Harris Buzz Report

contact

Steve Evans technology & entertainment

sevans@harrisinteractive.com +44 (0)7849 172 341

Report #9 October 2011 September 2011 fieldwork

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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 Behavioural economics Youth and kids research Employee research Social media optimisation Global omnibus research State-of-the-art qualitative techniques, including communities

Steve Evans technology & entertainment

sevans@harrisinteractive.com +44 (0)7849 172 341

Andrew Freeman media

afreeman@harrisinteractive.com +44 (0)7970 084 192

Tom Perrott telecoms

tperrott@harrisinteractive.com +44 (0)7989 392 256

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If you like Harris Buzz, then you may also be interested to see another major report from Harris Interactive investigating everything you need to know about tablets, smartphones, laptops and a whole range of portable devices

http://www.harrisinteractive.com/vault/HI_UK_Corp-%20Portable-Device-Research.pdf

click on this link or paste into browser to download the full report for free

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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

We find out 3 key buzz metrics per release/product:

1. Level of awareness & familiarity

2. Degree to which it generates discussion among peers

3. Degree of excitement it generates

Big Brother re-launched on Channel Five

BlackBerry to launch music service

BT ordered to block pirate sites

Deus Ex: Human Revolution video game

FA Cup match to be screened on Facebook

Gears of War 3 video game

Google buy Motorola’s mobile division for $12.5bn

HP to cease making PC/tablets to focus on software

Legal battle with Apple prevents Samsung selling its Galaxy tablets and smartphone

Microsoft unveils Windows 8 operating system for PCs and tablets

Star Wars films released on Blu-ray

Steve Jobs resigns as CEO of Apple*

Yahoo! boss is fired and company is put up for sale

in this report, we look at: (listed alphabetically)

*Fieldwork conducted before his sad death in early October. We will be covering this tragic news in the next edition of Buzz, as well as looking at the iPhone 4S launch.

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.

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What is “Buzz”? In addition to the Buzz for the latest news

and releases, we now measure…

Harris Brand Buzz For each brand (see table right) we measure

the degree to which the general public believes this brand is “Ahead of the game”

See last chapter of this report for the results

In this report, we measure: (listed alphabetically)

Compaq

Flickr

Groupon

HP

Kindle

Last.fm

Lenovo

MTV

Packard Bell

Panasonic Viera

Sony Bravia

Wikipedia

Yahoo!

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demographic unweighted base

Total 1,096

All males 539

All females 557

16-24 year olds 158

25-34 year olds 266

35-44 year olds 251

45-54 year olds 219

55-64 year olds 202

sample profile

Robust quantitative method

1,096 UK respondents this edition

Online fieldwork late September 2011

Data weighted to be representative of UK national demographics aged 16-64

Data “propensity weighted” to account for any online sampling bias

Metric 1 of 3

Awareness buzz

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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

Two important things to note 1. We gave no further information or

images to respondents, we just showed them the text list as shown on Page 3 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)

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UK launch/news date details Big Brother re-launched on Channel Five Re-launched mid-August 2011

BlackBerry to launch music service Announced and started trialling in late August 2011

BT ordered to block pirate sites Announced late July 2011

Deus Ex: Human Revolution video game Released late August 2011

FA Cup match to be screened on Facebook Match streamed in mid-August 2011

Gears of War 3 video game Released mid-September 2011

Google buy Motorola’s mobile division for $12.5bn Announced mid-August 2011

HP to cease making PC/tablets to focus on software Announced mid-August 2011

Legal battle with Apple prevents Samsung selling its Galaxy tablets and smartphone

Injunction granted mid-August2011

Microsoft unveils Windows 8 operating system for PCs and tablets Unveiled mid-September 2011; due for release 2012

Star Wars films released on Blu-ray Released mid-September 2011

Steve Jobs resigns as CEO of Apple Announced late August 2011

Yahoo! boss is fired and company is put up for sale Announced early September 2011

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Awareness buzz

Big Brother re-launch on C5

Steve Jobs resigns from Apple

Star Wars on Blu-ray

Apple-Samsung legal battle

Gears of War 3

Microsoft Windows 8 OS

HP to focus on software

BT to block pirate sites

Google buy Motorola mobile

Deus Ex: Human Revolution

Yahoo! put up for sale

BlackBerry music service

FA Cup match on Facebook

12%

9%

10%

4%

4%

3%

3%

2%

4%

2%

2%

2%

2%

16%

18%

12%

9%

7%

8%

6%

6%

5%

4%

4%

3%

4%

28%

26%

24%

18%

15%

17%

13%

17%

15%

9%

9%

11%

7%

30%

13%

23%

16%

22%

24%

13%

17%

16%

15%

14%

19%

11%

13%

35%

31%

54%

51%

49%

66%

57%

61%

70%

71%

65%

77%

Extremely familiar Very familiar Somewhat familiar Know name only Never heard of

Base: all respondents (1,096)

Commentary

Big Brother’s revival on Channel Five tops awareness in this edition of Buzz, ahead of Steve Jobs’ resignation and the Star Wars films being released on Blu-ray

Despite being dropped from C4 last year due to declining ratings, Big Brother’s return on Five has generated notable media attention, with over half the population at least somewhat familiar with the show’s re-launch.

Steve Jobs’ standing down as CEO of Apple also features highly. Fieldwork was conducted before the very sad news of Steve’s death in early October. This tragic news is something we’ll look at in the next edition of Buzz, as well as looking at the iPhone 4S release.

Star Wars on Blu-ray has also caught the eye with just under half the population somewhat familiar with the release.

Of the other news articles and product launches this month, consumers are most aware of the Apple-Samsung legal battle over patent infringements.

