Harris Buzz Report. Report #2 October August 2010 fieldwork

Transcription

1 Harris Buzz Report Report #2 October 2010 August 2010 fieldwork Contact Steve Evans Technology & Entertainment +44 (0)

2 About Harris Interactive We are a full service research agency specialising in media, technology, telecoms, entertainment and the modern consumer We offer a full range of services for both quant and qual research Our range of services include: Concept testing Product/service launching, including pack testing Product/service configuration Communications testing and tracking Brand equity / extension / tracking Satisfaction and loyalty Segmentation Market sizing / share / opportunities Youth and kids research Employee research Social media analysis Lifestreaming Global omnibus research State-of-the-art qualitative techniques Steve Evans Technology & Entertainment sevans@harrisinteractive.com +44 (0)

3 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 In this report, we look at: (listed alphabetically) 3D capable Blu-ray players BBC News website redesign Bing DAB Radio Digital display advertising screens Google Buzz iphone 4 reception problems Newport music video spoof Samsung Galaxy Sky 3D Steam (gaming download service) The Times online paywall Virgin Gaming video game service 3

4 Methodology Robust quantitative method 1,062 UK respondents this wave Online fieldwork in the last week of August 2010 Data weighted to be representative of UK national demographics Data propensity weighted to account for any online sampling bias Unweighted sample profile Demographic Unweighted base Total 1,062 All males 502 All females year olds year olds year olds year olds year olds 188 4

5 Metric 1 of 3 Awareness buzz

6 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) 6

7 This wave s Buzz list 3D capable Blu-ray players Blu-ray players capable of showing 3D on 3D capable TV sets BBC News website redesign A major revamp of the BBC News site Bing Search engine from Microsoft, rival to Google DAB Radio Digital radio Digital display screens replacing old fashioned advertising posters* Electronic displays showing advertising replacing traditional static posters Google Buzz Social networking and messaging tool from Google iphone 4 reception/antennae problems* High profile reports post-launch in June 2010 Internet spoof music video Newport parodying Jay-Z song* Comedic music video that went viral via YouTube and other video streaming sites, based on Jay-Z s homage to New York Samsung Galaxy Samsung s first Android device Sky 3D 3D-enabled channel from Sky TV Steam (gaming download service)* Digital distribution service for PC games The Times charging users to read stories on its website (the paywall )* The newspaper charging access to the full site, paying 1/day or 2 for a week s subscription Virgin Gaming (video gaming service)* Allows for competitive console gaming on Xbox 360/PS3 *Please note these buzz items have been abbreviated in the data charts respondents were shown the list precisely as above 7

8 UK launch date details 3D capable Blu-ray players Multiple players unveiled Summer/Autumn 2010 BBC News website redesign Redesign went live July 2010 Bing Unveiled May 2009, fully online June 2009 DAB Radio Receivers available commercially since 1999 Digital display screens replacing old Various examples since 2009 fashioned advertising posters* Google Buzz Announced and released February 2010 iphone 4 reception/antennae problems* Device launched June 2010; issues widely reported July 2010 Internet spoof music video Newport Song widely reported about in mainstream media in August 2010 parodying Jay-Z song* Samsung Galaxy Smartphone announced April 2009 Sky 3D Football trials in summer; their 3D channel not yet launched Steam (gaming download service)* Launched 2002; major take-off in 2004 for Valve s Half-Life 2 The Times charging users to read stories Paywall introduced June 2010 on its website (the paywall )* Virgin Gaming (video gaming service)* Announced July 2010 *Please note these buzz items have been abbreviated in the data charts respondents were shown the list precisely as above 8

