Parks Points

According to Parks Associates research, more than half (54%) of U.S. broadband households do not know if their electricity provider offers energy programs, such as rebates for energy products or time-of-use rate plans. Further, 19% report that their electricity provider offers energy programs but that they do not participate.

The large segment of consumers that is unaware of energy programs is an opportunity for utility providers, as low awareness and participation has largely been fueled by inadequate marketing and low general consumer interest. Those with positive attitudes towards technology, as well as residential security system owners, are more likely than others to report that their electricity providers offer energy programs. Households that have completed some home energy upgrades are much more likely to actually enroll in utility energy programs.

Utilities are in a unique position, as their customers span multi-generations, all income and education segments, renters, homeowners, and individuals in addition to families. Their relationship is often long term and they are considered a trusted advisor in their communities even though many consumers only interact with their utility when moving to a new residence, paying a monthly bill, or when an outage occurs.

For more information on this topic, see Parks Associates’ 360 View: Energy Management, Smart Home, and Utility Providers.