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RENEWABLE ENERGY STUDYKEY FINDINGS REVIEWFebruary 20, 2020
RENEWABLE ENERGY STUDY
MIKE IRWINDirector of Consumer Insights
KIERSTEN MAERTENSDirector of Account Services
WHAT WE’RE COVERING
Familiarity and Support of Renewable
Energy Efforts
Views of Fit and Impact of
Efforts
Interest in Generation
Options
Willingness to Support
NorthWesternEnergy’s Efforts
FAMILIARITY
RENEWABLE ENERGY STUDY
9% FELT VERY FAMILIAR WITH NORTHWESTERNENERGY’S RENEWABLE EFFORTS
FAMILIARITY OF EFFORTS
10 9 8 7 6 5 4 3 2 1 0 DKNorthWestern Energy's Renewable Energy Efforts 5% 4% 9% 8% 10% 19% 7% 7% 6% 5% 20% 2%Beck Hill Rural Microgrid 2% 2% 2% 2% 2% 4% 1% 4% 5% 7% 62% 8%Bozeman Community Solar Project 6% 1% 5% 5% 4% 7% 3% 6% 6% 6% 47% 6%Hydro-dam Electric Generation Resources 15% 6% 15% 11% 6% 13% 4% 6% 4% 3% 17% 2%Wind-turbine Electric Generation Resources 15% 5% 13% 11% 8% 14% 7% 7% 4% 2% 14% 2%Missoula Schools Solar Project 7% 2% 4% 6% 2% 6% 3% 4% 6% 6% 50% 5%Electric Vehicle Charging Station Installations 6% 2% 5% 7% 3% 10% 5% 8% 8% 7% 36% 4%Environmental Cleanup/Restoration Projects 10% 4% 6% 5% 7% 14% 4% 6% 6% 3% 32% 5%
0%
25%
50%
75%
100%
Extremely Familiar Not Familiar at All
RENEWABLE ENERGY STUDY
FEWER THAN 1 IN 3 CUSTOMERS CARRY AWARENESS OF EE ADVERTISING
HISTORICAL PERSPECTIVE
46%
31% 35%29% 28% 28% 26% 29% 27%
49%
65%62%
68% 68% 69%65%
68% 69%
5% 4% 3% 3% 4% 4%9%
3% 4%
Fall 2015 Spring 2016 Fall 2016 Spring 2017 Fall 2017 Spring 2018 Fall 2018 Spring 2019 Fall 2019
Aware Unaware Not SureFrom the 2019 Fall Longitudinal Study
SUPPORT OF RENEWABLE ENERGY EFFORTS
RENEWABLE ENERGY STUDY
CUSTOMERS ARE FAVORABLE TOWARDS EFFORTS AND BELIEVE THE COMPANY SHOULD CONTINUE INVESTING
FAVORABILITY TOWARD EFFORTS NWE SHOULD CONTINUE INVESTING
SUPPORT OF RENEWABLE ENERGY EFFORTS
22%
5%11% 10%
6%
15%
4% 4% 3% 3%6%
11%
10 9 8 7 6 5 4 3 2 1 0 DK
47%
11% 10% 8%4% 6%
1% 2% 1% 2% 4% 4%
10 9 8 7 6 5 4 3 2 1 0 DK
Extremely Favorable Not Favorable at All Strongly Agree Strongly Disagree
RENEWABLE ENERGY STUDY
WHILE CUSTOMERS SUPPORT CONTINUED INVESTMENT, VIEWS OF FIT AND IMPACT WERE MORE MODERATE, SUGGESTING OPPORTUNITIES TO IMPROVE VIEWS.
VIEWS OF FIT AND IMPACT
10 9 8 7 6 5 4 3 2 1 0 DKRight Fit for Customers 12% 4% 11% 9% 7% 15% 6% 5% 3% 4% 8% 18%Create Significant Savings for Customers' Monthly Bills 9% 4% 8% 8% 5% 16% 9% 5% 6% 5% 11% 16%Create a Positive Impact on Montana's Environment 13% 5% 11% 8% 7% 16% 6% 6% 4% 3% 6% 17%Help Manage Overall Energy Costs 10% 5% 7% 9% 8% 15% 6% 5% 6% 3% 8% 21%
0%
10%
20%
30%
40%
50%
Strongly Agree Strongly Disagree
RENEWABLE ENERGY STUDY
FAVORABILITY TOWARD RESOURCES
RENEWABLE ENERGY STUDY
SOLAR, HYDRO-ELECTRIC AND WIND CARRY THE STRONGEST FAVORABILITY
FAVORABILITY TOWARD RESOURCE TYPES
10 9 8 7 6 5 4 3 2 1 0 DKSolar 52% 8% 10% 8% 3% 6% 2% 4% 2% 2% 4% 2%Wind 43% 9% 14% 8% 6% 7% 3% 1% 3% 2% 4% 2%Coal 13% 4% 14% 7% 8% 15% 5% 6% 6% 5% 17% 2%Natural Gas 24% 9% 19% 11% 8% 13% 4% 4% 4% 1% 4% 2%Nuclear 13% 3% 9% 8% 6% 16% 5% 6% 4% 5% 19% 8%Geothermal 27% 5% 16% 10% 4% 14% 3% 3% 2% 1% 3% 13%Hydroelectric 36% 9% 17% 12% 4% 9% 3% 2% 1% 1% 2% 6%
0%
25%
50%
75%
100%
Extremely Favorable Not Favorable at All
RENEWABLE ENERGY STUDY
CRITERIA WAS SIGNIFICANTLY RELATED TO FAVORABILITY OF RENEWABLES. CARBON-FREE WAS EVEN MORE CORRELATED THAN BEING RENEWABLE OR LOCATED IN MT.