9 Awareness buzz Extremely familiar Very familiar Somewhat familiar Know name only Never heard of DAB Radio BBC News website redesign iphone4 reception/antennae Bing The Times paywall Digital display screens 3D Blu-ray players Sky 3D Steam (gaming service) "Newport" Jay-Z internet spoof Samsung Galaxy Google Buzz Virgin Gaming (gaming service) 15% 9% 8% 5% 5% 3% 10% 4% 8% 4% 8% 5% 5% 4% 4% 11% 10% 3% 3% 11% 2% 2% 10% 13% 13% 12% 5% 4% 11% 13% 19% 22% 22% 23% 20% 24% 28% 29% 13% 12% 20% 21% 32% 30% 21% 14% 18% 40% 18% 38% 30% 26% 15% 46% 20% 37% 33% 33% 37% 29% 65% 68% 47% 63% 67% Commentary DAB Radio, the BBC News site redesign and reception/antennae issues for the iphone 4 rank the most highly for awareness in the general public When reading this list, remember that we had no prompting or assistance for respondents awareness is based on their reading of the text only. Also bear in mind that some of these products/services are yet to launch, whereas some (especially DAB Radio) have been around for a considerable period. Sky 3D, for example, was yet to launch officially, although plans for launch had been publicised. We intend to revisit its Buzz levels post launch. The Times paywall achieves awareness over 50% of respondents interviewed, with 15% extremely or very familiar. We don t just look at product launches in Buzz. This wave we looked at the viral social media phenomenon, Newport. Nearly 1 in 3 were aware of this, with just under 1 in 10 extremely or very familiar. 9 9

10 Virg Gaming Steam Times paywall Sam Galaxy Sky 3D ip4 reception Newport Dig.display Google Buzz Bing DAB Radio 3D Blu-ray BBC News Total Male Fem Base size 1, Extremely familiar 4% 6% 3% 11% 5% 1% 2% 1% Very familiar 8% 11% 5% 11% 10% 7% 8% 2% Somewhat familiar 22% 27% 17% 24% 26% 26% 19% 14% Just know name 33% 27% 38% 26% 28% 34% 38% 39% Never heard of 33% 29% 37% 27% 30% 32% 33% 45% Extremely familiar 5% 8% 3% 9% 8% 4% 5% <1% Very familiar 11% 13% 9% 19% 12% 11% 8% 5% Somewhat familiar 28% 31% 25% 32% 31% 31% 26% 18% Just know name 30% 24% 36% 23% 27% 33% 35% 32% Never heard of 26% 24% 27% 18% 22% 22% 26% 44% Extremely familiar 3% 4% 2% 7% 6% 2% 2% - Very familiar 10% 13% 7% 20% 10% 9% 6% 4% Somewhat familiar 29% 35% 24% 32% 36% 31% 26% 20% Just know name 20% 21% 20% 13% 13% 23% 27% 27% Never heard of 37% 26% 47% 28% 35% 34% 39% 49% Extremely familiar 8% 12% 4% 14% 11% 6% 4% 4% Very familiar 13% 16% 9% 18% 16% 14% 10% 3% Somewhat familiar 24% 25% 22% 25% 29% 27% 21% 16% Just know name 18% 15% 20% 13% 21% 15% 21% 20% Never heard of 38% 32% 44% 30% 23% 38% 43% 58% Extremely familiar 4% 5% 3% 8% 5% 1% 1% 3% Very familiar 4% 4% 4% 5% 8% 5% 2% <1% Somewhat familiar 13% 15% 12% 17% 21% 15% 9% 5% Just know name 32% 34% 30% 31% 27% 27% 43% 34% Never heard of 47% 41% 52% 39% 40% 52% 45% 59% Extremely familiar 5% 8% 2% 10% 9% 3% 1% - Very familiar 5% 8% 2% 6% 8% 5% 4% 2% Somewhat familiar 12% 18% 7% 24% 17% 10% 6% 3% Just know name 13% 11% 14% 6% 15% 14% 16% 12% Never heard of 65% 55% 76% 54% 50% 69% 73% 83% Total Male Fem Base size 1, Extremely familiar 9% 13% 6% 13% 12% 10% 6% 3% Very familiar 13% 18% 8% 13% 19% 12% 13% 9% Somewhat familiar 20% 25% 14% 20% 23% 19% 20% 17% Just know name 18% 15% 20% 11% 14% 23% 18% 23% Never heard of 40% 29% 52% 43% 32% 36% 43% 49% Extremely familiar 15% 19% 11% 20% 15% 17% 12% 10% Very familiar 19% 25% 12% 15% 20% 15% 25% 20% Somewhat familiar 30% 31% 30% 26% 36% 36% 25% 29% Just know name 21% 16% 27% 14% 21% 25% 23% 25% Never heard of 14% 9% 20% 25% 9% 7% 14% 16% Extremely familiar 3% 4% 2% 7% 3% 1% 1% 1% Very familiar 3% 4% 1% 4% 6% 1% 1% 1% Somewhat familiar 11% 15% 7% 15% 16% 13% 5% 4% Just know name 21% 22% 19% 26% 22% 19% 20% 16% Never heard of 63% 55% 72% 49% 53% 66% 73% 78% Extremely familiar 5% 7% 3% 10% 8% 4% 2% - Very familiar 4% 5% 3% 6% 6% 7% 1% <1% Somewhat familiar 11% 12% 10% 15% 17% 15% 6% 1% Just know name 12% 13% 10% 19% 12% 11% 10% 6% Never heard of 68% 62% 74% 50% 58% 63% 82% 93% Extremely familiar 4% 5% 2% 6% 5% 3% 2% 2% Very familiar 8% 11% 5% 13% 11% 9% 6% 2% Somewhat familiar 22% 25% 20% 24% 26% 25% 20% 15% Just know name 37% 35% 38% 26% 34% 40% 42% 44% Never heard of 29% 23% 34% 32% 24% 23% 29% 37% Extremely familiar 5% 8% 3% 7% 9% 4% 4% 4% Very familiar 10% 14% 7% 14% 11% 10% 8% 8% Somewhat familiar 23% 27% 20% 20% 26% 28% 20% 23% Just know name 15% 17% 13% 11% 14% 15% 18% 17% Never heard of 46% 35% 57% 47% 40% 43% 49% 48% Extremely familiar 2% 3% 1% 4% 3% 1% 1% - Very familiar 2% 2% 2% 4% 4% - 1% <1% Somewhat familiar 10% 12% 7% 13% 13% 10% 6% 4% Just know name 20% 21% 19% 18% 18% 15% 29% 22% Never heard of 67% 61% 72% 61% 61% 74% 63% 74% Awareness buzz demographic breakdown (alphabetical order) 10

