Origin Energy Essentials Report. Full Report May 2014

Origin Energy Essentials Report Full Report May 2014

Introduction Phil Craig Executive General Manager, Corporate Affairs, Origin Energy is an essential part of our everyday lives, but one that we often take for granted. Not only does energy power the appliances that we can t live without, but it also powers many gadgets that we enjoy that enhance our lives. As Australia s largest integrated energy provider, we are out exploring, generating and buying energy fresh every day, which gets delivered to millions of Australian homes and businesses each year.. The Origin Energy Essentials Report is the result of a survey of 1,000 Australians aged 18 64 year olds conducted by Nature in March 2014. The survey asked respondents to nominate what appliances they had in their home, which appliances they use and enjoyed most, and which appliances they considered essential. The survey also queried respondents on their appliance purchase behaviours over the past 12 months and their appliance purchase intentions for the next 12 months. Like the new Energy Made Fresh Daily campaign, we want to get people thinking a bit differently about energy where it comes from and how we use it every day. This report will also help us to have much richer conversations in Australia about the long and complex process of finding, generating and delivering energy; and how we get the balance right between reliable supply, cost and reducing emissions. 2

Ipsos Australia Dr. Rebecca Huntley, Director, Ipsos Australia The results of The Origin Energy Essentials Report into appliance use and value validates much of what we are finding in our own research, as part of The Mind & Mood Report, a long-running, continuous study into the hearts, minds and behaviours of Australian consumers. The results show that Australians love their appliances. Often one tablet, laptop, TV or fridge is not enough to satisfy a household where children in particular are used to using technology and want to play their own games and watch their own shows when they want (not when it suits their parents!) No surprises that our most used (and most essential) items are fridges and washing machines. In a broadly affluent society, with the focus on convenience, how could we possibly live without these two household essentials? It's interesting that we use the TV more than the stovetop (does that mean watching My Kitchen Rules is more popular than actually cooking in your own kitchen?). It's interesting too that we use the lap top and the mobile phone more than the kettle, reflecting the continuing importance of information and communication technology in our lives, at work, at home, anytime and anyplace. The data also paints a clear picture of the differences between men and women and their use and value of appliances. Women use the washing machine and vacuum more than men. Men watch TV and use the stereo more than women. In our research with women, one of their major gripes about the men in their lives is that they feel comfortable relaxing at home and ignoring the chores to be done. Whereas for women the home is a place of unpaid work as much as it is a retreat and haven. 3

Ipsos Australia When it comes to computer and mobile device use, women seem to be more attached to their mobile devices (such as phones and tablets) than men, whereas men are more likely to use the desk top computer. This reflects the fact that women in our research often report using technology to multitask watching over kids playing while they shop on the tablet, checking work emails on the mobile while they prepare dinner. Whereas men in our research report feeling more comfortable off in a corner of the house on the desk top, working or playing computer games. Clear and interesting generational differences are also reflected in the results. For younger Australians those aged between 18 and 29 home appliances like washing machines and stovetops are less used and less valued than for older generations (reflecting different life-stage priorities but also the fact that these young adults may well be living at home and Mum might still be cooking and cleaning for them). But when it comes to mobile devices, use and value shoots up (except when it comes to the desktop computer, which seems to be an almost retro item for younger Australians). It's also clear that some appliances in Australian homes have become redundant. We don't use our MP3 players as much anymore as we listen to music on other mobile devices phones and tablets and the like. The bread maker, once so popular, has become a white elephant in our kitchen cabinets. Australian consumers seem to embrace the possibility of appliance consolidation especially in the world of mobiles, TVs and computers. The idea of having one appliance that can perform a myriad of tasks is appealing and perhaps explains the sudden surge of interest in a very expensive appliance like the Thermomix, which can blend and cook at the same time. Across all age groups the TV is the most commonly owned appliance. And yet we know from our research that consumers of all age groups, particularly younger Australians, are using TV differently connecting it to a lap top to watch downloaded content in particular. They are using mobile devices to watch TV content more often. Over time it will be fascinating to watch how different generations use and value TV over other devices that allow them access content of all kinds. The Origin Energy Essentials Report gives us a rich and fascinating insight not only into what appliances we use and love but also our current lifestyles, priorities and how they might evolve in the future. 4

