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1 Custom Questions on the 2014 GlobeScan RADAR March 2014.

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1 1 Custom Questions on the 2014 GlobeScan RADAR March 2014

2 2 The research questions and results reported herein are provided on a confidential basis to Credit Union Central of Canada. CUCC is free to use the findings in whatever manner it chooses, including releasing them to the public or media. GlobeScan Incorporated subscribes to the standards of the World Association of Opinion and Marketing Research Professionals (ESOMAR). ESOMAR sets minimum disclosure standards for studies that are released to the public or the media. The purpose is to maintain the integrity of market research by avoiding misleading interpretations. If you are considering the dissemination of the findings, please consult with us regarding the form and content of publication. ESOMAR standards require us to correct any misinterpretation. Project: 3135, GlobeScan® April 2014 For more information, contact: Chris Coulter CEO 2

3 3 Results are based on telephone interviews conducted among 1,000 adult respondents in Canada between January 10 and February 18, Please note that all figures in the charts and tables included in this report are expressed in percentages unless otherwise indicated. Total percentages may not add to 100 because of rounding. Notes to Reader

4 4 Credit union customers tend to have the same top-of-mind concerns as other Canadians, although when prompted they rate poverty and the environment as more serious challenges (while being less concerned than others about a range of other issues). Credit union customers strongly distrust global and national large companies; although all Canadians express negative net trust in business, credit union customers are far more distrustful than others. Banks and financial services companies are also distrusted by credit union customers; more than half say they do not trust companies in this sector, compared to 35 percent of others saying the same. Credit union customers are more likely than others to call for increased regulation of banks and financial services companies, in line with their distrust of the industry. Credit union customers are slightly more likely to call for banks and financial institutions to reduce service charges and interest on loans, and to operate ethically, when asked what issues should be prioritized. There are no differences between credit union customers and non-customers in terms of attitudes toward ethical consumerism. Summary of Results

5 5 Most Important National Problem Unprompted, Credit Union Customers vs Non-Credit Union Customers, 2014 Q1t. What do you think is the most important problem facing our nation today? Economic problems are top-of- mind for all Canadians, but credit union customers are slightly less likely than other Canadians to spontaneously mention the economy or poverty and homelessness when asked about the most important problem facing Canada.

6 6 Seriousness of Challenges to Society “Very Serious,” Credit Union Customers vs Non-Credit Union Customers, 2014 Q3t. I am going to read you a list of possible challenges in our society. For each, please tell me how serious a challenge you think it is When prompted to rate different challenges, however, credit union customers tend to rate poverty and homelessness, as well as environmental problems, as more serious than do others. However, this group tends to rate several other issues as significantly less serious than do non-credit union customers.

7 7 Trust in Companies Net Trust,* Credit Union Customers vs Non-Credit Union Customers, t. Please tell me how much you trust each of the following institutions to operate in the best interest of our society. Would you say you have a lot of trust, some trust, not much trust, or no trust at all in…? Credit union customers are extremely distrustful of global companies, compared to the general population. This group also tends to distrust large Canadian companies. *Net trust equals “a lot of trust” and “some trust” minus “not much trust” and “no trust at all”

8 8 Trust in Banks and Financial Services Companies Credit Union Customers vs Non-Credit Union Customers, t. Please tell me how much you trust each of the following types of companies. In answering, please use a scale from 1 to 5, where 1 is “no trust at all” and 5 is “a lot of trust.” How about [dt. Banks and financial services companies ]…? Credit union customers are much more likely than others to say they do not trust banks and financial services institutions.

9 9 Perceived Need for Regulation of the Banking / Financial Services Industry Credit Union Customers vs Non-Credit Union Customers t. For each of the following types of companies, please tell me if you think our government does too much, about the right amount, or not enough in regulating their activities to ensure the health and safety of society. What about [dt Banks and financial services companies]…? Consistent with their distrust of banks and financial services companies, Credit union customers are more likely than others to call for increased regulation of the industry.

10 10 Most Important Issue the Banking / Financial Services Industry Needs to Address Credit Union Customers vs Non-Credit Union Customers t. And what about the Banking/Financial Services industry – what is the most important issue it needs to address? Credit union customers have similar priorities as other Canadians when asked what issues banks and financial institutions should address, although they are slightly more likely to call for reduced service charges and interest on loans, and ethical operations. Credit union customers are less likely than others to point to profits and greed as a key issue.

