Utility Pulse
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Utility Pulse is the premier insight study on marketing energy efficiency programs and products to consumers.
What do consumers really think about DSM utility programs like appliance rebates and load curtailment? How much do they care about green power programs? How likely are they really to participate in these programs? Do consumers feel better about utilities that offer them? Do rebates on energy-efficient products work? Do consumers who participated in them feel like their expectations were met in terms of bill reduction? We've answered these questions, along with many others and profiled each program by demographics, Claritas Prizm NE lifegroup segment, geography and attitudinal drivers.
Here are a few key insights from Utility Pulse 2009:
Americans will spend money—even in this economy. Just under half of the population will buy energy-efficient products and services IF they can see immediate savings (invest X to save Y immediately).
American consumers want results. 1/3 of those who claim to have implemented efficiency measures feel like they’re not getting the energy savings they expected. Even if their expectations are irrational, consumers are less likely to continue investing in efficiency if they feel like they’re not getting their money’s worth.
Most Americans already think they’re energy-efficient. They’re not. More than half of consumers don’t believe they’re using more energy now than they did five years ago, yet the nation’s consumption has increased by 10%.