consumer pulse and segmentation research program wave...

© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.

CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012

September 2012

Greg

Consumer Pulse and Segmentation Research Program – Wave 3 Smart Grid Consumer Collaborative

Members Webinar - October 25, 2012


© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 2

Today’s Presenters

Patty Durand Executive Director

Smart Grid Consumer

Collaborative

Jack Lloyd Senior VP, Energy Division

Market Strategies

International, Inc.



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Questions & Audio



Name Background

Patty Durand Executive Director – Smart Grid Consumer Collaborative

• Smart grid research administration at Georgia Institute of

Technology shaping smart grid grant proposals to ARPA-E

and DOE

• State Director for the Georgia Chapter of the Sierra

Club, Georgia’s largest grassroots environmental

organization

• IT background and worked on B2B projects with Hewlett

Packard and Compaq Computers

• Board member Smart Energy Society for the Technology

Association of Georgia

• MBA from the College of William and Mary in Williamsburg

Virginia. B.S. in Business from Virginia Commonwealth

University in Richmond Virginia

Speaker # 1



About the Smart Grid Consumer Collaborative (SGCC)

The SGCC is a consumer-focused nonprofit organization aiming to promote the

understanding and benefits of modernized electrical systems among all

stakeholders in the United States. Membership is open to all consumer and

environmental advocates, technology vendors, research scientists and electric

utilities for sharing in research, best practices and collaborative efforts of the

group. Learn more at smartgridcc.org.

SGCC

http://www.smartgridcc.org/



Agenda

7

Background and Methodology

Key Findings & Implications

Detailed Findings

• Smart Grid/Smart Meters Initial Awareness/Perceptions

• Smart Grid Favorability Index

• Smart Grid/Smart Meters Benefits

• Smart Grid/Smart Meters Programs

• Communication Channels



Name Background

Jack Lloyd Senior VP, Energy Division- Market Strategies

International, Inc.

• Research Director at Opinion Research Corporation

• Market Research Manager at Southern California Edison

• Director at The Futures Group

• MBA from Yale University, Yale School of Management

• B.A. in Political Science from Michigan State University

• M.A. in Political Science from York University

About Market Strategies International This research was conducted and analyzed by Market Strategies, a market research

consultancy with deep expertise in the energy, technology, communications, financial

services, and healthcare industries. Learn more at marketstrategies.com.

Speaker #2

http://www.marketstrategies.com/



Background and Methodology

9

Consumer Pulse Wave 3 is:

• A national telephone survey

• Completed August 17 to September 5, 2012

• Part of a series of Consumer Pulse Surveys designed to track public awareness,

favorability, and understanding of Smart Grid and its consumer benefits

A national random landline and cell phone sample was used.

• To qualify, respondents had to be over the age of 18 and a head of household.

• The data were weighted by age, ethnicity, gender and region to align with national

population parameters.

• The margin of error for the total sample size of 1,089 is +/-3.0 percentage points at

a confidence level of 95%.

Where applicable, results are compared to the findings from the Wave 1 or Wave 2

Consumer Pulse surveys. These studies were completed via telephone during the

timeframe of August 15 to September 6, 2011 (Wave 1) or November 12 to December

6, 2011 (Wave 2). Qualified respondents represented the general population and

were over the age of 18, head of household and the energy decision maker.



Quick Overview: The five segments

Young America

20%

Easy Street 24%

DIY & Save 16%

10

Traditionals

“Frankly, we’re not at all sure Smart Grid is needed.”

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.”

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.”

Traditionals

15%

Concerned

Greens

25%

Note: For further information on the segmentation framework and/or recent research focusing on low income consumers, please contact SGCC.



Key Findings & Implications

11



Key Findings

12

Awareness

• Smart grid/smart meter awareness remains low:

o Consistent with prior waves, about half of consumers (54%) say they have never heard the term smart grid and another one-fifth (21%) say that they have heard the term but don’t know much about what it means.

o Awareness levels are similar for smart meters -- 48% have never heard the term and 19% don’t know much about what it means.

o Smart grid awareness is especially low among females, African Americans, those with low education or low income, and members of the Young America segment.

o Smart meter understanding by demographics is similar to smart grid.



Key Findings

13

Favorability

• Most “aware” people continue to have positive or neutral impressions of smart grid:

o 52% of those who are familiar with the term say that their general feelings about smart grid are favorable; 26% say neutral; 13% say negative; and 9% don’t know (all consistent with prior waves).

o General impressions of smart meters are about the same, at 55% favorable, 21% neutral. There are no significant changes compared to previous waves.

