Minorities like the idea of new pricing plans and information options

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Minorities like the idea of new pricing plans and information options

Minorities are interested – utilities should develop targeted marketing initiatives to get them enrolled.

Our Utility Pulse™ ’13 study asked respondents whether they had already signed up or would sign up for a handful of demand-side management and information programs, including

  • Online energy management systems
  • Load management (or peak-time load control)
  • Smart meters
  • Time-of-use (TOU) pricing

Current participants in these programs were overwhelmingly white, but the profile of the most likely future participant was very different: Minorities over-indexed for almost all of the programs, with Hispanics, in particular, showing more interest in TOU pricing.

Reasons for interest in these programs varied, but many were more …

  • Concerned about their ability to pay their power bills
  • Willing to try new ways to control their power bills
  • Open to new technology
  • Concerned about the environment

In any case, utilities may see better-than-average results by gearing DSM marketing efforts to minorities.

Skills

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Posted on

September 9, 2013

About the Author

Lee Ann Head

Lee Ann is a former contributor to Shelton Insights.

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