Consumer awareness as the number one obstacle to the popularity of LED lighting

The global market research firm Trend Force's green energy division LEDinside and consumer research division AVANTI a joint survey, China ordinary consumers can clearly cognitive LED lighting the proportion of only 25%, LED lighting to the popularity of consumer awareness is the key to improve.

The study was initiated by LEDinside, from AVANTI to 3000 net sand people questionnaires, the aim is to understand the key elements of China consumers LED lamp cognition, buying habits, purchase channels, brand awareness and other effects of lamp purchase behavior. Survey results show that 3000 people were able to visit the object can clearly understand the energy saving lamp up to 63%, can clearly understand the incandescent lamp is also 53%, and can clearly understand the LED bulb only about 25%.

LED lighting in recent years with advantages of energy saving and environmental protection in the field of commercial and public lighting by fast, but low permeability in the home lighting field, LEDinside estimated in 2012 home lighting required a total luminous flux of LED lighting in the proportion was only 1%.

The study reveals that the reason for the low penetration of home lighting is the gap in consumer awareness. Can be more than the traditional light than the industry of the LED lighting market is usually the critical point to judge from the LED lighting performance price, this assumption is the premise of consumers are rational enough to have information, auxiliary judgment fully, and can be a shrewd measure of price, finally choose the optimal consumption plan. However, the LEDinside survey found that consumers are very limited awareness of LED, only 25% of respondents can correctly identify the LED bulb. Even if they can correctly identify the respondents still advantages of LED lighting, power and price perception is unclear, of which 55% of people mistakenly believe that the LED lamp power in 11-20W (a commercially available LED bulb for the vast majority of 3W, 5W, 7W).

In about 4 billion Chinese home lighting lamps stock calculation, such as permeability from 2012 1% to 2015 15%, the lamp replacement needs about 7 to 1 billion in the next three years, the cumulative market capacity of about 36 billion 300 million yuan. LEDinsdie think how to effectively enhance consumer awareness of LED lighting is clearly the key to open this huge market.