What do Chinese consumers know about lighting technology? Or ask another question: how much do Chinese consumers think they know about lighting technology? Do they know how to purchase the corresponding watts number of lighting products according to the color temperature and lumens they need? Do they know that light has biological effects? In the “landvance international consumer research” survey, including a representative survey of more than 2000 Chinese consumers, people still lack enough understanding of many aspects of current and future lighting technologies. Landward Vance hopes to end people’s confusion about lighting through the international day tomorrow.
The United Nations Educational, scientific and Cultural Organization (UNESCO) has announced that May 16th is the “international tomorrow”, the purpose of which is to give people all over the world the importance of lighting and lighting technology. What level of knowledge do Chinese consumers think of their own knowledge of light? What caused such a serious problem? What do they think about the problems of future lighting technology? Recently, a representative study by Research Now, representing landward Vance, has provided answers to the above questions. “LED technology can bring a lot of benefits. But for consumers, how to choose a suitable light source or luminaire has become more and more complex. This is also an indisputable fact. Moreover, the European Union has issued a ban on a number of inefficient lighting products, which once again made the situation even more confusing. Such complexity and uncertainty are reflected in our findings. Mr. Lin Xincheng, general manager of Greater China, LED, a global lighting company, explains.
Little knowledge of the basic unit of lighting
Most consumers think they know a lot, but that’s not the case. 65% of Chinese consumers, in answering the questionnaire, expressed their full understanding of the advantages and disadvantages of various lighting technologies, or at least well understood, including the understanding of (intelligent) LED lighting products to the traditional incandescent lamps.
Landward investigation shows that consumers still have many misconceptions about lighting technology.
Landward’s 2017 “international consumer lighting research” conducted by 2011 respondents.
When asked about the problem of measurement units, for example, for those units that have long been printed on light sources and light fixtures, the cognition is immediately clear: 78% of Chinese consumers can connect Watt and electricity consumption correctly. For “color temperature” and “lumen” and other important units of measurement of LED products, only about half of the respondents (58% and 61%) are able to have the right cognition.
The reason for this problem is that “color temperature provides color information about light, such as daylight (greater than 5300K), white light (3300K to 5300K) and warm white light (less than 2700K), according to the general manager of Lin Xin, a large China region. Lumens in lumens tell people how much light is emitted by lamps. Therefore, for high-efficiency LED lighting products, the key value of luminance is not wattage, but lumen number.
It is worth noting that the accuracy rate of German respondents in identifying these units is lower than that in all other countries. Of all the respondents in Germany, only 33% could make the right choice among all the measurement units. Among respondents in the UK, France, Sweden, the United States, Canada, Brazil and China, the proportion of these measuring units could be correctly identified from 40% to 50%. The correct rate of respondents in Italy reached 55%, which was the highest among all respondents.