2010 global consumer_research_spain_v1.0

Copyright © 2010 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

2010 Global Consumer StudyCountry resultsSpainDecember, 2010

Copyright © 2010 Accenture All Rights Reserved. 2

2010 Global Consumer Study –S pain

Objectives

The research focused on country-specific findings of consumer behaviors and perceptions with respect to:

• Marketing and Sales practices in terms of channels, experience and loyalty programs

• Customer Service in terms of changing expectations and experience

• Consumer involvement, satisfaction, loyalty, advocacy, buying intentions across industries and the role of pricing

• Digital and Social Media adoption and impact

This report provides fresh insights into the changing consumers behavior, attitudes & expectations for a given country linking implied impacts on the Growth Agenda for business organizations.



Spain

Industry N(total)

Gas and Electric Utility Providers 143

Wireless Phone Service Providers 256

Landline Phone Service Providers 53

Cable/Satellite Service Providers 70

Internet Service Providers 65

Retail Banking/Financial Services Providers 219

Consumer Electronics Manufacturers 74

Consumer Goods Retailers 153

Life Insurance Providers 76

Travel and Tourism 75

Total industry responses 1,184

Total individual respondents 348

• Accenture surveyed 5841 end-consumers in 17 different countries via the Internet in July- Aug 2010.

• The survey asked respondents to evaluate ten industry sectors; each respondent could evaluate up to four industries. All respondents were decision makers in at least one industry.

• This report is only focused on the main outstanding findings for Spain compared to the global sample of countries for selected survey questions.

• For additional overall consumer behavior findings by country and industry, please refer also to the <insert the link to the site>

• When insightful - We indicate whether the country has a

lower/higher average incidence of behavior compared to peer markets* (including cut-off percentage)

- Factors showing significant change and questions with more than 8% variance when compared against 2009 have been highlighted

The country sample size breakdown is as follows:

* Mature ‘peer’ markets: US, Canada, UK, Spain, Germany, France, Italy, Australia, Ireland, Belgium and Japan

Emerging ‘peer’ markets: India, China, Brazil, Singapore, South Africa and Mexico

Methodology

Results represented at country level are based on stated sample size.



Executive Summary

What are current consumer behaviors and perceptions with respect to Marketing and Sales practices?

• Peer recommendations and traditional channels are most used to create awareness. Corporate web site is used by one third of Spanish consumers. Many negative experiences are perceived as highly frustrating with important adverse impact on the purchasing process.

• Loyalty programs to create retention and stickiness have effect in four industries; while for other sectors many consumers seem not even to be aware of such programs

• Expectations towards customer service continue to rise. Main areas of concern in customer satisfaction are ‘Contact multiple times for the same reason’, Talking to multiple agents for a single question’ and ‘having to repeat information. Like for Marketing and Sales, many negative service experiences are perceived as highly frustrating and 32% of consumers have talked about one online.

• Compared to other mature markets, Spanish consumers are less deeply engaged in an industry and its providers. They also profess less loyalty than other mature markets and the proportion that is willing to buy more has decreased over 2009.

• Product Range, convenience, pricing, product quality, value for money and trust are the qualities Spanish consumers like most about their current providers across all industries.

• Only a limited portion of Spanish consumers is ready to trade lowest price for elements like service, product quality, product range and frequency of communications.

• Technology use is widely considered to have enhanced the marketing & sales and customer service experience. The web is being used by a majority while 7% of Spanish consumer write/interaction on social media at least once a week.

• Of these, most consider that social media does not have an impact on either awareness creation or increased engagement and most trust comments from people they know.

What are current consumer behaviors and perceptions with respect to Customer Service?

What is the current state of involvement, engagement, satisfaction, loyalty, advocacy and buying intention?

Question Finding

What is the impact of social media and digital technologies on the consumers’ engagement?



