Energy & Environment Consumer Survey
Consumer Attitudes and Awareness about
13 Clean Energy Concepts
Published 1Q 2012
Charul Vyas
Industry Analyst
Clint Wheelock
President
Energy & Environment
Consumer Survey
Section 1
EXECUTIVE SUMMARY
1.1
Introduction
Pike Research conducted a web-based consumer survey of more than 1,000 U.S. adults,
based on a nationally representative and demographically balanced sample, during the
fourth quarter of 2011. As part of that survey, to better understand consumer attitudes
about energy and environmental concepts, Pike Research asked respondents to rate their
impressions of 13 specific topics. Namely, respondents were asked the following:
Please indicate your impression of each of the following concepts related
to energy and the environment. If you are not familiar with a term,
please choose N/A.
Strongly unfavorable
Somewhat unfavorable
Neutral
Favorable
Very favorable
N/A- Not sure / not familiar
Clean Energy
 Solar energy
 Wind energy
 Clean coal
 Nuclear power
Clean Transportation
 Hybrid vehicles
 Biofuels
 Electric cars
 Natural gas cars
Smart Grid
 Smart grid
 Smart meters
Carbon Management
 Carbon offsets/credits
 Cap and trade
Building Efficiency
 LEED certification
To compare consumer views of one concept against another, this white paper presents all
responses to this question. In addition to favorable and unfavorable opinions, the number
of respondents unfamiliar with a topic is an indicator of the respective levels of consumer
awareness across these concepts.
© 2012 Pike Research LLC.
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express written permission of Pike Research LLC.
1
Energy & Environment
Consumer Survey
1.2
Key Findings
Chart 1.1 shows the percentage of “favorable” and “very favorable” responses to each of
the 13 topics presented in the survey. The following are noteworthy findings:
Chart 1.1

With more than three-quarters of respondents (77%) favoring the concept, solar
energy led in terms of favorable responses

Cap and trade received the fewest favorable responses, with only 14%
Favorable Impressions of Energy and Environmental Concepts
Solar Energy
30%
Wind Energy
30%
Hybrid Vehicles
23%
Nuclear Power
12%
27%
Smart Meters
23%
Smart Grid
22%
Carbon Offsets/Credits
LEED Certification
11%
Cap and Trade
9%
0%
15%
7%
5%
Favorable
39%
Very Favorable
38%
15%
6%
13%
40%
17%
23%
Biofuels
42%
17%
25%
55%
51%
22%
29%
Clean Coal
61%
35%
32%
Natural Gas Cars
71%
41%
26%
Electric Cars
77%
47%
37%
19%
18%
14%
20%
40%
60%
80%
100%
(n=1,048)
(Source: Pike Research)
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All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
2
Energy & Environment
Consumer Survey
Chart 1.2 illustrates the percentage of unfavorable responses while Chart 1.3 shows the
percentage of respondents who were unfamiliar with each topic. These summary graphs
reveal the following key results:
Chart 1.2

Carbon credits/offsets, nuclear power, and cap and trade garnered the most
unfavorable reactions with 25%, 23%, and 22%, respectively, while solar and smart
grid had the smallest percentage of negative responses (6% each).

Consumers were least familiar with LEED certification, with 45% of respondents
reporting that they were “not sure/not familiar” with the concept. In contrast, solar
energy and hybrid vehicles were recognizable to nearly all consumers.
Unfavorable Impressions of Energy and Environmental Concepts
Carbon Offsets/Credits
Nuclear Power
11%
5%
Clean Coal
4%
Hybrid Vehicles
4%
Natural Gas Cars
8%
LEED Certification
10%
6%
4%
5%
9%
Strongly Unfavorable
9%
Somewhat Unfavorable
Smart Meters
3%
6%
9%
Biofuels
3%
6%
9%
Wind Energy
3%
5%
8%
Smart Grid
2%
4%
6%
Solar Energy
2%
4%
6%
0%
5%
16%
12%
6%
3%
22%
8%
14%
Electric Cars
23%
13%
10%
Cap and Trade
25%
11%
14%
10%
15%
20%
25%
30%
(n=1,048)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
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Energy & Environment
Consumer Survey
Chart 1.3
Percentage of Respondents Unfamiliar with Energy and Environmental Concepts
LEED Certification
45%
Cap and Trade
36%
Smart Grid
30%
Carbon Offsets/Credits
29%
Smart Meters
28%
Clean Coal
15%
Biofuels
15%
Natural Gas Cars
9%
Nuclear Power
8%
Electric Cars
5%
Wind Energy
5%
Hybrid Vehicles
4%
Solar Energy
4%
0%
10%
20%
30%
40%
50%
(n=1,048)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
4
Energy & Environment
Consumer Survey
1.3
Comparison to 2009 and 2010 Surveys
1.3.1
Favorable Rating Comparisons
One of the most interesting trends in the 2010 and 2011 editions of Pike Research’s
Energy & Environment Consumer Survey was the eroding support among consumers for
clean energy concepts.
Favorable ratings deteriorated for several key concepts over the three editions of the
survey. Overall, the average favorable rating of clean energy concepts fell from 50% in
2009 to 43% in 2011, with the most significant drop occurring between 2009 and 2010.
Pike Research did not probe consumers on why they responded as they did.
Biofuels suffered the most precipitous decline in favorability, dropping 17 points from 56%
in 2009 to 39% by 2011. Favorability ratings of Smart Grid and Clean Coal were tied for
the second largest decline, each falling 10 points over the two-year period.
Table 1.1
Favorable Ratings: 2009, 2010, and 2011 Surveys
Concept
Solar Energy
Wind Energy
Hybrid Vehicles
Electric Cars
Natural Gas Cars
Clean Coal
Nuclear Power
Biofuels
Smart Meters
Smart Grid
Carbon Offsets/Credits
LEED Certification
Cap and Trade
Average Favorability
“Extremely” or “Very” Favorable
2009
2010
2011
81%
79%
77%
79%
75% 
71% 
70%
64% 
61%
62%
57% 
55%
N/A
N/A
51%
52%
47% 
42% 
47%
42% 
40%
56%
47% 
39% 
N/A
37%
38%
47%
37% 
37%
26%
24%
19% 
16%
19%
18%
16%
15%
14%
50%
45% 
43%
Arrows indicate a significant increase or decrease from the previous year,
outside the +/- 3% margin of error for this survey.
(Source: Pike Research)
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express written permission of Pike Research LLC.
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Energy & Environment
Consumer Survey
1.3.2
Unfavorable Rating Comparisons
Similarly, the 2011 survey indicated a general increase in “strongly” or “somewhat”
unfavorable ratings, particularly compared to the 2009 survey. The increase in unfavorable
ratings was not outside the margin of error in any year-over-year comparison, however
there was a significant increase for the total period between 2009 and 2011.
The increase in unfavorable ratings was not as steep as the decrease in favorable ratings
shown in Table 1.1, suggesting that consumer support for clean energy concepts is
waning, but is not necessarily turning into animosity.
Nuclear Power and Electric Cars were tied for the largest increase in unfavorable ratings,
with each concept having a 7-point uptick in unfavorable scores. Carbon Offsets/Credits
increased 5 points from 20% unfavorable in 2009 to 25% unfavorable by 2011.
Table 1.2
Unfavorable Ratings: 2009, 2010, and 2011 Surveys
“Strongly” or “Somewhat”
Unfavorable
Concept
2009
2010
2011
Solar Energy
3%
4%
6%
Wind Energy
4%
5%
8%
Hybrid Vehicles
8%
9%
10%
Electric Cars
9%
10%
16% 
Natural Gas Cars
N/A
N/A
9%
Clean Coal
11%
11%
12%
Nuclear Power
16%
19%
23% 
Biofuels
8%
9%
9%
Smart Meters
N/A
7%
9%
Smart Grid
7%
5%
6%
Carbon Offsets/Credits
20%
18%
25% 
LEED Certification
5%
5%
9% 
Cap and Trade
12%
18% 
22% 
Average Favorability
9%
10%
13%
Arrows indicate a significant increase or decrease from the previous year,
outside the +/- 3% margin of error for this survey.
