Electricity Saving Campaign Baseline Survey

© Mthente Research and Consulting Services (Pty) Ltd, August 2013 i

Final Report

Electricity Saving Campaign Baseline Survey

August 2013

Contact Person: Justin Du Toit, Senior Researcher and Consultant

Address: P. O. Box 2129, Clareinch, 7740, Cape Town, South Africa

E-mail: [email protected]

Cell: 078 235 2946

Tel: (021) 674 0504

Fax: (021) 674 0503

© Mthente Research and Consulting Services (Pty) Ltd, August 2013 ii

Table of Contents 1. INTRODUCTION ....................................................................................................................................... 1

2. METHODOLOGY ...................................................................................................................................... 1

2.1 QUESTIONNAIRE DEVELOPMENT AND FIELDWORK TRAINING ........................................................................ 1

2.2 SAMPLING ............................................................................................................................................. 2

2.3 QUALITY CONTROL, DATA CAPTURING AND ANALYSIS ................................................................................. 4

3. SURVEY FINDINGS .................................................................................................................................. 6

3.1 RESPONDENT AND HOUSEHOLD PROFILE .................................................................................................. 6

3.2 ELECTRICITY USE IN THE HOUSEHOLD ...................................................................................................... 6

3.3 CONSUMER ELECTRICITY SAVING MEASURES .......................................................................................... 10

3.4 PERCEPTIONS REGARDING THE STATE OF ELECTRICITY ............................................................................ 29

3.5 THE ELECTRICITY SAVING CAMPAIGN (ESC) .......................................................................................... 30

3.6 KEY FINDINGS FOR THE ELECTRICITY SAVING CAMPAIGN (ESC) ........................................................... 42

4. CONCLUSION......................................................................................................................................... 43

APPENDIX I: SURVEY QUESTIONNAIRE ................................................................................................. 46

© Mthente Research and Consulting Services (Pty) Ltd, August 2013 i

List of Tables

Table 1: City of Cape Town Electricity Saving Campaign (ESC) survey sample size by fieldwork

location ................................................................................................................................................. 4

Table 2: Respondent profile .................................................................................................................. 6

Table 3: Extent to which respondents’ desire to save electricity has changed over the past 12 months

............................................................................................................................................................ 12

Table 4: Whether respondents have taken steps to save electricity in the past 12 months ................ 13

Table 5: Whether respondents would be willing to take or are planning to take additional steps within

the next 12 months to save electricity at home ................................................................................... 15

Table 6: Whether respondents have initiated conversations with others about saving electricity in the

past 12 months ................................................................................................................................... 18

Table 7: Whether respondents have tried to reduce electricity use by others, outside of their own

household ........................................................................................................................................... 23

Table 8: Whether respondents’ face any obstacles which prevents them from doing more to save

electricity in their home(s) ................................................................................................................... 24

Table 9: Awareness of the Electricity Saving Campaign logo ............................................................. 35

Table 10: Awareness of the Electricity Saving Campaign electricity saving tips ................................. 37

© Mthente Research and Consulting Services (Pty) Ltd, August 2013 ii

List of Figures

Figure 1: Distribution of the Electricity Saving Campaign (ESC) baseline survey fieldwork sites ......... 3

Figure 2: Mthente quality control, data capture and analysis process .................................................. 5

Figure 3: Purchasing electricity/Electricity payment ............................................................................. 7

Figure 4: Whether respondents pay the electricity bill in their home(s) ................................................ 7

Figure 5: Whether respondents’ home has a solar water heater, heat pump or electric geyser ........... 8

Figure 6: Item in the household that consumes the most electricity ..................................................... 9

Figure 7: Extent to which the cost of electricity is a financial concern for households ....................... 10

Figure 8: Change in respondents’ desire to save electricity over the past 12 months ........................ 11

Figure 9: Whether respondents’ have taken steps to save electricity over the past 12 months ......... 13

Figure 10: Spend on electricity saving actions in the last 12 months ................................................. 14

Figure 11: Additions steps respondents’ would be willing to take or are planning to take in the next 12

months to save electricity at home ..................................................................................................... 15

Figure 12: Step(s) respondents plan to take to save electricity .......................................................... 16

Figure 13: Respondents’ level of confidence that the steps they plan to take will save a meaningful

about of electricity .............................................................................................................................. 17

Figure 14: Conversations initiated with others about saving electricity in the past 12 months ........... 18

Figure 15: Stakeholders respondents have initiated conversations with about saving electricity in the

past 12 months .................................................................................................................................. 19

Figure 16: Frequency at which respondents initiated conversations with others about saving

electricity ............................................................................................................................................ 20

Figure 17: Observed electricity saving behaviour by family members/colleagues/neighbours in the last

12 months .......................................................................................................................................... 21

Figure 18: Frequency at which respondents have witnessed the electricity saving actions ............... 22

Figure 19: Attempts to reduce electricity use by others, outside respondents’ household ................. 22

Figure 20: Obstacles preventing respondents’ from doing more to save electricity in their home ...... 24

Figure 21: Barriers inhibiting respondents’ from doing more to save electricity in their home(s) ........ 25

Figure 22: Respondents’ perceptions of who should be helping them most to save electricity .......... 26

Figure 23: Respondents’ perceptions regarding whether there is an electricity crisis in the country ... 29

© Mthente Research and Consulting Services (Pty) Ltd, August 2013 iii

Figure 24: Respondents’ perception regarding electricity shortages in Cape Town ........................... 30

Figure 25: Whether respondents’ have heard any messages about saving electricity within the past 12

months ............................................................................................................................................... 31

Figure 26: Messages heard ............................................................................................................... 31

Figure 27: Source of the messaging ................................................................................................. 32

Figure 28: Action taken based on messaging ................................................................................... 33

Figure 29: Whether respondents’ have visited a website or called a phone number to learn about

saving electricity in the past 12 months ............................................................................................. 33

Figure 30: Electricity Saving Campaign logo............................................................................. 34

Figure 31: Awareness of the Electricity Saving Campaign logo ......................................................... 34

Figure 32: ESC electricity saving tips ................................................................................................. 36

Figure 33: Awareness of the ESC electricity saving tips .................................................................... 36

Figure 34: Where electricity saving tips has been seen ..................................................................... 38

Figure 35: Preferred channels of communication ............................................................................... 39

© Mthente Research and Consulting Services (Pty) Ltd, August 2013 iv

List of Acronyms

CBD Central Business District

CoCT City of Cape Town

ERMD Environmental Resource Management Department

ESC Electricity Saving Campaign

FAQs Frequently Asked Questions

HP Heat Pump

LED Light-Emitting Diode

LSM Living Standards Measure

QC Quality Control

SAARF South African Advertising Research Foundation

SPSS Statistical Package for the Social Science

SWH Solar Water Heater

© Mthente Research and Consulting Services (Pty) Ltd, August 2013 1

1. Introduction

In June 2013, Mthente Research and Consulting Services (Pty) Ltd was commissioned by Ozinsky

Consulting on behalf of the Environmental Resource Management Department (ERMD), City of Cape

Town to conduct a baseline survey into consumer behaviour and attitudes regarding electricity use

and household electricity saving.

2. Methodology

The methodology is outlined below.

2.1 Questionnaire development and fieldwork training

A survey questionnaire was designed in close collaboration with Ozinsky Consulting and the City of

Cape Town (CoCT). The final questionnaire (please see Appendix I) comprised of 42 predominantly

closed-ended questions and covered the following broad themes:

Electricity use in the household.

Consumer electricity saving measures.

Perceptions regarding the state of electricity.

The Electricity Saving Campaign (ESC).

Respondent profile.

Household profile.

The survey was conducted between 13 and 17 June 2013 by Mthente’s experienced fieldwork team.

The fieldwork team underwent rigorous training to prepare for the fieldwork which covered the

following components/areas:

1. Introduction to the project, which included:

a. Background information about the client and the project in general.


b. The objectives of the survey.

c. Mthente’s role.

2. Fieldwork, more specifically:

a. Fieldworker responsibilities.

b. Frequently Asked Questions (FAQs).

c. Understanding biases.

d. Sampling instructions.

e. How to deal with different respondents.

3. Understanding the survey questionnaire, which included:

a. A step-by-step walkthrough of the survey questionnaire.

b. Fieldwork notes.

c. Safety and ethics.

