page 1
Fla
sh
Eu
rob
aro
me
ter
30
9 –
Th
e G
allu
p O
rga
niz
ati
on
This survey was requested by DG ECFIN-R-4: External Communication and
coordinated by Directorate General Communication
This document does not represent the point of view of the European Commission.
The interpretations and opinions contained in it are solely those of the authors.
Flash Eurobarometer
Euro introduction in
Estonia
Ex-Post Citizen Survey
Analytical Report
Fieldwork: January 2011
Report: February 2011
European
Commission
Flash EB Series #309
Euro introduction in
Estonia
Ex-Post Citizen Survey
Conducted by
The Gallup Organization, Hungary
upon the request of the DG ECFIN-R-4:
External Communication
Coordinated by Directorate-General Communication
This document does not represent the point of
view of the European Commission.
The interpretations and opinions contained in
it are solely those of the authors.
THE GALLUP ORGANIZATION
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 3
Table of Contents
Introduction ............................................................................................................................................ 4
Main findings .......................................................................................................................................... 5
1.1 The success of the changeover ...................................................................................................... 7
1.2 Problems during the changeover ................................................................................................... 8
2. Personal experiences with the euro ................................................................................................ 10
2.1 Handling of euro banknotes and coins ........................................................................................ 10
2.2 Euro coin mini-kits ..................................................................................................................... 12
2.3 Security features .......................................................................................................................... 16
3. Becoming familiar with euro pricing ............................................................................................. 19
3.1 Still thinking in old currency? ..................................................................................................... 19
3.2 Conversion from kroon to euros ................................................................................................. 22
3.3. Understanding the value of the euro .......................................................................................... 23
3.4 The euro calculator ..................................................................................................................... 24
3.5. Usefulness of the dual displays of prices ................................................................................... 25
3.6 The correct implementation of the dual displays of prices ......................................................... 26
4. Concerns about the changeover ...................................................................................................... 27
4.1 Fairness of prices in euro ............................................................................................................ 27
4.2 The euro‟s expected impact on inflation ..................................................................................... 28
5. Information about the euro ............................................................................................................. 30
5.1 Perceived levels of knowledge .................................................................................................... 30
5.2 Sources of information ................................................................................................................ 31
5.3 Quality of information ................................................................................................................ 34
5.4 Further information needs ........................................................................................................... 40
Annex tables ......................................................................................................................................... 44
Survey details ....................................................................................................................................... 76
Survey questionnaire ........................................................................................................................... 78
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 4
Introduction
As of January 1, 2011, Estonia joined the euro area. The present survey on Estonian citizen‟s attitudes
towards the new currency and the changeover process was conducted immediately after the euro‟s
introduction. It therefore captures their immediate reactions on the topic.
In detail, the survey covers the following themes:
Estonians‟ personal experiences
o with using euro banknotes and coins; with converting krooni to euros; with
understanding values in euros
o regarding the dual display of prices: how useful did respondents find this tool, and did
they think the system was implemented correctly
o with euro coin starter kits
General perception of the success of the changeover;
Awareness of the security features of euro banknotes;
Any concerns that price conversions and price rounding would be performed incorrectly;
Concerns about an increase in inflation due to the changeover to the euro;
The preferred sources and channels of information (regarding the changeover);
Citizens‟ feelings about being informed about the euro;
Level of satisfaction with information received from national authorities;
The usefulness of euro spots, ads and the euro calculator.
The results of the current survey are compared to those in the last four countries to become members
of the euro area: Slovakia in 2009, Malta and Cyprus on 1 January 2008, and Slovenia on 1 January
2007. In each of these countries, at the time of the changeover the Directorate-General Economic and
Financial Affairs of the European Commission conducted a Flash Eurobarometer survey in order to
measure citizen‟s perceptions regarding the new currency and its implementation. (Flash EB 259 in
Slovakia, Flash EB 222 in Cyprus, Flash EB 223 in Malta and Flash EB 205 in Slovenia). As the
questionnaires were essentially the same and the data collection periods similar in all four surveys,
direct comparisons between the results can be made.
In addition, the report presents results broken down by various socio-demographic characteristics of
the respondents:
Sex (male; female)
Age (15-24; 25-39; 40-54; 55 +)
Subjective urbanisation (living in an urban area; in the rest of the country)
Occupation (self-employed; employee; manual worker; not working)
In Estonia 1005 interviews were conducted between 16 January and 20 January, 2011. In order to
compensate for the low coverage of the landline telephone samples, a mobile and a face-to-face
subsample were used as well. (Considering previous studies: fieldwork in Slovakia was completed
between the 16th and 20
th of January, 2009, in Malta and Cyprus it took place between February 2 and
February 6, 2008 and in Slovenia between the 29th of January and the 3
rd of February, 2007. In each
country, approximately 1,000 interviews were conducted.) The national samples were representative
of the population aged 15 and over. Smaller discrepancies stemming from sampling procedure were
corrected by a weighting procedure called raking. The sample was weighted for age, sex, region and
economic activity to accurately reflect the parameters of the universe.
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 5
Main findings
Success of Changeover
The vast majority (87%) thought that the changeover happened smoothly and
efficiently, while only 8% thought the contrary. About 4 out of 10 respondents thought the
changeover had been very smooth and efficient (41%).
Only a few respondents in Estonia encountered problems when exchanging kroon cash
into euros or when withdrawing the new currency from banks in the first week of January
2011 (4%), while the large majority did not (95%).
Familiarity with the euro
While about three-quarters (74%) said that it was easy to distinguish and manipulate
euro banknotes, less than half (48%) said the same about coins – these shares were lower
than those measured in Slovakia, Malta, Cyprus and Slovenia shortly after they switched to
the euro. However, in these countries too, respondents usually had more difficulty
familiarising themselves with the coins than the banknotes of the new currency.
Respondents still often referred to the kroon when calculating prices while shopping.
The survey found that, for both special and everyday purchases, an unprecedentedly high
proportion of respondents indicated that they still calculated prices in kroon (54% and 48%,
respectively). Around 3 in 10 respondents had already mentally switched from krooni to euros
when doing everyday purchases (28%) and 19% said they would most often calculate in euros
when making special purchases. About 1 in 5 were just as likely to calculate in krooni as in
euros when doing any kind of shopping.
About 6 out of 10 Estonian respondents found it easy to convert from kroon to euro
(62%), while nearly 3 in 10 thought that this was difficult (29%). Such level of difficulty has
not yet been recorded at earlier post-2002 changeovers. Only 20% thought that conversion
was very easy.
The usefulness of the dual display of prices was uncontested (88% “useful”). Moreover,
more than 8 in 10 (83%) respondents said that the dual displays were mostly or always
correctly implemented.
Asked which of the euro‟s security features they could cite spontaneously, a significant
proportion of Estonian respondents – 3 in 10 (31%) – was unable to name any. Survey
participants were most familiar with the watermark and the security thread, which were
cited by about 4 in 10 (42%) Estonians.
Concerns about the changeover
Almost 6 in 10 (59%) Estonian respondents said that price conversions to euros had not
been fair (at least sometimes). The corresponding share for price roundings was 62%.
A majority (55%) of Estonians thought that the euro will increase inflation in their
country. In contrast, about 2 in 10 (21%) believed that joining the euro area would help
Estonia maintain price stability. A share of 7% expected the adoption of the euro to have no
impact on inflation.
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 6
Information on the euro
A vast majority (87%) felt informed about the new currency, and a quarter described
themselves as very well informed. Men and the self-employed were more likely to feel very
well informed than women or than other occupational groups.
Asked about the source(s) from which they most frequently obtained their information
about the euro, Estonian respondents most often mentioned the media (91%). Commercial
banks were named by approximately 1 in 5 (18%) respondents, followed by the government,
national or regional authorities (15%) and the National Central Bank (12%).
When Estonians were asked which information channel they considered to be the most
efficient, half of them mentioned the television. The Internet and the national information
website on the euro (http://euro.eesti.ee) came in second place (14%). The radio, print media
and publications or brochures were each named by approximately 1 in 10 survey participants
(9%-11%).
When asked which euro-related topics they would like to have more information on, a
significant number of Estonian respondents couldn’t identify any further information
needs (30%). The two most frequently mentioned topics on which Estonians would like to
receive more information were the social, economic or political implications of the euro and
fair rounding.
Euro mini-kits and the euro calculator
Compared with other post-2002 changeovers, Estonians were the least likely to buy euro
coin mini-kits. Almost three quarters (73%) of Estonian respondents said they had not bought
a euro mini-kit before the introduction of the new currency on 1 January 2011, and relatively
many who bought such kits did not actually open it to use the coins (only 43% used these
coins).
As there was one euro calculator available for each household, nearly all Estonians said they
had received one (90%). Over three-quarters found the tool to be useful (78%).
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 7
1. The Estonian changeover: general assessments
The current survey asked Estonian citizens about their assessment of the changeover and their first
experiences regarding the new money.
1.1 The success of the changeover The vast majority (87%) thought
that the changeover happened
smoothly and efficiently, while only
8% felt the contrary. About 4 out of
10 respondents thought the
changeover had been very smooth and
efficient (41%).
A comparison with other surveys
conducted shortly after switching to
the euro in Slovakia, Cyprus, Malta
and Slovenia shows that Estonians
were slightly less likely to say that the
changeover went smoothly and
efficiently than were Slovaks (91%), Cypriots (93%) and Slovenes (95%). Estonian figures were
closer to that of Malta, where 85% said that the changeover was a success. It should also be noted that
Estonians were the least likely to say that the switch went very smoothly (41% vs. 50%-57% of
others).
Socio-demographic analysis
Men, those aged 25-54, respondents not
living in an urban area and the self-
employed were more likely to be very
satisfied with the changeover than their
socio-demographic counterparts.
For example, 55% of the self-employed
were very satisfied with the currency
switch, compared to 44% of employees,
42% of manual workers and 37% of non-
working respondents.
Furthermore, respondents from rural areas
and the self-employed were less inclined
to say that the changeover was not- or not
at all smooth and efficient (5% of rural
residents vs. 10% of respondents from
urban areas; 3% of the self-employed vs.
9%-10% of other occupational groups).
The success of the changeover
53
55
50
57
41
42
38
35
34
46
4
5
9
5
6
1
0
2
1
2
Slovenia
Cyprus
Malta
Slovakia
Estonia
Q12. Overall, did the changeover to the euro in your view happen smoothly and efficiently, or not?
%, Base: all respondents
Very smoothly and efficiently
Rather smoothly and efficiently
Not smoothly and efficiently
Not at all smoothly and efficiently
DK/NA
The success of the changeover
41
43
40
37
46
44
38
39
48
55
44
42
37
46
46
47
52
43
45
48
46
47
41
45
45
49
8
8
9
9
9
8
8
10
5
3
9
10
9
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
Very smootly and efficiently
Rather smootly and efficiently
DK/NA
Not- and not at all smoothly and efficiently
Q12. Overall, did the changeover to the euro in your view happen smoothly and efficiently, or not?
%, Base: all respondents, by demography
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 8
1.2 Problems during the changeover
Only a few respondents in Estonia encountered
problems when exchanging kroon cash into euros
or when withdrawing the new currency from banks in
the first week of January 2011 (4%), while the large
majority did not (95%).
Compared to the other countries where the euro had
recently been introduced, only Slovenia showed a
similarly high share of respondents experiencing no
problems (96%). The numbers of those having
problems were equally low: 3% of Slovenes reported
problems when changing tolars for euros.
In comparison, the currency switch in Malta was
more problematic in that 13% of Maltese reported
problems exchanging Maltese liri to euros.
Socio-demographic analysis
Looking at the various socio-
demographic groups, there were only
insignificant differences.
Manual workers were slightly more
likely to report that they had problems
exchanging Estonian kroon cash into
euro cash (6% vs. 3% of other
occupational groups).
As a next step, Estonian respondents
who had experienced problems when
withdrawing or exchanging money in
the first week after the introduction of
the euro were asked (4% of
respondents, that is, 36 people overall)
about the kind of problems they had
encountered.1
About 4 in 10 (39%) Estonians who
experienced problems said that they had
to wait in long queues at the bank
1 It should be noted that due to this sample size, as well as that of Slovenia (N=32) the following comparisons should be
treated with caution.
Problems with currency exchangein the first week of January?
96
88
85
90
95
1
4
2
2
2
3
8
13
8
4
Slovenia
Cyprus
Malta
Slovakia
Estonia
No DK/NA Yes
Q10. When you exchanged Estonian kroon cash into euro cash or withdrew euro cash with banks in the first
week of January, did you experience any problems?%, Base: all respondents
95
94
95
93
96
94
94
94
96
97
96
94
93
2
2
2
2
2
1
3
2
1
0
1
1
4
4
4
4
4
2
5
3
4
4
3
3
6
3
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
No DK/NA Yes
Q10. When you exchanged Estonian kroon cash into euro cash or withdrew euro cash with banks in the first week
of January, did you experience any problems?%, Base: all respondents, by demography
Problems with currency exchangein the first week of January?
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 9
counters. The second most often mentioned issue was that ATMs (cash dispensers) were (temporarily)
out of order; 27% reported this. A share of 17% said that there had been long queues at the ATMs.
About 1 in 10 (9%) reported that the ATM still issued krooni instead of euros. A third of respondents
mentioned other problems.
During previous changeovers, long queues at counters were always the most commonly reported
problem. However, compared to the surveys conducted in the other four countries that joined the euro
area, the problem was less pronounced in Estonia. In Malta almost 9 in 10 (89%) respondents
complained that they had to wait a long time at bank counters, while in Slovakia and Cyprus
approximately three-thirds said this (74% and 77%, respectively). In Slovenia, 53% of those who
experienced problems when exchanging tolars for euros mentioned that they had to queue for a long
time.
Problems experienced when exchanging krooni/korunas/liri/pounds/tolars or withdrawing euros in the first week of January
Long queues at counters
There was not enough eurocash available at bank
counters
Long queues at ATMs(cash dispensers)
ATMs issued onlykrooni/korunas/liri/pounds/t
olar cash
ATMs were (temporarily)out of order
Other problems
Estonia (N=36)
Q11. What kind of problems did you experience?%, base: those who experienced any problem, by demography
39
13
17
9
27
33
77
11
17
7
12
21
Malta(N=129)
Cyprus(N=77)
53
24
10
7
12
53
Slovenia (N=32)
89
11
15
1
7
19
Slovakia (N=84)
74
9
25
8
31
10
Estonians and Slovaks reported that ATMs were (temporarily) out of order more often (27% and 31%,
respectively) than the Maltese (7%), Cypriots or Slovenes (both 12%). Long queues at ATMs were
most often reported in Slovakia (25%), with Cyprus and Malta showing similar proportions to that of
Estonia (17% and 15%, respectively). In Slovenia 1 out of 10 respondents who experienced problems
mentioned this.
Slovakia, Malta and Cyprus revealed similar shares of respondents who reported that not enough euro
cash was available at bank counters (9%-11%); figures that were close to the Estonian result (13%). A
share of 24% of Slovenes who experienced problems when trying to withdraw euros referred to this
problem.
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 10
2. Personal experiences with the euro
Prior to the changeover, the vast majority of Estonians had seen euros (about 8 out of 10) and
approximately 60% had even used euro cash before (predominantly abroad, see for example Flash EB
3072). This meant that for many citizens the new currency was not completely unfamiliar. A
significant proportion of Estonians, however, would only actually use this currency for cash payments
after 1 January 2011. This section summarises Estonians‟ first experiences with their new money.
2.1 Handling of euro banknotes and coins
Right after the changeover, many Estonian respondents reported difficulties distinguishing and
manipulating euro banknotes and coins – many more than in earlier changeovers. As usual,
respondents tended to feel that banknotes were easier to handle than coins. While about three-quarters
(74%) said that it was easy to distinguish and manipulate euro banknotes, less than half (48%) said the
same about coins. A mere 14% indicated that handling coins was very easy, while one-third had that
opinion about the banknotes (34%) – both figures are a record low for post-2002 changeovers. About
4 in 10 (41%) thought that coins were difficult to handle. In detail, 31% said they were rather difficult
and 10% stated they were very difficult to handle. Furthermore, 11% found that the euro banknotes
were rather difficult to handle and 3% said they were very difficult.
Compared to the results obtained in the four Member States that joined the monetary union before
Estonia – Slovakia, Malta, Slovenia and Cyprus - Estonian respondents reported more difficulties in
handling euro cash directly after the currency‟s introduction.
Looking back, the Cypriots were the most at ease with the euro immediately after its introduction:
nearly all of them felt that banknotes were easy to handle (95%), and 8 in 10 thought the same about
2 http://ec.europa.eu/public_opinion/flash/fl_307_en.pdf
How easy or difficult is it to distinguish and manipulate euro cash
25
51
36
34
14
44
30
39
30
34
5
1
3
4
8
20
13
18
22
31
6
4
3
9
10
Slovenia
Cyprus
Malta
Slovakia
Estonia
50
71
51
51
34
41
24
37
30
40
2
1
2
5
9
5
3
9
11
11
2
1
2
3
3
Slovenia
Cyprus
Malta
Slovakia
Estonia
Coins Banknotes
Q1/Q2. When you pay cash, would you say that it is: very easy, rather easy, rather difficult or very difficult to distinguish and to manipulate euro coins/banknotes?
