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Harris Buzz Report Report #33 October 2013 Fieldwork

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contact Steve Evans technology & entertainment [email protected] +44 (0)7849 172 341 Harris Buzz Report Report #33 October 2013 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 3 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. We will be sharing findings from the September 2013 SocialLife survey in a free webcast on Tuesday 19th November at 2:00pm - 2:45pm. By signing up to the webcast you will be amongst the first in the UK to receive a free summary report presenting the general trends from this latest wave of research. The report will be sent by email shortly after the live webcast. And 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 upcoming releases/products for technology, telecoms, media and in this report, we look at: entertainment BBC to launch BBC One +1 channel we find out 3 key buzz metrics per BBC unveil the next-generation iPlayer news item/release/product: FIFA 14 video game Gravity movie 1. level of awareness & Homeland Series 3 begins on Channel 4 familiarity LOVEFiLM makes available exclusive drama series, Copper 2. degree to which it generates NBA 2K14 video game discussion among peers Runner Runner movie Samsung launches smartphone with curved screen 3. degree of excitement it Sony Xperia Z1 goes on sale generates Tesco launches Hudl tablet Wuaki.tv launches in the UK YouTube launches its first Music Awards 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 2,050 Online Omnibus (see more) all males 1,002 . 2,050 GB respondents this edition all females 1,048 16-24 year olds 300 . fieldwork 17 – 24 October2013 25-34 year olds 431 . data weighted to be representative 35-44 year olds 501 of GB national demographics aged 45-54 year olds 427 16-64 55-64 year olds 391 6 metric 1 of 3 awareness buzz 7 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) 88 launch/news dates BBC to launch BBC One +1 channel Announced 8 October read more BBC unveil the next-generation iPlayer Announced 7 October read more FIFA 14 video game Released 27 September read more Gravity movie Premiere 10 October read more Homeland Series 3 begins on Channel 4 Released 29 September read more LOVEFiLM makes available exclusive drama series, Copper Released 13 September read more NBA 2K14 video game Released 4 October read more Runner Runner movie Released 27 September read more Samsung launches smartphone with curved screen Unveiled 9 October read more Sony Xperia Z1 goes on sale Released 20 September read more Tesco launches Hudl tablet Announced 23 September read more Wuaki.tv launches in the UK Launched 25 September read more YouTube launches its first Music Awards Announced 1 October read more 9 awareness buzz extremely familiar very familiar somewhat familiar know name only never heard of FIFA 14 game 10% 9% 18% 25% 38% The release of EA’s FIFA 14 edges the new series of Homeland series 3 8% 10% 21% 27% 34% Homeland to the top of our BBC One +1 channel 5% 9% 19% 18% 48% awareness buzz poll this month Tesco launches Hudl tablet 5% 9% 23% 25% 38% You can see in the all-time Smartphone with curved screen 4% 7% 15% 19% 55% awareness list later in the report that FIFA 14 is only marginally ahead of Next generation iPlayer 3%7% 15% 18% 58% last year’s release. LOVEFiLM exclusive series, Copper 3%6% 14% 19% 57% The launch of the new, inexpensive Hudl tablet by Tesco and a new +1 Sony Xperia Z1 goes on sale 2%7% 13% 21% 57% channel for BBC One have similar levels of familiarity and feature