Natal 2012 A tradição ainda é o que era? - APEL · Natal 2012 mas Survey 2012 5 Do lado da...

Natal 2012 A tradição ainda é o que era?

Consumer Business Novembro 2012

Índice

Prefácio 03 Editorial 06 Inside the consumer mindset 11 Purchasing strategies 20 2012 Holiday budget 36 Most desired and most popular holiday gifts 46 Where do consumers plan to do their holiday shopping? 56 Cross-channel 64 Metodologia do estudo 79 Contactos 86

Natal 2012 Xmas Survey 2012 3

Prefácio

Mantendo o compromisso de anos anteriores, a Deloitte apresenta a 15ª edição do estudo de Natal. O objectivo deste estudo consistiu em identificar padrões e tendências nos hábitos e atitudes de consumo dos cidadãos europeus, tomando como referência o período da quadra natalícia. O estudo englobou 19 países, incluindo todos os que estão sob particular pressão económico-financeira, como Portugal, Irlanda, Espanha, Grécia e Itália. A dimensão da amostra deste estudo foi de 18.587 consumidores, dos quais 776 residem em Portugal. Tratou-se, pois, de um painel robusto com o intuito de permitir extrair conclusões representativas. O trabalho de campo decorreu na segunda e terceira semanas de Setembro.

A análise efectuada permitiu confirmar que os consumidores portugueses encontram-se sob enorme ansiedade em resultado do contexto económico e das medidas de austeridade aplicadas no último ano e meio, no quadro do programa de ajustamento liderado pela troika. Aliás, importa realçar que as preocupações existentes não são um exclusivo dos portugueses já que mais de 50% dos europeus classificam como negativo o cenário económico do seu país.

Em Portugal, em particular, o cenário não poderia ser mais desafiante: taxa de desemprego record; redução significativa do rendimento disponível da população; restrições no acesso ao crédito, etc. Existem, aliás, estimativas para

todas as sensibilidades, mas com um certo grau de conservadorismo podemos antecipar que o consumo privado não voltará aos níveis do ano de 2010 antes do virar da próxima da década, em 2020. O estudo confirma esse mesmo estado

de espírito: 83% dos portugueses classifica como negativa a situação económica do país; 73% tem expectativas negativas sobre a sua evolução futura; 68% dos portugueses afirmam que têm menor poder de compra, face ao período homólogo de 2011; e 55% têm a expectativa de ver reduzido ainda mais o seu poder de compra no ano de 2013.

Independentemente da forma e conteúdo, poucos discordarão da necessidade de ajustar o perfil de consumo às suas possibilidades. Do estudo conclui-se que, por necessidade ou por opção, os portugueses estão a alterar os seus comportamentos de consumo.

Em Portugal, em particular, o cenário não poderia ser mais desafiante.

Natal 2012 Xmas Survey 20124

Usando como barómetro o perfil de consumo actual face há um ano atrás, deparamo-nos com três padrões na Europa: um primeiro, onde se incluem a Grécia, Portugal, Espanha, Irlanda e França, em que existe uma redução generalizada no consumo; um segundo, em que os gastos se mantêm no total, mas com os consumidores a tomarem diferentes opções de consumo entre as diversas categorias, como, por exemplo, na Finlândia, Dinamarca ou Bélgica; e, finalmente, um terceiro onde se assiste a um aumento generalizado dos gastos nas diversas categorias, como é o caso da Alemanha, Polónia ou Rússia, entre outros.

Entretanto, podemos antecipar uma diminuição de 13,5% dos gastos na quadra natalícia face ao ano de 2011, isto depois do aumento dos gastos no ano de 2009 e das diminuições mais tímidas nos anos de 2010 e 2011. Com uma expectativa de gasto médio de 463,7€ por lar, este é o primeiro ano em que os Portugueses, em valor absoluto, vão gastar menos do que os alemães (485€). O gasto total por lar dos portugueses na quadra natalícia reparte-se da seguinte forma: 233,1€ em presentes (-12,4%); 162,2€ em alimentação e bebidas (-16,1%) e 68,4€ em socialização (-10,5%).

As tendências gerais são claras: uma diminuição generalizada no consumo das várias categorias, penalizando em particular os gastos em entretenimento e férias. O apelo das marcas da distribuição, lojas de desconto e compras em promoção é igualmente mais pronunciado.

Por outro lado, o factor preço é cada vez mais um atributo crítico no processo de decisão de compra dos consumidores. Decisivo para 92% dos europeus em 2012, contra 70% em 2011. Em Portugal, a percentagem de consumidores para quem o preço é decisivo no processo de compra subiu para 95%.

No momento de incerteza como o que vivemos, tentar antecipar as necessidades e comportamento dos consumidores é essencial para todos os agentes económicos. Deste modo, entendemos que este estudo pode representar mais uma ferramenta para a tomada de decisões mais esclarecidas sobre como melhor satisfazer as necessidades dos consumidores.

Prefácio

O factor preço é cada vez mais um atributo crítico no processo de decisão de compra dos consumidores.


Do lado da oferta, com um mercado interno deprimido, o comportamento das exportações, na procura de novos mercados e consumidores, tem sido indubitavelmente o mais notável sucesso da economia portuguesa nos últimos anos, facto confirmado por se ter conseguido atingir um excedente comercial, algo inédito desde o longínquo ano de 1943.

Dos resultados do estudo é possível deduzir fortes hipóteses sobre os temas críticos que devem constar das prioridades do nosso tecido empresarial, contribuindo assim para a agenda de crescimento da economia portuguesa. A título ilustrativo, sublinhamos a manutenção do investimento na internacionalização, a eficiência na gestão da variável preço, a eficácia na gestão dos canais de distribuição e a maximização do valor do consumidor através da inovação em novos modelos de negócio alavancados, por exemplo, no canal digital.

A necessidade de desenvolver um relatório prático e acessível obrigou-nos a tomar opções ao nível do respectivo conteúdo. Estamos igualmente convictos de que o presente estudo justifica uma análise mais profunda e que todos - empresários, gestores, etc. – podem e devem contribuir para que os próximos Natais estejam envoltos num ambiente de expectativas mais positivo. Ficamos, naturalmente, à disposição para partilhar em maior detalhe todo o potencial de conhecimento incluído neste trabalho.

Votos de um Feliz Natal e de um Próspero Ano Novo.

Prefácio

Luís BeloPartner - Consumer BusinessDeloitte

Bruno Costa Cabral Partner - Consumer BusinessDeloitte

Nuno Netto Associate Partner - Consumer BusinessDeloitte


Editorial

A moral dos europeus ainda está em baixo, mas a melhorarA maioria dos consumidores europeus, cerca de 55%, acredita que o actual estado da economia é negativo. Mesmo assim este indicador é menos negativo do que nos anos de 2008, 2009 ou 2011, mas está ainda longe dos níveis de 2006 ou 2007, quando “apenas” 37% dos consumidores europeus avaliava como negativa a situação económica dos seus respectivos países.

Os portugueses destacam-se com 83% da população a avaliar como negativa a actual situação económica, ainda assim melhor do que em 2011, quando 88% avaliavam como negativa a situação económica do país, mas longe dos “apenas” 45% em 2009, na ocasião muito abaixo da média de 82% europeus que acreditavam estar em recessão. Com um sentimento mais negativo do que os portugueses só mesmo os gregos, com 85% da sua população a classificar como negativo o actual estado da economia, ainda assim melhor do que os 92% em 2011. De realçar o crescente pessimismo na vizinha Espanha, onde 79% avalia como negativa a situação do país face aos 72% verificados no período homólogo em 2011.

Quanto às expectativas para 2013, estas melhoraram marginalmente para a média dos europeus, com “apenas” 49% a perspectivar uma situação negativa para o ano de 2013, por comparação com os 54% verificados em 2011. Quanto aos portugueses, 73% acredita que a

economia vai piorar, mantendo o mesmo nível de pessimismo demonstrado no final de 2011, quando 72% acreditava que em 2012 a economia iria deteriorar-se. Entre os europeus, apenas os gregos demonstram tamanho pessimismo.

De realçar que o trabalho de campo deste estudo foi realizado na segunda e terceira semanas de Setembro, pelo que as respectivas respostas em Portugal:

• Reflectem o estado de “espírito” decorrente da proposta e discussão na órbita das alterações à TSU (taxa social única);

• Não reflectem as medidas concretas de aumento da carga fiscal recentemente aprovadas em sede de Orçamento do Estado.

Quanto às expectativas para 2013, estas melhoraram marginalmente para a média dos europeus.


Editorial

Praticamente 7 em cada 10 portugueses afirmam que perderam poder de compra em 2012Desde 2008 que a percepção dos europeus relativamente ao seu poder de compra estava a melhorar, face aos 60% que então tinha respondido ter perdido poder de compra. Neste ano houve uma interrupção dessa tendência positiva, com 41% dos europeus a afirmarem que perderam poder de compra face aos 39% do ano de 2011. Existe uma clara divisão entre os países do norte e os do sul da Europa. Estes, em conjunto com a Irlanda, foram os que mais contribuíram para o referido resultado estatístico.

Com 68% dos inquiridos a assumir um menor poder de compra face aos 62% de 2011, Portugal ficou apenas atrás da Grécia onde 80% da população afirma ter perdido poder de compra. A Itália, Espanha e Irlanda, com 60%, 53% e 54%, respectivamente, da população a assumir perda de poder de compra no ano 2012 completam o panorama mais negativo da Europa. Para o ano de 2013, um terço dos europeus acredita que vai perder poder de compra enquanto em Portugal esse número sobe para mais de metade (55%).

As intenções de compra para o período natalício ilustram claramente duas Europas, a do Sul e a dos restantes paísesEfectivamente, os países da Europa do sul projectam diminuir os seus gastos, enquanto os restantes países tencionam manter ou aumentar os seus gastos, face ao ano de 2011. Do lado negativo, o destaque vai para os gregos, que evidenciam uma intenção de diminuição dos seus gastos em 16%, já sobre uma diminuição de 22% em 2011. Do lado positivo, o destaque vai para os alemães, com expectativas de aumento dos seus gastos em 7%.

Quanto aos portugueses, desde o ano de 2009, ano em que o nível de optimismo atingiu o seu máximo, têm vindo a diminuir as suas expectativas de gastos na época natalícia, com diminuições mais ou menos tímidas de 6% em 2010 e de 8% em 2011. No ano de 2012, estimam diminuir em 13,5% os seus gastos para um total de 463,7€ por lar. Assim, o gasto total dos portugueses na quadra natalícia reparte-se da seguinte forma: 233,1€ em presentes (-12,4%); 162,2€ em alimentação e bebidas (-16,1%); e 68,4€ em socialização (-10,5%).

A diminuição dos gastos em Portugal representa a segunda maior queda da Europa, apenas menor do que a dos gregos.

Facto interessante é o de que pela primeira vez os alemães têm expectativas de gastar mais, em valor absoluto, do que os portugueses na época natalícia, embora, por exemplo, os holandeses, com uma expectativa de gastos de 287€, mantenham o hábito de gastar substancialmente menos do que os portugueses.

De qualquer modo são evidentes as questões culturais na expectativa de gastos na quadra natalícia. Sintomático disto mesmo é o exemplo irlandês. Os irlandeses são os campeões dos gastos natalícios, estimando despender um total de 966€ por lar nesta época, ou mesmo os espanhóis que, apesar da diminuição de 4%, estimam desembolsar 680€ por lar, bem acima dos 463,7€ dos portugueses.


Editorial

A diminuição do rendimento disponível e o clima económico de incerteza são os principais motivos mencionados por dois terços dos portugueses (vs. 50% da média europeia) para justificar a contenção dos gastos na época natalíciaDe todo o modo, este indicador é menos negativo do que em 2011 e 2010, quando 77% e 70% dos portugueses, respectivamente, afirmaram que a expectativa de incerteza económica era o motivo principal para a redução do consumo na quadra natalícia.

Quando comparados com os seus congéneres europeus, apenas 7% dos portugueses menciona a perda de emprego como justificação para diminuir os seus gastos, enquanto a média europeia sobe para 15%. O receio de perder o emprego diminuiu em Portugal de 30%, em 2011, para 19%, em 2012, neste caso em linha com a média europeia de 20%.

De notar que a principal motivação para os que decidem gastar mais na época natalícia centra-se na diversão e no facto de evitarem pensar na crise económica que atravessamos (43% da média europeia vs. 33% dos portugueses).

A variável preço assume uma destacada importância no processo de decisão de compra em toda a EuropaO preço é hoje o factor decisivo para 92% dos europeus, contra 70% em 2011. Em Portugal, a percentagem de consumidores para quem o preço é decisivo no processo de compra subiu para 95%. Sintoma disto mesmo é o facto de a principal sugestão dada pelos consumidores aos retalhistas, a título de investimento para a melhoria da experiência de compra, ser a redução de preços.

Também as promoções assumem maior relevância, com 46% dos portugueses a afirmarem que irão comprar mais artigos em promoção, face aos 20% de 2011 no mesmo sentido. 37% dos inquiridos assumiu mesmo que irá efectivamente procurar realizar as suas compras em lojas mais baratas.

As indicações vão no sentido de que os consumidores portugueses, por necessidade ou opção, estão a demonstrar, cada vez mais, uma maior racionalidade no comportamento de compra, significando tal facto que dedicam mais tempo na procura de informação antes de tomarem uma decisão de compra. Esta tendência também se reflecte na intenção de 77% dos portugueses de comprarem prendas úteis, face aos 63% de 2011. Outro indicador nesse sentido é o facto de 41% dos consumidores afirmarem que irão comprar mais produtos de marca dos distribuidores, face a apenas 14% em 2011.

