SURVEY: Finns are concerned about the short lifespan of electronics and want more information to support sustainable choices
Press release, 19 September 2022
According to a customer survey* by Verkkokauppa.com on electronics, e-commerce, and sustainability, Finns want their electronics to be as long-lasting and durable as possible. Although sustainability plays a major role in purchasing decisions, the sustainability efforts of electronics manufacturers and brands remain unfamiliar, and consumers find it difficult to distinguish sustainable products from others.
Consumer research from Verkkokauppa.com, Finland's largest online retailer, reveals that the majority of Finns only buy electronics when necessary—for example, when an old device breaks. More than one in two (62%) try to reduce the need for new electronics by purchasing devices they believe can be repaired or serviced. In practice, however, extending the lifespan of devices is difficult, as half of the respondents consider repairing electronics to be challenging and one of the biggest sustainability issues in the industry. To extend product life, consumers want online retailers to offer maintenance and repair services even after the warranty period has expired.
For over 80% of respondents, it is important that the electronics they purchase are as energy-efficient as possible. Finns are also well-versed in energy labels from A to G, with over 80% of respondents understanding their meaning. Other certifications, such as the Energy Star efficiency standard and the TCO sustainability certification, were less familiar to consumers. Just over half of the participants mentioned that certifications influence their purchasing decisions.
Guidance on choosing sustainable products takes center stage
As many as 70% of respondents are concerned about the short lifespan of products caused by the rapid cycle of new models entering the market. Nearly as many feel that sustainability matters when shopping for electronics. More than two-thirds want more information on the sustainability of electronics to help them make more durable and long-lasting choices.
Online retailers play a major role in these choices, as consumers value retailers who help them select the most reliable and durable products. On the other hand, manufacturers also need to improve their product information, as only 12% of respondents could say what manufacturers are doing in terms of sustainability.
“According to the study, Finns are interested in consuming electronics responsibly but feel they don't know enough to distinguish a more sustainable product from a less sustainable one. There is clearly room for improvement in how online retailers present this information to customers in a meaningful and understandable way. Repairability and the availability of maintenance services are also areas where Finns expect more action. Verkkokauppa.com is investing in this: we are currently expanding the maintenance services offered for our private labels to new product categories, including electric scooters, televisions, and home appliances," says Verkkokauppa.com's Sustainability Manager Johanna Stenbäck.
Interest in used electronics grows, recycling rates are moderate
According to the survey, just over half of respondents have sold or donated electronics, and an equal number have bought or received functional electronics in the past year. There is significant interest in reliable used electronics: as many as 77% of respondents would be willing to purchase reliable, refurbished electronics from well-known online stores if more were available. The supply of used devices has increased in recent years; for example, Verkkokauppa.com's selection includes refurbished and wiped computers previously used by businesses.
74% of participants have recycled waste electrical and electronic equipment (WEEE). Younger people are more active in acquiring and receiving used electronics, while older generations excel at recycling electronic waste.
"The responses show that recycling is done reasonably well, but there is still a need for clarity on what constitutes electronic waste and where it can be taken. For example, electronic waste of all sizes can be brought to Verkkokauppa.com stores for recycling without any purchase obligation," Stenbäck concludes.
*Over 18,000 people responded to Verkkokauppa.com's customer survey on electronics and e-commerce sustainability. Participation was also possible via the website and LinkedIn. The data collection period was August 17–24, 2022. You can find the materials referenced in the press release here (Ulkoinen palvelu) (Avautuu uuteen välilehteen)
Additional information
press@verkkokauppa.com (Ulkoinen palvelu)
Verkkokauppa.com
Verkkokauppa.com is Finland's leading online retailer, offering a wide range of products from home technology to leisure and business needs. Operating since 1992, the company is one of the world's oldest online retailers, combining e-commerce and physical stores into a seamless omnichannel customer experience. Verkkokauppa.com's four megastores are located in Oulu, Pirkkala, Raisio, and Helsinki's Jätkäsaari district. To deliver an exceptional customer experience, the company delivers products to your door in as little as one hour, around the clock, using automation and robotics. Verkkokauppa.com employs approximately 600 people, and the company's shares are listed on Nasdaq Helsinki.
