Sydney:

202AFullersRoadChatswood NSW2067Australia Phone:+61(0)294131233 Mobile:+61(0)414504832 1800645167 Email:leswinton@bigpond.com Internet:www.wintonsrs.com.au

ARBN:F00124551(formerlyArtcraftResearch),adivisionof WintonSustainableResearchStrategiesPtyLimited(formerly ArtcraftStudiosofAustraliaPtyLtd)ABN47002306381

Canberra:

Suite17Level1ManukaArcade 20FranklinStManukaACT2603 Phone:+61(0)262326264

FinalReport
[v.3]

ona NonDirectiveConsumerGroup DiscussiononPurchasing MajorHouseholdApplianceswith ReferencetoTVsandICT Conductedfor

DepartmentoftheEnvironment, Water,HeritageandtheArts

15July2008

E3 Report 2008/06

TableofContents Page

ExecutiveSummary......................................................................................................1

1.

Introduction ........................................................................................................ 3 1.1 1.2 BackgroundandObjectives .................................................................... 3 TheResearchApproach ......................................................................... 3

2.

TheStudyFindings.............................................................................................. 4 2.1 2.2 PurchaseDecisionMakingProcesses..................................................... 4 InformationSourcesandNeeds ............................................................. 9

Appendix1 TrendsinTelevisionEnergyUse............................................................13

Appendix2 BuyingaPlasmaTV ...............................................................................14

ExecutiveSummary
Anondirectivegroupdiscussionwithacrosssectionoftwelveconsumerswasconducted byWinton SustainableResearchStrategies(WSRS)onWednesday19 December2007 inMelbourne,to explore theinformationneedsofconsumerswhentheyareseekingtopurchasevariousappliancesincluding consumerelectronicssuchashomeentertainmentsystems,televisionsetsandcomputers.Nine industryandgovernment peopleobservedthediscussionfrombehindaonewaymirror. A. PurchaseDecisionMakingProcesses

Thepurchasedecisionprocessinrelationtoatelevisionsetorahomecomputerisfundamentally differentfromthedecisionprocessforarefrigerator(andwhitegoodsingeneral)inanumberofways, andthesedifferencesneedtorecognisedandtakenintoaccountintheprovisionandcommunication ofinformationabouttheseappliances: Consumer(lackof)confidence: Whereasconsumersareveryconfidentin theirdecisionmakingconcerningthepurchaseofa refrigerator,theyarelessconfidentaboutpurchasingatelevisionsetandfarlessconfidentabout purchasingacomputer.Thisispartlyduetotheperceivedsimplicityofarefrigeratorversusthe complexityofacomputerandthechangingenvironmentregardingtelevisions. Itfollowsthatwhereasconsumersaregenerallyconfidentaboutmakingtheirownrefrigerator purchasingdecisionswithperhapsalittlehelpfromfamily,friendsandtheretailsalesman,theyare farmorelikelytoseekadviceandtorelymoreheavilyontheopinionsofothersintermsoftelevisions andcomputersandparticularlyairconditioners.However,thevarietyofsourcesavailable,andthe rangeofadvicegiven,oftenserve toconfuseconsumersasmuchastoinformthem. Energyefficiencyisnotinthepicture: Mostconsumersthinkaboutenergyefficiencyatsomestageintherefrigeratorpurchasedecision process,butalmostnoneinourgroupdosointermsoftelevisionsorcomputers.Theyaresimplynot awareof,orconcernedabout,themagnitudeofpowerconsumptionoftelevisionsorcomputers, generallyassumingthatastheseappliancesareoperatedonlyonforlimitedtimesandarerelatively small,theydonotconsume muchpoweratall.Itisalsogenerallyassumedthattherewouldbelittle differenceinpowerconsumptionacrossdifferentmodelsofaboutthesamesizeoracrossdifferent technologies.EspeciallywithplasmaTVs(andtosomeextentLCDs),emotionalneedsoftendominate thepurchasedecision,conflictingwithpracticalconsiderations. Informationfailure: Thesituationregardingconsumerslackofknowledgeorunderstandingofissuestodowithenergy consumptionandenergyefficiencyconcerningtelevisionsetsandhomecomputersissimilartothat whichexistedwithrefrigerators(andallotherhouseholdappliances)severaldecadesagobefore energyefficiencylabellingwasintroduced. Educationchangesthis: Atanappropriatepointlaterinthegroupdiscussion,aninformationsheet(seeAppendix1)was providedtoparticipantswhichindicatesthat(a)theenergyconsumptionofnewtechnology televisionsandtheirperipheralsislikelytoresultinamarkedincreaseintheenergyconsumptionof televisions,(b)thatthereisafactorof2or3(ormore)betweenthelowestandhighestenergymodels ofthesametechnologyandsizeofTV,and(c)somemodelsconsumemorethatasmallfamilysized refrigerator.Mostparticipantsexpressedsurpriseandconcern,withdiscussionleadingtothe consensusthatconsumersshouldbemadeawareofthisinformationbeforepurchase,withgeneral agreementthatenergylabellingwouldbeappropriateinthissituation.

B.

