GHYS Brands 2009 Australia (2).ppt

Strictly confidential – legally protected and privileged informationFirstname Surname – Sulake Corporation Oy

AustraliaGlobal Habbo Youth Survey

Brand Update 2009

Strictly confidential – legally protected and privileged information

About the Survey

2Sulake Corporation Oy

• The results in this presentation are based on a global survey that was ran on all the Habbo sites during April 2009.

• Globally 112 000 respondents from more than 30 countries participated in the survey. 2884 of these respondents were from Australia.

• The survey was a follow-up on the Global Habbo Youth Survey 2008 conducted 18 months prior this study. The aim this time was to gain deeper insight on teens' opinions about brands, and update the brand and media preference results of the GHYS book.

• All of the results on favourite brands and media are based on answers written by the respondents in open text fields - no predefined lists of brands were offered, as we did not want to restrict the respondents' choices. Only brands mentioned by at least 10 respondents are shown.

• Where possible, the tables indicate how the ranking of the brand has changed since the previous survey. Upward pointing arrows indicate that the brand's ranking has improved, downward pointing ones indicate that it has declined. Arrows pointing sideways mean the ranking has remained the same. If the ranking has changed by more than 5 places, two arrows are shown. If it has changed by more than 20 places, three arrows are shown. Even if the ranking of a brand has not changed, the share of respondents mentioning it may have changed.

Strictly confidential – legally protected and privileged informationSulake Corporation Oy

Opinions about BrandsGlobal Habbo Youth Survey

Brand Update 2009

Strictly confidential – legally protected and privileged information4Sulake Corporation Oy

Brands’ Impact on Buying Decisions


Preferred Brand Types


Social Function of Brands


Favourite BrandsGlobal Habbo Youth Survey

Brand Update 2009


Beverages and Fast Food Restaurants

Top 5 Fast foodTop 5 Beverages

1. Coca Cola →

2. Pepsi Cola →

3. Fanta →

4. Solo ↑

5. Sprite ↓

1. McDonald's →

2. KFC →

3. Subway →

4. Burger King →

5. Red Rooster →


Mobile Phones and Mobile Operators

Top 5 Mobile OperatorsTop 5 Mobile Phones

Comparisons to previous survey not available.

1. Nokia →

2. LG ↑

3. Sony Ericsson ↑

4. Samsung →

5. Apple ↑↑

1. Optus2. Telstra3. Vodafone4. 3

5. Virgin


Consumer Electronics and Game Consoles

Top 5 Game ConsolesTop 5 Consumer Electronics

Comparisons to previous survey not available. Comparisons to previous survey not available.

1. Apple2. Sony3. Nintendo4. LG

5. Microsoft

1. Nintendo2. Sony3. Microsoft


Clothes and Sportswear

Top 5 Clothing Brands Top 5 Sportswear Brands


1. Jay Jays ↑

2. Billabong ↓

3. Supré ↓

4. Quiksilver ↑

5. Element ↑

1. Nike2. Adidas3. Puma4. Skins

5. Runners


Clothing Brands

BoysGirls

1. Supré →

2. Jay Jays →

3. Billabong ↑

4. Roxy ↓

5. Target ↑

1. Billabong →

2. Jay Jays ↑

3. Quiksilver ↓

4. Element →

5. Nike ↓


Sportswear

BoysGirls

Comparisons to previous survey not available.Comparisons to previous survey not available.

1. Nike2. Adidas3. Puma4. Runners

5. Converse

1. Nike2. Adidas3. Puma4. Skins

5. Asics


Shoes

1. Converse →

2. Nike →

3. Dunlop Volley ↑

4. DC →

5. Globe ↓


Shoes

BoysGirls

1. Converse →


3. Nike ↓

4. DC ↑

5. Rabens ↑↑↑

1. Nike →

2. Converse ↑

3. DC ↑

4. Globe ↓



Personal Hygiene and Styling Brands


1. Garnier2. Lynx3. Ghd4. Tresemme

5. Dove


Personal Hygiene and Styling Brands

BoysGirls

Comparisons to previous survey not available. Comparisons to previous survey not available.