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
6
Energy & Environment
Consumer Survey
Section 2
CLEAN ENERGY
2.1
Solar Energy
As was depicted in Charts 1.1 and 1.2, solar energy garnered both the highest percentage
of favorable opinions (77%) and the lowest percentage of unfavorable opinions (6%)
among the 13 energy and environmental concepts included in the survey. Moreover, solar
energy also received the smallest percentage of “neutral” (14%) and “not sure/not familiar”
(4%) responses. Chart 2.1 illustrates the specific breakdown of consumer impressions for
this concept.
With a majority of respondents (47%) indicating a “very favorable” impression, solar energy
represents one of the least controversial green technologies in the eyes of consumers.
Pike Research attributes the high level of consumer acceptance to the relatively long
history of solar energy in the market, its variety of applications, and the non-intrusive
nature of most solar technologies including photovoltaic (PV) panels.
Chart 2.1
Overall Impressions of Solar Energy
Strongly
Unfavorable
2%
Somewhat
Unfavorable
3%
Not Sure / Not
Familiar
4%
Neutral
14%
Very Favorable
47%
Favorable
30%
(n=1,048)
(Source: Pike Research)
Pike Research’s demographic analysis of responses to the solar energy concept revealed
few distinct trends, as shown in Chart 2.2 below. The high levels of favorable impressions
across gender, income, education, and age segments suggest that it enjoys widespread
appeal from the mass market. Additionally, while favorable opinions were high among all
education segments, those with the highest level of education had the highest favorable
rating for solar energy (87%) and those with the lowest exhibited a distinctly lower
percentage of favorable responses (58%). It should be noted that the sample size of the
“less than high school” education segment was small (only 23 respondents). This erodes
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Energy & Environment
Consumer Survey
the credibility of the correlation between finishing high school and favoring solar energy.
However, with levels of favorability slightly lower in the “high school graduate” segment
than the more educated segments, the positive correlation between education and a
favorable view of solar energy is more pronounced than in other demographic categories.
In addition, this finding is consistent with previous Pike Research Energy & Environment
Consumer Survey, which showed similar trending.
Another interesting demographic correlation exists across age segments. Surprisingly,
older respondents were more likely to have a favorable view of solar energy than younger
respondents were. While it is commonly assumed that younger consumers are more
enthusiastic about renewable energy technologies, the percentage of favorable responses
in the “under 30” age segment was 8 points lower than in the “45-64” segment. However,
the oldest age segment (“65 or older”) exhibited the lowest percentage of favorability
toward solar energy (64%).
Chart 2.2
Favorable Impressions of Solar Energy by Demographic Segment
Favorable
Total
30%
Education
Less than high school
High school
39%
31%
Tech school/some college
Income
Gender
37%
28%
2 year college
53%
22%
4 year college
54%
31%
46%
36%
Less than $35k
50%
28%
$35k-$75k
49%
31%
More than $75k
31%
Female
30%
Male
29%
Under 30
45%
50%
48%
47%
29%
30-44
Age
47%
19%
Graduate school
Ethnicity
Very Favorable
44%
25%
51%
45-64
32%
65 and older
32%
Caucasian
32%
Hispanic
47%
32%
46%
20%
African American
52%
18%
Asian American
51%
22%
Native American/Other
62%
17%
0%
10%
72%
20%
30%
40%
50%
60%
70%
80%
90% 100%
(n=1,048)
(Source: Pike Research)
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express written permission of Pike Research LLC.
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Energy & Environment
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A segmentation analysis based on behavioral trends, such as respondents’ monthly
spending on electricity and self-identification in the tech adopter lifecycle, revealed no
significant tendencies aside from “laggards.” As shown in Chart 2.3, favorability levels
varied across monthly electric spending segments and differences between segments in
other categories were insignificant. Similar to the lack of correlations across demographic
segments, this implies that the benefits of solar energy are equally appealing to consumers
regardless of differences in energy consumption, home ownership status, and rate of
uptake for new technologies.
Favorable Impressions of Solar Energy by Behavioral Segment
Monthly
Electric
Bill
Chart 2.3
Total
30%
Less than $100
28%
52%
$100-$200
31%
45%
$200-$300
33%
42%
More than $300
57%
19%
Early Adopter
Tech
Adopter
47%
24%
Early majority
57%
29%
Late majority
49%
46%
32%
Laggard
38%
28%
0%
20%
40%
Favorable
60%
Very Favorable
80%
100%
(n=1,048)
(Source: Pike Research)
While the merits of some clean technologies have yet to be established in the minds of
consumers, solar energy has reached a point where the vast majority of consumers view it
in a positive light. This bodes well for an increase in solar power generation to meet the
growing energy demands in the United States.
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2.2
Chart 2.4
Wind Energy
Overall Impressions of Wind Energy
Strongly
Unfavorable
3%
Somewhat
Unfavorable
5%
Not Sure / Not
Familiar
5%
Very Favorable
41%
Neutral
16%
(n=1,048)
Favorable
30%
(Source: Pike Research)
Only slightly less popular than solar energy, wind energy was viewed as either “favorable”
or “very favorable” by 71% of respondents. Similarly, wind energy was second only to
solar energy in terms of the smallest percentage of unfavorable responses (5%). The
preceding chart, Chart 2.4, displays these results along with the breakdown of the
remaining responses. The similarly high levels of favorable views toward solar and wind
energy indicates that consumers are generally supportive of the more established
renewable energies that harness naturally occurring power sources. Pike Research
asserts that consumers consider these two renewable energies to be important pieces in
the power generation portfolio of the future.
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Demographic patterns in consumer views of wind energy are analogous to those of solar
energy. As shown in Chart 2.5, the education and age categories exhibit the most
significant impact on consumers’ views of wind energy. Once again, the “less than high
school” segment displayed a significantly lower percentage of favorable responses (50%)
and the “high school graduate” segments displayed a slightly lower (62%) percentage than
the more educated segments. The “45-64” age grouping exhibited the highest positive
correlation with wind energy (77%), while the top (“65 and older”) and bottom (“under 30”)
groupings were least enthusiastic about wind energy (66% and 68%, respectively).
Chart 2.5
Favorable Impressions of Wind Energy by Demographic Segment
Ethnicity
Age
Gender
Income
Education
Favorable
High school
29%
Tech school/some college
27%
2 year college
29%
4 year college
Very Favorable
33%
50%
50%
36%
33%
Graduate school
41%
39%
Less than $35k
28%
42%
$35k-$75k
29%
41%
More than $75k
46%
33%
Female
40%
30%
Male
30%
Under 30
30%
30-44
30%
45-64
32%
65 and older
30%
Caucasian
31%
Hispanic
44%
38%
43%
45%
36%
42%
43%
29%
African American
34%
25%
Asian American
43%
30%
Native American/Other
56%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
(n=1,045)
(Source: Pike Research)
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11
Energy & Environment
Consumer Survey
Also similar to solar energy, behavioral segmentation analysis shows that monthly
spending on electricity has less of an impact on a respondent’s attitude toward wind power
than their rate of uptake for new technologies.
Chart 2.6
Favorable Impressions of Wind Energy by Behavioral Segment
Monthly
Electric
Bill
Favorable
Total
30%
Less than $100
31%
$100-$200
31%
$200-$300
41%
45%
38%
34%
More than $300
43%
21%
Early Adopter
Tech
Adopter
Very Favorable
52%
33%
Early majority
47%
27%
Late majority
47%
34%
Laggard
40%
27%
0%
31%
20%
40%
60%
80%
100%
(n=1,045)
(Source: Pike Research)
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express written permission of Pike Research LLC.
12
Energy & Environment
Consumer Survey
2.3
Clean Coal
Consumer impressions of clean coal were less favorable than the renewable energy
concepts covered: 42% of the respondents indicated a “very favorable” or “favorable”
impression of clean coal, a decrease of 5% from Pike Research’s previous survey.
Additionally, this concept ranked fifth in terms of unfavorable impressions (12%).
Among clean energy concepts, consumers were the least familiar with clean coal (18%).
Unlike the renewable energy concepts, a significant number of respondents reported a
neutral (28%) impression of clean coal.
Chart 2.7
Overall Impressions of Clean Coal
Not Sure /Not
Familiar
18%
Very Favorable
17%
Strongly
Unfavorable
4%
Somewhat
Unfavorable
8%
Favorable
25%
Neutral
28%
(n=1,046)
(Source: Pike Research)
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express written permission of Pike Research LLC.
