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Buzz Report Report #26 March 2013 Early March Fieldwork

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Buzz Report Report #26 March 2013 Early March Fieldwork contact Steve Evans technology & entertainment [email protected] +44 (0)7849 172 341 Harris Buzz Report Report #26 March 2013 Early March fieldwork follow us our contact details Steve Evans – entertainment & technology [email protected] 07849 172 341 Lee Langford – technology & telecoms [email protected] 07966 339 606 Denholm Scotford – business development [email protected] 07989 388 164 Pete Cooke – sector head [email protected] 07989 387 093 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 other free reports available from our report on a major report on our series of Brand our Harris Heroes coming soon... connected TV tablets and Buzz reports looking poll of the public’s a major new report download here smartphones, how at consumers’ favourite devices on social networks they are used and a connection with the and entertainment and social media look to the near biggest brands in in 2012 future technology, media, download here download here telecoms and entertainment download here and all prior editions of Harris Buzz can be downloaded here download here 4 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 in this report, we look at: entertainment 2013 Brits music awards we find out 3 key buzz metrics per 2013 Oscars awards news item/release/product: BT agrees to buy ESPN’s UK TV channels to broaden its sports coverage Cloud Atlas movie 1. level of awareness & Crysis 3 video game familiarity Google unveil a touchscreen “Chromebook Pixel” premium laptop 2. degree to which it generates HTC unveil HTC One flagship smartphone discussion among peers One Direction hit number 1 with Comic Relief single “One Way or Another” Samsung unveil new Galaxy Note 8.0 tablet 3. degree of excitement it Sky buys O2’s broadband/fixed line business generates Sony announce PlayStation 4 games console The new Tomb Raider video game Wreck-It Ralph movie The Harris Buzz study results disclosed in this report may not be used for advertising, marketing, or promotional purposes without the prior written consent of Harris Interactive. Products and brand names are trademarks or registered trademarks of their respective owners. 5 methodology . robust quantitative method demographic unweighted base TM . conducted via the Harris Poll total 2,028 Online Omnibus all males 981 . 2,028 UK respondents this edition all females 1,047 16-24 year olds 268 . online fieldwork early March 2013 25-34 year olds 428 . data weighted to be representative 35-44 year olds 492 of UK national demographics aged 45-54 year olds 439 16-64 55-64 year olds 401 metric 1 of 3 awareness buzz how we asked the question 2 important things to note please take a look at this list of technology, 1. we gave no further information or mobile and entertainment topics, new images to respondents, we just products and services. Tell us how familiar showed them the text list as shown you are with each. on Page 5 of this report extremely familiar 2. when considering all Buzz metrics, very familiar one needs to bear in mind that some somewhat familiar products/services have been just know the name and nothing more launched, some earlier than others, never heard of this and some are yet to be launched (see over for more detail) 8 UK launch/news date details 2013 Brits music awards 21 February 2013 read more 2013 Oscars awards 25 February 2013 read more BT agrees to buy ESPN’s UK TV channels to broaden its sports coverage 25 February 2013 read more Cloud Atlas movie 22 February 2013 read more Crysis 3 video game 21 February 2013 read more Google unveil a touchscreen “Chromebook Pixel” premium laptop 21 February 2013 read more HTC unveil HTC One flagship smartphone 19 February 2013 read more One Direction hit number 1 with Comic Relief single “One Way or Another” 17 February 2013 read more Samsung unveil new Galaxy Note 8.0 tablet 24 February 2013 read more Sky buys O2’s broadband/fixed line business 1 March 2013 read more Sony announce PlayStation 4 games console 21 February 2013 read more The new Tomb Raider video game 5 March 2013 read more Wreck-It Ralph movie 8 February 2013 read more awareness buzz extremely familiar very familiar somewhat familiar know name only never heard of 2013 Brits 10% 15% 36% 30% 9% 2013 Oscars 9% 17% 39% 27% 8% The Brits, The Oscars, Wreck-It Ralph and