decision analyst prepared for: strategic research analytics modeling optimization inside the mind of...
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Decision Analyst
Prepared for:
Strategic Research Analytics Modeling Optimization
Inside The Mind
Of the Residential Homeowner Consumer
Decision Analyst
Prepared for:
Better understand homeowners– Attitudes– Knowledge– Motivations– Energy efficiency activities
Most effective customer relationship plans
Identify ways to overcome barriers
Ask the right questions, get the right answers
Prepared For:
Copyright © 2013 Decision Analyst American Home Comfort Study 2002 - 2013 3
Conducted via the Internet
• American Consumer Opinion Panel
• Aug/Sept 2010 Sept 2012 + Jan 2013.
• National probability sample of homeowners
Respondent counts 2010
• 35,676 homeowners
• 6.6%/2,363 HVAC replacement market buyers
• 2.4%/854 New home purchasers
• 1.2%/436 Add-on HVAC customers
Respondent counts 2013
2013 Replacement 2460
Home Owner Decision Maker Consumer
Homeowners represent75 million out of 111 million
occupied living units in the U.S.
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The Homeowner Decision Maker
Faced a recent major recession which was brutal
Homeowner decision makers are different now
RetirementAhead
There are significantly fewer young homeowners
Soon to retire homeowners comprise a significantly larger group
The soon to retire are more apt to improve home comfort and home energy use.
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65 + 55 to 64 45 to 54 35 to 44 25 to 34 < 250%
5%
10%
15%
20%
25%
2010
2008
2006
The average age of U.S. homeowners is 47.2 years in 2010, compared to 45.7 years in 2008 and 45.4 years in 2006. The average age of homeowner replacement buyers in 2013 = 50.2
12% 22% 23% 23% 18% 2%14% 16% 22% 23% 20% 5%
13% 16% 22% 25% 19% 5%
Age
Homeownership Demographics
Recession’s GreatestEconomic Breakage
Recession’s Strongest Survivors
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20%
23%23%
22%
12%
Under 3535 to 4445 to 5455 to 6465 +
More than Half of homeowners are mature – Many want more comfort for less cost in their home
and can pay for the upgrade
Who Are They?
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5%
28%
48%
14%5%
Very Energy Efficient
Somewhat Energy Efficient
Neither Efficient or Inefficient
Somewhat Inefficient
Not Energy Efficient
4%
23%
51%
18%
4%
High Quality
Somewhat High Quality
Not High or Poor Quality
Somewhat Poor Quality
Poor Quality
Primary Residence - Total Homeowners
2010 What Do They Believe They Need?
Energy Efficiency Indoor Air Quality
14.5 millionhomes
16.5 millionhomes
Prepared For:
Copyright © 2013 Decision Analyst American Home Comfort Study 2002 - 2013 8
The Energy Star is a leading and well understood symbol
Only homeowners living under a rock don’t know the Energy Star Symbol
EPA Communication With Homeowners
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2006 2008 2010
84%90%
96%
11%6%
2%5% 4% 2%
Aware of Energy Star Not Aware Not Sure
Energy Star Symbol
The Energy Star symbol is not only well known, but also well known for the right reasons
The symbol has become highly influential to the homeowner in making major purchases for their home.
Awareness
96%
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Influences Purchase Decisions
Nine in ten know: The Energy Star symbol on a product means it meets the specifications established by the U.S. government
Seven in ten say: Any major appliance or equipment that I buy must have the Energy Star symbol
Communication
Prepared For:
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Many are trying to use less energy
A significant number do uninformed things
Few have contacted the EPA/Energy Star, local energy companies, or the DOE, or conducted an in-home energy audit.
How do each of these effective resources gain more communication with homeowner decision makers?
Are Homeowners Actively Perusing Energy Savings?
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Home Energy Saving Activities Take On Distinctively Different Results
There are those who don’timprove their home whensaving energy and
There are those who are investing intheir home’s future as they find new waysto save energy!
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2010 Energy Efficiency Activities Performed Past 24 MonthsThat do not improve the home
Approx. 36 mil ran ceiling fans and adjusted temps
(48%)
Approx. 28.5 mil lowered heating temps (38%) Approx. 25.5 mil took
cooling temps up (34%)
Approx. 23.25 mil used portable fans more (31%)
Approx. 9.75 mil began spot heating and cooling
(13%) Approx. 11.25 mil complied with city energy use
requests (15%)
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2010 Energy Efficiency Upgrade Activities
Performed Past 24 Months
Approx. 3.75 mil sealed ducts properly (5%)
Approx. 19.5 mil began programming their thermostat (26%)
Approx. 11.25 mil bought a new programmable thermostat (15%)
Approx. 14.25 mil cleaned coils (19%)
Approx. 3.75 mil began heating and cooling by zone (5%)
Approx. 4.5 mil purchased high efficiency central
equipment (6%)
Approx. 20.25 mil added caulking/weather stripping
(27%)
Approx. 9 mil installed energy efficient windows
(12%)
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2010 Energy Efficiency Activities Performed Past 24 Months
4.5 mil Consulted with Energy Star web site (6%)
3.75 mil Got an energy audit on their home (5%)
3 mil Consulted with the DOE web site (4%)
4.5 mil Consulted with local energy utility (6%)
Prepared For:
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It is imperative that we find a better way to discuss both energy usage and home comfort with the homeowner decision maker.
Homeowner Activities Past 24 Months