1. National Consumer Agency
Market Research Findings:
Consumer Switching Behaviour
February 2012
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
38% switched providers in the past year, consumers are most likely to have switched
car insurance (17%, ↓5%)
mobile phone provider (12%, unchanged)
main grocery shop (12%, ↓5%)
Overall, across all categories, 85% of consumers, who had switched service providers in the last twelve months, said they had saved money as a result
95% of those switching car insurance have saved money by doing so with the average amount saved indicated as €102
91% saved by switching house insurance where an average of €84 was saved

5. Key Findings - II
84% of consumers stated that they found the switching process easy
50% of consumers who have switched in the past year have found the new service they receive to be better. Just 2% stated that the service they receive is worse
Not Switching?
The main reason is due to “satisfaction with the quality/level of service of current provider”
the next highest response “current supplier offers the best value for money”

6. Consumer Switching Behaviour

7. Extent of Switching Providers within the Past 12 Months
(Base: All holders/purchasers of products/services)
Nov ‘11
May/June ‘11
Switching Providers
Primary
Yes
Secondary
Yes
Tertiary
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
Waste service provider* – –
* New question

8. Switching Behaviour – Primary
(Base: All aged – 1,000)
Within the Past Year
More Than Once Within the Past 5 Years
Saved money as a result of switching within the past 12 months % %
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 * *
* Caution small base

9. Switching Behaviour – Secondary
(Base: All aged – 1,000)
Within the Past Year
More Than Once Within the Past 5 Years
Saved money as a result of switching within the past 12 months % % *
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
Waste Services * * * * – – – –
* Caution small base

10. Average Amount Saved as a Result of Switching Provider
(Base: All who stated that they saved money by
switching providers in the past 12 months)
Home Insurance Provider €84
Car Insurance Provider €102
Don’t Know = 10%
Don’t Know = 12%

11. Experience of the Switching Process
(Base: All who have switched providers in the past 12 months – 383)
November 2011
May/June 2011
Nov/Dec 2010 % % %
Very easy (5)
84%
92%
88%
Somewhat easy (4)
Neither/Nor (3)
Somewhat difficult (2)
Very difficult (1) – –

12. Service Receiving with New Provider
(Base: All who have switched service provider - 383)
(2)
Much worse
(1)
(4)
Much better
(5)
The same/ Don’t know
Mean Score 48
3.8 42 39
3.9 36
4.0 40
November 2011
June 2011
November/December 2010
June 2010
November/December 2009 1 1
50% 1
55% –
59%
61% –
56%

13. Reasons for Remaining with Current Provider – I
(Base: All that have not switched provider within the past 12 months)
Bank
Mortgage Credit Provider
Credit Card Provider
Savings/ Investment Provider
Provider of Credit
Waste Services % % % % % %
Current supplier offers the best value for money
Time and money needed to switch outweigh the benefits
Happy with the quality/level of service currently provided
Too difficult to determine who provides the best value for money
Cannot switch due to limitations
No convenient alternative provider
Other
Don’t know – –

14. Reasons for Remaining with Current Provider – II
(Base: All that have not switched provider within the past 12 months)
Fixed Landline
Broad- Band
Mobile Phone
TV Service
Main GroceryShop
Top Up Grocery Shop % % % % % %
Current supplier offers the best value for money
Time and money needed to switch outweigh the benefits
Happy with the quality/level of service currently provided
Too difficult to determine who provides the best value for money
Cannot switch due to limitations
No convenient alternative provider
Other
Don’t know – – –

15. Reasons for Remaining with Current Provider – III
(Base: All that have not switched provider within the past 12 months)
Health Insurance
Car Insurance
Home Insurance
Electricity Supply Service
Gas Supply Service
Gym Membership % % % % % %
Current supplier offers the best value for money
Time and money needed to switch outweigh the benefits
Happy with the quality/level of service currently provided
Too difficult to determine who provides the best value for money
Cannot switch due to limitations
No convenient alternative provider
Other
Don’t know – – –

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
Nov 2011
Current Wave
Wave 8
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 November 2011.

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

19. Profile of Sample – II – Internet Use
(Base: All aged – 1,000)
USE INTERNET
EVER PURCHASED ONLINE
BANKING
ONLINE
(Base: All Internet Users - 762)
(Base: All Internet Users - 762) No
(25%)
Yes No
(30%)
Yes No
Yes
(51%)
(70%)
(49%)
(75%)
% Yes
% Yes
% Yes
Male
Female
15-24
25-34
35-44
45-54
55+
Male
Female
15-24
25-34
35-44
45-54
55+
Male
Female
15-24
25-34
35-44
45-54
55+
() = May/June 2011

20. Profile of Sample – III – Social Media
(Base: All aged – 1,000)
Nov 2011
May/June 2011
Higher Amongst
Type of phone
Regular users of % %
Facebook
Twitter
Bebo
Linkedin
None of These %
ABC1F50 59%
Dublin 55%
(21) %
Have a ‘Smart phone’
Higher amongst:
15-24’s
25-34’s
ABC1/F50+
Working full time
Students
Dublin
55+ 86%
C2DEF50- 56%
Munster 53%
() = May/June 2011