Tech Enthusiasts Less “Green” than Early Mainstream
Consumers When it Comes to Technology Purchases
Download this TDG Press Release as a PDF
August 15, 2008
Dallas, Texas - According to new research from TDG, consumers
who consider themselves technology enthusiasts are less concerned than
mainstream consumers regarding the environmental impact of their personal
technology purchases. Specifically, 63% of Mainstreamers are to varying degrees
concerned with the eco-impact of their CE and technology purchases, compared
with 50% of Early Adopters and 39% of Tech Laggards (those last to purchase new
technology products).
“Virtually every consumer technology vendor is spending a fortune on
manufacturing and positioning their products and services as eco-friendly or
green,” noted Michael Greeson, TDG’s president and principal analyst. “While
this is an no doubt that “going green” is an admirable corporate objective,
there is some question as to what extent different groups of consumers will
respond to this messaging.”
For example, 23% of Early Adopters are to varying degrees unconcerned about
the environmental impact of their CE and technology purchases (13% being “not at
all concerned), compared with 12% of Early Mainstreamers (with 3% “not at all
concerned). As Greeson noted, “When it comes to green technologies, Early
Adopters more closely resemble Tech Laggards, hardly the bleeding-edge
innovative behavior one might expect to see from this segment.”
The implications? The optimal target for green technologies is not
necessarily the most tech-savvy consumer. In fact, such solutions will likely
prove more compelling to those with a more mainstream temperament.
TDG’s latest report,
It’s Not Easy Being Green – Eco-Friendly
Attitudes and Behavior among U.S. Internet Conumers is the first of a
two-report series based on a second-quarter 2008 survey of more than 1,500 U.S.
adult Internet users regarding more than 30 different environmental and
energy-related activities and dispositions including:
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Technology recycling habits (e.g., recycling of PC monitors, CPUs, ink jet cartridges, and cell phones);
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General “green” dispositions (e.g., relevance of global warming, use of socially responsible investment tools, or volunteer work);
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Home-related “green” activities (e.g., installing extra insulation or energy-efficient appliances, adjustment of thermostats to save energy, or recycling refuse); and
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Travel-related “green” activities (e.g., driving below the speed limit, purchasing a hybrid automobile, carpooling, or use of mass transit).
Each of the 30 variables is analyzed by gender, age, income, tech-adopter
status, and political affiliation.
About TDG
TDG is a leading analytics and advisory firm specializing in the broadband media
and digital home markets. Using a unique blend of executive-level expertise and
unrivaled market research, TDG helps clients master the challenges and
opportunities associated with emerging consumer technologies. TDG produces more
than “research” - we
are in front of the curve.™
Media Contact:
Sarah Crisman
sc@asktdg.com
469.287.8052
TDG. In Front of the Curve.™