Top 5 by Location Appliances in Household Top 5 Appliances in Household (ranked on % endorsement) Total Population NSW VIC QLD SA WA NET TV (Any) 9 NET TV (Any) 9 NET TV (Any) 9 NET TV (Any) 9 9 9 9 9 9 9 NET TV (Any) 9 9 9 Toaster Vacuum Cleaner NET TV (Any) 9 9 9 Toaster Vaccum Cleaner Microwave 9 Toaster Vacuum Cleaner Microwave Vacuum Cleaner 9 Vacuum Cleaner Toaster Kettle Kettle Microwave Microwave Microwave Toaster Toaster Kettle 9 Vacuum Cleaner 9 Kettle The TV is the most commonly owned appliance in consumers homes across the majority of the states. In SA it is s and s that are most commonly owned, and in WA the takes first position. Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 5 Qb1. Which of the following appliances do you have in your home? Please select all that apply Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)

Top 5 by Gender Appliances in Household Top 5 Appliances in Household (ranked on % endorsement) Total Population Male Female NET TV (Any) 9 NET TV (Any) 9 9 9 9 9 Microwave NET TV (Any) 9 Toaster 9 Vaccum Cleaner 9 Toaster Vacuum Cleaner Vacuum Cleaner Microwave Kettle Microwave Toaster 9 The most commonly owned appliances amongst males are TVs and s, however amongst females the most commonly owned are s followed closely by s and TVs. Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 6 Qb1. Which of the following appliances do you have in your home? Please select all that apply Base: Total Population (n=1000); Males (n= 505); Females (n=495)

Top 5 by Age Appliances in Household Top 5 Appliances in Household (ranked on % endorsement) Total Population 18-29 30-39 40-49 50-59 60-64 NET TV (Any) 9 NET TV (Any) 9 NET TV (Any) 9 NET TV (Any) 9 NET TV (Any) 9 NET TV (Any) 9 9 9 9 Microwave 9 9 Vacuum Cleaner 9 9 9 9 9 Toaster 9 Vaccum Cleaner Microwave Vacuum Cleaner 9 Toaster 9 9 Toaster Toaster Kettle Kettle 9 9 Toaster Toaster Vacuum Cleaner 9 9 Microwave Microwave Vacuum Cleaner 9 Kettle Across the age groups, the TV is the most commonly owned appliance. Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 7 Qb1. Which of the following appliances do you have in your home? Please select all that apply Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)

Appliance in household The Number of Appliances in Household Total Sample Don't Have 1 2 3 4 5+ 6 2 4% 1% 2% 1% Vacuum Cleaner 7 13% 2% 1% Toaster 8 4% Microwave 3 8 2 12% 4% A third (33%) of households have two ore more laptops. Kettle 1 4 84% 2 1% 3% 2% 54% of households have two or more mobile phones. Printer/scanner Stovetop Hair Dryer 2 21% 2 6 6 7 1 2% 1% 2% While the majority of households have only one fridge, over a quarter (2) have two or more. Modem/Router/WiFi 2 6 4% DVD/Blu-ray Player 33% 4 14% 4% 1% 3 5 1% 1% Food Processor/Blender 4 5 4% 1% Portable fans 44% 2 1 2% 2% 8 Qb1a. For each appliance, please tell us how many of them you have in your household. Base: Total n=1,000

