Consumer Knowledge
What young people know
A Report by the General Consumer Council for Northern Ireland
About the General
Consumer Council
The General Consumer Council for Northern Ireland is
a statutory body set up in 1985 with the general duty
to promote and protect the interests of consumers.
The Council aims to make the consumer voice heard
and to make it count.
The Council carries out research and
investigations and campaigns for the best
possible standards of service and protection.
Principles
Access: Can people actually get the goods
and services they need or want?
The Council has specific responsibilities in
relation to transport, food and energy.
In addition, the Council disseminates
information to raise awareness and promote
knowledge of consumer rights.
Choice: Is there any choice? Can consumers
affect the way goods or services are provided
through their own decisions?
Values and principles
In promoting the interests of consumers the
Council has adopted the following values and
principles.
Values
Consumers in Northern Ireland are entitled to
the highest possible standards of service and
protection.
Particular attention will be paid to the needs of
disadvantaged consumers.
Information: Is there clear and reliable
information to help consumers make the
best choices for themselves?
Redress: If something goes wrong, is there an
effective system for putting it right?
Safety: Are the goods or services a danger to
the health or welfare of consumers?
Representation: If consumers cannot
influence the supply of goods or services
through their own decisions, are there ways
for their views to be represented?
Fairness: Are some or all consumers unfairly
discriminated against? Are consumers treated
fairly, with dignity and respect?
Consumer Knowledge
What young people know
A Report by
The General Consumer Council for Northern Ireland
Contents
Foreword
5
Introduction
6
Summary of main findings
7
Conclusions
9
Main findings
11
3
4
Consumer Knowledge
What young people know
A Report by
The General Consumer Council for Northern Ireland
Guest foreword
Fermanagh Shadow Youth Council is a group of young people elected by
their peers to represent and give a voice to young people in Fermanagh.
Citizenship is now compulsory on the Curriculum, which enforces the
importance of teaching young people their rights. In a recent study by
Fermanagh Shadow Youth Council, 856 students voted rights as their
top priority issue. Fermanagh Shadow Youth Council would like to
congratulate the General Consumer Council for recognising the need
and helping young people to understand their consumer rights.
The prevalence of students with part-time jobs has increased the
spending power of young people. We as young people are a very
specific and special brand of consumer. We spend our money on
fashion, entertainment, communication and food.
This survey shows that young people do not know their consumer
rights or where to go to get help and support. This supports the
intention of the General Consumer Council to work towards teaching
young people their consumer rights. In particular we acknowledge
their recognition that this must be done in a way that is useful and
relevant to our age group.
Fermanagh Shadow Youth Council would like to thank the General
Consumer Council for commissioning this research, for recognising
the needs of young people and encouraging us to stand up for our
rights and to be heard.
Shauna Elliot
Andrew McCleary
Emma Smyth
Mark Kearns
Gabie Rice
Nick Finlay
Martin Moffett
Victoria Kane
5
6
Consumer Knowledge
What young people know
Introduction
Why consumer skills are important
It is essential that young people are properly
equipped with the skills they need to be
effective consumers. Just like adults, they need
these skills to be able to discriminate between
products and to use information in ways that
help them to make wise and informed
decisions about what they buy and use.
They also need the knowledge, understanding
and confidence to be able to deal effectively with
problems should the need arise. All of these are
important life-skills, which, if properly developed
at an early age, will enable and empower young
people throughout their adult lives. Confident,
informed and articulate consumers are also
more likely to be effective citizens and to
contribute positively to society as a whole.
This report
This report is the third in a series1 of papers
published by the General Consumer Council. It
focuses exclusively on young people. Based on
commissioned research, it provides important
information on levels of consumer knowledge,
awareness and confidence among 16 to 17
year olds in Northern Ireland.
The research
The research comprised a questionnaire survey
of 313 young people aged 16 to 17. At the
time of the study, the 2001 census data was
not available which would have enabled the
sample to match the latest profile of this age
group within the population. However, quotas
were set in such a way as to ensure that the
sample was broadly representative of the
Northern Ireland population as a whole in terms
of demographic and socio-economic profiles.
The survey was undertaken in Spring 2003.
