Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Revealing the Values of the New Energy Consumer
Key Findings
• Why this survey?
• Methodology and sample
• Detailed survey results
• Appendix
Copyright © 2011 Accenture All Rights Reserved.
Agenda
1
• The ARBS team has launched a multiyear global research program aimed at gaining a deeper
understanding of consumers’ attitudes, opinions and preferences toward energy management programs. Completed in 2010, phase one of the program, the Understanding Consumer Preferences in Energy Efficiency, was a global consumer survey that produced fascinating insights into consumer preferences
in energy efficiency, readiness and willingness to take action. For highlights of the 2010 research key findings, please see the appendix.
• To create a more comprehensive set of insights, in 2011, we moved on to phase two of the program—
Revealing the Values of the New Energy Consumer—a research study among more than 10,000 end-consumers worldwide to further explore their preferences, opinions and priorities toward the value
they perceive in beyond-the-meter products and services investigating the following questions:
- What are the energy consumer’s traditional and non-traditional values surrounding in-home technologies, electricity management programs, and related products and services?
- How much value do consumers place on smart home appliances, mobile applications and non-
traditional channels?
- How can utilities/electricity providers differentiate electricity management programs?
- Do consumers value electricity management programs that are convenience focused?
- Are consumers interested in the delivery of energy management programs through utilities/electricity
providers and third parties?
Copyright © 2011 Accenture All Rights Reserved.
Research context
2
• Why this survey?
• Methodology and sample
• Detailed survey results
• Appendix
Copyright © 2011 Accenture All Rights Reserved.
Agenda
3
• Survey targeted residential end-customers
• 10199 individuals in 18 countries surveyed in December 2010
• Selected countries represent a range of regulated and deregulated markets
• For countries with large and/or diverse populations, participants were selected from a broad spectrum of locations
• Quantitative survey with a sample statistically representative of the general population in every country*
• Approx. 30 minute survey, conducted online in native languages
• Data collection completed for Accenture by Harris Interactive
*In Brazil, China and South Africa sample representative of the urban populations
To understand the ‘new energy consumer,’ Accenture
commissioned a global survey of consumer opinions and
preferences toward electricity management programs
Copyright © 2011 Accenture All Rights Reserved. 4
# INTERVIEWS
Australia 500
Belgium 512
Brazil * 510
Canada 500
China * 502
Denmark 505
France 514
Germany 500
Italy 548
Japan 530
Netherlands 544
AGE
18-24 years 16%
25-34 years 22%
35-54 years 36%
> 55 years 26%
GENDER
Men 49%
Woman 51%
INCOME
Low (bottom 25% in every country) 25%
Medium 50%
High (top 25% in every country) 25%
# INTERVIEWS
Singapore 510
South Africa * 500
South Korea 537
Spain 550
Sweden 511
United Kingdom 724
United States 1202
Interviews by country: Repartition by gender, age, income:
*In Brazil, China and South Africa sample representative of the urban populations
Survey sample details
Copyright © 2011 Accenture All Rights Reserved. 5
• Why this survey?
• Methodology and sample
• Detailed survey results
• Appendix
Copyright © 2011 Accenture All Rights Reserved.
Agenda
6
Key findings
1. Emerging marketplayers - While consumers regard their utilities as the primary provider for energy-related products and services, dynamic business models are emerging
2. Beyond price - Price is the pivotal factor in the acceptance of electricity management programs, but price alone will not drive adoption
3. Diverse consumer preferences - A wide array of consumer preferences is driving the need for differentiated propositions and experiences
4. Unlocking value - Consumers will respond to programs that consider their full spectrum of values and preferences
Copyright © 2011 Accenture All Rights Reserved. 7
Key finding No. 1
While consumers regard their utilities as the primary provider for energy-related products and services,
dynamic business models are emerging
Copyright © 2011 Accenture All Rights Reserved. 8
While consumers’ first instinct is to go to their utility, …
Utility
Your retailer
21%
73%
23%Your phone or cable provider
25%
Your online site (e.g.,
Amazon, Google)
Please select all of the providers that you would be ready to consider for the following
products and services
22%
50%
54%
32%
Purchase electricity and
choose an electricity
pricing program for your
home
Purchase energy-
efficient products (e.g.,
smart thermostat)
Base: All respondents
67%
26%
27%
29%
Get personalized information
on your electricity usage
allowing you to understand
which appliances are using
the most electricity
Copyright © 2011 Accenture All Rights Reserved. 9
… they also consider alternative providers for purchasing
electricity and beyond the meter products and services
You may currently, or in the future, have new companies offering you electricity,
energy-efficient products (e.g., smart thermostat), and/or related services (i.e.,
customized information on your electricity consumption) on top of their traditional
products and services.