Appliance in household The Number of Appliances in Household Total Sample Don't Have 1 2 3 4 5+ Clothes Dryer 44% 5 Electric tools (drills etc) 4 22% 1 Stereo 4 44% 1% Gaming Console (Play Station, Xbox, Wii etc.) Dishwasher Tablet (eg. ipad, galaxy tab) MP3 Player (eg. ipod) Hair Styling Appliance (e.g. Hair Straightener, Hair Curler etc.) 4 4 5 51% 52% 33% 51% 3 33% 3 11% 1% 2% 1 2% 1% 4% 2% 1% 3% 1% 5 of households have at least one tablet. 14% have 2 or more tablets in the household. 44% of households have a coffee machine and the majority of these households only have one. TV LCD or LED Large Size (40 inch or bigger) Reverse Cycle Air Conditioner (Heating and Cooling) Electrical shaver Coffee Gas hot water 53% 53% 5 5 6 3 3 3 4 4 2% 3% 1% 1% 3% LED/LCD (40 inch or bigger) TV s are the most popular with 4 of households having at least one. As a whole 9 of households have a TV (any) in the household (see appliance in household charts). Electric hot water 61% 3 Ceiling fan(s) 62% 1 Heater portable 63% 2 2% 9 Qb1a. For each appliance, please tell us how many of them you have in your household. Base: Total n=1,000

Appliance in household The Number of Appliances in Household Total Sample Don't Have 1 2 3 4 5+ Cake Mixer 6 33% 2% TV LCD or LED Small to Medium Size (39 inch or smaller) 6 22% 2% 1% TV Plasma Large Size (40 inch or bigger) 7 24% 1% Air conditioner (Cooling only) 73% 23% 3% 1% Bread Maker 7 2 Heater gas central Heater - other Heater gas space/wall unit 82% 83% 84% 1 1 1 1% 1% 21% of households have a bread maker (which is considered the most unessential appliance). TV Other than a Plasma or LCD/LED TV Plasma Small to Medium Size (39 inch or smaller) 8 8 11% 1 2% 1% 2% 1% Currently 3% of households have a Thermomix. Solar hot water 8 12% Solar PV 8 1 2% Induction cooktop 9 1 Pool Pump 9 Thermomix 9 3% Electric vehicle 9 2% 10 Qb1a. For each appliance, please tell us how many of them you have in your household. Base: Total n=1,000

Top 5 by Location Essential Appliances Top 5 Essential Appliances (ranked on % endorsement) Total Population NSW VIC QLD SA WA 9 9 9 9 Net: Hot Water 9 100 % 9 9 9 9 9 9 Net: Hot Water Net: Hot Water Net: Hot Water Stovetop 8 Stovetop Stovetop Stovetop Stovetop Vacuum Cleaner 8 Vacuum Cleaner 8 Net: Hot Water 8 8 Net: Hot Water 8 Stovetop 8 8 The fridge/freezer, washing machine, hot water, stovetop and oven are identified as the most essential appliances in consumers homes. There are minimal differences across states. Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 11 Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)

Top 5 by Gender Essential Appliances Total Population Top 5 Essential Appliances (ranked on % endorsement) Male Female 9 9 9 9 9 Net: Hot Water Net: Hot Water Stovetop Net: Hot Water Stovetop Stovetop 8 8 Net: Heater Any 8 Both males and females identify their fridge/freezer, washing machine, hot water and stovetop as the most essential appliances within their home. Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 12 Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); Males (n= 505); Females (n=495)

Top 5 by Age Essential Appliances Total Population Top 5 Essential Appliances (ranked on % endorsement) 18-29 30-39 40-49 50-59 60-64 9 9 9 9 9 9 9 Stovetop 9 9 9 Net: Hot Water Net: Hot Water 9 Net: Hot Water 9 Net: Hot Water 9 Stovetop Modem/Router /Wifi 9 Net: Hot Water Stovetop Stovetop Stovetop Vacuum Cleaner 9 8 8 Stovetop 8 Vacuum Cleaner 9 Vacuum Cleaner 8 Net: Heater 9 8 8 8 18-29 s differ from other age groups in that they see their mobile phone and internet connection (modem/router/wifi) as essential. Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 13 Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)

