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Study Finds Five Categories of Residential Energy Consumers In US

A new study by the Smart Grid Consumer Collaborative (SGCC) has found that residential energy consumers in the US fall into five distinct categories.

The study says that these consumer categories determine their willingness to participate in energy management programs (ie. residential demand response).

The five categories are:

"Concerned greens" (31% of study participants) - These consumers are the most environmentally conscious and most likely to participate in energy management programs.

"Young Americans" (23% of study participants) - These consumers do not have substantial knowledge of the smart grid however are keen on learning more about cost savings and environmental impact.

"Easy Streeters" (20% of study participants) - These consumers have the highest income out of all study participants and are reluctant to change their energy consumption habits.

"DIY and Save Consumers" (16% of study participants) - This group of participants are most concerned with providing for their family and have little to no concern with environmental issues.

"Traditionals" (11% of study participants) - These consumers do not see the need for energy management and are very much set in their routine.

SGCC Executive Director Patty Durand says that understanding these distinct consumer segments will allow utilities to properly market programs to their various consumers.

“The day of the faceless rate payer gives way to a portrait of a real human being with a unique personality and distinct characteristics,” said Durand. “The results have the power to change the relationship between utilities and their customers.”

1200 people at random were selected for the study across the US.

The study also found that half of those surveyed had never heard the term "smart grid" or "smart meter."

Article spotted at Metering.com