Sample breakdown
(overall population % in italics)
Total
313
Male
161 (51.4%) (population: 48.7%)
Female
152 (48.6%) (population: 51.3%)
ABC1
121 (38.6%) (population: 39.0%)
C2DE
192 (61.3%) (population: 61.0%)
This will be used as part of a major campaign
undertaken by the Council to improve consumer
skills throughout the community. It is also part
of the Council’s long-standing and ongoing
commitment to consumer education which seeks
to ensure that all consumers, especially the young,
the most vulnerable and the disadvantaged,
are properly equipped to function effectively in
a modern, fast-changing and increasingly
complex society.
The first report, Consumer Knowledge published Spring 2004, deals with levels of consumer knowledge,
awareness and confidence among Northern Ireland adults.
1
A Report by
The General Consumer Council for Northern Ireland
Summary of main findings
Buying goods and services
Most young people aged 16 to 17 regard the standards of service they receive when buying
goods and services as good (Table 1) and only a minority encounter problems. When they do,
those that take action are usually able to sort the matter out for themselves. When help and
advice is needed, it is usually from friends and relatives.
Table 1. Standards of service, complaints and actions taken(1)
Age 16-17
Age 18+
Regard standards as quite or very good
62%
64%
Felt reason to complain in last year
30%
40%
Took action
43%
61%
Satisfaction with outcome
73%
67%
Main source of advice
Main reason for not taking action
(1)
friends and relatives
didn’t want the hassle
When buying goods and services in Northern Ireland
At the same time, a significant number of young people regard standards of service as mixed
or variable at best. The result is that around one in three felt they had some cause for complaint.
Despite this, many young people simply don’t bother to complain and prefer to avoid the hassle
they think is involved.
Knowledge, awareness and confidence
While the majority of young people are willing to stand up for themselves, they lack the
knowledge and skills to do so effectively (Table 2).
There is considerable confusion and uncertainty among young people with the result that only 10
per cent feel knowledgeable about their consumer rights and entitlements. There is also a general
lack of awareness of the roles and responsibilities of the various bodies involved in consumer
protection. Around three out of five young people (59 per cent) do not know who to ask for help
and advice with a complaint. Again, almost three out of five (58 per cent) feel embarrassed about
having to make a complaint.
Overall, this combined lack of knowledge, awareness and confidence inhibits many young people
from being effective consumers.
7
8
Consumer Knowledge
What young people know
Table 2. Consumer knowledge, awareness and confidence
Age 16-17
Age 18+
Would not hesitate to stand up for myself
74%
82%
Feel knowledgeable about my rights
10%
24%
Feel embarrassed at having to make a complaint
58%
45%
Feel confident about expressing my rights
21%
38%
Would not know who to ask for advice about
how to deal with a complaint
59%
49%
Know most of the names of bodies in Northern
Ireland dealing with unresolved complaints
4%
10%
Don’t know what APR stands for
75%
60%
How do young people compare?
Young people differ from adults only to the extent that the lack of consumer skills among them is,
in most cases, more pronounced (Tables 1 and 2).
Considerably fewer take action when they feel they have cause for complaint and more young
people are likely to feel embarrassed if they have to make a complaint. Also, those aged 16 to 17
tend to be less knowledgeable, less aware and less confident generally than those aged 18 plus.
Levels of understanding among young people are also lower in relation to the meaning and use of
credit terms such as APR (Annual Percentage Rate).
However, such comparisons need to be placed in context. While 16 to 17 year olds are
consumers in their own right, the range and nature of the purchasing decisions they take are
much more likely to be age-specific and therefore more likely to be confined to popular teenage
products and services. It is therefore unrealistic to expect them to be as knowledgeable as adults
about their rights in situations they are only likely to encounter as adults, for example; dealing
with complaints about electricity or natural gas.
For the same reason, it is unrealistic to expect them to be as aware of which are the appropriate
organisations to go to for help and advice in those situations. This has clear implications for the
future development of consumers’ skills in terms of information priorities and what it is
reasonable, or necessary, for young consumers of that age to know.
A Report by
The General Consumer Council for Northern Ireland
Conclusions
The current position
While in the experience of young people, consumer problems tend to be the exception rather
than the rule, most currently lack the necessary skills to be effective consumers both now and as
adults. This is partly recognised by young people themselves because a clear majority (74 per
cent), (see table 14, page 32) would like to know more about their consumer rights.
The priorities
In terms of skills needs, the priority areas for young people are not significantly different from
those of the population generally.
