In August and September, SGCC listened to consumers across America in a nationally-representative telephone survey which marks the first of three waves of a new research effort, SGCC’s Consumer Pulse and Market Segmentation Study (full reports for members only located here). With the study, SGCC has set out to establish solid measures of consumer awareness, favorability, and concerns about smart grid.

One of the greatest potential errors in marketing smart grid products and services lies in approaching a highly diverse consumer base as if it were a homogeneous group. To address this, the first wave of SGCC’s Consumer Pulse and Market Segmentation Study generated a broad-scale consumer segmentation framework. The framework will serve as a resource to member companies seeking to understand different consumer attitudes and tailor their marketing programs and smart grid product output accordingly.

The Consumer Pulse Wave I research identifies five distinct segments of residential electric consumers in the United States:

• “Concerned Greens,” who make up 31% of the nation’s energy consumers, care about the environment and are in favor of smart grid for its environmental benefits.
• “Young Americans,” who come second at 23%, are unlikely to know much about smart grid but are interested in learning about its potential for environmental benefits and cost savings.
• “Easy Street” citizens (20%) have the highest income of any segment and are reluctant to change their personal energy behavior patterns.
• “Do-It-Yourself and Save” frugal consumers, who are fourth at 16%, demonstrate a low level of environmental interest but are attracted to smart grid for its potential financial benefits.
• “Traditionals” are set in their ways and are unconvinced about the need for energy reform. At 11%, they represent a small segment of the nation’s residential electric consumers.

SGCC’s Consumer Pulse and Market Segmentation Study released November 13th, 2011 is SGCC’s research into the drivers and motivators of residential US electric consumers including the first wave of the findings, which build from the 2011 State of the Consumer Report of consumer segmentation by adding common motivational themes.

Download the summary here > >
Explore an infographic to determine which of the five segments you fit > >

If you are a SGCC member, download the full reports here > >