Flemington, NJ, October 16, 2009 – A new media study among 403 Americans who viewed a new Verizon Wireless ad revealed that one-third of non-Verizon Wireless customers reported they would be likely to switch their wireless phone carrier to Verizon Wireless.
The study was conducted by HCD Research using its MediaCurves.com® website on October 15 to obtain consumers’ perceptions of a recent Verizon Wireless ad titled, “There’s a Map for That.” The study was conducted among consumers of all wireless phone carriers including Verizon, Sprint, AT&T and T-Mobile.
An overwhelming majority of respondents (94%) reported that the Verizon Wireless ad was effective, with 39% indicating that is was ‘extremely effective’ and 51% reporting that it was ‘somewhat effective’. After viewing the ad, one-third (33%) of non-Verizon Wireless customers responded they would be likely (6% reported ‘extremely likely’ and 27% reported ‘somewhat likely’) to switch their wireless phone carrier to Verizon Wireless.
Among the findings:
Please indicate your perception of the Verizon Wireless brand.
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BEFORE viewing ad |
|
AFTER viewing ad |
||||
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Total |
Verizon Wireless User |
Non-Verizon Wireless User |
|
Total |
Verizon Wireless User |
Non-Verizon Wireless User |
|
Extremely favorable |
32% |
50% |
13% |
|
38% |
53% |
23% |
|
Somewhat favorable |
57% |
47% |
67% |
|
52% |
42% |
61% |
|
Somewhat unfavorable |
10% |
3% |
18% |
|
8% |
4% |
12% |
|
Extremely unfavorable |
1% |
1% |
2% |
|
2% |
1% |
3% |
Please indicate your likelihood to switch your wireless phone carrier to Verizon Wireless.
|
|
Non-Verizon Wireless User |
|
Extremely likely |
6% |
|
Somewhat likely |
27% |
|
Somewhat unlikely |
40% |
|
Extremely unlikely |
28% |
Please indicate how effective you think this advertisement was.
|
|
Total |
Verizon Wireless User |
Non-Verizon Wireless User |
|
Extremely effective |
39% |
48% |
30% |
|
Somewhat effective |
51% |
46% |
56% |
|
Not at all effective |
10% |
6% |
14% |
While viewing the video, participants indicated their levels of interest 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 is 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.
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