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New Zealand Ecobulb Market Research

New Zealand Ecobulb Market Research November 2007 Background and method Energy Mad commissioned Colmar Brunton to conduct a survey of New Zealand households. The purpose of the survey was to establish: Current levels of use of energy saving lightbulbs versus incandescent lightbulbs.

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New Zealand Ecobulb Market Research

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  1. New Zealand Ecobulb Market Research November 2007

  2. Background and method • Energy Mad commissioned Colmar Brunton to conduct a survey of New Zealand households. The purpose of the survey was to establish: • Current levels of use of energy saving lightbulbs versus incandescent lightbulbs. • Interest in a 5 Ecobulbs for $10 offer. • Preference for an enclosed Ecobulb versus a spiral Ecobulb. • Interest in an Ecobulb downlight. • These objectives were achieved by surveying 500 New Zealand household shoppers via the internet. The shoppers were members of Colmar Brunton’s internet panel CBClique. Interviews were conducted from 1 to 7 November, 2007.

  3. Summary • The chart below shows the proportion of New Zealand households currently using energy saving versus incandescent lightbulbs. Based on responses to the survey we estimate that there are currently 9.4 million energy saving lightbulbs in use in New Zealand compared to 16.5 million incandescents. Have neither or don’t know Only have energy saving lightbulbs in the home Only have incandescents in the home Have energy saving lightbulbs and incandescents in the home • Of the 78% of New Zealand homes with energy saving lightbulbs, 21% are using Ecobulbs and other brands, 28% are using only using Ecobulbs, and 29% are only using a brand other than Ecobulbs.

  4. Summary • On average these homes have 11.83 energy saving lightbulbs in the home – this equates to 1,794,700 bulbs. Have neither or don’t know Only have energy saving lightbulbs in the home • On average these homes have 7.16 energy saving bulbs and 10.67 incandescents – this equates to 7,581,200 energy saving bulbs and 11,297,700 incandescents. • 34% of this group say that they extremely likely to replace their remaining incandescents with energy saving lightbulbs. • A 5 Ecobulbs for $10 offer is likely to speed up the replacement of the incandescent lightbulbs in these homes – 59% say that they would be extremely likely to take up a 5 for $10 offer. Preference for spiral versus enclosed Ecobulbs is evenly split in this group (37% prefer the enclosed Ecobulbs and 31% prefer the spirals) so, ideally, the offer would give the choice of spiral versus enclosed Ecobulbs. Have energy saving lightbulbs and incandescents in the home

  5. Summary • On average these homes have 18.31 incandescents – this equates to 5,158,600 lightbulbs. • Their reasons for not having bought energy saving lightbulbs tend to fall into the following categories: • Apathy (25%) – e.g., keep forgetting to buy them, not got around to it yet, don’t know anything about them. • Don’t work in household fittings (23%) – e.g., have halogens. • Don’t understand the relationship between price and saving on electricity bill (19%) – e.g., too expensive, no or little cost benefit. • Hold incorrect belief about product (14%) – e.g., light is not bright enough, take too long to warm up. • Don’t like the look of energy saving bulbs (14%). • Waiting for old incandescent bulbs to burn out (11%). • Relatively few of this group will change to energy saving lightbulbs on their own – only 3% of this group said that they were extremely likely to replace their incandescents with energy saving bulbs. • However, a 5 Ecobulbs for $10 offer is likely to motivate some of this group. 35% said that they are extremely likely to take up a 5 for $10 offer. We suggest that the 5 for $10 offer mention the number of New Zealand households currently using Ecobulbs as those slower to adopt a new idea tend to need reassurance that an idea is mainstream before adopting it. We would also suggest that the offer: • Give a choice of spiral or enclosed Ecobulbs as 53% of this group prefer the enclosed Ecobulbs. • Continue to try to correct some of the lingering misperceptions about Ecobulbs – e.g., brightness of the light and time it takes to get to full brightness. Have neither or don’t know Only have incandescents in the home

  6. Summary • There was a general preference for enclosed Ecobulbs versus spiral Ecobulbs – 40% of people preferred the enclosed Ecobulbs, 29% preferred the spirals, 28% didn’t have a preference and 3% didn’t know. • 38% of New Zealand households have an average of 10.70 halogen lights recessed into their ceilings – a total of approximately 6.5 million bulbs. • 4 in 10 people with halogens didn’t know what an Ecobulb downlight (i.e., bulb and fitting) might cost. Amongst those that could estimate, 50% thought it would cost $10 or less. • There was more interest in replacing halogens with Ecobulb downlight bulbs rather than replacing the whole fitting. For example, at $20 an Ecobulb downlight (i.e., bulb and fitting) only 6% of people with halogens said that they were extremely likely to replace their halogens with Ecobulb downlights, whereas at $8 an Ecobulb downlight bulb, 25% said they were extremely likely to buy. • The main reasons for the greater interest in replacing halogens with Ecobulb downlight bulbs was the cost of replacing the whole fitting and having to get an electrician to check the installation.

