Consumer Pulse Research Program – Wave 1, September 2011
Smart Grid Consumer CollaborativeMarket Segmentation Research
Peer Connect
October 19, 2011
Consumer Pulse Research Program – Wave 1, September 2011
Purpose of This Presentation
• Review the SGCC’s objectives for this research
• Discuss “Why Segmentation”
• Provide a snapshot of how this segmentation was done
• Introduce the five segments identified by this study
• Review the profile of one segment in depth as orientation to the report
• Briefly overview the other four segments
• Talk a little about how the segmentation might be used
• Answer questions
Download the Consumer Pulse Wave 1 summary report from the SGCC website starting November 1.
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Consumer Pulse Research Program – Wave 1, September 2011
Consumer Pulse – Wave 1 SGCC Research Objectives
• Help establish SGCC’s thought leadership in the realm of smart grid consumer issues.
• Establish baseline measures of consumer smart grid awareness, understanding, favorability, program interest, concerns, etc.
• Develop a clear, actionable segmentation framework that will help SGCC member companies to:
− Design and execute segment-targeted smart grid-enabled products, programs and services
− Create informational/marketing campaigns with targeted concepts and media strategies for specific customer segments
• Provide in-depth information about each segment:
− Describe each segment’s characteristics, attitudes, values and motivations for engagement
− Identify key information needs and existing attitudes toward smart grid, smart meter, and energy efficiency within each segment
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Consumer Pulse Research Program – Wave 1, September 2011
Survey Methodology
• Telephone survey
− Fielded August 15 to September 6, 2011
− N = 1,200
− Quotas by region, age, gender, income, and ethnicity
− Weighting to align with national population parameters
• Qualifications to participate
− Age 18+
− Head of household
• Sample source
− National RDD landline and cell phone sample
• Statistical validity
− For the total sample of 1,200, the margin of error is +/-3.2 percentage points at a confidence level of 95%
• Research and analysis conducted by Market Strategies International
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Consumer Pulse Research Program – Wave 1, September 2011
Why Segmentation?
5
“The first commandment of marketing is to segment the market, choose the best segments, and develop a strong position in each chosen segment.”–Phillip Kotler, Northwestern University, Ten Deadly Marketing Sins
Markets are heterogeneous mix of attitudes, values, & beliefs
• Single marketing plan, message, service strategy, will not be the most effective strategy
Divide market into groups based upon similarities
• Provides ability to target and implement most effective strategies by segment
• Competitive advantage for SGCC member companies
Consumer Pulse Research Program – Wave 1, September 2011
Segmentation Approach: Segmentation Using MSTargetsSM
6
• Proprietary process for designing, conducting, and implementing market segmentation research
• Combines industry expertise and an optimal mix of advanced analytics
• Ensures that all relevant views of customers are included
• Produces segments that are accurately descriptive, concretely actionable, and easily targeted
Theory, Experience, Knowledge, and Research
Strategic Platforms
Tactical Platforms
Integrated Segmentation
Scoring / Typing Tools
Multiple Platform Approach
Consumer Pulse Research Program – Wave 1, September 2011
Easy Street20%
DIY & Save16%
Concerned Greens31%
Young America
23%
Traditionals11%
The five segments
7
Easy Street
“We can afford to pay for electricity. The cost isn’t
that much, on our budget.”
DIY & Save
“Energy efficiency and smart grid programs sound
appealing, because they would help us save
money.”
Concerned Greens
“Smart grid and smart meters will help protect the
environment.”
Young America
“We wish someone would tell us how smart grid can
help us save money and help the environment.”
Traditionals
“Frankly, we’re not at all sure Smart Grid is needed.”
Consumer Pulse Research Program – Wave 1, September 2011
Segment Profiles
Consumer Pulse Research Program – Wave 1, September 2011
9
“We can afford to pay for our electricity. The cost isn’t that
much, on our budget.”
“Honestly, we probably make less of an effort to save energy than
most people.”
“We turn off the lights when we’re not in the room. That’s about all
we do to conserve energy.”
“I do believe that global warming is real, and that saving
energy is good for the environment.”
Easy Street20% of population
Consumer Pulse Research Program – Wave 1, September 2011
10
Easy StreetKey Characteristics
• 20% of population• High levels of education• Highest income of any segment – 28% above $100K• Middle aged, moderate-liberal politics• Fairly diverse: 15% Hispanic, 13% African American• Concentrated in the South (West South Central and
South Atlantic) and Midwest (East North Central) regions
Distinctive Attitudes and Behaviors
• Low levels of interest in smart grid programs or using smart meter information for energy management
• Moderately concerned about the environment at a global level, but not interested in making individual-level environmental efforts
• Believe global warming is real and the government should do more to promote energy efficiency and alternative fuel sources
• Low likelihood to try to minimize impact on the environment through daily actions
• Believe the most important reason to save energy is for the environmental benefits, followed by “for children and grandchildren,” then saving money
SGCC Member Opportunities• Easy Street customers are unlikely exhibit a high level of
engagement with energy management. Simplicity and ease-of-use are keys to acceptance.
• Messaging should emphasize environmental benefits and stewardship for future generations.
• It will be a challenge to motivate them to change; they are satisfied with their current energy consumption habits and expenditures.
