AWARENESS OF ENERGIZE
CONNECTICUT AND OTHER ENERGY
EFFICIENCY RESOURCES AND
BRANDS
Tami Buhr, Director of Survey Research
January 2014
About the Surveys
 The purpose of the surveys was to measure change in awareness of and interest
in the various energy efficiency brands following the launch of Energize
Connecticut.
Survey
Field Dates
Completes (Landline/Cell)
Baseline
August 6-21, 2012
400 (284/116)
Follow Up
September 9-29, 2013
400 (263/137)
 The data were weighted by phone type to account for overlap of landline and cell
phone samples, and to match the sample phone type to that of the population.
 Both surveys have a margin of error of plus or minus 5%, with a 95% confidence
interval.
Awareness of Programs and Brands
Presentation Name
3
Are you aware of any programs in Connecticut that help people (save energy by
making their homes more energy efficient/make use of renewable energy sources to
meet their home energy needs)?
50%
Energy Efficiency
Programs
56%
24%
Renewables
Sept 2013
20%
Aug 2012
0%
20%
40%
60%
80%
100%
Q1A &
Q5A
(Ask if aware of programs)
How familiar are you with these programs?
Not at all familiar
Not too familiar
Somewhat familiar
Renewables
Energy Efficiency Programs
100%
21%
20%
Very familiar
9%
24% *
80%
48%
60%
48%
54%
46%
40%
29%
20%
0%
25%
26%
22%
7%
4%
Aug 2012
(n=224)
Sept 2013
(n=201)
* Statistically different from 2012 at .05 level
14%
Aug 2012
(n=79)
4%
Sept 2013
(n=95)
Q1B &
Q5B
Compared to three months ago, are you more aware today about resources to save
energy or use renewable energy, or not?
(If more aware) Would you say you are much more aware or somewhat more aware?
Not more
Somewhat more
Sept 2013
76%
Aug 2012
77%
0%
20%
40%
Much more
14%
15%
60%
80%
6%
6%
100%
Q12A &
Q12B
How familiar are you with
Energize Connecticut?
Not at all familiar
Not too familiar
Somewhat familiar
Very familiar
23% Familiar
Sept 2013
78%
15%
2%
6%
17% Familiar
Aug 2012
83%
0%
20%
40%
13% 4%
60%
80%
0%
100%
Q17A
Awareness of Energy Connecticut Efficiency Brands
% Familiar with Brand
Connecticut Clean Energy Communities
40%
Connecticut Clean Energy Fund
34%
Connecticut Energy Efficiency Fund
32%
Energize Connecticut
23%
Connecticut Neighbor to Neighbor Challenge
15%
Clean Energy Finance and Investment
Authority
14%
0%
10%
20%
30%
40%
Presentation Name
50%
8
Awareness of Energy Efficiency Brands Across the
Country
ENERGY Star (92-12)
87%
Energy Trust of Oregon (02 - 12)
61%
Flex Your Power CA (01 - 07)
50%
MassSave (1980s-12)
36%
Energize Connecticut (12-13)
23%
Energy Upgrade CA (10-12)
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Presentation Name
100%
9
Depth of Knowledge
Presentation Name
10
(Ask if aware of programs) Can you describe the type of help these programs offer to
people who want to save energy by making their homes more energy efficient?
(Multiple responses accepted)
Energy Audits/ Home Inspections
30% *
Insulation/weatherization/windows
Rebates General
Rebates/incentives/financial assistance for solar or alt. energy measures
Programs (general)
Programs for balanced billing/reduced rates/low income assistance
Rebates/incentives/financial assistance for efficient HVAC
Tax benefits
Home energy kits (i.e. aerators, pipe wrap, etc)
Appliance recycling programs
Programs for load control/off peak usage
Rebates/incentives/financial assistance for efficient hot water heaters
(No – cannot describe)
(Other)
49%
17%
20%
Light bulbs discounts/CFLs
More efficient appliances
42% *
26%
2%
7%
5%
5%
5%
7%
4%
4%
4%
6%
2%
4%
2%
8%
1%
5%
0%
1%
0%
1%
0%
1%
1%
1%
8%
5%
(Don’t know/Refused)
Sept 2013 (n=201)
Aug 2012 (n=224)
11%
0%
* Statistically different from 2012 at .05 level
16%
20%
40%
60%
Q2
(Ask if aware of programs) Can you describe the type of help these programs offer to
people who want to make use of renewable energy sources?
