A new study by the European Union Intellectual Property Office (EUIPO) shows that while Europeans are becoming increasingly wary of counterfeits and illegal content, price remains a key factor, with young consumers more willing to buy fakes.
Between Jan. 30 and Feb. 15, 2023, a total of 25,824 interviews were conducted with residents aged 15 and older in all EU member states. Unlike the previous three waves of the survey, which were conducted by telephone, the 2023 IP Perception survey was conducted entirely online. This change in methodology did not allow for the usual trend analysis. Instead, the report provides general comments on changes in trends between the 2020 and 2023 waves. Given this change in survey methodology and population size, the 2023 IP Perception survey provides a new baseline for future survey waves.
For 83%, buying counterfeits is unethical
The study, “European Citizens and Intellectual Property: Perception, Awareness and Behavior,” shows that Europeans are increasingly aware of the risks associated with buying counterfeit goods and accessing content from illegal sources. According to the study, 80 percent of Europeans believe that criminal organizations are behind counterfeit products and recognize that such purchases harm businesses and workplaces. In addition, 83 percent believe that buying counterfeits supports unethical behavior, and two-thirds acknowledge the potential dangers to health, safety and the environment. In terms of digital piracy, 82 percent of respondents agree that illegal access to content poses risks such as fraud and exposure to inappropriate content for minors.
50% of 15 to 24 year olds buy fakes
Despite these findings, the study shows a discrepancy between awareness and behavior. One in three Europeans (31 percent) finds it acceptable to buy counterfeit products if the price of the genuine product is too high. This figure rises to 50 percent among younger consumers between the ages of 15 and 24.
Last year, 13 percent of Europeans admitted to buying counterfeits on purpose. This figure is significantly higher in the 15-24 age group, at 26 percent, while it drops to 6 percent among 55- to 64-year-olds and below 5 percent among those over 65.
The study also highlights differences between countries, with Bulgaria leading the way in the intentional purchase of counterfeits at 24 percent, followed by Spain (20 percent), Ireland (19 percent), Luxembourg (19 percent) and Romania (18 percent).
Too cheap tends to deter purchase
An important deterrent to buying counterfeit products is price. A cheaper price for original products is cited by 43 percent as the main reason for not buying counterfeits. The risk of poor quality (27 percent), safety concerns (25 percent) and legal consequences (21 percent) also play a role.
The study shows that consumers are uncertain about the authenticity of products. Almost 40 percent have doubted the authenticity of a product they have purchased, with differences between EU member states. In Romania, 72 percent of consumers had such doubts, compared to only 26 percent in Denmark and the Netherlands.
In addition, 41 percent of Europeans are unsure whether the sources they use for online content are legal. Nevertheless, 80 percent prefer legal sources if they are affordable. Most notably, 65 percent of respondents consider piracy acceptable if the content is not available through their subscription.
For more information about the recent study on intellectual property perceptions, click here.
