General Consumers and Energy Efficiency
Report redacted by:
Jean-Daniel Lévy, Head of the Public Opinion Department
Gaspard Lancrey-Javal, Research Executive at the Public Opinion Department
Jamie Bettison, Research Executive at NetObserver09/2011 1© Harris Interactive
Methodology
• A quantitative online survey conducted by means of the Harris Interactive access panel among a representative sample of the national 18+ population in each of the 4 countries : France, UK, Germany, USA. 4,000 interviews total (1,000 in each country)
• Field work conducted between 9-19 July 2011
• The representativeness of the samples was ensured using the quota method along with an adjustment of data
• Sample :
- After weighting of the data, the sample was representative of the national 18+ population in each country based on the following criteria :
• Sex
• Age
• Level of occupation
© Harris Interactive 2
Reputation, Definition and Relevance
3© Harris Interactive
The purpose of energy efficiency is to reduce energy consumption without sacrificing service, therebylowering the environmental, economic and social costs associated with energy generation, distribution andconsumption. Would you say the issue of energy efficiency is very important, somewhat important, not veryimportant or not at all important?
47%
62%
60%
63%
45%
32%
36%
32%
5%
4%
3%
3%
2%
1%
1%
1%
1%
1%
1%
France
United Kingdom
Germany
United States
Very important Somewhat important Not very important
Not at all important NA
92%
94%
86%
95%
7%
5%
4%
4%
4
Importance Attributed to Energy Efficiency
How much do you personally pay attention to your energy consumption: very much, somewhat, not verymuch or not at all?
26%
37%
27%
37%
62%
50%
60%
52%
10%
10%
12%
8%
2%
3%
1%
3%
France
United Kingdom
Germany
United States
Very much Somewhat Not very much Not at all NA
88%
87%
87%
89%
12%
13%
13%
11%
5
Attention Paid to One’s Own Energy Consumption
Summary Chart: Evaluating Various Reasons to Promote Energy Effiency
Do you believe the following reasons for encouraging energy efficiency are very good, somewhat good, somewhatbad or very bad?
67%
66%
52%
51%
43%
37%
37%
26%
62%
73%
49%
52%
31%
46%
38%
21%
57%
53%
54%
56%
46%
44%
44%
31%
58%
75%
42%
55%
44%
53%
41%
27%
Environmental protection
A desire to reduce your expenses
An opportunity to use renewable energies
A feeling of responsibility towards future generations
Job creation
Ensuring energy security
The technological advances it generates
Following regulations and standards
France United Kingdom Germany United States
% Very good reason
6
Below are some of the measures in your country designed to encourage energy efficiency. Have you heard ofthem?
Energy Efficency-Encouraging Measures Recognition in France
France
74%
45%
41%
14%
34%
31%
12%
21%
28%
The ban on incandescent lightbulbs
The Eco-Zero Interest Loan
The new Low Energy Construction Standard (BBC)
Yes and I know it well Yes, but I don't really understand it No
88%
79%
72%
7
Below are some of the measures in your country designed to encourage energy efficiency. Have you heard ofthem?
Energy Efficency-Encouraging Measures Recognition in the United Kingdom
United Kingdom
54%
33%
10%
13%
21%
32%
34%
19%
25%
35%
56%
68%
The ban on incandescent light bulbs
The roll out of smart metering to all homes by the end of 2018
Carbon Trust Loans
The feed in tariffs for PV
Yes and I know it well Yes, but I don't really understand it No
75%
65%
44%
32%
8
Below are some of the measures in your country designed to encourage energy efficiency. Have you heard ofthem?
Energy Efficency-Encouraging Measures Recognition in Germany
Germany
51%
42%
33%
38%
23%
21%
26%
31%
38%
27%
26%
24%
23%
27%
29%
35%
51%
55%
Sparten (z.B. Photovoltaik)
EnEV (Energieausweis nach Energieeinsparverordnung)
EEG (Erneuerbare Energie Gesetz)
KfW (Kreditanstalt für Wiederaufbau)
Versicherungen
Banks (z.B. Deutsche Bank)
Yes and I know it well Yes, but I don't really understand it No
77%
73%
71%
65%
49%
45%
9
Below are some of the measures in your country designed to encourage energy efficiency. Have you heard ofthem?
