Free report from Harris Interactive, looking at the buzz surrounding some of the latest technology, telecoms and entertainment products/services. Data includes consumer buzz for iPhone 4, Samsung Galaxy, 3D TV, 3D Blu-ray and many more. See more insight here http://techmedianow.blogspot.com/

1. Harris Buzz Report
Contact
Steve Evans
Technology & Entertainment
sevans@harrisinteractive.com
+44 (0)7849 172 341
Report #2 – October 2010
August 2010 fieldwork

2. 2
©HarrisInteractive
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)7849 172 341

3. 3
©HarrisInteractive
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
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
In this report, we look at:
(listed alphabetically)

4. 4
©HarrisInteractive
Methodology
Demographic Unweighted base
Total 1,062
All males 502
All females 560
16-24 year olds 141
25-34 year olds 278
35-44 year olds 247
45-54 year olds 208
55-64 year olds 188
Unweighted sample profile
 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

5. Metric 1 of 3
Awareness buzz

6. 6
©HarrisInteractive
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)

7. 7
©HarrisInteractive
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

8. 8
©HarrisInteractive
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
fashioned advertising posters*
Various examples since 2009
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”
parodying Jay-Z song*
Song widely reported about in mainstream media in August 2010
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
on its website (the “paywall”)*
Paywall introduced June 2010
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

9. 9
©HarrisInteractive
9
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.
Awareness buzz
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%
4%
4%
5%
5%
4%
3%
2%
19%
13%
13%
11%
10%
10%
8%
8%
5%
4%
4%
3%
2%
30%
20%
24%
28%
23%
29%
22%
22%
12%
11%
13%
11%
10%
21%
18%
18%
30%
15%
20%
33%
37%
13%
12%
32%
21%
20%
14%
40%
38%
26%
46%
37%
33%
29%
65%
68%
47%
63%
67%
Extremely familiar
Very familiar
Somewhat familiar
Know name only
Never heard of

10. 10
©HarrisInteractive
3DBlu-ray
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%
Bing
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%
DABRadio
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%
Dig.display
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%
GoogleBuzz
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%
iP4reception
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%
“Newport”
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%
SamGalaxy
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% Sky3D
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%
Steam
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%
Timespaywall
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%
VirgGaming
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%
Total Male Fem 16-24 25-34 35-44 45-54 55-64
Base size 1,062 502 560 141 278 247 208 188
BBCNews
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%
Total Male Fem 16-24 25-34 35-44 45-54 55-64
Base size 1,062 502 560 141 278 247 208 188
Awareness buzz
demographic breakdown
(alphabetical order)

11. 11
©HarrisInteractive
Awareness buzz
All waves comparison
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%
Launch
date
Fieldwork
date
% At least
somewhat
familiar
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

12. Metric 2 of 3
Discussion buzz

13. 13
©HarrisInteractive
13
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:
http://www.harrisinteractive.com/uk/Solutions/
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.
Discussion buzz
Among those at least somewhat aware of each
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%
16%
8%
9%
12%
15%
6%
5%
8%
12%
4%
5%
43%
43%
32%
39%
36%
30%
25%
33%
30%
24%
18%
25%
22%
30%
32%
35%
30%
40%
35%
45%
40%
42%
45%
50%
40%
44%
15%
16%
17%
24%
15%
22%
16%
20%
23%
22%
21%
30%
29%
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

14. 14
©HarrisInteractive
14
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.
DAB Radio
iPhone4 reception/antennae
Sky 3D
3D Blu-ray players
The Times paywall
BBC News website redesign
Bing
Digital display screens
Steam (gaming service)
Newport Jay-Z internet spoof
Samsung Galaxy
Google Buzz
Virgin Gaming
5%
5%
3%
3%
2%
2%
2%
2%
3%
3%
3%
2%
1%
25%
19%
15%
12%
13%
12%
11%
9%
7%
6%
5%
3%
3%
19%
13%
11%
14%
16%
18%
18%
19%
8%
7%
9%
8%
6%
15%
7%
5%
5%
8%
10%
13%
12%
5%
3%
3%
3%
3%
36%
56%
66%
66%
61%
58%
56%
57%
78%
80%
79%
84%
87%
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)
Discussion buzz
Among all respondents, including unfamiliar

15. 15
©HarrisInteractive
3DBlu-ray
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%
Bing
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%
DABRadio
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%
Dig.dispay
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%
GoogleBuzz
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%
iP4reception
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%
“Newport”
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%
SamGalaxy
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% Sky3D
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%
Steam
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%
Timespaywall
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%
VirgGaming
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%
Total Male Fem 16-24 25-34 35-44 45-54 55-64
Base size 1,062 502 560 141 278 247 208 188
BBCNews
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%
Total Male Fem 16-24 25-34 35-44 45-54 55-64
Base size 1,062 502 560 141 278 247 208 188
Discussion buzz
demographic breakdown
(alphabetical order)

16. 16
©HarrisInteractive
Discussion buzz
All waves comparison
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%
Launch
date
Fieldwork
date
% Have or will
discuss this
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

17. Metric 3 of 3
Excitement buzz

18. 18
©HarrisInteractive
18
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.
Excitement buzz
Among those at least somewhat aware of each
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)
Digital display screens (463)
BBC News site redesign (492)
Bing (504)
11%
14%
10%
7%
11%
6%
10%
5%
6%
3%
2%
38%
29%
32%
34%
29%
31%
24%
26%
21%
21%
13%
32%
32%
42%
34%
36%
47%
42%
50%
45%
55%
51%
19%
26%
16%
25%
24%
16%
24%
19%
28%
21%
34%
Very excited
Somewhat excited
Not at all excited
Couldn't care less
bases shown in parentheses

19. 19
©HarrisInteractive
19
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
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.
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.
DAB Radio
3D Blu-ray players
Sky 3D
Digital display screens
BBC News website redesign
Samsung Galaxy
Steam (gaming service)
Newport Jay-Z internet spoof
Bing
Google Buzz
Virgin Gaming
4%
4%
5%
2%
1%
2%
2%
1%
1%
1%
1%
20%
13%
10%
9%
9%
7%
6%
7%
6%
4%
3%
30%
11%
11%
19%
23%
9%
8%
7%
22%
8%
6%
10%
6%
9%
12%
9%
3%
5%
5%
15%
3%
3%
36%
66%
66%
57%
58%
79%
78%
80%
56%
84%
87%
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

20. 20
©HarrisInteractive
3DBlu-ray
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%
Bing
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%
DABRadio
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%
Dig.display
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%
GoogleBuzz
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%
iP4reception
Very excited
n/a
(excitement buzz not relevant)
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
“Newport”
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%
SamGalaxy
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% Sky3D
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%
Steam
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%
Timespaywall
Very excited
n/a
(excitement buzz not relevant)
Somewhat excited
Not at all excited
Couldn’t care less
Unfamiliar
VirgGaming
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%
Total Male Fem 16-24 25-34 35-44 45-54 55-64
Base size 1,062 502 560 141 278 247 208 188
BBCNews
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%
Total Male Fem 16-24 25-34 35-44 45-54 55-64
Base size 1,062 502 560 141 278 247 208 188
Excitement buzz
demographic breakdown
(alphabetical order)

21. 21
©HarrisInteractive
Excitement buzz
All waves comparison
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
Launch
date
Fieldwork
date
% At least
somewhat excited
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

22. contact us
tech & entertainment media telecoms youth & kids
Steve Evans
Technology & Entertainment
sevans@harrisinteractive.com
mobile +44 (0) 7849 172 341
switchboard +44 (0) 208 263 5200