© Copyright 2011 | First Data Corporation

2010 Gift CardConsumer Insights Study

May 2011

Germany

2|

Table of Contents

• Overview 3

• Background 4

• Study Objectives 5

• Methodology 6

• Key Insights 7

• Overall Gift Card Prevalence 14

• Purchase Behavior 18

• Influences on Purchase 27

• Gift Card Mall 33

• Reloading 38

• Gift Card Exchange Websites 45

• E-gift Concept 47

• Incentive Effectiveness 52

• Demographics 54

3|

Overview

4|

Background

• First Data offers prepaid card products and services to a wide variety of merchants

• For the past several years First Data has conducted an annual market survey (Consumer Insights Study) among gift card purchasers and receivers of both closed and open loop cards in the US and Canada

• This is the first year a comparable study has been conducted in the UK and Germany

• This important study:

• Identifies market and consumer gift card trends and consumer needs and preferences

• Provides information that is shared with First Data clients and is used to help enhance their gift card programs

5|

Study Objectives

• The primary objective of the Consumer Insights Study is to examine market and consumer trends, as well as consumers’ needs and preferences, as they relate to gift cards. The results of the study:

• Quantify the percent of the United Kingdom and Germany populations who have purchased gift cards or intend to purchase gift cards

• Identify specific buying behaviors associated with gift card purchasing

• Examine the gift card decision-making process

• Identify reload behaviors

• Determine interest in e-gift card

• Evaluate the influence of incentives on gift card purchase

6|

Methodology – Germany

• A 15-minute web-based survey, using the e-Rewards online panel

• First Data was not identified as the study sponsor

• Fielded: October 20 – November 4, 2010

• To participate in the study respondents had to be:

• 18 years of age of older

• Aware of gift cards

• Sample size: 1,200

• Additional analysis:

• An identical study among United Kingdom consumers (n=1202); results presented in a separate report

7|

Key Insights

8|

Key Insights - Purchase Behavior

Key Findings

Many German consumers have purchased and/or intend to purchase gift cards in

2010

• Among all German consumers who qualified to participate in the survey:

• 46% indicate they have purchased a gift card in the last year.

• Half (49%) indicate they intend to purchase a gift card before the end of 2010.

• 39% indicated they both purchased and intend to purchase a gift card in 2010.

• Among German consumers who completed the survey:

• An average of 3.4 gift cards in total were purchased by consumers, most of which are

associated with closed loop purchases (3.1) versus open loop purchases (2.0).

Gift card purchases are mainly for birthdays and Christmas and are purchased for

friends and family members

• Three-fourths of German consumers who have purchased a gift card in the past year indicate it was

for a birthday.

• German consumers primarily purchase gift cards for friends (47%).

9|

Key Insights - Purchase Behavior (cont.)

Key Findings

Specialty Retail Stores and Department Stores have the highest share of euros

• Specialty Retail Stores, Department Stores, and Entertainment stores have the highest proportion

of purchases

• Overall, Specialty Retail Stores have the highest share of euros (24%) with an average

purchase number of 2.0 cards at €39 each among those who purchased. Specialty Retail

Stores also have the highest share of euros (23%) among those who intend to purchase with an

average of 1.8 cards at €40 each.

• Department Stores have 20% of the share of euros among those who have purchased,

represented by an average purchase number of 2.1 at €43 per card. Department Stores also

have 22% share of euros among those who intend to purchase, at an average purchase of 1.8

cards for €43 each.

Non-purchasers say gift cards are not personal enough

• 40% of non-purchasers say they prefer buying a personal gift and that gift cards are not personal

enough. In addition, 34% already knew what to get as a gift.

10|

Key Insights – Influence on Purchase

Key Findings

German consumers purchase gift cards because the receiver can buy what they

want and for the flexibility in redeeming a gift card

• German consumers who purchased or intend to purchase say that the main reason for purchasing

a gift card is so the receiver can purchase what they want (73%) and indicate a liking for the

flexibility in redeeming a gift card (63%).

• Consumers purchase a card for the type of store the gift receiver visits frequently or a store the

receiver would like.

Purchasers want to be able to get a card in the euro value they want

• German consumers say the most important feature when purchasing a gift card is being able to get

a card in the euro value they want.

If an item is out-of-stock, a gift card purchase is somewhat likely

• Four in ten consumers who purchased are likely to buy a gift card if an item is out of stock.

Recipient desires influence German purchasers

• One in five (20%) purchasers say the recipient asked for a gift card; of those, 86% requested a card

from a specific store.

