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© Copyright 2011 | First Data Corporation
2010 Gift CardConsumer Insights Study
May 2011
Germany
2|
Table of Contents
• Overview 3
• Background 4
• Study Objectives 5
• Methodology 6
• Key Insights 7
• Overall Gift Card Prevalence 14
• Purchase Behavior 18
• Influences on Purchase 27
• Gift Card Mall 33
• Reloading 38
• Gift Card Exchange Websites 45
• E-gift Concept 47
• Incentive Effectiveness 52
• Demographics 54
3|
Overview
4|
Background
• First Data offers prepaid card products and services to a wide variety of merchants
• For the past several years First Data has conducted an annual market survey (Consumer Insights Study) among gift card purchasers and receivers of both closed and open loop cards in the US and Canada
• This is the first year a comparable study has been conducted in the UK and Germany
• This important study:
• Identifies market and consumer gift card trends and consumer needs and preferences
• Provides information that is shared with First Data clients and is used to help enhance their gift card programs
5|
Study Objectives
• The primary objective of the Consumer Insights Study is to examine market and consumer trends, as well as consumers’ needs and preferences, as they relate to gift cards. The results of the study:
• Quantify the percent of the United Kingdom and Germany populations who have purchased gift cards or intend to purchase gift cards
• Identify specific buying behaviors associated with gift card purchasing
• Examine the gift card decision-making process
• Identify reload behaviors
• Determine interest in e-gift card
• Evaluate the influence of incentives on gift card purchase
6|
Methodology – Germany
• A 15-minute web-based survey, using the e-Rewards online panel
• First Data was not identified as the study sponsor
• Fielded: October 20 – November 4, 2010
• To participate in the study respondents had to be:
• 18 years of age of older
• Aware of gift cards
• Sample size: 1,200
• Additional analysis:
• An identical study among United Kingdom consumers (n=1202); results presented in a separate report
7|
Key Insights
8|
Key Insights - Purchase Behavior
Key Findings
Many German consumers have purchased and/or intend to purchase gift cards in
2010
• Among all German consumers who qualified to participate in the survey:
• 46% indicate they have purchased a gift card in the last year.
• Half (49%) indicate they intend to purchase a gift card before the end of 2010.
• 39% indicated they both purchased and intend to purchase a gift card in 2010.
• Among German consumers who completed the survey:
• An average of 3.4 gift cards in total were purchased by consumers, most of which are
associated with closed loop purchases (3.1) versus open loop purchases (2.0).
Gift card purchases are mainly for birthdays and Christmas and are purchased for
friends and family members
• Three-fourths of German consumers who have purchased a gift card in the past year indicate it was
for a birthday.
• German consumers primarily purchase gift cards for friends (47%).
9|
Key Insights - Purchase Behavior (cont.)
Key Findings
Specialty Retail Stores and Department Stores have the highest share of euros
• Specialty Retail Stores, Department Stores, and Entertainment stores have the highest proportion
of purchases
• Overall, Specialty Retail Stores have the highest share of euros (24%) with an average
purchase number of 2.0 cards at €39 each among those who purchased. Specialty Retail
Stores also have the highest share of euros (23%) among those who intend to purchase with an
average of 1.8 cards at €40 each.
• Department Stores have 20% of the share of euros among those who have purchased,
represented by an average purchase number of 2.1 at €43 per card. Department Stores also
have 22% share of euros among those who intend to purchase, at an average purchase of 1.8
cards for €43 each.
Non-purchasers say gift cards are not personal enough
• 40% of non-purchasers say they prefer buying a personal gift and that gift cards are not personal
enough. In addition, 34% already knew what to get as a gift.
10|
Key Insights – Influence on Purchase
Key Findings
German consumers purchase gift cards because the receiver can buy what they
want and for the flexibility in redeeming a gift card
• German consumers who purchased or intend to purchase say that the main reason for purchasing
a gift card is so the receiver can purchase what they want (73%) and indicate a liking for the
flexibility in redeeming a gift card (63%).
• Consumers purchase a card for the type of store the gift receiver visits frequently or a store the
receiver would like.
Purchasers want to be able to get a card in the euro value they want
• German consumers say the most important feature when purchasing a gift card is being able to get
a card in the euro value they want.
If an item is out-of-stock, a gift card purchase is somewhat likely
• Four in ten consumers who purchased are likely to buy a gift card if an item is out of stock.
Recipient desires influence German purchasers
• One in five (20%) purchasers say the recipient asked for a gift card; of those, 86% requested a card
from a specific store.