Consumer Pulse Research Program – Wave 1, September 2011
22%
53%
23%
25%
54%
Smart Grid and Smart Meter Awareness and Knowledge
11
Basic to complete level ofknowledge (%2–3)
Positive favorability(%6–10)
I support the idea that my electric utility should start now and work quickly to implement smart
grid and smart metering technology(%4–5)
Easy Street
Smart Grid Smart Meter
A6. Has your electric utility installed a smart meter at your home? Base: Among Easy Street who have heard of smart meter, n=73A1/A2. Which of the following statements comes closest to describing your current level of knowledge about smart grid/meter? Base: Easy Street, n=238A4/A5. Considering what you know about the smart grid/meter, would you describe your general feelings about the smart grid/meter as favorable or unfavorable? Base: Among Easy Street who have heard of smart grid/meter, n=65/73AA4. Please tell me whether you support the idea that your electric utility should start now and work quickly to implement Smart Grid and Smart Metering technology. Base: Easy Street, n=238
Easy StreetTotal
70%
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Smart meter installed in home(%Yes)
Basic to complete level of knowledge (%2–3)
Positive favorability(%6–10)
Smart Grid and Smart Meter Implementation Support
Consumer Pulse Research Program – Wave 1, September 2011
16%
19%
10%
8%
10%
2%
5%
4%
Smart Grid or Smart Meter Will Lead To…
12
Saving energy
Saving money
Improved ability to manage energy usage
Improved accuracy of electric bills
Elimination of meter reading
Control over energy usage
Improved reliability
Easier to read meter
A7A. Please tell me about any specific improvements or benefits you think would result from the introduction of Smart Grid or Smart Meters.A7. Please tell me about any specific problems or negative issues you think would result from the introduction of Smart Grid or Smart Meters. Base: Among Easy Street who have heard of smart meter, n=73
Bills will go up
Loss of control
Cost to implement
Accuracy concern
Privacy concern
11%
6%
6%
7%
1%
Benefits ProblemsEasy StreetTotal
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Easy Street
Consumer Pulse Research Program – Wave 1, September 2011
53%
36%
8%
3%
33%
58%
6%
3%
Using smart meter data for energy management
Critical peak pricing
TOU pricing
Program Participation and Monitoring Energy Usage
13
Likelihood to Participate in Energy Management Programs
Base: Easy Street, n=238How likely you would be to participate in programs that you may be offered, that are based on smart grid technology… (Full question text in notes pane)AP3. Smart meters continuously collect information about household electricity usage. People can use this information to manage and try to reduce electricity usage…AP2. One program would encourage people to reduce their energy use during peak periods when energy usage is expected to be high, such as on very hot days…AP1. One program would be a rate plan that would charge different prices for electricity depending on when it is used…AP4. Energy management information from smart meters can be provided in two different ways. Please tell me which of the two would be best for you…Base: Easy Street, n=71AP4A. What if, instead of costing $100, the in-home device was provided by your utility for free? Then which option would you prefer? Base: Easy Street who would prefer free website at over $100 in-home device, n=45
55%
53%
7%
Easy StreetTotal
Energy Management Monitoring Options
$100 in-home device
Free website
Don’t know
Refused
Of those who would prefer the free website rather than the $100 in home device
Free in-home device
Free website
Don’t know
Refused
(%4–5)
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Easy Street
Consumer Pulse Research Program – Wave 1, September 2011
81%
83%
80%
81%
78%
74%
66%
Message Effectiveness
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Smart grid and smart meters will …
Help me save money by using energy more efficiently
Deliver more reliable electric service and more timely power restoration by helping my utility avoid power outages and
manage any outages that do occur more effectively
Help people avoid wasting energy
Help protect the environment
Supports a more independent and secure energy future for America, reducing the need for foreign sources of energy
Give me more control of my home energy use, helping me make smarter energy decisions
Give me more choices, allowing me to sign up for a range of rate and billing programs, that offer more flexibility in how I’m
billed for electricity usage and more control over my energy costs
Base: Easy Street, n=238AA6–AA12. Tell me whether each [of the following statements] increases or decreases your support for going ahead with smart grid and smart meters. “Smart grid and smart meters will …”
Easy StreetTotal
Message Effectiveness (%4–5)
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Easy Street
Consumer Pulse Research Program – Wave 1, September 2011
26%
24%
10%
13%
7%
8%
8%
7%
4%
Reasons to Implement / Not Implement
15
To help consumers save money
To help improve energy efficiency
To help meet demand for electricity
To reduce outages
Remotely read/no meter readers
Accurate readings/bills
To help reduce greenhouse gas emissions
To increase reliability
To give people more control over how much electricity they use
Base: Easy Street, n=238AA1. Based on the information provided, in your opinion, which what is the most convincing reason to implement Smart Grid and Smart Meter technology?AA2. And what would you say is the most important reason not to begin implementing Smart Grid/Smart Meter technology?
Easy StreetTotal
Cost (unspecified)
Increased cost to the customer
Cost to implement
Eliminates jobs
Too much government/ utility control
Reliability of the technology
Compliance
Will not improve/lower costs
Equipment upgrade required
16%
8%
12%
9%
2%
1%
4%
5%
3%
Reasons to Implement Reasons Not to Implement
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Easy Street
Consumer Pulse Research Program – Wave 1, September 2011
It is important to me to know my home is energy efficient and that I have done all that I can to lower energy costs (%6–10)
Compared to most people, I make more of an effort to save energy in my home
(%1–2)
73%
45%
39%
Energy Efficiency Knowledge, Importance, and Effort
16
EE Knowledge
Base: Easy Street, n=238Please tell me how knowledgeable you feel you are about each of the following…KN1. Actions I can take to make my home more energy efficient.KN4. How a smart meter can be used to help manage home energy consumption.KN3. Specific programs and services offered by your electric utility to help you use energy efficiently.EU1. How important is it to you, personally, to know that your home is energy efficient and that you have done all that you can to lower your energy costs?EU2. Compared to most people, would you say that you make more of an effort to save energy in your home, make less of an effort to save energy, or about average?
Actions I can take to make my home more energy efficient
How a smart meter can be used to help manage home energy
consumption
Specific programs and services offered by your electric utility to help
you use energy efficiently
Easy StreetTotal
EE Importance and Effort
89%
39%
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Easy Street
Easy StreetTotal
79%
27%
26%
19%
I believe it is worth spending more on Energy Star appliances and electronics
It is too difficult to determine whether I will save money by buying energy-efficient products
Energy-efficient products are too expensive - the extra cost outweighs the benefit
I like to buy appliances that save me time and effort - I am less concerned about how much energy
they use
Appliance Efficiency
Easy StreetTotal
(%4–5)
ES4. I believe it is worth spending more on Energy Star appliances and electronics. ES6. It is too difficult to determine whether I will save money by buying energy-efficient products. ES7. Energy-efficient products are too expensive - the extra cost outweighs the benefit. ES1. I like to buy appliances that save me time and effort - I am less concerned about how much energy they use.
Consumer Pulse Research Program – Wave 1, September 2011
88%
67%
74%
61%
Shopping Habits and Technology Adoption
17
I carefully research and compare products and brands before I choose
the product that best meets my needs
In my household we like to ”do-it-ourselves” in order to save money�
I would generally spend more on an environmentally-friendly product than
on one that is not
I do most of my comparison shopping on the Internet, rather than talking to
sales people or comparing goods at the store
Shopping Habits
%4–5, Total Agree shownBase: Easy Street, n=238GS2. I carefully research and compare products and brands before I choose the product that best meets my needs. GS4. In my household we like to ”do-it-ourselves” in order to save money. �GS6. I would generally spend more on an environmentally-friendly product than on one that is not. GS5. I do most of my comparison shopping on the Internet, rather than talking to sales people or comparing goods at the store. DI3. I only buy new products or technologies after the ones I am currently using wear out or become obsolete.DI1. I am always eager to be the first one to buy new products or technologies.
Easy StreetTotal
I only buy new products or technologies after the ones I am currently using wear
out or become obsolete
I am always eager to be the first one to buy new products or technologies
69%
20%
Adoption (%4–5) (%4–5)
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Easy Street
Consumer Pulse Research Program – Wave 1, September 2011
99%
83%
84%
96%
35%
Environmental Opinions
18
I believe that saving energy helps the environment (%4–5)
I try to minimize my impact on the environment through my daily actions (%4–5)
The Government should take a stronger role in promoting energy efficiency and alternative fuel sources
(%4–5)
I believe that global warming is real and we need to make immediate, substantial efforts to combat it (%4–5)
I have contributed my time and/or donated to an environmental organization in the past year (%Yes)
Environmental Opinions
Base: Easy Street, n=238EN5. I believe that saving energy helps the environment.EN3. I try to minimize my impact on the environment through my daily actions.EN6. The Government should take a stronger role in promoting energy efficiency and alternative fuel sources. EN4. I believe that global warming is real and we need to make immediate, substantial efforts to combat it.EN2. In the last year, have you contributed your time or given a donation to any environmental organizations?
