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© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
September 2012
Greg
Consumer Pulse and Segmentation Research Program – Wave 3 Smart Grid Consumer Collaborative
Members Webinar - October 25, 2012
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 2
Today’s Presenters
Patty Durand Executive Director
Smart Grid Consumer
Collaborative
Jack Lloyd Senior VP, Energy Division
Market Strategies
International, Inc.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 3
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will be included in the summary
Housekeeping
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
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CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
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Name Background
Patty Durand Executive Director – Smart Grid Consumer Collaborative
• Smart grid research administration at Georgia Institute of
Technology shaping smart grid grant proposals to ARPA-E
and DOE
• State Director for the Georgia Chapter of the Sierra
Club, Georgia’s largest grassroots environmental
organization
• IT background and worked on B2B projects with Hewlett
Packard and Compaq Computers
• Board member Smart Energy Society for the Technology
Association of Georgia
• MBA from the College of William and Mary in Williamsburg
Virginia. B.S. in Business from Virginia Commonwealth
University in Richmond Virginia
Speaker # 1
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 6
About the Smart Grid Consumer Collaborative (SGCC)
The SGCC is a consumer-focused nonprofit organization aiming to promote the
understanding and benefits of modernized electrical systems among all
stakeholders in the United States. Membership is open to all consumer and
environmental advocates, technology vendors, research scientists and electric
utilities for sharing in research, best practices and collaborative efforts of the
group. Learn more at smartgridcc.org.
SGCC
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Agenda
7
Background and Methodology
Key Findings & Implications
Detailed Findings
• Smart Grid/Smart Meters Initial Awareness/Perceptions
• Smart Grid Favorability Index
• Smart Grid/Smart Meters Benefits
• Smart Grid/Smart Meters Programs
• Communication Channels
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 8
Name Background
Jack Lloyd Senior VP, Energy Division- Market Strategies
International, Inc.
• Research Director at Opinion Research Corporation
• Market Research Manager at Southern California Edison
• Director at The Futures Group
• MBA from Yale University, Yale School of Management
• B.A. in Political Science from Michigan State University
• M.A. in Political Science from York University
About Market Strategies International This research was conducted and analyzed by Market Strategies, a market research
consultancy with deep expertise in the energy, technology, communications, financial
services, and healthcare industries. Learn more at marketstrategies.com.
Speaker #2
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Background and Methodology
9
Consumer Pulse Wave 3 is:
• A national telephone survey
• Completed August 17 to September 5, 2012
• Part of a series of Consumer Pulse Surveys designed to track public awareness,
favorability, and understanding of Smart Grid and its consumer benefits
A national random landline and cell phone sample was used.
• To qualify, respondents had to be over the age of 18 and a head of household.
• The data were weighted by age, ethnicity, gender and region to align with national
population parameters.
• The margin of error for the total sample size of 1,089 is +/-3.0 percentage points at
a confidence level of 95%.
Where applicable, results are compared to the findings from the Wave 1 or Wave 2
Consumer Pulse surveys. These studies were completed via telephone during the
timeframe of August 15 to September 6, 2011 (Wave 1) or November 12 to December
6, 2011 (Wave 2). Qualified respondents represented the general population and
were over the age of 18, head of household and the energy decision maker.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Quick Overview: The five segments
Young America
20%
Easy Street 24%
DIY & Save 16%
10
Traditionals
“Frankly, we’re not at all sure Smart Grid is needed.”
Concerned Greens
“Smart grid and smart meters will help protect the environment.”
Young America
“We wish someone would tell us how smart grid can help us
save money and help the environment.”
Easy Street
“We can afford to pay for electricity. The cost isn’t
that much, on our budget.”
DIY & Save
“Energy efficiency and smart grid programs sound appealing,
because they would help us save money.”
Traditionals
15%
Concerned
Greens
25%
Note: For further information on the segmentation framework and/or recent research focusing on low income consumers, please contact SGCC.