Top 5 by Location Non-Essential Appliances Top 5 Non-Essential Appliances (ranked on % endorsement) Total Population NSW VIC QLD SA WA Bread Maker Gaming Console 8 7 Bread Maker Gaming Console 83% 71% Bread Maker Gaming Console (Play Station, Xbox, Wii etc.) 7 7 Bread Maker Gaming Console 8 Tablet (eg. ipad, galaxy tab) MP3 Player (eg. ipod) 83% 81% Gaming Console Hair Styling Appliance 84% 82% Cake Mixer 73% Coffee 6 Cake Mixer 74% MP3 Player (eg. ipod) 7 Clothes Dryer 7 MP3 Player (eg. ipod) 81% MP3 Player (eg. ipod) 71% Food Processor/Blen der 6 TV Other than a Plasma or LCD/LED 6 Cake Mixer 73% Gaming Console 7 Clothes Dryer 7 Coffee 6 Cake Mixer 6 MP3 Player (eg. ipod) 6 Electrical shaver 73% Coffee 7 Coffee 7 Hair Styling Appliance 6 Hair Styling Appliance 6 Hair Dryer 71% Electrical shaver 7 Hair Dryer 7 Bread Makers, Gaming Consoles, Cake Mixers, MP3 players, Coffee machines and Hair Styling Appliances are considered the most non-essential. Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 14 Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)

Top 5 by Gender Non-Essential Appliances Top 5 Non-Essential Appliances (ranked on % endorsement) Total Population Male Female Bread Maker 8 Bread Maker 82% Bread Maker 8 Gaming Console 7 Hair Styling Appliance 73% Gaming Console 83% Cake Mixer 73% Gaming Console 72% Cake Mixer 7 MP3 Player (eg. ipod) 71% MP3 Player (eg. ipod) 7 Coffee 73% Coffee Hair Styling Appliance 6 6 Cake Mixer 6 MP3 Player (eg. ipod) 71% Electric shaver 6 Clothes dryer 6 Hair styling appliance 6 A bread maker is considered the most non-essential appliance amongst both males and females. Males are more likely to consider hair styling appliances to be non-essential where as females rank the electric shaver as less essential than their hair styling appliances. Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 15 Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); Males (n= 505); Females (n=495)

Top 5 by Age Non-Essential Appliances Total Population Top 5 Non-Essential Appliances (ranked on % endorsement) 18-29 30-39 40-49 50-59 60-64 Bread Maker 8 Bread Maker 8 Bread Maker 7 Bread Maker Gaming Console DVD/Blu-ray Player 6 Gaming Console 7 Gaming Console 73% Cake Mixer 73% Hair Styling Appliance 83% Bread Maker 9 Coffee 64% Cake Mixer MP3 Player (eg. ipod) Coffee Hair Styling Appliance 73% 71% 6 6 Cake Mixer Stereo Coffee Electrical shaver 73% 71% 6 64% Gaming Console Hair Styling Appliance Food Processor/Blen der MP3 Player (eg. ipod) 7 6 6 6 Gaming Console MP3 Player (eg. ipod) Cake Mixer 82% 7 7 MP3 Player (eg. ipod) Food Processor/Blend er Hair Styling Appliance Cake Mixer 8 7 74% 74% Food Processor/Blen der Hair Dryer Clothes Dryer Stereo 64% 62% 5 5 Note: Amongst the 60-64s who had a gaming console and/or bread maker in their house, the portion who selected it as non-essential is very high, however the sample who have this appliance is far too small for us to report. There is little difference between age groups. 18-29s are much less likely to indicate their MP3 player is non-essential (5). Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 16 Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)

Top 5 by Location Most Enjoyed Appliances Top 5 Most Enjoyed Appliances (ranked on % endorsement) Total Population NSW VIC QLD SA WA 81% 8 8 81% 8 7 6 6 6 64% 6 5 54% 5 4 5 5 4 5 53% 4 4 53% 4 Gaming Console 42% Gaming Console 4 DVD/Blu-ray Player 3 Gaming Console 4 Gaming Console 43% Coffee 44% While not the most essential of appliances, TVs, laptops, desktop computers and mobile phones are the most enjoyed. Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 17 Qb4. Please select the 5 appliances in your home that bring you the most enjoyment. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)

