Estudio de Accenture sobre tendencias de consumo de los clientes españoles.

1. 2010 Global Consumer StudyCountry resultsSpain December, 2010

3. Customer Service in terms of changing expectations and experience

4. Consumer involvement, satisfaction, loyalty, advocacy, buying intentions across industries and the role of pricing

6. The survey asked respondents to evaluate ten industry sectors; each respondent could evaluate up to four industries. All respondents were decision makers in at least one industry.

7. This report is only focused on the main outstanding findings for Spain compared to the global sample of countries for selected survey questions.

8. For additional overall consumer behavior findings by country and industry, please refer also to the <insert the link to the site>

9. When insightful

10. We indicate whether the country has a lower/higher average incidence of behavior compared to peer markets* (including cut-off percentage)

11. Factors showing significant change and questions with more than 8% variance when compared against 2009 have been highlightedThe country sample size breakdown is as follows: Results represented at country level are based on stated sample size. * Mature ‘peer’ markets: US, Canada, UK, Spain, Germany, France, Italy, Australia, Ireland, Belgium and Japan Emerging ‘peer’ markets: India, China, Brazil, Singapore, South Africa and Mexico

13. Loyalty programs to create retention and stickiness have effect in four industries; while for other sectors many consumers seem not even to be aware of such programs

14. Expectations towards customer service continue to rise. Main areas of concern in customer satisfaction are ‘Contact multiple times for the same reason’, Talking to multiple agents for a single question’ and ‘having to repeat information. Like for Marketing and Sales, many negative service experiences are perceived as highly frustrating and 32% of consumers have talked about one online.

15. Compared to other mature markets, Spanish consumers are less deeply engaged in an industry and its providers. They also profess less loyalty than other mature markets and the proportion that is willing to buy more has decreased over 2009.

16. Product Range, convenience, pricing, product quality, value for money and trust are the qualities Spanish consumers like most about their current providers across all industries.

17. Only a limited portion of Spanish consumers is ready to trade lowest price for elements like service, product quality, product range and frequency of communications.

18. Technology use is widely considered to have enhanced the marketing & sales and customer service experience. The web is being used by a majority while 7% of Spanish consumer write/interaction on social media at least once a week.

19. Of these, most consider that social media does not have an impact on either awareness creation or increased engagement and most trust comments from people they know.What are current consumer behaviors and perceptions with respect to Marketing and Sales practices? What are current consumer behaviors and perceptions with respect to Customer Service? What is the current state of involvement, engagement, satisfaction, loyalty, advocacy and buying intention? What is the impact of social media and digital technologies on the consumers’ engagement?

20. Section 1 Country findings for selected key consumer behavior areas Sales and Marketing

21. In-person channels are most widely used by Spanish consumers to gather information and have the most impact on buying decisions. Printed and paid advertising is still more widely used than online advertising/ information. – Usage and importance of marketing and sales channels – Q5 . How did you learn about the companies’ products and services with which you did business in past one year? Q6. How important are the information sources to you in deciding to do business with this company? (Usage: Multiple selection; Importance rating scale: 1 = not very important, 5 = Very important) Usage (only Yes) Importance in decision (top 2 boxes) Base = 348

22. A majority of Spanish consumers find many experiences as frustrating especially when related to employees to deal with and the time spent before being able to make a purchase. Negative company new is perceived as least frustrating. – Negative marketing and sales experience and their impact when considering buying – Q7. For each of the following situations, please indicate the extent to which you personally find frustrating? Q8. How frustrating situations are likely to impact your buying considerations? (Frustrating rating scale: 1 = Not frustrating at all, 5 = Extremely frustrating; Buying considerations: 1 = Will not consider buying, 5 = Will consider buying) Frustrating (score 4-5) Frustrated respondents who will not consider buying (score 1-2) Base = 348

23. Spanish consumers make the most use of loyalty programs in Retail, wireless and Internet service industries with 36%+ saying it increases their persuasion to stick with providers. Interestingly for other sectors, almost one-third is not even aware of loyalty programs. – Consumer participation in loyalty programs – Q10. Have you participated in any companies’ customer loyalty programs over the past 12 months? Q11. How much do these programs persuade you to stick with the companies that provide them? (Persuade to stick: 1 = Not at all, 5 = Very much) Persuade to Stick *Top 2 boxes Base = 348 * Base size: Respondents who answered participate in at least one program to Q10

