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Back-to-School Study (ILCU) Findings from iReach Consumer Omnibus Research

(June 2011)

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AGENDA (Back-to-School Study)

Study Background (Methodology)

Consumer Demographic Profile

Back-to-School Expenditures

Voluntary Contributions / School Fees

Shopping for Better Value for School Items

Back-to-School Allowance

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STUDY BACKGROUND (Methodology)

Back-to-School StudyConsumer Research Projectconducted by iReach Market Research on behalf of The Irish League of Credit Unions

Online Survey

Online Survey Software iReach utilises leading market research solution for all aspects of survey project management: sampling, design, data collection and tabulation

iReach Online Consumer PaneliReach uses proprietary panel across consumer groups, built on a nationally representative model

Fieldwork undertaken between 23/06/11 - 29/06/11

Consumer Research Study conducted nationwide Sample Size=1,000 respondents (Confidence Level of 95% and a Confidence

Interval of 4%)

Consumer Panel

Key Elements of the Study

1. Back-to-School Expenditures

2. Voluntary Contributions / School Fees

Study conducted as part of the iReach Consumer Omnibus Survey

3. Shopping for Value for Money

4. Back to School Allowance

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Research HighlightsResearch Highlights

• A typical Irish family spends approximately €400 on each child when getting them ready back to school in September

• Back-to-school expenditures for a second-level student (€470) is almost 50% higher than for a primary-level pupil (€320)

• School uniforms incl. shoes (€229) and schoolbooks (€182) are the biggest school related expenses for Irish parents

• Parents of a secondary school child pay almost twice as much for schoolbooks (€238) than for a primary school child (€125)

• With high book prices, it’s no surprise that 88% of parents would like to see a move to laptops in the classroom

• Over half (54%) of parents are forced to use other sources than monthly income to finance back-to-school expenses and

almost two-thirds (65%) admitted that back-to-school costs will adversely impact their holiday plans and bills management

• With this in mind, 69% of parents feel that schools should be more proactive in keeping costs down for school going children

• Eight in ten parents (81%) who are entitled for back-to-school allowance admitted that this is allowance is insufficient

• Moreover, 76% of parents are requested to make school voluntary contribution that amounts to €130 on average per child

• When it comes to cutting back-to-school related costs:

• Six in ten (61%) who shop online for back-to-school items for their school age children do so to save money

• Four in ten parents (38%) feel pressured to buy branded school items over generic ones for their children

• Dunnes Stores (28%), followed by Marks & Spencer (24%) is most popular for value-for-money school clothing

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iReach Consumer Survey

Consumer Demographic Profile

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RESPONDENT PROFILE

1. Gender Status

1. Gender Status 2. Age Status2. Age Status 3. Education

Status3. Education

Status

Female 52%

Male 48%

12%

28% 27%21%

12%

18-24 25-34 35-44 45-54 55+

Young Adults: 40% Mid-Age: 48% Mature: 12%

Secondary 30%

Third Level 47%

Postgraduate 23%

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Parenthood (28% of all respondents)Parenthood (28% of all respondents)

PARENT PROFILE

Primary School Children(54% of parents / 15% of respondents)

Secondary School Children(46% of parents / 13% of respondents)

Age Groups

5-8 year old 52%

9-12 year old 48%

Age Groups

13-15 year old 56%

16-18 year old 44%

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1.0 Credit Unions

- Back-to-School Expenditures -

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1.1 Back-to-School Spends

Q: How much do you spend on average per child in getting them ready to go back to school? (n=280)

<€100 <€200 <€300 <€400 <€500 <€600 <€700 <€800 <€900 <€1k >€1k

All Parents 3% 21% 25% 14% 12% 8% 4% 4% 3% 4% 2%

Primary School 4% 30% 30% 12% 9% 6% 1% 5% 0% 2% 1%

Secondary School 1% 12% 20% 16% 14% 9% 9% 3% 7% 6% 3%

AVERAGE SPEND PER CHILD

All Parents €400

Primary School €320

Secondary School €470

Detailed Breakdown:

A typical Irish family spends approximately €400 on each child when getting them ready to go back to school in September

Back-to-school expenses for second-level students (€470) are almost 50% higher than for primary-level pupils (€320)• Irish parents spend €320 on back-to-school expenses for a child in primary school.• The parents spend €470 on back-to-school expenses for a child in secondary school.

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1.3 Average Spend on School Related Costs

• Parents of a secondary school child pay almost twice as much for schoolbooks (€238) than for a primary school child (€125)

• Costs for school uniforms including shoes are also higher for a secondary school child (€281) compared to a primary school child (€177)

• Extracurricular activities are equally expensive with both primary school (€145) and secondary school children (€152)

• Costs outlined below are on an annual basis

School Item:Primary School

(Average Spend)Secondary School(Average Spend)

1. School Uniform (incl. shoes) €177 €281

2. Schoolbooks €125 €238

3. Extracurricular Activities €145 €152

4. Transport Costs €81 €138

5. School Trips €62 €148

6. Gym gear €61 €79

7. Art supplies €35 €54

Overall Costs: €686 €1090

Q: On average, how much do you spend on the following for your school aged child(ren)? (n=280)

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1.4 Preferred Method of Back-to-School Financing

Monthly income is the most common way to source back-to-school expenses (46% of parents);

Yet, 54% of Irish parents are forced to locate finances for back-to-school expenditures from elsewhere:• Credit cards (16%), savings (13%), back-to-school allowance (12%) and credit unions (8%) are a popular source• Parents of a secondary level child are forced to dig deeper into their savings (15%) or use credit card (20%) or credit union (8%)