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
Key Findings & Implications
11
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Key Findings
12
Awareness
• Smart grid/smart meter awareness remains low:
o Consistent with prior waves, about half of consumers (54%) say they have never heard the term smart grid and another one-fifth (21%) say that they have heard the term but don’t know much about what it means.
o Awareness levels are similar for smart meters -- 48% have never heard the term and 19% don’t know much about what it means.
o Smart grid awareness is especially low among females, African Americans, those with low education or low income, and members of the Young America segment.
o Smart meter understanding by demographics is similar to smart grid.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Key Findings
13
Favorability
• Most “aware” people continue to have positive or neutral impressions of smart grid:
o 52% of those who are familiar with the term say that their general feelings about smart grid are favorable; 26% say neutral; 13% say negative; and 9% don’t know (all consistent with prior waves).
o General impressions of smart meters are about the same, at 55% favorable, 21% neutral. There are no significant changes compared to previous waves.
• The Smart Grid Favorability Index summarizes and tracks both consumer awareness and favorability.
o The Favorability Index and both of its components (awareness and favorability) have been very consistent across three waves of research.
o The index now stands at 23 (compared to 24-25 in prior waves).
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Key Findings
14
Smart Grid & Smart Meter Benefits
• Similar to last Wave, three-quarters or more say each benefit evaluated is important.
o Also similar, far fewer (19%-29%) say that each benefit is important enough to justify an extra cost of $3-$4 on the monthly electric bill.
o The highest percentage willing-to-pay, 29%, is for two benefits: “A smart grid senses problems and reroutes power automatically. This prevents some outages and reduces the length of those that do occur,” and “Smart grid reduces greenhouse gas emissions by making it easier to connect renewable energy sources to the electricity grid.”
• Favorability improves after hearing about the smart grid benefits.
o 70% say they are favorable toward smart grid, compared to initial favorability of 52% among those who were familiar with the term at the start of the survey. These results are very similar to the Wave 2 findings.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Key Findings
15
Smart Grid & Smart Meter Programs
• The Critical Peak Rebate program continues to have the highest level of interest this Wave.
The following proportions said they would be somewhat likely or very likely to
participate if each program was offered:
o Critical peak rebate program, 59% (unchanged from Wave 2)
o TOU pricing program, 46% (compared to 44% in Wave 2)
o Energy monitoring service, 46%
o Real-time pricing program, 32%
o Pay as you go (Prepay) program, 23%
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Key Findings
16
Internet & Social Media
• Six in ten (61%) access the Internet most frequently at home and 14% say they do not use the Internet at all (consistent with prior waves).
• Eight in ten have home Internet access; among this group, 82% have a wireless network in the home.
• The vast majority with home Internet access use some type of high speed/broadband connection; only 3% use a dial-up service.
• About half of the total sample (51%) have one or more social media accounts; among those with social media accounts, 13% say they use social media to help manage energy usage or get energy efficiency tips, and 12% follow or like their electric utility.
• Approximately one-third of total respondents say they will use social media in the future to look for new ways to manage energy or get energy efficiency tips.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Implications
17
• Smart Grid/Meter awareness has not increased in the year since the first SGCC Consumer Pulse survey was completed.
o So far, increased Smart Grid/Meter implementation nationwide has not made a meaningful difference in the Consumer Pulse findings on awareness.
o These technologies continue to be off the public’s radar screen to a surprising degree.
o Although most of those who do know about Smart Grid tend to support it, too few understand the technology and its potential benefits.
o These findings underline the importance of SGCCs mission: “to promote the understanding and benefits of modernized electrical systems among all stakeholders in the United States.”
o Future research should continue to track awareness and favorability carefully, using the Smart Grid Favorability Index as a key metric.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Implications
18
o Many smart grid/meter benefits are deemed important by consumers.
• Based on this evidence, there is little reason to focus exclusively on any single theme.
• It seems likely at this time that weaving a number of benefits together is the strongest approach to telling the smart grid story and building support.
• The benefit or set of benefits to be stressed should vary by segment, based on the research findings.
o High internet and social media usage: these are enabling technologies for engagement with Smart Grid and energy management.
• About two-thirds of households have both a high speed internet connection and a wireless network. Technologically, these households are a ready potential market for Smart Grid applications that leverage the installed infrastructure.
• Social media continue to expand in reach and influence. While relatively few consumers currently use them as resources for energy information and management, a larger number see the potential for doing so in the future.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Implications
19
o High internet and social media usage: these are enabling technologies for engagement with Smart Grid and energy management.