11|
Key Insights – Gift Card Mall Purchase Behavior
Key Findings
Gift card malls are second in popularity for purchase location
• Most German consumers purchased (61%) in person at the specific store. Gift card malls come
next at 29%.
Consumers purchase from gift card malls in specialty retail stores because they
are convenient
• Almost three-fourths (73%) of German gift card mall purchasers bought from a gift card mall located
in a specialty retail store.
• More than half (57%) of gift card mall purchasers say the main reason for purchasing from a gift
card mall is convenience/time savings.
12|
Key Insights – Reloading Behavior
Key Findings
Consumers who reloaded mainly reloaded a closed loop card, reloaded in a store,
and reloaded for a specific gift or occasion
• About one in ten (9%) German purchasers/receivers have reloaded a gift card.
• Of these, 76% reloaded a closed loop card and 75% reloaded in a store. (Reloading in the
store is also the preferred place for reloading at 69%.)
• One in five (21%) reloaded for a specific gift or occasion.
Reloaders indicate that visit frequency and spend amounts increase as a result of
reloading
• Almost half (47%) of reloaders say they visit the store more and 29% say they spend more per visit.
Non-reloaders have no need or interest in reloading
• 23% of German purchasers/receivers who did not reload say they have no need or interest in doing
so.
13|
Key Insights – E-Gift Concept
Key Findings
E-gift card adoption is in its early stages
• 10% of consumers have purchased an e-gift card, and only 12% have received one.
• Virtually all recipients of an e-gift card (95%) received it via e-mail.
Likelihood of sending an e-gift card is split
• One-quarter are likely to send an e-gift card because it is easier to redeem and e-mail.
• 44% are unlikely to send an e-gift card, mainly because they want to give an actual card (76%).
A significant percentage say they are likely to receive an e-gift card
• Almost half (46%) are interested in receiving an e-gift card compared to only 25% who are
interested in sending one.
If received, e-gift cards would likely be used for online purchases
• 59% say they would redeem an e-gift online. 22% would do so in store and 19% aren’t sure.
14|
Overall Gift Card Prevalence
15|
62%
38%
Purchased Gift Card in Past Year
Yes No
26%
42%
24%
8%
0%
20%
40%
60%
Very likely Somewhat likely
Somewhat unlikely
Very unlikely
Likelihood to Purchase Before End of 2010
68%
32%
Purchase BehaviorTwo-thirds of German consumers have purchased a gift card in the past year and almost seven in ten are likely to purchase a gift card before the end of 2010.
20%17%
43%
18%
0%
20%
40%
60%
I have purchased a gift
card
I have received a gift card
I have both purchased and
receieved
I have not purchased or
received
Gift Card Purchase/Receipt in Past Year
16|
Purchase Intention*Five in ten German consumers intend to purchase a gift card before the end of 2010, up slightly from those who have already purchased in 2010.
46%49%
39%
17%
0%
20%
40%
60%
80%
100%
Purchased Intend to Purchase Both Neither
Only Purchased = 7% Only Intend to Purchased =
11%
Purchased Distribution
*Does not sum to 100% due to inability to classify all cases.
17|
89%
25%
1%
89%
23%
1%
0%
20%
40%
60%
80%
100%
Single merchant Variety of stores and establishments Not sure
Purchased
Received
Purchase TypeNine in ten German consumers have purchased and received a closed loop gift card. Approximately one-quarter have purchased and received an open loop gift card.
18|
Purchase Behavior
19|
Volume of Closed and Open Loop PurchasesThe majority of open loop purchasers only purchase one or two cards while closed loop cards have a more varied distribution.
58%
21%
8% 6%3% 4%
0%
20%
40%
60%
80%
100%
1 card 2 cards 3 cards 4 cards 5 cards 6-10 cards
Open Loop Cards Purchased
Average # of Gift
Cards:
Purchased
Total 3.4
Closed Loop 3.1
Open Loop 2.0
23%
30%
17%
9% 11% 10%
0%
20%
40%
60%
80%
100%
1 card 2 cards 3 cards 4 cards 5 cards 6-10 cards
Closed Loop Cards Purchased
20|
Occasions for Purchase: Closed Loop Gift CardsBirthday is the most common occasion for purchase among German consumers.
75%
21%
15% 14%
10%9% 7% 7% 6% 5% 5%
3% 2% 2% 1% 0%0%
20%
40%
60%
80%
100% Occasion for Purchase
RECOMMENDATION
• Provide card designs that align with peak
occasions for your business.
