Australia

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Australia

• Global Habbo Youth Survey
• Brand Update 2009

Firstname Surname Sulake Corporation Oy
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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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Sulake Corporation Oy
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Opinions about Brands

• Global Habbo Youth Survey
• Brand Update 2009

Sulake Corporation Oy
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Brands Impact on Buying Decisions
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Sulake Corporation Oy
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Preferred Brand Types
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Sulake Corporation Oy
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Social Function of Brands
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Sulake Corporation Oy
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Favourite Brands

• Global Habbo Youth Survey
• Brand Update 2009

Sulake Corporation Oy
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Beverages and Fast Food Restaurants
Top 5 Fast food
Top 5 Beverages
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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Sulake Corporation Oy
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Mobile Phones and Mobile Operators
Top 5 Mobile Operators
Top 5 Mobile Phones
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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Sulake Corporation Oy
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Consumer Electronics and Game Consoles
Top 5 Game Consoles
Top 5 Consumer Electronics
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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Sulake Corporation Oy
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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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Sulake Corporation Oy
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Clothing Brands
Boys
Girls
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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Sulake Corporation Oy
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Sportswear
Boys
Girls
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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Sulake Corporation Oy
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Shoes
1.
Converse
?
2.
Nike
?
3.
Dunlop Volley
?
4.
DC
?
5.
Globe
?
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Sulake Corporation Oy
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Shoes
Boys
Girls
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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Sulake Corporation Oy
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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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Sulake Corporation Oy
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Personal Hygiene and Styling Brands
Boys
Girls
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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Sulake Corporation Oy
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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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Sulake Corporation Oy
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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
Nokia. It used to be the best phone make, but has
lately gone downhill.
(Girl, 17 yrs.)
3.
Bonds
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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Sulake Corporation Oy
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Favourite Media

• Global Habbo Youth Survey
• Brand Update 2009

Sulake Corporation Oy
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Favourite TV Programs
Boys
Girls
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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Sulake Corporation Oy
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Favourite Magazines
Boys
Girls
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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Sulake Corporation Oy
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Other Favourites

• Global Habbo Youth Survey
• Brand Update 2009

Sulake Corporation Oy
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Favourite Bands and Celebrities
Top 5 Celebrities
Top 5 Bands and Musicians
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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Sulake Corporation Oy
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Favourite Bands/Musicians
Boys
Girls
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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Sulake Corporation Oy
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Favourite Celebrities
Boys
Girls
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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Sulake Corporation Oy
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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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Sulake Corporation Oy
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Advertising in Habbo

• Global Habbo Youth Survey
• Brand Update 2009

Sulake Corporation Oy
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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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Sulake Corporation Oy
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Which advertiser promotion in Habbo have you most
enjoyed? Why did you enjoy it?
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.)
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.)
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.)
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.)
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.)
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Sulake Corporation Oy