Market Research -

“Green” credentials
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Cardiff Office: Haywood House North, Dumfries Place, Cardiff CF10 3GA.
Tel: 0800 083 6973 Website: www.Lmrmc.co.uk

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The survey
 Surveys of 1,000 IT managers, IT directors and C-level decision makers from companies with 200+ employees from
each of the following countries were conducted 20th March 2008 to 28 March 2008:

Country IT managers IT directors C-level decision makers

UK 372 324 304
France 391 316 293
Germany 324 362 314
Benelux 365 341 294
Italy 372 347 281
Spain 319 328 353
Austria 342 364 294
Switzerland 356 347 297

 The respondents are predominantly from the IT, financial services, healthcare and public sectors.

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Summary of Key Findings

1. Are you concerned about your company’s carbon footprint and ‘Green’ credentials?
 Overall, 38% of respondents indicated that they are concerned about their company’s carbon footprint and ‘Green’
credentials
 The most concerned country was Germany (46%), closely followed by France (43%)
 The least concerned country was Italy (26%)

2. Do you actively look to purchase environmentally-friendly (i.e. carbon off-set) IT products?

 Overall, only 19% of respondents indicated that they actively look to purchase environmentally-friendly (i.e. carbon off-
set) IT products
 The country most actively committed was Spain (24%), closely followed by Benelux (23%)
 The country least actively committed was Austria (14%)

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2b. If no, why not?
 The most popular overall response was from the 28% of respondents who indicated that they can’t find a product to fit
their need, closely followed by 19% who consider that it’s all marketing hype.

 There were not any major variations between responses from the different countries.

3. How ‘Green’ would you say your company is?

 Overall, a total of 60% of respondents rated their company as Ok, Good or Very environmentally aware as opposed to
40% who rated their companies as Not at all or Poor.
 The most “Green” country is Germany with 70% of respondents rating their company as Ok, Good or Very
environmentally aware and only 30% rating their company as Not at all or Poor.
 The least “Green” country is the UK with 43% of respondents rating their company as Ok, Good or Very environmentally
aware and 57% rating their company as Not at all or Poor.

4. Do rising energy prices worry you?

(a) At work
 Overall, only 21% of respondents are worried
 The country most worried was Austria (29%), closely followed by UK (27%)
 The country least worried was Switzerland (13%) closely followed by Germany (14%)

(b) At home
 Overall, only 30% of respondents are worried
 The country most worried was UK (36%), closely followed by Austria and Italy (34%)

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  The country least worried was Switzerland (21%) closely followed by Germany (24%)

5. Are you taking proactive measures to reduce your energy output?

(a) At work
 Overall, 61% of respondents are taking proactive measures
 The most proactive country = Germany (79%), closely followed by Benelux (74%)
 The least proactive country = Italy (58% not taking proactive measures).

(b) At home

 Overall, 40% of respondents are taking proactive measures

 The most proactive country = Austria (48%), closely followed by Switzerland & UK (47%)
 The least proactive country = Benelux (74% not taking proactive measures).

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5(c). If yes, what kind of measures are you taking
(a) At work
 The most popular overall response was from the 16% of respondents who indicated that they are educating staff on how
to be more energy conscious, closely followed by 13% of respondents who are buying energy efficient products.
 27% of German respondents indicated they are educating their staff, followed by 26% of Benelux respondents.
 23% of German respondents & 23% of Benelux respondents indicated they are buying energy efficient products.

(b) At home
 The most popular overall response was from the 16% of respondents who indicated that they are switching products off.
 The least popular overall response was from the 2% of respondents who indicated that they are opening windows rather
than using AC.

6. Are you as likely to look for energy saving measures in the office as you are at home?
 Overall, 76% of respondents are as likely to look for energy saving measures in the office as at home
 The most proactive country = UK (86%), closely followed by Germany (82%)
 The least proactive country = Spain (31%), followed by Italy and Switzerland both at 28%.

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7. How much of your OpEx (at work) do you think is being spent on energy supplies?

 Overall, 54% of respondents think it is less than 10%, followed by 44% who think it is 10% to 25%.
 The highest spending country = Switzerland (51% spending 10% to 25%)
 The lowest spending country = Benelux (63% spending less than 10%)

7b. Is this too much?

 Overall, 60% of respondents think it is too much.

 71% of German respondents think it is too much, while only 42% of Austrian respondents think it is too much.

