Latin America. Ledvance presented the results of its most recent International Consumer Study 2018, conducted in collaboration with Research Now, which reveals that young people with higher incomes and education show more interest in LED technology and smart lighting and give more value to the design of lamps and luminaires than older consumers, who give more importance to the price and sustainability of products.
Another of the conclusions revealed by the study refers to the ignorance of consumers about the lighting sector since only 50% of respondents answer correctly to what is a kelvin or a lumen, units of measurement of color temperature or the amount of total light, respectively. On the other hand, the concept of watts, which refers to energy consumption, is better known by having 80% of positive responses.
Something different happens with different light technologies. Three out of four say they know the difference between the main ones, such as halogen, fluorescent, incandescent, LEDs and smart LEDs, as well as their advantages and disadvantages. 66% recognize that they continue to buy products with a more conventional technology, although the technology is increasingly in demand.
Price, energy efficiency and durability, the most valued criteria
When buying lamps and luminaires, the most important criteria are the same for consumers in all countries: price, energy efficiency and durability.
By age, young people focus more on design, while older consumers attach greater importance to the aspects of price and sustainability. By economic level, middle- and low-income groups focus on price, efficiency, and durability, while high-income groups place more importance on aesthetics and efficiency.
The biological effects of light, still unknown
Another of the main conclusions of the study is the great ignorance that exists about the biological effects of artificial light on human behavior. In fact, about 70% of respondents indicate that they are unaware of this relationship or do not believe that there is one.
A fact that contrasts with the expectation that, however, the respondents do show. Two out of three people see an advantage in using artificial light to stimulate the body and spirit according to their individual needs, and 60% indicate that knowing the biological effects of light would influence their purchase decision.
The Human Centric Lighting (HCL) concept is based on the idea of "the right light at the right time". In this sense, Alberto Casado, Marketing Director of Ledvance for Spain and Portugal, makes a firm commitment to this new concept that, in his opinion, offers optimal light to see, correct light for the biological system and also emotionally attractive light.
"Depending on the time of day and the place where we are, the lighting levels must be adapted to certain requirements, using different illuminance and color temperatures," Casado explained .