Top 5 by Gender Most Enjoyed Appliances Top 5 Most Enjoyed Appliances (ranked on % endorsement) Total Population Male Female 81% 82% 8 6 63% 6 54% 62% Mobile 5 5 Gaming Console 4 44% Modem/Router/Wifi 3 Gaming console 34% Gaming Console 42% Mobile 41% Tablet 3 Males get greater enjoyment from the gaming console in their household than females. Females have greater enjoyment from their mobile phone and tablet. Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 18 Qb4. Please select the 5 appliances in your home that bring you the most enjoyment. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); Males (n= 505); Females (n=495)

Top 5 by Location Most Enjoyed Appliances Top 5 Most Enjoyed Appliances (ranked on % endorsement) Total Population 18-29 30-39 40-49 50-59 60-64 81% 7 7 8 8 8 6 7 64% 6 71% 62% 54% 72% 5 53% 5 52% 5 Gaming Console 51% 51% DVD/Blu-ray Player 42% Tablet 3 Tablet 3 Gaming Console 42% Modem/Router /Wifi 43% Gaming Console 53% 3 DVD/Blu-ray Player 3 DVD/Blu-ray Player 3 Younger consumers get greater enjoyment form their mobile phone, internet connection and gaming console. Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 19 Qb4. Please select the 5 appliances in your home that bring you the most enjoyment. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)

Top 5 by Location Most Used Appliances Top 5 Most Used Appliances (ranked on % endorsement) Total Population NSW VIC QLD SA WA 82% 81% 7 8 8 84% 5 5 52% 54% 51% 5 5 5 44% 4 51% 4 42% 4 42% 43% 4 42% 3 4 42% 3 Kettle 41% Stovetop 3 3 Kettle 3 Kettle 3 Stovetop 3 Microwave 34% Microwave 3 Two of the most essential appliances the fridge/freezer and washing machine are also used most. The most enjoyed appliances (TVs, laptop, mobile phone, desktop computer) are also use very frequently. 20 Qb3. Please select the 5 appliances in your home that are you used the most. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)

Top 5 by Gender Most Used Appliances Top 5 Most Used Appliances (ranked on % endorsement) Total Population Male Female 82% 82% 82% 5 5 54% 5 4 43% 42% 44% 43% 3 41% 42% 3 Kettle 3 Females use their mobile phone and kettle more so than males who use their TV s more frequently. Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 21 Qb3. Please select the 5 appliances in your home that are you used the most. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); Males (n= 505); Females (n=495)

Top 5 by Age Most Used Appliances Total Population Top 5 Most Used Appliances (ranked on % endorsement) 18-29 30-39 40-49 50-59 60-64 82% 74% 8 8 8 5 63% 54% 6 Kettle 52% 6 5 5 5 53% 51% 51% 42% 42% 43% 42% 4 Kettle 5 3 4 41% 3 4 Stovetop 42% 3 Modem/Route r/wifi 3 Younger consumers use their mobile phone and internet connection (modem/router/wifi) more frequently than other age groups. These are also the appliances they identified as being most essential. The kettle is used more frequently by those aged 50+ Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply. 22 Qb3. Please select the 5 appliances in your home that are you used the most. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)

Purchased in the last 12 months Appliances Purchases in last 12 months Based on Total Sample % Who purchased appliance in past 12 months (based on total sample) 3 2 2 24% 2 1 1 1 1 1 14% 12% 12% 11% 1 4% 4% 4% 4% 4% 3% 3% 3% 3% 3% Mobile phones are the most purchased appliance in the past 12 months. 23 Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on total sample (n=1000). Responses below 3% not shown.