Future priorities for the Council include:
n
Working closely with business and service providers to identify and improve those areas where
young people encounter most problems and to raise the standards of service provided
n
Improving systems of redress and complaints handling so that all consumers, including young
people with a legitimate complaint, can obtain the redress to which they are entitled
n
Implementing a campaign to improve young people’s knowledge and understanding of basic
consumer rights and entitlements
n
Raising awareness among young people of where they can get relevant help and advice
when needed
n
Targeting young people to raise their credit awareness and improve their overall financial
capabilities.
9
10
Consumer Knowledge
What young people know
Key considerations
While skills needs may be similar to adults, the
approach required to develop young people’s
consumer skills should be designed for and
targeted specifically at them.
For example, it is unlikely that young people at
this age or younger, will be attracted to developing
their consumer skills solely on the basis that
these are skills they will need later on in adult
life. The relevance of this issue to their age
group must be made obvious. The message
must also be presented in a contemporary and
attractive manner. For example, the use of new
electronic media formats and computerassisted technologies must be explored.
New ways of engaging with young people from
different backgrounds and different environments
will be needed. Consumer skills should be
embedded in the compulsory school curriculum
for all key stages.
On a wider front, it will be necessary to identify
suitable opportunities for presenting consumer
skills in the context of existing programmes and
activities aimed at young people in general. This
should be supported practically by the design
and development of appropriate resources,
consumer courses and activities including
training and support for teachers and tutors.
Also, central to the development of consumer
skills among young people will be the support
and assistance of key organisations and
individuals. Effective working partnerships will
need to be developed with the formal and
community education sectors, young people
themselves, their representative bodies, the
advice sectors, consumer organisations and
with all those in a position to contribute.
Making it happen
As with the population generally, improving
young people’s consumer skills takes time and
will only be achieved in the longer term. This
will require a carefully planned, well managed
and sustained campaign supported at Council
level by a dedicated and professional team of
staff with the right blend of knowledge, expertise
and experience. It will also require committed
funding and sufficient resources to make a real
and lasting difference.
A Report by
The General Consumer Council for Northern Ireland
The main findings
Interpreting the data
1.
For the purposes of this report, analysis has been confined to the main headline data only
and all commentary and conclusions are based on this.
2.
Care is required in interpreting the data, in particular where percentages have been calculated
from small sample-sizes based on sub-sets of the overall sample.
3.
Care is also required where interpretations are based on responses to questions relating to
consumer confidence, attitudes and perceptions. By nature, such responses are subjective
and could vary considerably between consumers with identical or similar levels of knowledge,
skills and abilities.
4.
Where percentages do not add up to 100 this is because they have been rounded up or down.
11
12
Consumer Knowledge
What young people know
Figures and Tables
Figures
Pages
Fig 1.
Standards of service
13
Fig 2.
Complaints about goods and services
14
Fig 3.
Took further action
14
Fig 4.
Satisfaction with how a complaint was handled
16
Fig 5.
Likelihood of complaining again
16
Fig 6.
How well informed consumers feel about their rights
18
Fig 7.
Getting consumer advice and information
22
Fig 8.
Sought advice or information in the last year
22
Fig 9.
Comparisons (with age 18+): complaints
27
Fig10.
Comparisons (with age 18+): how well informed about rights
28
Fig11.
Comparisons (with age 18+): getting advice and information
29
Fig12.
Comparisons (with age 18+): sought advice in the last year
31
Tables
Table 1.
Standards of service, complaints and actions taken
7
Table 2.
Consumer knowledge, awareness and confidence
8
Table 3.
Complaints: most frequent courses of action taken
15
Table 4.
Reasons for not taking further action
17
Table 5.
Knowledge of rights in particular situations
19
Table 6.
Lack of awareness of organisations and bodies
with a role in consumer complaints
20
Table 7.
Lack of awareness of Northern Ireland bodies and national organisations
(a) dealing with unresolved complaints and (b) specific enforcement responsibilities.
21
Table 8.
Most frequently consulted sources of advice and information in the last year
23
Table 9.
Consumer confidence
25
Table 10. Knowledge of credit terms and their meaning
26
Table 11. Comparisons (with age 18+): reasons for not taking action
28
Table 12. Consumers’ knowledge of their rights in particular situations
30
Table 13. Top five most frequently consulted sources of advice and information in the last year
31
Table 14. Comparisons (with age 18+): consumer confidence
32
Table 15. Comparisons (with age 18+): understanding of credit terms
32
A Report by
The General Consumer Council for Northern Ireland
1. What do young people think about the standards of service they
receive when buying goods and services in Northern Ireland?
