In the end……..2010 Readership Survey

Special thanks to all who responded to the first Readership Survey and my appreciation to Graeme Philipson of Connection Research for initiating and managing this for ABC Carbon, covering both the weekly newsletter abc carbon express and the book The ABC of Carbon. As the “one man band” responsible for the business, the newsletter and the book, I can assure all respondents (and all readers) that I will take particular note of the survey findings and take on board any criticism, comments and views expressed.

Here is a snapshot of the survey, as well as many of the comments received to the open ended questions. If you would like to see all the complete survey report including graphs, please send an email request. If you would like Connection Research to do some research for you, see contact details at the end of the article.

By far the majority of the survey respondents (60.7%) are from Queensland.  From NSW there were 21.3% respondents, Victoria 14.8% and 3.3% from ACT (Canberra). From outside Australia, 8.3% of the respondents resided, covering  India, Indonesia, Singapore, South Africa and the United Kingdom.

Around half the respondents (52.5%) are consultants or advisors, and one quarter (25.4%) in the business and/or professional. Some work for government (6.8%), and the relatively small response from the ACT suggests some of these represent federal government. Those working for NGOs/Associations add up to 8.5%, with academic/scientists amounting to 6.8%.

Most respondents (35%) spend more than 5 minutes reading abc carbon express, but one quarter (26.7%) spend more than 10 minutes. Given the length of the publication, this indicates that most people skim it, looking for items of interest.

Around half of respondents forward it on to other people, with 15% forwarding to one person; 23.3% forwarding to 2 or 3; 3.3% to 4 to 7 people; and 3.3% to 8 or more people.

abc carbon express is rated “very good” and/or “good” by the great majority of respondents in all the surveyed areas, which were :  useful for my work (79.3%), well-written (89.8%), comprehensive (79.6%), newsworthy/topical (93.1%), and easy to navigate (73.2%).

Generally speaking, respondents are happy with the type of content. They would like to see more on the practical applications of energy efficiency and renewable energy, and on green business innovations in Australia. The only category where respondents (3.4%) wanted to see “much less” was Government announcements and actions here and overseas.

The most favoured category appears to be “company profiles”,  where the largest majority in this section (58.9%) felt it was about right, whereas 30.3% wanted a bit more and/or much more, by way of company profiles.

When asked their ideas on how abc carbon express could be more useful (an open-ended question), a number of views were expressed. A few people suggested that it is too long:

• Shorter – there’s too much in it.
• Look at forming think tanks where more discussion and on-hands involvement with new innovations.
• Panel to view submissions and guide through obstacles and costs share benefits when commercialised.
• I would like more of a discussion about the way the science is moving in this area. So many people don’t understand the scientific method and they think this is the way to criticise or even deny climate change – it would be terrific to have a source to deal with the sceptics!
• Offering more practical measures one can make in their own life to reduce their emissions, with data on where one can make the biggest reductions, as the information comes to hand.
• Expand!
• Be Ken’s Vision based on his passion – try to be anything else and it will lose core vision. Just a thought!
• It is too long. Great stuff, but people don’t have time to read it all. Cut it in half.
• As I am a sceptic in regards to carbon trading, I believe the govt is playing games with the public, if they were interested in stopping pollution, I would be a stronger supporter.
• It covers the territory for its type – news, information and informed comment.
• Can’t suggest anything.
• Offer a job service for people like me wishing to go back to the energy/carbon industry.
• Actionable information to answer the How To of actions.
• Can’t think of any.
• Focus on initiatives that bring new ideas/products to public attention.
• You do a great job.
• Highlight those organisations really making a difference for sustainability, not just carbon.
• More script rather than links.
• Not much more than what you are doing.
• As a “consultant” in the industry, it would be helpful to be able get more ideas/applications pertaining to new green technologies.
• More links within the actual stories.
• Case studies are always interesting.
• It is very readable as is.
• It is fine the way it is.
• Not sure.
• Perhaps take a more hard line on sceptics and the imbalance on spending in favour of unproven CCS over renewables.
• Links to more information to be more reliable and readable (font wise).
• Not sure as we’re relatively new subscribers.
• Practical biochar applications.
• A bit more grass roots level, on the land issues.
• Not sure how, given the target audience, but is there some way of promoting the Qld Community Climate Network and the idea of joining a local climate action group or advocacy group like Sustainable Population Australia or Qld Conservation? Is there some way of highlighting small local events/initiatives in addition to large expos and things? There’s a lot going on though. Wish that ourbrisbane.com would more actively promote green events. I’ve written to the Lord Mayor about it to no avail. Maybe Citysmart will help. Some local politicians and print journalists can be helpful getting the word out.
• Inventions that if implemented could make us more efficient.
• Give me tips on how to create lesson plans and teaching tools that I can use in the classroom to educate about environmental issues.
• Permanent feature to Identify/report/update real sustainable/eco/green trends in various industries. We often here of green innovations per industry but never seem to hear how they are being taken up or whether they wither on the vine.
• Nil.
• Information regarding environmental impact of Geological effects on climate change. i.e. volcano eruptions, cyclones, earthquakes.
• A bit shorter?
• A facility to search past issues of abc carbon express.
• Maybe group archived articles and make them available as a library.
• Keep displaying your passion for the subject matter. It is reflected well in the content and editor’s notes.
• It’s fine. I find items of interest each time I receive it.