13
Energy & Environment
Consumer Survey
When demographic information is applied to consumer attitudes toward this particular
concept, some interesting variations come into view. As displayed in Chart 2.8, men had a
more favorable view of clean coal than women (48% compared to 37%). In addition,
favorability varied by age group, with older respondents reporting more favorable opinions.
Only 39% of the “under 30” segment showed favorable views on clean coal and only 40%
of respondents in the “30-44” and “45-64” groupings viewed it favorably, yet more than half
of the “65 and older” segment reported a favorable view on the concept.
Chart 2.8
Favorable Impressions of Clean Coal by Demographic Segment
Favorable
Education
Total
23%
12%
High school
17%
21%
Tech school/some college
25%
2 year college
25%
Income
Gender
19%
18%
17%
31%
Graduate school
23%
16%
Less than $35k
22%
18%
$35k-$75k
17%
27%
More than $75k
28%
Female
28%
Male
20%
20%
15%
23%
Under 30
19%
20%
30-44
Age
17%
25%
Less than high school
4 year college
15%
24%
45-64
17%
23%
65 and older
19%
35%
Caucasian
Ethnicity
Very Favorable
17%
26%
Hispanic
14%
16%
African American
25%
Asian American
25%
Native American/Other
22%
29%
6%
0%
21%
10%
20%
30%
40%
50%
60%
(n=1,045)
(Source: Pike Research)
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14
Energy & Environment
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Certain behavioral trends also play a role in a consumer’s view of clean coal, as illustrated
in Chart 2.9. Consumers who indicated that they are early adopters of new technologies
showed significantly higher levels of favorable responses (54%) than the entire sample
(42%). In addition, those with electric bills between $100 and $200 also held more
favorable views of clean coal.
Chart 2.9
Favorable Impressions of Clean Coal by Behavioral Segment
Favorable
Monthly
Electric
Bill
Total
25%
17%
Less than $100
27%
$100-$200
26%
$200-$300
14%
26%
24%
More than $300
24%
19%
Early Adopter
Tech
Adopter
Very Favorable
29%
28%
26%
Early majority
25%
17%
Late majority
26%
17%
Laggard
21%
0%
13%
10%
20%
30%
40%
50%
60%
(n=1,046)
(Source: Pike Research)
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15
Energy & Environment
Consumer Survey
2.4
Nuclear Power
Among the clean energy concepts covered, nuclear power is the most controversial to
consumers. Of the clean energy concepts, it received the smallest percentage of favorable
responses (40%).
Moreover, nuclear power garnered the largest percentage of
unfavorable responses (23%) among all 13 concepts covered in the survey, and it inspired
the largest percentage of neutral responses (29%).
Chart 2.10
Overall Impressions of Nuclear Power
Not Sure / Not
Familiar
8%
Strongly
Unfavorable
10%
Very Favorable
17%
Somewhat
Unfavorable
13%
Favorable
23%
Neutral
29%
(n=1,040)
(Source: Pike Research)
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express written permission of Pike Research LLC.
16
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Opinions of nuclear power vary significantly depending on the consumer’s demographics.
As shown in Chart 2.11, clear correlations exist within each demographic category. The
most notable differences can be found across gender, with just over one-quarter of women
(28%) and more than one half of men (52%) holding favorable views of nuclear energy.
There is also a wide divide when age groups are examined. The younger age groups
(“under 30” and “30-44”) hold less favorable opinions of nuclear power than older age
groups (“45-65” and “65 and older”). In fact, the 65 and older segment represented the
greatest percentage of favorable impressions toward nuclear energy (56%). Notably
though, this percentage is significantly lower than in Pike Research’s previous survey,
when 72% of respondents in the 65 and older segment reported a favorable impression of
nuclear energy.
There is also a clear positive correlation between level of education and favorability toward
nuclear power: The percentage of favorable responses increases along with the level of
education across segments. A similarly positive correlation exists across income
segments: More than half of respondents (54%) earning more than $75,000 per year had a
favorable impression of nuclear power, while only 32% of those earning less than $35,000
expressed this view.
Chart 2.11
Favorable Impression of Nuclear Power by Demographic Segment
Favorable
Total
Education
8%
High school
13%
18%
Tech school/some college
22%
2 year college
22%
4 year college
Income
Gender
19%
14%
19%
28%
Graduate school
23%
30%
Less than $35k
15%
17%
$35k-$75k
18%
25%
More than $75k
23%
32%
Female
24%
28%
Male
18%
Under 30
17%
30-44
Age
17%
23%
Less than high school
10%
14%
12%
20%
45-64
19%
25%
65 and older
26%
30%
Caucasian
Ethnicity
Very Favorable
18%
24%
Hispanic
9%
16%
African American
13%
20%
Asian American
19%
22%
Native American/Other
28%
6%
0%
10%
20%
30%
40%
50%
60%
(n=1,039)
(Source: Pike Research)
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17
Energy & Environment
Consumer Survey
Behavioral tendencies are weaker indicators of favorability toward nuclear power.
However, more than one-half of respondents with an electric bill higher than $200 a month
held positive impressions of nuclear energy. Those consumers who identified themselves
as “laggards” in the technology adoption curve, and those with electric bills less than $100
a month, were less enthusiastic about the concept.
Chart 2.12
Favorable Impressions of Nuclear Power by Behavioral Segment
Favorable
Total
23%
Monthly
Electric
Bill
Less than $100
15%
23%
$200-$300
23%
28%
More than $300
23%
32%
Early Adopter
Tech
Adopter
17%
22%
$100-$200
Very Favorable
20%
25%
Early majority
25%
27%
Late majority
17%
22%
Laggard
18%
18%
0%
10%
11%
20%
30%
40%
50%
60%
(n=1,040)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
18
Energy & Environment
Consumer Survey
Section 3
CLEAN TRANSPORTATION
3.1
Hybrid Vehicles
After the two renewable energy concepts (solar power and wind energy), hybrid vehicles
received the highest percentage of favorable responses (62%). Hybrid vehicles also
received the second fewest “not sure/not familiar” responses among all 13 concepts
covered in the survey (4%). With a majority of favorable responses, only 10% unfavorable
responses, and a low incidence of unfamiliarity, hybrid vehicles are another widely
accepted clean technology among consumers. The full breakdown of responses is
depicted in Chart 3.1.
Chart 3.1
Overall Impressions of Hybrid Vehicles
Strongly
Unfavorable 4%
Not Sure / Not
Familiar 4%
Somewhat
Unfavorable 6%
Very Favorable 27%
Neutral 24%
Favorable 35%
(n=1,047)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
19
Energy & Environment
Consumer Survey
A demographic segmentation analysis of responses within the hybrid vehicle section
shows little significant variation. The exceptions exist within education levels:
Respondents with a high school or less than high school education reported a lower
favorability rating while those with graduate degrees had the highest favorability rating
(71%). Asian Americans also held more favorable opinions of hybrid vehicles than other
demographic groups (73%), but the low sample size may be skewing the results
somewhat.
Chart 3.2
Favorable Impressions of Hybrid Vehicles by Demographic Segment
Favorable
Total
Education
27%
27%
High school
21%
30%
Tech school/some college
2 year college
32%
30%
28%
42%
Less than $35k
Income
24%
38%
Graduate school
Gender
29%
35%
4 year college
Age
26%
35%
Less than high school
28%
34%
$35k-$75k
37%
More than $75k
36%
Female
23%
30%
26%
38%
Male
32%
Under 30
33%
30-44
35%
45-64
27%
28%
29%
26%
38%
65 and older
23%
35%
Caucasian
Ethnicity
Very Favorable
25%
36%
Hispanic
34%
29%
African American
25%
37%
Asian American
46%
27%
Native American/Other
50%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
(n=1,046)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
20
Energy & Environment
Consumer Survey
Chart 3.3 demonstrates that a segmentation analysis based on behavioral habits revealed
a few notable findings. In general, consumer opinions on hybrid vehicles appear fairly
ubiquitous within the mass market. As expected, those respondents who categorized
themselves as early adopters of new technologies held more positive views of hybrid
vehicles while those that described themselves as laggards held less favorable opinions.
