Free-associating with the name "Harry," "Potter" would be the next word out of many in the industry's mouths. But is this true of consumers? Really, how beloved is this property--more importantly, how much product do customers want?
To answer these queries, The NPD Group has introduced the Harry Potter Prophet, a series of seven reports geared toward finding out just how magical Warner Bros.' wonder boy is. The following is based upon an NPD Online Panel survey of 1,511 adults and children conducted earlier this year.
* Eighty-four percent of kids and 66 percent of adults who already own or have purchased a Harry Potter product intend to make additional purchases.
* Forty percent of the children and adults who have read at least one Harry Potter book have already bought or own a Harry Potter-related product.
* Sixty-one percent of kids ages 6 to 17 have read at least one Harry Potter book. Fourteen percent of adults 18 years and older have read one or more of the books.
* Ninety-five percent of kids and 90 percent of adults surveyed have heard of Harry Potter.
People who intend to see Warner Bros.' "Harry Potter and The Sorcerer's Stone":
* Kids overall, all ages: 43 percent
* Kids who have read at least one book, all ages: 64 percent
* Adults overall: 14 percent
* Adults who have read at least one book: 50 percent
THE NPD HARRY POTTER POPULARITY METER
How much do you like Harry Potter?
On a scale from 1 ("I can't stand
Harry Potter") to 7 ("Harry Potter
is the best"):
RANK POPULARITY METER CHILDREN (%) ADULTS (%)
7 Harry Potter is the best 17 3
6 I really like Harry Potter 21 8
5 I like Harry Potter 23 16
4 I don't care either way 28 66
3 I don't like Harry Potter 5 1
2 I really don't like Harry Potter 2 3
1 I can't stand Harry Potter 4 3
COPYRIGHT 2001 Lebhar-Friedman, Inc.
COPYRIGHT 2001 Gale Group