%, Base: all respondents
Very easy Rather easy Rather difficult Very difficultNeither easy nor difficult, normal DK/NA
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 11
the coins (81%). Seven in 10 (71%) Cypriots even said it was very easy to handle the euro banknotes,
and 1 in 2 (51%) shared that opinion about the coins.
Socio-demographic analysis
Men were more likely to say they were at ease with handling the new euro banknotes (very easy +
rather easy: 78% vs. 71% of women) and coins (55% vs. 43% of women).
Regarding coins, the difficulties in handling the new currency increased with age: for example, about
six in ten (58%-59%) of the 15-39 year olds thought that it was easy to handle the coins compared to
approximately half (48%) of the 40-54 year-olds and 4 in 10 (38%) of the those older than 54.
Looking at the results for the euro banknotes, the 25-39 year-olds were the most likely to say that they
were easy to handle (82%), compared to 74% of the youngest respondents (15-24 years), 75% of the
40-54 year-olds and 68% of the oldest respondents. The youngest respondents were as likely as the
oldest ones to report difficulties in distinguishing euro banknotes.
The self-employed and employees felt more at ease handling coins and banknotes compared to
manual workers and those not working. Urban dwellers were slightly less likely than those living in
the countryside to indicate that they could easily handle the euro cash.
How easy or difficult is it to distinguish and manipulate euro cash
49
55
43
59
58
48
38
47
52
52
53
49
45
41
35
45
33
35
43
47
41
40
37
39
40
43
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
Coins Banknotes
Q1/Q2. When you pay cash, would you say that it is: very easy, rather easy, rather difficult or very difficult to distinguish and to manipulate euro coins/banknotes?
%, Base: all respondents, by demography
Easy Difficult
74
78
71
74
82
75
68
73
78
76
80
72
70
14
13
15
16
10
13
16
14
13
15
10
15
16
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 12
2.2 Euro coin mini-kits
Compared with other post-2002 changeovers, Estonians were the least likely to buy euro coin
mini-kits. Almost three-quarters (73%) of Estonian respondents said they had not bought a euro mini-
kit before the introduction of the new currency on 1 January 2011; about a quarter said they had done
so (27%).
A majority of respondents (64%) who had not bought a kit said they had not wanted one. One in ten
of these respondents said they would have liked to buy one, but that they simply were not available.
One in two (21%) cited other reasons and a few respondents said they were not aware of the
possibility (5%).
As the graph below shows, among the other countries where the euro had recently been introduced,
the euro mini-kits had been most popular in Malta, where almost half (48%) of respondents purchased
one or more.
Buying euro coin mini-kits and reasons for not buying them
32
32
48
32
27
68
68
51
68
73
Slovenia
Cyprus
Malta
Slovakia
Estonia
54
5
2515
2
Did you buy them? Why not? (one answer)
Q9a. Why did you not buy a euro coin mini-kit?%, base: those who did not buy euro coin
mini-kits before 1st of January 2011
Yes No
49
4 1
43
3
52
5 5
38
0
54
151
29
1
Not aware of the possibility
Not want to do so
No starter-kits available
Other reason
DK/NA
Q8. Did you buy one or more euro coin mini-kits before 1st of January 2011?
%, base: all respondents
64
5 1021
0
Estonians were the most likely to say that they did not want to buy a mini-kit (64% vs. 49%-54% of
others). Although many more, a quarter of Slovaks who did not buy euro coin mini-kits reported that
they had not been available, the respective share in Estonia (10%) was still quite high when compared
with those in Malta, Cyprus (both 1%) and Slovenia (5%). The proportion of those not aware of the
kits – 5% of those who did not buy any – was in line with the best results detected in earlier
changeovers.
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 13
Socio-demographic analysis
Women, those aged 55 and over, manual
workers, non-working respondents and
urban dwellers were more likely to say
that they had bought the euro mini-kit in
order to prepare for the currency‟s
introduction. For example, 3 in 10
female respondents reported having
purchased a kit before 1 January 2011,
while less than a quarter of men did
(23%). Among the various age groups, 2
in 10 of the youngest respondents (15-24
year-olds) had bought a kit before the
new currency‟s introduction. However,
for the oldest respondents (the over 54s),
this number was 33%.
Concerning the reasons why Estonian
respondents had not bought a euro
mini-kit, young adults (25-39 year-olds)
and employees were more likely to say – compared to their counterparts – that they had had no
interest in doing this. For example, not buying a mini-kit was a deliberate choice for most in the
young adult age group (25-39: 74% of those who did not buy a kit decided that they did not need one).
In general the circumstantial barriers were most frequent in the oldest segment where 7% were
unaware, kits were unavailable for 13%, and 27% mentioned other barriers (not further specified) that
prevented them from purchasing a mini-kit. The non-availability of mini-kits was more often an issue
for respondents in rural areas, the self-employed and manual workers.
Buying euro coin mini-kits
27
23
30
20
24
26
33
29
23
24
26
26
29
73
76
70
79
75
74
67
71
77
76
74
72
71
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
Yes DK/NA No
Q8. Did you buy one or more euro coin mini-kits before 1st of January 2011? %, Base: all respondents, by demography
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 14
Reasons for not buying euro coin mini-kits
Total (N=731)
Gender
Male (n=345)
Female (n=385)
Age
15-24 (n=132)
25-39 (n=183)
40-54 (n=187)
55+ (n=229)
Subjective urbanisation
Urban area (n=515)
Rest of the country (n=216)
Occupation
Self-employed (n=48)
Employees (n=235)
Manual workers (n=140)
Not working (n=304)
Not want to do so
Q9a. Why did you not buy a euro coin mini-kit?%, base: those who did not buy euro coin mini-kits before 1 January 2011, by demography
64
66
63
64
74
67
54
64
63
61
69
63
61
5
5
5
6
2
5
7
5
4
0
4
4
7
10
11
9
10
5
11
13
9
13
17
8
14
9
Not aware of the possibility
No mini-kits available
21
19
23
19
19
17
27
21
20
22
19
20
23
Other reason
Utilisation of the mini-kit
Six in 10 Estonians who had bought (one or more) euro mini-kit(s) before the official introduction of
the euro had actually made use of the coins. In detail, a share of 43% of those who bought the kit had
opened it and used the coins, while another 17% had bought more than one kit and used only one (or
some). Almost 4 in 10 (38%) stated that they left the kit untouched and did not use the coins.
Estonians were by far the most likely to keep the kit untouched: in Slovakia and Malta only 14% of
those respondents who bought one or several kits left it unused, in Cyprus the share was 20%.
Estonians were far less inclined to open the kit and use the coins (43% vs. 69%-74% of others).
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 15
Buying euro coin mini-kits and their utilisation
68
68
51
68
73
32
32
48
32
27
Slovenia
Cyprus
Malta
Slovakia
Estonia
14
74
11 2
Did you buy them? Utilise for what? (one answer)
Q9b. What did you do with the mini-kit(s)?%, base: those who bought euro coin
mini-kits before 1 January 2011
YesNo
14
69
170
0 0 0 0
20
74
5 1
Opened the kit and used the coins
Kept the kit untouched and did not use the coins
Bought more than one kit and used only one (or some)
DK/NA
Q8. Did you buy one or more euro coin mini-kits before 1 January 2011?
%, base: all respondents
Not asked in Slovenia
38 43
172
Socio-demographic analysis
Women were more likely to use the kit (or the kits) they bought than man (64% vs. 52%). Among the
different age groups, the oldest respondents were the least likely to have kept the kit untouched (33%
vs. 41%-43% of others). Furthermore, residents from urban areas were more inclined to actually use
the mini-kits (61% vs. 54% of respondents from rural areas).3
3 Due to the low number of self-employed respondents who had bought the kit, occupational groups are left out of the
analysis.
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 16
Utilisation of the euro coin mini-kits
Total (N=271)
Gender
Male (n=106)
Female (n=165)
Age
15-24 (n=33)
25-39 (n=59)
40-54 (n=66)
55+ (n=112)
Subjective urbanisation
Urban area (n=208)
Rest of the country (n=63)
Occupation
Self-employed (n=15)
Employees (n=82)
Manual workers (n=51)
Not working (n=122)
Kept the kit untouched and did not use the coins
Q9b. What did you do with the coin mini-kit(s)?%, base: those who bought euro coin mini-kits before 1 January 2011, by demography
38
48
32
43
41
43
33
37
42
56
37
45
34
43
35
47
47
43
41
41
45
35
26
42
45
44
Opened the kit and used the coins
17
17
17
10
16
14
21
16
19
14
19
10
19
Bought more than one kit and used only one (or some)
2.3 Security features
Euro banknotes have several security features that allow people to easily check that they are genuine.
Due to the special printing procedure, the banknotes have a unique feel. Held against the light, the
watermark, the security thread and the see-through number become visible. The front and back of a
genuine banknote feature all three security elements. By tilting the banknote, a shifting image appears
on the hologram in the front; on the back, the glossy stripe (on the €5, €10 and €20 banknotes) or the
colour-changing number (on the €50, €100, €200 and €500 banknotes) become visible.
Asked which of the euro‟s security features they could cite spontaneously, a significant proportion of
Estonian respondents – 3 in 10 (31%) – was unable to name any. Survey participants were most
familiar with the watermark and the security thread, these were cited by about 4 in 10 (42%)
Estonians. After this, approximately a third (35%) of respondents named the hologram, while the see-
through number was mentioned by 2 in 10. A ratio of 17% mentioned the colour-changing number
and 16% the gold-yellow stripe. Finally, roughly 2 in 10 (19%) mentioned other security features of
euro banknotes.
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 17
When a similar survey right after the euro introduction was carried out, respondents in Cyprus and
Slovenia had been far more familiar with the euro‟s security features immediately after its
introduction than respondents in Slovakia or Estonia. The shares of those who had not been able to
name any of the features were 12% in Slovenia, 15% in Cyprus and 25% in Malta, while in Estonia
and in Slovakia the respective shares were 31% and 40%, respectively.
Familiarity with the security features of euro banknotes
Estonia
Q13. Which security features of euro banknotes can you list?%, base: all respondents
42
42
35
20
17
16
19
31
Watermark
Securitythread
Hologram
See-throughnumber
Colourchangingnumber
Gold-yellowstripe
Other
DK/NA
Malta Cyprus Slovenia
40
38
31
21
19
19
7
25
Gold-yellowstripe
Watermark
Securitythread
Colourchangingnumber
Hologram
See-throughnumber
Other
DK/NA
74
45
43
39
39
20
3
15
Securitythread
Watermark
Gold-yellowstripe
Hologram
Colourchangingnumber
See-throughnumber
Other
DK/NA
71
60
50
41
38
31
23
12
Securitythread
Watermark
Gold-yellowstripe
Colourchangingnumber
See-throughnumber
Hologram
Other
DK/NA
Slovakia
47
35
17
13
10
9
8
40
Securitythread
Watermark
Gold-yellowstripe
Hologram
See-throughnumber
Colourchangingnumber
Other
DK/NA
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 18
Socio-demographic differences
Women, the oldest respondents, those living in non-urban areas and non-working respondents were
more likely to say that they did not know any security features of euro banknotes compared to their
socio-demographic counterparts. For example, 45% of those aged 55 and older said they did not know
or gave no answer, compared to 16% of the 15-24 year-olds.
Each of the security features was cited less frequently by the oldest respondents. As far as the security
thread was concerned, men, respondents from rural areas, employees and the self-employed were
more likely to know of its existence. Furthermore, men, employees and manual workers were more
knowledgeable regarding the watermark. The hologram was more frequently mentioned by male
respondents, rural residents and the self-employed.
Table 1. Familiarity with the security features of the euro
(%mentioned, by demographic characteristics)
Wat
erm
ark
Sec
uri
ty t
hre
ad
Holo
gra
m
See
-thro
ugh n
um
ber
Colo
ur
chan
gin
g
num
ber
Gold
-yel
low
str
ipe
Oth
er
DK
/NA
Base: all respondents,
%
Total 42 42 35 20 17 16 19 31
Gender
Male 47 45 39 20 18 16 19 26
Female 38 39 31 19 16 16 19 35
Age
15-24 55 50 46 21 18 19 21 16
25-39 48 43 39 22 17 18 24 24
40-54 45 44 38 21 17 16 18 28
55+ 31 35 23 16 15 12 14 45
Subjective urbanisation
In an urban area 43 40 34 19 16 17 20 30
In the rest of the
country 42 45 37 22 18 11 16 33
Occupation
Self-employed 39 46 44 18 16 21 24 28
Employee 48 47 39 20 16 17 25 22
Manual worker 48 40 36 23 20 12 15 31
Not working 37 38 29 18 16 15 16 38
Q13. Which security features of euro banknotes can you list?
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 19
3. Becoming familiar with euro pricing
Beyond the practical/physical familiarisation with the new money, its appearance and security
features, citizens will have to become acquainted with a new currency at a more fundamental level,
one that relates to the value of the money. A familiar currency provides a price value system where it
is fairly easy for citizens to know what is cheap and what is expensive. A currency changeover
challenges this stable foundation, and without solid knowledge and cognitive abilities it becomes
rather difficult to compare today‟s prices to those of yesterday or to generally assess prices in
comparison with other known prices from the past. The euro changeover process used various tools to
facilitate this transition, such as a euro calculator. The value of the euro in the old currency
(approximately 16 krooni) has been widely publicised prior to changeover. This section will discuss
the effects of the changeover in this regard.
3.1 Still thinking in old currency?
The survey included the classic Eurobarometer question that has been running since the 2002
changeover in each euro area country. It asks respondents which currency they used as a mental
benchmark when:
a) purchasing special products of „greater value‟, i.e. cars or property; and
b) making everyday purchases.
Surveys in the „original‟ euro area countries have shown4 that while the technical process of changing
a currency can be accomplished in a matter of weeks, mental adaptation might take decades. Another
lesson learnt from these countries is that the level of adaptation very rapidly reaches a plateau (i.e.
about a year after a currency‟s introduction), which will then serve as the baseline for slow
evolutionary progress in the coming years. Curiously, in Cyprus and Malta the follow-up surveys
found that there had even been a decline between January 2008 and the autumn of that year in the
proportion of those who used the euro as a mental benchmark when they were making shopping
decisions on an everyday basis. Against this backdrop, the current Estonian results are particularly
interesting.
The current survey found that, for both special and everyday purchases, a yet unprecedentedly
high proportion of respondents indicated that they still calculate prices in kroon (54% and
48%, respectively). Around 3 in 10 respondents had already mentally switched from kroon to euros
when doing everyday purchases (28%) and 19% said they would most often calculate in euros when
making special purchases. About 1 in 5 said they would be just as likely to calculate in kroon as in
euros when doing their everyday shopping (23%) or when they were purchasing special items (20%).
As the chart shows, Estonians were the most likely to still calculate in their old currency shortly after
the currency switch. Maltese were the least likely to continue using their former currency in
calculations after the changeover: 26% did so when doing everyday shopping and 33% when making
special purchases.
4 i.e. Flash EB 306 has shown that still less than half of those living in the euro area use the euro as the only mental
benchmark for making significant purchases
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 20
Estonia was similar to
Malta, Cyprus and
Slovenia in the sense that
respondents were clearly
more inclined to calculate
in euros when making
day-to-day purchases than
they were to calculate in
the new currency when
buying goods of greater
value.
Socio-demographic
analysis
In Estonia, both for
special and everyday
purchases, women were
more likely to continue to
use the kroon as a mental
benchmark. For example,
51% of female
respondents said they still
referred to the old currency when making everyday purchases, while 44% of men did so.
The most frequently used currency when counting and calculating everyday purchases
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
Most often in euro
Q3. In which currency do you count or calculate most often when you do ...b) common purchases such as day-to-day shopping
%, Base: all respondents, by demography
28
31
25
27
28
30
27
27
30
33
28
28
27
48
44
51
47
46
51
48
51
41
44
47
48
49
23
23
23
26
25
19
24
21
28
23
24
23
22
Most often in Estonian kroon
As often in euro as in Estonian kroon
The most frequently used currency when counting and calculating ...
19
28
31
33
40
52
33
44
26
50
54
48
41
40
33
26
40
31
47
32
20
23
23
25
24
21
25
24
24
17
... special purchases such as the purchase ofgoods with greater value
... everyday purchases such as day-to-dayshopping
... special purchases such as the purchase ofgoods with greater value
... everyday purchases such as day-to-dayshopping
... special purchases such as the purchase ofgoods with greater value
... everyday purchases such as day-to-dayshopping
... special purchases such as the purchase ofgoods with greater value
... everyday purchases such as day-to-dayshopping
... special purchases such as the purchase ofgoods with greater value
... everyday purchases such as day-to-dayshopping
Most often in euroMost often in kroon/koruna/lira/pound/tolarAs often in euro as in kroon/koruna/lira/pound/tolarDK/NA
Malta
Slovakia
Cyprus
Slovenia
Estonia
Q3. In which currency do you count or calculate most often when you do ...%, Base: all respondents
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 21
Looking at the various age groups, the 15-24 year-olds were the least inclined to calculate in euros
when buying goods with greater value (12% vs. 19%-22% of others). No significant differences were
observed concerning everyday purchases. The self-employed and manual workers more often counted
and calculated in euros when purchasing goods of greater value. The former were most likely to use
the new currency as a mental benchmark when making everyday purchases. Furthermore, rural
residents were more inclined than urban residents to count and calculate in euros when doing day-to-
day shopping. The latter were more likely however to say they calculated in euros when making
special purchases.
