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Australia
Global Habbo Youth Survey
Brand Update 2009
Firstname Surname – Sulake Corporation Oy
Strictly confidential – legally protected and privileged information
About the Survey
• The results in this presentation are based on a global survey
that was ran on all the Habbo sites during April 2009.
• Globally 112 000 respondents from more than 30 countries
participated in the survey. 2884 of these respondents were from
Australia.
• The survey was a follow-up on the Global Habbo Youth Survey
2008 conducted 18 months prior this study. The aim this time
was to gain deeper insight on teens' opinions about brands, and
update the brand and media preference results of the GHYS
book.
• All of the results on favourite brands and media are based on
answers written by the respondents in open text fields - no
predefined lists of brands were offered, as we did not want to
restrict the respondents' choices. Only brands mentioned by at
least 10 respondents are shown.
• Where possible, the tables indicate how the ranking of the brand
has changed since the previous survey. Upward pointing arrows
indicate that the brand's ranking has improved, downward
pointing ones indicate that it has declined. Arrows pointing
sideways mean the ranking has remained the same. If the
ranking has changed by more than 5 places, two arrows are
shown. If it has changed by more than 20 places, three arrows
are shown. Even if the ranking of a brand has not changed, the
share of respondents mentioning it may have changed.
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Opinions about Brands
Global Habbo Youth Survey
Brand Update 2009
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Brands’ Impact on Buying Decisions
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Preferred Brand Types
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Social Function of Brands
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Favourite Brands
Global Habbo Youth Survey
Brand Update 2009
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Beverages and Fast Food Restaurants
Top 5 Beverages
Top 5 Fast food
1. Coca Cola
→
1. McDonald's
→
2. Pepsi Cola
→
2. KFC
→
3. Fanta
→
3. Subway
→
4. Solo
↑
4. Burger King
→
5. Sprite
↓
5. Red Rooster
→
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Mobile Phones and Mobile Operators
Top 5 Mobile Phones
Top 5 Mobile Operators
1. Nokia
→
1. Optus
2. LG
↑
2. Telstra
3. Sony Ericsson
↑
3. Vodafone
4. Samsung
→
4. 3
5. Apple
↑↑
5. Virgin
Comparisons to previous survey not available.
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Consumer Electronics and Game Consoles
Top 5 Consumer Electronics
Top 5 Game Consoles
1. Apple
1. Nintendo
2. Sony
2. Sony
3. Nintendo
3. Microsoft
4. LG
5. Microsoft
Comparisons to previous survey not available.
Comparisons to previous survey not available.
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Clothes and Sportswear
Top 5 Clothing Brands
Top 5 Sportswear Brands
1. Jay Jays
↑
1. Nike
2. Billabong
↓
2. Adidas
3. Supré
↓
3. Puma
4. Quiksilver
↑
4. Skins
5. Element
↑
5. Runners
Comparisons to previous survey not available.
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Clothing Brands
Girls
Boys
1. Supré
→
1. Billabong
→
2. Jay Jays
→
2. Jay Jays
↑
3. Billabong
↑
3. Quiksilver
↓
4. Roxy
↓
4. Element
→
5. Target
↑
5. Nike
↓
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Sportswear
Girls
Boys
1. Nike
1. Nike
2. Adidas
2. Adidas
3. Puma
3. Puma
4. Runners
4. Skins
5. Converse
5. Asics
Comparisons to previous survey not available.
Comparisons to previous survey not available.
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Shoes
1. Converse
→
2. Nike
→
3. Dunlop Volley
↑
4. DC
→
5. Globe
↓
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Shoes
Girls
Boys
1. Converse
→
1. Nike
→
2. Dunlop Volley
↑
2. Converse
↑
3. Nike
↓
3. DC
↑
4. DC
↑
4. Globe
↓
5. Rabens
↑↑↑
5. Dunlop Volley
↑
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Personal Hygiene and Styling Brands
1. Garnier
2. Lynx
3. Ghd
4. Tresemme
5. Dove
Comparisons to previous survey not available.
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Personal Hygiene and Styling Brands
Girls
Boys
1. Garnier
1. Lynx
2. Ghd
2. Garnier
3. Tresemme
4. Dove
5. Nivea
Comparisons to previous survey not available.