11 Awareness buzz All waves comparison Launch date Fieldwork date % At least somewhat familiar DAB Radio 1999 W2 8/10 64% Freeview HD 2010 W1 7/10 64% ipad 06/10 W1 7/10 46% iphone4 reception/antennae 06/10 W2 8/10 44% Bing 06/09 W2 8/10 44% Digital display screens 2009 W2 8/10 43% BBC News website redesign 07/10 W2 8/10 42% Google Chrome OS NYR W1 7/10 39% The Times paywall 06/10 W2 8/10 39% 3D television sets 01/10 W1 7/10 37% iphone 4 06/10 W1 7/10 34% 3D Blu-ray players Summer 10 W2 8/10 34% Sky 3D NYR W2 8/10 34% Nintendo 3DS NYR W1 7/10 27% Spotify 02/09 W1 7/10 24% Windows 7 for Mobile NYR W1 7/10 23% Steam (gaming service) 2002 W2 8/10 22% Samsung Galaxy 04/09 W2 8/10 21% "Newport" Jay-Z internet spoof 08/10 W2 8/10 20% "Kinect" for Xbox 360 NYR W1 7/10 17% Google TV NYR W1 7/10 17% Google Buzz 02/10 W2 8/10 16% "Move" for Sony PS3 09/10 W1 7/10 14% Virgin Gaming (gaming service) 07/10 W2 8/10 13% Dell Streak 06/10 W1 7/10 11% mflow 11/09 W1 7/10 7% As we do more waves of Buzz tracking, we will compile a ranked list from all waves for easy reference Please take into consideration the launch and fieldwork dates to place results into their proper context (base size >1,000 for all waves) NYR=not yet released at time of interviewing 11

12 Metric 2 of 3 Discussion buzz

13 Discussion buzz Among those at least somewhat aware of each 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 iphone4 reception (505) Sky 3D (368) Newport Jay-Z spoof (213) DAB Radio (712) 3D Blu-ray players (359) Steam (gaming service) (241) Samsung Galaxy (250) The Times paywall (447) BBC News site redesign (492) Virgin Gaming (142) Google Buzz (176) Bing (504) Digital display screens (463) 12% 10% 8% 9% 16% 12% 6% 5% 8% 4% 5% 15% 12% 25% 22% 33% 30% 24% 18% 39% 36% 30% 25% 43% 43% 32% 40% 44% 42% 45% 50% 30% 35% 45% 40% 30% 32% 35% 40% 30% 24% 15% 16% 17% 22% 15% 16% 20% 23% 22% 21% 29% bases shown in parentheses Commentary Some fascinating insight here, showing the importance of managing public relations, the continuing buzz of 3D and the power of social media iphone 4 was a major launch success, but soon news filtered of reception issues, fuelled by the news media, bloggers and tweeters. Bad news can spread quickly and nearly 3 in 5 of those at least somewhat familiar of the issue told us they discussed it with their peers. Check out Harris Interactive s tools for social media research here: Performance/BuzzMeasurementMonitoring.aspx The Newport Jay-Z spoof also generated a great deal of buzz. This music video went viral. Nearly 1 in 2 of those familiar with it discussed it, showing the power of social media. Sky 3D and 3D Blu-ray players also generate significant levels of Buzz among those familiar, indicating the 3D train continues to roll on

