Government Technology

    Digital Communities
    Industry Members

  • Click sponsor logos for whitepapers, case studies, and best practices.
  • McAfee

National Survey Finds Consumers Are Likely to Spend $104 Billion on Green Technology Products Per Year

March 12, 2008 By

Americans' appetite for environmentally friendly technologies and consumer products is grossly underserved, with a potential $104 billion in sales this year, according to the 2007 National Technology Readiness Survey (NTRS) released today. The annual survey -- sponsored by the Center for Excellence in Service at the University of Maryland's Robert H. Smith School of Business and technology research firm Rockbridge Associates Inc. -- found that 71 percent of adults are interested in green technology, but there is a large gap between the number of products consumers own now and the number they say they would like to own.

More than half, $54 billion, is the potential for sales of "green" vehicles, including high-mileage, hybrid fuel, biofuel, and alternative-fuel vehicles. Researchers measured respondents' interest levels for each of the green product categories and calculated market value based on average selling prices.

"The key to tapping this huge potential market is targeting and appropriately addressing the green consumer," said P.K. Kannan, director of the Center for Excellence in Service. "Our research found that green technology trends are led by a small, yet powerful group of influencers that actively act as evangelists to a secondary group of adopters."

The NTRS classifies respondents into six segments based on their commitment to green technologies, their influence on others on being green, their skepticisms about green and their interest in technology. The survey finds that those most committed to the environment -- 10 percent of adult consumers -- are also very enthusiastic about technology. These "green tech leaders" are the same consumers who are often approached by others for advice on technology and the latest gadgets and devices. The researchers urge marketers to target this segment when introducing green products and services.

"There is a great opportunity for firms to not only target these green tech leaders to adopt their green products and services, but also use them to get the word out," Kannan said. "This market segment tends to be younger, heavier users of online social media and more enthusiastic about technology in general. They write blogs and advise others, and they also create a strong social networking effect that is critical for diffusing green technology to the larger market."

"Marketers also need to be mindful of their message," said Charles Colby, president of Rockbridge Associates. "Consumers are quite sensitive to companies that don't follow through on their promises. Firms that misrepresent or exaggerate the benefits of their green technology may find it backfires with consumer hostility or rejection."

 2007 NTRS Findings:

  • 83 percent of adults want to preserve and protect the environment
  • 42 percent of adults said products and services that help the environment are hard to find
  • 59 percent of adults say they like trying new technologies that help the environment
  • 56 percent of adults say gadgets designed to help the environment would be fun to own
  • 68 percent of adults like to do business with companies that are environmentally responsible
  • 72 percent of adults say they resent companies who say they care about the environment but are not sincere

Other findings in this year's NTRS include information on digital content downloading and e-service trends.

| More


Add Your Comment

You are solely responsible for the content of your comments. We reserve the right to remove comments that are considered profane, vulgar, obscene, factually inaccurate, off-topic, or considered a personal attack.

In Our Library

White Papers | Exclusives Reports | Webinar Archives | Best Practices and Case Studies
Digital Cities & Counties Survey: Best Practices Quick Reference Guide
This Best Practices Quick Reference Guide is a compilation of examples from the 2013 Digital Cities and Counties Surveys showcasing the innovative ways local governments are using technological tools to respond to the needs of their communities. It is our hope that by calling attention to just a few examples from cities and counties of all sizes, we will encourage further collaboration and spark additional creativity in local government service delivery.
Wireless Reporting Takes Pain (& Wait) out of Voting
In Michigan and Minnesota counties, wireless voting via the AT&T network has brought speed, efficiency and accuracy to elections - another illustration of how mobility and machine-to-machine (M2M) technology help governments to bring superior services and communication to constituents.
Why Would a City Proclaim Their Data “Open by Default?”
The City of Palo Alto, California, a 2013 Center for Digital Government Digital City Survey winner, has officially proclaimed “open” to be the default setting for all city data. Are they courageous or crazy?
View All