Most young people (62 per cent) consider the standards they receive to be good (Fig 1). At the
same time, a significant number (slightly more than one in three - 38 per cent) consider them to
be variable or poor.
Figure 1.
Standards of
service
(Base = 313)
Very poor
1
Quite poor
4
33
Mixed/variable
53
Quite good
9
Very good
0
10
20
30
%
40
50
60
13
14
Consumer Knowledge
What young people know
2. How often do young people feel they have had reason to
complain and what, if any, further action do they take?
Around one in three (30 per cent) felt they had reason to complain at least once in the last year
(Fig 2). When they do have a complaint only around two in five (43 per cent) take further action
(Fig 3). A significant number however (57 per cent) do not take any further action.
Figure 2.
Complaints about
goods and services
(Base = 313)
Don't know
6
None
64
4
Three or more
8
Twice
18
Once
0
20
40
60
%
Figure 3.
Took further action
(Base = 93)
Yes
No
57%
43%
80
A Report by
The General Consumer Council for Northern Ireland
Table 3. Complaints: most frequent courses of action taken
Age 16 -17
Base =40
(1)
Returned goods to the supplier/shop
%(2)
78
Spoke to staff member of service provider
18
Made a telephone call to the supplier/shop
10
Wrote a letter to the supplier/shop
3
Wrote a letter to the manufacturer
3
Sought advice from a relevant organisation
0
Made a telephone call to the manufacturer
0
Returned goods to the manufacturer
0
Made an official complaint to the relevant body
0
Don’t know
0
(1)
Those who felt they had reason to complain at least once in the previous year and who had
taken action.
(2)
Because more than one action could be taken the percentages do not add up to 100.
When action2 is taken this usually involves some form of interaction with the shop or supplier in
an effort to resolve the matter (Table 3). In most cases, the goods are returned.
2
For the purposes of the report, all those who took further action were deemed to have made a complaint.
15
16
Consumer Knowledge
What young people know
3. When young people do complain, how satisfied are they with
the outcome and how likely are they to complain again?
When they do take action, most (73 per cent) are satisfied with the outcome although only 28 per
cent, or around one in four, are very satisfied (Fig 4). Nearly all (95 per cent) would complain again
in similar circumstances (Fig 5).
Figure 4.
Satisfaction with
how a complaint
was handled
(Base = 40)
Very dissatisfied
2
Quite dissatisfied
12
13
No strong opinion
45
Quite satisfied
28
Very satisfied
0
10
20
30
40
50
%
Figure 5.
Likelihood of
complaining again
(Base = 40)
Not at all likely
0
Not very likely
0
5
No strong opinion
32
Quite likely
63
Very likely
0
20
40
%
60
80
A Report by
The General Consumer Council for Northern Ireland
4. Why do young people not take action when they feel they have
cause for complaint?
Table 4. Reasons for not taking further action
(Base = 53. Those who felt they had reason to complain at least once in the previous year
but who did not take any further action)
%
Didn’t want the hassle
57
Thought it would be a waste of time
19
Too embarrassed
17
Didn’t consider the problem was serious enough
15
Goods/services were inexpensive
13
Didn’t know what my rights were
7
Other
7
Didn’t know who to complain to
6
Didn’t know where to go for advice
4
Unable to access source of advice
2
Don’t know
2
The three most frequently quoted reasons for not taking action are ‘didn’t want the hassle’,
‘thought it would be a waste of time’ and ‘too embarrassed’ (Table 4). In only a relatively few
instances was a lack of knowledge of consumer rights or not knowing where to get advice the
reason for not pursuing a complaint.
17
18
Consumer Knowledge
What young people know
5. How well informed about their consumer rights do young
people think they are and how knowledgeable are they actually?
Around three in four young people (72 per cent) either don’t consider themselves well informed
about their consumer rights or don’t know (Fig 6). This is confirmed in that many young people
are uncertain about their rights in everyday situations. For example, around half (45 per cent)
believe that you are entitled to a refund in respect of goods that you no longer want and are
not faulty (Table 5).
Figure 6.
