Consumers and Time-of-Use Tariffs

Smart meter deployments are expected to reach 90M by 2020, creating an opportunity for utilities to use pricing as a DR tool. Time-of-use, demand charges, and real-time pricing all create incentives for consumers to shift load, but shifting consumers to variable rate plans has been a challenge. This research examines consumer preferences related to TOU rates and their impact on consumer behavior.
 

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Consumer Analytics: Home Energy Management Track

Executive Summary

Industry Insight

Key Findings and Market Impact

Energy Saving Actions Taken Over the Past 12 Months (Q4/16)

Energy Behavior Segments (Q4/16)

Energy Bill Segment (Q4/16)

Parks Associates Technology Adoption Segments

Time-of-Use Familiarity

High Familiarity with Energy Programs Offered (2014 - 2016)

Familiarity with TOU Plans (2014 - 2016)

Familiarity with TOU Plans by Energy Behavior Segment (Q4/16)

Familiarity with TOU Plans by Technology Adoption Segment (Q4/16)

Familiarity with TOU Plans by Energy Bill Segment (Q4/16)

Time-of-Use Tariffs

Time-of-use Tariff Preference (Q4/16)

Time-of-use Tariff Preference by Familiarity with TOU Plan (Q4/16)

Time-of-use Tariff Preference by Energy Behavior Segment (Q4/16)

Time-of-use Tariff Preference by Technology Adoption Segment (Q4/16)

Time-of-use Tariff Preference by Energy Bill Segment (Q4/16)

TOU Tariff Preference by Age, Gender, Household Income, & Education (Q4/16)

TOU Preference by Home Type, Population Density, & Ethnic Heritage (Q4/16)

TOU Preference by Attitudes about Lifestyle and Technology (Q1/17)

No Risk Option

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

No-risk Trial Plan Preference (Q4/16)

Potential TOU Reach with Risk-Free Trial (Q4/16)

Potential TOU Reach with Risk Free Trial by Energy Behavior Segment (Q4/16)

Potential TOU Reach with Risk Free Trial by Technology Adoption Segment (Q4/16)

Potential TOU Reach with Risk Free Trial by Energy Bill Segment (Q4/16)

Peak Period Preference

Desired Time for Peak Rates (Q2/13)

3-hour vs. 6-hour Peak Period Preference (Q4/16)

3-hour Peak Period Preference by Energy Behavior Segment (Q4/16)

6-hour Peak Period Preference by Energy Behavior Segment (Q4/16)

3-hour Peak Period Preference by Energy Bill Segment (Q4/16)

6-hour Peak Period Preference by Energy Bill Segment (Q4/16)

3-hr vs. 6-hr Peak Period Preference by Age, Gender, Income, & Education (Q4/16)

Behavioral Impact of TOU

Planned Behavioral Impact of Time-of-use (Q4/16)

Planned Behavioral Impact of Time-of-use by Energy Behavior Segment (Q4/16)

Planned Behavioral Impact of Time-of-use by Technology Adoption Segment (Q4/16)

Planned Behavioral Impact of Time-of-use by Energy Bill Segment (Q4/16)

Impact of TOU on Intent to Purchase Smart Products

Intention to Purchase Smart Products for TOU (Q4/16)

Intention to Purchase Smart Products for TOU by Familiarity with TOU Plan (Q4/16)

Intention to Purchase Smart Products for TOU by Energy Behavior Segment (Q4/16)

Intention to Purchase Smart Products for TOU by Technology Adoption Segment (Q4/16)

Intention to Purchase Smart Products for TOU by Energy Bill Segment (Q4/16)

Intention to Purchase Smart Products for TOU by Age, Gender, Income, & Education (Q4/16)

Intention to Purchase Smart Products for TOU by Children at Home, Marital Status, Region, & Home Size (Q4/16)

Intention to Purchase Smart Products for TOU by Residence Type, Population Density, & Ethnic Heritage (Q4/16)

Appendix

Publish Date: 3Q 2017

Slides: 63


Authored By:
Tom Kerber - Director, IoT Strategy
Yilan Jiang - Senior Research Manager
Patrice Samuels - Senior Analyst
Katherine Li - Researcher
David Mitchel - Research Analyst

Published by Parks Associates
© September 2017 Parks Associates | Dallas, Texas 75248

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