The most frequently used currency when counting and calculating special purchases
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
Most often in euro
Q3. In which currency do you count or calculate most often when you do ...a) exceptional purchases such as the purchase of goods with greater value
%, Base: all respondents, by demography
19
24
16
12
21
22
19
20
16
22
16
23
19
54
50
57
59
59
53
49
54
53
53
57
51
53
20
20
20
21
19
19
21
18
24
23
21
21
18
Most often in Estonian kroon
As often in euro as in Estonian kroon
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 22
3.2 Conversion from kroon to euro
About 6 out of 10 (62%) Estonian respondents found it easy to convert from kroon to euro,
while nearly 3 in 10 thought that this was difficult (29%). Such level of difficulty has not yet been
recorded at earlier post-2002
changeovers. Only 20% in Estonia
thought that conversion between the
old and the new currency was very
easy.
These rather unfavourable results
(in comparison with other Member
States that had recently introduced
the euro) are probably not
independent of the fact that the
Estonian kroon exchange rate was
not the „easiest‟ – the multiplication
by 16 is not a trivial task for many
people. (Just for comparison: in
Slovakia, the fixed SKK/EUR
exchange rate of about 30 meant it was fairly easy to convert prices). However, exchange rates in the
other countries were much less „convenient5‟, hence the recorded level of difficulty cannot be easily
explained by the discomfort with arithmetic itself. In contrast to the current Estonian results, 83% of
Cypriots found the conversion to the new currency easy, including over half (51%) who considered it
very easy.
Socio-demographic analysis
Men and the younger respondents, those
living in the countryside and self-
employed respondents were most at ease
with converting from the kroon to euros in
Estonia (very easy+ rather easy
combined).
For example 66% of men said they were at
ease when converting to euros, compared
to 59% of women.
Among the different occupational groups,
non-working respondents were the most
likely to have difficulties with the
conversion (34%).
5 Fixed exchange rates, EUR/national currency (rounded to two decimals): SI: 239.64, CY: 0.59, MT: 0.43
How easy or difficult is it to convert from Estonian kroon to euro
62
66
59
67
64
61
59
61
65
79
64
59
59
7
8
7
5
6
6
10
8
5
5
8
9
6
29
25
33
29
28
33
29
30
28
16
27
29
34
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
Easy DK/NA Normal Difficult
Q4. How easy or difficult is for you to convert from Estonian kroon to euro? %, Base: all respondents, by demography
How easy or difficult is it to convert from kroon/koruna/lira/pound/tolar to euro
31
51
26
44
20
48
32
47
32
42
6
2
6
6
7
12
12
17
14
22
2
2
3
4
7
Slovenia
Cyprus
Malta
Slovakia
Estonia
Q4. How easy or difficult is for you to convert from [CURRENCY] to euro?%, Base: all respondents
Very easy
Rather easy
Rather difficult
Very difficult
Neither easy nor difficult, normal
DK/NA
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 23
3.3. Understanding the value of the euro
In line with the above findings, a comparatively low proportion of Estonian respondents said they
did not have difficulties understanding the value of a product or a service in the new currency
(58%); only about 1 in 5 thought
that understanding a value in euros
was very easy (18%). On the other
hand, a sizable minority of 34%
found it difficult to understand how
much goods or services cost when
priced in euros, including 7% who
found this very difficult.
Of the five countries compared in
this report, the Estonian results
stood out in the sense that
Estonians struggled the most with
the euro as their new currency.
Socio-demographic analysis
Men and younger respondents, those
living in non-urban areas and the self-
employed found it easier to understand
values in euros – the same groups who
reported lower difficulty with the kroon-
euro conversion (see previous section).
For example, two-thirds (66%) of the
15-24 year-olds said it was easy for
them to grasp the euro‟s value and
“only” 3 in 10 mentioned difficulties
(28%). Among those over 54, only 5 in
10 (52%) respondents found that this
was an easy task, as opposed to 38%
who had difficulties.
How easy or difficult is it to understand the value in euro
58
65
52
66
61
58
52
55
65
73
64
57
51
6
6
7
5
4
8
7
7
4
7
4
9
7
34
27
40
28
33
33
38
36
30
20
31
32
40
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
Easy DK/NA Normal Difficult
Q5. And how easy or difficult is for you to understand the value in euro? %, Base: all respondents, by demography
How easy or difficult is it to understand the value in euro
29
48
28
40
18
46
34
44
32
40
5
2
6
6
6
17
13
18
18
27
3
3
4
4
7
Slovenia
Cyprus
Malta
Slovakia
Estonia
Q5. And how easy or difficult is for you to understand the value in euro?%, Base: all respondents
Very easy
Rather easy
Rather difficult
Very difficult
Neither easy nor difficult, normal
DK/NA
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 24
3.4 The euro calculator
In Estonia, one euro calculator was made available for each household. Accordingly, nearly all
Estonian respondents said they had received one (90%) and over three-quarters found the tool to be
useful (78%). About 4 out of 10 respondents even thought it was very useful (40%). However, 1 in 5
respondents (20%) did not think that the euro calculator was useful for them (11% thought it was not
useful at all).
Estonia was not the only case where the euro calculator was distributed to almost every household in
the country. The shares of those who received the tool ranged from 82% in Cyprus to 95% in Slovakia
and Slovenia. Estonians were less enthusiastic about the device than those interviewed in Malta or
Cyprus in 2008. Yet they were more likely to be satisfied than Slovak or Slovenian respondents.
Socio-demographic analysis
Neither possession of- nor satisfaction with - the euro calculators was markedly different across socio-
demographic segments. The calculators were most often in possession of the elder segments, non-
urban respondents, and manual workers. Women were also more likely than men to possess a
calculator and to be satisfied with it.
The usefulness of the euro calculator
5
18
9
4
10
95
82
90
95
90
Slovenia
Cyprus
Malta
Slovakia
Estonia
Have you received the euro calculator? How useful did you find it?
Q22A. How useful did you find it?%, Base: those who received the euro calculator
Q22. Have you received the euro calculator? %, Base: all respondents
YesDK/NANo
41
79
68
38
40
31
12
11
26
38
11
2
5
17
9
14
5
9
18
11
Slovenia
Cyprus
Malta
Slovakia
Estonia
Rather not useful
DK/NAVery useful
Rather useful
Not useful at all
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 25
3.5. Usefulness of the dual displays of prices
Almost 9 in 10 (88%) Estonian
respondents found the dual
display of prices, a tool aimed at
facilitating price comparisons, to
be useful; more than half of
respondents (55%) thought that
this tool was very useful. Only 1
in 10 respondents said this was
not helpful. Dual price displays
have been widely appreciated
facilitators of a better
understanding of the prices in the
other four countries that more
recently adopted the euro as their
currency. Maltese were the most likely to find the dual price displays useful (77% found them very
useful and 14% found them rather useful), while Slovenes were a bit less inclined than others to feel
this way (47% found dual price displays very useful and 35% found them rather useful).
As Annex Table 7b. shows, there were only nuanced differences, if any, in the results according to
respondents‟ socio-econimic background. The youngest respondents more often stated that the dual
The usefulness of the euro calculator
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
90
89
92
86
88
91
94
89
93
88
90
93
90
77
73
80
76
74
79
78
76
80
81
73
80
78
20
24
17
22
24
19
18
21
18
18
24
20
18
Total (N=907)
Gender
Male (n=401)
Female (n=506)
Age
15-24 (n=143)
25-39 (n=215)
40-54 (n=229)
55+ (n=320)
Subjective urbanisation
Urban area (n=647)
Rest of the country (n=260)
Occupation
Self-employed (n=56)
Employees (n=285)
Manual workers (n=181)
Not working (n=383)
Q22A. How useful did you find it?%, Base: those who received the euro calculator
Q22. Have you received the euro calculator? %, Base: all respondents
Have you received the euro calulator? % yes
How useful did you find it?
Rather not and not at all useful
DK/NAVery and rather useful
Overall usefulness of the dual displays of prices
47
68
77
60
55
35
19
14
27
33
8
6
5
6
6
10
6
3
3
4
Slovenia
Cyprus
Malta
Slovakia
Estonia
Q6. Overall, do you find the dual displays of prices useful?%, Base: all respondents
Very useful
Rather useful
Rather not useful
Not useful at all
DK/NA
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 26
price displays were useful (91% vs. 87% of other age groups). The same was true for non-urban
respondents when compared with city dwellers (90% vs. 87%). The self-employed were less likely to
find dual displays useful (80% vs. 87%-89% of other occupational groups).
3.6 The correct implementation of the dual displays of prices
A third (34%) of Estonian respondents said that dual price displays were (always) implemented
correctly. About half (49%) of respondents felt that they were mostly implemented correctly.
Approximately 1 in 10 (11%) said that they were not happy with the implementation. Finally, 6% did
not know how to judge the
accuracy of the dual price
displays or gave no answer.
Compared to the other
countries that recently joined
the euro area, Estonians were
the least inclined to say that
the dual price displays were
always implemented
correctly. In the other
countries this share varied
from 45% in Cyprus to 55%
in Malta.
However, if one adds those survey participants who said that displays were mostly implemented
correctly, 83% in Estonia were satisfied with the display‟s implementation – a level of satisfaction
that is comparable to that of Slovakia (84%). Malta and Slovenia had even higher levels (87% and
90%, respectively), while Cyprus had
80%.
The youngest respondents (15-24 year-
olds), respondents from rural areas and
the self-employed tended to be more
satisfied with the implementation of
the dual display of prices than their
socio-demographic counterparts.
For example, while 9 in 10 of the
youngest respondents thought that the
dual displays were (mostly)
implemented correctly, this share
dropped to 83%-84% among the 25-54
year-olds and to 78% among the oldest
respondents.
The correct implementation of the dual displays of prices
49
45
55
53
34
41
35
32
31
49
4
10
6
4
9
2
3
1
2
2
5
7
7
9
6
Slovenia
Cyprus
Malta
Slovakia
Estonia
Q7. Is your impression that the dual displays of prices are implemented correctly (clearly identifiable displays, based on the conversion rate etc)?
%, Base: all respondents
Implemented correctly
Mostly implemented correctly
Mostly not implemented correctly
Not at all implemented correctly
DK/NA
Correct implementation of the dual display of prices
83
84
82
90
84
83
78
81
86
91
85
81
81
6
5
7
5
4
4
10
7
4
1
5
5
8
11
11
12
5
12
13
12
12
10
7
11
14
11
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
Correctly DK/NA Incorrectly
Q7. Is your impression that the dual displays of prices are implemented correctly (clearly identifiable displays, based on the conversion rate etc)?
%, Base: all respondents, by demography
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 27
4. Concerns about the changeover
4.1 Fairness of prices in euro
Respondents were asked whether they thought that price conversions and price roundings in euro had
been fair. Responses were quite consistent in the sense that most of those who felt that prices were
converted to euros in an unfair
way also complained about the
unfair rounding of prices.
Almost 6 in 10 (59%)
Estonian respondents said
that price conversions to
euro had not been fair (at
least not all the time). The
corresponding share for
price roundings was 62%.
In detail, 38% of Estonians
said that price conversions to
euros had sometimes been
unfair, 13% stated that this had
often been the case and 8%
reported it had happened to
them very often. The
respective proportions for
price rounding were similar:
36%, 17% and 9%.
Just under a quarter (23%) said that unfair price conversions to euros had not happened to them at all.
In the case of rounding, this share was even lower (20%). For each question 18% did not know
whether prices had been calculated fairly or did not answer.
Compared to the other countries, Estonian respondents were somewhere in the middle between very
critical Slovenes and Cypriots on the one hand and less critical Maltese on the other. For example,
while only 16% and 17% of Slovenes and Cypriots, respectively, had no negative experiences
concerning price conversions to euros, this share rose to 42% in Malta.
Socio-demographic analysis
City dwellers and 25-39 year-olds were more inclined than their socio-demographic counterparts to
say that price conversions to euros and price roundings were often or very often unfair. For example
31% of 25-39 year-olds said that price conversions were frequently unfair, compared to 17%-19% of
other age groups. Meanwhile, 24% of city dwellers felt this way, in comparison to 14% of
respondents from rural areas.
23
20
27
26
42
35
17
13
16
8
38
36
22
25
33
39
34
35
35
28
13
17
21
20
10
12
24
24
28
37
8
9
13
13
4
6
18
22
13
22
18
18
17
17
11
9
7
6
9
6
Price conversion to euro was not fair
Rounding of prices was not fair
Price conversion to euro was not fair
Rounding of prices was not fair
Price conversion to euro was not fair
Rounding of prices was not fair
Price conversion to euro was not fair
Rounding of prices was not fair
Price conversion to euro was not fair
Rounding of prices was not fair
Not at all Sometimes Often Very often DK/NA
Malta
Slovakia
Cyprus
Slovenia
Estonia
Q14. Do you think that during and after the changeover to the euro it happened very often, often, sometimes or not at all, that ...
%, Base: all respondents
Fairness of price conversion to euro and price rounding
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 28
Furthermore, men more frequently said that price rounding was unfair (28% said this was often or
very often the case vs. 24% of women). The same was true for the self-employed (34% vs. 23%-28%
of other occupational groups).
4.2 The euro’s expected impact on inflation
A majority (55%) of Estonians
thought that the euro will
increase inflation in their
country. In contrast, about 2 in
10 (21%) believed that joining
the euro area would help Estonia
maintain price stability. A share
of 7% expected no impact on
inflation by adopting the euro.
Almost 2 in 10 (18%) did not
know how to judge the influence
of the euro‟s introduction on
price stability or preferred not to
answer this question.
Only the Cypriots were even more pessimistic about price stability after joining the euro area than the
Estonians. Back then, shortly after adopting the euro, two-thirds of Cypriot respondents thought that
the euro would increase inflation, while 16% believed that it would help maintain price stability in the
Concerned that ...
... price conversion to euros was unfair
Q14. Do you think that during and after the changeover to the euro it happened very often, often, sometimes or not at all, that ...%, Base: all respondents, by demography
21
21
21
19
31
17
18
24
14
22
22
24
19
8
7
9
8
11
7
7
9
6
8
9
8
8
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
26
28
24
26
35
24
21
30
16
34
28
26
23
9
10
9
6
16
9
7
10
7
13
11
9
8
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
... price rounding was unfair
% of very often and often
% of very often
Price stability or increased inflation?
35
16
28
42
21
4
5
13
8
7
52
66
37
19
55
10
14
23
30
18
Slovenia
Cyprus
Malta
Slovakia
Estonia
Q14a. Do you think the euro will help to maintain price stability or, on the contrary, increase inflation in [COUNTRY]?
%, Base: all respondents
Will help maintain price stability
No impact
DK/NA
Will incrase inflation
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 29
country. Slovaks were the most optimistic with 42% of respondents expecting a positive impact of the
euro on price stability and 19% fearing inflation.
In late September, a bit more than three months before the introduction of the euro in Estonia, still
more than 8 in 10 (81%) Estonians were afraid that the euro would lead to increased inflation6.
Shortly after the euro was actually introduced, the current survey was conducted and it showed that
this fear of rising prices had become less widespread among the Estonian public (-26 percentage
points).
This phenomenon was common in the four other countries that adopted the euro more recently. Since
the same question was asked in the other four countries with similar time lags (first asked in
September before the switch, then some weeks after the switch, at the end of January or the beginning
of February) the results are comparable7. The most dramatic change was registered in Slovakia.
Slightly more than three months before the currency switch a vast majority of 83% was afraid that
introducing the euro would lead to increasing inflation. Two to three weeks after the actual
changeover this proportion was halved (42%). Malta also witnessed an impressive change (from 65%
to 37%; -28 percentage points). In Slovenia, the share of those expecting inflationary tendencies due
to the adoption of the euro declined by 11 points (from 63% to 52%), while in Cyprus this ratio
dropped by eight points (from 74% to 66%). A possible explanation for this common development
could be that those citizens who were afraid that the euro would lead to increasing inflation realised
that in these two to three weeks after the switch their fears did not materialise, in other words that
prices remained stable.
Socio-demographic differences
Looking at the different socio-
demographic groups, we see that
men, the youngest respondents (15-
24 year-olds) and the self-employed
were more likely to be confident that
prices would remain stable after the
euro‟s introduction. For example,
25% of men felt this would be the
case, compared to 18% of women.
The 40-54 year-olds were more likely
than other age groups to expect a rise
in inflation (61% vs. 48%-56% of
others). Furthermore, city dwellers,
employees and manual workers were
particularly likely to expect prices to
increase due to the introduction of the
euro.
