annual report ocu 2012
TRANSCRIPT
ANNUAL REPORT OCU
2012 You can consult the full contents of the report on activities of the OCU in 2012 on our website www.ocu.org.
CRISIS? OR OPPORTUNITY?
We have ended a year in which the crisis has hit us hard. And they say that there is crisis ahead still. We leave behind a year in which, more than once, we have been tempted to fall into pessimism. So the tunnel that opens up before us looks very black indeed.
But it is not like this. Or should not be. Opportunities, large and small, have their roots in those bad moments because that’s when we have to leave our comfort zones and consider new ways to innovate, to renew what we are already doing. Without stopping doing what we do well, we all need to find new approaches.
And this is the commitment of the OCU in its commitment to the future. Academic papers, surveys and all the evidence say that the OCU, as an association, is needed more than ever.
At least in theory. But for this theory to become reality, we must roll up our sleeves and get to work. We have already identified programmes and projects that can help in this task. Today, more than ever, providing solutions to the serious problems that touch us all.
They say, and this must be true, that there is a crisis of consumption. But our ability to fight will depend on our ability to find new ways that result in a more rational and more sustainable consumption. And in this task, the OCU needs, and needs a great deal, those who trust in the association and make it possible, our members.
Therefore, as every year, with our thanks, our commitment to a future in which they are the most valuable links.
Carlos Sánchez-Reyes de PalacioOCU President
Madrid 84.673
Cantabria 3.794
Canarias 9.250:Las Palmas de Gran Canaria 5.083 • Santa Cruz de Tenerife 4.167
Extranjero 170
Cataluña 48.445 Barcelona 37.866 • Gerona 3.615 • Lérida 2.255 • Tarragona 4.709
Comunidad Valenciana 25.844: Alicante 9.813 • Castellón 2.688 • Valencia 13.343
Galicia 16.777: La Coruña 7.201 • Lugo 1.834 • Orense 1.890 • Pontevedra 5.852
La Rioja 2.132
Extremadura 5.170: Badajoz 3.026 • Cáceres 2.144
Castilla-La Mancha 11.828: Albacete 1.757 • Ciudad Real 2.543 • Cuenca 977 • Guadalajara 2.218 • Toledo 4.333
Castilla y León 17.494: Ávila 1.114 • Burgos 2.788 • León 3.192 • Palencia 1.160 • Salamanca 2.149 • Segovia 1.428 • Soria 706 • Valladolid 3.916 • Zamora 1.041
Andalucía 35.041: Almería 2.687 • Cádiz 5.099 • Córdoba 2.957 • Granada 4.102 • Huelva 2.046 • Jaén 2.357 • Málaga 6.913 • Sevilla 8.880
Ceuta 246
Melilla 278
Murcia 5.584
Navarra 3.251
País Vasco 16.349: Álava 2.690 • Guipúzcoa 3.945 • Vizcaya 9.714
Asturias 7.241
Baleares 5.455
Aragón 10.477: Huesca 1.666 • Teruel 894 • Zaragoza 7.91701
OUR MEMBERS
309.329 membersSpain: 309.159 membersOverseas: 170 members
In 2012, more than 309,000 members encouraged and supported our activity in favour of an informed consumer who sees how their rights are respected and improved. Membership is acquired through subscription to any of our publications and results in multiple benefits.
4 5OCU Mini-AnnUAL REPORT 2012 OUR MEMBERS
14yearsold
83yearsold
02Carlota Magdaleno14 years old
She is very keen on the world of consumer rights and spent three days in the OCU documenting our activities for a school project.
Protesting for your rights is worthwhile, but the important thing is to be heard and supported“
HOW THEY SEE US?
Between our oldest member and a young woman who is not even old enough to sign up as a member, there is a whole range of people with their own ideas about what their consumer organization should be like. Their opinion is important to us because our purpose is to help them.
OCU Family 2012
They agreed to follow our tips for a year, achieving savings of over €6,000.
When you need any type of service, having prior information helps you benefit. It helps you to get ahead with the stuff of daily life”
JOsé RAqUEL
ALbA
ANdREA
PAU
Leonardo Cuesta83 years old
He has been with us from the beginning. More than thirty years! We want to be as useful for all members as we are to him.
It would be very difficult for me to resign from the OCU. I am still a member because I find their information useful”
Joan Grífols CalafellvaloFor me, the OCU is one of the most impartial and independent associations you can find.
Piluca Es JiThanks for helping to follow the steps about how to stop Movistar charging me more than normal. After a month I managed to get them to charge me the amount I actually spent. Thanks OCU.
Enriqueta Pérez PérezThanks for the link. Justice is there to be exercised. And you are the ones that can now represent us. Let’s denounce through the OCU, it only takes ten minutes… and little by little we can make a big difference.
¡Eh tío! Webcomic @ehtio@consumidores @pideun @vueling I have been left stranded on the ground. Any tips about how to kick up a right old fuss?Cristina Martínez@ehtio, trust everything @consumidores tell you. They are the good guys.