(Multiple responses accepted)
Rebates
17%
Financing
9%
Solar power/panels (general)
8%
Saving energy and money (general)
7%
Information/Advice/Evaluation
Renewable energy programs (general)
13%
9%
8%
2%
0%
15%
15%
7%
Tax incentives
Sept 2013 (n=91)
3%
Opportunity to purchase electricity generated by renewable
sources
5%
Recycling programs
1%
2%
Other
2%
22%
Aug 2012 (n=78)
8%
7%
23%
Don't know
0%
10%
20%
36%
30%
40%
Q6
(Ask if aware of programs)
Can you name organizations that might offer programs to help people (save energy by
making their homes more energy efficient/make use of renewable energy sources)?
100%
Aug 2012 (n=224)
Sept 2013 (n=201)
Aug 2012 (n=79)
Sept 2013 (n=95)
80%
60%
49%
53%
37%
40%
34%
20%
0%
Energy Efficiency Programs
Renewables
Q3
(Results shown for those who can name organizations)
Can you name organizations that might offer programs to help people save energy by making
their homes more energy efficient?
(Multiple responses accepted)
91%
93%
Utilities
7%
5%
Community renewal team
5%
Other
19%
4%
7%
State government
CT Energy Efficiency Fund
3%
1%
CT Clean Energy Fund
3%
2%
3%
4%
Federal government
Energize Connecticut
1%
0%
Clean Energy Finance and Investment Authority - CEFIA
1%
0%
0%
September 2013 (n=123)
August 2012 (n=141)
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q3
(Results shown for those who can name organizations)
Can you name organizations that might offer programs to help people make use of renewable
energy sources?
(Multiple responses accepted)
67%
Utilities
Federal government
CT Clean Energy Fund
14%
6%
12%
0%
8%
State government
89%
16%
7%
12%
Private solar industry/retailers/installers
5%
3%
CT Energy Efficiency Fund
Clean Energy Finance and Investment Authority - CEFIA
3%
0%
Other
2%
0%
Sept 2013 (n=43)
9%
Aug 2012 (n=39)
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q7
Interest in Energy Efficiency and Renewables
Programs and Barriers
Presentation Name
16
How interested are you in learning more about programs that could help you (save
energy by making your home more energy efficient/make use of renewable energy
sources)?
Not at all interested
Not too interested
Somewhat interested
Energy Efficiency Programs
Very interested
Renewables
100%
20%
19%
20%
17%
80%
60%
40%
36%
20%
32%
41%
22%
16%
38%
20%
20%
24%
27%
Aug 2012
Sept 2013
21%
24%
Aug 2012
Sept 2013
0%
Q4A
(Ask if very/somewhat interested)
Why would you say YOU are interested in making your home more efficient?
(Multiple responses accepted)
61%
Save money/Reduce utility bills
66%
23%
25%
Save money and help the environment
17%
14%
Preserve/help the environment/be more efficient
5%
6%
Make home more comfortable
2%
1%
General interest/seems like a good idea
1%
3%
Increase value of home
5%
3%
Other
Sept 2013 (n=200)
Aug 2012 (n=224)
3%
2%
Don’t know/Refused
0%
10%
20%
30%
40%
50%
60%
70%
Q4B
(Ask if not very/somewhat interested)
Why would you say YOU are interested in using renewable energy?