Section 1

Country findings for selected key consumer behavior areas

Sales and Marketing



17%

20%

16%

19%

17%

32%

43%

50%

28%

37%

38%

41%

42%

54%

64%

70%

Direct mail or telemarketing

Online information

Online advertising

Paid advertising on TV or radio

Print advertising

Corporate web site

On-premise/in-store information

Information f rom people I know

– Usage and importance of marketing and sales channels –Q5 . How did you learn about the companies’ products and services with which you did business in past one year?

Q6. How important are the information sources to you in deciding to do business with this company? (Usage: Multiple selection; Importance rating scale: 1 = not very important, 5 = Very important)

Base = 348

In-person channels are most widely used by Spanish consumers to gather information and have the most impact on buying decisions. Printed and paid advertising is still more widely used than online advertising/ information.

Usage (only Yes)

Importance in decision (top 2 boxes)



23%

23%

32%

38%

51%

47%

54%

58%

37%

41%

48%

60%

66%

68%

71%

81%

Exposed to news that damages the image of a company f rom which I want to buy products or services

Receiving unsolicited advertising at home for products & services via direct mail or telemarketing

Unable to f ind information without speaking to a sales agent

Unable to access information or buy a product/service using multiple channels of my choice

Unable to understand the information provided by companies

Dealing with employees who do not acknowledge my specif ic needs and preferences

Having to spend a lot of time before being able to purchase a product or subscribe to a service

Dealing with employees who are not knowledgeable

– Negative marketing and sales experience and their impact when considering buying –Q7. For each of the following situations, please indicate the extent to which you personally find frustrating?

Q8. How frustrating situations are likely to impact your buying considerations? (Frustrating rating scale: 1 = Not frustrating at all, 5 = Extremely frustrating; Buying considerations: 1 = Will not consider buying, 5 = Will consider buying)

Base = 348

A majority of Spanish consumers find many experiences as frustrating especially when related to employees to deal with and the time spent before being able to make a purchase. Negative company new is perceived as least frustrating.

Frustrating (score 4-5)

Frustrated respondents who will not consider buying (score 1-2)



35%

41%

39%

37%

35%

31%

27%

27%

25%

23%

50%

43%

45%

42%

43%

42%

42%

39%

36%

27%

15%

16%

16%

21%

21%

28%

31%

34%

39%

50%

Cable/satellite television service providers

Airlines

Life insurance providers

Hotels

Utility companies

Banks

Home telephone service providers

Internet service providers

Wireless/cell phone companies

Retailers

Not aware of such program Chosen not to participate Participate in at least one program

– Consumer participation in loyalty programs –Q10. Have you participated in any companies’ customer loyalty programs over the past 12 months?

Q11. How much do these programs persuade you to stick with the companies that provide them?(Persuade to stick: 1 = Not at all, 5 = Very much)

Base = 348

Spanish consumers make the most use of loyalty programs in Retail, wireless and Internet service industries with 36%+ saying it increases their persuasion to stick with providers. Interestingly for other sectors, almost one-third is not even aware of loyalty programs.

* Base size: Respondents who answered participate in at least one program to Q10

31%

35%

34%

39%

41%

23%

36%

36%

46%

49%

Persuade to Stick * Top 2 boxes



Section 2


Customer Service



18%

38%

39%

55%

66%

68%

70%

Customer service agent should know about me

Specialized treatment for good customer

More options for handling personal f inances

More options for obtaining customer service

Easier to obtain customer service

Knowledgeable customer service agent

Faster customer service

52%

29%

5 years ago

12 months ago

– Changes in customer service expectations –

Q12/ Q13. How have your customer service expectations changed as compared to 12 months ago/ 5years ago?(Change in expectation rating scale: 1 = Much lower, 5 = Much higher)

Q14. How have your expectations increased? (Select all that apply)

52%

29%

5 years ago

12 months ago

Base = 348

Customer service expectations have increased over time. The expectations have increased for efficient service, more trained representatives and convenience of access.

