Consumer Switching Behaviour Research Report. Published: 27 March 2017

Transcription

1 Consumer Switching Behaviour Research Report Published: March 1 1

2 Key summary findings The idea of loyalty to institutions continues to decline, down to 0 from recorded in. Just over in (1) have switched at least one product or service in the last months (- pts vs ). The highest sectors for switching are car insurance (), electricity supply (), gas () and Broadband/internet access (1). The majority of switchers feel they have saved money by switching with suggested savings of - 0 per month per service switched being estimated. The perceived biggest barrier to switching across products continues to be not believing that there is a difference between suppliers and the hassle of switching.

3 Three in ten continue to be loyal consumers, while 1 in are prone to switching often Base: All Adults 1+ 1,0/,1,000 e July 1 1 More likely to be I tend to stick to the same companies 0 +, CDE and Farmers, full time housewives and retirees. I generally stick with the same companies but will look around 0 0 -, ABC1, full time workers I change companies often and avail of better deals whenever I can U, ABC1, unemployed Loyal vs proactive switchers A gradual but continuing decline in strict company loyalty down from in to 0 in 1. Which of the following statements most closely describes your behaviour as a consumer?

4 Stick or Switch x Demographics Base: All Adults 1+ 1,0/,1,000 All Adults Gender Age Social Class Region July 1 1 Male Female U ABC1 CDE F Dublin Leinster Munster Conn/ Uls I tend to stick with the same companies for products & services I generally stick with the same companies for products and services but will look around if I experience poor service or price increases I change companies often and will avail of better deals/service whenever I can Propensity to switch a function of age and, to an extent, social class. Older adults a lot more loyal, whereas readiness to switch a lot greater in the younger age groupings. Which of the following statements most closely describes your behaviour as a consumer?

5 Trends in switching behaviour Base: All who hold each product Car Insurance Electricity supply service Mobile telephone Main grocery shop Top up grocery shop Broadband/internet access Switched in past year Gym membership Fixed line telephone Home insurance Health insurance Gas supply service Bank financial institution with current A/C service TV service Waste Credit card Savings/ investment Mortgage credit Provider Life Insurance/ Mortgage Protection Provider of credit N/A N/A 1 Jul Car insurance remains the category with the highest level of switching, followed by electricity and gas. 1 have switched at least one product or service within the last months (was in, in 1).

6 Majority of switchers feel they have saved money but some declines are evident Base: All who switched products or services Those who switched and saved money Jul Car insurance Electricity supply service Mobile telephone Broadband Internet access Home insurance Gas supply service Fixed/Land line telephone * TV Service e.g. Sky, UPC Waste/Bin service * Health insurance * ()=base size *Caution small base Life Insurance/Mortgage Protection * () () () () () (0) () () () (1) () A perception of general saving is apparent, and indeed is enhanced in motor insurance, the most avidly switched category. There has been a decline in the proportion who have said that they have saved in other categories. Did you save money by switching s for this product/service?

7 Saving achieved through Switching of Pop who are holders (Switch) of Pop who switched & saved Monthly savings per switcher Mobile telephone.0 Electricity supply service. Broadband Internet access 1.1 Waste / Bin service.0* Car insurance 1 1. TV Service e.g. Sky, UPC 0. Home insurance. Fixed/Landline telephone 1.1* Health insurance 1.* Life Insurance / Mortgage Protection 1 1.1* Gas supply service. *Caution small base

8 Barriers to switching - I : Base: All who hold products Fixed/Landline telephone Broadband Internet access Mobile telephone Health insurance Car insurance Home insurance Difficulty in comparing products Distrust of price offered (service offered for that price) Switching more hassle than the benefit 0 1 Don t believe there is much difference between suppliers Too busy/don t bother to check Other (Specify) A sizeable increase in the perception that all are the same, generally followed by a view that it isn t worth the hassle to switch. What for you is the biggest barrier to switching (insert product/service held at Q.)? Unprompted

9 Barriers to switching - II Base: All who hold products Electricity supply service 1 Gas supply service 1 TV Service e.g. Sky, UPC 1 Life Insurance / Mortgage Protection 1 Waste / Bin service *Bank/financial/mortgage not asked in. Bank / Financial institution who offers a current account service Mortgage credit Difficulty in comparing products Distrust of price offered (service offered for that price) Switching more hassle than the benefit Don t believe there is much difference between suppliers Too busy/don t bother to check Other (Specify) In energy and TV many feel there isn t a much difference between suppliers whereas in financial services as well as this it is often felt that switching is too much hassle. What for you is the biggest barrier to switching (insert product/service held at Q.)? Unprompted

10 Barriers to switching - III Base: All who hold products s V s Difficulty in comparing products Distrust of price offered (service offered for that price) Switching more hassle than the benefit Don t believe there is much difference between suppliers Too busy/don t bother to check Other (Specify) Bank / Financial institution who offers a current account service * 1 1 Fixed/Landline telephone Broadband Internet access 1 1 Mobile telephone 1 0 Health insurance Car insurance 1 1 Home insurance * base low 1 Actual switchers much more likely to reference price comparison difficulties or mistrust of offers; non switchers lack motivation. What for you is the biggest barrier to switching (insert product/service held at Q.)? Unprompted 1 1

11 Barriers to switching - IV Base: All who hold products s V s Difficulty in comparing products Distrust of price offered (service offered for that price) Switching more hassle than the benefit Don t believe there is much difference between suppliers Too busy/ Don t bother to check Other (Specify) Electricity supply service 1 Gas supply service Mortgage credit * TV Service e.g. Sky, UPC 1 Life Insurance / Mortgage Protection * 0 Waste / Bin service * base low Non switchers are particularly characterised by not being convinced it is worthwhile and reluctance to confront hassle What for you is the biggest barrier to switching (insert product/service held at Q.)? Unprompted

12 Research Methodology and Sample Profile

13 Research Methodology This report summarises a consumer research survey undertaken for the Competition & Consumer Protection Commission (CCPC) by Behaviour & Attitudes (B&A). The research was undertaken by means of a face-to-face, in-home survey of 1,001 adults aged 1+. Interviewing is undertaken at randomly selected sampling locations. Census-derived quota controls were based on gender, age, social class (industry estimates), region and area (i.e. degree of urbanisation) to ensure that the sample is properly reflective of the Irish population. When all assignments are cumulated together the sample structure mirrors the results of the latest census of population. Data can be deemed to have an accuracy of +/- percentage points. All research was conducted from 1 st ember th ember, 1. Comparisons with research conducted in, 1 and have also been drawn were applicable.

14 Profile of Sample Base: All Adults 1+ 1,0 Gender Age Class Region Marital Status Employment Status - Male - 1 ABC1 1 Dublin Single Working full time - Rest of Leinster Married Working part time Selfemployed Unemployed Female 1 0- CDE Munster Home duties 1 + F Conn/ Ulster 1 Cohabit- Ing Widowed Sep./Div Civil P.ship 0 Retired Student 1

15 Incidence of holding products/services Base: All Adults 1+ 1,0/,1,000 Jul Currently Hold Products or Service Mobile telephone Electricity supply service Bank/financial institution who offers a current a/c service Car insurance Waste/Bin Service Provider Broadband Internet access TV Service e.g. Sky, UPC Top-up grocery shop Main grocery shop Home insurance 1 Fixed/Land line telephone 1 0 Savings/investments 0 Credit Card 1 Life Insurance/Mortgage Protection 0 Health insurance 0 1 Gas supply service Mortgage credit Provider of credit longer than 1 year excl mortgage loans Gym membership Vs = - = = +1 = Do you currently hold any of the following products or services?