• About two-thirds of households have both a high speed internet connection and a wireless network. Technologically, these households are a ready potential market for Smart Grid applications that leverage the installed infrastructure.
• Social media continue to expand in reach and influence. While relatively few consumers currently use them as resources for energy information and management, a larger number see the potential for doing so in the future.
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
Smart Grid & Smart Meter Awareness & Perceptions
20
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
11%
21%
19%
48%
1%
12%
21%
20%
46%
1%
23%
48%
18%
9%
2%
7%
17%
21%
54%
1%
8%
18%
21%
51%
2%
24%
51%
16%
7%
2%
21
Current Level of Knowledge I have a fairly complete understanding of
what it is, how it would work, and how it would affect homes and businesses
I have a basic understanding of what it is and how it would work
I’ve heard the term, but don’t know much about what it means
I have not heard that term
Don’t know
indicate a significant increase or decrease between current and previous waves A1. Which of the following statements comes closest to describing your current level of knowledge about smart grid? Base: Total Consumers, n= W1, 1,234; W2, 1,003; W3; 1,089
Smart Grid Smart Meter
A2. Which of the following statements comes closest to describing your current level of knowledge about smart meter? Base: Total Consumers, n= W1, 1,234; W2, 1,003; W3; 1,089
W3:45%
W2:47%
W1:47%
Wave 3
Wave 2
Wave 1
W3:51%
W2:53%
W1:50%
Consistent Awareness of Smart Grid/Meters At least 45% have heard the terms or have some understanding of Smart Grid and Smart Meters, similar to previous waves.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
55%
19%
36%
21%
18%
6%
54%
21%
33%
23%
18%
5%
37%
23%
17%
54%
15%
7%
22
indicate a significant increase or decrease between current and previous waves A4. Considering what you know about the smart grid, would you describe your general feelings about the smart grid as favorable or unfavorable? Base: Among those who have heard of smart grid, n= W1, 584; W2, 452; W3, 505 A5. Considering what you know about smart meters, would you describe your general feelings about smart meters as favorable or unfavorable? Base: Among those who have heard of smart meter, n= W1, 628; W2, 533; W3, 573
Smart Meter Smart Grid
Overall Favorability
Wave 2
Wave 1
Total Favorability (%6–10)
Very Favorable (%9–10)
Somewhat Favorable (%6–8)
Neutral (%5)
Unfavorable (%0–4)
Don’t Know/Refused
52%
18%
34%
26%
13%
9%
54%
20%
34%
21%
15%
10%
32%
25%
20%
52%
11%
13%
Wave 3
Wave 2
Wave 1
One-half continue to be favorable. Five in ten of those aware of Smart Grid/Meters describe their general feelings as favorable; another 20%+ are neutral.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 23
Overall Favorability: Smart Grid
Base: Among those who have heard of smart grid A,B,C,D,E indicate significant differences between segments indicate a significant increase or decrease between current and previous waves A4. Considering what you know about the smart grid, would you describe your general feelings about the smart grid as favorable or unfavorable?
Total Favorability (%6–10)
Very Favorable (%9–10)
Somewhat Favorable (%6–8)
Neutral (%5)
Unfavorable (%0–4)
Don’t Know/Refused
52%
18%
34%
26%
13%
9%
54%
20%
34%
21%
15%
10%
32%
25%
11%
13%
52%
20%
Total Easy Street (A) DIY & Save (B)
Concerned
Greens (C)
Young
America (D) Traditionals (E) n=505|452|584 103|94|128 95|75|91 144|133|188 79|77|95 84|73|82
W3|W2|W1
42%
9%
33%
33%
15%
10%
51%
19%
32%
26%
13%
10%
37%
27%
6%
14%
53%
17%
56%
20%
36%
23%
11%
10%
50%
18%
33%
22%
20%
8%
31%
25%
14%
11%
50%
19%
65%
29%
36%
20%
9%
6%
67%
20%
46%
16%
10%
8%
32%
19%
7%
14%
61%
28%
53%
18%
35%
29%
9%
9%
68%
27%
41%
13%
14%
6%
32%
31%
11%
10%
48%
16%
33%
6%
27%
33%
25%
9%
30%
15%
16%
29%
23%
19%
22%
27%
32%
12%
29%
7%
E E AE
Wave 3
Wave 2
Wave 1
E AE
C
BCD
Concerned Greens and DIY & Save are the most favorable toward Smart Grid.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Awareness Favorability* Favorability Index
Total
24
* Among those who are aware.