No contexto actual é crescente a necessidade de tomar opções na priorização dos gastosAs categorias em que a maioria dos portugueses assume que está a gastar menos são, em particular, as actividades de entretenimento, lazer e férias, assim como roupa/calçado e gastos do dia-a-dia. As perspectivas para as categorias de entretenimento, lazer e férias também não são positivas, uma vez que, em caso de necessidade, as

duas primeiras categorias em que os portugueses estão dispostos a cortar são precisamente no entretenimento (84%) e férias (81%). De notar, por exemplo, que a maioria dos alemães não está disposta a cortar no orçamento das férias.

As categorias onde uma maior percentagem de portugueses afirma que está a gastar mais são a dos impostos, bens essenciais, saúde e educação.

Os consumidores portugueses, por necessidade ou opção, estão a demonstrar, cada vez mais, uma maior racionalidade no comportamento de compra.


Editorial

Aspecto particularmente interessante é o facto de praticamente dois terços dos portugueses afirmarem que recorrem menos ao crédito ao consumo, disponibilizado pelos retalhistas, por empresas especializadas ou pela famíliaUsando como barómetro o perfil de consumo actual face há um ano atrás, deparamo-nos com três padrões na Europa: um primeiro, onde se incluem a Grécia, Portugal, Espanha, Irlanda e França, em que existe uma redução generalizada no consumo; um segundo, em que os gastos se mantêm no total, mas com os consumidores a tomarem diferentes opções de consumo entre as diversas categorias, como, por exemplo, na Finlândia, Dinamarca ou Bélgica; e, finalmente, um terceiro onde se assiste a um aumento generalizado dos gastos nas diversas categorias, como é o caso da Alemanha, Polónia ou Rússia, entre outros.

Persiste a discrepância entre as intenções de compra e as expectativas de recepção de presentes no NatalComo já vem sendo hábito nas edições anteriores do estudo, existe um desfasamento entre as expectativas dos presentes a receber e as intenções de compra dos portugueses. O presente mais desejado pelos portugueses, no caso 58%, é dinheiro enquanto apenas 17% têm intenção de oferecer dinheiro como presente.

De notar que, em 2007, o presente mais desejado pelos portugueses era roupa e a primeira intenção de compra de presentes nesse ano, tal como sucede em 2012, correspondia a livros. A nível europeu, 47% das preferências vai para dinheiro, sendo que é a primeira escolha em 15 dos 19 países que integram o estudo.

Os centros comerciais, seguidos pelos hipermercados/supermercados, mantêm-se como os canais de compra preferidos dos portugueses para as compras dos presentes de NatalNa Europa, e pelo segundo ano consecutivo, o canal preferencial são as cadeias especializadas. Em Portugal, as cadeias especializadas assumem uma particular relevância nas categorias de brinquedos (o único caso em que é a primeira opção), desporto e produtos de alta tecnologia. Para as compras de alimentação e bebidas durante a época natalícia, os hipermercados mantêm a liderança, notando-se que os supermercados conquistam terreno. Entretanto, a internet já conta com 9% de penetração na intenção de compras.


Editorial

Em Portugal, as marcas da distribuição assumem a maioria das preferências em todos canais, com excepção das compras através da internetNa Europa, as marcas dos fabricantes mantêm a liderança nas intenções de compra, além do canal online, nos hipermercados.

Quanto ao processo de compra, encontramos diferenças substanciais nas diferentes categorias. Enquanto na fase de procura de ideias e de comparação de produtos e preços os portugueses utilizam a internet de forma relativamente generalizada, entre o mínimo de 39% na categoria alimentar e o máximo de 57% em produtos de alta tecnologia, já para concretizar as compras o canal online seduz 10% dos portugueses na categoria dos produtos alimentares e bebidas, atingindo, por exemplo, na categoria da música uma penetração superior a 30%. De notar que na Europa, em média, o investimento em e-Commerce (compras pelo canal online) faz parte do top 3 de sugestões aos retalhistas para melhoria da experiência de compra dos consumidores.

Os três principais benefícios associados ao e-Commerce são a possibilidade de conhecer a opinião dos consumidores, facilidade de comparação de preços e entrega no lar; por seu turno, os atributos mais valorizados nas compras em lojas tradicionais são a possibilidade de trocas imediatas, aconselhamento profissional e segurança nos pagamentos.

Em resumo, a actual conjuntura sócio económica e a evolução tecnológica representam, sem dúvida, um conjunto de desafios para todos os intervenientes sem excepção - i.e. fabricantes, retalhistas e consumidores.

Inside the consumer mindset


European morale is still low in 2012, but on the rise

• Among Europeans, 55% have a negative opinion of their country’s economic situation, compared to 63% in 2011.

• This feeling of pessimism is less pronounced than in 2008, 2009, or 2011, but far more common than in 2006 or 2007, when only 37% of Europeans viewed their economic situation negatively.

• The exception is Spain, whose confidence index has fallen since 2011: 79% of Spanish people have a negative opinion of their economic situation, versus 72% last year.

• Greece and Ireland, both of which were seriously affected by the economic crisis, show a slight increase in consumer confidence for 2012. 85% of Greeks view their economy poorly, versus 92% in 2011. In Ireland, this number has dropped to 62% in 2012 from 78% in 2011.

• Consumer polling results are clearly more positive this year in Finland, the Netherlands, Germany and Switzerland.

Portugal

EuropeIndex based on the sum of positive and negative answers

83%

Positive

Neutral

Negative

I don't know

3%5%

8%

How do you rate the current state of the economy?

Euro

pe

Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Slova

kia

Sout

h Afri

ca

-20%

-60%

0%

20%

-40%

-80%

-100%

2008 2009 2010 2011 2012


European women and 35 to 64-year-olds are still more pessimistic

• In Europe, 59% of women have a negative view of the state of the economy, versus 51% of men. Likewise, only 7% of women view the economic situation positively, versus 12% of men.

• Women in Portugal are even more pessimistic (89%) than men (77%).

• More than 58% of 35 to 44-year-old european respondents view the state of the economy negatively, versus 42% of 18 to 24-year-olds. Yet young consumers are not necessarily more positive about the economy: rather, they are more often undecided.

83%

3%7% 6%

10%

77%

4% 6%1%

8%5%

How do you rate the current state of the economy?

I don't know

Portugal - Gender

Positive Negative

Average WomenMen

Neutral

83%

64%

3% 3% 2%

11%

20%

4%9%

3% 2% 2%

82%

89%86%

Average 25-34 45-5418-24 35-44 55-64

8%5%

11%5% 4% 2%

8%5%

91%Portugal - Age

I don't knowPositive NegativeNeutral

89%


Europe is divided, reflecting a degree of uncertainty about the future

• Among Europeans, 49% believe that next year’s economic situation will be negative. In 2011 this number was 54%.

• France, Belgium, Switzerland, Germany, Finland, Greece, Ireland, Italy, Russia, Ukraine and the Netherlands are showing less pessimism about the future (confidence index up between 4% and 31% for these countries).

• On the other hand, in Poland, Luxembourg, the Czech Republic, Spain, South Africa and Slovakia pessimism is gaining ground (confidence index down between 1% and 13% in these countries).

Portugal

8% 8%

10%

73%

How do you rate the expected state of the economy?

Positive

Neutral

Negative

I don't know

Euro

pe

Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Slova

kia

Sout

h Afri

ca

-20%

-60%

0%

20%

-40%

-80%

2008 2009 2010 2011 2012

40%

60%



In Europe, the majority of women and 35 to 64-year-olds remain pessimistic, 18 to 34-year olds far less so

• Pessimism remains strong among women (confidence index of -46 in 2011, -40 in 2012) but has gone down among men (-43 in 2011, -31 in 2012).

• There is considerably less pessimism among 18 to 34-year olds (confidence index of -17 in 2012 versus -30 in 2011 for ages 18-24; -28 in 2012 versus -38 in 2011 for ages 25-34).

Portugal - Gender

9%11% 12%

10%

68%

7% 9%5%

8% 8%

How do you rate the expected state of the economy?

I don't know

Women

Positive Negative

Average Men

Neutral

73%79%

54%

Portugal - Age

73%

8%6%

8% 11%13%

7%5%

9%

77% 76% 75%

Average 25-34 45-5418-24 35-44 55-64

I don't knowPositive NegativeNeutral

10%7% 9% 10%

5%10%

24%

8%

81%

8%6%


Among Europeans, 4 out of 10 say their purchasing power has gone down, mainly in southern Europe.

• From 2008 to 2011, Europeans’ average perception of changes to their purchasing power improved consistently, from a low point in 2008 when 60% reported having less to spend and only 14% reported having more to spend.

• The year 2012 has witnessed a slight decline in perceived purchasing power, seen in Belgium, Switzerland, Finland, France, Poland, and South Africa.

• 2 countries have shown a marked decline: Spain, with 53% of respondents in 2012 saying they have less to spend versus 38% in 2011; and Portugal, with 68% of respondents in 2012 saying they have less to spend versus 62% in 2011.

• The intensely negative perception of purchasing power in Greece and Italy persists in 2012, with 80% and 60% of respondents respectively saying they have less to spend (81% and 59% respectively in 2011).

• Certain countries such as Germany, Ukraine and the Czech Republic have seen a slight improvement to perceived purchasing power.

Portugal

8%

24%

68%

How would you describe your spending power today versus the same time last year?

I have more to spend

I have the same amount to spend

I have less to spend

Euro

pe

Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Slova

kia

Sout

h Afri

ca

-20%

-60%

0%

20%

-40%

-80%

2008 2009 2010 2011 2012

40%



European women and 35 to 64-year-olds still perceive their purchasing power more negatively, joined this year by younger consumers

• Women are still more negative than men in their perception of current purchasing power versus that of 2011. Their 2011 confidence index of -22 has dropped to -29 in 2012. The confidence index among men is -17 in 2012.

• People aged 35-64 also remain more negative in their perception of purchasing power, although younger consumers, whose confidence index was +5 in 2011, now show an index of -1 in 2012.

11%

24%24%

66%68%

6%

24%

8%

How would you describe your spending power today versus the same time last year?

Portugal - Gender

Women

I have more to spend I have less to spend

Average Men

I have the same amount to spend

70%

Portugal - Age

68%

4%

61%

80%72%

Average 25-34 45-5418-24 35-44 55-64

24%

11%

28%

13%

40%

8%

77%

20%

2%

15% 16%12%

I have more to spend I have less to spendI have the same amount to spend

47%


Europeans are still concerned about their purchasing power for 2013

• Among Europeans, 34% (35% in 2011) say they have less to spend in 2013, while only 19% report higher perceived purchasing power in 2013 (21% in 2011).

• Countries where concern about the future is on the rise: Belgium, Germany, Spain, Poland, Portugal and the Czech Republic.

• In certain countries, last year’s concern over future purchasing power has abated somewhat. This is true of France, Greece, Ireland, the Netherlands and Luxembourg.

• Other countries, such as South Africa, Ukraine, Russia, Finland and Switzerland, retain a degree of optimism.

Portugal

11%15%

19%

55%

How do you think your spending power will develop in 2013?

Improve

Stay the same

Deteriorate

I don't know

Euro

pe

Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Slova

kia

Sout

h Afri

ca

-20%

-60%

0%

20%

-40%

-80%

2008 2009 2010 2011 2012

40%



Among europeans, women are still more pessimistic, young people are still more optimistic

• Women are also more negative than men in their perception of changes to their purchasing power versus 2011. Their 2011 confidence index of -13 has dropped to -17 in 2012, while men’s has dropped from -13 to -16.

• Young people (ages 18-34) remain optimistic about the future and have, like last year, a positive confidence index.

• Only the 45 to 54-year-old age bracket shows an increasingly negative perception of changes to purchasing power, with a confidence index down from -27 to -31 in 2012.

How do you think your spending power will develop in 2013?

12%

17%15%

19%

56%

10%

21%

15%11%

15%

55% 55%

Portugal - Age

55%

15%

9%6%

12%

18%15%

10%

51%

62%59%

Average 25-34 45-5418-24 35-44 55-64

19%

12%

22%

14%11%

16%

31%

11%

19%

13%

I don't knowImprove DeteriorateStay the same

18%

35%

66%

I don't know

Portugal - Gender

Women

Improve Deteriorate

Average Men

Stay the same

Purchasing strategies


More than ever before, Europeans want to purchase gifts at the best prices

• Price is now the decisive factor for 92% of Europeans (against 70% in 2011). To this end, 84% of respondents say they plan to buy products that are on sale, whereas only 65% indicated they would use this approach more or to the same extent in 2011. They are also now more likely to buy less expensive gifts (77% versus 57% in 2011). Understandably, 78% of consumers also indicate that they will tend to shop at stores considered as less expensive.

• The appeal of items on sale has increased markedly for consumers in Ireland (+44%), France (+35%), Spain (+36%), Portugal (+46%), Greece (+63%), Belgium (+33%), the Netherlands (+41%) and South Africa (+42%), countries where nearly half of shoppers plan to focus their gift purchases in this way.

• Buying less expensive gifts has risen strongly in Greece (+57%), Spain and Ireland (+30%) and the Netherlands (+33%).

• Shopping at stores considered as less expensive has made the greatest headway in Greece (+57%), Portugal (+37%) and the Netherlands (+33%).

Regarding your year-end festivities shopping, did you change your purchasing behavior linked to the price compared to last year?