Back-to-School Financing All Parents Primary School Secondary School

1. Monthly income 46% 46% 45%

2. Credit card 17% 17% 20%

3. Savings 13% 11% 15%

4. Back to school allowance 12% 15% 10%

5. Credit union 7% 6% 8%

6. Loan 1% 1% 1%

7. Money lender 1% 0% 1%

8. Other (combination) 3% 4% 0%

Q: Which method of payment do you use to pay for your child’s back to school? (n=280)

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1.5 School Tech Requirements

9 in 10 parents express a preference for laptops or e-book readers to become part of in-class educational experience of their children• Laptop use is highly desired by Irish parents in both primary (87%) and secondary school environments (89%)

Q: Would you like to see a move to use laptops / e-book readers more in the classroom if more costs effective? (n=280)

School Tech Requirements: Yes, needed:

All Parents 88%

Primary School 87%

Secondary School 89%

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2.0 Credit Unions

- School Voluntary Contributions and Fees -

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2.1 Voluntary Contribution / School Fees

Voluntary Contribution:Three-quarters of parents are requested to make school voluntary contributions that amount to €130 on average per child • While primary schools are more likely to request voluntary contributions (80%) than secondary schools (72%), secondary

school-based child parents are obliged to pay higher contributions (€158) than parents of a primary school child (€102)

School Fees:9% of Irish parents send their child(ren) to a fee paying school (5% primary school and 13% secondary school children). • While school fees average at €1,750 in primary schools, they are almost 3x higher in secondary schools (€4,750)

Q: Does your school ask for “voluntary” contribution (n=280)? How much is this voluntary contribution per annum? (n=213)Q: Do your children go to a fee paying school (n=280)? Q: How much are the school fees per child per annum? (n=25)

Voluntary Contribution (State School) Those who pay: Average contribution:

School Fees (Private School) Those who pay: Average fees:

Average Parent 76% €130 9% €3,250

Primary School Parent 80% €102 5% €1,750

Secondary School Parent 72% €158 13% €4,750

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3.0 Credit Unions

- Shopping for Better Value -

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3.1 Shopping Online for Back-to-School Items

Over one third of Irish parents shop online for back-to-school items for their school-age children:• Saving money (61%) and convenience (34%) are the primary reasons behind these purchases

Q: Do you shop online for back to school needs? (n=280) Q: Why do you shop online for back to school needs? (n=98)

No, 65% Yes, 35%

Reason for Shopping Online:

1. Save money 61%

2. More convenient 35%

3. Save time 4%

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3.2 Buying Branded School Supplies

• Four in ten parents feel pressured to buy branded school items over generic ones for their children

Q: Do you feel pressured to buy branded clothes, stationary and other items as opposed to generic or own brand items? (n=280)

Pressure over Buying Branded School Supplies

Feel Pressured Don’t Feel Pressured

All Parents 38% 62%

Primary School 40% 60%

Secondary School 37% 63%

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3.3 Best Value School Clothing Retailer

Dunnes Stores is the most popular store with Irish parents (28%) shopping for school clothing to get the best value• Marks & Spencer is the second (24%) and Penney’s is the third most popular place (19%) for the best value school clothing• Primary school child parents are twice as more likely to shop in Tesco (19%) than secondary school child parents (10%)

Q: Where do you think offers the best value in school clothing? (n=280)

Best Value School Clothing Retailer All Parents Primary School Secondary School

1. Dunnes 28% 30% 27%

2. Marks & Spencer 24% 23% 26%

3. Penney's 19% 19% 19%

4. Tesco 15% 19% 10%

5. Local shop 7% 5% 9%

6. School clothes shop 7% 4% 9%

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4.0 Credit Unions

- Back-to-School Allowance -

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4.1 Back-to-School Allowance

• One-fifth of the parents of school-age children are entitled for back-to-school allowance• However, over three-quarters (81%) of these admitted that back-to-school allowance

they receive from Welfare is still insufficient in covering their back-to-school expenses

Q: Are you eligible for the Back to School allowance? (n=280) Q: Is it sufficient in covering your costs?

Back to School AllowanceEligible for Allowance: Sufficient in Covering Costs:

All Parents 21% 19%

Primary School 26% 24%

Secondary School 18% 14%

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5.0 Credit Unions

- School Support and Cost Implications -

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5.1 School Support to Parents

Over two-thirds of parents (69%) believe that Irish schools do not support parents in keeping costs down for their school going children:• These negative attitudes are more pronounced amongst those parents who have secondary school children (71%)

Q: Do you feel Irish schools support parents in keeping costs down for school going children? (n=280)

School Helps Me Keep Costs Down: Disagree:

All Parents 69%

Primary School 65%

Secondary School 71%

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5.2 Implications of Back-to-School Costs

Q: Are you sacrificing any of the following to pay for your child / children to return to school? (n=280)

Knock-on Effect: All Parents: Primary School Secondary School

1. Family Holiday 37% 36% 42%

2. Summer Camps 12% 14% 8%

3. Pay Domestic Bills 7% 8% 4%

4. Paying credit cards 7% 5% 9%

5. Combination of the above: 2% 3% 2%

No Adverse Implications: 35% 34% 35%

Almost two-thirds of all parents admitted that back-to-school expenses will negatively impact their family plans or bills:• 49% of all parents will have to sacrifice their family holiday or children summer camps this year• Back-to-school expenses will also have an adverse impact on 7% of domestic bill payments• Additional 7% of all parents will be forced to use credit cards to meet all back-to-school expenses for their children

65% 66% 65%

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Thank you.