Teenagers name Sony the number one consumer tech brand
Last week we announced some interesting results from the
Global Habbo Youth Survey (GHYS) Brand Update
2009. Here's some additional information, specifically about consumer technology brands:
• PlayStation brand image remains strong, but PS3 loses ground
• Nintendo Wii and Xbox 360 are the international game consoles of choice
for both girls and boys
112,000 teens from over 30 countries took part in the survey that indicates how teen brand
perceptions are changing towards companies that have already been hit by the recession. The
Global Youth Survey Brand Update 2009 is a follow-up to the GHYS 2008, published in April last
year.
Consumer Electronic Brand Leaders
This year, across product categories, Sony is named the overall leader but the
appearance of
Apple and
Nintendo confirms the increasing teen appeal
of the iPod, iPhone and Nintendo Wii. Top global technology brands:
1.
Sony
2.
Apple
3.
Nintendo
4.
Samsung
5.
Hewlett-Packard
The top five consumer electronic brands include a mix of hardware manufacturers, representing
the many areas of teenage lives that are touched by technology. In the 2008 study young
people were shown to own a mobile phone (82%), mp3 player (73%), TV (71%), as well as a desktop
computer (62%), DVD player (60%), and digital camera (50%).
Video Games Brand Wars
This year’s findings suggest that PlayStation’s dominance is slipping for the first time, as
the affection of the teen audience fragments across gender lines. The 2008 GHYS revealed that
the majority of teenagers preferred the PlayStation3 (69 per cent said it was “great” or “good”)
. This year Sony’s gaming brands still resonate with teenagers; “PlayStation” is named the
number one games console brand followed by “Nintendo” then “Microsoft”. Nintendo Wii was the
preferred console of choice for girls in 18 of the 30 countries
1. Xbox was named the boys’ favorite in 10 countries
2 .
About the research
The research was conducted within the virtual world, Habbo, and the total amount of
respondents (after data cleaning) was 112,000. The research was conducted during April 2009 and
results on favorite brands are based on answers written in open text fields. Over 30 countries were
surveyed and statistical weighting was employed to give all participating countries an equal weight
in the global results.
Research is available from the
Sulake Web Store.
1Nintendo Wii number 1 gaming platform for girls in: Australia, Austria, Belgium,
Canada, Chile, Columbia, Denmark, Finland, France, Germany, Italy, Mexico, Netherlands, Norway,
Spain, Sweden, Switzerland, UK, US, Venezuela
2Microsoft Xbox number 1 gaming platform for boys in: Australia, Canada, Columbia,
Finland, Italy, Mexico, Norway, Sweden, UK, US