Transcript Global Consumer Awareness, Attitudes, and Opinions on

Global Consumer Awareness,
Attitudes, and Opinions on
Counterfeiting and Piracy
Third Global Congress
Combating Counterfeiting and Piracy
31 January, 2007
Geneva, Switzerland
THE GALLUP ORGANIZATION
Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
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Background
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Largest survey initiative ever to understand attitudes and
behaviors of consumers on counterfeiting and piracy
To date, self-funded by Gallup
64,579 interviews across 51 countries in the past 18 months
National phone or in-home surveys (except Sri Lanka and Cuba urban).
Represents the views of consumers whose economies account for
64% of the world’s GDP
1000 plus interviews in all but Luxembourg, Sri Lanka, Haiti,
Jamaica, Trinidad/Tobago, and Puerto Rico.
Based on a sample size of 1000, the margin of error at a 95%
confidence level is +/-3%
Efforts continuing in 2007 to track in select markets and interview
in new markets not previously covered
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Coverage
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Argentina, Armenia, Austria, Belarus, Bolivia,
Belgium, Chile, Colombia, Costa Rica, Cuba,
Denmark, Dominican Republic, Ecuador, El Salvador,
Estonia, Finland, France, Georgia, Germany, Greece,
Guatemala, Haiti, Ireland, Italy, Jamaica, Korea,
Kyrgyzstan, Latvia, Lithuania, Luxembourg, Malaysia,
Moldova, Nepal, Netherlands, Panama, Paraguay,
Peru, Philippines, Portugal, Puerto Rico, Russia, Spain,
Sri Lanka, Sweden, Thailand, Trinidad & Tobago,
Ukraine, United Kingdom, United States, Uruguay,
Vietnam
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Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Key Observations
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Consumers do not believe their governments are
committed to find and prosecute counterfeiting
In markets studied, one quarter of consumers are
purchasing counterfeit items. Vast differences by
geography
The big three of Branded Apparel, Bags, and Footwear;
Music; and Movies is highly correlated to GDP
Health and Safety threats abound in the developing
world
The greatest deterrent in the U.S. is links to terrorism,
organized crime and health and safety
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Perceived Government Commitment
Q.: How committed do you think the [:COUNTRY:] government is to find and prosecute
counterfeiting?
Western Europe
Austria
+
Italy
-
Portugal
-
Georgia
+
Belarus
+
Ukraine
-
Vietnam
+
Nepal
-
Ecuador
+
Dominican
-
N=28,992
FSU
N=10,220
Asia
N=7,431
Latin America
Republic
N=16,161
0%
5 (Very committed)
20%
4
40%
3
60%
2
80%
1 (Not at all committed)
100%
Don't know
Refused
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Past 12 Month Purchase Incidence
Former Soviet Union and Asia
Q: In the past 12 months have you purchased any products that you know or suspect are not genuine or legitimate?
Yes
Don't Know
40.2
Kyrgyzstan
Yes
6.4
38.2
Malaysia
38.4
Russia
Belarus
29.3
Ukraine
29.2
21.5
11.2
Georgia
23.1
11.9
Lithuania
22.9
Estonia
14.8
0
10
27.9
1.2
24.6
Sri Lanka
3.1
18.9
23.8
16.8
Philippines
17.9
Latvia
Armenia
8.2
14.4
31.5
Moldova
Don't Know
Vietnam
21.1
14.1
Thailand
21
2.8
Nepal
20.4
1.9
5.6
3.9
0
10.6
20
30
40
50
10
20
30
40
50
60
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Past 12 Month Purchase Incidence
Latin America
Q: In the past 12 months have you purchased any products that you know or suspect are not genuine or legitimate?
