Revealing the values of the new energy consumer v24

Revealing the Values of the New
Energy Consumer
Key Findings

Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

Agenda
• Why this survey?
• Methodology and sample
• Detailed survey results
• Appendix

Copyright © 2011 Accenture All Rights Reserved. 1

Research context
• The ARBS team has launched a multiyear global research program aimed at gaining a deeper
understanding of consumers’ attitudes, opinions and preferences toward energy management programs.
Completed in 2010, phase one of the program, the Understanding Consumer Preferences in Energy
Efficiency, was a global consumer survey that produced fascinating insights into consumer preferences
in energy efficiency, readiness and willingness to take action. For highlights of the 2010 research key
findings, please see the appendix.

• To create a more comprehensive set of insights, in 2011, we moved on to phase two of the program—
Revealing the Values of the New Energy Consumer—a research study among more than 10,000
end-consumers worldwide to further explore their preferences, opinions and priorities toward the value
they perceive in beyond-the-meter products and services investigating the following questions:

- What are the energy consumer’s traditional and non-traditional values surrounding in-home
technologies, electricity management programs, and related products and services?
- How much value do consumers place on smart home appliances, mobile applications and non -
traditional channels?
- How can utilities/electricity providers differentiate electricity management programs?
- Do consumers value electricity management programs that are convenience focused?
- Are consumers interested in the delivery of energy management programs through utilities/electricity
providers and third parties?


Agenda
• Appendix


To understand the ‘new energy consumer,’ Accenture
commissioned a global survey of consumer opinions and
preferences toward electricity management programs

• Survey targeted residential end-customers
• 10199 individuals in 18 countries surveyed in December 2010
• Selected countries represent a range of regulated and deregulated markets
• For countries with large and/or diverse populations, participants were
selected from a broad spectrum of locations
• Quantitative survey with a sample statistically representative of the general
population in every country*
• Approx. 30 minute survey, conducted online in native languages
• Data collection completed for Accenture by Harris Interactive

*In Brazil, China and South Africa sample representative of the urban populations

Survey sample details

Interviews by country: Repartition by gender, age, income:

# INTERVIEWS # INTERVIEWS GENDER
Australia 500 Singapore 510 Men 49%
Belgium 512 South Africa * 500 Woman 51%
Brazil * 510 South Korea 537
Canada 500 Spain 550 AGE
China * 502 Sweden 511 18-24 years 16%
Denmark 505 United Kingdom 724 25-34 years 22%
France 514 United States 1202 35-54 years 36%
Germany 500 > 55 years 26%
Italy 548
Japan 530 INCOME
Netherlands 544 Low (bottom 25% in every country) 25%
Medium 50%
High (top 25% in every country) 25%

*In Brazil, China and South Africa sample representative of the urban populations

Agenda
• Appendix


Key findings

1. Emerging marketplayers - While consumers regard their utilities as the primary
provider for energy-related products and services, dynamic business models are
emerging

2. Beyond price - Price is the pivotal factor in the acceptance of electricity management
programs, but price alone will not drive adoption

3. Diverse consumer preferences - A wide array of consumer preferences is driving the
need for differentiated propositions and experiences

4. Unlocking value - Consumers will respond to programs that consider their full spectrum
of values and preferences


Key finding No. 1
While consumers regard their utilities as the primary
provider for energy-related products and services,
dynamic business models are emerging


While consumers’ first instinct is to go to their utility, …

Please select all of the providers that you would be ready to consider for the following
products and services

Get personalized information
Purchase electricity and on your electricity usage
choose an electricity Purchase energy- allowing you to understand
pricing program for your efficient products (e.g., which appliances are using
home smart thermostat) the most electricity

Utility 73% 54% 67%

Your retailer 25% 50% 26%

Your online site (e.g.,
21% 32% 29%
Amazon, Google)

Your phone or cable provider 23% 22% 27%

Base: All respondents

… they also consider alternative providers for purchasing
electricity and beyond the meter products and services

You may currently, or in the future, have new companies offering you electricity,
energy-efficient products (e.g., smart thermostat), and/or related services (i.e.,
customized information on your electricity consumption) on top of their traditional
products and services.

Would you consider purchasing electricity, energy-efficient products, and/or related
services from the following providers?

