dr10sce04 t20 and t24 market growth and adoption v2...specifically a “smart” version of that...

Design & Engineering Services

TITLE 20 AND TITLE 24 MARKET GROWTH AND ADOPTION DR10SCE1.04 Report

Prepared by:

Design & Engineering Services Customer Service Business Unit Southern California Edison

December, 2011

Title 20 and Title 24 Market Growth and Adoption DR10SCE1.04

Southern California Edison Design & Engineering Services November 2011

Design & Engineering Services

Acknowledgements

Southern California Edison’s (SCE’s) Design & Engineering Services (DES) group is responsible for this project in collaboration with the Tariff Program & Services (TP&S) group. It was developed as part of SCE’s Demand Response, Emerging Markets and Technology program under internal project number DR10SCE1.04. DES project manager Carlos Haiad conducted this project with overall guidance and management from Carl Besaw of TP&S. For more information on this project, contact: [email protected].

Disclaimer

This report was prepared by Southern California Edison (SCE) and funded by California utility customers under the auspices of the California Public Utilities Commission. Reproduction or distribution of the whole or any part of the contents of this document without the express written permission of SCE is prohibited. This work was performed with reasonable care and in accordance with professional standards. However, neither SCE nor any entity performing the work pursuant to SCE’s authority make any warranty or representation, expressed or implied, with regard to this report, the merchantability or fitness for a particular purpose of the results of the work, or any analyses, or conclusions contained in this report. The results reflected in the work are generally representative of operating conditions; however, the results in any other situation may vary depending upon particular operating conditions.


Southern California Edison Page i Design & Engineering Services November 2011

CONTENTS CONTENTS ________________________________________________________ IEXECUTIVE SUMMARY _______________________________________________ 1INTRODUCTION ____________________________________________________ 2RESIDENTIAL PROGRAMS: OVERVIEW __________________________________ 12RESIDENTIAL PROGRAMS: POOL PUMPS_________________________________ 22RESIDENTIAL PROGRAMS: PORTABLE SPAS _______________________________ 27RESIDENTIAL PROGRAMS: APPLIANCES _________________________________ 32RESIDENTIAL PROGRAMS: HOME OFFICE EQUIPMENT ______________________ 37RESIDENTIAL PROGRAMS: PROGRAMMABLE COMMUNICATING THERMOSTAT (PCT) 42RESIDENTIAL PROGRAMS: ENERGY MANAGEMENT SYSTEM (EMS) ____________ 46RESIDENTIAL PROGRAMS: IN HOME DISPLAY _____________________________ 54COMMERCIAL PROGRAMS: OVERVIEW _________________________________ 57COMMERCIAL PROGRAMS: REFRIGERATED DISPLAY CASES __________________ 65COMMERCIAL PROGRAMS: COMMERCIAL ICE MACHINES __________________ 70COMMERCIAL PROGRAMS: COMMERCIAL LIGHTING ______________________ 75COMMERCIAL PROGRAMS: BUILDING CONTROLS _________________________ 80APPENDIX _______________________________________________________ 85


Southern California Edison Page 1 Design & Engineering Services November 2011

EXECUTIVE SUMMARY This report presents the findings of a study conducted to understand residential and commercial customers’ interest in various Demand Response (DR) programs, and estimated adoption for each of these programs. The results of this study are meant to inform Southern California Edison’s (SCE’s) Title 20 appliance standards and Title 24 building code activities in regards to inclusion of DR technologies.

In order to ascertain customers’ interest in these programs, a survey was designed to capture customer interest in upgrading to new, smart technologies, customers’ perceived barriers, and selling points for participation (e.g. price incentives or conservation). The survey was delivered over the phone, with a brief explanation of DR preceding the questions. The DR programs were classified by enabling technologies, with the following technologies being included in the survey:

Residential Pool Pump

Residential Portable Spa

Residential Appliances

Residential Home Office Equipment

Residential Programmable Communicating Thermostat

Residential Energy Management System

Residential In Home Display

Commercial Refrigerated Display Case

Commercial Ice Machine

Commercial Lighting

Commercial Building Controls

Generally, there was high receptivity to these technologies and related DR programs, indicating that SCE should continue to explore their development and potentially include them in Title 20 and Title 24. Many customers were interested in the financial benefits provided, highlighting the need to be able to demonstrate cost savings in order to garner significant customer participation.

SMDesign & Engineering Services

Introduction

Page 2


Background and Objectives• There are several potential Demand Response (DR) programs under consideration to be

offered to Residential and Commercial customers who use specific types of appliances and equipment.

• For each program to be tested, Demand Response program participation would be contingent upon the customer owning a “smart” version of the appliance or equipment, which would allow SCE to communicate with and control the functioning of the appliance or equipment during a Demand Response event.

• The primary objective of the Title 20/24 Demand Response Options Study is to gauge interest levels and estimated take rates for several potential Demand Response programs under consideration, each to be offered to Residential and Commercial customers who use specific type(s) of appliances / equipment.

• For each of the Demand Response programs being considered, specific questions this research is designed to address include:

− What is the level of interest among households / businesses that own the type of appliance or equipment that each Demand Response program will affect? What take rates can be anticipated for each?

− What are the key selling points or “drivers” for participation in each of the programs?

− What are potential barriers to program participation? Page 3


Methodology• Telephone interviews, averaging 12 minutes in length (all English language) were conducted from November

11, 2010 to December 10, 2010.

• Households and small / midsize businesses were qualified from customer lists provided by SCE based on ownership of the type of appliance or equipment affected by the Demand Response program – but not specifically a “smart” version of that appliance equipment.

• Each individual survey respondent was screened as an energy decision maker for the household or business.

• Sample Design:

Among Residential SCE Customers (600 total Residential customer surveys):

− Residential Appliances (Refrigerator, Washer, Dryer, Dishwasher): n=100

− Residential Pool Pumps – Delay filtration cycle or low speed: n=101

− Residential Portable Spa – Delay filtration cycle or low speed: n=100

− Home Office Equipment (PCs and monitors) – Network control of power options: n=100

− Programmable Communicating Thermostat (PCT): n=100

− Energy Management System (EMS): n=100

− All Residential respondents were asked about potential usage and acquisition of an In Home Display (IHD)

Among Commercial customers (400 total Commercial customer surveys):

− Refrigerated Display Cases – Lighting Reduction: n=100

− Commercial Ice Machines – Shut Off: n=100

− Commercial Lighting – Advanced Lighting with Dimmable Ballasts: n=100

− Commercial Controls – Temperature Reset, Pre-cooling: n=100Page 4


Methodology (continued)• For the survey measures specific to the Demand Response program tested:

− Respondents were presented with a brief introduction of Demand Response and the potential capabilities to manage these events via the Smart Grid and “smart” appliances and equipment, followed by a description of the specific Demand Response program under consideration, including potential savings resulting from participation.

− Following the program description, they were asked to indicate their likelihood to participate in the program assuming that they had this type of “smart” appliance / equipment installed.

− Based on their responses (positive or negative), follow-up open end questions probed for reasons they would or would not participate. Following the open end probes, respondents were asked to provide ratings for a list of potential selling points or barriers to participation, as appropriate.

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Key FindingsMajorities of both Residential and Commercial customers respond positively to the Demand Response programs presented, with most indicating that they would definitely or probably set their smart appliance / equipment to respond to Demand Response events if that feature were available and cost savings were involved.

− Please note that customers were asked to respond hypothetically to a program offering in the context of their owning a “smart” appliance or equipment (most of which are not yet available in the marketplace). While results indicate varying receptivity to these program concepts, caution should be used when interpreting these results and projecting them to the marketplace. In addition to the hypothetical nature of the scenarios, market penetration of smart appliances and equipment, salience of smart functionality and related utility programs, and customer inertia in taking action to participate will effect the extent of the actual customer adoption rate for these programs.

