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THE GALLUP ORGANIZATION 1 Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved. Global Consumer Awareness, Attitudes, and Opinions on Counterfeiting and Piracy Third Global Congress Combating Counterfeiting and Piracy 31 January, 2007 Geneva, Switzerland

Christopher Stewart

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Page 1: Christopher Stewart

THE GALLUP ORGANIZATION 1Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.

Global Consumer Awareness, Attitudes, and Opinions on Counterfeiting and Piracy

Third Global CongressCombating Counterfeiting and Piracy

31 January, 2007Geneva, Switzerland

Page 2: Christopher Stewart

2THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.

Background

Largest survey initiative ever to understand attitudes and behaviors of consumers on counterfeiting and piracy

To date, self-funded by Gallup 64,579 interviews across 51 countries in the past 18 months National phone or in-home surveys (except Sri Lanka and Cuba -

urban). Represents the views of consumers whose economies account for

64% of the world’s GDP 1000 plus interviews in all but Luxembourg, Sri Lanka, Haiti,

Jamaica, Trinidad/Tobago, and Puerto Rico. Based on a sample size of 1000, the margin of error at a 95%

confidence level is +/-3% Efforts continuing in 2007 to track in select markets and interview

in new markets not previously covered

Page 3: Christopher Stewart

3THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.

Coverage

Argentina, Armenia, Austria, Belarus, Bolivia, Belgium, Chile, Colombia, Costa Rica, Cuba, Denmark, Dominican Republic, Ecuador, El Salvador, Estonia, Finland, France, Georgia, Germany, Greece, Guatemala, Haiti, Ireland, Italy, Jamaica, Korea, Kyrgyzstan, Latvia, Lithuania, Luxembourg, Malaysia, Moldova, Nepal, Netherlands, Panama, Paraguay, Peru, Philippines, Portugal, Puerto Rico, Russia, Spain, Sri Lanka, Sweden, Thailand, Trinidad & Tobago, Ukraine, United Kingdom, United States, Uruguay, Vietnam

Page 4: Christopher Stewart

4THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.

Key Observations

Consumers do not believe their governments are committed to find and prosecute counterfeiting

In markets studied, one quarter of consumers are purchasing counterfeit items. Vast differences by geography

The big three of Branded Apparel, Bags, and Footwear; Music; and Movies is highly correlated to GDP

Health and Safety threats abound in the developing world

The greatest deterrent in the U.S. is links to terrorism, organized crime and health and safety

Page 5: Christopher Stewart

5THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.

0% 20% 40% 60% 80% 100%

Latin America

Asia

FSU

Western Europe

5 (Very committed) 4 3 2 1 (Not at all committed) Don't know Refused

Q.: How committed do you think the [:COUNTRY:] government is to find and prosecute counterfeiting?

Perceived Government Commitment

Austria +

Italy -

Portugal -

Georgia +

Belarus +

Ukraine -

Ecuador +

Dominican -

Republic

Vietnam +

Nepal -

N=28,992

N=10,220

N=7,431

N=16,161

Page 6: Christopher Stewart

6THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.

Past 12 Month Purchase Incidence Former Soviet Union and Asia

14.8

16.8

22.9

23.1

23.8

29.2

29.3

31.5

38.4

40.2

10.6

3.9

5.6

11.9

11.2

18.9

21.5

17.9

14.4

6.4

0 10 20 30 40 50 60

Estonia

Armenia

Lithuania

Georgia

Latvia

Ukraine

Belarus

Moldova

Russia

Kyrgyzstan

Yes Don't Know

20.4

21

21.1

24.6

27.9

38.2

1.9

2.8

14.1

3.1

1.2

8.2

0 10 20 30 40 50

Nepal

Thailand

Vietnam

Sri Lanka

Philippines

Malaysia

Yes Don't Know

Q: In the past 12 months have you purchased any products that you know or suspect are not genuine or legitimate?

Page 7: Christopher Stewart

7THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.

