Actionable Insights for the New Energy Consumer - Accenture

When it comes to social media, youngerconsumers once again exhibit specificpreferences. Figure 22 illustrates that 50percent of 18- to 24-year-old consumerscurrently use or plan to use social mediato discuss or learn about energy-relatedissues with other consumers or groups.Figure 22. Have you used or do you plan to use social media to discuss or learnabout energy-related issues or to interact with your electricity provider?Discuss or learn about energy-relatedissues with other consumers or groups50%45%36%34%22%However, the decline in appeal of socialmedia with older generations is not asmarked as one might expect. Even oldergenerations of consumers are “cyberactive.”For example, 22 percent ofconsumers 55 years and older currentlyuse or plan to use social media to discussor learn about energy-related issues.Follow my electricity provider (e.g., followon Twitter, “like” on Facebook, etc.)18-24 years44%18-24 years25-34 years39%25-34 yearsAverage30%Average35-54 years28%35-54 years55+ years15%55+ yearsGlobal use of social mediaFurther analysis on geographic differencesin social media interest shows a splitbetween mature and emerging economies.One-fifth of consumers in emergingeconomies currently use social media todiscuss energy-related issues with otherconsumers or groups (see Figure 23).But almost 50 percent of consumers inemerging economies plan to use it in thenext 12 months. These percentages aremore than double the response rates ofconsumers in mature economies.Interact with my electricity provider (e.g.,comment on Facebook wall, mention onTwitter, etc.)Currently use social media to interact with electricityprovider or plan to in the next 12 monthsBase: All respondents.44%18-24 years40%25-34 years30%Average28%35-54 years14%55+ yearsFigure 23. Have you used or do you plan to use social media to discuss or learnabout energy-related issues or to interact with your electricity provider?Discuss or learn about energy-related issues withother consumers or groupsYes I currently do11%9%21%No, but I plan to in the next12 months25%20%47%No, and I do not plan to64%71%32%TotalMatureeconomies*Emergingeconomies**Mature economies include: Australia, Belgium, Canada, Denmark, France, Germany, Italy, Japan, Netherlands, Norway,Singapore, Spain, Sweden, United Kingdom, United States.*Emerging economies include: Brazil, China, South Korea, South Africa.Base: All respondents.27