LONDON, June 16, 2014 /PRNewswire/ --
Adults in the South West are energy-savvy environmentalists who are more willing to change their behaviour for the good of the planet than any other region in Britain, a survey suggests.
Commissioned by AEG to mark the launch of the world's most energy efficient washer dryer - the first to be powered by a heat pump - the poll of more than 2,000 people explored energy saving habits and attitudes, with a focus on home appliances.
When asked, respondents in the South West were best at estimating the savings achieved by upgrading to the new AEG ÖKOKombi Plus, which is 40% more energy efficient than the current leading A rated washer dryer, saving nearly £70 a year. 6% of South West respondents correctly estimated a saving of £60-69.99 per year, while in Yorkshire and The Humber, 11% of respondents guessed the upgrade would save up to £10. Londoners were most likely to admit they didn't know (37%).
The research shows that 96% of British adults want to save energy at home, and that of these, respondents in the South West were the most likely to do so to protect the environment, with nearly one fifth (18%) choosing this as their main motivation. Adults surveyed in Wales are the most likely to reduce their energy use to save money on their bills (90%), while the East Midlands is the most committed to setting a good example to others like their children (6%).
After learning that leaving a phone charger plugged in when not in use costs on average just £2.44 per year, nearly a quarter (23%) of adults in the South West still agreed to change their behaviour by switching it off at the wall once their phone is charged. Londoners are least prepared to change their behaviour (12%), with some respondents commenting that the inconvenience of accessing the plug isn't worth the "insignificant" potential cost saving.
When asked to identify from a list the appliance that uses the least amount of energy when left on stand-by or plugged in but not in use, the South West came top again, with 24% correctly choosing an electric toothbrush charger (costs on average £1.22 per year), where a quarter of adults surveyed (25%) incorrectly guessed an air-freshener plug-in (costs on average £4.87 per year). When asked which uses the most energy when left on stand-by or plugged in but not in use, respondents in the South East and Wales came up trumps, with 12% answering a wireless router (costs on average £21.92 per year), where 27% of adults surveyed incorrectly chose a CRT or LCD television (costs on average £3.04 per year). For both questions, around one third (31% and 32% respectively) of adults surveyed answered that they didn't know.
However, when it comes to prioritising energy savings over the functionality of a device, the South West is one of the least willing. When asked, 28% of respondents confessed they wouldn't switch off their satellite set-top-box at the plug, regardless of being told the average standby cost is £18.26 a year, with many remarking that it would affect its ability to record or save settings. This in spite of the fact that nearly two thirds of all adults surveyed (63%) think that households in Britain are doing more to help save energy compared with five years ago. Respondents in the East Midlands are the most likely to change, with 26% of respondents agreeing to turn their satellite box off at the plug when it is not in use.
In a bid to help customers become more energy efficient, AEG has partnered with Britain's leading green energy company, Ecotricity, to give away thousands of energy saving kits, helping ÖKOKombi Plus customers to save even more energy. Customers using both the kit and the new washer dryer could save more than a third on their annual household electricity bill - equating to an average of around £160 a year.
Peter Spencer, Electrolux General Manager UK & Ireland: "The results of our survey show that money is the biggest motivator for British adults to cut their energy use, with 83% of respondents telling us that reducing their fuel bills is their main reason to save.
"And yet, a significant proportion of adults surveyed are out of touch with the cost of their appliances, making it difficult for them to manage the amount of energy they use in the home. In fact, the Energy Saving Trust estimates that an average household will spend between £45 and £80 a year powering appliances left on standby and not in use.
"Upgrading a major appliance like a washer dryer is a big step to better energy efficiency, however most people don't realise how much they could save. New technology like the heat pump used in the ÖKOKombi Plus is kinder to the environment and delicate fabrics, demonstrating how we can help our customers save money on their fuel bills without sacrificing excellent results."
Ecotricity founder Dale Vince OBE, said: "This survey shows that even when people are well informed about energy efficiency and motivated by either cost saving or the environment, there's still a reluctance to sacrifice convenience to achieve greater energy efficiency.
"This is where technology comes in - the ideal way to save energy and the environment is through technology that does the job with no hassle."
Notes to Editors
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,347 adults. Fieldwork was undertaken between 8th and 9th May 2014. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
 Upgrading an A rated washer dryer to an A-40% rated washer dryer saves nearly £70 per year, based on the AEG L87695WD compared against the AEG L99695HWD ÖKOKombi Plus (200 cycles per annum, charged at the average UK standard electricity rate of 13.9p (Source: Energy Saving Trust, December 2013).
 Source: AEG, 2014
 Source: AEG, 2014
 Based on the average electricity consumption for a UK household (single rate meter) of 3,200 kWh (Source: Ofgem, December 2013). Energy kit saves more than £90 per year, based on 650 kWh charged at the average UK standard electricity rate, as before. Upgrading an A rated washer dryer to an A-40% rated washer dryer saves nearly £70 per year, as before.
 Source: Energy Saving Trust, May 2014
About the AEG ÖKO Range
The new AEG ÖKO range is now available in John Lewis stores and other selected retailers nationwide:
- AEG ÖKOKombi Plus washer dryer (A-40%), Woolmark Blue accreditation (formerly Gold), RRP £1,299. The ÖKOKombi Plus uses heat pump technology
- AEG ÖKOMix washing machine (A+++-50%), Woolmark Green accreditation (formerly Platinum), RRP £799. 50% more efficient than an A+++ machine.
Advanced heat pump drying technology recirculates warm air to save energy. Lower temperatures also ensures gentle drying for delicates.
AEG and Ecotricity will give away energy saving kits to ÖKO customers from June 2014.
Watch the video here: http://www.youtube.com/watch?v=XXQQKaNkRhA
The Electrolux Group is a global leader in home appliances and a sector leader for sustainability, listed in the Dow Jones Sustainability World Index since 2006, the RobecoSAM Sustainability Yearbook 2013, and Climate Counts 2012-13. Together with esteemed brands including AEG, Electrolux, Zanussi and Electrolux Grand Cuisine, the Group sells more than 50 million products to customers in more than 150 markets every year. In 2013 Electrolux had sales of SEK 109 billion and 61,000 employees. For more information go to http://group.electrolux.com
Ecotricity was founded in 1995 as the world's first green energy company, and now powers over 110,000 homes and businesses from a growing fleet of wind and sun parks. Ecotricity is a 'not-for-dividend' enterprise that, on average, invests more per customer in building new sources of green electricity than any other energy company in Britain. For more information visit http://www.ecotricity.co.uk
SOURCE AEG and Ecotricity