Survey Says...Target Eco-geeks

The environmentally-friendly technology market is spreading like mad. Still, a new study says that Americans can't get enough of this stuff. The 2007 National Technology Readiness Survey (NTRS) sponsored by the University of Maryland's Robert H. Smith School of Business, and the technology research firm Rockbridge Associates Inc., found that the potential consumer market for green technology products is $104 billion this year. More than half of this amount ($54b) is tied to demand for more efficient and alternative fuel vehicles.

How did they arrive at such a number? It appears that it's based on a sample of 1,025 adults, only half of whom were asked about green tech. They were surveyed either on the web-tubes or by phone. It sounds like the figures were reached by measuring interest level about a number of products, then tying those responses to the average value of each product. So essentially, based on the answers of 500 survey participants, there is a $100 billion green tech market.

The survey found that 59% of adults like trying new planet-loving products and 42% of participants say these products are hard to find. If you'd like to read the report, well too bad. You'll have to buy it first, for $3,500. My last car, a spunky blue Saturn, cost less. And it had a sunroof. But I should mention that the survey does come with "two sets of detailed tabulations," so there's something. The report seems to be mostly for marketing types who want to use our greenlust to separate us from our greenbacks.

And who best to target? Eco-geeks. The study finds that the 10% most committed of the 4/5 of adults who want to preserve and protect the environment also tend to be tech junkies. The authors say that this segment of people are asked by others for advice on technology and they "urge" marketers to target these individuals with new green products.

“There is a great opportunity for firms to not only target these green tech leaders to adopt their green products and services, but also use them to get the word out,” P.K. Kannan, director of the Center for Excellence in Service at Maryland said. “This market segment tends to be younger, heavier users of online social media and more enthusiastic about technology in general. They write blogs and advise others, and they also create a strong social networking effect that is critical for diffusing green technology to the larger market.”

So, if you fit this description, be advised. You are the new 18-25 demo.