• The Smart Grid Favorability Index summarizes and tracks both consumer awareness and favorability.

o The Favorability Index and both of its components (awareness and favorability) have been very consistent across three waves of research.

o The index now stands at 23 (compared to 24-25 in prior waves).



Key Findings

14

Smart Grid & Smart Meter Benefits

• Similar to last Wave, three-quarters or more say each benefit evaluated is important.

o Also similar, far fewer (19%-29%) say that each benefit is important enough to justify an extra cost of $3-$4 on the monthly electric bill.

o The highest percentage willing-to-pay, 29%, is for two benefits: “A smart grid senses problems and reroutes power automatically. This prevents some outages and reduces the length of those that do occur,” and “Smart grid reduces greenhouse gas emissions by making it easier to connect renewable energy sources to the electricity grid.”

• Favorability improves after hearing about the smart grid benefits.

o 70% say they are favorable toward smart grid, compared to initial favorability of 52% among those who were familiar with the term at the start of the survey. These results are very similar to the Wave 2 findings.



Key Findings

15

Smart Grid & Smart Meter Programs

• The Critical Peak Rebate program continues to have the highest level of interest this Wave.

The following proportions said they would be somewhat likely or very likely to

participate if each program was offered:

o Critical peak rebate program, 59% (unchanged from Wave 2)

o TOU pricing program, 46% (compared to 44% in Wave 2)

o Energy monitoring service, 46%

o Real-time pricing program, 32%

o Pay as you go (Prepay) program, 23%



Key Findings

16

Internet & Social Media

• Six in ten (61%) access the Internet most frequently at home and 14% say they do not use the Internet at all (consistent with prior waves).

• Eight in ten have home Internet access; among this group, 82% have a wireless network in the home.

• The vast majority with home Internet access use some type of high speed/broadband connection; only 3% use a dial-up service.

• About half of the total sample (51%) have one or more social media accounts; among those with social media accounts, 13% say they use social media to help manage energy usage or get energy efficiency tips, and 12% follow or like their electric utility.

• Approximately one-third of total respondents say they will use social media in the future to look for new ways to manage energy or get energy efficiency tips.



Implications

17

• Smart Grid/Meter awareness has not increased in the year since the first SGCC Consumer Pulse survey was completed.

o So far, increased Smart Grid/Meter implementation nationwide has not made a meaningful difference in the Consumer Pulse findings on awareness.

o These technologies continue to be off the public’s radar screen to a surprising degree.

o Although most of those who do know about Smart Grid tend to support it, too few understand the technology and its potential benefits.

o These findings underline the importance of SGCCs mission: “to promote the understanding and benefits of modernized electrical systems among all stakeholders in the United States.”

o Future research should continue to track awareness and favorability carefully, using the Smart Grid Favorability Index as a key metric.



Implications

18

o Many smart grid/meter benefits are deemed important by consumers.

• Based on this evidence, there is little reason to focus exclusively on any single theme.

• It seems likely at this time that weaving a number of benefits together is the strongest approach to telling the smart grid story and building support.

• The benefit or set of benefits to be stressed should vary by segment, based on the research findings.

o High internet and social media usage: these are enabling technologies for engagement with Smart Grid and energy management.

• About two-thirds of households have both a high speed internet connection and a wireless network. Technologically, these households are a ready potential market for Smart Grid applications that leverage the installed infrastructure.

• Social media continue to expand in reach and influence. While relatively few consumers currently use them as resources for energy information and management, a larger number see the potential for doing so in the future.



Implications

19

o High internet and social media usage: these are enabling technologies for engagement with Smart Grid and energy management.

• About two-thirds of households have both a high speed internet connection and a wireless network. Technologically, these households are a ready potential market for Smart Grid applications that leverage the installed infrastructure.

• Social media continue to expand in reach and influence. While relatively few consumers currently use them as resources for energy information and management, a larger number see the potential for doing so in the future.