I will buy products and gifts that are on sale

I will buy less expensive gifts

I will offer gifts without taking into account the price

I will shop at less expensive stores

Portugal

46%

23%

37%

4%

33%

23%

28%

20%

21%

54%

35%

75%

I will do more this year I will do it less or not do it this yearI will do the same this year


Usefulness and retailer brands will have an even stronger impact on purchasing behaviour in 2012

• For several years now, Europeans have expressed a strong interest in purchasing useful gifts during the holiday season. This factor holds even greater sway in 2012. On average, 87% of European consumers plan to bear a selected gift’s usefulness in mind, compared to 79% in 2011.

• In a number of countries, more than 9 out of 10 consumers expect usefulness to play an essential part in their purchasing decisions: France (91%), Spain (90%), Greece (90%), Luxembourg (92%), Belgium (97%), the Netherlands (96%), Denmark (92%), Finland (92%) and Russia (92%).

• 77% of Europeans plan to focus their purchases on own-label or discount products in 2012, versus 55% last year, and the growth in this trend is seen in all countries surveyed.

• In Portugal, 78% state they will focus on buying discount and retailers' private labels (compared to 52% last year). The same growing trend is verified regarding useful gifts, with 77% stating they will focus on useful gifts vs 63% in 2011.

Regarding your year-end festivities shopping, did you change your purchasing behavior linked to the product compared to last year?

I will focus on useful gifts

I differentiate discounts and private labels with brands

I will buy discount and retailers` private label products, and few branded products

Portugal

43%

23%

41%

34%

52%

37%

22%

25%

22%



Other consumer strategies to reduce spending – fewer gifts, group purchases, second-hand products – have remained nearly stable

• 18% of Europeans intend to offer fewer gifts, compared to 21% in 2011.

• 14% of Europeans plan to make group purchases, versus 16% last year.

• 8% of Europeans expect to buy more second-hand products, unchanged compared to 2011.

Regarding your year-end festivities shopping, did you change your purchasing behavior linked to the buying process compared to last year?

I will buy for fewer people

I will buy second-hand products as gifts

I will buy on impulse

I intend to give group gifts (e.g. Secret Santa, Kris Kindle)

Portugal

19%

8%

18%

2%

30%

34%

34%

17%

51%

59%

48%

80%



Sound and disciplined purchasing behaviour: budgeted spending without using credit

• In all countries surveyed, consumers plan to make even fewer purchases using credit than in previous years. Nearly half of Europeans do not expect to use credit at all for their holiday purchases, regardless of the type of credit (loans from family members or consumer credit, including retailer credit offers). And the proportion of respondents not yet sure how they will approach this issue has declined significantly (1 out of 4, compared to 1 out of 3 last year).

• Consumers plan to use cash and savings for the same, if not a larger, proportion of their purchases than in 2011, with these two options respectively favoured by 74% and 66% of respondents.

• This year, on average, Europeans plan to make less use of loyalty/reward points and gift cards. Consumers in Luxembourg, Slovakia, Ukraine, Finland and Denmark will be much less likely to use these two methods, while those in Ireland, France, Russia and South Africa intend to use them more.

• Portuguese consumers are clearly more reluctant to use credit or loans from family when compared to their european peers.

Thinking about your actual spending compared to a year ago, are you doing less, the same or more of the following?

Saving money

Using loyalty points

Manage your Xmas spending by preparing a budget

Using gift cards

Credit by retailer

Credit by retailer

Using gift cards

Saving money

Paying with debit card or in cash

Paying with debit card or in cash

Using loans from family

Using specialised consumer credit loans proposed by financial firms

Using loyalty points

Manage your Xmas spending by preparing a budget

Using specialised consumer credit loans proposed by financial firms

Using loans from family

Europe

Portugal

26%

19% 47%

44%

59%

43% 23% 17%

15% 8%

8%18%58%

27% 46% 22%

24%45%

45% 23%

26%

28%

21% 16%

22% 11%

19%

18%

17%

16%

5%

5%

4%

22%

6%

4%

25%

11%

3%

4%

34%

39%

19%

43%

31%

21%

19%

31%

31%

65%

52%

27%

50%

35%

63%

66%

8%

9%

12%

7%

5%

8%

13%

11%

More About the same

More About the same

Less I don't know

Less I don't know


Only 1 out of 5 Europeans find loyalty/reward programmes appealing

• Nearly half of Europeans indicate that loyalty/reward programmes influence their purchasing decisions somewhat, while 1 out of 3 consumers are influenced little or not at all by such programmes.

• However, there are differences worth noting among the countries surveyed: in Spain, more than 36% of respondents indicate that they are greatly influenced, followed by South Africa (32%) and Finland (25%). The reverse trend is seen in Luxembourg, Denmark, Germany and Belgium, where 62%, 53%, 48% and 46%, respectively, of those surveyed report being little or not at all influenced.

• Loyalty/reward programmes have more appeal for women than for men, with 22% of female respondents indicating that they are greatly influenced, versus 16% of male respondents. Portugal follows the same trend with 23% and 17%, respectively.

Portugal - Gender

22%19%17%

42%

17%

44%

17%16%

23%

45%

19%

How influential are loyalty/reward programs in your decision making process?

Average Men Women

20%

Not at all Medium HighLow

Euro

pe

Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Slova

kia

Sout

h Afri

ca

30%

10%

40%

50%

60%

20%

0%

Europe

Not at all Medium HighLow


Preference for loyalty/reward programs

Ireland Earning points offering vouchers to spend in the store

France Earning points offering vouchers to spend in several retailers

Portugal Immediate discounts (cash off)

Spain Immediate discounts (cash off)

Italy Earning points offering vouchers to spend in the store

Greece Immediate discounts (cash off)

Switzerland Earning points offering vouchers to spend in the store

Germany Earning points offering vouchers to spend in the store

Luxembourg Earning points offering vouchers to spend in the store

Belgium Immediate discounts (cash off)

The Netherlands Immediate discounts (cash off)

Denmark Earning points offering vouchers to spend in several retailers

Finland Immediate discounts (cash off)

Poland Earning points offering gifts

Czech Republic Immediate discounts (cash off)

Slovakia Immediate discounts (cash off)

Ukraine Earning points offering gifts

Russia Immediate discounts (cash off)

South Africa Earning points offering vouchers to spend in several retailers


European consumers’ favourite loyalty/reward programmes are those that grant instant discounts

• This trend is confirmed for women and for over 25s, whereas men and 18-24 year olds prefer gift reward points.

• The second choice corresponds to earning points offering vouchers to spend in the same store: this choice ranks 1st in 5 countries (Ireland, Italy, Switzerland, Germany and Luxembourg), 2nd in 4 countries (Poland, Slovakia, Ukraine and South Africa), and 3rd in 9 countries (Portugal, Spain, Greece, Belgium, Netherlands, Denmark, Finland, Czech Republic and Russia).

• The third choice relates to earning points offering gifts: this programme ranks 1st in Poland and Ukraine, 2nd in 9 countries (Portugal, Spain, Italy, Greece, Switzerland, Germany, Denmark, Czech Republic and Russia) and 3rd in Luxembourg.

• When compared to the european average, Portuguese are more sensitive to cash discounts (43% versus 33%).

For each type of loyalty/reward programmes, could you rank them by preference?

Europe

Portugal

Immediate discounts (cash off)

Earning points offering gifts

Earning points offering vouchers to spend in several retailers

Future discount (cash off)

Other

Earning points offering vouchers to spend in the store

23%

22%

21%

10%

22%

1%

Immediate discounts (cash off)

Earning points offering vouchers to spend in the store

Earning points offering vouchers to spend in several retailers

Future discount (cash off)

Other

Earning points offering gifts

31%

21%

12%

22%

12%

1%


Christmas shopping likely to start even earlier in 2012

• This year once again, Christmas shopping will begin earlier for a slightly larger percentage of respondents (23% say they intend to start shopping in November 2012, compared with 20% in 2011), which will result in a drop in purchases made in the second half of December (23% in 2012 versus 26% in 2011).

• In 2012, as in 2011, one-third of survey respondents intend to do most of their shopping from 1 to 15 December (33% in 2012 and 34% in 2011).

When do you expect to purchase the majority of your gifts for this year versus last year?

50%

50%

30%

30%

10%

10%

40%

40%

20%

20%

0%

0%

beforeNovember

beforeNovember

November

November

From Dec 1to 15

From Dec 1to 15

From Dec 15to 24

From Dec 15to 24

From Dec 25to 31

From Dec 25to 31

In and afterJanuary

In and afterJanuary

45%

45%

25%

25%

5%

5%

35%

35%

15%

15%

2011

2011

2012

2012

2010

2010

Europe

Portugal


Year-end holiday spending will occur at different periods depending on the country

• November is by far the period preferred by German consumers. Irish, French, Portuguese, Swiss, Dutch and South African consumers follow this trend, albeit to a slightly degree.

• The first 15 days of December is the period

preferred by Spanish, Italian, Luxembourg, Belgian, Danish, Finland, Poland and Slovakia.

• This last 15 days of December is by far, the

period preferred by Greek consumers, with Ukranian and Russian consumers following this trend.

When do you expect to purchase the majority of your gifts?

Euro

pe

Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Slova

kia

Sout

h Afri

ca

Before Nov 30thFrom Dec 1st to 15thFrom Dec 15th to 24th

30%

10%

40%

50%

60%

20%

0%

32%33%

23%

44%

34%

17%

40%35%

17%

35%33%

19%

37%

22%24% 26%

40%

26%

18%

4%

47%41%

28%

18%

9%

29%

55%

24%

37%

26%21%

28%33%

28% 27% 29%

36%

6% 9%

41%

31%

43% 41% 39%45%

51%

40%

23% 24%29%

30%

14%20% 22%

25%

17% 19%

39% 37%

21%

Europe


For Europeans, the best gifts for children are still those that are educational in nature

• 57% of Europeans favour educational gifts for children, versus 64% in 2011.

• Traditional gifts are making considerable headway, from 16% in 2011 to 21% this year, especially in Germany, where they are now the top choice (49%).

• Innovative and “green” gifts retain the same positions in the ranking as in 2011, cited by 13% and 8% of respondents, respectively.

• Although preferences are ranked the same as last year for Europe as a whole, there are differences among the countries surveyed:

• Innovative gifts make strong showings in South Africa (24%), Finland (23%) and Ireland (18%).

• Green gifts are especially appreciated in Ukraine (26%), Finland (24%) and Russia (16%).

• Portuguese still favor educational toys in comparison to europeans, although traditional and innovative toys are a growing preference.

For your selected toys, which criteria do you favor?

76%

15%

7%

7%7%

11%

67%

10%

20122011

Educational

Green

Traditional

Innovative

Euro

pe

Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Slova

kia

Sout

h Afri

ca

13%8%

57%

21%

15%

10%

27%

49%

15%6%

72%

8%

11%

8%

57%

24%

18%4%

54%

25%

16%

45%

29%

9%7%

62%

22%

23%

24%

40%

13%

14%

3%

58%

25%

12%5%

59%

25%

13%6%

59%

22%

10%7%

68%

15%

9%4%

68%

18%

14%

26%

47%

12%

11%7%

67%

15%

11%6%

64%

19%

15%

10%

46%

28%

8%

3%

58%

31%

13%

55%

17%

24%

60%

10%

EducationalTraditionalGreenInnovative

Portugal

Europe

10%6%16%


Lower prices and local products have even more appeal for consumers in 2012

• Although more than two-thirds of Europeans still prefer carbon-neutral products and those not involving any child labour, these factors hold slightly less sway in 2012…

• … in favour of buying products at the lowest possible price. In 2012, half of all respondents are interested in paying the lowest possible price, compared to 45% in 2011 and 41% in 2010. Price as the main consideration has gained ground in South Africa (56%) and Poland (57%), in Portugal from 44% to 51%, whereas only one-third of consumers in Luxembourg and Ukraine cite this factor.

• Sustainable development is still considered by many as an excuse to raise prices, particularly in France and Portugal, were more than two-thirds of respondents agree with this assessment.

• Buying locally made products has regained the appeal noted in 2010 (64%). This factor has an especially strong influence among consumers in Italy (74%), Portugal (73%), Greece (77%) and France (70%). In contrast, Dutch consumers still find this factor to be of limited importance (30%).

• European consumers still expect to find adequate product information on packaging, with 78% citing this factor. Retailers and manufacturers that have taken steps to improve information about products provided on packaging will gain a clear competitive edge.

For the following propositions, please indicate to what extent you agree with them

82%

76%

73%

70%67%

57%58%

60%64%

45%50%

82%78%

83%

78%77%

65%

69%

79%73%

44%51%

88%83%

20122011

20122011

I do not buy products involving child labour

I do not buy products involving child labour

Sustainable development is an excuse to raise prices


I am concerned about paying the lowest possible price regardless of the product`s origin


I avoid buying products with a substancial carbon impact on the planet

I avoid buying products with a substancial carbon impact on the planet

I will mainly buy products made either in my region or in my country

I will mainly buy products made either in my region or in my country

Information provided on the packaging is important to me


Europe

Portugal


Importance of eco-minded concerns varies with age and gender

• Information provided on packaging is more important for women than men (81% versus 75%). Female respondents are also more interested in buying locally made products (66% compared to 62% of male respondents) and tend to see sustainable development more as an excuse to raise prices (60% versus 57%).

• Not surprisingly, young people are more likely to express an interest in finding the lowest possible price without regard for the conditions under which a product was manufactured (55%). However, they are far less inclined to conclude that sustainable development is merely an excuse to raise prices (47% compared to 64% of 55 to 64-year-olds).

