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Viewers Say AT&T's YouTube Video Addressing iPhone Issues Helped Phone Carrier


AT&T iPhone Network Update Video
While most viewers reported video was effective, brand favorability remained unchanged

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.

COMMENTS
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RE: AT&T iPhone Network Update Video
by kuhnkuhn (User #216887) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2674)
Good spokeman, very believable.
Reply
RE: AT&T iPhone Network Update Video
by chostiuc (User #209626) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2675)
very believable and hard working network and presentation
Reply
RE: AT&T iPhone Network Update Video
by jmchenry (User #214234) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2676)
This video reminded me of AT&T's slow deployment of technology that the iPhone can use in other countries. Probably not a good idea.
Reply
RE: AT&T iPhone Network Update Video
by rmbw2live (User #215723) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2677)
The technology of cell phones and the internet can be complicated, confusing, and overwhelming, so whenever I can learn more in just a few moments, I gain insight and can be informed. Thanks!
Reply
RE: AT&T iPhone Network Update Video
by oberlej (User #220650) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2678)
too technological information
Reply
RE: AT&T iPhone Network Update Video
by jmcneillanderson (User #214854) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2679)
While the video WAS effective, past performance by ATT has been its downfall. We'll see how serious they are THIS time. Years ago, they sold my cell phone contract to another carrier. They once were my cable TV supplier until they sold out. Once again, we'll see home serious they are THIS time.
Reply
RE: AT&T iPhone Network Update Video
by orestad (User #217096) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2680)
How does ATT finance $17 billion in expenditures this year? What is their total revenue to be able to afford such investment?!
Reply
RE: AT&T iPhone Network Update Video
by Dianne (User #217536) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2681)
Finally, things explained honestly and in an understandable way!
Reply
RE: AT&T iPhone Network Update Video
by betzarini (User #214085) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2682)
You should've explained what MMS is. I have no idea what he was talking about in that part of the video.
Reply
RE: AT&T iPhone Network Update Video
by rkmast (User #217781) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2683)
dress the guy up a little
Reply
RE: AT&T iPhone Network Update Video
by giantgirl10 (User #213817) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2684)
i think its a great way to enhance service however they never stated the cost to the consumer
Reply
RE: AT&T iPhone Network Update Video
by shezkeane (User #213444) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2685)
great video!
Reply
RE: AT&T iPhone Network Update Video
by pjmcgarrah (User #224125) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2686)
AT&T has a negative image which was not completely changed by the video.
Reply
RE: AT&T iPhone Network Update Video
by eagledream (User #224974) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2687)
it was so boring
Reply
RE: AT&T iPhone Network Update Video
by pdaughety (User #227835) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2688)
shows At&t is thinking
Reply
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by Loryn (Anonymous User) on Friday, August 19, 2011 @ 6:21:39 PM (#6833)
Short, sweet, to the point, FREE-exactly as inofrmation should be!
Reply
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by Sticky (Anonymous User) on Saturday, August 20, 2011 @ 12:22:13 PM (#6846)
If information were scceor, this would be a goooooal!
Reply
RE: AT&T iPhone Network Update Video
by jpq123 (User #216113) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2689)
Personally this video bored me to death.
Reply
RE: AT&T iPhone Network Update Video
by americanbuilder (User #205749) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2690)
good job, at&t
Reply
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by Jenelle (Anonymous User) on Friday, August 19, 2011 @ 7:35:28 AM (#6826)
Yeah that's what I'm tlaking about baby--nice work!