Residential Demand Response Programs

• Among the Residential programs tested, customers respond most positively to the pool pump and portable spa programs. Across other Residential programs, there are smaller proportions of customers who say they would definitely set their appliance or device to respond to Save Power Day events, with strong majorities indicating they would probably or definitely participate based on the descriptions provided.

− Pool Pump: 41% definitely; 77% probably or definitely

− Portable Spas: 45% definitely; 78% probably or definitely

− Residential Appliances: 34% definitely; 67% probably or definitely

− Home Office: 28% definitely; 63% probably or definitely

− Programmable Communicating Thermostat (PCT): 25% definitely; 70% probably or definitely

− Energy Management System (EMS): 17% definitely; 59% probably or definitely Page 6


Key Findings (cont.)Residential Demand Response Programs (continued)

• Among Residential programs, saving money is the most frequently mentioned reason for positive response to the programs where greater potential electricity cost savings were offered (Pool Pumps, PCT, and EMS).

− For programs where projected savings are more modest (Portable Spas, Residential Appliances, and Home Office), energy conservation is mentioned with equal frequency to saving money.

− When asked what the “main motivation” for participation would be, however, saving money is the dominant response for all programs, with the exception of Home Office for which projected savings are small ($7 per year per computer).

• The most frequently cited reasons for not setting smart appliances / devices to respond to Save Power Day events are lack of interest in the program / wanting access to power whenever needed, feeling that they already take steps to conserve, and to a lesser degree, inconvenience and that participation is not worth the projected money savings.

• Generally, all positive factors that were presented to customers appear to be important considerations among those who indicate they would set their smart appliances / devices to respond to Save Power Day events, led by saving money and being able to reduce electricity and save money automatically without having to do anything.

− One exception: Being able to control electricity use remotely when away from home appears to have more limited appeal among customers asked to consider setting their EMS to respond to Save Power Day events.

• Of most concern among potential negative consequences presented was the possibility that equipment might malfunction, particularly for Home Office equipment and Appliances. Page 7



• Among those who indicate they definitely or probably would not set their smart appliances / devices to respond to Save Power Day events, the level of concern across the various negative factors presented are moderate, with the exception of a stronger response to the issue of reduced comfort and convenience among customers in the PCT cell.

Residential Energy Management System (EMS)

• More than one in eight (13%) customers indicate they are very interested in getting an energy management system for their home. About half (51%) express some interest (somewhat or very interested).

• The ability to program appliances, thermostat settings and lighting to reduce electricity usage holds the most strong appeal for energy management system functions, with one-quarter indicating they would definitely use this system for this. Remote monitoring and control of home’s electricity usage is a least appealing feature among those offered.

• At the $100 price point, with or without rebate, approximately one in five say they would definitely purchase an energy management system. The $200 price point is not very well received (with or without a rebate).

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Residential In Home Display (IHD)

• More than one-third (35%) of customers say they would definitely purchase an In Home Display if the net cost to them after the rebate was “free.”

• The net cost of $50 achieved via a $100 purchase price and $50 rebate appears to be slightly more appealing than a $50 purchase price with no rebate. (Customers may perceive more value in the device as described with the $100 price at a net cost of $50 versus a $50 device.)

• Just under half (46%) of customers indicate they would check an In Home Display once per day or more often.

Commercial Demand Response Programs

• Across all four Commercial programs tested, majorities (62%-79%) of customers indicate they would definitely or probably set their equipment to respond to Critical Peak Pricing events if they had the requisite equipment installed.

− Refrigerated Display Cases: 39% definitely; 79% probably or definitely

− Commercial Ice Machines: 39% definitely; 79% probably or definitely

− Commercial Lighting: 25% definitely; 62% probably or definitely

− Commercial Building Controls: 31% definitely; 64% probably or definitely

• Saving money is the dominant reason customers cite for participating for all four programs.

• The need for fully functional equipment and lighting at all times is the primary barrier to participation for customers who indicate they are not likely to participate. Page 9


Key Findings (cont.)Commercial Demand Response Programs (continued)

• All positive factors presented to customers were viewed as important, with saving money and being able to reduce electricity and save money automatically without having to do anything emerging as the strongest positive considerations for all programs tested.

• Those with refrigerated display cases expressed the strongest concerns regarding malfunctions, loss of control, and reduced convenience / comfort among those who would definitely or probably participate.

• The possibility that equipment might malfunction is the strongest concern among those who would definitely or probably not participate in these programs.

Page 10


Recommendations• With generally high receptivity to these types of Demand Response programs, SCE should continue to

develop these programs and related messaging in anticipation of the roll-out of smart appliances and equipment that can be controlled remotely by utilities for these types of programs.

• Demonstrated cost savings will be the key factor for most potential program participants, however, energy conservation and a desire to “do the right thing” by reducing usage during peak periods will be important considerations for many customers.

• The ultimate levels of program participation will be impacted by appliance and equipment replacement cycles, the prevalence of smart functionality in new appliances and equipment, salience of the programs, and respondent willingness to act on program offers presented to them.

• Additionally, SCE should consider conducting some qualitative research among larger customers (such as restaurant and grocery chains), where decisions for implementing this type of equipment and related programs may be made or influenced at a corporate level.

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Residential Programs:Overview

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Residential Demand Response Program Descriptions

Introduction:

With new “smart” appliances, it is becoming possible for you to automatically reduce your home’s electricity usage when demand is very high, helping you save money and possibly receive rebates from Edison. For the next few questions, we’ll refer to these high electricity demand periods as “Save Power Days.” These “Save Power Day” events typically occur about 12 times per year, and usually last from one to four hours on very hot summer days.

Pool Pumps Program Description:

By receiving instructions remotely from Edison during a Save Power Day event, new “smart” pool pumps could help you save on your electric bill and possibly qualify for rebates by automatically delaying the pool filtration cycle until later in the day when the Save Power Day event ends. If necessary, you could override this feature to either run the filtration cycle in a low power mode or allow the pool pump to run according to its regular schedule. It is estimated that your savings from automatically reducing electricity usage during Save Power Day events using a “smart” pool pump would be approximately $75 per year.

Qualified respondent: Residential customer with a swimming pool with a pool pump (excluding pools in a common area used by more than one home)

Portable Spas Program Description:

By receiving instructions remotely from Edison during a Save Power Day event, new “smart” standalone or portable electric spas could help you save on your electric bill and possibly qualify for rebates by automatically delaying the spa heating and filtration cycle until later in the day when the Save Power Day event ends. If necessary, you could override this feature to either run the heater or filtration cycle in a low power mode or allow the spa heater and filter to run according to its regular schedule. It is estimated that your savings from automatically reducing electricity usage during Save Power Day events using a “smart” spa heating and filtration systems would be approximately $25 per year.

Qualified respondent: Residential customer with a portable spa (excluding spas in a common area used by more than one home) Page 13


Residential Demand Response Program Descriptions (cont.)

Residential Appliances Program Description:

By receiving instructions remotely from Edison during a Save Power Day event, new “smart” appliances could help you save on your electric bill and potentially qualify for rebates by delaying a refrigerator or freezer defrost cycle, or delaying the wash or dry cycles on a dishwasher, clothes washer or dryer during Save Power Day events. The appliance would then automatically delay starting these cycles until the Save Power Day event ends later in the day. If necessary, you could override this feature and run the appliance cycles as needed during the Save Power Day event. Depending on the type of appliance, it is estimated that your savings from automatically reducing an appliance’s electricity usage during Save Power Day events would be between $3 and $12 per appliance, per year.