Retailer 59%

Respondents that would
consider at least one
provider (i.e., retailer,
49% phone or cable provider,
Phone or cable provider
online site) other than a
utility/electricity provider =
73%
Online site (e.g., Amazon, Google) 45%


Alternative providers considered to purchase electricity,
energy efficient products, and/or related services
- Country breakdown

services from retailers, phone or cable providers or online sites?

Respondents that would consider
at least one provider (i.e., retailer,
phone or cable provider, online
site) other than a utility/electricity
96% 96% 95% provider
91% 90%
82%
79% 77% 75% 74% 73%
69% 68% 65%
60% 60% 59%
50%

23%

CN ZA SG SK BR ES IT CA USA SE AVG AU UK DK NL JP DE BE FR


Alternative providers considered to purchase electricity,
energy efficient products, and/or related services
- Country breakdown by provider

services from retailers, phone or cable providers or online sites?

%
100 Retailer
90 Phone or cable provider
Online site
80
70
60
50
40
30
20
10
0
SG ZA CN BR CA ES USA UK IT SE AU AVG SK DK DE NL JP BE FR


Consumers interest in learning about electricity management
programs can be met by specific events and providers

When are you most likely to be interested in learning about electricity management
programs?

Top three moments of truth*

When my electricity prices increase 61%

When I sign up f or electricity service 55%

When I am purchasing new appliances/household electronics 53%

When I get my bill 46%

When I am moving into a new home 42%

When I am renovating my home 28%

When I sign up f or telephone or internet service 12%

When I meet with a community organization that I belong to 3%

*All moments of truth appeared among respondents’ top three

While utilities have the opportunity to improve consumer trust,
they are better positioned than alternative providers

What organizations do you trust to inform you about actions you can take to
optimize your electricity consumption?

2011 2010 (% Trust)
Consumer associations 6% 39% 55% 49%

Environmental associations 10% 36% 54% 53%

Academics /schools /scientific associations 6% 41% 53% 51%

Government /governmental organizations 25% 45% 30% 28%

Utilities/electricity providers 25% 47% 28% 29%

Online service providers 16% 62% 22% 20%
(e.g., Google, Microsoft)
Home service providers
(e.g., cable television provider, 28% 57% 15% 13%
telecommunications provider, etc.)

Retailers /equipment manuf acturers 28% 58% 14% 13%

Do not trust Neither trust Trust
nor distrust
Base : All respondents

Where there was active energy efficiency and pricing
programs, countries experienced volatility in trust
- Country breakdown

Do you trust your utilities/electricity providers to inform you about actions you can
take to optimize your electricity consumption?

54% 54%
Trust - 2010
47% Trust - 2011
41% 39%
40% 40% 40%
32% 34%
34% 33% 32% 32% 32% 29% 29% 31%
28% 28% 29%
26%
24%
21% 23% 20% 21%
19% 20%
18%
17%16% 16%14%
14% 14%
10%

SG SK CN DK JP BR ZA FR USA AVG CA BE ES AU NL UK DE SE IT


Key finding No. 2
Price is the pivotal factor in the acceptance of
electricity management programs, but price alone will
not drive adoption


A reduction in consumers’ electricity bills is a key driver of
adoption

What factors would most encourage you to use electricity management programs?

Top three factors*
2011
It would decrease the amount 91%
of my electricity bill 2010
88%

It would decrease my personal 69%
environmental impact 66%

It would allow me to better control the heating- 68%
cooling in my home 51%

It would decrease the time required to 41%
manage my electricity use 38%

Knowing that I am one 16%
of the highest electricity user in my peer group
9%

*All factors appeared among respondents’ top three

Not surprisingly consumers place the most importance on
impact on their electricity bill for the adoption of an electricity
management program

When consumers make decisions regarding electricity management programs, they
place different levels of importance on the components

Program 17% Program elements:
•Information display
•Service
•Usage adjustment
•Provider
•Loyalty rewards

Impact on your electricity bill 83% Impact on your
electricity bill choices:
• 15% reduction
• 5% reduction
• No change
• 5% increase

Methodology note: Results based on a conjoint analysis

Surprisingly, nearly 29% of consumers would adopt a program
that increased their bill

When consumers make decisions regarding electricity management programs, they
place a decreasing level of importance on the reduction of the bill beyond 5% in
savings.

% of adoption
(certainly and probably)
100%
94%
90%
85% 89% 90%
80% 81%
73%
70%
65%
60%
57% 60%
50%
47%
40% 39%
33%
30%
29%
20%

10%

0%
-5% -4% -3% -2% -1% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11% 12% 13% 14% 15%

% increase on the % reduction on the
electricity bill electricity bill
Methodology note: Results based on a conjoint analysis. Simulation test with “Existing device, full set up, manual adjustmen t, single provider, with loyalty rewards.”