How well informed
consumers feel
about their rights
(Base = 313)
Don't know
5
Not at all well informed
35
16-17
32
Not very well informed
25
Quite well
3
Very well
0
10
20
%
30
40
A Report by
The General Consumer Council for Northern Ireland
Table 5. Knowledge of rights in particular situations.
Age 16-17
(Base = 313)
%(1)
You are within your rights to cancel an order
for goods and services if they have not been
delivered or if the work has not been
completed by an agreed date. (true)
28
Contracts (ie an agreement between two or
more people, where an act is carried out for
a price) must be in writing to be legally binding. (false)
72
It is the retailer’s responsibility, rather than the
manufacturer’s, to do something when
faulty goods are returned. (true)
45
You are entitled to the same consumer rights
if you buy something from a UK company over
the Internet, as when you buy something
in a UK shop. (true)
39
You are entitled to a refund if you return goods,
which you no longer want, that are not faulty. (false)
45
You are entitled to a full refund if the goods are
faulty (even if the retailer informs you at the time
of purchase that they only issue credit notes
and not refunds). (true)
40
If you bought a TV for £200 using your credit card,
you could claim compensation from the credit
card company if it is faulty. (true)
73
Retailers have the right to try and repair faulty
items before offering you a refund. (false)
77
You can return a faulty item even if it has been used. (true)
33
Shops are legally entitled to display signs stating
that no refunds will be given. (false)
80
(1)
Those who answered incorrectly or don’t know.
Nearly four out of five (77 per cent) think that retailers have the right to repair faulty items before
offering a refund. One in three (33 per cent) are unaware that you can return a faulty item even if it
has been used. Around three in four (73 per cent) are unsure about the responsibility of the credit
card company when goods bought on a credit card turn out to be faulty.
19
20
Consumer Knowledge
What young people know
6. How aware are young people about where they can get help
and advice with a complaint?
Table 6. Lack of awareness of organisations and bodies with a role
in consumer complaints.
Age 16-17
(Base = 313)
Organisation or Body
%(1)
The Water Ombudsman(2)
97
The Financial Services Ombudsman
97
OFREG (The Office for the Regulation of Electricity and Gas)
96
The Northern Ireland Ombudsman
96
General Consumer Council
92
Trading Standards Service
83
Health and Social Services Council
83
The Association of British Travel Agents
80
Small Claims Court
75
Citizens Advice
46
(1)
(2)
Those who answered ‘never heard of them’ or ‘heard of them but don’t know what they do’.
This organisation does not exist.
With the exception of Citizens Advice, the vast majority of young people (in most cases over
80 per cent) are largely unaware of where to go for help and advice with a complaint (Table 6).
Most are unfamiliar with the Northern Ireland bodies and national organisations, which can help
with complaints or have specific consumer protection responsibilities. In those cases where they
have heard of them they often don’t know what they do.
A Report by
The General Consumer Council for Northern Ireland
Table 7. Lack of awareness of Northern Ireland bodies and national organisations
(a) dealing with unresolved complaints and (b) with specific enforcement responsibilities.
Age 16-17
(Base = 313)
%(1)
A. IN NORTHERN IRELAND
(a) Dealing with unresolved complaints about:
Transport
99
Electricity
99
Coal
99
Natural Gas
98
Dentists
91
Maladministration by a Government Department
98
GPs
99
(b) With responsibility for enforcing:
Food hygiene standards in shops, cafes, restaurants and takeaways
92
Ensuring correct weights and measures
94
Protecting consumers from counterfeit goods
98
Looking after the interests of consumers regarding mail and postal services
99
Looking after the interests of consumers regarding telephone services
99
B. NATIONALLY
(a) Unresolved complaints about:
Insurance services (eg home and car)
98
Travel agents
89
Banks and Building Societies
96
(b) Having responsibility for complaints and enforcement:
Untruthful or misleading advertisements in newspapers
(1)
97
Those who answered incorrectly or don’t know.
A similar situation exists in relation to those bodies, with specific responsibilities for dealing with
unresolved complaints and other enforcement matters (Table 7). In all cases, more than 90 per
cent of young people are unaware of the relevant body and, by implication, are unaware of where
they could get help and advice should the need arise.
21
22
Consumer Knowledge
What young people know
7. How easy or how difficult do young people think it is to get
consumer advice or information and how many seek advice?
