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Flemington, NJ, April 27, 2009 – A new national study among 408 Americans revealed that 43% of respondents were less likely buy an Apple brand product after viewing a video news clip on the controversial “Baby Shaker” application.
The study was conducted by HCD Research, using its MediaCurves® website during April 24-26, to obtain Americans’ perceptions of a news clip that featured the “Baby Shaker” application, which was released by Apple for the iPhone. Participants were also asked to provide their perceptions of an apology that Apple released after it pulled the controversial iPhone application last week.
After watching the news clip, 43% of respondents reported that they were less likely to buy an Apple product, 31% were less likely to visit Apple’s website, 24% were less likely to search for information on Apple, and 22% were less likely to watch an advertisement on Apple.
Participants indicated that “disturbed” (60%) was the emotion they felt most while watching the news clip.
Among the findings:
“Which of the following actions are you likely to perform in the next three months?”
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Before Viewing Video |
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After Viewing Video |
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After Viewing Apology |
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Total |
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Total |
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Total |
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Buy an Apple product (in a store or online) |
18% |
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10% |
|
12% |
|
Visit Apple’s website |
28% |
|
19% |
|
21% |
|
Search for information on Apple |
23% |
|
17% |
|
19% |
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Watch an advertisement/commercial on Apple |
33% |
|
25% |
|
27% |
“Which of the following emotions did you feel the most while viewing the video?”
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|
Total |
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Anger |
22% |
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Inspiration |
1% |
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Sadness |
7% |
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Skepticism |
4% |
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Confusion |
6% |
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Disturbing |
60% |
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Embarrassment |
1% |
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Pride |
0% |
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Happiness |
1% |
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.
The MediaCurves website provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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).