Easy StreetTotal
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Easy Street
Consumer Pulse Research Program – Wave 1, September 2011
The money I can save
For the future of our children and grandchildren
To reduce the need for foreign sources of energy
The environmental benefits
To be socially responsible
To improve America’s ability to compete with other countries
66%
46%
54%
17%
Energy Management Reasons and Opinions
19
When I make an effort to save electricity in my home, I see a corresponding
reduction in my electric bill
I have already done everything I can to save energy in my home
The most important thing about my home’s heating and cooling equipment is
how comfortable it makes my family
I find the whole issue of energy efficiency difficult to understand
Energy management Opinions
Base: Easy Street, n=238AB5. When I make an effort to save electricity in my home, I see a corresponding reduction in my electric bill.AB4. I have already done everything I can to save energy in my home.AB1. The most important thing about my home’s heating and cooling equipment is how comfortable it makes my family, not how much energy is used. AB3. I find the whole issue of energy efficiency difficult to understand.AB10. In your personal opinion, which of the following is the most important reason to save energy?
Easy StreetTotal
18%
24%
15%
21%
12%
5%
The Most Important Reason to Save Energy (%4–5)
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Easy Street
Consumer Pulse Research Program – Wave 1, September 2011
96%
92%
86%
61%
63%
51%
60%
50%
48%
24%
Beliefs, Attitudes, and Viewpoints
20
Base: Easy Street, n=238LA1-LA11. I’m going to read a series of statements that may or may not describe you and the way you feel about things. PV1. Compared to one year ago, do you consider the current financial situation in your household to be... PV4. Considering your overall political views, would you describe yourself as...
It is important to help others who are less fortunate
I would like to set an example for young people
I like the challenge of doing something I have never done before
I would like to understand more about how the universe works
I don’t like it when others tell me what to do
My religion guides the way I live
I have more ability than most people
I like my life to be pretty much the same from week to week
I like being in charge of a group
I follow the latest trends and fashions
Easy StreetTotal
Beliefs, Attitudes and Viewpoints
Current Financial Situation
Better (%4–5)
Worse (%1–2)
Conservative (%4–5)
Liberal (%1–2)
25%
22%
25%
42%
Overall Political Views
(%4–5)
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Easy Street
Consumer Pulse Research Program – Wave 1, September 2011
Demographics
21
Employment StatusEmployed full-time
Employed part-timeUnemployed
RetiredHomemaker
Temporarily laid offStudent
OtherCurrent Financial Situation
Much worseSomewhat worse
About the sameSomewhat better
Much betterPolitical Views
Very liberalSomewhat liberal
Middle of the roadSomewhat conservative
Very conservativePolitical Affiliation
DemocratRepublican
IndependentOtherNone
Overall Satisfaction of Electric Utility
% Satisfied (6–10)Overall Favorability Towards Electric Utility
% Favorable (6–10)
Average Electric BillLess than $50
$50 to $100$101 to $200$201 to $300$301 to $400
More than $400Included in rent
Smart Meter Installed at Home% Yes
Region New England
Middle Atlantic East North Central West North Central
South Atlantic East South Central West South Central
Mountain Pacific
Home OwnershipOwn/buying
Rent# of Bedrooms
Mean# People in Home
Mean# of people under 18 in Home
Mean
3%25%
18%22%15%17%
70%13%15%
3%
44%56%
4%20%31%28%
1%
16%23%
60%
66%15%
8%2%1%8%
Age 18-24 25-34 35-44 45-54 55-64
65 or olderRace
WhiteAfrican-American
HispanicOther
GenderMale
FemaleIncome
<$30,000$30,000-$50,000
$50,000-$100,000$100,000+
Low Income% Low income
EducationHigh School or Less
Some CollegeCollege or Post Graduate
Internet Accessed Most Frequently At my home/home computer
At work/office Through a mobile phone
Public library Friend/relative’s house
None/do not use the internet
56%8%5%
21%6%0%
2%
6%16%
52%19%
7%
13%29%30%
17%9%
42%17%30%
1%4%
84%
79%
3.2
2.8
1.0
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Easy Street
6%30%41%
12%3%2%2%
23%
2%5%19%
8%22%
6%14%8%16%
83%16%
Consumer Pulse Research Program – Wave 1, September 2011
Geographic Distribution
22
Pacific
Mountain
West North Central
East North Central
West South Central
East South
Central
South Atlantic
Middle Atlantic
New England
Less than 7.8%
7.8%-19.0%
19.0%-21.9%
More than 21.9%
Easy Street
Consumer Pulse Research Program – Wave 1, September 2011
In their own words
23
I’m concerned about the lack of having our whole house air conditioned in extremely hot weather. In 98 or 100 or up, that is when this would reroute the power, but also when it’s needed most.” “I feel like I’ve been told lots of good things about smart meters, but I would like to know what the cost impact would be, and does it pose any risks? For example, could anyone else monitor my usage and possibly determine if I’m home or not?” “I don’t like that smart meters can turn off your power even if you don't want them to. Smart Meters should have been discussed at public forums and meetings, and I think that consumers are being left out of the loop when it comes to fair distribution of energy to all who need it.” “I worry that smart meters could reduce my air conditioning on days I would need it the most, and it might limit my use of other electric appliances.”
“
Easy Street
Consumer Pulse Research Program – Wave 1, September 2011
24
“Our values and religion are important to us.”
“Energy management and smart grid programs sound appealing - they would help us save money.”
“With a large family and moderate income, money is always tight.”
“In our house, we like to do it ourselves and save money.”
DIY & Save16% of population
Consumer Pulse Research Program – Wave 1, September 2011
25
DIY & SaveKey Characteristics
• 16% of population• Middle-income • Families; 20% have three or more children at home• Diverse range of ages from 25-65+• Largely White, 12% Hispanic• Average levels of education• Conservative politics• Higher concentrations in Mountain states, but wide
dispersion across almost entire U.S.
Distinctive Attitudes and Behaviors
• High levels of interest in smart grid programs, especially TOU pricing, primarily for the financial benefits
• Believe the most important reason to save energy is to save money
• High percentage of homeowners, and 84% agree they like to “do it themselves” to save money
• Low level of environmental interest and involvement• Not motivated to minimize impact on the environment
through daily actions• Most likely segment to say “Religion guides the way I
live.”
SGCC Member Opportunities• Product and program design and messaging should
emphasize saving money and de-emphasize environmental benefits.
• There are opportunities to market products and programs that leverage their DIY interest and experience.
• Consider outreach through religious affiliations and communities.