Top 2 boxes

Base size for Q14: Respondents who answered much/slightly higher for Q12 or Q13



35%

27%

25%

39%

16%

30%

35%

18%

17%

18%

22%

57%

69%

69%

74%

76%

77%

80%

82%

84%

84%

88%

Having access to environmentally f riendly options

The amount of time it takes to read and understand information the company sends me

Being able to resolve questions/issues on my own, without speaking to a service agent

Having customer service available at convenient times

Having customer service people who know my history

Being able to access customer service using multiple channels

Having employees who are polite and f riendly

The amount of time I have to wait to be served

Having customer service people who can deal with my issue without having to refer me to another person

The amount of time it takes to completely resolve my issue or problem

Having employees who are knowledgeable and well-informed

– Importance of service dimension and satisfaction of service received –Q15. Please indicate how important each of the following customer service are to you

Q16. Please think about how satisfied you are with the level of performance that companies deliver in these areas(Rating scale: 1 = not important/satisfied, 5 = extremely important/satisfied)

Base = 348

Spanish consumers give most importance to skilled customer service agents who can provide problem resolution efficiently and are for the most part not satisfied with the present level of service.

Importance (top 2 boxes)

Satisfaction (top 2 boxes)

+/- Where increase or decrease between 2009 & 2010 is > 10%Not applicable responses not considered for Q16



66%

66%

71%

73%

74%

75%

77%

80%

81%

81%

81%

82%

Unable to understand information the company sends

Complete a lot of paperwork or electronic forms

Sold other products or services

Wait for a response af ter requesting customer service

Technology issues

Business policies

Unfriendly or impolite customer service agents

Put on-hold for a long time

Customer service agents who cannot answer the questions

Repeat same information to multiple customer service agents

Talk to multiple customer service agents for a single question

Contact customer service multiple times for the same reason

– Negative customer service experience –Q17 . For each of the following situations, please indicate the extent to which you personally find this frustrating.

(Rating scale: 1 = not frustrating at all, 5 = extremely frustrating)

Base = 348

Spanish consumers find themselves frustrated with all kinds of customer service issues. ‘Contact multiple times for the same reason’, Talking to multiple agents for a single question’ and ‘having to repeat information’ are foremost on the list.

Top 2 boxes



17%

17%

21%

19%

14%

19%

19%

24%

27%

25%

32%

62%

80%

81%

82%

84%

84%

84%

86%

87%

90%

92%

Japan

USA

Germany

Belgium

Canada

France

Australia

UK

Italy

Ireland

Spain

Told people around me about the experience

Posted negative comments about the experience online

– Post negative customer service experience: Mature markets –Q20 . In the past year, have you done one of the following after having a bad customer service experience?

Base = 348

When facing a negative experience, nine out of ten consumers spread the word to people around them; around 32% share their bad experience via Social Media sites such as Facebook, YouTube…..



Section 3

What is the current state of consumer satisfaction, loyalty, advocacy and future buying intentions?

Cross industry results



21%

41%

26%

52%

27%

11%

33%

18%

25%

8%

12%

43%

* Note: For all country outliers, see appendix

I know a lot about the providers in this industry

This is an industry I somewhat care about

I have a real interest in/passion for this industry

I consider shopping around for better deals

It's too much of a hassle to switch providers

Companies are same in terms of offerings and services

INV

OLV

EM

EN

TP

ER

CE

PT

ION

– Industry involvement and perception –Q27. How much do you agree or disagree with the following statements?

(Rating scale: 1 = strongly disagree, 10 = strongly agree)

Base = 1184

The majority of Spanish consumers appear to care about an industry and its providers but have much lower levels of interest than the average. 41% do not find switching providers inconvenient and one-third consider shopping around for better deals.

Top 3 boxesDisagree Agree

Spain is outlier for Mature markets

+/- Where shift of Agree/Disagree between 2009 & 2010 is > 8% Higher average incidence of ‘Disagree Higher average incidence of ‘Agree’

Average 42%-

-

+



22%

22%

41%

16%

15%

22%

11%

21%


Overall satisfaction with providers

Feel loyal toward providers

Will buy more products and services from providers

Will recommend providers to others

– Current state of satisfaction, loyalty and advocacy –Q28. Rate the following for companies you do business with today?