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Big

Bro

ther

C5

Extremely familiar 12% 11% 13% 22% 15% 15% 7% 3% Very familiar 16% 17% 16% 25% 21% 12% 17% 8% Somewhat familiar 28% 29% 27% 27% 33% 28% 26% 25% Just know name 30% 30% 31% 12% 25% 32% 36% 47% Never heard of 13% 13% 13% 14% 8% 14% 15% 17%

Total Male Fem 16-24 25-34 35-44 45-54 55-64

Base size 1,096 539 557 158 266 251 219 202

Total Male Fem 16-24 25-34 35-44 45-54 55-64

Awareness buzz demographic breakdown (alphabetical order)

B/B

erry

mu

sic Extremely familiar 2% 3% 1% 8% 2% <1% - <1%

Very familiar 3% 4% 2% 8% 4% 1% 1% 1% Somewhat familiar 11% 13% 10% 23% 14% 8% 5% 9% Just know name 19% 18% 20% 15% 22% 19% 23% 15% Never heard of 65% 62% 68% 46% 59% 71% 71% 75%

BT

blo

ck p

irat

e

Extremely familiar 2% 4% 1% 6% 3% 2% 1% 1% Very familiar 6% 10% 3% 8% 9% 5% 5% 5% Somewhat familiar 17% 22% 13% 22% 16% 21% 17% 11% Just know name 17% 16% 17% 17% 17% 15% 15% 21% Never heard of 57% 48% 67% 48% 56% 58% 63% 63%

Deu

s Ex

: H

/R Extremely familiar 2% 3% 1% 8% 3% 1% <1% -

Very familiar 4% 6% 3% 8% 10% 2% - - Somewhat familiar 9% 12% 6% 17% 16% 5% 6% 1% Just know name 15% 16% 13% 12% 17% 23% 8% 9% Never heard of 70% 63% 77% 55% 54% 68% 86% 90%

FA C

up

F/b

oo

k Extremely familiar 2% 3% <1% 5% 2% <1% 1% - Very familiar 4% 6% 2% 7% 5% 3% 3% - Somewhat familiar 7% 10% 4% 15% 8% 8% 4% 1% Just know name 11% 12% 10% 11% 13% 10% 11% 11% Never heard of 77% 69% 84% 63% 72% 78% 81% 88%

Gea

rs o

f W

ar 3

Extremely familiar 4% 6% 3% 12% 7% 2% 1% - Very familiar 7% 10% 5% 10% 15% 6% 1% 3% Somewhat familiar 15% 18% 12% 28% 19% 15% 8% 6% Just know name 22% 23% 21% 18% 23% 25% 24% 19% Never heard of 51% 43% 59% 32% 37% 52% 66% 73%

Go

ogl

e b

uy

M

Extremely familiar 4% 7% 1% 7% 5% 3% 1% 1% Very familiar 5% 9% 1% 5% 5% 5% 4% 4% Somewhat familiar 15% 20% 11% 17% 20% 15% 14% 9% Just know name 16% 16% 16% 24% 13% 11% 18% 15% Never heard of 61% 50% 71% 46% 57% 66% 63% 70%

HP

so

ftw

are

Extremely familiar 3% 6% 1% 7% 3% 2% 3% 3% Very familiar 6% 9% 2% 8% 7% 5% 5% 2% Somewhat familiar 13% 17% 9% 21% 13% 14% 11% 7% Just know name 13% 15% 10% 14% 12% 12% 11% 15% Never heard of 66% 54% 77% 50% 65% 68% 71% 73%

Star

War

s B

D

Extremely familiar 10% 14% 5% 11% 12% 18% 4% 1% Very familiar 12% 17% 8% 17% 19% 13% 7% 4% Somewhat familiar 24% 26% 23% 26% 31% 25% 21% 15% Just know name 23% 22% 23% 20% 20% 19% 27% 29% Never heard of 31% 21% 41% 26% 19% 25% 42% 52%

S. J

ob

s re

sign

s Extremely familiar 9% 14% 5% 13% 9% 10% 9% 6% Very familiar 18% 26% 9% 23% 18% 17% 19% 13% Somewhat familiar 26% 27% 24% 20% 27% 26% 26% 27% Just know name 13% 10% 15% 14% 9% 12% 14% 15% Never heard of 35% 22% 47% 30% 36% 36% 32% 39%

Win

do

ws

8 O

S Extremely familiar 3% 6% 1% 8% 3% 4% 2% 1% Very familiar 8% 12% 4% 11% 11% 5% 6% 4% Somewhat familiar 17% 21% 13% 24% 19% 16% 17% 10% Just know name 24% 22% 25% 18% 22% 26% 19% 31% Never heard of 49% 40% 57% 39% 45% 50% 55% 54%

Yah

oo

! Sa

le Extremely familiar 2% 3% 1% 5% 3% 1% 1% <1%

Very familiar 4% 6% 1% 7% 8% 1% 1% 1% Somewhat familiar 9% 12% 6% 11% 11% 9% 6% 8% Just know name 14% 14% 14% 15% 12% 12% 15% 18% Never heard of 71% 64% 78% 62% 66% 78% 77% 73%

Base size 1,096 539 557 158 266 251 219 202 A

-S le

gal b

attl

e

Extremely familiar 4% 6% 1% 9% 3% 2% 2% 2% Very familiar 9% 15% 3% 10% 11% 10% 6% 8% Somewhat familiar 18% 20% 16% 24% 20% 13% 18% 14% Just know name 16% 17% 15% 14% 15% 18% 14% 18% Never heard of 54% 42% 65% 43% 51% 56% 59% 59%

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Awareness buzz all time list

