© 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.
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 2
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).
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 3
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.
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 4
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.
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 5
Figure 2: Mthente quality control, data capture and analysis process [Source: Mthente, 2013]
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 6
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.
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 7
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)
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 8
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
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 9
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
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 10
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)
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 11
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)
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 12
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.
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 13
Figure 9: Whether respondents’ have taken steps to save electricity over the past 12 months [Source: Mthente, 2013]
When the above findings are disaggregated by fieldwork sites, Table 4 illustrates that the highest
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)
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 14
Highest percentage of respondents
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)
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 15
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]
When the above findings are disaggregated by fieldwork sites, Table 5 illustrates that the highest
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
Blue Route Mall 71.1% 28.9% 100%
Canal Walk 73.7% 26.3% 100%
Cavendish Mall 31.6% 68.4% 100%
Eikestad Mall 78.9% 21.1% 100%
Galleria Centre 43.2% 56.8% 100%
Gardens Centre 40.5% 59.5% 100%
Somerset Mall 63.2% 36.8% 100%
Sunset Mall 41.5% 58.5% 100%
Tableview Mall 34.1% 65.9% 100%
Tygervalley Mall 84.2% 15.8% 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)
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 16
Key:
Highest percentage of respondents
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
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 17
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)
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 18
Figure 14: Conversations initiated with others about saving electricity in the past 12 months [Source: Mthente, 2013]
When the above findings are disaggregated by fieldwork sites, Table 6 illustrates that the highest
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
Blue Route Mall 71.1% 28.9% 100%
Canal Walk 68.4% 31.6% 100%
Cavendish Mall 34.2% 65.8% 100%
Eikestad Mall 68.4% 31.6% 100%
Galleria Centre 48.6% 51.4% 100%
Gardens Centre 37.8% 62.2% 100%
Somerset Mall 63.2% 36.8% 100%
Sunset Mall 48.8% 51.2% 100%
Tableview Mall 41.5% 58.5% 100%
Tygervalley Mall 78.9% 21.1% 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)
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 19
Key:
Highest percentage of respondents
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
(i.e. respondents could give more than one answer to the question).
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?
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 20
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
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 21
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)
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 22
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)
Percentage of respondents
Res
po
nse
op
tio
ns
Yes25.8%
No74.2%
Attempts to reduce electricity use by others, outside respondents' household (n=384)
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 23
When the above findings are disaggregated by fieldwork sites, Table 7 illustrates that the highest
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
Blue Route Mall 28.9% 71.1% 100%
Canal Walk 23.7% 76.3% 100%
Cavendish Mall 28.9% 71.1% 100%
Eikestad Mall 23.7% 76.3% 100%
Galleria Centre 8.1% 91.9% 100%
Gardens Centre 10.8% 89.2% 100%
Somerset Mall 31.6% 68.4% 100%
Sunset Mall 19.5% 80.5% 100%
Tableview Mall 19.5% 80.5% 100%
Tygervalley Mall 63.2% 36.8% 100%
Total 25.8% 74.2% 100% [Source: Mthente, 2013]
Key:
Highest percentage of respondents
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).
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 24
Figure 20: Obstacles preventing respondents’ from doing more to save electricity in their home [Source: Mthente, 2013]
When the above findings are disaggregated by fieldwork sites, Table 8 illustrates that the highest
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
Blue Route Mall 5.3% 94.7% 100%
Canal Walk 5.3% 94.7% 100%
Cavendish Mall 13.2% 86.8% 100%
Eikestad Mall 5.3% 94.7% 100%
Galleria Centre 40.5% 59.5% 100%
Gardens Centre 62.2% 37.8% 100%
Somerset Mall 31.6% 68.4% 100%
Sunset Mall 26.8% 73.2% 100%
Tableview Mall 29.3% 70.7% 100%
Tygervalley Mall 39.5% 60.5% 100%
Total 25.8% 74.2% 100% [Source: Mthente, 2013]
Key:
Highest percentage of respondents
Yes25.8%
No74.2%
Is there anything stopping you from doing more to save electricity in your home (n=384)
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 25
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)
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 26
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)
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 27
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
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 28
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.
