The British public are now far more concerned by energy security than climate change compared with people around the world. There is recognition we need a diverse mix of energy sources to meet needs, including support for nuclear. However, consumers themselves are still wedded to gas, and have limited awareness of alternative options. Ben Page gave this presentation to Madano Partnership's breakfast briefing on the UK’s evolving energy policy: Opportunties and Challenges on 25 April 2013.

1. © Ipsos MORI
Version 1 | Public
Public attitudes to the UK’s energy challenges,
and the role for consumers and businesses
Ipsos MORI

2. © Ipsos MORI
How concerned are the public
about energy security and
affordability of supply?

3. © Ipsos MORI
58
56
50
50
50
42
39
36
36
35
35
33
30
28
27
27
25
23
23
19
12
8
7
4
Sweden
Germany
Great Britain
Japan
USA
South Korea
Australia
South Africa
Spain
Belgium
Italy
Canada
Poland
France
China
Turkey
Hungary
Argentina
Indonesia
SaudiArabia
India
Mexico
Russia
Brazil
Base: Between 500-1010 respondents per country, February 2 - 14 2011
Q. What are the three most important environmental issues in your country?
% Future energy sources and supplies
Source: Ipsos Global @dvisor
Brits care much more than most about energy security

4. © Ipsos MORI
56
55
48
44
42
42
40
40
38
34
33
30
29
28
27
27
27
25
25
25
23
21
19
9
South Korea
India
Japan
Mexico
Brazil
Indonesia
Canada
Spain
Germany
Argentina
Turkey
Australia
France
Sweden
Belgium
Italy
USA
Great Britain
Hungary
SaudiArabia
South Africa
China
Poland
Russia
Base: Between 500-1010 respondents per country, February 2 - 14 2011
Source: Ipsos Global @dvisor
But Britain is less concerned than others about climate
change
Q. What are the three most important environmental issues in your country?
% Global warming / climate change

5. © Ipsos MORI
The public are concerned about security of supply and
affordability
Base:1,822 British adults, aged 15 and over, 6th January-26 March 2010
Electricity will become
unaffordable
Supplies of fossil fuels (e.g.
coal and gas) will run out
The UK will become too
dependent on energy from
other countries
% Not at all concerned% Not very concerned% Fairly concerned% Very concerned
% Don't know/no opinion
Q. How concerned, if at all, are you that in the future…
Source: Cardiff University / Ipsos MORI
78%
81%
78%

6. © Ipsos MORI
How acceptable are renewables
and nuclear as a way of
meeting the UK’s energy
needs?

7. © Ipsos MORI
0%
10%
20%
30%
40%
50%
Aug
'98
Feb
'99
Sep
'99
Apr
'00
Dec
'00
July
'01
Dec
'02
Dec
'03
Dec
'04
Nov
'05
Nov
'06
Nov
'07
Nov
'08
Nov
'09
Nov
'10
Jun'
11
Dec
'11
Dec
'12
Q. How favourable or unfavourable are your overall opinions or impressions of
the nuclear industry/nuclear energy?
Favourable opinion of the nuclear industry has slipped, though
there is no growth in unfavourable opinion
Favourable Unfavourable
40%
17%
Base: All GB adults aged 16+ (1,000 – 2,000)
24%
28%
40%
19%
35%
18%
Source: NIA / Ipsos MORI

8. © Ipsos MORI
0%
10%
20%
30%
40%
50%
60%
Support Oppose
Q. To what extent would you support or oppose the building of new nuclear
power stations in Britain TO REPLACE those that are being phased out
over the next few years? This would ensure the previous proportion of
nuclear energy is retained i.e. 18%.
Support for replacement nuclear newbuild slips, though
positive balance continues
* Wording in 2001 was “To what extent would you support or oppose
the building of new nuclear power stations in Britain?”
19%
47%
36%
28%
50%
20%20%
42%
# Wording up to 2011 was “This would ensure the current proportion
of nuclear energy is retained i.e. 18%”
Source: NIA / Ipsos MORI
Base: All GB adults aged 16+ (1,000 – 2,000)