Phone hacking 06/11 07/11 89% Oscars 1929 02/11 87% Baftas 1954 02/11 85% Brits 1982 02/11 84% Final Harry Potter 07/11 07/11 82% London 2012 tickets issued 06/11 07/11 81% Murdoch questioning 07/11 07/11 79% PS3 accounts hacked 04/11 05/11 74% Golden Globes 1944 02/11 74% Charlie Sheen in news 03/11 04/11 68% 3D TV sets 01/10 07/10 & 05/11 63% (+27% pts) DAB Radio 1999 08/10 64% Freeview HD 2010 07/10 64% Twitter warn/super-injuncts 06/11 06/11 58% IE9 launched 03/11 05/11 58% Big Brother re-launched on C5 08/11 09/11 57% Murdoch’s BSkyB bid 06/10 02/11 57% iPad 2 03/11 04/11 56% Microsoft buy Skype 05/11 05/11 54% Steve Jobs resigns as Apple CEO 08/11 09/11 53% Nintendo 3DS 03/11 7/10 & 2+6/11 53% (+3% pts) iPhone secretly tracking 04/11 05/11 50% BT Vision 12/06 11/10 47% Star Wars films released on BD 09/11 05/11 & 09/11 46% (+11% pts) Firefox 4 launched 03/11 05/11 46% iPad 06/10 07/10 46% Windows 7 Mobile 11/10 07/10 & 02/11 44% (+21% pts) iPhone4 reception issue 06/10 08/10 44% Bing 06/09 08/10 44% Digital display screens 2009 08/10 43% BBC News website redesign 07/10 08/10 42% Smart TV 2010 04/11 41% Google+ 06/11 07/11 41% Kindle 10/09 11/10 40% Android-based tablet devices 06/10 02/11 39% Google Chrome OS NYR 07/10 39% The Times paywall 06/10 08/10 39% Sky 3D Channel 10/10 08/10 & 11/10 38% (+4% pts) Xbox Kinect 11/10 07/10 & 11/10 37% (+20% pts) Spotify 02/09 07/10 & 02/11 36% (+11% pts) Skype on Facebook 06/11 07/11 36% 3D Wimbledon 07/11 07/11 35% Call of Duty: Black Ops game 11/10 11/10 35% iPhone 4 06/10 07/10 34% Samsung Galaxy Tab 02/11 04/11 34% (+2% pts) 3D Blu-ray players Mid-2010 08/10 34% Apple iCloud announced 06/11 06/11 33% BlackBerry PlayBook 06/11 11/10 & 06/11 32% (+15% pts) Google launch Cloud music 05/11 05/11 32% Google launch Chromebooks 05/11 05/11 32% Nokia/MS partnership 02/11 04/11 32%

Please consider launch/fieldwork dates to place results into proper context NYR = not yet released at time of fieldwork; This edition’s items are highlighted green

Launch/ news date

Fieldwork date

% At least somewhat

familiar (base size >1,000) Nintendo unveil ‘Wii U’ 06/11 06/11 31% HP TouchPad 07/11 07/11 31% Apple-Samsung legal battle 08/11 09/11 30% Orange / B’card “Quick Tap” 06/11 06/11 30% Nokia E7 smartphone 02/11 05/11 30% Microsoft unveils Windows 8 OS NYR 09/11 28% Sonic the Hedgehog 20 years 1991 07/11 28% Gears of War 3 video game 09/11 09/11 27% Sony Ericsson Xperia Play 04/11 04/11 27% BT ordered to block pirate sites 07/11 09/11 26% LA Noire videogame 06/11 06/11 26% HTC/Apple dispute 05/11 07/11 26% Myspace sold for £35M 06/11 07/11 26% Blinkbox launched 2008 05/11 25% Halo: Reach game 09/10 11/10 25% Vevo launched 12/09 05/11 25% Google buy Motorola mobile 08/11 09/11 24% Amazon Cloud Player 03/11 04/11 24% HP to focus on software 08/11 09/11 22% Portal 2 video game 06/11 06/11 22% Playstation Vita NYR 06/11 22% Fable III video game 06/11 06/11 22% Steam (gaming service) 2002 08/10 22% “.xxx” sex domain (18+) 04/11 04/11 22% UK Radioplayer 03/11 04/11 22% Google TV 10/10 7/10 & 11/10 22% (+5% pts) ‘The Daily’ iPad newspaper NYR 02/11 21% Samsung Galaxy 04/10 08/10 21% Apple TV 09/10 11/10 21% Motorola Xoom 02/11 02/11 & 06/11 20% (+2% pts) Crysis 2 game 03/11 04/11 20% "Newport" Jay-Z spoof 08/10 08/10 20% Fallout: New Vegas game 10/10 11/10 20% Sony Move 09/10 7/10 & 11/10 19% (+5% pts) HTC Flyer tablet 06/11 06/11 19% Warner films on Facebook 03/11 04/11 19% Homefront video game 03/11 04/11 18% World of Warcraft free 06/11 07/11 17% Deus Ex: Human Revolution game 08/11 09/11 16% BlackBerry launch music service 08/11 09/11 16% Google Buzz 02/10 08/10 16% Google One Pass 02/11 04/11 16% Yahoo! company put up for sale 09/11 09/11 15% Qriocity streaming service 03/11 04/11 15% UK HuffPo launched 07/11 07/11 15% Virgin Gaming 07/10 08/10 13% YouView NYR 11/10 13% FA Cup match on Facebook 08/11 09/11 12% Dell Streak 06/10 07/10 11% Net neutrality n/a 11/10 10%

Launch/ news date

Fieldwork date

% At least somewhat

familiar

12

Metric 2 of 3

Discussion buzz

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Discussion buzz Among those at least somewhat aware of each

Deus Ex: H/Revolution game (179)

FA Cup on Facebook (125)

HP to focus on software (295)

Microsoft Windows 8 OS (346)

Big Brother re-launch on C5 (612)

Gears of War 3 (282)

Star Wars on Blu-ray (507)

Apple-Samsung legal battle (385)

S. Jobs resigns from Apple (652)

BT to block pirate sites (317)

BlackBerry music service (181)

Google buy Motorola mobile (295)

Yahoo! put up for sale (198)

7%

13%

10%

11%

12%

10%

10%

7%

6%

9%

7%

7%

9%

41%

35%

36%

35%

34%

35%

35%

36%

37%

33%

33%

30%

21%

33%

35%

34%

34%

30%

36%

33%

40%

33%

34%

39%

40%

53%

18%

18%

20%

20%

24%

20%

23%

18%

24%

23%

21%

23%

17%

Have/will discuss a great deal

Have/will discuss a little

Have not discussed this at all and probably won't

It would never occur to me to discuss this

bases shown in parentheses

Commentary

Among those at least “somewhat aware”, the level of discussion is fairly even across many of the news topics covered in this edition of Buzz

The latest Deus Ex game and the streaming of an FA Cup match on Facebook, topics with relatively low awareness levels, marginally top the list with just under half of those aware of them saying they will discuss them a little with others.

A number of the articles covered this month relate to future changes in the market and, as such, are not generating significant levels of discussion at present but are likely to do so as new products and services are unveiled.

Overleaf we show the same data again, but this time taking into account those unfamiliar with these topics.

