Osram Sylvania Socket Survey reveals gap between awareness and adoption

Jan. 7, 2010
Date Announced: 07 Jan 2010 -- OSRAM SYLVANIA’S 2nd ANNUAL “SOCKET SURVEY” REVEALS MAJOR GAP BETWEEN AWARENESS AND ADOPTION OF GREEN LIGHTING TECHNOLOGY Three-Quarters of Americans Switch to Energy-Saving Bulbs in 2009, but Almost 75% Still in the Dark on Incandescent Phase-Out; Price Sensitivity for Light Bulbs Spikes 12% in Past YearDANVERS, Mass -– The second annual SYLVANIA Socket Survey, released today, reveals a paradox in Americans’ attitudes towards lighting – while 74 percent have switched to an energy-saving light bulb in past year, the vast majority still don’t know about the impending federal phase-out of incandescent bulbs, starting in 2012 with the 100-watt bulb. While increasingly price sensitive, the majority of respondents have warmed up to the idea of eco-lighting and say they are likely to purchase a CFL, halogen or LED bulb in the future. Commissioned by North America’s number one lighting company, OSRAM SYLVANIA, a division of Siemens AG, the results of the industry’s only barometer of the changing lighting landscape signal a green light to new energy-efficient options, such as halogens, CFLs and LEDs, as an overwhelming majority of consumers cite energy savings as an important factor considered at point of purchase.“The good news is there is a light at the end of the tunnel. But, the challenge will be leading the way to the future of next-generation lighting,” said Rick Leaman, president and CEO of OSRAM SYLVANIA. “Consumers have made it clear that the difference between cost and value is more important now than ever and the industry will need to respond swiftly, even as we continue to innovate. 2010 will be a year of education, not only for consumers, but also for commercial customers as they begin to understand options offered by new-to-market energy-efficient lighting solutions.” Just two years until the 2007 Energy Independence and Security Act begins to phase-out traditional incandescent bulbs, widespread interest in “what’s next” for lighting is spurring innovation from the industry’s biggest players. OSRAM SYLVANIA was the first to market with its 40-watt true replacement LED bulb, and will also unveil a 60-watt replacement LED bulb in the spring of 2010, followed by a retail rollout of the product later in the year. The company also offers an expansive line of CFL and halogen choices that mimic attributes of the traditional light bulb which consumers are accustomed to in regards to the shape, brightness, and color.Additional findings of the 2009 SYLVANIA Socket Survey include:Halogens and CFLs Enjoy the Lime Light While LEDs Are Ramping UpSome consumers are early bettors on LEDs, but others are buying CFLs and Halogens until the value proposition of newer technologies gets closer  CFLs continue to be second only to traditional bulbs and are a fixture in 71 percent of homes in America  Halogens are already present, in some form, in 40 percent of homes  LEDs are beginning to gain followers, with 12 percent reporting using the technology  Consumers are even more price sensitive, with more than half (52 percent) considering it a key consideration in purchasing – a 12 percent spike from 2008“Light Bulb Hoarders” Currently in the Minority, as Consumers Anticipate New Lighting ChoicesMost Americans are more concerned with saving money and energy and will not mourn the loss of the 100-watt bulb after January 1, 2012 The majority of consumers – 66 percent – plan to switch to a new technology light bulb Only 13 percent have plans to buy extra 100-watt bulbs before the phase-out  Sixteen percent say they will downshift to lower wattage incandescent light bulbs Energy consumption per bulb is an important factor for 91 percentSurvey MethodologyThe survey was conducted over a three-day period in November 2009. More than 300 interviews were conducted with home owners and renters nationwide. Adult respondents were surveyed via phone, using random digit dial techniques. About OSRAM SYLVANIAOSRAM SYLVANIA is a leader in lighting solutions that feature innovative design and energy saving technology. The company sells products for homes, businesses and vehicles primarily under the SYLVANIA brand name, and also under the OSRAM brand. Headquartered in Danvers, Mass., OSRAM SYLVANIA is the North American operation of OSRAM GmbH, a wholly owned subsidiary of Siemens AG. Visit us at www.sylvania.com. Follow us at www.twitter.com/sylvania.

Lauren Dibble for OSRAM SYLVANIA 617.520.7099

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