Yes
Don't Know
Haiti
40
2
Cuba
39.4
4
30.6
Guatemala
El Salvador
27.2
Paraguay
26.3
5
2.6
1
24.1
Argentina
0.7
23
Dominican Republic
1
22.8
Bolivia
5
Chile
20.4
0
Ecuador
20.1
0.7
18.7
Peru
2.1
17.3
Jamaica
2.2
14.2
Colombia
0.5
Trinidad & Tobago
14
1
Costa Rica
13.6
0.5
Uruguay
13.4
0.5
Panama
13
0.5
Puerto Rico
12.1
0
3
10
20
30
40
50
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Products Purchased by Category
(Past 12 months among those that indicated purchase)
FSU
Latin
America
Asia
Brand Name Fashion Clothing, Designer Bags and Footwear
27.30%
25.96%
31.75%
Brand Name Watches
4.46%
5.47%
9.25%
Music CDs or Audiocassettes
37.87%
42.64%
43.5%
Movies (VHS, VCDs, DVDs)
27.00%
22.95%
27.13%
Computer Operating Systems (Windows, Mac) or Computer
Application Software (Word, Excel, Etc.)
7.46%
1.30%
4.6%
Perfumes and Cosmetics
18.33%
10.62%
10.31%
Video Games and Toys
6.55%
2.19%
3.6%
Pharmaceuticals or Medicines, not generics
12.40%
2.16%
4.2%
Alcoholic Beverages, Soft Drinks, Mineral Water
23.60%
2.87%
3.56%
Tobacco
13.54%
1.24%
4.12%
Tools and Auto Parts
3.37%
2.96%
6.25%
Jewelry
1.61%
1.48%
4.56%
Food
34.54%
10.17%
4.81%
Other
-
6.9%
7.63
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Purchase Patterns in the Developed Versus Developing World
Strong correlations to GDP per capita
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The big three globally
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Brand name fashion clothing, designer bags, footwear
Music
Movies
The Developing World Differences (Feel Good Items and Basics)
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Perfume/cosmetics – Argentina, Dominican Republic, Cuba, Haiti,
Paraguay, Nepal, Sri Lanka, Armenia, Belarus
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Alcohol, soft drinks, mineral water – Armenia, Georgia,
Kyrgyzstan, Moldova, Ukraine
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Tobacco – Armenia, Georgia, Latvia
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Brand name watches – Guatemala, Haiti, Nepal
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Food – Cuba, Haiti, Georgia, Kyrgyzstan, Moldova
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Groups Or Organizations Benefiting From Piracy
Or Counterfeiting
Q: Which groups or organizations do you believe benefit from piracy or counterfeiting?
Latin America
Those who make/Create products
FSU
63.74
37.84
Sellers/Those that distribute
products
45.49
Organized Crime
28.28
6.29
Government Officials
20.12
4.7
Importers/Exporters
52.21
18.64
6.62
Those Who Buy/Purchase the
Products
16.46
19.2
8.55
Don't Know
13.4
4.26
1.82
Terrorist Organizations
1.18
Refused
5.04
Other 0 1.18
0
10
20
30
40
50
60
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Purchase Deterrent Trends in the US
(Asked Among Those Who Had Purchased Counterfeit Goods)
Q: Would you have purchased the imitation you previously mentioned you bought if you knew the seller was (__)?
Would Not Have Purchased
Would Have Purchased
Sponsoring A Terrorist Organization ('06)
96.40%
2.70%
Funding A Terrorist Act ('06)
96.30%
2.80%
Funding Organized Crime ('06)
94.70%
Distributing a product that could harm you or
family ('06)
92.40%
Using Earnings To Bribe Government Officials
('06)
10.50%
85.80%
Financially hurting the company that produces
legitimate product ('06)
67.70%
Not Paying Sales Tax ('06)
67.40%
50%
6.70%
87.50%
Charging same amount as legitimate product ('06)
2006 Sample Size: n=139
4.40%
55%
60%
12.60%
30.70%
29.80%
65%
70%
75%
80%
85%
90%
95%
100%
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Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Conclusions
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While there are some patterns that exist globally in
counterfeiting and piracy, every market is different and
requires a tailored communication strategy
Health and safety should be the bedrock of any
communications efforts. While links to terror may exist
in a few markets, this should not be a universal
message
Policy makers and executors need to find comfort in a
constituency that believes more should be done
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Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.