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Discussion buzz Among all respondents, including unfamiliar

Big Brother re-launch on C5

Steve Jobs resigns from Apple

Star Wars on Blu-ray

Apple-Samsung legal battle

Microsoft Windows 8 OS

Gears of War 3

BT to block pirate sites

HP to focus on software

Google buy Motorola mobile

Deus Ex: Human Revolution

BlackBerry music service

FA Cup match on Facebook

Yahoo! put up for sale

7%

3%

4%

2%

3%

3%

2%

2%

2%

1%

1%

2%

1%

20%

19%

16%

11%

10%

9%

9%

8%

7%

6%

5%

4%

3%

17%

18%

15%

12%

9%

10%

9%

7%

9%

5%

6%

4%

8%

14%

13%

11%

5%

6%

5%

6%

4%

5%

3%

3%

2%

3%

43%

48%

54%

70%

72%

74%

74%

78%

76%

85%

84%

88%

86%

Have/will discuss a great deal

Have/will discuss a little

Have not discussed this at all and probably won't

It would never occur to me to discuss this

Unfamiliar (not asked about discussion level)

Base: all respondents (1,096)

Commentary

Here is the same data on discussion buzz, but this time including the unfamiliar consumers to provide a total market view

The three news stories people are most familiar with generate greatest discussion across the UK.

Big Brother heads the list with over 1 in 4 saying they will discuss it with others (although this is heavily skewed towards younger people – see the breakdown overleaf).

The Star Wars release on Blu-ray is being discussed by 1 in 5 of us.

The Apple/Samsung dispute, Windows 8, Gears of War and the BT block of pirate sites are all being discussed by over 1 in 10 of the population.

With the great majority of the UK not having heard about the new Deus Ex video game, or the FA Cup match to be streamed on Facebook, these stories fall down the list.

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Big

Bro

ther

C5

Discuss great deal 7% 4% 9% 15% 6% 5% 5% 3% Discuss a little 20% 19% 20% 26% 30% 17% 16% 6% Have not / won’t 17% 19% 15% 23% 22% 18% 11% 10% Would never occur 14% 15% 12% 10% 9% 14% 18% 17% Unfamiliar 43% 43% 44% 26% 32% 46% 51% 64%

Total Male Fem 16-24 25-34 35-44 45-54 55-64

Base size 1,096 539 557 158 266 251 219 202

Total Male Fem 16-24 25-34 35-44 45-54 55-64 B

/Ber

ry m

usi

c Discuss great deal 1% 2% <1% 3% 2% <1% - - Discuss a little 5% 8% 3% 18% 6% 1% 2% 3% Have not / won’t 6% 6% 7% 15% 8% 6% 2% 2% Would never occur 3% 5% 2% 3% 4% 3% 2% 5% Unfamiliar 84% 80% 88% 61% 81% 91% 94% 90%

BT

blo

ck p

irat

e

Discuss great deal 2% 4% 1% 8% 3% 2% 1% 1% Discuss a little 9% 10% 7% 15% 10% 6% 4% 9% Have not / won’t 9% 14% 4% 11% 11% 12% 5% 4% Would never occur 6% 8% 4% 2% 4% 8% 13% 3% Unfamiliar 74% 64% 84% 64% 72% 73% 77% 84%

Deu

s Ex

: H

/R Discuss great deal 1% 2% <1% 2% 3% - <1% -

Discuss a little 6% 9% 4% 20% 9% 4% 1% - Have not / won’t 5% 7% 4% 9% 10% 2% 3% 1% Would never occur 3% 4% 2% 1% 7% 2% 2% - Unfamiliar 85% 79% 90% 68% 71% 91% 94% 99%

FA C

up

F/b

oo

k Discuss great deal 2% 3% <1% 6% 1% <1% 1% - Discuss a little 4% 6% 3% 12% 5% 2% 3% <1% Have not / won’t 4% 7% 2% 7% 4% 8% 2% <1% Would never occur 2% 3% 1% 1% 4% 2% 3% 1% Unfamiliar 88% 81% 94% 74% 86% 88% 92% 99%

Gea

rs o

f W

ar 3

Discuss great deal 3% 4% 1% 9% 4% 1% <1% - Discuss a little 9% 12% 6% 18% 15% 5% 3% 4% Have not / won’t 10% 12% 7% 16% 12% 11% 5% 4% Would never occur 5% 5% 5% 7% 9% 6% 2% 1% Unfamiliar 74% 66% 80% 50% 60% 77% 90% 91%

Go

ogl

e b

uy

M

Discuss great deal 2% 3% <1% 4% 3% 1% <1% 1% Discuss a little 7% 10% 5% 11% 12% 5% 5% 2% Have not / won’t 9% 16% 4% 10% 10% 13% 4% 10% Would never occur 5% 7% 4% 4% 5% 5% 10% 2% Unfamiliar 76% 65% 87% 71% 70% 77% 81% 86%

HP

so

ftw

are

Discuss great deal 2% 4% 1% 4% 3% 1% 1% 2% Discuss a little 8% 12% 4% 14% 9% 6% 8% 3% Have not / won’t 7% 11% 4% 14% 7% 8% 5% 4% Would never occur 4% 6% 3% 4% 5% 5% 5% 3% Unfamiliar 78% 69% 88% 64% 77% 80% 81% 88%

Star

War

s B

D

Discuss great deal 4% 5% 4% 6% 7% 7% 1% <1% Discuss a little 16% 20% 12% 21% 24% 18% 9% 5% Have not / won’t 15% 19% 12% 20% 18% 17% 10% 11% Would never occur 11% 13% 9% 8% 13% 14% 12% 4% Unfamiliar 54% 43% 64% 45% 38% 44% 68% 80%

S. J

ob

s re

sign

s Discuss great deal 3% 5% 2% 8% 3% 2% 2% 1% Discuss a little 19% 26% 13% 25% 25% 14% 21% 12% Have not / won’t 18% 25% 10% 16% 17% 20% 15% 20% Would never occur 13% 13% 13% 7% 10% 16% 16% 13% Unfamiliar 48% 33% 62% 44% 45% 48% 46% 55%

