Applied Materials 2012 SUMMER SOLSTICE INTERNATIONAL SURVEY #solsticeapplied http://blog.appliedmaterials.com/solstice2012 RESEARCH OBJECTIVE Understand consumer knowledge and perception of solar energy usage in the United States, China, India and Japan. METHODOLOGY Ketchum Global Research and Analytics and Ipsos conducted the Applied Materials Summer Solstice survey online between May 25 and June 5, 2012, in the United States and May 29 through June 7, 2012, in India, China and Japan on behalf of Applied Materials. Ipsos used a mixed sample approach to conduct 1,000 interviews within each country. Weighting was then employed to balance demographics to ensure that the sample's composition reflects that of the adult online population in Japan, China and India. For the U.S., the sample is based to U.S. census and no weighting was applied. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/- 3.1 percentage points - 19 times out of 20 of what the results would have been had the entire population of adults in each of the countries responded. All sample surveys and polls may be subject to other sources of error, including but not limited to coverage error and measurement error. DETAILED SURVEY FINDINGS Consumers are partial to their home countries and tend to believe that the installation of solar panels is highest at home. Consumers believe that the United States (26%) and Japan (22%) have installed the greatest number of solar panels. Conversely, Italy (2%) and Taiwan (1%) are thought to have installed the least amount of solar panels. However, individually each market believes that their country has installed the greatest number of solar panels. Almost six in 10 (57%) Americans say the U.S. has installed the most solar panels, 43 percent of Chinese think it is China, and half (52%) of India thinks it is their country. The Japanese think highly of Germany. Although slightly more than four in 10 (42%) of Japanese consumers think Japan has installed the most solar panels, 35 percent of Japanese are correct in believing Germany has installed the greatest number of solar panels higher than any other country. Consumers are overzealous in their perception of the solar market, with the majority saying the cost of solar energy is less expensive than traditional energy sources. Over half (55%) of consumers think that when compared to the cost of traditional energy sources, like coal, solar energy is less expensive. Across the globe only one-tenth of people hit the mark when they say that solar and traditional energy costs are comparable in most countries. Perceptions related to the cost of solar energy vary by country. Four in 10 Indian (42%) and Chinese (40%) consumers say that it is much less expensive. In contrast, half (51%) of Japanese believe that solar energy is more expensive, with more than a third (36%) saying that it is somewhat more expensive.
#solsticeapplied http://blog.appliedmaterials.com/solstice2012 DETAILED SURVEY FINDINGS (CONTINUED) Of those who think that solar energy is more expensive than traditional energy sources, the majority of people believe that it will be at grid parity within the next 15 years. Nearly three quarters (71%) of consumers say that the cost of solar energy will become equal to or less than traditional energy in under 15 years. The majority of consumers think it will happen between 10 and 14 years from now (U.S. 27%; China 35%; Japan 40%; India 22%). India is the most optimistic with nearly a quarter (22%) of consumers thinking the cost of solar energy will reach grid parity in less than five years. This is ten percentage points more than the average global consumer at 12 percent (U.S. 10%; China 11%; Japan 7%; India 22%). Japan is the most skeptical of a quick solar adoption rate, with nearly a quarter (24%) saying it will take 20 or more years for the cost to be at grid parity with traditional sources. Nearly half of consumers think that as the solar market grows, it will create more jobs. Over half (55%) of consumers think that when compared to the cost of traditional energy sources, like coal, solar energy is less expensive. The U.S. is most optimistic with nearly six in 10 (58%) of consumers saying this. China and India are nearly equal in second place in their belief of job growth, at 49 percent and 48 percent respectively. Japan consumers continue to be more cautious, with four in 10 thinking that it will have no impact on the job market. 25 percent of people think that it will reduce the number of jobs.
