Survey Says
URBAN LIFE WAVE 02 2010 HIGHLIGHTS
Here are the results from the second main Urban Life survey of the year. The lucky winner of the £1,000 prize for this survey is from Uxbridge in Middlesex. The money will go a long way (literally!) as our latest prize winner is planning a trip to New Zealand later this year.
Don’t forget, anyone who completes at least four main surveys across the year will be entered into the £5,000 grand prize draw at the end of the year, where we’ll pick one winner at random. So keep your answers coming - you’ve got to be in it to win it!
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Substance over style in politics
Urban Life members look for substance over style from politicians. Policies and manifesto pledges was the most important factor on who you intended to vote for in May’s UK general election. This was the top influencing factor by far, ahead of media coverage of political parties and party leaders and chats with friends, family and colleagues.
It goes without saying that the new coalition government must start delivering (and soon), but it’s even more relevant for Urban Life members who have a strong focus on the promises made by the Conservatives and Liberal Democrats..jpg)
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Cool as a cucumber
We asked you to tell us which brands you think are cool across a number of different categories. The brands you consider to be the coolest are...
Fashion – Diesel
Department store - Selfridges
Cars – Aston Martin
Telecoms – Apple
Tech / Home Entertainment – Apple
Lager – Peroni & Corona
Supermarket – Waitrose
But what makes one brand cooler than others? Being stylish, innovative and original are the top three factors that make a brand cool in your opinion. You’re most likely to find out about which brands are cool through friends, family and colleagues. So to boost its cool status amongst Urban Lifers, a brand must have ‘talkability’ in as many social circles as possible, whether it’s a meal out between friends or a water cooler moment amongst colleagues.
Why is being cool important? And why talk about what drives the cool status of brands? It’s because 47% of you are willing to pay a premium for a brand you think is cool, which is more than the 38% who would not pay any extra. So, more of you want to buy, use, wear and be seen with brands that ooze cool.
Despite being into cool things, 32% of you actually dislike people using the word “cool” versus 20% who like people using it (sorry for constantly saying it in the last survey!). However, most of you (46%) aren’t bothered by people using the word “cool”.
Radio
‘Listening to the wireless may be an outdated phrase, but Urban Life members don’t appear to show any less enthusiasm for listening to the radio; 73% saying you like or love tuning in.
As you might have guessed, breakfast radio on a weekday morning is the most popular time to listen; two-thirds of you doing so during the week. Proof that you rise and shine later on the weekend, late-morning (after 9am!) on a Saturday & Sunday is the next most popular time to listen to the radio.
Top 5 places to listen to the radio:
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Digital radios
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37% of you own a DAB digital radio, with 3 in 4 owners likely to recommend a DAB digital radio to others.
23% of Urban Lifers see a DAB digital radio as a necessity, rather than a luxury product. However, it’s perceived as a necessity by less of you than an iPod/mp3 player (57%), digital pay-TV like Sky or Virgin Media (57%) and an iPhone or smartphone (42%).
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Your final words on cool
We asked which one brand you think is the coolest, and why, across a number of different categories. There were lots of passionate differences of opinion.
Taking the coolest brand for each category, here are some of your thoughts on what makes them stand out from the crowd...
Fashion – Diesel
“They make good quality clothes that are fashionable and high quality.”
“Edge different, bold colours and advertising”
“Expensive, high quality, good reputation”
Department store – Selfridges
“Beautiful decor, stock aspirational items”
“Exclusive, good branding, enjoyable shopping experience”
“They have exciting displays and great brands as concessions, plus they have nice champagne bars.”
Car - Aston Martin
“A prestige brand that produces beautiful cars in small numbers. Association with James Bond does not hurt.”
“It looks attractive, it is exclusive and suggests a lifestyle which would be exciting.”
“They are unattainable, yet still beautiful and desirable.”
Telecoms – Apple
“Brilliant product [iPhone], miles ahead of the competition.”
“They innovate and they break the mould. They also really seem to care about their customers and design their products very well.”
“Slick products, great product launches create buzz.”
Tech / Home Entertainment – Apple
“It is obviously very mainstream now [iPod] but it's such an innovation, easy-to-use and so essential.”
“Slightly ahead of the game, slightly less elitist than they previously were, but very well designed and put together.”
“Fantastic design; innovative; designed with me in mind; fewer people have Apple Macs.”
Lager – Peroni
“It is sophisticated and sexy.”
“Nice look, unique taste.”
“Italian style.”
Supermarket – Waitrose
“Ethical and fair trade status, cool among 'do gooders' and it’s a sign you are better off if you shop there.”
“Pushing boundaries - new initiatives with Delia and the mad chef. Great range of produce.”
“They are more focused on quality than just being the cheapest.”
Two-thirds of you correctly identified British actress Keira Knightley as the person not to have modelled underwear for Emporio Armani. Megan Fox, Christiano Ronaldo and David Beckham have previously modelled for the brand.
An impressive 74% knew that Emma Bunton (aka Baby) is the former Spice Girl who is a radio DJ for Heat FM.
It was at the beginning of 2010, so well done to the 48% who remembered that Great Britain only won 1 medal (gold though!) at the Winter Olympic Games in Vancouver.