In addition, respondents with electric bills ranging from $100 to $200 held more favorable
opinions of hybrid vehicles.
Chart 3.3
Favorable Impressions of Hybrid Vehicles by Behavioral Segment
Tech
Adopter
Monthly
Electric
Bill
Favorable
Total
35%
Less than $100
36%
$100-$200
37%
$200-$300
Very Favorable
26%
27%
37%
31%
More than $300
34%
Early Adopter
34%
Early majority
29%
34%
44%
39%
Late majority
26%
37%
Laggard
24%
25%
0%
21%
20%
40%
60%
80%
100%
(n=1,047)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
21
Energy & Environment
Consumer Survey
3.2
Biofuels
Favorable views on biofuels were less common than for any other clean transportation
concept. Similar to the clean coal concept, the percentage of neutral and unfamiliar
responses was almost as high as that of favorable responses. However, with 39%
favorable and only 9% unfavorable responses, consumers appear to have a fairly positive
impression of biofuels. Chart 3.4 depicts the breakdown of responses from the entire
respondent base.
Chart 3.4
Overall Impressions of Biofuels
Not Sure / Not
Familiar 16%
Very Favorable 12%
Strongly
Unfavorable 4%
Somewhat
Unfavorable 6%
Favorable 28%
Neutral 34%
(n=1,046)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
22
Energy & Environment
Consumer Survey
Chart 3.5 presents the favorable impressions of biofuels by the various demographic
segments. Like many of the energy and environmental concepts covered in the survey,
higher levels of education translate to higher levels of favorability. One half of the
respondents with a graduate degree reported a favorable view of the concept, while less
than one-third of respondents within the “high school” or “less than high school” groupings
expressed a favorable opinion. Interestingly, age groups except for “65 and older” showed
opinion ratings that were very consistent with the overall average for the topic, and men
were more positive on the concept than women (by 8 percentage points). Asian
Americans and Native Americans/Others also exhibited higher percentages of favorable
impressions, though this is likely due to the small sample size for these ethnicities.
Chart 3.5
Favorable Impressions of Biofuels by Demographic Segment
Favorable
Total
Education
23%
8%
High school
13%
20%
Tech school/some college
2 year college
Income
16%
28%
13%
31%
Graduate school
Gender
19%
26%
4 year college
Age
15%
27%
Less than high school
14%
35%
Less than $35k
16%
23%
$35k-$75k
31%
More than $75k
31%
Male
13%
17%
18%
29%
Female
12%
25%
Under 30
19%
26%
30-44
28%
45-64
28%
65 and older
18%
15%
7%
26%
Caucasian
Ethnicity
Very Favorable
14%
28%
Hispanic
18%
20%
African American
17%
18%
Asian American
32%
30%
Native American/Other
39%
22%
0%
10%
20%
30%
40%
50%
60%
70%
(n=1,045)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
23
Energy & Environment
Consumer Survey
As displayed in Chart 3.6, early adopters of new technologies and respondents with high
electric bills look upon biofuels most favorably: A full 60% of early adopters, 62% of
respondents with electric bills in excess of $300, and 52% of respondents with monthly
electric bills ranging from $100 to $200 reported favorable impressions.
Chart 3.6
Favorable Impressions of Biofuels by Behavioral Segment
Favorable
Total
27%
Monthly
Electric
Bill
Less than $100
15%
29%
$100-$200
14%
26%
$200-$300
26%
30%
More than $300
12%
29%
Early Adopter
Tech
Adopter
Very Favorable
33%
26%
Early majority
33%
31%
Late majority
16%
28%
Laggard
19%
0%
10%
12%
9%
20%
30%
40%
50%
60%
70%
(n=1,046)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
24
Energy & Environment
Consumer Survey
3.3
Electric Cars
Electric cars exhibited the fourth highest percentage of favorable responses (55%) among
the 13 topics covered in the survey – following behind wind energy, solar power, and
hybrid vehicles. As displayed in Chart 3.7, of the remaining 46%, one-quarter were neutral
(25%), some held unfavorable views (16%), and only a few respondents were unfamiliar
with the concept (5%).
Chart 3.7
Overall Impressions of Electric Cars
Strongly
Unfavorable 5%
Not Sure / Not
Familiar 5%
Very Favorable 22%
Somewhat
Unfavorable 11%
Neutral 25%
Favorable 32%
(n=1,040)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
25
Energy & Environment
Consumer Survey
When favorable responses were segmented by the demographic characteristics of the
respondents, differences were noted among education and age, as depicted in Chart 3.8.
The least educated respondents had the lower favorability ratings for electric cars (44%),
while the most educated had the highest favorability ratings (61%), a difference of 17
percentage points. Similar trends were seen among the age groups, with younger
consumers holding a more positive view of electric cars (61% for those under 30) than the
than older consumers (46% for those old than 65). This data indicates that manufacturers
of electric vehicles will commonly target consumers with higher levels of education. Some
variation was also seen across the ethnicity segments, though this could be attributed to a
smaller sample size (less than 50 respondents within the Asian American, Native
American, and Hispanic breakouts).
Chart 3.8
Favorable Impressions of Electric Cars by Demographic Segment
Favorable
Total
32%
Education
Less than high school
16%
26%
Tech school/some college
23%
30%
24%
2 year college
33%
24%
4 year college
34%
22%
Income
Gender
41%
Less than $35k
20%
30%
26%
$35k-$75k
34%
20%
More than $75k
33%
23%
Male
34%
Female
25%
30%
Under 30
21%
33%
30-44
Age
23%
28%
High school
Graduate school
28%
34%
45-64
30%
65 and older
30%
Caucasian
Ethnicity
Very Favorable
25%
22%
16%
32%
Hispanic
21%
37%
African American
26%
31%
Asian American
27%
41%
Native American/Other
35%
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
(n=1,039)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
26
Energy & Environment
Consumer Survey
As Chart 3.9 details, there were no unexpected differences in terms of favorable
impressions within behavioral segments. Those respondents that identified themselves
with the early adopter and early majority groups held higher favorability ratings for electric
vehicles. In addition, those with higher electric bills (monthly bills in excess of $300)
looked more favorably upon electric vehicles.
Chart 3.9
Favorable Impressions of Electric Cars by Behavioral Segment
Favorable
Total
32%
Monthly
Electric
Bill
Less than $100
23%
36%
$100-$200
22%
30%
$200-$300
30%
27%
More than $300
25%
37%
Early Adopter
Tech
Adopter
Very Favorable
27%
26%
Early majority
41%
37%
Late majority
27%
33%
Laggard
18%
25%
0%
14%
20%
40%
60%
80%
(n=1,040)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
27
Energy & Environment
Consumer Survey
3.4
Natural Gas Cars
In this year’s survey, Pike Research asked respondents about natural gas vehicles for the
first time. Like electric cars, consumers had a favorable opinion of natural gas cars (52%).
As shown in Chart 3.10, close to one-third of respondents reported neutral impressions of
the topic (31%). Meanwhile, only 9% held unfavorable views and only 9% were unfamiliar
with the concept.
Chart 3.10
Overall Impressions of Natural Gas Cars
Strongly
Unfavorable
3%
Somewhat
Unfavorable
6%
Not Sure / Not
Familiar
9%
Very Favorable
22%
Neutral
31%
Favorable
29%
(n=1,048)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
28
Energy & Environment
Consumer Survey
When segmenting the favorable responses by the demographic characteristics of the
respondents, some variations were evident across the education segment: Respondents
with less than a high school degree reported fewer favorable impressions of natural gas
cars than those with advanced degrees (36% compared to 57%). In addition, those that
earned more than $75,000 annually held a more favorable impression of natural gas cars
(59%), as did men (57%). Interestingly, survey participants in the “65 or older” age group
also reported a greater number of favorable impressions of natural gas vehicles compared
to the younger age groups.
