Energy providers need their customers to participate in demand response programs. However, our recent research reveals that only 14% of consumers are currently participating. Get the “Turn Up Demand Response: Educate and Incent Energy Consumers” infographic now to learn exactly what utility companies can do to increase participation.

1. Utility providers need energy consumers to participate in demand response programs.
Our key findings reveal that there is immense opportunity to increase participation because:
50% of all respondents don’t know if their energy providers offer demand response programs.
An additional 25% say these programs are not offered — another indicator of low awareness.
Ofconsumerswhoparticipateindemandresponseprograms,2outof3arenotsatisfiedwith—orare
notsureabout—therewardsandcommunications.Utilityprovidersneedtoenhancetheirdemand
responsecommunicationstobuildawareness,understandingandenrollment.
Want consumers to participate in your demand response programs? Tout the benefit they really
prefer: savings. Overall, 87% of consumers would participate for some type of monetary benefit,
which would naturally include lower monthly bills. Add additional incentives — such as prepaid
card rewards or free energy-saving equipment — to really change consumer behavior.
connect better with customers
Which offer would motivate you to sign up for a program to reduce energy usage during specified days and
times? Select all that apply.
switch on your demand response
our conclusions?
Start engaging your consumers with
incentive-based strategies that reward
them for participating in demand
response programs.
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© 2014 Parago, Inc. All rights reserved.
How can electric energy providers get consumers to participate
in demand response programs? We asked 2,840 Americans
about their awareness of, participation in and preferred
incentives for these important initiatives. Our respondents
represent standard US demographics, and reside in both
competitiveandrate-regulatedmarkets.
educate and incent energy consumers
demand response
• only 14% of our respondents currently participate
• 50% of consumers are not aware of these programs
• 87% of consumers would participate in demand response programs
for the right incentives, including lower energy bills, prepaid card
cash-back rewards and more
Please indicate your level of satisfaction with the following features of your utility’s program.
opportunity: jump-start your programs
amp up awareness
savings spark participation
Do you participate in any utility-provider programs that automatically reduce your gas or electricity usage
during times of peak demand or peak prices? (Examples include: automated programs that control your air
conditioning on hot summer days; free energy on nights or weekends; incentive programs for choosing to reduce usage
during certain periods.)
not sure if my utility offers these programs 50%
my utility doesn’t offer these programs 25%
yes, one or more program(s) 14%
my utility offers them, but I do not participate 12%25%
14%
50%
12%
rewards
given to me
utility bill
discounts
84% of them are financially motivated to participate in demand
response programs. Only 6% are motivated by environmental concerns.
Why do consumers participate in demand response programs?
$
69% 67% 33%
info and
help from
my utility
53% 47%
31%
clarity of
comunication
about days
required
51%49%
not satisfied/not sure very satisfied/satisfied
none of
the above
lower monthly bill
prepaid card
reloaded at
energy savings
milestones, up
to $200/year
free energy-saving
equipment at signup
(e.g., wifi thermostat)
prepaid card
reward based on
energy saved
prepaid card for
meeting monthly
energy savings goals
70% 27% 25%
25% 24% 13%