somewhat excited 4% 5% 2% 4% 4% 4% 5% 2%

Not at all excited n/a (excitement not asked) Not at all excited 5% 7% 3% 10% 8% 4% 3% 2% HuffPo

Couldn’t care less Couldn’t care less 4% 6% 3% 5% 4% 4% 5% 4% UK UK

HTC/Apple Unfamiliar Unfamiliar 85% 80% 91% 78% 81% 88% 87% 92%

Very excited 1% 2% <1% 3% 2% <1% - - Somewhat excited 3% 4% 1% 6% 3% 2% 3% <1% Excitement buzz Not at all excited 10% 12% 8% 16% 14% 8% 5% 8% Couldn’t care less 12% 14% 11% 8% 16% 16% 12% 8% demographic breakdown 21

Myspace sold Myspace Unfamiliar 74% 69% 79% 67% 66% 74% 80% 84% (alphabetical order) © Harris Interactive Harris © © Harris Interactive All listtime Excitement buzz (base size >1,000) Crysis Amazon Vevo Orange Playstation showcasedVita Fablegame III video Nokia/MS Blinkbox Portal 2 video LA Noiregame video SamsungGalaxy Tab BlackBerry PlayBook Nintendoshowcase 3D Blu Sony Nokia E7 smartphone Google launchcloud music announcediCloudApple Google launchChromebooks Kindle Microsoft Skype buy Call of Windows 7 for Mobile Spotify iPhone 4 Sky 3D Channel Star on BluWars films Android Xbox Kinect Golden Globes Smart IE9 launched London 2012 ticketsissued Nintendo3DS Firefox DAB Radio iPad Murdoch questioning iPad 3D Freeview HD Brits Baftas Oscars Final HarryPotter

TV TV sets

Ericsson XperiaPlay

2 - TV

Duty: eBook eBook

ray players

4 launched / - video game video

Cloud Player based tabletdevices based

B’card

partnership

Black OpsBlack game

game

“Quick Tap”

‘Wii U’

- ray

Summer ’10 Launch/

10/09 11/10 news 11/10 02/09 06/10 05/11 06/10 11/10 03/11 06/11 03/11 03/11 06/10 07/11 03/11 01/10 07/11 03/11 03/11 12/09 06/11 06/11 02/11 06/11 06/11 11/10 06/11 06/11 04/11 02/11 05/11 06/11 05/11 05/11 date 2008 1944 2010 1999 2010 1977 1947 1929 NYR NYR NYR NYR

07/10 & 02/11 7/10 &2+6/11 07/10 & 05/11 02/11 & 06/11 11/10 & 06/11 7/10 & 11/10 8/10 & Fieldwork Fieldwork

02/11 07/10 05/11 02/11 02/11 04/11 05/11 07/11 05/11 07/11 04/11 02/11 02/11 02/11 07/11 04/11 04/11 05/11 06/11 06/11 06/11 04/11 05/11 06/11 06/11 06/11 08/10 04/11 05/11 05/11 06/11 05/11 11/10 05/11 11/10 08/10 07/10 07/10 date 11/10

20% 20% 22% 16% 16% 16% 16% 20% 20% 29% 22% 22% somewhat somewhat % % least at 20% 20% excited (+11% pts) (+12% pts) (+ 7% (+7% pts) (+7% pts) 13% 14% 14% 14% 14% 14% 15% 15% 16% 16% 16% 17% 17% 17% 17% 17% 18% 19% 19% 20% 20% 20% 21% 22% 22% 22% 22% 23% 24% 24% 27% 29% 30% 30% 31% 32% 41% ( ( - - (+6%) 3% 1%

pts) pts) pt)

Please HTC/Appledispute Phone hacking The paywall Times Net Murdoch’s iPhone4 iPhone secretlytracking PS3 Twitter/super mflow Myspace sold for Word of UK VirginGaming Google Buzz Dell Streak Bing YouView "Newport" Jay SamsungGalaxy Steamservice) (gaming Google Qriocity “. Sonic 20 Hedgehogtheyears Skypeon 3D Wimbledon Google TV Sony Move BBC News websiteredesign Fallout: New TV Apple screensDigital display newspaper‘The Daily’ digital Warner HTC Flyer Homefront video Charlie UK Google OS Chrome Motorola HP Google+ BT Vision Halo: Reach game video xxx” sex (18+) domain TouchPad HuffPo Radioplayer

neutrality accounts hacked

consider launch/fieldwork dates to place results into proper context

Sheen in newsSheenin One Pass One films on Facebook films

streaming servicestreaming reception Warcraft

Facebook

Xoom

launched

BSkyB

Vegas game

injunctions

spoof

£35M

game bid free

issue

This edition’s items are highlighted in green Launch/ NYR not= yet released at time of fieldwork