Smart Grid & Smart Meter Awareness & Perceptions

20



11%

21%

19%

48%

1%

12%

21%

20%

46%

1%

23%

48%

18%

9%

2%

7%

17%

21%

54%

1%

8%

18%

21%

51%

2%

24%

51%

16%

7%

2%

21

Current Level of Knowledge I have a fairly complete understanding of

what it is, how it would work, and how it would affect homes and businesses

I have a basic understanding of what it is and how it would work

I’ve heard the term, but don’t know much about what it means

I have not heard that term

Don’t know

indicate a significant increase or decrease between current and previous waves A1. Which of the following statements comes closest to describing your current level of knowledge about smart grid? Base: Total Consumers, n= W1, 1,234; W2, 1,003; W3; 1,089

Smart Grid Smart Meter

A2. Which of the following statements comes closest to describing your current level of knowledge about smart meter? Base: Total Consumers, n= W1, 1,234; W2, 1,003; W3; 1,089

W3:45%

W2:47%

W1:47%

Wave 3

Wave 2

Wave 1

W3:51%

W2:53%

W1:50%

Consistent Awareness of Smart Grid/Meters At least 45% have heard the terms or have some understanding of Smart Grid and Smart Meters, similar to previous waves.



55%

19%

36%

21%

18%

6%

54%

21%

33%

23%

18%

5%

37%

23%

17%

54%

15%

7%

22

indicate a significant increase or decrease between current and previous waves A4. Considering what you know about the smart grid, would you describe your general feelings about the smart grid as favorable or unfavorable? Base: Among those who have heard of smart grid, n= W1, 584; W2, 452; W3, 505 A5. Considering what you know about smart meters, would you describe your general feelings about smart meters as favorable or unfavorable? Base: Among those who have heard of smart meter, n= W1, 628; W2, 533; W3, 573

Smart Meter Smart Grid

Overall Favorability

Wave 2

Wave 1

Total Favorability (%6–10)

Very Favorable (%9–10)

Somewhat Favorable (%6–8)

Neutral (%5)

Unfavorable (%0–4)

Don’t Know/Refused

52%

18%

34%

26%

13%

9%

54%

20%

34%

21%

15%

10%

32%

25%

20%

52%

11%

13%

Wave 3

Wave 2

Wave 1

One-half continue to be favorable. Five in ten of those aware of Smart Grid/Meters describe their general feelings as favorable; another 20%+ are neutral.



Overall Favorability: Smart Grid

Base: Among those who have heard of smart grid A,B,C,D,E indicate significant differences between segments indicate a significant increase or decrease between current and previous waves A4. Considering what you know about the smart grid, would you describe your general feelings about the smart grid as favorable or unfavorable?

Total Favorability (%6–10)

Very Favorable (%9–10)

Somewhat Favorable (%6–8)

Neutral (%5)



52%

18%

34%

26%

13%

9%

54%

20%

34%

21%

15%

10%

32%

25%

11%

13%

52%

20%

Total Easy Street (A) DIY & Save (B)

Concerned

Greens (C)

Young

America (D) Traditionals (E) n=505|452|584 103|94|128 95|75|91 144|133|188 79|77|95 84|73|82

W3|W2|W1

42%

9%

33%

33%

15%

10%

51%

19%

32%

26%

13%

10%

37%

27%

6%

14%

53%

17%

56%

20%

36%

23%

11%

10%

50%

18%

33%

22%

20%

8%

31%

25%

14%

11%

50%

19%

65%

29%

36%

20%

9%

6%

67%

20%

46%

16%

10%

8%

32%

19%

7%

14%

61%

28%

53%

18%

35%

29%

9%

9%

68%

27%

41%

13%

14%

6%

32%

31%

11%

10%

48%

16%

33%

6%

27%

33%

25%

9%

30%

15%

16%

29%

23%

19%

22%

27%

32%

12%

29%

7%

E E AE

Wave 3

Wave 2

Wave 1

E AE

C

BCD

Concerned Greens and DIY & Save are the most favorable toward Smart Grid.



Awareness Favorability* Favorability Index

Total

24

* Among those who are aware.

Smart Grid Favorability Index The Favorability Index and both of its components (awareness and favorability) have been very consistent across three waves of research.

45%

47%

47%

54%

52%

52%

23

25

24

Wave 3

Wave 2

Wave 1



In Wave 3, 19% of the survey respondents said that a smart meter has been installed in their home.*

25

Note: Reported based on total respondents. indicate a significant increase or decrease between current and previous waves A,B,C,D,E indicate significant differences between segments A6. Has your electric utility installed a smart meter at your home?

* Actual current U.S. residential Smart Meter penetration exceeds 30% (Chartwell).