Would you consider purchasing electricity, energy-efficient products, and/or related
services from the following providers?
Base: All respondents
Online site (e.g., Amazon, Google) 45%
Phone or cable provider 49%
Retailer 59%
Respondents that would
consider at least one
provider (i.e., retailer,
phone or cable provider,
online site) other than a
utility/electricity provider =
73%
Copyright © 2011 Accenture All Rights Reserved. 10
Alternative providers considered to purchase electricity,
energy efficient products, and/or related services
- Country breakdown
Would you consider purchasing electricity, energy-efficient products, and/or related
services from retailers, phone or cable providers or online sites?
23%
BE
50%
DE
59%
JP
60%
NL
60%
DK
65%
UK
68%
AU
69%
AVG
73%
SE FRUSA
75%
CA
77%
IT
79%
ES
82%
BR
90%
SK
91%
SG
95%
ZA
96%
CN
96%
74%
Respondents that would consider
at least one provider (i.e., retailer,
phone or cable provider, online
site) other than a utility/electricity
provider
Base: All respondents
Copyright © 2011 Accenture All Rights Reserved. 11
Alternative providers considered to purchase electricity,
energy efficient products, and/or related services
- Country breakdown by provider
Would you consider purchasing electricity, energy-efficient products, and/or related
services from retailers, phone or cable providers or online sites?
Base: All respondents
0
10
20
30
40
50
60
70
80
90
100
ZASG CN AU AVGBR SKCA DK DEES NL JPUSA BE FRUK IT SE
Phone or cable provider
Online site
Retailer
Copyright © 2011 Accenture All Rights Reserved. 12
%
Consumers interest in learning about electricity management
programs can be met by specific events and providers
Base: All respondents*All moments of truth appeared among respondents’ top three
When are you most likely to be interested in learning about electricity management
programs?
53%When I am purchasing new appliances/household electronics
When I get my bill
61%When my electricity prices increase
28%When I am renovating my home
55%
12%
When I meet with a community organization that I belong to 3%
When I am moving into a new home
46%
When I sign up for telephone or internet service
42%
When I sign up for electricity service
Top three moments of truth*
Copyright © 2011 Accenture All Rights Reserved. 13
While utilities have the opportunity to improve consumer trust,
they are better positioned than alternative providers
What organizations do you trust to inform you about actions you can take to
optimize your electricity consumption?
(e.g., Google, Microsoft)
(e.g., cable television provider, telecommunications provider, etc.)
Base : All respondents
Retailers /equipment manufacturers 28% 58% 14%
Home service providers 28% 57% 15%
Online service providers 16% 62% 22%
Utilities/electricity providers 25% 47% 28%
Government /governmental organizations 25% 45% 30%
Academics /schools /scientific associations 6% 41% 53%
Environmental associations 10% 36% 54%
Consumer associations 6% 39% 55%
TrustNeither trust
nor distrust
Do not trust
2011
49%
53%
51%
28%
29%
20%
13%
13%
Copyright © 2011 Accenture All Rights Reserved. 14
2010 (% Trust)
IT
21%
14%
SE
16%14%
DE
10%
14%
UK
17%16%
NL
29%
20%
AU
23%20%
ES
18%
21%
BE
24%
CA
31%
26%
AVG
29%28%
FR
19%
32%
ZA
34%
32%
BR
32%32%
JP
34% 33%
DK
39%40%
CN
41%40%
SK
40%
47%
SG
54%54%
28%
29%
USA
Trust - 2011
Trust - 2010
Do you trust your utilities/electricity providers to inform you about actions you can
take to optimize your electricity consumption?
Where there was active energy efficiency and pricing
programs, countries experienced volatility in trust
- Country breakdown
Base: All respondents
Copyright © 2011 Accenture All Rights Reserved. 15
Key finding No. 2
Price is the pivotal factor in the acceptance of electricity management programs, but price alone will
not drive adoption
Copyright © 2011 Accenture All Rights Reserved. 16
A reduction in consumers’ electricity bills is a key driver of
adoption
What factors would most encourage you to use electricity management programs?