2012 SUMMER SOLSTICE POSTED QUESTIONNAIRE INTERNATIONAL QUESTIONS 1. Which of the following countries do you believe has installed the greatest number of solar panels? United States 26% 57% 19% 15% 13% China 17% 12% 43% 3% 11% India 14% 2% 2% 2% 52% Germany 17% 9% 15% 35% 9% Italy 2% 1% 2% 3% 1% Japan 22% 17% 18% 42% 13% Taiwan 1% 2% 1% 1% 2% 2. Thinking about traditional energy sources such as coal, how does the cost of solar energy compare? Do you think solar is.? Top 2 Box (Net: Less Expensive) 55% 55% 62% 35% 68% Much less expensive 30% 26% 40% 13% 42% Somewhat less expensive 25% 29% 22% 22% 26% About the same amount 10% 12% 12% 14% 5% Bottom 2 Box (Net: More Expensive) 35% 33% 28% 51% 27% Somewhat more expensive 25% 23% 23% 36% 17% Much more expensive 10% 10% 4% 15% 11% 3. [IF Q2=D,E] When do you expect the cost of solar energy in [INSERT COUNTRY NAME] will become equal or less than traditional energy sources? [record number of years] Total Answering 1396 335 278 506 276 Less than 5 years (Net) 12% 10% 11% 7% 22% 5-9 years (Net) 27% 26% 41% 17% 30% 10-14 years (Net) 32% 27% 35% 40% 22% 15-19 years (Net) 8% 11% 4% 9% 8% 20+ years (Net) 18% 21% 8% 24% 16% Never 3% 5% 1% 4% 2%
4. How do you think that the growth of the solar market in [INSERT COUNTRY NAME] will impact the job market? Top 2 Box (Net: Reduce jobs) 25% 20% 23% 29% 29% Reduce a large number of jobs 8% 9% 8% 5% 12% Reduce a small number of jobs 17% 11% 15% 24% 18% Have no impact on number of jobs 28% 22% 28% 40% 23% Bottom 2 Box (Net: Create jobs) 46% 58% 49% 31% 48% Create a small number of jobs 28% 36% 28% 29% 18% Create a large number of jobs 19% 22% 21% 2% 29% COUNTRY SPECIFIC QUESTIONS US What percentage of U.S. energy consumption do you believe is sourced from solar energy? [Open ended answers. Research team will bucket responses into a few categories.] Tracking Data U.S. Total Answering 1009 Less than 5% 15% 5-9% 20% 10-14% 23% 15-19% 12% 20-49% 24% 50%+ 6% 2012 2011 2010 2009 Total Answering 1009 820 859 726 Zero (0) 0% 1% 1% 3% 1-5 (Net) 28% 37% - - 1 3% 11% 9% 6% 2 5% 8% 7% 7% 3 4% 5% 3% 4% 4 3% 1% 1% 1% 5 13% 13% 13% 11% 6-10 (Net) 24% 19% 20% 26% 11-20 25% 13% 18% 19% 21-30 11% 11% 13% 14% 31 or more 12% 18% 16% 14%
China 1. China's energy consumption has more than doubled in the last decade and is expected to grow by another 75% by 2035. To help meet China s energy needs, the government currently plans to increase solar installations from 1 GW today to 15 GW by 2015. Do you feel that the current adoption rate of solar energy is too fast, too slow, or just right? CHINA Total Answering 1001 Too fast 14% Too slow 58% Just right 27% 2. According to the 12th Five Year Special Plan on Solar Power Technology Development by the Ministry of Technology, the solar power development should focus on the building technology testing and certification system. On a scale of 1 to 5, where 1 is not beneficial at all and 5 is extremely beneficial, do you believe this focus will benefit China s solar power industry? CHINA Total Answering 1001 Top 2 Box (Net: Beneficial) 76% Middle Box 20% Bottom 2 Box (Net: Not Beneficial) 3% N/A 1% India The India government, through the Ministry of New and Renewable Energy, has set a target of increasing the contribution of renewable energy from less than 1% to 6% of India s total energy mix by 2022. Do you feel this pace of adoption is too fast, too slow or just right? INDIA Total Answering 1010 Too fast 20% Too slow 51% Just right 29% Japan If you could choose your home s power source, which type of energy supply would you choose? JAPAN Total Answering 1000 Conventional electric power company, including nuclear power 21% Conventional electric power company, without nuclear power 23% Small-size power company 12% Specific power generation company 8% A power generator, such as solar power, installed on your home 34% Other 2%
DEMOGRAPHICS 1. What is your age? 2. What is your gender? 18-24 15% 13% 15% 15% 19% 25-34 22% 18% 19% 26% 25% 35-44 21% 18% 22% 23% 21% 45-54 18% 19% 18% 17% 16% 55-64 19% 22% 24% 15% 17% 65+ 5% 10% 2% 4% 2% Male 50% 49% 51% 51% 51% Female 50% 51% 49% 49% 49% 3. What is the highest degree or level of schooling you have completed? U.S. CHINA JAPAN INDIA Total Answering 1009 1001 1000 1010 High School or less 25% 2% 32% 3% Associates/Tech/Some college 36% 10% 22% 7% College/University 23% 21% 39% 41% Graduate school 16% 67% 6% 49% I don't know/ I prefer to not answer - 0% 1% 0% 4. Which of the following best describes you? U.S. Total Answering 1009 White or Caucasian 68% Black or African-American 12% Asian/Pacific Islander 5% Native American, Alaska Native, Aleutian 1% Hispanic (Net) 14% Prefer not to answer 1%
5. Which of the following best describes your employment status? U.S. CHINA JAPAN INDIA Total Answering 1009 1001 984 1010 Employed 61% 81% 58% - Retired 14% 12% 2% - Student 6% 5% 8% - Unemployed 8% 1% 9% - Other 10% 1% 2% - Prefer not to answer 1% - - -