Consumer Pulse Research Program – Wave 1, September 2011
61%
32%
3%
4%
28%
61%
9%
2%
Using smart meter data for energy management
Critical peak pricing
TOU pricing
Program Participation and Monitoring Energy Usage
26
Likelihood to Participate in Energy Management Programs
Base: DIY & Save, n=189How likely you would be to participate in programs that you may be offered, that are based on smart grid technology… (Full question text in notes pane)AP3. Smart meters continuously collect information about household electricity usage. People can use this information to manage and try to reduce electricity usage…AP2. One program would encourage people to reduce their energy use during peak periods when energy usage is expected to be high, such as on very hot days…AP1. One program would be a rate plan that would charge different prices for electricity depending on when it is used…AP4. Energy management information from smart meters can be provided in two different ways. Please tell me which of the two would be best for you…Base: DIY & Save, n=71AP4A. What if, instead of costing $100, the in-home device was provided by your utility for free? Then which option would you prefer? Base: DIY & Save who would prefer free website at over $100 in-home device, n=45
73%
66%
64%
DIY & SaveTotal
Energy Management Monitoring Options
$100 in-home device
Free website
Don’t know
Refused
Of those who would prefer the free website rather than the $100 in home device
Free in-home device
Free website
Don’t know
Refused
(%4–5)
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
DIY & Save
Consumer Pulse Research Program – Wave 1, September 2011
91%
84%
58%
57%
Shopping Habits and Technology Adoption
27
I carefully research and compare products and brands before I choose
the product that best meets my needs
In my household we like to ”do-it-ourselves” in order to save money�
I would generally spend more on an environmentally-friendly product than
on one that is not
I do most of my comparison shopping on the Internet, rather than talking to
sales people or comparing goods at the store
Shopping Habits
Base: DIY & Save, n=189GS2. I carefully research and compare products and brands before I choose the product that best meets my needs. GS4. In my household we like to ”do-it-ourselves” in order to save money. �GS6. I would generally spend more on an environmentally-friendly product than on one that is not. GS5. I do most of my comparison shopping on the Internet, rather than talking to sales people or comparing goods at the store. DI3. I only buy new products or technologies after the ones I am currently using wear out or become obsolete.DI1. I am always eager to be the first one to buy new products or technologies.
DIY & SaveTotal
I only buy new products or technologies after the ones I am currently using wear
out or become obsolete
I am always eager to be the first one to buy new products or technologies
70%
13%
Adoption (%4–5) (%4–5)
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
DIY & Save
Consumer Pulse Research Program – Wave 1, September 2011
In their own words
28
I like the way that with a smart meter you can make decisions on how much energy you use, and it helps prevent outages.” “I think smart meters would help with awareness of usage. It just makes you more aware every time of the amount of power you’re using.” “One benefit to smart meters is that you can have peak charges. I may be able to have lower my electricity costs during the day, then use it later. I like the idea of being able to monitor my electric usage on a daily basis.”
“
DIY & Save
Consumer Pulse Research Program – Wave 1, September 2011
29
“We believe global warming is real and the government
should take a stronger role in promoting energy efficiency.”
“Smart meters will give me more control of my home energy use,
helping me to make better decisions.”
“Smart grid and smart meters will help protect the environment.”
“Protecting the environment really matters to us.”
Concerned Greens31% of population
Consumer Pulse Research Program – Wave 1, September 2011
30
Concerned GreensKey Characteristics
• 31% of population• Highest levels of education, • High income – 23% above $100K• Moderate/liberal politics• Higher concentrations in Pacific and Northeast
(New England and Mid-Atlantic) regions• Middle aged (65% are between 25-54)• More women than men• Largely White, 14% Hispanic
Distinctive Attitudes and Behaviors
• Most concerned and active regarding environmental issues
• High Smart Grid knowledge, favorability and support
• Most likely to participate in smart grid programs• Eager to buy new products and technologies• Want to save energy for the future of our children
and grandchildren and for the environmental benefits; not as concerned about saving money
SGCC Member Opportunities• Segment is receptive to environmental concerns and tries
to protect the environment through their own actions. • This segment is the most naturally inclined toward
participating in energy efficiency and smart grid programs.• Like new technology, and have the resources to make
investments in better energy management.
Consumer Pulse Research Program – Wave 1, September 2011
63%
29%
2%
6%
37%
57%
4%
2%
Using smart meter data for energy management
Critical peak pricing
TOU pricing
Program Participation and Monitoring Energy Usage
31
Likelihood to Participate in Energy Management Programs
Base: Concerned Greens, n=370How likely you would be to participate in programs that you may be offered, that are based on smart grid technology… (Full question text in notes pane)AP3. Smart meters continuously collect information about household electricity usage. People can use this information to manage and try to reduce electricity usage…AP2. One program would encourage people to reduce their energy use during peak periods when energy usage is expected to be high, such as on very hot days…AP1. One program would be a rate plan that would charge different prices for electricity depending on when it is used…AP4. Energy management information from smart meters can be provided in two different ways. Please tell me which of the two would be best for you…Base: Concerned Greens, n=71AP4A. What if, instead of costing $100, the in-home device was provided by your utility for free? Then which option would you prefer? Base: Concerned Greens who would prefer free website at over $100 in-home device, n=45
89%
91%
87%
Concerned GreensTotal
Energy Management Monitoring Options
$100 in-home device
Free website
Don’t know
Refused
Of those who would prefer the free website rather than the $100 in home device
Free in-home device
Free website
Don’t know
Refused
(%4–5)
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Concerned Greens
Consumer Pulse Research Program – Wave 1, September 2011
100%
99%
93%
99%
46%
Environmental Opinions
32
I believe that saving energy helps the environment (%4–5)
I try to minimize my impact on the environment through my daily actions (%4–5)
The Government should take a stronger role in promoting energy efficiency and alternative fuel sources
(%4–5)
I believe that global warming is real and we need to make immediate, substantial efforts to combat it (%4–5)
I have contributed my time and/or donated to an environmental organization in the past year (%Yes)
Environmental Opinions
Base: Concerned Greens, n=370EN5. I believe that saving energy helps the environment.EN3. I try to minimize my impact on the environment through my daily actions.EN6. The Government should take a stronger role in promoting energy efficiency and alternative fuel sources. EN4. I believe that global warming is real and we need to make immediate, substantial efforts to combat it.EN2. In the last year, have you contributed your time or given a donation to any environmental organizations?
Concerned GreensTotal
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Concerned Greens
Consumer Pulse Research Program – Wave 1, September 2011
In their own words
33
Most people don't believe climate change is a big deal, however I do. The things I can do are somewhat limited. We need to think about how we are producing our energy. New technologies have to be developed because the use of fossil fuel has gotten out of control.” “Any technology that moves us forward is a good technology. We need to be more efficient for economic reasons and the future. All that combined will make our country a cleaner and safer place to live.” “Accessibility for new, clean energy to use the grid is the most convincing reason to implement smart grid technology.” “Better cost and more efficient and green delivery of power means that they can better utilize green technology and reduces the need for new power plants.”
“
Concerned Greens
Consumer Pulse Research Program – Wave 1, September 2011
34
“We believe global warming is real and the government should
take a stronger role in promoting energy efficiency.”