Chart 3.11
Favorable Impressions of Natural Gas Cars by Demographic Segment
Favorable
Total
29%
Education
Less than high school
High school
Income
Gender
8%
22%
23%
Tech school/some college
32%
2 year college
24%
25%
23%
33%
Graduate school
22%
35%
Less than $35k
22%
26%
$35k-$75k
25%
32%
More than $75k
19%
33%
Male
26%
31%
Female
26%
28%
Under 30
18%
23%
30-44
Age
22%
28%
4 year college
Ethnicity
Very Favorable
22%
31%
22%
45-64
31%
20%
65 and older
31%
Caucasian
30%
Hispanic
29%
African American
28%
21%
20%
22%
Asian American
34%
30%
Native American/Other
32%
11%
0%
28%
10%
20%
30%
40%
50%
60%
70%
(n=1,047)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
29
Energy & Environment
Consumer Survey
When segmented by behavioral characteristics, trends for natural gas vehicles were similar
to those for electric vehicles. As depicted in Chart 3.12, older consumers and those who
self-identified as early or early majority in terms of technology adoption held more
favorable impressions of natural gas cars.
Chart 3.12
Favorable Impressions of Natural Gas Cars by Behavioral Segment
Favorable
Monthly
Electric
Bill
Total
29%
22%
Less than $100
31%
$100-$200
30%
$200-$300
21%
30%
25%
More than $300
32%
38%
Early Adopter
Tech
Adopter
Very Favorable
31%
23%
Early majority
41%
34%
Late majority
29%
Laggard
28%
0%
22%
20%
14%
20%
40%
60%
80%
(n=1,048)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
30
Energy & Environment
Consumer Survey
Section 4
SMART GRID
4.1
Smart Grid
Chart 4.1 below paints a very different picture of consumer opinions than the previously
discussed energy and environmental topics. While the clean energy and transportation
concepts received high levels of favorable responses and a low incidence of unfamiliarity,
consumer impressions of the smart grid were less positive and more uncertain. While 37%
favorable responses is not the lowest among the 13 topics covered in the survey, it is
approximately half that of the favorable responses among the top two concepts – solar and
wind energy. Interestingly, the percentage of unfavorable responses to the smart grid was
similar to that of solar energy (6%), the lowest among the topics explored in this study.
The most notable difference between this concept and those previously examined is the
high percentage of respondents who were unfamiliar with the smart grid (30%). Of the six
response options for this question, “not sure/not familiar” was selected by more
respondents than any other was, highlighting the lack of awareness about the smart grid
among consumers. This figure represents a small decrease from the previous survey,
when 35% of respondents indicated they were unfamiliar with smart grids. The low level of
unfavorable responses still indicates that utilities upgrading their infrastructure to include
smart grid capabilities have a distinct opportunity to educate consumers about the benefits
that smart grid can provide.
Chart 4.1
Overall Impressions of Smart Grid
Very Favorable
15%
Not Sure / Not
Familiar
30%
Favorable
22%
Strongly
Unfavorable
2%
Somewhat
Unfavorable
4%
Neutral
27%
(n = 1,046)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
31
Energy & Environment
Consumer Survey
Chart 4.2 indicates that the favorability rating for smart grid varies by education level,
gender, and income. Among respondents with household incomes above $75,000, 45%
reported a favorable impression of smart grid; this compares to 31% among those earning
less than $35,000 annually. In addition, 45% of men held a favorable impression of smart
grid technology, compared with just 28% of women. Within the education segment, there
was a 22-percentage-point difference among those reporting a favorable impression
between the lowest educated (24%) and the highest educated respondents (46%).
Chart 4.2
Favorable Impressions of Smart Grid by Demographic Segment
Favorable
Total
Education
12%
12%
High school
8%
15%
Tech school/some college
20%
2 year college
21%
4 year college
Income
15%
18%
13%
18%
$35k-$75k
15%
24%
More than $75k
20%
25%
Male
Gender
17%
28%
Less than $35k
Age
17%
27%
Graduate school
19%
26%
Female
10%
17%
Under 30
21%
18%
30-44
22%
16%
45-64
21%
65 and older
14%
10%
24%
Caucasian
14%
21%
Hispanic
Ethnicity
15%
22%
Less than high school
Very Favorable
19%
19%
African American
16%
25%
Asian American
30%
32%
Native American/Other
28%
17%
0%
10%
20%
30%
40%
50%
60%
70%
(n = 1,043)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
32
Energy & Environment
Consumer Survey
As depicted in Chart 4.3, early adopters of technology showed a substantially higher
percentage of favorable responses (63%) than the overall respondent base (37%). In
addition, those with higher electric bills (monthly bills of $300 or more) had a more
favorable opinion of smart grid technology. With more than one-half of all respondents
unfamiliar or neutral on the topic of smart grids, the success of future initiatives in this area
will hinge on educating consumers about the benefits of the smart grid.
Chart 4.3
Favorable Impressions of Smart Grid by Behavioral Segment
Favorable
Total
22%
Tech
Adopter
Monthly
Electric
Bill
Less than $100
Very Favorable
15%
24%
$100-$200
14%
22%
$200-$300
19%
More than $300
19%
22%
16%
36%
Early Adopter
27%
Early majority
27%
Late majority
36%
18%
20%
Laggard
13%
0%
10%
10%
6%
20%
30%
40%
50%
60%
70%
(n=1,044)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
33
Energy & Environment
Consumer Survey
4.2
Smart Meters
The breakdown of responses to the concept of smart meters is nearly identical to that of
the smart grid, as shown in Chart 4.4. Both concepts received a moderate number of
favorable responses (38%), few unfavorable responses (9%), and a relatively large
percentage of unfamiliar responses (28%). This suggests that consumers often see the
two concepts as indistinguishable.
Chart 4.4
Overall Impressions of Smart Meters
Very Favorable
15%
Not Sure / Not
Familiar
28%
Favorable
23%
Strongly
Unfavorable
3%
Somewhat
Unfavorable
6%
Neutral
25%
(n = 1,043)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
34
Energy & Environment
Consumer Survey
Chart 4.5 displays a breakout of favorable responses for smart meters by demographic
segment. While little variation exists among the different demographic segments, the data
shows that higher-earning consumers are more likely to report a favorable impression of
smart meters (46%). Some minority groups (Asian Americans, African Americans, and
Hispanics) also had higher percentages of favorable opinions of smart meters, as did men.
In terms of age segmentation, the two oldest groupings showed near identical percentages
of favorable responses (in the mid-30% range), and these were significantly lower than
among the youngest segment (in the low-40% range).
When examining the education segments, the percentages of favorable responses range
from 27% (for “less than high school”) to 44% (for “2 year degree”). Respondents with
4-year college degrees and graduate degrees were also more likely to report favorable
opinions of smart meters (in the low-40% range).
Chart 4.5
Favorable Impressions of Smart Meters by Demographic Segment
Favorable
Total
23%
Education
Less than high school
High school
12%
18%
11%
20%
2 year college
Income
Gender
17%
29%
Graduate school
Age
19%
27%
4 year college
14%
28%
Less than $35k
14%
19%
14%
$35k-$75k
27%
More than $75k
27%
Male
15%
19%
26%
Female
18%
21%
12%
Under 30
24%
17%
30-44
24%
18%
45-64
20%
65 and older
15%
28%
Caucasian
Ethnicity
15%
15%
Tech school/some college
Very Favorable
23%
14%
Hispanic
26%
African American
26%
Asian American
Native American/Other
9%
21%
20%
36%
6%
0%
31%
22%
10%
20%
30%
40%
50%
60%
70%
80%
(n=1,042)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
35
Energy & Environment
Consumer Survey
Although there are noticeable differences in favorable views of smart meters across the
various demographic segments, only self-identified early adopters of new technologies
stand out within the behavioral segmentation view; 64% of early adopters held a favorable
impression of smart meters, compared to the average of 39% across all respondents.
Chart 4.6
Favorable Impressions of Smart Meters by Behavioral Segment
Favorable
Total
23%
Monthly
Electric
Bill
Less than $100
15%
27%
$100-$200
14%
23%
$200-$300
23%
21%
More than $300
19%
20%
Early Adopter
Tech
Adopter
Very Favorable
24%
28%
Early majority
36%
30%
Late majority
14%
22%
Laggard
13%
0%
10%
13%
7%
20%
30%
40%
50%
60%
70%
(n=1,043)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
36
Energy & Environment
Consumer Survey
Section 5
CARBON MANAGEMENT
5.1
Carbon Offsets/Credits
Even more controversial than smart grid concepts, carbon management concepts received
some of the highest percentages of unfavorable responses from consumers. Less than
one-fifth of respondents held favorable impressions of carbon offsets/credits (19%), making
it the third lowest percentage of favorable responses among all concepts included in the
survey.
