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This year’s National Technology Readiness Survey (NTRS) report provides a wealth of information on green beliefs and behaviors, as well as other timely topics including downloading content, e-services, and beliefs about technology. This is a valuable tool for companies and non-profits seeking insight on the green market. Based on a comprehensive, nationally representative survey, the report answers vital questions such as:
- Who is driving and influencing the green movement?
- How do companies and non-profits reach the green consumer?
- What products and services have the greatest potential?
- Why do consumers buy green products and services? What concerns do they have?
- Why is it important to have an honest and transparent green strategy?
What is covered in the 2007/8 NTRS? Based on a representative sample of 1,025 adults (half surveyed by telephone, half by the internet), the survey includes over a hundred questions on green issues and technology, including:
Green Issues (1/2 the sample)
- Consumer beliefs about the environment, including the importance of being green, green technologies, and skepticism (36 statements)
- The incidence of engaging in online behaviors that help the environment (e.g., researching carpools, contacting politicians, recycling tips, etc.) (12 behaviors)
- Green technologies – use, interest and motives for use for 16 products such as transportation, lighting, HVAC, solar, home weather kits, water purification, etc.
- Green behaviors – incidence, interest and motives for conducting 8 technology-related green behaviors such as recycling computers, buying energy efficient appliances, switching from paper to digital, etc.
Technology Issues (1/2 the sample for many topics)
- Consumer beliefs about technology (36 statements)
- Connectivity and internet presence, including access at home and work, methods of access, internet identify, social networking, and subscription to downloading (21 items)
- Incidence of conducting internet behaviors, including ecommerce, accessing content, e-government, healthcare and visiting non-profit sites (36 activities)
- Satisfaction with e-commerce and e-government (5 areas)
- Opinions on downloading content, such as what should be free, piracy, boundaries of use (16 statements)
Demographics (entire sample)
- Age, gender, income, type of community, occupation, children in household, marital, cable TV (19 items)
About the Report. The 2007/8 NTRS report contains over 40 pages of insightful analysis. It includes a “green segmentation” that divides consumers into 6 distinct groups with different beliefs, and identifies who is most influential in green issues. The report also includes the market potential for a range of green technologies and services. Besides green issues, the report explores attitudes about downloading content, with breakouts by age groups, and recent trends in e-services.
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