Win

do

ws

8 O

S Discuss great deal 3% 5% 2% 3% 7% 2% 1% 1% Discuss a little 10% 15% 5% 16% 12% 7% 10% 3% Have not / won’t 9% 12% 7% 18% 10% 9% 6% 5% Would never occur 6% 6% 5% 5% 4% 6% 8% 5% Unfamiliar 72% 62% 82% 57% 68% 76% 75% 86%

Yah

oo

! Sa

le Discuss great deal 1% 2% <1% 4% 2% <1% - <1%

Discuss a little 3% 5% 2% 7% 5% 2% 1% <1% Have not / won’t 8% 11% 4% 11% 11% 6% 4% 6% Would never occur 3% 4% 2% 2% 3% 1% 4% 3% Unfamiliar 86% 79% 92% 77% 78% 90% 92% 91%

Base size 1,096 539 557 158 266 251 219 202 A

-S le

gal b

attl

e

Discuss great deal 2% 3% 1% 3% 4% 1% 1% 2% Discuss a little 11% 16% 6% 19% 13% 8% 9% 6% Have not / won’t 12% 15% 9% 17% 13% 11% 11% 6% Would never occur 5% 6% 5% 4% 3% 5% 6% 9% Unfamiliar 70% 60% 80% 57% 66% 75% 73% 77%

Discussion buzz demographic breakdown (alphabetical order)

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Phone hacking 06/11 07/11 66% Final Harry Potter 07/11 07/11 55% Murdoch questioning 07/11 07/11 50% London 2012 tickets issued 06/11 07/11 47% Oscars 1929 02/11 47% Brits 1977 02/11 47% Baftas 1947 02/11 46% PS3 accounts hacked 04/11 05/11 43% 3D TV sets 01/10 07/10 & 05/11 42% (+15% pts) iPad 2 03/11 04/11 39% Freeview HD 2010 07/10 38% iPad 06/10 07/10 34% Twitter/super-injunctions 06/11 06/11 32% Charlie Sheen in news 03/11 04/11 32% Nintendo 3DS 03/11 7/10 & 2+6/11 31% (+5% pts) Golden Globes 1944 02/11 31% DAB Radio 1999 08/10 30% iPhone secretly tracking 04/11 05/11 28% IE9 launched 03/11 05/11 27% Murdoch’s BSkyB bid 06/10 02/11 27% Big Brother re-launched on C5 08/11 09/11 26% Microsoft buy Skype 05/11 05/11 26% Kindle eBook 10/09 11/10 25% iPhone4 reception issue 06/10 08/10 24% iPhone 4 06/10 07/10 24% Xbox Kinect 11/10 7/10 & 11/10 24% (+13% pts) Spotify 02/09 02/11 24 % (+8 pts) Windows 7 for Mobile 11/10 07/10 & 02/11 24% (+13%) Android-based tablet devices 06/10 02/11 24% Apple iCloud 06/11 06/11 21% Firefox 4 launched 03/11 05/11 23% Smart TV 2010 04/11 23% Steve Jobs resigns as Apple CEO 08/11 09/11 22% Sky 3D Channel NYR 8/10 & 11/10 22% (+4% pts) Call of Duty: Black Ops game 11/10 11/10 22% Star Wars films released on BD 09/11 05/11 & 09/11 20% (0% pts) Nintendo unveil ‘Wii U’ 06/11 06/11 19% BlackBerry PlayBook 06/11 11/10 & 06/11 19% (+9% pts) BT Vision 12/06 11/10 19% Orange / B’card “Quick Tap” 06/11 06/11 18% Samsung Galaxy Tab 11/10 02/11 & 06/11 18% (-1% pt) Google launch Chromebooks 05/11 05/11 18% Sony Ericsson Xperia Play 04/11 04/11 18% Nokia / MS partnership 02/11 04/11 18% Google+ 06/11 07/11 18% LA Noire video game 06/11 06/11 17% Portal 2 video game 06/11 06/11 17% Google launch cloud music 05/11 05/11 17% Nokia E7 smartphone 02/11 05/11 17% Google Chrome OS NYR 07/10 17% The Times paywall 06/10 08/10 16%

Please consider launch/fieldwork dates to place results into proper context NYR = not yet released at time of fieldwork; This edition’s items are highlighted in green

Launch/

news date

Fieldwork date

% Have or will discuss this (base size >1,000)

Crysis 2 video game 03/11 04/11 16% Playstation Vita showcased NYR 06/11 15% Amazon Cloud Player 03/11 04/11 15% BBC News website redesign 07/10 08/10 15% 3D Blu-ray players Summer ’10 08/10 15% Fable III video game 06/11 06/11 14% Blinkbox 2008 05/11 14% Vevo 12/09 05/11 14% Halo: Reach video game 09/10 11/10 14% Apple-Samsung legal battle 08/11 09/11 13% Microsoft unveils Windows 8 OS NYR 09/11 13% Motorola Xoom 02/11 02/11 & 06/11 13% (+1% pt) HP TouchPad 07/11 07/11 13% Skype on Facebook 06/11 07/11 13% Homefront video game 03/11 04/11 13% UK Radioplayer 03/11 04/11 13% Warner films on Facebook 03/11 04/11 13% Bing 06/09 08/10 13% Sony Move 09/10 7/10 & 11/10 13% (+5% pts) Gears of War 3 video game 09/11 09/11 12% XXX sex domain 04/11 04/11 12% ‘The Daily’ digital newspaper NYR 02/11 12% BT ordered to block pirate sites 07/11 09/11 11% HTC Flyer tablet 06/11 06/11 11% Digital display screens 2009 08/10 11% Apple TV 09/10 11/10 11% Fallout: New Vegas 10/10 11/10 11% 3D Wimbledon 07/11 07/11 11% HP to focus on software 08/11 09/11 10% HTC/Apple dispute 05/11 07/11 10% Google One Pass 02/11 04/11 10% Qriocity streaming service 03/11 04/11 10% Google TV 10/10 7/10 & 11/10 10% (+3% pts) Google buy Motorola mobile 08/11 09/11 9% Sonic the Hedgehog 20 years 1991 07/11 9% "Newport" Jay-Z spoof 08/10 08/10 9% Steam (gaming service) 2002 08/10 9% Deus Ex: Human Revolution game 08/11 09/11 8% Samsung Galaxy 04/10 08/10 8% YouView NYR 11/10 8% Net neutrality n/a 11/10 7% Myspace sold for £35M 06/11 07/11 7% BlackBerry launch music service 08/11 09/11 6% FA Cup match on Facebook 08/11 09/11 6% World of Warcraft free 06/11 07/11 6% Dell Streak 06/10 07/10 6% Google Buzz 02/10 08/10 5% Yahoo! company put up for sale 09/11 09/11 4% UK HuffPo launched 07/11 07/11 4% Virgin Gaming 07/10 08/10 4% mflow 11/09 07/10 4%

