NEW YORK, Nov. 3, 2011 /PRNewswire / -- Nintendo Wii affirms that it is the number one video game system for America's youth and surpasses Sony's Playstation 3 to become the Video Gaming Platform Brand of the Year, reports the 2012 Harris Poll Youth EquiTrend® study by Harris interactive (NASDAQ: HPOL). While game systems in general receive higher equity scores than other technologies surveyed, Nintendo Wii earns the overall highest equity score among all technology brands included in the study.
Jeni Lee Chapman, Executive Vice President and leader of Harris' Brand and Communication Consulting group, observes, "For video gaming to have the highest equity scores compared to all other tech categories, and Wii the highest within the category, implies that Wii has serious potential to stretch into other products. Just as Apple entered the hearts and minds of consumers through music with iTunes and the iPod, Nintendo has entered into youth's heart with their video gaming platform. One day we may be saying, 'move over Apple, here comes Wii.'"
Meanwhile Apple brands sweep the personal device arena and rank highest in Computer, Mobile Phone and Computer Tablet categories, proving itself the undisputed leading electronics brand among young consumers."Within personal electronic brands, these findings clearly show that among teens and young adults, it's Apple's world. We're all just along for the ride," said Regina A. Corso, Senior Vice President for Youth and Education Research at Harris Interactive. "With each new Apple generation and gadget, competitors are playing catch-up and youth are ready to leap on board. iPad is a great example of a new Apple product dominating its industry—the tablet already has the largest equity lead over competitors than either of its sister brands." Youth EquiTrend calculates brand equity by measuring familiarity, quality, and purchase consideration; develops an average score for each category; and awards "Brand of the Year" honors to the highest ranking brands in their respective categories. Within the 13 youth interest categories that comprise the study, there are four technology, telecommunication, and gaming groups: