Microsoft, Bing and Windows all see Buzz lift
by Ted Marzilli in BrandIndex News and Consumer
Wed November 7, 2012 8:15 p.m. PST
Microsoft is experiencing one of its biggest US consumer perception surges in two years, likely riding the wave of multiple initiatives, including Bing’s current advertising campaign, the recent launch of Windows 8, and its new Surface tablet.
For Microsoft, their product stars seem to have aligned at roughly the same time this month:
- Search engine Bing reached a two-year high in consumer perception.
- The Windows brand is at its highest perception point since the introduction of Windows 7 in October 2009.
- Microsoft is getting its best perception marks of the year from tablet owners.
Microsoft, Bing, and Windows were measured with YouGov BrandIndex’s Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" Results were divided into two groups: all adults age 18+, and all adults age 18+ who own tablets.
Since mid-October, Microsoft perception has risen from 17 to 25. Among tablet owners, the brand enjoys even better perception levels, moving from 23 to 33 over the same period.
Bing has also enjoyed steady improvement with consumers overall, moving from 10 to 16 over the last several weeks. This represents its highest Buzz score in over two years and coincides with Bing's current advertising campaign.
Since Windows 8 promotions kicked in at mid-October, the Windows brand has seen its buzz score rise from 14 to 23. That is the brand’s highest buzz score since the launch of Windows 7. And with tablet users, the Windows brand rose to a 30 score the first week of November.
Buzz Scores: Microsoft, Bing, Windows