Purchased in the last 12 months Appliances Purchases in last 12 months Based on 18-29s % Who purchased appliance in past 12 months (based on 18-29s) 3 2 2 2 2 1 1 1 1 1 1 14% 13% 13% 11% 1 4% 4% 4% 3% 3% 3% 3% Mobile phones followed by tables and laptops are the most purchased appliances amongst 18-29s in the past 12 months. 24 Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on 18-29s (n=204). Responses below 3% not shown.

Purchased in the last 12 months Appliances Purchases in last 12 months Based on 30-39s % Who purchased appliance in past 12 months (based on 30-39s) 3 2 2 2 2 1 1 1 1 1 14% 13% 13% 1 1 1 4% 4% 4% 4% 4% 3% 3% Mobile phones followed by tables are the most purchased appliances amongst 30-39s in the past 12 months. 25 Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on 30-39s (n=235). Responses below 3% not shown.

Purchased in the last 12 months Appliances Purchases in last 12 months Based on 40-49s % Who purchased appliance in past 12 months (based on 40-49s) 3 3 3 2 2 2 1 1 1 1 1 1 12% 1 1 1 4% 4% 4% 3% 3% 3% 3% Mobile phones followed by laptops are the most purchased appliances amongst 40-49s in the past 12 months. 26 Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on 40-49s (n=246). Responses below 3% not shown.

Purchased in the last 12 months Appliances Purchases in last 12 months Based on 50-59s % Who purchased appliance in past 12 months (based on 50-59s) 3 3 3 2 2 1 1 1 1 1 13% 13% 12% 11% 1 4% 4% 4% 3% 3% Mobile phones and kettles are the most purchased appliances amongst 50-59s in the past 12 months. 27 Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on 50-59s (n=220). Responses below 3% not shown.

Purchased in the last 12 months Appliances Purchases in last 12 months Based on 60-64s % Who purchased appliance in past 12 months (based on 60-64s) 2 23% 2 1 1 1 1 1 1 1 1 1 12% 12% 1 1 1 4% 4% 3% 3% 3% 3% 3% Mobile phones are the most purchased appliances amongst 60-64s in the past 12 months. 28 Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on 60-64s (n=95). Responses below 3% not shown.

Purchased in the last 12 months Appliances Purchases in last 12 months Based on Gender % Who purchased appliance in past 12 months (based on Gender) 3 3 2 2 1 1 Female Male 2 2 24% 24% 1 1 1 13% 1 14% 1 13% 13% 13% 11% 11% 12% 11% 1 1 1 1 4% 4% 4% 4% 4% 4% 4% 4% 2% 3% 3% 3% 2% 3% 3% 3% 3% 1% 2% There are no significant differences between males and females. 29 Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on Females (n=495), Males (n=505). Responses below 3% not shown.

Purchased in the last 12 months Appliances Purchases Purchased in last 12 months (based on total) To replace a fautly appliance To upgrade from an older/existing model Never has but wanted Never had but needed Given as a gift Tablet (e.g. ipad, galaxy tab) (n=147) 1 4% 21% 52% 12% 11% (n=240) Coffee (n=94) TV LCD/LED (40 inch or bigger) (n=84) 24% 11% 1 1 2 71% 7 41% 2% 2% 1% 12% 1% Mobile phones were bought as upgrades from existing models as were TVs (LCD/LED 40inch or bigger) and gaming consoles. (n=140) Kettle (n=158) Gaming Console (Play Station etc.) (n=70) 14% 1 33% 6 64% 52% 32% 1 1 4% 3% 3% 4% 2% 4% Kettles, toasters microwaves and washing machines were most commonly purchased to replace a faulty appliance. Printer/Scanner (n=106) 11% 43% 41% 11% 1% Toaster (n=122) 12% 51% 34% 4% 4% Vacuum Cleaner (n=114) 12% 3 4 2% 1 2% 30 Qb5. Please select all of the appliances that you purchased in the past 12 months. B6. Why did you purchase each of these appliances? Based on those who have each appliance in their household. Individual appliances with sample size <n=50 not shown. Base: Have Appliance (Sample between n=58 and n=240 per appliance)