InformationSourcesandNeeds

Asdiscussed earlier,consumersgenerallylookatabroadrangeoffactorswhenpurchasingmajor appliances,withthefactorsdifferingsomewhatbothinnatureandorderofimportanceacross appliancetypes.Theysearchforthisinformationindiverseways,rangingfromconversationswith familyandfriends,lookingatnewspaperandmagazineadsandarticles,searching(Googling)the internet,visitingretailershowrooms,talkingtotradespeopleorotherspecialists,seekingoutother expertadvice,etc. Diverseinformationandsourcesleadtoconfusionandindecision: Whereaspeoplearefairlyconfidentaboutmakinggooddecisionswhenbuyingarefrigeratororother whitegoods,theyarelessconfidentaboutbuyingtelevisionsandnotveryconfidentatallaboutbuying computers.Thus,thesheerquantityofdiverseinformationfrommanydiversesourcescanoftenlead toconfusionandindecision.Importantly,exceptwherethepurchaseisurgent(eg,anexisting appliancefailsorgivessignsoffailing),thesearchprocessoftentakesplaceoveranextendedperiod ofseveralweeksormore,withconsumerstendingtoneeddifferentpiecesofinformationatdifferent timesastheyproceedthroughthevariousstagesinthesearchanddecisionprocess. Informationwhere andwhenneeded: Atanyonetimetherearemanypeopleateachstageintheprocess.Henceinordertoreachanyoneat therighttimeforthem,allinformationneedstobeavailableatallpointsatalltimes.Onceoffor shorttermcampaignswillreachonlythosepeoplewhoarereadytoreceiveandprocessthat particularpieceofinformationatthatparticulartime. Acrediblecentralizedsourceisneeded...: Althoughitisappropriatetoprovideinformationthatpeopleareexpectingandwantingtofindviathe usualmethodsandmedia,thishadcreatedaplethoraofindividualsourcesandpiecesofinformation. Aftermuchdiscussioninthisgroup,theconsensusemergedforsomeformofcentralized,simple (plainEnglish),credibleandindependent informationsourcethatwouldmostlikelybeinternetbased and/orinformationshopfrontbased,andlikelytoberunbythegovernmentoranindependententity. Ifwellpromoted,itwasthoughtthatthiskindofresourcecouldalsobeaneffectivevehicle for communicatingimportantnewinformationthatpeoplearenotexpectingand/orarenotawareof, suchasenergyratings. Andsoisalabel: However,mostthoughtthatthebasicinformation(eg,price,brand,dimensions,features,and particularlytheenergyrating)stillneeds(also)tobedisplayedontheproductoratleastprominently displayedattheretailstore.Infactseveralparticipantssuggestedthatalabelwasthemostimportant mechanismofall,beingoneofthelastthingsacustomerseesbeforecommittingtothepurchase.

1.
1.1

Introduction
BackgroundandObjectives

Muchoftheotherworkwedoinvolvesusingfocusgroupdiscussionstoinvestigatespecificobjectives basedonexistingknowledge,andthenattemptingtofindsolutions,solveproblemsorchooseamong anumberofpredefinedoptions. Sometimes,aswiththisgroup,we gobacktobasicsandrevisitasituationafresh,inthiscasein exploringtheinformationneedsofconsumerswhentheyareseekingtopurchasevariousappliances includingconsumerelectronicssuchashomeentertainmentsystems,televisionsets,computersand soon.Morespecifically,wecovered: a. b. c. d. e. thepurchasedecisionmakingprocessthatconsumersfollowconcerningtheseappliances thekindsofinformationthatconsumerslookforandshouldbelookingfor howbestthisinformationmightbepresentedtoaccommodatetheirneeds whoshouldprovidethisinformationandunderwhatconditionsand where,whenandinwhatformatsshouldthisinformationbemadeavailable.

1.2

TheResearchApproach

Anondirectivediscussionapproachwasusedinwhichthemoderatorsimplytriggeredthingsoff and thenallowedproceedingstotakeafairlyfreecourse.Sowhilethemoderatorchairedthediscussion inordertoencourageparticipationfromalltheconsumerparticipantsandtobringitbacktothecore subjectifitstrayedtoofarorfortoolong,discussionwasnotdeliberatelysteeredinanyparticular direction,nordeliberatelyguidetowardsanyparticularconclusion. ThegroupdiscussionwaschairedbyLesWinton,ManagingDirectorofWintonSustainableResearch StrategiesPtyLimited,andheldat6.30pmonWednesday19December2007 attheViewpointCentre inStKilda,Victoria,withnineindustry andgovernmentpeopleobservingthediscussionfrombehind aonewaymirror. Acrosssectionoftwelveconsumerswasrigorouslyselectedtotakepartinthediscussion,covering bothmalesandfemales,withanagespreadbetweenaround25and55years,fromagoodcross sectionofMelbournesuburbs.Allparticipantswerechosenonthebasisthattheyhadbeenand/or wouldbeaprimarydecisionmakerconcerningtheselectionandpurchaseofatelevisionsetand/or homecomputer theywerethereforetypicalofallconsumersoftheseproducts,ratherthanrestricted onlytorecentand/orintendingpurchasers. Inlinewithindustryprivacyprinciplestheconsumerswereinformedthattheywerebeingrecorded andalsobeingobservedbyindustryandgovernment colleagues,andwereidentifiedonlybytheirfirst names. Thefindingsreportedinthisstudyarebasedononegroupoftwelvecarefullyselectedpeople comprisingagoodcrosssectionofconsumers.Whilethefindingsareinlinewiththoseuncoveredin manyotherresearchstudiesbytheauthorandothers,thecoverageisnotintendedtobeprojectedto representthepopulationatlarge,forwhichadifferentresearchapproachwouldbeemployed. Rather,itrevealsmuchaboutthenature,rangeandscope ofconsumerawareness,attitudes, professedbehaviourandneedsonthesubject.

2.
2.1

TheStudyFindings
PurchaseDecisionMakingProcesses
Howdoconsumersgoaboutpurchasingappliances?

