50+ Consumers Are Buying Into Green Technology
Dave Glantz

From simple energy-saving light bulbs to more costly and complex high-efficiency heating and cooling systems, 50+ home owners are more likely to equip their homes with the latest in energy-efficient technology than their younger peers, according to a recent survey focusing on green issues conducted by Rockbridge Associates, a market research firm based in Great Falls, Va., and the University of Maryland.

Not only do more seniors own these products, Rockbridge research analysts said, they also are more likely to want them.

The National Technology Readiness Survey, conducted annually since 1999 by Rockbridge Associates and the Robert H. Smith School of Business’ Center for Excellence in Service at the University of Maryland, tracks beliefs about technology and key behaviors related to the Internet and environmental-related services. The survey measures consumers’ technology readiness and identifies emerging trends.

The latest survey was conducted from September to November last year and sampled 1,025 people aged 18 and older, of which 511 respondents were 50 or older.

Source: National Technology Readiness Study, conducted by Rockbridge Associates Inc., and the Center for Excellence in Service, Robert H. Smith School of Business, University of Maryland, December 2007

According to the survey, 50+ consumers were more likely to own, or want to own, energy saving light bulbs, high-efficiency heating and cooling systems, programmable thermostats, eco-friendly homes and home weather stations than their younger counterparts.

The differences between the age groups “point to the desire among 50+ consumers for a more efficient, comfortable and convenient living environment,” said Dave Glantz, Rockbridge senior research director, adding that it is difficult to justify this interest solely in economic terms.

“While many 50+ consumers might be interested in this technology because of the long-term cost savings, it nevertheless costs more in the first place to purchase these more energy-efficient products, compared to conventional offerings,” Glance said. “Beyond pricing considerations, it appears 50+ consumers are driven also by their more pronounced concern about the environment.”

Overall, one-in-10 American adults are who the survey analysts call “Green Tech Leaders,” the nexus between environmentalists and early adopters of technology. They not only care about the environment, “they also tell everyone they know why they should care, too,” Glance said. 

Among all age groups, the survey determined that 18% of the respondents were “Green Tech Followers,” those just as dedicated to the environment as the “Green Tech Leaders,” but who stop short of evangelizing about technology and the environment like their leader counterparts.

The survey determined that while only 6% of 50+ consumers were “Green Tech Leaders”, 25% were “Green Tech Followers,” the largest representation in any age segment.

In addition, while 50+ consumers are considered less tech-savvy and more skeptical about technology than their younger counterparts, they are less than half as likely to be anti-green (4% vs. 10% respectively) and are thus less likely to clearly reject the notion of climate change or humanity’s influence on it, the survey found.

Source: National Technology Readiness Study, conducted by Rockbridge Associates, Inc. and the Center for Excellence in Service, Robert H. Smith School of Business, University of Maryland, December 2007

A larger segment of 50+ consumers have already bought into the idea of a green lifestyle, Glantz said. “They may simply need more reassurance about the benefits and reliability of the technology itself, and to understand more clearly the causal link between green technologies and a greener environment.”

Improving that understanding “could be the key to releasing the enormous potential of this segment of consumers,” he said.   

To view a two-minute video on these issues, click here.

About Dave Glantz: As a Senior Research Director with Rockbridge Associates Inc., Dave has 12 years’ experience in market research and nearly 20 years as an international business consultant. His capabilities include the design, management and analysis of qualitative and quantitative custom research projects for association and non-profit clients. Dave has moderated over 250 focus groups with association members –including home builders, manufacturers and custom installers. He is a published writer, former teacher and has a master’s degree in International Relations from the University of Manitoba. For more information on the 2007 National Technology Readiness Survey and the green technology findings contact Dave at DGlantz@rockresearch.com or 703-757-5213 x15.

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