Launch/ news date

Fieldwork date

% Have or will discuss this

17

Metric 3 of 3

Excitement buzz

19

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Commentary

Among those aware, the FA Cup match streamed on Facebook generates the most excitement, ahead of Windows 8 and the latest Deus Ex video game release

The FA Cup match on Facebook has made broadcasting history and around half those aware are at least somewhat excited by it. But bear in mind the relatively low proportion who are aware (the same goes for Deus Ex and BlackBerry’s music service announcement).

Windows 8, unveiled as a reinvention of the OS optimised for touchscreen, also receives similar interest and will no doubt increase further in the run up to its actual release in 2012.

Despite considerable awareness, Big Brother stands out more as being something over half of those aware couldn’t care less about.

Overleaf we show the same results including those unfamiliar with each topic to provide a total market perspective.

Excitement buzz Among those at least somewhat aware of each

FA Cup on Facebook (125)

Microsoft Windows 8 OS (346)

Deus Ex: H/Revolution game (179)

BlackBerry music service (181)

Star Wars on Blu-ray (507)

Gears of War 3 (282)

HP to focus on software (295)

BT to block pirate sites (317)

Big Brother re-launch on C5 (612)

Google buy Motorola mobile (295)

Apple-Samsung legal battle (385)

S. Jobs resigns from Apple (652)

Yahoo! put up for sale (198)

15%

13%

13%

9%

9%

10%

8%

7%

8%

8%

33%

33%

31%

29%

27%

26%

23%

21%

16%

15%

39%

40%

40%

38%

35%

34%

43%

49%

20%

47%

13%

15%

16%

25%

29%

30%

26%

23%

55%

29%

Very excited Somewhat excited Not at all excited Couldn't care less

base shown in parentheses

n/a (excitement not asked)

20

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Commentary

Looking at the same data, but this time including those unaware, Star Wars on Blu-ray is creating the most excitement amongst the UK population in this edition of Buzz

Setting a new record for week one sales on Blu-ray format, it is perhaps not surprising to see Star Wars top the list this month. It ranks #19th in our all-time excitement list (see later in report).

The unveiling of Windows 8 OS remains high in our list, only falling behind Big Brother (which will have an established fan-base following from previous series and driven by relatively high awareness).

Star Wars on Blu-ray

Big Brother re-launch on C5

Microsoft Windows 8 OS

Gears of War 3

BT to block pirate sites

Deus Ex: Human Revolution

HP to focus on software

BlackBerry music service

FA Cup match on Facebook

Google buy Motorola mobile

Apple-Samsung legal battle

Steve Jobs resigns from Apple

Yahoo! put up for sale

4%

5%

4%

3%

2%

2%

2%

1%

2%

2%

13%

9%

9%

7%

5%

5%

5%

5%

4%

4%

16%

12%

11%

9%

13%

6%

9%

6%

5%

11%

14%

31%

4%

8%

6%

3%

6%

4%

2%

7%

54%

43%

72%

74%

74%

85%

78%

84%

88%

76%

Very excited Somewhat excited Not at all excited Couldn't care less Unfamiliar (not asked about excitement level)

Excitement buzz Among all respondents, including unfamiliar

Base: all respondents (1,096)

n/a (excitement not asked)

21

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Big

Bro

ther

C5

Very excited 5% 4% 6% 13% 5% 1% 3% 3% Somewhat excited 9% 10% 9% 20% 15% 5% 4% 3% Not at all excited 12% 12% 12% 14% 17% 12% 11% 2% Couldn’t care less 31% 32% 30% 27% 31% 35% 32% 28% Unfamiliar 43% 43% 44% 26% 32% 46% 51% 64%

Total Male Fem 16-24 25-34 35-44 45-54 55-64

Base size 1,096 539 557 158 266 251 219 202

Total Male Fem 16-24 25-34 35-44 45-54 55-64 B

/Ber

ry m

usi

c Very excited 1% 3% <1% 5% 2% - - - Somewhat excited 5% 6% 3% 15% 7% 1% 1% - Not at all excited 6% 7% 5% 14% 5% 5% 3% 4% Couldn’t care less 4% 5% 3% 4% 5% 3% 1% 6% Unfamiliar 84% 80% 88% 61% 81% 91% 94% 90%

BT

blo

ck p

irat

e

Very excited 2% 2% 2% 8% 2% 1% <1% 1% Somewhat excited 5% 8% 3% 7% 8% 5% 3% 3% Not at all excited 13% 17% 9% 16% 14% 14% 12% 8% Couldn’t care less 6% 8% 4% 5% 4% 8% 8% 5% Unfamiliar 74% 64% 84% 64% 72% 73% 77% 84%

Deu

s Ex

: H

/R Very excited 2% 4% <1% 8% 3% - <1% -

Somewhat excited 5% 7% 3% 9% 12% 2% <1% - Not at all excited 6% 8% 4% 14% 9% 4% 4% - Couldn’t care less 3% 2% 3% 2% 5% 3% 1% 1% Unfamiliar 85% 79% 90% 68% 71% 91% 94% 99%

FA C

up

F/b

oo

k Very excited 2% 4% <1% 5% 2% 2% 1% - Somewhat excited 4% 6% 2% 13% 6% 1% <1% - Not at all excited 5% 6% 3% 6% 5% 8% 4% <1% Couldn’t care less 2% 3% 1% 1% 2% 1% 3% 1% Unfamiliar 88% 81% 94% 74% 86% 88% 92% 99%