“I’m not sure that any of that smart meter stuff applies to me,
since I live in an apartment.”“We wish someone would tell us how smart meters can help us
save money and the environment.”
“We don’t know much about smart meters and the smart
grid. They seem complicated.”
Young America23% of population
Consumer Pulse Research Program – Wave 1, September 2011
35
Young AmericaKey Characteristics
• 23% of population• Youngest and most ethnically diverse segment• Lowest levels of education and income• Least likely to have kids under 18 at home• Likely to live in apartments/condos/mobile homes• Concentrated in the South and Midwest (East North
Central) regions
Distinctive Attitudes and Behaviors
• High level of concern regarding environmental issues.• Think energy efficiency is important, but lack
knowledge of how it works and feel they may have already done all they can to save energy.
• Say they have low likelihood to participate in smart grid programs, but they are interested in using information from a smart meter for energy management.
• They say the most important reasons to save energy are saving money and for the future of our children and grandchildren
SGCC Member Opportunities• The primary focus in communication with this segment
should be education. • They are concerned about environmental issues and
face financial constraints - let them know how Smart Grid products and programs can help address both.
• May be considered a longer tem developmental opportunity, as they mature and become more likely to be homeowners.
Consumer Pulse Research Program – Wave 1, September 2011
60%
27%
8%
5%
28%
54%
11%
7%
Using smart meter data for energy management
Critical peak pricing
TOU pricing
Program Participation and Monitoring Energy Usage
36
Likelihood to Participate in Energy Management Programs
Base: Young America, n=277How likely you would be to participate in programs that you may be offered, that are based on smart grid technology… (Full question text in notes pane)AP3. Smart meters continuously collect information about household electricity usage. People can use this information to manage and try to reduce electricity usage…AP2. One program would encourage people to reduce their energy use during peak periods when energy usage is expected to be high, such as on very hot days…AP1. One program would be a rate plan that would charge different prices for electricity depending on when it is used…AP4. Energy management information from smart meters can be provided in two different ways. Please tell me which of the two would be best for you…Base: Young America, n=71AP4A. What if, instead of costing $100, the in-home device was provided by your utility for free? Then which option would you prefer? Base: Young America who would prefer free website at over $100 in-home device, n=45
63%
49%
41%
Young AmericaTotal
Energy Management Monitoring Options
$100 in-home device
Free website
Don’t know
Refused
Of those who would prefer the free website rather than the $100 in home device
Free in-home device
Free website
Don’t know
Refused
(%4–5)
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Young America
Consumer Pulse Research Program – Wave 1, September 2011
98%
90%
85%
88%
29%
Environmental Opinions
37
I believe that saving energy helps the environment (%4–5)
I try to minimize my impact on the environment through my daily actions (%4–5)
The Government should take a stronger role in promoting energy efficiency and alternative fuel sources
(%4–5)
I believe that global warming is real and we need to make immediate, substantial efforts to combat it (%4–5)
I have contributed my time and/or donated to an environmental organization in the past year (%Yes)
Environmental Opinions
Base: Young America, n=277EN5. I believe that saving energy helps the environment.EN3. I try to minimize my impact on the environment through my daily actions.EN6. The Government should take a stronger role in promoting energy efficiency and alternative fuel sources. EN4. I believe that global warming is real and we need to make immediate, substantial efforts to combat it.EN2. In the last year, have you contributed your time or given a donation to any environmental organizations?
Young AmericaTotal
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Young America
Consumer Pulse Research Program – Wave 1, September 2011
In their own words
38
I don't know anything about a smart grid, so I don't know what it would do. I have a smart meter but don't know anything about it or how it functions.” “I know I have a few things already hooked up with my meter, but I’m not sure if it is a smart meter. When my air conditioning is on, I have a little box so whenever there is a high volume, it cuts the power. I'm also on an equal payment plan. It may be I have a smart meter on my air conditioning, but I’m not really sure.” “I like the fact that smart meters would help use more green energy instead relying on fossil fuels. I also like that the smart meters can reroute electricity, because I use a lot of smaller electronics that are sensitive to power surges.” “Smart grid will save more energy and we’ll have to build fewer power plants, use less energy, which is better for the environment. It would also be nice to know the different times of day to know when energy is less expensive; I would be able to conserve more.”
“
Young America
Consumer Pulse Research Program – Wave 1, September 2011
Traditionals11% of population
39
“We can make our own decisions about how much
energy to use.”
“Frankly, we’re not at all sure Smart Grid is needed.”
“We don’t spend a lot of time worrying about the environment
or how to conserve energy.”“We just want to be comfortable
in our home.”
Consumer Pulse Research Program – Wave 1, September 2011
40
TraditionalsKey Characteristics• 11% of population• Predominantly older (25% are age 65+)• The most politically conservative and religious
segment• Higher concentrations in the Mountain states and
Mid-South• Relatively low levels of education• Average income• More men than women• Mostly white
Distinctive Attitudes and Behaviors• Least favorable segment toward smart grid
programs• Lowest interest in monitoring energy usage• Least engaged in environmental issues• Prefer comfort and saving time and effort over
saving energy• Feel their financial situation compared to a year ago
is worse
SGCC Member Opportunities• Segment is probably not a high priority initial target for
smart grid programs. • Program/product design and promotion for this segment
should emphasize immediate money savings and de-emphasize environmental considerations.
• Messaging may also communicate that energy efficiency can contribute to having a comfortable home.
Consumer Pulse Research Program – Wave 1, September 2011
42%
32%
9%
17%
37%
43%
10%
10%
Using smart meter data for energy management
Critical peak pricing
TOU pricing
Program Participation and Monitoring Energy Usage
41
Likelihood to Participate in Energy Management Programs
Base: Traditionals, n=127How likely you would be to participate in programs that you may be offered, that are based on smart grid technology… (Full question text in notes pane)AP3. Smart meters continuously collect information about household electricity usage. People can use this information to manage and try to reduce electricity usage…AP2. One program would encourage people to reduce their energy use during peak periods when energy usage is expected to be high, such as on very hot days…AP1. One program would be a rate plan that would charge different prices for electricity depending on when it is used…AP4. Energy management information from smart meters can be provided in two different ways. Please tell me which of the two would be best for you…Base: Traditionals, n=71AP4A. What if, instead of costing $100, the in-home device was provided by your utility for free? Then which option would you prefer? Base: Traditionals who would prefer free website at over $100 in-home device, n=45
11%
13%
27%
TraditionalsTotal
Energy Management Monitoring Options
$100 in-home device
Free website
Don’t know
Refused
Of those who would prefer the free website rather than the $100 in home device
Free in-home device
Free website
Don’t know
Refused
(%4–5)
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Traditionals
Consumer Pulse Research Program – Wave 1, September 2011
47%
37%
54%
53%
50%
43%
52%
Message Effectiveness
42
Smart grid and smart meters will …
Help me save money by using energy more efficiently
Deliver more reliable electric service and more timely power restoration by helping my utility avoid power outages and
manage any outages that do occur more effectively
Help people avoid wasting energy
Help protect the environment
Supports a more independent and secure energy future for America, reducing the need for foreign sources of energy
Give me more control of my home energy use, helping me make smarter energy decisions
Give me more choices, allowing me to sign up for a range of rate and billing programs, that offer more flexibility in how I’m
billed for electricity usage and more control over my energy costs
Base: Traditionals, n=127AA6–AA12. Tell me whether each [of the following statements] increases or decreases your support for going ahead with smart grid and smart meters. “Smart grid and smart meters will …”
TraditionalsTotal
Message Effectiveness (%4–5)
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Traditionals
Consumer Pulse Research Program – Wave 1, September 2011
25%
1%
71%
61%
16%
Environmental Opinions
43
I believe that saving energy helps the environment (%4–5)
I try to minimize my impact on the environment through my daily actions (%4–5)
The Government should take a stronger role in promoting energy efficiency and alternative fuel sources
(%4–5)
I believe that global warming is real and we need to make immediate, substantial efforts to combat it (%4–5)
I have contributed my time and/or donated to an environmental organization in the past year (%Yes)
Environmental Opinions
Base: Traditionals, n=127EN5. I believe that saving energy helps the environment.EN3. I try to minimize my impact on the environment through my daily actions.EN6. The Government should take a stronger role in promoting energy efficiency and alternative fuel sources. EN4. I believe that global warming is real and we need to make immediate, substantial efforts to combat it.EN2. In the last year, have you contributed your time or given a donation to any environmental organizations?
