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Dublin, 29 January 2007
Unprecedented warm winters, prolonged summers, rainstorms at an unexpected time of the year… climate change is drawing global attention like never before, with nine in 10 of the world’s online population aware of the issue, and over half (57%) considering it “a very serious problem”, according to the latest global online survey conducted by ACNielsen, the world’s leading market research and information provider.
The ACNielsen Online Consumer Opinion Survey, the largest half-yearly survey of its kind, was conducted in late October/early November, surveying 25,408 Internet users in 46 markets from Europe, Asia Pacific, North America, the Baltics and Middle East.
“The 2004 Kyoto Protocol made some tentative steps towards controlling the “greenhouse gasses” that are thought to contribute to global warming, but three key countries – the US (the world’s biggest economy) and emerging giants China and India – have yet to ratify the treaty,” said Alan Purcell, Head of Marketing, ACNielsen Ireland. “What’s worrying is that while there is a high level of awareness among consumers globally, the level of concern towards global warming remains low”.
Heard of global warming?
Leading the world in awareness of global warming is the Czech Republic, where 99 percent of on-line users said that they had heard or read something about the issue. Closely following, on 98%, were China, Portugal, Russia and Thailand. In Ireland the figures are slightly lower at 94%, this figure is in line with that of Europe.
“These high awareness levels reflect the increasing media coverage of global warming particularly since the November 2006 Nairobi Climate Change Conference,“ said Mr. Purcell.
The three lowest countries in terms of awareness were the UAE, where 16 percent of respondents said that they had not heard of global warming, followed by the US (13%) and Malaysia (11%).
Is global warming a serious issue?
Worldwide 57 percent of respondents feel that global warming is a very serious problem, with a further 34 percent who see it as “fairly serious”. This sentiment is even higher for the Irish, where, 95% of people see it as either being a “serious issue” or a “fairly serious” one.
Leading the world in seeing global warming as a very serious problem are Brazil (81%), France (80%), Portugal (78%), and the Philippines (76%). While in North America, in line with the relatively low awareness, consumers are less likely than those in other areas to see global warming as a serious problem (43%). Indeed, small but significant minorities in the US do not feel that global warming is a problem at all.
“The North America figures reflect a more polarized situation with regard to attitudes towards the issue, due to the media debate in the US as to the causes, and even existence, of global warming, “said Purcell.
Asia Pacific on-line users are more divided as to the seriousness of the problem. Across the Asia Pacific region, 62 percent see global warming as a very serious problem, and it is only in Korea (48%) and New Zealand (45%) where less than half of respondents share this view.
The Philippines (76%) and Thailand (73%) are the Asia Pacific countries most likely to see global warming as very serious.
What’s causing global warming?
Across the world there is a strong consensus that human activities like vehicle emissions and the burning of fossil fuels contribute to global warming. Worldwide, 50 percent of respondents cite human activities alone as a contributing factor, and another 43 percent mention both human activities and natural climate changes together as factors.
“It is very clear that respondents link global warming with traffic and the burning of fossil fuels, “said Purcell. “A significant proportion also mentions natural climate change, but very few consumers see it as a natural phenomenon only. These findings will add weight to those who are pressing for meaningful cuts in greenhouse gas emissions.”
Ireland is in the top 10 countries in the world that see this issue as man made. Over half of these polled believe that fellow humans and their activities are to blame, this might go some way to explaining Irish peoples willingness to accept the tax on plastic bags. Indeed it may become an election issue on the doorsteps as traffic congestion continues to choke the atmosphere.
North America on the other hand is less likely than of the other continents to see human activities alone as the main cause. Respondents in North America are the most likely of any worldwide to see global warming as at least partly a natural phenomenon (66%).
About ACNielsen
ACNielsen, a division of the Nielsen Company, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com.
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