Knowing that I am one
of the highest electricity user in my peer group9%
It would decrease the time required to
manage my electricity use 38%
It would allow me to better control the heating-
cooling in my home 51%
It would decrease my personal
environmental impact 66%
It would decrease the amount
of my electricity bill 88%
41%
69%
91%
16%
68%
Base: All respondents*All factors appeared among respondents’ top three
2011
2010
Top three factors*
Copyright © 2011 Accenture All Rights Reserved. 17
Not surprisingly consumers place the most importance on
impact on their electricity bill for the adoption of an electricity
management program
Base: All respondentsMethodology note: Results based on a conjoint analysis
Copyright © 2011 Accenture All Rights Reserved. 18
When consumers make decisions regarding electricity management programs, they
place different levels of importance on the components
Impact on your electricity bill 83%
Program 17% Program elements:
•Information display
•Service
•Usage adjustment
•Provider
•Loyalty rewards
Impact on your
electricity bill choices:
• 15% reduction
• 5% reduction
• No change
• 5% increase
Surprisingly, nearly 29% of consumers would adopt a program
that increased their bill
Base: All respondentsMethodology note: Results based on a conjoint analysis. Simulation test with “Existing device, full set up, manual adjustmen t, single provider, with loyalty rewards.”
Copyright © 2011 Accenture All Rights Reserved. 19
When consumers make decisions regarding electricity management programs, they
place a decreasing level of importance on the reduction of the bill beyond 5% in
savings.
29%
33%
39%
47%
57%
65%
73%
81%85% 89% 90%
94%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-5% -4% -3% -2% -1% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11% 12% 13% 14% 15%
% reduction on the electricity bill
% of adoption(certainly and probably)
60%
% increase on the electricity bill
The importance of the impact on the bill is reasonably
consistent across geographies
- Country breakdown
Relative importance (weight) of each component in the decision to adopt electricity
management programs
Base: All respondentsMethodology note: Results based on a conjoint analysis
83%
17%
FRITBECADKSGUSADEZACNAVGNLAUSK
92%
8%
SE
12%
88%
UK
14%
84%
15% 16% 16%
BR
16%
84%86% 85% 84%
ES
16%
73%
21%25% 27%
JP
33%
67%
79% 79%75%
21%
79%
21%
80%
20%
81%
19%
82%
18%
82%
18%
84%
Impact on your electricity bill
Program elements
20Copyright © 2011 Accenture All Rights Reserved.
When consumers make decisions regarding electricity
management programs, they place different levels of
importance (weight) on the program elements
Information displayThe program gives you the ability to monitor and adjust
your electricity usage through a device. This
device may be a separate unit that only provides information on your
electricity usage, or may be incorporated into already
existing devices in your home (i.e., computer, television, telephone, mobile
device).
ServiceYou may choose to setup and service
the device(s) on your own or you
may choose to have a certified technician do it for
you.
Usage adjustment In order to optimize your electricity bill you have to
change the time at which you use some appliances (e.g.,
heating/cooling of your home, dishwasher, and clothes washing machine). You have
the choice between manual turn on or off based on real
time pricing information and automatic turn on or off through a device
Provider You can receive your device,
information, and pricing program
from a single provider or multiple providers.
Loyalty rewardsYou may have an opportunity to enroll in a
rewards program. This rewards program will allow
you to collect points which can be redeemed for goods and services (e.g., travel
and personal electronics).
Base: All respondentsMethodology note: Results based on a conjoint analysis
Copyright © 2011 Accenture All Rights Reserved. 21
The mix of program elements significantly fluctuates
between geographies
– Country breakdown
Relative importance (weight) of each element in the adoption of electricity
management programs
20%
7% 7% 7% 4% 7%3%
27%
5%
16%
29%22%
10%
1%
24%
IT
1%
27%
20%
23%
29%
SK
15%
12%
16%
35%
CA
4%
9%
22%
36%
JP
16%
11%
19%
38%
DK
3%
11%
42%
39%
USA
5%
9%
18%
41%
BE
14%
1%
40%
42%
AU
13%
7%
28%
19%
AVG
9%
10%
30%
47%
DE
2%6%
13%
32%
47%
SG
10%
2%
33%
48%
BR
5%
17%
22%
49%
ES
1%
20%
23%
49%
CN
4%
FR
52%
UK
1%
13%
5%
16%
65%
ZA
2%
9%
4%
14%
71%
45%
41%
11%
28%
20%
NL
21%
11%
35%
23%
SE
1%
8%
48%
23%
Usage adjustment
Provider
Information display
Service
Loyalty rewards
22
Base: All respondentsMethodology note: Results based on a conjoint analysisCopyright © 2011 Accenture All Rights Reserved.