Energy Efficency-Encouraging Measures Recognition in the United States
United States
69%
54%
46%
24%
34%
29%
7%
12%
25%
Energy Star Appliances and purchase rebates
US Federal and State Government Tax Incentives related to Home insulation,
heaters and air conditioning systems, and Renewable Energy generation devices
The upcoming ban on incandescent light bulbs
Yes and I know it well
Yes, but I don't really understand it
No
88%
93%
75%
10
The Stakeholders of Energy Efficiency
11© Harris Interactive
For each of the stakeholders below, say whether you think they have a very important role to play in encouraging energy efficiency, somewhat important, not very important or not at all important.
91%
88%
88%
88%
87%
86%
86%
93%
93%
93%
91%
91%
89%
89%
93%
90%
89%
87%
84%
90%
89%
86%
93%
91%
90%
76%
78%
89%
85%
71%
Consumers, i.e. individuals
Energy producers and distributors
Electrical equipment manufacturers
The State
Das Land (Germany) / The State (USA)
Architects/Developers
Corporations
Local authorities
France United Kingdom Germany United States
% Important
12
The Stakeholders of Energy Efficiency: Summary Chart (1/2)
For each of the stakeholders below, say whether you think they have a very important role to play in encouraging energy efficiency, somewhat important, not very important or not at all important.
83%
83%
81%
79%
79%
70%
67%
62%
89%
86%
82%
80%
83%
79%
74%
73%
75%
80%
83%
81%
65%
57%
71%
68%
85%
81%
76%
74%
73%
60%
54%
Electrical equipment distributors
Installers & electricians
Consumer advocacy associations
Europe
Specialised big box stores (i.e. DIY, home decorating, etc.)
General big box stores
NGOs
The United Nations
France United Kingdom Germany United States
% Important
13
The Stakeholders of Energy Efficiency: Summary Chart (2/2)
Methods of Encouraging Electrical Efficiency
14© Harris Interactive
Summary Chart: Energy Saving Habits
We are now going to talk more specifically about electrical efficiency in your home and all the ways you can use less electricity throughout your day. For each of the following methods, say whether you already do it, would be willing to do it or would not be willing to do it.
80%
78%
72%
70%
66%
61%
57%
48%
81%
65%
31%
66%
70%
69%
55%
43%
71%
79%
77%
83%
70%
66%
62%
71%
69%
52%
64%
61%
56%
71%
33%
38%
Buy low-consumption light bulbs
Fill the washing machine to the top before starting the wash cycle
Use power strips with an off switch
Cover a pot of water so it boils faster
Shut off your devices (TV, computer, etc.) instead of putting them on stand-by power
Lower the heat (or lower cooling) by one degree in my home
Regularly defrost your freezer and refrigerator
Shut off the stove and oven a few minutes before the food is finished cooking
France United Kingdom Germany United States
15
% Already does it
For each of the following investments, say whether you have already done it, would be willing to do it or would not be willing to do it.
88%
83%
58%
55%
53%
92%
90%
78%
56%
67%
93%
71%
44%
33%
56%
90%
83%
68%
63%
68%
Buy low-energy household appliances
Install double-paned windows
Install a system that alerts you to unusual consumption levels
Install an environmentally-friendly ventilation system (controlled mechanical ventilation, or CMV, etc.)
Install sensors that shut off lights when there is no movement in the room
France United Kingdom Germany United States
% has already done it / is willing to do it
16
Summary Chart: Energy Saving Investments (1/2)
For each of the following investments, say whether you have already done it, would be willing to do it or would not be willing to do it.
44%
42%
40%
32%
22%
70%
73%
72%
63%
43%
45%
46%
51%
44%
27%
72%
75%
60%
59%
46%
Install an environmentally-friendly hot water system (solar water heater, etc.)
