Insights into the Legal Industry and how SCA listeners use its services People prefer smaller private law firms due to a perception of receiving more personalized service. Word of mouth is the primary factor influencing selection of a firm, with reputation and costs also being very important. While most experiences with law firms are positive if the issue is resolved, simply "getting the job done" is not enough - clients want to feel understood. Nearly 1 in 3 people have been in a situation warranting legal action but did not pursue it due to barriers like expense, hassle, and not feeling supported. There is an opportunity for firms to overcome these barriers and provide exceptional client care.

1. Insights into the Legal Industry
and how SCA listeners use the services of this industry

2. Whether it’s purchasing property or dealing with divorce, there will always be a need for personal legal
services to ensure we are all on the right side of the law.
But, how do people choose which lawyer to seek advice from? What influences their decisions? And, most
importantly, how do legal practices effectively talk to consumers in an industry that people can be wary of?
Where we will take you…
We will look at…
KEY INSIGHTS,
FAST FACTS &
INDUSTRY
SNAPSHOT
PREVIOUS
EXPERIENCE
WITH LAW FIRMS
SELECTING A
FIRM

3. Key Insights
For an experience to be a
positive one, firms need
to do more than ‘get the
job done’.
Many people feel taking
legal action isn’t worth
the hassle, or the
support won’t be there
It will be important to talk
to men and women
differently
Opportunity
Many firms seem to be thought of as
places where you’re merely a number
in the queue. This may be why people
prefer smaller firms and rely on WOM
– to find firms that will really care.
People were more likely have had positive
experiences with law firms when they felt
they were being understood, not just firms
that ‘got the job done’.
Almost 1 in 3 people say they have
been in a situation in the past where
they should have taken legal action,
but didn’t.
While cost was a barrier – 1 in 3 women felt
it wasn’t worth the hassle, while 1 in 6 felt
they no-one would be on their side – both
could be avoidable barriers to getting these
women’s business.
Men and women differ in their
approach to choosing law firms, the
matters they seek legal advice for,
and also the barriers to them taking
action.
Women appear more emotionally driven,
while men are more task and fact driven.
People want a firm that will go above and beyond - lawyers who will care and not just ‘get the job done’. When people’s
expectations are exceeded, they are much more likely to spread positive word of mouth about a firm – which is one of the
keys to success, as getting recommendations from family/friends is the 1st step for most people when choosing a firm to use.

4. Fast Facts
MALES HAVE BEEN
IN A WORKPLACE
ACCIDENT
PEOPLE HAVE BEEN
SIGNIFICANTLY
WRONGED BY A
PERSON
PEOPLE HAVE BEEN
SIGNIFICANTLY
WRONGED BY A
BUSINESS
Source: Southern Cross Austereo Legal Services Study 2013 And overall - which of the below has ever happened to you? N= 1292

5. Industry Snapshot
Advice Litigation Alternative dispute resolution
5.8%
22.1%
72%OF INDUSTRY REVENUE COMES FROM
LEGAL ADVICE
PRODUCTS CONTRIBUTING TO REVENUE
With the bulk of industry revenue coming from providing
advice to clients, building solid relationships should be of
focus for legal businesses.
The Personal Legal Services industry is worth
in revenue each year…
But, in order for firms to capitalise on this growth they
need to look at new ways of doing business as primary
revenue sectors are on the decline.
And over the next 5 years, is expected to
achieve an annual growth rate of
Source: IBISWorld. Personal Legal Services. Dec 2012

6. Industry Snapshot: Determinants
The legal industry largely relies on the trends occurring in society. For example, workplace relations, motor vehicle accidents and family
law are largely determined by whether these elements are on the decline or increase. More often than not, the need for legal advice is
reactive, not proactive. Below demonstrates what is occurring with key markets and how firms can manage this.
As the number of personal injuries
related to workplace incidents fall, firms
are looking to diversify and bulk up their
portfolio in other areas such as class
actions and family law.
Work
accident
Divorce
Divorce is on the rise in Australia
with 1 in 3 marriages ending in
divorce. The average length of a
marriage is now 9 years.
1 in 3
marriages will end
in divorce
The number of vehicle accident
deaths is expected to decline
which means cases associated to
this will also fall
Car
accident
Property
Property conveyancing and other property-related work is estimated to
account for 17.0% of industry revenue in the larger legal services sector.
This segment is affected by the strength of the property market, which is
affected by the general performance of the economy, the level of interest
rates and general housing affordability.
April to May 2013, capital city property
sales were 19.3% higher than over the
same period a year ago.
Source: IBISWorld. Personal Legal Services. Dec 2012
Source: ABS Marriages and Divorces, 3310.0 2010.
Source: McCrindle Research Australia at 23 million 2012
Source: RP Data Capital Markets Report- Spring 2013

7. Over half of SCA listeners have used legal services in the
past with residential conveyancing the most popular. Whilst
most experiences were positive, it gives some insights into
what people are looking for in an experience with a law firm
beyond price and wins.
P RE VIOUS E XP E RIE NC E WIT H L AW FIRMS

