Decision Analyst Prepared for: Strategic Research Analytics Modeling Optimization Inside The Mind Of the Residential Homeowner Consumer

Decision Analyst

Prepared for:

Strategic Research Analytics Modeling Optimization

Inside The Mind

Of the Residential Homeowner Consumer

Decision Analyst

Prepared for:

Better understand homeowners– Attitudes– Knowledge– Motivations– Energy efficiency activities

Most effective customer relationship plans

Identify ways to overcome barriers

Ask the right questions, get the right answers

Prepared For:

Copyright © 2013 Decision Analyst American Home Comfort Study 2002 - 2013 3

Conducted via the Internet

• American Consumer Opinion Panel

• Aug/Sept 2010 Sept 2012 + Jan 2013.

• National probability sample of homeowners

Respondent counts 2010

• 35,676 homeowners

• 6.6%/2,363 HVAC replacement market buyers

• 2.4%/854 New home purchasers

• 1.2%/436 Add-on HVAC customers

Respondent counts 2013

2013 Replacement 2460

Home Owner Decision Maker Consumer

Homeowners represent75 million out of 111 million

occupied living units in the U.S.


The Homeowner Decision Maker

Faced a recent major recession which was brutal

Homeowner decision makers are different now

RetirementAhead

There are significantly fewer young homeowners

Soon to retire homeowners comprise a significantly larger group

The soon to retire are more apt to improve home comfort and home energy use.


65 + 55 to 64 45 to 54 35 to 44 25 to 34 < 250%

5%

10%

15%

20%

25%

2010

2008

2006

The average age of U.S. homeowners is 47.2 years in 2010, compared to 45.7 years in 2008 and 45.4 years in 2006. The average age of homeowner replacement buyers in 2013 = 50.2

12% 22% 23% 23% 18% 2%14% 16% 22% 23% 20% 5%

13% 16% 22% 25% 19% 5%

Age

Homeownership Demographics

Recession’s GreatestEconomic Breakage

Recession’s Strongest Survivors


20%

23%23%

22%

12%

Under 3535 to 4445 to 5455 to 6465 +

More than Half of homeowners are mature – Many want more comfort for less cost in their home

and can pay for the upgrade

Who Are They?


5%

28%

48%

14%5%

Very Energy Efficient

Somewhat Energy Efficient

Neither Efficient or Inefficient

Somewhat Inefficient

Not Energy Efficient

4%

23%

51%

18%

4%

High Quality

Somewhat High Quality

Not High or Poor Quality

Somewhat Poor Quality

Poor Quality

Primary Residence - Total Homeowners

2010 What Do They Believe They Need?

Energy Efficiency Indoor Air Quality

14.5 millionhomes

16.5 millionhomes

Prepared For:


The Energy Star is a leading and well understood symbol

Only homeowners living under a rock don’t know the Energy Star Symbol

EPA Communication With Homeowners


2006 2008 2010

84%90%

96%

11%6%

2%5% 4% 2%

Aware of Energy Star Not Aware Not Sure

Energy Star Symbol

The Energy Star symbol is not only well known, but also well known for the right reasons

The symbol has become highly influential to the homeowner in making major purchases for their home.

Awareness

96%


Influences Purchase Decisions

Nine in ten know: The Energy Star symbol on a product means it meets the specifications established by the U.S. government

Seven in ten say: Any major appliance or equipment that I buy must have the Energy Star symbol

Communication

Prepared For:


Many are trying to use less energy

A significant number do uninformed things

Few have contacted the EPA/Energy Star, local energy companies, or the DOE, or conducted an in-home energy audit.

How do each of these effective resources gain more communication with homeowner decision makers?

Are Homeowners Actively Perusing Energy Savings?


Home Energy Saving Activities Take On Distinctively Different Results

There are those who don’timprove their home whensaving energy and

There are those who are investing intheir home’s future as they find new waysto save energy!


2010 Energy Efficiency Activities Performed Past 24 MonthsThat do not improve the home

Approx. 36 mil ran ceiling fans and adjusted temps

(48%)

Approx. 28.5 mil lowered heating temps (38%) Approx. 25.5 mil took

cooling temps up (34%)

Approx. 23.25 mil used portable fans more (31%)

Approx. 9.75 mil began spot heating and cooling

(13%) Approx. 11.25 mil complied with city energy use

requests (15%)


2010 Energy Efficiency Upgrade Activities

Performed Past 24 Months

Approx. 3.75 mil sealed ducts properly (5%)

Approx. 19.5 mil began programming their thermostat (26%)

Approx. 11.25 mil bought a new programmable thermostat (15%)

Approx. 14.25 mil cleaned coils (19%)

Approx. 3.75 mil began heating and cooling by zone (5%)

Approx. 4.5 mil purchased high efficiency central

equipment (6%)

Approx. 20.25 mil added caulking/weather stripping

(27%)

Approx. 9 mil installed energy efficient windows

(12%)


2010 Energy Efficiency Activities Performed Past 24 Months

4.5 mil Consulted with Energy Star web site (6%)

3.75 mil Got an energy audit on their home (5%)

3 mil Consulted with the DOE web site (4%)

4.5 mil Consulted with local energy utility (6%)

Prepared For:


It is imperative that we find a better way to discuss both energy usage and home comfort with the homeowner decision maker.

Homeowner Activities Past 24 Months

Documents

Decision Analyst Prepared for: Strategic Research Analytics Modeling Optimization Inside The Mind Of the Residential Homeowner Consumer