Thewaysinwhichconsumersgoaboutpurchasing itemsusedin thehom,suchas televisionsets, computers andairconditioners,theirmotivationsforpurchase,thefactorstheytakeintoaccount, andtheirlevelsofconfidenceinmakingsuchdecisionsareallsignificantlydifferentfromthose prevailingwithwhitegoods.Thesedifferencesneedtorecognisedandtakenintoaccountinthe provisionandcommunicationofinformationabouttheseappliances. Thefollowingtableprovidesashorthandsummaryofthemainpointsofdifference:
Refrigerator Consumerslevel ofconfidencein owndecision making Perceptionsof technologies On24/7,noneedto operate Reliable/predictable rarelyneed maintenance Looksand technology barelychangeover time Wherego/search Internet Google manufactureronline stores Retailstore Infoonappliance Whoask/relyon Previousexperience Family,friends Salesman Choice Factors considered Price canweaffordit Dimensions willitfit thespace Capacity isitbig enoughforourneeds Features topor bottom2or3door internallayout Brand/origin dowe trustthisbrand reputation Appearance haveto lookatiteveryday Warranty/service 2 or5years Energylabel isit efficient Factorslessoften ornotconsidered Consumptionvs efficiency woulda smallerfridgethat useslessenergystill dothejobevenifits notasefficient? Emotionalappeal, esp.plasma just wantone Type plasmaLCD CRT Size 42catchcry Picture quality resolution brightnessclarity refreshrate Appearance stylinglooks Brand reputation Price canweafford it Compatibilitywith peripheralsvideo, DVDsettopboxetc Standbypower Onmodepower Costofrunning Energyefficiency Standbypower Onmodepower Costofrunning Energyefficiency Runningcosts wouldasmaller modeldothejob. Type PCvsApple desktopvslaptop tabletvsscreen,etc) Intendeduse(home office,games, internet,design, correspondence,etc). Speed Memory Price Screen/imagequality Warranty Brand Peripherals Type ductedor singleroom(s) evaporativevs refrigerativecool onlyorreversecycle Size/capacity willit dothejob Price canweafford it Brand Appearance isit unsightly Energyefficiency doesithaveagood rating Salesman Family,friends Previousexperience Family,friends Salesman Salesmanand/or specifier Newtechnologiesto choosefrom Impendingchangeto digital Screensizeincrease Morechannels Changingperipherals Retailstore Internet Google manufacturer Manydifferent factorstoconsider Canexpectproblems Rapidlychanging technology Difficulttogetexpert guidance Internet Google Retailstore Specialiststore Unfamiliarpurchase Manyfactorsto consider Everyhousedifferent Mixedmessages, confusingadvice Maybeexpensive Specialiststore specifier Retailstore Internet Google Hightoveryhigh Television Mediumtohigh Computer Lowtomedium Airconditioner Verylowtolow

Thepurchasedecisionprocessinrelationtoatelevisionsetorahomecomputerisfundamentally differentfromthedecisionprocessforarefrigerator(andwhitegoodsingeneral)inanumberofways, andthedecisionregardingairconditionersisdifferentagain: Whereasconsumersareveryconfidentintheirdecisionmakingconcerningthepurchaseofa refrigerator,theyarelessconfidentaboutpurchasingatelevisionsetandfarlessconfidentabout purchasingacomputer withairconditionerstheytendnottobeconfidentoftheirownjudgement. Thisispartlyduetotheperceivedsimplicityofarefrigerator(itison24/7,itrarelyifeverneedsany adjustmentormaintenance,technologyandlooksbarelychangeovertime,theyaregenerallyvery reliableandpredictableappliances,etc),versusthecomplexityofacomputer(somanydifferent factors totakeintoaccount,mostpeoplehaveexperiencedproblemswiththem,rapidlychanging technology,difficulttofindexpertguidance)orthechangingenvironmentregardingtelevisions(new technologiestochoosefrom,changingfromanalogtodigital,screensizesgettingbigger,ever wideningrangeofchannels,changingperipheralssuchasplayers,games,computerconnections,on onlyafewhoursaday,etc) Thefridge: Youdalsolookatthepricerangetogetaroughideaofwhatyouwanttospendandwhats availableforthatprice IknewwhichfridgeIwantedandwhenwemovedinwedidthemeasurementIcouldnt havethefridgeIwantedbecauseitwouldnthavefittedsoIhadtogoforsomethingelse Withafamily,sizeisimportant,whatyouneedinafridge,howbigthefreezerisandwhat youcanfitintoit,thelitrecapacity Thefeaturesandusabilityofthefeatures.Howwidetheshelvesonthedoorare,arethey goingtobeabletofitanorangejuicebottle.Someofthemarereallynarrow Withafridge,Idalsomakesureitfitsintheexistingspace,thatsprettyimportant,orthe waythedoorsopen,whichsidethedoorsopen,thatallfitswithwhatyouvecurrentlygot. Doorsarereallyimportant,leftorrightopening,topfreezerorbottom.Someofthemhave adjustableshelves,too,whichisgood. Brandisimportant.Ithinkifyouregoingtomakeamajorpurchaseofsomethinglikea fridge,whichyouregoingtohaveforyearsandyears Ithinkitsacombination[offactors].Personallyitsacombinationoffeatures,price,brand, theaestheticsofit.Withawashingmachineitdoesntmattersomuchbutafridgeyouve gottolookatiteverydayofyourlife Theguarantees,too,theguaranteeperiodorwhethertheresanextrapriceforextending thewarranty. Oncewednarrowedthefielddown,itwastheenergyratingthatdecidedusintheend. TheenergyratingispartofitbutitsnotmymainconcernuntilIhavelistedafewtochoose from.Idprobablylook atthesizevsthepricebutitwouldbepartofit.Ifitcamedownto choosingbetweentwoorthreemodels,theenergylabelwouldbecomeimportantthen,in factitmaybecomethenumberonefactorindeciding Ispentalittlebitextratogetthebetterenergyrating,thinkingtheextra$70orwhateverit was,overtenyearsorsowouldbealotlessthantheelectricitywellsave. Thetelevision: Itsgottobeflatscreen.Youwouldntbuyanythingelse. Ithinkitsamatteroftaste.Sometimesyourelimitedwithfridgesbythespace,but anybodycanbuyanysizeTVthattheywant,thattheyfancy,aslongastheyvegotthe money Ivealsoheardthatoneofthemyougetabetterpictureonplasmathantheotherone