2.2 Sampling

In order to ensure a spread of responses across the Cape Town metropole, and within the living

standards measure (LSM) 7-10, the following ten key locations were identified and selected as the

fieldwork sites:

1. Cavendish Mall (South).

2. Blue Route Mall (South).

3. Gardens Centre (Cape Town, Central Business District (CBD).

4. Galleria Centre (Coast).

5. Canal Walk (North).

6. Tableview Mall (West Coast).

7. Tygervalley Mall (Central North).

8. Eikestad Mall (Winelands).

9. Sunset Mall (South Peninsula).

10. Somerset Mall (Heidelberg).


These sites were selected due to the concentration of residents within LSM 7-10 groups residing in

the surrounding areas of these malls. The geographical distribution of the malls (i.e. fieldwork

sites/locations) is presented in Figure 1.

Figure 1: Distribution of the Electricity Saving Campaign (ESC) baseline survey fieldwork sites [Source: Mthente, 2013 adapted from Google® maps]

Income bands/brackets were used as a proxy to determine accurate LSM 7-10 groupings for the

sample (i.e. average monthly household income of R10,255.00 or more).i The aim of targeting LSM 7-

10 across the Cape Town Metropole was to gauge consumer behaviour and attitude regarding

electricity use and saving in their home(s). The following screening criteria were strictly followed by

the field team to ensure the correct primary respondent was interviewed:

The respondent is 25 years or older.

The respondent’s home has an electric geyser, solar water heater (SWH), heat pump (HP) or

gas water heater.

i Close-ended income categories derived from the South African Advertising Research Foundation (SAARF) (2012), available from: http://www.saarf.co.za/lsm-presentations/2012/LSM%20Presentation%20-%20February%202012.pdf.

http://www.saarf.co.za/lsm-presentations/2012/LSM%20Presentation%20-%20February%202012.pdf


The respondent is a Cape Town metropole resident.

The respondent falls within LSM 7-10 (i.e. average monthly household income of R10,255.00

or more).

Table 1 illustrates the survey sample per fieldwork location across the Cape Town metropole. In total,

384 questionnaires were completed.

Table 1: City of Cape Town Electricity Saving Campaign (ESC) survey sample size by fieldwork location

Fieldwork location Sample of interviews completed Percentage of the sample per

fieldwork location

Cavendish Mall 38 9.9%

Blue Route Mall 38 9.9%

Gardens Centre 37 9.6%

Galleria Centre 37 9.6%

Canal Walk 38 9.9%

Tableview Mall 41 10.7%

Tygervalley Mall 38 9.9%

Eikestad Mall 38 9.9%

Sunset Mall 41 10.7%

Somerset Mall 38 9.9%

TOTAL 384 100% [Source: Mthente, 2013]

2.3 Quality control, data capturing and analysis

Mthente employed a rigorous quality control (QC) process to ensure that the dataset was of high

quality. The steps outlined in Figure 2 below were followed to QC, capture, clean and analyse the

survey dataset.


Figure 2: Mthente quality control, data capture and analysis process [Source: Mthente, 2013]


3. Survey Findings

The survey questionnaire was administered to 384 respondents that fall within LSMs 7-10, across

specific fieldwork sites within the Cape Town metropole and this chapter presents the findings. This

chapter includes seven sections: Section 3.1 respondent and household profile; (3.2) electricity

use in the household; (3.3) consumer electricity saving measures, (3.4) perceptions regarding

the state of electricity, and (3.5) the electricity saving campaign (ESC).

3.1 Respondent and household profile

As Table 2 shows, 44.3 percent of the respondents were coloured (44.3 percent) and male (53.1

percent), with the average age of the respondents surveyed being 43.4 years. On average,

households include 2.82 adults and 4.56 children, with more than three-quarters of the respondents

(80.5 percent) owning the house in which they reside.

Table 2: Respondent profile

Gender Female

Male

46.9% 53.1%

Race Coloured Black White Asian/ Indian Other

44.3% 13.5% 36.5% 5.5% 0.3%

[Source: Mthente, 2013]

3.2 Electricity use in the household

3.2.1 Electricity usage and spend

Figure 3 illustrates that most of the respondents surveyed (67.4 percent) utilise a pre-paid electricity

meter.


Figure 3: Purchasing electricity/Electricity payment [Source: Mthente, 2013]

When respondents were asked whether they were responsible for paying the electricity bill in their

home(s), three-quarters indicated that they were, with approximately one-quarter (24.7 percent) of the

respondents indicating they were not. On average, respondents spend R792,71 on electricity per

month, in both winter and summer seasons.

Figure 4: Whether respondents pay the electricity bill in their home(s) [Source: Mthente, 2013]

Pre-paid electricity67.4%

Monthly electricity bill 32.6%

Purchasing electricity/Electricty payment (n=384)

Yes75.3%

No24.7%

Are you the one paying the electricity bill in your home? (n=384)


As reflected in Figure 5, the majority of the respondents (93 percent) have an electric geyser, with

almost all respondents (99.2 percent) indicating that they do not have a heat pump (HP).

Figure 5: Whether respondents’ home has a solar water heater, heat pump or electric geyser [Source: Mthente, 2013]

Having investigated whether respondents’ home(s) have a solar water heater (SWH), HP or electric

geyser, respondents highlighted the following as the top five items which consume the most electricity

in their home(s) (see Figure 6):ii

1. Hot water cylinder (including geyser, or similar) (78.3 percent).

2. Stove/oven/cooker (64.5 percent).

3. Lights (41.5 percent).

4. Washing machine (34.5 percent).

5. Fridge/freezer (23.5 percent).

ii It should be noted that, the totals presented in Figure 6 add to more than 100 percent because of multiple response (i.e. respondents could give more than one answer to the question).

93.0%

0.8%

8.6%

7.0%

99.2%

91.4%

0% 20% 40% 60% 80% 100%

Electric geyser

Heat pump

Solar water heater

Does your home have a: (n=384)

No Yes

Percentage of respondents

Res

po

nse

op

tio

ns


Figure 6: Item in the household that consumes the most electricity [Source: Mthente, 2013]

SUMMARY FINDINGS AND AREAS REQUIRING FURTHER RESEARCH: ELECTRICITY USE IN THE HOUSEHOLD

The typical profile of the respondents was coloured males aged 43.4 years, with the majority

owning the house in which they reside. On average, households comprise 2.82 adults and

4.56 children.

In addition, households typically utilise an electric geyser and purchase electricity via a pre-

paid electricity meter and spend R792.71 per month on electricity.

Approximately one-quarter (24.7 percent) of the respondents indicated that they are not the

one paying the electricity bill in their home, with 75.3 percent that indicated that they were.

Hot water cylinders, stoves/ovens/cooking and lights were highlighted as the top three items

that consumes the most electricity in respondents’ homes.

6.5%

9.1%

15.4%

17.5%

18.8%

23.5%

34.5%

41.5%

64.5%

78.3%

0% 20% 40% 60% 80% 100%

Other

Pool pump(s)

Dishwasher

Home heating

Tumble dryer

Fridge/Freezer

Washing machine

Lights

Stove/oven/cooker

Hot water cylinder

Items in the household that consumes the most electricity


Res

po

nse

op

tio

ns


3.3 Consumer electricity saving measures

3.3.1 Existing electricity saving behaviour and spend

The survey respondents were subsequently asked a series of questions aimed to gauge their

perceptions regarding the importance of saving electricity and the associated electricity saving costs,

as well as the actions they have taken or are planning to take to save electricity. Figure 7 illustrates

that 53.4 percent of the respondents highlighted the cost of electricity as a “moderate/extreme

concern” for their household, with 1 out of every 10 respondents noting it is not a concern at all.

Figure 7: Extent to which the cost of electricity is a financial concern for households [Source: Mthente, 2013]

Almost half of the respondents (48.7 percent) indicated that their desire to save electricity has

remained the same, 38.8 percent indicating that they have an increased desire to save electricity has

changed over the past 12 months (i.e. “greater/much greater”).