Reply
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RE: AT&T iPhone Network Update Video
by katzovich.jackob108 (User #228785) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2691)
Very usefull video
Reply
RE: AT&T iPhone Network Update Video
by billskaug (User #219939) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2692)
very boring commercial
Reply
RE: AT&T iPhone Network Update Video
by RUTHEH23 (User #67887) on Wednesday, September 16, 2009 @ 3:37:10 PM (#2693)
very informative and makes me more favorable of at&t
Reply
RE: AT&T iPhone Network Update Video
by moweezle (User #228471) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2694)
It was a bit boring, without exciting graphics
Reply
RE: AT&T iPhone Network Update Video
by sportsdoll (User #66798) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2695)
This seemed really strange and I think the commentor was really bad-very ineffective
Reply
RE: AT&T iPhone Network Update Video
by Jarter9 (User #223156) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2696)
Great Info Video, Was not talked down to. Very Helpful and I will probably switch to an AT&T iPhone very soon. Sounds exciting. We already have AT&T Uverse and LOVE it!!!
Reply
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by Mira (Anonymous User) on Thursday, November 3, 2011 @ 9:14:20 AM (#7029)
If you're looking to buy these articles make it way esaier.
Reply
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RE: AT&T iPhone Network Update Video
by millerm284 (User #209436) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2697)
I just do not think they can do it and that there will not be any change in what ATT is doing in this area
Reply
RE: AT&T iPhone Network Update Video
by betsypear1 (User #223824) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2698)
It was a good video but I never found out what MMS was, and that annoyed me somewhat and made me less interested in the commercial. Also, I have no idea was 3G is - it's some kind of network, but...I think maybe terms should be defined and that way people will like the product even more. Overall, I enjoyed the survey. Thank you.
Reply
RE: AT&T iPhone Network Update Video
by catjones3302 (User #216730) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2699)
I would not switch at this time because coverage is currently spotty where I need it most. We love the I phone.
Reply
RE: AT&T iPhone Network Update Video
by coc898en (User #206984) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2700)
AT&T would draw more customers if they did not pass on the cost of updating to their customers. They have high prices, and not many minutes for the plans you get, so it appears they charge us customers for their upgrades. They should consider that part of doing business, not well let's have the customer eat the extra money we have to spend. Not a good idea if they want more customers.
Reply
RE: AT&T iPhone Network Update Video
by kabohl (User #210725) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2701)
AT&T should improve their customer service and their attitude as well as their network. I switched from AT&T to TMobil, and I do not think that I will switch back.
Reply
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by Cassandra (Anonymous User) on Thursday, September 29, 2011 @ 12:36:48 PM (#6942)
I was sreiosuly at DefCon 5 until I saw this post.
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RE: AT&T iPhone Network Update Video
by jacivell (User #220108) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2702)
I'M NOT SURE THE SPOKESPERSON SHOWN IN THE VIDEO WAS THE BEST CHOICE
Reply
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by Marlie (Anonymous User) on Friday, July 8, 2011 @ 9:16:06 AM (#6752)
That's way the bestset answer so far!
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In awe of that asnewr! Really cool!
Reply
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by Lillah (Anonymous User) on Saturday, July 9, 2011 @ 10:39:20 AM (#6769)
Learning a ton from these neat artilces.
Reply
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RE: AT&T iPhone Network Update Video
by tracybgreene (User #200659) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2703)
This helps explain a lot of things I didn't fully realize.
Reply
RE: AT&T iPhone Network Update Video
by sewitgoes (User #213249) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2704)
nothing comes to mind except that as usual, all compaines think everyone in the world uses smart phone and that no one still uses regualr phones and has no need for expanded services such as the overpriced network provided by AT and T
Reply
RE: AT&T iPhone Network Update Video
by elvenrunelord (User #208844) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2705)
Cell Phone prices are always to high. Anything above $1 dollar a day for a full package is bilking the market simply for profit taking. The average consumer spends 30 years paying for their homes and yet companies set their prices to payoff expenses in much less time than that giving them an unfair advantage in the free market. Until prices equalize where both consumer and provider share equally in the profits of production capacity I have no interest in supporting capitalism.
Reply
RE: AT&T iPhone Network Update Video
by jh0816 (User #212958) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2706)
Take the boring guy out of the commercial, he is unbelievable and does not sound excited about things at all
Reply
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by Jane (Anonymous User) on Thursday, November 3, 2011 @ 11:47:19 PM (#7037)
I wteand to spend a minute to thank you for this.