Qualified respondent: Residential customer with major household appliances (refrigerator, freezer, washer, electric dryer, dishwasher)

Home Office Equipment Program Description:

By receiving instructions remotely from Edison during a Save Power Day event, new “smart” desktop or notebook computers could help you save on your electric bill and possibly qualify for rebates by automatically switching to an idle, low-power state when the computer is not being used during “Save Power Day” events. The “smart” computer would automatically return to its regular power settings when the Save Power Day event ends later in the day without any loss of data/information. If necessary, you could override this feature and use your computer as usual during the Save Power Day event. It is estimated that your savings from automatically reducing a computer’s electricity usage during Save Power Day events would be approximately $7 per year.

Qualified respondent: Residential customer who own a home personal computer or laptop

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Residential Demand Response Program Descriptions (cont.)

Programmable Communicating Thermostat (PCT) Program Description:

New Advanced Programmable Thermostats can be set to automatically adjust the temperature setting by a few degrees to reduce electricity usage when a signal is received from Edison during a Save Power Day event. The thermostat would return to its usual setting when the Save Power Day event ends later in the day. You could save on your electric bill and possibly qualify for rebates by setting your Advanced Programmable Thermostat to automatically increase the temperature setting by four degrees in your home during Save Power Day events. You could also override the automated change to the temperature setting, if necessary. It is estimated that your savings automatically reducing electricity usage during Save Power Day events using a Advanced Programmable Thermostat would be approximately $70 per year.

Qualified respondent: Residential customer with a central air conditioning system (including heat pumps)

Energy Management System (EMS) Program Description:

With new control technologies and “smart” appliances, it is becoming possible for you to monitor and manage your household’s energy usage when electricity is more expensive, typically during hot summer days. The resulting reduction in electricity usage will help customers save money on their bill and possibly quality for rebates or incentives from Edison. Energy Management Systems are currently being developed by consumer electronics companies for your home. With an Energy Management System, you could monitor and control various appliances, air conditioning, lighting, and consumer electronics, manage your household’s electricity usage, and estimate your household’s monthly electricity bill based on usage to date. Depending on how you use your Energy Management System, it is estimated that your annual savings would be between $80 and $200.

Qualified respondent: All Residential customers (higher energy use customers targeted for this study cell)

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SMDesign & Engineering ServicesLikelihood to set smart appliance / device to automatically delay or limit operation during Save Power Day events

• Among the Residential programs tested, customers respond most positively to the Pool pump and Portable Spa programs, with more than four in ten pool (41%) and spa (45%) owners indicating that they would definitely set their smart pool pump or spa motor to respond during Save Power Day events.

• Across other programs, there are smaller proportions of customers who say they would definitely participate –however, a majority of customers across all the programs tested appear at least willing to consider (would definitely / probably) participating in this type of program.

Q1. How likely would you be to set your Smart Appliance to automatically delay or limit operation to reduce electricity usage for one to four hours during Save Power Day events? Q6. How likely would you be to use your home Energy Management System to automatically reduce your home’s electricity usage during a Save Power Day event?

Letters indicate a number is significantly higher at 95% confidence than the corresponding segment.

(n=100-101)

Page 16


Reasons would set smart appliance / device to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would

Q7. What would be the main reasons you would choose to set or use your Smart Appliance / EMS to automatically delay or limit operation to reduce electricity usage during Save Power Day events?

• Saving money and conserving energy are the most frequently cited reasons for setting smart appliances / devices to respond to Save Power Day events.

Pool Pumps

(a)Spas

(b)Appliances

(c)

Home Office

(d)PCT(e)

EMS(f)

To save money 52% 52% 40% 36% 56%d 68%cd

Energy Conservation 26 47a 39 43a 37 30

To help the environment 1 6 12a 10a 9a 10a

I already conserve 9 6 3 6 10 7

It’s the right thing to do 1 5 12a 10a 6 3

To help prevent power outages or brownouts 8 6 10d 2 3 5

(base) 77 79 67 63 70 59


Page 17


Main motivation to set smart appliance / device to automatically delay or limit operation during Save Power Day events – Among All Respondents

Q9. What would motivate you most to set or use your Smart Appliance / EMS to automatically delay or limit operation to reduce electricity usage during Save Power Day events?

• When asked to name the single factor that would most motivate them to participate, a plurality of customers cited saving money as the key issue.

Pool Pumps

(a)Spas

(b)

Appliances

(c)

Home Office

(d)PCT(e)

EMS(f)

Save money 43%d 45%d 42%d 19% 48%d 46%d

Energy conservation 17f 15 15 17f 14 7

Nothing / Not Interested 6 3 9d 2 11bd 9d

Provide rebates / incentives 9b 1 7b 9b 5 8b

Already conserve 2 3 4 9a 3 4

It’s the right thing to do 3 3 7ef 8ef 1 --

(base) 100 101 100 100 100 100


Page 18


Q8. What would be the main reasons you would choose not to set or use your Smart Appliance / EMS to automatically delay or limit operation to reduce electricity usage during Save Power Day events?

Reasons would NOT set smart appliance / device to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would Not

^ indicates small base size (


Q11-Q16. How important would the following factors be to you when deciding whether or not to set or use your Smart Appliance / EMS to automatically delay or limit operation to reduce electricity usage during Save Power Day events? Q17-Q20. For each of the items I read, please tell me how much of a concern that issue would be to you, using a one to ten scale where one means it is not a concern at all, and ten means it is a major concern to you.

Importance of factors and concerns considered when deciding to set appliance / device to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would

Pool Pumps

(a)Spas

(b)Appliances

(c)

Home Office

(d)PCT(e)

EMS(f)

Importance of following factors: (mean of 1-10 rating)Saving money on your home’s electricity bill 9.4d 9.1 9.0 8.8 9.4d 9.6cdBeing able to reduce electricity and save money automatically without having to do anything 9.1 9.0 8.7 8.9 9.0 9.1

Helping to avert power disruptions in your area 8.0 8.5 8.6 8.7 8.9a 8.5

Qualifying for rebates or incentives offered for reducing electricity usage during a Save Power Day event 8.4 8.3 8.2 8.1 8.7 8.8

Helping to protect the environment by reducing energy consumption 7.7 8.3 8.5 8.6a 8.7a 8.1Being able to control your home’s electricity use remotely when away from home NA NA NA NA NA 7.0

How much of a concern: (mean of 1-10 rating)The possibility that your equipment might malfunction 6.9 6.2 7.2 7.5b 6.9 7.1Giving up some control of your equipment during Save Power Day events 5.7 5.0 5.7 6.5b 6.3b 6.4bReduced convenience and comfort 5.6 4.8 5.9b 6.6b 6.3b 5.7(base) 74-77 77-79 65-67 62-63 67-70 57-59

• Generally, all positive factors that were presented to customers appear to be important considerations among those who indicate they would set their smart appliances / devices to respond to Save Power Day events, led by saving money and being able to do this automatically.

One exception: Being able to control electricity use remotely when away from home appears to have more limited appeal among customers asked to consider setting their EMS to respond to Save Power Day events.

• Of most concern among potential negative consequences presented was the possibility that equipment might malfunction, particularly for Home Office equipment and Appliances.

Letters indicate a number is significantly higher at 95% confidence than the corresponding segment.Page 20


• Among those who indicate they definitely or probably would not set their smart appliances / devices to respond to Save Power Day events, the level of concern across the various negative factors presented are moderate, with the exception of a stronger response to the issue of reduced comfort and convenience among customers in the PCT cell.

Q11-Q16. How important would the following factors be to you when deciding whether or not to set or use your Smart Appliance / EMS to automatically delay or limit operation to reduce electricity usage during Save Power Day events? Q17-Q20. For each of the items I read, please tell me how much of a concern that issue would be to you, using a one to ten scale where one means it is not a concern at all, and ten means it is a major concern to you.