10.4%

9.6%

26.6%

29.7%

23.7%

0% 5% 10% 15% 20% 25% 30%

Not a concern at all

Slight concern

Somewhat a concern

Moderate concern

Extreme concern

Extent to which the cost of electricity is a financialconcern for households (n=384)


Res

po

nse

op

tio

ns


Figure 8: Change in respondents’ desire to save electricity over the past 12 months [Source: Mthente, 2013]

When the above findings are disaggregated by fieldwork sites, Table 3 illustrates that the highest

percentage of respondents utilising Cavendish Mall (47.4 percent) indicated that their desire to save

electricity has substantially declined over the past 12 months. In contrast, the highest percentage of

the respondents (34.2 percent) utilising Eikestad Mall reported a considerable increase in their desire

to save electricity over the past 12 months. Furthermore, the highest percentage of respondents that

utilise Blue Route Mall (34.2 percent) and Canal Walk (50 percent) indicated that their desire to save

electricity has increased over the past 12 months.

7.6%

4.9%

48.7%

26.8%

12.0%

0% 10% 20% 30% 40% 50%

Much less

Less

Remained the same

Greater

Much greater

Change in respondents' desire to save electricityover the past 12 months (n=384)


Res

po

nse

op

tio

ns


Table 3: Extent to which respondents’ desire to save electricity has changed over the past 12 months

Fieldwork sites

How would you say your desire to save electricity has changed over the past 12 months?

Much less Less Remained the same

Greater Much

greater Total

Blue Route Mall 7.9% 0% 31.6% 34.2% 26.3% 100%

Canal Walk 2.6% 2.6% 23.7% 50% 21.1% 100%

Cavendish Mall 47.4% 7.9% 7.9% 26.3% 10.5% 100%

Eikestad Mall 0% 0% 34.2% 31.6% 34.2% 100%

Galleria Centre 0% 8.1% 81.1% 10.8% 0% 100%

Gardens Centre 0% 13.5% 78.4% 9.1% 0% 100%

Somerset Mall 2.6% 2.6% 60.5% 26.3% 7.9% 100%

Sunset Mall 12.2% 4.9% 43.9% 39% 0% 100%

Tableview Mall 0% 4.9% 82.9% 12.2% 0% 100%

Tygervalley Mall 2.6% 5.3% 42.1% 28.9% 21.1% 100%

Total 7.6% 4.9% 48.7% 26.8% 12% 100% [Source: Mthente, 2013]

Key:

Highest percentage of respondents

In spite of the fact that 48.7 percent of the respondents indicated that their desire to save electricity

remained unchanged, Figure 9 illustrates that approximately half of the respondents (51.6 percent)

have taken steps at home to save electricity over the past 12 months. The findings illustrate

respondents’ willingness and efforts to save electricity within their respective homes. On average,

respondents indicated that their household has spent R473.14 on electricity saving actions over the

past 12 months.

Findings in sub-section 3.5.2 of this report reveal that, on average, respondents spent R905.54 on

electricity saving actions based on electricity saving messages heard. Hence, these findings suggest

that respondents are unable to accurately report the average amount spent on electricity saving

actions.


Figure 9: Whether respondents’ have taken steps to save electricity over the past 12 months [Source: Mthente, 2013]


percentage of respondents utilising Galleria Centre (83.8 percent), Gardens Centre (75.7 percent),

Sunset Mall (56.1 percent), and Tableview Mall (75.6 percent) have not taken steps to save

electricity in the past 12 months. In contrast, the highest percentage of respondents that indicated that

they have taken steps at home to save electricity in the past 12 months were those utilising Canal

Walk (81.6 percent).

Table 4: Whether respondents have taken steps to save electricity in the past 12 months

Fieldwork sites

Have you taken steps at home to save electricity in the past 12 months?

Yes No Total

Blue Route Mall 73.7% 26.3% 100%

Canal Walk 81.6% 18.4% 100%

Cavendish Mall 50% 50% 100%

Eikestad Mall 63.2% 36.8% 100%

Galleria Centre 16.2% 83.8% 100%

Gardens Centre 24.3% 75.7% 100%

Somerset Mall 63.2% 36.8% 100%

Sunset Mall 43.9% 56.1% 100%

Tableview Mall 24.4% 75.6% 100%

Tygervalley Mall 76.3% 23.7% 100%

Total 51.6% 48.4% 100% [Source: Mthente, 2013]

Key:

Yes51.6%

No48.4%

Have you taken steps at home to save electricity over the past 12 months? (n=384)



Figure10 illustrates that most of the respondents (62.2 percent) were unsure as to whether they spent

more or less regarding electricity saving actions in the last 12-month period, with only 21.9 percent of

the respondents reporting that they spent more on electricity saving actions over the last year.

Figure 10: Spend on electricity saving actions in the last 12 months [Source: Mthente, 2013]

As shown in Figure 9, 51.6 percent indicated that they have taken steps to save electricity over the

past 12 months. Subsequently, a higher percentage of the respondents (56 percent) reported that

they would be willing to take or are planning to take additional steps within the next 12 months to save

more electricity at home (see Figure 11).

Spent more money on electricity saving

actions in the most recent 12 month

period21.9%

Spent less money on electricity savings in the most recent 12

month period15.9%

Don’t know/Not sure62.2%

Spend on electricity saving actions in the last 12 months (n=384)


Figure 11: Additions steps respondents’ would be willing to take or are planning to take in the next 12 months to save electricity at home [Source: Mthente, 2013]


percentage of respondents utilising Blue Route Mall (71.1 percent), Canal Walk (73.7 percent),

Eikestad Mall (78.9 percent), Somerset Mall (63.2 percent) and Tygervalley Mall (84.2 percent) would

be willing to or are planning to take additional steps within the next 12 months to save more electricity

at home..

Table 5: Whether respondents would be willing to take or are planning to take additional steps within the next 12 months to save electricity at home

Fieldwork sites

Are there additional steps you would be willing to take or are planning to take within the next 12 months in order to save more

electricity at home?

Yes No Total


Canal Walk 73.7% 26.3% 100%

Cavendish Mall 31.6% 68.4% 100%





Sunset Mall 41.5% 58.5% 100%



Total 56% 44% 100% [Source: Mthente, 2013]

Yes56.0%

No44.0%

Are there additionial steps you would be willing to take or are planning to take within the next 12 months in order to save more electricity at home?

(n=384)


Key:


Having investigated whether respondents were planning to take additional steps within the next 12

months to save electricity at home, 84.7 percent of respondents indicated that they would change

their behaviour in efforts to save electricity (see Figure 12).iii Specific behavioural changes are,

however; unknown and thus, present an area for further qualitative research. Moreover, the findings

from the survey are unable to indicate whether such behavioural change will be positive or negative.

Figure 12: Step(s) respondents plan to take to save electricity [Source: Mthente, 2013]

Of the respondents that indicated that they would be willing to or are planning to take additional steps

to save electricity, 56.3 percent indicated that they were “very confident/confident” that the steps they

plan to take will save a meaningful amount of electricity (see Figure 13).

iii It should be noted that, the totals presented in Figure 12 add to more than 100 percent because of multiple response

(i.e. respondents could give more than one answer to the question).

0.5%

5.1%

11.2%

14.0%

15.8%

15.8%

20.0%

22.3%

84.7%

0% 20% 40% 60% 80% 100%

Purchasing a heat pump

Other

Ceiling insulation

Hot box

Compact fluorescent lamps (CFLs)

Not sure

LED lights to replace incandescent

Purchasing a solar water heater

Behaviour change

Step(s) respondents plan to take in saving electricity


Res

po

nse

op

tio

ns


Figure 13: Respondents’ level of confidence that the steps they plan to take will save a meaningful about of electricity [Source: Mthente, 2013]

3.3.2 Electricity saving conversations and the impact

Having investigated respondents’ current and future electricity saving behaviour, the respondents

were asked a series of questions related to whether they have initiated conversations about saving

electricity in the past 12 months and the impact of these conversations (i.e. tangible impact regarding

electricity saving behaviour). As reflected in Figure 14, 56 percent of the respondents indicated that

they have initiated conversations with others about saving electricity in the past 12 months. This

perhaps illustrates a proactive behaviour amongst respondents to increase their efforts in saving

electricity/helping others to save.

