LEDVance, reported the results its North American lighting survey. Research Now conducted the representative survey on behalf of LEDVance. The survey got responses from over 3000 people in North America about current and future lighting technology. The survey results point to a significant knowledge gap about lighting technology. The release of the survey results corresponds with UNESCO declaration that May 16th is the International Day of Light.
The survey sought to answer questions about what consumers know about lighting technologies and what do they only “think” they know about technical terms (such as lumens and Kelvins) and the biological effects of light and artificial light.
“Although light bulbs are considered as a commodity category product, we generally undervalue the importance of lighting to our daily life and well-being. At LEDVance, we try to communicate more on the lighting benefits of our products since human beings spend a lot more time under artificial lighting,” explained Wolfgang Mailaender, head of marketing for the United States and Canada, LEDVance.
The broad variety of lighting products and claims have lead to many misunderstandings for consumers. Mailaender further explained, “With choice can also come confusion as demonstrated by the fact that our survey discovered that a majority of Americans and Canadians, 77 percent and 69 percent respectively, have at some time bought a lighting product for their household that was the wrong fit, shape, size, and/or light temperature. ”
“Our goal is to make it simpler for consumers to pick the right Sylvania light for the right application, whether it’s LEDs, Smart LEDs or traditional. The good news is that people are turning to long-life, energy-efficient LED products, and in turn, saving energy and resources and helping to preserve our planet,” Mailaender stated.
Lack of Knowledge about Measurement Units
The survey revealed that despite the fact that a majority have purchased the wrong lighting product for their needs, most consumers believe they are better informed than they really are. Some 71 percent of consumers in the United States and Canada responded that the advantages and disadvantages of various lighting technologies including technologies such as (smart) LEDs, standard LED lamps, and classic incandescent lamps are completely or at least sufficiently clear to them.
In the U.S. and Canada, 23 percent and 20 percent respectively were not able to correctly relate Watts to energy consumption. Lumens and Kelvins were even less clear to consumers with just 58 percent in both the U.S. and Canada correctly identifying Kelvins as an indication of color temperature. And just 58 percent in the U.S. and 61 percent in Canada knew that lumens indicated luminous flux.
According to Dr. Oliver Vogler, Head of Strategy and Marketing at LEDVance, this is a problem because, “the color temperature and its Kelvin value provide information about the light color – ranging from daylight white (from 5300 K) and cool white (3300 to 5300 K) to warm white (up to 2700 K). The luminous flux given in lumens tells you how much light the lamp gives out. So for energy-efficient LEDs, the crucial value for brightness is no longer watts, but lumens.”
According to analogous surveys conducted in numerous countries, Germany finished behind every other country when it came to identifying these measurements with just 33 percent of all respondents correctly assigned all the units. The Americans, Canadians, British, French, Swedish, Brazilians and Chinese, on the other hand, achieved between 40 and 50 percent of respondents were able to identify both types of units. The Italians were top with 55 percent.
Purchases of Old Lighting Technologies Still Significant But “Smart” LED Growing in Prominence
LED technology was not surprisingly high on the list of lighting products that people look for with 58 percent of Americans and 55 percent of Canadians looking for LED, and 31 percent and 26 percent look for Smart LED products. What is surprising, however, is that many still buy old lighting technologies.
The survey showed that 19 percent of Canadians and Americans selected Halogen lighting. Some 26 percent of Americans and 21 percent of Canadians selected fluorescent lights, and 18 percent of Americans and 16 percent of Canadians still purchased Incandescent light bulbs.
Responding to the question about the biological effect of artificial light on the human body, the majority of U.S. and Canadian respondents (around 72 percent) indicated that they either believe that they did not know about it or were knew nothing about it. Despite this finding, about two thirds (66 percent) saw an advantage to using artificial light for stimulating body and spirit according to their individual needs.
The survey asserted that this question revealed that consumers were generally open-minded to human-centric lighting.
For example, they found that 62 percent of the respondents, indicated that the biological effects of light would have a major influence on their purchasing decisions if they knew enough about it.
In conclusion, Vogler added, “At LEDVANCE, we consider it our responsibility to provide more information on the huge contribution that good light can make on the well-being of each and every one of us.”