% Yes 17%

19%

13%


Concerned

Greens (C)

Young

America (D) Traditionals (E) n=1089|1003|1234 235|240|250 172|163|199 265|242|363 240|199|271 177|159|151

19%

10%

10%

27%

20%

18%

20%

20%

17%

14%

19%

11%

18%

14%

7%

Smart Meter Installed in Home

W3|W2|W1

Wave 3

Wave 2

Wave 1

DE



70%

32%

38%

12%

8%

7%

3%

68%

35%

33%

19%

5%

4%

4%

26

indicate a significant increase or decrease between current and previous waves A,B,C,D,E indicate significant differences between segments AA4. 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.

Total Support

Strongly Support

Somewhat Support

Neither Support Nor Oppose

Somewhat Oppose

Strongly Oppose


50%

13%

9%

70%

34%

36%

19%

3%

2%

6%

20%

70%

7%

1%

79%

28%

51%

7%

9%

3%

2%

63%

29%

34%

23%

9%

3%

2%

85%

53%

32%

7%

2%

4%

2%

83%

48%

35%

12%

2%

1%

2%

71%

38%

33%

12%

7%

6%

4%

65%

33%

32%

21%

5%

4%

5%

34%

11%

23%

21%

15%

22%

8%

33%

12%

21%

27%

15%

20%

5%

ADE

ABC

ABCD

E E E

E ABDE AE

CDE CDE

C C C CD


Concerned

Greens (C)

Young

America (D) Traditionals (E) n=1,089|1,234 235|250 172|199 265|363 240|271 177|151

BC

A

The majority support implementation of Smart Grid/Smart Meter technology. Support is highest among Concerned Greens and DIY & Save.

W3|W1



Note: “Has a smart meter” is based on those aware of smart meters. A,B indicate significant differences between segments AA4. 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.

Support for implementation of Smart Grid/Smart Meter technology is slightly (not significantly) higher among those who know they have a Smart Meter.

Wave 3

Wave 2

Wave 1

Support Implementation of Smart Grid and Smart Metering Technology

75%

39%

36%

9%

4%

8%

4%

67%

32%

35%

13%

10%

8%

1%

Total Support

Strongly Support

Somewhat Support

Neither Support Nor Oppose

Somewhat Oppose

Strongly Oppose


Does not have Smart Meter (B) n=298

Has a Smart Meter (A) n=229

A



Smart Grid & Smart Meter Benefits

28



Smart Grid/Smart Meter Benefits

Participants were read a series of statements regarding the benefits of smart grid and smart

meters. Then based on a three-point scale they were asked to evaluate the level of importance

of each statement:

1. You do not feel the potential benefit has any importance

2. It is important to you, but only if it can be provided to you at no additional cost

3. It is important enough to you that it would help justify a total extra cost of $3-$4 on your

monthly electric bill to implement smart grid and smart meter improvements.

The following slide summarizes the benefits that received the highest importance ratings overall

and by segment.



Total Easy Street DIY & Save

Concerned

Greens

Young

America Traditionals

Total Importance (“Important and Willing to Pay

For” + “Important and Not

Willing to Pay For”)

Prevents some

outages and

reduces the

length of others

Makes it easier

to connect

renewable

energy sources

Prevents some

outages and

reduces the

length of others

Prevents some

outages and

reduces the

length of others

Saves money

by providing

near real time

energy usage

information

Prevents some

outages and

reduces the

length of others

Important and Willing

to Pay For

Makes it easier

to connect

renewable

energy sources

Makes it easier

to connect

renewable

energy sources

Prevents some

outages and

reduces the

length of others

Makes it easier

to connect

renewable

energy sources

Prevents some

outages and

reduces the

length of others

Prevents some

outages and

reduces the

length of others

B1–B7. I’m going to read a series of short statements about the potential benefits of smart grid and smart meters and ask you to tell me how important each one is to you personally. Please use a three-point scale, where 1 means you do not feel the potential benefit has any importance, 2 means it is important to you, but only if it can be provided to you at no additional cost, and 3 means it is important enough to you that it would help justify a total extra cost of $3-$4 on your monthly electric bill to implement smart grid and smart meter improvements.

Smart Grid/Smart Meter Benefits–Summary



Consumers feel that a range of Smart Grid benefits are important.