TraditionalsTotal
highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Traditionals
Consumer Pulse Research Program – Wave 1, September 2011
In their own words
44
What if I’m sitting here and I have my home cool, and they decide I’m running too much power? …I just do not need the federal government involved and placing these restrictions on the company that provides my power. That is an agreement between me and the company.” “Smart meters are going to be relying on computers, and there's no way that stuff is reliable. There's only one way our power comes in to us and they would have to add another line just for the grid. The part about power plants is a bunch of crap. It's not reducing any greenhouse emissions or anything.” “The smart grid, that certainly does make sense because it could effectively control how much electricity is being sent to certain areas, but as far as smart meters I would be very suspicious of them. I have no faith in any business. They don't have the public’s interest at heart.” “I don’t believe anybody should be able to regulate my power and take away my power at any time of the day. If I need an oxygen tank, I don't believe they should be able to tell me that I could only use it at a certain time of the day. As far as greenhouse emissions go, I don't think it would affect anything. It’s still coming from the same places.”
“
Traditionals
Consumer Pulse Research Program – Wave 1, September 2011
Using market segmentation
Consumer Pulse Research Program – Wave 1, September 2011
Using market segmentation to address real world strategic and tactical issues
• Smart Grid/Smart Meter marketing manager − Understand which segments are most represented in your service territory
− When launching Smart Meters, shape customer communications around the aspects that will speak to your customers, based on their segment membership.
− Design a menu of targeted Smart Meter-enabled programs focused on distinctive needs and preferences by segment.
• Website management − Create clickpaths designed for each segment. When a customer arrives at the homepage,
he sees a variety of statements. He selects which one that most represents his opinions and needs, and clicks on it. That takes him to a page designed for customers in that segment. That way, for example, the website could focus on money-saving opportunities for customers who are looking for them, while focusing on environmental aspects for other customers.
46
Consumer Pulse Research Program – Wave 1, September 2011
Companies can make strategic and tactical use of market segmentation in a variety of ways.
• Call center management…
• Channel management…
• Finance/accounting…
• Regulatory…
• Product development…
47
Consumer Pulse Research Program – Wave 1, September 2011
Appendix: Segment Overviews
Consumer Pulse Research Program – Wave 1, September 2011
49highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Segment Overview
Smart Grid Knowledge Total TraditionalsConcerned
GreensYoung
AmericaEasy Street DIY & Save
I’ve heard the term, but don’t know much about what it means 24% 23% 23% 22% 27% 26% I have a basic understanding of what it is and how it would work 16% 14% 22% 10% 16% 14% I have a fairly complete understanding of what it is, how it would
work, and how it would affect homes and businesses7% 15% 6% 4% 7% 9%
I have not heard that term 51% 43% 47% 61% 50% 49% Don’t know 2% 5% 2% 3% 1% 2%
Smart Meter Knowledge I’ve heard the term, but don’t know much about what it means 23% 20% 24% 22% 23% 24%
I have a basic understanding of what it is and how it would work 18% 22% 22% 15% 16% 18% I have a fairly complete understanding of what it is, how it would
work, and how it would affect9% 15% 9% 6% 9% 11%
I have not heard that term 48% 40% 44% 56% 51% 45% Don’t know 2% 2% 2% 2% 2% 2%
Smart Grid Favorability % Total Positive 52% 29% 61% 48% 53% 50%
Smart Meter Favorability % Total Positive 54% 36% 63% 43% 54% 65%
Smart Meter Installed in Home % Yes 27% 15% 30% 26% 23% 36%
Smart Grid and Smart Meter Implementation Support % Total Support 68% 33% 83% 65% 70% 63%
Consumer Pulse Research Program – Wave 1, September 2011
50highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Segment Overview
Total TraditionalsConcerned
GreensYoung
AmericaEasy Street DIY & Save
Improvements Due to Smart Grid/Smart Meter Technology Saving energy 16% 12% 19% 11% 16% 18% Saving money 16% 9% 16% 9% 19% 22%
Need more information/ education 10% 10% 12% 11% 12% 6% Improved ability to manage energy usage 10% 5% 13% 9% 10% 10%
Negative mentions (no positive mentions noted) 7% 14% 3% 14% 5% 7% Improved accuracy of electric bills 7% 2% 8% 8% 8% 7%
Elimination of meter reading 6% 3% 4% 5% 10% 8% Control over energy usage 3% 2% 4% 3% 2% 5%
Improved reliability 3% 0% 4% 0% 4% 7% Easier to read meter 3% 0% 3% 3% 5% 3%
Good idea/helpful (unspecified) 2% 2% 2% 3% 2% 1% Better grid distribution 2% 1% 2% 0% 6% 1%
Improved power quality 2% 1% 2% 2% 2% 2% Environmental benefit 2% 1% 4% 0% 1% 0%
Faster restoration of service after an outage 1% 0% 1% 2% 2% 1% Improved ability to use renewable energy 1% 3% 1% 0% 1% 0%
Have to build fewer power plants 1% 0% 1% 0% 1% 0% Other 7% 6% 10% 5% 3% 11%
Don’t know 19% 24% 17% 20% 19% 19%Problems Due to Smart Grid/Smart Meter Technology
Bills will go up 9% 11% 8% 9% 11% 9% Loss of control 7% 23% 3% 8% 6% 4%
Cost to implement 5% 2% 7% 6% 6% 1% Accuracy concern 4% 3% 3% 5% 7% 1%
Privacy concern 3% 7% 2% 3% 1% 5% Technology is still unproved 3% 1% 4% 3% 4% 2%
Power reliability 2% 0% 3% 1% 3% 2% Loss of jobs 2% 2% 2% 2% 2% 1%
Security concern 2% 0% 4% 0% 2% 2%
Consumer Pulse Research Program – Wave 1, September 2011
51highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Segment Overview