Past 12 Month Purchase Incidence Latin America

12.1

13

13.4

13.6

14

14.2

17.3

18.7

20.1

20.4

22.8

23

24.1

26.3

27.2

30.6

39.4

40

3

0.5

0.5

0.5

1

0.5

2.2

2.1

0.7

0

5

1

0.7

1

2.6

5

4

2

0 10 20 30 40 50

Puerto Rico

Panama

Uruguay

Costa Rica

Trinidad & Tobago

Colombia

Jamaica

Peru

Ecuador

Chile

Bolivia

Dominican Republic

Argentina

Paraguay

El Salvador

Guatemala

Cuba

Haiti

Yes Don't Know

Q: In the past 12 months have you purchased any products that you know or suspect are not genuine or legitimate?

Page 8: Christopher Stewart

8THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.

Products Purchased by Category (Past 12 months among those that indicated purchase)

FSU Latin America

Asia

Brand Name Fashion Clothing, Designer Bags and Footwear 27.30% 25.96% 31.75%

Brand Name Watches 4.46% 5.47% 9.25%

Music CDs or Audiocassettes 37.87% 42.64% 43.5%

Movies (VHS, VCDs, DVDs) 27.00% 22.95% 27.13%

Computer Operating Systems (Windows, Mac) or Computer Application Software (Word, Excel, Etc.)

7.46% 1.30% 4.6%

Perfumes and Cosmetics 18.33% 10.62% 10.31%

Video Games and Toys 6.55% 2.19% 3.6%

Pharmaceuticals or Medicines, not generics 12.40% 2.16% 4.2%

Alcoholic Beverages, Soft Drinks, Mineral Water 23.60% 2.87% 3.56%

Tobacco 13.54% 1.24% 4.12%

Tools and Auto Parts 3.37% 2.96% 6.25%

Jewelry 1.61% 1.48% 4.56%

Food 34.54% 10.17% 4.81%

Other - 6.9% 7.63

Page 9: Christopher Stewart

9THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.

Purchase Patterns in the Developed Versus Developing World

Strong correlations to GDP per capita The big three globally

Brand name fashion clothing, designer bags, footwear Music Movies

The Developing World Differences (Feel Good Items and Basics) Perfume/cosmetics – Argentina, Dominican Republic, Cuba, Haiti,

Paraguay, Nepal, Sri Lanka, Armenia, Belarus Alcohol, soft drinks, mineral water – Armenia, Georgia,

Kyrgyzstan, Moldova, Ukraine Tobacco – Armenia, Georgia, Latvia Brand name watches – Guatemala, Haiti, Nepal Food – Cuba, Haiti, Georgia, Kyrgyzstan, Moldova

Page 10: Christopher Stewart

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THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.

Q: Which groups or organizations do you believe benefit from piracy or counterfeiting?

Groups Or Organizations Benefiting From Piracy Or Counterfeiting

1.18

5.04

1.82

13.4

19.2

6.62

4.7

6.29

52.21

37.84

0

1.18

4.26

8.55

16.46

18.64

20.12

28.28

45.49

63.74

0 10 20 30 40 50 60 70

Other

Refused

Terrorist Organizations

Don't Know

Those Who Buy/Purchase theProducts

Importers/Exporters

Government Officials

Organized Crime

Sellers/Those that distributeproducts

Those who make/Create products

Latin America FSU

Page 11: Christopher Stewart

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THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.

Q: Would you have purchased the imitation you previously mentioned you bought if you knew the seller was (__)?

Purchase Deterrent Trends in the US(Asked Among Those Who Had Purchased Counterfeit Goods)

2006 Sample Size: n=139

67.40%

67.70%

85.80%

87.50%

92.40%

94.70%

96.30%

96.40%

29.80%

30.70%

12.60%

10.50%

6.70%

4.40%

2.80%

2.70%

50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100%

Not Paying Sales Tax ('06)

Financially hurting the company that produceslegitimate product ('06)

Charging same amount as legitimate product ('06)

Using Earnings To Bribe Government Officials('06)

Distributing a product that could harm you orfamily ('06)

Funding Organized Crime ('06)

Funding A Terrorist Act ('06)

Sponsoring A Terrorist Organization ('06)

Would Not Have Purchased Would Have Purchased

Page 12: Christopher Stewart

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THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.

Conclusions

While there are some patterns that exist globally in counterfeiting and piracy, every market is different and requires a tailored communication strategy

Health and safety should be the bedrock of any communications efforts. While links to terror may exist in a few markets, this should not be a universal message

Policy makers and executors need to find comfort in a constituency that believes more should be done