Burst Online Insights
Current Research You Can Use
April 2008
Consumers' Perception of "Green" Advertising
Advertisers are making claims about the environmentally value of their products, claims commonly called "green". Consumers are inundated with these "green" advertising claims daily. Burst wondered just how "green" consumers are today, what makes them "green", and their view of "green" claims made in advertising. To answer these question, Burst recently surveyed more than 6,000 web users 18 years and older about their level of "greenness", and their perception of "green" advertising.
The green consumer is every where and actively gathering green information on the Web.
- A majority of consumers have incorporated some green activity into their lives. However, few are completely green.
- Consumers indicate high recall of green advertising but are often skeptical of advertiser claims. To allay doubts many seek more information on green claims made in advertising.
Green Is In - And in Many Different Shades
It's Easy to Be Green
More than four out of five (81.9%) respondents have incorporated some level of green activity into their lives - only 12.9% are not green at all. Although most respondents have integrated green activity into their daily lives, few (5.2%) are completely green. In fact, most respondents are aspirationally green - a plurality (43.9%) incorporate a "few things that are green into their daily lives but have a long way to go", and another 38.0% attempt to be as green as possible, but not 100%".
Interestingly, there is little difference in the degree of greenness between men and women, or income or age segment. Even among the senior segment (65+ years) - a huge majority (79.7%) incorporates some level of green actions into their daily lives; just one-fifth of this older generation (20.3%) are not green at all. (Chart 1)
Dedicated Greens Are Those Who Make Being Green a Lifestyle
The motivators to go green are many, but respondents most frequently cite "good for the environment" (53.3%) as the reason they include green behavior in their daily lives. Women are significantly more likely than men to cite "good for the environment" - 63.6% versus 44.7%, respectively. Other reasons cited for going green include, "to impact the future" (41.5%), "to live a better quality of life" (34.1%), good for the community (32.5%), desire to make a difference (31.2%), desire for a healthy body (29.8%), and desire to live simply and use less (29.2%).
One intriguing survey result is the reasons offered for why the aspirationally green and completely green segments have adopted these behaviors. Three out of five (61.9%) respondents who are aspirationally green cite "good for the environment" as a reason for going green - clearly the leader among all reasons offered. However, among the completely green segment the top reason for going green is "to live a better quality of life" (37.8%), followed by "good for the environment" (30.5%).
Green Content Comes in Many Forms
Green News Stories Abound and Impact Consumer Thinking
Overall, news stories (43.7%) are the leading information source to learn about green initiatives and products. This is followed by word of mouth/family and friends (35.2%), personal research (33.9%), advertisements (26.7%), community initiatives (18.4%) and organized groups (12.2%). Older age segments (35 years and older) rely on news stories much more than respondents under 35 years - 47.6% versus 36.3%, respectively.
Again, there is a significant difference between aspirationally green and completely green respondents and their information sources for green initiatives and products. Aspirationally green respondents are clearly impacted by news stories (50.4%) - however, among completely green respondents news stories are cited as an information source by only 23.8% of respondents. Completely green respondents rely on personal research (37.9%) for information on green initiatives and products.
The Green Internet Provides Many Types of Green Information
Four out of five (79.6%) respondents use Internet web sites to conduct personal research on green initiatives and products. The most popular online green content is recycling information (35.6%) and healthy recipes (33.9%). (Table 1) These are followed by information on alternative energy sources (27.5%), natural remedies (26.2%), eco-friendly cleaning products (25.4%), green technologies (25.2%), nature/outdoor recreation (24.8%), tips for simple living (24.0%), gardening/organic gardening (23.9%), and organic foods (23.8%).
There are differences in the types of content sought by women and men. Women are more likely than men to seek out information on healthy recipes, natural remedies, eco-friendly cleaning products, gardening/organic gardening, organic foods, meditation/stress relief and yoga/Pilates.
Green Advertising Met With Some Doubts
Consumers Recall Green Advertisements
Overall, more than four out of five respondents (82.7%) recall seeing an advertisement in the past three months which makes claims that a product or service is green or environmentally friendly. Men and women have similar levels of recall, as do all age segments.
Among respondents who can recall seeing an advertisements making green claims in the past three months, 45.6% recall seeing such ads frequently, 40.0% occasionally, and 14.4% say seldom. Women are more likely than men to frequently recall seeing green advertisements - 49.7% versus 41.1%, respectively. Interestingly, women 35 years and older are significantly more likely than women 18-34 years to recall green advertising. Additionally, frequent recall of green advertising increases as reported household income (HHI) increases; going from 39.4% recall with respondents reporting HHI less than $35,000, to 53.7% among respondents reporting HHI or $100,000 or more.
