HART

RESEARCH
A S SOC I A T ES

VIRGINIA ENERGY SENSE

2012 Consumer Survey

Key findings from April 2012 survey conducted for

Research Methods

Telephone survey among 601 adults throughout the Commonwealth of Virginia Conducted April 11 15, 2012 Overall margin of error = 4.0 percentage points

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Most Virginians say that saving energy is very important.

Is saving energy important to you? If so, how important is it?
All consumers 98%
Very Important Men Women Very important 74% DC suburbs Richmond Tidewater Roanoke/Lynchburg 69% 79% 70% 79% 72% 84%

2% Important
3

Not important

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Most Virginians expect energy costs to rise do not agree how much.
Over the next five years, do you expect the price of heating, cooling, and providing electricity to your home to go down, stay about the same, or rise? How much? Expect energy costs to rise:
Will rise 20%/more Will rise 15% Will rise 10% Will rise 5% Will rise/not sure how much

72% expect energy costs to rise, no consensus on how much

Expect energy costs not to rise:

Will stay the same Will go down

25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 100%

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Virginians pay attention to their electricity use.

How much attention would you say you personally pay to the amount of electricity used by your household?
73%
Great Deal of Attention Men Women DC suburbs Richmond Tidewater Roanoke/Lynchburg 30% 39% 33% 33% 32% 42%

27%
Great deal 35% Little/ not much 12%

Great deal/ fair amount

5

Only some/just a little/not much

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Few Virginians think that they use more electricity than their neighbors.
In electricity use, how does your household compare with other households with the same number of people in similar housing?
We Use Less Electricity Men Women DC suburbs Richmond Tidewater Roanoke/Lynchburg 38% 35% 32% 41% 33% 43%

37%

35%

13%
A lot less 10%

We use less electricity

6

We use the same amount of electricity

We use more electricity

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

One-third of households says that one person uses the most electricity.
Is there someone in your household whom you would say uses the most electricity?
All consumers Not sure
19%

Yes, one person uses the most electricity

32%
Who uses the most electricity? Partner/spouse Me Child Roommate Parent Other/more than person/combination 9% 8% 8% 3% 2% 2%

49%

No one uses more electricity than others

7

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Virginians are ready to save energy and help the environment, some already do.
Already doing this Very likely to do in the next year Somewhat likely to do in next year

Turn off lights/ electronics when not regularly using them Regularly recycle at home Regularly buy locally grown foods Seal windows, doors, cracks Reduce home electricity use Change daily routine to use less electricity Improve homes energy efficiency
7%

25% 20% 34% 31% 13% 13% 17% 17% 25% 24% 21% 14% 21% 25% 39%

54% 14% 30% 14% 30% 29% 27%

13%

92%

73% 71%
70% 68%

66% 65%

Purchase Energy Star appliance

8

52%

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Changing lights and sealing doors & windows are the most likely fixes Virginians will make.
Already doing/have done this Very likely to do this (8-10 ratings on zero-to-ten scale)

Turn off lights when leaving room Use more energyefficient light bulbs Seal windows/doors: weather strip/caulk Replace old, drafty windows Upgrade to energyefficient appliances Unplug electronics when not in use Lower the temperature of the hot water heater Install programmable thermostat Upgrade insulation in the attic or walls Use smart meters Install solar panels to generate electricity
9
5% 2%

35% 35% 34% 34% 27% 21% 27% 27% 22%

86% 70% 64% 56% 53% 51% 50% 47% 41% 23%

11%

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Virginians are not experts on energy, but are interested in learning more.
Knowledge of steps I could take to reduce my electricity use
Highly Knowledgeable Men Women DC suburbs Richmond Tidewater Roanoke/Lynchburg 29% 26% 32% 28% 21% 25%

Interest in learning more about ways to reduce electricity use

65% 58%

35%

27% 14%
Extremely/ very interested 26%

Not at all interested 15%

Highly Somewhat Not knowknowledge- knowledg- ledgeable able eable

10

Interested

Not interested

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Recall Of Virginia Energy Sense Campaign

Initial Recall:
Have you seen, heard, or read any news coverage, Web sites, or advertising recently encouraging Virginians to reduce energy use from the Virginia Energy Sense program?

Recall after Description:

Recently you may have seen an ad in local papers, on Facebook, or other places for the Virginia Energy Sense program or heard a public service announcement from formerWashington Redskin DeAngelo Hall on behalf of Virginia Energy Sense reminding Virginians to Value Your Power...

25% 18%

11

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Few think Virginia has an electricity conservation goal, and very few can name it.
Do you know whether the Commonwealth of Virginia has set any goals for reducing electricity usage?

63%

Do you know what that goal is?

Reducing energy consumption/ 14% usage Trying to help customers save money/lower energy bills 5% 3% 3% 2% 2% 49%
Under 2% of Virginians

26%

Using more alternative energy sources, wind/solar/nuclear Theyre trying/doing their best Use of meters to increase efficiency Building a new power plant Don't know; no response

11%

Has not set goals

12

Not sure

Has set goals

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Information from power company, family, or friends is most likely to attract attention.
I would pay a great deal of attention to information from them about saving electricity I would pay some attention to information from them about saving electricity

Family or friends

31% 34% 24% 15% 29% 21% 16% 17%

83%
82% 72%

Electric power company

Electricity experts in business/universities Virginia government Information kids/ family learn in school Environmental organizations

69%
66% 66% 66% 62%

Neighbors
Federal government
13

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Virginians view energy efficient homes as more valuable.

If I were in the market for a new home and found a home that had been upgraded to use energy more efficiently and use less electricity, I would see this home as:
89%
A little more

Somewhat more 32%

Much more 44%

5%

3%

More valuable
14

About the same value as others

Less valuable

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Three-quarters of Virginians are willing to spend some to make energy improvements.

Which one of the following best describes what you would be willing to do to reduce your electricity use?
I am willing to make [changes/an effort] and spend:
Over $500
$100 to $500 Less than $100
16% 27% 30%

73% are willing to make changes and spend money

I am willing to make a little effort but not spend any money

13%

I am probably not going to make any effort or spend any money 11%
15

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE

Virginians see dollars and sense in saving energy.

% rating each as a convincing reason* for reducing their electricity consumption

82% In these tough economic times, you need to take control of your bills and do what you can to spend less. 82% It does not make sense to waste electricity. 77% Reducing your electricity consumption is a win-win because it not only saves you money, but also means you're doing your part to help the environment. 77% If everyone does a little, we can make a big difference in reducing energy throughout Virginia. 75% Saving electricity conserves our natural resources. 68% Saving electricity helps reduce our nation's energy use and helps with America's energy security. 66% Saving electricity helps slow down rising utility costs.
* 8-10 ratings on zero-to-ten scale, 10 = very convincing reason 16

2012 Consumer Survey April 2012 Hart Research for VIRGINIA ENERGY SENSE