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04 FEB 2015

Parks Associates: 7% of U.S. broadband households switched to a more environmentally friendly electricity plan in 2014

PlanetEcosystems, DR2, DTE Energy, and People Power to Address Consumer Adoption Strategies at Smart Energy Summit, February 16-18, in Austin, TX

New Parks Associates consumer research finds in the past year, only 1% of U.S. broadband households switched energy providers and 6% switched plans with their current provider to get a more environmentally friendly electricity plan.

The firm identifies five consumer segments for electricity companies to better understand the market and increase adoption of smart home energy management technologies: Young Adrift, Young Go Getters, Picket Fencers, Life Interrupted, and Empty Nesters. The segment “Young Go Getters” includes approximately 15% of U.S. broadband households and is identified as the most environmentally motivated segment and most likely to already own a smart home device.

“Successful marketing programs must be personalized and use the media that consumers prefer,” said Tom Kerber, Director of Home Controls and Energy Research, Parks Associates. “Utilities have a portfolio of programs and services that go unnoticed. Positioning communication where and when consumers are engaged in purchase decisions meets the customers on their terms, growing program adoption.”

Smart Energy Summit: Engaging the Consumer, February 16-18 in Austin, Texas, will examine the expanding market for the smart home and the Internet of Things. The session “Consumer Engagement Strategies: IoT and Energy Value Proposition,” 11:00 a.m., February 17, will feature discussion about programs designed to educate consumers and provide a seamless experience for the end user. Speakers include:

  •  V. Rory Jones, Co-Founder and Chief Executive Officer, PlanetEcosystems
  • Malcolm Smith, CEO, DR2
  • Emmett Romine, General Manager Development, DTE Energy
  • Gene Wang, CEO, People Power
  • Stuart Sikes, President, Parks Associates

“The greatest opportunities for partnerships between the smart home and electricity industries are in combining usage and behavior information with home control and automation capabilities,” said V. Rory Jones, Co-Founder & CEO, PlanetEcosystems. “By properly integrating offerings and information across sectors, the solutions provided may finally breach the consumer effort vs. reward ratio, such that solutions are truly compelling and adoption will reach critical mass that has, hitherto, eluded the market.”

"People Power has engaged people in energy efficiency by first offering them ways to stay connected via their mobile phones with what they really care about, like the security of their homes and the well-being of their families," said Gene Wang, CEO of People Power.  "Then using Energy Challenges where people can earn points and rewards, they become interested, even passionate, about managing their home energy. At Smart Energy Summit, we will discuss strategies to engage people with fun activities, data-driven insights, and the knowledge to make real-time changes in energy.”

Smart Energy Summit features keynotes from NRG Energy and SunPower Corp. and a special fireside chat with ecobee.

360 View: Energy Management, Smart Home, and Utility Programs is a Parks Associates Consumer Analytics Study that features consumer segmentation based on a Q4 2014 survey of 10,000 U.S. broadband households.

More information about the Smart Energy Summit is available at www.ses2015.com. Press passes are available at http://www.parksassociates.com/ses-presspass. To speak with an energy analyst or request specific research data, please contact Holly Sprague at hsprague@gmail.com or 720.987.6614.

About Smart Energy Summit

Smart Energy Summit: Engaging the Consumer addresses the evolution of the consumer utility market, the impact of COVID-19 on energy management programs, and new opportunities to drive engagement in utility-sponsored programs. Virtual panels and networking sessions, featuring executive-level experts from multiple industries, address strategies for utilities, service providers, retailers, software providers, and manufacturers to expand and monetize energy management and other energy-focused offerings through consumer engagement, new business models, unique partnerships, and innovative technologies.

Smart Energy Summit features an in-person conference February 13-15 at the Omni Austin Hotel Downtown, with virtual sessions on June 15, August 17, and November 9. The summit agenda features leaders from utilities, state and national regulators, telecom and security companies, retailers, and OEMs. Follow the event on Twitter at @SmartEnergySmt and #SmartEnergy23. For information on speaking, sponsoring, or attending Smart Energy Summit, visit www.smartenergysmt.com.