Harris Buzz Report Report #34 November 2013 Fieldwork
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contact Steve Evans technology & entertainment [email protected] +44 (0)7849 172 341 Harris Buzz Report Report #34 November 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. 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 entertainment in this report, we look at: we find out 3 key buzz metrics per Apple reveal new iPad Air news item/release/product: Batman: Arkham Origins video game Battlefield 4 video game 1.1 level of awareness & BlackBerry’s BBM messenger app now on Apple iOS & Android familiarity Call of Duty: Ghosts video game 2. degree to which it generates Football Manager 2014 video game 2 discussion among peers Google reveal Nexus 5 smartphone The Hunger Games: Catching Fire movie 3. degree of excitement it Lego Marvel Super Heroes video game 3 generates Microsoft launch Windows 8.1 Nokia reveal 6-inch Lumia 1520 and 1320 smartphones Nokia reveals its first tablet, the Lumia 2520 Star Wars: Episode VII confirmed for December 2015 release 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 . conducted via the Harris PollTM total 2,040 Online Omnibus (see more) all males 1,015 all females 1,025 . 2,040 GB respondents this edition 16-24 year olds 310 . fieldwork 12 – 18 Nov 2013 25-34 year olds 425 35-44 year olds 489 . data weighted to be representative 45-54 year olds 427 of GB national demographics aged 55-64 year olds 389 16-64 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 1. we gave no further information or technology, mobile and entertainment images to respondents, we just topics, new products and services. Tell showed them the text list as us how familiar you are with each. shown on Page 5 of this report extremely familiar 2. when considering all Buzz metrics, very familiar one needs to bear in mind that somewhat familiar some products/services have been just know the name and nothing more launched, some earlier than never heard of this others, and some are yet to be launched (see over for more detail) 88 launch/news dates Apple reveal new iPad Air Released 1 Nov read more Batman: Arkham Origins video game Released 25 Oct read more Battlefield 4 video game Released 1 Nov read more BlackBerry’s BBM messenger app now on Apple iOS & Android Resumed 21 Oct read more Call of Duty: Ghosts video game Released 5 Nov read more Football Manager 2014 video game Released 30 Oct read more Google reveal Nexus 5 smartphone Released 31 Oct read more The Hunger Games: Catching Fire movie Released 21 Nov read more Lego Marvel Super Heroes video game Released 15 Nov read more Microsoft launch Windows 8.1 Released 17 Oct read more Nokia reveal 6-inch Lumia 1520 and 1320 smartphones Unveiled 22 Oct read more Nokia reveals its first tablet, the Lumia 2520 Unveiled 22 Oct read more Star Wars: Episode VII confirmed for December 2015 release Announced 7 Nov read more 9 awareness buzz extremely familiar very familiar somewhat familiar know name only never heard of Call of Duty: Ghosts game 9% 10% 18% 38% 25% CoD: Ghosts edges rival video game Battlefield 4 to The Hunger Games: Catching Fire 7% 11% 21% 32% 29% top our awareness poll this Apple reveal new iPad Air 6% 10% 21% 30% 33% month, together with the latest Hunger Games film Microsoft launch Windows 8.1 5% 10% 21% 29% 36% While CoD: Ghosts tops our poll, its Battlefield 4 game 6% 8% 14% 24% 49% awareness isn’t as high as the Modern Warfare 3 iteration of the Star Wars: Ep VII release date 5% 8% 20% 27% 39% franchise in 2011 (see all-time list later in this report). BBM app on iOS/Android 6% 7% 16% 25% 46% The smash movie Hunger Games Batman: Arkham Origins game 5% 7% 14% 22% 52% sequel has a similar awareness level, roughly on par with