• Older respondents are more interested in the extent of information provided on packaging (more than 80% of all those over the age of 45).

• Buying locally made products is now important for 2 out of 3 Europeans over the age of 35, up significantly compared to 2011.

For the following propositions, please indicate to what extent you agree with them

Average WomenMen

69%

73%

69%

48%

72%

54%

75%80%

86%

69%

51%

83%


I will mainly buy products made in my region or in my country



69%73%

51%

83%

53%53%

60%

72%67%

50%

81%

71%77%

52%

87%

82%80%

86%

71%

83%

44%

88%

50%

70%

Average 25-34 45-5418-24 35-44 55-64

Portugal - Age

Portugal - Gender


Facing cost increases for essential items and mandatory expenses, Europeans are cutting back on their budgets for leisure, holidays and clothing

• As in 2010 and 2011, consumers continue to focus on the same budget items when reviewing their spending priorities.

• One out of three Europeans cite the adverse impact of higher taxes on their household budgets. In some of the countries surveyed, far more than one-third of consumers underscore the importance of this factor: Italy (64%), Greece (62%), Spain (43%), Portugal (43%) and South Africa (45%).

• Lastly, and in contrast to 2011, Europeans say they will not cut back on education spending, although with a few differences among countries. Consumers in Russia, Poland and South Africa thus indicate that they are spending much more in this area, as contrasted with those in Greece, Denmark and Finland.

• Portuguese are spending less in most categories, except taxes, essentials, education and health compared to last year. Holidays and Entertainment are particularly punished.

When you look at your current spending compared to 12 months ago, are you doing more, less or the same of the following?

Taxes

Irregular spending

Education

Digital/electronic spending

Health

Clothing/footwear

Day to day spending

Holidays

Housing

Entertainment/leisure

Essentials such as groceries and

energy bills

Financial services

Portugal

43%

15%

30%

14%

24%

9%

35%

15%

25%

12%

16%

8%

31%

43%

31%

47%

39%

43%

46%

32%

54%

30%

16%

34%

21%

32%

39%

58%

20%

35%

21%

51%

31%

27%

23%

54%

10%

8%

17%

6%

5%

6%

6%

8%

8%

6%

8%

7%

More

About the same

Less

I don't know

Taxes

Education

Financial services


Health

Holidays

Housing

Day to day spending

Clothing/footwear

Entertainment/leisure

Essentials such as groceries and

energy bills

Irregular spending

Europe

35%

31%

28%

26%

26%

22%

21%

21%

20%

19%

18%

17% 42%

47%

40%

53%

47%

43%

50%

56%

53%

45%

51%

46% 10%

13%

22%

13%

11%

22%

19%

23%

18%

33%

29%

33% 8%

8%

9%

9%

18%

6%

7%

8%

5%

5%

9%

6%

More

About the same

Less

I don't know


Three different spending strategies emerge across the countries surveyed

• Reductions affecting the majority of budget items: Ireland, France, Portugal, Spain and Greece.

• Trade-off decisions for some budget items

to offset higher expenditure for others: Italy, Switzerland, Belgium, Denmark, the Netherlands and the Czech Republic.

• Spending levels increased for most budget items: Germany, Luxembourg, Poland, Slovakia, Russia and South Africa.

When you look at your current spending compared to 12 months ago, are you doing more, less or the same of the following?

Budget items increase

Budget items decrease

Countries in which consumers cut off their spendings

Countries in which consumers trade-off their decisions

Countries in which consumers increase their spendings

Financial services

Digital/electronic spendingHealth

Holidays

HousingEssentials

Day to day spending

Taxes

Entertainmente/leisure

Clothing/footwear

Education

Irregular spending

Greece

Belgi

um

Irelan

d

German

y

Spain

Italy

Denmark

Luxe

mbour

g

Polan

d

Portu

gal

Czech

Repu

blic

Finlan

d

Slova

kia

Sout

h Afri

ca

Franc

e

The N

etherl

ands

Switz

erlan

d

Ukraine

Russi

a


Spending priorities are changing

• As in previous years, the main areas in which Europeans are willing to spend less are entertainment, leisure, clothing and holidays. However, it is worth noting that most Germans indicate that they are not willing to reduce spending for their holidays.

• As we head into 2013, there are two new areas where Europeans say they would be inclined to spend less: multimedia (broadband, cable TV, landline phone and mobile services) and day-to-day items (lunches, transportation, newspapers, etc.).

• Whereas Italian consumers say they are currently prioritising their spending, they plan to make broader cuts in 2013 and thus join consumers in other countries already seriously tightening their purse strings and expected to continue doing so (Ireland, France, Spain, Portugal and Greece).

• Consumers in Poland, Slovakia, Ukraine and South Africa are more confident in 2012 but are cautious about 2013. They foresee possible cutbacks in spending affecting the areas already mentioned.

• Portuguese follow the same pattern as average europeans, although their willingness to cut back spending is significantly higher in all categories.

In the future, if needed, which of the following areas would you be prepared to cut back spending on?

84%

81%

79%

76%

72%

64%

56%

38%

33%

27%

24%

8%

11%

13%

14%

18%

27%

30%

42%

54%

63%

57%

Not prepared to cut back onPrepared to cut back on


Holidays

Clothing/footwear


Day to day spdending

Irregular spending

Financial services

Education

Health

Essentials such as groceryies and

energy bills

Housing

Portugal

27%

26%

26%

26%

26%

53%

58%

58%32%

41%

38%

44%

29%

58%

31%58%

62%

63%

65%

69%20%

32%

Not prepared to cut back onPrepared to cut back on


Holidays

Clothing/footwear


Day to day spdending

Irregular spending

Financial services

Education

Health

Essentials such as groceryies and

energy bills

Housing

Europe

2012 Holiday budget


40%

20%

30%

10%

35%

15%

25%

Euro

pe

German

ySp

ain

Denmark

Franc

e

Belgi

um

Greece

Polan

d

Ukraine

Irelan

d

Luxe

mbour

gIta

ly

Finlan

d

Slova

kia

Portu

gal

The N

etherl

ands

Switz

erlan

d

Czech

Repu

blic

Russi

a

Sout

h Afri

ca

FoodGifts SocialisingTraveling

In Europe, food purchases rise back to first place ahead of gifts

• 31% of European consumers indicate that they give precedence to food, whereas 22% give precedence to gifts. In 2011, 30% gave precedence to gifts, compared to 29% who preferred spending more on food.

• This trend is confirmed in Portugal, Spain, Italy, Greece, Switzerland, Luxembourg, Belgium, Poland, Ukraine and Russia.

• Germany is the only country where gifts move ahead of food, the opposite of 2011.

• Conversely, in Ireland, France, the Czech Republic and Slovakia, consumers continue to give precedence to gifts.

• The differential between preference for gifts to the detriment of food is sharply reduced in 2 countries: in France (in 2011, gifts were preferred with a 28 point differential, whereas this year the differential has narrowed to 2 points) and Slovakia (in 2011, gifts were preferred by 11 points, with the differential narrowing to 3 points).

• The slight preference for food is shared by all European, irrespective of their age, gender, education or income levels.

Please indicate how you favor to spend your budget for the holiday season?

Europe


The two main factors holding back consumer spending are fears of further deterioration in the state of the economy and lower income

• Fears of a further deterioration in the state of the economy remain strong in 2010 and 2011, although the level of anxiety is tending to fall. This reason is cited by a large proportion of respondents in Ireland (57%), France (57%) and Italy (64%). In Portugal, it comes in first position, equal with lower income cited by 65% of respondents.

• Lower income is cited as the second reason by almost half of Europeans surveyed. Many respondents mention this reason in Portugal (65%), Spain (64%), Greece (87%) and Ukraine (61%); moreover, in these 4 countries, this is the first reason cited. Conversely fewer respondents cite this reason in Germany (32%), Luxembourg (23%), Belgium (23%), the Netherlands (24%), Denmark (33%), Finland (36%), Slovakia (32%) and South Africa (17%).

• On the other hand, fears of excessive debt continue to fall for the 2nd consecutive year. They remain at high levels, notably in Ireland (27%), Greece (21%), Poland (22%), Slovakia (21%), Ukraine (22%) and South Africa (30%).

• In 7 countries, more than 1 consumer in 4 indicates another reason that those proposed. That is the case in Switzerland (25%), Germany (33%), Luxembourg (25%), Belgium (31%), the Netherlands (36%), Denmark (41%) and Finland (33%). This reflects a degree of uncertainty not related to the specific economic position of their countries.

What are the reasons driving your decision to spend less during year-end festivities?

65%

48%

65%

30%

16%16%

19%

20%

18%

15%

15%

15%10%

9%

23%

12%7%

3%5%

20122011

20122011

The economic downturn continues and I believe it will get worse

My revenues after tax have decreased*

Other reason

I'd rather save money because I'm afraid of losing my job

I am in debt

I have to save money because i lost my job

My revenues after tax have decreased*

The economic downturn continues and I believe it will get worse

I'd rather save money because I'm afraid of losing my job

I am in debt

I have to save money because i lost my job

Other reason

Europe

Portugal

61%50%

77%

*new proposition


People wanting to enjoy themselves to forget about the crisis is by far the main reason given for spending more

• 43% of Europeans cite that they want to enjoy themselves to forget about the crisis as the main reason for spending more. This trend can be seen in Ireland (48%), France (58%), Greece (53%), Italy (52%), Germany (49%), Luxembourg (49%), Belgium (48%), Russia (45%) and South Africa (44%).

• Since 2009, higher income levels have been the 1st reason cited for spending more. This drops to 2nd place in 2012, losing 9 points.

• Higher income levels are still cited mainly in Poland (55%), Ukraine (71%) and Russia (68%) where it takes 1st place. Conversely, this reason is not cited very much in Ireland (16%), Italy (14%), Belgium (15%), Netherlands (19%) and Denmark (20%).

• Promotions are mainly cited in France (33%), Portugal (33%), Italy (37%), Greece (54%), Finland (41%), Poland (54%), Russia (33%) and South Africa (47%).

• Note that 12% indicate an improvement in their economic situation, whereas only 7% did so in 2011. There is significant improvement in Poland, Ukraine, Russia and South Africa.

• Portuguese favor promotions and want to enjoy themselves, both ranking 1st with 33%. However, there are significant differences from 2011, with promotions decreasing from 45% and wanting to enjoy increasing from 29%.

What are the reasons driving your decision to spend more during year-end festivities?

33%

33%

43%

33%

43%

42%

29%

39%

45%

30%

24%

27%

26%18%

17%

21%21%

21%20%

16%

7%

9%

12%

12%

20122011

20122011

I want to enjoy, and avoid thinking about the unsecure economic situation

Promotions

Promotions

My revenues after tax have increased

There are many innovations that make me spend more money

There are many innovations that make me spend more money

My revenues after tax have increased

I want to enjoy, and avoid thinking about the unsecure economic situation

Other reason

Other reason

The economic situation is more secure

Services and recommendations from retailers may convince me to spend more money

Europe

Portugal


Everyone wants to forget about the crisis

• Men, women, young people and seniors… everyone agrees when it comes to indicating that the main reason for spending more is to forget about the difficult economic situation.

• Higher income is most often cited by men and young people less than 34 years old as a reason for spending more.

• Promotions represent slightly more of an incentive for women and young people to spend.

• In Portugal, men and 55 to 64- years-old are clearly driven by wanting to enjoy themselves, whereas women are driven by promotions.

What are the reasons driving your decision to spend more during year-end festivities?

Average WomenMen

33% 33%27%

21%

42%

27%23%

13%

24%

39%

24%18%

Promotions

I want to enjoy, and avoid thinking about the unsecure economic situationMy revenues after tax have increasedOther reason

33% 33%

24%

18%

36%

29%

44%

13%

33%

26%

13%

29%28%

15%

33%

6%

29%32%

24%

58%

18%

8%6%

37%

Average 25-34 45-5418-24 35-44 55-64

Portugal - Age

Portugal - Gender


2012 Ireland France Portugal Spain Italy Greece Switzerland Germany Luxembourg

Gifts variation -2,2% 1,2% -12,4% -4,0% -8,6% -17,2% 4,6% 5,9% -0,6%

Food & Drinks

variation

-1,3% 0,6% -16,1% -2,6% 2,1% -12,7% 1,6% 9,4% 1,1%

Socialising variation 0,3% -1,1% -10,5% -6,7% -0,3% -22,9% 9,3% 8,0% 1,8%

Total -1,7% 0,7% -13,5% -3,9% -3,7% -16,2% 4,1% 7,0% 0,2%

Total Gifts 499,6 378,0 233,1 301,3 263,6 187,8 460,1 284,5 452,0

Total Food & Drinks 288,3 196,8 162,2 279,4 196,8 168,7 245,0 138,6 282,6

Total Socialising 177,9 64,5 68,4 99,4 90,4 50,4 111,5 62,0 80,5

Total spending 965,8 639,3 463,7 680,1 550,8 406,9 816,6 485,1 815,1

Spending forecasts stable are down by only 0.8% on average in Europe, concealing strong disparities by country

• The calculation of the European average is weighted by size of the populations of each country. This average reflects the results of 16 of the 19 countries surveyed this year, excluding the results for Russia, Ukraine, South Africa, countries for which our survey only covered the major cities, but includes those of Greece, where only the 3 largest conurbations have been analysed.

• In the wake of Xmas 2011 where savings were key, consumers plan to make further cuts in Xmas spending in Greece (-16.2%), Portugal (-13.5%), Italy (-3.7%) and Ireland (-1.7%).