15%

16%

17%

17%

17%

18%

22%

63%

59%

61%

52%

58%

24%

22%

21%

85%

84%

83%

82%

82%

81%

77%

56%

60%

21%

29%

29%

19%

Not Important

Important but will

not pay more

Important and will

pay more

Total

Important

B1–B7. I’m going to read a series of short statements about the potential benefits of smart grid and smart meters and ask you to tell me how important each one is to you personally. Please use a three-point scale, where 1 means you do not feel the potential benefit has any importance, 2 means it is important to you, but only if it can be provided to you at no additional cost, and 3 means it is important enough to you that it would help justify a total extra cost of $3-$4 on your monthly electric bill to implement smart grid and smart meter improvements.

Prevents some outages and

reduces the length of those that

occur

Makes it easier for utilities to offer

new kinds of rate plans

Limits the need to invest in new

power plants

Delivers the necessary power

“quality”

Saves money by providing near

real time energy usage information

Makes it easier to connect

renewable energy sources

Eliminates the need for meter

reading



68%

16%

14%

65%

78%

10%

68%

17%

85%

6%

86%

5%

71%

13%

73%

14%

40%

38%

41%

33%

70%

15%

68%

15%

Smart Grid Favorability - Post Benefits

32

A,B,C,D,E indicate significant differences between segments indicate a significant increase or decrease between current and previous waves A4A. Considering what you know about the smart grid and the statements we have been reviewing, would you describe your general feelings about the smart grid as favorable or unfavorable?

Overall Favorability

Favorable (%6–10)



Concerned

Greens (C)

Young

America (D) Traditionals (E) n=1,089|1,003 235|240 172|163 265|242 240|199 177|159

W3|W2

ABCD C C

E E ADE E Wave 3

Wave 2

Note: In Wave 2, consumers were asked the “post” question after hearing both positive and negative messages. In Wave 3, only benefits were discussed.



Smart Grid & Smart Meter Programs

33



0%

79%

40%

39%

5%

7%

9%

0%

34

A,B,C,D,E indicate significant differences between segments AP3A. Smart meters continuously collect information about household electricity usage. People can use this information to manage and try to reduce electricity usage and cost. How likely are you to use this type of information to manage and try to reduce your electricity usage and cost?

Already Using Smart Meter Data

for Energy Management

Total Likely

Very Likely

Somewhat Likely

Neither Likely Nor Unlikely

Somewhat Unlikely

Very Unlikely


29%

49%

7%

0%

78%

0%

7%

8%

0%

79%

32%

47%

7%

9%

5%

0%

0%

90%

64%

26%

2%

4%

3%

1%

1%

84%

49%

35%

0%

7%

8%

0%

1%

53%

12%

41%

9%

13%

22%

2%

E

CD

E

C

ABE

ABDE

ABCD


Concerned

Greens (C)

Young

America (D) Traditionals (E) n=1,089 235 172 265 240 177

E

CD

E

C

CD

ABE

E

C

CD

C

Most are likely to use information collected by Smart Meters to manage and reduce electricity usage and cost.



Likelihood to Participate: TOU Pricing

Participants were read the following description of Time of Use Pricing and asked how likely they

would be to participate in the program:

One program would be a rate plan that would charge different prices for electricity depending on

when it is used. Rates would be lower when the demand for electricity is low - during off-peak

periods such as weekends, holidays, and weekdays from 9 p.m. to noon. Rates would be higher

during peak periods, when demand is higher. You would have the opportunity to save money by

using electricity during off-peak periods.

The following slide summarizes the results overall and by segment.



Interest varies by segment, with two segments unlikely to participate. Almost all Concerned Greens say they would be at least somewhat likely to participate.

36

Likelihood to Participate: TOU Pricing

Base: Total Consumers A,B,C,D,E indicate significant differences between segments indicate a significant increase or decrease between current and previous waves AP1. If you were offered this program, how likely would you be to participate?