Smart Grid Favorability Index The Favorability Index and both of its components (awareness and favorability) have been very consistent across three waves of research.
45%
47%
47%
54%
52%
52%
23
25
24
Wave 3
Wave 2
Wave 1
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
In Wave 3, 19% of the survey respondents said that a smart meter has been installed in their home.*
25
Note: Reported based on total respondents. indicate a significant increase or decrease between current and previous waves A,B,C,D,E indicate significant differences between segments A6. Has your electric utility installed a smart meter at your home?
* Actual current U.S. residential Smart Meter penetration exceeds 30% (Chartwell).
% Yes 17%
19%
13%
Total Easy Street (A) DIY & Save (B)
Concerned
Greens (C)
Young
America (D) Traditionals (E) n=1089|1003|1234 235|240|250 172|163|199 265|242|363 240|199|271 177|159|151
19%
10%
10%
27%
20%
18%
20%
20%
17%
14%
19%
11%
18%
14%
7%
Smart Meter Installed in Home
W3|W2|W1
Wave 3
Wave 2
Wave 1
DE
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
70%
32%
38%
12%
8%
7%
3%
68%
35%
33%
19%
5%
4%
4%
26
indicate a significant increase or decrease between current and previous waves A,B,C,D,E indicate significant differences between segments AA4. Please tell me whether you support the idea that your electric utility should start now and work quickly to implement Smart Grid and Smart Metering technology.
Total Support
Strongly Support
Somewhat Support
Neither Support Nor Oppose
Somewhat Oppose
Strongly Oppose
Don’t Know/Refused
50%
13%
9%
70%
34%
36%
19%
3%
2%
6%
20%
70%
7%
1%
79%
28%
51%
7%
9%
3%
2%
63%
29%
34%
23%
9%
3%
2%
85%
53%
32%
7%
2%
4%
2%
83%
48%
35%
12%
2%
1%
2%
71%
38%
33%
12%
7%
6%
4%
65%
33%
32%
21%
5%
4%
5%
34%
11%
23%
21%
15%
22%
8%
33%
12%
21%
27%
15%
20%
5%
ADE
ABC
ABCD
E E E
E ABDE AE
CDE CDE
C C C CD
Total Easy Street (A) DIY & Save (B)
Concerned
Greens (C)
Young
America (D) Traditionals (E) n=1,089|1,234 235|250 172|199 265|363 240|271 177|151
BC
A
The majority support implementation of Smart Grid/Smart Meter technology. Support is highest among Concerned Greens and DIY & Save.
W3|W1
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 27
Note: “Has a smart meter” is based on those aware of smart meters. A,B indicate significant differences between segments AA4. Please tell me whether you support the idea that your electric utility should start now and work quickly to implement Smart Grid and Smart Metering technology.
Support for implementation of Smart Grid/Smart Meter technology is slightly (not significantly) higher among those who know they have a Smart Meter.
Wave 3
Wave 2
Wave 1
Support Implementation of Smart Grid and Smart Metering Technology
75%
39%
36%
9%
4%
8%
4%
67%
32%
35%
13%
10%
8%
1%
Total Support
Strongly Support
Somewhat Support
Neither Support Nor Oppose
Somewhat Oppose
Strongly Oppose
Don’t Know/Refused
Does not have Smart Meter (B) n=298
Has a Smart Meter (A) n=229
A
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
Smart Grid & Smart Meter Benefits
28
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 29
Smart Grid/Smart Meter Benefits
Participants were read a series of statements regarding the benefits of smart grid and smart
meters. Then based on a three-point scale they were asked to evaluate the level of importance
of each statement:
1. You do not feel the potential benefit has any importance
2. It is important to you, but only if it can be provided to you at no additional cost
3. It is important enough to you that it would help justify a total extra cost of $3-$4 on your
monthly electric bill to implement smart grid and smart meter improvements.