Gea

rs o

f W

ar 3

Very excited 3% 5% 1% 8% 3% 2% <1% - Somewhat excited 7% 10% 4% 13% 15% 2% 2% <1% Not at all excited 9% 11% 7% 19% 12% 5% 6% 5% Couldn’t care less 8% 8% 8% 10% 10% 13% 2% 3% Unfamiliar 74% 66% 80% 50% 60% 77% 90% 91%

Go

ogl

e b

uy

M

Very excited 2% 4% <1% 5% 4% <1% <1% <1% Somewhat excited 4% 6% 1% 7% 6% 1% 2% 1% Not at all excited 11% 15% 7% 16% 14% 12% 7% 7% Couldn’t care less 7% 10% 4% 1% 6% 10% 9% 7% Unfamiliar 76% 65% 87% 71% 70% 77% 81% 86%

HP

so

ftw

are

Very excited 2% 2% 1% 7% 2% - - <1% Somewhat excited 5% 7% 3% 10% 8% 2% 3% 1% Not at all excited 9% 14% 5% 15% 10% 10% 7% 5% Couldn’t care less 6% 8% 3% 3% 3% 8% 8% 6% Unfamiliar 78% 69% 88% 64% 77% 80% 81% 88%

Star

War

s B

D

Very excited 4% 7% 2% 10% 5% 6% <1% - Somewhat excited 13% 16% 9% 11% 18% 19% 9% 2% Not at all excited 16% 19% 13% 23% 21% 17% 10% 8% Couldn’t care less 14% 14% 13% 12% 17% 15% 12% 10% Unfamiliar 54% 43% 64% 45% 38% 44% 68% 80%

S. J

ob

s re

sign

s Very excited

n/a (excitement not asked)

Somewhat excited

Not at all excited

Couldn’t care less

Unfamiliar

Win

do

ws

8 O

S Very excited 4% 6% 1% 11% 4% 2% 1% 1% Somewhat excited 9% 12% 6% 11% 13% 7% 9% 3% Not at all excited 11% 16% 6% 16% 11% 10% 11% 8% Couldn’t care less 4% 4% 4% 4% 4% 5% 4% 3% Unfamiliar 72% 62% 82% 57% 68% 76% 75% 86%

Yah

oo

! Sa

le Very excited

n/a (excitement not asked)

Somewhat excited

Not at all excited

Couldn’t care less

Unfamiliar

Base size 1,096 539 557 158 266 251 219 202 A

-S le

gal b

attl

e

Very excited

n/a (excitement not asked)

Somewhat excited

Not at all excited

Couldn’t care less

Unfamiliar

Excitement buzz demographic breakdown (alphabetical order)

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Final Harry Potter 07/11 07/11 41% Oscars 1929 02/11 32% Baftas 1947 02/11 31% Brits 1977 02/11 30% Freeview HD 2010 07/10 30% 3D TV sets 01/10 07/10 & 05/11 29% (+7% pts) iPad 2 03/11 04/11 29% Murdoch questioning 07/11 07/11 27% iPad 06/10 07/10 24% DAB Radio 1999 08/10 24% Firefox 4 launched 03/11 05/11 23% Nintendo 3DS 03/11 7/10 & 2+6/11 22% (-1% pt) London 2012 tickets issued 06/11 07/11 22% IE9 launched 03/11 05/11 22% Smart TV 2010 04/11 22% Golden Globes 1944 02/11 22% Xbox Kinect 11/10 7/10 & 11/10 22% (+12% pts) Android-based tablet devices 06/10 02/11 21% Star Wars films released on BD 09/11 05/11 & 09/11 17% (-3%) Sky 3D Channel NYR 8/10 & 11/10 20% (+6%) iPhone 4 06/10 07/10 20% Spotify 02/09 02/11 20% (+7% pts) Windows 7 for Mobile 11/10 07/10 & 02/11 20% (+11% pts) Call of Duty: Black Ops game 11/10 11/10 20% Microsoft buy Skype 05/11 05/11 19% Kindle eBook 10/09 11/10 19% Google launch Chromebooks 05/11 05/11 18% Apple iCloud announced 06/11 06/11 17% Google launch cloud music 05/11 05/11 17% Nokia E7 smartphone 02/11 05/11 17% Sony Ericsson Xperia Play 04/11 04/11 17% 3D Blu-ray players Summer ’10 08/10 17% Nintendo showcase ‘Wii U’ 06/11 06/11 16% BlackBerry PlayBook 06/11 11/10 & 06/11 16% (+ 7% pts) Samsung Galaxy Tab 11/10 02/11 & 06/11 16% (-3% pts) LA Noire video game 06/11 06/11 16% Portal 2 video game 06/11 06/11 16% Blinkbox 2008 05/11 15% Nokia/MS partnership 02/11 04/11 15% Big Brother re-launched on C5 08/11 09/11 14% Fable III video game 06/11 06/11 14% Playstation Vita showcased NYR 06/11 14% Orange / B’card “Quick Tap” 06/11 06/11 14% Vevo 12/09 05/11 14% Amazon Cloud Player 03/11 04/11 14% Microsoft unveils Windows 8 OS NYR 09/11 13% Crysis 2 video game 03/11 04/11 13% Halo: Reach video game 09/10 11/10 13% BT Vision 12/06 11/10 13% Google+ 06/11 07/11 13% HP TouchPad 07/11 07/11 12% Motorola Xoom NYR 02/11 12% (+1% pt)

Please consider launch/fieldwork dates to place results into proper context NYR = not yet released at time of fieldwork; This edition’s items are highlighted in green