Idontthinkofbrandsintermsofreliability,buthowwellknowntheyare.Sony,Toshiba, allthosebrandsthatarehouseholdnamesyoudthinkwouldbefairlyreliable. WerejustduetobuyseveralnewTVsbecausealloursareoldTVsandwelljustgowiththe latesttechnology,basically,becauseitchangessoquickly.Youwanttokeepupandthatsa decisionmaybethekidswillbeinvolvedinaswell Thecomputer: Harddiskcapacity Therearesomanychoices,thetechnologygoesoutthewindoweveryday,soits veryhard. Whatyouregoingtouseitfor,howmuchtechnologyyouneed ImnothappywithminebecauseIunderestimatedthesizeofthestorageIdneed,Im constantlydeletingthingsbecauseImrunningoutofspace,plusitsnotfastenough.Its twoandabityearsold. Sizeandresolutionofthescreen,canIseeorreadthingsclearly Itfollowsthatwhereasconsumersaregenerallyconfidentaboutmakingtheirownrefrigerator purchasingdecisionswithperhapsalittlehelpfromfamily,friendsandtheretailsalesman,theyare farmorelikelytoseekadviceandtorelymoreheavilyontheopinionsofothersintermsoftelevisions andcomputersandparticularlyairconditioners.However,thevarietyofsourcesavailable,andthe rangeofadvicegiven,oftenservetoconfuseconsumersasmuchastoinformthem. (Buyingarefrigeratoris)allprettysimple,really,youknowwhatyouarelookingfor,they arewelldisplayedinthestores,downloadmaterialofftheirwebsite,youcanpickup pamphletsorbrochurestoreadwhenyoucomehome,justtoreinforcewhatweveseenand thenactuallyreaditatleisureandgothroughitinabitmoredetail,maybeaskafew friends WevebeenmarriedforsevenandahalfyearsandweneverboughtaTV. Mymotherin lawgaveusoneofherspareones.Wewantedtotakeourtimetofurnishourhomeandnow wevegottotheTVstagenowweneedanewhome,andthatsthereasonwerenotgoingto buyonebecausewhichoneareyougoingtobuy,tomoveinto ahome,whathappensifit doesntsuitourhome.Wedontknowandwedontknowwhototrust. IthinkbuyingacomputerisalotmoredifficultbecauseifyoureatechnophobelikeIam andallthedefinitionsandtermsandwhensomeonestalkingtoyouaboutthecomputerand theytalkinallthecomputerlingo,youhavenoideawhattheyretalkingabout,soI wouldntnecessarilygotoaretailerbecauseIwouldntnecessarilyknowwhattheywere talkingabout.IthinkIwouldgetontheweb no,I wouldnt,IwouldtalktopeopleIknow whoknowaboutcomputers.GettingonthewebIguessyoudbegettingthesame informationasyouwouldinastoreandyoustillwouldntnecessarilyunderstandit Mostconsumersthinkaboutenergyefficiencyatsomestageintherefrigeratorpurchasedecision process,butalmostnoneinourgroupdosointermsoftelevisionsorcomputers.Theyaresimplynot awareoforconcernedaboutthemagnitudeofpowerconsumptionoftelevisionsorcomputers, generallyassumingthatastheseappliancesareoperatedonlyonforlimitedtimesandarerelatively small,theydonotconsumemuchpoweratall.Itisalsogenerallyassumedthattherewouldbelittle differenceinpowerconsumptionacrossdifferentmodelsofabout thesamesizeoracrossdifferent technologies.EspeciallywithplasmaTVs(andtosomeextentLCDs),emotionalneedsoften dominatesthepurchasedecision,conflictingwithpracticalconsiderations. IthinkaTV,nooneworriesasmuchaswithwhitegoods.Afridgeisnecessarybutbecause youknowitsgoingtobeon24hoursadayyouthinkabouttheenergyrating,whereasaTV youprobablythinkitsaluxury,youprobablydontreallycareasmuch,andyouknowits notgoingtousemuchpower,anyway. Ijustwantaplasma,thebiggestoneIcangetformyloungeroom,Ihavetohaveonefor thefootyandFoxtel,Ijusthavetohaveone.

