Global Consumer Perception Research: Attitudes On Counterfeit Software

1. Global Consumer Perception Research:Attitudes On Counterfeit Software Microsoft commissioned TNS, a world-class market research firm, to conduct this work.  TNS offers comprehensive industry knowledge within the Consumer, Technology, Finance, Automotive and Political & Social sectors.  Delivering best-in-class service across more than 70 countries, TNS is part of Kantar, the world’s largest research, insight and consultancy network. Please visit http://www.tns-us.com for more information.

2. Key Finding #1: Consumers know the difference between genuine and counterfeit software; and that genuine software performs better Compared to counterfeit, genuine software... There is a real difference between counterfeit and genuine software By a 2:1 margin, consumers agree that there is a real difference between counterfeit and genuine software. For country-specific data, please visit “Table 1” in the Appendix For country-specific data, please visit “Table 2” in the Appendix

3. Key Finding #2: Consumers 4X more likely to recommend genuine than counterfeit software Survey Question: If a friend or relative asked you for your opinion about whether to buy counterfeit or genuine software, which of the following are you most likely to advise them? For country-specific data, please visit “Table 3” in the Appendix Buy the counterfeit software, as long as they are getting a good price and know the risks involved Buy the genuine software, even if it costs more

4. Key Finding #3: Consumers say there are risks with using counterfeit software Consumers agree counterfeit software is not as safe to use as genuine Consumers express a range of concerns about counterfeit software By a 3:1 margin, consumers agree that counterfeit software is not as safe to use as genuine software. For country-specific data, please visit “Table 4” in the Appendix • 50% cite either data loss or identity theft • Only 10% say they have no concerns For country-specific data, please visit “Table 5” in the Appendix

5. Key Finding #4: Consumers support action to cut down on counterfeit software 75% agree Consumers Need ways to protect themselves from inadvertently buying counterfeit software 72% agree Software companies Should do more to stop their products from being counterfeited 65% agree Government Should do more to reduce the amount of counterfeit software For country-specific data, please visit “Table 6” in the Appendix

6. Key Finding #5: Consumers tell us they are doing their part – most often by checking the packaging and entering the product key Checked the software packaging for evidence that the software was genuine (e.g., seals, product key numbers and so on) Bought in a store 60% of these checked the packaging instead For country-specific data, please visit “Table 7.1” in the Appendix Asked the sales person whether or not the software was genuine For country-specific data, please visit “Table 7.1” in the Appendix Bought online Checked the product description to make sure I was buying genuine software For country-specific data, please visit “Table 7.2” in the Appendix Regardless of where bought Entered the product key that came with the software to activate it For country-specific data, please visit “Table 7.3” in the Appendix

7. Methodology Online survey fielded in twenty countries from September 22-October 5, 2010. Over 38,000 consumers were polled online. Consumers were all over the age of 18, owned a PC in their homes, and were the primary decision makers for PC/software purchases. At the start of the survey consumers were given a description of genuine and counterfeit products: • A genuine product is one made and sold by a company, either directly or through stores or the Internet. • A counterfeit product is one that copies the genuine product and is sold either by the person who made the copy, or through stores or the Internet. Sometimes people buying counterfeit products know they are not genuine and other times they do not.

8. Appendix

9. Table 1 Table 2

10. Table 3

11. Table 4

12. Table 5

13. Table 6

14. Table 7.1

15. Table 7.2 Table 7.3

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