  7. Current use of energy saving lightbulbs in the home

  8. Purchase of energy saving lightbulbs Have bought Ecobulbs and other brands of energy saving lightbulbs Haven’t bought any energy saving lightbulbs Haven’t bought Ecobulbs but have bought other brands of energy saving lightbulbs Have bought Ecobulbs but not other brands of energy saving lightbulbs Source: Q1a. Have you purchased energy saving lightbulbs, such as an Ecobulb or other brands of energy saving lightbulbs, in the past? Base: All respondents n=500.

  9. “ . . . I believed my light fittings were special and could only support a flat/squat bulb . . .” “More expensive.” “Never really thought about it.” “They are incredibly ugly. I wouldn't have one in the house.” “Since our renovation have a big supply of ordinary lightbulbs and would not buy energy efficient ones until this supply is used.” “They don't light up the place like ordinary bulbs.” “Feel that they cast a cold light.” Reasons for never having bought an energy saving lightbulb Source: Q3. For what reason or reasons have you never bought an energy efficient lightbulb? Base: People who’ve not bought an energy saving lightbulb n=103.

  10. Energy saving lightbulbs in the home Don’t know Have Ecobulbs and other brands of energy saving lightbulbs in the home Don’t have any energy saving lightbulbs in the home Don’t have Ecobulbs but have other brands of energy saving lightbulbs in the home Have Ecobulbs but not other brands of energy saving lightbulbs in the home Source: Q1b. Does your home have any energy saving lightbulbs? Base: All respondents n=500.

  11. Profile of those who don’t have energy saving lightbulbs in the home Don’t have any energy saving lightbulbs in the home • People that don’t currently use energy saving lightbulbs in the home were likely to be: • Less than 30 years old – 30% don’t have any energy saving lightbulbs in the home. • Renting – 24% don’t have any energy saving lightbulbs in the home. Don’t have Ecobulbs but have other brands of energy saving lightbulbs in the home Source: Q1b. Does your home have any energy saving lightbulbs? Base: All respondents n=500.

  12. “Older home/fittings and am not sure whether they would be compatible with current system.” “I have recessed light fittings everywhere and the energy efficient light bulbs look horrible sticking out of them!” “Modern and they don’t look as nice.” “Cost.” “Expense of replacing them.” “We are replacing lightbulbs as needed.” “Because I’m using up ordinary ones.” “They don’t have as strong light as ordinary bulbs.” “Have tried them, poor light.” “Never through about buying them so used to just picking up the old sort.” Reasons for not having energy saving lightbulbs in the home Source: Q4. For what reason or reasons does your current house not have energy saving bulbs? Base: People who don’t have energy saving lightbulbs in their home n=99.

  13. Number of energy saving lightbulbs in the home Average is 7.76 bulbs per home. Number of energy saving lightbulbs in the home Source: Q1c. How many energy saving lightbulbs does your home have? Base: Those energy saving lightbulbs in the home n=391.

  14. Current use of incandescent lightbulbs in the home

  15. Incandescents in the home Don’t have incandescents in the home Have incandescents in the home Source: Q2a. Does your home have any ordinary, incandescent, lightbulbs – i.e., lightbulbs of the type shown below? Base: All respondents n=500.

  16. Number of incandescents in the home Average is 12.32 bulbs per home. Number of energy saving lightbulbs in the home Source: Q2b. How many ordinary lightbulbs does your home have? Base: Those with ordinary lightbulbs in the home n=433.

  17. Energy saving and incandescent lightbulbs in the home

  18. Energy saving and incandescents in the home Have neither or don’t know On average these homes have 11.83 energy saving bulbs in the home – this equates to approximately 1,794,700 energy savings bulbs. Only have energy saving lightbulbs in the home Only have incandescents in the home On average these homes have 18.31 incandescents – this equates to 5,158,600. On average these homes have 7.16 energy saving bulbs and 10.67 incandescents – this equates to 7,581,200 energy saving bulbs and 11,297,700 incandescents. Have energy saving lightbulbs and incandescents in the home Source: Q1b. Does your home have any energy saving lightbulbs? Q2a. Does your home have any ordinary, incandescent, lightbulbs – i.e., lightbulbs of the type shown below? Base: All respondents n=500.

