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7/26/2019 GBC Charts
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November 13-16, 2014
N= 1,811 Registered Voters
Margin of Error: +/- 2.3%
141105
NATIONAL POLL
Conducted on Behalf of:
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Online Shopping &
Brands
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3
3%
23%
47%
19%
Total
9%
29%
41%
16%
Total
Thinking about how technologysavvy you are, would you consider
yourself to be
And, on average, how often do youmake purchases online?
Expert Advanced Weeklyntermediate Monthlyovice Yearlyaily
}
38%
}
26%
About four-in-ten respondents consider themselves to betech savvy, approximately one-quarter are frequent(weekly or more) online shoppers.
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Strong majorities of respondents are likely to buy Clothing& Apparel (70%) and Consumer Electronics (63%) at anonline retailer for the holiday season.
How likely are you to purchase each of the following itemsthrough an online retailer for the holiday season?
33%
25%
15%
15%
11%
10%
11%
70%
63%
43%
39%
37%
30%
26%
Clothing & Apparel
ConsumerElectronics
Consumables (items that getused up)
Personal CareHygiene Products
Luxury Goods
Automotive Parts, Goods,& Accessories
Medicines (products forthe treatment or
prevention of disease orinjury)
% Very Likely % Smwt Likely
Tech Savviness
Frequency of
Online
Purchases
Expert/Advanced
Daily/Weekly
79% 86%
81% 86%
58% 69%
50% 61%
55% 61%
40% 44%
35%
40%
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More respondents choose where they shop online based offbest price, with online retailers like Amazon coming in at a closesecond in most categories, and leading in Consumer Electronics.
Where do you buy these goods when shopping online?
Manufacturer
Website only
Manufacturer
or certified
reseller
Online
Retailers
(Amazon)
Marketplace
(eBay)
Anywhere
that has best
price
Do not
purchase
online
Clothing & Apparel 13% 14% 22% 4% 27% 20%
Luxury Goods 9% 8% 17% 2% 22% 42%
Personal Care Hygiene
Products6% 8% 18% 2% 20% 46%
Consumables (items that get
used up)5% 8% 20% 3% 23% 41%
Automotive Parts, Goods, &
Accessories
5% 10% 13% 4% 20% 48%
Consumer Electronics 7% 11% 30% 4% 27% 21%
Medicines (products for the
treatment or prevention of
disease or injury)
7% 10% 11% 1% 13% 57%
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Brand loyalty remains high in all categories, withConsumer Electronics holding the most brand importance(78%).
When purchasing the items below, how important is buying thespecific brand you trust for the following items?
38%
37%
22%
25%
30%
21%
18%
78%
65%
63%
63%
61%
56%
55%
Clothing & Apparel
ConsumerElectronics
Consumables (items
that get used up)
Personal CareHygiene Products
Luxury Goods
Automotive Parts, Goods,& Accessories
Medicines (products for thetreatment or prevention ofdisease or injury)
% Very Important % SmwtImportant
Tech Savviness
Frequency of
Online
Purchases
Expert/Advanced
Daily/Weekly
88% 86%
69% 69%
68% 72%
69% 70%
73% 74%
61% 63%
62%
64%
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What do you do when your preferred brand is not instock or the selection/ size you seek is not available at
your favorite site online?
Tech Savviness
Frequency of
Online
Purchases
Expert/Advanced
Daily/Weekly
23% 17%
29% 35%
13% 12%
8% 8%
3% 3%
23%
23%
15%
5%
4%
18%
11%
I search for sites that offer the item
I go to a brick and mortar store
None of the above
I look for preferred resellers online onthe manufacturer website
I search an online marketplace(i.e. eBay)
All of the above
I switch to other online Retailers(i.e. Amazon)
Respondents split between brick and mortar stores and other onlineoptions when their preferred item is out of stock. Most engagedshoppers will clearly continue to pursue online options.
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A genuine brand holds incredibly high importance.Medicines and consumer electronics have strongest intensitywhich can drive passion and discussion on the topic.
How important is it to you that the brand you buy online isgenuine / not counterfeit for each of the following categories?
67%
52%
64%
53%
57%
54%
49%
83%
78%
77%
76%
73%
73%
72%
Clothing & Apparel
ConsumerElectronics
Consumables (items
that get used up)
Personal CareHygiene Products
Luxury Goods
Automotive Parts, Goods,& Accessories
Medicines (products for thetreatment or prevention of
disease or injury)
% Very Important % Smwt Important
Tech Savviness
Frequency of
Online
Purchases
Expert/Advanced
Daily/Weekly
93% 91%
82% 81%
85% 85%
82% 81%
83% 83%
81% 81%
78% 80%
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Addressing Counterfeit
Goods
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78% 80%
72%77% 77%
85% 86%
12% 13% 13% 13%7% 5% 2%
Expert/Adv.(38%)
Daily/Weekly(26%)
18-29(16%)
30-44(25%)
45-54(19%)
55-64(19%)
65+(21%)
No question that voters view counterfeit gods asimpacting the broad U.S. economy. And, keep in mind thatthe economy is the #1 voter issue across political lines.
Do you believe that counterfeit goods are a problem currently impacting the U.S.economy?
Yes No Yes No Yes No Yes No Yes No Yes No Yes
Tech Savviness
Online Purchase
Frequency
By Age
otal: 80% - 8%
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Economic issues rank as the most important across partylines.