Total TraditionalsConcerned
GreensYoung
AmericaEasy Street DIY & Save
Likelihood to Participate in Energy Management Programs % Total Would ParticipateUsing smart meter data for energy management 67% 27% 89% 63% 55% 73%
Critical peak pricing 62% 13% 91% 49% 53% 66%TOU pricing 49% 11% 87% 41% 7% 64%
Energy Management Monitoring OptionsChoice: Free Website or $100 In–Home Device
$100 in-home device 33% 37% 37% 28% 33% 28% Free website 56% 43% 57% 54% 58% 61%
Don’t know 7% 10% 4% 11% 6% 9% Refused 4% 10% 2% 7% 3% 2%
Sub–Choice: Free Website or Free In–Home Device Free in–home device 59% 42% 63% 60% 53% 61%
Free website 31% 32% 29% 27% 36% 32% Don’t know 7% 17% 6% 8% 8% 4%
Refused 4% 9% 2% 5% 3% 3%Message Effectiveness % Total Increase Support
Protect the environment 78% 37% 93% 78% 81% 72%Save money by using energy more efficiently 80% 53% 91% 78% 81% 80%
Give me more control of my home energy use 75% 43% 89% 73% 74% 74%More reliable electric service and more timely power 80% 54% 90% 77% 83% 80%
Supports a more independent and secure energy future for America
78% 50% 86% 78% 78% 78%
More choices, allowing me to sign up for a range of rate plans 75% 52% 87% 72% 66% 80%Helps people avoid wasting energy 80% 47% 92% 80% 80% 78%
Consumer Pulse Research Program – Wave 1, September 2011
52highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Segment Overview
Total TraditionalsConcerned
GreensYoung
AmericaEasy Street DIY & Save
Most Convincing Reason to Implement Smart Grid/Smart Meter To help consumers save money 26% 16% 28% 27% 26% 29%
To help improve energy efficiency 25% 15% 31% 22% 24% 26% To help meet demand for electricity 11% 10% 13% 10% 10% 12%
To reduce outages 11% 10% 11% 9% 13% 11% Remotely read/no meter readers 8% 7% 8% 12% 4% 10%
Accurate readings/bills 7% 3% 8% 8% 7% 9% To help reduce greenhouse gas emissions 7% 5% 10% 5% 8% 6%
To increase reliability 7% 7% 8% 3% 8% 9% To give people more control over how much electricity they use 6% 3% 8% 3% 7% 6%
To help the environment 6% 1% 9% 4% 8% 1% To enable faster restoration of service after an outage 5% 7% 5% 6% 7% 4%
To give people near real time energy usage information 5% 3% 7% 4% 5% 5% I like everything about it 5% 4% 4% 6% 6% 5%
To make it easier to use renewable energy sources 5% 1% 6% 4% 4% 5% Other 7% 8% 5% 10% 7% 6%
Don’t know 5% 4% 3% 11% 5% 5%Most Important Reason Not to Begin Implementing Smart Grid/Smart Meter
Cost (unspecified) 12% 6% 11% 10% 16% 16% Increased cost to the customer 11% 16% 7% 12% 8% 19%
Cost to implement 11% 9% 12% 5% 12% 14% Need more information 7% 3% 7% 9% 6% 5%
Eliminates jobs 6% 6% 5% 7% 9% 6% Too much government/ utility control 6% 20% 3% 4% 3% 6%
Reliabilty of the technology 5% 5% 4% 4% 5% 6% No/None/Not any/Nothing 17% 9% 24% 17% 17% 9%
Don’t Know 12% 13% 8% 18% 11% 9%
Consumer Pulse Research Program – Wave 1, September 2011
53highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Segment Overview
Total TraditionalsConcerned
GreensYoung
AmericaEasy Street DIY & Save
It is Important to Me to Know My Home is Energy Efficient and That I Have Done All That I Can to Lower Energy Costs% Total Importance 93% 85% 97% 96% 89% 90%
Effort to Save Energy in Your Home Compared to Most People Much more effort 21% 17% 27% 24% 11% 21%
More effort 32% 29% 35% 33% 27% 32% About average 45% 46% 36% 42% 59% 45%
Less effort 2% 8% 1% 1% 1% 1% Much less effort 0% 1% 1% 0% 0% 1%
Shopping Habits %Total Agree I carefully research and compare products and brands before I
choose the product that best meets my needs89% 83% 94% 83% 88% 91%
In my household we like to ”do–it–ourselves” in order to save �money
76% 75% 78% 77% 67% 84%
I would generally spend more on an environmentally–friendly product than on one that is not
74% 39% 91% 77% 74% 58%
I do most of my comparison shopping on the Internet, rather than talking to sales people or comparing goods at the store
55% 50% 62% 40% 61% 57%
Product Adoption %Total AgreeI only buy new products or technologies after the ones I am
currently using wear out or become obsolete69% 69% 68% 72% 69% 70%
I am always eager to be the first one to buy new products or technologies
19% 9% 24% 20% 20% 13%
Appliance Efficiency %Total Agree I believe it is worth spending more on Energy Star appliances
and electronics78% 62% 87% 78% 79% 72%
It is too difficult to determine whether I will save money by buying energy–efficient products
33% 37% 28% 41% 27% 35%
Energy0%efficient products are too expensive–the extra cost outweighs the benefit
29% 39% 20% 38% 26% 29%
I like to buy appliances that save me time and effort–I am less concerned about how much energy they use
25% 44% 19% 27% 19% 27%
Consumer Pulse Research Program – Wave 1, September 2011
54highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Segment Overview
Total TraditionalsConcerned
GreensYoung
AmericaEasy Street DIY & Save
EE Knowledge % Total KnowledgeableActions I can take to make my home more energy efficient 75% 74% 80% 69% 73% 76%
How a smart meter can be used to help manage home energy consumption
48% 43% 54% 46% 45% 49%
Specific programs and services offered by your electric utility to help you use energy efficiently
43% 45% 44% 43% 39% 41%
Environmental Opinions %Total Agree I believe that saving energy helps the environment 95% 61% 100% 98% 99% 97%
I try to minimize my impact on the environment through my daily actions
87% 71% 99% 90% 83% 74%
The Government should take a stronger role in promoting energy efficiency and alternative fuel sources
75% 25% 93% 85% 84% 46%
I believe that global warming is real and we need to make immediate, substantial efforts to combat it
70% 1% 99% 88% 96% 0%
In the last year, have you contributed your time or given a donation to any environmental organizations?