Only around one in four young people (27 per cent) think it is easy to get consumer advice and
information about faulty products or poor service (Fig 7). Around the same number (28 per cent)
think it is difficult while nearly half (45 per cent) either don’t know or have no strong views either
way. Just over one in four (28 per cent) had actually sought advice about their consumer rights in
the last year (Fig 8).
Figure 7.
Getting consumer
advice and information
(Base = 313)
Don't know
18
10
Very difficult
18
Fairly difficult
Neither easy nor difficult
27
Fairly easy
23
Very easy
4
0
5
10
15
20
%
Figure 8.
Sought advice
or information
in the last year
(Base = 313)
Yes
No
72%
28%
25
30
A Report by
The General Consumer Council for Northern Ireland
8. When they have a consumer problem, where are young people
most likely to turn to for advice and how satisfied are they with the
advice they get? Which sources are they most likely to use in future?
When consumer advice and information is sought, friends and relatives tend to be by far the most
frequently consulted source (Table 8). Other written sources include Yellow Pages or a relevant
leaflet or brochure.
Table 8. Most frequently consulted sources of advice and information in the last year
Age 16-17
Source
used (%)
Satisfaction
with source
Likelihood
of using in
the future
Base
89(1)
89(1)
313(2)
Source consulted
%(3)
%(4)
%
(n = number who had consulted that source)
Friends and relatives (n =76)
85
86
91
Telephone directory/Yellow Pages (n =18)
20
89
34
Leaflet or brochure (n =14)
16
50
23
Other professional person (n =14)
16
86
30
Solicitor or legal person (n =12)
13
83
37
Citizens Advice (n =9)
10
90
53
Report or discussion on radio/TV (n =6)
7
83
19
Newspaper advertisement/article (n =8)
3
100
21
Local councillor/MP (n =2)
2
100
24
District Council (n =1)
1
100
16
General Consumer Council (n =1)
1
0
17
Other consumer bodies (n =1)
1
100
12
Other advice centre (n =0)
0
n/a(5)
11
Trading Standards Service (n =0)
0
n/a
17
Consumer advice roadshow (n =0)
0
n/a
8
Consumerline website (n =0)
0
n/a
20
Others (n =0)
0
n/a
-
(1)
(2)
(3)
(4)
(5)
Base = those who had sought consumer advice in the last year.
Base = all, not just those who had sought advice.
Since consumers could consult more than one source the percentages do not total 100.
Those who answered very or quite satisfied
n/a = not applicable since no person in this age group consulted that source.
23
24
Consumer Knowledge
What young people know
Satisfaction with the advice and information obtained from friends and relatives is high with
almost nine out of ten (86 per cent) saying they were satisfied (Table 8). Only half (50 per cent)
of those who used leaflets and brochures as a source of advice and information were satisfied
with what they were able to find out. With this exception, satisfaction with the sources used is
generally quite high.
For around nine in ten young people (91%) friends and relatives remain the most likely source
of consumer advice and information in future (Table 8).
A Report by
The General Consumer Council for Northern Ireland
9. How confident are young people as consumers? How confident
are they that they know their rights and that they could apply them?
Table 9. Consumer confidence
Age 16-17
(Base = 313)
%(1)
I would not hesitate to stand up for myself if I thought I was
getting shoddy service.
74
I would like to know more about my rights as a consumer.
74
I would never complain in any circumstances.
8
I feel very embarrassed when I have to make a complaint.
58
I am very knowledgeable about my rights as a consumer.
10
I feel confident about expressing my rights as a consumer.
21
I would only complain if there was a lot of money at stake.
36
I would not know who to ask if I wanted advice about how
to deal with a complaint.
59
I know most of the names of consumer advice bodies
in Northern Ireland, ie bodies responsible for dealing
with unresolved complaints.
(1)
4
Those who answered strongly or slightly agree
Around three out of four young people (74 per cent) say that they would not hesitate to stand up
for themselves if they thought they were getting shoddy service and only relatively few (8 per
cent) say they would never complain in any circumstances (Table 9).
However, almost three in five (58 per cent) feel embarrassed at having to complain and a similar
number (59 per cent) would not know who to ask for help and advice. Should they be unable to
resolve the matter for themselves only one in twenty five (4 per cent) know which bodies and
organisations can help them with unresolved complaints.