Now, thinking about your vote in 2014 for federal offices such as U.S. Senate orCongress, what would you say is the top set of issues that motivated your vote?
Total Democrats
(34%)
Independents
(32%)
Republicans
(34%)
Economic Issues
(42%)
Economic Issues
(42%)
Economic Issues
(46%)
Economic Issues
(39%)
Health Care Issues
(16%)
Health Care Issues
(17%)
Health Care Issues
(16%)
Security Issues
(25%)
Security Issues
(15%)
Seniors Issues
(14%)
Security Issues
(14%)
Health Care Issues
(15%)
Seniors Issues
(10%)
Education Issues
(8%)
Seniors Issues
(9%)
Seniors Issues
(8%)
Education Issues
(6%)
Womens Issues
(8%)
Education Issues
(5%)
Education Issues
(5%)
Womens Issues
(5%)
Security Issues
(6%)
Womens Issues
(4%)
Womens Issues
(3%)
Taxes, wages, jobs,unemployment,
and spending
Terrorism, foreignpolicy, and
border security
The 2010 healthcare law, Medicaid,
other challenges
Medicare and
Social Security
School standards,
class sizes, school
choice, andstudent loans
Birth control,abortion, and
equal pay
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Safety concerns are centered on medicines, a potentialreason this is the least likely product to be purchasedonline.
When you think about safety & health concerns, that a counterfeititem could malfunction and cause unsafe conditions, how muchconcerning are these issues for each of the individual categories
detailed below?
75%
55%
57%
48%
47%
33%
26%
87%
82%
81%
81%
76%
62%
61%Clothing & Apparel
Consumer
Electronics
Consumables (itemsthat get used up)
Personal CareHygiene Products
Luxury Goods
Automotive Parts, Goods,& Accessories
Medicines (products for thetreatment or prevention of
disease or injury)
% Very Concerning % Smwt Concerning
Tech Savviness
Frequency of
Online
Purchases
Expert/Advanced
Daily/Weekly
89% 92%
82% 87%
80% 83%
80% 85%
78% 85%
60% 69%
58% 63%
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Overall safety is more important than safety forchildren in decision making. Working as advertised is alsoa key qualification.
And, thinking about each of the following categories, pleaseIndicate how important each one is to your decision making
process when making online purchases
79%
77%
60%
36%
64%
93%
93%
88%
82%
81%
Product hasLowest Price
Product is Safefor Children
Product Worksas Advertised
Product is NotCounterfeit/Genuine
Product is Safe
% Very Important % Smwt Important
Tech Savviness
Frequency of
Online
Purchases
Expert/Advanced
Daily/Weekly
94% 95%
95% 94%
87% 89%
83% 82%
80% 80%
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More than half of respondents would pay some markupto guarantee a genuine item.
When shopping online, how much more would you be willing to pay toguarantee that an item is genuine / not counterfeit
57%
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The top concerns regarding counterfeit goods areother (violent) crimes, safety, and jobs.
Below are some concerns that have been raised about counterfeit products.Please indicate below your TOP TWO concerns
36%
33%
29%
10%
4%
18%
25%
Counterfeit jobs cost American Jobs
Sellers of counterfeit are linked to othercrime like human trafficking and drug trade
None of the above
Sellers of counterfeit items can stealidentities & credit cards online
Proceeds from counterfeit supportorganized crime
All of the above
Counterfeit items canbe dangerous / unhealthy
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Dealing With
Counterfeit
Products
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Most see avoiding counterfeit goods as being betweenthemselves and the manufacturer.
Whose responsibility is it to protect you from counterfeitgoods online?
30%
15%
10%
7%
3%
32%
5%
The Government
My responsibility
None of the above
Payment Processors & Shippers
Search Engines
All of the above
The Manufacturer
Tech Savviness
Frequency of
Online
Purchases
Expert/Advanced
Daily/Weekly
34% 29%
15% 16%
6% 11%
6% 5%
2% 2%
62%
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No clear consensus on how to move forward. But, with41% saying essentially do everything, there is a clearappetite for tackling solutions.
When you think about the issue of counterfeit goods, whatwould you MOST like to see happen?
15%
9%
9%
7%
5%
5%4%
41%
5%
Consumer education
More pressure/trade sanctions onforeign trade partners
Pass stronger laws in the U.S.
Secure our borders
Better fund law enforcement andborder security forces
Private cooperation initiatives (i.e. Safe
Pharmacies, Credit Card Portals)
Enforcement at home
Tech Savviness
Frequency of
Online
Purchases
Expert/Advanced
Daily/Weekly
19% 18%
10% 8%
10% 11%
6% 9%
5% 8%
7% 8%
5% 6%
All of the above
None of the above
56%
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Having Purchased a
Counterfeit Item
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About one in five have purchased a counterfeit item atsome point.
18%
82%
Yes, have boughtcounterfeit item
No, have not boughtcounterfeit item
Following questions asked onlyamong the 323 respondents who have
purchased a counterfeit item in thepast. Margin of error is 5.5%
Have you ever bought counterfeit for a brand name item either onlineor offline?
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A majority viewed their counterfeit item as sub-standard.
52%
30%
18%
Total
Yes,
Substandard
No, Not
Substandard
Do not recall
Thinking about your purchase(s) of a counterfeit item, would you describethe item as substandard? That is, did the item function improperly or did
you encounter any safety risks as a result of your usage of the item?
Asked only among the 323respondents who have purchased a
counterfeit item in the past. Margin oferror is 5.5%
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