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T HE G ALLUP O RGANIZATION 1 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. Global Consumer Awareness, Attitudes, and Opinions on Counterfeiting and Piracy Third Global Congress Combating Counterfeiting and Piracy 31 January, 2007 Geneva, Switzerland
T HE G ALLUP O RGANIZATION 2 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. Background l Largest survey initiative ever to understand attitudes and behaviors of consumers on counterfeiting and piracy l To date, self-funded by Gallup l 64,579 interviews across 51 countries in the past 18 months l National phone or in-home surveys (except Sri Lanka and Cuba - urban). l Represents the views of consumers whose economies account for 64% of the worlds GDP l 1000 plus interviews in all but Luxembourg, Sri Lanka, Haiti, Jamaica, Trinidad/Tobago, and Puerto Rico. l Based on a sample size of 1000, the margin of error at a 95% confidence level is +/-3% l Efforts continuing in 2007 to track in select markets and interview in new markets not previously covered
T HE G ALLUP O RGANIZATION 3 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. Coverage l 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
T HE G ALLUP O RGANIZATION 4 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. Key Observations l Consumers do not believe their governments are committed to find and prosecute counterfeiting l In markets studied, one quarter of consumers are purchasing counterfeit items. Vast differences by geography l The big three of Branded Apparel, Bags, and Footwear; Music; and Movies is highly correlated to GDP l Health and Safety threats abound in the developing world l The greatest deterrent in the U.S. is links to terrorism, organized crime and health and safety
T HE G ALLUP O RGANIZATION 5 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. Perceived Government Commitment Austria+ Italy- Portugal- Georgia+ Belarus+ Ukraine- Ecuador+ Dominican- Republic Vietnam+ Nepal- N=28,992 N=10,220 N=7,431 N=16,161
T HE G ALLUP O RGANIZATION 6 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. 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?
T HE G ALLUP O RGANIZATION 7 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. 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?
T HE G ALLUP O RGANIZATION 8 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. Products Purchased by Category (Past 12 months among those that indicated purchase) FSULatin America Asia Brand Name Fashion Clothing, Designer Bags and Footwear27.30%25.96%31.75% Brand Name Watches4.46%5.47%9.25% Music CDs or Audiocassettes37.87%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 Cosmetics18.33%10.62%10.31% Video Games and Toys6.55%2.19%3.6% Pharmaceuticals or Medicines, not generics12.40%2.16%4.2% Alcoholic Beverages, Soft Drinks, Mineral Water23.60%2.87%3.56% Tobacco13.54%1.24%4.12% Tools and Auto Parts3.37%2.96%6.25% Jewelry1.61%1.48%4.56% Food34.54%10.17%4.81% Other-6.9%7.63
T HE G ALLUP O RGANIZATION 9 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. Purchase Patterns in the Developed Versus Developing World Strong correlations to GDP per capita l The big three globally Brand name fashion clothing, designer bags, footwear Music Movies The Developing World Differences (Feel Good Items and Basics) l Perfume/cosmetics – Argentina, Dominican Republic, Cuba, Haiti, Paraguay, Nepal, Sri Lanka, Armenia, Belarus l Alcohol, soft drinks, mineral water – Armenia, Georgia, Kyrgyzstan, Moldova, Ukraine l Tobacco – Armenia, Georgia, Latvia l Brand name watches – Guatemala, Haiti, Nepal l Food – Cuba, Haiti, Georgia, Kyrgyzstan, Moldova
T HE G ALLUP O RGANIZATION 10 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. Q: Which groups or organizations do you believe benefit from piracy or counterfeiting? Groups Or Organizations Benefiting From Piracy Or Counterfeiting
T HE G ALLUP O RGANIZATION 11 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. Q: Would you have purchased the imitation you previously mentioned you bought if you knew the seller was (__)? Purchase Deterrent Trends in the US (Asked Among Those Who Had Purchased Counterfeit Goods) 2006 Sample Size: n=139
T HE G ALLUP O RGANIZATION 12 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. Conclusions l While there are some patterns that exist globally in counterfeiting and piracy, every market is different and requires a tailored communication strategy l 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 l Policy makers and executors need to find comfort in a constituency that believes more should be done
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