(Rating scale: 1 = not at all, 10 = extremely)

Base = 1184

While there is a decrease in the number of consumers who are satisfied with their providers over 2009, the percentage of consumers who do not feel loyal to their providers is significantly higher than other mature markets. Most consumers will not buy more.

Top 3 boxesNot at all Extremely


+/- Where shift of ‘Not at all’/’Extremely’ between 2009 & 2010 is > 8% Higher average incidence of ‘Not at all’ Higher average incidence of ‘Extremely’

-

- Average 26%

-



16%

16%

0%

22%

19%

20%

25%

21%

21%

20%

25%

27%

9%

12%

13%

14%

16%

16%

16%

18%

18%

18%

18%

20%

20%

Engaging Communications

Sustainable business practices

Tailored customer experience

Skilled workforce aware of needs

Innovation

Informative Communications

High quality customer service

Trustworthy

Good value for money

High quality products/services

Competitive Pricing

Easy To do Business with

Broad products/services range


– Core drivers of satisfaction –Q29. What you like about the companies you do business with today?

(Rating scale: 1 = Does not describe at all, 10 = Describes very well)

Note: Tailored customer experience was not an option in 2009 questionnaire Lower average incidence of behavior Higher average incidence of behavior

Base = 1184

Top 3 boxes

20102009

Product Range, convenience, pricing, product quality, value for money and trust are the qualities Spanish consumers like most about their current providers across industries



34%

30%

35%

14%

22%

16%

7%

35%

5%

Buy less

Buy same

Buy more

1 industry 2 industries More than 3 industries

– Future level of business with current providers (next 6-12 months) –Q30. Over the next 6-12 months, which of the following do you anticipate doing in each industry? (Check all that apply)

(Rating scale – Buy more/same/less of products/services)

Legend: Number of industries consumers anticipate doing this in

Base = 348

Overall, the majority of Spanish consumers are anticipating same level of business with current providers across industries with only one-third stating they will buy more in a single industry



45%

65%

38%

52%

10%

3%

11%

5%

– Role of price in consumer behavior –Q26. How much do you agree or disagree with the following statements?

(Rating scale: 1 = Not at all, 10 = Strongly)

Top 3 boxesDisagree Agree


I am willing to accept lower levels of customer service if it ensures I get the lowest price

I am willing to accept lower levels of product options if it ensures I get the lowest price

I am willing to accept lower frequency of communications if it ensures I get the lowest price

I am willing to accept lower levels of product quality if it ensures I get the lowest price

Base = 348 * Note: For all country outliers, see appendix

A majority of Spanish consumers are not willing to trade customer service, product options or product quality for lowest price. However one in ten is willing to accept less frequent communications if it ensures low price – this proportion has come down since 2009.

+/- Where shift of Agree/Disagree between 2009 & 2010 is > 8% Higher average incidence of ‘Disagree Higher average incidence of ‘Agree’

Average 39%-



Section 4


Social media and digital channels



7%

4%

21%

13%

55%

55%

17%

28%

Average Mature

Spain

Strongly disagree Somewhat disagree Somewhat agree Strongly agree

14%

12%

26%

26%

47%

43%

13%

19%

Average Mature

Spain

Strongly disagree Somewhat disagree Somewhat agree Strongly agree

– Impact of increased use of technology in customer-facing activities –Q35. The increased use of technology in (a.) marketing & sales; (b.) customer service has improved the

experience/the level of service significantly in the past five years”

A vast majority of Spanish consumers agree that the increased use of technology has increased their overall experience, more so – in the past five years – in the marketing and sales area.

Use of technology in Marketing & Sales

Use of technology in Customer Service

Base a = 337; Base b = 335; “Prefer not to say” responses not included in analysis



38%

51%

29%

2%

36%

27%

25%

23%

20%

15%

31%

40%

7%

7%

14%

34%

Interact directly with companies on social media sites or other digital channels about their products or customer

service

Write about companys’ products, customer service delivery or personal experiences with them on social media sites like

blogs, bulletin boards, Facebook, MySpace, Twitter, etc.

