Report: Mobile Customers Prefer Companies with a "Green" Initiative

ABI Research has announced the release of its latest marketing research report titled, ‘Green Purchasing Trends for Mobile Phones and Services,’ the survey, conducted in North America, found that close to 50 percent of respondents are partially, or very likely to be, or comprehensively influenced by the vendor’s green initiatives that are seen as significant differentiators at the time of selecting and purchasing services or devices. 

Company officials said that the main question posed to the potential and established buying public was whether they would be more inclined to purchase mobile services or mobile handsets from an operator that makes use of, or actively supports, environmental initiatives by: giving money to an organization that seeks to help the environment; actively makes use and directs programs that telescope its carbon footprint; and, buys network equipment from ‘green’ certified equipment vendors.

The respondent stats showed that 41 percent replied they would be significantly or somewhat more likely to buy services, and 45 percent gave the same answers as a preferred pre-condition for buying devices.

“Wireless operators take notice,” said Jeff Orr, Senior Analyst, ABI Research (News - Alert). “Green issues were not even a talking point a couple years back. Now, subscribers of all age groups are expressing awareness of, and interest in, eco-friendly device and service incentives.”

A revealing statistic was that younger age group consumers, some of whom represent tomorrow’s buying power, were more inclined to pursue “eco-groovy” mobile activities than older age groups, claims the research report.

The report adds that the first few service providers to embrace these new environmentally biased consumer trends will definitely have an edge over those that lag behind, and educational and awareness programs are required to spread the message on how to dispose of old batteries and how to avoid e-waste.

“If consumers are simply unaware of the environmental issues surrounding mobile devices and services, then the industry should increase its efforts to get the message across,” said Orr. “Some other verticals – the inkjet print industry, for example – are more proactive in motivating consumers to help. And other ABI Research studies have found little motivation among handset vendors, except the two or three largest, to offer ‘green’ mobile device product lines.”

Motorola and Verizon are examples of mobile and telecommunication Multiple Service Operators that are actively involved in green initiatives.

Motorola (News - Alert) recently launched, reported TMCnet, the world’s first mobile phone, called MOTO W233 Renew, which is made mostly out of recycled parts, is Carbon Free Certified, and manufacturing it translates to 20 percent less energy utilized per device than a cell phone manufactured from virgin materials. Hence, the company deems it an ‘environmentally responsible device’ that contributes towards reducing the overall carbon footprint.

Motorola’s initiative to globally collect electronic and electrical equipment waste, continues the report, resulted in 2,560 tonnes of materials for possible recycling, and the effort was 256 tonnes more than in 2007. Phones, chargers and equipment that can be reused, either as is or after repair, are given to socially needy areas, via its ‘Phones for Health’ program, such as parts of Africa where mobile health workers use them to interconnect with each other and related organizations to expedite treatment and prevent medicine shortfall.