8. Legal service
51%of people have used
legal services in the past
In fact, almost 1 in 3 say their last
dealings were over 2 years ago.
Males are
28% MORE LIKELY
to have used legal
59%
46%
services in the past
SEEKING LEGAL ADVICE IS LARGELY
Reactive
Proactive
AND NOT…
but
6%Only 6% are currently using the
legal services of a law firm.
Source: Southern Cross Austereo Legal Services Study 2013. When was the last time (if any) you used the services of a law firm/lawyer? N= 1292

9. Residential conveyancing services are most common
1%
1%
5%
6%
6%
7%
7%
8%
9%
9%
18%
18%
40%
Class actions
Public liability claims
Other property law
Dispute resolution
I would rather not say
Workers compensation claims
Personal injury claims
Other - please specify
Criminal law
Motor vehicle accident claims
Personal estate planning (ie Will
prepartion/Powers of Attorney)
Family law/divorce law
Residential conveyancing
Not surprisingly, people are most likely to
have previously used lawyers for residential
conveyancing.
What is interesting to note is that the same
amount of people have used a lawyer for
motor vehicle accident claims as criminal
law. This could suggest that many people
avoid users lawyers for motor vehicle
accidents as they believe it’s not worth the
hassle, or these disputes are sorted out
between the parties amicably.
So, how does this differ
between males and females?
Other responses: business and contract
Q: “You said you had used the services of a law firm/lawyer in the past. Could you please tell us what
you used them for?”
Source: Southern Cross Austereo Legal Services Study 2013 You said you had used the services of a law firm/lawyer in the past. Could you please tell us what you used them for? N= 665

10. Q: “You said you had used the services of a law firm/lawyer in the past. Could you please tell us what you used them for?”
Males are 13% more likely than females
Females are 40% more likely than males
Males are 180% more likely than females
Females are 69% more likely than males
Males are 100% more likely than females
Given the differences in how men and women are using legal services and law firms, there may be a need to
target these groups differently with advertising messages.
Source: Southern Cross Austereo Legal Services Study 2013 You said you had used the services of a law firm/lawyer in the past. Could you please tell us what you used them for? N= 665
The needs of men and women differ for legal services

11. Dealings were positive if they were resolved, but
service also seems to be key
68% of people had a positive experience with their lawyer
But, why was it positive?
The primary reason people had a positive experience was
that the issue was resolved, which is always going to affect
the experience. However, the difference between that
customer becoming loyal or not to the business may be in the
service they received.
Other key areas shining through are – service, professional,
helpful, friendly and easy. It seems if firms can go above and
beyond to make the process as easy and stress-free as
possible, while being friendly and professional, they will
ensure their customer has a positive experience they talk
about and recommend.
Source: Southern Cross Austereo Legal Services Study 2013 And what was your experience like with the law firm you used? N= 665

12. Simply ‘getting the job done’ doesn’t to translate to a
positive experience for many customers
32% 21% of people had a neutral experience with their
lawyer and 11% had a negative experience.
But, why was it neutral/negative?
When it comes down to neutral/negative experiences with
lawyers, it largely comes down to a price issue. Whilst people
are willing to pay for legal services, if it gets to the point where
the service is seen as unnecessarily ‘expensive’ they are
likely to walk away with a bad taste in their mouth.
Interesting to note is the amount of people who mentioned it
was a neutral/negative experience due to firms just ‘getting
the job done’. It seems that to turn an experience into a
positive one, firms need to go above and beyond, and do a lot
more than just ‘get the job done’.
Source: Southern Cross Austereo Legal Services Study 2013 And what was your experience like with the law firm you used? N= 665

13. Almost 1 in 3 should have taken legal action
16% 16% 16%
15%
13% 13%
10%
9%
8% 8%
3%
23%
14%
8%
7%
13%
12%
13% 13%
10%
5% 5%
Other - please
specify
Dispute
resolution
matters
Workplace
accident
matters
Motor vehicle
accident
matters
Personal injury
matters
Property
matters
Family matters Relationship
matters
I would rather
not say
Criminal
matters
Personal
estate
planning
mattersMales Females
31% of people say they have been in a situation where they should
have taken legal action or gathered advice but didn’t.
Once again, it can be seen that men and women may need to be talked to
differently about the matters they may need to seek advice for. As can be
seen, men are more likely to say they should have taken action over
workplace accidents or motor vehicle matters, whereas women are more
likely to say family or relationship matters.
Other responses: workplace bullying,
unfair dismissal and employment
Source: Southern Cross Austereo Legal Services Study 2013 Have you ever been in a situation where you think you should have taken legal action or gotten legal advice - but didn't? N= 1292
Source: Southern Cross Austereo Legal Services Study 2013 And if it isn't too personal, which of the below describes the type of situation you were in? N= 406