Read about companies’ products or customer service delivery on social media sites like blogs, bulletin boards,

Facebook, MySpace, Twitter, etc.

Search for information about companies and their of ferings on the Internet

Never A few times a year Several times a month Several times a week

– Consumer activities carried out on social networks –Q36. How often do you participate in the following activities?

Base = 348

The internet is used by a majority of Spanish consumers, with almost 70% reading social media sites. A significant percentage of consumers (63%) interact directly with companies on social media while a lesser number only write on social media.

vs.6% (Average mature “never”)

vs. 42%

vs. 63%

vs. 53%



23%

21%

48%

14%

19%

5%

– Impact of consumer activities carried out on social networks: Engagement impact –Q37. To what extent do you agree with the following statements?

(Rating scale: 1 = Disagree strongly, 10 = Agree strongly)

Base = 291

Almost half of the Spanish consumers using social media do not consider their engagement to increase because of it.

Top 3 boxesAgree

Increased overall engagement with current providers and their brands

Increased overall awareness about products and services from providers I did not know of before

Comments posted on social media sites influence my opinions about companies or brands

Higher average incidence of ‘Disagree Higher average incidence of ‘Agree’

Disagree



27%

15%

15%

17%

6%

28%

16%

14%

– Impact of consumer activities carried out on social networks: Trust and influence–Q37. To what extent do you agree with the following statements?


Base = 291

While comments posted on social media do not seem to influence most Spanish consumers, more than one-fourth of consumers trust more comments posted by people they know.

Top 3 boxesAgree

Trust comments about companies/brands posted by people I know

Trust comments about companies/brands posted by people I don’t know

Positive comments posted contribute to my consideration of buying a product or service

Negative comments posted contribute to my consideration of not buying a product or service


Disagree



22%

18%

15%

18%

– Impact of consumer activities carried out on social networks: Expectation towards company–Q37. To what extent do you agree with the following statements?


Base = 291

As to company involvement on social media, views are more inclined to disagree that companies getting directly involved in social media are more likely to get additional business.

Top 3 boxesAgree

I like seeing companies get directly involved in contributing to discussions in social media

environments

I am more likely to do business with a company that I know I can interact with in a

social media environment


Disagree



APPENDIX ISelected outlier tables



APPENDIX I

Higher average incidence of ‘Disagree’

Higher average incidence of ‘Agree’

– Role of price in consumer behavior –Q26. How much do you agree or disagree with the following statements?

(Rating scale: 1 = Not at all, 10 = Strongly)

Base = 348

Outlier table – Question 26

Note: Outliers have been marked by comparing mature country percentages with the average of mature markets and +/- 6% cut-off and emerging country percentages with the average of emerging markets and +/- 6% cut-off

Agree/ Disagree scale USA Canada Belgium France Spain Italy

United Kingdom Germany Australia Japan Ireland China India

South Africa Mexico Brazil Singapore

Bottom3 (1-3) 51% 48% 48% 60% 52% 58% 52% 43% 49% 35% 57% 64% 68% 63% 71% 69% 38%

Top3 (8-10) 8% 10% 11% 6% 5% 6% 4% 8% 7% 6% 9% 9% 13% 8% 6% 7% 13%

Bottom3 (1-3) 43% 44% 38% 52% 38% 56% 43% 26% 44% 28% 51% 61% 65% 55% 60% 63% 35%

Top3 (8-10) 12% 10% 14% 9% 11% 7% 9% 21% 10% 10% 11% 7% 14% 9% 11% 8% 15%

Bottom3 (1-3) 65% 66% 62% 67% 65% 68% 61% 65% 65% 47% 71% 74% 73% 78% 85% 74% 53%

Top3 (8-10) 6% 3% 7% 5% 3% 3% 3% 3% 4% 3% 7% 6% 10% 4% 4% 6% 10%

Bottom3 (1-3) 39% 44% 31% 44% 45% 42% 38% 22% 41% 36% 46% 44% 59% 52% 69% 59% 33%

Top3 (8-10) 20% 16% 22% 18% 10% 20% 15% 35% 14% 6% 20% 22% 13% 17% 9% 13% 17%

I am willing to accept lower levels of customer service if it ensures I get the lowest priceI am willing to accept lower levels of product options if it ensures I get the lowest priceI am willing to accept lower levels of product quality if it ensures I get the lowestpriceI am willing to accept lower frequency of communications if it ensures I get the lowest price




– Industry involvement and perception –Q27. How much do you agree or disagree with the following statements?

