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Avengers: Age of Ultron Movie Project Cars Video Game 1 buzz report #51 may 2015 fieldwork contact steve evans technology & entertainment [email protected] our contact details Steve Evans – entertainment about us [email protected] 07849 172 341 Lee Langford – technology & telecoms we are a full service research agency [email protected] 07966 339 606 specialising in technology, telecoms, Martin Bradley – media & entertainment media, entertainment and the modern [email protected] 020 8263 5220 consumer Stephen Timms – technology [email protected] 07989 387 139 we offer a full range of services for Denholm Scotford – business development including: [email protected] 07989 388 164 concept testing www.harrisinteractive.co.uk product/service launching, including pack testing new product development 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 state-of-the-art online reporting and portals state-of-the-art online community capabilities 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 We spend a huge amount of our working Harris Interactive online communities Twitter to relative newcomers like Vine and and leisure time looking at screens. facilitate an ongoing conversation with Snapchat among a large, representative sample your customers, putting them at the Harris PixelLife is an ambitious research heart of everything you do. of online UK consumers. study that attempts to look at every Additionally, we investigate topical social media major type of screen and every major Award winning full-service research issues and measure how effectively some of the type of usage in the UK today, everything design and category expertise meets nation’s best loved brands are leveraging social from shopping to online dating to best-in-class community platform media to engage with consumers. streaming films. technology. Click here for more details and contact us to find out how your The findings are based on a nationally With real-time reporting and global business can benefit from SocialLife: representative survey of 3,000 respondent access panels – all under [email protected] lee langford respondents aged 16-64. one roof. +44 (0)7966 339 606 Click here for more details and contact us to find out Contact us to find out more more about Harris PixelLife [email protected] pete cooke [email protected] steve evans +44 (0)7989 387 093 +44 (0)7849 172 341 3 in this report, we look at: what is “Buzz”? 2015 UK General Election each month, we find out the Poldark series on BBC One “buzz” of a dozen or so recent or EU officials want BBC iPlayer available to Brits on holiday abroad upcoming releases/products for Tesla unveils solar-powered battery to power homes technology, telecoms, media and BT launches new ''smart'' home landline phone entertainment LG unveil LG G4 smartphone we find out 3 key buzz metrics Star Wars movies available for paid download for the first time per news item/release/product: Avengers: Age of Ultron movie Project Cars video game 1. level of awareness & 1 familiarity Mortal Kombat X video game Wolfenstein: The Old Blood video game 2.2 degree to which it generates Grooveshark music-sharing service closes down discussion among peers Amazon UK doubles the minimum spend for free delivery to £20 3. degree of excitement it 3 generates . robust quantitative method . conducted via the Harris PollTM Online Omnibus The Harris Buzz study results disclosed in this report may not be used for advertising, marketing, or promotional . 2,100 respondents, fieldwork 12-18 May 2015 purposes without the prior written consent of Harris Interactive. Products and brand names are trademarks or registered trademarks of their respective owners. data weighted to be representative of GB national demographics aged 16-64 4 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 awareness buzz extremely very somewhat know name never familiar familiar familiar only heard of 2015 UK General Election 43% 29% 18% 6% 4% The UK General Election dominates Avengers: Age of Ultron movie 16% 13% 19% 21% 31% our awareness poll in May Poldark series on BBC One 11% 12% 22% 28% 27% The Election also tops our all-time awareness list (see later in this report). Amazon UK min spend £20 for free delivery 