Ivegotaplasmanow,Iboughtitacoupleofyearsago,andIjustwantedone OK,Ihadto haveone soIjustwentoutandboughtone,Ididntdomuchresearch,Ijustwentinand boughtone.Itisntthatgood,itsjustgotstandarddefinition,itsbeenquitegood,butnow thenewtechnologyisoutwithbiggeronesandIunderstandthetechnologyabitbetter. NowIwantanotheronebecauseIwantabiggerone,butnowIknowalittlebitmoreabout itandwhichistherightonetogofor. IknowtheydopumpoutalotofheatbecauseIputmyhandsonmyplasmaandfelthow muchheatdoescomeoutofit, butIcantsayIvenoticedmyelectricitybillsincreasing significantly,soitwouldntbefromtheelectricity. IfyouwentonsizeyouwouldassumethatevenaverylargeTVwoulduselessthanhalfof whatalargefridgewoulduse,probablymuchless. Comparedtoafridge,evenaplasmaTVwoulduseonlyhalfoftheelectricity,notevenhalf theelectricityafridgeuseshowcouldit,itsonlyonforafewhoursaday. Whatisthereinacomputertousepower?Itsonlytransistorsandmotherboardsanda littlefan,nothingtousemuchpower. Themodernflatscreenmonitorshavenocircuitry,justtheconnections,andtheyaremuch smallerthanaTV,sosurelytheyusealmostnopoweratall? No,youdontbuyaPorscheandthenworryaboutitsfuelconsumption samewithplasma TVs. Ifyougointhestoretheenergyratingstickersareallonthefrontofappliancesand prominentlydisplayed,butnotonTVssoIassumethatifTVsusedmuchpowerthe governmentwouldhavealreadylabelledthem. Thesituationregardingconsumerslackofknowledgeorunderstandingofissuestodowithenergy consumptionandenergyefficiencyconcerningtelevisionsetsandhomecomputersissimilartothat whichexistedwithrefrigerators(andallotherhousehold appliances)severaldecadesagobefore energyefficiencylabellingwasintroduced. Imnotsureifit(energyconsumptioninformation)isavailable.Iwouldntknow.Its probablyoutthereifyousearchforit,lookforthespecifications,ifitcomesup,Imnotsure, Iveneverseenit,butthenIhaventbeenlookingsofar,IdidntthinkitmatteredwithTVs. Especiallyifits24hourscomparedtomaybesixhoursaday.AlthoughIwouldntbe surprisedif,say,a42inchplasmadoesusejustasmuchasafridge,butyoujustcanttell. TheTVisnotonallthetimesoIdontknowhowitwouldimpactgreatlycomparedtoa fridgeorsomethingthatsonallthetimeincomparison Howcoulditusemuchpower,ithasnomotors,nofans,novalves,anditsonlyonforafew hoursaday. MycalculatorisLCDandittakesayeartorundownononeAAAbattery. IvejustinstalledLCDdownlightsbecausetheyuseafractionofthepoweroftheolddown lights,sosurelyanLCDTVwouldusemuchlesspowerthantheoldtubes,notmore? ThesalesmansaidtheplasmaTVisjustlikethenewCFLs,muchmorefrugalonelectricity. TheresneverbeenenergyratingsonTVs.SoIdontthinkitsathingalotofpeoplehave eventhoughtof IthinkTVsarelikemicrowaves,theydontusemuchpowerandsotheyarenotlabelled, either. Surelyiftelevisionsusedalotofpowertheywouldhaveputenergylabelsonthembynow? BUT:

Youveonlygottofeeltheheatcomingoutofonetoknowthattheyareusinga lotofpower, myconcernisjustitwillprobablymaketheairconditionerrunharder,too,soitsadouble whammyonpoweruse. Atanappropriatepointlaterinthegroupdiscussion,aninformationsheet(seeAppendix1)was providedtoparticipantswhichindicatesthat(a)theenergyconsumptionofnewtechnology televisionsandtheirperipheralsislikelytoresultinamarkedincreaseintheenergyconsumptionof televisions,(b)thatthereisafactorof2or3(ormore)betweenthelowestandhighestenergymodels ofthesametechnologyandsizeofTV,and(c)somemodelsconsumemorethatasmallfamilysized refrigerator.Mostparticipantsexpressedsurpriseandconcern,withdiscussionleadingtothe consensusthatconsumersshouldbemadeaware ofthisinformationbeforepurchase,withgeneral agreementthatenergylabellingwouldbeappropriateinthissituation. Yes,Iveheardinthemediatheyretryingtoputenergyratingsonplasma,moresothanon LCD.Theydousemoreenergyandtheyretryingtogetenergyratingsforthemsotheycan banplasmasthatarentasgoodassomeoftheothers. Itsabitofaconcerniftheresalotofdifferenceinenergyuseamongdifferentmodels,Ihad noidea,Iassumedbeingthesametechnology,allplasmasofthesamesizewouldusethe samepower. MosthouseholdshaveatleasttwoandpossiblythreeormoreTVs,thatsthedifference,you haveoneofotherthingsbutwithTVyouhaveanumber,andoftentheyareleftonevenif yourenotintheroom. Youreonlycomparingeachmodelwitheachmodel,soitsallthesamecomparison.Icant seewhyyouwouldntdothatwithTVs.Justtryandmakeitaseasyasyoucanwiththe stars.IfyouknowitsgotaratingofthreeagainstanotherTVwith five Yes,articleslikethisareOKinageneralsensebutwhenyougotobuysomething,youwant theprecisedataabouttheunitsyouareinterestedinsoyoucancomparethemdirectly,and thatswhythelabelsaresogoodinwhitegoods. Itsgetting seriousif,asitsayshere,theyusemorepowerthanafridge,weshouldbetold that! Somepeople,iftheywanttoinvestigateitmore,thatsfine,theyllgoandlookupawebsite, butIguaranteewithfridgestheresbeavery,verysmallpercentagewhodomorethan comparethestars.Theyrecompletelyhappywiththatsystembecauseitssimple,they knowwheretheystand,itgivesthemalltheinformationtheyreallyneed,anditsaccurate. Thebestsystemisthesimplestsystem.Youcanjustcomparefourstarswithonestarsoits simple