14 Discussion buzz Among all respondents, including unfamiliar 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) DAB Radio iphone4 reception/antennae Sky 3D 3D Blu-ray players The Times paywall 5% 5% 3% 3% 2% 12% 25% 19% 15% 13% 13% 11% 5% 14% 16% 5% 8% 19% 7% 15% 66% 66% 56% 61% 36% Commentary Here is the same data on discussion buzz, but this time including the base of unfamiliar consumers as items have varying familiarity, this changes the order of buzz, with DAB Radio now topping the list We still see among the entire general public, the buzz created by the iphone 4 issues and about 3D. The Newport spoof ranks lower in the list as whilst it generated a great deal of buzz among those familiar, not everyone got to see it or was made aware of it. BBC News website redesign 2% 12% 18% 10% 58% Bing 2% 11% 18% 13% 56% Digital display screens 2% 9% 19% 12% 57% Steam (gaming service) 3% 7% 8% 5% 78% Newport Jay-Z internet spoof 3% 6% 7% 3% 80% Samsung Galaxy 3% 5% 9% 3% 79% Google Buzz Virgin Gaming 2% 3% 8% 3% 1% 3% 6% 3% 84% 87% 14 14

15 Virg Gaming Steam Times paywall Sam Galaxy Sky 3D ip4 reception Newport Dig.dispay Google Buzz Bing DAB Radio 3D Blu-ray BBC News Total Male Fem Base size 1, Discuss great deal 3% 4% 3% 6% 8% 1% 1% - Discuss a little 12% 16% 9% 16% 12% 10% 19% 4% Have not / won t 14% 17% 10% 17% 19% 16% 8% 8% Would never occur 5% 7% 3% 8% 3% 8% 2% 4% Unfamiliar 66% 56% 76% 53% 58% 66% 71% 83% Discuss great deal 2% 2% 2% 4% 4% <1% 1% - Discuss a little 11% 12% 10% 16% 16% 10% 9% 2% Have not / won t 18% 21% 15% 19% 20% 20% 20% 9% Would never occur 13% 17% 10% 19% 11% 15% 8% 12% Unfamiliar 56% 48% 64% 41% 49% 55% 62% 76% Discuss great deal 2% 3% 2% 4% 5% - 2% - Discuss a little 9% 11% 7% 18% 14% 7% 4% 3% Have not / won t 19% 23% 16% 17% 23% 23% 19% 13% Would never occur 12% 16% 9% 20% 9% 12% 10% 9% Unfamiliar 57% 47% 67% 42% 48% 58% 66% 76% Discuss great deal 5% 7% 4% 12% 7% 3% 2% 1% Discuss a little 19% 22% 16% 24% 24% 21% 18% 6% Have not / won t 13% 16% 10% 11% 20% 17% 10% 8% Would never occur 7% 8% 5% 10% 4% 6% 5% 7% Unfamiliar 56% 47% 65% 43% 44% 53% 64% 78% Discuss great deal 3% 3% 3% 6% 7% <1% 1% 1% Discuss a little 5% 7% 4% 5% 8% 6% 4% 3% Have not / won t 9% 11% 8% 14% 14% 12% 5% 1% Would never occur 3% 4% 3% 4% 4% 4% 2% 2% Unfamiliar 79% 76% 82% 70% 67% 79% 88% 93% Discuss great deal 3% 3% 2% 6% 6% - 1% 1% Discuss a little 7% 11% 2% 13% 12% 4% 2% 1% Have not / won t 8% 12% 4% 10% 13% 9% 5% 1% Would never occur 5% 8% 2% 11% 3% 4% 3% 2% Unfamiliar 78% 66% 89% 60% 66% 83% 89% 95% Total Male Fem Base size 1, Discuss great deal 2% 2% 2% 2% 6% 1% 3% - Discuss a little 12% 17% 8% 16% 18% 13% 8% 7% Have not / won t 18% 25% 10% 20% 21% 17% 19% 11% Would never occur 10% 12% 8% 8% 10% 10% 9% 10% Unfamiliar 58% 44% 72% 54% 46% 59% 61% 72% Discuss great deal 5% 6% 3% 7% 9% 2% 6% 1% Discuss a little 25% 32% 18% 21% 23% 27% 30% 24% Have not / won t 19% 19% 19% 15% 27% 25% 16% 12% Would never occur 15% 17% 13% 17% 11% 15% 11% 22% Unfamiliar 36% 25% 46% 40% 30% 31% 37% 41% Discuss great deal 2% 2% 2% 3% 3% 1% 1% 1% Discuss a little 3% 4% 2% 4% 7% 1% 2% <1% Have not / won t 8% 12% 4% 11% 15% 9% 2% 2% Would never occur 3% 6% 1% 7% 1% 4% 2% 2% Unfamiliar 84% 77% 91% 74% 74% 85% 93% 94% Discuss great deal 3% 3% 3% 7% 4% 2% 1% <1% Discuss a little 6% 8% 5% 6% 13% 9% 2% <1% Have not / won t 7% 8% 6% 10% 9% 11% 3% <1% Would never occur 3% 5% 2% 8% 3% 3% 1% <1% Unfamiliar 80% 76% 84% 69% 70% 74% 92% 99% Discuss great deal 3% 4% 3% 4% 8% 3% 2% <1% Discuss a little 15% 19% 10% 26% 16% 13% 14% 3% Have not / won t 11% 12% 10% 7% 14% 14% 11% 9% Would never occur 5% 7% 4% 6% 4% 7% 2% 7% Unfamiliar 66% 59% 72% 58% 58% 63% 72% 81% Discuss great deal 2% 3% 2% 2% 6% 3% 1% <1% Discuss a little 13% 17% 9% 14% 16% 12% 14% 10% Have not / won t 16% 19% 13% 15% 19% 20% 11% 13% Would never occur 8% 10% 6% 10% 4% 7% 6% 11% Unfamiliar 61% 51% 70% 58% 55% 58% 68% 65% Discuss great deal 1% 1% 1% 2% 4% - 1% - Discuss a little 3% 5% 1% 7% 5% 2% 1% <1% Have not / won t 6% 7% 5% 8% 10% 6% 5% 1% Would never occur 3% 4% 2% 4% 2% 3% 2% 3% Unfamiliar 87% 83% 91% 79% 79% 89% 92% 96% Discussion buzz demographic breakdown (alphabetical order) 15