11 11 Ethical Consumption “Strongly Agree,” t. Please tell me if you strongly agree, somewhat agree, somewhat disagree, or strongly disagree with each of the following statements. Credit union customers and other Canadians exhibit very similar attitudes toward ethical consumption.

12 12 Ethical Consumption: Segmentation Consumer segmentation, 2014 Credit union customers are more likely to fall into the Advocates or Practical segments, but are less likely to be Aspirationals or Indifferents.

13 13 Appendix: Demographic Analysis

14 14 More than one in ten Canadians (13%) use a credit union as their primary financial institution. Canadians are more likely to be using a credit union as their primary financial institution than any other type of bank except chartered banks. Credit union use is highest among: ‒Those in Western Canada (and especially in Manitoba + Saskatchewan) ‒Canadians with average levels of income ‒Canadian females as opposed to males Conversely, credit union use is lowest among: ‒Those in the Atlantic provinces and Ontario ‒Young adults (18 to 24 year-olds) ‒Canadians with the lowest levels of income ‒Canadian males as opposed to females Summary of Results

15 15 Type of Financial Institution Used for Day-to-Day Banking Needs 2014 CU1. What type of financial institution do you primarily use for your day-to-day banking needs (chequing, deposits, bill payments, mortgage)? While three-quarters of Canadians use a chartered bank as their primary financial institution, more than one in ten use credit unions primarily.

16 16 Type of Financial Institution Used for Day-to-Day Banking Needs By Gender, 2014 CU1. What type of financial institution do you primarily use for your day-to-day banking needs (chequing, deposits, bill payments, mortgage)? Canadian women are slightly more likely than men to bank with credit unions. Canadian men are more likely than women to be using chartered banks.

17 17 Credit Union Use by Age 2014 CU1. What type of financial institution do you primarily use for your day-to-day banking needs (chequing, deposits, bill payments, mortgage)? 05 Credit Unions There is no obvious trend in credit union use by age, though the youngest respondents are the least likely to bank with credit unions—they are the most likely age group to be using Internet-based banks.

18 18 Type of Financial Institution Used for Day-to-Day Banking Needs By Age, 2014 CU1. What type of financial institution do you primarily use for your day-to-day banking needs (chequing, deposits, bill payments, mortgage)? Chartered banks International banks Virtual banks Internet- based Credit unions 65 years to 64 years to 54 years to 44 years to 34 years to 24 years

19 19 Credit Union Use by Province/Region 2014 CU1. What type of financial institution do you primarily use for your day-to-day banking needs (chequing, deposits, bill payments, mortgage)? 05 Credit Unions Those in Western Canada are far more likely than those east of Manitoba to be using credit unions. Credit unions have particularly strong penetration in the Prairie provinces.

20 20 Type of Financial Institution Used for Day-to-Day Banking Needs By Province/Region, 2014 CU1. What type of financial institution do you primarily use for your day-to-day banking needs (chequing, deposits, bill payments, mortgage)? Chartered banks International banks Virtual banks Internet- based Credit unions British Columbia Alberta Prairies Ontario Quebec Atlantic805317

21 21 Credit Union Use by Income Level 2014 CU1. What type of financial institution do you primarily use for your day-to-day banking needs (chequing, deposits, bill payments, mortgage)? 05 Credit Unions Credit unions appear to appeal most to Canadians with average income levels. Average income respondents are the least likely income group to be using chartered banks.

22 22 Type of Financial Institution Used for Day-to-Day Banking Needs By Income Level, 2014 CU1. What type of financial institution do you primarily use for your day-to-day banking needs (chequing, deposits, bill payments, mortgage)? Chartered banks International banks Virtual banks Internet- based Credit unions Very high High Average Low Very low851108

23 23 For twenty-five years, GlobeScan has helped clients measure, understand and build valuable relationships with their stakeholders, and to work collaboratively in delivering a sustainable and equitable future. Uniquely placed at the nexus of reputation, brand and sustainability, GlobeScan partners with clients to build trust, drive engagement and inspire innovation within, around and beyond their organizations.


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