3.7%

17.2%

22.8%

45.6%

10.7%

0% 10% 20% 30% 40% 50%

Not confident at all

Somewhat confident

Neither somewhat confident nor confident

Confident

Very confident

Respondents' level of confidence that the steps they plan to take will save

a meaningful amount of electricity (n=384)


Res

po

nse

op

tio

ns


Figure 14: Conversations initiated with others about saving electricity in the past 12 months [Source: Mthente, 2013]


percentage of respondents utilising Blue Route Mall (71.1 percent), Canal Walk (68.4 percent),

Eikestad Mall (68.4 percent), Somerset Mall (63.2 percent) and Tygervalley Mall (78.9 percent) have

initiated conversations with others about saving electricity in the past 12 months.

Table 6: Whether respondents have initiated conversations with others about saving electricity in the past 12 months

Fieldwork sites

Have you initiated conversations with others about saving electricity in the past 12 months?

Yes No Total


Canal Walk 68.4% 31.6% 100%






Sunset Mall 48.8% 51.2% 100%



Total 56% 44% 100% [Source: Mthente, 2013]

Yes56.0%

No44.0%

Conversations initiated with others about saving electricity in the past 12 months (n=384)


Key:


The respondents that indicated that they have initiated conversations with others about saving

electricity in the past 12 months reported that they have predominantly initiated such conversations

with community members (i.e. other than neighbours) (93.7 percent) and family/members of the

household (90.7 percent).iv

Figure 15: Stakeholders respondents have initiated conversations with about saving electricity in the past 12 months [Source: Mthente, 2013]

In terms of the frequency of electricity saving conversation, Figure 16 illustrates that 41.2 percent of

respondents have initiated such conversations “sometimes” with 22.7 percent of respondents noting

such conversations were held frequently.

iv It should be noted that, the totals presented in Figure 15 add to more than 100 percent because of multiple response


0.0%

10.2%

38.9%

46.3%

90.7%

93.7%

0% 20% 40% 60% 80% 100%

Others

Domestic worker(s)

Neighbours

Co-workers/colleagues

Family/members of the household

Community members (i.e. other than neighbours)

Who have you initiated conversations withabout saving electricity in the past 12 months?


Res

po

nse

op

tio

ns


Figure 16: Frequency at which respondents initiated conversations with others about saving electricity [Source: Mthente, 2013]

3.3.3 Observed electricity saving behaviour

In order to ascertain whether conversations resulted in behaviour change, respondents were asked if

they observed any electricity saving actions. Figure 17 shows that the highest percentage of the

respondents (59.4 percent) have not seen family members/colleagues/neighbours taking action to

save electricity in the last 12 months, with 40.6 percent of the respondents indicated that they have.

Examples of such actions are unknown, and presents another area for further qualitative research.

5.1%

11.1%

19.9%

41.2%

22.7%

0% 10% 20% 30% 40% 50%

Don’t know/Cannot recall

Rarely

Occasionally

Sometimes

Frequently

Frequency at which respondents initiated conversations with others about saving electricity


Res

po

nse

op

tio

ns


Figure 17: Observed electricity saving behaviour by family members/colleagues/neighbours in the last 12 months [Source: Mthente, 2013]

The respondents that indicated that they have seen family members/colleagues/neighbours taking

action to save electricity in the last 12 months 41.1 percent reported that they have witnessed these

electricity saving actions “sometimes,” with three out of every 20 respondents (15.2 percent) reported

low observation related to witnessing electricity saving actions by family

members/colleagues/neighbours.

Yes40.6%

No59.4%

In the last 12 months, have you seen family members/colleagues/neighbours taking action to save electricity outside

your own household? (n=384)


Figure 18: Frequency at which respondents have witnessed the electricity saving actions [Source: Mthente, 2013]

In order to gain insight into respondents’ actual attempts to reduce electricity use by others, more

than two-thirds of the respondents (74.2 percent) indicated that they have not tried to reduce

electricity use by others, outside of their household (see Figure 19). The finding illustrates that despite

the fact that more than half of the respondents have taken, and are willing to take additional steps to

save electricity, most have not attempted to reduce electricity use of others.

Figure 19: Attempts to reduce electricity use by others, outside respondents’ household [Source: Mthente, 2013]

3.8%

11.4%

24.1%

41.1%

19.6%

0% 10% 20% 30% 40% 50%

Don’t know/Cannot recall

Rarely

Occasionally

Sometimes

Frequently

Frequency at which respondents have witnessed the electricity saving actions (n=384)


Res

po

nse

op

tio

ns

Yes25.8%

No74.2%

Attempts to reduce electricity use by others, outside respondents' household (n=384)



percentage of the respondents (63.2 percent) that have attempted to reduce electricity use by others,

outside of their household were those utilising Tygervalley Mall.

Table 7: Whether respondents have tried to reduce electricity use by others, outside of their own household

Fieldwork sites Have you tried to reduce electricity use by others, outside of your

own household?

Yes No Total


Canal Walk 23.7% 76.3% 100%






Sunset Mall 19.5% 80.5% 100%




Key:


3.3.4 Barriers to saving electricity

Figure 20 shows that the majority of the respondents (74.2 percent) indicated that there are no

obstacles preventing them from doing more to save electricity in their home(s).


Figure 20: Obstacles preventing respondents’ from doing more to save electricity in their home [Source: Mthente, 2013]


percentage of the respondents (62.2 percent) that indicated that there are barriers preventing them

from doing more to save electricity in their home were those utilising Gardens Centre.

Table 8: Whether respondents’ face any obstacles which prevents them from doing more to save electricity in their home(s)

Fieldwork sites Is there anything stopping you from doing more to save electricity

in your home?

Yes No Total


Canal Walk 5.3% 94.7% 100%






Sunset Mall 26.8% 73.2% 100%




Key:


Yes25.8%

No74.2%

Is there anything stopping you from doing more to save electricity in your home (n=384)


The respondents that indicated that there are barriers inhibiting them from doing more to save

electricity in their home(s) (25.8 percent) highlighted the following as the top five barriers:

1. Not enough time to do so (i.e. too busy) (49 percent).

2. Not sure what the right thing is to do/to do next (38.8 percent).

3. Not a priority in my life right now (26.5 percent).

4. Too expensive (25.5 percent).

5. Do not know/have not thought about it as much (16.3 percent).

The findings in Figure 21v illustrate that the barriers preventing respondents from doing more to save

are largely personal perceptions/schedules, as well as knowledge-related issues, and to a lesser

degree the financial aspects associated with saving electricity.

Figure 21: Barriers inhibiting respondents’ from doing more to save electricity in their home(s) [Source: Mthente, 2013]

v It should be noted that, the totals presented in Figure 21 add to more than 100 percent because of multiple response (i.e.

respondents could give more than one answer to the question).

0.0%

3.1%

7.1%

16.3%

25.5%

26.5%

38.8%

49.0%

0% 20% 40% 60%

Other

Not sure who can install (knowledge or trust)

Not sure how to identify quality products

Don’t know/Never thought about it as much

Too expensive

Not a priority in my life right now

Not sure what the right thing is to do/to do next

Not enough time to do so (i.e. too busy)

Barriers inhibiting respondents' fromdoing more to save electricity in their home(s)


Res

po

nse

op

tio

ns


When the respondents were asked to indicate who they thought should be assisting them most to

save electricity, almost half of the respondents (48.7 percent) mentioned the electricity provider,

Eskom, with 31 percent of the respondents mentioning the City of Cape Town (see Figure 22).

Figure 22: Respondents’ perceptions of who should be helping them most to save electricity [Source: Mthente, 2013]

SUMMARY FINDINGS AND AREAS REQUIRING FURTHER RESEARCH: CONSUMER ELECTRICITY SAVING MEASURES

More than half of the respondents (53.4 percent) indicated that the cost of electricity is a

“moderate/extreme concern” for their household.

o Areas requiring further research: Why is the cost of electricity a

moderate/extreme concern? What can be done to increase these concern(s)?

Why is the cost of electricity not a concern for 10.4 percent of the

respondents?

Almost a half of the respondents indicated that their desire to save electricity remained

unchanged over the past 12 months. The respondents that noted a decline in their desire to

save electricity over the past 12 months were predominantly respondents utilising Cavendish

Mall (47.4 percent). In contrast, the highest percentage of the respondents utilising Eikestad

Mall (34.2 percent) reported an increase in their desire to save electricity over the past 12

months.

Eskom48.7%

City of Cape Town31.0%

National Government16.1%

Others4.2%

Who do you think should be helping you MOST to save electricity? (n=384)


o Areas requiring further research: Why have 48.7 percent of the respondents’

desire to save electricity remained unchanged over the past 12 months?