Comparisons to previous survey not available.
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Make-up Brands
Girls
1. Maybelline
2. Avon
3. Revlon
4. Covergirl
5. Rimmel
Comparisons to previous survey not available.
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Brands That Are Losing Their Appeal
What brands have you gone off lately or no longer like?
Girls
1. Supré
2. Billabong
3. Bonds
Nokia. It used to be the best phone
make, but has lately gone downhill.
(Girl, 17 yrs.)
4. Nike
Adidas. too cocky don't even know
how they are cocky but i just think
they are.
(Boy, 14 yrs.)
5. Roxy
Comparisons to previous survey not available.
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Favourite Media
Global Habbo Youth Survey
Brand Update 2009
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Favourite TV Programs
Girls
Boys
1. Neighbours
↑
1. The Simpsons
→
2. The Simpsons
↓
2. Family Guy
→
3. Home And Away
↓
3. South Park
↑
4. Family Guy
↑
4. Two And A Half Men
↑↑↑
5. Gossip Girl
↑↑↑
5. NCIS
↑↑
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Favourite Magazines
Girls
Boys
1. Girlfriend
→
1. Zoo Weekly
→
2. Dolly
→
2. K-Zone
→
3. Total Girl
→
3. Mad
↑↑
4. Cosmopolitan
→
4. Playboy
↑↑
5. Cleo
→
5. WWE Magazine
↓
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Other Favourites
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Brand Update 2009
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Favourite Bands and Celebrities
Top 5 Bands and Musicians
Top 5 Celebrities
1. Paramore
↑↑
1. Robert Pattinson
↑↑↑
2. Fall Out Boy
↓
2. Johnny Depp
↑
3. Taylor Swift
↑↑↑
3. Paris Hilton
↓
4. P!Nk
↑
4. Zac Efron
↓
5. Lady Gaga
↑↑↑
5. Britney Spears
↑↑
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Favourite Bands/Musicians
Girls
Boys
1. Paramore
↑↑
1. Fall Out Boy
→
2. Taylor Swift
↑↑↑
2. Linkin Park
→
3. P!Nk
↑
3. AC/DC
↑
4. Fall Out Boy
↓
4. Coldplay
↑↑
5. Short Stack
↑↑↑
5. Green Day
↓
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Favourite Celebrities
Girls
Boys
1. Robert Pattinson
↑↑↑
1. Paris Hilton
→
2. Zac Efron
→
2. Johnny Depp
↑
3. Johnny Depp
↑
3. Adam Sandler
↑
4. Paris Hilton
→
4. Britney Spears
↑↑
5. Miley Cyrus
↑↑
5. Jessica Alba
↓
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Favourite Sports Teams
1. Brisbane Broncos
↑
2. Collingwood FC
↑
3. Manchester United
↑
4. Western Bulldogs
↑
5. Geelong Cats
↑↑
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Advertising in Habbo
Global Habbo Youth Survey
Brand Update 2009
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Advertising in Habbo
• 38 % of survey respondents in Australia say it's great to have
advertising in Habbo. Another 39 % say it's OK.
• 61 % say they tell their friends about promotions they have seen in
Habbo. 21 % say they do this often.
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Which advertiser promotion in Habbo have you
most enjoyed? Why did you enjoy it?
iCoke. u can enter and have a
chance to carry the torch in the
olympic 2010 winter games i think
thats so cool so ive been telling
everyone.
(Boy, 17 yrs.)
Harajuku Lovers. i enjoyed it because
i knew before all my friends that don't
go on habbo about the new perfume
and i bought some
(Girl, 15 yrs.)
7/11. This is because the ads while
waiting to get into the rooms were fun and
exciting to look at, i didn't really get bored
of them.
(Girl, 14 yrs.)
American Idol. There was
A LOT of things to do, it's
been really fun participating
in this competition, I hope it
get's brought back again.
(Boy, 16 yrs.)
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Child Line. Well Im going to
be honest here, I dont always
take much notice of
avertisments but the childline
has court my attension alot,
Its been fun aswell all the
competitons e.g. design a
room for childline, ive told all
my mates about it! Its hard to
explain but thats why.
(Girl, 13 yrs.)
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