11|

Key Insights – Gift Card Mall Purchase Behavior

Key Findings

Gift card malls are second in popularity for purchase location

• Most German consumers purchased (61%) in person at the specific store. Gift card malls come

next at 29%.

Consumers purchase from gift card malls in specialty retail stores because they

are convenient

• Almost three-fourths (73%) of German gift card mall purchasers bought from a gift card mall located

in a specialty retail store.

• More than half (57%) of gift card mall purchasers say the main reason for purchasing from a gift

card mall is convenience/time savings.

12|

Key Insights – Reloading Behavior

Key Findings

Consumers who reloaded mainly reloaded a closed loop card, reloaded in a store,

and reloaded for a specific gift or occasion

• About one in ten (9%) German purchasers/receivers have reloaded a gift card.

• Of these, 76% reloaded a closed loop card and 75% reloaded in a store. (Reloading in the

store is also the preferred place for reloading at 69%.)

• One in five (21%) reloaded for a specific gift or occasion.

Reloaders indicate that visit frequency and spend amounts increase as a result of

reloading

• Almost half (47%) of reloaders say they visit the store more and 29% say they spend more per visit.

Non-reloaders have no need or interest in reloading

• 23% of German purchasers/receivers who did not reload say they have no need or interest in doing

so.

13|

Key Insights – E-Gift Concept

Key Findings

E-gift card adoption is in its early stages

• 10% of consumers have purchased an e-gift card, and only 12% have received one.

• Virtually all recipients of an e-gift card (95%) received it via e-mail.

Likelihood of sending an e-gift card is split

• One-quarter are likely to send an e-gift card because it is easier to redeem and e-mail.

• 44% are unlikely to send an e-gift card, mainly because they want to give an actual card (76%).

A significant percentage say they are likely to receive an e-gift card

• Almost half (46%) are interested in receiving an e-gift card compared to only 25% who are

interested in sending one.

If received, e-gift cards would likely be used for online purchases

• 59% say they would redeem an e-gift online. 22% would do so in store and 19% aren’t sure.

14|

Overall Gift Card Prevalence

15|

62%

38%

Purchased Gift Card in Past Year

Yes No

26%

42%

24%

8%

0%

20%

40%

60%

Very likely Somewhat likely

Somewhat unlikely

Very unlikely

Likelihood to Purchase Before End of 2010

68%

32%

Purchase BehaviorTwo-thirds of German consumers have purchased a gift card in the past year and almost seven in ten are likely to purchase a gift card before the end of 2010.

20%17%

43%

18%

0%

20%

40%

60%

I have purchased a gift

card

I have received a gift card

I have both purchased and

receieved

I have not purchased or

received

Gift Card Purchase/Receipt in Past Year

16|

Purchase Intention*Five in ten German consumers intend to purchase a gift card before the end of 2010, up slightly from those who have already purchased in 2010.

46%49%

39%

17%

0%

20%

40%

60%

80%

100%

Purchased Intend to Purchase Both Neither

Only Purchased = 7% Only Intend to Purchased =

11%

Purchased Distribution

*Does not sum to 100% due to inability to classify all cases.

17|

89%

25%

1%

89%

23%

1%

0%

20%

40%

60%

80%

100%

Single merchant Variety of stores and establishments Not sure

Purchased

Received

Purchase TypeNine in ten German consumers have purchased and received a closed loop gift card. Approximately one-quarter have purchased and received an open loop gift card.

18|

Purchase Behavior

19|

Volume of Closed and Open Loop PurchasesThe majority of open loop purchasers only purchase one or two cards while closed loop cards have a more varied distribution.

58%

21%

8% 6%3% 4%

0%

20%

40%

60%

80%

100%

1 card 2 cards 3 cards 4 cards 5 cards 6-10 cards

Open Loop Cards Purchased

Average # of Gift

Cards:

Purchased

Total 3.4

Closed Loop 3.1

Open Loop 2.0

23%

30%

17%

9% 11% 10%

0%

20%

40%

60%

80%

100%

1 card 2 cards 3 cards 4 cards 5 cards 6-10 cards

Closed Loop Cards Purchased

20|

Occasions for Purchase: Closed Loop Gift CardsBirthday is the most common occasion for purchase among German consumers.

75%

21%

15% 14%

10%9% 7% 7% 6% 5% 5%

3% 2% 2% 1% 0%0%

20%

40%

60%

80%

100% Occasion for Purchase

RECOMMENDATION

• Provide card designs that align with peak

occasions for your business.