(Multiple responses accepted)
Save money/Reduce utility bills
35%
Preserve/help the environment/be more efficient
30%
23%
Save money and help the environment
Make home more comfortable
3%
38%
35%
27%
5%
3%
4%
General interest/seems like a good idea
2%
2%
Increase value of home
3%
2%
Other
4%
Don’t know/Refused
0%
5%
Sept 2013 (n=218)
Aug 2012 (n=244)
10%
10%
15%
20%
25%
30%
35%
40%
Q8B
(Ask if not very/not at all interested)
Why would you say YOU are NOT interested in learning about programs that could help
you save energy in your home? (Multiple responses accepted)
47%
48%
No remaining EE opportunities/new home
Rent home
20%
8%
Simply not interested
5%
Cost of improvements
6%
5%
Utility bills aren't high enough
5%
4%
Too difficult/hassle/not a priority
5%
12%
2%
4%
Elderly
2%
1%
Would not qualify
Don't need help/DIY
25%
0%
3%
Sept 2013 (n=189)
3%
4%
Other
Don’t know/Refused
1%
0%
Aug 2012 (n=175)
4%
10%
20%
30%
40%
50%
60%
Q4B
(Ask if not very/not at all interested)
Why would you say YOU are NOT interested in learning more about programs that
could help you make use of renewable energy? (Multiple responses accepted)
Rent home
21%
18%
Simply not interested
20%
15%
19%
20%
No remaining opporunities/new home
14%
Cost of renewable systems
Too difficult/hassle/not a priority
8%
Elderly/Moving
4%
Not possible given hometype
4%
2%
Utility bills aren't high enough
Would not qualify
1%
1%
Too new of technology
1%
Other
7%
3%
Sept 2013 (n=174)
8%
6%
4%
0%
10%
10%
3%
Don’t know/Refused
18%
Aug 2012 (n=150)
5%
5%
10%
15%
20%
25%
Q8B
Exposure to Energy Efficiency Information
and Information Seeking
Presentation Name
22
Resources to help you save energy in your home and make use of renewable
energy
Have you ever attempted to find out
what resources are available to help
you save energy in your home or
make use of renewable energy?
100%
80%
100%
Aug 2012
Sept 2013
80%
Aug 2012 (n=124)
Sept 2013 (n=130)
60%
60%
40%
(If yes) Have you looked for this type of
information in the past month?
32%
31%
40%
20%
20%
0%
0%
Yes
17%
14%
Yes
Q9A &
Q9B
(Ask if looked for information in the past month)
Where did you go for information?
(Multiple responses accepted)
General on-line search/Google/The internet
39%
Utilities
24%
28%
14%
12%
Educational/non-profit institutions
4%
5%
Local government
4%
State government generally
CTEnergyInfo.com
42%
0%
7%
5%
Sept 2013 (n=20)
17%
Other
0%
5%
10%
15%
20%
Aug 2012 (n=18)
25%
25%
30%
35%
40%
45%
Q9C
If you wanted to learn what resources are available to help you save energy in your
home or make use of renewable energy, where would you go for TRUSTWORTHY
information? (Multiple responses accepted)
42%
40%
General online search/Google/The Internet
17%
14%
Utilities
6%
5%
6%
Friend/neighbor/coworker
State government website/generally
Local government/agency website
Call/contact a contractor, supplier, or other trade professional
Newspaper/magazines/other print media
Call 211/info line
Non-profit/educational or community organization
Home shows/other community events
The library
Review site/Consumer Reports/other independent resource
Federal/national government, agency, website
Would not look for that information/don’t care
Clean Energy Finance and Investment Authority - CEFIA
Go to a retail location (i.e. Home Depot)/talk to a salesman
Other
Don’t know/Refused
9%
3%
2%
3%
3%
2%
1%
2%
2%
2%
5%
1%
1%
1%
1%
1%
2%
1%
3%
0%
1%
0%
1%
0%
1%
0%
2%
0%
0%
10%
Sept 2013
Aug 2012
21%
20%
30%
40%
50%
Q10
Have you ever…
(Based on all respondents, including those who are unaware)
Aug 2012
Sept 2013
Aug 2012
Sept 2013)
Aug 2012
Sept 2013
40%
20%
1%
3%
4%
6%
0%
Visited the website
Energize Connecticut.com
Visited the website
CTEnergyInfo.com
2%
1%
Called the toll-free number 877WISE-USE
Q17B,
Q21B &
Q22B
In the past month, have you read or heard anything about the resources that are
available to help you save energy in your home or make use of renewable energy?