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 Main Results
1. Are you concerned about your company’s carbon footprint and ‘Green’ credentials?
Q1 % Response Overall UK France Germany Benelux Italy Spain Austria Switzerland
1. Yes 38 37 43 46 38 26 41 32 39
2. No 62 63 57 54 62 74 59 68 61

2. Do you actively look to purchase environmentally-friendly (i.e. carbon off-set) IT products?

Q2 % Response Overall UK France Germany Benelux Italy Spain Austria Switzerland
1. Yes 19 16 21 19 23 17 24 14 17
2. No 81 84 79 81 77 83 76 86 83

2b. If no, why not?

Q2b % Response Overall UK France Germany Benelux Italy Spain Austria Switzerland
1. Can’t find the 7 11 8 9 6 6 5 7 6
products to fit
my need

2. Products not 28 23 27 28 29 28 27 29 31
fit for purpose
3. Products too 13 14 17 15 11 14 12 11 9
expensive
4. It’s all 19 19 13 16 19 21 19 23 21
marketing hype

5. I don’t care 14 17 14 13 12 14 13 16 16

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3. How ‘Green’ would you say your company is?

Q3 % Response Overall UK France Germany Benelux Italy Spain Austria Switzerland

19 28 22 16 14 17 21 19 16
1. Not at all

2. Poor 21 29 26 14 19 21 17 22 19
3. Ok 21 17 26 24 22 24 18 16 21
4. Good 21 12 14 27 27 21 23 21 26
5. Very 18 14 12 19 18 17 21 22 18
environmentally
aware

4. Do rising energy prices worry you?

(a) At work
Q4(a) % Overall UK France Germany Benelux Italy Spain Austria Switzerland
Response
1. Yes 21 27 18 14 19 21 23 29 13
2. No 80 73 82 86 81 79 77 71 87

(b) At home
Q4(b) % Overall UK France Germany Benelux Italy Spain Austria Switzerland
Response
1. Yes 30 36 29 24 28 34 32 34 21
2. No 70 64 71 76 72 66 68 66 79

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5. Are you taking proactive measures to reduce your energy output?

(a) At work

Q5(a) – (a) % Overall UK France Germany Benelux Italy Spain Austria Switzerland
Response
1. Yes 61 62 54 79 74 42 58 63 59
2. No 39 38 46 21 26 58 42 37 41

(b) At home

Q5(b) – (b) % Overall UK France Germany Benelux Italy Spain Austria Switzerland
Response
1. Yes 40 47 41 36 26 36 43 48 47
2. No 60 53 59 64 74 64 57 52 53

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5(c). If yes, what kind of measures are you taking
(a) At work
Q5(c) – (a) % Overall UK France Germany Benelux Italy Spain Austria Switzerland
Response
1. Switching 10 14 12 9 8 6 11 12 11
products off
(not standby)
2. Buying energy 13 7 7 23 23 7 12 14 12
efficient
products
3. Installing 11 10 9 8 6 8 14 16 14
better
insulation
4. Opening 12 15 12 12 11 9 11 12 10
windows
(rather than
using AC)
5. Educating 16 16 14 27 26 12 10 9 12
staff/family on
how to be
more energy
conscious
6. Other 0 0 0 0 0 0 0 0 0

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5(c). If yes, what kind of measures are you taking
(b) At home
Q5(c) – (b) % Overall UK France Germany Benelux Italy Spain Austria Switzerland
Response
1. Switching 16 18 17 18 9 14 17 19 15
products off
(not standby)
2. Buying energy 7 9 6 4 7 4 6 8 9
efficient
products
3. Installing 8 12 8 6 3 5 10 12 11
better
insulation
4. Opening 2 1 2 1 1 7 7 5 7
windows
(rather than
using AC)
5. Educating 6 7 8 7 6 6 3 4 5
staff/family on
how to be
more energy
conscious
6. Other 0 0 0 0 0 0 0 0 0

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6. Are you as likely to look for energy saving measures in the office as you are at home?
Q6 % Response Overall UK France Germany Benelux Italy Spain Austria Switzerland
1. Yes 76 86 79 82 74 72 69 77 72
2. No 24 14 21 18 26 28 31 23 28

7. How much of your OpEx (at work) do you think is being spent on energy supplies?
Q7 % Response Overall UK France Germany Benelux Italy Spain Austria Switzerland
1. Less than 10% 54 48 52 57 63 61 52 55 46
2. 10% to 25% 44 49 46 41 35 38 47 42 51
3. 25% to 50% 2 3 2 2 2 1 1 3 3
4. More than 50% 0 0 0 0 0 0 0 0 0

7b. Is this too much?

Q7b % Response Overall UK France Germany Benelux Italy Spain Austria Switzerland
1. Yes 60 66 62 71 58 64 59 42 57
2. No 40 34 38 29 42 36 41 58 43

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