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 29
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)
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 30
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)
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 31
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
(i.e. respondents could give more than one answer to the question).
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
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 32
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
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 33
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?
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 34
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]
When the above findings are disaggregated by fieldwork sites, Table 9 illustrates that the highest
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]
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 35
Table 9: Awareness of the Electricity Saving Campaign logo
Fieldwork sites Have you seen this logo (see Figure 29 above)?
Yes No Total
Blue Route Mall 65.8% 34.2% 100%
Canal Walk 73.7% 26.3% 100%
Cavendish Mall 57.9% 42.1% 100%
Eikestad Mall 65.8% 34.2% 100%
Galleria Centre 45.9% 54.1% 100%
Gardens Centre 21.6% 78.4% 100%
Somerset Mall 60.5% 39.5% 100%
Sunset Mall 34.1% 65.9% 100%
Tableview Mall 41.5% 58.5% 100%
Tygervalley Mall 39.5% 60.5% 100%
Total 50.5% 49.5% 100% [Source: Mthente, 2013]
Key:
Highest percentage of respondents
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.
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 36
Figure 33: Awareness of the ESC electricity saving tips [Source: Mthente, 2013]
When the above findings are disaggregated by fieldwork sites, Table 10 illustrates that the highest
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]
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 37
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
Blue Route Mall 73.7% 26.3% 100%
Canal Walk 76.3% 23.7% 100%
Cavendish Mall 68.4% 31.6% 100%
Eikestad Mall 76.3% 23.7% 100%
Galleria Centre 35.1% 64.9% 100%
Gardens Centre 16.2% 83.8% 100%
Somerset Mall 50% 50% 100%
Sunset Mall 43.9% 56.1% 100%
Tableview Mall 39% 61% 100%
Tygervalley Mall 57.9% 42.1% 100%
Total 53.6% 46.4% 100% [Source: Mthente, 2013]
Key:
Highest percentage of respondents
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
(i.e. respondents could give more than one answer to the question).
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 38
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
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 39
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
Television programmes
Radio and Television advertisements
Preferred channels of communication (% "yes" responses)
Percentage of respondents
Res
po
nse
op
tio
ns
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 40
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
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 41
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?
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 42
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).
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 43
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.
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 44
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
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 45
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).
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 46
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).
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 47
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.
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 48
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
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 49
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
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 50
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
Other (Please specify):
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
YES 1 CONTINUE TO QUESTION 15
NO 2 GO TO QUESTION 17
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
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 51
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
YES 1 CONTINUE TO QUESTION 18
NO 2 GO TO QUESTION 19
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
YES 1 CONTINUE TO QUESTION 21
NO 2 GO TO QUESTION 22
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 52
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
Other (Please specify):
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
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 53
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
YES 1 CONTINUE TO QUESTION 26
NO 2 GO TO QUESTION 30
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
Other (Please specify):
8
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 54
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
Other (Please specify):
1 2
28. Did you take action based on these messages? CIRCLE ONE ONLY
YES 1 CONTINUE TO QUESTION 29
NO 2 GO TO QUESTION 30
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
YES 1 CONTINUE TO QUESTION 31
NO 2 GO TO QUESTION 32
31. If so, which?
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 55
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
YES 1 CONTINUE TO QUESTION 34
NO 2 GO TO QUESTION 35
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 56
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
Other (Please specify):
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
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 57
37. Record race (BY OBSERVATION)
Black 1
Coloured 2
Asian/Indian 3
White 4
Other (Please specify):
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?
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 58
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
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 59
QUALITY CONTROL SHEET (FOR OFFICE USE ONLY)
Fieldworker
Code
Questionnaire No.
Question Number
Query Checked
by (Initials)
Date Checked
© Mthente Research and Consulting Services (Pty) Ltd, August 2013 60