How much does Chinese consumers know about lighting technology? Or ask a different question: How much do Chinese consumers think they know about lighting technology? Do they know how to buy lighting products with the appropriate wattage according to the color temperature and lumens they need? Do they know that light has biological effects? In the Landwards International Consumer Study survey, a representative survey of more than 2,000 Chinese consumers revealed that people still lack sufficient understanding of current and future lighting technologies.
Little is known about lighting basic units of measure
Most consumers think they know a lot, but this is not the case. 65% of Chinese consumers responded to the questionnaire by saying that they fully understand the advantages and disadvantages of various lighting technologies, or that they have at least a good understanding, including understanding of (smart) LED lighting products to traditional incandescent lamps.
When asked about the problem of measurement units, for example, for those units of measurement that have long been printed on light sources and luminaire packaging boxes, people's cognition immediately became clear: 78% of Chinese consumers can put watts and Electricity consumption is correctly linked. For "color temperature" and "lumens" that describe the important units of measurement for LED products, only about half (58% and 61%) of respondents (respectively) have the correct perception.
According to Ron Devans, general manager of Greater China Region, Lin Xincheng, the reason for this question is that “color temperature provides information about the color of light, such as sunlight (greater than 5300K), white light (3300K-5300K), and warm white light ( Less than 2700K), etc. Luminous flux in lumens tells people how much light the lamp emits. Therefore, for high-efficiency LED lighting products, the key value reflecting the brightness is not the wattage but the lumens.
It is worth noting that German respondents were less accurate in identifying these units of measure than respondents in all other countries. Of all respondents in Germany, only 33% were able to make the right choice between all units of measurement. Among respondents in the United Kingdom, France, Sweden, the United States, Canada, Brazil, and China, the number of people who can correctly identify these units of measurement varies from 40% to 50%. The correct rate of respondents in Italy reached 55%, which is the highest among all respondents.
Surprising place in the purchase list
If you want to know which lighting technologies consumers are looking for in their local DIY stores or on the Internet, we will find that their purchase list contains most of the LED technology (with or without intelligent features), which is nothing special. Surprisingly, in many people's purchase lists, old and outmoded technologies are clearly included. For example, 27% of Germans are still listing “traditional light bulbs” on their shopping lists. It seems that they are completely Not realizing that, in addition to stocks of goods and light products for special purposes, the European Union's ban on sales has been effective since September 2009, and the store no longer sells any conventional light source products. Another amazing thing is that the demand for halogen lamps is still very strong. Since 2009, these products have been banned on the market in batches and in batches, and this ban may be further accelerated.