21|

Person for Whom Gift Card was PurchasedGerman consumers primarily purchase gift cards for friends.

47%

22%20% 20%

17%15%

12%11%

7%5%

4%

1% 1%2%

0%

20%

40%

60%

% of Gift Cards per Recipient Type

22|

Closed Loop MerchantsGerman consumers primarily purchase gift cards from specialty retail stores, department stores, and entertainment.

41%

32%

27%

15% 14%

8%7% 6%

3% 3% 2%1%

22%

0%

20%

40%

60%

% of People Purchasing at Merchant Type

23|

Share of Euros by Retailer Type: PurchasedSpecialty stores register the highest euro share in Germany, followed closely by department stores.

Average #

Purchased

Average €

Spent/UnitShare

Specialty Store (n=304) 2.0 €39 24%

Department Store (n=238) 2.1 €43 20%

Fine Dining (n=108) 1.5 €73 16%Other (n=164) 1.8 €36 12%

Entertainment (n=195) 1.5 €28 11%

Drug Store (n=101) 1.7 €27 6%

Discount Store – clothes (n=48) 1.5 €36 4%

Gas Station (n=58) 1.4 €28 3%

Coffee Shop (n=45) 1.2 €18 2%

Grocery Store (n=23)* 1.6 €30 1%Fast Casual (n=20)* 1.3 €30 1%

Fast Food (n=15)* 1.5 €14 0%

Discount Store – food (n=4)* 1.8 €35 0%

Open Loop (n=201) 2.0 €56 N/A

* Small base size n<30. Interpret with caution.

24|

Share of Euros by Retailer Type: Intend to PurchaseShare of euros among those in Germany who intend to purchase is primarily split between specialty stores, department stores, and fine dining.

Avg. # Intending

to Purchase

Average € to

Spend/UnitShare

Specialty Store (n=224) 1.8 €40 23%Department Store (n=191) 1.8 €43 22%

Fine Dining (n=85) 1.4 €81 18%

Other (n=107) 2.0 €43 12%

Entertainment (n=142) 1.5 €29 11%

Drug Store (n=58) 1.7 €35 5%Discount Store – clothes (n=35) 1.5 €40 4%

Gas Station (n=24)* 1.5 €32 2%

Coffee Shop (n=28)* 1.3 €19 1%

Fast Casual (n=16)* 1.1 €24 1%

Grocery Store (n=6)* 1.8 €33 1%

Fast Food (n=4)* 1.3 €14 0%

Discount Store – food (n=3)* 2.3 €28 0%

Open Loop (n=331) 2.1 €76 N/A

* Small base size n<30. Interpret with caution.

25|

12%84%

4%

Ever Purchased Gift Card for Self

Yes No Don't recall

Self-Purchasing of Gift CardsApproximately one in ten German consumers indicate they have purchased a gift card for themselves. The primary reason for doing so is to make online purchases.

29%

21%

15%14%

9%

7%

4%

0%

20%

40%

To make online purchases

To get a discount It is faster or quicker than paying cash

It helps you control or budget how much you

spend

For travel purposes

It is safer than carrying cash

Some other reason

Most Important Reason for Buying a Gift Card for Yourself

26|

2%

2%

3%

3%

16%

34%

40%

0% 20% 40% 60%

Not available for the stores or restaurants that I would like to buy them from

Other

People I buy for do not see fit cards as being valuable

Not available where I live

Didn't think of buying a gift card

Already knew what to get as a gift

Prefer buying a personal gift/gift cards are not personal enough

Primary Reason for Non-Purchase

Primary Reason for Non-PurchaseGerman consumers who have not purchased and do not intend to purchase a gift card indicate the primary reason is that gift cards are not personal enough.

27|

Influences on Purchase

28|

Influences on Gift Card PurchaseThe main reason that German consumers would purchase a gift card is so the receiver can buy what they want. In addition, consumers purchase for flexibility in redeeming a gift card.

73%

63%

35%

28%

25%

22%

20%

15%

1%

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

Receiver can buy what they want

Flexibility in redeeming a gift card

Convenient to purchase

I bought a gift card in addition to a gift

I don't know what else to buy the gift receiver

Receiver asked for a gift card

Easy to ship or send

Ability to personalize card with message or photo

Other

Main Reasons for Purchasing a Gift Card as Opposed to a Gift

(Purchased and/or Intend to Purchase)

29|

Selecting the Gift CardIn Germany, consumers purchase gift cards for a store the receiver visits frequently or the type of store the receiver would like. Being able to purchase the card in the desired amount is the most important feature.