While rebates are the preferred reward, non-cash incentives
also appeal to consumers
How would you like to be rewarded for enrolling in an electricity management
program?
Free in-home technology installation services
55%
Activities and entertainment rewards 10%
Rebate on your electricity bill 91%
Books, music, and movie rewards 14%
Travel rewards 19%
Electronics and computer rewards 48%
Loyalty rewards that you can use in a store for products
and services of your choosing
57%
Top three rewards*
Base: All respondents*All rewards appeared among respondents’ top three
Copyright © 2011 Accenture All Rights Reserved. 23
Gender and age influence reward preference
– Gender and age breakdown
How would you like to be rewarded for enrolling in an electricity
management program?
12%
92%
54%Free in-home technology installation services
9%
Books, music, and movie rewards 13%
Travel rewards19%
Electronics and computer rewards54%
Loyalty rewards that you can use in a store
for products and services of your choosing
90%Rebate on your electricity bill
60%
16%
20%
42%
60%
50%
Activities and entertainment rewards
Gender
Base: All respondentsNote: Top three rewards i.e., all rewards appeared among respondents’ top three
Women
Men
28%22%
16%
16%15%
48%55%
54%45%
54%51%
88%82%
93%
44%46%
20%
60%
96%
66%
56%
55%
18%15%
13%10%
9%5%
Income
25-34 yrs
18-24 yrs
35-54 yrs
55+ yrs
Copyright © 2011 Accenture All Rights Reserved. 24
Key finding No. 3
A wide array of consumer preferences is driving the need for differentiated propositions and experiences
Copyright © 2011 Accenture All Rights Reserved. 25
When a full spectrum of adoption variables are evaluated, a
balanced distribution of six core consumer segments
emerge
Electricity management program
elements:• Information display• Set up
• Usage adjustment• Provider
• Loyalty rewards
18%
14%
Traditionalists15%
Service-centrics
Cost-sensitives
22%
Social
independents18%
Self-reliants
13%
Tech-savvys
Base: All respondentsMethodology note: Results based on a conjoint analysis
Copyright © 2011 Accenture All Rights Reserved. 26
Consumer segment preferences for electricity management
program elements are fragmented
Importance of levels
11,8
Pricing information displayed on a new device 0,0
Loyalty rewards program 8,0
No loyalty rewards program 0,0
Single provider for the device, information and pricing
program0,0
Multiple providers for the device, information and pricing
program0,7
Automatic management of appliances by the device 0,0
Manual management of appliances 76,5
Full set-up and assistance by a technician 3,0
Self set-up of the device with phone support 0,0
Pricing information displayed on existing devices
0,0
16,4
0,0
39,3
0,0
1,8
0,0
39,7
0,0
2,8
81,6
0,0
0,0
2,8
0,0
1,4
8,2
0,0
6,0
0,0
10,8
0,0
0,0
2,2
3,8
0,0
81,0
0,0
2,1
0,0 0,0
10,5
0,0
82,6
0,0
0,0
0,2
2,9
0,0
3,8
Self-reliantsSocial
independentsCost-
sensitivesService-centrics Traditionalists
6,3
0,0
0,0
4,3
74,0
0,0
11,3
0,0
4,2
0,0
Tech-savvys
Base: All respondentsMethodology note: Results based on a conjoint analysis
Copyright © 2011 Accenture All Rights Reserved. 27
The six segments are present in all countries
11% 12% 15% 15% 13% 13% 12% 14% 14% 17%12% 13% 15% 13% 14%
25%18% 17% 13%
17%14%
15% 25%21%
20%
14%
18%
13%
17%
14% 18%
22%
23%21%
15%17% 17%
25%
18%
32%
11%
IT
20%
20%
13%
ZA
13%
SK
10%
26%
9%
19%
20%
20%
10% 8%
SE
31%
JP
20%
13%
14%
9%
14%
20%
11%
CNBE
17%
17% 13%
18%
25%18%
9%
SG
11%
FR
31%
10%
11%
11%
ES
15%
20%
23%
11%
UK
17%
28%
18%
11%12%
AVG
15%
22%
18%
13%
BR
9%
26%
26%
13%
DE
10%
25%
18%
14%
NL
18%
13%
21%
14%
DK
10%
20%
16%
14%
AU
16%
23%
15%
16%
CA
17%
22%
15%
20%
USA
14%
23%
15%
20%
Tech-savvys
Traditionalists
Service-centrics
Cost-sensitives
Social independents
Self -reliants
28
Base: All respondentsMethodology note: Results based on a conjoint analysisCopyright © 2011 Accenture All Rights Reserved.