The importance of the impact on the bill is reasonably
consistent across geographies
- Country breakdown

Relative importance (weight) of each component in the decision to adopt electricity
management programs

Program elements
Impact on your electricity bill

8%
12% 14% 15% 16% 16% 16% 16% 17% 18% 18% 19% 20% 21% 21% 21% 25% 27%
33%

92% 88% 86% 85% 84% 84% 84% 84% 83% 82% 82% 81% 80% 79% 79% 79% 75% 73%
67%

JP ES BR UK SE SK AU NL AVG CN ZA DE USA SG DK CA BE IT FR

Copyright © 2011 Accenture All Rights Reserved. Methodology note: Results based on a conjoint analysis 20

When consumers make decisions regarding electricity
management programs, they place different levels of
importance (weight) on the program elements

Usage adjustment Provider Information display Service Loyalty rewards
In order to optimize your You can receive The program gives you the You may choose to You may have an
electricity bill you have to your device, ability to monitor and adjust setup and service opportunity to enroll in a
change the time at which you information, and your electricity usage the device(s) on rewards program. This
use some appliances (e.g., pricing program through a device. This your own or you rewards program will allow
heating/cooling of your home, from a single device may be a separate may choose to have you to collect points which
dishwasher, and clothes provider or multiple unit that only provides a certified can be redeemed for goods
washing machine). You have providers. information on your technician do it for and services (e.g., travel
the choice between manual electricity usage, or may be you. and personal electronics).
turn on or off based on real incorporated into already
time pricing information and existing devices in your
automatic turn on or off home (i.e., computer,
through a device television, telephone, mobile
device).


The mix of program elements significantly fluctuates
between geographies
– Country breakdown
Relative importance (weight) of each element in the adoption of electricity
management programs
Loyalty rewards
Service
Information display
Provider
Usage adjustment

23% 20%
24%
29%
38% 36% 35%
42% 41% 39%
49% 48% 47% 47% 45%
52% 49%

65% 28%
71%
23% 35%
16%
19% 22% 48%
18%
11%
12%
23% 22% 28% 42%
30% 40% 11% 20%
23% 32% 9% 9% 11%
33%
5% 4% 15%
16%
4% 7% 16% 8%
14% 1% 17% 21% 41%
5% 20% 2% 10% 1%
13% 13% 29% 27%
4% 10% 27% 11%
20% 5% 14% 22% 19%
13% 1% 9% 16%
9% 3% 10%
7% 7% 7% 6% 7%
4% 3% 5%
2% 1% 2% 1% 1%

ZA UK CN ES BR SG DE AVG AU BE USA DK JP CA SK IT SE NL FR


While rebates are the preferred reward, non-cash incentives
also appeal to consumers

How would you like to be rewarded for enrolling in an electricity management
program?

Top three rewards*

Rebate on your electricity bill 91%

Free in-home technology installation services 57%

Loyalty rewards that you can use in a store f or products
55%
and services of your choosing

Electronics and computer rewards 48%

Travel rewards 19%

Books, music, and movie rewards 14%

Activities and entertainment rewards 10%

*All rewards appeared among respondents’ top three

Gender and age influence reward preference
– Gender and age breakdown

How would you like to be rewarded for enrolling in an electricity
management program?
Gender Income
82%
90% 88%
Rebate on your electricity bill 93%
92%
96%
51%
60% 54%
Free in-home technology installation services 55%
54% 66%
45%
Loyalty rewards that you can use in a store 50% 54%
f or products and services of your choosing 60% 60%
56%
55%
54% 48%
Electronics and computer rewards
42% 46%
44%
28%
19% 22%
Travel rewards
20% 18%
15%
20%
13% 16%
Books, music, and movie rewards 13%
16% 18-24 yrs
10%
25-34 yrs
16%
9% 15% 35-54 yrs
Activities and entertainment rewards Men 9%
12%
Women 5% 55+ yrs

Note: Top three rewards i.e., all rewards appeared among respondents’ top three

Key finding No. 3
A wide array of consumer preferences is driving the need
for differentiated propositions and experiences


When a full spectrum of adoption variables are evaluated, a
balanced distribution of six core consumer segments
emerge