Aug 2012
Sept 2013
100%
80%
60%
40%
20%
16%
16%
0%
Yes
Q11A
Program Participation
Presentation Name
28
Have you ever participated in a program to save energy at your home or one
that helps you make use of renewable energy?
20%
Yes
21%
Sept 2013
Aug 2012
0%
20%
40%
QD1
(Ask if participated in a program)
In which program did you participate?
16%
The “Home Energy Solutions” program
Other/general renewable energy program
15%
4%
Other/general home audit/energy kit program
12%
Incentives and rebates for high efficiency furnaces and boilers, air
conditioners, hot water heaters, appliances and insulation
7%
8%
4%
4%
Done independently/not sponsored by a program
1%
Photovoltaic system purchase or lease program
3%
1%
Done through other state
A program for limited-income homeowners or renters
9%
6%
Retail products available through stores and online
Balanced billing/reduced rate/other discounted billing
15%
15%
16%
Program through utility (unspecific)
Recycling
23%
5%
0%
3%
0%
3%
Sept 2013 (n=81)
0%
1%
Aug 2012 (n=84)
Other
7%
9%
Don’t know/Refused
19%
12%
0%
5%
10%
15%
20%
25%
QD2
Where Does Connecticut Go from Here?
Presentation Name
31
The Challenges
 Moderate to low awareness of programs in general
 Depth of knowledge is low
 Awareness of EE brands is low
 Barriers to program participation include:
 Belief that have already done all that can be done to save
 Split incentive problem
 Lack of interest
 Lack of efficacy
 Cost of improvements/ROI
Presentation Name
32
Strengths and Opportunities
 Desire and political will to make CT #1 in energy efficiency
 CT already has award-winning HES program. Future program
focus includes:
 Low-cost financing partnerships
 Deeper savings
 Improved program marketing through segmentation and
microtargeting
Presentation Name
33
Customer Segmentation and Microtargeting
What it is and what can be achieved
Presentation Name
34
Three-Layer Approach to Microtargeting and Segmentation
Consider three layers of engagement for each customer
Likely Adoption
(function of
attitudes/beliefs, trust in
utility, perceived opportunity,
perceived ability to act)
Energy Opportunities
(function of home,
equipment, load shapes)
Propensity to Act
Energy Savings
Potential
Relevant Messaging
(function of barriers,
motivations, attitudes/beliefs;
related to sociodemographics)
Customer
Segmentation
Propensity models based on
past participation incorporate
adoption decision (explicit) and
perceived opportunity (implicit).
E.g., “Mass customization” of
building energy savings
models frame specific
opportunities for customers.
Energy-specific
segmentation informs
positioning and
messaging
35
Segmentation and microtargeting go hand-in-hand
Segmentation
Propensity to Act
 Segmentation defines and divides a
large population into identifiable groups
based on similar characteristics
 Customers within each segment share
similar barriers and drivers, and may be
interested in similar types of offerings
Medium
Complacent
Consumers
Lowest
Not
Motivated
Impact
Seekers
Rebate
Opportunists
Very
Motivated
Renters
Resigned
Retirees
Low Ability
High score: Best
target for program
Simple
Savers
Use segment insights
for positioning
Demand
Response
Home Energy
Audit
Segment
20010203
2
99
B
11212322
66
41
A
29215134
20
16
A
44321278
31
50
C
Account
High Ability
Past Participation
Highest
 Microtargeting scores individual customers on
their likelihood to take a specific action The best
“targets” from microtargeting may belong to
different segments
 Microtargeting ≠ Targeting: Traditional
“targeting” may identify one segment (e.g.,
homeowners, “leaning green”), and market to all
of them. Within the target segment, individual
customers may be more or less likely to
participate because of unique barriers or traits.