Install an environmentally-friendly heating system (heat pump, etc.)
Install a system with a simple interface that monitors and controls household appliances (home automation)
Install photovoltaic solar panels
Install a residential wind turbine / windmill
France United Kingdom Germany United States
17
Summary Chart: Energy Saving Investments (2/2)
% has already done it / is willing to do it
Obstacles and Drivers
18© Harris Interactive
What are the main obstacles stopping you from saving energy and increasing the efficiency of your energyconsumption? (you may choose three answers)
Summary Chart : Obstacles in Saving Energy (1/2)
45%
42%
30%
26%
19%
14%
11%
50%
45%
8%
38%
8%
12%
13%
43%
30%
20%
22%
26%
9%
12%
54%
29%
5%
33%
6%
6%
11%
Products (LEDs, occupancy sensors, dimmers etc.) are too expensive regardless of their energy savings
Not many financial subsidies
A lack of political will
A lack of information on prices and products
Your belief there are no technological solutions that are truly effective
It is difficult to choose a service provider
Not knowing what the short-term benefits would be
France
United Kingdom
Germany
United States
19
What are the main obstacles stopping you from saving energy and increasing the efficiency of your energyconsumption? (you may choose three answers)
Summary Chart : Obstacles in Saving Energy (2/2)
10%
9%
9%
7%
14%
2%
15%
10%
8%
7%
16%
2%
7%
10%
17%
8%
13%
3%
13%
5%
9%
6%
25%
2%
Not knowing who to talk to
A feeling that one individual cannot make a difference
Habits you have that you cannot manage to change
A fear of technology that is too complicated
Other
NA
France
United Kingdom
Germany
United States
20
What are the main things that encourage you or would encourage you to save energy and increase theefficiency of your energy consumption? (you may choose two answers)
38%
34%
33%
30%
20%
10%
8%
8%
2%
37%
38%
36%
18%
26%
9%
10%
6%
3%
30%
31%
34%
41%
21%
6%
7%
7%
2%
36%
38%
35%
16%
23%
7%
10%
4%
6%
Financial subsidies in the form of tax credits
Being able to easily measure how much you are saving
Other kinds of financial subsidies (tax breaks, etc.)
Technologies that look nice and are easy to use
Financial subsidies in the form of interest-free eco-loans
National or local awareness campaigns with information on energy-saving habits
A specialist coming to my home to advise me
Stricter legislation
NA
France
United Kingdom
Germany
United States
21
Summary Chart: Motivations for becoming Energy Efficient
Expectations
22© Harris Interactive
What are the most important topics you would like to receive information about? (you may choose two answers)
27%
27%
23%
23%
20%
16%
10%
6%
1%
12%
2%
35%
24%
24%
18%
5%
31%
9%
4%
2%
15%
1%
31%
16%
28%
26%
6%
10%
14%
8%
1%
17%
1%
23%
26%
21%
20%
3%
32%
10%
5%
3%
18%
1%
Financial subsidies/current legislation
Small gestures you can make every day
Measuring my electricity consumption
Technological innovations (renewable energies, lighting, heating)
Depreciation timeframe for equipment
What work needs to be done in the home to make it energy-efficient
Diagnostic tests to perform
Understanding the labels on household appliances
Other
None
NA
France
United Kingdom
Germany
United States
23
Summary Chart: Most Important Topics to Receive Information about
And would you personally be willing to make any additional efforts to save energy?
76%
69%
61%
18%
82%
72%
71%
31%
80%
72%
70%
32%
75%
78%
52%
34%
Time-related efforts, as in spending more time doing some tasks and adopting certain time-consuming habits like shutting off all the power
strips in the house every night, etc.
Efforts to invest in equipment that costs more, but pays for itself in the short or medium terms
Efforts to give up certain habits or ‘convenience’ appliances, such as not using a clothes dryer, taking colder showers, limiting the number of
electronic devices, etc.
Budget-related efforts, as in paying more for energy
France United Kingdom Germany United States
% Willing
24
Summary Chart : Acceptable Efforts to Save Energy