09/10 news 05/11 06/11 06/10 06/10 06/10 04/11 04/11 05/11 11/09 06/11 06/11 07/11 07/10 02/10 06/10 06/09 08/10 04/10 02/11 03/11 04/11 06/11 06/11 07/11 09/10 07/10 10/10 09/10 03/11 06/11 03/11 03/11 07/11 06/11 10/10 12/06 date 2002 2009 NYR NYR NYR NYR NYR NYR n/a

7/10 & 11/10 7/10 & 11/10 Fieldwork Fieldwork

07/11 07/11 08/10 11/10 02/11 08/10 05/11 05/11 06/11 07/10 07/11 07/11 07/11 08/10 08/10 07/10 08/10 11/10 08/10 08/10 08/10 04/11 04/11 04/11 07/11 07/11 07/11 08/10 11/10 11/10 08/10 02/11 04/11 06/11 04/11 04/11 04/11 07/10 02/11 07/11 07/11 11/10 11/10 date

10% 10% 10% 10% 12% somewhat somewhat % % least at excited (+3% pts) 10% 11% 11% 11% 11% 11% 11% 12% 12% 12% 12% 12% 13% 13% 13% (+1% pt) (+1% pt) n/a n/a n/a n/a n/a n/a n/a n/a n/a 3% 4% 4% 5% 5% 5% 6% 7% 8% 8% 9% 9% 9% 9% 9% 9% 9% 9%

Harris Brand Buzz Harris Brand Buzz commentary % ahead of the game Base: all respondents (1,144) BT and BSkyB top our list of brand buzz in this edition See overleaf for a full ranking of all brands measured to date

20% 20% 18% 17% 16% 13% 13% 11% 10% 8% 7% 6% 6%

(asked as BSkyB)

24 24 Please take into consideration the fieldwork dates to place Harris Brand Buzz results into their proper context all time list This edition’s brands are highlighted in green

(base size >1,000) Fieldwork % ahead of Fieldwork % ahead of for all waves date the game date the game

Amazon 05/11 64% Dell 03/11 27% Twitter 05/11 59% Sony Ericsson 03/11 27% Apple 02/11 55% EA Games 03/11 26% Google 02/11 54% Nokia 02+06/11 22% (-2% pts) YouTube 05/11 51% HP 03/11 22% eBay 05/11 50% Vodafone 06/11 21% Spotify 05/11 46% LOVEFiLM 06/11 21% LG 05/11 45% ITV 02/11 21% Yahoo! 20% Nintendo 03/11 44% 02/11 BT 07/11 20% Xbox 03/11 44% BSkyB 20% Panasonic 05/11 43% 07/11 Channel 4 06/11 19% Microsoft 02/11 43% Orange 02/11 19% Sky 02/11 43% T-Mobile 03/11 19% Facebook 02/11 43% Acer 06/11 18% BlackBerry 42% 03/11 Dave (TV channel) 07/11 18% Canon 05/11 40% Five (Channel 5 TV) 07/11 17% iTunes (by Apple) 06/11 39% The Guardian 07/11 16% Toshiba 05/11 39% Motorola 03/11 14% Disney 05/11 39% 3 (Three) 06/11 13% BBC iPlayer 06/11 38% MSN 07/11 13% Olympus 05/11 38% Daily Mail 07/11 13% Android 37% 02/11 LinkedIn 07/11 11% Epson 05/11 33% The Sun 07/11 10% Skype 33% 03/11 Asus 06/11 9% Samsung 32% 03/11 HMV 06/11 9% Sony 03+06/11 31% (-7% pts) Blockbuster 06/11 9% HTC 02/11 29% Bing 07/11 8% Playstation 03+06/11 28% (-9% pts) News International 07/11 7% BBC 02/11 28% AOL 07/11 6% O2 02/11 28% Myspace 05+07/11 6% (-24% pts)

30% 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 6% comparisons with Facebook

% ahead of the game

May-11 Jul-11

26 contact us Steve Evans Technology & Entertainment [email protected] 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