NEW YORK, Nov. 3, 2011 /PRNewswire/ -- Nintendo Wii
affirms that it is the number one video game system for America's
youth and surpasses Sony's Playstation 3 to become the Video Gaming
Platform Brand of the Year, reports the 2012 Harris Poll Youth
EquiTrend® study by Harris
interactive (NASDAQ: HPOL). While game systems in general receive
higher equity scores than other technologies surveyed, Nintendo Wii
earns the overall highest equity score among all technology brands
included in the study.
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Jeni Lee Chapman, Executive Vice
President and leader of Harris'
Brand and Communication Consulting group, observes, "For video
gaming to have the highest equity scores compared to all other tech
categories, and Wii the highest within the category, implies that
Wii has serious potential to stretch into other products. Just as
Apple entered the hearts and minds of consumers through music with
iTunes and the iPod, Nintendo has entered into youth's heart with
their video gaming platform. One day we may be saying, 'move over
Apple, here comes Wii.'"
Meanwhile Apple brands sweep the personal device arena and rank
highest in Computer, Mobile Phone and Computer Tablet categories,
proving itself the undisputed leading electronics brand among young
consumers.
"Within personal electronic brands, these findings clearly show
that among teens and young adults, it's Apple's world. We're all
just along for the ride," said Regina A.
Corso, Senior Vice President for Youth and Education
Research at Harris Interactive. "With each new Apple generation and
gadget, competitors are playing catch-up and youth are ready to
leap on board. iPad is a great example of a new Apple product
dominating its industry—the tablet already has the largest equity
lead over competitors than either of its sister brands."
Youth EquiTrend calculates brand equity by measuring
familiarity, quality, and purchase consideration; develops an
average score for each category; and awards "Brand of the Year"
honors to the highest ranking brands in their respective
categories. Within the 13 youth interest categories that comprise
the study, there are four technology, telecommunication, and gaming
groups:
Computer (13-24)
- Apple Computers is the 2012 Harris Poll Youth EquiTrend®
Computer Brand of the Year, followed by Hewlett-Packard, Sony, and
Dell.
Mobile Phone (13-24)
- When it comes to mobile phones, Apple's iPhone is the 2012
Harris Poll Youth EquiTrend® Mobile Phone Brand of the Year. HTC
phones, Samsung phones, and LG phones follow in rank order.
Computer Tablet (13-24)
- Looking at the newest form of computer – the tablet—again Apple
tops the list. iPad is the 2012 Harris Poll Youth EquiTrend®
Computer Tablet Brand of the Year. Motorola Xoom, BlackBerry
PlayBook, and Samsung Galaxy round out the brands that rank above
category average.
Video Gaming Platform (8-24)
- Among all youth, the Nintendo Wii is the 2012 Harris Poll Youth
EquiTrend® Video Gaming Platform Brand of the Year, followed by the
Sony Playstation 3 and then the Nintendo DS.
Methodology
The Youth EquiTrend® study evaluates measures including: Equity,
Emotional Connection, and Brand Advocacy. The keystone to the
program is Equity, which provides an understanding of a brand's
overall strength and is determined by a calculation of Familiarity,
Quality, and Purchase Consideration.
This year's Harris Poll Youth EquiTrend® study was conducted
online among 5,077 U.S. consumers ages 8-24 in August, 2011. A
total of 121 brands were rated among 8-12 year olds and 167 brands
among 13-24 year olds. Each 8-12 year old respondent was
asked to rate a total of 15 randomly selected brands and each 13-24
year old respondent was asked to rate a total of 22 randomly
selected brands. Each brand received at least 130 ratings. Data
were weighted to be representative of the entire U.S. population of
consumers ages 8-24 on the basis of age, sex, education, urbanicity
(8-17 year olds) race/ethnicity, region, parental education (8-17
year olds) and income (18-24 year olds), and data from respondents
ages 18 and over were also weighted for their propensity to be
online.
These statements conform to the principles of disclosure
of the National Council on Public Polls.
The EquiTrend® study results disclosed in this release may
not be used for advertising, marketing or promotional purposes
without the prior written consent of Harris Interactive.
Product and brand names are trademarks or registered
trademarks of their respective owners.
For a complete listing of all the brands covered in the study,
contact Dagney Cassella at
212-539-9600 or dcassella@harrisinteractive.com.
About Harris Interactive
Harris Interactive is one of the world's leading custom market
research firms, leveraging research, technology, and business
acumen to transform relevant insight into actionable foresight.
Known widely for the Harris Poll and for pioneering innovative
research methodologies, Harris
offers expertise in a wide range of industries including
healthcare, technology, public affairs, energy, telecommunications,
financial services, insurance, media, retail, restaurant, and
consumer package goods. Serving clients in over 215 countries and
territories through our North American and European offices and a
network of independent market research firms, Harris specializes in delivering research
solutions that help us – and our clients – stay ahead of what's
next. For more information, please visit
www.harrisinteractive.com.
Press Contact:
Corporate Communications
Harris Interactive
212-539-9600
press@harrisinteractive.net
SOURCE Harris Interactive