Consumers interested in using internet in environmentally friendly way

The survey mapped Finns’ views on the environmental impact of devices and services in the field of ICT. In addition, the survey contained questions on service usage volumes, the frequency with which devices are replaced and the recycling of devices.

The environmental impact of terminal devices is understood – the impact of internet usage is more difficult to grasp

Finns agreed that the extended use and recycling of various terminal devices (e.g. smartphones) has a positive impact on the environment. Indeed, recycling and electronic scrap are familiar themes to many. Reduced traffic as a result of remote meetings is also seen as a positive in terms of the environment.
However, the respondents did not find common ground when it came to services and network technologies. Roughly half of the respondents believed that decreasing the use of video services would generate positive environmental effects. Around 60 per cent of Finns did not know whether a fixed internet connection is more environmentally friendly than a mobile connection.

Transmitting video over an internet connection requires more data transfer than transmitting text content, for example, resulting in video processing consuming more energy in networks and server rooms. Research also shows that data transfer in the mobile network consumes more energy than transmitting data over a fixed broadband connection.

According to the results, consumers find the environmental impacts related to the service life and recycling of devices or to other matters perceived as tangible, such as reducing traffic, easier to grasp. By contrast, effects related to the use of internet services and the connection used (fixed/mobile) are more difficult to understand.

Most Finns felt that there is no reliable and clear information available about the environmental impact of ICT. Fifty-five per cent of Finns were at least somewhat interested in more information on the environmental impact of the ICT sector, and the majority of Finns were at least a little interested in this information. The amount and content of the information is different for devices and services.

Consumers want alternative, environmentally friendly services

Merely increasing the amount of information will not, however, lead to reduced harmful effects on the environment if the information does not lead to changes in behaviour. Public administration, companies and consumers all play a critical role in reducing the environmental impact of the ICT sector. 
A clear majority (68 per cent) of Finns would be prepared to change the way they use internet services if they had more information on the environmental impact of their choices. The respondents were most prepared to replace services with more environmentally friendly services or reduce the use of some services. One fourth of Finns was not prepared to change the way they use internet services at all. The all-pervasive nature of digitalisation may reduce the pace of behavioural changes. 

“The survey clearly indicates that Finns are quite savvy to the environmental impact of ICT devices and internet usage and want to act responsibly. This is a delightful trend, as Finland strives towards its environmental goals. At the same time, many continue to need more information on the impact the service life of digital devices and services has on the environment and climate. The importance of reliable, understandable and current information is highlighted as everyday life becomes increasingly digital – here at Traficom we want to do our part in providing that information,” said Jarno Ilme, Director of the Sustainable and Clean Environment Network at Traficom.