Consumer Switching Research

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1 Consumer ing Research Research conduct by ember

2 Key summary findings Almost half of consumers () have switch at least one product or in the last months (+ pts vs ), with the most noticeable increase in those switching mobile (+ pts to ), follow by car insurance (+pts to 2). The highest sectors for switching are car insurance (2), electricity supply (), gas () and main grocery shop (). The majority of switchers feel they have sav money by switching. Almost half of the population () has at least one bundl product/, with broadband being the most bundl and TV, broadband and landline the most popular bundle. The perceiv biggest barrier to switching across products continues to be hassle and not believing that there is a difference between suppliers. A large proportion of consumers are still not checking for better deals/packages regularly.

3 One third of us continue to be loyal consumers, while in are more prone to switching Base: All Adults + June Dec July More likely to be I tend to stick to the same companies +, C2DE I generally stick with the same companies but will look around I change companies often and avail of better deals whenever I can and ABC Loyal vs. proactive switchers Q. Which of the following statements most closely describes your behaviour as a consumer?

4 Older adults and those from working class or farming backgrounds continue to be the most loyal to suppliers, while ABCs and - years olds are most likely to switch Stick or x Demographics Base: All Adults + All Adults Gender Age Social Class Region Dec July Male Female U ABC C2DE F Dublin Leinster Munster Conn/ Uls I tend to stick with the same companies for products & s I generally stick with the same companies for products and s but will look around if I experience poor or price increases I change companies often and will avail of better deals/ whenever I can Q. Which of the following statements most closely describes your behaviour as a consumer?

5 Almost half of the population () has at least one bundl product/ Base: All Adults + of population who hold products or s as part of a bundle or package Bundles currently held Base: All with a bundle Pop. Broadband Internet access TV, broadband and landline 2 Fix/Landline telephone Broadband and landline 2 Electricity and gas 2 TV Service e.g. Sky, UPC 2 TV, mobile, broadband and landline Electricity supply Any bundle of the population has at least one bundl product/ TV & broadband Mobile, broadband and landline Mobile and broadband 2 Gas supply TV & landline 2 TV & mobile 2 Mobile telephone Other (specify) Q. a Do you purchase any of these products or s as part of a bundle or package? Q. b And which of these bundles do you currently have? Broadband is the most bundl, with the most popular bundle being TV, broadband and landline.

6 Car Insurance Electricity supply Mobile telephone Main grocery shop Top up grocery shop Broadband/internet access - Dec- - Jun- Jul- Trends in switching behaviour Base: All who hold each product in past year Gym membership Fix line telephone Home insurance Health insurance Gas supply Bank financial institution with current account TV Waste Crit card Savings/ investment Mortgage crit Provider Life insurance/mortgage protection Provider of crit N/A N/A 2 Ø N/A 2 N/A N/A have switch at least one product or within the last months ( in ). With the most noticeable increase in mobile phone switching (+), follow by car insurance (+)

7 Majority save by switching Base: All who hold each product Those who switch and sav money Jul- - Car insurance Electricity supply (2) () Although the majority of those switching products/s by sector agree that they have sav money, there has been a decline in those who have sav by switching waste, fix/landline and TV. Mobile telephone Broadband Internet access Home insurance Gas supply Fix/Land line telephone () () (2) () () TV Service e.g. Sky, UPC (2) Waste/Bin () ()=base size *Caution small base Health insurance Life Insurance/Mortgage Protection * (2) (2) Q. Did you save money by switching s for this product/?

8 Saving by ing of population who are holders () of Pop who switch & sav Monthly savings per switcher Mobile telephone 2. Electricity supply 2. Broadband Internet access 22. Waste / Bin.* Car insurance 2 2. TV Service e.g. Sky, UPC 2.* Home insurance. Fix/Landline telephone. Health insurance.* Life Insurance / Mortgage Protection 2.* Gas supply 2. *Caution: Small Base

9 Biggest barrier to switching across products continues to be hassle and not believing that there is a difference between suppliers Base: All who hold products Fix/Landline telephone Jun Broadband internet access Jun Mobile telephone Jun Health insurance Jun Car insurance Jun Home insurance Jun Electricity supply Gas supply TV e.g. Sky, UPC Life Insurance / Mortgage protection Waste / Bin Bank / Financial institution who offers a current account Jun Jun Jun Jun Jun Mortgage crit Difficulty in comparing products Distrust of price offer ( offer for that price) ing more hassle than the benefit Don t believe there is much difference between suppliers Too busy/don t bother to check Other (Specify) 22 Q. What for you is the biggest barrier to switching (insert product/ held at Q.2)? Unprompt *Bank/financial/mortgage not ask in.