32% 16% 46% 29% 35% 20%
Energy management Opinions %Total Agree When I make an effort to save electricity in my home, I see a
corresponding reduction in my electric bill69% 53% 74% 75% 66% 67%
I have already done everything I can to save energy in my home
55% 53% 55% 65% 46% 52%
The most important thing about my home’s heating and cooling equipment is how comfortable it makes my family, not how much
energy is used53% 66% 43% 61% 54% 49%
I find the whole issue of energy efficiency difficult to understand 20% 19% 19% 29% 17% 16%The Most Important Reason to Save Energy
The money I can save 26% 40% 16% 31% 18% 38% For the future of our children and grandchildren 23% 14% 30% 20% 24% 18%
To reduce the need for foreign sources of energy 16% 26% 14% 15% 15% 19% The environmental benefits 15% 4% 19% 16% 21% 6%
To be socially responsible 10% 4% 14% 8% 12% 8% To improve America’s ability to compete with other countries 5% 6% 4% 4% 5% 7%
Consumer Pulse Research Program – Wave 1, September 2011
55highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Segment Overview
Total TraditionalsConcerned
GreensYoung
AmericaEasy Street DIY & Save
Beliefs, Attitudes and Viewpoints %Total Agree It is important to help others who are less fortunate 94% 85% 96% 96% 96% 88%
I would like to set an example for young people 93% 84% 96% 93% 92% 93% I like the challenge of doing something I have never done before 86% 81% 92% 82% 86% 83%
I would like to understand more about how the universe works 67% 53% 77% 72% 61% 58% I don’t like it when others tell me what to do 62% 68% 60% 59% 63% 65%
My religion guides the way I live 58% 66% 48% 60% 51% 75% I have more ability than most people 57% 51% 62% 47% 60% 62%
I like my life to be pretty much the same from week to week 52% 61% 43% 58% 50% 61% I like being in charge of a group 48% 42% 59% 38% 48% 48%
I follow the latest trends and fashions 22% 11% 25% 26% 24% 16%Current Financial Situation
Much worse 11% 24% 6% 15% 6% 13% Somewhat worse 22% 24% 22% 24% 16% 24%
About the same 46% 37% 49% 44% 52% 40% Somewhat better 15% 10% 16% 11% 19% 15%
Much better 6% 4% 6% 4% 7% 7%Overall Political Views
Very liberal 8% 4% 11% 9% 13% 0% Somewhat liberal 22% 5% 31% 21% 29% 6%
Middle of the road 28% 17% 33% 32% 30% 16% Somewhat conservative 23% 32% 15% 22% 17% 42%
Very conservative 15% 38% 6% 12% 9% 32%Employment Status
Employed full–time 47% 39% 55% 27% 56% 54%Employed part–time 10% 6% 12% 12% 8% 9%
Unemployed 8% 8% 6% 17% 5% 3%Retired 23% 31% 19% 26% 21% 21%
Homemaker 6% 10% 4% 4% 6% 8%Temporarily laid off 0% 1% 0% 1% 0% 0%
Student 1% 1% 2% 2% 0% 1%
Consumer Pulse Research Program – Wave 1, September 2011
56highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Segment Overview
Total TraditionalsConcerned
GreensYoung
AmericaEasy Street DIY & Save
Political Affiliation Democrat 36% 8% 47% 47% 42% 9%
Republican 23% 47% 11% 15% 17% 48%Independent 31% 31% 34% 29% 30% 31%
Other 1% 2% 0% 0% 1% 3%None 4% 3% 4% 5% 4% 5%
Age 180%24 [19870%1993] 5% 6% 1% 13% 3% 0% 250%34 [19770%1986] 20% 16% 21% 16% 25% 18% 350%44 [19670%1976] 19% 22% 22% 12% 18% 26% 450%54 [19570%1966] 21% 14% 25% 20% 22% 20% 550%64 [19470%1956] 17% 17% 17% 18% 15% 17%
65 or older [19000%1946] 18% 25% 15% 21% 17% 20%Race
White 71% 88% 69% 59% 70% 81% Black or African American 11% 4% 9% 20% 13% 3%
Hispanic or Latino 13% 5% 14% 15% 15% 12% Other 5% 4% 7% 6% 3% 5%
Gender Male 47% 62% 42% 43% 44% 58%
Female 53% 38% 59% 57% 56% 42%Income
<$30,000 23% 15% 5% 74% 4% 11%$30,0000%$50,000 19% 23% 24% 8% 20% 23%
$50,0000%$100,000 26% 25% 34% 7% 31% 35%$100,000+ 18% 19% 23% 2% 28% 17%
Low income Low income 19% 15% 9% 55% 1% 11%
Education High School or less 18% 22% 12% 27% 16% 16%
Some College 29% 30% 25% 39% 23% 31% College or Post–Graduate 52% 47% 63% 33% 60% 53%
Consumer Pulse Research Program – Wave 1, September 2011
57highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Segment Overview
Total TraditionalsConcerned
GreensYoung
AmericaEasy Street DIY & Save
Internet Accessed Most Frequently At my home/home computer 68% 73% 71% 59% 66% 73%
At work/office 12% 10% 18% 4% 15% 10% Through a mobile phone 4% 2% 3% 4% 8% 3%
Public library 3% 0% 1% 7% 2% 2% Friend/relative’s house 2% 1% 1% 4% 1% 1%
None/do not use the internet 12% 15% 6% 21% 8% 11%Overall Satisfaction of Electric Utility
% Total Satisfied 83% 87% 84% 79% 84% 83%Overall Feelings of Electric Utility
% Total Favorable 81% 85% 81% 77% 79% 83%Average Electric Bill
Less than $50 7% 5% 7% 11% 6% 6%$50 to $100 32% 20% 32% 39% 30% 31%
$101 to $200 38% 51% 37% 29% 41% 39%$201 to $300 12% 14% 11% 10% 12% 12%$301 to $400 3% 2% 3% 2% 3% 5%
More than $400 2% 2% 3% 2% 2% 2%Included in rent 1% 0% 1% 0% 2% 0%
Smart Meter Installed at Home % Yes 27% 15% 30% 26% 23% 36%
Region New England 7% 6% 10% 6% 2% 5%
Middle Atlantic 13% 7% 19% 12% 5% 14% East North Central 14% 9% 9% 18% 19% 15% West North Central 7% 5% 7% 8% 8% 9%
South Atlantic 17% 12% 13% 20% 22% 15% East South Central 7% 17% 4% 9% 6% 4% West South Central 11% 12% 6% 15% 14% 11%
Mountain 8% 16% 9% 2% 8% 11% Pacific 17% 16% 23% 10% 16% 16%
Consumer Pulse Research Program – Wave 1, September 2011
58highlighting indicates segment is significantly higher or lower than all other segments combined at 95% confidence
Segment Overview
Total TraditionalsConcerned
GreensYoung
AmericaEasy Street DIY & Save
Home Ownership Own/buying 77% 88% 77% 58% 83% 87%
Rent 23% 12% 23% 42% 16% 13%# of Bedrooms
Mean 3.1 3.2 3.1 2.6 3.2 3.3# People in Home
Mean 2.9 3.0 3.0 2.4 2.8 3.1# of people under 18 in HH
Mean 1.0 1.0 1.1 0.8 1.0 1.3