2.2 InformationSourcesandNeeds
Whatkindsofinformationarepeoplelookingfor,andwhere,whenandinwhat formatsshouldthisinformationbemadeavailable?
Asdiscussedearlier,consumersgenerallylookatabroadrangeoffactorswhenpurchasingmajor appliances,withthefactorsdifferingsomewhatbothinnatureandorderofimportanceacross appliancetypes.Theysearchforthisinformationindiverseways,rangingfromconversationswith familyandfriends,lookingatnewspaperandmagazineadsandarticles,searching(Googling)the internet,visitingretailershowrooms,talkingtotradespeopleorotherspecialists,seekingoutother expertadvice,etc. IfyouvegotfriendsthatareintoTVsandtechnology,theyreusuallyhappytoshare.Ive gotacoupleoffriendsthatarelikethatsoIjustgettheirguidance Justaskpeopleingeneral.Everyonesgottelevisionsandalotofpeoplehaveboughtnew televisionsrecently. Itssomethingthateveryoneprobablyisinvolvedinsomostpeoplehaveaprettygoodidea, especiallyiftheyveboughtsomethingrecently Themostpowerfulthingiswordofmouth.Theresnowayyoucancontrolthat Istartwiththenewspaper.Thatsnumberone. Youhaveanideayouwanttobuyafreezer orafridgeoraTV.ThefirstthingIthinkyoulookatispricesinthenewspapers Ifyoureadthetechnologyliftoutsinthenewspapers,lotsofreviewswherepeopleare reviewingaswell,youreprettysuretheydonthaveavestedinterestsothatsanotherway. Choiceisgood,althoughtheychargefortheirreports,andtherearenowmanymore optionsontheinternet.Infactthereareprobablytoomany,itseasytobeoverwhelmedby it. IjustGoogle comparisonTVsorwhatever,andyougetsomewebsitesandyoustartfrom there.Usuallyitturnsupenoughtogoon. IusetheinternetafterIvegotashortlistbecausetheressomuchinformationoutthere,its sodaunting,soyougetashortlist fromtalkingtothesalespeopleandthenindividually assess IdlookroughlyatacouplethatIthoughtwouldbeofinterest,andthengohomeand researchmoreontheinternet,thenIdprobablygobacktwoorthreetimesjusttoconfirm inmymindthatwhattheyresayingisthesamething TenyearsagonobodyhadheardofGoogle,noweveryoneusesitIuseittosearchfor everything. Whenyourejusthavingagenerallook,itgivesyouotherideas,youseewhatelseis available,youmighthave aparticulartypeinmind,youthinkthatonesprobablybetter thanwhatIfirstthought,Ipreferthatone,soyoujusthaveagoodlookaroundandmakea decisionandlearnasmuchabouttheproductandwhatsonofferaspossible Iaskthesalesassistanttorecommend IjustsayImlookingatthesethree,whatdoyou think,whatwouldyourecommend?Igetthemtomakearecommendation Ithinkitsthesalespersonreaffirmingwhatyouhavealreadydecided,itsimportanttoget thatconfirmation. Theelectricityandgasindustriesusedtoprovideexcellentserviceandadviceonappliances, buttheyvebeenderegulatedinthelastfewyearsanditshighlycompetitive,andsothey dontbotherwithanyofthatnow. Whenitcomestothingslikecomputersandairconditioners,ImnoexpertsoIalwaysseek outexpertadvicefromsomeoneIfeelIcantrust.

Whereaspeoplearefairlyconfidentaboutmakinggooddecisionswhenbuyingarefrigeratororother whitegoods,theyarelessconfidentaboutbuyingtelevisionsandnotveryconfidentatallaboutbuying computers.Thus,thesheerquantityofdiverseinformationfrommanydiversesourcescanoftenlead toconfusionandindecision. Toomuchinformationisjustasconfusingastoolittleinformation. Buyingacomputerisnotasimplethingtodo.Theressomuchinformationoutthere,and whenyoustartsiftingthroughit,whichofitdoyoubelieve? ItssimilarwithaTV,somanydifferenttypesandsizes,andwhetheryoushouldgoforHD asits notprovenyet,andnowtheremightbeanewtypecoming,itsallveryupintheair. WhenyougotobuyanewTV,suddenlyeveryonewantstotellyouwhattobuy,theresso manyoptionsandtheycantallberight. Thatsalsopartofthereason,there aresomanythingstotakeintoconsideration,Icanonly speakformyselfbutwhyImlikelytoprocrastinateaboutsuchabigdecisionlikethat, becauseyouhearallthoseoptionsandyouthink,itsalotofresearch,andveryeasytoget quiteconfused. EvenmyneighbourwhosanITexpertthinkshemadethewrongdecisionwithhislatest computer,sowhatchancehavewegot? WiththeretailwebsitesIvebeento,whentheyputinformationontheproductyoure lookingfor,sometimesitjustopensanotherwindowtothemanufacturerswebsitesoitsnot somuchtheirinformation,theyprovidealinktowherethatinformationisfromthe manufacturerItsjustanotherstepyouhavetogothroughtofindtheinformationandif yourelookingforthree orfourproducts,youdothatthreetimesandthenyougooh, enoughbecauseyouvegonethroughaboutsixortenwebsitestofindtheinformation,and youregettingconfused. Importantly,exceptwherethepurchaseisurgent(eg,anexistingappliance failsorgivessignsof failing),thesearchprocessoftentakesplaceoveranextendedperiodofseveralweeksormore,with consumerstendingtoneeddifferentpiecesofinformationatdifferenttimesastheyproceedthrough thevariousstagesinthesearchanddecisionprocess. WhenIstartout,Imbasicallylookingforsomethingthatwillmeetmyneed,soItrytokeep tothebigpictureandnotletthespecificdetailbogmedown.OnceIknowwhatIwant,the detailbecomesveryimportantsoIhomeinonthat. Youneverjustwaltzintoashopandbuythefirstmodelyoucomeacross,oratleastIdont. itsacarefulprocess,forexampleittookusoveramonthtodecideonourlastfridge. Itslikewiththeenergyrating.Itsveryimportanttome,butnotwhenIstartoutlooking IvegottoknowImpickingtherightmakeormodelfirst,youknow,onethatsreliableand willsuitmyneeds,thenIllworryabouthowefficientitis.LikeImnotgoingtobuyonethat doesntsuitmejustbecauseitsgotthebestrating.Thatswhythe(energyrating)labelis good,itsalwaystherewhenIwantit,oratleastitisonfridges. Atanyonetimetherearemanypeopleateachstageintheprocess.Henceinordertoreachanyoneat therighttimeforthem,allinformationneedstobeavailableatallpointsatalltimes.Onceoffor shorttermcampaignswillreachonlythosepeoplewhoarereadytoreceiveandprocessthat particularpieceofinformationatthatparticulartime. Howoftenhave youseensomethingandthoughtthatsimportant,Imustrememberthat, butwhenyoudoeventuallyneedit,itsnowheretobefound. Thatswhytheinternetissogood,youcanaccessitfromhomeorworkandtheinformation istherepermanently. Thats whatIlikeabouttheenergylabel,itsrighttherestaringoutatyoufromeveryfridge.