Importance of factors and concerns considered when deciding to set appliance / device to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would Not

Pool Pumps Spas Appliances

Home Office PCT EMS

Importance of following factors: (mean of 1-10 rating)

Saving money on your home’s electricity bill 7.8 6.7 6.4 6.4 6.9 6.9Being able to reduce electricity and save money automatically without having to do anything 7.2 6.9 6.2 6.5 6.4 6.3

Helping to avert power disruptions in your area 7.2 5.8 6.1 5.9 7.5 5.7

Helping to protect the environment by reducing energy consumption 6.2 4.9 6.5 6.1 7.0 5.8

Qualifying for rebates or incentives offered for reducing electricity usage during a Save Power Day event 5.9 5.4 6.0 6.1 5.5 5.7

Being able to control your home’s electricity use remotely when away from home NA NA NA NA NA 3.6

How much of a concern: (mean of 1-10 rating)

Reduced convenience and comfort 6.7 6.6 6.8 5.7 7.7 6.6The possibility that your equipment might malfunction 6.3 5.6 7.3 6.4 6.9 5.8Giving up some control of your equipment during Save Power Day events 6.5 5.9 6.1 5.7 6.2 7.1(base) 18-22^ 16-18^ 31-33 31-33 25-26^ 38-39



Residential Programs:Pool Pumps

Page 22


Likelihood to set smart pool pump to automatically delay or limit operation during Save Power Day events

• Those with lower household electricity usage and lower household income levels respond more favorably to the pool pump program offer.

Q1. How likely would you be to set your smart pool pump to automatically delay or limit operation to reduce electricity usage for one to four hours during Save Power Day events?

Annual kWh Program Participation* Education Income

* Program Participation: Have previously participated in one or more of the following SCE programs: Summer Discount Plan, Refrigerator Recycling, Rebates for Energy Efficient Appliance Purchases.

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Reasons would set smart pool pump to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would

Q7. What would be the main reasons you would choose to set or use your smart pool pump to automatically delay or limit operation to reduce electricity usage during Save Power Day events?

Pool pumps

To save money 52%

Energy Conservation 26

I already conserve 9

To help prevent power outages or brownouts 8

To help the environment 1

It’s the right thing to do 1

(base) 77

Customer Quotes:“To help out the power company, of course. To save money.”

“Just to save, but that is not a lot of savings. It's only $75 for a whole year. That's not even $5 per day.”

“We already set our pool pump to operate very early in the morning when demand is low. We are already doing what we can in terms of that.”

“To save on my electric bill and to save the world.”

“We need to run the pump everyday anyway, so it would help if it was automatic. I have it on an automatic timer now.”

“So that there would be no brownouts or blackouts.”

“Because I am tired of paying Edison so much money each month.”

“To save power and to lower my bill.”

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Reasons would NOT set smart pool pump to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would Not



What is the approximate age of your pool pump?

• One half (51%) of customers do not have a replacement timeframe in mind for their pool pump, while fewer than one in ten would replace it sooner if smart pool pumps were available.

Pool Pump Age and Replacement Cycle

Q20. What is the approximate age of your pool pump?

Q21. Approximately how soon do you expect to replace your pool pump?

Q22. If a “smart” version of this appliance came on the market today with the type of energy management tools and benefits I’ve described, would you definitely, probably, probably not, or definitely not replace your pool pump sooner than (Q15) years from now if this type of “smart” pool pump allowed you to take advantage of these benefits?

Don't know, 53%

2‐5 years, 4%

6‐10 years, 13%

11‐15 years, 8%

15+ years, 6%

Never, 16%

Age of Pool Pump Expected Replacement

How likely would you be to replace your pool pump sooner if a Smart version came on the market today?

(among customers who did NOT say they would “never” replace)



Residential Programs:Portable Spas

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Likelihood to set smart portable spa to automatically delay or limit operation during Save Power Day events• Customers who have participated in SCE energy efficiency programs respond more positively to the portable spa

program compared with those who have not participate in the past.

Q1. How likely would you be to set your smart portable spa to automatically delay or limit operation to reduce electricity usage for one to four hours during Save Power Day events?



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Reasons would set smart portable spa to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would

Q7. What would be the main reasons you would choose to set or use your smart portable spa to automatically delay or limit operation to reduce electricity usage during Save Power Day events?

Spas

To save money 52%






(base) 79

Customer Quotes:“I don't have one of those devices. If I did have it, I guess I would use it so that I could reduce my electrical costs . I suppose that by me doing that, I would hope that I could help ecology by not using electricity during peak hours. Maybe helping to reduce the possibility of brownouts or blackouts if everybody did it.”

“Well, typically I only run the filter daily. It wouldn't matter if we used it or not because on a very hot day, I am not going to be using the spa anyway.”

“Truthfully, just for the world. Do you know what I am trying to say? Just to help everybody else. Not just my bill, everybody.”

“I don't want to pay for something I'm not using. If it could save me money, then of course I am going to want to put it on a setting.”

“To save electricity. To keep us from having power outages.”

“Usually to not overload. If everybody is using it at one time, it's going to mess up the system. That's why a lot of things are at night.”

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Reasons would NOT set smart portable spa to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would Not



What is the approximate age of your

portable spa?

• Most customers do not anticipate replacing their portable spa in the near future, and few would consider replacing it sooner to benefit from this program.

Portable Spa Age and Replacement Cycle

Age of portable spa Expected Replacement

How likely would you be to replace your portable spa sooner if a Smart version came on the market today?


Q20. What is the approximate age of your portable spa?

Q21. Approximately how soon do you expect to replace your portable spa?

Q22. If a “smart” version of this appliance came on the market today with the type of energy management tools and benefits I’ve described, would you definitely, probably, probably not, or definitely not replace your portable spa sooner than (Q15) years from now if this type of “smart” portable spa allowed you to take advantage of these benefits?



Residential Programs:Appliances

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Likelihood to set smart residential appliances to automatically delay or limit operation during Save Power Day events• Customers with lower annual electricity usage and lower household income respond more positively to the smart

residential appliances program offering.

Q1. How likely would you be to set your smart appliances to automatically delay or limit operation to reduce electricity usage for one to four hours during Save Power Day events?



Page 33


Reasons would set smart appliances to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would

Q7. What would be the main reasons you would choose to set or use your smart appliance to automatically delay or limit operation to reduce electricity usage during Save Power Day events?

Appliances

To save money 40%






(base) 67

Customer Quotes:“Because we are on a low income.”

“To save money. That would be the reason why. To save money and energy.”

“Perhaps to save the fossil fuels, like coal and the things being burned to make electricity. I am against polluting the planet. That would probably be the main reason.”

“Just because it's the right thing to do. Philosophically, I don't think the good Lord put us here to abuse our Earth. We have domain, so it's to use it and not abuse it. If it was here, then I would have it and I would use it.”

“Well, for one thing, its cost. I know that it is more expensive during the heat of the day to run appliances. Also, to help out Edison of course.”

“Well, I guess the environment. Saving the environment. Saving electricity to save the environment.”

Page 34


Reasons would NOT set smart appliances to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would Not

Q8. What would be the main reasons you would choose not to set or use your smart appliance to automatically delay or limit operation to reduce electricity usage during Save Power Day events?

Appliances

Not interested / want access to power whenever I want it 33%


Too inconvenient 18

Not worth the money saving 12

(base) 33

Customer Quotes:“I don't want to do anything like that. I just want it to work when I want it to work.”“Probably the convenience because of the way my time schedule is. I think it would be the convenience. If it is hot, I try not to use it. If that is the only day I am off, that is the day I am going to do all my chores.”