Launch/

news date

Fieldwork date

% at least somewhat

excited (base size >1,000) Google Chrome OS NYR 07/10 12% UK Radioplayer NYR 04/11 12% Charlie Sheen in news 03/11 04/11 12% Homefront video game 03/11 04/11 12% HTC Flyer 06/11 06/11 11% Warner films on Facebook 03/11 04/11 11% ‘The Daily’ digital newspaper NYR 02/11 11% Digital display screens 2009 08/10 11% Apple TV 09/10 11/10 11% Fallout: New Vegas game 10/10 11/10 11% Gears of War 3 video game 09/11 09/11 10% BBC News website redesign 07/10 08/10 10% Sony Move 09/10 7/10 & 11/10 10% (+3% pts) Google TV 10/10 7/10 & 11/10 10% (+1% pt) 3D Wimbledon 07/11 07/11 9% Skype on Facebook 06/11 07/11 9% Sonic the Hedgehog 20 years 06/11 07/11 9% “.xxx” sex domain (18+) 04/11 04/11 9% Qriocity streaming service 03/11 04/11 9% Google One Pass 02/11 04/11 9% Steam (gaming service) 2002 08/10 9% Samsung Galaxy 04/10 08/10 9% "Newport" Jay-Z spoof 08/10 08/10 8% YouView NYR 11/10 8% BT ordered to block pirate sites 07/11 09/11 7% Deus Ex: Human Revolution game 08/11 09/11 7% HP to focus on software 08/11 09/11 7% Bing 06/09 08/10 7% BlackBerry launch music service 08/11 09/11 6% FA Cup match on Facebook 08/11 09/11 6% Google buy Motorola mobile 08/11 09/11 6% Dell Streak 06/10 07/10 6% Google Buzz 02/10 08/10 5% Virgin Gaming 07/10 08/10 5% UK HuffPo launched 07/11 07/11 5%

Word of Warcraft free 06/11 07/11 4%

Myspace sold for £35M 06/11 07/11 4%

mflow 11/09 07/10 3% Apple-Samsung legal battle 08/11 09/11 n/a Steve Jobs resigns as Apple CEO 08/11 09/11 n/a Yahoo! company put up for sale 09/11 09/11 n/a Twitter/super-injunctions 05/11 06/11 n/a PS3 accounts hacked 04/11 05/11 n/a iPhone secretly tracking 04/11 05/11 n/a iPhone4 reception issue 06/10 08/10 n/a Murdoch’s BSkyB bid 06/10 02/11 n/a Net neutrality n/a 11/10 n/a The Times paywall 06/10 08/10 n/a Phone hacking 06/11 07/11 n/a HTC/Apple dispute 05/11 07/11 n/a

Launch/ news date

Fieldwork date

% at least somewhat

excited

22

Harris Brand Buzz

41%

29% 27% 25%

20% 19% 16%

13% 10% 10% 9%

7% 7%

24

24

Harris Brand Buzz % ahead of the game

commentary

Amazon Kindle stands out as top of our list for brand buzz in this edition with over 2 in 5 considering it to be ahead of the game (we will be looking at Kindle Fire and Touch in the next edition of Buzz, and please note this edition’s fieldwork was conducted prior to the announcement of these new devices from Amazon)

See overleaf for a full ranking of all brands measured to date

Base: all respondents (1,096)

© Harris Interactive

Please take into consideration the fieldwork dates to place results into their proper context

This edition’s brands are highlighted in green

Fieldwork date

% ahead of the game

Harris Brand Buzz all time list

Amazon 05/11 64%

Twitter 05/11 59%

Apple 02/11 55%

Google 02/11 54%

YouTube 05/11 51%

eBay 05/11 50%

Spotify 05/11 46%

Nintendo 03/11 44%

Xbox 03/11 44%

Microsoft 02/11 43%

Sky 02/11 43%

Facebook 02/11 43%

BlackBerry 03/11 42%

Kindle (by Amazon) 09/11 41%

iTunes (by Apple) 06/11 39%

BBC iPlayer 06/11 38%

Android 02/11 37%

Skype 03/11 33%

Samsung 03/11 32%

Sony 03+06/11 31% (-7% pts)

Groupon 09/11 29%

HTC 02/11 29%

Playstation 03+06/11 28% (-9% pts)

BBC 02/11 28%

O2 02/11 28%

Sony Bravia 09/11 27%

Dell 03/11 27%

Sony Ericsson 03/11 27%

EA Games 03/11 26%

Wikipedia 09/11 25%

Nokia 02+06/11 22% (-2% pts)

Vodafone 06/11 21%

LOVEFiLM 06/11 21%

25

Fieldwork date

% ahead of the game

ITV 02/11 21%

HP 03+09/11 20% (-2% pts)

BT 07/11 20%

BSkyB 07/11 20%

Panasonic Viera 09/11 19%

Channel 4 06/11 19%

Orange 02/11 19%

T-Mobile 03/11 19%

Acer 06/11 18%

Dave (TV channel) 07/11 18%

Five (Channel 5 TV) 07/11 17%

Yahoo! 02+09/11 16% (-4% pts)

The Guardian 07/11 16%

Motorola 03/11 14%

MTV 09/11 13%

3 (Three) 06/11 13%

MSN 07/11 13%

Daily Mail 07/11 13%

LinkedIn 07/11 11%

Packard Bell 09/11 10%

Compaq 09/11 10%

The Sun 07/11 10%

Flickr 09/11 9%

Asus 06/11 9%

HMV 06/11 9%

Blockbuster 06/11 9%

Bing 07/11 8%

Last.fm 09/11 7%

Lenovo 09/11 7%

News International 07/11 7%

AOL 07/11 6%

Myspace 05+07/11 6% (-24% pts)

(base size >1,000) for all waves

26

Commentary

Levels of brand buzz for HP remain largely as they were when reported six months ago

Despite HP announcing a shift in emphasis towards software (and this news coincided with a consumer rush for discounted TouchPads), brand buzz for HP rating remains largely unchanged with 1 in 5 still considering it to be a brand that is ahead of the game.

With such a significant shift in focus, it will be interesting to see how consumer perceptions towards the brand change as HP hardware gradually disappears from our stores.

22% 20%

% ahead of the game

Mar-11 Sep-11

Harris Brand Buzz A focus on…

27

20% 16%

% ahead of the game

Feb-11 Sep-11

Harris Brand Buzz A focus on…

Commentary

Perceptions of Yahoo! as a brand have fallen slightly during this year

Yahoo! has found itself struggling in recent times. The dismissal of their CEO and subsequent announcement that the company is up for sale has emphasised this and resultantly seen perceptions of the brand as ahead of the game fall slightly in recent months.

Press releases have very much stated Yahoo! are looking to strategically review their business and reposition themselves for future growth.

contact us

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Steve Evans Technology & Entertainment sevans@harrisinteractive.com mobile +44 (0) 7849 172 341 switchboard +44 (0) 208 263 5200 Steve’s blog: http://techmedianow.blogspot.com/