The following slide summarizes the benefits that received the highest importance ratings overall
and by segment.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 30
Total Easy Street DIY & Save
Concerned
Greens
Young
America Traditionals
Total Importance (“Important and Willing to Pay
For” + “Important and Not
Willing to Pay For”)
Prevents some
outages and
reduces the
length of others
Makes it easier
to connect
renewable
energy sources
Prevents some
outages and
reduces the
length of others
Prevents some
outages and
reduces the
length of others
Saves money
by providing
near real time
energy usage
information
Prevents some
outages and
reduces the
length of others
Important and Willing
to Pay For
Makes it easier
to connect
renewable
energy sources
Makes it easier
to connect
renewable
energy sources
Prevents some
outages and
reduces the
length of others
Makes it easier
to connect
renewable
energy sources
Prevents some
outages and
reduces the
length of others
Prevents some
outages and
reduces the
length of others
B1–B7. I’m going to read a series of short statements about the potential benefits of smart grid and smart meters and ask you to tell me how important each one is to you personally. Please use a three-point scale, where 1 means you do not feel the potential benefit has any importance, 2 means it is important to you, but only if it can be provided to you at no additional cost, and 3 means it is important enough to you that it would help justify a total extra cost of $3-$4 on your monthly electric bill to implement smart grid and smart meter improvements.
Smart Grid/Smart Meter Benefits–Summary
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 31
Consumers feel that a range of Smart Grid benefits are important.
15%
16%
17%
17%
17%
18%
22%
63%
59%
61%
52%
58%
24%
22%
21%
85%
84%
83%
82%
82%
81%
77%
56%
60%
21%
29%
29%
19%
Not Important
Important but will
not pay more
Important and will
pay more
Total
Important
B1–B7. I’m going to read a series of short statements about the potential benefits of smart grid and smart meters and ask you to tell me how important each one is to you personally. Please use a three-point scale, where 1 means you do not feel the potential benefit has any importance, 2 means it is important to you, but only if it can be provided to you at no additional cost, and 3 means it is important enough to you that it would help justify a total extra cost of $3-$4 on your monthly electric bill to implement smart grid and smart meter improvements.
Prevents some outages and
reduces the length of those that
occur
Makes it easier for utilities to offer
new kinds of rate plans
Limits the need to invest in new
power plants
Delivers the necessary power
“quality”
Saves money by providing near
real time energy usage information
Makes it easier to connect
renewable energy sources
Eliminates the need for meter
reading
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
68%
16%
14%
65%
78%
10%
68%
17%
85%
6%
86%
5%
71%
13%
73%
14%
40%
38%
41%
33%
70%
15%
68%
15%
Smart Grid Favorability - Post Benefits
32
A,B,C,D,E indicate significant differences between segments indicate a significant increase or decrease between current and previous waves A4A. Considering what you know about the smart grid and the statements we have been reviewing, would you describe your general feelings about the smart grid as favorable or unfavorable?
Overall Favorability
Favorable (%6–10)
Unfavorable (%0–4)
Total Easy Street (A) DIY & Save (B)
Concerned
Greens (C)
Young
America (D) Traditionals (E) n=1,089|1,003 235|240 172|163 265|242 240|199 177|159
W3|W2
ABCD C C
E E ADE E Wave 3
Wave 2
Note: In Wave 2, consumers were asked the “post” question after hearing both positive and negative messages. In Wave 3, only benefits were discussed.
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
Smart Grid & Smart Meter Programs
33
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
0%
79%
40%
39%
5%
7%
9%
0%
34
A,B,C,D,E indicate significant differences between segments AP3A. Smart meters continuously collect information about household electricity usage. People can use this information to manage and try to reduce electricity usage and cost. How likely are you to use this type of information to manage and try to reduce your electricity usage and cost?
