LogicaCMG, a consulting firm based in Europe, performed a telephone survey of 10,000 consumers across 10 European countries in 2007.
They found that 80% of consumer claimed that they were worried about climate change. They also found evidence of the attitude behaviour gap, because although 70% of people surveyed claimed they did a lot to reduce consumption, real action lags behind. They found that people have no idea how much energy they are using, and that there is a disparity between what people think they are saving and how much they are actually saving via their actions. People responded that that there was too much too much information about problems, and not enough about potential solutions. They also said that knowing who to trust was difficult.
From the report:
Interestingly, 45% of respondents overall claimed that they had “no idea of how much energy” they were using at any moment (well over 60% in France and Spain). Providing up-to-date information to consumers is key; even though three-quarters of people believe that their energy consumption affects climate change, if they do not know how much energy they are consuming then their concern is not put into an actionable context. Yet, it is very difficult to provide precise information based on traditional forms of metering and billing.
Positive Reaction to Smart Metering
However, there was a very positive reaction to the idea of smart meters which provide more detailed and immediate feedback as to what was being used in the home, especially among energy conscious or technologically savvy consumers. Over 80% of respondents stated that a real time feedback monitor in their home would make them change their day to day behaviour, almost as many as said they would change if energy priced doubled. More people said that a feedback monitor would help if global warming had an effect on their lives, energy use was rationed, they lived with someone who is concerned, or the government had an awareness campaign.
They found that the two most popular methods of receiving smart meter information are through more detailed bills (57%) and a screen showing up-to-date energy usage information (55%). Less than 30% preferred a webpage and less than 10% a call center. Approximately 15% said none of the options.
It is possible to request this report and the energy awareness and water efficiency reports here
This is an encouraging study, as it appears that people are on board with saving energy and are many are willing to consider change. The key finding is that the most important thing is to provide people with accurate information about what to change. However, this study is a survey of perceptions, and does not reflect the actual saving that improved feedback may provide and reception it will receive. Still, it seems likely that smart metering solutions are a promising direction.