Despite the fact that the highest percentage of the respondents’ (48.7 percent) indicated that

their desire to save electricity remained the same, 51.6 percent have taken steps at home to

save electricity over the past 12 months. The highest percentage of the respondents that

have taken steps to save electricity were those utilising Canal Walk (81.6 percent),

Tygervalley Mall (76.3 percent) and Blue Route Mall (73.7 percent). In contrast, the

respondents that indicated that they have not taken steps at home to save electricity in the

past 12 months were predominantly respondents utilising Galleria Centre (83.8 percent),

Gardens Centre (75.7 percent) and Tableview Mall (75.6 percent).

o Areas requiring for further research: What type of steps were taken at home to

save electricity (i.e. concrete examples)? What can be done to get more people

to take steps to save electricity?

Most of the respondents (62.2 percent) indicated that they were unsure as to whether they

spent more or less regarding electricity saving actions in the last 12-months.

More than half of the respondents (56 percent) reported that they would be willing to take or

are planning to take additional steps in order to save more. These steps include changing

their behaviour (84.7 percent), purchasing a SWH (22.3 percent) and/or purchase LED lights

to replace incandescent (20 percent) over the next year to save more. The respondents

willing to take or planning to take additional steps to save were largely those utilising

Tygervalley Mall (84.2 percent), Eikestad Mall (78.9 percent) and Canal Walk (73.7 percent).

On the other end of the spectrum, the respondents that responded negatively were

predominantly those utilising Cavendish Mall (68.4 percent), Tableview Mall (65.9 percent)

and Gardens Centre (59.5 percent).

o Areas requiring further research: In what ways do respondents plan to change

their behaviour in order to save more electricity at home within the next 12

months?

The highest percentage of the respondents (56.3 percent) indicated that they were “very

confident/confident” that the steps they plan to take will save a meaningful amount of


electricity.

More than half of the respondents (56 percent) indicated that they have initiated

conversations predominantly amongst community members (i.e. other than neighbours) (93.7

percent) and family/members of the household (90.7 percent) about saving electricity in the

past 12 months. These conversations were predominantly initiated by respondents utilising

Tygervalley Mall (78.9 percent), Blue Route Mall (71.1 percent), Canal Walk (68.4 percent)

and Eikestad Mall (68.4 percent). The highest percentage of the respondents that indicated

that they have not initiated such conversations were predominantly those utilising Cavendish

Mall (65.8 percent), Gardens Centre (62.2 percent) and Tableview Mall (58.5 percent).

o Areas requiring further research: What was the nature of such electricity

saving conversations (i.e. what was the content of such conversations)?

The highest percentage of the respondents (59.4 percent) have not seen family

members/colleagues/neighbours taking actions to save electricity, and 74.2 percent of the

respondents reported that they have not attempted to reduce electricity use amongst people

outside their household. The highest percentage of the respondents that indicated that they

have tried to reduce electricity use by others, outside of their household were those utilising

Tygervalley Mall (63.2 percent).

o Areas requiring further research: Why have respondents not attempting to

reduce electricity use by others, outside their household (i.e. what are the

reasons)?

74.2 percent of the respondents indicated that nothing stops them from doing more to save

electricity in their home(s). The highest percentage of the respondents that indicated that

there are barriers inhibiting them from doing more to save electricity in their home(s) were the

respondents utilising Gardens Centre (62.2 percent).

o Areas requiring further research: What other factors/obstacles inhibit 25.8

percent of the respondents from doing more to saving electricity in their

home(s)?

The highest percentage of the respondents (48.7 percent) identified Eskom as the

organisation most responsible in helping them save electricity.


3.4 Perceptions regarding the state of electricity

Figure 23 illustrates that 58.8 percent of the respondents “strongly agreed/agreed” that there is an

electricity shortage in the country; however, 21.1 percent “disagreed,” and less than 5 percent

“strongly disagreed” with the statement. The reasons for the findings as illustrated in Figure 23 are

unknown and this presents an area for further qualitative research.

Figure 23: Respondents’ perceptions regarding whether there is an electricity crisis in the country [Source: Mthente, 2013]

Similarly, Figure 24 illustrates that more than half of the respondents (58.9 percent) indicated that

there is an electricity shortage in Cape Town. Again, reasons for these findings is unknown, and

presents an area for further qualitative research

3.1%

2.1%

21.1%

14.8%

32.0%

26.8%

0% 10% 20% 30% 40%

Don't know

Strongly disagree

Disagree

Neither disagree not agree

Agree

Strongly agree

Respondents' perceptions regarding whetherthere is an electricity shortage in the country (n=384)


Res

po

nse

op

tio

ns


Figure 24: Respondents’ perception regarding electricity shortages in Cape Town [Source: Mthente, 2013]

SUMMARY FINDINGS AND AREAS REQUIRING FURTHER RESEARCH: PERCEPTIONS REGARDING THE STATE OF ELECTRICITY

The highest percentage of the respondents (58.8 percent) indicated that there is an electricity

shortage in the country, with a similar percentage (58.9 percent) of respondents noting that

there is an electricity shortage in Cape Town.

3.5 The Electricity Saving Campaign (ESC)

3.5.1 Awareness regarding messages related to saving electricity

Having investigated consumer electricity saving measures and respondents’ perceptions regarding

the state of electricity, the survey respondents were asked a series of questions related to messages,

logos, and tips related to saving electricity. Figure 25 illustrates that approximately three-quarters of

the respondents surveyed (75.8 percent) have heard messages about saving electricity within the

past 12 months.

Yes58.9%

No41.1%

Is there an electricity shortage in Cape Town? (n=384)


Figure 25: Whether respondents’ have heard any messages about saving electricity within the past 12 months [Source: Mthente, 2013]

The respondents that indicated that they have heard messages about saving electricity indicated that

they have heard messages related to “tips on how to save” (97.6 percent).vi

Figure 26: Messages heard [Source: Mthente, 2013]

vi It should be noted that, the totals presented in Figure 26 add to more than 100 percent because of multiple response


Yes75.8%

No24.2%

Have you heard any messages about saving electricity within the past 12 months (n=384)

0.3%

6.9%

13.1%

13.1%

17.0%

27.7%

33.2%

97.6%

0% 20% 40% 60% 80% 100%

Other

Emotional appeals

Websites or phone numbers to learn more

Financing schemes to help pay for solar water heater or heat pump monthly

Rebate programmes for buying a solar water heater or heat pump

Companies promoting their products as energy efficient

Environmental messages

Tips on how to save

Messages heard


Res

po

nse

op

tio

ns


3.5.2 Source and impact of messaging

The respondents that indicated that they had heard messages about saving electricity indicated that

they have predominantly heard “tips on how to save” messages via the television (88.6 percent), print

media (e.g. newspapers, magazines) (63.1 percent) and radio (57.9 percent). The findings suggest

that television, print media and radio have been most effective in communicating messages about

saving electricity and provide the ESC with good targeted channels of communication.

Figure 27: Source of the messaging [Source: Mthente, 2013]

Despite the fact that 75.8 percent of the respondents indicated that they have heard messages about

saving electricity, more than half of the respondents (55.4 percent) indicated that they have not taken

actions based on the messages heard, whilst 33.8 percent of respondents indicating that they have

taken action in this regard. On average, these respondents indicated spending R905.54 on electricity

saving actions. The latter findings highlights a discrepancy related to the amount respondents spend

on electricity saving actions. Respondents previously indicated that they spent, on average, R473.14

on electricity saving actions over the last 12 months (please consult pg. 12), compared to the

R905.54 spent on electricity saving actions based on electricity saving messages heard. Hence, the

0.4%

18.2%

3.8%

57.9%

11.9%

63.1%

88.6%

99.6%

81.8%

96.8%

42.1%

88.1%

36.9%

11.4%

0% 20% 40% 60% 80% 100%

Other

Handouts

Meeting debriefs and updates

Radio

Electronic media

Print media

Television

Source of the messaging

No Yes


Res

po

nse

op

tio

ns


findings suggest that respondents are unable to accurately report the average amount spent on

electricity saving actions.

Figure 28: Action taken based on messaging [Source: Mthente, 2013]

Figure 29 illustrates that almost all of the respondents (99 percent) have not visited a website or

called a phone number to learn more about saving electricity in the past 12 months.

