Nobody’s Unpredictable
Survey conducted in 21 countries
People and technology devices
April 2009
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Methodological report
Survey conducted for : LEXMARK
Sample : Survey conducted among 10.507 people aged 15 and over who have a computer at home, in 21 countries. At least 500 interviews per country.
National representative samples* of the target, in each of the following countries :
Austria (500 interviews) Canada (500 interviews)
Denmark (500 interviews) USA (500 interviews)
France (500 interviews) Australia (500 interviews)
Germany (500 interviews) Brazil* (501 interviews)
Italy (504 interviews) China* (502 interviews)
Netherlands (500 interviews) Mexico* (500 interviews)
Norway (500 interviews) Russia* (500 interviews)
Poland (500 interviews) South Africa* (500 interviews)
Romania (500 interviews) Turkey (500 interviews)
Spain (500 interviews) United Arab Emirates (UAE) (500 interviews)
UK (500 interviews)
Methodology :Interviews conducted online, from March 12 to April 6
Samples built using the quota method : sex, age, occupation of the respondent and region. Worldwide results correspond to the average of the results of the 21 countries, each country having an identical weight.
* Main cities of the country for Brazil, China, Mexico, Russia and South Africa.
Nobody’s Unpredictable
Part 1 : TRUST IN TECHNOLOGY DEVICES
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Expected life span of technology devices - European countries -
On average, when purchasing a technology device (mobile phones, laptops, digital cameras, printers…), how long do you expect it to last without having to repair or replace it ?
WHOLE SAMPLE
Austria
Denmark
France
Germany
Italy
Netherlands
Norway
Poland
Romania
Spain
UK
S/T EUROPE
78
66
75
83
62
80
76
75
75
81
78
72
75
25
17
38
20
24
25
25
19
22
28
35
38
38
31
43
36
29
28
30
32
26
36
40
23
40
29
35
41
47
38
36
1
4
5
1
9
4
4
6
10
4
34
25
22
39
35
31
35
41
5
6
5
S/T 5 years or less
%4 or 5 years 2 or 3 yearsMore than 5 years 1 year or less
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Expected life span of technology devices - Other countries -
On average, when purchasing a technology device (mobile phones, laptops, digital cameras, printers…), how long do you expect it to last without having to repair or replace it ?
WHOLE SAMPLE
USA
Canada
S/T USA + CANADA
Australia
Brazil
China
Mexico
Russia
South Africa
Turkey
UAE
78
75
79
77
81
83
84
89
77
91
74
87
21
19
17
16
11
23
9
26
13
32
31
20
17
16
32
32
31
21
37
42
45
53
59
55
43
53
39
55
6
5
5
10
8
18
6
4
11
25
22
23
32
31
32
41
40
2
6
5
4 or 5 years 2 or 3 yearsMore than 5 years 1 year or less
S/T 5 years or less
%
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Expected life span of technology devices - Detailed results for Whole sample -
On average, when purchasing a technology device (mobile phones, laptops, digital cameras, printers…), how long do you expect it to last without having to repair or replace it ?
23
17
24
28
18
22
26
33
19
31
27
32
36
31
31
28
38
28
42
41
48
39
32
45
42
40
26
44
7
5
8
5
4
6
5
3
9
22
21
31
30
41 6
6
WHOLE SAMPLE
Male
Female
15 – 34 years
35 – 49 years
50 years and over
Manager/Professional
Clerk
Manual worker
Retired
Other non working
4 or 5 years 2 or 3 yearsMore than 5 years 1 year or less
S/T 5 years or less
%
78
79
77
83
76
72
82
78
74
67
81
Gen
der
Age
Occ
upat
ion
of
the
resp
onde
nt
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Opinion regarding quality of the materials used to build technology devices - European countries -
Do you think technology devices are built from the highest quality materials?
4
3
9
5
4
5
3
10
4
7
5
30
34
65
31
32
23
20
50
39
26
21
63
58
23
63
62
66
63
39
53
62
68
3
5
3
1
2
6
14
1
4
5
6
10
5
34
34
53
56
3
5
S/T YES
%
Yes, rather
No, not always No, not at all
Yes, definitely
WHOLE SAMPLE
Austria
Denmark
France
Germany
Italy
Netherlands
Norway
Poland
Romania
Spain
UK
S/T EUROPE
44
34
37
74
36
36
28
23
60
43
33
26
39
S/T NO%
56
66
63
26
64
64
72
77
40
57
67
74
61
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Opinion regarding quality of the materials used to build technology devices - Other countries -
Do you think technology devices are built from the highest quality materials?
