Apple, Nintendo Top The 2012 Harris Poll Youth EquiTrend Study

November 3, 2011

The 2012 Harris Poll Youth EquiTrend study by Harris interactive is making Nintendo very happy today. While game systems in general receive higher scores than other technologies surveyed in Harris Interactive's annual survey, Nintendo Wii earns the overall highest score among all technology brands included in the study.

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.'"

Apple's various brands also did surprisingly well in the Computer, Mobile Phone and Computer Tablet categories.

The Youth EquiTrend report "calculates brand equity by measuring familiarity, quality, and purchase consideration." From there an average score for each category is developed and the "Brand of the Year" is then awarded 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: computers, mobile phones, computer tablets, and video gaming platforms.

Apple Computers is the 2012 Harris Poll Youth EquiTrend Computer Brand of the Year, followed by Hewlett-Packard, Sony, and Dell. 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. 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. 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.

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 was 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.

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Shout box

Andrew Eisen: Well, the Xbox One reveal certainly had an interesting affect on the big 3's stock prices. https://twitter.com/AndrewEisen/status/33705126448977100805/21/2013 - 10:45pm

PHX Corp: http://kotaku.com/so-the-xbox-one-reveal-screwed-up-a-lot-of-peoples-kin-509179256 So The Xbox One Reveal Screwed With Some People's Kinects05/21/2013 - 10:36pm

Zen: On a funny side note...both of my boys have already voted NOT to get the Xbox One as soon as they found out Minecraft won't transfer lol. Some people have priorities damnit! ;)05/21/2013 - 9:27pm

Andrew Eisen: Here's the full quote on EA making Wii U games according to Neogaf: http://www.neogaf.com/forum/showthread.php?t=56112105/21/2013 - 8:19pm

Andrew Eisen: Xbox One may not be always on but that doesn't mean you can use it without an internet connection. http://kotaku.com/xbox-one-does-require-internet-connection-cant-play-o-50916410905/21/2013 - 7:39pm

Andrew Eisen: Polygon says EA's CFO says it is developing games for Wii U but doesn't provide that quote. http://www.polygon.com/2013/5/21/4351844/ea-developing-wii-u-games05/21/2013 - 7:11pm

Andrew Eisen: Well, I was right. Both Sony and Microsoft's consoles will be out by the year's end and both will be significantly more powerful than the current gen.05/21/2013 - 5:06pm

james_fudge: thnx05/21/2013 - 4:47pm

Zen: Just to let ya know...you called it the "Xbox 260" in the backwards compatibility article lol.05/21/2013 - 4:26pm

Zen: @PHX Awesome, I will hit those up after class tonight. Going back to college finally! :) My kids have had a blast telling ME to do my homework now lol.05/21/2013 - 4:19pm

PHX Corp: @Zen I sent you a friend request on both PSN and XBL, just a heads up05/21/2013 - 4:16pm

Zen: I noticed it with the football players when EA showed off Madden as well.05/21/2013 - 4:11pm

Zen: Is it just me or is call of duty hitting the "uncanny valley" with their nicely modeled faces and dead looking eyes? I found it distracting and seemed actually "less" real to me lol.05/21/2013 - 4:10pm

james_fudge: it sounds like if you have an HD reciever you'll be able to use it with a pass-through cable... not 100 percent sure yet05/21/2013 - 2:41pm

james_fudge: happening now http://majornelson.com/2013/05/21/xbox-one-architecture-panel/05/21/2013 - 2:20pm

E. Zachary Knight: Some reading material for Microsoft on its used games blocks. That will hurt the console more than helping. http://ezknight.net/?page_id=20505/21/2013 - 2:18pm

james_fudge: yeah good luck with over the air TV05/21/2013 - 2:12pm

E. Zachary Knight: But what if I want to only watch over the air tv? I don't subscribe to pay tv. I never will. If that is a requirement, then MS wasted 45 minutes telling me how great TV will be.05/21/2013 - 2:08pm

james_fudge: EZK it will depend on your provider, just like HBO Go i'd imagine.05/21/2013 - 2:05pm

PHX Corp: @IanC there's also a chance that those titles might be Xbox one exclusive, but it's too early to tell afaik05/21/2013 - 2:03pm

All shouts

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