25
26
Consumer Knowledge
What young people know
10. How knowledgeable are young people about credit terms and
their application?
Table 10. Knowledge of credit terms and their meaning
Age 16-17
(Base = 313)
%(1)
What do the letters APR in a credit advertisement stand for?
75
What cost or costs does the term APR cover?
83
Non-cash payments: which one provides the higher level of protection
- credit or debit card? (credit is correct)
92
(1)
Those who answered incorrectly or don’t know
Three in four young people (75 per cent) do not know what the term APR3 stands for in a credit
advertisement and fewer still (83 per cent), understand what costs it includes (Table 10). Around
nine out of ten (92 per cent) are unaware of the differences in consumer protection afforded when
paying for goods and services by credit card as opposed to debit card.
3
Annual Percentage Rate
A Report by
The General Consumer Council for Northern Ireland
11. How do young people compare with older consumers? Are
they more or less likely to experience problems and are they
better or more poorly equipped to deal with them?
In most cases, the views, attitudes and perceptions of young consumers match fairly closely those
of the population as a whole. Levels of consumer knowledge and awareness are also broadly
similar. There are some areas, however, where the findings do show identifiable differences.
Only 30 per cent of young consumers felt they had reason to complain at least once in the last
year compared to 40 per cent of adults4 (Fig 9).
Of those who believed they had reason to complain, significantly fewer young people (43 per
cent) take action compared to adults (61 per cent). However, when action is taken, levels of
satisfaction with the outcome are generally high for both adults and young people. As for the
reason for not taking any further action (Table 11), the figures suggest that young people are more
likely to feel embarrassed (ranked 3 as a reason given) than adults (ranked 5).
Figure 9.
Comparisons (with
age 18+): complaints
(base 16-17 = 313:
18+ = 1041)
80
60
16-17
% 40
18+
20
0
Reason to complain
4
For the purposes of the study adults are those aged 18+
Taking further action
27
28
Consumer Knowledge
What young people know
Table 11. Comparisons (with age 18+): reasons for not taking action
Age 18+
Age 16-17
(Base 16-17 = 313: 18+ = 1041)
%
Rank
%
Rank
Didn’t want the hassle
49
1
57
1
Thought it would be a waste of time
26
2
19
2
Too embarrassed
14
5
17
3
Figure 10.
Comparisons (with
age 18+): how well
informed about rights
(Base 16-17 = 313:
18+ = 1041)
16-17
28
Very well/quite well
42
18+
0
10
20
30
%
Young people feel less well informed about their consumer rights.
Only 28 per cent consider themselves well informed compared to 42 per cent of adults (Fig10).
This is largely confirmed in relation to their understanding of their consumer rights.
40
50
A Report by
The General Consumer Council for Northern Ireland
Figure 11.
Comparisons (with age
18+): getting advice
and information
(Base 16-17 = 313:
18+ = 1041)
16-17
27
Easy or fairly easy
35
18+
0
10
20
%
30
40
29
30
Consumer Knowledge
What young people know
While there is considerable confusion and uncertainty within the population as a whole, this tends
to be greater among younger consumers. In eight out of the ten consumer scenarios tested, more
young people answered incorrectly or didn’t know the answer (Table 12). Young people are,
however, more knowledgeable about their rights when shopping on the Internet.
Table 12. Consumers’ knowledge of their rights in particular situations
(Base 16-17 =313: 18+ =1041)
Age 18+
Age 16-17
%(1)
%(1)
You are within your rights to cancel an
order for goods and services if they have
not been delivered or if the work has not
been completed by an agreed date. (true)
19
28
Contracts (ie an agreement between two or more
people, where an act is carried out for a price)
have to be in writing to be legally binding. (false)
69
72
It is the responsibility of the retailer, rather than the
manufacturer, to do something when faulty
goods are returned. (true)
38
45
You are entitled to the same consumer rights if you
purchase a product from a UK company over the
Internet, as when you purchase goods in a UK shop. (true)
44
39
You are entitled to a refund if you return goods,
which you no longer want, that are not faulty. (false)
45
45
You are entitled to a full refund if the goods are faulty
(even if the retailer informs you at the time of purchase
that they only issue credit notes and not refunds). (true)
38
40
If you bought a TV for £200 using your credit card,
you could claim compensation from the credit
card company if it is faulty. (true)
71
73
Retailers have the right to try and repair faulty
items before offering you a refund. (false)
75
77
You can return a faulty item even if it has been used. (true)
25
33
Shops are legally entitled to display signs stating
that no refunds will be given. (false)
73
80
(1)
Those who answered incorrectly or don’t know
Young people are consistently less aware of where they can get help and advice and of those
organisations and bodies dealing with unresolved complaints and having various consumer
protection roles and responsibilities. Consistent with this is the fact that only 27 per cent of young
people think getting consumer advice and information is easy compared to 35 per cent of adults
(see Fig 11, page 29). Similarly, only 28 per cent of young people had actually sought consumer
advice in the last year compared to 41 per cent of adults (Fig12).
