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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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4

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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5

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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6

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)


Luxury Goods


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)


Luxury Goods


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


10/2210

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)


Luxury Goods


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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17

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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20

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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