BURST MEDIA SURVEY SHOWS CONSUMERS WILLING TO SPEND MORE TO GO GREEN
90% of Respondents Have Integrated Green into Their Daily Lives
Burlington, MA—January 20th, 2010 - Burst Media, (www.BurstMedia.com), a leading provider of advertising representation, services and technology to independent Web Publishers, today released the results of a survey focusing on the true value of “green”. Administered in late December to over 1,500 adults 18 years and older, the survey revealed consumers are willing to pay more for a variety of products that are “green”. Additionally, the survey revealed that 90% of respondents have incorporated some level of “greenness” into their daily lives – few (8.8%) are 100% “green” and most are aspirationally “green” having incorporated a few “green” behaviors into their daily life. To help lead “green” lives respondents cite the internet as the best source of information on “green” products and practices.
The survey reveals consumers are willing to pay a premium for products they know are made out of “green” or environmentally friendly, organic materials. Not surprisingly, aspirationally “green” and 100% “green” consumers are the most willing to pay a premium. The aspirationally “green” consumers are most willing to pay a premium for food and household products they know to be “green”, including produce (66.6%), juices and other bottled drinks (61.1%), household cleaners (59.2%), laundry detergents (58.7%), and packaged food (58.2%). Meanwhile, among the 100% “green” respondents, over 80% are willing to pay a premium for all product categories, including food, garden/landscaping supplies (84.4%), home improvement supplies (84.0%), bedding (83.3%), and health and beauty products (82.0%).
More than one-third (39.4%) of respondents cite the internet as the best source of information on “green” products and practices, followed by television (18.4%), friends and family (9.2%), newspapers (7.1%), magazines (6.5%), and books (4.6%). While men search for information on alternative energy and “green” technologies, women look for healthy recipes, recycling, simple living, and natural remedies.
More than half (56.6%) of all respondents believe to some extent advertising claims that promote a product as “green” or environmentally friendly. However, one quarter (25.1%) do not believe the claims or find them confusing or misleading and only one out of ten respondents (10.0%) say they never believe “green” claims made in an advertisement. Two-thirds (67.5%) of aspirationally “green” respondents believe “green” claims in advertising, compared to 58.2% of 100% “green” respondents, and 32.3% of respondents who are not “green” at all. Interestingly, women in all key age segments are more likely than men to purchase a product that is advertised as being “green” or environmentally friendly. However, men still lead women for being completely “green”, 12.1% versus 5.3%, respectively.
“Green consumers are turning to the internet,” said Chuck Moran, Chief Marketing Officer for Burst Media. “This poses an incredible opportunity for advertisers who are marketing “green” products online. But it is important for marketers to recognize that consumers have different “green” messaging needs as “green” can mean one thing for women and something very different for men. With a clear and direct message, advertisers can take advantage of the internet to reach these “green” consumers.”
Interestingly, there is a distinct difference in the motivation to go “green” between aspirational “greens” and those self identified as 100% green. While aspirational greens clearly point to working for a better environment (61.3%) as the reason for incorporating ‘green” behaviors into their daily lives, only 38.1% of 100% greens point to this cause. Among respondents who are “100% green”, reasons include “to live a better quality of life” (36.6%), good for the community (35.4%), desire to make a difference (32.9%), and to set an example for others to follow (31.5%). Among this segment, being green identifies a lifestyle rather than personal activity.
About Burst Media
An online media and technology company founded in 1995, Burst Media (www.BurstMedia.com) is a leading provider of advertising representation, services and technology to independent Web Publishers. Burst Media enables advertisers to reach finely segmented, engaged consumers as they visit Burst's extensive number of interest-based sub-channels. Through its Burst Network and Burst Direct units, the company represents one of the broadest and deepest offerings of interest-based websites online. Burst also markets its ad management platform, adConductor™, which empowers content websites, online ad networks, and web portals to manage the complete process of ad sales and service. Burst Media is headquartered in Burlington, Massachusetts, with offices throughout the United States and in London, UK. For more information, visit www.BurstMedia.com or call 781.272.5544.