  19. Likelihood of replacing remaining incandescents with energy saving lightbulbs The total number of households in NZ likely to replace some of their remaining incandescents with energy saving lightbulbs is: 380,500 out of 1,548,000. This estimate is calculated by multiplying the percentage who said ‘extremely likely’ and ‘very likely’ to buy by a factor which has been calibrated in other product development research. The resulting percentage is then multiplied by the number of households in New Zealand (1,548,000 according to the 2006 census). Those extremely or very likely to replace incandescent bulbs said that they were likely to replace 88% of their incandescents or, on average, 8.24 of the 9.39 incandescents in their household. Source: Q2c. How likely are you to replace any of your remaining ordinary incandescent lightbulbs with energy saving lightbulbs? Base: Those with ordinary lightbulbs in the home n=433.

  20. Interest in new 5 for $10 Ecobulb offer

  21. Interest in a 5 Ecobulbs for $10 offer The total number of households in NZ likely to take up the offer is: 848,100. This estimate is calculated by multiplying the percentage who said ‘extremely likely’ and ‘very likely’ to buy by a factor which has been calibrated in other product development research. The resulting percentage is then multiplied by the number of households in New Zealand (1,548,000 according to the 2006 census). Please note that the estimate is based on 100% awareness which is never achieved in actuality. Source: Q5a. Below is a picture of a modern energy efficient lightbulb (called an Ecobulb). Shown next to it is a standard, incandescent, lightbulb so you can see the relative size of each . . . Imagine you received a flyer in the mail that gave you the opportunity to buy 5 of these Ecobulbs for $10. This flyer could only be redeemed once and would have to be done within one month of receiving it. . . . Based on this information, how likely would you be to take up this offer and buy 5 Ecobulbs for $10? Base: All respondents n=500.

  22. Profile of those extremely likely to take up the 5 Ecobulbs for $10 offer • The offer was more likely to be taken up by: • Households which only use energy efficient lightbulbs – 76% extremely likely. 35% of those households who don’t currently use energy saving lightbulbs were extremely likely to take up the offer. • People aged 50 and over – 62% extremely likely • People who live in a small town or rural area – 60% extremely likely. Source: Q5a. Below is a picture of a modern energy efficient lightbulb (called an Ecobulb). Shown next to it is a standard, incandescent, lightbulb so you can see the relative size of each . . . Imagine you received a flyer in the mail that gave you the opportunity to buy 5 of these Ecobulbs for $10. This flyer could only be redeemed once and would have to be done within one month of receiving it. . . . Based on this information, how likely would you be to take up this offer and buy 5 Ecobulbs for $10? Base: All respondents n=500.

  23. Preferred places to buy Ecobulbs 65% 58% 56% 42% 38% 24% 24% The most frequently mentioned others were Mitre 10 and Countdown. 12% 12% 15% Source: Q5b. The 5 Ecobulbs for $10 offer could be available from a number of different outlets. Which one of the following outlets would you prefer to purchase from? Q5c If the 5 Ecobulbs for $10 offer wasn’t available from your preferred outlet, which of the following outlets would you prefer to purchase from? Base: People likely to take up the 5 for $10 offer n=425.

  24. Enclosed Ecobulbs

  25. Preference for enclosed versus spiral Ecobulbs Don’t know Prefer spiral Ecobulbs Prefer enclosed Ecobulb No preference Source: Q6. Below is a picture of a modern energy efficient lightbulb (called an Ecobulb) . . . Ecobulbs also come in an enclosed form, shown below. This version of Ecobulbs are just as bright, last as long, and are as energy efficient as the spiral Ecobulbs. As with the spiral Ecobulb, the enclosed Ecobulbs are also available in a bayonet fitting. Shown next to the two Ecobulbs is a standard lightbulb so you can see the relative size of each. Which type of Ecobulb would you prefer to have in your home? Base: All respondents n=500.