A closer look at each segment
29
Self-reliants
I prefer to manage my electricity consumption on my own (13%)
Adoption attributes:
• Highest willingness to manage manually
appliances based on real time pricing
information to optimize electricity bill• Higher interest in monitoring and adjusting
their electricity usage through an existing
device
• More uncomfortable with sharing data with a
third party for commercial purposes• Higher readiness to purchase energy efficient
product from online sites
Demographics +: • Higher proportion of women (54%)
• Higher proportion of 55+ years old
Social independents
I like testing new technologies (18%)
Adoption attributes: • Highest interest in setting up personally their
in-home device with phone support
• Higher interest in monitoring and adjusting their
electricity usage through a new device
• Highest interest in receiving their device, information, and pricing program from multiple
providers
• More uncomfortable with sharing data with a
third party to make a program work
• Lowest interest in loyalty rewards but would value electronics/computer rewards
• More likely to be dissatisfied with a poor
communication of changes in the program
Demographics +: • Higher proportion of men (56%)
• All ages and levels of income
• Value a program allowing to connect with a
community to share experience
• Also value a program that would be regarded as trendy by family and friends
Cost-sensitives
I look above all for the best financial rewards (22%)
Adoption attributes:
• Highest sensitivity to loyalty rewards,
especially loyalty rewards that can be used in
a store for products and services of my choosing
• Highest sensitivity to a program that would
decrease the amount of their bill
• More likely to be interested to learn about a
program when bill increases• Higher interest in a program that can be
customized to their personal needs and
usage
Demographics +: • Higher proportion of women (55%)
• Higher proportion of 25 and 34 years old
• Higher share of lower income
• Higher interest in a program which is fun to
use and is easy to use for the whole family
Base: All respondentsMethodology note: Results based on a conjoint analysis; significant differences from the average have been highlighted
Copyright © 2011 Accenture All Rights Reserved.
Service-centrics
I want the best service for me and my family (18%)%)
Adoption attributes:
• Highest interest in full set-up of the device
and assistance by a certif ied technician
• Highest sensitivity for a program that would allow them to better control the
heating/cooling of their home
• More likely to be interested in learning about
a program when moving into a new home
• More likely to be dissatisfied by a program with poor customer support and poor product
installation
• Highest preference for dealing with their
utilities to purchase electricity, energy efficient
products and get customized information in their electricity usage
• Higher interest in an in-home device display
installed at no cost
Demographics +: • Higher share of women (53%)
• All ages and level of income
• Higher interest in a program which is easy to
use for the whole family
Traditionalists
I prefer a familiar experience (15%)
Adoption attributes:
• Highest interest in receiving their device,
information, and pricing program from a
single provider• Lower readiness to go to a retailer,
phone/cable provider or online site to
purchase electricity, energy efficient products,
and/or related services
• Highest likelihood to purchase energy efficient products with their utilities
• More likely to be interested in learning about
a program when they are renovating their
home
Demographics +:
• Equal repartition in terms of gender
• Higher proportion of 55+ years old
• All levels of income
Tech-savvys
I value convenience and efficiency (14%)
Adoption attributes:
• Highest interest in automatic management of
their appliances by a device
• Higher interest in full set-up of the device and assistance by a certif ied technician
• Most likely to install a SetAndForget program
• Highest interest in monitoring their
consumption on their mobile phone or latest
personal electronics• Highest readiness to consider online sites to
purchase electricity, energy efficient products,
and/or related services
Demographics +:• Higher proportion of men (54%)
• Higher proportion of 25 and 34 years
• Higher proportion of high income
• More likely to choose a program that
simplifies their life
A closer look at each segment (Cont’d)
Base: All respondentsMethodology note: Results based on a conjoint analysis; significant differences from the average have been highlightedCopyright © 2011 Accenture All Rights Reserved. 30
Key finding No. 4
Consumers will respond to programs that consider their full spectrum of values and preferences
Copyright © 2011 Accenture All Rights Reserved. 31
Consumers express interest in a broad set of unconventional
values and preferences
How important would each of the following characteristics be in your selection of
an electricity management program?
