Tuesday, October 23, 2018

21% of households very familiar with rebates or other purchase incentives for energy-efficient products

New Parks Associates energy research examines influence of incentives on buying behaviors

Energy research from Parks Associates reveals 29% of U.S. broadband households are very familiar with at least one energy program, with product rebates and purchase incentives scoring the highest. 360 Deep Dive: Incentivizing Whole Home Energy Efficiency reports 21% of U.S. broadband households are very familiar with rebates and other incentives associated with the adoption of energy-efficient products.

“Familiarity with energy programs is strongest among affluent homeowners with high energy bills, young early adopters, and the early majority with high energy bills,” said Tom Kerber, Sr. Director, IoT Strategy, Parks Associates. “Their desire to save money on high energy bills mixes with values for energy efficiency to drive awareness among these consumers. The challenge and opportunity for energy providers are in providing the right type of incentive to motivate people from interest to action.”

High Familiarity with Energy Programs | Parks Associates

360 Deep Dive: Incentivizing Whole Home Energy Efficiency examines the best incentives to prompt consumer to adopt energy-efficient HVAC, hot water heaters, pool pumps, and thermostats. Targeting buyers likely to purchase a less efficient product provides strong return on investment, but doing requires companies understand the demographic and psychographic attributes of buyers in order to refine messaging and go-to-market strategies.

Additional research includes:

  • 5% of consumers have taken “extreme measures” to reduce their energy consumption.
  • Only 45% of consumers that are influenced by incentives would take the incentive if the program were combined with a demand response program.
  • 56% of U.S. broadband households believe that it is very important to have an energy efficient home, but only 16% believe that their personal habits are very energy efficient.


Parks Associates recently announced the firm will host the tenth-annual Smart Energy Summit: Engaging the Consumer on February 18-20, 2019, in Austin, Texas. This executive conference addresses the strategies to accelerate change in the utility markets as a result of the increasing breadth and capabilities of smart products entering the home. Information is at www.ses2019.com.

For more information about 360 Deep Dive: Incentivizing Whole Home Energy Efficiency, contact sales@parksassociates.com. To schedule an interview with an analyst or to request specific research data, please contact Julia Homier at julia.homier@parksassociates.com, 972-996-0202.

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.

The company's expertise includes the Internet of Things (IoT), digital media and platforms, entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security.

Each year, Parks Associates hosts industry webinars, the CONNECTIONS™ Conference Series, Smart Energy Summit: Engaging the Consumer, Connected Health Summit: Engaging Consumers, and Future of Video: OTT, Pay TV, and Digital Media.


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