“Only the refrigerator would be running during those periods.”

“I am concerned with the food getting spoiled. ““We do it ourselves now. We avoid peak periods. We don't run the air conditioner. It is not that hot. Some people think it is hot. Ever since 1972 I have been extremely energy conscious. I don't believe in global warming by the way. None the less, if everybody in California used as little water, electricity and gas as us, we would be swimming in utilities. That is just my habits and my wife's habit as well.”“Not saving any money. Come on, $12 a year? If it saved me $50 a year or $100, we could talk.”

“My wife and I both work full time. The time we are home is when we can wash clothes or whatever. Most of the time it is in the evening or on the weekends when the power isn't in demand. It wouldn't benefit or not benefit us.”

Page 35


What is the approximate age of your

main refrigerator?

• There is modest interest in replacing the household’s main refrigerator sooner to take advantage of this program.

Main Refrigerator Age and Replacement Cycle

Age of main refrigerator Expected Replacement

How likely would you be to replace your main refrigerator sooner if a Smart version came on the market today?


Q20. What is the approximate age of your main refrigerator?

Q21. Approximately how soon do you expect to replace your refrigerator?

Q22. If a “smart” version of this appliance came on the market today with the type of energy management tools and benefits I’ve described, would you definitely, probably, probably not, or definitely not replace your refrigerator sooner than (Q15) years from now if this type of “smart” appliance allowed you to take advantage of these benefits?



Residential Programs:Home Office Equipment

Page 37


Likelihood to set smart home computers to automatically delay or limit operation during Save Power Day events• Customers with lower income levels respond more positively to the home office program offering.

Q1. How likely would you be to set your smart desktop or laptop computer to automatically delay or limit operation to reduce electricity usage for one to four hours during Save Power Day events?




Reasons would set smart home computers to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would

Q7. What would be the main reasons you would choose to set or use your smart desktop or laptop computer to automatically delay or limit operation to reduce electricity usage during Save Power Day events?

Home Office

Energy Conservation 43%

To save money 36





(base) 63

Customer Quotes:“Well, if I had the system then I would definitely use it to save all the energy that I could.”

“Because I am not there. I am at work, so why bother having it on?”

“I kind of like the idea of people mobilizing to save environmental resources.”

“First of all, probably to save energy for the environment. Financially, to save money. Those are the two main reasons.”

“To actually assist in preventing brownouts or blackouts from happening. I actually don't think it would save us very much money at all because our monthly power bill is about $7. It's less than that most of the time.”

“Well, basically it would be because it's the right thing to do. It's a green product. That is the category I would have to put it in. It would help the planet and it would not use so much energy. I wish it would save me more money, but it doesn't.”

Page 39


Reasons would NOT set smart home computers to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would Not

Q8. What would be the main reasons you would choose not to set or use your smart desktop or laptop computer to automatically delay or limit operation to reduce electricity usage during Save Power Day events?

Home Office



Not worth the money saving 15

Too inconvenient 6

(base) 33

Customer Quotes:“Because we don't have central air or any of the other electrical things. We only use it a night time, so I can't imagine there being power problems. You didn't even ask about our hot water heater. We have the tankless one, so that is electricity we are saving too.”

“Well, I have only myself in the household and I am very frugal with my power usage. I always remain within my Southern California Edison baseline.”

“Well, my computer is only on when I use it, so when I'm not using it, it's already on standby. I already choose to turn it off. I don't want it to be automatically done on a certain day or anything.”

“Because if the system is off, then I wouldn't need to be doing any energy saving.”

“I can always do it myself. I can turn it off myself if there is a power emergency or something like that. They always tell me to not run my appliances in the after noon anyway. From 2 p.m. to 6 p.m. Increase people's awareness of the need for reductions on hot days during the afternoons and early evening would be helpful without trying to install gadgets on my appliances.”

“I think $7 a year isn't exactly an extreme savings. I'm sorry I am pretty lazy when it comes to $7.”

Page 40


What is the approximate age of your computer?

• Computers are replaced relatively frequently, with most customers expecting to replace their main computer within four years.

Main Computer Age and Replacement Cycle

Age of computer Expected Replacement

How likely would you be to replace your computer sooner if a Smart version came on the market today?


Q20. What is the approximate age of your main computer?

Q21. Approximately how soon do you expect to replace your main computer?

Q22. If a “smart” version of this appliance came on the market today with the type of energy management tools and benefits I’ve described, would you definitely, probably, probably not, or definitely not replace your main computer sooner than (Q15) years from now if this type of “smart” desktop or laptop computer allowed you to take advantage of these benefits?



Residential Programs:Programmable Communicating Thermostat

(PCT)

Page 42


Likelihood to set PCT to automatically delay or limit operation during Save Power Day events• Lower income households respond slightly more positively to the PCT offer.

Q1. How likely would you be to set your advanced programmable thermostat to automatically delay or limit operation to reduce electricity usage for one to four hours during Save Power Day events?




Reasons would set smart appliances to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would

Q7. What would be the main reasons you would choose to set or use your advanced programmable thermostat to automatically delay or limit operation to reduce electricity usage during Save Power Day events?

PCT

To save money 56%






(base) 70

Customer Quotes:“We are not huge fans of the air conditioner, so we only try to run it when it's absolutely necessary. The only reason I didn't go to the top of that scale and say absolutely, is because my husband works from home. In the summertime it goes up to around 115 degrees, so I don't want to sweat him out of the party. We are mostly just trying to conserve on the bill because it jumps pretty high.”

“The environment. Just to reduce wasted energy.”

“A lesser amount to pay on our bills. It wouldn't be so high.”

“Well, to save money. Just contributing and not using the power. I don't use my dishwasher. I keep my thermostat halfway in the summertime. I try to keep it at 80 degrees. My place gets really hot, but I don't turn it way down. If it's really hot, then I usually keep it at 79 or 80 degrees. I keep it at a higher level.”

“Helping out with the problem overall. Everybody trying to use the same electricity, all at the same time.”

“To reduce electricity and to save on my power bill. /WE/ To go green and save the world.”

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Reasons would NOT set smart appliances to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would Not



Residential Programs:Energy Management System (EMS)

Page 46


Interest in getting an Energy Management System for your home

Customer Quotes:

“Well, I was hoping they would get around to solar-energy cells to put on top of the roof. Another thing I am definitely considering is solar energy, so I can make my own energy supply, but that's a different topic. Other than that, you have covered everything that I would be interested in.”

“If I were to get some sort of a rebate or a tax deduction at the end of the year.”

“If they are going to interrupt the power supply for at least an hour or so, then they should give us some time to recover better, or to get ready for the power interruptions.”

“I would rather it be under our control, as opposed to the electrical company being able to shut my things off.”

“It would be the price. It would depend on what the price is. There is nothing for free, but if it's going to cost a ton of money to put it in, then it's not going to make any sense for me financially.”

Other features and benefits that would make you more likely to purchase EMS:The cost 9%

Would like a solar option 5

Nothing else would make me more likely 74

(base) 100

Level of interest in acquiring a home EMS

Q23. Considering the features and benefits we’ve discussed, how interested are you in getting an Energy Management System for your home? Are you…?

(n=100)

• More than one in eight (13%) customers indicate they are very interested in getting an energy management system for their home. About half (51%) express some interest.

Page 47


Likelihood to use EMS for Selected Functions• The ability to program appliances, thermostat settings and lighting to reduce electricity usage holds the most

strong appeal for energy management system functions, with one-quarter indicating they would definitely use this system for this.

Q2-Q5. How likely would you be to use a home Energy Management System to…

(n=100)

Page 48


• Among those who indicate they would be likely to acquire an energy management system, three of the four functions described have appeal, with remote monitoring and control lagging somewhat.

