2010 End Consumer Research Understanding Consumer Preferences in Energy Efficiency 2010: Key Findings Countries Surveyed 1. Consumer Paradox - There is a significant contradiction between consumer perceptions and Australia Netherlands their actual knowledge of energy efficiency. Brazil Singapore 2. Trusted Advisor - Consumers first instinct is to contact utility/electricity providers for energy- Canada South Africa efficiency activities, however, providers still need to build trust and credibility. China South Korea Denmark Spain 3. Emerging Barriers - While price remains a key factor to adoption, the extent of the utility/electricity France Sweden providers’ control over energy use has emerged as a potential barrier. Germany United Kingdom Italy United States 4. Channel Diversification - Channels and contact points for utility/electricity providers to Japan communicate with consumers are diverse. 5. Complexity of Consumer Preferences - AdoptionTo access last year’s research, please access of electricity management programs is influencedUnderstanding Consumer Preferences in Energy by fragmented and nontraditional consumer preferences.Efficiency here.