Purchased in the last 12 months Appliances Purchases Purchased in last 12 months (based on total) To replace a fautly appliance To upgrade from an older/existing model Never has but wanted Never had but needed Given as a gift Food Processor/Blender (n=64) 21% 2 2 13% 11% (n=68) (n=105) Modem/Router/Wifi (n=74) 1 1 3 43% 5 5 4 11% 2% 11% 4% 12% 2% 4% 2% Mobile phones were bought as upgrades from existing models as were TVs (LCD/LED 40inch or bigger) and gaming consoles. Portable fan (n=58) DVD/Blu-ray Player (n=66) Electronic Tools (drills etc.) (n=58) 2 2 4 3 43% 3 23% 24% 21% 1 1% 3% 2% Kettles, toasters microwaves and washing machines were most commonly purchased to replace a faulty appliance. (n=92) 51% 3 3% 2% Microwave (n=71) 5 2 2% 31 Qb5. Please select all of the appliances that you purchased in the past 12 months. B6. Why did you purchase each of these appliances? Based on those who have each appliance in their household. Individual appliances with sample size <n=50 not shown. Base: Have Appliance (Sample between n=58 and n=240 per appliance)

Purchased in the last 12 months Appliances Purchases - Considerations Purchased in last 12 months (based on total) Price Energy efficiency Brand's reputation Design Features of the appliance Availability Recommendation from others Warranty Tablet (e.g. ipad, galaxy tab) (n=147) 1 2 1 22% 4% (n=240) 24% 2 1 11% 2 4% Coffee (n=94) TV LCD/LED (40 inch or bigger) (n=84) (n=140) 14% 2 2 34% 12% 14% 13% 14% 1 1 21% 1 1 2% 1 Besides price, the most important consideration for the majority of appliances is the features of the appliance. Kettle (n=158) 1 3 11% 13% 12% 4% Gaming Console (Play Station etc.) (n=70) 24% 1 22% 4% 11% Printer/Scanner (n=106) 11% 42% 1 2 3% Toaster (n=122) 12% 3 12% 13% 3% Vacuum Cleaner (n=114) 12% 32% 13% 1 4% 1 32 Qb7. When purchasing each of these appliances, how important was each of the following to you when you made your final decision? Based on those who have each appliance in their household. Individual appliances with sample size <n=50 not shown. Base: Have Appliance (Sample between n=58 and n=240 per appliance)

Purchased in the last 12 months Appliances Purchases - Considerations Purchased in last 12 months (based on total) Price Energy efficiency Brand's reputation Design Features of the appliance Availability Recommendation from others Warranty Food Processor/Blender (n=64) 3 1 14% 1 4% 1 (n=68) 31% 14% 2 3% (n=105) 1 2 1 11% 14% 4% 1 Modem/Router/Wifi (n=74) Portable fan (n=58) 3 41% 1 14% 4% 4% 22% 11% 1 1 3% Besides price, the most important consideration for the majority of appliances is the features of the appliance. DVD/Blu-ray Player (n=66) 3 14% 21% 2% Electronic Tools (drills etc.) (n=58) 3 1 2 3% (n=92) 31% 1 11% 1 1 Microwave (n=71) 3 12% 11% 1 4% 33 Qb7. When purchasing each of these appliances, how important was each of the following to you when you made your final decision? Based on those who have each appliance in their household. Individual appliances with sample size <n=50 not shown. Base: Have Appliance (Sample between n=58 and n=240 per appliance)

Intend to purchase in the next 12 months Appliances Intend to buy in the next 12 months Based on Total Sample % Who intend to purchase an appliance in the next 12 months (based on total sample) 6 5 4 4 3 2 1 13% 12% 4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% TVs (any) are the most intended purchase in the next 12 months 34 Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on total sample (n=1000). Responses below 3% not shown.

