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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james_fudgeThat's the clean install, for anyone asking07/29/2015 - 9:23am
TechnogeekAlso, it's the upgrade that's available for installation now. You might need to forcibly initiate the Windows Update process before it'll start downloading, though. (If there's a C:\$Windows.~BT folder on your computer, then you're in luck.)07/29/2015 - 8:46am
TechnogeekAdmittedly there's more room to push for an advertiser boycott when you get into opinion content versus pure news, but keep in mind that reviews are opinion content as well.07/29/2015 - 8:46am
TechnogeekMatts: There's a difference between "this person regularly says extremely terrible stuff" and "I don't like the phrasing used in this one specific editorial".07/29/2015 - 8:45am
MattsworknameWait, is that for the upgrade or the clean install only? cause I was gonna do the upgrade07/29/2015 - 8:32am
james_fudgehttps://www.microsoft.com/en-us/software-download/windows1007/29/2015 - 8:30am
PHX Corp@Wilson, I'm still waiting for My upgrade notice aswell07/29/2015 - 7:57am
MattsworknameWilson: how? Im still waiting for my upgrade notice07/29/2015 - 3:44am
Matthew WilsonI updated to a clean instill of windows 10.07/29/2015 - 2:36am
Mattsworknameargue that it's wrong, but then please admit it's wrong on ALL Fronts07/29/2015 - 2:06am
MattsworknameTechnoGeek: It's actually NOT, but it is a method used all across the specturm. See Rush limbaugh, MSNBC, Shawn hannity, etc etc, how many compagns have been brought up to try and shut them down by going after there advertisers. It's fine if you wanna07/29/2015 - 2:05am
Mattsworknamediscussed, while not what I liked and not the methods I wanted to see used, were , in a sense, the effort of thsoe game consuming masses to hold what they felt was supposed to be there press accountable for what many of them felt was Betrayal07/29/2015 - 2:03am
MattsworknameAs we say, the gamers are dead article set of a firestorm among the game consuming populace, who, ideally, were the intended audiance for sites like Kotaku, Polygon, Et all. As such, the turn about on them and the attacking of them, via the metods07/29/2015 - 2:03am
MattsworknameAndrew: Thats kind fo the issue at hand, Accountable is a matter of context. For a media group, it means accountable to its reader. to a goverment, to it's voters and tax payer, to a company, to it's share holders.07/29/2015 - 2:02am
Andrew EisenAnd again, you keep saying "accountable." What exactly does that mean? How is Gamasutra not accounting for the editorial it published?07/28/2015 - 11:47pm
Andrew EisenMatt - I disagree with your 9:12 and 9:16 comment. There are myriad ways to address content you don't like. And they're far easier to execute in the online space.07/28/2015 - 11:47pm
Andrew EisenMatt - Banning in the legal sense? Not that I'm aware but there have certainly been groups of gamers who have worked towards getting content they don't like removed.07/28/2015 - 11:45pm
DanJAlexander's editorial was and continues to be grossly misrepresented by her opponents. And if you don't like a site, you stop reading it - same as not watching a tv show. They get your first click, but not your second.07/28/2015 - 11:40pm
TechnogeekYes, because actively trying to convince advertisers to influence the editorial content of media is a perfectly acceptable thing to do, especially for a movement that's ostensibly about journalistic ethics.07/28/2015 - 11:02pm
Mattsworknameanother07/28/2015 - 9:16pm
 

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