Figure 29: Whether respondents’ have visited a website or called a phone number to learn about saving electricity in the past 12 months [Source: Mthente, 2013]

Yes33.8%

No55.4%

Not sure10.8%

Action taken based on messaging (n=384)

Yes1.0%

No99.0%

Have you visited a website or called a phone number to learn more about saving electricity in the past 12 months?


3.5.3 Awareness of the ESC

In order to test the extent of awareness of the ESC, Figure 31 illustrates that approximately half of the

respondents (50.5 percent) have seen the ESC logo (see Figure 30). The findings suggest that,

despite the fact that the campaign is in its infancy, the messaging (i.e. logo, campaigns messages,

etc.) have to some extent penetrated the residential sphere within the Cape Town metropole.

Figure 31: Awareness of the Electricity Saving Campaign logo [Source: Mthente, 2013]


percentage of the respondents utilising Galleria Centre (54.1 percent), Gardens Centre (78.4

percent), Sunset Mall (65.9 percent), Tableview Mall (58.5 percent), and Tygervalley Mall (60.5

percent) have not seen the ESC logo. In contrast, the highest percentage of the respondents

utilising Canal Walk (73.7 percent), Blue Route Mall (65.8 percent), Eiskestad Mall (65.8 percent),

and Somerset Mall (60.5 percent) have seen the ESC logo. The findings illustrate greatest

awareness of the ESC logo amongst respondents utilising Canal Walk, Blue Route Mall, Eikestad

Mall and Somerset Mall.

Yes50.5%

No49.5%

Awareness of the ESC logo (n=384)

Figure 30: Electricity Saving Campaign logo [Source: City of Cape Town, 2013: http://www.capetown.gov.za/en/electricitysaving/Pages/default.aspx]

http://www.capetown.gov.za/en/electricitysaving/Pages/default.aspx

http://www.capetown.gov.za/en/electricitysaving/Pages/default.aspx


Table 9: Awareness of the Electricity Saving Campaign logo

Fieldwork sites Have you seen this logo (see Figure 29 above)?

Yes No Total


Canal Walk 73.7% 26.3% 100%






Sunset Mall 34.1% 65.9% 100%




Key:


Having investigated respondents’ awareness of the ESC logo, the sample of respondents were

probed as to their awareness of the ESC electricity saving tips (see Figure 32). Figure 33 illustrates

that more than half of the respondents (53.6 percent) have seen the electricity saving tips which was

were presented within the survey questionnaire (or similar-looking ones). The findings suggest that

the ESC has been able to reach the residents within the Cape Town metropole through the visible

communication of electricity saving tips.


Figure 33: Awareness of the ESC electricity saving tips [Source: Mthente, 2013]


percentage of the respondents utilising Galleria Centre (64.9 percent), Gardens Centre (83.8

percent), Sunset Mall (56.1 percent), and Tableview Mall (61 percent) have not seen the ESC

electricity saving tips. In contrast, the highest percentage of the respondents utilising Canal Walk

(76.3 percent), Eikestad Mall (76.3 percent), Blue Route Mall (73.7 percent) and Cavendish Mall (68.4

percent) have seen the ESC electricity saving tips. Hence, the finding illustrates greatest awareness

of the ESC electricity saving tips amongst respondents utilising Canal Walk, Eikestad Mall, Blue

Route Mall and Cavendish Mall.

Yes53.6%

No49.5%

Awareness of the ESC electricity saving tips (n=384)

Figure 32: ESC electricity saving tips [Source: City of Cape Town, 2013]


Table 10: Awareness of the Electricity Saving Campaign electricity saving tips

Fieldwork sites

Have you seen any of these tips or similar looking ones (see Figure 31 above)?

Yes No Total


Canal Walk 76.3% 23.7% 100%





Somerset Mall 50% 50% 100%

Sunset Mall 43.9% 56.1% 100%

Tableview Mall 39% 61% 100%



Key:


The findings in Figure 34vii illustrate that the top two channels of communication through which the

respondents have seen the electricity saving tips were television (70.9 percent), followed by print

media (e.g. online news, e-mail, sms, screen saver) (69.4 percent). As shown in Figure 27, the

findings presented in Figure 34 also identifies television and print media as the most effective channel

through which to communication aspects related to the ESC electricity saving tips/electricity saving

information.

vii

It should be noted that, the totals presented in Figure 34 add to more than 100 percent because of multiple response



Figure 34: Where electricity saving tips has been seen [Source: Mthente, 2013]

In order to gain insight into the most preferred channels of communication for electricity saving

information, the respondents highlighted the following as their top five preferred channels of

communication:

1. Radio and television advertisements (80.5 percent).

2. Television programmes (77.9 percent).

3. Print (e.g. newspapers, magazines, pamphlets) (72.4 percent).

4. Billboards (66.4 percent).

5. Street posters (64.1 percent).

However, it should be noted that, the CoCT ESC does not utilise television adverts/programmes to

promote and increase awareness in relation to the ESC electricity saving tips. Hence, the findings

suggest some confusion amongst respondents regarding the source of the electricity saving tips and

related information. In this regard, respondents are perhaps referring to Eskom’s power alert(s)

communicated via television advertisements/programmes.

1.5%

15.5%

46.1%

47.6%

69.4%

70.9%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Other

Electronic media

Rates bills

Handouts

Print media

Television

Where tips have been seen


Res

po

nse

op

tio

ns


Figure 35: Preferred channels of communication [Source: Mthente, 2013]

In order to effectively promote the ESC, the findings presented in Figure 35 illustrate that the ESC

and related communication should be communicated via radio and television advertisements,

television programmes, print media, billboards and street posters.

SUMMARY FINDINGS AND AREAS REQUIRING FURTHER RESEARCH: THE ELECTRICITY SAVING CAMPAIGN (ESC)

Three-quarters of the respondents (75.8 percent) have heard messages about saving

electricity, specifically “tips on how to save” (97.6 percent) in the past 12 months.

The source of the messaging related to “tips on how to save” was predominantly television

(88.6 percent), print media (e.g. newspapers, magazines) (63.1 percent), and radio (57.9

percent).

o Areas requiring further research: Which specific television

programmes/channels/broadcaster, print media and radio stations should be

12.0%

13.8%

19.8%

27.6%

32.6%

35.4%

37.5%

38.3%

44.3%

51.3%

60.7%

63.0%

64.1%

66.4%

72.4%

77.9%

80.5%

0% 20% 40% 60% 80% 100%

Community concerts

Sport events

Community meetings

Promotional competitions

Film and video

Social media

Sms

Electronic

Door to door visits

Direct mail

Radio programmes

Through friends/colleagues/family

Street posters

Billboards

Print

Television programmes

Radio and Television advertisements

Preferred channels of communication (% "yes" responses)


Res

po

nse

op

tio

ns


identified and utilised as part of the ESC?

However, more than half of the respondents that have heard these messages (55.4 percent)

have not taken action based on messaging.

o Areas requiring further research: Why have those who have heard electricity

saving messages not taken action based on the messaging (i.e. concrete

reasons/examples)?

Despite the fact that 75.8 percent of the respondents have heard messages about saving

electricity, almost all of the respondents (99 percent) have not visited a website or called a

phone number to learn more about saving electricity in the past 12 months.

o Areas requiring further research: Why have respondents who have heard

messages about saving electricity not done more to learn about saving

electricity in the past 12 months (i.e. what are the reasons)?

Awareness regarding the ESC is good, with 50.5 percent of the respondents being aware of

the ESC logo. The highest percentage of the respondents that have seen the ESC logo were

predominantly respondents utilising Canal Walk (73.7 percent), Blue Route Mall (65.8

percent), Eikestad Mall (65.8 percent), Somerset Mall (60.5 percent) and Cavendish Mall

(57.9 percent). In contrast, the highest percentage of the respondents who have not seen the

ESC logo were predominantly respondents utilising Gardens Centre (78.4 percent), Sunset

Mall (65.9 percent), Tygervalley Mall (60.5 percent) and Tableview Mall (58.5 percent).

More than half of the respondents (53.6 percent) have seen the ESC electricity saving tips.