9. © Ipsos MORI
Q. To what extent would you support or oppose the building of new nuclear
power stations in Britain TO REPLACE those that are being phased out
over the next few years? This would ensure the previous proportion of
nuclear energy is retained i.e. 18%.
-10
0
10
20
30
40
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
(June)
2011
(Dec)
2012
(Dec)
Net support for newbuild
Net support for nuclear newbuild below its peak
+8
+29
Fukushima
+9+5
-10
+30
+22
Source: NIA / Ipsos MORI
Base: All GB adults aged 16+ (1,000 – 2,000)

10. © Ipsos MORI
The public favour renewables over fossil fuels and
nuclear
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010
Q. How favourable or unfavourable are your current overall opinions or
impressions of the following sources for producing electricity...?
Sun / solar power
Wind
Hydroelectric
Biomass
Gas
Coal
Nuclear
Source: Cardiff University / Ipsos MORI
Oil
% favourable

11. © Ipsos MORI
Q. To what extent do you agree or disagree with the following statements?
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010;
1,491 British adults, aged 15 and over, 1st October – 6th November 2005
Source: Cardiff University / Ipsos MORI
% Strongly agree % Tend to agree % Neither / nor
% Tend to disagree % Strongly disagree % Don't know / no opinion
2005
2010
Britain needs a mix of
energy sources to
ensure a reliable
supply of electricity,
including nuclear
power and renewable
energy sources
However, there is acceptance of need for diverse energy
mix
74%
63%

12. © Ipsos MORI
Q. To what extent do you agree or disagree with the following statements?
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010;
1,491 British adults, aged 15 and over, 1st October – 6th November 2005
Source: Cardiff University / Ipsos MORI
% Strongly agree % Tend to agree % Neither / nor
% Tend to disagree % Strongly disagree % Don't know / no opinion
2005
2010We need nuclear
power because
renewable energy
sources alone are not
able to meet our
electricity needs
… And this mix needs to include nuclear
55%
48%

13. © Ipsos MORI
There is some willingness to pay more for renewable energy
but less so for nuclear power
Your electricity comes
primarily from
renewables?
31
34
36
Your electricity comes
primarily from nuclear
power?
72
18
11
Base: 1,822 British adults aged 15 and over, 6th-January-26th March 2010
Q. Considering your current electricity bills, by how much, if at all, would
you be willing to increase the amount that you pay per month in order to
ensure that:
Source: Cardiff University / Ipsos MORI
£0
£0
£2- £8
£2- £8
£10 and
over
£10 and
over

14. © Ipsos MORI
Q. To what extent would you support or oppose the following
developments in your area? (By area we mean up to approximately 5
miles from your home)
But Not in My Backyard, for both nuclear and coal
Base: 1,822 British adults aged 15 and over, 6th January-26th March 2010
The building of a new
nuclear power station
The building of a new coal
power station
% Strongly support % Tend to support % Neither support nor oppose
% Tend to oppose % Strongly oppose % Don't know/ No opinion
Source: Cardiff University / Ipsos MORI
21%
24% 60%
59%

15. © Ipsos MORI
Q. To what extent would you support or oppose the following
developments in your area? (By area we mean up to approximately 5
miles from your home)
NIMBY-ism is less prevalent with Wind
Base: 1,822 British adults aged 15 and over, 6th January-26th March 2010
% Strongly support % Tend to support % Neither support nor oppose
% Tend to oppose % Strongly oppose % Don't know/ No opinion
The building of a new wind
farm
Source: Cardiff University / Ipsos MORI
73%
16%

16. © Ipsos MORI
What steps are the public
willing to take to help address
the energy challenge?
• Public interest in renewable heating
• Public engagement with smart
metering

17. © Ipsos MORI
Most only think about gas for the future
Q. If you were going to replace your current heating system, what types of
heating system would you consider to heat both your home and hot water?
63%
10%
8%
4%
3%
3%
2%
2%
3%
5%
Gas boiler – combination (combi)
Gas boiler –but not combination (combi)
Gas boiler – not sure what type
Oil boiler –combination (combi)
Biomass boiler
Ground-source heat pump
Electric storage heaters
Gas Fire (mains)
Other, please specify
Refused / don't know
Mentions of 2% or more
Base: All GB homeowners aged 18+ who do not currently heat their home
mainly using a GSHP, ASHP, biomass boiler or heat network (2,848),
28th August to 14th October 2012
Source: DECC / Ipsos MORI

