To better understand consumer attitudes toward energy and utilities, Capstrat polled 1,275 people across the nation November 15–19, 2012. While we know from other research that consumers care most about reliability and price, we wanted to dig deeper to see if consumer priorities align with utility priorities.

1. UNDERSTANDING WHAT MATTERS TO
ENERGY CONSUMERS
To better understand consumer attitudes toward energy and utilities, Capstrat polled 1,275 people across the nation
November 15–19, 2012. While we know from other research that consumers care most about reliability and price, we wanted to dig
deeper to see if consumer priorities align with utility priorities. Based on our findings, we also can see what utility messages will
resonate with consumers. And just as important as what we communicate is how we communicate, so we also asked consumers how
they wanted to hear from their utility. Below is a summary of what we found.
What is most important? Ninety-three percent of consumers said Consumers consider electricity a value. Despite cost grumbling, 86
that reliability and affordability matter most when it comes to percent believe their energy is a good or fair value compared to other
electricity. They think electricity is a given. When the power fails, household costs. Grumbling is likely affected by news of rate change but
it’s a disappointment. When the power works, it’s taken for granted. can be addressed by looking at costs in relation to other commodities.
Because power is perceived as more of a right than a privilege, Continue communicating that you’re addressing costs every day.
consumers don’t expect to have to pay a lot for it.
25% 61% 14%
How do consumers prefer to receive utility communications?
Traditional channels continue to be the preferred form of direct
Affordability (51%) communication. However, other digital, social and mobile channels
Reliability (42%) should be complements, especially as messages become more
Environmental impact (6%) targeted to consumers’
Other (1%) Direct mail 51%
individual needs.
40%
Customers continue to be e-mail 44%
instantaneous consumers
3% Telephone
of news. Consider using
mobile and social channels 1% Mobile
to get time-sensitive 1% Social networks
information to them.
No surprise here. Because consumers report they care most about reliability and cost, they are looking for utilities to advise them on how
to control costs and prove how you’re working to provide reliable power. Focusing messages on these points will get your customers to stop
and listen. What do consumers believe electric utilities find most important? It’s good news. Consumers believe that your priorities are the
same as their priorities.
1 2 3 4
What consumers find important Saving money Increasing reliability Planning for the future Investing in communities
$
88% 50% 44% 18%
73% 63% 53% 10%
What consumers BELIEVE utilities
find important
$
Increasing uptime Promoting energy efficiency
#energymatters @capstrat .com