21|
Person for Whom Gift Card was PurchasedGerman consumers primarily purchase gift cards for friends.
47%
22%20% 20%
17%15%
12%11%
7%5%
4%
1% 1%2%
0%
20%
40%
60%
% of Gift Cards per Recipient Type
22|
Closed Loop MerchantsGerman consumers primarily purchase gift cards from specialty retail stores, department stores, and entertainment.
41%
32%
27%
15% 14%
8%7% 6%
3% 3% 2%1%
22%
0%
20%
40%
60%
% of People Purchasing at Merchant Type
23|
Share of Euros by Retailer Type: PurchasedSpecialty stores register the highest euro share in Germany, followed closely by department stores.
Average #
Purchased
Average €
Spent/UnitShare
Specialty Store (n=304) 2.0 €39 24%
Department Store (n=238) 2.1 €43 20%
Fine Dining (n=108) 1.5 €73 16%Other (n=164) 1.8 €36 12%
Entertainment (n=195) 1.5 €28 11%
Drug Store (n=101) 1.7 €27 6%
Discount Store – clothes (n=48) 1.5 €36 4%
Gas Station (n=58) 1.4 €28 3%
Coffee Shop (n=45) 1.2 €18 2%
Grocery Store (n=23)* 1.6 €30 1%Fast Casual (n=20)* 1.3 €30 1%
Fast Food (n=15)* 1.5 €14 0%
Discount Store – food (n=4)* 1.8 €35 0%
Open Loop (n=201) 2.0 €56 N/A
* Small base size n<30. Interpret with caution.
24|
Share of Euros by Retailer Type: Intend to PurchaseShare of euros among those in Germany who intend to purchase is primarily split between specialty stores, department stores, and fine dining.
Avg. # Intending
to Purchase
Average € to
Spend/UnitShare
Specialty Store (n=224) 1.8 €40 23%Department Store (n=191) 1.8 €43 22%
Fine Dining (n=85) 1.4 €81 18%
Other (n=107) 2.0 €43 12%
Entertainment (n=142) 1.5 €29 11%
Drug Store (n=58) 1.7 €35 5%Discount Store – clothes (n=35) 1.5 €40 4%
Gas Station (n=24)* 1.5 €32 2%
Coffee Shop (n=28)* 1.3 €19 1%
Fast Casual (n=16)* 1.1 €24 1%
Grocery Store (n=6)* 1.8 €33 1%
Fast Food (n=4)* 1.3 €14 0%
Discount Store – food (n=3)* 2.3 €28 0%
Open Loop (n=331) 2.1 €76 N/A
* Small base size n<30. Interpret with caution.
25|
12%84%
4%
Ever Purchased Gift Card for Self
Yes No Don't recall
Self-Purchasing of Gift CardsApproximately one in ten German consumers indicate they have purchased a gift card for themselves. The primary reason for doing so is to make online purchases.
29%
21%
15%14%
9%
7%
4%
0%
20%
40%
To make online purchases
To get a discount It is faster or quicker than paying cash
It helps you control or budget how much you
spend
For travel purposes
It is safer than carrying cash
Some other reason
Most Important Reason for Buying a Gift Card for Yourself
26|
2%
2%
3%
3%
16%
34%
40%
0% 20% 40% 60%
Not available for the stores or restaurants that I would like to buy them from
Other
People I buy for do not see fit cards as being valuable
Not available where I live
Didn't think of buying a gift card
Already knew what to get as a gift
Prefer buying a personal gift/gift cards are not personal enough
Primary Reason for Non-Purchase
Primary Reason for Non-PurchaseGerman consumers who have not purchased and do not intend to purchase a gift card indicate the primary reason is that gift cards are not personal enough.
27|
Influences on Purchase
28|
Influences on Gift Card PurchaseThe main reason that German consumers would purchase a gift card is so the receiver can buy what they want. In addition, consumers purchase for flexibility in redeeming a gift card.
73%
63%
35%
28%
25%
22%
20%
15%
1%
0% 20% 40% 60% 80% 100%
Receiver can buy what they want
Flexibility in redeeming a gift card
Convenient to purchase
I bought a gift card in addition to a gift
I don't know what else to buy the gift receiver
Receiver asked for a gift card
Easy to ship or send
Ability to personalize card with message or photo
Other
Main Reasons for Purchasing a Gift Card as Opposed to a Gift
(Purchased and/or Intend to Purchase)
29|
Selecting the Gift CardIn Germany, consumers purchase gift cards for a store the receiver visits frequently or the type of store the receiver would like. Being able to purchase the card in the desired amount is the most important feature.
