Glass is glass is glass? Not any more, say consumers according to a Saint-Gobain Glass survey carried out for its Planitherm brand that reveals a dramatic upturn in homeowners’ awareness of glass types as a factor in choosing windows.
In fact, the number of respondents recognising types of glass as important rose by one third in just two years, while those identifying the need for windows to keep in heat in has reached nearly 90%.
However, two thirds of all those surveyed had no awareness of WERs until they were shown the rainbow label – even though 27% cited the need for more energy efficiency as the main factor in deciding to replace windows – and there was also widespread confusion over the Green Deal.
The survey, based on over 1,000 online respondents as well as focus groups in the South East and North West of England in November, found that 73% in a quantitative study said type of glass was important, as against only 54% in 2010. Similarly, the 2012 focus groups showed active interest in energy-efficient windows and glass as part of their purchasing decision, while most in 2010 had thought that “glass is just glass.”
It also showed that more than half the consumers who recognised the Planitherm brand had become aware of it through the TV campaign and 13% recalled seeing the ads, while 12% had also heard via a Planitherm Installer Network member and 39% were aware of the Network.
Residential Market Manager for Planitherm, Craig Dodsworth, said: “It is very encouraging to see consumers becoming so much more aware of the types of glass available and this is something we believe every domestic installer should take note of.
“Our TV campaign has obviously helped to position Planitherm as a brand of choice for these newly-aware homeowners and the survey has shown us an opportunity for Network members to associate themselves and their product with the TV campaign.
Elsewhere, the survey showed energy efficiency neck-and neck with security and almost level with price and life expectancy as the prime factor in consumers’ purchasing decision – closely followed by aesthetics.