This was seen predominantly via television (70.9 percent) and print media (e.g. newspapers,

magazines) (69.4 percent). The highest percentage of the respondents who have seen the

ESC electricity saving tips were those predominantly utilising Eikestad Mall (76.3 percent),

Canal Walk (76.3 percent), Blue Route Mall (73.7 percent) and Cavendish Mall (68.4

percent). In contrast, the highest percentage of the respondents who have not seen the ESC

electricity saving tips were largely respondents utilising Gardens Centre (83.8 percent),

Galleria Centre (64.9 percent), Tableview Mall (61 percent) and Sunset Mall (56.1 percent).

o Areas requiring further research: Through which specific television


programmes/channels/broadcaster and print media have respondents seen the

ESC electricity saving tips?

In order to communicate electricity saving information, the ESC should utilise radio and

television advertisements (80.5 percent), television programmes (77.9 percent) and print

(72.4 percent).

o Areas requiring further research: Which specific television

programmes/channels/broadcaster and print media should the ESC utilise to

effectively communicate electricity saving information?


3.6 Key findings for the Electricity Saving Campaign (ESC)

This section presents key findings aimed to assist in the refinement of communication messages in

general and the ESC in particular. The key findings are presented below.

Awareness of electricity saving messaging is good. Three-quarters of the respondents (75.8

percent) have heard messages about saving electricity, with particular reference to the “tips

on how to save” (97.6 percent).

Most of the respondents obtained information regarding “tips on how to save” via television

(88.6 percent), print media (63.1 percent) and radio (57.9 percent).

Despite the fact that the majority of the respondents have heard messages about saving

electricity, 55.4 percent indicated that they have not taken any action based on these

messages.

Awareness of the ESC logo and the campaign’s electricity saving tips is good. More than half

of the respondents were aware of the ESC logo (50.5 percent), as well as the campaign’s

electricity saving tips (53.6 percent).

The top three channels through which respondents received/obtained information regarding

the ESC’s electricity saving tips were television (70.9 percent), print media (69.4 percent) and

handouts (47.6 percent).

The top three preferred channels of communication to receive information about saving

electricity were radio and television advertisements (80.5 percent), television programmes

(77.9 percent) and print (72.4 percent).


4. Conclusion

This chapter summarises the key findings that have emerged from the survey research.

4.1 Respondent and household profile, electricity use

and consumer electricity saving measures

The findings that emanated from the survey indicate that the typical profile of the respondents were

coloured, males aged 43.4 years who owned the house in which they reside. The average

households comprises of 2.82 adults and 4.56 children.

In terms of electricity payment methods, 67.4 percent of the respondents indicated that they utilise the

pre-paid electricity meter and spend an average of R792.71 per month on electricity. Most of the

respondents identified hot water cylinders (including geyser or similar) (78.3 percent),

stove/oven/cooker (64.5 percent) and lights (41.5 percent) as the top three items which consumes the

most electricity in their household. In terms of electricity use in the household, the majority of the

respondents (93 percent) indicated that they have an electric geyser, with less than 10 percent

owning a SWH.

The cost of electricity was highlighted as a concern for more than half of the respondents (53.4

percent), with approximately half of the respondents (48.7 percent) indicating that their desire to save

electricity has remained unchanged over the past 12 months. More than half of the respondents

(51.6 percent) indicated that they have taken steps to save electricity over the past 12 months.

Moreover, 56 percent of the respondents indicated that they would be willing to take or are planning

to take additional steps within the next 12 months in order to save more electricity at home. According

to respondents, these steps will include changing their behaviour, purchasing a SWH and/or

purchasing LED lights to replace incandescents. The findings illustrate respondents’ willingness to do

more to save electricity in their home(s). In terms of outcomes related to electricity saving actions,

more than half of the respondents (56.3 percent) indicated that they were “very confident/confident”

that the steps they plan to take will save a meaningful amount of electricity.


More than half of the respondents (56 percent) have initiated conversations largely amongst

community members (93.7 percent) and family/members of the household (90.7 percent) about

saving electricity in the past 12 months. The highest percentage of the respondents (59.4 percent)

have not seen family members/colleagues/neighbours taking action to save electricity, with 74.2

percent of the respondents have not attempted to reduce electricity use by others outside their

household.

4.2 The Electricity Saving Campaign (ESC)

More than half of the respondents indicated that there is an electricity shortage in the country (58.8

percent – “strongly agree/agree”), as well as within Cape Town (58.9 percent).

In terms of electricity saving messages, the highest percentage of the respondents (75.8 percent)

indicated that they have heard messages about saving electricity. Of the respondents that have

heard messages about saving electricity, 97.6 percent of the respondents have heard messages

regarding “tips on how to save” predominantly via the television (88.6 percent), print media (63.1

percent) and radio (57.9 percent). It should, however, be noted that, the CoCT ESC does not utilise

television adverts/programmes to promote and increase awareness in relation to the ESC electricity

saving tips. Hence, the findings suggest some confusion amongst respondents regarding the source

of the electricity saving tips and related information. In this regard, respondents are perhaps referring

to Eskom’s power alert(s) communicated via television advertisements/programmes.

Despite the fact that most of the respondents have heard messages about saving electricity, more

than half (55.4 percent) have not taken action based on the messaging. Although respondents have

taken action to save electricity, findings, however, suggests that respondents are unable to accurately

report the average amount spent on electricity saving actions.

Awareness regarding the ESC is good, with 50.5 percent of the respondents who were aware of the

campaign’s logo, and 53.6 percent who have seen the ESC’s electricity saving tips predominantly via


television (70.9 percent), and print media (69.4 percent). Regarding the preferred channel of

communication for electricity saving information, the respondents highlighted the following as the top

three: (i) radio and television advertisements (80.5 percent); (ii) television programmes (77.9 percent);

and (iii) print (72.4 percent).


Appendix I: Survey Questionnaire

CITY OF CAPE TOWN

Electricity Saving Campaign Baseline Survey 2013

Checked by Fieldworker (signature)

Checked by Supervisor (signature)

Interviewer Code

Fieldwork Location/Site

Respondent Name/Surname

Respondent Physically Address

Respondent Contact Details

Suburb

QUESTIONNAIRE NUMBER

PLACE STICKER HERE

Respondent Selection Procedure

Select a random respondent going in OR coming out of the identified mall(s).


Introduction

On behalf of the City of Cape Town, Ozinsky Consulting commissioned Mthente Research and Consulting Services (Pty) Ltd to conduct a baseline survey into consumer behaviour and attitude regarding electricity use and saving in your home. Your identity will be kept strictly confidential, and anonymity is guaranteed.

SECTION 1: ELECTRICITY USE IN THE HOUSEHOLD

1. Does your home have a: READ

OPTIONS CIRCLE ONE RESPONSE FOR EACH ROW

Yes No

Solar water heater 1 2

Heat pump 1 2

Electric geyser 1 2

2. Are you the one paying the electricity bill in your home? CIRCLE ONE ONLY

YES 1

NO 2

3. Do you use a pre-paid electricity meter or do you receive a monthly bill?

READ OPTIONS

CIRCLE ONE ONLY

Pre-paid electricity 1

Monthly electricity bill (i.e. credit electricity meter) 2

NOTE TO FIELDWORKER: RESPONDENT SCREENING

a. Please ensure the respondent is 25 YEARS OR OLDER. b. Please ensure the respondents’ HOME HAS AN ELECTRIC GEYSER, SOLAR WATER

HEATER, HEAT PUMP OR GAS WATER HEATER. c. Please ensure the respondent is a CAPE TOWN RESIDENT. d. Please ensure the respondent FALLS WITHIN LSM 7-10 (i.e. average monthly household

income of R10,255.00 or more).

IF THE RESPONDENT DOES NOT MEET ALL OF THE CRITERIA ABOVE, CONTINUE TO THE NEXT RESPONDENT.


