Homeowner Energy Source Preference Survey Tampa Technology & Market Assessment Forum February 24, 2011
A True Marketing Story…
Traditional Sources Newspaper Billboards Radio New Home Guides Weekend Directionals Flyers Events Realtor Deliveries/Programs Hot Dogs
Non- Traditional…
Indy Racing League
As if we didn’t learn enough, we did it again …as a “secondary” sponsor
A New Strategy….. …..focus customers’ preferences, needs and feelings through an effective “Voice of the Customer” program. Investing in customer research is actually investing in oneself... i.e. ESC Customer Preference Survey…
Study Objectives: Efficiently sample USA homeowners Identify current energy sources Identify preferred energy sources Compare current energy to preferred sources Gather customer comments/feedback
The Survey Process Selected 13 Metropolitan Statistical Areas (MSA) - based upon sponsoring participants. Identified a consistent 12 month closing period* of selected “new” homeowners. Adjusted each MSA home price range to sample 66% of the MSA transactions - (75% nationally). Mailed 26,940 surveys to the 13 MSA (625 – 3,500) on December 10, Anticipated a response rate of 2-3%. Achieved a 2.6% response rate (700 responses). Completed statistical studies February 10, 2011.
The Participating MSAs St. Louis Indianapolis SalisburyLas Vegas Dover Tampa Austin Pensacola/Panama San Antonio Atlanta El Paso Los Angeles Phoenix
The Participating MSAs St. Louis Indianapolis SalisburyLas Vegas Dover Tampa Austin Pensacola/Panama San Antonio Atlanta El Paso Los Angeles Phoenix
Insert disclaimer here………
All observations and recommendations are presented without the benefit of significant knowledge of ESC Member operations. Therefore, these results are unencumbered by any internal prejudices within those operations.
National Study Results
ME = +/- 5%
“Experienced” user responses -
ME = +/- 5%
Total Gas vs. Total Electric Preference ME = +/- 5% Current Preferred All Gas All Gas Current Preferred All Elect All Elect Homes Preferred 1+ Gas 1+ Gas
Energy Source Willingness to Refer to Family Friends
National “Big Picture” Findings - Natural gas is the predominate home heating source for furnace, water heater and cooking. Electric is the predominate cooking energy. Natural gas is preferred more than currently utilized. Electric is less preferred than currently utilized. The preference for all-natural gas homes is 800% higher than currently served (5% vs. 45%). Half the all-electric homeowners would prefer not to have an all- electric home (24% vs. 12%). 57% of US homes have fireplaces and approximately half of those are natural gas. There appear to be substantial opportunities in some markets to increase specific gas appliances. Customer comments have significant marketing potential.
On the flipside of the electric cooking mirror…
Survey reply comment sample….
Indy Gas:
Website Demo:
Charity Choices of 679 Respondents
Homeowner Energy Source Preference Survey Tampa Technology & Market Assessment Forum February 24, 2011