Already Using Smart Meter Data
for Energy Management
Total Likely
Very Likely
Somewhat Likely
Neither Likely Nor Unlikely
Somewhat Unlikely
Very Unlikely
Don’t Know/Refused
29%
49%
7%
0%
78%
0%
7%
8%
0%
79%
32%
47%
7%
9%
5%
0%
0%
90%
64%
26%
2%
4%
3%
1%
1%
84%
49%
35%
0%
7%
8%
0%
1%
53%
12%
41%
9%
13%
22%
2%
E
CD
E
C
ABE
ABDE
ABCD
Total Easy Street (A) DIY & Save (B)
Concerned
Greens (C)
Young
America (D) Traditionals (E) n=1,089 235 172 265 240 177
E
CD
E
C
CD
ABE
E
C
CD
C
Most are likely to use information collected by Smart Meters to manage and reduce electricity usage and cost.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 35
Likelihood to Participate: TOU Pricing
Participants were read the following description of Time of Use Pricing and asked how likely they
would be to participate in the program:
One program would be a rate plan that would charge different prices for electricity depending on
when it is used. Rates would be lower when the demand for electricity is low - during off-peak
periods such as weekends, holidays, and weekdays from 9 p.m. to noon. Rates would be higher
during peak periods, when demand is higher. You would have the opportunity to save money by
using electricity during off-peak periods.
The following slide summarizes the results overall and by segment.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
Interest varies by segment, with two segments unlikely to participate. Almost all Concerned Greens say they would be at least somewhat likely to participate.
36
Likelihood to Participate: TOU Pricing
Base: Total Consumers A,B,C,D,E indicate significant differences between segments indicate a significant increase or decrease between current and previous waves AP1. If you were offered this program, how likely would you be to participate?
Already Participating
Total Would Participate
Definitely Would
Probably Would
Might or Might Not
Probably Would Not
Definitely Would Not
Don’t Know/Refused
1%
46%
13%
33%
22%
16%
14%
1%
1%
44%
11%
33%
23%
17%
14%
1%
16%
33%
27%
1%
9%
13%
1%
49%
Total Easy Street (A) DIY & Save (B)
Concerned
Greens (C)
Young
America (D) Traditionals (E) n=1,089|1,003|1,234 235|240|250 172|163|199 265|242|363 240|199|271 177|159|151
W3|W2|W1
1%
0%
0%
0%
45%
30%
23%
1%
3%
0%
0%
0%
48%
31%
16%
2%
1%
6%
59%
3%
7%
1%
22%
7%
1%
48%
12%
36%
30%
16%
4%
1%
2%
52%
12%
40%
26%
11%
8%
1%
23%
41%
27%
1%
3%
4%
2%
64%
0%
99%
33%
66%
0%
1%
0%
0%
0%
97%
23%
74%
1%
0%
2%
0%
30%
57%
9%
1%
0%
4%
1%
87%
0%
57%
15%
42%
20%
12%
10%
1%
1%
55%
16%
39%
17%
12%
15%
0%
13%
28%
27%
1%
11%
19%
0%
41%
2%
14%
2%
12%
17%
25%
40%
2%
0%
9%
1%
8%
23%
31%
36%
1%
2%
9%
21%
1%
41%
27%
0%
11%
C
C
AE
BCDE
BCD
AE
CE
C
C
ABDE
BC
AE
AE
AE
A
A
C
CD
ABCD
Wave 3
Wave 2
Wave 1
BCD
AE
ABDE
ABDE
C
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 37
Likelihood to Participate: Critical Peak Rebates
Participants were read the following description of Critical Peak Pricing and asked how likely they
would be to participate in the program:
One program would encourage people to reduce their energy use during peak periods when
energy usage is expected to be high, such as on very hot days. At these “critical” times, people
who are enrolled in the program would receive a notice asking them to save money by reducing
their energy use. Notices would be sent by email, text, or phone. They would not be penalized
for keeping their energy use the same. In addition to savings from lower energy use, those who
reduced their energy usage would receive a rebate on their bill.
The following slide summarizes the results overall and by segment.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 38
Likelihood to Participate: Critical Peak Pricing
Base: Total Consumers A,B,C,D,E indicate significant differences between segments indicate a significant increase or decrease between current and previous waves AP2. If you were offered this program, how likely would you be to participate?