24. Section 2 Country findings for selected key consumer behavior areas Customer Service

25. Customer service expectations have increased over time. The expectations have increased for efficient service, more trained representatives and convenience of access. – Changes in customer service expectations – Q12/ Q13. How have your customer service expectations changed as compared to 12 months ago/ 5years ago? (Change in expectation rating scale: 1 = Much lower, 5 = Much higher) Q14. How have your expectations increased? (Select all that apply) Top 2 boxes Base = 348 Base size for Q14: Respondents who answered much/slightly higher for Q12 or Q13

26. Spanish consumers give most importance to skilled customer service agents who can provide problem resolution efficiently and are for the most part not satisfied with the present level of service. – Importance of service dimension and satisfaction of service received – Q15. Please indicate how important each of the following customer service are to you Q16. Please think about how satisfied you are with the level of performance that companies deliver in these areas (Rating scale: 1 = not important/satisfied, 5 = extremely important/satisfied) Importance (top 2 boxes) Satisfaction (top 2 boxes) +/-Where increase or decrease between 2009 & 2010 is > 10% Not applicable responses not considered for Q16 Base = 348

27. Spanish consumers find themselves frustrated with all kinds of customer service issues. ‘Contact multiple times for the same reason’, Talking to multiple agents for a single question’ and ‘having to repeat information’ are foremost on the list. – Negative customer service experience – Q17 . For each of the following situations, please indicate the extent to which you personally find this frustrating. (Rating scale: 1 = not frustrating at all, 5 = extremely frustrating) Top 2 boxes Base = 348

28. When facing a negative experience, nine out of ten consumers spread the word to people around them; around 32% share their bad experience via Social Media sites such as Facebook, YouTube….. – Post negative customer service experience: Mature markets – Q20 . In the past year, have you done one of the following after having a bad customer service experience? Base = 348

29. Section 3 What is the current state of consumer satisfaction, loyalty, advocacy and future buying intentions? Cross industry results

30. The majority of Spanish consumers appear to care about an industry and its providers but have much lower levels of interest than the average. 41% do not find switching providers inconvenient and one-third consider shopping around for better deals. – Industry involvement and perception – Q27. How much do you agree or disagree with the following statements? (Rating scale: 1 = strongly disagree, 10 = strongly agree) Top 3 boxes Spain is outlier for Mature markets Disagree Agree This is an industry I somewhat care about - I know a lot about the providers in this industry INVOLVEMENT I have a real interest in/passion for this industry - Average 42% Companies are same in terms of offerings and services + It's too much of a hassle to switch providers PERCEPTION I consider shopping around for better deals +/- Where shift of Agree/Disagree between 2009 & 2010 is > 8% Higher average incidence of ‘Disagree Higher average incidence of ‘Agree’ Base = 1184 * Note: For all country outliers, see appendix

31. While there is a decrease in the number of consumers who are satisfied with their providers over 2009, the percentage of consumers who do not feel loyal to their providers is significantly higher than other mature markets. Most consumers will not buy more. – Current state of satisfaction, loyalty and advocacy – Q28. Rate the following for companies you do business with today? (Rating scale: 1 = not at all, 10 = extremely) Top 3 boxes Spain is outlier for Mature markets Not at all Extremely Overall satisfaction with providers - - Feel loyal toward providers Average 26% Will recommend providers to others Will buy more products and services from providers - +/- Where shift of ‘Not at all’/’Extremely’ between 2009 & 2010 is > 8% Higher average incidence of ‘Not at all’ Higher average incidence of ‘Extremely’ Base = 1184 * Note: For all country outliers, see appendix

32. Product Range, convenience, pricing, product quality, value for money and trust are the qualities Spanish consumers like most about their current providers across industries – Core drivers of satisfaction – Q29. What you like about the companies you do business with today? (Rating scale: 1 = Does not describe at all, 10 = Describes very well) Top 3 boxes 2010 2009 Note: Tailored customer experience was not an option in 2009 questionnaire Lower average incidence of behavior Higher average incidence of behavior Base = 1184 * Note: For all country outliers, see appendix