• They were joined in 2012 by consumers in Spain (-3.9%) and the Czech Republic (-2.7%) who last year forecasted a moderate increase in their spending.

• There are 6 countries where budget growth is slightly positive, France (+0.7%), Luxembourg (+0.2%), the Netherlands (+0.3%), Denmark (+0.7%), Finland (+2.2%) and Slovakia (+0.8%), although the increase is lower than the countries inflation rate.

Spending


2012 Ukraine Russia South Africa

Gifts variation 15,0% 7,1% 8,8%

Food & Drinks

variation

13,1% 6,8% 3,2%

Socialising variation 10,7% 17,9% 1,9%

Total 13,5% 8,6% 5,7%

Total Gifts 145,5 173,9 250

Total Food & Drinks 138,7 143,2 188

Total Socialising 47,4 64,6 76

Total spending 331,6 381,7 514

2012 Belgium The Netherlands Denmark Finland Poland Czech

Republic Slovakia Europe

Gifts variation 2,6% -0,9% -1,9% 6,4% 15,5% -6,0% -0,1% -1,3%

Food & Drinks

variation

1,4% 2,8% 3,1% -1,4% 9,7% 2,9% 3,0% 0,0%

Socialising variation 7,2% -2,8% 8,3% -3,3% 5,5% 2,8% -1,0% -0,7%

Total 2,7% 0,3% 0,7% 2,2% 11,5% -2,7% 0,8% -0,8%

Total Gifts 285,7 128,1 365,3 386,8 136,6 252,3 313,8 311,7

Total Food & Drinks 204,3 123,8 196,5 277,6 138,8 136,9 167,9 204,1

Total Socialising 68,7 35,1 67,8 81,8 36,7 36,5 39,9 75,1

Total spending 558,7 287,0 629,6 746,2 312,1 425,7 521,6 590,9

• Consumers anticipate increasing their spending budget in 4 countries in 2012: Germany (+7.0%), Switzerland (+4.2%), Poland (+11.5%) and Belgium (+2.7%).

• The very high growth in spending budgets in Russia (+8.6%), Ukraine (13.5%) and South Africa (+5.7%), which only reflects the results of major cities, is mainly attributable to a more favourable economic context.

Spending


Spending

300 €

550 €

100 € 350 €

400 €

200 €450 €

0 € 300 €

2007 20072008 20082009 20092010 20102011 20112012 2012

450 € 650 €

276 €270 €

390 € 375 €346 €

233 €

596 €

420 €

360 €

530 €

620 €

575 €

530 €

464 €

485 €

449 €470 €

485 €

162 €141 €

150 €

50 €60 €80 €104€

216€180€

170€

43 €68 €

250 €500 €

350 €

600 €

150 €400 €

Total Gifts Total Socialising GermanyTotal Food & Drinks Portugal

Historical spending expectations - Portugal Historical spending expectations - Portugal vs Germany

• Portuguese show a consistent downword trend in spending, with 464 €, a 25% drop since it's peak in 2009, with 620 €.

• As a result of different consumer expectations, for the first time Germans plan to spend more than Portuguese during year-end festivities.


A different average value of gift vouchers/cards, depending on the country

• With the exception of 2 countries, Luxembourg and Ireland, the average value of the gift voucher/card will be higher than the average gift value.

• Consumers in France, Spain, Italy, Switzerland, Luxembourg and Denmark stand out for the average value of gift or gift voucher/card which is higher than the European average. Consumers in Spain, Switzerland, Finland and Italy give gift vouchers/cards with an average value of over €64, much more than the value of a gift. Luxembourg stands out for having the highest average gift value of €71.

• The average value of gifts and gift cards/vouchers will be virtually the same in the Netherlands, Poland, Czech Republic, Slovakia, Ukraine, Russia and South Africa, within the range of €20 to €33.

You stated you will be offering gift vouchers/cards, what will the value of one gift voucher/card will be?

38

4640

48 47

32

55

39

49

7064

3946 43

71

43

2331

42

53

37

66

20

29

2127 30 31 31

2022

3326 28

47

56

43

53

75

41

Average value of gift / voucherIn euros

Gift value Voucher value

Euro

pe

German

ySp

ain

Denmark

Franc

e

Belgi

um

Greece

Polan

d

Ukraine

Irelan

d

Luxe

mbour

gIta

ly

Finlan

d

Slova

kia

Portu

gal

The N

etherl

ands

Switz

erlan

d

Czech

Repu

blic

Russi

a

Sout

h Afri

ca


Half of all spending on Xmas gifts is allocated to children, with the number of gifts in the range of 3 to 6

• The weighting of gifts for children in the spending budget is higher than 50% in 6 countries: Ireland, France, Portugal, Netherlands, Denmark and Finland. It is between 45% and 50% in 9 countries: Spain, Greece, Switzerland, Germany, Belgium, Poland, Czech Republic, Ukraine and Russia. And finally, between 39% and 45% in 4 countries: Italy, Luxembourg, Slovakia and South Africa.

• The priority given to children explains the resilience of Xmas spending budgets.

• Irish consumers, with 6 gifts, are those that offer the most gifts. In 4 countries (Denmark, Finland, Czech Republic and Slovakia), 5 gifts will be offered. In 8 others (France, Portugal, Spain, Switzerland, Poland, Ukraine, Russia and South Africa), 4 gifts will be offered. And finally, in 6 countries (Italy, Greece, Germany, Luxembourg, Belgium and Netherlands), 3 gifts will be offered.

The weighting of children in gift spending

Number of gifts for kids Weight of kids in the budget

6

4 4 4 4

3 33 3 3

5 55 5

3

German

ySp

ain

Denmark

Franc

e

Belgi

um

Greece

Polan

d

Ukraine

Irelan

d

Luxe

mbour

gIta

ly

Finlan

d

Slova

kia

Portu

gal

The N

etherl

ands

Switz

erlan

d

Czech

Repu

blic

Russi

a

Sout

h Afri

ca

4 4 4 4

57%

52%

52%

46%

51% 45%

51%

51%

42%

44%

39%

49% 41%

47%

47%

47%

47%

48%

47%

Most desired and most popular holiday gifts


Cash and books are still the most desired gifts since 2008, with cash taking the lead in 2012

• For 47% of Europeans the most desired gift is cash, which is now the preferred gift in 15 of the countries surveyed. The preference of women for cash compared to men is even stronger than in 2011, at 51% versus 43% in 2012.

• Smartphones and tablet computers have entered the Top 10, with 24% of respondents saying that a smartphone or a tablet computer would be their preferred gift. Men and young people are particularly keen on these new devices, with the smartphone being the first choice of 27% of men vs. 21% of women and of 34% of respondents 18 to 24 years old versus 15% of those in the 55 to 64 age group. These technology gifts are particularly popular in the Mediterranean countries of Portugal, Spain, Italy and Greece (preferred by over 30% of respondents) and also in Russia and Ukraine.

• Books are still a very popular choice. Although they lost their first-place ranking in nine of the countries surveyed they fell no further than second place and are still the preferred gift in four countries: Ireland, the Netherlands, Poland and Slovakia. And they are apparently not suffering from competition from e-books, which are mentioned by only 9% of respondents. Women continue to have a stronger preference for books than men, at 45% vs. 35% respectively in 2012.

• For 58% of the Portuguese, cash is the most wanted gift. Tablets, smartphones and laptop/PC computers also increased significantly their appeal.

What types of presents would you most like to receive?

Top 10 Portugal 2012 2011

Money (cash) 58% 57%

Books 51% 57%

Clothes/shoes 44% 46%

Travel 43% 47%

Tablets 37% 25%

Jewellery/watch 37% 33%

Laptop/PC Computer 36% 29%

Cosmetics/Perfumes 33% 39%

Smartphone 33% 22%

Beauty care, massage, spa treatment 28% 30%

First choice 2012 2011

Ireland Books Books

France Cash Cash

Portugal Cash Books

Spain Cash Books

Italy Cash Books

Greece Cash Books

Switzerland Cash Books

Germany Cash Books

Luxembourg Cash Books

Belgium Cash Cash

The Netherlands Books Books

Denmark Cash

Finland Cash Books

Poland Books Books

Czech Republic Cash Books

Slovakia Books Books

Ukraine Cash Cash

Russia Cash Cash

South Africa Cash Cash


As with cash and books, technology products also show strong gains in 2012 among europeans

• Cash and books are the number 1 and 2 choices respectively for all age categories, except for seniors, who prefer books.

• Young people have put laptops/PCs, smartphones and tablet computers on their Top-10 gift wish list. These items are not found among the Top-10 choices of seniors, who no doubt already tend to be equipped with such devices and rank them respectively 14th, 13th (19%) and 16th (15%). It is among juniors and seniors that these products have made the greatest progress, with tablets moving up 11 places in 2012 for the18-24 age group and 9 places for seniors, and smartphones gaining 19 places with consumers age 55 to 64 in 2012 and 7 places with young consumers. It should also be noted that smartphones and tablets are now in the Top 10 of all age categories, with the exception of 55-64 year-olds.

• Seniors tend to prefer spending on going out and restaurants, which appeals less to the young.

• In Portugal, among young people cash keeps the first place in the ranking Tablets and smartphones enter to top 10 preferences with 35% and 32% of preferences respectively. In 2012 seniors place cash and clothes/shoes as number 1 and 2 choices, demoting books to 4th place with less 20 p. p. of preferences.

Preference of the young and the seniors

Top 10 Portugal: 18-24 years 2011

Money (cash) 71%

Clothes/shoes 54%

Books 54%

Laptop/PC Computer 51%

Cosmetics/Perfumes 44%

Travel 41%

Chocolates 37%

Mobile phone 37%

Accessories (bags) 35%

Jewellery/watch 35%


Books 69%

Travel 45%

Money (cash) 42%


Jewellery/watch 34%

Clothes/shoes 33%

CD 31%

Beauty care, massage, spa treatment 24%

Chocolates 24%

Tickets for Theater/concert/cinema/sport 24%


Money (cash) 61%

Books 55%

Clothes/shoes 44%


Travel 36%

Chocolates 36%

Tablets 35%

Games 34%


Smartphone 32%


Money (cash) 58%

Clothes/shoes 55%

Travel 49%

Books 49%

Jewellery/watch 45%


Tablets 38%

Accessories (Bags) 38%


Chocolates 30%


Among europeans books are the most offered gift

• On average, books are now ranked number one by gift-givers, at 38% (48% for Portugal), moving up from fourth position in 2011 and second in 2010. Books are now 10 percentage points ahead of cosmetics/perfumes, which were ranked number one in both 2011 and 2010.

• Books, cosmetics and chocolates are the top three gift choices for both men and women in all age categories, except for seniors who now prefer to give cash rather than chocolate.

• Beauty care, massage and spa treatment, which was a Top-3 choice in 2011, has fallen to 10th position in 2012.

• Despite a steady stream of new gifts on the market, books, cosmetics, clothing and jewellery have been in the Top 10 every year over the past nine.

• Despite the strong demand for smartphones, tablets and laptops/PCs, they ranked only 26th, 31st and 32nd respectively among planned gift purchases in 2012.

• In Portugal, books and cosmetics/perfumes swapped places in the ranking from 4th to 1st and vice versa. Despite cash being the number one gift in presents as an offer option, it decreased from 21% to 17%.

Which of the following types of gifts do you think you will buy for your friends and family this year (apart from children and teenagers)?


Books 48% 37%


Chocolates 31% 45%


Accessories (Bags) 19% 23%

Beauty care, massage, spa treatment 18% 34%

CD 18% 25%


Food & Drink 16% 33%

Games 15% 9%


Ireland Books Cosmetics/Perfumes

France Books Chocolates

Portugal Books Cosmetics/Perfumes

Spain Clothes/shoes Cosmetics/Perfumes

Italy Books Cosmetics/Perfumes

Greece Books Cosmetics/Perfumes

Switzerland Books Cosmetics/Perfumes

Germany Books Cosmetics/Perfumes

Luxembourg Books Cosmetics/Perfumes

Belgium Gift vouchers Cosmetics/Perfumes

The Netherlands Books Cosmetics/PerfumesDenmark Books

Finland Books Chocolates

Poland Books Cosmetics/Perfumes

Czech Republic Books Cosmetics/Perfumes

Slovakia Books Cosmetics/Perfumes

Ukraine Cosmetics/Perfumes Cosmetics/Perfumes

Russia Cosmetics/Perfumes Cosmetics/Perfumes

South Africa Chocolates Cosmetics/Perfumes


Younger european consumers are more interested in receiving smartphones and tablets

• Young people (between the ages of 18 and 34) will first ask for smartphones whereas the older will ask for tablets.

• Less people than last year are likely to offer tablets and smartphones : they were 9 and 10% in 2011 whereas they are only 4 and 5% this year. In Portugal, only 3% will offer both.

• These two products are 5 to 6 times as likely to be desired than purchased. The difference between the people who would like to get these gifts and the people who intend to offer them gets bigger in 2012, since last year the ratio was only 2 compared to current 5 to 6.

Which high-tech gifts do you think you will buy for your friends and family or you would like to receive this year?

Portugal - 1st buy

4% 5%3%3% 3%3% 2%2%

6%7%

0%0%

Average 25-3418-24 35-44 55-6445-54

Tablets Smartphones

Portugal - 1st wish

37%

33% 33%31%

40%

35%32%

37% 38% 38%

27%

35%

Average 25-3418-24 35-44 55-6445-54

Tablets Smartphones


Europeans show increasing convergence in gifts desired and purchased.

• There was a greater diversity in 1st gift wishes in 2007, which included gift vouchers and clothes in addition to books and cash.