36
Microtargeting Scores can be used “vertically” and “horizontally”
 Score for each customer, for each product/offering
 Portfolio management: Prioritize what to market to each customer based
on relative scores
 Ready-made target list for each product/offering: Go “as far down” as
goals and budget require
High score;
best target for
offering
Customer segment
informs
positioning
Low score;
poor target for
offering
Account
Home Energy
Audit
Solar PV
Lease
Demand
Response
“Barriers”
Segment
200102030
99
1
86
A
112123221
41
89
66
C
292151312
82
94
44
A
37
Case Study: Arizona Public Service
 Assigned propensity scores
to all 990,000 residential
customers of a US utility
 Propensity to adopt
existing EE and DR
programs, and pricing
products
 Propensity to adopt
new
programs/products
(e.g., planning phase)
 Developed customer
segmentation around ability
& motivation to save energy
Solar PV /
Solar H2O
DR and
Critical Peak
Pricing
Audits /
Diagnostics
Electric
Vehicles
Envelope
Measures
Low-income and
“equal payment”
rate plans
38
Increased response rates with “microtargeting” propensity scores and
tailored messaging
1%
Typical response rate before
propensity scores
This is without
customized energy
opportunities – Can
we improve further?
4%
New typical response rate using
propensity scores (typically 80+)
5.7%
Response rate using propensity
scores and tailored messaging
39
Profile High-Propensity Customers
Home Energy Audit (HPwES)
APS Engagement
Registered
HP
93%
Opted In
Others
42%
HP
52%
Spanish Preference
Others
21%
HP
0%
Others
3%
Years as a Customer
Last Payment Method
41%
40%
41%
34%
27%
32%
18%
26%
25%
21%
12%
15%
3%
Surepay APS.com
7%
Auto
5%
Mail
0%
Online
■ HP ■ Others
10%
Phone Equalizer
0%
28%
24%
23%
12%
7% 10%
New
1-4 years 5-9 years
customers
10-19
years
20 years or
more
■ HP ■ Others
40
Home Energy Audit (HPwES)
Demographics and Psychographics
Age
7%
7%
Under 24
11%
25-34
Top Barriers Segments
1
2
3
4
5
Top PRIZM Codes
22%
17%
11%
8%
8%
Impact Seekers
Thoughtful Spenders
Recession-Hit
Resigned Retirees
Simple Savers
1
2
3
4
5
Big Fish, Small Pond
Country Squires
Upper Crust
Upward Bound
Movers & Shakers
Married
Single
Unknown
9.4%
8.1%
6.4%
5.7%
5.4%
Children under 18
Others
49%
9%
42%
13%
12%
65-74
8%
9%
16%
14%
14%
11%
12%
13%
12%
7%
5%
4%
3%
0% 0%
15k and 15k to 25k to 35k to 50k to 75k to 100k to 150k to 200k Unknown
under 24,999 34,999 49,999 74,999 99,999 149,999 199,000 and up
■ HP ■ Others
0%
0%
■ HP ■ Others
Less than HS degree
High school graduate or equiv.
Some college, no degree
College graduate
Graduate or professional degree
Unknown
19%
4%
17%
Highest level of Education
24%
3%
20%
55-64
HP Others
34% 24%
21%
9%
22%
21%
45-54
Unknown
Annual Income
10%
19%
20%
35-44
75+
Marital Status
HP
60%
2%
38%
14%
Professional
Sales
Farm
Blue collar
Retired
Unknown
Occupation
HP
50%
22%
0%
5%
18%
1%
HP
3%
15%
26%
35%
20%
1%
Others
17%
21%
36%
16%
8%
2%
Others
25%
33%
1%
16%
18%
2%
Multiple stages from awareness to participation, and different
characteristics/factors may affect conversion at each stage
Metrics
Measurement Opportunities
Awareness / Knowledge
 General population and non-part surveys
Intention
 Inquiries, leads, incomplete applications that link
to customer database by account #
Qualification
 Ex ante: Filter database by qualifying criteria
 Ex post: Program qualification rates
Participation
 Program participation rates
 Portfolio-level participation: What % of all segment
members have participated in any EE?
