Flemington, NJ, May 11, 2010 – Results of a new national media study among 310 Americans revealed that Republicans’ interest in the Apple Ipad diminished more than any other party after viewing a video in which President Barack Obama makes negative comments regarding the use of the media device.  

The study was conducted during May 10 -11 by HCD Research using its MediaCurves.com® website, to obtain Americans’ perceptions of a video in which  President Obama makes negative comments regarding the use of media devices such as the Apple Ipod, the Apple Ipad and various video game consoles. To view detailed results go to: www.mediacurves.com.

Among political parties, Republicans’ interest in the Ipad, based on a 1-7 scale, fell from an average of 4.5 prior to viewing the video to an average of 4.1 after viewing the video. Average interest scores for Democrats and Independents were 4.4 and 4.1, respectively before and after viewing the video. The likelihood of purchasing an Ipad in the next three years, based on a 1-7 scale, decreased slightly among Republicans from an average score of 3.8 to 3.7 after viewing the video. Among Democrats the likelihood of purchasing the product increased slightly from 3.8 to a 3.9 after viewing the video, and among Independents the likelihood of purchasing the product decreased slightly from 3.7 to 3.6.

Among the findings:

Please indicate the your level of interest in the Apple Ipad, where 1 represents “Not At All interested” and 7 represents “Extremely interested.”

Please indicate the likelihood that you will purchase an Apple Ipad in the next three years, where 1 represents “Not At All Likely” and 7 represents “Extremely Likely.” 

While viewing the video, participants indicated their levels of agreement 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.