• Books are the most frequent gift in 14 countries.

• Of the 13 countries surveyed in 2007, the most popular gift purchase changed in only three: Switzerland, the Czech Republic and Russia.

• Two countries stand out in terms of intended gift purchases: Belgium, where consumers have a strong preference for gift vouchers, and Spain, where consumers prefer to give clothes.

Top gift purchase and wished for 2012 vs 2007

2012

Top 10 1st wish 1st buy

Ireland Books Books

France Cash Books

Portugal Cash Books

Spain Cash Clothes

Italy Cash Books

Greece Cash Books

Switzerland Cash Books

Germany Cash Books

Luxembourg Cash Books

Belgium Cash Gift vouchers

The Netherlands Books BooksDenmark Cash Books

Finland Cash Books

Poland Books Books

Czech Republic Cash Books


Ukraine Cash Cosmetics

Russia Cash Cosmetics

South Africa Cash Chocolates

2007

Top 10 1st wish 1st buy

Ireland Books Books

France Cash Books

Portugal Clothes Books

Spain Clothes Clothes

Italy Books Books

Greece Clothes Books

Switzerland Books Gift vouchers

Germany Cash Books

Luxembourg N.A. N.A.

Belgium Gift vouchers Gift vouchers

The Netherlands Books BooksDenmark N.A. N.A.

Finland N.A. N.A.

Poland N.A. N.A.

Czech Republic Books Cosmetics

Slovakia N.A. N.A.

Ukraine N.A. N.A.

Russia Cash Cosmetics

South Africa Clothes Music


The Top 3 gifts for teenagers are video games, books and cash

• Videogames are the gift most frequently purchased for teenagers, ranking number one in eight European countries. Books are number two and are appreciated for their educational nature, while cash, the number 3 intended purchase, is preferred for the freedom of choice it allows and the certainty of not making a mistake.

• Chocolate entered the Top 10, at 7th position in 2012.

• Game consoles are mostly purchased by men, ranking 7th vs. 13th for women. They are a Top-10 purchase for respondents age 18 to 44, but rank only 16th and 19th for the 45 and older group.

• Cosmetics and perfumes are mostly purchased by women, with whom they rank 7th, vs. 19th for men. These gifts are a Top-10 purchase for people age 45 and older.

• Gift vouchers (ranked 12th in 2012 vs. 19th in 2011) are a Top-10 purchase for people age 45 and older, which no doubt reflects the difficulty that seniors have in understanding what teenagers want.

• In Portugal, despite video games increased from 23% to 25%, books took the lead with an impressive raise from 20% to 33%.

Which of the following types of presents do you think you will buy for a teen between the ages of 12 and 18?


Ireland Games Video games

France Games Video games

Portugal Books Video games

Spain Games Video games

Italy Books Video games

Greece Books Video games

Switzerland Books Cash

Germany Games Video games

Luxembourg Books Video games

Belgium Games Cash

The Netherlands Books Video gamesDenmark Games

Finland Gift cards Video games

Poland Games Video games

Czech Republic Books Books


Ukraine Chocolates Video games

Russia Chocolates Video games

South Africa Games Video games


Books 33% 20%

Video games 25% 18%



CD 13% 13%


Chocolates 10% 16%

Games/Puzzles 8% 10%

Learning and experimenting toys 8% 0%

Gift cards 8% 4%


Educational games continue to dominate, with books, games and learning toys forming the Top 3 in Europe

• For both men and women, books and games (e.g. puzzles, board games, costumes, etc.) are the two most popular gift choices. Women have a preference for learning toys, which rank in their Top 3.

• People age 35 and above prefer books and educational games and toys, while younger consumers prefer to give dolls, plush toys and baby/infant articles.

• Video games, which ranked 10th in 2011 and have regularly been in the Top 10 over the past few years, are absent in 2012.

• The arrival of clothes/shoes in the Top 10 (7th position) reflects the desire to give useful gifts.In Portugal, this category rose from 9% to 28%, now in the 2nd place in the ranking.

Which of the following types of presents do you think you will buy for anyone under the age of 12?


Ireland Games, role-play games Infant / preschool toys

France Model construction toys Infant / preschool toys

Portugal Books Infant / preschool toys

Spain Learning and experimenting Infant / preschool toys

Italy Baby and infant articles Infant / preschool toys

Greece Clothes/shoes Infant / preschool toys

Switzerland Books Infant / preschool toys

Germany Books Infant / preschool toys

Luxembourg Books Infant / preschool toys

Belgium Games, role-play games Infant / preschool toys

The Netherlands Games, role-play games Infant / preschool toysDenmark Games, role-play games Infant / preschool toys

Finland Games, role-play games Infant / preschool toys

Poland Learning and experimenting Infant / preschool toys

Czech Republic Books Infant / preschool toys

Slovakia Books Infant / preschool toys

Ukraine Books Infant / preschool toys

Russia Model construction toys Infant / preschool toys

South Africa Games, role-play games Infant / preschool toys


Books 31% 28%


Games 28% 30%

Model construction toys 27% 19%

Baby and infant articles 25% 43%

Learning and experimenting 20% 0%

Dolls & plush 19% 34%

Action toys 14% 10%

Sport and leisure equipment 13% 3%

Technical toys 13% 12%


More Europeans receive gift vouchers and are more vigilant in using them

• 56% of European consumers say that they use their gift vouchers, versus 42% in 2011. This increase is more marked in Portugal (from 38% to 59%), Belgium and the Netherlands.

• 7% say that they will not use all of them. The number of unused gift vouchers has fallen a substantial 8 percentage points in 2012, with particularly sharp drops in the Netherlands, Switzerland, the Czech Republic and Belgium.

Did you receive gift vouchers/gift cards in the past 12 months and did you redeem them before they expired?

Europe

No, I haven't received gift vouchers/cards in the past 12 months

Yes, and I have spent them all or I have only spent some of them and I still intent to use the others

Yes, but I haven't spent them yet and I won't spent them at all

Euro

pe

German

ySp

ain

Denmark

Franc

e

Belgi

um

Greece

Polan

d

Ukraine

Irelan

d

Luxe

mbour

gIta

ly

Finlan

d

Slova

kia

Portu

gal

The N

etherl

ands

Switz

erlan

d

Czech

Repu

blic

Russi

a

Sout

h Afri

ca

7% 7% 7% 7% 9%

47%

46%

6% 6% 6%10% 5% 8%

49%

9%

36% 45%

66% 66%

47%

25% 26%

69%

5% 5% 5% 5% 5%

60%

35%48%

47%47%

41%

53%60%55%

40%

23%

75%

36%

34%

57%44%

49%

51%

2% 3%

28%

55%

9%

43%

56%

72% 64%

59%

22% 27%36%38%


Forgetting about gift vouchers and lack of choice in stores are the two main reasons they are not used

• The two main complaints that consumers make about gift vouchers in 2012 is that they forget to use them (29%) and that they are not valid in some stores (26%), particularly consumers in Ireland, France, Portugal, Switzerland, Germany, Finland, Poland and the Czech Republic.

• In 2011, Europeans said that the shortness of the validity period was the 2nd main obstacle to using gift vouchers (29%). Only 16% mentioned this in 2012, with very sharp drops in Belgium, Switzerland, France and Spain.

What are the reasons not to use your gift vouchers?

Europe

Euro

pe

German

ySp

ain

Denmark

Franc

e

Belgi

um

Greece

Polan

d

Ukraine

Irelan

d

Luxe

mbour

gIta

ly

Finlan

d

Slova

kia

Portu

gal

The

Netherl

ands

Switz

erlan

d

Czech

Repu

blic

Russi

a

Sout

h Afri

ca

26% 27% 36%

26%

16%

14%

8% 7%

11%

19%

42%

22% 28%

23%

23% 30%

32%

14%

15% 15%

11%

39%

25%12%

16%

22%

41%

9% 10% 10% 10% 14%

9%

20%

20%

36%

23%

39%

7%

42%

6%

18%

28%

5%

33%

21%

32%13%

13%

12% 19%

10%

36%

35% 42%

27%

25%

6%14%

29%

7%

41%

9% 11%

34%

25%

28%

2% 3%

30%

31%

13%

23%

10%

47%

21%

16%

6%

20%

11%

8%

30%

9% 1%

30%

26%

29%

29%

17%

17%

41%

23%

7%2%

16%

29%

19%

10%

Do not allow to buy in my favourite shops The validity is too short The vouchers concern a category which didn't meet my choicesI forgot to use them Other reason

Where do consumers plan to do their holiday shopping?


European consumers will purchase their gifts mainly from speciality chains, hypermarkets and traditional stores

• The top 3 are the same as in 2011, with hypermarkets moving up to 2nd place. This is confirmed in 10 of the 19 countries studied.

• Speciality chains have again increased their appeal in 2012, confirming their lead in Greece, Belgium, the Netherlands, Denmark, the Czech Republic, Slovakia, Russia and South Africa.

• Hypermarkets are in the lead in France, Italy, Finland and Luxembourg. Their increasing popularity corroborates the appeal of having everything “under one roof” prior to the Xmas holidays, as well as consumers’ desire to save (via discounts). Hypermarkets nonetheless have yet to widen their appeal among 18 to 24-year-olds, who rank them 3rd.

• Department stores/ shopping centers have the lead in Germany, Spain, Portugal and Switzerland. They continue to appeal especially to 18 to 24-year olds, who rank them 2nd.

• Consumers are more undecided in 2012, with 13% saying they don’t know where they will buy their Xmas gifts, versus 6% in 2011.

For the gifts you intend to buy in stores, where do you think you will buy your gifts?

Traditional department

stores/shopping centers

Hypermarkets/supermarkets

Luxury stores

Specialty chains

Factory outlet stores

Traditional local shops

Mail order catalogues

Portugal

24%

22%

21%

15%4%

1%3%

3%

5%1%

12%

25%

20%

44%

2011 2012

Europe ranking

nº 2

nº 6

nº 4

2009 20112010 2012

nº 3

nº 7

nº 1 Specialty chains

Hypermarkets/ supermarkets

Traditional department store

/ shopping centers

Traditional local shop

Luxury stores

Factory outlet stores

Mail order catalogue

nº 5


Store choice depends on gift type

• Across 8 gift types, speciality chains are European’s preferred shopping venue. This is especially true for toys and sporting goods.

• Traditional department stores/shopping centers are favored for beauty products and fashion goods.

• Hypermarkets stand out as present in the top 3 for all gift types except fashion goods.

• For portuguese, toys are the only category where traditional department stores/shopping centers are not the preferred place to shop. Speciality chains are particularly relevant for toys (1st with 34%), sports (2nd with 39%) and high tech (2nd with 33%).


Books Movies(DVD/Blu Ray)

HighTech

Gift boxes& cards LeisureMusic Video

GamesHealth

& Beauty FashionGreenTech SportsHome

gifts Toys

Portugal

48%

56%53%

51% 52%

30%32%

34%

39%36%

58%

49% 50%

44% 44% 43%46%

2% 2% 2% 2% 2% 2% 2%3%3%3%5% 6% 7% 7%

9%11%11%

14%13%

21%21% 21% 21%

29%

12%14%

18%21%

6%3%

1%

4% 4% 4% 4% 4% 4% 4% 4%

19% 19%18% 18%

25% 25% 26%

33%

27%

Traditional department stores/shopping centers Hypermarkets/supermarkets Speciality chainsLuxury stores Traditional local shops



Ireland Speciality chains

France Hypermarkets/supermarkets

Portugal Traditional department stores*

Spain Traditional department stores

Italy Hypermarkets/supermarkets

Greece Speciality chains

Switzerland Traditional department stores

Germany Traditional department stores

Luxembourg Hypermarkets/supermarkets

Belgium Speciality chains

The Netherlands Speciality chains

Denmark Speciality chains

Finland Hypermarkets/supermarkets

Poland Traditional department stores

Czech Republic Speciality chains

Slovakia Speciality chains

Ukraine Traditional department stores

Russia Speciality chains

South Africa Hypermarkets/supermarkets

* Includes shopping centers


Hypermarkets and supermarkets are dominating food purchases

• Hypermarkets, already number one in Ireland, Luxembourg, France, Spain, Portugal, Italy, Slovakia, Russia and Finland, now have the lead in South Africa and Poland as well.

• Hard-discount stores, which were included in this year’s study, come in 4th in Europe. They are even 2nd in Ireland, Ukraine and the Netherlands.

• The younger the consumers, the more they shop in hypermarkets. Conversely, the older they are, the more they shop in traditional stores (butcher shop, etc.) and hard-discount stores.

For the food you intend to buy online and in stores, where do you think you will buy it?

Europe

Hypermarket sized stores

Normal sized supermarkets

Convenience stores

Traditional foodshops like the

butcher, the baker, etc.

Luxury boutiques

Hard discount shops

Internet shopping

36%31%

56%63%

62%69%

24%

18%16%

7%

6%9%

8%

2011 2012

Portugal

Hypermarket sized stores


Luxury boutiques



Internet shopping

Hard discount shops

Convenience stores

36%

55%70%

82%87%

24%

12%10%

9%

2%2%

8%

25%

2011 2012


For the food you intend to buy online and in stores, where do you think you will buy it?