(Rating scale: 1 = strongly disagree, 10 = strongly agree)

APPENDIX I

Higher average incidence of ‘Disagree’

Higher average incidence of ‘Agree’

Base = 1184


Agree/ Disagree USA Canada Belgium France Spain Italy



Bottom3 (1-3) 55% 52% 45% 41% 43% 52% 43% 41% 45% 41% 54% 49% 61% 57% 54% 58% 52%Top3 (8-10) 9% 9% 16% 16% 11% 13% 13% 20% 10% 12% 11% 10% 9% 10% 16% 11% 9%Bottom3 (1-3) 19% 25% 16% 17% 27% 20% 24% 36% 22% 33% 24% 30% 19% 18% 24% 30% 19%Top3 (8-10) 29% 19% 32% 28% 12% 28% 17% 17% 23% 15% 28% 16% 34% 31% 27% 24% 22%Bottom3 (1-3) 43% 46% 29% 35% 52% 43% 50% 44% 47% 27% 48% 22% 22% 33% 36% 46% 29%Top3 (8-10) 15% 8% 17% 15% 8% 16% 11% 17% 11% 14% 16% 23% 28% 20% 23% 16% 16%Bottom3 (1-3) 36% 32% 40% 38% 26% 33% 31% 48% 34% 32% 37% 36% 34% 38% 30% 40% 25%Top3 (8-10) 17% 19% 14% 15% 25% 19% 16% 10% 15% 15% 20% 15% 21% 22% 27% 20% 21%Bottom3 (1-3) 39% 40% 40% 34% 41% 26% 41% 55% 40% 26% 49% 37% 36% 40% 49% 31% 36%Top3 (8-10) 26% 25% 23% 27% 18% 34% 22% 15% 21% 25% 20% 20% 25% 28% 21% 27% 22%Bottom3 (1-3) 31% 28% 26% 44% 21% 40% 22% 37% 27% 31% 21% 20% 21% 29% 23% 27% 19%Top3 (8-10) 36% 31% 30% 20% 33% 24% 39% 27% 34% 15% 48% 33% 41% 39% 45% 39% 38%

I consider shopping around for better deals

This is an industry I don’t care all that much aboutI know a lot about the providers in this categoryI have a real interest in/passion for this Companies are the same in terms of offerings and It’s too much of a hassle to switch providers




– Current state of consumer satisfaction, loyalty and advocacy –Q28. Rate the following for companies you do business with today?

(Rating scale: 1 = not at all, 10 = extremely)

APPENDIX I

Base = 1184

Higher average incidence of ‘Not at all’

Higher average incidence of ‘Extremely’


Not at all/ Extremely USA Canada Belgium France Spain Italy



Bottom3 (1-3) 9% 10% 9% 8% 16% 12% 11% 11% 9% 14% 16% 16% 11% 14% 15% 17% 12%Top3 (8-10) 44% 35% 39% 35% 21% 28% 35% 37% 35% 20% 32% 22% 35% 31% 38% 29% 18%Bottom3 (1-3) 21% 27% 19% 12% 41% 28% 36% 26% 27% 15% 42% 19% 17% 26% 25% 24% 19%Top3 (8-10) 30% 24% 32% 24% 11% 19% 19% 17% 22% 11% 17% 24% 33% 24% 32% 30% 19%Bottom3 (1-3) 15% 19% 18% 17% 22% 16% 17% 20% 19% 29% 25% 22% 15% 20% 19% 20% 19%Top3 (8-10) 38% 27% 29% 26% 22% 27% 28% 27% 29% 10% 28% 25% 34% 32% 38% 35% 19%Bottom3 (1-3) 20% 23% 23% 25% 22% 26% 23% 32% 20% 17% 29% 19% 16% 20% 17% 19% 18%Top3 (8-10) 27% 19% 19% 10% 15% 18% 18% 13% 21% 22% 18% 20% 27% 24% 33% 29% 15%

Overall satisfaction with providersFeel loyal towards providersWill recommend providers to othersWill buy more products and services from




– Core drivers of satisfaction –Q29. What you like about the companies you do business with today?