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Althoughitisappropriatetoprovideinformationthatpeopleareexpectingandwantingtofindviathe usualmethodsandmedia,thishadcreatedaplethoraofindividualsourcesandpiecesofinformation. Aftermuchdiscussioninthisgroup,theconsensusemergedforsomeformofcentralized,simple (plainEnglish),credibleandindependentinformationsourcethatwouldmostlikelybeinternet basedand/orinformationshopfrontbased,andlikelytoberunbythegovernmentoranindependent entity.Ifwellpromoted,itwasthoughtthatthesekindofresourcecouldalsobeaneffectivevehicle forcommunicatingimportantnewinformationthatpeoplearenotexpectingand/orarenotawareof. However,mostthoughtthatthebasicinformation(eg,price,brand,dimensions,features,energy rating,etc)stillneedstobereadilyavailableontheproductoratleastattheretailstore. Adedicatedwebsite: Theinformationisoutthere,butitsnotnecessarilyeasytoaccessfromtheinternetasthere aresomanydifferentplaces,andyoureneversureoftheircredibility.Ifsomeonecould bringthemalltogether,itwouldbeniceifitwasallinonespotaonestopshoponbuying aTV,oracomputer,oranyothermajorapplianceforthatmatter. WhenIwasresearchingmyinternetprovidermybrotherputmeontoawebsitethatrated everysingleinternetserviceproviderandtheyratedtheprosandtheconsof each,thenyou madeaninformeddecisionastowhichcompanyyouwentfor.Perhapsiftheyhad somethinglikethat,itwouldneedtoberunbyanindependentbodyliketheGovernmentor Choice. Idliketoseeareliablewebsitethatcompareddifferentmodelsandprices,sothe Governmentonewithpriceswouldbeideal,orsomeotherwebsitewhosecredibilityhad beenestablishedinsomeway,sayChoice. Yes,ithastobegovernment,theyvegotnothingtogainbynottellingthetruthabout something.Theyregivingyouinformationtohelpyou.Theyrenotmakinganymoneyout ofit,theyrejustgivingthefacts IwouldcertainlyliketothinkthataGovernmentwebsitewasaccurateandreliableand hopefullycomplete,whereasIwouldthinkthattheothersiteswerenotnecessarilyeither accurateorreliableorcomplete.Forexample,themanufacturerssitesonlyincludetheir ownbrands.AndwhilstIdontbelievethatanyofthereputableoneswouldinclude dishoneststatements,theyarehardlylikelytotellyouthingsthatdisadvantagetheir productsunlesstheyhaveto,likethatitsmoreexpensive,ortakeslongerforawashcycleor hasapoorenergyrating. IfIwaslookingatinformationinastore,inthebackofmymindIdbewonderingarethey tryingtosubtlyhideinformationorpushaparticularbrand.Idbeconcernedaboutthe objectivityoftheinformation,whereasifyouhadaChoicewebsiteoraGovernmentwebsite thatwasupdateddailyasnewmodelscamein,thatwouldbemorelikeit. BUT: Thatsallverywell,buthowgoodcanitbe?Ithinktheinformationfromthemajorbrands wouldbefairlyreliablebecausetheydbeshootingthemselvesinthefootiftheywereputting informationoutwhichwasntaccurate.Butwithotherlessreliablebrandsandforeign imports,whoknowshowreliabletheirinformationis?Whoeverputstogetherthiswebsite willhavetodoublecheckeverythingandthatmaynotbepossible. Andwhatifsomemanufacturerswontcoughuptheinfo,theresonlysomuchyoucanmake themdisclose,isntthere Ithinkifyouapproachedacompanytofindsomethingoutandtheycouldntorwouldnt providetheinformation,theycouldsaythatonthegovernmentwebsiteandyoucouldmake upyourownmindwhetherornottobuythatbrand. Aninformationstall/stand: Iftherewasastandwhereyoucouldgoinandhavealookandtakeabrochure.Like buildinginformationcentresoftenhaverackswithlotsofbrochuresfromdifferentsuppliers ofmaterialsandappliances.TheoldGasandFuelCorporationusedtohavebrochuresin

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theirinformationcentrethatcomparedallmakesandmodels,butIhaventseenany recently. Acomputerinthestorewiththissortofindependentlydevelopedinfoonitwouldbea usefulguide youcouldlookituprightthenandthereinthestore. However,mostthoughtthatthebasicinformation(eg,price,brand,dimensions,features,and particularlytheenergyrating)stillneeds(also)tobedisplayedontheproductoratleast prominently displayedattheretailstore.Infactseveralparticipantssuggestedthatalabelwasthemostimportant mechanismofall,beingoneofthelastthingsacustomerseesbeforecommittingtothepurchase. Ontheproduct/inthestore/atthepointofsale: Alltheseotherplacesareallwellandgood,butwhenyouareactuallyinthestorenothing beatshavingtheinformationrightthereontheproductssoyoucancomparethemdirectly, likeprice,brand,keyfeatures,dimensions,energyrating, andsoon. Yes,Idlikeaguideorlabelthatsplacedontheactualitemitself,thatsquickandeasyto readwiththekeypointsthatyoushouldbelookingat. Ithasgottobeimmediatelyavailablewhereyoubuy,evenifitsjustthebasicinformation. ItdoesnthavetoactuallybeontheTVorwhateverapplianceyouarebuying,althoughthat wouldbepreferable,butithastobeeasilyaccessiblesomewhereclosebyinthestore. Computershavealreadygotaboutfivelabelsonthem,butanenergylabel,evenaminiature onewouldstillbeinstantlyrecognisable,andbythesoundofthings,veryinformative. Ifyouwentintoaretailerandtheyhadtogiveyouastandardisedinformationsheetlike thisfromtheGovernment [referAppendix2],itwould bequiteabuildinyourtrustwith themaswell,togobackandbuyfromthem.Youdsay,Imlookingforaplasma,thisismy firstthing theydgiveyouthatandsayReadthis,comebackandwelltalkthroughany questionsyouvegot.Thered bemoretrustifeverystoregaveoutthissamesheet Thereshouldbeasheetlikethisforcomputers,too,itsalltooconfusingotherwise. Yes,butitsstillgottobeontheproductitself,theleafletisgeneralstuff,important,sure,but ithastoalsorelatetoeachproductiftheyaredifferent. Thelabelisbest,becauseitsonlythereatthepointofsale,thatyoureallyfocusonthissort ofthing.