Already Participating

Total Would Participate

Definitely Would

Probably Would

Might or Might Not

Probably Would Not

Definitely Would Not


1%

46%

13%

33%

22%

16%

14%

1%

1%

44%

11%

33%

23%

17%

14%

1%

16%

33%

27%

1%

9%

13%

1%

49%


Concerned

Greens (C)

Young

America (D) Traditionals (E) n=1,089|1,003|1,234 235|240|250 172|163|199 265|242|363 240|199|271 177|159|151

W3|W2|W1

1%

0%

0%

0%

45%

30%

23%

1%

3%

0%

0%

0%

48%

31%

16%

2%

1%

6%

59%

3%

7%

1%

22%

7%

1%

48%

12%

36%

30%

16%

4%

1%

2%

52%

12%

40%

26%

11%

8%

1%

23%

41%

27%

1%

3%

4%

2%

64%

0%

99%

33%

66%

0%

1%

0%

0%

0%

97%

23%

74%

1%

0%

2%

0%

30%

57%

9%

1%

0%

4%

1%

87%

0%

57%

15%

42%

20%

12%

10%

1%

1%

55%

16%

39%

17%

12%

15%

0%

13%

28%

27%

1%

11%

19%

0%

41%

2%

14%

2%

12%

17%

25%

40%

2%

0%

9%

1%

8%

23%

31%

36%

1%

2%

9%

21%

1%

41%

27%

0%

11%

C

C

AE

BCDE

BCD

AE

CE

C

C

ABDE

BC

AE

AE

AE

A

A

C

CD

ABCD

Wave 3

Wave 2

Wave 1

BCD

AE

ABDE

ABDE

C



Likelihood to Participate: Critical Peak Rebates

Participants were read the following description of Critical Peak Pricing and asked how likely they

would be to participate in the program:

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. At these “critical” times, people

who are enrolled in the program would receive a notice asking them to save money by reducing

their energy use. Notices would be sent by email, text, or phone. They would not be penalized

for keeping their energy use the same. In addition to savings from lower energy use, those who

reduced their energy usage would receive a rebate on their bill.




Likelihood to Participate: Critical Peak Pricing

Base: Total Consumers A,B,C,D,E indicate significant differences between segments indicate a significant increase or decrease between current and previous waves AP2. If you were offered this program, how likely would you be to participate?



Definitely Would

Probably Would

Might or Might Not

Probably Would Not



1%

59%

22%

37%

20%

12%

8%

0%

1%

59%

20%

39%

20%

10%

9%

1%

23%

39%

21%

2%

7%

9%

1%

62%

1%

40%

6%

34%

35%

17%

7%

0%

1%

45%

7%

38%

31%

13%

9%

1%

9%

44%

31%

3%

4%

9%

1%

53%

0%

64%

21%

43%

24%

10%

0%

2%

0%

66%

19%

47%

23%

8%

2%

1%

23%

43%

25%

2%

2%

4%

2%

66%

0%

84%

45%

39%

8%

7%

1%

0%

0%

87%

37%

50%

10%

3%

0%

0%

44%

47%

6%

1%

0%

2%

0%

91%

0%

74%

24%

50%

12%

6%

8%

0%

1%

65%

28%

37%

15%

10%

9%

1%

16%

33%

25%

1%

9%

14%

1%

49%

0%

22%

6%

16%

24%

27%

26%

1%

2%

23%

5%

18%

22%

21%

31%

1%

2%

11%

26%

0%

33%

29%

0%

13%

E

E

CD CD

AE

AE

ABDE

ABDE

E

AE

AE

E

BC BC

ACE

Wave 3

Wave 2

Wave 1


Concerned

Greens (C)

Young

America (D) Traditionals (E) n=1,089|1,003|1,234 235|240|250 172|163|199 265|242|363 240|199|271 177|159|151

W3|W2|W1

CD

CD

ABCD

ABCD

Interest is highest among Concerned Greens, although it has declined significantly from Wave 1. More than one in five “definitely would” participate – the highest of any program tested.



Likelihood to Participate: Pay as you go (Prepay) Pricing

Participants were read the following description of Pay as you go (Prepay) Pricing and asked

how likely they would be to participate in the program:

One program would allow you to buy power when you want - in the amount you want. If you

enrolled, you would pay for a specific amount of electricity to activate your account, then continue

to pay as often as you like to keep your account balance above zero. When you sign up for this

plan, there is no deposit required, and there would be numerous payment methods available that

accept cash, checks and credit or debit cards. If your account balance dropped to zero, the

electricity would shut off automatically, and it could be restored immediately by adding money to

the account. So far, studies indicate that people who enroll in this type of program end up saving

money on their electricity bills, because they are more attentive to how much they are using.




Likelihood to Participate: Pay as you go (Prepay) Pricing

Base: Total Consumers A,B,C,D,E indicate significant differences between segments AP3. If you were offered this program, how likely would you be to participate?