33. Overall, the majority of Spanish consumers are anticipating same level of business with current providers across industries with only one-third stating they will buy more in a single industry – Future level of business with current providers (next 6-12 months) – Q30. Over the next 6-12 months, which of the following do you anticipate doing in each industry? (Check all that apply) (Rating scale – Buy more/same/less of products/services) Legend: Number of industries consumers anticipate doing this in Base = 348

34. A majority of Spanish consumers are not willing to trade customer service, product options or product quality for lowest price. However one in ten is willing to accept less frequent communications if it ensures low price – this proportion has come down since 2009. – Role of price in consumer behavior – Q26. How much do you agree or disagree with the following statements? (Rating scale: 1 = Not at all, 10 = Strongly) Top 3 boxes Spain is outlier for Mature markets Disagree Agree I am willing to accept lower levels of customer service if it ensures I get the lowest price I am willing to accept lower levels of product options if it ensures I get the lowest price I am willing to accept lower levels of product quality if it ensures I get the lowest price Iam willing to accept lower frequency of communications if it ensures I get the lowest price - Average 39% +/- Where shift of Agree/Disagree between 2009 & 2010 is > 8% Higher average incidence of ‘Disagree Higher average incidence of ‘Agree’ Base = 348 * Note: For all country outliers, see appendix

35. Section 4 Country findings for selected key consumer behavior areas Social media and digital channels

36. A vast majority of Spanish consumers agree that the increased use of technology has increased their overall experience, more so – in the past five years – in the marketing and sales area. – Impact of increased use of technology in customer-facing activities – Q35. The increased use of technology in (a.) marketing & sales; (b.) customer service has improved the experience/the level of service significantly in the past five years” Use of technology in Marketing & Sales Use of technology in Customer Service Base a = 337; Base b = 335; “Prefer not to say” responses not included in analysis

37. The internet is used by a majority of Spanish consumers, with almost 70% reading social media sites. A significant percentage of consumers (63%) interact directly with companies on social media while a lesser number only write on social media. – Consumer activities carried out on social networks – Q36. How often do you participate in the following activities? vs.6% (Average mature “never”) vs. 42% vs. 63% vs. 53% Base = 348

38. Almost half of the Spanish consumers using social media do not consider their engagement to increase because of it. – Impact of consumer activities carried out on social networks: Engagement impact – Q37. To what extent do you agree with the following statements? (Rating scale: 1 = Disagree strongly, 10 = Agree strongly) Top 3 boxes Agree Disagree Increased overall engagement with current providers and their brands Increased overall awareness about products and services from providers I did not know of before Comments posted on social media sites influence my opinions about companies or brands Higher average incidence of ‘Disagree Higher average incidence of ‘Agree’ Base = 291

39. While comments posted on social media do not seem to influence most Spanish consumers, more than one-fourth of consumers trust more comments posted by people they know. – Impact of consumer activities carried out on social networks: Trust and influence– Q37. To what extent do you agree with the following statements? (Rating scale: 1 = Disagree strongly, 10 = Agree strongly) Top 3 boxes Agree Disagree Negative comments posted contribute to my consideration of not buying a product or service Positive comments posted contribute to my consideration of buying a product or service Trust comments about companies/brands posted by people I know Trust comments about companies/brands posted by people I don’t know Higher average incidence of ‘Disagree Higher average incidence of ‘Agree’ Base = 291

40. As to company involvement on social media, views are more inclined to disagree that companies getting directly involved in social media are more likely to get additional business. – Impact of consumer activities carried out on social networks: Expectation towards company– Q37. To what extent do you agree with the following statements? (Rating scale: 1 = Disagree strongly, 10 = Agree strongly) Top 3 boxes Agree Disagree I like seeing companies get directly involved in contributing to discussions in social media environments I am more likely to do business with a company that I know I can interact with in a social media environment Higher average incidence of ‘Disagree Higher average incidence of ‘Agree’ Base = 291