Electricity management program
elements:
• Information display Tech-savvys Self-reliants
• Set up
• Usage adjustment 14% 13%
• Provider
• Loyalty rewards

Traditionalists Social
15% 18%
independents

18%
Service-centrics 22%

Cost-sensitives


Consumer segment preferences for electricity management
program elements are fragmented

Importance of levels Social Cost- Service-
Self-reliants sensitives centrics Traditionalists Tech-savvys
independents

Pricing inf ormation displayed on a new device 0,0 2,8 0,0 0,0 0,0 0,0

Pricing inf ormation displayed on existing devices 11,8 0,0 6,0 2,1 3,8 4,2

Self set-up of the device with phone support 0,0 39,7 0,0 0,0 0,0 0,0

Full set-up and assistance by a technician 3,0 0,0 8,2 81,0 2,9 11,3

Manual management of appliances 76,5 1,8 1,4 0,0 0,2 0,0

Automatic management of appliances by the device 0,0 0,0 0,0 3,8 0,0 74,0

Multiple providers f or the device, inf ormation and pricing
0,7 39,3 2,8 2,2 0,0 4,3
program
Single provider f or the device, inf ormation and pricing
0,0 0,0 0,0 0,0 82,6 0,0
program

No loyalty rewards program 0,0 16,4 0,0 0,0 0,0 0,0

Loyalty rewards program 8,0 0,0 81,6 10,8 10,5 6,3


The six segments are present in all countries

Self -reliants
Social independents
Cost-sensitives
Service-centrics
Traditionalists
Tech-savvys

11% 11% 11% 11% 11% 10% 9% 8% 9%
16% 14% 14% 14% 13% 13% 12% 13%
20% 20%
11% 13%
18% 19%
18% 18% 18% 20% 20% 25%
15% 16% 18% 20% 23%
21% 26%
15% 15% 10%

13% 18% 14% 31%
23%
20% 13% 22% 20% 26%
25% 28% 20% 22% 17%
23% 22% 32%
26%
17% 21%
21% 23% 15%
15% 18% 17% 17%
14% 25% 14% 18%
17% 20% 25%
13% 31% 10%
14% 20%
16% 20% 14% 13%
17% 10% 18% 15% 17% 15% 17%
14% 10% 11% 9%
9%
25%
15% 15% 13% 14% 14% 17% 15% 13% 14% 18% 17%
11% 12% 13% 12% 12% 13% 13%

USA CA AU DK NL DE BR AVG ZA IT UK ES FR BE SE SK JP CN SG


A closer look at each segment

Self-reliants Social independents Cost-sensitives
I prefer to manage my electricity I like testing new technologies I look above all for the best
consumption on my own (13%) (18%) financial rewards (22%)

Adoption attributes: Adoption attributes: Adoption attributes:
• Highest willingness to manage manually • Highest interest in setting up personally their • Highest sensitivity to loyalty rewards,
appliances based on real time pricing in-home device with phone support especially loyalty rewards that can be used in
information to optimize electricity bill • Higher interest in monitoring and adjusting their a store for products and services of my
• Higher interest in monitoring and adjusting electricity usage through a new device choosing
their electricity usage through an existing • Highest interest in receiving their device, • Highest sensitivity to a program that would
device information, and pricing program from multiple decrease the amount of their bill
• More uncomfortable with sharing data with a providers • More likely to be interested to learn about a
third party for commercial purposes • More uncomfortable with sharing data with a program when bill increases
• Higher readiness to purchase energy efficient third party to make a program work • Higher interest in a program that can be
product from online sites • Lowest interest in loyalty rewards but would customized to their personal needs and
value electronics/computer rewards usage
• More likely to be dissatisfied with a poor
Demographics +: communication of changes in the program Demographics +:
• Higher proportion of women (54%) • Higher proportion of women (55%)
• Higher proportion of 55+ years old Demographics +: • Higher proportion of 25 and 34 years old
• Higher proportion of men (56%) • Higher share of lower income
• All ages and levels of income • Higher interest in a program which is fun to
• Value a program allowing to connect with a use and is easy to use for the whole family
community to share experience
• Also value a program that would be regarded
as trendy by family and friends

Methodology note: Results based on a conjoint analysis; significant differences from the average have been highlighted

A closer look at each segment (Cont’d)

Service-centrics Traditionalists Tech-savvys
I want the best service for me and I prefer a familiar experience I value convenience and efficiency
my family (18%)%) (15%) (14%)