18. © Ipsos MORI
69%
60%
28%
24%
17%
16%
12%
18%
24%
19%
23%
15%
15%
15%
14%
17%
53%
53%
68%
69%
73%
Gas Condensing Boiler
Solar thermal
Ground Source Heat Pump
Biomass boiler
Air Source Heat Pump
Heat network, district or community heating
Micro-CHP
I have heard of it and I know what it is I have heard of it but I'm not sure what it is I have never heard of this
Low awareness of renewable options, other than solar
Source: DECC / Ipsos MORI
Base: All GB homeowners aged 18+ (2,900), 28th August to 14th October 2012
Q. Which of the following best describes the extent to which you had heard of
each of these ways of heating your home and/or hot water before
today?

19. © Ipsos MORI Source: DECC / Ipsos MORI
Q. Having seen this information, how would you say you feel about a...
Some renewable options do have appeal once explained
44%
11%
10%
8%
6%
6%
36%
35%
28%
26%
23%
20%
3
11%
17%
17%
21%
23%
2
7%
13%
15%
18%
21%
Gas Condensing Boiler
Micro-CHP
Ground Source Heat Pump
Heat Network
Air Source Heat Pump
Biomass Boiler
Very positive Fairly positive Fairly negative Very negative
Respondents were
shown basic information
factsheets about each
technology before
answering this question
Base: All GB homeowners aged 18+ who do not currently heat
their home through a more efficient heating system (2,848),
28th August to 14th October 2012

20. © Ipsos MORI Source: DECC / Ipsos MORI
Mixed opinions about solar thermal
Q. Having seen this information, how positive or negative do you feel about
using a solar thermal system to heat your water? Would you say you
are…
15%
30%
20%
16%
16%
3%
Base: All GB homeowners aged 18+ who own the roof on their property (2,521)
Very positive
Fairly positive
Neither positive nor
negative
Fairly negative
Very negative
Don‟t
know

21. © Ipsos MORI
Half of the public have never heard of smart meters
Base: Adults aged 18+ who are at least partly responsible for paying
household energy bills : 2,159 , 5th – 20th October 2012
Source: DECC / Ipsos MORI
5%
44%
50%
Yes, I have one Yes, but I don‟t have one No, never heard of them
Adjusted figure for ownership: 2%*
Q. Before today, had you heard of smart meters?
* Adjusted to account for overclaim due to
misunderstanding of smart meter

22. © Ipsos MORI
Half of British bill-payers are still undecided about
smart meters
Base: Adults aged 18+ who are at least partly responsible for paying household energy bills:
Wave 1 (2,396), 30th March – 26th April 2012; Wave 2 (2,159) 5th – 20th October 2012
9
7
23
22
45
48
12
11
8
8
4
4
Wave 1
Wave 2
Strongly support Tend to support No feelings either way
Tend to oppose Strongly oppose Don't know
32% support 20% oppose
29% support 19% oppose
Q. To what extent do you support or oppose the installation of smart meters in
every home?
Source: DECC / Ipsos MORI

23. © Ipsos MORI
9
9
32
31
25
27
28
27
5
5
Wave 1
Wave 2
Very interested Fairly interested
Not very interested Not at all interested
Don't know
Interest in smart meters highest among younger, and
larger households
Base: Adults aged 18+ who are at least partly responsible for paying household energy bills and have not had a
smart meter installed: Wave 1 (2,267), 30th March – 26th April 2012; Wave 2 (2,049) 5th – 20th October 2012
27
46
43
31
41
48
36
49
56
Aged 65+ (588)
Aged 35-64 (1,020)
Aged 18-35 (441)
1 person in HH (531)
2-3 persons in HH (1,055)
4+ persons in HH (460)
Never heard of (1,141)
Know at least a little (696)
Know a great deal/fair amount (180)
Significantly different interest between subgroups
(95% confidence level)
(Wave 2) % interested
Base sizes in brackets
Q. To what extent would you be interested, or not, in having a smart meter
installed in your home in the near future?
Source: DECC / Ipsos MORI

