Hilary Duff and Usher are the coolest of the cool, with Shaquille O'Neal and Johnny Depp not far behind, according to a Decision Analyst and Hypothesis Group survey of the nation's 9- to 12-year- old tweeners.


The margin of error was plus or minus 3 percent.two leading marketing research firms, completed their second annual Hot Or Not? survey that measures attitudes of preteens toward celebrities, products, brands, and the nation at large. Conducted by Hypothesis Group and Decision Analyst, the 2006 survey was based on a statistically balanced sample of 1,026 preteens. The margin of error was plus or minus 3 percent.



When asked whether certain celebrities and characters are cool or not cool, 63 percent of respondents described Duff and Usher as cool, making them the favored celebrities. Next in popularity were Shaq and Depp, cited as cool by 62 percent of respondents.


The biggest gainers in popularity since last year were Gwen Stefani, up 13 percent; Kelly Clarkson, up 9 percent; and Depp, up 6 percent, the study shows. The biggest losers were Tiger Woods, down 13 percent; Britney Spears, less popular by 10 percent; and Brad Pitt, down 7 percent.


Asked which celebrities they were most sick of, respondents most often named Britney Spears, Jessica Simpson, Paris Hilton, and Tom Cruise.