For Immediate Release June 10, 2005
Contact: Cristi Allen
callen@decisionanalyst.com
Phone: 817-640-6166

Arlington, Texas-Nintendo and Disney are the favorite brands of Americans eight to 12 years old, while Nike and Hummer are best-liked among teenagers 13 to 17, according to a recent study by Decision Analyst in conjunction with Hypothesis.

Earlier this year, Decision Analyst conducted a nationwide survey for the marketing research firm Hypothesis. Titled "Hot or Not?," the survey divided respondents into two age groups-8 to 12 and 13 to 17-and asked kids which brands, products, and personalities are "hot" and which are "not."

Asked to identify the three "coolest'' brands, 42 percent of respondents 8 to 12 years old chose Nintendo, while 36 percent think Disney is among the coolest. Another 31 percent chose McDonald's, 21 percent said Nike, and 20 percent chose Hummer. At the bottom of the list, Toyota, Volkswagen, Levi's, Dell, Ford, and Starbucks were considered coolest by no more than 3 percent of younger kids.

By age 13, however, impressions were changing, according to the study. When kids 13 to 17 were asked to name the coolest brands, 26 percent cited Nike, while 23 percent said Hummer. Next were Abercrombie, Sony, and Nintendo, selected by 21 percent. Much lower on the list were Ford, Levi's, and Burger King, selected by 4 percent of older kids. Lower yet, Volkswagen was considered a hot brand by 3 percent of respondents, and Toyota by only 1 percent.

For this study, implemented in May, 670 young people 8 to 17 years old were surveyed. The study was conducted by means of Decision Analyst's American Consumer Opinion® Online Panel, one of the world's largest Internet consumer opinion panels. It has more than 5 million participants around the world. The study's margin of error is plus or minus 4 percent.

For more information about the study, including a complimentary set of charts based on key findings, contact Christina Siden at csiden@hypothesisgroup.com, or call 213-533-7006. For more information about Decision Analyst's American Consumer Opinion® Online Panel, contact Cristi Allen at callen@decisionanalyst.com, or call 817-640-6166.

About Hypothesis

Hypothesis (www.hypothesisgroup.com) is a full-service marketing research and consulting firm with offices in Los Angeles and New York. Hypothesis has particular expertise in the development and implementation of child-, family- and educator-targeted research. From concept generation through development, refinement, production, launch and communications, we help clients successfully bring kid-oriented products, programs and services to market based on innovative research techniques.

About Decision Analyst

Decision Analyst, Inc. (www.decisionanalyst.com) is a leading marketing research and marketing consulting firm specializing in advertising testing, strategy research, new product development, and advanced modeling for marketing decision optimization. The firm delivers competitive advantage to clients throughout the world in the consumer packaged goods, telecommunications, retail, high technology, medical and pharmaceutical, utilities, and e-commerce industries. In addition, Decision Analyst operates the American Consumer Opinion® online panel, one of the world's largest Internet consumer opinion panels, with more than five million participants.

For additional information contact:
Cristi Allen
Publicity
Email: callen@decisionanalyst.com
Phone: 1.800.ANALYSIS (262.5974)
Address: 604 Avenue H East
Arlington, TX 76011

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