The New Energy Consumer
New Energy – New Opportunities
ENERGIENS TOPMØDE
11. juni 2014
Accenture’s New Energy Consumer research program
Over five years of comprehensive and continuous research focused on energy consumers,
our results offer actionable insights into the preferences and values shaping the energy
marketplace.
>50,000 consumers
surveyed in 26
countries
>2,000 small and
medium businesses
in 9 countries
Copyright © 2014 Accenture. All rights reserved.
Market insights and leading
practices from more than
80 leading energy
providers and over 40
cross-industry providers
Survey of market
trends and priorities
for 25 leading utilities
customer executives
In-depth analysis of
technology adoption
in 10 major markets
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A New Era of Industry Convergence
The energy marketplace is a complex world of changing regulatory frameworks, dynamic
markets, disruptive technologies, industry convergence and the digital revolution.
By May 2014 there were
89,140 individual solar
projects total in Denmark.,
and more than 575 MW
worth of solar power
54% of consumers
believe their energy
provider could do more to
help them reduce their
energy bill
Smart phone
ownership in
Denmark hits 70% of
adults
The Supplier Centric
Model launches
major regulatory
reform for utilities
Changing
regulatory policies
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Increasing focus
on sustainability
Shifting
preferences
and values
Digital
At Scale
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Successful energy providers will manage
an interrelated mix of consumer themes
that are driving the new energy consumer
Individualized
Prosumer
Omni-present
Energy
Diverse
Social Centric
Pay it forward
Energy
Perspectives
Interconnected
Tech Savvy
Copyright © 2014 Accenture. All rights reserved.
Copyright © 2014 Accenture. All rights reserved.
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Energy Perspectives
New Energy consumers reflect a spectrum of knowledge and needs—from those who are
informed and involved to those who view energy as a basic commodity.
‘Energy is a commodity product’
‘I am not very interested in Energy’
‘The less I pay, the better’
Agnostic
•
Energy Spectrum
67% would trade some elements of their
service for lower prices
•
53% will actively engage in monitoring their
energy and adjust their usage patterns to
save money
•
‘I am willing to pay a premium for green’
‘I have a strong opinion about energy’
‘I want value-add products & services’
>50% would prefer digital self-service for
7 of 9 primary interactions
Progressive
• 47% are willing to pay a small premium
for automated energy management
solutions
• 63% prefer face-to-face interactions
when learning about new or complex
products & services
• 70% would consider an alternative
provider to find the services they want
Base: All respondents
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5
Presence everywhere
For the next generation of consumers, digital is not a channel but a way of life as they expect
anytime, anywhere interaction - and a seamless, easy and convenient experience.
The opportunity for change
72%
have shopped online within the
last year*
58%
of all adults owns a smart phone
and 44% of Danish homes has
a tablet**
38%
The opportunity gap
of respondents are satisfied with their
experience with online
67%
portal/website
using a computer
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of respondents are satisfied with their
experience with online
portal/website
using a mobile device
* Danmarks Statistik
**TNS Gallup for Danske Medier og Kreativitet & Kommunikation 2013.
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Individualized
Energy providers must find new ways to personalize the energy experience embracing the
diversity of consumers and defining ‘segments of one’.
20%
96%
of consumers interacted with their energy
provider multiple
times a
month across multiple
channels over the past year
of consumers want to receive digital
notifications
A segment of consumers prefers to speak with a representative, rather
than using the online portal/website or mobile application:
53% Faster resolution
Copyright © 2014 Accenture. All rights reserved.
49% Want better information
48% More personalized
7
Social Centric
The New Energy Consumer research shows that consumer’s digital preferences and
behaviors are fundamentally changing the way they want to interact with their energy
providers.
Personal Information
62% are comfortable
sharing personal
information about
themselves and their
family with their energy
provider
Household Energy
82% are comfortable
sharing information
about their household
energy usage with
their energy provider
Connected Home
Nearly 76% of
consumers are motivated
by incentives to recruit
their friends and family to
sign-up for energyrelated products and
services
Social Engagement
24% of consumers
want to use social
media for two-way
interactions with their
utility
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8
Tech Savvy
Virtually every consumer is now technology savvy —increasing the appeal of set-and-forget
solutions that deliver financial savings, convenience and control.
42% of consumers would
29% of consumers would
be likely to purchase or sign up
be likely to purchase or sign up
for monitoring
and
for connected
media
and entertainment
control products with their
energy provider
products with their energy
provider
Consumers prefer the following providers when buying monitoring and control
products & services (energy management, proactive health care and home
security):
70
%
A company that
specializes in connected
products and services
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55
%
Energy
provider
44
%
Home-improvement
company
9
Prosumer
A group of New Energy Consumers is already actively buying and selling energy through
various business partners and there are many more consumers likely to follow suit.
Solar panels on the
roof of your home
43% of consumers would be likely to purchase or sign up for solar panels
on the roof of their home with their energy provider
Community solar
projects
35% of consumers would be likely to purchase or sign up for community
solar projects with their energy provider
Services for solar
energy
41% of consumers would be likely to purchase or sign up for services for
solar energy with their energy provider
Consumers - would you prefer the following providers when buying solar energy
products and services:
77%
A company that focuses
exclusively on solar energy
Copyright © 2014 Accenture. All rights reserved.
76%
Energy
provider
38%
Home maintenance and
repair company
10
Interconnected
Consumers are seeking a single source for interconnected, home services offerings that
address more aspects of their personal daily lives.
53% of consumers are interested in bundles of new products and
services with electricity, gas and/or water from their energy provider
68%
of
32%
of
consumers would prefer a
bundled solution from a
consumers would prefer
dealing with multiple
single provider
providers
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Energy Diverse
There is an increase in interest in signing up for a wide range of additional products and
services.
How interested are you in signing up for the following products and services if they were
offered by your energy provider?
Very interested + somewhat Interested
Home energy audits/consultations to
identify opportunities to save electricity
58%
57%
Products and materials to make simple improvements to your home in
order to save electricity
56%
53%
Devices or services to automate home energy management based on
your preferences
49%
47%
43%
Installation and/or maintenance services for home energy devices
37%
42%
Home energy generation products
48%
35%
Warranty and/or financing plans for home energy devices
Back-up energy storage or generator in case the power goes out
Natural gas and/or water
2014
41%
30%
26%
22%
2012
Base: All Denmark respondents
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12
16th June 2014 - Accenture will release the 2014 New
Energy Consumer Research
The 2013 New Energy Consumer Handbook
and 2014 Architecting for the Future together
provide a holistic view on both utility operations
and consumer characteristics.
If you are interested:
Accenture.com
or
Trygve Skjøtskift
Senior Manager, Accenture
[email protected]
Copyright © 2014 Accenture. All rights reserved.
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