virginia energy sense 2012 consumer survey

7/31/2019 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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2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE 2

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


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


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



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%



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%



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


29%26%

32%28%21%25%



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...



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



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%



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



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%

virginia energy sense 2012 consumer survey

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