Eurobarometer finds 57 per cent of Europeans receptive towards innovation
'Innovation is a cornerstone of the strategy to meet the target agreed by the European Council [...] of the Union becoming the most competitive and dynamic knowledge-based economy by the end of the decade,' starts a Eurobarometer report on 'population innovation readiness' in Europe. However, the citizens of Europe appear not to award innovation the same degree of importance, with only 57 per cent claiming to feel attracted to innovative products or services. A total of 30,000 people from the EU, Bulgaria, Romania, Turkey and Croatia were interviewed during May and June for the Eurobarometer report, which was instigated by the Commission's Enterprise DG. The report divides the interviewees into four groups: 'anti-innovation' - 16 per cent; 'reluctant' - 33 per cent; 'attracted' - 39 per cent; and 'enthusiasts' - 11 per cent. Slovakia, Malta, Slovenia, Luxembourg, Turkey and Romania were found to have the most innovation enthusiasts - around one in five citizens - while anti-innovation sentiment was strongest in Southern Europe, notably in Greece (22 per cent), Cyprus (21 per cent), Portugal (20 per cent) and Bulgaria (20 per cent). According to the Eurobarometer report, those who are less receptive towards innovation are mainly women, and often aged 55 or over. These interviewees were also found, in general, to have a lower level of education than those with a more positive attitude towards innovation. Those embracing innovation, the 'enthusiasts', are primarily male, young, still studying or with a high level of education, according to the report. Asked whether innovation is 'the creation of new products or services' or 'the improvement of existing products or services', 52 per cent chose the first option, and 39 per cent the second. New innovative products must, however, both win customers over from their tried and tested products, and compete on cost. Some 45 per cent of those questioned declared that they would be willing to try an innovative product instead of their usual product at least once. However, only six per cent would be willing to replace a product or service that they already use with an innovative one if it is significantly more expensive. The figure jumps to 31 per cent for those that would be willing to pay a little more, whereas the majority - 45 per cent - would only be willing to try the new product or service if the cost was the same as for that which they normally buy. Given that 'The success of innovative products and services depends on market dynamism' and 'the creation of new markets and the acceptance of new products by customers are of paramount importance for innovation', the survey's results may be considered as disappointing by the innovation community and supporters of the Lisbon strategy alike. The writers of the Eurobarometer report are however content with the results, highlighting that a 'comfortable majority' of 57 per cent is drawn to new or improved products or services. 'We have seen that consumer preferences vary across European countries and within national markets. However, through the EU, respondents of a similar socio-demographic profile systematically demonstrate a high degree of openness to new products or services. Companies should be made aware of these patterns in order to tailor their innovation strategy accordingly,' concludes the report.