Receptiveness to Variable Rate Plans

Electric companies are seeking to manage their grids by encouraging consumers to shift energy consumption to off-peak hours. One of the key tools at their disposal is variable rate pricing plans, but consumers are resisting.

Receptiveness to Variable Rate Plans analyzes consumer receptiveness to variable rate plans and tests their willingness to adopt them under a variety of specific conditions (peak times, peak premiums, etc.). It also tests potential incentives for adoption and gauges how consumers are likely to change their energy consumption habits in response to a variable rate plan.

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Variable Rate Pricing

About the Research

Previous Research

Key Findings

Recommendations

Market Overview

Energy Reduction Actions (Q4/12)

Actions taken to Reduce Energy Usage (2010 – 2012)

Satisfaction With Electricity Plano (Q4/12)

Appeal of Utility Programs (Q4/12)

Interest in Energy Saving Goals (Q4/12)

Preferred Energy Efficiency Incentives (Q4/12)

Receptiveness & Resistance to Variable Rate Plans

Interest in Electricity Rate Plans (Q4/12)

Willingness to Use Variable Rate Electricity Plans (Q2/13)

Willingness to Use Variable Rate Plans vs. Plan Attributes (Q2/13)

Willingness to use Variable Rate Plans by Region (Q2/13)

Willingness to Use Variable Rate Plans by State (Q2/13)

Willingness to use Variable Rate Plans by Education (Q2/13)

Reason for not Choosing Variable Rate Plan (Q2/13)

Anticipated Impact of Variable Rate Plan on Electric Bill (Q2/13)

Willingness to Use Variable Rate Plans by Anticipated Cost Impact (Q2/13)

Anticipated Decrease in Cost vs. Plan Attributes (Q2/13)

Reason for Not choosing Variable Rate by Anticipated Cost Impact (Q2/13)

Anticipated Cost Decrease by Income Level (Q2/13)

Desired Time for Peak Rates (Q2/13)

Incentives for Variable Rate Plan Adoption

Appeal of Thermostat Features (Q4/12)

Willingness to Use Plans with “No Risk” Guarantee or Thermostat Rebates (Q2/13)

Willingness to Use Plans with “No Risk” or Thermostat Rebates by State ( Q2/13)

Willingness to Use Variable Rate Plans with incentives by Anticipated cost Impact (Q2/13)

Willingness to use “No Risk” Variable Rate Plans vs. plan Attributes (Q2/13)

Willingness to use Variable Rate Plans with Rebate vs. Plan Attributes (Q2/13)

Receptiveness to Variable Rate Plans: Incentives for Variable Rate Plan Adoption

Expected Behavioral Changes & Variable Rate Plans (Q2/13)

Expected Behavioral Changes by Gender & Minors in Home (Q2/13)

Additional Research from Parks Associates

Publish Date: 2Q 2013

Slides: 52


Authored By:
John Barrett - Director of Consumer Analytics

Published by Parks Associates
© July 2013 Parks Associates | Dallas, Texas 75248

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