PGE Water Heater ET Final Report - FINAL.pdf - Emerging ...

PG&E’s Emerging Technologies Program ET12PGE3191
demographic, and psychographic criteria are among the many other ways to segment a
market.
In 2009, Opinion Dynamics Corporation (ODC) identified five unique segments for the CPUC
and IOU outreach efforts. ODC developed these segments with demographic and energy
efficiency preference information to permit strategic and tailored branding as well as to
guide statewide marketing and outreach strategy. 26 This study was repeated in 2011 and
information was presented on the shares of these segments in PG&E’s service territory. 27
Leading Achievers (27%): Older homeowners with high level of education and
highest incomes. High awareness and likely participation.
Practical Spenders (22%): Older homeowners with high incomes and moderate levels
of education. Low awareness and somewhat likely participation.
Striving Believers (24%): Younger residents with moderate incomes and high
education. Split between homeowner and renter. High awareness and less likely
participation.
Thrifty Conservers (13%): Older homeowners with lower incomes. Low awareness
and less likely to participate.
Disconnected (14%): Younger residents with the lowest incomes. Mostly renters.
Low awareness and less likely to participate.
PG&E RESIDENTIAL WATER HEATER MARKET SEGMENTS
PG&E divides its service territory into geographic areas for operational, service and other
management reasons. Data related to these areas are used to segment and characterize
the population of PG&E’s mass market customers.
26 Opinion Dynamics Final Segmentation Report_121009
27 Research-in-Action, Opinion Dynamics Corporation, “2011-2012 GENERAL HOUSEHOLDS
POPULATION STUDY IN CALIFORNIA,” Study# SCE0321, August 30, 2012, p. 46.
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