24. © Ipsos MORI
Smart meters are expected to help households budget,
avoid waste and get accurate bills
16%
23%
3%
6%
6%
8%
9%
19%
26%
31%
17%
22%
4%
7%
9%
8%
7%
19%
26%
33%
Don't know
Nothing / no benefits
Energy Security
Tailored tariffs
Not having meter read
Environment
Influence others
Accuracy
Avoid waste
Budgeting
Wave 1 Wave 2
Base: Adults aged 18+ who are at least partly responsible for paying household energy bills:
Wave 1 (2,396), 30th March – 26th April 2012; Wave 2 (2,159) 5th – 20th October 2012
Q. What, if anything, do you think you would benefit from if you had a smart
meter installed in your home? (spontaneous)
Source: DECC / Ipsos MORI

25. © Ipsos MORI
Most think smart meters have no disadvantages,
although some are concerned about cost
19%
10%
7%
6%
1%
2%
3%
2%
41%
19%
17%
9%
8%
7%
4%
3%
2%
2%
39%
20%
Cost
Data security
Difficult to understand
Inconvenience
Checking usage too much
Reliability
Someone might lose their job
Health
Nothing
Don't know
Wave 1 Wave 2
Base: Adults aged 18+ who are at least partly responsible for paying household energy bills:
Wave 1 (2,396), 30th March – 26th April 2012; Wave 2 (2,159) 5th – 20th October 2012
Responses for the code „Checking usage too much‟ cannot be compared as it was added as a pre-code in Wave 2
Q. What, if anything, do you think are the disadvantages if you had a smart
meter installed in your home?
Source: DECC / Ipsos MORI

26. © Ipsos MORI
What do consumers expect
from business?

27. © Ipsos MORI
Q. To what extent do you agree or disagree with the following statements?
Base: 1,055 GB adults 16-64, 7-12 September 2012
It is important that companies
take action to try and ensure that
people in the future can live well,
while also living within the limits of
the planet
The companies that care about
people and the planet are
more likely to succeed in the long
term
Companies should just focus
on making as much profit as they
can
Total
agree %
71%
53%
9%
There is clear support for company sustainability
Source: Ipsos MORI Sustainable Business Monitor

28. © Ipsos MORI
Base: 1,055 GB adults 16-64, 7-12 September 2012
Strongly
disagree
Tend to
disagree
Tend to
agree
Most large companies in the UK are working
for the long term good of everyone
Strongly
agree (2%)
Neither
agree nor
disagree
Only 13% agree that
most companies are
working for the good
of everyone – half
(47%) disagree
Don‟t know
But few think it is currently happening to any great extent
Q. To what extent do you agree or disagree with the following statement?
Source: Ipsos MORI Sustainable Business Monitor

29. © Ipsos MORI
• Q To what extent you agree or disagree with the following statement?
Companies need to prove they are responsible
Base: 1,055 GB adults 16-64, 7-12 September 2012
Neither agree
nor disagree
Don‟t know
Tend to disagree
Tend to agree
Strongly disagree (1%)
Strongly
agree
I don’t think it’s enough for companies
to say that they are responsible, they
need to prove it to me
75% agree that
companies need to
prove that they are
behaving responsibly
Source: Ipsos MORI Sustainable Business Monitor
Q. To what extent do you agree or disagree with the following statement?

30. © Ipsos MORI
Q. When forming a decision about buying a product or service from a particular
company or organisation, how important is it that it shows a high degree of
social responsibility?
Majority say purchase decisions are informed by
corporate responsibility
Base: 954 GB adults 16+, 14-26 September 2012, asked face-to-face
Not at all
important
Not very
important
Very
important
Fairly
important
A quarter say
responsibility is
very important to
their purchasing
(74% say it is important
to some degree)
Don‟t
know
Source: Ipsos MORI Sustainable Business Monitor

31. © Ipsos MORI
Version 1 | Public
For more information please contact:
Edward Langley – Head of Environment Research, Ipsos MORI
edward.langley@ipsos.com, 020 7347 3154
Antonia Dickman – Associate Director, Ipsos MORI
antonia.dickman@ipsos.com, 020 7347 3157