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Touchmedia Reports Dramatic Increase in Environmental Awareness of Shanghai Consumers

Touchmedia
2009-04-28 18:39 625

Linked to Government Initiatives and "Green" EXPO

Touchmedia with Shanghai Academy of Social Science Announces the Latest Environmental Survey in Shanghai

SHANGHAI, April 28 /PRNewswire-Asia/ -- "I prefer environmentally friendly DIY furniture." "A manual battery charger is better than using electricity." These are some of the consumer comments, reflecting the changing attitudes toward environmental protection, measured in the latest survey of Shanghai consumers. The survey was conducted to mark the 1st Anniversary Countdown to the Shanghai World EXPO by Touchmedia, the largest in-taxi interactive media company in China in partnership with Shanghai Academy of Social Science. The results announced today show the input of 530,000 consumers who interacted with our icon in 5,000 taxis in 2 weeks in March. SASS also acknowledged that it is really an innovative way to make the citizens get ready for the coming EXPO with great awareness of EP through Touchmedia's interactive platform. And the results are also obvious!

(Photo: http://www.prnasia.com/sa/2009/04/28/200904281700.jpg )

(Logo: http://www.prnasia.com/sa/2008/12/200812081614.jpg )

Although there is still a year to go, affluent consumers in Shanghai have already raised their environmental protection awareness in conjunction with the government's green concept centered on the upcoming World Expo and its theme of "Better City, Better Life." The survey also shows that the market for environmentally friendly products in China has huge potential.

Half of consumers surveyed have become accustomed to using recyclable bags instead of plastic ones

The survey questions ranged across environmental topics as diverse as cars, furniture, chopsticks and recycled bags. For example, more than half of the passengers (53.7%) have become accustomed to the banning of plastic shopping bags by government regulation and have made the use of recycled bags a habit. In purchasing furniture, "being environmentally friendly and healthy" has become the primary concern of over 40% of consumers (43.7%) -- more than double any other factor such as design, matching existing style or durability.

Being frugal with power in purchasing household appliances has also improved rapidly -- 48.8% declared it to be their first priority. Only 12.6% indicated they never consider power consumption. Similarly, when consumers purchase a car, the environment is also top of mind -- one in three states that if buying a car in the near future, environmental concerns will be their number 1 consideration.

Even with something as mundane as chopsticks, over 60% of passengers claimed that they now always use recyclable or not disposable.

In this respect, Dr. Wang Lin Yi from SASS, the chief editor of the "Shanghai Resource and Environment Blue Book" said that the environmental protection awareness of Shanghai citizens is getting stronger with the development of their sophistication and attitudes. For example, the focus of this study by Touchmedia, "their carbon footprint" is also a key concern of the public. This shows that pro-active attitudes amongst the public are growing on EP and this broad change of philosophy is leading to a consistent societal approach.

The survey indicates a huge potential market for environmentally friendly products in China

The current survey by Touchmedia not only showed the dramatically increased sensitivity to environmental protection, but also indicated the huge potential market for environmentally friendly products in China. For example, when passengers were asked, "What kind of furniture would you prefer to buy?" 42.5% of them chose the significantly more environmentally friendly DIY cordwood furniture, versus only 18.9% choosing traditional furniture with its high use of chemicals in paints and glues.

It is not only with furniture that we find the new trend. The theme of "manpower works better than electric power" recurs throughout. Almost 40% of passengers prefer a manual battery charger for their mobile phones. In the same area, they feel that the most avoidable waste is replacing mobile phones too frequently (34%). Wastage of water, plastic bags and one-off consumption goods were all seen by more than 20% of respondents as easily avoidable waste.

In summary the government initiatives, and in particular the Shanghai World EXPO, are having a huge impact on the citizens of Shanghai in the lead up to 2010. In question after question, environmental awareness has moved from a minor consideration to the leading concern in purchasing a huge variety of products. The Shanghai public is now ready to welcome the EXPO with enhanced environmental awareness and passion.

About Touchmedia

Touchmedia was founded in 2003, by Micky Fung, to develop state-of-the-art touchscreen media technology in China. It is the largest in-taxi interactive media company, delivering innovative digital media solutions for clients and the out-of-home advertising industry in China, at a time when reaching affluent consumers on traditional media is increasingly challenging. Touchmedia recently won the Red Herring Global 100 Award for 2009, the world's most prestigious award for new technology companies.

For more information, please contact:

Tina Han

Senior PR Manager

Touchmedia

Tel: +86-21-5109-8699 x1277

Email: tinahan@touchmedia.cn

Source: Touchmedia
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