11% 11% 19% 14% 44% The latest entry in the Avengers film franchise Mortal Kombat X video game 7% 9% 16% 22% 45% ranks second, followed by BBC’s adaptation of Poldark. Amazon’s new minimum spend for Star Wars movies for paid download 5% 7% 19% 20% 50% free delivery in the UK ranks next with a Demands for iPlayer available to Brits abroad 4% 6% 15% 13% 63% similar level of awareness. LG unveil LG G4 smartphone 4% 6% 14% 22% 54% In terms of the latest video game releases, Mortal Kombat X outperforms both Tesla solar-powered battery 4% 6% 14% 12% 64% Wolfenstein: The Old Blood and Project Cars. BT ''smart'' home landline phone3% 5% 12% 17% 62% Wolfenstein: The Old Blood video game 4% 5% 10% 13% 69% Project Cars video game 3% 4% 9% 10% 74% Grooveshark closes down 2%3% 9% 8% 78% base: all GB 16-64 (2,100) © Harris Interactive Harris © 6 6 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 2,100 1,037 1,063 344 436 485 415 420 base size 2,100 1,037 1,063 344 436 485 415 420 Extremely familiar 43% 43% 44% 44% 35% 44% 44% 52% Extremely familiar 7% 11% 3% 17% 12% 5% 2% 1% Very familiar 29% 29% 28% 26% 29% 28% 31% 28% Very familiar 9% 13% 5% 18% 13% 11% 5% 1% Somewhat familiar 18% 17% 18% 17% 23% 17% 17% 15% Somewhat familiar 16% 18% 15% 16% 23% 19% 13% 8% Just know name 6% 7% 5% 7% 8% 7% 4% 3% Just know name 22% 21% 24% 19% 21% 23% 27% 21% 2015 UK election UK 2015 Never heard of 4% 5% 4% 6% 6% 5% 4% 2% Mortal Kombat X Never heard of 45% 37% 53% 31% 31% 41% 52% 69% Extremely familiar 11% 11% 10% 10% 10% 8% 13% 13% Extremely familiar 11% 8% 14% 6% 6% 7% 17% 20% Very familiar 11% 12% 11% 11% 13% 12% 10% 11% Very familiar 12% 11% 12% 8% 9% 9% 15% 16% Somewhat familiar 19% 20% 19% 18% 23% 16% 17% 22% Somewhat familiar 22% 23% 22% 18% 18% 23% 26% 26% Just know name 14% 15% 14% 17% 12% 16% 16% 11% Just know name 28% 29% 26% 21% 25% 33% 28% 30% Amazon Amazon £20 Never heard of 44% 43% 46% 44% 42% 47% 45% 44% Poldark series Never heard of 27% 29% 26% 47% 42% 29% 14% 9% Extremely familiar 16% 19% 13% 31% 22% 15% 9% 5% Extremely familiar 3% 5% 1% 5% 5% 3% 2% 1% Very familiar 13% 16% 10% 21% 16% 14% 10% 7% Very familiar 4% 6% 2% 10% 7% 4% 2% 1% Somewhat familiar 19% 20% 18% 18% 26% 22% 20% 9% Somewhat familiar 9% 12% 6% 14% 13% 10% 5% 3% Just know name 21% 21% 21% 17% 18% 23% 24% 24% Just know name 10% 13% 8% 13% 12% 11% 10% 6% Project Cars Project Avengers: AoU Never heard of 31% 23% 38% 14% 18% 26% 37% 57% Never heard of 74% 64% 83% 59% 63% 73% 81% 90% Extremely familiar 3% 4% 2% 5% 5% 1% 2% 3% Extremely familiar 5% 6% 3% 7% 7% 4% 5% 1% Very familiar 5% 7% 4% 7% 8% 6% 4% 2% Very familiar 7% 10% 5% 8% 10% 9% 5% 5% Somewhat familiar 12% 15% 10% 16% 18% 11% 11% 6% Somewhat familiar 19% 22% 16% 22% 22% 21% 16% 13% Just know name 17% 17% 17% 20% 15% 19% 16% 16% Just know name 20% 19% 20% 19% 18% 20% 21% 20% Never heard of Star Wars EST Never heard of BT smart landline 62% 57% 68% 52% 54% 63% 67% 74% 50% 43% 57% 45% 44% 46% 53% 61% Extremely familiar 2% 3% 1% 5% 4% 1% 1% 1% Extremely familiar 4% 5% 2% 5% 5% 2% 3% 3% Very familiar 3% 4% 2% 8% 5% 2% 2% 1% battery Very familiar 6% 9% 3% 8% 9% 6% 5% 4% Somewhat familiar 9% 11% 6% 14% 12% 10% 6% 3% Somewhat familiar 14% 19% 9% 17% 14% 14% 14% 10% Just know name 8% 9% 7% 13% 9% 8% 6% 6% Just know name 12% 15% 10% 13% 15% 12% 12% 10% Grooveshark down Grooveshark Never heard of Never heard of 78% 72% 84% 60% 71% 80% 85% 90% Tesla solar 64% 52% 76% 58% 57% 66% 67% 73% Extremely familiar 4% 5% 2% 5% 5% 3% 3% 3% Extremely familiar 4% 6% 2% 9% 6% 1% 3% 1% Very familiar 6% 8% 4% 9% 7% 6% 5% 2% Very familiar 5% 8% 2% 10% 7% 6% 3% 1% Somewhat familiar 15% 18% 12% 19% 19% 15% 13% 10% Somewhat familiar 10% 14% 6% 13% 15% 11% 8% 2% Just know name 13% 13% 13% 15% 14% 16% 11% 9% Just know name 13% 15% 10% 13% 15% 14% 11% 8% iPlayer abroad Never heard of Never heard of 63% 57% 69% 52% 56% 61% 69% 76% Wolfenstein: TOB 69% 57% 81% 55% 57% 68% 75% 88% Extremely familiar 4% 5% 3% 5% 6% 4% 3% 1% Very familiar 6% 8% 4% 12% 9% 4% 4% 2% awareness buzz Somewhat familiar 14% 17% 11% 17% 21% 12% 15% 8% demographic breakdown Just know name 22% 23% 22% 23% 19% 25% 24% 21% LG G4 phone G4 LG (alphabetical order) Never heard of © Harris Interactive Harris © 54% 48%
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