S/T YES
%
Yes, rather
No, not always No, not at all
Yes, definitely
WHOLE SAMPLE
USA
Canada
S/T USA + CANADA
Australia
Brazil
China
Mexico
Russia
South Africa
Turkey
UAE
44
37
36
36
20
61
79
48
47
42
33
81
10
5
4
10
29
23
8
12
4
43
27
31
16
51
50
25
39
30
29
38
58
60
74
38
20
51
51
56
64
14
5
4
6
1
1
1
2
2
3
5
7
10
29
34
59
53
5
3
S/T NO%
56
63
64
64
80
39
21
52
53
58
67
19
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Opinion regarding quality of the materials used to build technology devices - Detailed results for Whole sample -
Do you think technology devices are built from the highest quality materials?
S/T YES
%
Yes, rather
No, not always No, not at all
Yes, definitely
WHOLE SAMPLE
Male
Female
15 – 34 years
35 – 49 years
50 years and over
Manager/Professional
Clerk
Manual worker
Retired
Other non working
44
44
44
48
40
40
45
43
42
44
45
Gen
der
Age
Occ
upat
ion
of
the
resp
onde
nt
10
10
12
8
7
11
9
9
6
12
34
34
36
32
33
34
34
33
38
33
52
53
49
55
57
51
54
53
53
52
4
3
3
5
3
4
3
5
3
3
10 34 53 3 56
56
56
52
60
60
55
57
58
56
55
S/T NO%
LEXMARK – Global presentation – « People and technology devices » - April 2009
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The element viewed as the main guaranty of the durability of a technology device - European countries -
Which of the following elements is most likely to reassure you about the durability of a technology device?
8
8
10
5
2
4
8
3
2
8
48
55
44
64
62
35
59
68
52
50
49
41
35
45
29
35
57
32
27
43
40
2
3
2
1
2
1
4
2
3
2
4
6
5
45
53
56
39
37
1
2
2
WHOLE SAMPLE
Austria
Denmark
France
Germany
Italy
Netherlands
Norway
Poland
Romania
Spain
UK
S/T EUROPE
Trusted brand Long warrantyRobust appareance High price
LEXMARK – Global presentation – « People and technology devices » - April 2009
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The element viewed as the main guaranty of the durability of a technology device - Other countries -
Which of the following elements is most likely to reassure you about the durability of a technology device?
3
3
3
2
4
2
2
6
5
13
59
58
50
69
58
73
59
56
53
62
36
36
45
28
38
24
37
33
42
23
2
3
2
1
1
2
5
2
3
5
59
56
36
37
2
2WHOLE SAMPLE
USA
Canada
S/T USA + CANADA
Australia
Brazil
China
Mexico
Russia
South Africa
Turkey
UAE
Trusted brand Long warrantyRobust appareance High price
LEXMARK – Global presentation – « People and technology devices » - April 2009
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The element viewed as the main guaranty of the durability of a technology device - Detailed results for Whole sample -
Which of the following elements is most likely to reassure you about the durability of a technology device?
WHOLE SAMPLE
Male
Female
15 – 34 years
35 – 49 years
50 years and over
Manager/Professional
Clerk
Manual worker
Retired
Other non working
5
6
5
3
5
5
6
4
5
56
57
56
54
56
56
55
52
59
37
37
34
38
42
37
38
37
43
33
2
2
3
1
1
2
1
1
3
5
5
56
56
37 2
2
Gen
der
Age
Occ
upat
ion
of
the
resp
onde
nt
Trusted brand Long warrantyRobust appareance High price
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Confidence in technology devices according to 2 criteria - European countries -
Do you have more confidence in technology devices…?
WHOLE SAMPLE
Austria
Denmark
France
Germany
Italy
Netherlands
Norway
Poland
Romania
Spain
UK
S/T EUROPE
44
33
33
42
44
30
48
55
39
43
30
40
48
49
42
43
46
38
31
44
41
47
15
19
15
14
12
22
13
13
16
16
22
1
3
2
1
2
1
1
1
1
40
43
43
40
16
16
1
1 83
84
81
82
84
87
76
86
86
83
84
77
83
With longer warrantiesThat emphasize high levels
of customer services
Yes, sometimes No, not always No, absolutely not Yes, absolutely
20
22
25
19
26
13
27
27
34
16
16
46
47
59
40
49
38
46
41
44
47
50
32
28
15
36
23
43
25
28
21
34
31
2
3
1
5
2
6
2
4
1
3
3
22
29
46
45
29
24
3
2
S/T YES
%
S/T YES
%
74
66
69
84
59
75
51
73
68
78
63
66
68
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Confidence in technology devices according to 2 criteria - Other countries -
Do you have more confidence in technology devices…?
