Result of the study
All in all, there are more similarities than differences between the single countries. When buying lighting products, LEDs are mostly looked for in all countries. Especially younger consumers are interested in smart LEDs. In general, younger consumers, consumers with higher income and education are more open and interested in new technologies, hence they are more interested in LEDs and smart lighting.
Compared to traditional lighting products, LEDs do well in all countries. There is a high agreement to energy efficiency as well as to durability and the associated saving potentials. Money saving potential is mostly acknowledged within high and medium income groups and not, as expected, in low income groups – as consumers with a low income could benefit most from saving money.
Differences in young and old
When buying light bulbs and luminaires, the most important criteria are quite the same for all countries: price, energy efficiency and longevity. Younger age groups are more focused on design and broad usage, whereas older consumers attach highest importance to price and sustainability aspects when purchasing light bulbs. Low and middle income groups focus on price, efficiency and longevity whereas high income group attach importance to broad usage and aesthetic aspects.
Biological effect of light is relatively unknown
The agreement to positive impacts of adequate light is quite high in all countries, highest agreement to be found within younger consumers (18-39 years) again. Knowledge about and the agreement on biological effects of artificial lighting is only on a medium level, only. There are rather high shares of consumers who don’t have an opinion, yet. There are also quite high numbers of consumers in all countries who don’t believe in biological effects of artificial lighting and who refuse to use artificial light to stimulate their bodies. At the same time, a rather high number of respondents think that being able to use light to stimulate body and mind would be beneficial, which is in contrary to the refusal of using light to stimulate the body.
Dr. Oliver Vogler: "To provide more information."
Dr. Oliver Vogler, Head of Central Marketing and Sales Functions at the global LED lighting company LEDVANCE: "LED technology brings a lot of advantages. But it is also true that selecting a suitable lamp or luminaire has become more complex for the consumer. For example, in the EU there are still bans on inefficient technologies that make the situation even more complicated. This complexity and the resulting uncertainty are reflected in the results of our survey ". Dr. Vogler concludes: "At LEDVANCE, we see it as our responsibility to provide even more information, which can make a great contribution to the well-being of people".