Adoption attributes: Adoption attributes: Adoption attributes:
• Highest interest in full set-up of the device • Highest interest in receiving their device, • Highest interest in automatic management of
and assistance by a certified technician information, and pricing program from a their appliances by a device
• Highest sensitivity for a program that would single provider • Higher interest in full set-up of the device and
allow them to better control the • Lower readiness to go to a retailer, assistance by a certified technician
heating/cooling of their home phone/cable provider or online site to • Most likely to install a SetAndForget program
• More likely to be interested in learning about purchase electricity, energy efficient products, • Highest interest in monitoring their
a program when moving into a new home and/or related services consumption on their mobile phone or latest
• More likely to be dissatisfied by a program • Highest likelihood to purchase energy personal electronics
with poor customer support and poor product efficient products with their utilities • Highest readiness to consider online sites to
installation • More likely to be interested in learning about purchase electricity, energy efficient products,
• Highest preference for dealing with their a program when they are renovating their and/or related services
utilities to purchase electricity, energy efficient home
products and get customized information in Demographics +:
their electricity usage Demographics +: • Higher proportion of men (54%)
• Higher interest in an in-home device display • Equal repartition in terms of gender • Higher proportion of 25 and 34 years
installed at no cost • Higher proportion of 55+ years old • Higher proportion of high income
• All levels of income • More likely to choose a program that
Demographics +: simplifies their life
• Higher share of women (53%)
• All ages and level of income
• Higher interest in a program which is easy to
use for the whole family

Methodology note: Results based on a conjoint analysis; significant differences from the average have been highlighted

Key finding No. 4
Consumers will respond to programs that consider their
full spectrum of values and preferences


Consumers express interest in a broad set of unconventional
values and preferences

How important would each of the following characteristics be in your selection of
an electricity management program?

Is customized to my personal needs and usage 42% 50% 92% Somewhat important
Very important

Simplif ies my lif e 45% 45% 90%

Is easy to use f or the whole f amily 40% 49% 89%

Is f un to use 39% 14% 53%

Includes the latest technologies 36% 15% 51%

Allows me to connect with a community to share experience
36% 11% 47%
and tips

Is regarded as trendy by my f amily and f riends 18% 6% 24%


Consumers view technology as a key component of electricity
management programs

Would you be interested in any of the following functionalities/features that may be
included with an electricity management program?

Technology that can completely automate the management of
60%
my electricity

Monitoring and managing my usage through the latest personal
36%
electronics (e.g., tablet PC)

The ability to customize the design of the in home display
35%
or the online portal of my electricity management program

Applications I can download on my mobile phone to measure
32%
my personal electricity consumption in real time

Family activities/games around electricity consumption
20%
(e.g., contest on who is consuming the least each week)

Automatic integration of my electricity usage with popular
social internet websites (e.g., Facebook, Twitter) which 13%
allows me to share and compare my success against f riends


Men tend to be more interested in technology enabled
solutions
– Gender breakdown


Technology that can completely automate the management of 64% Men
my electricity 56% Women

Monitoring and managing my usage through the latest perso nal 41%
electronics (e.g., tablet PC) 31%

The ability to customize the design of the in home display 39%
or the online portal of my electricity management program 31%

Applications I can download on my mobile phone to measure 36%
my personal electricity consumption in real time 29%

Family activities/games around electricity consumption (e.g., 20%
contest on who is consuming the least each week) 21%

Automatic integration of my electricity usage with popular 15%
social internet websites (e.g., Facebook, Twitter) which allows me to
share and compare my success against f riends 12%


The interest in mobility varies significantly by age group
– Age breakdown


%
60%
65 60% 18-24 years
60 60%
25-34 years
55 35-54 years
50%
50 58% 44% 55+ years
45 40%
40 42% 38% 44%
35 35%
33% 30%
29%
30 26%

25 30% 23%
27%
20 17%
20%
20%
15 11%
9%
10 6%
5
0
Technology that can Monitoring and managing The ability to Applications I can Family activities/games Automatic integration of
completely automate my usage through the customize the design download on my mobile around electricity my electricity usage
the management of my latest personal of the in home display phone to measure my consumption with popular
electricity electronics personal consumption social internet websites


Surprisingly, a majority of consumers are comfortable with a
third party having access to their usage data in order to make
an electricity management program work

Some electricity providers may need to work with third parties to deliver electricity
management programs. With your consent, these third parties may have access to your
usage data to make the program work.