Anabeleina @anabeleinaI’m a member and it is true RT @consumidores: RT@fmartin_dc: ““I always recommend going to the OCU. The Legal Advice Department is spectacular”
Shanti Vega @urrutizkinez@consumidores now I know that the subscription is money well spent. When governments and state mechanisms fail, the associations are there, right where you need them.
TESTIMONIALS FROM SOCIAL NETWORKS
6 7OCU Mini-AnnUAL REPORT 2012 HOW THEY SEE US?
Fixed and Mobile phones
Financial Institutions
Taxation
Labour Issues
Public Administration
Renting property
Insurance
Water and electricity
Retail Trade and various sectors
Investments
Internet and television
Family
Vehicles, garage repairs and car parks
Community of Households and disputes between neighbours
Electricity, audio-visual and computers
Travel and long distance transport
Gas supply: piped and butane cylinders
Leisure, entertainment and sporting events
Social Security and Health
Teaching
Professional Services
Food and drinks
Others
TOTAL: 522.22256.952
55.539
51.953
45.276
44.870
35.750
33.514
24.320
20.316
16.556
16.413
15.100
13.798
13.043
12.893
11.265
10.219
6.910
4.199
3.650
3.594
1.934
24.158
Note:Values are expressed as the number of queries by topic
Phone calls422.747
Phone calls223.117
Emails and letters 136.661
Emails and letters 460.211
TOTAL
688.328TOTAL
559.408
03AN EASIER LIFE
Before entering into any contract or spending money on a purchase, OCU members can seek help from our experts and our tools. And in this way, avoid misunderstandings and conflicts. It is what we might call “preventive counseling.” Also, if you have a problem, the OCU assists you with its legal advice service and, where appropriate, initiates mediation by them.
In 2012, members put in our hands more than half a million cases about various subjects.
The legal advice and member support teams managed hundreds of thousands of communications with members who approached us not only to prevent or solve problems, but also to convey their criticism, praise, suggestions, warnings, requests for information about Best Buys…
ADVICE MEMBER SUPPORT
8 9OCU Mini-AnnUAL REPORT 2012 AN EASIER LIFE
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04THE STORY OF A COMPARATIVE ANALYSIS
Comparative analyses are useful for our members because they discover the best products and those it is better not to buy. They also serve as an encouragement to manufacturers to improve their offer and highlight for central and local government issues that need to be reviewed. The recommendations are completely independent since the OCU is not financed through advertising and is free from the pressures of the manufacturers.
step 1Every year we ask a sample of tens of thousands of members about products that they would like to see analysed.
In 2012, we analysed more than 4,000 products and services.
step 2The products are bought anonymously and our network of buyers finds out the pricein stores throughout Spain.
Thanks to our 80 local OCU agents, members can find the cheapest stores in their area.
step 3The products are analysed in any one of the 50 Spanish and European laboratories we work with, following tests designed by our technicians.
The analysis of a complex product can evaluate up to 100 different parameters.
step 4The results obtained for each product and its competitors are compared, as well as their prices.
step 5At the end of the process we can designate without fear of error Best Product of the Analysis, the Best Buy (Value for Money) and the product offering the best cheap alternative.
The analysis of a single product requires significant outlays, which is made possible by our members.
Can of tuna687 Euros
Dishwasher3.000 Euros
Child Car Seat13.500Euros
10 11OCU Mini-AnnUAL REPORT 2012 THE STORY OF A COMPARATIVE ANALYSIS
What is the word that best defines you as
a consumer?
If you like to know the market thoroughly before making your purchase and investment decisions, we do the field work for you.
If your consumer rights have been violated, do not give up. We help you solve the problem.
A variety of tips, we reveal the truth about miracle products, laboratory tests ... Take a look at our videos
The best value for money is our hallmark. In addition, we help you invest wisely and save taxes.
Welcome to our community on Facebook. We closed 2012 with more than 28,000 friends. And rising
Our followers on Twitter, 17,000 in 2012, know instantly about all the hottest consumer issues.
ocu.org/compare
ocu.org/claim
youtube.com/ocutv
Our publications will give you an answer whatever you are like. Look on the next page.
ocu.org/investors
facebook.com/consumidoresocu
twitter.com/consumers
Reflective
Combative
Curious
Don’t know
Saver
Sociable
Vigilant
05OUR INFORMATION
To meet the tastes of many different types of people, we make our information available through many channels. The paper publications are classic OCU, but our digital universe is growing. In 2012, the website received an average of 24,000 visitors daily and members received 30 digital newsletter.
12 13OCU Mini-AnnUAL REPORT 2012 OUR INFORMATION
OCU Compra Maestra 292.000
Dinero y Derechos 293.833
OCU Salud 127.500
OCU Fincas y Casas 23.416
OCU Inversores 15.520
Guías Prácticas 9.000
Mini Guías 9.600
Guía Fiscal 292.000
Guía de Vinos 30.000
OCU Fondos 18.666
OCU Inversores boletín 2.000
copies.