A Report by
The General Consumer Council for Northern Ireland
Figure 12.
Comparisons (with
age 18+): sought
advice in the last year
(Base 16-17 = 313:
18+ = 1041)
16-17
28
Yes
41
18+
0
10
20
30
40
50
%
Table 13. Top five most frequently consulted sources of advice and information in
the last year
Age 18+
Age 16-17
(Base 16-17 =89: 18+ = 429)
(1)
%(2)
Rank
%(2)
Rank
Friends and relatives
(n age 18+ =282; age 16-17 =76)
66
1
85
1
Citizens Advice Bureau
(n age 18+ =126; age 16-17 =9)
29
2
10
6
Solicitor or legal person
(n age 18+ =106; age 16-17 =12)
25
3
13
5
Telephone directory/Yellow Pages
(n age 18+ =83; age 16-17 =18)
19
4
20
2
Local councillor/MP
(n age 18+ =49; age 16-17 =2)
11
5
2
9
Source consulted
(n = number who consulted that source)
(1)
Base = those who had sought advice in last year.
(2)
Since consumers could consult more than one source the percentages do not total 100.
31
32
Consumer Knowledge
What young people know
Like adults, young people are likely to use friends and relatives as the most popular source of
consumer advice and information (Table 13). However, young people are more likely to refer,
initially at least, to Yellow Pages or a relevant leaflet or brochure. As with adults, relatively few
young people seek advice or information from the relevant consumer organisation (Table 8).
Table 14. Comparisons (with age 18+): consumer confidence
(Base 16-17 =313: 18+ = 1041)
Age 18+
Age 16-17
(1)
%(1)
I would not hesitate to stand up for myself if I
thought I was getting shoddy service.
82
74
I would like to know more about my rights as a consumer.
76
74
9
8
I feel very embarrassed when I have to make a complaint.
45
58
I am very knowledgeable about my rights as a consumer.
24
10
I feel confident about expressing my rights as a consumer.
38
21
I would only complain if there was a lot of money at stake.
34
36
I would not know who to ask if I wanted advice about
how to deal with a complaint.
49
59
I know most of the names of consumer advice bodies in Northern Ireland,
ie bodies responsible for dealing with unresolved complaints.
10
4
%
I would never complain in any circumstances.
(1)
Those who answered strongly or slightly agree
Overall, young people are less confident as consumers than adults (Table 14). Fewer are prepared
to stand up for their rights and more feel embarrassed when complaining. Again, this is consistent
with the fact that fewer feel confident about expressing their rights and don’t know who to ask for
help and advice. Awareness of the various consumer bodies and organisations is also lower than adults.
Table 15. Comparisons (with age 18+): understanding of credit terms
(Base 16-17 = 313: 18+ = 1041)
Age 18+
Age 16-17
(1)
%(1)
What do the letters APR in a credit advertisement stand for?
60
75
What cost or costs does the term APR cover?
73
83
Non-cash payments: which one provides the higher level
of protection - credit or debit card? (credit is correct)
80
92
%
(1)
Those who answered incorrectly or don’t know
Young people are also less knowledgeable about credit terms and what they mean. Three out of
four young people (75 per cent) don’t know the meaning of the term APR5 compared to 60 per
cent of adults (Table 15). Fewer understand what costs are included or are aware of the different
levels of protection, which apply when paying for goods by credit or debit card.
5
Annual Percentage Rate
Elizabeth House
116 Holywood Road
Belfast BT4 1NY
Tel/Textphone 028 9067 2488
Fax 028 9065 7701
Email [email protected]
Websites www.gccni.org.uk
www.consumerline.org
ISBN 187109543-3
Summer 2004