Would this prevent you from signing up?

Yes 37%

63% of consumers f eel
comf ortable with a third
No 63% party having access to
their usage data to make
an electricity program
work


Across geographies the majority of consumers would be open
to sharing their usage data to make the program more effective
- Country breakdown


No

77%
72% 72%
69%
67% 67% 66% 66% 64% 64% 63% 63% 62% 61% 61%
58%
55%
53%

41%

DK ZA SE JP USA BE AU ES SG IT AVG UK CA DE SK FR BR NL CN


Furthermore nearly half of consumers would also be
comfortable to share their data for commercial purposes

If you provide consent, your utility may share your personal information with third
parties. These third parties may come back to you to offer additional services outside
of the electricity management program to help you save on your electricity bill.

Would this prevent you from signing up for an electricity management program?

Yes 52%

48% of consumers f eel
comf ortable with a
third party having
No 48% access to their usage
data to of f er additional
services to help save
money on their bill


Nearly half of all consumers would also opt for more
convenience at a premium
In the future, the price you pay for electricity will change throughout the day. Electricity could be
more expensive in the morning and cheaper at night (this may already be the case in your
country). This new pricing can save you money on your electricity bill if you actively manage the
hours at which you use major appliances. If you don’t, your electricity bill will increase. Given
this electricity pricing, changes in behavior could have an impact on your electricity bill.

Please select your preferred scenario:

I turn on or off pre-selected appliances four times a day resulting
55%
in a 15 percent savings on my electricity bill

I install a smart device that automatically turns on or off pre-
selected appliances resulting in a 5 percent savings on my
35%
electricity bill (SetAndForget program)

I don’t take any actions resulting in no savings or
even an increase in my bill of up to 10 percent 10%


Consumers with higher incomes are more interested in
SetAndForget programs
- Gender and income breakdown
In the future, the price you pay for electricity will change throughout the day. Electricity could be
more expensive in the morning and cheaper at night (this may already be the case in your
country). This new pricing can save you money on your electricity bill if you actively manage the
hours at which you use major appliances. If you don’t, your electricity bill will increase. Given
this electricity pricing, changes in behavior could have an impact on your electricity bill.

Please select your preferred scenario: Income

I turn on or off pre-selected appliances 55%
51%
58%
four times a day resulting in a 15 percent
savings on my electricity bill

I install a smart device that automatically turns
on or off pre-selected appliances resulting in a 41%
29% 35%
5 percent savings on my electricity bill
(SetAndForget program)

I don’t take any actions resulting in no savings or 13% 10% 8%
even an increase in my bill of up to 10 percent
Low Medium High

Consumers tend to favor face-to-face interactions for the
purchase of various energy efficiency programs and products

Some programs allow you to purchase energy-
How would you want to purchase a efficient products (e.g., smart thermostat) at a
SetAndForget program ? discount. How would you want to purchase
such a product?

With a staf f member at an
38%
in store location
With a staf f member at an
52% 66% pref er interacting
63% pref er interacting in store location
with a staf f member to
with a staf f member to purchase a
purchase energy -
SetAndForget program
ef f icient products

With a staf f member at my
25%
place of residence
With a staf f member at my
place of residence 14%
With a staf f member over With a staf f member over
9% 5%
the telephone the telephone

Online with no interaction Online with no interaction
28% 29%
with a staf f member with a staf f member

Base: All respondents interested in SetAndForget program Base: All respondents

In-person and online channel preferences vary significantly by
geography
- Country breakdown

Some programs allow you to purchase energy-efficient products (e.g. With a staff member at an
in store location
smart thermostat) at a discount. How would you want to purchase With a staff member at my
such a product? place of residence
With a staff member over
the telephone
Online with no interaction
with a staff member

33%
40%
48% 48% 46%
51% 52% 48% 49%
56% 54% 53% 55% 54%
61% 58% 58%
63%
67%
12%

8% 8%
8% 28% 15% 14% 4%
15% 15% 5%
12% 14%
17% 3%
11% 13% 7% 2%
22% 24% 16% 6% 5%
13% 10% 5% 5% 2%
3%
15% 9% 5% 2% 47%
8% 3% 42%
4% 38%
31% 31% 32% 34%
6% 28% 28% 28% 29% 30%
21% 22% 24%
18% 18% 19%
12%

SG BE CA FR AU SE ZA ES CN IT AVG DE USA SK NL DK JP BR UK


Agenda
• Appendix


Consumers are most likely to become disengaged in
electricity management programs by lack of reliable service,
billing errors, and poor customer support

Which of the following would decrease your satisfaction with an electricity
management program?