1. Garnier2. Ghd3. Tresemme4. Dove

5. Nivea

1. Lynx2. Garnier


Make-up Brands

Girls


1. Maybelline2. Avon3. Revlon4. Covergirl

5. Rimmel


Brands That Are Losing Their Appeal

Girls


What brands have you gone off lately or no longer like?

Nokia. It used to be the best phone make, but has lately gone downhill.(Girl, 17 yrs.)

Adidas. too cocky don't even know how they are cocky but i just think they are.(Boy, 14 yrs.)

1. Supré2. Billabong3. Bonds4. Nike

5. Roxy


Favourite MediaGlobal Habbo Youth Survey

Brand Update 2009


Favourite TV Programs

BoysGirls

1. Neighbours ↑

2. The Simpsons ↓

3. Home And Away ↓

4. Family Guy ↑

5. Gossip Girl ↑↑↑

1. The Simpsons →

2. Family Guy →

3. South Park ↑

4. Two And A Half Men ↑↑↑

5. NCIS ↑↑


Favourite Magazines

BoysGirls

1. Girlfriend →

2. Dolly →

3. Total Girl →

4. Cosmopolitan →

5. Cleo →

1. Zoo Weekly →

2. K-Zone →

3. Mad ↑↑

4. Playboy ↑↑

5. WWE Magazine ↓


Other FavouritesGlobal Habbo Youth Survey

Brand Update 2009


Favourite Bands and Celebrities

Top 5 CelebritiesTop 5 Bands and Musicians

1. Paramore ↑↑

2. Fall Out Boy ↓

3. Taylor Swift ↑↑↑

4. P!Nk ↑

5. Lady Gaga ↑↑↑

1. Robert Pattinson ↑↑↑

2. Johnny Depp ↑

3. Paris Hilton ↓

4. Zac Efron ↓

5. Britney Spears ↑↑


Favourite Bands/Musicians

BoysGirls

1. Paramore ↑↑

2. Taylor Swift ↑↑↑

3. P!Nk ↑

4. Fall Out Boy ↓

5. Short Stack ↑↑↑

1. Fall Out Boy →

2. Linkin Park →

3. AC/DC ↑

4. Coldplay ↑↑

5. Green Day ↓


Favourite Celebrities

BoysGirls

1. Robert Pattinson ↑↑↑

2. Zac Efron →

3. Johnny Depp ↑

4. Paris Hilton →

5. Miley Cyrus ↑↑

1. Paris Hilton →

2. Johnny Depp ↑

3. Adam Sandler ↑

4. Britney Spears ↑↑

5. Jessica Alba ↓


Favourite Sports Teams

1. Brisbane Broncos ↑

2. Collingwood FC ↑

3. Manchester United ↑

4. Western Bulldogs ↑

5. Geelong Cats ↑↑


Advertising in HabboGlobal Habbo Youth Survey

Brand Update 2009

Strictly confidential – legally protected and privileged information

Advertising in Habbo

29Sulake Corporation Oy

• 38 % of survey respondents in Australia say it's great to have advertising in Habbo. Another 39 % say it's OK.

• 61 % say they tell their friends about promotions they have seen in Habbo. 21 % say they do this often.


Which advertiser promotion in Habbo have you most enjoyed? Why did you enjoy it?

Child Line. Well Im going to be honest here, I dont always take much notice of avertisments but the childline has court my attension alot, Its been fun aswell all the competitons e.g. design a room for childline, ive told all my mates about it! Its hard to explain but thats why.(Girl, 13 yrs.)

7/11. This is because the ads while waiting to get into the rooms were fun and exciting to look at, i didn't really get bored of them.(Girl, 14 yrs.)

American Idol. There was A LOT of things to do, it's been really fun participating in this competition, I hope it get's brought back again. (Boy, 16 yrs.)

iCoke. u can enter and have a chance to carry the torch in the olympic 2010 winter games i think thats so cool so ive been telling everyone.(Boy, 17 yrs.)

Harajuku Lovers. i enjoyed it because i knew before all my friends that don't go on habbo about the new perfume and i bought some(Girl, 15 yrs.)

GHYS Brands 2009 Australia (2).ppt

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