Focus Groups, December 1995. Only a small percentage of smokers can be encouraged to switch brand. Only 3% of all smokers are considered "convertable", 18% are classed as having a "shallow commitment". The proportion of consumers vulnerable to loss is about equal across the three brands (Export 23%, Player's 17%, duMaurier 24%) - 1995 U&A Study Younger smokers between the ages of 19-24 are more likely to switch as they are still experimenting with brands, have low brand loyalty and are generally more predisposed than older consumers to adopt new products and buy on impulse." 
Focus Groups, December 1995. Only a small percentage of smokers can be encouraged to switch brand. Only 3% of all smokers are considered «convertable», 18% are classed as having a «shallow commitment». The proportion of consumers vulnerable to loss is about equal across the three brands (Export 23%, Player's 17%, duMaurier 24%) - 1995 U&A Study Younger smokers between the ages of 19-24 are more likely to switch as they are still experimenting with brands, have low brand loyalty and are generally more predisposed than older consumers to adopt new products and buy on impulse.» 