1. National Consumer Agency
Market Research Findings:
Consumer Switching Behaviour
September 2011
Market Research Conducted by

2. Table of Contents Key Findings Consumer Switching Behaviour
Research Background and Methodology
Profile of Sample

3. Key Findings

4. Key Findings - I
In the past year consumers are most likely to have switched providers for
car insurance (22%)
electricity (17%)
main grocery shop (17%)
Within the past three years almost 1 in 4 (24%) consumers have switched car insurance provider with 2 in 5 (41%) of those switching more than once
The highest incidence of multiple switching is found in the grocery sector, both main grocery (49%) and top-up grocery (57%)
Overall, across all categories, 79% of consumers, who had switched service providers in the last twelve months, said they had saved money as a result; with the highest incidence in the car insurance (88%) and home insurance (86%) sectors

5. Key Findings - II
The main reason consumers gave for not switching product/service provider across all sectors is due to being happy with their current provider
92% of those who switched found process easy
55% of consumers who have switched service provider feel that they are receiving a better service
In the next year consumers are most likely to switch providers for
car insurance (19%)
home insurance (12%)
main grocery shop (11%)

6. Consumer Switching Behaviour

7. Extent of Switching Providers within the Past 12 Months
(Base: All holders/purchasers of products/services)
Switching Providers
May/June ‘11
Primary
Secondary
Tertiary
Yes
Yes
Yes
Car Insurance
Electricity supply service
Mobile telephone provider
Main grocery shop
Top up grocery shop
Broadband/internet access provider
Fixed line telephone provider
Home insurance provider
Heath insurance provider
Gas supply service
Bank financial institution with current A/C service
TV service provider
Gym membership
Savings/investment provider
Credit card provider
Provider of credit (more than 1 year but excluding mortgage)
Mortgage credit
provider 7

8. Whether or Not Saved Money Due to Switching Provider
(Base: All who have switched providers in the past 12 months)
Main Grocery Shop 76%
Home Insurance Provider 86%
Car Insurance Provider 88%
Mobile Telephone Provider 76%
Electricity supply service 71%
Fixed/Landline Telephone Provider 72%
Broadband/Internet Access Provider 72%
Top up Grocery Shop 67% 8

9. Switching Behaviour – Primary
(Base: All aged – 1,000)
Within the Past Year
Within the Past 3 Years
Incidence of Switching More Than Once % %
Car insurance provider
Electricity supply service
Broadband internet access
Main grocery shop
Fixed/landline telephone
Home insurance provider
Mobile phone provider
Top up grocery shop
Health insurance provider
Gas supply service 9

10. Switching Behaviour – Secondary
(Base: All aged – 1,000)
Within the Past Year
Within the Past 3 Years
Incidence of Switching More Than Once % %
Gym membership
TV service provider
Bank/financial institution
Credit card provider
Savings/investments provider
Mortgage credit provider
Provider of credit longer than one year excluding mortgage loans – – – – 10

11. Reasons for Not Switching Provider Within Past 3 Years – I
(Base: All that have not switched provider within the past 3 years)
Happy with Current Provider
No Better Deal Available
Didn’t Want the Hassle
Not Worth my While
No Alternative Available
Don’t Know % % % % % %
Bank/Financial
Institution
Fixed landline/
Telephone Provider
Broadband Provider
Mobile Telephone
Provider
Health Insurance
Car Insurance Provider
Home Insurance
Electricity Service
Gas Service – – – – 11

12. Reasons for Not Switching Provider Within Past 3 Years – II
(Base: All that have not switched provider within the past 3 years)
Happy with Current Provider
No Better Deal Available
Didn’t Want the Hassle
Not Worth my While
No Alternative Available
Don’t Know % % % % % %
Mortgage Credit
Provider
TV Service Provider
Gym Membership
Credit Card Provider
Savings/Investments
Provider of Credit
Longer than One Year
Main Grocery Shop
Top-Up Grocery Shop – – 12

13. Experience of the Switching Process
(Base: All who have switched providers in the past 12 months – 429)
May/June 2011
Nov/Dec 2010 % %
Very easy (5)
92%
88%
Somewhat easy (4)
Neither/Nor (3)
Somewhat difficult (2)
Very difficult (1) – 13

14. Service Receiving with New Provider
(Base: All who have switched providers in the past 12 months – 429)
(2)
Much worse
(1)
(4)
Much better
(5)
The same/ Don’t know
Mean Score 42
3.8 39
3.9 36
4.0 40 30
June 2011
November/December 2010
June 2010
November/December 2009
June 2009
55% –
59%
61% –
56% –
69% 14

15. Future Likelihood of Switching Providers within the Next 12 Months
(Base: All aged – 1,000)
May/June ‘11
Nov/Dec ‘10
June 2010
Switching Providers
Primary
Secondary
Tertiary
Yes
Yes
Yes
Car Insurance
Home insurance provider
Mobile telephone provider
Electricity supply service
Bank financial institution who offers
a current A/C service
Main grocery shop
Top-up grocery shop
Broadband internet access provider
Health insurance
Fixed/landline telephone provider
TV service provider e.g. Sky/NTL
Gym membership
Credit card provider
Gas supply service
Savings/investments provider
Provider of credit (more than 1 year but excluding mortgage)
Mortgage credit
provider
(-5%) 15

16. Research Background and Methodology

17. Research Background and Methodology
Nov/Dec 2007
Aug 2008
Nov/Dec 2008
May/June 2009
Benchmark
Wave 1
Wave 2
Wave 3
Nov/Dec 2009
June 2010
Nov/December 2010
May/June 2011
Wave 4
Wave 5
Wave 6
Wave 7
Current Wave
The research was conducted by means of face-to-face interviewing with 1,000 people between the ages of
To ensure that the data is nationally representative, quotas were applied on the basis of age, gender and social class.
Interviewing was conducted over a four week period in May/June 2011. 17

18. Profile of Sample – I (Base: All aged 15-74 – 1,000)
MAIN GROCERY SHOPPER % % % %
15-24
Dublin
Male
ABC1
F50+
25-34
Yes No
Rest of Leinster
35-44
45-54
Munster
Female
C2DE
F50-
55+
Conn/
Ulster 18