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Appendix1 TrendsinTelevisionEnergyUse
InformationextractedfromseveralAGOpublications:

Trends in Television Energy Use

Most developed countries in the world now have television ownership levels approaching or exceeding 2 per household and this appears to be increasing. Even developing countries like China have an ownership of 1.33 televisions per household in urban areas. It is estimated that 1 billion televisions were installed world wide by 1996 and with annual production running at more than 200 million units a year, the world stock is already likely to more than 2 billion. Cathode ray televisions (CRT) form the bulk of the existing stock of televisions, but it is estimated that new technologies such as liquid crystal display (LCD) and plasma will become the majority of new sales by 2010. Increasing screen sizes and high onmode energy consumption of new technology televisions and their peripherals is likely to result in a marked increase in the energy consumption of televisions. Analysis has shown that there is a factor of 2 or 3 (or more) between the lowest and highest energy models of the same technology and size (based on analysis of hundreds of models). Televisions are on sale which consume almost 700 kWh each year or almost twice the mandatory maximum allowance of a small familysized refrigerator.

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Appendix2 Buying aPlasmaTV

AnentrydownloadedfromtheNSWGovernmentsOfficeofFairTradingwebsiteon17/12/07at: http://www.fairtrading.nsw.gov.au/shopping/shoppingtips/buyingaplasmatv.html

Buying a plasma TV
Just about everyone, it seems, wants a new plasma TV. The desire to own the latest leap forward in home entertainment is more than just the need for a new television. Its a lifestyle choice, a break with the past, a yearning for a bright new future. The plasma TV will not only change the look of your home, it will become the symbol of who you are, what you can afford, how happy your life will be. Thats the message behind the glitzy advertising campaigns. And they must be working, because more Australians are buying more televisions than ever before. Getting the right information The problem is, the pace of change of new technology and the vast array of models available makes it harder and harder to make an informed choice about the right equipment to suit your needs. That makes it easy to make mistakes. You could end up with a screen that is actually too big for your home. Or you could find that buying a plasma screen actually means buying a whole lot of other equipment you hadnt bargained for, such as stands, brackets, tuners and speakers. Buying a plasma screen is different from buying a conventional TV, so you may not even know what questions to ask. Before you rush ahead and buy the latest bargain on display, take the time to consider the points on the plasma buyers' checklist: The plasma buyers checklist

Make sure the salesperson is aware of your situation. Tell them your budget, the size of screen you are after and also the size of the room where you intend to place the TV. Also, think about how the TV will be positioned in the room. Will you need to purchase a stand, or brackets for wall mounting? Ask about the price ranges of the current products and the differences in the brands on offer in terms of picture quality, sound and styling. Make sure to ask what components are needed to make the TV operational (tuners, speakers etc) and whether these are at an additional cost. Find out if there are any special care instructions. For example, how to handle the screen and how to avoid damage. Ask about the correct way to keep it clean. Ask to be shown the functions that the TV has. Make sure that you use the remote control yourself. (Dont just watch what the salesperson does.) Ask about the possibility of burn in and how to avoid it. Find out what the warranty says about pixel loss. What are the other provisions of the warranty? Ask about the period it covers and what else it contains. Are there any costs for delivery? How will the TV be installed? If you have to do it yourself, what instructions are provided? If there is a problem, who will fix it? Remember, your contract is with the retailer, not the manufacturer.

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Size does matter Like all television sets, plasma monitors are measured diagonally across the screen, usually shown in inches (with a centimetre measurement in brackets). They generally start from 32 (81cms) and increase in size up to 63 (160 cms). It is important to make sure you have enough viewing space between you and the TV. While you may be tempted to get the largest screen you can afford, you should be aware of the optimal viewing distances for each size range. You should allow at least three metres for screens between 32 and 37. A 42 (107cm) screen is best viewed from four metres away. Screens up to the maximum size (160cms) are best viewed from around five metres. How does plasma work? A plasma screen is made up of thousands of pixels, or dots, filled with special gases. When an electrical impulse activates the gases they produce the colour and light we see on the screen. Because they do not need to take up the same amount of room as standard electrical components the screens can be very thin and sleek. What is burnin? Plasma TVs can be prone to burnin when static images are left on the screen too long and damage the pixels. Images from video games, or station identification logos in the corner of the screen that stay there too long could leave a permanent ghostly impression behind. Plasma screens are more prone to burn in during the first 200 hours of use, when the phosphors are new. There are ways to minimise the chances of burnin but the simplest advice is to turn off your TV when you are not using it and do not pause DVDs for more than a few minutes at a time. How long do plasma screens last? The brightness of plasma screens will eventually fade as the gases inside dissipate but you can generally be assured of around 30,000 hours of use before that happens. Even if you watch TV for ten hours a day that converts to more than eight years of viewing.

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