Download - Virginia Energy Sense 2012 Consumer Survey
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HART
RESEARCH A S S O T E SC I A
VIRGINIA ENERGY SENSE
2012 Consumer Survey
Key findings from April 2012 surveyconducted for
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Research Methods
Telephone survey among 601 adults throughoutthe Commonwealth of Virginia
Conducted April 11 15, 2012
Overall margin of error = 4.0 percentage points
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Very ImportantMenWomen
DC suburbsRichmondTidewater Roanoke/Lynchburg
69%79%
70%79%72%84%
Most Virginians say that savingenergy is very important.
Is saving energy important to you? If so, how important is it?
Veryimportant
74%
98%
All consumers
Important Not important
2%
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Most Virginians expect energy coststo rise do not agree how much.
Over the next five years, do you expect the price of heating, cooling,and providing electricity to your home to go down, stay about the same, or rise? How much?
72% expect energy costs torise, no consensus on howmuch
25%
Expect energy costs to rise:
Will rise 20%/more
Will rise 15%
Will rise 10%
Will rise 5%
Will rise/not surehow much
Expect energy costs not to rise:Will stay the same
Will go down
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Virginians pay attention to theirelectricity use.
How much attention would you say you personally pay to the amount of electricity used by your household?
Great deal/fair amount
Great deal35%
73%
27%
Only some/justa little/not much
Little/not much
12%
Great Deal of Attention
MenWomen
DC suburbsRichmondTidewater Roanoke/Lynchburg
30%39%
33%33%32%42%
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Few Virginians think that they usemore electricity than their neighbors.In electricity use, how does your household compare with other households with the same number of people in similar housing?
We use less
electricity
37% 35%
A lot less10%
We use the same
amount of electricity
We use more
electricity
13%
We Use Less Electricity
MenWomen
DC suburbsRichmondTidewater Roanoke/Lynchburg
38%35%
32%41%33%43%
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19%
49%
32% Who uses the most electricity?
Partner/spouse
Me
Child
Roommate
ParentOther/more thanperson/combination
9%
8%
8%
3%
2%2%
One-third of households says that oneperson uses the most electricity.
Is there someone in your household whom you would say uses the most electricity?
Yes, one personuses the most
electricity
No one uses moreelectricity than
others
Not sure
All consumers
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17% 14% 21%
17% 21% 27%
13% 24% 29%
13% 25% 30%
31% 25% 14%
7% 34% 30%
20% 39% 14%
25% 54% 13%
Already doing this Very likely to do in the next year Somewhat likely to do in next year
Virginians are ready to save energy andhelp the environment, some already do.
Turn off lights/electronics when notregularly using them
Regularly recycleat home
Regularly buy locallygrown foods
Seal windows,doors, cracks
Reduce homeelectricity use
Change daily routineto use less electricity
Improve homesenergy efficiency
Purchase EnergyStar appliance
92%
73%
71%
65%
52%
70%
68%
66%
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2%
5%
22%
27%
27%
21%
27%
34%
34%
35%
35%
Already doing/have done this Very likely to do this (8-10 ratings on zero-to-ten scale)
Changing lights and sealing doors & windowsare the most likely fixes Virginians will make.
Turn off lights whenleaving room
Use more energy-efficient light bulbs
Seal windows/doors:weather strip/caulkReplace old, drafty
windowsUpgrade to energy-efficient appliancesUnplug electronics
when not in useLower the temperatureof the hot water heater
Install programmablethermostat
Upgrade insulation inthe attic or walls
Use smart metersInstall solar panels to
generate electricity
86%
70%
64%
23%
56%
53%
51%
50%
47%
41%
11%
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Virginians are not experts on energy,but are interested in learning more.Knowledge of steps I could take to reduce my electricity use
Highlyknowledge-
able
27%
58%
Somewhatknowledg-
eable
Not know-ledgeable
14%
Interest in learning more about ways to reduce electricity use
Interested Notinterested
65%
35%
Extremely/very
interested26% Not at all
interested15%
Highly Knowledgeable
MenWomen
DC suburbsRichmondTidewater Roanoke/Lynchburg
29%26%
32%28%21%25%
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Recall Of Virginia Energy SenseCampaign
25%
18%
Initial Recall:Have you seen, heard, or read any newscoverage, Web sites, or advertisingrecently encouraging Virginians to reduceenergy use from the Virginia Energy Senseprogram?
Recall after Description:Recently you may have seen an ad in localpapers, on Facebook, or other places for the Virginia Energy Sense program or hearda public service announcement from former-Washington Redskin DeAngelo Hall onbehalf of Virginia Energy Sense remindingVirginians to Value Your Power...
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63%
26%
11%
Has not
set goals
Few think Virginia has an electricity conser-vation goal, and very few can name it.
Reducing energy consumption/usage
Trying to help customers savemoney/lower energy bills
Using more alternative energysources, wind/solar/nuclear
Theyre trying/doing their best Use of meters to increaseefficiency
Building a new power plant
Don't know; no response
Do you know whether the Commonwealth of Virginia has set any goals for reducing electricity usage?
Has set
goals
Not
sure
Do you know what that goal is?
14%
5%
3%
3%2%
2%
49%
Under 2%of Virginians
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17%
16%
21%
29%
15%
24%
34%
31%
I would pay a great deal of attention to information from them about saving electricityI would pay some attention to information from them about saving electricity
Information from power company, family, orfriends is most likely to attract attention.
Family or friends
Electric powercompany
Electricity experts inbusiness/universities
Virginia government
Information kids/family learn in school
Environmentalorganizations
Neighbors
Federal government
83%
82%
72%
62%
66%
66%
69%
66%
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Virginians view energy efficienthomes as more valuable.
If I were in the market for a new home and found a home that had been upgraded to use energy more efficiently and use less electricity, I would see this home as:
More
valuable
Muchmore44%
89%
5% 3%
About the same
value as others
Less
valuable
Somewhatmore32%
A little more
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11%
13%
30%
27%
16%
Three-quarters of Virginians are willing tospend some to make energy improvements.
I am willing to make [changes/an effort] and spend:
Which one of the following best describes what you would be willing to do to reduce your electricity use?
Less than $100
$100 to $500
Over $500
I am willing to make a little effort but not spend any money
I am probably not going to make any effort or spend any money
73% are willing tomake changes andspend money
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Virginians see dollars and sense insaving energy.
% rating each as a convincing reason* for reducing their electricity consumption
* 8-10 ratings on zero-to-ten scale, 10 = very convincing reason
In these tough economic times , you need to take control of your bills and do what you can to spend less .
It does not make sense to waste electricity.
Reducing your electricity consumption is a win-win because it notonly saves you money , but also means you're doing your part tohelp the environment .
If everyone does a little, we can make a big difference inreducing energy throughout Virginia.
Saving electricity conserves our natural resources .Saving electricity helps reduce our nation's energy use andhelps with America's energy security .
Saving electricity helps slow down rising utility costs .
82%
82%
77%
77%
75%68%
66%