Total

Interest in Acquiring an EMS

Very/ Somewhat

Not Very/ Not at all

Likelihood to use EMS to… (% would definitely or probably use)

Estimate your household’s monthly electricity bill 55% 86% 21%

Program appliances, thermostat settings and lighting to reduce electricity usage 52 84 17

Monitor the electricity usage of various appliances, electronics, and lighting in your home 51 84 15

When away from home, monitor and control your household’s electricity usage remotely via a computer, smartphone or other mobile device

32 55 8

(base) 100 51 48

Likelihood to Use EMS by Overall Interest in Acquiring

Q2-Q5. How likely would you be to use a home Energy Management System to…

Q23. Considering the features and benefits we’ve discussed, how interested are you in getting an Energy Management System for your home? Are you…?

Page 49


Q24A/Q25A. How likely would you be to purchase a home Energy Management System for $100/$200? Would you definitely, probably, probably not or definitely not purchase a home Energy Management System for $100/$200? Q24B/Q25B. If the cost of a home Energy Management System was $100/ $200, and a rebate of $50 was offered to offset some of this cost, if the total net cost to you after the rebate was $50/$150? Would you definitely, probably, probably not or definitely not purchase Energy Management System if the total net cost after the rebate was $50/$150?

Impact of Pricing and Rebates on Intent to Purchase an EMS

(n=50)

• At the $100 price point, with or without rebate, approximately one in five say they would definitely purchase an energy management system. The $200 price point is not very well received.

Page 50


Likelihood to set EMS to automatically delay or limit operation during Save Power Day events• There is limited variation in likelihood to set an energy management system to respond to Save Power Day events.

Q6. How likely would you be to use your home Energy Management System to automatically reduce your home’s electricity usage during a Save Power Day event?




Reasons would set EMS to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would

Q7. What would be the main reasons you would choose to set or use your Smart Appliance / EMS to automatically delay or limit operation to reduce electricity usage during Save Power Day events?

Customer Quotes:“To know where the main draws are on the energy.”

“I would do it to help the overall power being used at that point.”

“To save energy and save money.”

“To save money. Conserve energy as well. Both of those things will save money of mine. I am considering adding solar energy to my house too. I would like to save money and save energy.”

“Mostly to see what is using up the most power. I am assuming it is the air conditioner. To see where the power is coming from and what is the biggest beast. To see if I can lower it. If I know what it using the most energy, I can see if it is a necessity to have multiple refrigerators. To see where I stand.”

“Number one, to save money. Number two it goes together. Help California with its electrical demands and save the planet. In other words, if we had enough people involved in it, we could make a serious dent in our energy consumption. We have to get enough people involved. A bunch of things. I'm not a big green freak. That is not it. Can I help California and the country and be green at the same time? Yes.”

EMS

To save money 68%






(base) 59

Page 52


Reasons would NOT set EMS to automatically delay or limit operation during Save Power Day events – Among Definitely / Probably Would Not

Q8. What would be the main reasons you would choose not to set or use your Smart Appliance / EMS to automatically delay or limit operation to reduce electricity usage during Save Power Day events?

EMS



Too inconvenient 15

Not worth the money saving --

(base) 39

Customer Quotes:“Well, just because I am old-fashioned and I am not inclined to purchase new technology. I would need to have somebody in my house to set it up.”

“Because I hardly run my air conditioner when it's hot anyway. I like the warm weather and I don't use a lot. My bills are very low.”

“I just don't want to be bothered with it. I don't want the inconvenience of having something turned off when I am have people over, if I'm cooking for a crowd, or whatever.”

“I just don't have an urge to do it. Whatever the bill is, I pay it. I like the convenience of not having to worry about overriding things. If I need to cool the house or if I need to run something, then I need to do it. If I don't, then I don't. I like having the availability just to do it without having to worry about overriding some system.”

“I am already in the program with Edison. I already put my solar system on. I am already saving energy, so why would I want to be bothered anymore?”

Page 53


Residential Programs:In Home Display

Page 54


How often would you check your In Home Display?

How often would check In Home Display

Q26. Another new device to help customers manage their energy usage is called an In Home Display. An In Home Display can provide you with real-time information about your home’s current electricity usage, estimate the amount of your monthly bill based on current usage, and notify you of “Save Power Day” events. If you had an In Home Display with these features, how often would you check it to monitor your home’s electricity usage and costs? Would you check your In Home Display…?

Frequency of In Home Display Use by Annual kWh

(n=601)

• While just under half (46%) of customers indicate they would check an In Home Display once per day or more often, there is little variation in this measure by annual electricity usage levels.

Page 55


Q25A2/Q26A. How likely would you be to purchase an In Home Display like I just described for $50/$100? Would you definitely, probably, probably not or definitely not purchase an In Home Display for $50/$100? Q25B2/Q26B. If the cost of an In Home Display was $50/$100, and a rebate of $50 was offered to offset some of this cost, if the total net cost to you after the rebate was no cost to you/$50? Would you definitely, probably, probably not or definitely not purchase an In Home Display if the total net cost after the rebate was no cost /$50?

Impact of Pricing and Rebates on Intent to Purchase an In Home Display

(n=300-301)

• More than one-third (35%) of customers say they would definitely purchase an In Home Display if the net cost to them after the rebate was “free.”

• The net cost of $50 achieved via a $100 purchase price and $50 rebate appears to be slightly more appealing than a $50 purchase price with no rebate. (Customers may perceive more value in the device as described with the $100 price at a net cost of $50 versus a $50 device.)

Page 56


Commercial Programs:Overview

Page 57


Commercial Demand Response Program DescriptionsIntroduction:

New “smart” devices and appliances will allow businesses to automatically reduce their electricity usage when demand is very high. By installing these “smart” devices and appliances, your facility can qualify for rebates or incentives from Edison, and also save money on your electric bill. For the next few questions, we’ll refer to high electricity demand periods as “Critical Peak Pricing” events. These Critical Peak Pricing events typically occur about 12 times per year, and usually last from one to four hours on very hot summer days.

Refrigerated Display Cases Program Description:

By receiving notifications remotely from Edison during a Critical Peak Pricing event, new “smart” refrigerated display cases could help businesses save on their electric bill and possibly qualify for rebates by automatically reducing the lighting in display cases by 50% until later in the day when the Critical Peak Pricing event ends.

It is estimated that your facility’s annual savings from reduced electricity usage and demand using “smart” refrigerated display cases during the 12 Critical Peak Pricing events could be between [“linear feet * 0.5” or “$50” if don’t know linear feet of refrigerated display cases} and {“linear feet * 0.875” or “$450” if don’t know linear feet of refrigerated display cases], plus a reduction in on-peak demand charges during the summer months from June 1st to October 1st.

Qualified respondent: Commercial customers who use refrigerated display cases at their facility (predominantly groceries and markets)

Commercial Ice Machines Program Description:

By receiving notifications remotely from Edison during a Critical Peak Pricing event, new “smart” commercial ice machines could help businesses save on their electric bill and possibly qualify for rebates by automatically curtailing ice production until later in the day when the Critical Peak Pricing event ends, unless ice reserves fall below a pre-set level such as 20% of storage capacity. It is estimated that your facility’s annual savings from reduced electricity usage and demand using “smart” commercial ice machines during the 12 Critical Peak Pricing events could be approximately $120 per ice machine, plus a reduction in on-peak demand charges during the summer months from June 1st to October 1st.