19%
19%
22%
24%
28%
29%
52%
57%
0% 20% 40% 60% 80% 100%
Can be used anywhere
For the store that I visit most frequently
The gift receiver asked for the gift card to this store
To a store that is appealing to many people
For the type of store that I would like
To a store that has many locations
For the type of store the gift receiver would like
For a store the gift receiver visits frequently
Where to Purchase Gift Card From
2%
7%
20%
25%
46%
0% 20% 40% 60% 80% 100%
Other
The packaging that comes with or is available for the gift card
A card that is visually appealing
The card that is designed for the occasion
Being able to get a card with the euro value that you want
Most Important Feature
30|
Selecting the Gift CardMost consumers who have purchased cards purchased them two weeks in advance or less.
43%
31%
14%
5%7%
0%
20%
40%
60%
One week or less More than one week but less than two weeks
More than two weeks but less than three weeks
More than three weeks but less than four weeks
Four or more weeks
How Far in Advance Card Purchased(Total Purchased)
31|
20%
86%
0%
20%
40%
60%
80%
100%
% of recipients that asked for a gift card % of recipients that asked for a gift card from a specific store
Recipient Influence
Recipient InfluenceOne-fifth of consumers say the recipient asked for a gift card. Of those, the majority asked for a gift card from a specific store.
32|
Likelihood of Purchasing Gift Card if Item is Out-of-StockFour in ten German purchasers are likely to purchase a gift card if the item they want is out-of-stock.
Likelihood of Purchasing Gift Card if Item is Out-of-Stock
12%
29%
18%
25%
9%7%
0%
20%
40%
60%
80%
100%
Highly likely Likely Neither likely or unlikely Unlikely Highly unlikely Would never substitute a gift card for a gift
Purchased: 41%Purchased: 34%
RECOMMENDATION
• Include gift card displays with merchandise often bought as gifts
• Use out-of-stock tags as a way to promote gift cards: “This item
is currently out of stock. Consider purchasing a gift card instead.”
33|
Gift Card Mall
34|
Gift Card Purchase LocationMost German purchasers buy in person at the specific store or at a gift card mall.
% of Purchasers who Bought from
Various Gift Card Locations
61%
29%
19%
11%
3% 2% 3%
0%
20%
40%
60%
80%
100%
In person, at the specific store
In person, at a gift card mall
Online, using the specific store's
website
Online, using a site that sells cards for
many different stores
By ordering via mail or phone from a
catalog
Online, using a social networking
site
Other
35|
Closed Loop Purchase Behavior: Gift Card MallsIn the event the gift card mall is out-of-stock of a desired gift card, 37% of consumers report that they will not buy their desired card.
46%
14%
5%
18%17%
0%
20%
40%
60%
I'll go directly to the store I buy a card for the same type of store I buy a completely different card I won't purchase a gift card Buy the gift card online at the retailer's website
Behavior when Gift Card Mall is Out of Stock
36|
Reason for Gift Card Mall PurchaseAlmost three of five gift card mall purchasers in Germany say they did so for convenience or time savings.
57%
17%
8%10%
5% 3%
0%
20%
40%
60%
80%
100%
Convenience or time savings
Larger selection of cards Larger selection of packaging to purchase
along with the cards
Availability of greeting cards to purchase along
with the cards
Incentives, points or rewards to offered to buy from the gift card display
location
Other
Main Reason for Purchase from a Gift Card Mall
37|
Location of Gift Card MallApproximately three-fourths of German consumers who purchased from a gift card mall purchased from one located in a specialty retail store.
Location of Gift Card Mall by Card Type
73%
19%
11%9%
3%
14%
0%
20%
40%
60%
80%
100%
Specialty Retail Store Drug store Gas station or convenience store
Food supermarket or grocery store
Discount store Other
38|
Reloading
39|
Reloading BehaviorOne in ten consumers in Germany who have purchased or received a gift card indicate they have reloaded. Of those who have, most reloaded a closed loop card and reloaded in the store.
9%
0%
20%
Percent Adding Money to Purchased or Received Gift Cards 76%
26%
0%
20%
40%
60%
80%
100%
Single merchant/retailer Gift cards that can be used at a variety of stores
Type of Card Reloaded
75%
30%
0%
20%
40%
60%
80%
100%
In the store Via the Internet
Method used to Reload
40|
Reasons for Not Reloading Gift CardConsumers have not reloaded because they have no need or interest in doing so.
