Most consumers like smart technology and would be willing to participate in energy-saving programs, but they need more education, says a new report by the Smart Grid Consumer Collaborative (SGCC). The 2013 State of the Consumer Report summarizes what SGCC knows about the smart grid from the consumers' point of view after conducting five in-depth research studies and talking to more than 4,000 U.S. residential consumers.
"The key to engaging consumers in smart grid is understanding how to appeal to them in terms that will resonate - how to answer their objections and make it easy for them to interact with new technology," says SGCC Executive Director Patty Durand.
Key findings of the report include the following:
Segmentation matters: When it comes to smart grid, consumers are not homogeneous in their attitudes, opinions or behaviors, and they all need more education. Awareness lags: About 75% of consumers either have never heard the term smart grid or don’t know what it means.
Benefits outweigh concerns: When consumers are provided with information about the benefits and key concerns of smart grid, the positive statements are more persuasive and resonate better. It’s not just about saving money: SGCC research demonstrates that multiple smart grid benefits resonate with various segments and types of consumers. Program interest is quite strong: SGCC research has found that consumers express strong interest in smart-grid-enabled programs and services. Low-income consumers require special focus: While similar to the general population in terms of general smart grid awareness, low-income consumers are different in many ways, including communication preferences.
For more information about the SGCC report, click here.