19%

19%

22%

24%

28%

29%

52%

57%

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

Can be used anywhere

For the store that I visit most frequently

The gift receiver asked for the gift card to this store

To a store that is appealing to many people

For the type of store that I would like

To a store that has many locations

For the type of store the gift receiver would like

For a store the gift receiver visits frequently

Where to Purchase Gift Card From

2%

7%

20%

25%

46%

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

Other

The packaging that comes with or is available for the gift card

A card that is visually appealing

The card that is designed for the occasion

Being able to get a card with the euro value that you want

Most Important Feature

30|

Selecting the Gift CardMost consumers who have purchased cards purchased them two weeks in advance or less.

43%

31%

14%

5%7%

0%

20%

40%

60%

One week or less More than one week but less than two weeks

More than two weeks but less than three weeks

More than three weeks but less than four weeks

Four or more weeks

How Far in Advance Card Purchased(Total Purchased)

31|

20%

86%

0%

20%

40%

60%

80%

100%

% of recipients that asked for a gift card % of recipients that asked for a gift card from a specific store

Recipient Influence

Recipient InfluenceOne-fifth of consumers say the recipient asked for a gift card. Of those, the majority asked for a gift card from a specific store.

32|

Likelihood of Purchasing Gift Card if Item is Out-of-StockFour in ten German purchasers are likely to purchase a gift card if the item they want is out-of-stock.

Likelihood of Purchasing Gift Card if Item is Out-of-Stock

12%

29%

18%

25%

9%7%

0%

20%

40%

60%

80%

100%

Highly likely Likely Neither likely or unlikely Unlikely Highly unlikely Would never substitute a gift card for a gift

Purchased: 41%Purchased: 34%

RECOMMENDATION

• Include gift card displays with merchandise often bought as gifts

• Use out-of-stock tags as a way to promote gift cards: “This item

is currently out of stock. Consider purchasing a gift card instead.”

33|

Gift Card Mall

34|

Gift Card Purchase LocationMost German purchasers buy in person at the specific store or at a gift card mall.

% of Purchasers who Bought from

Various Gift Card Locations

61%

29%

19%

11%

3% 2% 3%

0%

20%

40%

60%

80%

100%

In person, at the specific store

In person, at a gift card mall

Online, using the specific store's

website

Online, using a site that sells cards for

many different stores

By ordering via mail or phone from a

catalog

Online, using a social networking

site

Other

35|

Closed Loop Purchase Behavior: Gift Card MallsIn the event the gift card mall is out-of-stock of a desired gift card, 37% of consumers report that they will not buy their desired card.

46%

14%

5%

18%17%

0%

20%

40%

60%

I'll go directly to the store I buy a card for the same type of store I buy a completely different card I won't purchase a gift card Buy the gift card online at the retailer's website

Behavior when Gift Card Mall is Out of Stock

36|

Reason for Gift Card Mall PurchaseAlmost three of five gift card mall purchasers in Germany say they did so for convenience or time savings.

57%

17%

8%10%

5% 3%

0%

20%

40%

60%

80%

100%

Convenience or time savings

Larger selection of cards Larger selection of packaging to purchase

along with the cards

Availability of greeting cards to purchase along

with the cards

Incentives, points or rewards to offered to buy from the gift card display

location

Other

Main Reason for Purchase from a Gift Card Mall

37|

Location of Gift Card MallApproximately three-fourths of German consumers who purchased from a gift card mall purchased from one located in a specialty retail store.

Location of Gift Card Mall by Card Type

73%

19%

11%9%

3%

14%

0%

20%

40%

60%

80%

100%

Specialty Retail Store Drug store Gas station or convenience store

Food supermarket or grocery store

Discount store Other

38|

Reloading

39|

Reloading BehaviorOne in ten consumers in Germany who have purchased or received a gift card indicate they have reloaded. Of those who have, most reloaded a closed loop card and reloaded in the store.

9%

0%

20%

Percent Adding Money to Purchased or Received Gift Cards 76%

26%

0%

20%

40%

60%

80%

100%

Single merchant/retailer Gift cards that can be used at a variety of stores

Type of Card Reloaded

75%

30%

0%

20%

40%

60%

80%

100%

In the store Via the Internet

Method used to Reload

40|

Reasons for Not Reloading Gift CardConsumers have not reloaded because they have no need or interest in doing so.