16 Discussion buzz All waves comparison Launch date Fieldwork date % Have or will discuss this Freeview HD 2010 W1 7/10 38% ipad 06/10 W1 7/10 34% DAB Radio 1999 W2 8/10 30% 3D television sets 01/10 W1 7/10 27% iphone 4 06/10 W1 7/10 24% iphone4 reception/antennae 06/10 W2 8/10 24% Sky 3D NYR W2 8/10 18% Google Chrome OS NYR W1 7/10 17% Spotify 02/09 W1 7/10 16% The Times paywall 06/10 W2 8/10 16% 3D Blu-ray players Summer 10 W2 8/10 15% BBC News website redesign 07/10 W2 8/10 15% Nintendo 3DS NYR W1 7/10 13% Bing 06/09 W2 8/10 13% "Kinect" for Xbox 360 NYR W1 7/10 11% Digital display screens 2009 W2 8/10 11% Windows 7 for Mobile NYR W1 7/10 11% Steam (gaming service) 2002 W2 8/10 9% "Newport" Jay-Z internet spoof 08/10 W2 8/10 9% Samsung Galaxy 04/09 W2 8/10 8% "Move" for Sony PS3 09/10 W1 7/10 8% Google TV NYR W1 7/10 7% Dell Streak 06/10 W1 7/10 6% Google Buzz 02/10 W2 8/10 5% Virgin Gaming (gaming service) 07/10 W2 8/10 4% mflow 11/09 W1 7/10 4% As we do more waves of Buzz tracking, we will compile a ranked list from all waves for easy reference Please take into consideration the launch and fieldwork dates to place results into their proper context (base size >1,000 for all waves) NYR=not yet released at time of interviewing 16