Average monthly print run total
859.935
Information which is clear, complete and current serves as a protective shield for the consumer. It allows you to buy better and cheaper, to use the services that best suit your particular case, avoid investment risks, act as an informed patient…That’s the spirit behind our publications.
PUBLICATIONS AND AVERAGE PRINT RUN
OUR PUBlICATIOnS
OCU Compra Maestra11 issues a year.
OCU Fincas y Casas6 issues a year.
OCU Fondos6 issues a year.
Mini guías5 issues in 2012.
Guía FiscalOne per year.
Dinero y Derechos6 issues a year.
OCU Inversores 48 issues a year.
Guías Prácticas4 issues in 2012.
OCU Salud6 issues a year.
OCU Inversores boletín8 issues a year.
Guía de VinosOne per year.
14 15OCU Mini-AnnUAL REPORT 2012 OUR INFORMATION
34.267 mentions
2008 2009 2010 2011 2012
7.078mentions
0 2.000 4.000 6.000 8.000 10.000 12.000 14.000 16.000 18.000
7.018mentions
11.665 mentions
13.044 mentions
15.011 mentions
More echoes, more renown for consumers.
Internet
Blogs
Press
Radio
TV
OCU mentions in the media
MEdIA (TOTAL: 15.011)
sOCIAL NETWORKs
11.189
2.799
654
369
16.204
1.466
1.586
06THE VOICE OF THE OCU
We want the consumer’s voice to be heard in all areas, because the more it is heard, the harder it is to ignore it. In 2012, our work appeared on more than 15,000 occasions in the mass media, 15% more than the previous year, despite the continuing disappearance of such media. Our activity is also echoed spontaneously in blogs and social networks.
16 17OCU Mini-AnnUAL REPORT 2012 THE VOICE OF THE OCU
Economy 6.089
Food 1.373
Health 2.313
Housing 551
Public transport 1.188
Money and Rights 380
Energy 685
Environment 591
Comparative analysis 677
Consumption 604
Economy Health Food Public transport Energy Comparative analysis Consumption Environment Housing Money and Rights
Appeal against electricity price rises
Rise in VAT
Olive oil report
Supermarket prices
Citizen Safety Survey
Back to School
Health service waiting lists
Petrol prices
Milk report
Effects of the crisis on consumer behaviour
1.300
1.147
761
757
672
589
530
662
318
252
07THE MOST MENTIONED IN 2012
The subjects with most media coverage is a good indicator of consumer concerns. In 2012, everything affecting the family budget made headlines. Hence, our campaign against the rise in electricity prices and our criticism of the VAT increase were mentioned frequently.
18 19OCU Mini-AnnUAL REPORT 2012 THE MOST MENTIONED IN 2012
OCU EdICIONEs25.667.002,84€
OCU 2.891.291,77€
0 06.000.000 600.00012.000.000 1.200.00018.000.000 1.800.00024.000.000 2.300.00030.000.000 2.900.000
Staff costs
Staff costs
Income from members Income from members
Magazine production
Professional services and legal advice
Grants Grants
Analysis and studies
Other income Other income
Promotion and affiliation
Financial income Financial income
Other operating expenses Other operating expenses
Profit for the year Profit for the year
Financial expenses Financial expenses
Variations Variations
Depreciation and adjustments Depreciation and adjustments
Profit for the year Profit for the year
OCU Ediciones
OCU
TOTAL INCOME 2012
HOW THE MONEY Is sPENT
HOW THE MONEY Is sPENT
WHERE OUR MONEYCOMEs FROM
WHERE OUR MONEYCOMEs FROM
6.807.535,68931.034,71
24.243.789,79 2.760.933,02
6.690.671,89
2.341.999,51
0 0
1.292.716,32
841.520,31 64.359,09
11.538.383,77
67.611,10 311,04
77.340,13 2.132,84
1.203.667,28 418.820,72
5.830,9 5.066,22
514.081,64 65.688,62
458.191,34 29.879,21
08OUR ACCOUNTS
Each year, as required by law, we deposit the OCU accounts, audited and detailed in the National Consumer Institute, as well as including those of OCU Ediciones in the Commercial Register.We do not do this only because it is a legal obligation. We did it before it became mandatory because we want to show the same transparency that we ourselves so often demand.
These are the main sections of the accounts of the OCU and its publisher, OCU Ediciones.
Interim Accounts, pending approval by the general assembly of the OCU.
20 21OCU Mini-AnnUAL REPORT 2012 OUR ACCOUNTS
Women: 95Men: 79
GroupIndividual
Technical Expertise Skills Computing Languages
79
95 174
7.079 h
174 Professionals
Average age: 40 years
Training actions
Hours of training
3.640
24
39
2.706
492
241
09A COMMITTED TEAM
We could not provide good service to our members without a well prepared team, sensitive to the problems of consumers. Therefore, the human resources policy of the OCU encourages employee training and adherence to distinctive values: “professionalism, independence and nearness” was our motto in 2012.
22 OCU Mini-AnnUAL REPORT 2012 A COMMITTED TEAM
C/Albarracín, 2128037 Madridwww.ocu.org