Qualified respondent: Commercial customers who use one or more commercial ice machines at their facility (predominantly restaurants)

Page 58


Commercial Demand Response Program DescriptionsCommercial Lighting Program Description:

An energy management system, using advanced lighting with dimmable ballasts, could be set to automatically dim the lighting by up to 50% when a signal is received from Edison during a Critical Peak Pricing event. Lighting would return to normal settings when the Critical Peak Pricing event ends later in the day. It is estimated that annual savings from reduced electricity usage and demand using a an energy management system with advanced lighting with dimmable ballasts during the 12 Critical Peak Pricing events could be approximately [“square feet * 0.03182” or “between $500 and $3000” if don’t know square footage of facility], plus a reduction in on-peak demand charges during the summer months from June 1st to October 1st.

Qualified respondent: Commercial customers with the ability to control lighting settings at their facility (targeting officesand retail locations)

Commercial Building Controls Program Description:

An energy management system could be pre-programmed to respond to a Critical Peak Pricing event by automatically pre-cooling your facility lowering the cooling set point a few degrees (1 to 3°F) in the early morning hours and then gradually raising the cooling set point several degrees (4 to 8°F) throughout the afternoon before the air conditioning would turn on. The temperature would gradually rise from 70 degrees to the slightly elevated temperature before the A/C would turn on. Depending on the number of square feet being cooled and the temperature set points selected, it is estimated that annual savings using a an energy management system with automatically pre-cooling on Critical Peak Pricing events could be approximately [“square feet * 0.05928” or “between $500 and $3000” if don’t know square footage of facility], plus a reduction in on-peak demand charges during the summer months from June 1st to October 1st.

Qualified respondent: Commercial customers with the ability to control cooling and heating settings at their facility (targeting offices and retail locations)

Page 59


Likelihood to set smart equipment / device to automatically delay or limit operation during Critical Peak Pricing events• Across all four programs, majorities (62%-79%) of customers indicate they would definitely or probably participate

if they had the requisite equipment installed.

• About four in ten (39%) Business customers are very receptive to the refrigerated display case and ice machine programs, versus one-quarter (25%) who say they would definitely set their smart lighting controls and three in ten (31%) who would definitely set their building controls to automatically respond to Critical Peak Pricing events.

Q1. How likely would you be to set your Smart Appliance to automatically delay or reduce electricity usage during a Critical Peak Pricing event?Letters indicate a number is significantly higher at 95% confidence than the corresponding segment.

(n=100)

Page 60


Reasons would set smart equipment / device to automatically delay or limit operation during Critical Peak Pricing events –Among Definitely / Probably Would

Q2. What would be the main reasons you would choose to set your Smart Fixture to automatically delay or reduce electricity usage during a Critical Peak Pricing event?

• Saving money is the predominant reason customers cite for participating.

Refrigerated DisplayCases

(a)

Ice Machines

(b)Lighting

(c)

Building Controls

(d)

To save money 71% 61% 69% 78%b

Energy Conservation 33 32 40 28

To help the environment 5 6 6 6

To help out, help others 5 4 11d 2

Lengthen the life of the machinery 1 2 -- 2

Lessen demand on the system 1 4 3 2

(base) 79 79 62 64


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Reasons would NOT set smart equipment / device to automatically delay or limit operation during Critical Peak Pricing events –Among Definitely / Probably Would Not



• All positive factors presented to customers were viewed as important, with saving money and being able to reduce electricity andsave money automatically without having to do anything emerging as the strongest considerations for all programs tested.

• Those with refrigerated display cases expressed the strongest concerns regarding malfunctions, loss of control and reduced convenience / comfort among those who would definitely or probably participate.


(a)

Ice Machines

(b)Lighting

(c)

Building Controls

(d)Importance of following factors: (mean)

Saving money on your facility’s electricity bill 9.6 9.7c 9.3 9.4

Being able to reduce electricity and save money automatically without having to do anything 9.6 9.5 9.3 9.3

Qualifying for rebates or incentives offered for reducing electricity usage during a Critical Peak Pricing event 9.2 8.6 8.8 9.0

Helping to avert power disruptions in your area 8.9c 8.9c 8.2 8.9

Helping to protect the environment by reducing energy consumption 9.0c 8.8 8.2 8.4

How much of a concern: (mean)

The possibility that your equipment might malfunction 9.0bcd 8.1 7.7 8.1

Giving up some control of your equipment during Save Power Day events 8.5bcd 6.8 7.3 7.0

Reduced convenience and comfort 8.4bcd 6.7 6.7 7.3(base) 78-79 77-79 61-62 62-64

Q6-Q10. How important would the following factors be to you when deciding whether or not to set your Smart Fixture to automatically delay or reduce electricity usage during a Critical Peak Pricing event? Q11-Q13. For each of the items I read, please tell me how much of a concern that issue would be to you, using a one to ten scale where one means it is not a concern at all, and ten means it is a major concern to you.

Importance of factors and concerns considered when deciding to set equipment / device to automatically delay or limit operation during Critical Peak Pricing events – Among Definitely / Probably Would


Page 63


• The possibility that equipment might malfunction is the strongest concern among those who would definitely or probably not participate in these programs.


(a)

Ice Machines

(b)Lighting

(c)

Building Controls

(d)Importance of following factors: (mean)

Helping to protect the environment by reducing energy consumption 6.6 6.4 6.5 5.9

Helping to avert power disruptions in your area 5.6 6.2 6.6 5.8Saving money on your facility’s electricity bill 8.1 6.8 6.8 6.9Being able to reduce electricity and save money automatically without having to do anything 8.0 6.6 7.0 6.8

Qualifying for rebates or incentives offered for reducing electricity usage during a Critical Peak Pricing event 6.6 6.3 6.4 6.1

How much of a concern: (mean)

Giving up some control of your equipment during Save Power Day events 6.5 7.0 7.4 7.4The possibility that your equipment might malfunction

8.3 7.4 8.3 7.4

Reduced convenience and comfort 7.4 6.8 7.8 7.1(base) 19-20^ 18-19^ 36-38 35-36

Q6-Q10. How important would the following factors be to you when deciding whether or not to set your Smart Fixture to automatically delay or reduce electricity usage during a Critical Peak Pricing event? Q11-Q13. For each of the items I read, please tell me how much of a concern that issue would be to you, using a one to ten scale where one means it is not a concern at all, and ten means it is a major concern to you. Letters indicate a number is significantly higher at 95% confidence than the corresponding segment.

Importance of factors and concerns considered when deciding to set equipment / device to automatically delay or limit operation during Critical Peak Pricing events – Among Definitely / Probably Would Not

Page 64


Commercial Programs:Refrigerated Display Cases

Page 65


Likelihood to set smart refrigerated display cases to automatically delay or limit operation during Critical Peak Pricing events

• Those with lower electricity usage and less extensive refrigerated display cases respond more positively to the program offer.

Q1. How likely would you be to set your smart refrigerated display case to automatically delay or reduce electricity usage during a Critical Peak Pricing event?

Annual kWh Any Program Participation*Linear Feet of Display Cases Revenue



Reasons would set smart refrigerated display cases to automatically delay or limit operation during Critical Peak Pricing events – Among Definitely / Probably Would

Q2. What would be the main reasons you would choose to set your smart refrigerated display case to automatically delay or limit operation to reduce electricity usage during a Critical Peak Pricing Event?


To save money 71%



To help out, help others 5

Lengthen the life of the machinery 1

Lessen demand on the system 1

(base) 79

Customer Quotes:“To reduce the bill. Reduce the electricity. It would better the situation.”“To save money and to help others. I guess I don't want any power outages, so if we could do our share, than that's fine with me. That would be great.”

“To save money.”

“That would reduce the overload of the electrical system. It would also save some money for me.”

“Because I try to save some energy.”

“To cut the electricity bill because during the summer time it is over $1,100 and something or $1,200. During the wintertime it goes as low as $600 or $700. Something like that. In the summertime it's always on. The air conditioning if operating in the summer all the time. The refrigerator and the air conditioning are always running. Outside the temperature is higher, so they operate more. The machines operate more. Outside it's too hot, so they work more.”

