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Energy use in the home
A selection of insights in to consumer behaviour
28th June, 2010
2
Small behaviours
Habits in the home
3
Current position
61%
42%
21%
67%
49%
29%
0%
20%
40%
60%
80%
100%
Switch off unused lights Turn appliances offinstead of standby
Wash clothes at 30degrees
2007 2009
4
But…
62% 62%59%
50%
35%33% 34%
31%
2% 3%5%
9%
0% 1% 1%
9%
0%
10%
20%
30%
40%
50%
60%
70%
Boiling kettle Turning lights off Turning appliances off Clothes at 30c
All the time
Mostly (threequarters of thetime)Half of the time
Occasionally(quarter)
What works?
.0
10.0
20.0
30.0
40.0
50.0
60.0A
ll th
e tim
e
Mos
tly (t
hree
quar
ters
of
the
time)
Hal
f of t
hetim
e
Occ
asio
nally
(qua
rter)
Nev
er
%
RTD SampleControl Sample
6
Basic measures
Lofts and cavities
7
Key barriers for CWI
24%
18%
25%
18%
15%
Awarenes s
Motivation
Affordabi l i ty
Doubts about theeffi ciency/might causedampOther
8
• Important role for information and advice- but more proactive provision? Area-based approaches- HIS
• Also need for additional incentives/ subsidy or stronger compulsion? eg PRS
What works
Importance of trust
0% 20% 40% 60% 80% 100%
Friends and family
Local community groups
Electricity and gas suppliers
Charities e.g. Help the Aged, RSPB
Local council
UK Govt
Devolved Govt
Energy Saving Trust
Not trustworthy as they have hidden motives
Only partly trustworthy asthey may have mixed motives
Trustworthy and impartial
Don't know
10
High cost measures
Microgen and solid wall insulation
11
Microgen
35
26
45
28
46
60
35
51
10
6
4
11
6
9
9
10
11
Installing solar waterheating at home
Installing a wind turbine togenerate electricity at home
Installing a ground sourceheat pump
Installing solar panels forelectricity at home
%
Haven't heard/thought about this Don't want to/Probably won't do this Thinking about doing this
Doing this Don't know Not Applicable
Time spent on web pages
0
0.5
1
1.5
2
2.5
3
3.5
4
Apr May Jun Jul Aug Sept Oct Nov Dec
Generate your own energy
Home improvements andproducts
Travel
Help and Support
Easy ways to stop wastingenergy
Key barriers for SWI
45%
16%
28%
11%
Awareness
Motivation
Affordabi l i ty
Other
Barriers to Internal Wall Insulation
28%
43%
61%
62%
4. There are alwayshidden costs
3. Too expensive
2. Having toredecorate
1. Physicaldisruption to install
15
Price
% interested
in purchasing
Significant (specific) barriers
16
What works• Tailored advice
• Use trigger points- role of builders
• Demonstration projects
• Field trials of technologies
• Incentives