(Rating scale: 1 = Does not describe at all, 10 = Describes very well)

APPENDIX I

Base = 1184

Lower average incidence of behavior

Higher average incidence of behavior


Scale USA Canada Belgium France Spain ItalyUnited

Kingdom Germany Australia Japan Ireland China IndiaSouth Africa Mexico Brazil Singapore

Competitive Pricing Top3 (8-10) 33% 27% 24% 24% 18% 22% 27% 29% 29% 8% 28% 18% 37% 27% 29% 23% 20%Good value for money Top3 (8-10) 31% 24% 24% 21% 18% 19% 21% 28% 27% 7% 24% 18% 35% 24% 32% 21% 14%Broad products/services range

Top3 (8-10)36% 30% 30% 24% 20% 24% 28% 25% 31% 10% 26% 20% 34% 32% 38% 27% 24%

High quality products/services

Top3 (8-10)38% 32% 29% 17% 18% 22% 26% 26% 35% 10% 25% 20% 33% 31% 38% 28% 17%

Easy To do Business with

Top3 (8-10)45% 34% 27% 20% 20% 24% 34% 32% 34% 13% 30% 21% 36% 35% 36% 30% 22%

High quality customer service

Top3 (8-10)39% 31% 23% 16% 16% 19% 26% 23% 26% 8% 25% 20% 32% 26% 32% 22% 17%

Skilled workforce aware of needs

Top3 (8-10)37% 29% 24% 22% 14% 15% 23% 21% 28% 12% 24% 16% 28% 26% 31% 20% 19%

Informative Communications

Top3 (8-10)30% 23% 21% 15% 16% 16% 22% 22% 23% 12% 22% 18% 29% 24% 31% 23% 14%

Engaging Communications

Top3 (8-10)19% 15% 14% 10% 9% 15% 13% 11% 14% 8% 13% 15% 28% 19% 21% 21% 13%

Trustworthy Top3 (8-10) 38% 31% 27% 29% 18% 25% 26% 28% 30% 13% 26% 21% 38% 30% 36% 28% 21%Innovation Top3 (8-10) 30% 25% 20% 18% 16% 20% 20% 21% 25% 6% 21% 11% 30% 27% 35% 21% 16%Sustainable business practices

Top3 (8-10)23% 18% 14% 10% 12% 13% 14% 11% 14% 8% 17% 16% 28% 18% 27% 16% 13%

Tailored customer experience

Top3 (8-10)29% 26% 21% 15% 13% 16% 20% 24% 24% 10% 24% 22% 35% 25% 29% 20% 15%



– Impact of consumer activities carried out on social networks: Engagement impact –Q37. To what extent do you agree with the following statements?


Base = 291


APPENDIX I







Bottom3 (1-3)46% 49% 60% 54% 48% 39% 42% 54% 46% 27% 49% 23% 32% 44% 35% 41% 26%

Top3 (8-10)13% 12% 5% 5% 5% 9% 11% 6% 9% 11% 13% 24% 32% 21% 22% 20% 16%

Bottom3 (1-3)38% 39% 45% 45% 21% 29% 33% 49% 36% 20% 39% 15% 23% 27% 27% 25% 15%

Top3 (8-10)24% 15% 10% 7% 19% 13% 18% 5% 13% 14% 19% 23% 37% 28% 30% 31% 23%

Bottom3 (1-3)37% 35% 38% 45% 23% 34% 34% 41% 38% 16% 36% 12% 22% 27% 28% 23% 13%

Top3 (8-10)18% 13% 13% 9% 14% 11% 16% 8% 15% 10% 19% 26% 31% 22% 25% 30% 23%

The use of social media sites like blogs, bulletin boards, Facebook, MySpace, Twitter, etc. has increased my overall engagement with my current providers and their brands

The use of social media sites has increased my overall awareness about products and services from providers I did not know of before

Comments posted on social media sites influence my opinions about companies or brands in general.