6 See Flash Eurobarometer (Flash EB) #307, available at: http://ec.europa.eu/public_opinion/flash/fl_307_en.pdf
7 For Cyprus and Malta see Flash EB#214 (before the switch) and Flash EB#222 &223 (after the changeover), for Slovenia
see Flash EB#191 (before the switch) and Flash EB#205 (after the changeover), for Slovakia see Flash EB#249 (before the
switch) and Flash EB#259 (after the changeover), all available at: http://ec.europa.eu/public_opinion/topics/euro_en.htm
Price stability or increased inflation?
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
Maintain price stability
Q14a. Do you think the euro will help to maintain price stability or, on the contrary, increase inflation in Estonia?
%, Base: all respondents, by demography
21
25
18
29
24
19
16
21
21
29
20
21
20
55
54
55
48
56
61
53
57
49
47
58
61
50
7
8
6
9
6
6
7
7
8
12
6
7
7
Increase inflation
No impact
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 30
5. Information about the euro
5.1 Perceived levels of knowledge
A vast majority (87%) felt informed about the new currency, and a quarter described themselves
as being very well informed. A 12% of respondents said they did not feel well informed.
Looking at those who felt very
well and rather well informed
together, the Estonian figures
were in line with those in the
other four states. However, the
share of Estonians who felt very
well informed (25%) was by far
the lowest. While 36% of
Slovenes felt very well
informed, about half of Slovaks,
Maltese and Cypriots (50%-
52%) did.
Socio-demographic analysis
Looking at the different socio-demographic
groups, men and the self-employed were
more liable to feel very well informed than
women or other occupational groups,
respectively – almost 3 in 10 (29%) men
and roughly 4 in 10 (39%) of the self-
employed said this (vs. 21% of women and
22%-25% of other occupational groups,
respectively).
Non-working respondents and the oldest
respondents (over 54 years) were
particularly likely to say that they did not
feel informed about the euro.
Furthermore, respondents from rural areas
were slightly more likely to say they were
very well informed than city dwellers.
Feeling informed about the euro
36
52
52
50
25
56
40
39
40
62
7
7
6
7
11
1
1
1
1
1
Slovenia
Cyprus
Malta
Slovakia
Estonia
Q17. To what extent do you feel informed about the euro? Do you feel...%, Base: all respondents
Very well informed
Rather well informed
Not very well informed
Not at all well informed
DK/NA
Feeling informed about the euro
25
29
21
21
28
26
24
24
27
39
25
22
24
62
60
64
70
62
64
58
63
61
56
66
67
59
11
10
13
9
11
8
16
12
9
4
7
11
16
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
Very well informed
Rather well informed
DK/NA
Not very- and not at all informed
Q17. To what extent do you feel informed about the euro? Do you feel...%, Base: all respondents, by demography
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 31
5.2 Sources of information
Survey participants were also asked about their most important and second most important sources to
get informed about the euro – eight specific sources were read out to them. By a wide margin, most
Estonians mentioned the media. Indeed, more than 9 in 10 (91%) respondents thought that the
media was an important source of information, and roughly 8 in 10 (79%) identified it as the most
important information source. Commercial banks were named by approximately 1 in 5 (18%)
respondents, followed by the government, national or regional authorities (15%) and the National
Central Bank (12%). Public administrations were mentioned by 8% of respondents. Only a handful,
however, specified those sources as their major source of information (2%-4%).
Few Estonian respondents identified consumer associations (3%), the European Institutions (3%),
trade unions (2%) as important sources of information about the euro changeover – and hardly anyone
said these were the most important source. One in 10 said they found other organisations which were
not listed important sources of information.
The results in the other four countries were in line with Estonian figures, vast majorities considered
the media to be the most important source of information. The surveys conducted in Slovakia and
Slovenia revealed similar shares of respondents who said that the media had been their most important
source of information regarding the introduction of the euro (93% and 89%, respectively). However,
the number of those who said that the media was their number one information source was a bit lower
in Slovenia when compared with Estonia and Slovakia (72% vs. 79% and 81%, respectively). In
Cyprus and in Malta the proportions of those who mentioned the media (as first or second source of
information) were 80% and 85%.
Sources of information about the euro’s introduction
Estonia
Q15. Where do (did) you get information about the introduction? Firstly? Secondly?%, Base: all respondents
Malta (top 3 mentions)
In total
Firstly
91
18
15
12
8
3
3
2
10
79
4
4
3
2
0
1
0
3
3
Media
Commercial banks
Government, national orregional authorities
National Central Bank
Public administration
Consumer associations
European Institutions
Trade unions, professionalorganisations, etc.
Others
DK/NA
In total
Firstly
Cyprus (top 3 mentions)
Slovenia (top 3 mentions)
89
23
21
72
6
9
Media
Commercial banks
National Central Bank
Slovakia (top 3 mentions)
80
43
21
60
15
10
Media
Commercial banks
National Central Bank
85
22
12
64
8
4
Media
Commercial banks
Government
93
20
18
81
5
3
Media
National Central Bank
Commercial banks
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 32
As in Estonia, commercial banks were the second most often mentioned source of information in
Malta, Cyprus and Slovenia. In Slovakia commercial banks came in third place, after the National
Central Bank. The government and national authorities, which ranked third in Estonia, had the same
ranking in Malta.
Socio-demographic analysis
Socio-demographic groups did not differ much in their preferred sources of information about the
introduction of the euro, as Table 2 on the next page shows.
Women and respondents from rural areas were slightly more likely to say they preferred the media as
an information source, when compared to men and city dwellers. The self-employed were less likely
than other occupational groups to choose the media.
Commercial banks were more often mentioned by 25-39 year-olds, respondents from rural areas and
the self-employed.
Men, 25-39 year-olds as well as employees were a bit more liable to pick the government or national
and regional authorities as information sources.
The National Central Bank was named more often by 40-54 year-olds and interviewees from rural
areas. Furthermore, city dwellers were more inclined to choose public administrations. Employees
were particularly likely to say that they preferred European Institutions as information sources.
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical Report
page 33
Table 2. Sources of information about the euro’s introduction (% mentioning the sources, by demographic characteristics)
Base: total sample
Media Commerc.
banks
Gov.
national or
regional
authorities
National
Central
Bank
Public
admin.
European
Institutions
Consumer
assoc.
Trade
unions,
profess.
org., etc.
Others DK/NA
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
Fir
stly
Total 91 79 18 4 15 4 12 3 8 2 3 1 3 0 2 0 10 3 3
Gender
Male 89 77 18 3 17 5 11 4 7 3 3 2 4 1 3 0 7 2 4
Female 92 80 18 4 13 4 12 3 8 2 3 1 2 0 1 0 12 3 3
Age
15-24 92 77 19 1 16 6 11 4 10 6 3 1 4 0 3 0 6 1 3
25-39 92 79 22 3 20 6 11 2 7 2 3 2 4 1 2 0 6 3 1
40-54 89 79 17 4 15 3 14 5 8 1 4 1 1 0 1 0 10 3 4
55+ 90 80 15 5 11 3 10 2 6 1 2 0 3 0 2 1 15 3 5
Subjective urbanisation
Urban area 90 78 17 4 14 5 11 3 9 3 3 1 3 1 2 1 11 2 4
Rest of the country 93 81 20 3 16 3 14 4 4 1 2 1 4 0 1 0 8 4 3
Occupation
Self-employed 87 76 26 4 14 7 9 5 5 0 7 3 1 0 2 0 5 2 3
Employee 92 82 18 2 20 5 12 3 7 2 4 2 2 0 2 1 8 2 2
Manual worker 91 77 20 5 14 5 11 3 10 2 2 0 3 2 3 1 11 3 2
Not working 91 78 16 4 11 3 12 3 8 3 3 1 4 0 2 0 12 3 5
Q15.Where do (did) you get information about the introduction? Firstly? And secondly?
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical report
page 34
5.3 Quality of information
Respondents were also presented with a list of institutions and different media and asked which of
these they found to be the most efficient source of information about the introduction of the euro
during the changeover period. In the questions that followed, respondents were asked more
specifically about their satisfaction with the information provided about the euro by national
authorities, broadcasted TV spots and by magazine and newspaper ads.
When Estonians were asked which information channel they considered to be the most efficient,
half of them opted for the television. The Internet and the national information website on the euro
(http://euro.eesti.ee) came in second place (14%). The radio, print media and publications or
brochures were each named by approximately 1 in 10 survey participants (9%-11%). Only a handful
of respondents named friends, family and co-workers as the most efficient information sources (3%).
Just 1% named the free national euro telephone line. None of the respondents felt that presentations
(e.g. in shopping centres, or at fairs) were effective. Finally, 1% said they did not look for information
or had not received information.
Estonian respondents were in line with the other four countries when considering the TV as the most
efficient channel of information, with shares ranging from 49% in Malta to 66% in Slovakia. The
Internet also came in second place in Slovakia. Furthermore, publications/brochures or other print
media were preferred by similar shares of respondents in most countries. Only in Malta were
publications/brochures particularly popular.
The most efficient channels of information during the changeover period
Estonia
Q16. Which channels were the MOST efficient source of information during the changeover period?%, Base: all respondents
Slovakia (top 3 mentions)
50
14
11
10
9
3
1
0
1
2
Television
Internet (http://euro.eesti.ee)
Radio
Print media
Publications /brochures
Family, friends, co-workers
Free national euro telephoneline
Presentations (shoppingcentres, fairs)
I have not looked for/receivedinformation
DK/NA
66
11
7
Television
Internet
Publications /brochures
Cyprus (top 3 mentions)
57
11
10
Television
Publications /brochures
Print media
Slovenia (top 3 mentions)
58
12
11
Television
Print media
Publications /brochures
Malta (top 3 mentions)
49
22
7
Television
Publications /brochures
Print media
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical report
page 35
Socio-demographic analysis
Every socio-demographic group consistently considered TV the most efficient channel of information.
Women, older respondents, respondents from rural areas, employees and manual workers were more
liable than their socio-demographic counterparts to mention television. For example, while 41% of
15-24 year-olds mentioned TV, 57% of those older than 54 years did so.
The groups most likely to think that the Internet was the most effective way of becoming informed
about the euro were men, younger respondents (15-39) and urban residents. For example, 16% of city
residents said that the Internet and the national information website on the euro had been the most
efficient information source, compared to 7% of rural residents.
Print media were considered more efficient by women and city residents. Women and respondents
from rural areas were more likely to consider publications/brochures to be useful.
Table 3. The most efficient channels of information during the changeover period (%
mentioning the channels, by demographic characteristics)
Base: total
sample
% T
elev
isio
n
% P
rint
med
ia
% P
ubli
cati
ons
/bro
chure
s
% R
adio
% I
nte
rnet
(htt
p:/
/euro
.ees
ti.e
e)
% F
ree
nat
ional
euro
tele
phone
line
% P
rese
nta
tions
(shoppin
g c
entr
es,
fair
s)
% F
amil
y, fr
iends,
co-
work
ers
% I
hav
e not
looked
for/
rece
ived
info
rmat
ion
% D
K/N
A
Total 50 10 9 11 14 1 0 3 1 2
Gender
Male 48 8 6 14 16 1 0 4 1 2
Female 52 11 11 8 12 1 0 3 1 2
Age
15-24 41 12 12 8 21 1 0 5 0 0
25-39 46 9 6 8 25 2 0 3 0 2
40-54 51 11 7 9 12 0 1 4 1 3
55+ 57 8 10 16 3 0 1 3 1 3
Subjective urbanisation
In an urban area 48 11 7 10 16 1 1 4 1 2
In the rest of
the country 56 6 12 13 7 0 0 2 0 4
Occupation
Self-employed 43 11 7 11 18 0 0 3 2 6
Employee 50 12 8 5 17 1 0 4 0 3
Manual worker 49 6 8 15 17 0 2 2 1 1
Not working 53 10 10 13 8 1 0 4 0 2
Q16. Which channels were the MOST efficient source of information during the changeover period?
Respondents were also asked to rate their satisfaction with the information provided by different
institutions and by the media.
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical report
page 36
More than 8 in 10 (83%) Estonian respondents were satisfied with the information that the
national authorities provided on the euro. Only 13% were dissatisfied. About a quarter (26%)
described themselves as very
satisfied, and nearly 6 in 10 (57%)
respondents said they were rather
satisfied.
When looking at respondents who
were very satisfied and rather
satisfied as one group, Estonians,
like Slovaks, were somewhat less
satisfied with the information
provided by the national
authorities than the Maltese,
Cypriots and Slovenes had been.
In Malta in particular, citizens
were especially pleased by the
quality of the national authorities‟
information: 9 in 10 (91%) respondents said they were satisfied.
Looking only at those who were very satisfied with the information provided, the Estonian figure was
close to that of Slovenia (26% and 21%,
respectively), while the respective figures
for Slovakia, Cyprus and Malta were 42%,
48% and 60%.
Women, respondents aged 40-54 and the
self-employed were more likely to be
satisfied (very+rather satisfied) with the
national authorities‟ information material.
For example, 85% of women were
satisfied with the information they
received, compared to 80% of men.
Non-working respondents most often
voiced their dissatisfaction with the
information received (16% vs. 6%-12% of
other occupational groups).
The TV spots that focused on the euro
had high visibility in Estonia. More than 8
in 10 (83%) respondents had seen those
euro spots. Out of the respondents who
had seen the spots, a large majority (74%) had found them useful, and 23% found them very useful.
On the other hand, 22% felt that the TV spots on the euro were not useful.
Satisfaction with the information provided by national authorities regarding the euro
21
48
60
42
26
66
43
31
42
57
7
6
4
5
11
2
2
2
1
2
5
2
3
11
5
Slovenia
Cyprus
Malta
Slovakia
Estonia
Q19. How satisfied are you with the information provided by the national authorities regarding the euro?
%, Base: all respondents
Very satisfied
Rather satisfied
Rather unsatisfied
Very unsatisfied
DK/NA
Satisfaction with the information provided by national authorities regarding the euro
26
25
26
22
27
21
30
25
27
27
27
26
24
57
55
59
57
55
66
51
57
57
62
58
60
54
5
6
4
6
4
4
6
5
5
6
4
2
6
13
14
12
15
14
10
13
13
11
6
10
12
16
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
Very satisfied Rather satisfied DK/NA Very and rather unsatisfied
Q19. How satisfied are you with the information provided by the national authorities regarding the euro?
%, Base: all respondents, by demography
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical report
page 37
The audience rate of euro spots was lower in Estonia than in Malta, Cyprus and Slovakia (87%-91%),
but considerably higher than in Slovenia (63%). Respondents from the other four countries who had
seen these spots were more likely to find them useful, when compared with Estonians. In Malta and
Cyprus, respondents were particularly liable to say that they found these euro spots useful.
Awareness of the spots was higher among respondents from rural areas (90% vs. 80% of city
dwellers). Non-working respondents were less often aware of these spots (80% vs.84%-87% of other
The usefulness of the euro spots on TV
33
9
12
8
16
63
90
87
91
83
Slovenia
Cyprus
Malta
Slovakia
Estonia
Have you seen euro spots? How useful did you find them?
Q20A. How useful did you find them?%, Base: those who saw the euro spots on TV
Q20. Have you seen the euro spots on TV? %, Base: all respondents
YesDK/NANo
22
65
69
41
23
57
26
24
41
51
13
5
5
11
14
5
3
1
4
8
Slovenia
Cyprus
Malta
Slovakia
Estonia
Rather not useful
DK/NAVery useful
Rather useful
Not useful at all
The usefulness of the euro spots on TV
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
83
83
84
83
85
85
81
80
90
85
87
84
80
74
70
77
73
73
76
73
71
80
74
75
76
72
22
26
20
24
25
19
23
25
16
22
21
21
24
Total (N=835)
Gender
Male (n=374)
Female (n=461)
Age
15-24 (n=139)
25-39 (n=206)
40-54 (n=214)
55+ (n=276)
Subjective urbanisation
Urban area (n=584)
Rest of the country (n=251)
Occupation
Self-employed (n=54)
Employees (n=275)
Manual workers (n=163)
Not working (n=343)
Q20A. How useful did you find them?%, Base: those who saw the euro spots on TV
Q20. Have you seen the euro spots on TV? %, Base: all respondents
Have you seen euro spots? % yes How useful did you find them?
Rather not and not at all useful
DK/NAVery and rather useful
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical report
page 38
occupational groups). Women who had seen the spots were also more likely to find them useful (77%
vs. 70% of men). The same was true for 40-54 year-olds (76% vs. 73% of other age groups) and
respondents from rural areas (80% vs. 71% of city dwellers).
Fewer, but still a majority of Estonian respondents said that they had seen the ads on the euro in
magazines and newspapers (64%). Eight in 10 of those respondents who were aware of the ads in
the print media actually found them to be useful; 2 in 10 (21%) had the impression that the ads were
very useful. 16% of Estonian respondents who had seen the ads did not find them useful.
As with the TV spots, Estonians were less likely to have seen ads in print publications than were the
Maltese, Slovaks or Cypriots (69%-72%). The level of awareness was close to that measured in
Slovenia (62%) shortly after the euro replaced the tolar.