There is no strong preference for when people would rather receive the weekly newsletter – in fact 51.7% don’t care which day of the week it arrives. But a slight preference showed through for Friday out of all the days of the week specified, with the least favoured being Saturday.

The question was asked, if abc carbon express were to become a subscription only publication, what is the maximum you would be prepared to pay for it.  Some people would pay a little to receive it – 34% were prepared to cough up $25 a year, 11.3% $50 a year, and a “generous” 7.5% thought it was  worth $100 a year . But nearly half the respondents (47.2%) would not be prepared to pay anything.

A total of 39.6% of respondents have a copy of the book, while few more of respondents (44.8%) don’t have a copy of “The ABC of Carbon”, even though they have seen it or heard of it. By far the majority of respondents – 79.2% – would recommend the book, while 18.8% would buy it for someone else.

The ABC of Carbon, like abc carbon express, is rated very highly by its readers, with no-one rating it “bad” or “very bad” in any area. Respondents who rated it good and/or very good for its “usefulness” for their work added up to 74.3%; well-written 83.4%; comprehensive 75%; newsworthy/topical 68.6% and easy to navigate 77.1%.

Around half would find an eBook version useful, but as many would need to see it first before they could form an opinion. Those who said “Yes an ebook would have some use” – 28.8% – while 21.2% would said an ebook would be “very useful”.

There are some opinions on how the book “The ABC of Carbon” could be improved (open-ended question), but no common theme:

• More illustrations, maps, graphs.
• Create databases.
• Include more of a discussion on the science in the area.
• Updated examples.
• A supportive website.
• More comprehensive – missing stuff on Green IT.
• As the world is changing every day, and we don’t have a crystal ball, I believe the time and effort you put into your publication is outdated by the time it gets on the bookshop shelves.
• Electronic version so updates could be done.
• Include diagrams to explain some definition. The Carbon Cycle is one that can be visualised. Also, including some conversion information. That is, the CO2e equivalents of the Kyoto Protocol gases.
• More focus on BIO CCS.
• Better binding; mine is falling apart.
• More critical analysis, less public relations info.
• Layout and colours.
• A little more edgy.  Ken it is OK to take a harder line and even upset some people.
• Biochar special section.
• Topics of interest to me would include population (total not just emissions per capita) as part of the carbon equation. Other topics of interest include carbon rationing, trains, Transition Towns, relocalisation, permafrost/tundra (more than page 479), New Hope Coal (they’re diversifying into wind), energy it takes to pump water to cities from dams, schools/kids (they can and do a lot), biochar.
• Demographics and measurements.
• Improved navigation and linkage of common elements.

The ABC Carbon Readership Survey 2010 was conducted by Connection Research, an Australian market research and consultancy company specialising in analysis of sustainability issues. Services are provided in four interrelated areas:

• Consumer and Community Sustainability: Usage of and attitudes towards energy and water at the domestic and community levels.
• Green ICT: Reducing the energy consumption of the information and communications functions, and the usage of ICT to reduce the carbon impact of organisations.
• Building Industry and Trades: Sustainable and green building products, attitudes and actions of building tradespeople, home automation and digital technology in the home.
• Carbon and Compliance: The green collar workforce, carbon measurement and monitoring, carbon footprint abatement practices.

Connection Research undertakes primary research (surveys of users, trades people, suppliers, practitioners), conducts market modelling analyses (combining our primary data with other sources) and consultancy in these fields.

For more information, see www.connectionresearch.com.au, or phone +61 2 9467 9800 and speak to Graeme Philipson.

Ken Hickson

Director, ABC Carbon

Author, The ABC of Carbon

Editor, abc carbon express