  26. Profile of those who prefer the enclosed Ecobulb Don’t know • Enclosed Ecobulbs were likely to be preferred by: • Households which don’t currently use energy saving lightbulbs – 53% of these households prefer the enclosed bulb. • Households in the South Island – 46% of households in the South Island prefer the enclosed bulb. Preference is slightly higher in Christchurch (51%). • Households with an income of $60,000 to $79,999 – 51% prefer the enclosed bulb. Prefer enclosed Ecobulb Source: Q6. Below is a picture of a modern energy efficient lightbulb (called an Ecobulb) . . . Ecobulbs also come in an enclosed form, shown below. This version of Ecobulbs are just as bright, last as long, and are as energy efficient as the spiral Ecobulbs. As with the spiral Ecobulb, the enclosed Ecobulbs are also available in a bayonet fitting. Shown next to the two Ecobulbs is a standard lightbulb so you can see the relative size of each. Which type of Ecobulb would you prefer to have in your home? Base: All respondents n=500.

  27. On av. would buy 11.47 On av. would buy 9.29 On av. would buy 7.96 On av. would buy 7.28 On av. would buy 5.89 Likelihood of buying enclosed Ecobulbs at each price point Source: Q7a to Q7e. How likely would you be to buy enclosed Ecobulbs at . . . A bulb? How many would you buy at . . .? Base: People who prefer enclosed Ecobulbs n=202.

  28. Total number of NZ households likely to buy enclosed Ecobulbs at each price point These estimates are calculated by multiplying the percentage who said ‘extremely likely’ and ‘very likely’ to buy by a factor which has been calibrated in other product development research. The resulting percentage is then multiplied by the number of households in New Zealand (1,548,000 according to the 2006 census). Please note that the estimates are based on 100% awareness which is never achieved in actuality. Projected number of NZ households who will buy at each price point Price Source: Q7a to Q7e. How likely would you be to buy enclosed Ecobulbs at . . . A bulb? Base: All respondents n=500.

  29. Total number of enclosed Ecobulbs likely to be sold at each price point The estimates are calculated by multiplying the number of households likely to buy at each price point (on the previous slide) by the average number of bulbs those extremely or very likely to buy intend to buy. Again please note that the estimates are based on 100% awareness which is never achieved in actuality. Projected number of bulbs bought at each price point Price Source: Q7a to Q7e. How many would you buy at . . .? Base: All respondents n=500.

  30. Halogens and Ecobulb downlights

  31. Recessed halogen lightbulbs in the home Don’t know Have halogens recessed in the ceiling The 38% equates to 603,700 households across New Zealand. Don’t have halogens recessed into the ceiling Source: Q8a. Does your home have any halogen lightbulbs recessed into your ceiling? Base: All respondents n=500.

  32. Number of recessed halogen lightbulbs in the home The average is 10.70 bulbs per home which equates to 6,459,600 recessed halogen lightbulbs in New Zealand. Number of recessed halogens in the home Source: Q8b. How many halogen lightbulbs recessed into your ceiling does your home have? Base: People with halogen lightbulbs recessed into their ceiling n=190. Percentages exclude don’t know.

  33. Perceived cost of an Ecobulb downlight (i.e., bulb and fitting) 75% of people with recessed halogens think that Ecobulb downlights will cost less than $25. 50% of people with recessed halogens think that Ecobulb downlights will cost $10 or less. Cumulative percentage There was a high level of uncertainty about what an Ecobulb downlight might cost – 41% of people with recessed halogens said that they didn’t know. Estimated price Source: Q9 Below is a picture of a modern energy saving downlight bulb and its fitting (called an Ecobulb downlight). The Ecobulb downlight directly replaces 50W halogen downlight bulbs and fittings, while only using 15W of electricity. Shown next to it is a standard 50W halogen downlight bulb and fitting so you can see the relative size of each. The Ecobulb downlight is . . . About how much do you think it will cost to buy one Ecobulb downlight (i.e., bulb and fitting)? People with halogen lightbulbs recessed into their ceiling n=190. Percentages exclude don’t know.

  34. Preferred places to buy Ecobulb downlights The most frequently mentioned other was Mitre 10. Source: Q10. From which of the following places would you prefer to purchase Ecobulb downlights? Base: People with halogen lightbulbs recessed into their ceiling n=190. Percentages exclude don’t know.

  35. On av. would buy 8.02 On av. would buy 5.56 On av. would buy 4.14 On av. would buy 4.85 On av. would buy 4.72 Likelihood of buying Ecobulb downlights (i.e., bulb and fitting) at each price point Source: Q11a to e. How likely would you be to buy an Ecobulb downlight at . . . a downlight? How many would you buy at . . . Base: People with halogen lightbulbs recessed into their ceiling n=190. Percentages exclude don’t know.