Again, looking at those who said they had seen the ads in the print media, Cypriots and Maltese were
most likely to find them useful (both 93%). The Estonian figure was comparable to the Slovakian
(78%) and Slovenian (79%) ones.
Socio-demographic analysis
Women, the youngest respondents (15-24 year-olds) and employees were more likely to have seen ads
in newspapers and magazines. The self-employed, on the other hand, were the least likely of all socio-
demographic groups to having seen these ads (46% vs. 59%-70%).
Respondents from rural areas were more inclined to find the ads in magazines or newspapers to be
useful (84% vs. 79% of city dwellers).
Non-working respondents and the self-employed were more likely to say that those ads had not been
useful for them (17% and 19%, respectively, vs. 13%-14% of manual workers and employees).
The usefulness of the euro ads in magazines/newspapers
36
25
29
28
33
62
72
69
71
64
Slovenia
Cyprus
Malta
Slovakia
Estonia
Have you seen euro ads? How useful did you find them?
Q21A. How useful did you find them?%, Base: those who saw the euro ads
in magazines/newspapers
Q21. Have you seen the euro advertisements in [COUNTRY] magazines and newspapers?
%, Base: all respondents
YesDK/NANo
23
69
65
33
21
56
24
28
45
59
14
4
3
13
10
5
2
2
6
6
Slovenia
Cyprus
Malta
Slovakia
Estonia
Rather not useful
DK/NAVery useful
Rather useful
Not useful at all
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical report
page 39
The usefulness of the euro ads in magazines/newspapers
Total
Gender
Male
Female
Age
15-24
25-39
40-54
55+
Subjective urbanisation
Urban area
Rest of the country
Occupation
Self-employed
Employees
Manual workers
Not working
64
62
66
74
59
65
63
64
64
46
70
61
64
81
81
80
82
82
78
81
79
84
81
83
81
78
15
15
15
15
16
17
13
16
12
19
14
13
17
Total (N=645)
Gender
Male (n=279)
Female (n=366)
Age
15-24 (n=122)
25-39 (n=145)
40-54 (n=163)
55+ (n=215)
Subjective urbanisation
Urban area (n=466)
Rest of the country (n=179)
Occupation
Self-employed (n=29)
Employees (n=221)
Manual workers (n=118)
Not working (n=274)
Q21A. How useful did you find them?%, Base: those who saw the euro ads
in magazines/newspapers
Q21. Have you seen the euro advertisements in Estonian magazines and newspapers?
%, Base: all respondents
Have you seen euro ads? % yes How useful did you find them?
Rather not and not at all useful
DK/NAVery and rather useful
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical report
page 40
5.4 Further information needs
When asked which euro-related topics they would like to have more information on, a
significant number of Estonian respondents could not identify any further information needs or
did not want to answer (30%). This is in line with the finding that a large majority of Estonian
respondents felt well informed about the euro (87%).
When asked to name a first priority, 15% said they would like to get more information on the social,
economic or political implications of the euro, a further 9% named this as a second priority. More
information on fair rounding was mentioned by a similar share of Estonians (for 13% this was the top
priority). One in 5 respondents would welcome more information on the euro‟s security features (12%
mentioned this as their first priority). A similar share was interested in more information on how to
avoid being cheated in euro currency conversions (10% said this was their number one priority). Next,
17% (first and second priority) would appreciate information on practical implications of the euro
regarding their salary and bank account (this was the top priority for 1 in 10). Further information on
the dual display of prices was mentioned by 15% (first priority for 8%). Relatively few Estonians
requested more information about the design and denominations of euro banknotes and coins (6%) or
on the value of one euro in Estonian kroon (4%).
In the other four countries that recently started using the euro, information on fair rounding had also
been an important priority. Further information on the social, economic or political implications of
the euro was commonly mentioned in Cyprus and Slovenia. Substantial numbers in Slovakia, Malta
and Slovenia were also interested in learning more about the security features of the euro.
17
17
16
9
8
10
How to avoid being cheated
Fair rounding
Security features
Most important euro-related issues that respondents would like to have more information on
Estonia
Q18. What is the most important issue about the euro that you would like to have more information on? Firstly? Secondly?%, Base: all respondents
Malta (top 3 mentions)
In total
Firstly
24
24
20
19
17
15
6
4
15
13
12
10
10
8
2
2
30
The social, economic or politicalimplications of the euro
Fair rounding
Security features
How to avoid being cheated ineuro currency conversions
The practical implications of theeuro regarding your salary, your
bank account
The dual display of prices
The design and denominations ofeuro banknotes and coins
The value of one euro in Estoniankroon
DK/NA
In total
Firstly
Cyprus (top 3 mentions)
37
30
21
22
14
12
Fair rounding
How to avoid being cheated
Social, economic, political implications
Slovenia (top 3 mentions)
26
25
23
14
17
15
Fair rounding
Security features
Social, economic, political implications
31
22
19
22
10
10
Security features
Fair rounding
How to avoid being cheated
Slovakia (top 3 mentions)
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical report
page 41
Socio-demographic analysis
The following analysis describes the variation of opinions on issues requiring further information, as
a first or second priority, by socio-demographic characteristics, see Table 4. on the next page.
Information on a fair rounding of the euro was more often requested by younger respondents
(15-39 year-olds: 28%-29%) and respondents from rural areas (27%) when compared to their
socio-demographic counterparts.
Men were more interested in knowing more about the social, economic or political
implications of the euro (29% vs. 21% of women). The older the respondent, the less likely
he/she was to want more information on this topic. For example, while almost a third (32%)
of the 15-24 year-olds would welcome more information, the share dropped to 18% among
the oldest respondents (over 54 years). In addition, urban residents (26%) and the self-
employed (31%) were more eager to receive information on these implications than their
counterparts.
Security features was a topic most interesting to the youngest respondents (28%) and
respondents from rural areas (22%).
Women (21%), the youngest respondents (15-24 year-olds: 23%) and respondents from rural
areas (22%) were more likely to request more information on how to avoid being cheated.
More information on the practical implications of the euro regarding one‟s salary or bank
account was especially welcome by 25-39 year-olds and manual workers (both 23%). The
latter were also more interested than other occupational groups in receiving more information
in the form of dual display of prices (17%).
The youngest respondents (15-24 year-olds: 9%) and rural residents (8%) were more likely to
be interested in getting more information on the design and denominations of euro banknotes
and coins.
City residents were somewhat more likely to request more information on the value of one
euro in Estonian kroon (5% vs. 1% of rural residents).
The oldest respondents (older than 54 years) were the most likely among all socio-
demographic groups not to answer the question (38%).
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Analytical report
page 42
Table 4. Most important euro-related issues that respondents would like to have more information on (% mentioned, by demographic
characteristics)
Base: total sample
Fair
rounding
The social,
economic or
political
implications
of the euro
Security
features
How to
avoid being
cheated in
euro
currency
conversions
The practical
implications
of the euro
regarding your
salary, your
bank account
The dual
display of
prices
Design and
denominations
of euro
banknotes
and coins
The value
of one euro
in Estonian
kroon
DK/NA
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
In t
ota
l
Fir
stly
Fir
stly
Total 24 13 24 15 20 12 19 10 17 10 15 8 6 2 4 2 30
Gender
Male 24 12 29 18 19 10 15 7 18 11 14 8 6 3 3 1 30
Female 25 13 21 12 21 13 21 12 16 9 15 7 5 2 4 2 29
Age
15-24 29 11 32 20 28 16 23 13 17 11 14 7 9 4 5 3 17
25-39 28 16 28 16 20 13 18 8 23 14 13 4 6 3 4 2 24
40-54 24 12 24 13 15 9 20 11 19 12 15 8 4 2 3 2 33
55+ 20 12 18 12 20 10 16 8 11 6 16 10 5 2 4 1 38
Subjective urbanisation
Urban area 24 12 26 16 19 12 17 9 17 10 14 6 5 2 5 2 30
Rest of the country 27 14 20 11 22 11 22 11 16 9 16 11 8 4 1 1 29
Occupation
Self-employed 14 8 31 23 23 16 23 11 10 6 14 2 2 2 0 0 33
Employee 27 14 25 14 20 11 19 10 18 11 14 7 6 3 4 2 28
Manual worker 23 14 25 13 19 11 21 12 23 13 17 8 5 2 2 2 27
Not working 25 12 23 14 21 12 16 9 14 9 14 9 6 2 5 2 31
Q18. What is the most important issue about the euro that you would like to have more information on? Firstly? And secondly?
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 43
Flash EB Series #309
Euro Introduction in Estonia
Ex-Post Citizen Survey
Annex Tables and Survey
Details
THE GALLUP ORGANIZATION
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 44
Annex tables
Table 1. How easy or difficult is it to distinguish and manipulate euro coins ....................................... 45
Table 2. How easy or difficult is it to distinguish and manipulate euro banknotes ............................... 46
Table 3. The most frequently used currency when counting and calculating special purchases ........... 47
Table 4. The most frequently used currency when counting and calculating everyday purchases ........ 48
Table 5. How easy or difficult is it to convert from koruna to euros ..................................................... 49
Table 6. How easy or difficult is it to understand the value in euro ...................................................... 50
Table 7. Overall usefulness of the dual displays of prices ..................................................................... 51
Table 8. The correct implementation of the dual displays of prices ...................................................... 52
Table 9. Buying euro coin mini-kits ...................................................................................................... 53
Table 10. Reasons of not buying euro coin mini-kits ............................................................................ 54
Table 11. Utilisation of the euro coin starter kits ................................................................................... 55
Table 12. Problems with currency exchange in the first week of January? ........................................... 56
Table 13. Problems experienced when exchanging korunas or withdrawing euros in the first week of January ..................................................................................................................................... 57
Table 14. The success of changeover ..................................................................................................... 58
Table 15. Familiarity with the security features of euro banknotes ....................................................... 59
Table 16. Concerned that price conversations to euros was unfair ........................................................ 60
Table 17. Concerned that price rounding was unfair ............................................................................. 61
Table 18. Price stability or increased inflation? ..................................................................................... 62
Table 19. Sources of information about the euro‟s introduction – first mentions .................................. 63
Table 20. Sources of information about the euro‟s introduction – second mentions ............................. 64
Table 21. The most efficient channels of information during the changeover period ........................... 65
Table 22. Feeling informed about the euro ............................................................................................ 66
Table 23. Most important euro-related issue about which respondents would like more information – first mentions ................................................................................................................... 67
Table 24. Most important euro-related issue about which respondents would like more information – second mentions .............................................................................................................. 68
Table 25. Satisfaction with the information provided by national authorities regarding the euro ......... 69
Table 26. Have you seen euro spots? ..................................................................................................... 70
Table 27. The usefulness of the euro spots on TV ................................................................................. 71
Table 28. Have you seen euro ads? ........................................................................................................ 72
Table 29. The usefulness of the euro ads in magazines/newspapers ..................................................... 73
Table 30. Have you received the euro calculator? ................................................................................. 74
Table 31. The usefulness of the euro calculator ..................................................................................... 75
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 45
Table 1. How easy or difficult is it to distinguish and manipulate euro coins
QUESTION: Q1. When you pay cash, would you say that it is: very easy, rather easy, rather difficult or very difficult
to distinguish and to manipulate euro coins?
Total N %
Neither
easy nor
difficult,
normal
% Very
difficult
%
Rather
difficult
%
Rather
easy
% Very
easy
%
DK/NA
ESTONIA 1005 8.2 9.9 30.7 34.3 14.4 2.4
SEX
Male 453 7.2 7.9 27 37.8 17.6 2.4
Female 552 9.1 11.6 33.7 31.4 11.9 2.5
AGE
15 - 24 166 6.7 4.5 28.9 46.5 12.4 1
25 - 39 244 6.3 6.6 28.2 39.2 18.6 1.2
40 - 54 253 8.1 11.2 31.9 29.9 17.6 1.3
55 + 342 10.4 14 32.5 28.1 10.1 4.9
URBANISATION
Urban area 726 9 10.3 30.5 33.8 13.6 2.8
Rest of the country 279 6.1 8.9 31.2 35.7 16.7 1.4
OCCUPATION
Self-employed 64 9.2 10.5 26 32.7 18.9 2.7
Employee 317 7.2 8.6 30.8 35.3 17.3 0.9
Manual worker 194 9.8 10.7 29.2 33.3 15.7 1.3
Not working 426 8.2 10.6 32.2 33.7 11.2 4.1
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 46
Table 2. How easy or difficult is it to distinguish and manipulate euro banknotes
QUESTION: Q2. When you pay cash, would you say that it is: very easy, rather easy, rather difficult or very difficult
to distinguish and to manipulate euro banknotes?
Total N %
Neither
easy nor
difficult,
normal
% Very
difficult
%
Rather
difficult
%
Rather
easy
% Very
easy
%
DK/NA
ESTONIA 1005 8.8 3.3 10.5 40.1 34 3.3
SEX
Male 453 6.4 3.5 9.4 40.8 37.4 2.4
Female 552 10.7 3.1 11.4 39.6 31.2 4.1
AGE
15 - 24 166 7.9 2.8 13.3 42.5 31 2.5
25 - 39 244 6.2 3.4 6.5 36.6 45.5 1.8
40 - 54 253 10.1 1.9 11.1 36.7 38.3 1.9
55 + 342 10.1 4.5 11.5 44 24 5.9
URBANISATION
Urban area 726 9.7 4 10.1 38.7 33.8 3.7
Rest of the country 279 6.3 1.4 11.7 43.8 34.4 2.3
OCCUPATION
Self-employed 64 4.9 1 13.7 41.1 35.3 3.9
Employee 317 8.7 2.7 7.1 35.4 44.6 1.6
Manual worker 194 11.2 3.4 11.8 42.2 30.1 1.4
Not working 426 8.4 4.1 12.1 42.4 27.5 5.4
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 47
Table 3. The most frequently used currency when counting and calculating special purchases
QUESTION: Q3_A. In which currency do you count or calculate most often when you do? - Exceptional purchases
such as the purchase of goods with greater value?
Total N % Most
often in
euro
% Most
often in
Estonian
kroon
% As often in
euro as in
Estonian
kroon
% DK/NA
ESTONIA 1005 19.3 53.9 19.8 7
SEX
Male 453 23.8 50 20 6.2
Female 552 15.5 57 19.7 7.7
AGE
15 - 24 166 12.4 59.2 21 7.4
25 - 39 244 20.8 58.5 19.3 1.4
40 - 54 253 22.3 53.1 18.5 6.1
55 + 342 19.3 48.6 20.7 11.5
URBANISATION
Urban area 726 20.4 54.3 18.2 7.1
Rest of the country 279 16.3 52.7 24.2 6.8
OCCUPATION
Self-employed 64 22.2 52.9 23.2 1.7
Employee 317 16.4 57 21.4 5.1
Manual worker 194 23.4 51.2 20.8 4.6
Not working 426 18.9 52.9 17.9 10.3
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 48
Table 4. The most frequently used currency when counting and calculating everyday purchases
QUESTION: Q3_B. In which currency do you count or calculate most often when you do? - Common purchases such
as day-to-day shopping?
Total N % Most
often in
euro
% Most
often in
Estonian
kroon
% As often in
euro as in
Estonian
kroon
% DK/NA
ESTONIA 1005 27.9 47.8 23.1 1.2
SEX
Male 453 31.2 44.2 23.3 1.3
Female 552 25.1 50.8 22.9 1.2
AGE
15 - 24 166 27.1 47.1 25.6 0.2
25 - 39 244 28.2 45.5 25.2 1.1
40 - 54 253 29.7 50.8 18.6 1
55 + 342 26.7 47.6 23.7 2.1
URBANISATION
Urban area 726 27.2 50.5 21.2 1.1
Rest of the country 279 29.6 40.8 27.9 1.7
OCCUPATION
Self-employed 64 32.8 43.8 23.4 0
Employee 317 27.7 47.3 24 1.1
Manual worker 194 28.3 47.8 23.3 0.6
Not working 426 26.9 48.8 22.4 1.9
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 49
Table 5. How easy or difficult is it to convert from Estonian kroon to euros
QUESTION: Q4. How easy or difficult is for you to convert from Estonian kroon to Euro?
Total N %
Neither
easy nor
difficult,
normal
% Very
difficult
%
Rather
difficult
%
Rather
easy
% Very
easy
%
DK/NA
ESTONIA 1005 7 7.2 22.2 41.9 20.1 1.5
SEX
Male 453 7.6 5.8 19 42.8 23.2 1.6
Female 552 6.5 8.3 24.9 41.2 17.6 1.5
AGE
15 - 24 166 4.7 4.9 23.6 53.2 13.4 0.2
25 - 39 244 5.8 4.4 23.2 44.7 19.5 2.5
40 - 54 253 6.3 6.7 25.8 39.1 21.5 0.6
55 + 342 9.6 10.6 18.2 36.5 22.9 2.2
URBANISATION
Urban area 726 7.7 7.6 22.3 41 19.7 1.6
Rest of the country 279 5.1 6.1 22.1 44.2 21.1 1.4
OCCUPATION
Self-employed 64 5.3 0 16 47.6 31.2 0
Employee 317 7.7 5.2 21.7 42.6 21.5 1.3
Manual worker 194 8.8 4.2 25.2 41 18 2.9
Not working 426 6.1 11.2 22.4 40.5 18.6 1.3
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 50
Table 6. How easy or difficult is it to understand the value in euro
QUESTION: Q5. And how easy or difficult is for you to understand the value in Euro?