Consumers Don't Believe Every Green Thing They See
Consumers do not automatically accept green claims made in advertisements. In fact, the Burst survey found 12.1% never believe green claims made in advertisements and another two-thirds (65.3%) say they sometimes believe green claims made in advertisements. Only, 22.9% say they always or usually believe green advertising claims. (Chart 2)
One-third (41.6%) of respondents frequently or occasionally investigate green claims made in advertisements; 24.7% seldom investigate green claims, and 30.1% never investigate them. There is no difference in response between gender or age segments. As might be expected, completely green respondents are much more likely than aspirationally green to say they investigate green claims made in advertisements - 59.1% versus 42.5%.
Consumers Don't See Advertisers As Forthcoming on Green Information
One in six (17.2%) respondents say advertisers do a poor job of providing information on the green or environmental friendly claims made in their advertisements, one-fifth (20.4%) of respondents say advertisers are doing an excellent or good job. Interestingly, completely green respondents give higher marks to advertisers providing product information than those who claim to be aspirationally green. Among the completely green segment, 43.6% say advertisers are doing an excellent or good job at providing information on the green or environmentally friendly claims made in their advertising - compared to 19.9% of aspirationally green respondents.
How You Can Use This Information
Green Consumers Abound - And Actively Seek Green Information.
Green consumers are a great target and are actively using the Internet as an information resource to gather green and green lifestyle information. Advertisers should take advantage of the Web's ability to not only target the various segments of the green audience, but also deliver a vast amount of information. Also, marketers should make use of the interactive nature of the Web with creative elements like widgets and rich medial that users can interact with to gather more information.
Burst Sites for Green and Healthy Living
Burst is always adding quality, content-rich sites to its networks. All sites are subject to a rigorous screening process before being accepted into our networks. Burst also periodically reviews sites to ensure they continue to meet our standards. Our continuous auditing process guarantees your advertising message is placed in a high quality content environment, and receives the maximum exposure it deserves. Below are some of the many interesting Burst sites focused on green issues and lifestyle.
Burst Content Channels Connect With the Politically Active
In a highly charged election season many advertisers are looking to reach politically active individuals. To help marketers reach these opinionated citizens, Burst offers a number of engaging content channels that draw an audience saturated with this important and attractive target.
(Chart 3)
Burst's Science Channel provides information on a variety of different technical disciplines including agriculture, biology, and engineering. During the past month, half (50.8%) of channel visitors went to the movies, and 41.9% purchased a music CD. Over half (55.2%) of channel visitors say they shop online.
Burst's Music channel provides information not only on bands, artists and concerts, but also on instruments and sheet music. More than half (54.9%) of channel visitors shop online. During the past month, half (53.9%) of channel visitors say they purchased a music CD, and 56.4% went to the movies.
Burst's News & Information Channel provides local and international reporting as well as other forms of opinion and editorial features. Half (53.6%) of channel visitors either research or manage their personal finances online. Three out of five (59.3%) channel visitors say the Internet is their primary source of information for products they are considering to purchase.
Burst's Men's Channel is a collection of web sites focused on topics men enjoy and seek out. Topics in the channel range from money and careers to health and sports. More than two-thirds (70.4%) of visitors to the Burst Men's Channel shopped online in the past six months. Also, three out of five (59.5%) channel visitors say the Internet is their primary source of information on products they are considering to purchase.
Burst's College and Young Adult Channel is a collection of web sites with content focused on topics college students and young adults enjoy and seek out. Topics covered in the channel range from entertainment news and games, to academic and career information. Channel visitors purchase products online - with three-out-of-five (60.5%) saying they do so. Also, over one-half (53.6%) say the Internet is their primary source for information on products and services they plan on purchasing.
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 levels the playing field for independent web publishers and allows advertisers to reach finely segmented, engaged consumers — in a clutter-free environment — through an extensive number of interest-based sub-channels. The company represents the broadest and deepest number of interest-based Web sites online through its two premier Ad Networks.
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Delivers customized advertising solutions to brand advertiser looking to reach targeted audiences in a quality and engaging environment. |
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Simplifies placing direct response campaigns in front of the most appropriate targets to trigger consumer action and achieve campaign performance objective. |
Burst also markets its ad management platform, AdConductor ™, which empowers content web sites, 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.
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