Definitely Would

Probably Would

Might or Might Not

Probably Would Not



0%

23%

6%

17%

20%

24%

33%

0%


Concerned

Greens (C)

Young


0%

8%

1%

7%

24%

25%

43%

1%

0%

25%

6%

19%

15%

29%

31%

0%

0%

33%

9%

24%

23%

29%

15%

0%

0%

35%

8%

27%

18%

19%

28%

0%

0%

12%

3%

9%

14%

18%

56%

0%

E

BCD

AE

A

AE

C

AE

A

AE

C ABCD

DE

AE

A

AE

The majority say they would not be likely to participate. Interest is highest among Young America and Concerned Greens, with Traditionals least likely to take part.



Likelihood to Participate: Real-Time Pricing Plan

Participants were read the following description of Real-Time Pricing Plan and asked how likely

they would be to participate in the program:

One program would give you access to hourly electricity prices that are based on the actual real-

time cost of electricity at any given time. These prices vary from hour to hour and day to day

according to the actual market price of power. Higher prices are most likely to occur on weekday

afternoons during the summer. You would be able to manage your costs with real-time pricing by

conserving electricity during hours when prices are higher and taking advantage of lower priced

hours.




Likelihood to Participate: Real-Time Pricing Plan




Definitely Would

Probably Would

Might or Might Not

Probably Would Not



0%

32%

6%

26%

26%

21%

20%

1%

0%

13%

2%

11%

34%

27%

24%

2%

0%

34%

3%

31%

28%

22%

15%

1%

0%

54%

13%

41%

21%

16%

9%

0%

0%

44%

10%

34%

25%

16%

15%

0%

0%

11%

1%

10%

20%

24%

43%

2%

CE

CD

AE

AE

C

ABE

ABE

AE AE

ABCD


Concerned

Greens (C)

Young


AE

ABE

One-third would participate in real-time pricing. Interest is highest among Concerned Greens and Young America. Four in ten Traditionals definitely would not participate.



Likelihood to Participate: Energy Monitoring Service

Participants were read the following description of Energy Monitoring Service and asked how

likely they would be to participate in the program:

One program would invite you to sign up for a new energy monitoring service. Your electric utility

would provide new hardware that connects to your home’s wireless network. You would receive

itemized usage for your household appliances, along with personalized energy savings

recommendations, all for free. The program would show you how much electricity each

appliance uses, and provide simple tips to help you save money. You would also be alerted to

unusual activity in your usage patterns to detect wasted energy, inefficient appliances, or

unauthorized use. Your data would be secure and your information would not be shared with any

third party.




Likelihood to Participate: Energy Monitoring Service




Definitely Would

Probably Would

Might or Might Not

Probably Would Not



0%

46%

16%

30%

22%

14%

17%

1%

0%

32%

11%

21%

29%

19%

19%

1%

0%

50%

17%

33%

26%

13%

10%

1%

0%

68%

27%

41%

16%

11%

5%

0%

0%

50%

16%

34%

19%

14%

17%

0%

0%

25%

7%

18%

18%

16%

39%

2%

CDE

C

AE

E

AE

C

ABDE

ABDE

AE

AE

C ABCD


Concerned

Greens (C)

Young


AE

E

C

Energy Monitoring has about equal interest as TOU pricing. Almost seven in ten Concerned Greens say they would take part in this program if offered.



A,B indicate significant differences between segments AP5. If you were offered this program, how likely would you be to participate?

Energy Monitoring interest is slightly (not significantly) higher among consumers who have a home wireless network.

Support Implementation of Smart Grid and Smart Metering Technology

0%

51%

18%

33%

23%

12%

14%

0%

0%

43%

15%

28%

23%

17%

17%

0%

Does not have a home

wireless network (B) n=160

Has a home wireless

network (A) n=625



Definitely Would

Probably Would

Might or Might Not

Probably Would Not





Communication Channels

46

Takeaways & Questions



Thank you! You will receive a copy of the slides to the email address you used to register.

• Link to Report: http://smartgridcc.org/research/sgcc-research/sgccs-consumer-pulse-wave-3-study

• Link to SGCC Resource Library: http://smartgridcc.org/category/resource-library

Patty Durand Executive Director

Smart Grid Consumer

Collaborative [email protected]

Jack Lloyd Senior VP, Energy Division

Market Strategies

International, Inc. [email protected]

http://smartgridcc.org/research/sgcc-research/sgccs-consumer-pulse-wave-3-study













http://smartgridcc.org/category/resource-library



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