Total N %
Neither
easy nor
difficult,
normal
% Very
difficult
%
Rather
difficult
%
Rather
easy
% Very
easy
%
DK/NA
ESTONIA 1005 6.4 6.6 27.4 39.8 18.1 1.7
SEX
Male 453 5.6 4.6 22.6 45.9 19.4 2
Female 552 7.1 8.2 31.4 34.8 17.1 1.5
AGE
15 - 24 166 5.2 2.7 25 49.7 16.5 1
25 - 39 244 4.3 2.7 30.4 41.6 19.5 1.4
40 - 54 253 7.9 7.2 26 34.1 23.7 1
55 + 342 7.4 10.9 27.4 37.8 13.7 2.8
URBANISATION
Urban area 726 7.2 8.1 27.6 38.5 16.8 1.8
Rest of the country 279 4.3 2.7 26.8 43.1 21.6 1.6
OCCUPATION
Self-employed 64 6.9 0 19.7 39.7 33.6 0
Employee 317 3.7 6.4 24.2 42.2 21.7 1.7
Manual worker 194 9.2 4 28.1 40.3 17.1 1.2
Not working 426 7.2 8.9 30.8 37.2 13.7 2.2
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 51
Table 7. Overall usefulness of the dual displays of prices
QUESTION: Q6. Overall, do you find the dual displays of prices useful?
Total N % Not
useful at
all
% Rather
not
useful
% Rather
useful
% Very
useful
%
DK/NA
ESTONIA 1005 4.1 6.1 33.2 54.5 2
SEX
Male 453 3 6.8 35.9 52.2 2.1
Female 552 5 5.6 31 56.4 2
AGE
15 - 24 166 2.5 3.8 36.1 55.3 2.4
25 - 39 244 2.9 10.6 35.5 51 0
40 - 54 253 5 6.4 32.8 54.6 1.2
55 + 342 5.3 3.9 30.4 56.5 4
URBANISATION
Urban area 726 4.4 6.8 31.4 55.2 2.2
Rest of the country 279 3.6 4.4 37.8 52.6 1.7
OCCUPATION
Self-employed 64 6.1 12.2 37.8 42.6 1.3
Employee 317 4.1 6.6 31.5 57.6 0.2
Manual worker 194 4.5 5.1 33.9 55.2 1.3
Not working 426 3.8 4.9 33.7 53.7 3.9
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 52
Table 8. The correct implementation of the dual displays of prices
QUESTION: Q7. Is your impression that the dual displays of prices are implemented correctly (clearly identifiable
displays, based on the conversion rate etc.)?
Total
N
% Not at all
implemented
correctly
% Mostly not
implemented
correctly
% Mostly
implemented
correctly
%
Implemented
correctly
%
DK/NA
ESTONIA 1005 2 9.4 48.6 34 6.1
SEX
Male 453 2.1 8.8 47.8 36 5.4
Female 552 1.8 9.9 49.3 32.3 6.7
AGE
15 - 24 166 1.6 3.8 57.1 32.4 5
25 - 39 244 2.1 10.1 53.9 30 3.9
40 - 54 253 1.3 11.8 46.2 36.5 4.1
55 + 342 2.5 9.7 42.4 35.7 9.7
URBANISATION
Urban area 726 2.5 9.4 48.6 32.7 6.8
Rest of the country 279 0.6 9.2 48.6 37.2 4.3
OCCUPATION
Self-employed 64 3.1 4.3 52.1 39.2 1.3
Employee 317 1.7 8.9 53 31.5 4.9
Manual worker 194 3 11.1 44.3 36.9 4.7
Not working 426 1.5 9.3 47.1 33.6 8.4
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 53
Table 9. Buying euro coin mini-kits
QUESTION: Q8. Did you buy one or more euro coin mini-kits before 1 January 2011?
Total N % Yes % No % DK/NA
ESTONIA 1005 27 72.7 0.3
SEX
Male 453 23.4 76.2 0.4
Female 552 29.9 69.8 0.3
AGE
15 - 24 166 19.9 79.2 0.9
25 - 39 244 24.3 75 0.8
40 - 54 253 26.2 73.8 0
55 + 342 32.9 67.1 0
URBANISATION
Urban area 726 28.6 70.9 0.5
Rest of the country 279 22.7 77.3 0
OCCUPATION
Self-employed 64 24 76 0
Employee 317 25.9 74.1 0
Manual worker 194 26.4 71.9 1.8
Not working 426 28.7 71.3 0
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 54
Table 10. Reasons of not buying euro coin mini-kits
QUESTION: Q9A. Why did you not buy a euro coin mini-kit?
Base: those who did not buy euro coin mini-kits before 1st of January 2011
Total N % You
did no
want to
do so
% You
were not
aware of
the
possibility
of buying
mini-kits
% The
bank(s)
you
contacted
had no
mini-kits
available
% Other
reason
%
DK/NA
ESTONIA 731 64 4.9 9.8 20.9 0.4
SEX
Male 345 65.5 4.7 11.2 18.5 0
Female 385 62.7 5 8.5 23.1 0.7
AGE
15 - 24 132 63.7 6.4 10.2 18.7 0.9
25 - 39 183 73.7 1.9 4.9 19.4 0
40 - 54 187 67.1 4.7 10.9 16.5 0.8
55 + 229 54 6.5 12.5 27 0
URBANISATION
Urban area 515 64.2 5.3 8.7 21.2 0.5
Rest of the country 216 63.4 3.7 12.5 20.3 0
OCCUPATION
Self-employed 48 61 0 17.4 21.6 0
Employee 235 68.6 4 7.7 19 0.7
Manual worker 140 62.5 3.5 13.6 20.4 0
Not working 304 61.2 7 8.6 22.8 0.4
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 55
Table 11. Utilisation of the euro coin starter kits
QUESTION: Q9B. What did you do with the starter kit(s)?
Base: those who bought euro coin mini-kits before 1 January 2011
Total N % I kept
the kit
untouched
and did
not use the
coins
% I opened
the kit and
used the
coins
% I bought
more than
one kit and
used only
one (or
some)
% DK/NA
ESTONIA 271 38.4 42.5 16.9 2.3
SEX
Male 106 48.3 35.2 16.5 0
Female 165 32 47.1 17.2 3.7
AGE
15 - 24 33 42.9 46.8 10.3 0
25 - 39 59 40.5 43.3 16.2 0
40 - 54 66 43.3 41.4 14 1.3
55 + 112 33 41.4 20.9 4.7
URBANISATION
Urban area 208 37.3 44.9 16.2 1.7
Rest of the country 63 42.1 34.5 19.2 4.1
OCCUPATION
Self-employed 15 55.9 25.5 14.3 4.3
Employee 82 37.2 41.8 18.5 2.5
Manual worker 51 45.4 44.9 9.7 0
Not working 122 34.1 44 19.1 2.8
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 56
Table 12. Problems with currency exchange in the first week of January?
QUESTION: Q10. When you exchanged Estonian kroon cash into euro cash or withdrew euro cash with banks in the
first week of January, did you experience any problems?
Total N % Yes % No % DK/NA
ESTONIA 1005 3.6 94.5 2
SEX
Male 453 3.7 94.1 2.3
Female 552 3.5 94.8 1.7
AGE
15 - 24 166 4.3 93.4 2.3
25 - 39 244 2.4 96.1 1.5
40 - 54 253 5 94.3 0.7
55 + 342 2.9 94 3.1
URBANISATION
Urban area 726 3.6 94 2.4
Rest of the country 279 3.5 95.6 0.9
OCCUPATION
Self-employed 64 3.2 96.8 0
Employee 317 2.9 96.1 0.9
Manual worker 194 5.8 93.7 0.5
Not working 426 3.1 93.2 3.7
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 57
Table 13. Problems experienced when exchanging Estonian krooni or withdrawing euros in the first week of January
QUESTION: Q11_A-F. What kind of problems did you experience?
Base: those who experienced any problem
% of “Mentioned” shown
Total
N
Long
queues
at
counters
There
was not
enough
euro
cash
available
at bank
counters
Long
queues at
ATMs (cash
dispensers)
ATMs
issued
only
Estonian
kroon
cash
ATMs were
(temporarily)
out of order
Other
problems
ESTONIA 36 39.3 13.1 17.2 8.6 26.9 32.9
SEX
Male 17 35.5 13.8 10.8 4.4 13 32
Female 19 42.6 12.6 22.7 12.3 39 33.6
AGE
15 - 24 7 49.8 32.1 27.9 10.2 65.2 0
25 - 39 6 100 27.1 27.1 27.1 48.7 0
40 - 54 13 19.1 0 20.2 6 16.8 50.9
55 + 10 22.2 8.2 0 0 0 52.5
URBANISATION
Urban area 26 35 15.3 20.9 9.1 25.2 34.8
Rest of the country 10 50.8 7.4 7.4 7.4 31.5 27.7
OCCUPATION
Self-employed 2 38.1 0 0 0 0 0
Employee 9 35.5 25.8 33.1 17 24.6 28.6
Manual worker 11 33.2 6.5 15.9 13.3 32.9 57.4
Not working 13 47.5 11.9 9.6 0 27.6 19.8
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 58
Table 14. The success of changeover
QUESTION: Q12. Overall, did the changeover to the euro in your view happen smoothly and efficiently, or not?
Total N % No at
all
smoothly
and
efficiently
% Not
smoothly
and
efficiently
% Rather
smoothly
and
efficiently
% Very
smoothly
and
efficiently
%
DK/NA
ESTONIA 1005 2.1 6.3 46.4 41.3 3.8
SEX
Male 453 2 5.8 46.2 43 2.9
Female 552 2.2 6.8 46.6 40 4.5
AGE
15 - 24 166 1.4 7.8 51.9 36.9 2.1
25 - 39 244 2.7 6.2 43.3 46.1 1.7
40 - 54 253 2.2 5.8 44.5 43.7 3.8
55 + 342 2 6.1 47.5 38.4 6.1
URBANISATION
Urban area 726 2.5 7.4 46.3 39 4.9
Rest of the country 279 1.2 3.7 46.8 47.5 0.9
OCCUPATION
Self-employed 64 0 3.4 41.3 55.3 0
Employee 317 3 5.7 44.8 44.3 2.2
Manual worker 194 1.6 8.2 45 41.7 3.4
Not working 426 2 6.5 48.9 37.3 5.3
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 59
Table 15. Familiarity with the security features of euro banknotes
QUESTION: Q13. Which security features of euro banknotes can you list?
To
tal
N
% S
ecu
rity
th
rea
d
% W
ate
rma
rk
% G
old
-yel
low
str
ipe
% H
olo
gra
m
% C
olo
ur
cha
ng
ing
nu
mb
er
% S
ee-t
hro
ug
h n
um
ber
% O
ther
% D
K/N
A
ESTONIA 1005 41.6 42.4 15.5 34.5 16.6 19.6 18.8 30.8
SEX
Male 453 45 47.4 15.5 38.6 17.7 20.3 19 26.3
Female 552 38.7 38.2 15.5 31.1 15.7 19 18.6 34.5
AGE
15 - 24 166 50.1 55 18.7 45.5 17.7 20.9 20.8 15.9
25 - 39 244 43 47.5 17.6 39.3 17.3 22.2 24.1 23.6
40 - 54 253 43.8 45.2 16.2 37.7 17.3 21.3 18.4 28.4
55 + 342 34.7 30.5 11.9 23.4 15 15.8 14.3 44.9
URBANISATION
Urban area 726 40.4 42.7 17.3 33.6 16.1 18.8 19.9 30
Rest of the country 279 44.6 41.6 10.6 37 17.8 21.7 15.9 32.7
OCCUPATION
Self-employed 64 45.9 39.3 21.1 44.2 15.7 18.3 23.6 27.5
Employee 317 47.1 48.1 17.3 39.1 15.9 19.8 24.5 21.8
Manual worker 194 40.1 47.7 11.8 35.7 19.7 23 14.9 30.7
Not working 426 37.8 36.5 15.1 29.4 16 17.8 15.8 37.9
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 60
Table 16. Concerned that price conversations to euros was unfair
QUESTION: Q14_A. Do you think that during and after changeover to euro it happened very often, often, sometimes
or not at all, that? - Price conversion to Euro was not fair
Total N % Not at
all
%
Sometimes
% Often % Very
often
%
DK/NA
ESTONIA 1005 23 37.6 13.3 7.9 18.1
SEX
Male 453 23.5 37.4 14 7.3 17.7
Female 552 22.6 37.8 12.8 8.5 18.5
AGE
15 - 24 166 20.2 49.4 11.6 7.5 11.4
25 - 39 244 18.8 38 20.2 11.2 11.8
40 - 54 253 26.6 38.8 10.2 6.6 17.9
55 + 342 24.7 30.8 11.6 6.8 26.1
URBANISATION
Urban area 726 22.2 35.7 15.5 8.7 18
Rest of the country 279 25.1 42.6 7.8 5.9 18.5
OCCUPATION
Self-employed 64 20.4 35.7 13.9 7.8 22.3
Employee 317 20.4 40 13.4 8.6 17.6
Manual worker 194 28.3 32.1 15.7 8.1 15.8
Not working 426 22.6 39 11.8 7.5 19.1
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 61
Table 17. Concerned that price rounding was unfair
QUESTION: Q14_B. Do you think that during and after changeover to euro it happened very often, often, sometimes
or not at all, that? - Rounding of prices was not fair
Total N % Not at
all
%
Sometimes
% Often % Very
often
%
DK/NA
ESTONIA 1005 20.2 35.9 16.6 9.4 17.8
SEX
Male 453 19.6 35.1 18.7 9.6 17
Female 552 20.8 36.6 14.8 9.3 18.5
AGE
15 - 24 166 17.3 40.4 19.2 6.4 16.7
25 - 39 244 16.3 37.9 19.5 15.5 10.7
40 - 54 253 21.7 38 14.8 9.3 16.2
55 + 342 23.3 30.8 14.6 6.6 24.7
URBANISATION
Urban area 726 17.3 34.7 19.6 10.2 18.3
Rest of the country 279 28 39.1 8.9 7.4 16.7
OCCUPATION
Self-employed 64 12.6 32.4 21 12.7 21.2
Employee 317 19.2 36.1 17.5 10.6 16.7
Manual worker 194 20.1 38.5 16.6 9.1 15.6
Not working 426 22.4 35 15 8.3 19.3
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 62
Table 18. Price stability or increased inflation?
QUESTION: Q14A. Do you think the euro will help to maintain price stability or, on the contrary, increase inflation
in Estonia?
Total N % Will
help
maintain
price
stability
% Will
increase
inflation
% No
impact
% DK/NA
ESTONIA 1005 20.7 54.6 6.9 17.7
SEX
Male 453 24.5 53.7 8.1 13.8
Female 552 17.7 55.4 5.9 21
AGE
15 - 24 166 29.4 47.9 8.6 14.1
25 - 39 244 23.9 55.7 5.7 14.7
40 - 54 253 18.7 60.6 6.4 14.3
55 + 342 15.7 52.7 7.3 24.2
URBANISATION
Urban area 726 20.7 56.7 6.5 16.1
Rest of the country 279 20.9 49.3 7.9 22
OCCUPATION
Self-employed 64 29 46.5 12.1 12.3
Employee 317 20.2 58.2 5.5 16
Manual worker 194 21.3 61 6.7 11
Not working 426 19.8 50.3 7.3 22.7
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 63
Table 19. Sources of information about the euro’s introduction – first mentions
QUESTION: Q15a. Where do (did) you get information about the introduction? – Firstly
T
ota
l N
% G
ov
ern
men
t, n
ati
on
al
or
reg
ion
al
au
tho
riti
es
% P
ub
lic
ad
min
istr
ati
on
% N
ati
on
al
Cen
tra
l B
an
k
% E
uro
pea
n I
nst
itu
tio
ns
% C
om
mer
cia
l b
an
ks
% M
edia
% T
rad
e u
nio
ns,
pro
fess
ion
al
org
an
isa
tio
ns,
etc
.
