To better understand consumer attitudes toward energy and utilities, Capstrat polled 1,275 people across the nationNovember 15–19, 2012. While we know from other research that consumers care most about reliability and price, we wanted to dig deeper to see if consumer priorities align with utility priorities. Based on our findings, we also can see what utility messages will resonate with consumers. And just as important as what we communicate is how we communicate, so we also asked consumers how they wanted to hear from their utility. Below is a summary of what we found.

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No surprise here. Because consumers report they care most about reliability and cost, they are looking for utilities to advise them on how to control costs and prove how you’re working to provide reliable power. Focusing messages on these points will get your customers to stop and listen. What do consumers believe electric utilities find most important? It’s good news. Consumers believe that your priorities are the same as their priorities.

What is most important? Ninety-three percent of consumers said that reliability and affordability matter most when it comes to electricity. They think electricity is a given. When the power fails, it’s a disappointment. When the power works, it’s taken for granted. Because power is perceived as more of a right than a privilege, consumers don’t expect to have to pay a lot for it.

Consumers consider electricity a value. Despite cost grumbling, 86 percent believe their energy is a good or fair value compared to other household costs. Grumbling is likely affected by news of rate change but can be addressed by looking at costs in relation to other commodities. Continue communicating that you’re addressing costs every day.

How do consumers prefer to receive utility communications? Traditional channels continue to be the preferred form of direct communication. However, other digital, social and mobile channels should be complements, especially as messages become more

25% 14%

targeted to consumers’ individual needs. Customers continue to be instantaneous consumers of news. Consider using mobile and social channels to get time-sensitive information to them.

40%

51%Direct mail

44%e-mail

Telephone

Mobile

Social networks

3%

1%

1%

Affordability (51%)

Reliability (42%)

Environmental impact (6%)

Other (1%)

UNDERSTANDING WHAT MATTERS TO

ENERGY CONSUMERS

What consumers find important

What consumers BELIEVE utilities find important

Saving money

Increasing uptime

1

$88%

73%

Increasing reliability

Promoting energy efficiency

2

$

50%

63%

Investing in communities

4

18%

10%

Planning for the future

3

44%

53%

61%

#energymatters @capstrat