– Impact of consumer activities carried out on social networks: Trust and influence–Q37. To what extent do you agree with the following statements?


Base = 291


APPENDIX I




Bottom3 (1-3)22% 28% 27% 37% 15% 22% 22% 25% 25% 19% 21% 8% 14% 20% 17% 14% 11%

Top3 (8-10)33% 25% 20% 12% 28% 17% 31% 21% 24% 10% 30% 41% 38% 31% 37% 37% 26%

Bottom3 (1-3)43% 45% 39% 48% 27% 32% 35% 44% 39% 18% 40% 20% 25% 41% 30% 29% 20%

Top3 (8-10)11% 10% 7% 5% 6% 10% 16% 7% 8% 7% 11% 17% 24% 10% 19% 16% 15%

Bottom3 (1-3)23% 29% 25% 32% 17% 27% 22% 22% 27% 15% 28% 10% 20% 22% 22% 18% 11%

Top3 (8-10)24% 19% 17% 17% 14% 18% 25% 20% 15% 13% 24% 29% 30% 25% 31% 33% 25%

Bottom3 (1-3)21% 22% 26% 31% 15% 24% 22% 25% 23% 16% 23% 8% 15% 15% 19% 11% 10%

Top3 (8-10)27% 18% 17% 11% 16% 19% 28% 15% 17% 14% 25% 28% 36% 33% 34% 36% 26%

Positive comments posted on social media sites contribute to my consideration of buying a given product or service.

I tend to trust comments about companies/brands on social media sites posted by people I know (family, friends, co-workers…)

I tend to trust comments about companies/brands on social media sites posted by people I don’t know.

Negative comments posted on social media sites contribute to my consideration of not buying a given product or service.






– Impact of consumer activities carried out on social networks: Expectation towards company–Q37. To what extent do you agree with the following statements?


Base = 291


APPENDIX I




Bottom3 (1-3)26% 28% 24% 29% 18% 17% 22% 29% 26% 22% 24% 12% 12% 17% 14% 11% 8%

Top3 (8-10)23% 14% 17% 18% 18% 26% 27% 9% 18% 5% 31% 26% 42% 39% 39% 43% 25%

Bottom3 (1-3)32% 34% 36% 34% 22% 21% 30% 31% 31% 27% 33% 8% 14% 22% 20% 11% 11%

Top3 (8-10)21% 18% 16% 17% 15% 21% 25% 12% 18% 4% 25% 34% 45% 38% 36% 48% 24%

I like seeing companies get directly involved in contributing to discussions in social media environments

I am more likely to do business with a company that I know I can interact with in a social media environment.






APPENDIX IIDefinitions of industries covered by the research



APPENDIX II

Research methodology

– Definition of industry categories used during the research –

• Gas and Electric Utilities: company/ies that provide the oil, gas and/or electric used in your home

• Wireless Phone Companies: company/ies that provide service for your cell phone

• Landline Phone Companies: company/ies that provide service for the phone you use inside your home

• Cable/Satellite Companies: company/ies that provide the ability for you to receive TV service in your home

• Internet Service Providers: company/ies that provide the ability for you to connect to and use the internet

• Retail Banking/Financial Service Providers: company/ies that you use for finance management activities like checking, savings, credit and investing

• Consumer Electronics Manufacturers: companies that make electronics equipment you use in your home, e.g. personal computers, high definition televisions, smart cameras, video game consoles, etc.

• Consumer Goods Retailers: for example, grocery stores, department stores, specialty stores, etc.

• Life Insurance Providers: company/ies that provide you with a life insurance or related policy

• Travel and Tourism: companies you use for airline, hotel and related transportation services