71% of Adults in America are EcoGeeks!
That's right, according the 2007 National Technology Readiness Survey 71% of adults in America are ecogeeks! Or at least, they're interested in the possibility of becomming ecogeeks.
Out of a random survey of over 1000 people in 11 product categories people were interested in buying technology that would decrease their impact on the environment regardless of whether it provided other benefits. That tremendously underserved market could be worth $100 billion per year. About half of that comes from the automotive sector, but we imagine electronics and housing were also big players.
Honestly, I wish housing had won out over automobiles, since that has a greater benefit to owners and the environment, but people see cars as their big opportunity to go green.