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by Connie (Anonymous User) on Thursday, December 15, 2011 @ 2:11:18 AM (#7132)
Superbly illumniating data here, thanks!
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by Hester (Anonymous User) on Friday, December 16, 2011 @ 11:10:09 PM (#7166)
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RE: AT&T iPhone Network Update Video
by smayberry (User #220833) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2707)
I just tried to change from Verizon to AT&T. The blackberry had to go back. When trying to activate at home there was not any BARS.
Reply
RE: AT&T iPhone Network Update Video
by purejanny (User #223312) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2708)
Good video, for my taste. The guy looked tech-y rather than model-y. And he admitted(more or less) that there were problems
Reply
RE: AT&T iPhone Network Update Video
by Kristina122079 (User #220529) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2709)
I always liked ATT and wished I never switched to verizon
Reply
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by Vicky (Anonymous User) on Friday, November 4, 2011 @ 6:07:47 AM (#7043)
This was so helpful and easy! Do you have any atirlces on rehab?
Reply
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by Symona (Anonymous User) on Sunday, November 6, 2011 @ 1:28:20 AM (#7057)
I was really confused, and this answered all my quetsions.
Reply
RE: AT&T iPhone Network Update Video
by michelle1975 (User #227242) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2710)
It didn't seem like it was too much different from the other smart phones and cell companies.
Reply
RE: AT&T iPhone Network Update Video
by sagopalm (User #97933) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2711)
a little bit boring for an ad, however I found it very informative
Reply
RE: AT&T iPhone Network Update Video
by annpfisher (User #206076) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2712)
The person who was the spokesperson really was not fun to look at.
Reply
RE: AT&T iPhone Network Update Video
by talkingpro (User #221097) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2713)
I found the choice of spokesperson interesting. Pretty casual.
Reply
RE: AT&T iPhone Network Update Video
by lanijones (User #203423) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2714)
It was short and to the point and got to the heart of the matter with alot of necessary facts.
Reply
RE: AT&T iPhone Network Update Video
by dzwieleski (User #220570) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2715)
I just switched from at&t to verizon because their coverage is terrible in our area and we couldn't use our phones at our house, with verizon we can.
Reply
RE: AT&T iPhone Network Update Video
by arthur (User #100375) on Wednesday, September 16, 2009 @ 3:37:11 PM (#2716)
I understand AT&T better now.
Reply
RE: AT&T iPhone Network Update Video
by carol (User #228779) on Wednesday, September 16, 2009 @ 3:37:12 PM (#2717)
I had heard on the news that A T and T network was struggling to keep up with demand. This video was helpful to see that they are working hard to not only keep up but to exceed customer demand.
Reply
RE: AT&T iPhone Network Update Video
by fjstoddard (User #223807) on Wednesday, September 16, 2009 @ 3:37:12 PM (#2718)
I am very excited to be purchasing an IPhone this year!
Reply
RE: AT&T iPhone Network Update Video
by dalefredrick (User #100916) on Wednesday, September 16, 2009 @ 3:37:12 PM (#2719)
Just can't get past the "what you DO speaks so loudly that I can't hear a word that you SAY"! thing. Just more AT&T "we're so good" prpoganda!
Reply
RE: AT&T iPhone Network Update Video
by hgoblin (User #217763) on Wednesday, September 16, 2009 @ 3:37:12 PM (#2720)
It's seems they have gone to great length to explain what they're doing to fix the problem that Verizon has already done a better job of doing.
Reply
RE: AT&T iPhone Network Update Video
by Carolctc1 (User #205856) on Wednesday, September 16, 2009 @ 3:37:12 PM (#2721)
What is MMS? I must have missed where he defined it. I didn't know what he was talking about in that section.
Reply
RE: AT&T iPhone Network Update Video
by Ben at Mediacurves (Administrator #224968) on Thursday, September 17, 2009 @ 12:13:37 PM (#2723)
Thanks for all the great comments! We appreciate hearing how you felt about AT&T's ad.
Reply
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