14. Expense and hassle seem to be the barriers
9%
16%
16%
22%
33%
38%
6%
10%
12%
25%
28%
39%
The situation was resolved between the
relevant parties by itself
I didn't feel like anyone would take my side
I didn't think I had a strong enough case
It didnt seem significant enough to require legal
action
It wasn't worth the hassle
It was too expensive to take legal action
Males Females
Whilst it is not surprising that cost is the
main reason behind people not taking legal
action, it’s important to note the other
barriers which may be overcome.
1 in 3 women mentioned it ‘wasn’t worth the
hassle’, 1 in 6 said they didn’t have a strong
enough case, or they didn’t feel like anyone
would take their side.
If firms can overcome these barriers by
changing the perception that they won’t care,
or it will be a hassle, they may have an
advantage over competitors.
Source: Southern Cross Austereo Legal Services Study 2013 Which of the below reasons best describes why you did not get legal advice or take legal action in this case? N= 406

15. As will be seen, people prefer to deal with smaller firms
as opposed to large firms. But what factors influence
their choice of firm?
From reputation to WOM, the next few slides explore the
path to purchase when it comes to choosing a law firm.
SE L E C T ING A FIRM

16. People prefer to use a small private firm
60% 40%
There lies no difference between males and females but it is interesting to note that those who are divorced/separated
were even more likely to choose small private firms (74%). With 9,604 personal legal services firms operating in
Australia, businesses need to determine how to stand out from the crowd.
It’s a changing world and gone are the times where your bank and lawyer were people you built solid relationships
with. Many people now feel as though they are just a number in the queue. This may be why people prefer smaller
firms and have a reliance on WOM. There is that perceived notion that smaller firms will better understand their needs
on a personal level.
Source: Southern Cross Austereo Legal Services Study 2013 When choosing a law firm to use, would you prefer to use a larger law firm or a smaller private practice? N= 1292
Q: “When choosing a law firm to use, would you prefer to use a larger law firm or a smaller private practice?“

17. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Ask friends/ family for
recommendations
Head online to research firms Contact a firm you have an
existing relationship with
Call a range of firms Contact the first firm/s that
come to mind
Males Females
Word of mouth is key to choosing a law firm
Q: “Thinking about choosing a law firm, what would be the FIRST STEP you would take in deciding which firm to use? “
People are turning to their personal connections for advice. WOM is key, making it
even more important firms go above and beyond and do more than just ‘get the job
done’. Recommendations are far more influential for women, whereas males are more
likely to do the research themselves and call range of firms. Online is a key connection
point for both men and women, possibly looking at websites and also customer
experiences.
But, what factors influence the decision?
Source: Southern Cross Austereo Legal Services Study 2013 Thinking about choosing a law firm, what would be the FIRST STEP you would take in deciding which firm to use? N= 1292

18. Reputation plays a large role in the selection process
97% 96%
88%
80%
68%
63%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Reputation Costs for
representation
Recommendation
from family/friend
No win/no fee Well-known Close to home Associated with
famous person
REPUTATION AND COSTS ARE KEY
CONSIDERATIONS WHEN CHOOSING A LAW FIRM
Q: “If you decided to seek the services of a law firm, how important to you are the following issues or factors in determining which firm to represent you? “
Source: Southern Cross Austereo Legal Services Study 2013 N= 1292

19. To some degree, it seems people have lost faith in the businesses that are supposed to care – such as legal
firms. As a result, people are relying heavily on WOM and a firm’s reputation in the marketplace to choose a
firm that will look after them.
However, it is beyond just “wins” that people are looking for in legal representation. There is a checklist of
price, customer service, fee structure, timing and knowledge. They don’t just want their law firm to ‘get the
job done’, they want them to go above and beyond in their service.
Almost 1 in 3 SCA listeners have found themselves in a situation in which they feel they should have taken
legal action in the past. However, with the perceived hassle and a question mark over whether anyone will be
on their side, many have not taken the next step. There is huge opportunity here to show people that
someone cares, is on their side and will take the hassle out of the issue.
With growth industries being divorce and family law, the need for an emotional connection is paramount for
law firms to succeed.

20. The results of this survey are “INDICATIVE” ONLY.
The survey was conducted by Southern Cross Austereo using its online
panel nationally.
The panel is obtained from our radio networks database under the labels
of ‘VIP’ on the TODAY Network and ‘Music Jury’ on the MMM Network. All
members of these databases would be considered listeners to these
stations.
The database contains about 246,000 members.
The is split between the Today VIP database and the Triple M database.
Members of the Today VIP Database were asked to take part in the study.
Overall – 1292 people aged 18-54 completed the survey.
Additional filters have been placed over the data at different stages of the
research.
Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR
brands/words that first came to mind.
For more information, please contact
scaresearchdepartment@sca.com.au
A keyword search was used to sort and rank the responses to these
questions.
The results are an un-weighted sample, but are reflective of the Southern
Cross Austereo audience. SCA brands reach approximately 40% of the
10+ population and approximately 46% of the 25-54 population in the five
metropolitan markets in Australia, suggesting it would be reasonable to
consider these results to be a fair if not fully balanced representation of the
opinions in these marketplaces.
Furthermore, as it is an online survey, the respondents would also be
skewed towards being ‘early adopters’ for technology, ‘trend setters’ in
general and likely to be a good early indication of brand leaders, trend
setters and early adopters in general.
These research surveys conducted by Austereo are done so to provide a
general understanding of the opinions, interests and attitudes of the
metropolitan marketplaces only.