Survey says: Sony is the “coolest” brand for teens

By Stephany Nunneley, Wednesday, 3 June 2009 17:17 GMT

cool

Sony is more popular with teens than Apple and Nintendo, according to a recent survey.

Global Habbo’s Youth Survey Brand Update 2009 report polled 112,000 teens ages 11-19 from over 30 countries and PlayStation was named the number one brand with Nintendo and Microsoft following.

“Technology is an integral part of teenagers’ lives, and they have strong opinions on the brands operating in the market place,” said Oisin Lunny manager for Habbo UK.

“It would seem teen brand loyalty is directly linked to desirability of the product. Technological innovation is attractive to teens, but it is equally important for brands to excite young people by engaging with them in ways that are relevant.”

The polls does not say how close the numbers were for each brand, but if the survey is accurate, Sony makes you “look” cooler and more socially acceptable.

Alrighty then.

Full thing through the break.

Thanks, Edge.

Los Angeles (PRWEB) June 3, 2009 — Habbo, the largest virtual world for teenagers, today unveiled the results of their Global Habbo Youth Survey (GHYS) Brand Update 2009. The study explores teens’ connection and interests toward individual brands and highlights their preferences in a variety of categories, including consumer electronics, music, sportswear and media consumption habits.

For the study, conducted in April 2009, Habbo surveyed 112,000 teens between the ages of 11 – 19 (4,500 teens from the U.S.) from more than 30 countries around the world. As a follow-up to the 2008 GHYS, the new results reveal an updated and deeper understanding of teens’ brand opinions in the U.S. and worldwide, along with the top media properties that are resonating with teens to date in 2009.

The teenage years are developmentally important in exerting themselves as adults Status is important, being recognized for who you are and what you stand for. Brands provide means to show which group you belong to and which you do not want to be associated with. For the youth, brands play an important part of helping to build their identity and self image among their friends.

In the U.S., the 2009 GHYS shows that 50% of teens surveyed feel it’s important to express individuality and want their brands to help them stand out. This urge by American teens to distinguish themselves from peers differs from teen feedback worldwide. Globally, only 38% surveyed prefer to be seen as unique and distinctive based on the brands they purchase.

“The teenage years are developmentally important in exerting themselves as adults,” said Emmi Kuusikko, director, User and Market Insight for Sulake, the parent company for Habbo. “Status is important, being recognized for who you are and what you stand for. Brands provide means to show which group you belong to and which you do not want to be associated with. For the youth, brands play an important part of helping to build their identity and self image among their friends.”

The 2009 GHYS survey also revealed that, due to the iPhone’s increasing popularity and availability, American teens moved Apple up to the third most preferred mobile phone manufacturer, up from last year’s #8 ranking. For the second consecutive year, Verizon was named the most popular mobile carrier.

Additionally, MySpace and YouTube continued to be U.S. teens’ #1 and #2 favorite Web sites respectively (Habbo was excluded). Facebook has now moved into third place, up from fifth in 2008. This finding is in contrast with the global consensus, where teens rank YouTube and Facebook as their top Web destinations, with MySpace appearing at #4 on the list.

The Global Youth Survey Brand Update 2009 is available to purchase as a 98-page paperback book. For inquiries and orders, please contact the Sulake Web Store at: http://webstore.sulake.com. ;

About the research
The research was conducted within the virtual world, Habbo, and the total amount of respondents (after data cleaning) was 112,000. The research was conducted during April 2009 and results on favorite brands are based on answers written in open text fields. Over 30 countries were surveyed and statistical weighting was employed to give all participating countries an equal weight in the global results. Research is available from the Sulake Web Store http://webstore.sulake.com.

About Habbo
Habbo is a richly colorful, multi-dimensional virtual world and community for teens. Users join by creating a fully customized online character called a Habbo. From there, they can explore many public hang-outs, participate in a variety of activities, connect with friends, decorate their own rooms, and have fun through creativity and self expression. Currently there are Habbo communities in 31 countries on six continents. To date, 132 million Habbo characters have been created and 11.8 million unique users worldwide visit Habbo each month (source: Google Analytics).
www.habbo.com

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