the Football Manager 2014 game 4% 6% 16% 26% 48% original title. Lego Marvel Super Heroes game 4% 7% 15% 25% 50% Other prominent news stories include the new iPad Air, the launch Google reveal Nexus 5 3%5% 17% 30% 44% of Windows 8.1 and Disney Nokia Lumia 2520 tablet 2%5% 13% 30% 50% confirming the release of the next Star Wars Episode for December Nokia Lumia 1520/1320 mobiles 2%4% 15% 25% 53% 2015. base: all GB 16-64 (2,040) © 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 2,040 1,015 1,025 310 425 489 427 389 base size 2,040 1,015 1,025 310 425 489 427 389 Extremely familiar 6% 8% 4% 14% 6% 6% 3% 2% Extremely familiar 7% 8% 7% 20% 10% 6% 2% 1% Very familiar 10% 13% 7% 19% 13% 10% 6% 5% Very familiar 11% 13% 10% 21% 14% 13% 6% 5% Somewhat familiar 21% 24% 18% 25% 27% 24% 14% 16% Somewhat familiar 21% 22% 20% 25% 27% 24% 17% 11% Just know name 30% 26% 33% 23% 29% 27% 34% 35% Just know name 32% 30% 34% 20% 33% 31% 36% 38% Apple iPad iPad Apple Air Never heard of 33% 29% 37% 19% 26% 33% 43% 42% Games Hunger Never heard of 29% 28% 30% 14% 17% 26% 39% 45% Extremely familiar 5% 9% 2% 16% 8% 4% <1% <1% Extremely familiar 4% 5% 2% 10% 6% 3% <1% 1% Very familiar 7% 11% 4% 12% 12% 7% 2% 3% Very familiar 7% 10% 4% 12% 13% 8% 2% 1% Somewhat familiar 14% 18% 11% 23% 22% 19% 6% 2% Somewhat familiar 15% 17% 12% 21% 23% 19% 5% 5% Just know name 22% 21% 22% 18% 28% 24% 22% 14% Just know name 25% 24% 26% 21% 29% 26% 27% 20% Lego MarvelLego Batman game Batman Never heard of 52% 42% 62% 31% 31% 46% 69% 82% Never heard of 50% 44% 56% 36% 29% 45% 66% 73% Extremely familiar 6% 10% 2% 16% 8% 6% 1% 1% Extremely familiar 2% 3% 1% 6% 4% 2% 1% <1% Very familiar 8% 12% 3% 16% 13% 8% 2% 1% Very familiar 4% 6% 3% 10% 7% 5% 1% 1% Somewhat familiar 14% 17% 10% 20% 24% 12% 9% 3% Somewhat familiar 15% 18% 12% 27% 22% 14% 9% 6% Just know name 24% 24% 24% 25% 25% 28% 23% 18% Just know name 25% 24% 27% 24% 26% 26% 25% 26% Battlefield 4 Battlefield Never heard of 49% 38% 61% 23% 30% 47% 65% 77% phonesNokia Never heard of 53% 48% 57% 33% 42% 54% 65% 67% Extremely familiar 6% 7% 4% 18% 7% 5% 1% 1% Extremely familiar 2% 3% 1% 7% 3% 2% <1% <1% Very familiar 7% 9% 6% 18% 11% 5% 4% 2% Very familiar 5% 8% 3% 14% 8% 5% 2% 1% Somewhat familiar 16% 20% 13% 26% 25% 18% 10% 5% Somewhat familiar 13% 15% 11% 17% 20% 13% 7% 7% messenger Just know name 25% 24% 25% 13% 25% 28% 29% 24% Just know name 30% 29% 30% 26% 27% 30% 28% 38% Never heard of 46% 41% 51% 25% 32% 44% 57% 68% tablet Nokia Never heard of 50% 45% 55% 35% 43% 51% 63% 54% BBM Extremely familiar 9% 13% 4% 22% 13% 8% 2% 1% Extremely familiar 5% 7% 3% 11% 7% 5% 2% 2% Very familiar 10% 15% 6% 18% 16% 11% 4% 4% Very familiar 8% 11% 6% 11% 12% 11% 4% 3% Ghosts Somewhat familiar 18% 18% 18% 27% 25% 19% 14% 8% Somewhat familiar 20% 26% 14% 21% 26% 22% 15% 17% Wars VII : Just know name 38% 34% 42% 22% 31% 41% 46% 46% Just know name 27% 23% 32% 22% 23% 28% 31% 32% CoD Never heard of 25% 20% 30% 11% 15% 22% 35% 41% Star Never heard of 39% 33% 45% 36% 32% 34% 48% 46% Extremely familiar 4% 7% 2% 10% 8% 4% 1% 1% Extremely familiar 5% 8% 3% 11% 6% 4% 4% 4% 8.1 Very familiar 6% 11% 3% 10% 11% 8% 3% 1% Very familiar 10% 13% 7% 14% 11% 13% 6% 5% Somewhat familiar 16% 20% 11% 28% 19% 14% 12% 7% Somewhat familiar 21% 26% 16% 26% 25% 19% 17% 19% Just know name 26% 27% 25% 21% 29% 27% 28% 23% Just know name 29% 25% 33% 19% 23% 28% 35% 37% Windows Never heard of 36% 29% 42% 31% 35% 36% 39% 36% Football Football Manager Never heard of 48% 36% 60% 31% 33% 47% 56% 69% Extremely familiar 3% 5% 2% 6% 6% 3% 1% 1% Very familiar 5% 8% 3% 12% 8% 6% 1% 2% awareness buzz Nexus 5 Somewhat familiar 17% 22% 13% 30% 28% 14% 11% 7% demographic breakdown Just know name 30% 27% 34% 23% 21% 33% 33% 40% (alphabetical order) Google