23%
18%
18%
15%
8%
7%
5%
5%
1%
0% 20% 40%
No need/interest
Card(s) not reloadable
Card was given to someone else as a gift
Prefer to pay with credit/debit card
Not aware of "reload" option
Prefer to pay with cash
Didn't know I could reload
Not convenient to reload
Don't know how to reload
41|
Reloading PreferencesMost reloaders prefer to reload in the store.
69%
26%
3% 3%
0%
20%
40%
60%
80%
100%
In-store Online via credit card Online via debit card Online via checking account
Gift Card Reloading Preferences
42|
Reasons for Reloading Gift CardOne-fifth of reloaders in Germany choose to reload for specific gifts or occasions.
21%
16%
16%
13%
12%
10%
6%
4%
2%
0% 20% 40%
For a specific gift or occasion
Rewards program
More convenient to re-use the card than pay with credit/debit card
More convenient to reuse the card than pay with cash
To receive a discount
Wanted to re-use the gift card, to be green
Reloadable for children/teens
To use online
Other
RECOMMENDATIONS
• When possible, offer incentives for reloading such as rewards or discounts
• Emphasize the convenience of reloading and reusing gift cards
43|
Visit FrequencyMost people who reload gift cards visit the retailer at least once a month. Of those who have reloaded their cards, almost half indicate the card has led them to visit the store more frequently
44% 44%
10%
2%
0%
20%
40%
60%
80%
100%
Less than once a month
At least once a month
1 - 2 times per week
3 or more times per week
Visit Frequency for Retailers Whose Gift Cards are Reloaded
47%
4%
49%
0%
20%
40%
60%
80%
100%
Visited the store more
Visited the store less No difference
Change in Visit Frequency Since Reloading Gift Card
• .
44|
Average Purchase AmountOne in three reloaders report spending more per visit.
29%
7%
64%
0%
20%
40%
60%
80%
100%
Spent more per visit Spent less per visit No difference
Change in Purchase Amount After Reloading a Gift Card
L7. How did reloading a gift card from a particular retail location affect your average purchase amount per visit? (n=70)
45|
Gift Card Exchange Websites
46|
Interest in Gift Exchange WebsitesSeven in ten German consumers are interested in using a gift card exchange website.
27%
43%
14%
11%
5%
0%
20%
40%
60%
Highly interested Interested Neither interested or uninterested
Uninterested Highly uninterested
Interest in using a Gift Card Exchange Website
70%
16%
47|
E-gift Concept
48|
E-Gift Card ExposureMost consumers have never purchased or received e-gift cards. However, almost all of those who have received one received it through e-mail.
10%
90%
Purchased an e-Gift Card
Yes
No
95%
3%
2%
Mode of Receiving e-Gift Card
As an e-mail
As a text
Social Network Site
12%88%
Received an e-Gift Card
49|
76%
29%
18%
2%
0%
20%
40%
60%
80%
100%
Want to give actual card
Unsure recipient could
retrieve it
Internet safety concerns
Other
Reasons to be Unlikely to Send e-Gift Cards
Likelihood of Sending e-Gift CardsOne-quarter of German consumers are likely to send e-gift cards. Of those, many site their reason is that it is easier to redeem and easier to e-mail. Those unlikely to send an e-gift card want to give an actual gift card.
44%
31%
25%
Likelihood of Sending e-Gift Cards
Unlikely
Neither likely or unlikely
Likely 47%44%
36%34%
31% 30%26%
1%
0%
20%
40%
60%
80%
100%
Reasons to be Likely to Send e-Gift Cards
50|
Interest in Receiving e-Gift CardsWhile almost half of German consumers are interested in receiving an e-gift card, one-third are not interested and indicate they want the actual gift card.
46%
23%
31%
Interest in Receiving e-Gift Card
Interested
Neither interested or uninterested
Uninterested
77%
24%
5%1% 1%
5%
0%
20%
40%
60%
80%
100%
Want actual gift card Internet security concerns
No printer No mobile phone or texting ability
Impersonal Other
Reasons for Not Being Interested in Receiving e-Gift Cards
51|
e-Gift Card RedemptionSix in ten would most likely redeem an e-gift card online if they received one.