Portugal - Age

Average 25-3418-24 35-44 55-6445-54

Hypermarket

sized shops

Normal sized

supermarkets

Hard discount

shops



55% 55% 58% 56%51%52%

26% 26%23%

25% 25%29%

21%19%22%

28% 28%24%

9%

82% 81% 81%87% 84%

75%

Portugal - Gender

Average Men Women

55%

25%24%

9%

82%80%

56%

26% 25%

9%

84%

53%

25%23%

Portugal - Income

Average Middle-classLow Income Upper-income Wealth

55%

25% 25%24% 24%

9%6%

10%

82%

59%

75%

88%

52%

16%

29%

87%

60%

25% 25%

9%

79%

48%

29%

19%

11%

Internet

shopping

6% 6% 7%13% 12%

9%


Brand preferences are distributed more or less evenly across store types

• In hypermarkets and online, consumers buy mainly brand labels (43% and 49%).

• In supermarkets and convenience stores, they mainly buy retailer brand goods (43% and 45%).

• In hard-discount stores, although customers naturally gravitate towards bargain brands, they also buy brand labels (24%).

• Lastly, men say that they prefer brand labels, while women tend to buy more retailer brand or bargain goods.

• In Portugal, apart from internet shopping, retailers´ and hard discount labels have the highest percentage of preferences.

What type of brands do you purchase?

Hypermarketsized shops

82%

Brandlabels


55%

Retailer Brand labels

Conveniencestores

2%

Hard discount

labels

Internetshopping

9%

Hard discountshops

24%

33% 32%

35% 37%

32% 31%

38%

39%

23%

44%23%

28%35%

28%43%

Portugal

Hypermarketsized shops

Brandlabels


Retailer Brand labels

Hard discount

labels

43% 36%

39% 43%

18% 21%

Conveniencestores

34%

45%

20%

Internetshopping

49%

32%

19%

Hard discountshops

24%

36%

40%

Europe

Channel shopping penetration

62% 56% 16%6%24%

Channel shopping penetration


Shopping for food

Most likely to shop food Brands buying in most likely

Ireland Hypermarket sized shops Retailer brand labels

France Hypermarket sized shops Brand labels

Portugal Hypermarket sized shops Retailer brand labels

Spain Hypermarket sized shops Brand labels

Italy Hypermarket sized shops Brand labels

Greece Normal sized supermarkets Brand labels

Switzerland Hypermarket sized shops Retailer brand labels

Germany Normal sized supermarkets Retailer brand labels

Luxembourg Hypermarket sized shops Brand labels

Belgium Normal sized supermarkets Retailer brand labels

The Netherlands Normal sized supermarkets Retailer brand labels

Denmark Normal sized supermarkets Retailer brand labels

Finland Hypermarket sized shops Retailer brand labels

Poland Hypermarket sized shops Brand labels

Czech Republic Normal sized supermarkets Brand labels

Slovakia Hypermarket sized shops Retailer brand labels

Ukraine Normal sized supermarkets Retailer brand labels

Russia Hypermarket sized shops Retailer brand labels

South Africa Hypermarket sized shops Brand labels

Cross-channel


Men

Searching Comparing Buying

Men MenWomen Women Women

Cross-channel shopping remains the most popular way of finding and comparing products, with in-store purchases largely outpacing online ones

• Nearly half of all consumers shop across channels to find and compare products. Women search and compare across channels more than men (45% of women search and 51% of them compare across channels, versus 39% and 46% of men). Nearly a third say they shop only in stores (mostly women), which is more than last year, and nearly a quarter say the internet (mostly men).

• Slightly more consumers compare than search across channels (online plus offline). Conversely, single-channel searching (online and offline) is more common than comparing.

• All in all, 2 in 3 European consumers buy in physical stores, which remain the preferred retail venue. More men than women say they make their purchases online (36% versus 30%, respectively). Conversely, more women actually buy in stores (70% versus 64% of men).

Differences in the buying process per product category

Websites Stores Websites and stores E-commerce and M-commerce

Portugal

17% 12%

36%38%

50%46%

25%

75%


Europe

25% 22%

33%29%

48%42%

67%


23%

11%17%

7%

40%31%

69%

81%

19%

54%47%

37% 37%

52%

36%41%

Portugal

33%


Portugal - Fashion, health and beauty

Portugal - High-tech, music, movies and video games

Different purchasing processes for different product types

• Rates of cross-channel shopping are roughly similar regardless of product type for the first two stages of the purchasing process (searching and comparing). Nearly one in two Europeans reports shopping across channels.

• During the first two stages of the purchasing process, in-store shopping is much less common for films, music, video games and high-tech products than it is for beauty, fashion or home products, etc.

• 2/3 of people purchase in-store for their fashion and beauty products, toys and home gifts, versus 1 in 2 consumers for high-tech products, music, films, etc. These products have entered the digital market and that is where they are purchased.

• Food, however, is different, particularly in that a majority of Europeans say they get their information in stores. Hence the necessity of providing consumers in stores with information about the products they want to purchase. That said, more than one third of consumers already search for and compare food products across channels.

Differences in the buying process per product category

45%

45%

46%

19%

81%43%

13%

49%

27%

24%17%

30%

53%

34%

66%

8%

Websites

Stores

Websites and stores

E-commerce and M-commerce

Websites

Stores

Websites and stores

E-commerce and M-commerce

Searching

Searching

Comparing

Comparing

Buying

Buying


Where are you getting ideas and advices on the gifts categories below?

Toys Toys

Fashion Fashion

Sports Sports

Home gifts Home gifts

Gift boxes & cards Gift boxes & cards

Food & drinks Food & drinks

Health & beauty Health & beauty

Green tech Green tech

High tech High tech

Video games Video games

Movies(DVD/Blu Ray)

Movies(DVD/Blu Ray)

Music Music

Books Books

Leisure Leisure

Websites Stores Websites and stores Websites Stores Websites and stores

Europe Portugal

15% 39% 46%

45%39%16%

18% 37% 44%

43%41%16%

20% 41% 39%

28%61%11%

20% 39% 42%

43%25%33%

33% 21% 46%

41%22%37%

38%

38%

30% 29%

22%

20% 42%

40%

41% 19% 37%

19%

19%

19%

24%

27%

24%

22%

21%

15%

10%

15%

13%

14%

10%

17%

11% 44% 45%

53%

47%

48%

43%

45%

34%

42%

54%

55%

46%

49%

47%

43%

31%

43%

38%

44%

41%

56%

43%

25%

24%

30%

24%

29%

50%28%21%


Cross-channel shopping is more common among women (44%) than men (39%), because men prefer to shop online for certain products

• Women prefer cross-channel shopping to both single channels regardless of product type.

• For certain products such as books or music, there is a 6-point difference between the sexes, with 44% of women shopping for books and music across channels while men prefer to do so online.

Where are you getting ideas and advices on the gifts categories below?

Toys 17% 5% 49% 46%

5%

6%

7% 40% 53%

42% 54%

45%47%

43%

54% 40%

50%

62%

59%22%19%

17% 29%

38%13% 48%

55%

25%

15% 33% 53%

13%

41%9%

14% 21% 65%

48%

8%

9%

10% 32% 58%23%

16%

18%

17%

20%

22%

27%

28%

31%

34% 25% 42%

30%

25% 36% 39%

30% 40%

28% 41%

23% 49%

29%

14%

39% 41%

41% 42%

44%

44%

44%

45%

59% 27%

34%

37%

40%

40%

30%

43%

48%

Toys

Fashion Fashion

Sports Sports

Home gifts Home gifts

Gift boxes & cards Gift boxes & cards

Food & drinks Food & drinks

Health & beauty Health & beauty

Green tech Green tech

High tech High tech

Video games Video games

Movies(DVD/Blu Ray)

Movies(DVD/Blu Ray)

Music Music

Books Books

Leisure Leisure

Websites Stores Websites and stores Websites Stores Websites and stores

Portugal - Men Portugal - Women


Where are you getting ideas and advices on the gifts

Ireland Website and stores

France Stores

Portugal Website and stores

Spain Website and stores

Italy Website and stores

Greece Website and stores

Switzerland Website and stores

Germany Website and stores

Luxembourg Website and stores

Belgium Stores

The Netherlands Website and stores

Denmark Website and stores

Finland Website and stores

Poland Website and stores

Czech Republic Website

Slovakia Website and stores

Ukraine Website and stores

Russia Stores

South Africa Website and stores


In all the countries surveyed, more consumers this year say they plan to use the combination of both retail channels to search and compare (thus fully benefiting from the cross-channel experience). Further analysis identifies those countries where consumers prefer the Internet to stores, and vice versa. Consumers in 8 out of 19 countries prefer the Internet to stores for searching and comparing.

What will be your second choice for searching and comparing?

Ireland Stores

France Stores

Portugal Stores

Spain Stores

Italy Website

Greece Website

Switzerland Stores

Germany Website

Luxembourg Stores

Belgium Stores

The Netherlands Website

Denmark Stores

Finland Stores

Poland Website

Czech Republic Website

Slovakia Website

Ukraine Website

Russia Stores

South Africa Stores


You stated that you will be going online. Please state for each option mentioned beneath if you will be using them or not for searching and or comparing products

Retail websites and search engines are the main tools used by consumers to search for and/or compare Xmas purchases

• As in 2011, the top 2 tools are retail websites (of companies with physical stores) and search engines, which 90% of consumers say they will shop on. Manufacturers’ websites, which had risen all the way to 3rd place in 2011, have fallen back to 4th place behind the websites of online-only retailers.

• Last place continues to go to social media and online forums, although the former have gained in popularity by 16% compared with last year.

• Regardless of generation, sex or country, the trend is one of searching and comparing online.

• Younger consumers are more likely to shop on social media and online forums than their older counterparts, who are relatively more responsive to e-mail advertising.

• There are exceptions to the European trend: 5 countries rank comparison sites in their top 3 (Italy, the Netherlands, Denmark, Poland and Ukraine), and 3 countries rank online leaflet on store websites (Portugal, Belgium and Poland).

Portugal

Online leaflet on the website

of a store

Websites of brands/suppliers

Websites with coupons and offers

Online shops

(without offline stores)

Search engines

Email newsletters and online

leaflet I receive via email

Forums and blogs

Online shops

(with one or more offline stores)

Comparison sites

Social media

(Facebook, Twitter, etc.)

91%

91%

90%88%

89%

89%

77%

76%

78%

87%

87%

84%

82%83%

56%64%

63%49%

89%

87%

2011 2012


Information sought more readily from other internet users than from the brands themselves

• Europeans say they use social media mainly to find reviews (59%), discounts (54%) and gift ideas (52%).

• More women than men say they shop via social media (52% vs. 50%), with more emphasis on searching for gift ideas than discounts.

• In Ireland, Portugal, Greece, Denmark and South Africa, the top reason for shopping on social media is to find discounts, whereas in France, Belgium and Luxembourg it is to read reviews and opinions.

You stated you will be using social media. Below please indicate how you will be using social media

To read reviews

To read reviews

To find discounts

To find discounts

To check what gifts

family/friends want

To check what gifts

family/friends want

To research gift ideas

To research gift ideas

On retailers fan page

On retailers fan page

To browse products

To browse products

59%

50%

54%

65%

52%

64%

41%

43%

29%

37%

21%

25%

Europe

Portugal


Europeans still prefer to buy in-store and leave with their purchases

• Only 26% opt for home delivery, presumably because of rising costs and the potential for delays.

• This constitutes an additional argument in favour of cross-channel shopping, where both are possible.

• All of the countries studied show the same ranking, except Belgium, where consumers favour in-store pick-up in 2nd place over home delivery in 3rd.

• No trends of note regardless of sex, age, or socio-economic bracket.

For each type of delivery, could you rank them by preference? (1=best choice to 4 not favoured at all)

I prefer to buy in store so I can

immediately take the products

I prefer to buy in store so I can

immediately take the products

Home delivery after ordering

online

Home delivery after ordering

online

Store pick up after ordering

online

Store pick up after ordering

online

Pick up at other location

after ordering online

Pick up at other location

after ordering online

38%

38%

26%

27%

22%

21%

15%

14%

Europe

Portugal


Stores and online commerce complement one another in consumers’ eyes

• The top 5 advantages of e-commerce are the same as in 2011, but the ease of comparing prices now comes in 3rd instead of 5th, pushing the ease of searching for and selecting products down to 4th place. Price level has now broken into the top 5, reflecting customers’ major attention to price.

• The foremost benefit of in-store shopping remains the opportunity to exchange products, followed by after-sales service and payment security, which are cited more often this year. Additional benefits cited are the advice given by salespeople and the pleasure of shopping.

• Generally speaking, consumers prefer e-commerce for practical reasons, and stores for quality reasons.

• Taking e-commerce and m-commerce together, online and offline shopping are equally popular with 25 to 34-year-olds, while the gap between them has closed to 2 points among 18 to 24-year-olds and 3 points among 35 to 44-year-olds.

What are the respective benefits of each channel?

E-commerce

Possibility to know the consumers opinion on products 60%

Prices can be compared easily 51%

Home delivery 50%

Can shop when I want 48%

Price level 45%

Shopping costs little time 43%

It's easy to search for and choose what I need 42%

Broad assortment 42%

Information on availability of products 40%

Products can be compared easily 40%

E-commerce

Possibility to know the consumers opinion on products 67%

Prices can be compared easily 62%

Home delivery 56%

Can shop when I want 63%

Price level 57%

Shopping costs little time 54%

It's easy to search for and choose what I need 58%




Stores

Possibility to easily exchange or to return products 89%

Competent and professional advice 89%

Safety in respect of payment 87%

After sale services (repair) 87%

Pleasure while shopping 83%

Quality of product information 71%

Delivery times of products 61%




Stores

Possibility to easily exchange or to return products 83%

Competent and professional advice 76%

Safety in respect of payment 80%

After sale services (repair) 80%

Pleasure while shopping 74%

Quality of product information 56%

Delivery times of products 58%




PortugalEurope

PortugalEurope


European consumers’ top 3 expectations for retailers remain unchanged: lower prices, better customer service and e-commerce

• E-commerce for the young, customer service for older consumers. The younger the population, the more consumers want retailers to invest in e-commerce (32% of 18 to 24-year-olds versus 23% of 55 to 64-year-olds). Inversely, the older the population, the more consumers would like to see retailers invest in customer service (14% of 55 to 64-year-olds versus 10% of 18 to 24-year-olds). Young people aged 18-24 are the most responsive to m-commerce (5% versus only 2% of 55 to 64-year-olds).