23%

18%

18%

15%

8%

7%

5%

5%

1%

0% 20% 40%

No need/interest

Card(s) not reloadable

Card was given to someone else as a gift

Prefer to pay with credit/debit card

Not aware of "reload" option

Prefer to pay with cash

Didn't know I could reload

Not convenient to reload

Don't know how to reload

41|

Reloading PreferencesMost reloaders prefer to reload in the store.

69%

26%

3% 3%

0%

20%

40%

60%

80%

100%

In-store Online via credit card Online via debit card Online via checking account

Gift Card Reloading Preferences

42|

Reasons for Reloading Gift CardOne-fifth of reloaders in Germany choose to reload for specific gifts or occasions.

21%

16%

16%

13%

12%

10%

6%

4%

2%

0% 20% 40%

For a specific gift or occasion

Rewards program

More convenient to re-use the card than pay with credit/debit card

More convenient to reuse the card than pay with cash

To receive a discount

Wanted to re-use the gift card, to be green

Reloadable for children/teens

To use online

Other

RECOMMENDATIONS

• When possible, offer incentives for reloading such as rewards or discounts

• Emphasize the convenience of reloading and reusing gift cards

43|

Visit FrequencyMost people who reload gift cards visit the retailer at least once a month. Of those who have reloaded their cards, almost half indicate the card has led them to visit the store more frequently

44% 44%

10%

2%

0%

20%

40%

60%

80%

100%

Less than once a month

At least once a month

1 - 2 times per week

3 or more times per week

Visit Frequency for Retailers Whose Gift Cards are Reloaded

47%

4%

49%

0%

20%

40%

60%

80%

100%

Visited the store more

Visited the store less No difference

Change in Visit Frequency Since Reloading Gift Card

• .

44|

Average Purchase AmountOne in three reloaders report spending more per visit.

29%

7%

64%

0%

20%

40%

60%

80%

100%

Spent more per visit Spent less per visit No difference

Change in Purchase Amount After Reloading a Gift Card

L7. How did reloading a gift card from a particular retail location affect your average purchase amount per visit? (n=70)

45|

Gift Card Exchange Websites

46|

Interest in Gift Exchange WebsitesSeven in ten German consumers are interested in using a gift card exchange website.

27%

43%

14%

11%

5%

0%

20%

40%

60%

Highly interested Interested Neither interested or uninterested

Uninterested Highly uninterested

Interest in using a Gift Card Exchange Website

70%

16%

47|

E-gift Concept

48|

E-Gift Card ExposureMost consumers have never purchased or received e-gift cards. However, almost all of those who have received one received it through e-mail.

10%

90%

Purchased an e-Gift Card

Yes

No

95%

3%

2%

Mode of Receiving e-Gift Card

As an e-mail

As a text

Social Network Site

12%88%

Received an e-Gift Card

49|

76%

29%

18%

2%

0%

20%

40%

60%

80%

100%

Want to give actual card

Unsure recipient could

retrieve it

Internet safety concerns

Other

Reasons to be Unlikely to Send e-Gift Cards

Likelihood of Sending e-Gift CardsOne-quarter of German consumers are likely to send e-gift cards. Of those, many site their reason is that it is easier to redeem and easier to e-mail. Those unlikely to send an e-gift card want to give an actual gift card.

44%

31%

25%

Likelihood of Sending e-Gift Cards

Unlikely

Neither likely or unlikely

Likely 47%44%

36%34%

31% 30%26%

1%

0%

20%

40%

60%

80%

100%

Reasons to be Likely to Send e-Gift Cards

50|

Interest in Receiving e-Gift CardsWhile almost half of German consumers are interested in receiving an e-gift card, one-third are not interested and indicate they want the actual gift card.

46%

23%

31%

Interest in Receiving e-Gift Card

Interested

Neither interested or uninterested

Uninterested

77%

24%

5%1% 1%

5%

0%

20%

40%

60%

80%

100%

Want actual gift card Internet security concerns

No printer No mobile phone or texting ability

Impersonal Other

Reasons for Not Being Interested in Receiving e-Gift Cards

51|

e-Gift Card RedemptionSix in ten would most likely redeem an e-gift card online if they received one.