17 Metric 3 of 3 Excitement buzz

18 Excitement buzz Among those at least somewhat aware of each Very excited Somewhat excited Not at all excited Couldn't care less 3D Blu-ray players (359) Sky 3D (368) Samsung Galaxy (250) Newport Jay-Z spoof (213) Steam (gaming service) (241) DAB Radio (712) Virgin Gaming (142) Google Buzz (176) 11% 14% 10% 7% 11% 6% 10% 5% 26% 38% 29% 32% 34% 31% 24% 29% 32% 34% 36% 42% 50% 32% 42% 47% 19% 26% 16% 25% 24% 16% 24% 19% Commentary Among those in-the-know, 3D generates the most excitement with both 3D Blu-ray and Sky 3D generating high levels of excitement Sky 3D actually tops the list for levels of very excited. The issue with 3D is whether it is a fad that could soon fade. Here is evidence that it generates excitement with the general public. Samsung Galaxy also generates excitement, but its base of familiarity is lower than that of the 3D related items we measured. Likewise with Steam, the gaming online distribution channel. We re-base this data (overleaf) to take into account those consumers unfamiliar with these items. Digital display screens (463) 6% 21% 45% 28% BBC News site redesign (492) 3% 21% 55% 21% Bing (504) 2% 13% 51% 34% bases shown in parentheses 18 18

19 Excitement buzz Among all respondents, including unfamiliar Very excited Somewhat excited Not at all excited Couldn't care less Unfamiliar (not asked about excitement level) Commentary When we take into account all consumers, including those unfamiliar, we see a different order, with DAB Radio (a highly familiar, well established product) topping the list 3D remains high in this list for excitement DAB Radio 3D Blu-ray players Sky 3D 4% 4% 5% 20% 13% 11% 10% 11% 6% 9% 30% 10% 66% 66% 36% This, then, is the view of the general public as a whole. We see evidence here of the buzz generated by 3D, which will be welcomed by Sky and by manufacturers creating the devices to push the content. Digital display screens BBC News website redesign Samsung Galaxy Steam (gaming service) 2% 9% 1% 9% 2% 7% 19% 23% 9% 3% 2% 6% 8% 5% 12% 9% 79% 78% 57% 58% Bear in mind, again, that we asked about Sky 3D prior to its official launch. We will ask again in the near future post launch to assess the impact of the marketing campaign and the resultant buzz generated. Newport Jay-Z internet spoof 1% 7% 7% 5% 80% Bing 1% 6% 22% 15% 56% Google Buzz 1% 4% 8% 3% 84% Virgin Gaming 1% 3% 6% 3% 87% 19 19