More notably, carbon offsets/credits received the highest percentage of
unfavorable responses (25%). Yet, the majority of responses were either “neutral” (27%)
or “not sure/not familiar” (29%), indicating that many consumers are either ambivalent or
unaware of the concept.
Since the concept of carbon offsets/credits is relatively new, these results are not
surprising. When compared to the responses to other energy and environmental topics, it
is clear that, during this initial stage, few consumers approve of the idea of making
payments in exchange for carbon emissions.
Chart 5.1
Overall Impressions of Carbon Offsets/Credits
Very Favorable
6%
Not Sure / Not
Familiar
29%
Favorable
13%
Neutral
27%
Strongly
Unfavorable
14%
Somewhat
Unfavorable
11%
(n = 1,046)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
37
Energy & Environment
Consumer Survey
Chart 5.2 shows the favorability ratings for the carbon offset/credit concept by demographic
segment. Unlike many of the other concepts reviewed in this study, no significant
differences were apparent by either gender or age. Only those respondents who earn
more than $75,000 annually have a noticeably higher favorability rating for carbon
offsets/credits (24%); those with lower levels of education demonstrate a lower favorability
rating for carbon offsets/credits (8% for those with less than a high school degree and 14%
for those with a high school degree). Some minority groups also have a higher favorability
rating for this topic, though this may be somewhat attributable to a smaller sample size.
Chart 5.2
Favorable Impressions of Carbon Offsets/Credits by Demographic Segment
Favorable
Education
Total
Less than high school
13%
4%
High school
2 year college
Income
Gender
7%
13%
6%
16%
Graduate school
Age
4%
11%
4 year college
Ethnicity
6%
4%
10%
Tech school/some college
6%
15%
Less than $35k
7%
11%
$35k-$75k
6%
13%
More than $75k
6%
15%
Male
9%
15%
Female
7%
11%
Under 30
5%
12%
30-44
10%
14%
45-64
5%
11%
6%
65 and older
13%
4%
Caucasian
12%
5%
Hispanic
16%
African American
Very Favorable
2%
12%
Asian American
12%
24%
Native American/Other
19%
22%
0%
5%
10%
6%
15%
20%
25%
30%
35%
40%
45%
50%
(n=1,045)
(Source: Pike Research)
© 2012 Pike Research LLC.
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express written permission of Pike Research LLC.
38
Energy & Environment
Consumer Survey
Chart 5.3 shows consumer opinions toward carbon offsets/credits by behavioral
segmentation. From such a view, respondents who identify as early adopters of new
technology and respondents who spend $300 or more on their monthly electric bill had the
highest percentages of favorable impressions, each with 38%. As expected, laggards
have the lowest favorability rating for carbon offsets/credits (9%), and consumers that
spend between $200 and $300 per month on electricity were also below the overall
average favorability (14%).
Chart 5.3
Favorable Impressions of Carbon Offsets/Credits by Behavioral Segment
Monthly
Electric
Bill
Favorable
Total
13%
Less than $100
14%
$100-$200
14%
$200-$300
4%
6%
7%
14%
10%
More than $300
28%
Early Adopter
Tech
Adopter
Very Favorable
10%
20%
Early majority
19%
15%
Late majority
13%
Laggard
6%
0%
5%
5%
3%
10%
20%
30%
40%
50%
(n=1,046)
(Source: Pike Research)
© 2012 Pike Research LLC.
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39
Energy & Environment
Consumer Survey
5.2
Cap and Trade
The concept of cap and trade, a market-based approach to regulating carbon emissions,
continues to be the least favorable topic covered in the survey. The 14% favorable
response rate for the topic was the lowest among all covered topics, and the 22%
unfavorable response rate marked the highest among all topics. As shown in Chart 5.4,
cap and trade was the only concept to receive more unfavorable responses than favorable
ones. With 36% of respondents selecting “not sure/not familiar,” the concept had the
second highest incidence of unfamiliarity among consumers.
Chart 5.4
Overall Impressions of Cap and Trade
Very Favorable
5%
Favorable
9%
Not Sure / Not
Familiar
36%
Neutral
28%
Strongly
Unfavorable
14%
Somewhat
Unfavorable
8%
(n = 1,044)
(Source: Pike Research)
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40
Energy & Environment
Consumer Survey
Chart 5.5 highlights the demographic characteristics of respondents to the cap and trade
question. The most noticeable variation in favorability ratings occurred among the various
age groups. The topic received a favorable rating from 23% of the “under 30” group while
only 9% of the “65 and older” group reported a favorable impression. When segmented by
education level, favorability ratings rise steadily as education level increases. Three
minority groups (African American, Asian Americans, and Native American/Other) had
higher favorable responses to cap and trade; however, this is likely due in part to smaller
sample sizes among these groups. Men held somewhat more favorable opinions of cap
and trade than women (18% versus 11%). There was little variation when segmented by
income level.
Chart 5.5
Favorable Impressions of Cap and Trade by Demographic Segment
Favorable
Total
9%
Education
Less than high school
4%
High school
5%
6%
2 year college
6%
9%
4 year college
Income
Gender
6%
14%
Less than $35k
6%
$35k-$75k
4%
5%
10%
More than $75k
4%
12%
Male
7%
11%
Female
7%
Under 30
7%
4%
13%
30-44
Age
4%
14%
Graduate school
10%
11%
45-64
8%
65 and older
3%
8%
Hispanic
4%
5%
6%
Caucasian
Ethnicity
5%
4%
7%
Tech school/some college
4%
14%
African American
Very Favorable
2%
10%
14%
Asian American
27%
Native American/Other
22%
0%
5%
10%
14%
0%
15%
20%
25%
30%
35%
40%
45%
(n=1,043)
(Source: Pike Research)
© 2012 Pike Research LLC.
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41
Energy & Environment
Consumer Survey
As Chart 5.6 shows, the level of favorable responses to cap and trade mirror those for the
carbon offsets/credits concept: Early adopters were more than twice as likely as the
general respondent pool to hold positive impressions of cap and trade (34% versus 14%).
In addition, those with higher electric bills ($300 or more per month) were more likely to
hold a favorable opinion of the concept (27%).
Chart 5.6
Favorable Impressions of Cap and Trade by Behavioral Segment
Favorable
Total
9%
Tech
Adopter
Monthly
Electric
Bill
Less than $100
5%
10%
$100-$200
5%
9%
$200-$300
5%
9%
9%
More than $300
20%
Early Adopter
20%
Early majority
11%
Late majority
7%
Laggard
Very Favorable
7%
14%
6%
4%
4% 1%
0%
10%
20%
30%
40%
(n=1,044)
(Source: Pike Research)
© 2012 Pike Research LLC.
All Rights Reserved. This publication may be used only as expressly permitted by license from Pike Research LLC and may not otherwise be accessed or used, without the
express written permission of Pike Research LLC.
42
Energy & Environment
Consumer Survey
Section 6
BUILDING EFFICIENCY
6.1
LEED Certification
With a meager 17% of respondents indicating a “favorable” or “very favorable” impression
of LEED certification, it would appear that this building efficiency concept is relatively
unappealing to consumers. However, Chart 6.1 paints a more accurate picture of
consumers’ views. While LEED certification has the second lowest percentage of
favorable responses, it was also in the bottom half among all concepts for unfavorable
responses (9%) along with such highly favored concepts as wind energy.
As the large orange slice in the chart indicates, a majority of consumers (45%) are simply
unfamiliar with this green building certification program. Familiarity does seem to be on the
rise, however, as evidenced by a drop from a 53% unfamiliar rating in Pike Research’s
previous survey.
More consumers were unfamiliar with LEED certification than with any of the 12 other
concepts included in the survey. Additionally, it represented the only concept for which a
majority of respondents selected “not sure/not familiar.” Clearly, this is the concept with
the lowest level of consumer awareness. Since LEED certification exists in both residential
and commercial buildings, consumers are just as likely to benefit from the program as
businesses.
Chart 6.1
Overall Impressions of LEED Certification
Very Favorable
7%
Favorable
10%
Not Sure / Not
Familiar
45%
Neutral
29%
Strongly
Unfavorable
5%
Somewhat
Unfavorable
4%
(n = 1,040)
(Source: Pike Research)
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43
Energy & Environment
Consumer Survey
As shown in Chart 6.2, there are some variations in LEED favorability when broken out by
various demographic characteristics. Favorability increases with education, rising steadily
from an 8% favorability rating among respondents with “less than high school” education to
25% among those with a 4-year degree. The older demographic groups, those in the
“45-64” and “65 and older” groups, held favorability ratings of 13% and 12%, respectively,
while younger consumers held favorability ratings in the low-20% range. This may be
because older consumers are less aware of LEED certification than younger consumers.
Furthermore, 25% of respondents who earned more than $75,000 report a favorable
opinion of the concept, which is twice the rate of respondents earning less than $35,000
annually.
Chart 6.2
Favorable Impressions of LEED Certification by Demographic Segment
Favorable
Total
Education
7%
11%
Less than high school
0%
8%
High school
4%
5%
Tech school/some college
5%
9%
2 year college
8%
11%
4 year college
Income
Gender
7%
17%
Less than $35k
5%
9%
$35k-$75k
7%
10%
More than $75k
10%
15%
Male
7%
13%
Female
7%
8%
Under 30
10%
12%
30-44
Age
11%
14%
Graduate school
7%
15%
45-64
6%
7%
65 and older
4%
8%
Caucasian
Ethnicity
Very Favorable
6%
10%
Hispanic
9%
16%
African American
14%
Asian American
14%
Native American/Other
12%
19%
0%
12%
0%
5%
10%
15%
20%
25%
30%
35%
(n=1,039)
(Source: Pike Research)
© 2012 Pike Research LLC.
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44
Energy & Environment
Consumer Survey
Chart 6.3 shows the behavioral segment breakout by new technology uptake and monthly
electric bill. Like the smart grid and carbon management topics, the segment of
consumers who identified themselves as early adopters of new technologies had higher
rates of favorable impressions of LEED certification (40%) than any other demographic or
behavioral segment; meanwhile, only 5% of laggards reported a favorable opinion of the
concept. Among those with an electric bill of more than $300 per month, 36% reported a
favorable impression of LEED certification, which was double the average for this category.
This indicates that this group may be more receptive to the concept due to their electricity
spending.
Chart 6.3
Favorable Impressions of LEED Certification by Behavioral Segment
Favorable
Monthly
Electric
Bill
Total
11%
Less than $100
12%
$100-$200
11%
$200-$300
9%
More than $300
7%
6%
11%
9%
19%
Early Adopter
Tech
Adopter
Very Favorable
17%
20%
Early majority
20%
13%
Late majority
10%
7%
5%
Laggard 2%3%
0%
10%
20%
30%
40%
50%
(n=1,040)
(Source: Pike Research)
© 2012 Pike Research LLC.
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express written permission of Pike Research LLC.
45
Energy & Environment
Consumer Survey
Section 7
SUMMARY AND CONCLUSIONS
7.1
Clean Energy
Consumer opinions of the clean energy concepts were generally positive. All four concepts
(solar, wind, clean coal, and nuclear) received favorable responses from at least 40% of
respondents. Most notably, the two renewable energy concepts, wind and solar, continued
to garner favorable opinions by more consumers than any other topic included in the
survey. The non-renewable clean energy concepts, clean coal and nuclear power, did not
enjoy the same level of enthusiasm from the respondent base. Nuclear power also earned
the highest percentage of unfavorable and neutral responses among all energy and
environmental concepts.
Of the four clean energy concepts, consumers were the least familiar with clean coal: 15%
of respondents selected “not sure/not familiar” for this concept. These results reveal that
solar and wind power have reached a point of mass appeal among consumers. Clean
energy concepts that do not utilize renewable resources are less likely to appeal to the vast
majority of consumers.
7.2
Clean Transportation
Clean transportation concepts are also well received by consumers, though not quite to the
same extent as solar and wind energy. More than half of all respondents reported
favorable impressions of hybrid vehicles, electric cars, and natural gas vehicles. Biofuels
were favored by less than one-fourth of respondents (39%) and received the highest
incidence of unfamiliar responses (15%) among the clean transportation concepts.
The popularity of hybrid and electric vehicles is not surprising given the extensive
advertising and publicity campaigns for cars like the Toyota Prius, Nissan Leaf, and Chevy
Volt. An interesting note is that natural gas powered vehicles received a similar favorability
rating despite their being largely limited to commercial vehicles.
Within the various demographic splits, it is the higher-educated and higher-income
consumers that continue to report the greatest rates of favorability toward clean
transportation. The marketing messages for these alternative-fuel cars focus on the
environmentally friendly benefits of fewer gas emissions. With gas prices likely to fluctuate
within the United States in coming years, consumers are likely to be drawn to the potential
cost savings offered by such vehicles as well as their low impact on the environment.
7.3
Smart Grid
Consumer reactions to smart grid and smart meter concepts appear less favorable; these
topics garnered smaller percentages of favorable responses than the clean energy and
transportation topics. However, a closer review reveals that few consumers hold an
unfavorable view of the smart grid or smart meters (less than 10%). In fact, all four clean
transportation concepts and both carbon management topics received higher percentages
of unfavorable responses than either of the smart grid concepts.
As with carbon management and building efficiency topics, what stood out in the survey
results for the smart grid and smart meters was the high number of respondents reporting
they were unfamiliar with the concepts. Approximately one-third of consumers selected
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46
Energy & Environment
Consumer Survey
“not sure/not familiar” in response to each of these topics, illustrating that many have yet to
form an opinion. In general it was the higher-educated, higher-income-earning male
respondents that reported the highest rates of favorable impressions for smart grid
technologies. With a limited number of smart meter installations, consumers are still
learning about the energy-saving potential of smart grid technologies.
7.4
Carbon Management
Lagging behind nearly all other concepts in terms of favorable responses, the concepts
dealing with carbon management (cap and trade, carbon offsets/credits) did not garner a
high level of favorable responses by survey respondents.
Additionally, this was
accompanied by relatively high percentages of unfavorable and unfamiliar responses. This
consumer reaction is interesting given that these concepts are designed to be utilized by
businesses; it may be that some negative media coverage has drawn consumer attention
to these topics.
Carbon credits proved to be among the least favored concepts, with 25% of consumers
reporting an unfavorable rating and 19% reporting a favorable rating. In addition, nearly
one-third of respondents were unfamiliar with the concept. Cap and trade fared nearly as
poorly, with a 22% unfavorable rating, a meager 14% favorable rating, and 36% of
respondents stating they were unfamiliar with the concept.
Two noticeable demographic notes emerged from a closer examination of carbon
management: Both cap and trade and carbon offsets/credits were better received by
younger consumers and consumers in the higher income level.
7.5
Building Efficiency
The only building efficiency topic included in the survey was LEED certification. Consistent
with previous Energy and Environment Consumer Surveys, consumers continue to state
that they are not acquainted with the concept. Pike Research believes this is because
green building certification programs such as LEED have yet to draw significant attention
outside of the real estate industry and penetrate the mass market.
With nearly three-fourths of respondents reporting an unfavorable or neutral impression of
LEED (45% unfamiliar and 29% neutral), it is clear that a greater emphasis needs to be
placed on educating end users about the topic and its benefits. A closer examination
shows early adopters and higher-income earners as the most aware of LEED certification;
these two segments also report higher rates of favorable opinions of the concept.
While this low level of familiarity among the general population is challenging, a positive
finding is that consumers do not generally hold adverse opinions on the concept, meaning
there are relatively fewer negative views to overcome.
© 2012 Pike Research LLC.
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47
Energy & Environment
Consumer Survey
Section 8
TABLE OF CONTENTS
Section 1 ...................................................................................................................................................... 1 Executive Summary .................................................................................................................................... 1 1.1 Introduction.................................................................................................................................... 1 1.2 Key Findings.................................................................................................................................. 2 1.3 Comparison to 2009 and 2010 Surveys ........................................................................................ 5 1.3.1 Favorable Rating Comparisons ............................................................................................... 5 1.3.2 Unfavorable Rating Comparisons ........................................................................................... 6 Section 2 ...................................................................................................................................................... 7 Clean Energy ............................................................................................................................................... 7 2.1 Solar Energy.................................................................................................................................. 7 2.2 Wind Energy ................................................................................................................................ 10 2.3 Clean Coal................................................................................................................................... 13 2.4 Nuclear Power ............................................................................................................................. 16 Section 3 .................................................................................................................................................... 19 Clean Transportation ................................................................................................................................ 19 3.1 Hybrid Vehicles ........................................................................................................................... 19 3.2 Biofuels........................................................................................................................................ 22 3.3 Electric Cars ................................................................................................................................ 25 3.4 Natural Gas Cars ........................................................................................................................ 28 Section 4 .................................................................................................................................................... 31 Smart Grid .................................................................................................................................................. 31 4.1 Smart Grid ................................................................................................................................... 31 4.2 Smart Meters ............................................................................................................................... 34 Section 5 .................................................................................................................................................... 37 Carbon Management................................................................................................................................. 37 5.1 Carbon Offsets/Credits ................................................................................................................ 37 5.2 Cap and Trade ............................................................................................................................ 40 Section 6 .................................................................................................................................................... 43 Building Efficiency .................................................................................................................................... 43 6.1 LEED Certification ....................................................................................................................... 43 Section 7 .................................................................................................................................................... 46 Summary and Conclusions ...................................................................................................................... 46 7.1 Clean Energy............................................................................................................................... 46 7.2 Clean Transportation ................................................................................................................... 46 7.3 Smart Grid ................................................................................................................................... 46 7.4 Carbon Management .................................................................................................................. 47 7.5 Building Efficiency ....................................................................................................................... 47 Section 8 .................................................................................................................................................... 48 Table of Contents ...................................................................................................................................... 48 Section 9 .................................................................................................................................................... 49 Table of Charts and Figures..................................................................................................................... 49 Section 10 .................................................................................................................................................. 50 Scope of Study .......................................................................................................................................... 50 Survey Methodology ................................................................................................................................. 50 © 2012 Pike Research LLC.
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48
Energy & Environment
Consumer Survey
Section 9
TABLE OF CHARTS AND FIGURES
Chart 1.1 Chart 1.2 Chart 1.3 Chart 2.1 Chart 2.2 Chart 2.3 Chart 2.4 Chart 2.5 Chart 2.6 Chart 2.7 Chart 2.8 Chart 2.9 Chart 2.10 Chart 2.11 Chart 2.12 Chart 3.1 Chart 3.2 Chart 3.3 Chart 3.4 Chart 3.5 Chart 3.6 Chart 3.7 Chart 3.8 Chart 3.9 Chart 3.10 Chart 3.11 Chart 3.12 Chart 4.1 Chart 4.2 Chart 4.3 Chart 4.4 Chart 4.5 Chart 4.6 Chart 5.1 Chart 5.2 Chart 5.3 Chart 5.4 Chart 5.5 Chart 5.6 Chart 6.1 Chart 6.2 Chart 6.3 Favorable Impressions of Energy and Environmental Concepts ............................................ 2 Unfavorable Impressions of Energy and Environmental Concepts......................................... 3 Percentage of Respondents Unfamiliar with Energy and Environmental Concepts ............... 4 Overall Impressions of Solar Energy ....................................................................................... 7 Favorable Impressions of Solar Energy by Demographic Segment ....................................... 8 Favorable Impressions of Solar Energy by Behavioral Segment............................................ 9 Overall Impressions of Wind Energy ..................................................................................... 10 Favorable Impressions of Wind Energy by Demographic Segment ..................................... 11 Favorable Impressions of Wind Energy by Behavioral Segment .......................................... 12 Overall Impressions of Clean Coal ........................................................................................ 13 Favorable Impressions of Clean Coal by Demographic Segment ........................................ 14 Favorable Impressions of Clean Coal by Behavioral Segment............................................. 15 Overall Impressions of Nuclear Power .................................................................................. 16 Favorable Impression of Nuclear Power by Demographic Segment .................................... 17 Favorable Impressions of Nuclear Power by Behavioral Segment ....................................... 18 Overall Impressions of Hybrid Vehicles ................................................................................ 19 Favorable Impressions of Hybrid Vehicles by Demographic Segment ................................. 20 Favorable Impressions of Hybrid Vehicles by Behavioral Segment ..................................... 21 Overall Impressions of Biofuels ............................................................................................. 22 Favorable Impressions of Biofuels by Demographic Segment ............................................. 23 Favorable Impressions of Biofuels by Behavioral Segment.................................................. 24 Overall Impressions of Electric Cars ..................................................................................... 25 Favorable Impressions of Electric Cars by Demographic Segment...................................... 26 Favorable Impressions of Electric Cars by Behavioral Segment .......................................... 27 Overall Impressions of Natural Gas Cars .............................................................................. 28 Favorable Impressions of Natural Gas Cars by Demographic Segment .............................. 29 Favorable Impressions of Natural Gas Cars by Behavioral Segment................................... 30 Overall Impressions of Smart Grid ........................................................................................ 31 Favorable Impressions of Smart Grid by Demographic Segment......................................... 32 Favorable Impressions of Smart Grid by Behavioral Segment ............................................. 33 Overall Impressions of Smart Meters .................................................................................... 34 Favorable Impressions of Smart Meters by Demographic Segment .................................... 35 Favorable Impressions of Smart Meters by Behavioral Segment ......................................... 36 Overall Impressions of Carbon Offsets/Credits ..................................................................... 37 Favorable Impressions of Carbon Offsets/Credits by Demographic Segment ..................... 38 Favorable Impressions of Carbon Offsets/Credits by Behavioral Segment .......................... 39 Overall Impressions of Cap and Trade ................................................................................. 40 Favorable Impressions of Cap and Trade by Demographic Segment .................................. 41 Favorable Impressions of Cap and Trade by Behavioral Segment ...................................... 42 Overall Impressions of LEED Certification ............................................................................ 43 Favorable Impressions of LEED Certification by Demographic Segment ............................ 44 Favorable Impressions of LEED Certification by Behavioral Segment ................................. 45 Table 1.1 Table 1.2 Favorable Ratings: 2009, 2010, and 2011 Surveys ............................................................... 5 Unfavorable Ratings: 2009, 2010, and 2011 Surveys ........................................................... 6 © 2012 Pike Research LLC.
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49
Energy & Environment
Consumer Survey
Section 10
SCOPE OF STUDY
Pike Research has prepared this report to provide participants involved in clean technology markets with
a study of consumer opinions about a select set of energy and environmental topics. One of the major
objectives of the report is to impartially assess levels of consumer interest in various concepts dealing
with clean energy, clean transportation, smart grid, carbon management, and building efficiency. Pike
Research also provides an analysis of key consumer attitudes that are relevant to this market.
Great care was taken in constructing a survey questionnaire that would yield the most accurate and
unbiased results possible. However, it should be noted that consumers often have difficulty providing
survey responses that will accurately predict their purchase behavior for products that have yet to be
introduced to the market.
SURVEY METHODOLOGY
Pike Research conducted a web-based survey of 1,048 U.S. consumers in the fall of 2011 using a
structured online questionnaire. The survey invitation was sent to a nationally representative and
demographically balanced sample of consumers who are members of a large online panel. Respondents
were offered a chance to win prizes in exchange for their participation. The margin of error for these
survey results is +/- 3% with a 95% confidence interval.
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50
Energy & Environment
Consumer Survey
Published 1Q 2012
© 2012 Pike Research LLC
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Boulder, CO 80302 USA
Tel: +1 303.997.7609
http://www.pikeresearch.com
This publication is provided by Pike Research LLC (“Pike”). This publication may be used only as
expressly permitted by license from Pike and may not otherwise be reproduced, recorded, photocopied,
distributed, displayed, modified, extracted, accessed or used without the express written permission of
Pike. Notwithstanding the foregoing, Pike makes no claim to any Government data and other data
obtained from public sources found in this publication (whether or not the owners of such data are noted
in this publication). If you do not have a license from Pike covering this publication, please refrain from
accessing or using this publication. Please contact Pike to obtain a license to this publication.
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51