Sony’s announce- 8% 12% 20% 26% 35% Wreck-It Ralph movie ment of its next gen console top Sony announce PlayStation 4 7% 11% 24% 25% 32% our awareness list this month One Direction hit number 1 7% 10% 24% 22% 37% Sony’s announcement of the PlayStation 4 has created relatively New Tomb Raider game 4% 9% 18% 29% 40% high levels of awareness. It created higher awareness than the Wii U Samsung Galaxy Note 8.0 tablet 3% 7% 19% 30% 41% launch (and bear in mind the console isn’t due for release until later this BT buys ESPN TV 3%6% 13% 16% 62% year). And continue reading to see 3%5% 15% 20% 57% high levels of Discussion and Cloud Atlas movie Excitement Buzz among the Great HTC One smartphone 3%5% 12% 20% 60% British public! 3%4% 13% 16% 64% Of the games looked at in this edition, Sky buys O2 businesses the new Tomb Raider has higher Crysis 3 game 3%4% 11% 15% 68% awareness levels than Crysis 3, and it’s already become one of the smash hits Google Chromebook Pixel 2%4% 12% 20% 61% of the gaming year to date. base: all GB 16-64 (2,028) © Harris Interactive 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 2,028 981 1,047 268 428 492 439 401 base size 2,028 981 1,047 268 428 492 439 401 Extremely familiar 10% 9% 12% 17% 16% 8% 6% 6% Extremely familiar 3% 5% 1% 6% 3% 4% 1% 1% Very familiar 15% 14% 16% 19% 20% 16% 16% 7% Very familiar 5% 7% 3% 10% 6% 6% 2% 2% One Somewhat familiar 36% 34% 38% 31% 37% 38% 39% 33% Somewhat familiar 12% 16% 9% 14% 18% 13% 12% 5% Just know name 30% 32% 28% 23% 18% 29% 33% 44% HTC Just know name 20% 22% 18% 27% 18% 18% 20% 18% 2013 Brits 2013 Never heard of 9% 11% 6% 10% 8% 9% 6% 10% Never heard of 60% 51% 69% 44% 54% 60% 64% 74% Extremely familiar 9% 8% 10% 13% 11% 8% 8% 8% Extremely familiar 7% 5% 9% 14% 11% 7% 4% 3% Very familiar 17% 16% 17% 18% 17% 17% 16% 15% Very familiar 10% 9% 11% 16% 16% 9% 7% 5% Somewhat familiar 39% 39% 39% 32% 40% 43% 39% 37% Somewhat familiar 24% 19% 28% 20% 23% 25% 29% 19% Just know name 27% 29% 25% 25% 21% 24% 31% 33% Just know name 22% 24% 21% 23% 21% 22% 23% 24% 2013Oscars Never heard of 8% 8% 9% 12% 10% 7% 6% 7% Direction One Never heard of 37% 43% 31% 28% 30% 37% 38% 49% Extremely familiar 3% 4% 1% 2% 5% 3% 1% 2% Extremely familiar 3% 4% 2% 6% 4% 2% 2% 3% Very familiar 6% 10% 2% 9% 9% 5% 4% 5% Very familiar 4% 5% 2% 7% 6% 3% 1% 3% Somewhat familiar 13% 17% 10% 12% 12% 15% 14% 12% Somewhat familiar 13% 15% 11% 16% 13% 11% 15% 10% Just know name 16% 18% 14% 19% 13% 15% 17% 17% Sky/O2 Just know name 16% 19% 14% 18% 16% 19% 14% 15% BT buys ESPNbuys BT Never heard of 62% 52% 72% 58% 61% 63% 63% 64% Never heard of 64% 57% 70% 53% 61% 66% 68% 68% Extremely familiar 2% 3% 1% 5% 3% 2% 1% 1% Extremely familiar 7% 10% 4% 18% 10% 6% 2% 2% Very familiar 4% 6% 2% 9% 7% 4% 1% 2% Very familiar Pixel 11% 16% 7% 22% 18% 14% 4% 2% PS4 Somewhat familiar 12% 15% 10% 23% 17% 11% 9% 5% Somewhat familiar 24% 27% 21% 26% 27% 28% 24% 16% Just know name 20% 20% 19% 21% 17% 17% 21% 24% Just know name Sony 25% 24% 27% 18% 16% 26% 31% 33% C/book Never heard of 61% 55% 67% 42% 56% 65% 68% 69% Never heard of 32% 23% 41% 15% 29% 27% 40% 47% Extremely familiar 3% 5% 2% 3% 5% 3% 3% 2% Extremely familiar 4% 6% 2% 6% 7% 3% 2% 2% Very familiar 5% 6% 5% 8% 9% 7% 1% 1% Very familiar 9% 11% 6% 18% 12% 9% 7% 1% Atlas Raider Somewhat familiar 15% 16% 13% 14% 22% 15% 12% 9% Somewhat familiar 18% 21% 15% 22% 24% 21% 15% 9% Just know name 20% 21% 20% 22% 16% 22% 21% 21% Just know name 29% 30% 29% 21% 23% 33% 35% 32% Cloud Tomb Never heard of 57% 53% 60% 53% 48% 52% 64% 67% Never heard of 40% 32% 47% 33% 34% 34% 41% 56% Extremely familiar 3% 4% 1% 7% 4% 2% 1% 1% Extremely familiar 8% 9% 7% 18% 10% 8% 3% 2% 3 Very familiar 4% 7% 2% 8% 7% 4% 2% 1% Very familiar 12% 14% 9% 16% 18% 15% 8% 2% It Ralph It Somewhat familiar 11% 15% 7% 23% 15% 11% 6% 1% - Somewhat familiar 20% 20% 20% 25% 23% 24% 17% 10% Crysis Just know name 15% 19% 11% 17% 20% 20% 10% 7% Just know name 26% 25% 27% 21% 22% 27% 33% 25% Never heard of 68% 55% 80% 44% 54% 63% 81% 91% Wreck Never heard of 35% 32% 37% 20% 26% 26% 40% 61% Extremely familiar 3% 4% 2% 7% 4% 3% 1% 2% Very familiar 7% 8% 5% 13% 10% 7% 2% 2% N 8.0 N awareness buzz Somewhat familiar 19% 21% 17% 24% 21% 18% 19% 17% Just know name 30% 29% 31% 25% 24% 27% 33% 42% demographic breakdown Galaxy (alphabetical order) © Harris Interactive Interactive Harris © Never heard of 41% 38% 44% 31% 42% 46% 45% 37% 11 London 2012 opening 89% Facebook new
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