Top three factors*

Lack of reliable service 71%

Errors in my bill 62%

Poor customer support 52%

Poor product installation 44%

The programs require a large investment of my time 31%

Poor communication of changes in the program 22%

Increased billing f requency 15%

*All f actors appeared among respondents’ top three f actors

Satisfaction factors
- Smart meter breakdown

Which of the following would decrease your satisfaction with an
electricity management program?

Top three factors*
73% Smart meter installed
Lack of reliable service
72% No smart meter installed
63%
Errors in my bill
62%

51%
Poor customer support
52%

46%
Poor product installation
43%

27%
The programs require a large investment of my time
32%

23%
Poor communication of changes in the program
21%

16%
Increased billing f requency
14%

*All factors appeared among respondents’ top three

Preference for SetAndForget program
- Country breakdown

In the future, the price you pay for electricity will change throughout the day.
Electricity could be more expensive in the morning and cheaper at night (this may
already be the case in your country). This new pricing can save you money on your
electricity bill if you actively manage the hours at which you use major appliances.
If you don’t, your electricity bill will increase. Given this electricity pricing, changes
in behavior could have an impact on your electricity bill.

I install a smart device that automatically turns on or off pre-
selected appliances resulting in a 5 percent savings on my
electricity bill (SetAndForget program)
49%
44% 42%
39% 39%
37% 36% 35% 35% 33% 33% 33% 32% 32% 31% 31% 30%
27%
25%

CN SK JP ZA DE IT SG SE AVG BE FR BR DK USA CA UK AU NL ES


Consumers sensitivity to share their data for commercial
purposes varies between countries
- Country breakdown

If you provide consent, your utility may share your personal information with third
parties. These third parties may come back to you to offer additional services
outside of the electricity management program to help you save on your electricity
bill.

Would this prevent you from signing up for an electricity management program?

67%
64%
No
56% 55% 54% 53%
51% 50% 49% 49% 48%
45% 44%
43% 43% 42%
39% 39%
35%

SE JP SK DK ZA AU IT BR ES BE AVG CA SG DE NL USA FR UK CN


Most preferences are proportionally consistent by age group
– Age breakdown

How important would each of the following characteristics be in your selection of an
electricity management program?

% of Very/somewhat important 18-24 years 25-34 years 35-54 years 55+ years

Is customized to my personal needs and usage 90% 92% 92% 91%

Simplif ies my lif e 91% 92% 90% 87%

Is easy to use f or the whole f amily 89% 90% 89% 86%

Is f un to use 58% 60% 53% 44%

Includes the latest technologies 58% 58% 50% 45%

Allows me to connect with a community to share experience
50% 50% 46% 43%
and tips

Is regarded as trendy by my f amily and f riends 35% 31% 23% 14%


Age and income influence consumers propensity to share
their usage data to make the program more effective
- Age and income breakdown



Age Income

37% 36% 34% 36% 33%
Yes 41% Yes 41%

63% 64% 66% 64% 67%
No 59% No 59%

18-24 25-34 35-54 55+ Low Medium High
years years years years

2010 End Consumer Research
Understanding Consumer Preferences in Energy
Efficiency
2010: Key Findings
Countries Surveyed
1. Consumer Paradox - There is a significant
contradiction between consumer perceptions and
Australia Netherlands their actual knowledge of energy efficiency.

Brazil Singapore 2. Trusted Advisor - Consumers' first instinct is to
contact utility/electricity providers for energy-
Canada South Africa efficiency activities, however, providers still need to
build trust and credibility.
China South Korea
Denmark Spain 3. Emerging Barriers - While price remains a key
factor to adoption, the extent of the utility/electricity
France Sweden providers’ control over energy use has emerged as
a potential barrier.
Germany United Kingdom
Italy United States 4. Channel Diversification - Channels and contact
points for utility/electricity providers to
Japan communicate with consumers are diverse.

5. Complexity of Consumer Preferences - Adoption
To access last year’s research, please access of electricity management programs is influenced
Understanding Consumer Preferences in Energy by fragmented and nontraditional consumer
preferences.
Efficiency here.

Revealing the values of the new energy consumer v24

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