Buzz Report #36 January 2014 Fieldwork Our Contact Details Steve Evans – Entertainment & Technology [email protected] 07849 172341
Total Page：16
File Type：pdf, Size：1020Kb
contact Steve Evans technology & entertainment [email protected] +44 (0)7849 172 341 Buzz Report #36 January 2014 fieldwork our contact details Steve Evans – entertainment & technology [email protected] 07849 172341 Lee Langford – technology & telecoms [email protected] 07966 339606 Denholm Scotford – business development [email protected] 07989 388164 Pete Cooke – sector head [email protected] 07989 387093 http://www.harrisinteractive.com/uk/ about us 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 youth and kids research employee research global omnibus research state-of-the-art qualitative techniques if you like Buzz, you may like... SocialLife is Harris Interactive’s quarterly survey of UK social media use. We track interaction with 20+ social media sites ranging from the more established Facebook and Twitter to relative newcomers like Vine and Snapchat among a large, representative sample of online UK consumers. Additionally, we investigate topical social media issues and measure how effectively some of the nation’s best loved brands are leveraging social media to engage with consumers. Contact us to find out how your business can benefit from SocialLife. [email protected] +44 (0)7966 339 606 4 what is “Buzz”? each month, we find out the “buzz” of a dozen or so recent or in this report, we look at: upcoming releases/products for 12 Years a Slave movie technology, telecoms, media and Abbey Clancy wins Strictly Come Dancing 2013 entertainment American Hustle movie we find out 3 key buzz metrics Andy Murray wins BBC Sports Personality of the Year per news item/release/product: Beyoncé unexpectedly releases her 5th studio album, 1. level of awareness & ‘Beyoncé’ 1 familiarity Matt Smith makes final appearance in Doctor Who Christmas Day special 2.2 degree to which it generates Mrs Brown’s Boys tops Christmas Day TV ratings discussion among peers Samsung reveal a “Smart Home” service to control home 3. degree of excitement it appliances with a smartphone or watch 3 generates The Secret Life of Walter Mitty movie Series 2 of Lilyhammer premieres on Netflix Sherlock Series 3 returns to BBC1 Snapchat hack hits 4.6 million users The Harris Buzz study results disclosed in this report may not be used for advertising, marketing, or promotional X Factor winner Sam Bailey gets the Christmas Number 1 purposes without the prior written consent of Harris Interactive. Products and brand names are trademarks or registered trademarks of their respective owners. methodology . robust quantitative method demographic unweighted base . conducted via the Harris PollTM total 2,102 Online Omnibus (see more) all males 1,041 all females 1,061 . 2,102 GB respondents this edition 16-24 year olds 314 . fieldwork 7 – 13 January 2014 25-34 year olds 431 35-44 year olds 510 . data weighted to be representative 45-54 year olds 441 of GB national demographics aged 55-64 year olds 406 16-64 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 2 important things to note 1. we gave no further information or images to respondents, we just showed them the text list as shown at the beginning 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 launch/news dates 12 Years a Slave movie Released 10/01/14 read more Abbey Clancy wins Strictly Come Dancing 2013 Won 21/12/13 read more American Hustle movie Released 20/12/13 read more Andy Murray wins BBC Sports Personality of the Year 2013 Won 15/12/13 read more Beyoncé unexpectedly releases her 5th studio album, ‘Beyoncé’ Released 13/12/13 read more Matt Smith makes final appearance in Doctor Who Christmas Day special Aired 25/12/13 read more Mrs Brown’s Boys tops Christmas Day TV ratings News 26/12/13 read more Samsung reveal “Smart Home” service to control home appliances with smartphone/watch News 05/01/14 read more The Secret Life of Walter Mitty movie Released 26/12/13 read more Series 2 of Lilyhammer premieres on Netflix News 25/11/13 read more Sherlock Series 3 returns to BBC1 Aired 01/01/14 read more Snapchat hack hits 4.6 million users News 01/01/14 read more X Factor winner Sam Bailey gets the Christmas Number 1 News 22/12/13 read more awareness buzz extremely familiar very familiar somewhat familiar know