  36. Total number of NZ households likely to buy Ecobulb downlights (i.e., bulbs and fittings) at each price point These estimates are calculated by multiplying the percentage who said ‘extremely likely’ and ‘very likely’ to buy by a factor which has been calibrated in other product development research. The resulting percentage is then multiplied by the number of households in New Zealand (1,548,000 according to the 2006 census). Please note that the estimates are based on 100% awareness which is never achieved in actuality. Projected number of NZ households who will buy at each price point Price Source: Q11a to e. How likely would you be to buy an Ecobulb downlight at . . . a downlight? Base: All respondents n=500.

  37. Total number of Ecobulb downlights (i.e., bulbs and fittings) likely to be sold at each price point The estimates are calculated by multiplying the number of households likely to buy at each price point (on the previous slide) by the average number of bulbs those extremely or very likely to buy intend to buy. Again please note that the estimates are based on 100% awareness which is never achieved in actuality. Projected number of bought at each price point Price Source: Q11a to e. How many would you buy at . . .? Base: All respondents n=500.

  38. Unprompted reasons people unlikely to purchase Ecobulb downlights – those people not interested in Ecobulb downlights “The price range you have suggested would mean I would have to outlay a lot of money to replace all my downlights.” “With 7 downlights they are too expensive.” “Because it requires a electrician to inspect the installation and what about the transformers for them etc. There are a lot of extra costs unlike the standard bulbs discussed in the first part of your survey.” “Because of the cost of an electrician to first test out the fittings/directions etc.” “Because they are unattractive.” “Because I think the shape is so ugly that I wont buy anymore for my house.” Source: Q12a. Why would you be unlikely to purchase Ecobulb downlights? Base: People unlikely to purchase Ecobulb downlights at any price n=122.

  39. Prompted reasons people unlikely to purchase Ecobulb downlights – those people not interested in Ecobulb downlights Source: Q12b. How much of an influence did each of the following have on you being unlikely to purchase Ecobulb downlights? Base: People unlikely to purchase Ecobulb downlights at any price n=122.

  40. Things that would reduce likelihood of buying Ecobulb downlights – those likely to buy “The cost is a huge factor. At $10 a bulb I would buy only when old ones need replacing as opposed to going out and replacing all at once.” “The cost of changing the fittings and bulbs being more than the apparent cost savings.” “Having to get an electrician in to check the fittings.” “. . . Electrician would cost a lot to get in to check as well.” “. . . and how they look in the fitting ie do they stick out.” “The appearance of them.” Source: Q12c. What, if anything, would reduce your likelihood of purchasing Ecobulb downlights? Base: People likely to purchase Ecobulb downlights at, at least one price n=68.

  41. Likelihood of buying Ecobulb downlight bulbs (i.e., the bulb only) at each price point On av. would buy 11.04 On av. would buy 8.79 On av. would buy 7.63 On av. would buy 6.81 On av. would buy 5.06 Source: Q13a to e. If instead of needing to buy the entire Ecobulb downlight, you could just buy the Ecobulb bulb to replace the halogen downlight bulb, where each Ecobulb downlight will save you up to $60 electricity over its life. No electrician will be required. How likely would you be to buy an Ecobulb downlight at . . . a bulb? How many would you buy at . . . Base: People with halogen lightbulbs recessed into their ceiling n=190. Percentages exclude don’t know.

  42. Total number of NZ households likely to buy Ecobulb downlight bulbs (i.e., the bulb only) at each price point These estimates are calculated by multiplying the percentage who said ‘extremely likely’ and ‘very likely’ to buy by a factor which has been calibrated in other product development research. The resulting percentage is then multiplied by the number of households in New Zealand (1,548,000 according to the 2006 census). Please note that the estimates are based on 100% awareness which is never achieved in actuality. Projected number of NZ households who will buy at each price point Price Source: Q13a to e. If instead of needing to buy the entire Ecobulb downlight, you could just buy the Ecobulb bulb to replace the halogen downlight bulb, where each Ecobulb downlight will save you up to $60 electricity over its life. No electrician will be required. How likely would you be to buy an Ecobulb downlight at . . . a bulb? Base: All respondents n=500.

  43. Total number of Ecobulb downlight bulbs (i.e., the bulb only) likely to be sold at each price point The estimates are calculated by multiplying the number of households likely to buy at each price point (on the previous slide) by the average number of bulbs those extremely or very likely to buy intend to buy. Again please note that the estimates are based on 100% awareness which is never achieved in actuality. Projected number of bought at each price point Price Source: Q13a to e. How many would you buy at . . .? Base: All respondents n=500.

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