Base: All respondents
24%18% 6%
47%36% 11%
51%36% 15%
53%39% 14%
89%40% 49%
90%45% 45%
Is regarded as trendy by my family and f riends
92%42% 50%
Simplif ies my life
Is customized to my personal needs and usage
Allows me to connect with a community to share experience
and tips
Includes the latest technologies
Is fun to use
Is easy to use for the whole family
Somewhat important
Very important
Copyright © 2011 Accenture All Rights Reserved. 32
Consumers view technology as a key component of electricity
management programs
Would you be interested in any of the following functionalities/features that may be
included with an electricity management program?
36%
The ability to customize the design of the in home display
or the online portal of my electricity management program
20%
Automatic integration of my electricity usage with popular
social internet websites (e.g., Facebook, Twitter) which
allows me to share and compare my success against f riends
35%
32%
Monitoring and managing my usage through the latest personal
electronics (e.g., tablet PC)
Family activities/games around electricity consumption
(e.g., contest on who is consuming the least each week)
60%Technology that can completely automate the management of
my electricity
13%
Applications I can download on my mobile phone to measure
my personal electricity consumption in real time
Base: All respondents
Copyright © 2011 Accenture All Rights Reserved. 33
Men tend to be more interested in technology enabled
solutions
– Gender breakdown
Would you be interested in any of the following functionalities/features that may be
included with an electricity management program?
Automatic integration of my electricity usage with popular
social internet websites (e.g., Facebook, Twitter) which allows me to
share and compare my success against f riends
15%
Family activities/games around electricity consumption (e.g.,
contest on who is consuming the least each week)
20%
Applications I can download on my mobile phone to measure
my personal electricity consumption in real time
36%
The ability to customize the design of the in home display
or the online portal of my electricity management program
39%
Monitoring and managing my usage through the latest personal
electronics (e.g., tablet PC)
41%
Technology that can completely automate the management of
my electricity
31%
31%
29%
21%
12%
56%
64%
Base: All respondents
Men
Women
Copyright © 2011 Accenture All Rights Reserved. 34
The interest in mobility varies significantly by age group
– Age breakdown
Would you be interested in any of the following functionalities/features that may be
included with an electricity management program?
Base: All respondents
58%
50%
23%
60%
42%
40%
60%
33% 29%
20%
11%
60%
17%
9%
6%
0
5
10
15
20
25
30
35
40
45
50
55
60
65
26%
35%
44%
Technology that can
completely automate
the management of my
electricity
20%
Family activities/games
around electricity
consumption
27%
30%
Applications I can
download on my mobile
phone to measure my
personal consumption
Automatic integration of
my electricity usage
with popular
social internet websites
44%
The ability to
customize the design
of the in home display
30%
38%
Monitoring and managing
my usage through the
latest personal
electronics
18-24 years
25-34 years
35-54 years
55+ years
Copyright © 2011 Accenture All Rights Reserved. 35
%
Surprisingly, a majority of consumers are comfortable with a
third party having access to their usage data in order to make
an electricity management program work
Some electricity providers may need to work with third parties to deliver electricity
management programs. With your consent, these third parties may have access to your
usage data to make the program work.
Would this prevent you from signing up?
No
Yes
63%
37%
63% of consumers feel
comfortable with a third
party having access to
their usage data to make
an electricity program
work
Base: All respondents
Copyright © 2011 Accenture All Rights Reserved. 36
77%72% 72%
69%67% 67% 66% 66% 64% 64% 63% 63% 62% 61% 61%
58%55%
53%
41%
CNNLBRFRSKDECAUKAVGITSGESAUBEUSAJPSEZADK
No
Some electricity providers may need to work with third parties to deliver electricity
management programs. With your consent, these third parties may have access to your
usage data to make the program work.
Would this prevent you from signing up?
Across geographies the majority of consumers would be open
to sharing their usage data to make the program more effective
- Country breakdown
Copyright © 2011 Accenture All Rights Reserved. 37
Base: All respondents
Furthermore nearly half of consumers would also be
comfortable to share their data for commercial purposes
No
Yes
48%
52%
If you provide consent, your utility may share your personal information with third
parties. These third parties may come back to you to offer additional services outside
of the electricity management program to help you save on your electricity bill.
Would this prevent you from signing up for an electricity management program?
