Marketing Energy Programs: Making an Impact

  • ID: 3758165
  • Report
  • Region: Global
  • 70 Pages
  • Parks Associates
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84% of U.S. Broadband Households Took Some Kind of Energy Saving Action in 2015
Marketing Energy Programs: Making an Impact uses market segmentation and classification schema to more deeply understand the market for consumer energy programs and services. This 360 View Update examines familiarity with energy programs and factors that impact customer participation and also identifies partnership opportunities through existing customer relationships. The research also evaluates marketing channels across segments to provide energy program administrators, product designers, and service providers a good foundation to leverage the most current customer insights into marketing programs.

Key Topics:

- Consumer attitudes and preferences for energy management programs
- Demographic profiles of potential energy management customers
- Partnership opportunities with specified types of companies
- Factors that impact customer participation in energy management programs

Research Benefits:

- Highlights consumer attitudes and trends
- Evaluates consumer familiarity with energy programs by segment
- Identifies partnership opportunities with companies in different sectors
- Provides industry insight for successful marketing of energy management programs
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1. About the Research

2. Previous Research

3. Industry Insight, Key Findings, and Recommendations

4.Consumer Segmentation & Classification

- Segmentation Overview
- Insight Through Classification of Energy Consumers
- Technology Adoption Segments (Q4/15)
- Energy Bill Segments (Q4/15)
- Energy Program Priority Segments (Q4/15)
- Energy Behavioral Segments (Q4/15)
- Energy Saving Actions (Q4/15)
- Attitudinal Segments (Q4/15)
- Attitudinal Motivation by Pace of Technological Adoption (Q4/15)
- Smart Home Segments (Q1/16)
- Smart Energy Device Purchase Intention by Smart Home Segment (Q4/15)

5. Energy Program Familiarization:

- Familiarity with Energy Programs (Q4/15)
- Familiarity with Energy Programs by Technological Adoption Segment (Q4/15)
- Familiarity with Energy Programs by Energy Bill Segment (Q4/15)
- Familiarity with Energy Programs by Energy Segment (Q4/15)
- Familiarity with Energy Programs by Energy Behavioral Classifications (Q4/15)
- Familiarity with Energy Programs by Attitudinal Segment (Q4/15)
- Familiarity with Energy Programs by Smart Home Segment (Q4/15)
- Likelihood to Participate in Energy Programs:
- Likelihood of Participating in an Energy Program with Specified Incentives (Q4/15)
- Likelihood of Participating in an Energy Program with Specified Incentives by Energy Segment (Q4/15)
- Likelihood of Participating in an Energy Program with Specified Incentives by Technological Adoption Segment (Q4/15)
- Likelihood of Participating in an Energy Program with Specified Incentives by Energy Bill Segment (Q4/15)
- Likelihood of Participating in an Energy Program with Specified Incentives by Energy Behavioral Classifications (Q4/15)
- Likelihood of Participating in an Energy Program with Specified Incentives by Attitudinal Segment (Q4/15)
- Likelihood of Participating in an Energy Program with Specified Incentives by Smart Home Segment (Q4/15)

6. Delivering Energy Programs Through Partnerships:

- Perception of Energy Provider Offering Information on Specified Energy Programs (Q4/15)
- Willingness to Trust Energy Program Information by Provider of Information (Q4/15)
- Preferred Provider of Day of Use Incentive Payment (Q4/15)
- Preferred Provider of Upfront Incentive Payment (Q4/15)
- Likelihood of Participating in an Energy Program from Specified Companies (Q4/15)
- Likelihood of Participating in an Energy Program from Specified Types of Companiesby Technological Adoption Segment (Q4/15)
- Likelihood of Participating in an Energy Program from Specified Types of Companies by Energy Bill Segment (Q4/15)
- Likelihood of Participating in an Energy Program from Specified Types of Companies by Energy Program Priority (Q4/15)
- Likelihood of Participating in an Energy Program from Specified Types of Companies by Energy Behavioral Classification (Q4/15)
- Likelihood of Participating in an Energy Program from Specified Companies by Attitudinal Segment (Q4/15)
- Likelihood of Participating in an Energy Program from Specified Types of Companies by Smart Home Segment (Q4/15)
- Likelihood of Participating in an Energy Program from Specified Types of Companies by Children at Home (Q4/15)

7. Energy Program Marketing:

- Sources For Learning About Energy Programs (Q4/15)
- Sources For Learning About Energy Programs by Technological Adoption Segment (Q4/15)
- Sources For Learning About Energy Programs by Energy Bill Segments (Q4/15)
- Sources For Learning About Energy Programs by Energy Program Priority (Q4/15)
- Sources For Learning About Energy Programs by Energy Behavioral Classification (Q4/15)
- Sources For Learning About Energy Programs by Attitudinal Segment (Q4/15)
- Sources For Learning About Energy Programs by Smart Home Segment (Q4/15)
- Learning About Energy Programs via Specified Print or Electronic Mediums by Age (Q4/15)
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Tom Kerber - Director, Research, Home Controls & Energy
Eddie Accomando - Research Analyst
David Mitchel - Research Analyst
Yilan Jiang - Manager, Consumer Research
Katherine Li - Researcher
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