20 Virg Gaming Steam Times paywall Sam Galaxy Sky 3D ip4 reception Newport Dig.display Google Buzz Bing DAB Radio 3D Blu-ray BBC News Total Male Fem Base size 1, Very excited 4% 5% 2% 9% 6% <1% 2% 1% Somewhat excited 13% 19% 7% 21% 16% 13% 9% 4% Not at all excited 11% 12% 10% 9% 13% 12% 15% 8% Couldn t care less 6% 8% 5% 7% 7% 9% 4% 4% Unfamiliar 66% 56% 76% 53% 58% 66% 71% 83% Very excited 1% 1% 1% 1% 4% <1% - - Somewhat excited 6% 7% 4% 9% 7% 5% 5% 2% Not at all excited 22% 26% 18% 25% 23% 26% 22% 15% Couldn t care less 15% 17% 13% 23% 18% 14% 12% 8% Unfamiliar 56% 48% 64% 41% 49% 55% 62% 76% Very excited 2% 4% 1% 7% 4% <1% 1% <1% Somewhat excited 9% 11% 7% 18% 15% 5% 4% 2% Not at all excited 19% 21% 18% 25% 23% 21% 15% 11% Couldn t care less 12% 17% 8% 9% 11% 16% 14% 11% Unfamiliar 57% 47% 67% 42% 48% 58% 66% 76% Total Male Fem Base size 1, Very excited 1% 1% 2% 1% 4% - 2% <1% Somewhat excited 9% 13% 5% 14% 13% 7% 7% 3% Not at all excited 23% 31% 15% 22% 28% 25% 23% 16% Couldn t care less 9% 11% 7% 9% 8% 9% 8% 9% Unfamiliar 58% 44% 72% 54% 46% 59% 61% 72% Very excited 4% 6% 2% 3% 4% 6% 3% 3% Somewhat excited 20% 23% 17% 23% 22% 16% 21% 15% Not at all excited 30% 34% 27% 22% 31% 36% 31% 33% Couldn t care less 10% 13% 8% 12% 13% 11% 7% 8% Unfamiliar 36% 25% 46% 40% 30% 31% 37% 41% Very excited 1% 1% 1% 1% 2% <1% <1% <1% Somewhat excited 4% 6% 2% 6% 8% 4% 1% 1% Not at all excited 8% 12% 4% 12% 12% 7% 5% 3% Couldn t care less 3% 4% 2% 6% 3% 4% <1% 1% Unfamiliar 84% 77% 91% 74% 74% 85% 93% 94% Very excited Somewhat excited Not at all excited Couldn t care less Unfamiliar n/a (excitement buzz not relevant) Very excited 1% 1% 2% 2% 3% 1% - <1% Somewhat excited 7% 10% 4% 12% 11% 9% 1% <1% Not at all excited 7% 9% 5% 8% 9% 10% 4% <1% Couldn t care less 5% 5% 5% 9% 7% 5% 2% 1% Unfamiliar 80% 76% 84% 69% 70% 74% 92% 99% Very excited 2% 2% 2% 4% 3% <1% 1% 3% Somewhat excited 7% 9% 4% 11% 10% 6% 4% 2% Not at all excited 9% 9% 8% 11% 15% 9% 6% 2% Couldn t care less 3% 4% 3% 4% 5% 6% 1% 1% Unfamiliar 79% 76% 82% 70% 67% 79% 88% 93% Very excited 2% 4% 1% 8% 4% <1% - - Somewhat excited 6% 11% 2% 10% 13% 5% 2% 1% Not at all excited 8% 12% 4% 10% 11% 9% 6% 3% Couldn t care less 5% 8% 3% 13% 6% 3% 3% 1% Unfamiliar 78% 66% 89% 60% 66% 83% 89% 95% Very excited 5% 7% 3% 13% 6% 1% 1% 2% Somewhat excited 10% 13% 7% 14% 13% 9% 9% 3% Not at all excited 11% 12% 10% 5% 14% 13% 14% 10% Couldn t care less 9% 9% 8% 10% 9% 15% 4% 4% Unfamiliar 66% 59% 72% 58% 58% 63% 72% 81% Very excited Somewhat excited Not at all excited Couldn t care less Unfamiliar n/a (excitement buzz not relevant) Very excited 1% 2% 1% 4% 3% - - <1% Somewhat excited 3% 5% 2% 3% 7% 5% 1% <1% Not at all excited 6% 7% 4% 11% 7% 4% 4% 2% Couldn t care less 3% 4% 2% 3% 4% 3% 3% 2% Unfamiliar 87% 83% 91% 79% 79% 89% 92% 96% Excitement buzz demographic breakdown (alphabetical order) 20

21 Excitement buzz All waves comparison Launch date Fieldwork date % At least somewhat excited Freeview HD 2010 W1 7/10 30% ipad 06/10 W1 7/10 24% DAB Radio 1999 W2 8/10 24% 3D television sets 01/10 W1 7/10 22% iphone 4 06/10 W1 7/10 20% 3D Blu-ray players Summer 10 W2 8/10 17% Sky 3D NYR W2 8/10 14% Spotify 02/09 W1 7/10 13% Google Chrome OS NYR W1 7/10 12% Digital display screens 2009 W2 8/10 11% "Kinect" for Xbox 360 NYR W1 7/10 10% Nintendo 3DS NYR W1 7/10 10% BBC News website redesign 07/10 W2 8/10 10% Windows 7 for Mobile NYR W1 7/10 9% Google TV NYR W1 7/10 9% Samsung Galaxy 04/09 W2 8/10 9% Steam (gaming service) 2002 W2 8/10 9% "Newport" Jay-Z internet spoof 08/10 W2 8/10 8% "Move" for Sony PS3 09/10 W1 7/10 7% Bing 06/09 W2 8/10 7% Dell Streak 06/10 W1 7/10 6% Google Buzz 02/10 W2 8/10 5% Virgin Gaming (gaming service) 07/10 W2 8/10 5% mflow 11/09 W1 7/10 3% iphone4 reception/antennae 06/10 W2 8/10 n/a The Times paywall 06/10 W2 8/10 n/a As we do more waves of Buzz tracking, we will compile a ranked list from all waves for easy reference Please take into consideration the launch and fieldwork dates to place results into their proper context (base size >1,000 for all waves) NYR=not yet released at time of interviewing 21

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