59%
22%19%
0%
20%
40%
60%
80%
100%
Online In-store Not sure
Location of e-Gift Card Redemption
52|
Incentive Effectiveness
53|
Incentives ReceivedThe majority of consumers report never receiving a gift card as an incentive. Of the incentive options, fewer indicate receipt of or interest in purchasing a gift card and receiving a free/discounted card from the same store.
54%
22% 22%
18%
10%
17%
55%53%
48%
39%
0%
20%
40%
60%
80%
100%
I have never received/am not interested
Purchased a particular item and received a free/discounted gift
card from the same store/restaurant
Spent a minimum amount at a store/restaurant and received a
free/discounted gift card
Use your debit card or credit card to receive a free/discounted gift
card
Purchased a gift card and received a free/discounted gift
card from the same store/restaurant
Received/Desired Incentives/Promotions
Received
Interested In
54|
Demographics
55|
Demographics
Total
(n=1200)
Purchased
only
(n=122)
Intend to
Purchase
only
(n=176)
Both
(n=702)
Neither
(n=200)
Products Held (a) (b) (c) (d)
Checking account 99% 99% 99% 99% 100%
Savings account 81% 85% b 74% 83% b 81%
Debit card 45% 43% 39% 44% 52% b
Credit card 91% 93% 90% 92% 91%
Use Direct Deposit
Yes 90% 89% 91% 89% 92%
No 4% 3% 5% 5% d 2%
Unsure 6% 8% 4% 6% 6%
a/b/c/d indicates significant difference at 95% confidence.
56|
DemographicsTotal
(n=1200)Purchased
only(n=122)
Intend to Purchase
only(n=176)
Both(n=702)
Neither(n=200)
Gender (a) (b) (c) (d)
Male 45% 40% 44% 44% 52% ac
Female 55% 60% d 56% 56% d 48%
Age
18-24 3% 5% d 3% d 3% 1%
25-34 24% 26% 23% 25% d 19%
35-44 28% 28% 21% 32% bd 24%
45-54 27% 21% 32% a 26% 30%
55+ 18% 20% 21% c 14% 26% c
Household Composition
Self (1) 20% 21% 17% 17% 28% bc
Self plus one other person (2) 42% 46% 44% 40% 42%
Three people (3) 16% 13% 15% 18% 15%
Four or more people (4+) 15% 13% 16% 17% 11%
Refused 7% 7% 8% 8% 4%
a/b/c/d indicates significant difference at 95% confidence.
57|
DemographicsTotal
(n=1200)Purchased
only(n=122)
Intend to Purchase
only(n=176)
Both(n=702)
Neither(n=200)
Employment (a) (b) (c) (d)
Employed Full-Time 72% 70% 69% 74% 68%
Employed Part-Time 13% 16% 11% 12% 15%
Not employed at this time 3% 4% 5% 2% 4%
Retired 8% 7% 10% 7% 11% c
Refused 4% 3% 5% 5% 2%
Marital Status
Single, never married 35% 42% 33% 34% 33%
Married 50% 47% 47% 52% 53%
Divorced or separated 10% 6% 13% a 9% 12%
Widowed 1% 1% 1% 1% 1%
Refused 4% 4% 6% d 4% d 1%
Education
Less than high school 7% 4% 9% 7% 8%
Graduated high school 31% 32% 29% 33% 28%
Some college 6% 8% 5% 7% 5%
Graduated college 38% 38% 35% 37% 39%
Post-graduate 16% 16% 18% 14% 20%
Refused 2% 2% d 4% d 2% d 0%
a/b/c/d indicates significant difference at 95% confidence.
58|
DemographicsTotal
(n=1200)Purchased
only(n=122)
Intend to Purchase
only(n=176)
Both(n=702)
Neither(n=200)
Geography (a) (b) (c) (d)
Rural 21% 30% c 20% 20% 22%
Suburban 22% 23% 23% 21% 22%
Urban 56% 45% 55% 58% a 56%
Refused 1% 2% 2% 1% 0%
Income
Under €14,000 4% 2% 5% 4% 4%
€14,000 - €28,999 8% 11% 4% 9% b 8%
€29,000 - €42,999 12% 11% 11% 12% 14%
€43,000 - €53,999 9% 6% 9% 10% 9%
€54,000 - €71,999 11% 7% 11% 10% 14% a
€72,000 - €107,999 14% 11% 16% 15% 12%
€108,000 - €216,999 8% 7% 11% 7% 9%
€217,000 or more 2% 2% 1% 2% 1%
Prefer not to answer 32% 43% cd 32% 31% 29%
a/b/c/d indicates significant difference at 95% confidence.