“Because of the economy and power consumption, and the green revolution.”

Page 67


Reasons would NOT set smart refrigerated display cases to automatically delay or limit operation during Critical Peak Pricing events – Among Definitely / Probably Would Not

Q3. What would be the main reasons you would choose not to set your smart refrigerated display case to automatically delay or limit operation to reduce electricity usage during a Critical Peak Pricing event?


Need equipment to be fully functional at all times 45%

Cost 20

Not worth it 10

Need lights bright for business 5

It would disrupt business 5

(base) 20^

Customer Quotes:“Well, because when we are dealing in retail, the customer wants that cold drink. It just doesn't happen when they turn off the power to the compressors and things like that. It won't keep it cold enough. That's the main reason.”

“Because the items are supposed to be cold. The meat goes bad sometimes. Meat, soda, beer, ice cream, milk, orange juice, eggs, roast beef, and other delicatessens.”

“For less than $200 a year. Let's get real about this. If there were larger savings, then yes, but not if they are only doing lighting. Unless they pay for a whole retrofit and put all LED lights, than that's a different story. If there were more savings or there was an incentive, like if they were to come in here and offer me a program where they would replace all of the existing florescent fixtures with LED lights for no charge, than I would be more than happy to do that. They came in a few years ago and they revamped our store. If they do something like that where they replace all the lighting with more efficient lighting, for no charge to us, than I would be more than happy to do that. I am not going to spend $93 per fixture to get back $196 per year.”

“Because it doesn't work with my compressor. It has to be left all the time.”



What is the approximate age of your refrigerated

display case?

• Fewer than three in ten (28%) customers anticipate replacing their refrigerated display cases in less than five years. However, more than one-quarter say they would definitely replace sooner with a smart version of the equipment.

Refrigerated Display Cases Age and Replacement Cycle

Q14. What is the approximate age of your refrigerated display case?

Q15. Approximately how soon do you expect to replace your refrigerated display case?

Q16. If a “smart” version of this appliance came on the market today with the type of energy management tools and benefits I’ve described, would you definitely, probably, probably not, or definitely not replace your refrigerated display case sooner than (Q15) years from now if this type of “smart” appliance allowed you to take advantage of these benefits?

Age of Refrigerated Display Case Expected Replacement

How likely would you be to replace your refrigerated display case sooner if a smart version came on the market today?


(n=100)



Commercial Programs:Commercial Ice Machines

Page 70


Likelihood to set smart commercial ice machine(s) to automatically delay or limit operation during Critical Peak Pricing events

• Smaller business and businesses that have participated in SCE energy efficiency programs respond more positively to this program offer.

Q1. How likely would you be to set your smart commercial ice machine to automatically delay or reduce electricity usage during a Critical Peak Pricing event?

Annual kWh Any Program Participation*Number of Ice

Machines Revenue



Reasons would set smart commercial ice machine(s) to automatically delay or limit operation during Critical Peak Pricing events - Among Definitely / Probably Would

Ice Machines

To save money 61%





Lengthen the life of the machinery 2

(base) 79

Q2. What would be the main reasons you would choose to set your smart commercial ice machine to automatically delay or limit operation to reduce electricity usage during a Critical Peak Pricing Event?

Customer Quotes:“To reduce electricity and heat. They give off a lot of heat. In those critical peak-pricing events, what happens a lot of times is I buy bags of ice just to save the machine from working so hard.”

“Well, honestly to save money. That's probably my biggest concern.”

“To save money. Actually, to make it affordable. Right now, it's not even affordable to run the business. To save money. To save electricity too. To save electricity is a big one.”

“One of the things we do during the summer in particular is we unplug our ice machine. There are times where we will unplug it for three, four, or five hours at a time. To save some money. During the summer our business is slow, so we slow down. Our business goes down a little bit, so we slow down our usage.”

“The heat generated by the ice machine in the daytime. Not only because of the peak pricing would it be more costly for electricity to run the ice machine, but it would also incur a charge by cooling the restaurant because of the heat generated by the ice machine.”

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Reasons would NOT set smart commercial ice machine(s) to automatically delay or limit operation during Critical Peak Pricing events – Among Definitely / Probably Would Not

Ice Machines

Need equipment to be fully functional at all times 53%

It would disrupt business 10

Already conserving 10

Not worth it 5

Customers would complain 5

(base) 19^

Q3. What would be the main reasons you would choose not to set your smart commercial ice machine to automatically delay or limit operation to reduce electricity usage during a Critical Peak Pricing event?

Customer Quotes:“Because I already manage it. I bought an ice machine that gets me through a 24-hour cycle, and I only run it at night. I fill my bin in the evening, so when I come in the morning, everything is full and I have plenty to use throughout the day.”

“Because the ice machine doesn't make enough ice for the demand. People demand more ice during the summer, and the ice melts quicker in the cup, therefore we have a smaller demand. The supply cannot keep up with the demand, therefore there has to be alternatives, such as saving ice on weekends and freezing it. We have to because the ice machine still doesn't, so therefore we need another freezer to hold the ice that is produced during lower demand.”

“We have a busy restaurant and we don't want to run out of ice when the customers need it. We just don't want to run out of ice.”

“Well, the peak times of electricity usage are also the peak times of my food usage. If I were to run low on ice during my peak traffic times, or run out of ice, that would affect my business negatively.”



What is the approximate

age of your ice machines?

• Fewer than one in ten customers would definitely accelerate their equipment replacement to take advantage of this program.

Commercial Ice Machines Age and Replacement Cycle

Q14. What is the approximate age of your ice machines?

Q15. Approximately how soon do you expect to replace your ice machines?

Q16. If a “smart” version of this appliance came on the market today with the type of energy management tools and benefits I’ve described, would you definitely, probably, probably not, or definitely not replace your ice machines sooner than (Q15) years from now if this type of “smart” ice machine allowed you to take advantage of these benefits?

Age of Ice Machines Expected Replacement

How likely would you be to replace your ice machines sooner if a Smart version came on the market today?


(n=100)



Commercial Programs:Commercial Lighting

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Likelihood to set smart commercial lighting to automatically delay or limit operation during Critical Peak Pricing events

• Larger facilities with higher electricity usage and more square footage respond more favorably to this offer compared with smaller business.

Q1. How likely would you be to set your smart commercial lighting to automatically delay or reduce electricity usage during a Critical Peak Pricing event?

Annual kWh Any Program Participation*Square Footage

of Facility Revenue

Indicates a number is significantly higher/lower at 95% confidence than the corresponding segment.

* Program Participation: Have previously participated in one or more of the following SCE programs: Standard Performance Contract (SPC), Express Efficiency, Savings By Design, Rebates for Energy Efficient Lighting Installation, Rebates for Energy Efficient Equipment Installation. Page 76


Reasons would set smart commercial lighting to automatically delay or limit operation during Critical Peak Pricing events – Among Definitely / Probably Would

Lighting

To save money 69%





Lengthen the life of the machinery --

(base) 62

Q2. What would be the main reasons you would choose to set your smart commercial lighting to automatically delay or limit operation to reduce electricity usage during a Critical Peak Pricing Event?

Customer Quotes:“To save money and reduce using that much electricity. I believe that they are doing it for a reason as well. They are trying to save energy. It is to try and help them as well.”

“To save some money. It will also help nature by saving energy. In a way it will help out the community.”

“Just to help the situation. If we don't need the lighting, then why have it on if it just dims it a little bit? Do you know what I mean? We try to save energy the best we can anyway.”

“To save energy. We are very inter

dr10sce04 t20 and t24 market growth and adoption v2...specifically a “smart” version of that...

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