WHOLE SAMPLE
USA
Canada
S/T USA + CANADA
Australia
Brazil
China
Mexico
Russia
South Africa
Turkey
UAE
35
37
34
38
66
43
38
48
51
64
43
40
51
43
28
38
40
40
38
26
20
21
13
18
5
18
21
11
10
8
2
2
2
1
1
1
1
1
1
2
43
36
40
42
16
20
1
2
83
78
77
78
85
81
94
81
78
88
89
90
With longer warranties That emphasize high levels of customer services
74
77
76
77
66
81
91
81
80
76
88
77
Yes, sometimes No, not always No, absolutely not Yes, absolutely
26
26
18
35
55
41
36
30
45
37
51
50
48
46
36
40
44
46
43
40
21
23
32
18
8
17
18
22
12
19
2
1
2
1
1
2
2
2
4
29
27
45
50
24
22
2
1
S/T YES
%
S/T YES
%
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Confidence in technology devices according to 2 criteria - Detailed results for Whole sample -
Do you have more confidence in technology devices…?
Yes, sometimes No, not always No, absolutely not Yes, absolutely
S/T YES
%
With longer warranties That emphasize high levels of customer services
WHOLE SAMPLE
Male
Female
15 – 34 years
35 – 49 years
50 years and over
Manager/Professional
Clerk
Manual worker
Retired
Other non working
83
84
83
85
82
82
83
85
81
81
84
Age
Occ
upat
ion
of
the
resp
onde
nt
45
41
44
42
42
43
44
41
45
41
39
42
41
40
40
40
41
40
36
43
15
16
14
17
17
16
14
18
17
15
1
1
1
1
1
1
1
1
2
1
43 40 16 1
29
27
29
27
29
29
28
25
30
29
45
46
46
45
43
46
47
44
42
45
23
25
23
26
25
23
23
29
25
24
3
2
2
2
3
2
2
2
3
2
29 45 24 2 74
74
73
75
72
72
75
75
69
72
74
Gen
der
S/T YES
%
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Behavior in the case where a reasonable price technology device without warranty would break - European countries -
When a technology device that cost you less than [$200 / 150 € or equivalent ] breaks and you do not have a current warranty, what are you most likely to do?
Whole sample
%Austria
%Denmark
%France
%Germany
%Italy%
Nether-lands
%Norway
%Poland
%Romania
% Spain
%UK %
S/T Europe
%
Contact the manufacturer in order to repair the device
20 25 21 22 27 12 15 22 9 17 14 22 19
Contact a repair center in order to repair the device
32 17 12 22 20 46 22 13 51 44 28 25 27
S/T Repair 52 42 33 44 47 58 37 35 60 61 42 47 46
Replace the device with a newer version of the same product
24 26 44 28 28 11 32 23 23 14 37 26 27
Replace the device with another manufacturer’s product
24 32 23 28 25 31 31 42 17 25 21 27 27
S/T Replace 48 58 67 56 53 42 63 65 40 39 58 53 54
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Behavior in the case where a reasonable price technology device without warranty would break - Other countries -
Whole sample
%USA
% Canada
%
S/T USA +
Canada %
Australia%
Brazil%
China%
Mexico%
Russia%
South Africa
%Turkey
%UAE
%
Contact the manufacturer in order to repair the device
20 23 23 23 21 38 12 19 13 25 19 24
Contact a repair center in order to repair the device
32 21 23 22 24 23 54 39 54 36 53 46
S/T Repair 52 44 46 45 45 61 66 58 67 61 72 70
Replace the device with a newer version of the same product
24 34 31 33 27 12 21 25 13 19 14 20
Replace the device with another manufacturer’s product
24 22 23 22 28 27 13 17 20 20 14 10
S/T Replace 48 56 54 55 55 39 34 42 33 39 28 30
When a technology device that cost you less than [$200 / 150 € or equivalent ] breaks and you do not have a current warranty, what are you most likely to do?
LEXMARK – Global presentation – « People and technology devices » - April 2009
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Behavior in the case where a reasonable price technology device without warranty would break - Detailed results for Whole sample -
Whole sample
Male Female15 – 34 years
35 – 49 years
50 years and over
Manager/Professional
ClerckManual worker
RetiredOther non working
% % % % % % % % % % %
Contact the manufacturer in order to repair the device
20 18 22 22 18 19 19 19 19 19 24
Contact a repair center in order to repair the device
32 32 32 35 30 30 30 34 27 30 35
S/T Repair 52 50 54 57 48 49 49 53 46 49 59
Replace the device with a newer version of the same product
24 26 23 21 26 28 26 24 28 27 20
Replace the device with another manufacturer’s product
24 24 23 22 26 23 25 23 26 24 21
S/T Replace 48 50 46 43 52 51 51 47 54 51 41
Gender Age Occupation of the respondent
When a technology device that cost you less than [$200 / 150 € or equivalent ] breaks and you do not have a current warranty, what are you most likely to do?