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Who is buying what, and why? PwC Contents
Who is buying what, and why? PwC 1
10 9 8 % of respondents 7 6 5 4 58% 59% 82% 84% 85% 87% 2 42% 41% 18% 16% 15% 13% Films and music Clothing and accessories Alcohol Medicines Auto parts Cigarettes Buy sometimes Never buy Who is buying what, and why? PwC 2
7 % of respondents who sometimes buy counterfeits 6 5 4 2 6 55% 35% 35% 28% 28% 14% 11% 2 19% 13% 11% Films and music Clothing and accessories Alcohol Medicines Auto parts Cigarettes 18-34 yrs 35+ yrs % of responses above or below the UK average 15% 5% (5%) () (15%) 12% 11% (9%) Clothing and accessories 8% 7% 6% 5% 6% 6% 1% (4%) (4%) (5%) (5%) (8%) (7%) Medicines Cigarettes Films and music Alcohol Auto parts London Nothern Ireland Scotland Who is buying what, and why? PwC 3
% of respondents who sometimes buy counterfeits 5 45% 4 35% 25% 2 15% 5% 4 41% Clothing and accessories 16% 16% 21% 18% 14% 4 45% Cigarettes Alcohol Medicines Films and music 16% 14% Auto parts ABC1 C2DE Who is buying what, and why? PwC 4
10 94% 9 8 8 % of respondents 7 6 5 4 2 2 6% Yes No 18-24 yrs >55 yrs Who is buying what, and why? PwC 5
35% 31% % of respondents 25% 2 26% 25% 18% 15% 5% 5% 4% 1% Unaware product is counterfeit Genuine products are overpriced Cannot afford the genuine product The counterfeit product 'does the job' Counterfeit products are easier to access Counterfeiting is a victim less crime Other Who is buying what, and why? PwC 6
8 75% 73% 7 66% % of respondents 6 5 4 48% 35% 2 6% 3% Safety concerns Giving bank details to counterfeiters Moral and ethical concerns Online purchase may not be delivered Being caught buying the products Other None of the above Who is buying what, and why? PwC 7
45% % of responses put off by being caught 4 35% 25% 2 15% 4 5% Female Male % of respondents put off by being caught 8 7 6 5 4 2 49% 44% Online purchase may not be delivered 76% 76% 65% 66% Safety concerns Giving bank details to the counterfeiters 51% 72% Moral and ethical concerns 41% 31% Being caught buying the products 7% 4% 3% 2% Other None of the above 18-24 yrs >55 yrs Who is buying what, and why? PwC 8
9 84% 8 % of respondents 7 6 5 4 2 16% Yes No Who is buying what, and why? PwC 9
% of respondents 10 9 8 7 6 5 4 8% 92% 9 19% 81% 7 39% 41% 61% 59% 2 Films and music Clothing and accessories Cigarettes Alcohol Auto parts Medicines Very easy/easy Very difficult/difficult Who is buying what, and why? PwC 10
% of responses above or below the UK average 12% 8% 6% 4% 2% (2%) 8% (4%) (3%) (4%) (6%) North East London Alcohol Cigarettes Who is buying what, and why? PwC 11
% of responses 10 9 8 7 6 5 4 2 19% 14% 31% 67% 11% 58% 52% 39% 19% 56% 24% Medicines Auto parts Films and music Clothing and accessories Online Markets Abroad 39% 44% 45% 43% 16% 13% Alcohol Cigarettes 8 7 6 58% 59% 71% 67% 72% 5 4 2 18-24 25-35 35-44 45-54 55+ % of respondents who would be most likely to buy counterfeit medicine online Who is buying what, and why? PwC 12
7 6 6 5 5 47% 4 34% 24% 23% 2 Films and music Clothing and accessories Cigarettes Alcohol Medicines Auto parts % of respondents who believe >15% of products sold in the UK are counterfeit Who is buying what, and why? PwC 13
6 % of respondents who believe >15% of products sold in the UK are counterfeit 5 4 2 44% Cigarettes 51% Alcohol 38% ABC1 C2DE Who is buying what, and why? PwC 14
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36% 12% 17% 18-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55+ yrs 16% 19% 48% Male Female 52% Who is buying what, and why? PwC 17
8% 9% 7% 5% 9% 4% 3% South East 15% London North West Yorkshire and the Humber South West 12% West Midlands East of England Scotland East Midlands Wales North East 9% Northern Ireland 9% 24% 26% AB C1 C2 DE 21% 29% Who is buying what, and why? PwC 18
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PwC firms help organisations and individuals create the value they re looking for. We re a network of firms in 158 countries with close to 169,000 people who are committed to delivering quality in assurance, tax and advisory services. Tell us what matters to you and find out more by visiting us at www.pwc.com. This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, PricewaterhouseCoopers does not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it. 2011 PwC. All rights reserved. Not for further distribution without the permission of PwC. PwC refers to the network of member firms of PricewaterhouseCoopers International Limited (PwCIL), or, as the context requires, individual member firms of the PwC network. Each member firm is a separate legal entity and does not act as agent of PwCIL or any other member firm. PwCIL does not provide any services to clients. PwCIL is not responsible or liable for the acts or omissions of any of its member firms nor can it control the exercise of their professional judgment or bind them in any way. No member firm is responsible or liable for the acts or omissions of any other member firm nor can it control the exercise of another member firm s professional judgment or bind another member firm or PwCIL in any way.