Engagement
 Online/device tracking; equipment monitoring
 Participant surveys
Impacts
 Realization rates by segment
 Savings “depth” by segment (% savings)
 Measure mix by segment
42
Community Targeting
An alternative approach for hard-toreach communities
Case Study: Massachusetts Efficient Neighborhoods+
Initiative
 Increase participation in Mass Save® Home Energy
Services (HES) program among lower to moderate income
customers
 Design a program that effectively targets these customers
and addresses their unique barriers to participation
Staying on Target
44
Barriers to Participation
No point of
contact
41% of Massachusetts
housing stock is multi-unit
structures
Higher Job Costs
Income
verification
screening
Split Incentives
Pre-Weatherization
Barriers
Staying on Target
45
Initiative Design
 Based on existing HES program
 To address barriers, provided increased incentives and
other support (landlord, pre-weatherization, etc.)
 Target communities/neighborhoods based on population:
 High concentration of target customers
 60% - 120% of state median income
 1-4 unit buildings
 No income pre-qualification -- open to nearly all members of
the community
 Low-income customers and customers in 5+ unit structures
do not qualify and are referred to other programs
Staying on Target
46
Step 1: Initial Analysis to Narrow Target Communities
Qualifying communities:
• 30% of households or more have
incomes between 61% and 100% of
the state median income
• No more than 30% of households
are in 5+ unit structures
Qualifying communities:
311 census block groups
•
•
112 towns with at least one
qualifying census block group
•
43,253 households
Staying on Target
47
Step 2: In-Depth Community Analysis
Staying on Target
48
Step 3: Development Customer Targeting Lists
Staying on Target
49
Achieving Deep Savings
Looking Beyond Equipment
Staying on Target
50
Case Study: Commonwealth Edison Energy Usage and Waste
Analysis
 Study commissioned to address two primary research
objectives
 Provide data to inform program planning - identify gaps
in current program offerings and opportunities to
achieve deeper savings
 Provide updated end use baseline data to support a
potential study and quantification of behavioral “waste”
 Research objectives require detailed electricity usage
profiles by segment and end-use
51
Study Theory
End Use Profile
Percentage of Total Annual
GWh
Lighting
Current Usage: How
much electricity
actually goes to each
end use?
Waste Profile
Percentage of Annual
Lighting GWh
Waste: How much of the
remaining usage is due
to inefficient equipment
vs. wasteful behavior?
Efficient Usage: How little
lighting energy could be used if
all customers installed efficient
lamps and turned lights off when
not needed?
52
Residential Usage and Waste Summary
Energy Use Classified in Baseline Study
Technology Waste: 28-37%
28%
Efficient
Usage
51%
9%
Shared Waste*
12%
Behavioral Waste: 12-21%
* Either technology or behavioral waste, depending on which is addressed first
53
Residential Cooling : Usage and Waste Results
Penetration: 97%
Technology Waste: 26-34%
Current Usage: 15% (4,268 GWh)
 Upgrade to new Energy Star units (58%)
 Add duct sealing (16%)
 Add insulation (27%)
26%
15%
Efficient
Usage
36%
8%
Shared Waste
31%
Behavioral Waste: 31-39%
 Increase temperature setpoints (93%)
 Perform annual system maintenance (7%)
54
Key Take Away and Use of Findings
 Behavioral waste comprises a substantial share of savings
potential in residential and commercial sectors
 ~24 – 42% Residential
 ~ 31 – 46 % Commercial
 Behavioral waste on par with or greater than savings from
increased equipment efficiency for key end uses
 Analysis allows us characterize waste and savings
opportunities and select strategies to achieve deeper
savings
 Combine usage and waste analysis with load shape, billing
and demographic data for enhanced customer targeting
55
Additional Results
Presentation Name
56
Key Findings
 Awareness of and interest in energy efficiency and renewable programs has
changed little since August 2012 when a baseline survey was conducted
 Approximately half of Connecticut residents are aware of energy efficiency programs
and one-fifth to one-quarter are aware of renewables programs (changes between
2012 and 2013 are small and not statistically significant)
 Of those who are aware of renewables program, more are “very familiar” compared to
2012
 As in 2012, more Connecticut residents are aware of programs that target
improved energy efficiency of their homes than of renewable programs
 Residents are equally interested in learning more about both types of programs
 When asked to describe the help provided by energy efficiency programs, more
residents mention energy audits in 2013 than in 2012 and fewer mentioned
home weatherization.