4. What item in your household consumes the most electricity?

READ OPTIONS

MULTIPLE RESPONSE

Hot water cylinder (including geyser, or similar) 1

Home heating (i.e. heaters, under floor heating, panel heaters and aircon)

2

Lights 3

Stove/oven/cooking 4

Washing machine 5

Dishwasher 6

Fridge/Freezer 7

Tumble dryer 8

Pool pump(s) 9

Other (Please specify):

10

5. On average, how much do you spend on electricity per month, including both winter and summer?

INSERT RAND AMOUNT

SECTION 2: CONSUMER ELECTRICITY SAVING

MEASURES

6. How much is the cost of electricity a financial concern for your household?

READ OPTIONS

CIRCLE ONE ONLY

Not a concern at all 1

Slight concern 2

Somewhat a concern 3

Moderate concern 4

Extreme concern 5


7. How would you say your desire to save electricity has changed over the past 12 months?

READ OPTIONS

CIRCLE ONE ONLY

Much less 1

Less 2

Remained the same 3

Greater 4

Much greater 5

8. Have you taken steps at home to save electricity in the past 12 months?

CIRCLE ONE ONLY

YES 1

NO 2

9. How much do you estimate your household has spent on electricity SAVING actions in the past 12 months?

INSERT RAND AMOUNT

10. Compared to the previous 12 months, would you say you have:

FIELDWORKER NOTE: BOTH SUMMER AND WINTER

READ OPTIONS

CIRCLE ONE ONLY

Spent more money on electricity saving actions in the most recent 12 month period

1

Spent less money on electricity savings in the most recent 12 month period

2

Don’t know/Not sure 99

11. Are there additional steps you would be willing to take or are planning to take within the next 12 months in order to save more electricity at home?

CIRCLE ONE ONLY

YES 1 CONTINUE TO QUESTION 12

NO 2 GO TO QUESTION 14


12. What step(s) are you planning to take?

DO NOT READ

OPTIONS

MULTIPLE RESPONSE

Behaviour change 1

Hot box 2

Compact fluorescent lamps (CFLs) 3

LED lights to replace incandescent 4

Ceiling insulation 5

Purchasing a solar water heater 6

Purchasing a heat pump 7

Not sure 8


9

13. How confident are you that steps you plan to take will actually save a meaningful amount of electricity?

READ OPTIONS

CIRCLE ONE ONLY

Not confident at all 1

Somewhat confident 2

Neither somewhat confident nor confident 3

Confident 4

Very confident 5

14. Have you initiated conversations with others about saving electricity in the past 12 months?

CIRCLE ONE ONLY



15. Who have you initiated conversations with about saving electricity in the past 12 months?

READ OPTIONS

MULTIPLE RESPONSE

Family/members of the household 1

Domestic worker(s) 2

Neighbours 3

Co-workers/colleagues 4

Community members (i.e. other than neighbours) 5

Others (Please specify):

6


16. How frequently have you initiated conversation with the stakeholders highlighted in Q15?

READ OPTIONS

CIRCLE ONE ONLY

Rarely 1

Occasionally 2

Sometimes 3

Frequently 4

Don’t know/Cannot recall 99

17. In the last 12 months, have you seen family members/colleagues/neighbours taking action to save electricity outside your own household?

CIRCLE ONE ONLY



18. How frequently have you witnessed the electricity saving actions highlighted in Q17?

READ OPTIONS

CIRCLE ONE ONLY

Rarely 1

Occasionally 2

Sometimes 3

Frequently 4

Don’t know/Cannot recall 99

19. Have you tried to reduce electricity use by others, outside of your own household (e.g. at work, religious institutions, sports clubs, etc.)?

CIRCLE ONE ONLY

YES 1

NO 2

20. Is there anything stopping you from doing more to save electricity in your home?

CIRCLE ONE ONLY




21. What barriers inhibit you from doing more to save electricity in your home?

DO NOT READ OPTIONS

MULTIPLE RESPONSE

Too expensive 1

Not enough time to do so (i.e. too busy) 2

Not sure what the right thing is to do/to do next 3

Not sure how to identify quality products (i.e. LEDs, solar water heaters, CFLs, heat pumps, showerheads low-flow, geyser blankets, geyser timers)

4

Not sure who can install (knowledge or trust) 5

Don’t know/Never thought about it as much 6

Not a priority in my life right now 7


8

22. Who do you think should be helping

you MOST to save electricity? READ

OPTIONS CIRCLE ONE ONLY

Eskom 1

City of Cape Town 2

National Government 3

Others (Please specify):

4

SECTION 3: PERCEPTIONS REGARDING THE STATE OF

ELECTRICITY

23. Please indicate along a scale of 1 to 5 with 1 being ‘Strongly disagree’ and 5 being ‘Strongly agree’ whether you agree with the following statement:

Strongly disagree

Disagree Neither

disagree nor agree

Agree Strongly agree

Don’t know

“There is an electricity shortage in the country.”

1 2 3 4 5 99


24. Is there an electricity shortage in Cape Town? CIRCLE ONE ONLY

YES 1

NO 2

SECTION 4: THE ELECTRICITY SAVING CAMPAIGN

25. Have you heard any messages about saving electricity within the past 12 months?

CIRCLE ONE ONLY



26. What messages have you heard? DO NOT READ

OPTIONS MULTIPLE RESPONSE

Tips on how to save 1

Websites or phone numbers to learn more 2

Rebate programmes for buying a solar water heater or heat pump

3

Financing schemes to help pay for solar water heater or heat pump monthly

4

Companies promoting their products as energy efficient 5

Environmental messages (e.g., use less electricity, save the planet)

6

Emotional appeals (i.e. for future generations, for the country, etc.)

7


8


27. What was the source of these messages?

READ OPTIONS

CIRCLE ONE RESPONSE FOR

EACH ROW If yes, please specify:

Yes No

Television 1 2

Print media (e.g. newspapers, magazines) 1 2

Electronic media (e.g. online news, e-mail, sms, screen saver)

1 2

Radio 1 2

Meeting debriefs and updates 1 2

Handouts 1 2


1 2

28. Did you take action based on these messages? CIRCLE ONE ONLY



NOT SURE 99 GO TO QUESTION 30

29. How much money do you estimate you spent in taking those actions?

INSERT RAND AMOUNT

30. Have you visited a website or called a phone number to learn more about saving electricity in the past 12 months?

CIRCLE ONE ONLY



31. If so, which?


32. Have you seen the logo above? CIRCLE ONE ONLY

YES 1

NO 2

33. Have you seen any of these tips or similar looking ones?

FIELDWORKER NOTE: PRODUCE TIPS HANDOUT

CIRCLE ONE ONLY




34. Where have you seen these tips? DO NOT READ

OPTIONS MULTIPLE RESPONSE

Television 1

Print media (e.g. newspapers, magazines) 2

Rates bills 4

Electronic media (e.g. online news, e-mail, sms, screen saver) 5

Handouts 6


7

35. Which channel(s) of communication works best for you for electricity saving information?

READ OPTIONS CIRCLE ONE RESPONSE FOR

EACH ROW

Yes No

Door to door visits 1 2

Sport events 1 2

Community concerts 1 2

Community meetings 1 2

Promotional competitions 1 2

Radio programmes 1 2

Television programmes 1 2

Radio and Television advertisements 1 2

Film and video 1 2

Print (e.g. newspapers, magazines, pamphlets) 1 2

Billboards 1 2

Electronic (e.g. e-mail, websites) 1 2

Sms 1 2

Social media (Facebook, Twitter, etc.) 1 2

Direct mail (letters sent to my address) 1 2

Street posters 1 2

Through friends/colleagues/family 1 2

SECTION 5: RESPONDENT PROFILE

MALE FEMALE

36. Record gender (BY OBSERVATION)

1 2


37. Record race (BY OBSERVATION)

Black 1

Coloured 2

Asian/Indian 3

White 4


5

38. What is your age today?

YEARS

SECTION 6: HOUSEHOLD PROFILE

39. How many adults live in your home?

INSERT RAW FIGURE

40. How many children live in your home?

INSERT RAW FIGURE

41. Does your family own or rent your residence?

READ OPTIONS

CIRCLE ONE ONLY

Own 1

Rent 2

SECTION 7: RECOMMENDATIONS

42. We have reached the end of the interview, were there any further comments or recommendations related saving electricity? Are there any further messages you would like to send to the City of Cape Town?


THANK YOU VERY MUCH FOR YOUR CO-OPERATION

FIELDWORKER DECLARATION

I hereby certify that this interview has been completed and checked in strict accordance with the instructions given to me.

FIELDWORKER NAME SIGNATURE DATE LENGTH OF INTERVIEW


QUALITY CONTROL SHEET (FOR OFFICE USE ONLY)

Fieldworker

Code

Questionnaire No.

Question Number

Query Checked

by (Initials)

Date Checked

Electricity Saving Campaign Baseline Survey

Documents

Transcript of Electricity Saving Campaign Baseline Survey