Intend to purchase in the next 12 months Appliances Intend to buy in the next 12 months Based on 18-29s % Who intend to purchase an appliance in the next 12 months (based on 18-29s) 5 4 4 3 3 2 2 1 1 4 1 11% 11% 1 4% 4% 4% 4% 4% 4% 4% 4% 4% 4% 3% 3% Mobile phones are the most intended purchase amongst those 18-29 in the next 12 months. 35 Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on 18-29s (n=204). Responses below 3% not shown.

Intend to purchase in the next 12 months Appliances Intend to buy in the next 12 months Based on 30-39s % Who intend to purchase an appliance in the next 12 months (based on 30-39s) 4 4 3 3 2 2 1 1 41% 1 1 13% 1 4% 4% 4% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% TVs, followed by Mobile Phones are the most intended purchase in the next 12months amongst those 30-39. 36 Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on 30-39s (n=235). Responses below 3% not shown.

Intend to purchase in the next 12 months Appliances Intend to buy in the next 12 months Based on 40-49s % Who intend to purchase an appliance in the next 12 months (based on 40-49s) 6 5 5 4 3 2 1 12% 4% 4% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% TVs are the most intended purchase in the next 12months amongst those 40-49. 37 Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on 40-49s (n=246). Responses below 3% not shown.

Intend to purchase in the next 12 months Appliances Intend to buy in the next 12 months Based on 50-59s % Who intend to purchase an appliance in the next 12 months (based on 50-59s) 6 5 5 4 3 2 1 1 4% 4% 4% 3% 3% 3% 3% TVs are the most intended purchase amongst those 50-59 in the next 12 months. 38 Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on 50-59s (n=220). Responses below 3% not shown.

Intend to purchase in the next 12 months Appliances Intend to buy in the next 12 months Based on 60-64s % Who intend to purchase an appliance in the next 12 months (based on 60-64s) 7 6 5 5 4 3 2 1 4% 4% 4% 4% 4% 4% 4% 4% 4% 3% 3% 3% TVs are the most intended purchase in the next 12 months amongst those 60-64. 39 Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on 60-64s (n=95). Responses below 3% not shown.

Intend to purchase in the next 12 months Appliances Intend to buy in the next 12 months Based on Gender % Who intend to purchase an appliance in the next 12 months (based on Gender) Female Male 5 4 4 3 3 2 2 1 1 4 4 12% 11% 1 11% 1 1 4% 4% 2% 4% 4% 4% 4% 1% 3% 3% 1% 3% 2% 3% 3% 3% 3% Mobile phones are the most intended purchase in the next 12 months, amongst females, yet amongst males the most intended purchase is a TV (any). 40 Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on Females (n=495), Males (n=505). Responses below 3% not shown.

Intend to purchase in the next 12 months Reasons for wanting to purchase Total Sample Intend to purchase in next 12 months (based on total) To replace a fautly appliance To upgrade from an older/existing model Don't have but want one Don't have but I need one Other (n=112) 12% 9 1% 2% 2% Tablet (n=86) (n=85) Vacuum Cleaner (n=72) (n=60) (n=60) TV LCD or LED (40 inch or bigger) (n=62) 2% 1 1 1 23% 33% 6 71% 54% 7 5 53% 11% 11% 2% 2% 12% 1 3% Consumers primarily intend to buy mobile phones, laptops, desktop computers, vacuum cleaners, fridge/freezers, washing machines, TV s, Kettles, toaster and microwaves as an upgrade. Clothes Dryer (n=48) Kettle (n=48) Dishwasher (n=45) 1 23% 14% 33% 33% 6 2 44% 2 4% 4% Tablets, dishwashers and coffee machines are likely to be purchased by people who don t currently have one but want one. Coffee (n=45) 4% 1 6 2% (n=45) 2% 8 Toaster (n=46) 2 64% Microwave (n=45) 24% 6 2% Note: Low sample size please use as context only. 41 QB8. Which of the following appliances do you intend to buy in the next 12 months? QB9. Why are you planning to buy each of these appliances? Based on those who have each appliance in their household. Individual appliances with sample size <n=40 not shown. Base: Have Appliance (Sample between n=45 and n=112 per appliance)

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