41. APPENDIX I Selected outlier tables

42. Higher average incidence of ‘Disagree’ Higher average incidence of ‘Agree’ Outlier table – Question 26 APPENDIX I – Role of price in consumer behavior – Q26. How much do you agree or disagree with the following statements? (Rating scale: 1 = Not at all, 10 = Strongly) Note: Outliers have been marked by comparing mature country percentages with the average of mature markets and +/- 6% cut-off and emerging country percentages with the average of emerging markets and +/- 6% cut-off Base = 348

43. Higher average incidence of ‘Disagree’ Higher average incidence of ‘Agree’ Outlier table – Question 27 APPENDIX I – Industry involvement and perception – Q27. How much do you agree or disagree with the following statements? (Rating scale: 1 = strongly disagree, 10 = strongly agree) Note: Outliers have been marked by comparing mature country percentages with the average of mature markets and +/- 6% cut-off and emerging country percentages with the average of emerging markets and +/- 6% cut-off Base = 1184

44. Higher average incidence of ‘Not at all’ Higher average incidence of ‘Extremely’ Outlier table – Question 28 APPENDIX I – Current state of consumer satisfaction, loyalty and advocacy – Q28. Rate the following for companies you do business with today? (Rating scale: 1 = not at all, 10 = extremely) Note: Outliers have been marked by comparing mature country percentages with the average of mature markets and +/- 6% cut-off and emerging country percentages with the average of emerging markets and +/- 6% cut-off Base = 1184

45. Lower average incidence of behavior Higher average incidence of behavior Outlier table – Question 29 APPENDIX I – Core drivers of satisfaction – Q29. What you like about the companies you do business with today? (Rating scale: 1 = Does not describe at all, 10 = Describes very well) Note: Outliers have been marked by comparing mature country percentages with the average of mature markets and +/- 9% cut-off and emerging country percentages with the average of emerging markets and +/- 9% cut-off Base = 1184

46. Higher average incidence of ‘Not at all’ Higher average incidence of ‘Extremely’ Outlier table – Question 37 APPENDIX I – Impact of consumer activities carried out on social networks: Engagement impact – Q37. To what extent do you agree with the following statements? (Rating scale: 1 = Disagree strongly, 10 = Agree strongly) Note: Outliers have been marked by comparing mature country percentages with the average of mature markets and +/- 6% cut-off and emerging country percentages with the average of emerging markets and +/- 6% cut-off Base = 291

47. Higher average incidence of ‘Not at all’ Higher average incidence of ‘Extremely’ Outlier table – Question 37 APPENDIX I – Impact of consumer activities carried out on social networks: Trust and influence– Q37. To what extent do you agree with the following statements? (Rating scale: 1 = Disagree strongly, 10 = Agree strongly) Note: Outliers have been marked by comparing mature country percentages with the average of mature markets and +/- 6% cut-off and emerging country percentages with the average of emerging markets and +/- 6% cut-off Base = 291

48. Higher average incidence of ‘Not at all’ Higher average incidence of ‘Extremely’ Outlier table – Question 37 APPENDIX I – Impact of consumer activities carried out on social networks: Expectation towards company– Q37. To what extent do you agree with the following statements? (Rating scale: 1 = Disagree strongly, 10 = Agree strongly) Note: Outliers have been marked by comparing mature country percentages with the average of mature markets and +/- 6% cut-off and emerging country percentages with the average of emerging markets and +/- 6% cut-off Base = 291

49. APPENDIX II Definitions of industries covered by the research

51. Wireless Phone Companies: company/ies that provide service for your cell phone

52. Landline Phone Companies: company/ies that provide service for the phone you use inside your home

53. Cable/Satellite Companies: company/ies that provide the ability for you to receive TV service in your home

54. Internet Service Providers: company/ies that provide the ability for you to connect to and use the internet

55. Retail Banking/Financial Service Providers: company/ies that you use for finance management activities like checking, savings, credit and investing

56. Consumer Electronics Manufacturers: companies that make electronics equipment you use in your home, e.g. personal computers, high definition televisions, smart cameras, video game consoles, etc.

57. Consumer Goods Retailers: for example, grocery stores, department stores, specialty stores, etc.

58. Life Insurance Providers: company/ies that provide you with a life insurance or related policy

59. Travel and Tourism: companies you use for airline, hotel and related transportation services