Key Findings (2)
 Compared to 2012, more residents mentioned rebates, financing and tax
incentives in 2013 when asked to describe the help provided for people wanting
to make use of renewable energy sources. Rebates were mentioned more
frequently than either financing or tax credits. (Due to small sample sizes, these
differences were not statistically significant).
 Those who are aware of the programs have difficulty naming the organizations
offering the programs – only half can do so. Among those who can, most say it is
their utility.
 Self-reported participation in energy efficiency and renewables programs remains
the same in 2013.
 Approximately one in five report participating in these programs both years.
 Slightly over half of Connecticut residents are “somewhat” or “very” interested in
learning more about energy efficiency or renewables programs. This is
unchanged from 2012.
 Reasons for being interested in these programs are also unchanged from 2012.
Saving money is a leading reason for both programs though helping the environment
is mentioned more frequently when talking about renewables.
Presentation Name
58
Key Findings (3)
 Information seeking behavior has not changed since 2012.
 Approximately one-third of residents in both years have ever attempted to find
information on how to save energy or renewables.
 General internet searches remain the leading source of information both in terms of
where people have gone for energy efficiency information and where they would go for
trustworthy information in the future.
 5% of respondents mentioned they had gone to CTEnergyinfo.com in 2013. None
mentioned the website in 2012.
 Connecticut residents are no more likely to have read or heard about energy
efficiency or renewables in 2013 than they were in 2012 in the past month
 16% in both years
 Connecticut residents are not more aware of how to save energy or renewable
energy today than they were three months ago.
 Three quarters say they are not more aware
 This is the same result as 2012
Presentation Name
59
Key Findings (4)
 Familiarity with the different organizations and agencies that provide energy
efficiency assistance is low. Likewise, few have visited the websites associated
with these groups or called the Wise Use number.
 Awareness of “Energize Connecticut” remains low but is significantly higher than
in 2012. In 2013, 8% report being “very” or “somewhat” familiar compared to 4%
in 2012.
 There are few group differences in awareness of and interest in energy efficiency
and renewable programs. Those that exist are as we might expect:
 Better educated residents, middle aged to older adults, home owners, and
past participants are more aware of programs
 Previous participants and middle aged adults are most interested in
programs
 Better educated and middle aged Connecticut residents are more likely to
have participated in programs and sought out information on energy
efficiency
How familiar are you with:
Connecticut Clean
Energy Fund
100%
2%
17%
80%
13%
4%
16%
14%
Connecticut Energy
Efficiency Fund
2%
3%
15%
16%
12%
Clean Energy Finance and
Investment Authority (CEFIA)
9%
3%
2%
9%
3%
88%
86%
13%
60%
40%
69%
66%
71%
68%
20%
0%
Aug 2012 Sept 2013
Not at all familiar
Aug 2012 Sept 2013
Somewhat familiar
Not too familiar
Aug 2012 Sept 2013
Very familiar
Q18
How familiar are you with:
Community based programs such as
Connecticut Clean Energy Communities
100%
2%
22%
80%
12%
3%
26%
Connecticut Neighbor to
Neighbor Energy Challenge
1%
8%
4%
2%
10%
3%
11%
60%
40%
64%
61%
Aug 2012
Sept 2013
86%
84%
Aug 2012
Sept 2013
20%
0%
Not at all familiar
Somewhat familiar
Not too familiar
Very familiar
Q13 &
Q14