2008-10-06 21:42:02 -
www.researchandmarkets.com - Research and Markets (www.researchandmarkets.com/research/8b3821/its_not_easy_bein) has announced the addition of the "It's Not Easy Being Green! Part 2: Importance of Energy Efficiency & Environmental Friendliness in Next PC Purchase" report to their offering.
How important will environmental and energy concerns be when it comes to purchasing a new PC? If
judged by the rapid proliferation of 'green'-oriented CE products, one would think that 'green' positioning is a sure thing.
Despite this widespread perception, however, when it comes to buying new PCs, 'green' considerations remain less important than traditional purchase drivers such as functionality, brand, and price.
If recent history tells us anything, it is that American consumers tend to look after their own pocketbooks before considering the welfare of the planet. However, other considerations such as gender, age, income, tech-adopter status and political affiliation certainly affect the response to 'green' This report (a) discusses the extent to which green considerations will impact pending PC purchase decisions when compared with traditional purchase drivers, and (b) offers PC vendors a concrete means of determining the extent to which 'green' messaging is appropriate for different consumers.
Key Findings From the Report:
- Functionality is without a doubt the most important attribute to consumers when considering a new PC purchase while environmental friendliness is without a doubt the least important.
- In general, energy efficiency is now of equal importance to price: approximately 72% of consumers rank the both attributes as important in their next PC purchase.
- Energy- and eco-friendliness figure into most PC purchase decisions only if functionality, brand and price are relatively equal among the PCs under consideration.
From the Report
Though less important than some other attributes, Energy Efficiency is not unimportant when it comes to PC purchasing. However, as will become evident, it is less important than more traditional considerations such as Price, Brand, and Functionality, meaning that advertising campaigns focused solely on 'green' considerations will likely fail to capture a sizeable audience in-and-of-itself. The PC first must still be compelling when it comes to these more traditional attributes.
Key Topics Covered:
Executive Summary
1.0 Opening Comments
1.1 Project Rationale
1.2 Research Methodology
2.0 Importance of Various PC Purchase Attributes
2.1 Brand
2.2 Price
2.3 Functionality
2.4 Energy Efficiency
2.5 Environmental Friendliness
2.6 Comparison of Importance Rankings
2.7 Impact of Key Demographic and Behavioral Attributes
2.7.1 Gender
2.7.2 Age
2.7.3 Annual Household Income
2.7.4 Ethnicity
2.7.5 Education
2.7.6 Tech Adopter Status
3.0 Final Thoughts
List of Figures
Figure 1 Importance of Brand in Next PC Purchase
Figure 2 Importance of Price in Next PC Purchase
Figure 3 Importance of Functionality in Next PC Purchase
Figure 4 Importance of Energy Efficiency in Next PC Purchase
Figure 5 Importance of Environmental Friendliness in Next PC Purchase
Figure 6 Percentage of Green PC Optimals versus Non-Optimals
Figure 7 Political Disposition among Green PC Optimals
List of Tables
Table 1 Comparison of Attribute Importance: Average, Total Interest,and Top 2
Table 2 Comparison of Attribute Importance: Mean, Top 2, and Power Rankings(TM)
Table 3 Importance of Brand in Next PC Purchase by Gender
Table 4 Importance of Price in Next PC Purchase by Gender
Table 5 Importance of Functionality in Next PC Purchase by Gender
Table 6 Importance of Energy Efficiency in Next PC Purchase by Gender
Table 7 Importance of Environmental Friendliness in Next PC Purchase by Gender
Table 8 Summary of Gender and Top 2 Rankings
Table 9 Factors in Next PC Purchase by Age: 18-24 Year Olds
Table 10 Factors in Next PC Purchase by Age: 25-34 Year Olds
Table 11 Factors in Next PC Purchase by Age: 35-49 Year Olds
Table 12 Factors in Next PC Purchase by Age: 50-65 Year Olds
Table 13 Factors in Next PC Purchase by Age: 65 and Above
Table 14 Summary of Age and Top 2 Rankings
Table 15 Importance of Brand in Next PC Purchase by Income
Table 16 Importance of Price in Next PC Purchase by Income
Table 17 Importance of Functionality in Next PC Purchase by Income
Table 18 Importance of Energy Efficiency in Next PC Purchase by Income
Table 19 Importance of Environmental Friendliness in Next PC Purchase by Income
Table 20 Summary of Household Income and Top 2 Rankings
Table 21 Importance of Brand in Next PC Purchase by Ethnicity
Table 22 Importance of Price in Next PC Purchase by Ethnicity
Table 23 Importance of Functionality in Next PC Purchase by Ethnicity
Table 24 Importance of Energy Efficiency in Next PC Purchase by Ethnicity
Table 25 Importance of Environmental Friendliness in Next PC Purchase by Ethnicity
Table 26 Summary of Ethnicity and Top 2 Rankings
Table 27 Importance of Brand in Next PC Purchase by Education
Table 28 Importance of Price in Next PC Purchase by Education
Table 29 Importance of Functionality in Next PC Purchase by Education
Table 30 Importance of Energy Efficiency in Next PC Purchase by Education
Table 31 Importance of Environmental Friendliness in Next PC Purchase by Education
Table 32 Summary of Education and Top 2 Rankings
Table 33 Importance of Brand in Next PC Purchase by Tech Adopter Status
Table 34 Importance of Price in Next PC Purchase by Tech Adopter Status
Table 35 Importance of Functionality in Next PC Purchase by Tech Adopter Status
Table 36 Importance of Energy Efficiency in Next PC Purchase by Adopter Status
Table 37 Importance of Environmental Friendliness by Adopter Status
Table 38 Summary of Tech Adopter Status and Top 2 Rankings
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www.researchandmarkets.com/research/8b3821/its_not_easy_bein
Research and Markets
Laura Wood, Senior Manager
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