% C
on
sum
er a
sso
cia
tio
ns
% O
ther
s
% D
K/N
A
ESTONIA 1005 4.4 2.3 3.1 1 3.6 78.8 0.4 0.4 2.6 3.4
SEX
Male 453 5 2.5 3.5 1.6 3.2 77.2 0.3 0.7 2 4
Female 552 3.8 2.2 2.7 0.5 3.9 80.1 0.4 0.2 3.2 2.9
AGE
15 - 24 166 6.2 6.2 3.7 1.3 1.4 77.2 0 0 0.8 3.2
25 - 39 244 6.2 2.3 2.4 1.8 3.3 78.9 0.3 1.2 2.8 0.7
40 - 54 253 3 1.3 5.2 1 3.6 78.7 0.4 0 2.7 4
55 + 342 3.2 1.3 1.7 0.3 4.7 79.6 0.6 0.2 3.3 5.1
URBANISATION
Urban area 726 4.9 2.8 2.6 1.2 3.9 77.9 0.5 0.5 2.2 3.5
Rest of the country 279 3 1.1 4.3 0.7 2.6 81.2 0 0 3.8 3.2
OCCUPATION
Self-employed 64 6.7 0 4.8 3.1 3.7 76.4 0 0 2.5 2.7
Employee 317 5.4 1.9 3.1 1.6 1.9 81.9 0.7 0 1.8 1.8
Manual worker 194 5 2.1 3.4 0.4 5.4 76.6 0.8 1.5 3.1 1.7
Not working 426 2.9 3.2 2.7 0.6 3.9 78.1 0 0.2 3.1 5.1
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 64
Table 20. Sources of information about the euro’s introduction – second mentions
QUESTION: Q15b. Where do (did) you get information about the introduction? – Secondly
Base: those who gave an answer firstly
To
tal
N
% G
ov
ern
men
t, n
ati
on
al
or
reg
ion
al
au
tho
riti
es
% P
ub
lic
ad
min
istr
ati
on
% N
ati
on
al
Cen
tra
l B
an
k
% E
uro
pea
n I
nst
itu
tio
ns
% C
om
mer
cia
l b
an
ks
% M
edia
% T
rad
e u
nio
ns,
pro
fess
ion
al
org
an
isa
tio
ns,
etc
.
% C
on
sum
er a
sso
cia
tio
ns
% O
ther
s
% D
K/N
A
ESTONIA 971 10.9 5.3 8.7 2.1 14.9 12.4 1.6 2.7 7.7 33.5
SEX
Male 435 12.1 4.5 7.9 1.8 15.7 12.2 2.4 3.9 5.7 33.7
Female 536 10 6 9.4 2.3 14.3 12.6 0.9 1.7 9.4 33.4
AGE
15 - 24 161 9.8 4.4 8 1.7 18.2 15.1 3.4 4.6 5.3 29.5
25 - 39 242 14.2 4.9 8.3 1.6 18.8 13.4 1.7 2.6 3 31.5
40 - 54 243 12.3 7.4 9.1 3 14.3 11.1 0.8 1.5 7.3 33.1
55 + 325 8 4.6 9.1 1.9 10.8 11.3 1.3 2.8 12.7 37.3
URBANISATION
Urban area 701 9.8 6.1 8.2 2.3 13.7 12.7 1.8 2.3 8.9 34.2
Rest of the country 270 13.8 3.3 9.9 1.6 18.1 11.7 1.2 3.9 4.7 31.8
OCCUPATION
Self-employed 62 7.1 5.3 3.9 3.8 22.4 10.7 1.7 1.2 3 40.7
Employee 312 15.2 4.8 9.5 2.3 16.2 10.3 1.5 1.9 6 32.3
Manual worker 191 9.5 7.8 7.6 1.2 15.2 14.2 1.8 2 8.5 32.1
Not working 404 8.9 4.6 9.4 2 12.7 13.5 1.6 4 9.5 33.7
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 65
Table 21. The most efficient channels of information during the changeover period
QUESTION: Q16. Which channels were the MOST efficient source of information during changeover period?
To
tal
N
% T
ele
vis
ion
% P
rin
t m
edia
% P
ub
lica
tio
ns
/bro
chu
res
% R
ad
io
% I
nte
rnet
(h
ttp
://e
uro
.ee
sti.
ee)
% F
ree
na
tio
na
l eu
ro
tele
ph
on
e li
ne
% P
rese
nta
tio
ns
(sh
op
pin
g
cen
tres
, fa
irs)
% F
am
ily
, fr
ien
ds,
co
-w
ork
ers
% I
ha
ve
no
t lo
ok
ed
for/
rece
ive
d i
nfo
rma
tio
n
% D
K/N
A
ESTONIA 1005 50.3 9.7 8.6 10.8 13.5 0.6 0.4 3.3 0.6 2.2
SEX
Male 453 48.4 8.1 5.9 14 15.5 0.9 0.4 3.8 0.6 2.4
Female 552 51.9 11 10.7 8.1 11.9 0.5 0.4 2.9 0.5 2
AGE
15 - 24 166 41 11.7 12.4 7.7 21.4 0.9 0 4.6 0.2 0
25 - 39 244 46.4 9.1 5.5 7.8 24.7 1.6 0 2.8 0 2
40 - 54 253 51.2 11.2 7.3 9 12.4 0 0.9 4 1.4 2.6
55 + 342 57 8.1 9.7 15.7 2.6 0.3 0.5 2.6 0.5 3
URBANISATION
Urban area 726 48.2 11.2 7.2 10 16 0.9 0.5 3.8 0.6 1.5
Rest of the country 279 55.8 5.8 12 12.8 7 0 0.2 2 0.4 3.9
OCCUPATION
Self-employed 64 43 10.8 7.1 11.4 17.7 0 0 2.5 2 5.6
Employee 317 50 11.5 8.2 5.4 17.1 0.8 0 3.9 0.2 3
Manual worker 194 48.6 6 7.7 14.8 17 0 2 2.3 1.2 0.5
Not working 426 52.5 10 9.5 12.9 8.4 0.9 0 3.5 0.4 1.9
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 66
Table 22. Feeling informed about the euro
QUESTION: Q17. To what extent do you feel informed about the euro? Do you feel...:
Total N % Not at
all well
informed
% Not
very well
informed
% Rather
well
informed
% Very
well
informed
%
DK/NA
ESTONIA 1005 0.7 10.7 62.3 24.9 1.5
SEX
Male 453 0.5 9.2 60 29.3 1
Female 552 0.8 12 64.1 21.2 1.9
AGE
15 - 24 166 0 9.4 69.6 21.1 0
25 - 39 244 0.6 10 61.7 27.7 0
40 - 54 253 0.3 7.2 63.8 26.4 2.2
55 + 342 1.4 14.5 58 23.5 2.6
URBANISATION
Urban area 726 0.9 11.5 62.8 24.1 0.7
Rest of the country 279 0.2 8.6 60.9 26.8 3.4
OCCUPATION
Self-employed 64 0 3.5 56.1 38.5 1.9
Employee 317 0.5 6.8 66 25.3 1.4
Manual worker 194 0.4 10.7 66.6 21.9 0.3
Not working 426 1.1 14.4 58.9 23.6 2
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 67
Table 23. Most important euro-related issue about which respondents would like more information – first mentions
QUESTION: Q18a. What is the most important issue about the euro that you would like to have more information
on? – Firstly
To
tal
N
% S
ecu
rity
fea
ture
s
% T
he
va
lue
of
on
e eu
ro i
n k
oru
na
% F
air
ro
un
din
g
% H
ow
to
av
oid
bei
ng
ch
eate
d i
n e
uro
curr
ency
co
nv
ersi
on
s
% T
he
pra
ctic
al
imp
lica
tio
ns
of
the
euro
reg
ard
ing
yo
ur
sala
ry,
yo
ur
ba
nk
acc
ou
nt
% T
he
soci
al,
eco
no
mic
or
po
liti
cal
imp
lica
tio
ns
of
the
eu
ro
% T
he
de
sig
n a
nd
den
om
ina
tio
ns
of
eu
ro
ba
nk
no
tes
an
d c
oin
s
% T
he
du
al
dis
pla
y o
f p
rice
s
% D
K/N
A
ESTONIA 1005 11.5 1.9 12.5 9.6 10 14.6 2.4 7.6 29.8
SEX
Male 453 9.9 1.3 11.8 6.7 11.1 17.8 3.2 7.8 30.4
Female 552 12.8 2.4 13.2 12 9.1 11.9 1.8 7.4 29.4
AGE
15 - 24 166 15.8 2.7 11.1 12.6 10.5 20 3.5 6.6 17.2
25 - 39 244 13 2.4 15.6 8 13.9 15.9 2.6 4.1 24.5
40 - 54 253 9 1.5 11.9 10.9 11.7 12.7 1.7 8 32.6
55 + 342 10.2 1.4 11.5 8.3 5.7 12.5 2.3 10.2 37.8
URBANISATION
Urban area 726 11.7 2.3 11.8 9.2 10.3 16.2 1.9 6.4 30.2
Rest of the country 279 10.9 0.8 14.4 10.6 9.3 10.5 3.9 10.5 28.9
OCCUPATION
Self-employed 64 16.2 0 7.8 10.6 5.7 22.6 1.7 2.2 33.3
Employee 317 11 2.3 13.9 9.5 10.9 14.2 3.2 6.6 28.5
Manual worker 194 10.9 1.7 13.6 11.9 12.7 12.8 1.6 7.7 27.2
Not working 426 11.6 2 11.9 8.6 8.8 14.2 2.4 9.2 31.4
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 68
Table 24. Most important euro-related issue about which respondents would like more information – second mentions
QUESTION: Q18b. What is the most important issue about the euro that you would like to have more information
on? – Secondly
Base: those who gave an answer firstly
To
tal
N
% S
ecu
rity
fea
ture
s
% T
he
va
lue
of
on
e eu
ro i
n k
oru
na
% F
air
ro
un
din
g
% H
ow
to
av
oid
bei
ng
ch
eate
d i
n e
uro
curr
ency
co
nv
ersi
on
s
% T
he
pra
ctic
al
imp
lica
tio
ns
of
the
euro
reg
ard
ing
yo
ur
sala
ry,
yo
ur
ba
nk
acc
ou
nt
% T
he
soci
al,
eco
no
mic
or
po
liti
cal
imp
lica
tio
ns
of
the
eu
ro
% T
he
de
sig
n a
nd
den
om
ina
tio
ns
of
eu
ro
ba
nk
no
tes
an
d c
oin
s
% T
he
du
al
dis
pla
y o
f p
rice
s
% D
K/N
A
ESTONIA 705 12.2 2.6 16.9 12.7 9.9 13.9 4.4 10 17.4
SEX
Male 316 13.2 2.3 17.7 12 10.3 15.3 4 9.3 15.8
Female 389 11.4 2.9 16.3 13.3 9.5 12.8 4.7 10.5 18.6
AGE
15 - 24 138 14.8 2.7 21.1 12.4 7.6 14.8 7 8.8 10.9
25 - 39 184 9.3 2.3 16.1 12.9 11.9 15.8 3.9 11.6 16.2
40 - 54 170 9.3 1.7 17.6 13.3 11.4 16.5 3.4 10.3 16.6
55 + 213 15.3 3.7 14.3 12.4 8.3 9.7 3.9 9.2 23.2
URBANISATION
Urban area 507 11 3.3 16.8 11.7 10.1 14.4 4 10.7 18
Rest of the country 198 15.2 0.9 17.1 15.5 9.3 12.8 5.4 8.2 15.6
OCCUPATION
Self-employed 42 10 0 10 18.5 6.2 12.8 0 17.4 25.2
Employee 227 12 2.9 18.5 12.7 10 14.7 3.3 9.8 15.9
Manual worker 142 11.4 0.6 12.9 12.3 14.4 16.4 5.2 13.2 13.5
Not working 292 13.1 3.8 18.7 11.6 8.1 12.4 5.4 7.6 19.3
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 69
Table 25. Satisfaction with the information provided by national authorities regarding the euro
QUESTION: Q19. How satisfied are you with the information provided by the national authorities regarding the
euro?
Total N % Very
unsatisfied
% Rather
unsatisfied
%
Rather
satisfied
% Very
satisfied
%
DK/NA
ESTONIA 1005 1.9 10.9 56.9 25.6 4.8
SEX
Male 453 2.8 11.2 54.6 25.2 6.2
Female 552 1.1 10.6 58.8 25.9 3.6
AGE
15 - 24 166 1.8 12.8 57.2 22.4 5.8
25 - 39 244 1.5 12.7 55.1 26.8 3.8
40 - 54 253 1 8.7 65.9 20.8 3.6
55 + 342 2.8 10.2 51.4 29.8 5.9
URBANISATION
Urban area 726 1.9 11.4 57 25.1 4.7
Rest of the country 279 1.8 9.5 56.7 26.9 5.1
OCCUPATION
Self-employed 64 1.7 4.4 61.7 26.6 5.6
Employee 317 0.5 9.5 58.2 27.4 4.4
Manual worker 194 2.5 9.8 59.9 25.5 2.3
Not working 426 2.6 13 54.3 23.9 6.1
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 70
Table 26. Have you seen euro spots?
QUESTION: Q20. Have you seen the euro spots on TV?
Total N % Yes % No % DK/NA
ESTONIA 1005 83.1 16 0.9
SEX
Male 453 82.5 17 0.5
Female 552 83.6 15.2 1.2
AGE
15 - 24 166 83.4 16.6 0
25 - 39 244 84.6 15 0.4
40 - 54 253 84.5 14.9 0.6
55 + 342 80.8 17.3 1.8
URBANISATION
Urban area 726 80.4 18.4 1.1
Rest of the country 279 90 9.7 0.2
OCCUPATION
Self-employed 64 84.8 15.2 0
Employee 317 86.8 12.7 0.5
Manual worker 194 84.1 14.8 1.1
Not working 426 80.4 18.4 1.2
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 71
Table 27. The usefulness of the euro spots on TV
QUESTION: Q20A. How useful did you find them?
Base: those who saw the euro spots on TV
Total N % Not
useful at
all
% Rather
not
useful
% Rather
useful
% Very
useful
%
DK/NA
ESTONIA 835 8.2 14.2 51.3 22.6 3.6
SEX
Male 374 9.3 16.2 49.1 21.3 4.1
Female 461 7.3 12.6 53.1 23.7 3.2
AGE
15 - 24 139 6.3 17.8 39.1 34.3 2.6
25 - 39 206 11.4 13.2 56.1 17.3 2
40 - 54 214 8 10.6 55.3 21 5.1
55 + 276 7 16 50.8 22 4.2
URBANISATION
Urban area 584 10.2 15 50.8 20.6 3.5
Rest of the country 251 3.6 12.5 52.6 27.3 4
OCCUPATION
Self-employed 54 9 13.2 58.9 15.3 3.5
Employee 275 9.4 12 56.9 18.4 3.3
Manual worker 163 8.8 12.4 48.5 27 3.3
Not working 343 6.9 17.1 47 25.1 4
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 72
Table 28. Have you seen euro ads?
QUESTION: Q21. Have you seen the euro advertisements in Estonian magazines and newspapers?
Total N % Yes % No % DK/NA
ESTONIA 1005 64.2 32.5 3.3
SEX
Male 453 61.5 35.6 3
Female 552 66.4 30 3.6
AGE
15 - 24 166 73.5 23.7 2.8
25 - 39 244 59.3 38.1 2.5
40 - 54 253 64.5 32.7 2.8
55 + 342 62.9 32.6 4.5
URBANISATION
Urban area 726 64.2 32.7 3.1
Rest of the country 279 64 32 4
OCCUPATION
Self-employed 64 45.6 52.7 1.8
Employee 317 69.6 26.8 3.6
Manual worker 194 60.7 36.5 2.9
Not working 426 64.2 32.2 3.6
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 73
Table 29. The usefulness of the euro ads in magazines/newspapers
QUESTION: Q21A. How useful did you find them?
Base: those who saw the euro ads in magazines/newspapers
Total N % Not
useful at
all
% Rather
not
useful
% Rather
useful
% Very
useful
%
DK/NA
ESTONIA 645 5.7 9.6 59.4 21.2 4.2
SEX
Male 279 4.1 11.3 61.1 20.2 3.3
Female 366 6.9 8.2 58 22 4.8
AGE
15 - 24 122 7.5 7.6 54.3 27.7 2.9
25 - 39 145 5.2 11.2 68.5 13.5 1.6
40 - 54 163 6.7 10.5 60.6 17 5.2
55 + 215 4.3 8.9 55.1 25.9 5.8
URBANISATION
Urban area 466 6.2 10.2 58.9 20.3 4.4
Rest of the country 179 4.5 7.9 60.5 23.7 3.4
OCCUPATION
Self-employed 29 2.2 16.8 66.3 14.7 0
Employee 221 4.5 9.6 67.5 15.9 2.4
Manual worker 118 4.5 8.6 55.3 25.2 6.5
Not working 274 7.6 9.3 53.3 24.8 5
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 74
Table 30. Have you received the euro calculator?
QUESTION: Q22. Have you received the euro calculator?
Total N % Yes % No % DK/NA
ESTONIA 1005 90.2 9.5 0.3
SEX
Male 453 88.5 11.2 0.4
Female 552 91.6 8.1 0.3
AGE
15 - 24 166 86 13.5 0.5
25 - 39 244 88 11.7 0.2
40 - 54 253 90.5 9.5 0
55 + 342 93.6 5.9 0.5
URBANISATION
Urban area 726 89 10.5 0.4
Rest of the country 279 93.3 6.7 0
OCCUPATION
Self-employed 64 87.5 12.5 0
Employee 317 89.9 10.1 0
Manual worker 194 92.9 7.1 0
Not working 426 89.9 9.3 0.7
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 75
Table 31. The usefulness of the euro calculator
QUESTION: Q22A. How useful did you find it?