10 Interestingly those who switch were more likely to rate price comparison difficulties as barriers to switching. ers V Non ers Fix/Landline telephone er Difficulty in comparing products Barriers to switching - Base: All who hold products Distrust of price offer ( offer for that price) ing more hassle than the benefit 2 Don t believe there is much difference between suppliers Too busy/don t bother to check 2 Other (Specify) Non er 2 2 Broadband internet access er Non er 2 Mobile telephone er 2 Non er 2 Health insurance er 2 Non er Car insurance er Non er 2 2 Home insurance er Non er 2 2 Q. What for you is the biggest barrier to switching (insert product/ held at Q.2)? Unprompt

11 Barriers to switching - 2 Base: All who hold products ers V Non ers Difficulty in comparing products Distrust of price offer ( offer for that price) ing more hassle than the benefit Don t believe there is much difference between suppliers Too busy/ Don t bother to check Other (Specify) Electricity supply er 2 Non er 2 Gas supply er Non er 2 2 TV Service e.g. Sky, UPC er 2 2 Non er 2 2 Waste / Bin er 2 Non er 2 Q. What for you is the biggest barrier to switching (insert product/ held at Q.2)? Unprompt

12 Obvious better value and substantial price increase from current supplier are the key motivating factors to switching key s Base: All who hold but did not switch s Poor has a bigger impact on telecoms Telecoms such as landline broadband and TV s Mobile telephone Utilities such electricity and gas Insurance such Home, Motor and Health Waste Life Assurance 2 Poor s from current A substantial price increase by current Obvious better value elsewhere 2 Prompt by new Other (specify) 2 Q. What would you consider a key motivating factor to get you to switch?

13 Direct debit continues to be the most common form of payment for bills Base: All who hold products Life Insurance/ Mortgage Protection TV Broadband Internet access Health insurance Fix/ Land line telephone Electricity supply Car insurance Gas supply Home insurance Waste/ Bin Mobile telephone , Jun Jun Jun Jun Jun Jun Jun Jun Jun Jun Jun Water Direct Debit Cash Electronic transfer Cheque Prepaid cards Other Use of cheque *Water add in declining Q. How do you normally pay your bill?

14 Non switchers show higher cash usage Direct debit most common form of payment for bills x ers Vs Non ers Fix/ Landline telephone Not Broadband internet access Switc h Not Mobile telephone Not Base: All who hold products Health insurance Not Car insurance Switc h Not Home insurance Switc h Not Electricity supply Not Gas supply Not TV Service e.g. Sky, UPC Life Insurance / Mortgage Protection Waste / Bin Not Not Not Direct Debit Cash Electronic transfer Cheque Prepaid cards Other Q. How do you normally pay your bill?

15 Highest incidence of price checking is evident in the car insurance market Bank/Financial institution who offers a current account Incidence of checking for better deals/packages - I Base: All who hold products Fix/Landline telephone Broadband internet access Mobile telephone Health insurance Car insurance July July July July July July 2 Past months More than months but less than years ago More than years ago Have never check Q. When was the last time you check to see if there was a better deal /package available?

16 Incidence of checking for better deals/packages - 2 Base: All who hold products Home insurance Electricity supply Gas supply TV e.g. Sky, UPC Life Insurance / Mortgage protection Waste / Bin July July July July July July 2 Past months More than months but less than years ago More than years ago Have never check 2 2 Q. When was the last time you check to see if there was a better deal /package available?

17 Checking options in electricity, gas and car insurance are the most likely to result in switching Car insurance Action as a result of checking your options Home Insurance check for better deal past year Car insurance What happen next Did Home Insurance Didn t Broadband internet access 2 Broadband internet access Fix/Landline telephone Fix/Landline telephone Mobile telephone 2 Mobile telephone Health insurance 2 Health insurance 2 Gas supply Gas supply TV e.g. Sky, UPC 2 TV e.g. Sky, UPC 2 Electricity 2 Electricity Waste/bin 22 Waste/bin Bank/financial institution who offers a current account Bank/financial institution who offers a current account Life insurance/mortgage protection Life insurance/mortgage protection Q. When was the last time you check to see if there was a better deal /package available?

18 Research Methodology and Sample Profile

19 Research Methodology The research was undertaken through a face-to-face, in-home survey of, adults ag +. Census-deriv quota controls were bas on gender, age, social class (industry estimates), region and area (i.e. degree of urbanisation.) to ensure that the sample is reflective of the Irish population. When all assignments are cumulat the sample structure mirrors the latest census of population. Data can be deem to have an accuracy of +/- percentage points. All research was conduct from th th ember.

20 Profile of Sample Base: All Adults + Gender Age Class Region Marital Status Employment Status Male C/ F+ Dublin 2 Single 2 Working full time Rest of Leinster 2 Working part time - 2 Marri Self-employ Un-employ Female - DE/ F- Munster Home duties + Conn/ Ulster Cohabit- Ing Widow Sep./Div Civil P.ship Retir Student

21 Incidence of holding products/s Base: All Adults + Jul- - Mobile telephone Electricity supply Bank/financial institution who offers a current a/c Car insurance Waste/Bin Service Provider Broadband Internet access TV Service e.g. Sky, UPC Top-up grocery shop Main grocery shop Home insurance Fix/Land line telephone Savings/investments Crit Card Life Insurance/Mortgage Protection Health insurance Gas supply Mortgage crit Provider of crit longer than year excl mortgage loans Gym membership Currently Hold Products or Service Vs July = = = = - = - + Q. 2 Do you currently hold any of the following products/s?

22 Thank You 22

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