59%

22%19%

0%

20%

40%

60%

80%

100%

Online In-store Not sure

Location of e-Gift Card Redemption

52|

Incentive Effectiveness

53|

Incentives ReceivedThe majority of consumers report never receiving a gift card as an incentive. Of the incentive options, fewer indicate receipt of or interest in purchasing a gift card and receiving a free/discounted card from the same store.

54%

22% 22%

18%

10%

17%

55%53%

48%

39%

0%

20%

40%

60%

80%

100%

I have never received/am not interested

Purchased a particular item and received a free/discounted gift

card from the same store/restaurant

Spent a minimum amount at a store/restaurant and received a

free/discounted gift card

Use your debit card or credit card to receive a free/discounted gift

card

Purchased a gift card and received a free/discounted gift

card from the same store/restaurant

Received/Desired Incentives/Promotions

Received

Interested In

54|

Demographics

55|

Demographics

Total

(n=1200)

Purchased

only

(n=122)

Intend to

Purchase

only

(n=176)

Both

(n=702)

Neither

(n=200)

Products Held (a) (b) (c) (d)

Checking account 99% 99% 99% 99% 100%

Savings account 81% 85% b 74% 83% b 81%

Debit card 45% 43% 39% 44% 52% b

Credit card 91% 93% 90% 92% 91%

Use Direct Deposit

Yes 90% 89% 91% 89% 92%

No 4% 3% 5% 5% d 2%

Unsure 6% 8% 4% 6% 6%

a/b/c/d indicates significant difference at 95% confidence.

56|

DemographicsTotal

(n=1200)Purchased

only(n=122)

Intend to Purchase

only(n=176)

Both(n=702)

Neither(n=200)

Gender (a) (b) (c) (d)

Male 45% 40% 44% 44% 52% ac

Female 55% 60% d 56% 56% d 48%

Age

18-24 3% 5% d 3% d 3% 1%

25-34 24% 26% 23% 25% d 19%

35-44 28% 28% 21% 32% bd 24%

45-54 27% 21% 32% a 26% 30%

55+ 18% 20% 21% c 14% 26% c

Household Composition

Self (1) 20% 21% 17% 17% 28% bc

Self plus one other person (2) 42% 46% 44% 40% 42%

Three people (3) 16% 13% 15% 18% 15%

Four or more people (4+) 15% 13% 16% 17% 11%

Refused 7% 7% 8% 8% 4%

a/b/c/d indicates significant difference at 95% confidence.

57|

DemographicsTotal

(n=1200)Purchased

only(n=122)

Intend to Purchase

only(n=176)

Both(n=702)

Neither(n=200)

Employment (a) (b) (c) (d)

Employed Full-Time 72% 70% 69% 74% 68%

Employed Part-Time 13% 16% 11% 12% 15%

Not employed at this time 3% 4% 5% 2% 4%

Retired 8% 7% 10% 7% 11% c

Refused 4% 3% 5% 5% 2%

Marital Status

Single, never married 35% 42% 33% 34% 33%

Married 50% 47% 47% 52% 53%

Divorced or separated 10% 6% 13% a 9% 12%

Widowed 1% 1% 1% 1% 1%

Refused 4% 4% 6% d 4% d 1%

Education

Less than high school 7% 4% 9% 7% 8%

Graduated high school 31% 32% 29% 33% 28%

Some college 6% 8% 5% 7% 5%

Graduated college 38% 38% 35% 37% 39%

Post-graduate 16% 16% 18% 14% 20%

Refused 2% 2% d 4% d 2% d 0%

a/b/c/d indicates significant difference at 95% confidence.

58|

DemographicsTotal

(n=1200)Purchased

only(n=122)

Intend to Purchase

only(n=176)

Both(n=702)

Neither(n=200)

Geography (a) (b) (c) (d)

Rural 21% 30% c 20% 20% 22%

Suburban 22% 23% 23% 21% 22%

Urban 56% 45% 55% 58% a 56%

Refused 1% 2% 2% 1% 0%

Income

Under €14,000 4% 2% 5% 4% 4%

€14,000 - €28,999 8% 11% 4% 9% b 8%

€29,000 - €42,999 12% 11% 11% 12% 14%

€43,000 - €53,999 9% 6% 9% 10% 9%

€54,000 - €71,999 11% 7% 11% 10% 14% a

€72,000 - €107,999 14% 11% 16% 15% 12%

€108,000 - €216,999 8% 7% 11% 7% 9%

€217,000 or more 2% 2% 1% 2% 1%

Prefer not to answer 32% 43% cd 32% 31% 29%

a/b/c/d indicates significant difference at 95% confidence.