Already Participating
Total Would Participate
Definitely Would
Probably Would
Might or Might Not
Probably Would Not
Definitely Would Not
Don’t Know/Refused
1%
59%
22%
37%
20%
12%
8%
0%
1%
59%
20%
39%
20%
10%
9%
1%
23%
39%
21%
2%
7%
9%
1%
62%
1%
40%
6%
34%
35%
17%
7%
0%
1%
45%
7%
38%
31%
13%
9%
1%
9%
44%
31%
3%
4%
9%
1%
53%
0%
64%
21%
43%
24%
10%
0%
2%
0%
66%
19%
47%
23%
8%
2%
1%
23%
43%
25%
2%
2%
4%
2%
66%
0%
84%
45%
39%
8%
7%
1%
0%
0%
87%
37%
50%
10%
3%
0%
0%
44%
47%
6%
1%
0%
2%
0%
91%
0%
74%
24%
50%
12%
6%
8%
0%
1%
65%
28%
37%
15%
10%
9%
1%
16%
33%
25%
1%
9%
14%
1%
49%
0%
22%
6%
16%
24%
27%
26%
1%
2%
23%
5%
18%
22%
21%
31%
1%
2%
11%
26%
0%
33%
29%
0%
13%
E
E
CD CD
AE
AE
ABDE
ABDE
E
AE
AE
E
BC BC
ACE
Wave 3
Wave 2
Wave 1
Total Easy Street (A) DIY & Save (B)
Concerned
Greens (C)
Young
America (D) Traditionals (E) n=1,089|1,003|1,234 235|240|250 172|163|199 265|242|363 240|199|271 177|159|151
W3|W2|W1
CD
CD
ABCD
ABCD
Interest is highest among Concerned Greens, although it has declined significantly from Wave 1. More than one in five “definitely would” participate – the highest of any program tested.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 39
Likelihood to Participate: Pay as you go (Prepay) Pricing
Participants were read the following description of Pay as you go (Prepay) Pricing and asked
how likely they would be to participate in the program:
One program would allow you to buy power when you want - in the amount you want. If you
enrolled, you would pay for a specific amount of electricity to activate your account, then continue
to pay as often as you like to keep your account balance above zero. When you sign up for this
plan, there is no deposit required, and there would be numerous payment methods available that
accept cash, checks and credit or debit cards. If your account balance dropped to zero, the
electricity would shut off automatically, and it could be restored immediately by adding money to
the account. So far, studies indicate that people who enroll in this type of program end up saving
money on their electricity bills, because they are more attentive to how much they are using.
The following slide summarizes the results overall and by segment.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 40
Likelihood to Participate: Pay as you go (Prepay) Pricing
Base: Total Consumers A,B,C,D,E indicate significant differences between segments AP3. If you were offered this program, how likely would you be to participate?
Already Participating
Total Would Participate
Definitely Would
Probably Would
Might or Might Not
Probably Would Not
Definitely Would Not
Don’t Know/Refused
0%
23%
6%
17%
20%
24%
33%
0%
Total Easy Street (A) DIY & Save (B)
Concerned
Greens (C)
Young
America (D) Traditionals (E) n=1,089 235 172 265 240 177
0%
8%
1%
7%
24%
25%
43%
1%
0%
25%
6%
19%
15%
29%
31%
0%
0%
33%
9%
24%
23%
29%
15%
0%
0%
35%
8%
27%
18%
19%
28%
0%
0%
12%
3%
9%
14%
18%
56%
0%
E
BCD
AE
A
AE
C
AE
A
AE
C ABCD
DE
AE
A
AE
The majority say they would not be likely to participate. Interest is highest among Young America and Concerned Greens, with Traditionals least likely to take part.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 41
Likelihood to Participate: Real-Time Pricing Plan
Participants were read the following description of Real-Time Pricing Plan and asked how likely
they would be to participate in the program:
One program would give you access to hourly electricity prices that are based on the actual real-
time cost of electricity at any given time. These prices vary from hour to hour and day to day
according to the actual market price of power. Higher prices are most likely to occur on weekday
afternoons during the summer. You would be able to manage your costs with real-time pricing by
conserving electricity during hours when prices are higher and taking advantage of lower priced
hours.
The following slide summarizes the results overall and by segment.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 42
Likelihood to Participate: Real-Time Pricing Plan
Base: Total Consumers A,B,C,D,E indicate significant differences between segments AP4. If you were offered this program, how likely would you be to participate?