48% of consumers feel
comfortable with a
third party having
access to their usage
data to of fer additional
services to help save
money on their bill
Base: All respondents
Copyright © 2011 Accenture All Rights Reserved. 38
Nearly half of all consumers would also opt for more
convenience at a premium
I turn on or off pre-selected appliances four times a day resulting
in a 15 percent savings on my electricity bill
I install a smart device that automatically turns on or off pre-
selected appliances resulting in a 5 percent savings on my
electricity bill (SetAndForget program)
I don’t take any actions resulting in no savings or
even an increase in my bill of up to 10 percent
55%
35%
10%
In the future, the price you pay for electricity will change throughout the day. Electricity could be
more expensive in the morning and cheaper at night (this may already be the case in your country). This new pricing can save you money on your electricity bill if you actively manage the hours at which you use major appliances. If you don’t, your electricity bill will increase.Given
this electricity pricing, changes in behavior could have an impact on your electricity bill.
Please select your preferred scenario:
Base: All respondents
Copyright © 2011 Accenture All Rights Reserved. 39
Consumers with higher incomes are more interested in
SetAndForget programs
- Gender and income breakdown
I turn on or off pre-selected appliances
four times a day resulting in a 15 percent
savings on my electricity bill
I install a smart device that automatically turns
on or off pre-selected appliances resulting in a
5 percent savings on my electricity bill
(SetAndForget program)
I don’t take any actions resulting in no savings or
even an increase in my bill of up to 10 percent
Income
35%
10%
58%
Medium
29%
13%
41%
55%
8%
HighLow
51%
Copyright © 2011 Accenture All Rights Reserved. 40
In the future, the price you pay for electricity will change throughout the day. Electricity could be
more expensive in the morning and cheaper at night (this may already be the case in your country). This new pricing can save you money on your electricity bill if you actively manage the hours at which you use major appliances. If you don’t, your electricity bill will increase.Given
this electricity pricing, changes in behavior could have an impact on your electricity bill.
Please select your preferred scenario:
Base: All respondents
Consumers tend to favor face-to-face interactions for the
purchase of various energy efficiency programs and products
How would you want to purchase a
SetAndForgetprogram ?
With a staf f member over
the telephone
With a staf f member at my
place of residence
With a staf f member at an
in store location
9%
25%
Online with no interaction
with a staf f member
38%
28%
Base: All respondents interested in SetAndForgetprogram
63% prefer interacting
with a staf f member to purchase a
SetAndForget program
With a staf f member over
the telephone
With a staf f member at my
place of residence
With a staf f member at an
in store location
5%
14%
Online with no interaction
with a staf f member
52%
29%
Some programs allow you to purchase energy-
efficient products (e.g., smart thermostat) at a discount. How would you want to purchase such a product?
66% prefer interacting
with a staf f member to
purchase energy -
ef f icient products
Base: All respondents
Copyright © 2011 Accenture All Rights Reserved. 41
In-person and online channel preferences vary significantly by
geography
- Country breakdown
33%
12%
8%
12%18% 18% 19% 21% 22% 24% 28% 28% 28% 30% 31%
3%
51%
8%
13%
55%
12%11%
28%
40%
5%
14%
7%5%
48%
15%
5%
49%
15%
2%
54%
5%
6%
3%
46%48%
8%
4%15%
48%
2%
14%
29%
SG
67%
15%
6%
56%
22%
4%
61%
13%
8%
54%
24%
3%
53%
17%
9%
63%
10%
5%
58%
16%
2%
58%
31% 32% 34%38%
42%47%
52%
FRBE CA NL JP BRDKAU SE AVG DEES UKZA SKUSACN IT
Some programs allow you to purchase energy-efficient products (e.g.
smart thermostat) at a discount. How would you want to purchase
such a product?
With a staff member at an in store location
With a staff member at my place of residence
With a staff member over the telephone
Online with no interaction with a staff member
Copyright © 2011 Accenture All Rights Reserved. 42
Base: All respondents
• Why this survey?
• Methodology and sample
• Detailed survey results
• Appendix
43Copyright © 2011 Accenture All Rights Reserved.
Agenda
Consumers are most likely to become disengaged in
electricity management programs by lack of reliable service,
billing errors, and poor customer support
Which of the following would decrease your satisfaction with an electricity
management program?
15%
Lack of reliable service
31%
Errors in my bill
44%
Poor customer support 52%
Poor product installation
62%
The programs require a large investment of my time
71%
Increased billing f requency
22%Poor communication of changes in the program
Top three factors*
Base: All respondents
*All factors appeared among respondents’ top three factors
Copyright © 2011 Accenture All Rights Reserved. 44
Satisfaction factors
- Smart meter breakdown
Which of the following would decrease your satisfaction with an
electricity management program?
