Actionable Insights for the New Energy Consumer - Accenture

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Actionable insight No. 2Maximize consumer willingness to payWhen it comes to paying a premium, consumers are moreattracted to differentiated products than services.Premium electricity service“Premium electricity service” conjuresup a number of expectations fromconsumers. When considering what theywould expect from a premium service,we found that 54 percent of consumersexpect personalized energy reports andtools that would help them understandand manage their electricity usage (suchas electricity used per appliance), and 53percent expect a greater mix of renewableenergy sources (see Figure 5).Figure 5. Which of the following products/services would you expect a “premiumelectricity service” to include?Mentioned in top threePersonalized energy reports and tools that help meto understand and manage my electricity usage(e.g., electricity used per appliance)Greater mix of renewable energy sources(e.g., wind, solar, etc.)Availability of home energy generation products(e.g., solar, geothermal, wind)41%54%53%When directly asked whether or not theywould be willing to pay a premium forthese additional products/services, onethirdof consumers report that they wouldbe willing to pay more to receive such apremium electricity service (see Figure 6).Improved service priority(e.g., shorter wait times when calling yourelectricity provider)Multiple billing and payment options(e.g., choice of billing dates, ability to pay bycredit card, etc.)Availability of additional programs and technologies(e.g., home automation service, home energy audit,annual heating/cooling maintenance plan, etc.)Access to a personal energy advisor (e.g., personaladvice on decreasing costs, seasonal maintenancereminders, proactive contact when bill increases)36%35%32%29%Base: All respondents.Figure 6. Would you be willing to pay a premium for your electricity in order toreceive these additional products/services?Yes, certainlyYes, probably5%26%31% of consumerswould be willing topay a premium toreceive theseadditionalproducts/servicesNo, probably not43%No, certainly not26%Base: All respondents.12
Around the world, though, we foundthat consumer willingness to pay moreto receive a premium electricity servicevaries. Consumers in emerging countriessuch as Brazil, China, South Africa andSouth Korea are most willing, with 50percent or more of consumers reportingthey are “certainly” or “probably”willing to pay a premium. That resultis significantly above the average anda marked contrast to consumers inSweden, Belgium and the Netherlands,which trail the pack in their willingnessto pay for a premium electricity serviceat 17 percent each (see Figure 7).Figure 7. Would you be willing to pay a premium for your electricity in order toreceive these additional products/services?ChinaBrazilSouth AfricaSouth KoreaSingaporeDenmark49% 20%43% 18%47% 11%46% 5%37% 6%29% 2%Average26% 5%Italy28%1%Australia23% 5%Spain21%4%Canada21% 3%Germany21%2%United States19%3%Japan19% 3%Norway17% 2%United Kingdom16% 3%France17% 1%Sweden15%2%Belgium16% 1%Netherlands15% 2%Yes, probablyYes, certainlyBase: All respondents.13
Page 1 and 2: Actionable Insights for theNew Ener
Page 3 and 4: ForewordAround the world, energy pr
Page 5 and 6: Methodology and sampleAccenture’s
Page 7 and 8: Applicability offindings beyondelec
Page 9 and 10: Actionable insight No.1Offer the
Page 11: Nonenergy-related servicesConsumer
Page 15 and 16: Actionable insight No. 3Maximize co
Page 17 and 18: Figure 12. Which of the following o
Page 19 and 20: Optimal introduction timeTiming is
Page 22 and 23: ConsumerconnectionThe Web, mobility
Page 24 and 25: Looking more closely at consumerint
Page 26 and 27: Actionable insight No. 6Unlock soci
Page 28 and 29: Social media as an informationsourc
Page 30 and 31: Consumer loyaltyConsumer satisfacti
Page 32 and 33: How involved are consumers?To measu
Page 34 and 35: Further analysis of specific geogra
Page 36 and 37: Actionable insight No. 8Understand
Page 38 and 39: Loyalty rewards programsLoyalty rew
Page 40 and 41: Actionable insight No. 9Engage the
Page 42: In addition, Figure 41 shows that i
Page 45 and 46: Create value with consumer choice:U
Page 47 and 48: Learn about The NewEnergy Consumer:
Page 49 and 50: In previous years, Accenture’s en
Page 51 and 52: Price is the pivotal factor inthe a

Actionable Insights for the New Energy Consumer - Accenture

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