name only never heard of Murray Sports Personality 19% 20% 28% 17% 17% Five BBC stories top our awareness poll this month, Matt Smith's last Dr Who 22% 15% 21% 20% 23% with Andy Murray winning, Sherlock Series 3 on BBC1 21% 16% 22% 22% 19% Dr Who bowing out and Sherlock returning all Mrs Brown's Boys ratings 16% 14% 22% 23% 24% making our top 3 Abbey Clancy Strictly win 16% 13% 20% 23% 29% Andy Murray’s win tops the list, but its awareness is marginally lower X-Factor Sam Bailey #1 14% 14% 20% 22% 30% than Sir Bradley Wiggins’ award last 12 Years a Slave movie 7% 11% 26% 24% 32% year (see all-time list later in this report). Secret Life of Walter Mitty movie 6% 11% 27% 32% 25% The much anticipated return of American Hustle movie 5% 8% 18% 29% 40% Sherlock to BBC1 gets high awareness and, as we will see later, Beyoncé album 5% 8% 16% 25% 47% has excited many of us. Samsung Smart Home 3%6% 15% 23% 53% British film and Oscar contender, 12 Years a Slave, edges out the two Snapchat hack hits 4.6m users 3%4% 10% 14% 70% other movies we tested in this edition. Lilyhammer S02 on Netflix 2%3% 6% 11% 79% base: all GB 16-64 (2,102) © Harris Interactive Harris © 1010 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 2,102 1,041 1,061 314 431 510 441 406 base size 2,102 1,041 1,061 314 431 510 441 406 Extremely familiar 7% 8% 6% 10% 9% 4% 8% 5% Extremely familiar 19% 22% 15% 14% 23% 12% 20% 23% Very familiar 11% 12% 10% 10% 16% 10% 10% 10% win Very familiar 20% 23% 18% 16% 17% 20% 23% 23% Somewhat familiar 26% 29% 22% 26% 20% 27% 26% 29% Somewhat familiar 28% 28% 29% 23% 26% 30% 28% 32% Just know name 24% 25% 24% 23% 19% 25% 28% 27% Just know name 17% 14% 20% 20% 16% 15% 21% 12% Murray 12 Yrs a Slave Never heard of 32% 27% 37% 32% 36% 34% 29% 30% Never heard of 17% 14% 19% 26% 18% 23% 9% 9% Extremely familiar 16% 13% 19% 9% 12% 14% 19% 24% Extremely familiar 3% 4% 2% 3% 8% 1% 2% 1% Very familiar 13% 12% 13% 10% 12% 12% 15% 14% Very familiar 6% 6% 5% 11% 8% 5% 3% 3% Smart Strictly Somewhat familiar 20% 20% 21% 19% 21% 23% 18% 20% Somewhat familiar 15% 20% 11% 17% 17% 15% 15% 14% Just know name 23% 23% 22% 27% 22% 20% 27% 20% Just know name 23% 26% 21% 29% 20% 19% 22% 30% Abbey Never heard of 29% 32% 25% 35% 34% 32% 21% 22% Samsung Never heard of 53% 45% 61% 40% 47% 59% 59% 53% Extremely familiar 5% 6% 4% 12% 8% 2% 4% 2% Extremely familiar 6% 6% 6% 10% 8% 3% 5% 3% Hstle Very familiar 8% 11% 6% 13% 13% 8% 6% 3% Very familiar 11% 12% 10% 12% 15% 12% 11% 6% Life Life of... Somewhat familiar 18% 22% 14% 16% 20% 24% 15% 12% Somewhat familiar 27% 29% 24% 26% 25% 28% 26% 27% Just know name 29% 29% 29% 29% 25% 26% 33% 32% Just know name 32% 31% 32% 21% 22% 32% 40% 41% Secret American Never heard of 40% 32% 47% 31% 34% 39% 43% 51% Never heard of 25% 22% 29% 31% 30% 25% 19% 23% Extremely familiar 5% 4% 5% 13% 9% 2% 2% 1% Extremely familiar 21% 22% 21% 26% 22% 17% 24% 19% S03 Very familiar 8% 8% 8% 16% 10% 8% 5% 1% Very familiar 16% 17% 14% 13% 13% 17% 14% 20% album Somewhat familiar 16% 17% 16% 21% 20% 16% 15% 11% Somewhat familiar 22% 23% 22% 17% 19% 22% 21% 30% Just know name 25% 24% 26% 17% 25% 24% 26% 30% Just know name 22% 22% 23% 23% 20% 25% 25% 19% Sherlock Beyoncé Never heard of 47% 47% 47% 33% 36% 50% 54% 57% Never heard of 19% 17% 21% 21% 26% 20% 17% 11% Extremely familiar 2% 2% 1% 2% 6% <1% 1% 0% Extremely familiar 3% 3% 3% 8% 5% 1% 1% <1% S02 hack Very familiar 3% 3% 2% 4% 5% 2% 1% 1% Very familiar 4% 5% 4% 11% 7% 4% 1% 1% Somewhat familiar 6% 9% 4% 8% 12% 6% 4% 2% Somewhat familiar 10% 12% 8% 20% 12% 9% 7% 4% Just know name 11% 12% 9% 13% 12% 11% 9% 9% Just know name 14% 15% 12% 15% 17% 14% 14% 8% Snapchat Lilyhammer Never heard of 79% 74% 84% 74% 66% 80% 86% 88% Never heard of 70% 66% 73% 47% 59% 72% 77% 87% Extremely familiar 22% 22% 21% 29% 20% 21% 24% 18% Extremely familiar 14% 12% 17% 19% 15% 15% 12% 12% #1 Very familiar 15% 16% 14% 14% 13% 16% 14% 19% Very familiar 14% 12% 16% 15% 14% 13% 18% 9% Smith Somewhat familiar 21% 22% 19% 15% 22% 20% 21% 24% Somewhat familiar 20% 20% 20% 18% 26% 20% 18% 19% Factor Just know name 20% 19% 21% 15% 18% 21% 21% 24% - Just know name 22% 22% 22% 22% 20% 24% 23% 21% X Matt Never heard of 23% 21% 24% 27% 28% 23% 20% 16% Never heard of 30% 34% 25% 26% 25% 28% 29% 40% Extremely familiar 16% 14% 18% 11% 15% 15% 16% 21% Very familiar 14% 16% 13% 18% 13% 12% 14% 17% awareness