Nuclear power continues to be a controversial topic in Italy, but the latest news in Japan is fueling a growing online debate. Nielsen analyzed online discussions around sources of energy and, in particular around nuclear power before and after March 11, the day of the Japan earthquake.

In the first three months of the year through March 10, online messages about power sources averaged 800 posts per day. On March 11, conversations on nuclear energy spiked 500 percent and kept growing in the following days reaching a peak of 4,000 discussions on March 15 (+2,200 percent versus March 10)

After the tsunami hit Japan, 61 percent of discussions on all energy sources concentrated on nuclear power. Despite the upcoming referendum, prior to March 10, nuclear power represented only 18 percent of messages.

The earthquake and Fukushima emergency unleashed an impressive online debate between those who are in favor and those who are against nuclear power. But even with the increased volume of messages, the pro/con ratio did not change between the two parties: the number of messages with a positive attitude towards nuclear power still represented just one-quarter of those who are against it even though the number of neutral parties was reduced 13 percentage points post-tsunami.

Post tsunami, online discussion for Italians shifted from ecological and economic concerns and concentrated more on the safety of nuclear power and the risks connected with radioactivity leaks. The direct effect of Fukushima raised Italians’ fears on the two most pressing topics: Is nuclear power safe? What are the risks?

Overall, the study shows that many consumers have adopted more environmentally friendly habits, while others have not acted as quickly. “The current momentum surrounding green initiatives and reduced energy consumption presents utilities and home improvement companies with a golden opportunity,” says Jonathan Drost, Account Executive, Energy for The Nielsen Company. “When going green is cost effective, such as opting for Energy Star appliances or government incentive programs, customers migrate in that direction. The biggest hurdle for energy companies is educating the consumer on things like Smart Grids, Energy Efficiency programs and Renewable Green Energy.”

Red State, Blue State, Green State, Clean State
While clean energy and conservation seem like topics on which everyone can agree, consumers participating in green energy programs, like Energy Star tax credits or green pricing programs offered by utility companies, show party line splits. With roughly 3 percent of households participating in these programs, homes identifying as “liberal” or “moderate” are more likely to take part than conservatives.

The level of participation varies widely by region. The west (consisting of California, Oregon and Washington) has embraced green energy programs far more than any other region, comprising 24 percent of all participation. This is due largely to the fact that California has had green pricing programs in place for many years.

Demographically the responses indicate that green energy program participation was greatest among the higher educated and those making over $50,000. But, surprisingly, a higher proportion of those making between $50,000-$100,000 (34 percent) participated compared to those making more than $100,000 (30 percent). Participants also skewed younger, with 40 percent falling between the ages of 18-34 and 39 percent in the 35-54 year age range. Those above 55 make up 20 percent of those taking part in green programs.

Here Comes The Sun
Renewable energy sources are at the heart of the emerging green economy, and if consumers have any say, solar would be their carbon neutral source of choice.  “I believe solar came out on top as a preference because it is a technology that consumers can identify with,” Drost offers.  “Not only can a consumer place solar panels on their home or purchase solar water heaters, but also they see retailers installing solar panels on their roof and hybrid cars with solar roof options. It’s been a media hot topic as well.”

The Drive for Plug-ins
Plug-in hybrids may help push consumers away from their oil-centricity. While only 3 percent of households say they plan on buying a plug-in hybrid, an additional 24 percent said they would purchase once the technology becomes more widely used.

Fifty-eight percent of respondents said they would wait until their current vehicle needs to be replaced before running out to purchase a plug-in. Still, there is a core group that remains pro-gas-guzzler. Fifteen percent of those polled said that they would keep buying gas cars until they are no longer available.

“This is an exciting and challenging time in the industry,” says Drost. “We are past the ‘early adopter’ stage in many areas of Energy Efficiency and Renewable Energy. It will require an increase in education, consumer targeting, and messaging to bring the next wave in. When you consider 95% of Households say they are willing to change the way they consume energy, the next wave could be very, very large.”

• Download The Nielsen Company’s Energy Trends report.

Jeremy Rifkin, president of the Foundation on Economic Trends and an advisor to several heads of state, opened the event by outlining his views of the crises facing the world today: economic, energy and climate. The solution, Rifkin believes, is a third industrial revolution propelled by a hydrogen economy. By focusing on the development of hydrogen as a fuel, all three crises are addressed.

Participants also heard from two academics regarding the economic crisis.  Andrea Boltho, a professor at Oxford, linked the current crisis to the collapse of housing prices, increases in the costs of oil and raw materials and the collapse of major financial institutions, which caused a decline in public confidence.  Boltho predicted that recovery would come in the second half of 2010.  Meanwhile, Franceso Daveri, a professor of economics at the University of Parma, focused on Italy and its future.  He stated that Italy entered a recession prior to the other European countries due in large part to its failure to remain competitive in the global economy.  They key to recovery, Daveri believes, is for Italian companies to innovate and change the way they do business.

Stefano Galli, managing director of Nielsen Italy, presented new research on the shopping patterns of Italian consumers.  While pointing out that confidence was low, consumers were adapting to the recession in ways similar to those in other countries: making fewer shopping trips, reducing impulse purchases and rediscovering cooking and eating at home.  Baking bread and cakes and making pasta at home were identified as some of the ways Italians are coping with the economic downturn.  Only 25% of Italians surveyed said that they believe that recovery has started and that the economy will recover in the next 12 months.

Finally, Emma Marcegaglia, president of Confindustria, the Italian employers’ federation, spoke of the depth of the economic crisis, noting that gross domestic product declined 5.9 percent last year, the worst fall in the past 30 years.  She noted that it was necessary for Italian companies to invest in “green” technology, implement reforms and focus on developing exports to Russia, the Baltic countries and other nations closer to Italy that will resume growth once recovery takes hold.

While consumers are generally on board with energy conscious products, their green behavior has yet to extend to their habits in monitoring and paying for the energy in their homes.

Services offered by local utilities such as whole house energy audits, energy efficient HVAC rebates and weatherization services were only used by 2 percent of respondents in the past year. Energy efficient appliance rebates were used by 4 percent.

Similarly, online energy services, such as real-time pricing, load management, and service consumption monitoring were adopted by only 3 to 5 percent of consumers in the past year.

With the energy industry poised for major changes, including a heavier reliance on technology in monitoring and delivery, the report emphasizes that energy providers have major opportunities if they can educate their customers to become more active in their energy use.

Respondents showed a continued interest in energy-efficient equipment in the home, with 25 percent of consumers having purchased an Energy Star certified appliance, lighting product, or heating or cooling equipment in the last year. However this percentage fell from 27 percent last year.

Energy conserving compact fluorescent light bulbs (CFLs) have shown strong adoption with 71 percent of consumers using at least one bulb in their homes. Nearly a third (30 percent) of those surveyed said they are using more than six.

One indicator that going green is not just a trend for younger consumers is that CFL use appears to increase with age. While 64 percent of those aged 18 to 34 are using the bulbs, so are 70 percent of adults 35-54 and 74 percent of consumers 55 and older.

Ownership of CFLs is highest among those with higher income and education levels, with 76 percent use among those making over $100,000 a year.

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