Already Participating
Total Would Participate
Definitely Would
Probably Would
Might or Might Not
Probably Would Not
Definitely Would Not
Don’t Know/Refused
0%
32%
6%
26%
26%
21%
20%
1%
0%
13%
2%
11%
34%
27%
24%
2%
0%
34%
3%
31%
28%
22%
15%
1%
0%
54%
13%
41%
21%
16%
9%
0%
0%
44%
10%
34%
25%
16%
15%
0%
0%
11%
1%
10%
20%
24%
43%
2%
CE
CD
AE
AE
C
ABE
ABE
AE AE
ABCD
Total Easy Street (A) DIY & Save (B)
Concerned
Greens (C)
Young
America (D) Traditionals (E) n=1,089 235 172 265 240 177
AE
ABE
One-third would participate in real-time pricing. Interest is highest among Concerned Greens and Young America. Four in ten Traditionals definitely would not participate.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 43
Likelihood to Participate: Energy Monitoring Service
Participants were read the following description of Energy Monitoring Service and asked how
likely they would be to participate in the program:
One program would invite you to sign up for a new energy monitoring service. Your electric utility
would provide new hardware that connects to your home’s wireless network. You would receive
itemized usage for your household appliances, along with personalized energy savings
recommendations, all for free. The program would show you how much electricity each
appliance uses, and provide simple tips to help you save money. You would also be alerted to
unusual activity in your usage patterns to detect wasted energy, inefficient appliances, or
unauthorized use. Your data would be secure and your information would not be shared with any
third party.
The following slide summarizes the results overall and by segment.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 44
Likelihood to Participate: Energy Monitoring Service
Base: Total Consumers A,B,C,D,E indicate significant differences between segments AP5. If you were offered this program, how likely would you be to participate?
Already Participating
Total Would Participate
Definitely Would
Probably Would
Might or Might Not
Probably Would Not
Definitely Would Not
Don’t Know/Refused
0%
46%
16%
30%
22%
14%
17%
1%
0%
32%
11%
21%
29%
19%
19%
1%
0%
50%
17%
33%
26%
13%
10%
1%
0%
68%
27%
41%
16%
11%
5%
0%
0%
50%
16%
34%
19%
14%
17%
0%
0%
25%
7%
18%
18%
16%
39%
2%
CDE
C
AE
E
AE
C
ABDE
ABDE
AE
AE
C ABCD
Total Easy Street (A) DIY & Save (B)
Concerned
Greens (C)
Young
America (D) Traditionals (E) n=1,089 235 172 265 240 177
AE
E
C
Energy Monitoring has about equal interest as TOU pricing. Almost seven in ten Concerned Greens say they would take part in this program if offered.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 45
A,B indicate significant differences between segments AP5. If you were offered this program, how likely would you be to participate?
Energy Monitoring interest is slightly (not significantly) higher among consumers who have a home wireless network.
Support Implementation of Smart Grid and Smart Metering Technology
0%
51%
18%
33%
23%
12%
14%
0%
0%
43%
15%
28%
23%
17%
17%
0%
Does not have a home
wireless network (B) n=160
Has a home wireless
network (A) n=625
Already Participating
Total Would Participate
Definitely Would
Probably Would
Might or Might Not
Probably Would Not
Definitely Would Not
Don’t Know/Refused
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED.
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
Communication Channels
46
Takeaways & Questions
CONSUMER PULSE RESEARCH PROGRAM–WAVE 3, OCTOBER 2012
© 2011–2012 SMART GRID CONSUMER COLLABORATIVE. ALL RIGHTS RESERVED. 48
Thank you! You will receive a copy of the slides to the email address you used to register.
• Link to Report: http://smartgridcc.org/research/sgcc-research/sgccs-consumer-pulse-wave-3-study
• Link to SGCC Resource Library: http://smartgridcc.org/category/resource-library
Patty Durand Executive Director
Smart Grid Consumer
Collaborative patty.durand@smartgridcc.org
Jack Lloyd Senior VP, Energy Division
Market Strategies
International, Inc. jack.lloyd@marketstrategies.com