Base: those who received the euro calculator
Total N % Not
useful at
all
% Rather
not
useful
% Rather
useful
% Very
useful
%
DK/NA
ESTONIA 907 10.9 9.4 37.5 39.6 2.6
SEX
Male 401 14 10.4 41.4 31.6 2.7
Female 506 8.5 8.6 34.4 45.9 2.6
AGE
15 - 24 143 11.6 10.7 31.1 45.2 1.5
25 - 39 215 13.7 10.2 39.3 34.7 2.2
40 - 54 229 11 7.5 40.4 38.4 2.7
55 + 320 8.8 9.6 37 41.2 3.4
URBANISATION
Urban area 647 11.5 9.8 37.4 38.6 2.7
Rest of the country 260 9.5 8.3 37.7 42.1 2.4
OCCUPATION
Self-employed 56 9.5 8.3 51.1 29.7 1.4
Employee 285 11.1 13.3 39 34.2 2.5
Manual worker 181 15.2 4.3 37.7 42.3 0.6
Not working 383 9.1 9.1 34.4 43.5 3.9
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 76
Survey details
This survey “Survey among the general population on the introduction of Euro in Estonia " was
conducted for the European Commission, Directorate-General Economic and Financial Affairs – Unit
R4: External Communication.
The interviews were conducted in Estonia between the 16/01/2011 and the 20/01/2011 by the
Estonian partner institute, Saar Poll (70% webCATI and 30% F2F interviews).
Representativeness of the results
Each national sample is representative of the population aged 15 years and above.
Sizes of the sample
The sample size was planned 1000 respondents in Estonia, 1005 interviews were conducted in all.
A weighting factor was applied to the national results in order to compute a marginal total for the
country in proportion to its population.
Questionnaires
1. The questionnaire prepared for this survey is reproduced at the end of these results volume, in
English (see hereafter).
2. The institutes listed above translated the questionnaire in their respective national language).
3. One copy of national questionnaire is annexed to results.
Tables of results
VOLUME C : RESPONDENTS‟ DEMOGRAPHICS
The VOLUME C presents the country results with the following socio-demographic
characteristics of respondents as breakdowns:
Sex (Male, Female)
Age (15-24, 25-39, 40-54, 55 +)
Subjective urbanisation (In an urban area, in the rest of the country)
Occupation (Self-employed, Employee, Manual worker, Not working)
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 77
Sampling error
Surveys are designed and conducted to provide an estimate of a true value of characteristics of a
population at a given time. An estimate of a survey is unlikely to exactly equal the true population
quantity of interest for a variety of reasons. One of these reasons is that data in a survey are collected
from only some – a sample of – members of the population, this to make data collection cheaper and
faster. The “margin of error” is a common summary of sampling error, which quantifies uncertainty
about (or confidence in) a survey result.
Usually, one calculates a 95 percent confidence interval of the format: survey estimate +/- margin of
error. This interval of values will contain the true population value at least 95% of time.
For example, if it was estimated that 45% of EU citizens are in favour of a single European currency
and this estimate is based on a sample of 100 EU citizens, the associated margin of error is about 10
percentage points. The 95 percent confidence interval for support for a European single currency
would be (45%-10%) to (45%+10%), suggesting that in the EU the support for a European single
currency could range from 35% to 55%. Because of the small sample size of 100 EU citizens, there is
considerable uncertainty about whether or not the citizens of the EU support a single currency.
As a general rule, the more interviews conducted (sample size), the smaller the margin of error.
Larger samples are more likely to give results closer to the true population quantity and thus have
smaller margins of error. For example, a sample of 500 will produce a margin of error of no more than
about 4.5 percentage points, and a sample of 1,000 will produce a margin of error of no more than
about 3 percentage points.
Margin of error (95% confidence interval)
Survey
estimate
Sample size (n)
10 50 100 150 200 400 800 1000 2000 4000
5% 13.5% 6.0% 4.3% 3.5% 3.0% 2.1% 1.5% 1.4% 1.0% 0.7%
10% 18.6% 8.3% 5.9% 4.8% 4.2% 2.9% 2.1% 1.9% 1.3% 0.9%
25% 26.8% 12.0% 8.5% 6.9% 6.0% 4.2% 3.0% 2.7% 1.9% 1.3%
50% 31.0% 13.9% 9.8% 8.0% 6.9% 4.9% 3.5% 3.1% 2.2% 1.5%
75% 26.8% 12.0% 8.5% 6.9% 6.0% 4.2% 3.0% 2.7% 1.9% 1.3%
90% 18.6% 8.3% 5.9% 4.8% 4.2% 2.9% 2.1% 1.9% 1.3% 0.9%
95% 13.5% 6.0% 4.3% 3.5% 3.0% 2.1% 1.5% 1.4% 1.0% 0.7%
(The values in the table are the margin of error – at 95% confidence level – for a given survey
estimate and sample size)
The examples show that the size of a sample is a crucial factor affecting the margin of error.
Nevertheless, once past a certain point – a sample size of 800 or 1,000 – the improvement is small.
For example, to reduce the margin of error to 1.5% would require a sample size of 4,000.
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 78
Survey questionnaire
QUESTIONNAIRE FOR AN ESTONIAN CHANGEOVER SURVEY
____________________________________________________________
D1. How old are you?
.................................
- [DK/NA] ......................................................................................................
D2. Where do you live?
- in an urban area ................................................................................ 1
- in the rest of the country .................................................................. 2
- [DK/NA] .......................................................................................... 9
D3. Regarding your current occupation, are you …
- Self-employed ............................................................................................ 1
- Employee ................................................................................................... 2
- Manual worker .......................................................................................... 3
- Without a professional activity
(looking after the home, student, seeking a job, retired etc) ..................... 4
- [DK/NA] .................................................................................................... 9
D4. RECORD RESPONDENT’S SEX
- Male ........................................................................................................... 1
- Female ....................................................................................................... 2
I. PERSONAL EXPERIENCE
Q1. When you pay cash, would you say that it is: very easy, rather easy, rather difficult or
very difficult to distinguish and to manipulate euro coins?
[READ OUT – ONE ANSWER ONLY]
- Very easy ................................................................................................... 5
- Rather easy ................................................................................................ 4
- Rather difficult ........................................................................................... 3
- Very difficult ............................................................................................. 2
- [Neither easy nor difficult, normal] ........................................................... 1
- [DK/NA] .................................................................................................... 9
Q2. When you pay cash, would you say that it is: very easy, rather easy, rather difficult or
very difficult to distinguish and to manipulate euro bank notes?
[READ OUT – ONE ANSWER ONLY]
- Very easy ................................................................................................... 5
- Rather easy ................................................................................................ 4
- Rather difficult ........................................................................................... 3
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 79
- Very difficult ............................................................................................. 2
- [Neither easy nor difficult, normal] ........................................................... 1
- [DK/NA] .................................................................................................... 9
Q3. In which currency do you count or calculate most often when you do [READ AND
ROTATE A-B]? [READ OUT – ONE ANSWER ONLY PER ITEM]
- Most often in euro...................................................................................... 1
- Most often in Estonian kroon ................................................................... 2
- As often in euro as in Estonian kroon ....................................................... 3
- [DK/NA] .................................................................................................... 9
A) Exceptional purchases such as the purchase of goods with greater value ? 1 2 3 9
B) Common purchases such as day-to-day shopping ? ................................. 1 2 3 9
Q4. How easy or difficult is for you to convert from Estonian kroon to Euro?
[READ OUT – ONE ANSWER ONLY]
- Very easy ................................................................................................... 5
- Rather easy ................................................................................................ 4
- Rather difficult ........................................................................................... 3
- Very difficult ............................................................................................. 2
- [Neither easy nor difficult, normal] ........................................................... 1
- [DK/NA] .................................................................................................... 9
Q5. And how easy or difficult is for you to understand the value in Euro?
[READ OUT – ONE ANSWER ONLY]
- Very easy ................................................................................................... 5
- Rather easy ................................................................................................ 4
- Rather difficult ........................................................................................... 3
- Very difficult ............................................................................................. 2
- [Neither easy nor difficult, normal] ........................................................... 1
- [DK/NA] .................................................................................................... 9
Q6. Overall, do you find the dual displays of prices useful?
[READ OUT – ONE ANSWER ONLY]
- Very useful ................................................................................................ 4
- Rather useful .............................................................................................. 3
- Rather not useful ........................................................................................ 2
- Not useful at all ......................................................................................... 1
- [DK/NA] .................................................................................................... 9
Q7. Is your impression that the dual displays of prices are implemented correctly (clearly
identifiable displays, based on the conversion rate etc)?
[READ OUT – ONE ANSWER ONLY]
- Implemented correctly ............................................................................... 4
- Mostly implemented correctly ................................................................... 3
- Mostly not implemented correctly ............................................................. 2
- Not at all implemented correctly ............................................................... 1
- [DK/NA] .................................................................................................... 9
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 80
Q8. Did you buy one or more euro coin mini-kits before 1 January 2011?
- Yes ............................................................................................................. 1
- No .............................................................................................................. 2
- [DK/NA] .................................................................................................... 9
[If the answer in Q8 = 2, i.e. no:]
Q9a. Why did you not buy a euro coin mini-kit?
[READ OUT – ONE ANSWER ONLY]
- You did not want to do so .......................................................................... 1
- You were not aware of the possibility of buying mini-kits ....................... 2
- The bank(s) you contacted had no mini-kits available .............................. 3
- Other reason ............................................................................................... 4
- [DK/NA] .................................................................................................... 9
[If the answer in Q8 = 1, i.e. yes:]
Q9b. What did you do with the starter kit(s)?
[READ OUT – ONE ANSWER ONLY]
- I kept the kit untouched and did not use the coins ..................................... 1
- I opened the kit and used the coins ............................................................ 2
- I bought more than one kit and used only one (or some) .......................... 3
- [DK/NA] .................................................................................................... 9
Q10. When you exchanged Estonian kroon cash into euro cash or withdrew euro cash with
banks in the first week of January, did you experience any problems?
- Yes ............................................................................................................. 1
- No .............................................................................................................. 2
- [DK/NA] .................................................................................................... 9
[If the answer is 'yes':]
Q11. What kind of problems did you experience?
- Mentioned ....................................................... 1
- Did not mention .............................................. 2
- [DK/NA] .......................................................... 9
- Long queues at counters ............................................................................ 1 2 9
- There was not enough euro cash available at bank counters ..................... 1 2 9
- Long queues at ATMs (cash dispensers) ................................................... 1 2 9
- ATMs issued only Estonian kroon cash .................................................... 1 2 9
- ATMs were (temporarily) out of order ...................................................... 1 2 9
- Other problems .......................................................................................... 1 2 9
Q12. Overall, did the changeover to the euro in your view happen smoothly and efficiently, or
not?
[READ OUT – ONE ANSWER ONLY]
- Very smoothly and efficiently ................................................................... 4
- Rather smoothly and efficiently ................................................................ 3
- Not smoothly and efficiently ..................................................................... 2
- No at all smoothly and efficiently ............................................................. 1
- [DK/NA] .................................................................................................... 9
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 81
II. KNOWLEDGE
Q13. Which security features of euro banknotes can you list?
[DO NOT READ OUT – SEVERAL ANSWERS POSSIBLE]
- Security thread ........................................................................................... 1
- Watermark ................................................................................................. 2
- Gold-yellow stripe ..................................................................................... 3
- Hologram ................................................................................................... 4
- Colour changing number ........................................................................... 5
- See-through number .................................................................................. 6
- Other (lie colours, print, invisible security code, etc.) ............................... 7
- [DK/NA] .................................................................................................... 9
III. Fears
Q14. Do you think that during and after changeover to euro it happened very often, often,
sometimes or not at all, that [ROTATE AND READ A-B] [READ OUT – ONE ANSWER PER LINE]
- Very often ................................................................................................. 4
- Often ......................................................................................................... 3
- Sometimes ................................................................................................. 2
- Not at all ................................................................................................... 1
- [DK/NA] .................................................................................................... 9
A) Price conversion to Euro was not fair? ........................................... 1 2 3 4 9
B) Rounding of prices was not fair?...................................................... 1 2 3 4 9
Q14A. Do you think the euro will help to maintain price stability or, on the contrary, increase
inflation in Estonia?
[READ OUT – ONE ANSWER ONLY]
- Will help maintain price stability .............................................................. 1
- Will increase inflation ............................................................................... 2
- [No impact] ................................................................................................ 3
- [DK/NA] .................................................................................................... 9
IV. INFORMATION
Q15. Where do (did) you get information about the introduction? Firstly? Secondly?
[ROTATE - READ OUT – ONE ANSWER FOR “FIRSTLY” AND ONE ANSWER FOR
“SECONDLY”]
A) Government, national or regional authorities ....................................... 01
B) Public administration ............................................................................ 02
C) National Central Bank ........................................................................... 03
D) European Institutions ............................................................................ 04
E) Commercial banks ................................................................................. 05
F) Media .................................................................................................... 06
G) Trade unions, professional organisations, etc… ................................... 07
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 82
H) Consumer associations .......................................................................... 08
I) [Others - SPECIFY] ............................................................................... 09
J) [DK/NA] ................................................................................................ 99
- Firstly ........................................................................... 1 2 3 4 5 6 7 8 9
- Secondly ...................................................................... 1 2 3 4 5 6 7 8 9
Q16. Which channels were the MOST efficient source of information during changeover
period?
[ROTATE - READ OUT – ONE ANSWER ONLY]
A) Television ............................................................................................. 01
B) Print media ............................................................................................ 02
C) Publications /brochures ......................................................................... 03
D) Radio ..................................................................................................... 04
E) Internet (http://euro.eesti.ee) ................................................................. 05
F) Free national euro telephone line .......................................................... 06
G) Presentations (shopping centres, fairs) ................................................. 07
H) Family, friends, co-workers .................................................................. 08
I) [I have not looked for/received information] ......................................... 09
J) [DK/NA] ................................................................................................ 99
Q17. To what extent do you feel informed about the euro? Do you feel…:
[READ OUT – ONE ANSWER ONLY]
- Very well informed .................................................................................... 4
- Rather well informed ................................................................................ 3
- Not very well informed .............................................................................. 2
- Not at all well informed ............................................................................ 1
- [DK/NA] .................................................................................................... 9
Q18. What is the most important issue about the euro that you would like to have more
information on? Firstly? Secondly?
[ROTATE - READ OUT – ONE ANSWER FOR “FIRSTLY” AND ONE ANSWER FOR
“SECONDLY”]
A) Security features ........................................................................................ 1
B) The value of one euro in Estonian kroon .................................................... 2
C) Fair rounding ............................................................................................... 3
D) How to avoid being cheated in euro currency conversions ........................ 4
E) The practical implications of the euro regarding your salary, your bank account… 5
F) The social, economic or political implications of the euro.......................... 6
G) The design and denominations of euro banknotes and coins ...................... 7
H) The dual display of prices ........................................................................... 8
I) [DK/NA] ...................................................................................................... 9
- Firstly ........................................................................... 1 2 3 4 5 6 7 8 9
- Secondly ...................................................................... 1 2 3 4 5 6 7 8 9
Flash EB No309 –Estonia Euro Introduction, Ex-Post Citizen Survey Annex
page 83
Q19. How satisfied are you with the information provided by the national authorities
regarding the euro?
[READ OUT – ONE ANSWER ONLY]
- Very satisfied ............................................................................................. 4
- Rather satisfied .......................................................................................... 3
- Rather unsatisfied ...................................................................................... 2
- Very unsatisfied ......................................................................................... 1
- [DK/NA] .................................................................................................... 9
Q20. Have you seen the euro spots on TV?
- Yes ............................................................................................................. 1
- No .............................................................................................................. 2
- [DK/NA] .................................................................................................... 9
[If the answer is „yes‟ in Q20, Q20=1]
Q20A How useful did you find them?
[READ OUT – ONE ANSWER ONLY]
- Very useful ................................................................................................ 4
- Rather useful .............................................................................................. 3
- Rather not useful ........................................................................................ 2
- Not useful at all ......................................................................................... 1
- [DK/NA] .................................................................................................... 9
Q21. Have you seen the euro advertisements in Estonian magazines and newspapers?
- Yes ............................................................................................................. 1
- No .............................................................................................................. 2
- [DK/NA] .................................................................................................... 9
[If the answer is „yes‟ in Q21, Q21=1]
Q21A. How useful did you find them?
[READ OUT – ONE ANSWER ONLY]
- Very useful ................................................................................................ 4
- Rather useful .............................................................................................. 3
- Rather not useful ........................................................................................ 2
- Not useful at all ......................................................................................... 1
- [DK/NA] .................................................................................................... 9
Q22. Have you received the euro calculator?
- Yes ............................................................................................................. 1
- No .............................................................................................................. 2
- [DK/NA] .................................................................................................... 9
[If the answer is „yes‟ in Q22, Q22=1]
Q22A. How useful did you find it?
[READ OUT – ONE ANSWER ONLY]
- Very useful ................................................................................................ 4
- Rather useful .............................................................................................. 3
- Rather not useful ........................................................................................ 2
- Not useful at all ......................................................................................... 1
- [DK/NA] .................................................................................................... 9
Top Related