• Investment in e-commerce for men, lower prices for women. 44% of women want retailers to invest in lower prices, versus 33% of men. Only 35% of women said this last year. 33% of men want retailers to invest more in e-commerce, versus only 22% of women.

Which area would you expect retailers to invest in, in order to improve your shopping experience?

Portugal

Lower prices

Costumer relationship (advice)

Home delivery

E-commerce (internet)

Sustainability

Mobile commerce

Better gift packaging service

Self scanning check outs

Invest more in decoration to improve ambience

Child care

6,3

5,55,9

5,15,1

4,34,8

5,04,4

4,14,1

3,33,7

5,33,6

3,23,2

3,02,9

7,2

2011 2012

Average Men25-3418-24 Women35-44 55-6445-54

Lower prices Costumer relationship (advice) Sustainability Self scanning check outs

7,2 7,1 7,2

6,4

5,44,9

7,8 7,87,6

6,66,15,9 5,9 5,95,85,6

5,25,1 5,1 5,0 5,0 5,15,8

5,3

4,5

6,0

5,1 5,15,14,8 4,8

4,4


Retailers should invest in:

Ireland Lower prices

France Lower prices

Portugal Lower prices

Spain Lower prices

Italy Lower prices

Greece E-commerce (internet)

Switzerland Lower prices

Germany E-commerce (internet)

Luxembourg Costumer relationship (advice)

Belgium Lower prices

The Netherlands Lower prices

Denmark Lower prices

Finland Lower prices

Poland E-commerce (internet)

Czech Republic E-commerce (internet)

Slovakia E-commerce (internet)

Ukraine E-commerce (internet)

Russia E-commerce (internet)

South Africa Lower prices


M-commerce remains limited but still has major growth potential

• Of the European consumers surveyed, 20% have already used their mobile phones for purchases, versus 18% last year. South Africa, Finland, Germany, Switzerland and Ireland stand out with 1 in 4 consumers already having purchased something via mobile phone.

• This market’s future growth may come from the 40% of Europeans who say they intend to make m-commerce purchases in the future. Southern and eastern Europeans seem to be the most inclined to shop via mobile phone. They are above the average, which is weighed down by Northern European consumers, who are more reserved in their m-commerce use.

• Men and younger consumers are appreciably more likely to purchase via mobile phone. 27% of 18 to 24-year-olds have already done so, versus 11% of 55 to 64-year-olds, but this gap should close slightly in the future, with 31% of 55 to 64-year-olds versus 45% of 18 to 24-year-olds indicating an intent to use m-commerce.

Have you ever used your mobile phone to buy a product and do you expect to use it in the future for buying products?

20%

41%

25%

47%

16%

31%

18%

47%

21%

51%

20%

44%

17%

40%

24%

39%

24%

34%

22%

34%

8%

19%

13%

34%

22%

36%

26%

34%

23%

51%

15%

34%

17%

45%

24%

56%

22%

63%

30%

56%

Europe

I already have I will do in the future

Euro

pe

German

ySp

ain

Denmark

Franc

e

Belgi

um

Greece

Polan

d

Ukraine

Irelan

d

Luxe

mbour

gIta

ly

Finlan

d

Slova

kia

Portu

gal

The N

etherl

ands

Switz

erlan

d

Czech

Repu

blic

Russi

a

Sout

h Afri

ca


Payment security: the number one obstacle facing the european m-commerce gift purchases

• For nearly a third of consumers, increased payment security would be the top reason for wanting to buy gifts via mobile phone.

• The need for a wider selection of mobile applications comes in 2nd, followed by faster internet access.

• Payment security is an important point for under-35-year-olds.

• Women are much more sensitive than men to payment security, which they rank in 1st place, while men say they buy more if they have more applications.

What would encourage you to buy more using your mobile phone?

Portugal

Average Men25-3418-24 Women35-44 55-6445-54

More confidence in the security payment Better selection of mobile apps Better internet access on my mobile phone More suitable mobile device

More confidence in the

security payment

Better selection

of mobile apps

More knowledge of internet

mobile shopping opportunities

Better internet access on my

mobile phone

More knowledge of mobile

phone functions

More suitable mobile device

42%

35%

31%

28%

21%

17%

42%

35%

31%28%

35%

40%

31%

22%

41%

36%33%

29%

43%

28%31%

33%

52%

37%

31% 31%

39%37%

31%

25%

41% 42%

31%

26%

44%

29%32%

30%

Survey methodology


Deloitte realised the survey about the consumptionduring year-end period in 18 countries fromWestern Europe, Eastern Europe, plus SouthAfrica. A similar survey was conducted in Canada and in United States.

Each country has a specific report.

The conclusions of this study are based onconsumer data which have been collected duringa survey realised by Deloitte in co-operation withQ&A Research and Consultancy.

The fieldwork was executed in September 2012(second and third week).

In Luxembourg, the fieldwork was executed byTNS in the same period as the other countries. Thesample consisted of 500 nationally representativeconsumers.

For all the countries we are able to make analysescompared with previous years. The comparisonis only made when the question was askedidentical to last year.

Respondents are aged 18 to 65 years old.Information has been collected via Internet, witha structured questionnaire for a sample ofindividuals, within controlled panels.

Each consumer in the panel is identified throughthe following aspects:

• Socio-demographics; • Personal interests; • Consumer behaviour;

To adjust the Internet sample to the populationof each country, we used ex-post statisticalweighting.The weighting is based on gender andage in each country. Also, in each country wecollected enough respondents to split results foreducation and income.

The European average is calculated by taking thearithmetic mean of the whole sample, which isweighted as above.

In the table below you see the number ofrespondents in each country and the total numberof respondents:

Sample

Ireland 766

France 1.768

Portugal 776

Spain 1.766

Italy 1.765

Greece 765

Switzerland 762

Germany 1.757

Luxembourg 489

Belgium 1.214

The Netherlands 836

Denmark 766

Finland 762

Poland 784

Czech Republic 627

Slovakia 600

Ukraine 796

Russia 826

South Africa 762

Total Sample 18.587

Survey methodology


Respondents budget is assumed to be a householdbudget. The average European household consistsof 2,4 people (based on Eurostat 2010).

As in previous years, we will use indexes in thegraphs to compare countries. The indexes arecreated in the following way:

• We deduct the negative responses to a certain question from the positive responses to the same question;

• Therefore, a response to a question on the current state of the economy that is 42% positive and 12% negative will result in an index of 30%;

• If the same question is asked in another country, a consumer response that is 25% positive and 32% negative will result in an index of -7%.

Survey methodology


Survey methodology

The Russian sample is more representative for middle and upper social classes, since the survey was done via the Internet. 92% of the sample in Russia was conducted in cities with a population of over one million people:

• Moscow : 28,2%. The city is the capital and largest city of Russia, and the country’s leading economic, political, cultural centre;

• Saint-Petersburg : 29,0%. This is the second largest city and seaport in Russia, located in the north-western part of the country;

• Nizhniy Novgorod : 9,2%. The city is located in western Russia, at the confluence of the Oka and Volga rivers and is a major river port, railroad hub, and industrial centre specially in automobile factory;

• Yekaterinburg : 8,3%. Located on the eastern slope of the Ural Mountains Yekaterinburg is a major industrial centre;

• Rostov-na-Donu : 8,1%. The city is an important commercial, industrial, and transportation centre connected by a canal to the Sea of Azov, and by the Volga-Don Canal to the Caspian, Baltic, and White seas. It is also linked by pipeline with the petroleum fields of the Caucasus area;

• Novosibirsk : 9,2%. It’s the capital of Novosibirsk Oblast, in southern Siberian Russia and the largest city of Siberia. Factories produce mining equipment, turbines, textiles, chemicals, and heavy machine tools.


The sample in Ukraine was conducted through the Internet. 83% respondents mainly lived in one of the cities below:

• Kharkov (21,2% of the sample) is the second largest capital in Ukraine. It is a city with a lot of industrial companies;

• Kiev (20,2% of the sample) is the capital and the largest city of Ukraine with 2,6 million inhabitants. Kiev is an important industrial, scientific, educational and cultural centre of Easter Europe;

• Lvov (9,6% of the sample) is one of the largest cities in Ukraine and is growing rapidly. It is regarded as one of the main cultural centre of Ukraine. Industry, Banking and money trading are an important part of the economy;

• Odessa (7,7% of the sample) is the fourth largest city in the Ukraine with 1.1 million inhabitants;

• Nikolaev (8,0% of the sample) is the administrative centre of the Mykalaiv Oblast and a major shipbuilding centre of Ukraine;

• Dnepropetrovsk (7,2% of the sample) is Ukraine's third largest city with 1.1 million inhabitants. Dnipropetrovsk is a major industrial centre of Ukraine. It has several facilities devoted to heavy industry that produce a wide range of products;

• Donetsk (4,0% of the sample) is the fifth largest city in Ukraine with 1 million inhabitants;

• Sumy (5,1% of the sample) is a smaller city in Ukraine with 290.000 inhabitants.

Survey methodology


The South African sample is more representative of middle and upper social classes, since the survey was done via the Internet. The survey was conducted in 9 regions:

• Gauteng Area (42% of the sample): Two major cities were included in the study: Johannesburg this is the business and financial centre and carries out 40% of the GDP and Pretoria this city is located in the most populated area and is the third city of South Africa. These cities account for 19% and 7% of the South African sample;

• Western Cape (23% of the sample): This is a tourism province and Cap town is the capital of the area and represents 15,6% of the sample;

• Eastern Cape (7,1% of the sample): Is one of the poorest provinces in South Africa. The two major industrial centres, Port-Elizabeth and East London have well-developed economies, based on the automotive industry. The survey was conducted in these cities which accounts for 4% of the South African sample;

• Free State (3,3% of the sample): Bloemfontein : In the region surrounding Bloemfontein, farming, livestock raising, and mining are the main occupations. The city is a road and railway hub;

• Kwazulu Natal (14% of the sample): This is the most populated area of South Africa;

• Mpumalanga (5% of the sample): This is a province in Eastern South Africa. In 1995 the name was changed from Eastern Transvaal to Mpumalanga;

• North West (3,8% of the sample): North West is a province of South Africa. The capital is Mafikeng;

• Limpopo (0,7% of the sample): Limpopo is the most southern province of South Africa. A big city in Limpopo is Polokwane;

• Northern Cape (1,1% of the sample): This is a large and most sparsely populated province in South Africa. The capital is Kimberly.

Survey methodology


The sample in Greece was conducted through the Internet and therefore the Attica area was slightly over represented in the survey compared to the other area’s:

• Attica (42,6% of the sample): Attica is located in the south of Greece and is, with a population of 3,8 million people, the biggest periphery in Greece. Within Attica 95% of the inhabitants live within the metropolitan area of Athens.

• Central Macedonia (20% of the sample): With 1,9 million inhabitants, Central Macedonia is the second biggest periphery in Greece.

• Crete (7,5% of the sample): Crete is the largest Greek island and inhabits about 625.000 people. The economy of Crete was mainly based on fishing and farming until the seventies. Now the economy is mainly based on tourism.

• Thessaly (3,2% of the sample): Thessaly has got about 750.000 inhabitants and is located in the centre of Greece.

• Western Greece (4,6% of the sample): Western Greece has about 750.000 inhabitants and is located in the west of Greece.

• Eastern Macedonia and Thrace (5% of the sample): Eastern Macedonia and Thrace is located in the north of Greece and has about 615.000 inhabitants.

• Peloponnese (4,2% of the sample): Peloponnese is a periphery located in the south of Greece and has 650.000 inhabitants.

• Southern Aegean islands (3,3% of the sample): The southern Aegean islands consists of the Cyclades and Dodecanese islands and has 320.000 inhabitants.

• Central Greece (1,9% of the sample): With the capital Lamia included the population of Central Greece is 600.000 people.

• Western Macedonia (2% of the sample): Western Macedonia has got 300.000 inhabitants and is situated in the North-West of Greece.

• Epirus (2,1% of the sample): Epirus has 350.000 inhabitants and is situated in the North-West of Greece.

• Northern Aegean islands (2,2% of the sample): The Northern Aegean island consist of Chios, Lesbos and Samos and has 200.000 inhabitants.

• Ionian islands (1,7% of the sample): The Ionian islands are seven islands off the west coast of Greece. The seven islands are Corfu, Paxos, Lefkas, Ithaca, Kefalonia, Zante, Cerigo. They have a population of 220.000 inhabitants.

Survey methodology

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© 2012 Deloitte & Associados, SROC, S.A.

Luís BeloPartnerConsumer BusinessTel: +351 210 427 611Fax: +351 210 427 [email protected]

Bruno Costa CabralPartnerConsumer BusinessTel: +351 210 422 569Fax: +351 210 427 [email protected]

Nuno NettoAssociate PartnerConsumer BusinessTel: + 351 210 422 525Fax: +351 210 427 [email protected]

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