Increased billing f requency16%
Poor communication of changes in the program23%
The programs require a large investment of my time27%
Poor product installation46%
Poor customer support 51%
Errors in my bill63%
Lack of reliable service73%
72%
62%
52%
43%
32%
21%
14%
Top three factors*
Base: All respondents*All factors appeared among respondents’ top three
No smart meter installed
Smart meter installed
Copyright © 2011 Accenture All Rights Reserved. 45
Preference for SetAndForget program
- Country breakdown
ES
25%
NL
27%
AU
30%
UK
31%
CA
31%
USA
32%
DK
32%
BR
33%
FR
33%
BE
33%
AVG
35%
SE
35%
SG
36%
IT
37%
DE
39%
ZA
39%
JP
42%
SK
44%
CN
49%
Base: All respondents
I install a smart device that automatically turns on or off pre-
selected appliances resulting in a 5 percent savings on my
electricity bill (SetAndForget program)
In the future, the price you pay for electricity will change throughout the day.
Electricity could be more expensive in the morning and cheaper at night (this may
already be the case in your country). This new pricing can save you money on your
electricity bill if you actively manage the hours at which you use major appliances.
If you don’t, your electricity bill will increase. Given this electricity pricing, changes
in behavior could have an impact on your electricity bill.
Copyright © 2011 Accenture All Rights Reserved. 46
67%64%
56% 55% 54% 53%51% 50% 49% 49% 48%
45% 44%43% 43% 42%
39% 39%
35%
SE JP ESSK BRDK ITZA AU CNUKFRUSANLDESGCAAVGBE
No
Consumers sensitivity to share their data for commercial
purposes varies between countries
- Country breakdown
Base: All respondents
If you provide consent, your utility may share your personal information with third
parties. These third parties may come back to you to offer additional services
outside of the electricity management program to help you save on your electricity
bill.
Would this prevent you from signing up for an electricity management program?
Copyright © 2011 Accenture All Rights Reserved. 47
Most preferences are proportionally consistent by age group
– Age breakdown
How important would each of the following characteristics be in your selection of an
electricity management program?
Base: All respondents
Is customized to my personal needs and usage
91%Simplif ies my life
89%Is easy to use for the whole family
58%
90%
Is fun to use
58%Includes the latest technologies
50%Allows me to connect with a community to share experience
and tips
35%Is regarded as trendy by my family and f riends
% of Very/somewhat important
58%
50%
31%
60%
90%
92%
92%
23%
46%
50%
53%
89%
90%
92%
14%
43%
45%
44%
86%
87%
91%
18-24 years 25-34 years 35-54 years 55+ years
Copyright © 2011 Accenture All Rights Reserved. 48
Age and income influence consumers propensity to share
their usage data to make the program more effective
- Age and income breakdown
Some electricity providers may need to work with third parties to deliver electricity
management programs. With your consent, these third parties may have access to your
usage data to make the program work.
Would this prevent you from signing up?
No
Yes
55+
years
66%
34%
35-54
years
64%
36%
25-34
years
63%
37%
18-24
years
59%
41%
Base: All respondents
Age Income
36%
64%No
Yes
Low
41%
59%
Medium High
67%
33%
Copyright © 2011 Accenture All Rights Reserved. 49
Australia
Brazil
Canada
China
Denmark
France
Germany
Italy
Japan
Netherlands
Singapore
South Africa
South Korea
Spain
Sweden
United Kingdom
United States
Countries Surveyed1. Consumer Paradox - There is a significant
contradiction between consumer perceptions and their actual knowledge of energy efficiency.
2. Trusted Advisor - Consumers' first instinct is to contact utility/electricity providers forenergy-efficiency activities, however, providers still need to build trust and credibility.
3. Emerging Barriers - While price remains a key factor to adoption, the extent of the utility/electricity providers’ control over energy use has emerged as a potential barrier.
4. Channel Diversification - Channels and contact points for utility/electricity providers to communicate with consumers are diverse.
5. Complexity of Consumer Preferences - Adoption of electricity management programs is influenced by fragmented and nontraditional consumer preferences.
2010 End Consumer Research
Understanding Consumer Preferences in Energy
Efficiency
To access last year’s research, please access
Understanding Consumer Preferences in Energy Efficiency here.
2010: Key Findings