Flemington, NJ, September 16, 2009 – A new media study conducted among 601 mobile phone users revealed that the majority (92%) reported that a recent YouTube video posted by AT&T which addresses common issues with the iPhone helped the phone carrier.
The study was conducted by HCD Research using its MediaCurves.com® website on September 11, to obtain mobile phones users’ perceptions of a recent YouTube video posted by AT&T which addresses user complaints and common issues with the iPhone.
The majority of viewers reported that the YouTube video was effective (87%), and nearly all respondents (92%) indicated that the video was ‘extremely helped’ or ‘somewhat helped’ the wireless phone carrier. While most viewers reported that the video was beneficial for the AT&T brand, the results revealed that the video had no affect on favorability ratings for AT&T or the iPhone.
Among the findings:
“What is your perception of wireless phone carrier, AT&T?”
|
|
BEFORE Video
|
|
AFTER Video
|
|
|
Total
|
|
Total
|
|
Favorable
|
83%
|
|
89%
|
|
Unfavorable
|
17%
|
|
11%
|
“What is your perception of Apple’s iPhone (from either personal experience or what you’ve heard from friends/family, news, blogs, word-of-mouth, etc.)?”
|
|
BEFORE Video
|
|
AFTER Video
|
|
|
Total
|
|
Total
|
|
Favorable
|
88%
|
|
89%
|
|
Unfavorable
|
12%
|
|
11%
|
“Overall, do you think this video was effective?”
|
|
Total
|
|
Extremely effective
|
32%
|
|
Somewhat effective
|
55%
|
|
Not at all effective
|
13%
|
Do you think this video has helped or hurt the wireless phone carrier, AT&T?
|
|
Total
|
|
Definitely helped
|
38%
|
|
Somewhat helped
|
54%
|
|
Somewhat hurt
|
7%
|
|
Definitely hurt
|
2%
|
While viewing the video, participants indicated their levels of believability by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research, a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
Send This Thread to a Friend
