Microsoft's campaign for Vista, "The Wow Starts Now" has certainly paid dividends in increasing awareness of the new operating system among users, but it's done little to persuade them to part with their cash to buy it. 

According to a Harris poll of 2223 online users last month, 87% were aware of Vista, but only 12% of these intended upgrading to the system within the next 12 months. A similar poll in December found that 47% of online users were aware of Vista, with 20% indicating they would upgrade.
The latest poll says that of those intending to move to Vista,  39% would upgrade their existing hardware to meet requirements; 35% would buy a new computer with the OS pre-installed; 17% would buy a "Vista-ready" system; and 8% would install Vista on their existing computer without any upgrades.
The survey also revealed that Vista has influenced the timing of new computer purchases among 40% of those respondents who know about it. Twenty percent say they have delayed buying a new computer, while another 20% say they have brought their purchases forward.
“In order to generate that ‘WOW’ factor, Microsoft will have to put forth a value proposition that will move the majority to the upgrade category in the years ahead," says Milton Ellis, vice-president of Harris Interactive Technology Group. "Vista promised better performance, reliability, security, and a revolutionary user interface – but it appears consumers looking to upgrade are not ready to buy into the promise, whereas new computer buyers will want the latest and greatest.
“Microsoft has faced this challenge before with operating system upgrades," Ellis adds. "Consumers tend to wait until a few service packs have been released to fix real or perceived problems. No doubt, Microsoft understands these issues and will proceed accordingly.”