Smart grid benefits? New survey reveals what matters most to consumers

A survey conducted in recent weeks for the Smart Grid Consumer Collaborative (SGCC) found that yes, consumers do value the financial benefits that smart grid technologies promise. For example, lower utility bills. But the findings also suggest that societal benefits – for instance, energy independence – are equally important to consumers. (The chart on page 2 illustrates which benefits consumers say either "strongly" or "somewhat" increases their support for adoption of smart grid technology.)

The 2011 Consumer Pulse Survey is a national research project conducted for the SGCC by Market Strategies International. Some 1,200 residential energy consumers were interviewed by telephone between Aug. 15 and Sept. 16. The objective was to gauge consumer attitudes about home energy management, smart meters and smart grid technologies in general.

“We’ve found consumers to be remarkably consistent in their evaluation of the benefits commonly associated with the smart grid and smart meters,” said Patty Durand, SGCC executive director. “The fact that respondents rated practical and financial concerns on par with environmental, conservation and energy independence issues tells much about what consumers value and the factors that may influence their energy decisions.”

The SGCC believes understanding the drivers of adoption can help energy and technology providers to develop messages and programs that meet consumer needs.  An independent non-profit group specializing in research and education on consumer engagement for the smart grid era, SGCC recently announced it now has 70 members, an increase of 40 percent since January 2011. SGCC membership comes from across the smart grid stakeholder spectrum – utilities, consumer advocates, regulators, vendors and researchers among them.

On a related note:

IBM surveyed more than 10,000 people across 15 countries to explore the wants and needs of energy consumers worldwide. Yes, it's yet another consumer survey – until you dig a little deeper. SGN Analyst Jesse Berst had the chance to talk with a "freakishly smart" IBM VP to drill down on the survey results, and what he learned may surprise you. IBM consumer survey reveals where utilities are still getting it wrong >>  

Click to page 2 for a chart showing how consumers rank specific smart grid benefits >>