Vision - September/October 2008 - (Page 34)

market inSider industry research ] • [ by steVe KOeniG “Based on consumers’ reported plans, 56 percent of analog sets will be given away or donated, 25 percent will be recycled, 13 percent will be sold and six percent will be thrown in the trash.” CE Recycling on the Rise ome 2.9 billion CE devices reside in the sphere of U.S. households, which translates to about 24 non-discrete devices under each roof. Consumers will add another 500 million CE devices to the mix this year through first-time and replacement purchases. Some of these products are used daily (e.g. primary TV, PC and cell phone), some are used periodically (e.g. camcorder or printer) and others are used infrequently or not at all. But regardless of how often we use CE products, we eventually decide we’re done with them. The question is: what then? Enter new research from CEA which suggests more discarded CE products are destined for the recycle bin rather than the trash can. Ninety-one percent of consumers today believe recycling is an important or very important responsibility, up from 84 percent in 2005. Sharpening the focus on consumer CE recycling attitudes, CEA’s Trends in CE Reuse, Recycle and Removal Study reveals S considerable increases in the importance of consumers reporting they recycled their placed on recycling CE devices (87 per- unwanted CE device jumped 26.5 percent. cent—a nine point increase since 2005) Last year, cell phones and desktop PCs and household appliances (88 percent—an stood out as the top CE products recycled. 11 point increase since 2005). Meanwhile, Laptops saw the biggest increase in recythe significance consumers place on recy- cling. While in 2005 only nine percent were cling household trash (cans, glass, recycled, 23 percent of discarded lapnewspapers, etc.) remained roughly tops were recycled in 2007. Here’s proof industry programs such as flat (94 percent vs. 92 percent in those offered by Dell, that let con2005). sumers ship their unwanted PC Interestingly enough, more women products back to Dell for recycling than men believe that recycling and/or refurbishment, are making CE is an important activity. For a difference. example, a little over half of women (53 percent) say it’s very important Steve Koenig (89 percent net important) compared to 43 DTV Transition percent (85 percent net important) of men. Perhaps the biggest near-term blip on the This finding suggests different strategies CE recycling radar is the analog TV cut-off and messaging may be needed in commu- date (February 17, 2009). In anticipation, nicating to women and men on the topic of this year consumers expect to remove 43.5 CE recycling. million televisions from their home. Based on consumers’ reported plans, 56 percent of CE Efforts analog sets will be given away or donated, The CE industry has acted dutifully to esca- 25 percent will be recycled, 13 percent will late and invigorate recycling education efforts be sold and six percent will be thrown in targeting consumers. CEA maintains www. the trash. This expected behavior follows mygreenelectronics.com to help consumers the trend of fewer units trashed and more locate CE recycling centers by typing in their units recycled. zip code and to learn about green electronThis is good news, but don’t pick-up that ics products that conserve energy or are built bottle of champagne just yet. Instead of using reuseable materials. CE manufacturers giving cause for celebration, the research have stepped up their recycling awareness should encourage the industry to double efforts, and some have even instituted their consumer education efforts and encourage own recycling programs. But are these edu- us all to do more to help reduce the environcational investments paying dividends? mental impact of consumer electronics. CEA research shows industry recycling CE products enrich peoples’ lives and education initiatives and manufacturer enhance businesses’ bottom-lines. By fosprograms are not only reducing the number tering responsible CE removal behaviors of CE products entering the waste-stream, among customers, the industry can safebut are also improving CE recycling rates. guard and preserve CE’s positive contriThe analysis tees up some compelling sta- bution to society. To learn more about tistics: between 2005 and 2007 the num- consumer attitudes and plans concerning ber of CE products thrown in the trash CE removal and recycling, review the comdecreased seven percent, while the number plete study on http://members.CE.org. • www.ce.org 34 September/October 2008 Norebbo/Alamy http://www.mygreenelectronics.com http://www.mygreenelectronics.com http://members.CE.org http://www.ce.org

Table of Contents Feed for the Digital Edition of Vision - September/October 2008

Vision - September/October 2008 Contents Shapiro's Spectrum In this Issue The Economist Visionary C4 Trends Coming to a Neighborhood Near You IPv6: Connecting People and Things Israelis Spend Big on the Latest CE Devices Tech Speak Tech Policy CEA Newsline Going Global Eye on Business Market Insider Just the Stats

Vision - September/October 2008

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