Osram Sylvania Socket Survey reveals gap between awareness and adoption
Date Announced: 07 Jan 2010
Three-Quarters of U.S. Population Switch to CFLs in 2009 but Almost 75 Percent Still in the Dark on Incandescent Phase-Out; Price Sensitivity Spikes by 12 percent in Past Year
DANVERS, Mass -• The second annual SYLVANIA Socket Survey, released today, revealed an interesting paradox in Americans’ attitudes towards lighting • while 74 percent have transitioned to compact fluorescent bulbs (CFLs) in the past year, the same fraction are still in the dark on the impending congressional ban on incandescent bulbs starting in 2012 with the 100-watt bulb. Simultaneously, light-emitting diodes (LEDs), widely acknowledged as the ultimate successor to the traditional light bulb, face a natural learning curve as replacement technologies progressively become available and just over 10 percent of consumers warm up to the new era of eco-lighting.
Commissioned by lighting technology and solutions leader, and North America’s largest lighting company, OSRAM SYLVANIA, a division of Siemens AG, the results of the industry’s only barometer of the changing lighting landscape signal a green light to new energy efficient options such as CFLs and LEDs as the vast majority of consumers cite energy savings as the most important factor considered at point of purchase.
“The good news is there is a light at the end of the tunnel but the challenge will be leading the way to the future of next-generation lighting,” said Rick Leaman, president and chief executive officer, OSRAM SYLVANIA. “Consumers have made it clear that the difference between cost and value is more important now than ever and the industry will need to respond swiftly even we continue to innovate. 2010 will be a year of education, not only for consumers but also for commercial customers as they begin to understand options offered by new-to-market energy efficient lighting solutions.”
Just two years until the 2007 Clean Energy Act begins to phase out traditional incandescent bulbs, widespread interest in “what’s next” for lighting is spurring innovation from the industry’s biggest players. In 2009, the Department of Energy launched the “L-Prize,” the first government-sponsored technology competition for high-efficiency, high-quality solid-state lighting products. OSRAM Sylvania was the first to market with its 40-watt true LED replacement bulb, and will also be submitting a 60-watt replacement bulb in the spring of 2010. The company also offers an expansive line of CFL and Halogen options that mimic attributes of the common light bulb which consumers are accustomed to in regards of the shape, brightness, color, and quality.
Additional findings of the 2009 OSRAM SYLVANIA Socket Survey include:
Changing Preferences and Perception Dismantle Myth of “Light Bulb Hoarders”
Most Americans are more concerned with saving cost and energy and will not mourn the loss of the 100-watt bulb after January 1, 2012
• Only 13 percent say they will buy up extra 100-watt bulbs
• Sixteen percent say they will transition to lower wattage incandescent light bulbs
• The majority of consumers • 66 percent • will switch to a new technology light bulb
• Energy consumption per bulb is an important factor for 91 percent
Bridge Technologies Will Close Gap from Incandescents to LEDs as CFLs, Halogens Enjoy the Lime Light
Consumers not ready to leap to LEDs but will gradually transition as the value proposition of newer technologies make ecological and economical sense
• CFLs continue to be second only to traditional bulbs and are a fixture in 71 percent of homes in America
• Halogens already present in 40 percent of homes
• LEDs are less popular with only 12 percent using the technology in sockets
• Seventy-nine percent, are likely to purchase CFLs in the future, sighting energy efficiency as their primary benefit
• Consumers are even more price sensitive with more than half (52 percent) considering it a key consideration in purchasing • a 12 percent spike from 2008
Survey Methodology
The survey was conducted over a three-day period in November 2009. More than 300 interviews were conducted with home owners and renters nationwide. Adult respondents were surveyed via phone, using random digit dial techniques
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