Gravity movie 2%5% 12% 12% 69% prominently this month. YouTube First Music Awards 3%4% 10% 11% 72% Other stories in this edition include the release of new smartphones: the NBA 2K14 game 2%5% 7% 10% 77% Xperia Z1 from Sony and the new Runner Runner movie 2%4% 10% 14% 71% phone from Samsung which features a curved screen. Wuaki.tv launches in UK 2%4% 12% 24% 59% base: all GB 16-64 (2,050) © 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 2,050 1,002 1,048 300 431 501 427 391 base size 2,050 1,002 1,048 300 431 501 427 391 Extremely familiar 5% 7% 3% 5% 8% 4% 4% 3% Extremely familiar 2% 3% 1% 4% 4% 2% 1% <1% Very familiar 9% 11% 8% 16% 13% 11% 4% 4% Very familiar 4% 5% 2% 5% 8% 5% 2% <1% Somewhat familiar 19% 23% 16% 22% 17% 18% 20% 21% Runner Somewhat familiar 10% 12% 9% 18% 15% 13% 3% 2% Just know name 18% 19% 18% 15% 15% 15% 25% 22% Just know name 14% 16% 11% 13% 13% 15% 18% 8% BBC One +1 BBC Never heard of 48% 41% 55% 43% 47% 52% 47% 50% Runner Never heard of 71% 64% 77% 60% 60% 65% 76% 90% Extremely familiar 3% 5% 2% 8% 4% 3% 2% 1% Extremely familiar 4% 4% 4% 8% 7% 3% 4% 1% Very familiar 6% 7% 5% 12% 8% 5% 3% 3% Very familiar 7% 9% 4% 13% 9% 8% 5% 2% Somewhat familiar 14% 16% 13% 29% 17% 12% 11% 7% Somewhat familiar 15% 19% 11% 28% 18% 16% 9% 9% Copper Just know name 19% 21% 18% 14% 16% 19% 23% 24% Just know name 19% 24% 14% 15% 17% 16% 20% 27% Never heard of 57% 51% 63% 37% 55% 61% 60% 65% CurveSamsung Never heard of 55% 43% 66% 36% 50% 58% 63% 61% Extremely familiar 10% 15% 5% 29% 14% 7% 3% 1% Extremely familiar 5% 6% 3% 10% 4% 4% 4% 1% Very familiar 9% 11% 7% 15% 12% 13% 5% 1% Very familiar 9% 12% 7% 12% 11% 11% 7% 6% Somewhat familiar 18% 21% 14% 25% 26% 20% 12% 7% Somewhat familiar 23% 27% 19% 30% 20% 25% 22% 21% FIFA 14 FIFA Just know name 25% 23% 27% 21% 23% 26% 31% 24% Just know name 25% 21% 29% 12% 25% 25% 32% 29% Tesco HudlTesco Never heard of 38% 30% 46% 10% 26% 34% 49% 66% Never heard of 38% 34% 42% 36% 40% 34% 35% 44% Extremely familiar 2% 3% 1% 2% 5% 2% <1% 1% Extremely familiar 2% 3% 1% 5% 1% 1% 1% 1% Very familiar 5% 7% 4% 10% 9% 5% 2% 2% Very familiar 4% 6% 3% 4% 6% 7% 3% 2% Somewhat familiar 12% 15% 9% 19% 19% 11% 8% 3% Somewhat familiar 12% 13% 10% 18% 14% 11% 11% 6% Gravity Just know name 12% 15% 10% 15% 10% 15% 15% 7% Wuaki.tv Just know name 24% 24% 23% 12% 18% 23% 33% 31% Never heard of 69% 62% 76% 54% 58% 67% 76% 87% Never heard of 59% 54% 63% 62% 61% 59% 53% 62% Extremely familiar 8% 8% 9% 6% 8% 11% 8% 7% Extremely familiar 2% 4% 1% 4% 5% 2% 1% 1% S3 Very familiar 10% 12% 8% 10% 10% 11% 8% 9% Z1 Very familiar 7% 9% 4% 14% 9% 7% 4% 2% Somewhat familiar 21% 23% 18% 25% 21% 22% 17% 20% Somewhat familiar 13% 18% 8% 21% 17% 14% 9% 7% Just know name 27% 25% 30% 20% 29% 23% 32% 31% Xperia Just know name 21% 21% 22% 25% 21% 18% 25% 19% Homeland Never heard of 34% 32% 36% 39% 32% 33% 35% 32% Never heard of 57% 48% 65% 36% 49% 59% 61% 72% Extremely familiar 2% 3% 0% 2% 3% 2% 2% <1% Extremely familiar 3% 3% 2% 10% 4% 1% <1% 1% Very familiar 5% 7% 3% 15% 8% 3% 1% <1% Very familiar 4% 6% 3% 11% 7% 3% 1% 1% awards Somewhat familiar 7% 10% 4% 17% 12% 6% 2% 1% Somewhat familiar 10% 12% 8% 22% 12% 8% 7% 4% Just know name 10% 14% 6% 14% 13% 13% 7% 3% Just know name 11% 12% 10% 14% 9% 9% 10% 16% NBA 2K14 NBA Never heard of 77% 66% 87% 52% 64% 76% 89% 96% Never heard of 72% 67% 77% 43% 67% 79% 82% 79% Youtube Extremely familiar 3% 5% 1% 4% 4% 2% 3% 2% Very familiar 7% 8% 5% 13% 7% 7% 5% 2% awareness buzz Somewhat familiar 15% 17% 12% 22% 19% 14% 11% 9% demographic breakdown Just know name
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