KEY CRITERIA FOR RESOURCES
10 9 8 7 6 5 4 3 2 1 0 DKRenewable Resource 51% 7% 15% 6% 4% 7% 1% 2% 1% 1% 2% 4%Carbon-free Resource 36% 7% 12% 9% 5% 9% 3% 2% 3% 1% 5% 9%Located within Montana 44% 9% 16% 10% 5% 6% 2% 1% 2% 1% 1% 5%Reliable Resource 46% 10% 16% 7% 5% 9% 2% 1% 1% 1% 1% 5%
0%
25%
50%
75%
100%
Extremely Important Not Important at All
RENEWABLE ENERGY STUDY
PERCEPTIONS OF LEADERSHIP
RENEWABLE ENERGY STUDY
40% AGREE THAT NORTHWESTERN ENERGY IS LEADING DEVELOPMENT
LEADING THE DEVELOPMENT OF RENEWABLE RESOURCES
14%
4%
8% 9%
5%
16%
7%5% 5%
3%
8%
17%
10 9 8 7 6 5 4 3 2 1 0 DKStrongly Agree Strongly Disagree
RENEWABLE ENERGY STUDY
46% AGREE THAT NORTHWESTERN ENERGY USES AN APPROPRIATE MIX
USES AN APPROPRIATE MIX OF ENERGY SOURCES
14%
6%
12%
8%6%
16%
4% 5% 4% 3%5%
20%
10 9 8 7 6 5 4 3 2 1 0 DKStrongly Agree Strongly Disagree
RENEWABLE ENERGY STUDY
WHILE AGREEMENT WAS WEAKER THAT THE COMPANY KEEPS RATES LOW, BUT MOST AGREE THAT RATES ARE STABLE, MANAGED AND AT A FAIR COST
KEEPS RATES LOW/STABLE, OFFERS A FAIR COST, MANAGES PRICES
10 9 8 7 6 5 4 3 2 1 0 DKKeeps Rates Low 11% 5% 10% 12% 9% 19% 7% 7% 6% 4% 8% 4%Keeps Rates Stable 16% 8% 17% 14% 7% 16% 5% 4% 3% 2% 6% 3%Provides Energy at a Fair Cost 11% 6% 14% 13% 10% 18% 6% 6% 4% 2% 7% 5%Managing the Price You Pay for the Energy You Use 14% 5% 14% 11% 11% 16% 7% 5% 4% 2% 7% 6%
0%
10%
20%
30%
40%
50%
Strongly Agree Strongly Disagree
RENEWABLE ENERGY STUDY
ATTITUDES TOWARD THESE EFFORTS ARE SIGNIFICANTLY CONNECTEDCONNECTIONS TO FAVORABILITY
• Believes in continued investment
• Is a leader in development
• Uses an appropriate mix
• Keeps rates low
• Keeps rates stable
• Provides energy at a fair cost
• Manages the price you pay
• Satisfaction with NWE
• Advocacy
• Confidence
CONNECTIONS TO CONTINUED INVESTMENT
• Favorable toward efforts
• Is a leader in development
• Uses an appropriate mix
• Keeps rates low
• Keeps rates stable
• Provides energy at a fair cost
• Manages the price you pay
• Satisfaction with NWE
• Advocacy
• Confidence
SIGNIFICANT RELATIONSHIPS
DELIVERING INFO TO CUSTOMERS
RENEWABLE ENERGY STUDY
CUSTOMERS PREFER RECEIVING INFO ON THE BILL, THROUGH ADS, IN THE NEWSLETTER AND ON THE WEBSITE.
PREFERENCES FOR RECEIVING INFORMATION
28% 28%
55%
14% 15%13% 14%
36%
20%
0%
25%
50%
75%
100%
NWE's Website Stories in EmailNewsletter
Displayed on Bill Posts on NWE SocialMedia
Included inAnnual/Environmental
Report
Attend a NWEPresentation
Watch a Video Advertising In-Person Talk with Rep
INTEREST IN HOME-BASED GENERATION
RENEWABLE ENERGY STUDY
NEARLY 1 IN 4 WANT TO PRODUCE AND ANOTHER 44% ARE CURIOUS.CLASSIFYING INTEREST MOST LIKELY TO PRODUCE
• Income of More than $75k
• Lives in Bozeman or Helena
• Those on eBill
INTEREST IN HOME-BASED GENERATION
Want to produce some
or all of my own electricity
22%
Curious, but not ready to invest
44%
Have no interest27%
Opposed5%
Not sure3%
RENEWABLE ENERGY STUDY
INTEREST WAS STRONGEST FOR INSTALLING SOLAR PANELS AT THE HOME.
INTEREST IN HOME-BASED GENERATION
10 9 8 7 6 5 4 3 2 1 0 DKSolar Panels 27% 5% 13% 11% 8% 13% 2% 3% 3% 1% 11% 2%Micro Wind Turbine 19% 3% 7% 7% 3% 11% 3% 5% 5% 3% 31% 3%Micro Hydro System 10% 2% 4% 5% 3% 7% 3% 3% 4% 3% 42% 15%
0%
25%
50%
75%
100%
Extremely Interested Not Interested at All
INTEREST IN NORTHWESTERN ENERGY’S RENEWABLE OFFERINGS
RENEWABLE ENERGY STUDY
EE PROGRAMS AND REBATES CARRIED THE STRONGEST LEVEL OF INTEREST, FOLLOWED BY APPLIANCE RECYCLING.
INTEREST IN NORTHWESTERN ENERGY’S OFFERINGS
Extremely Interested Not Interested at All
10 9 8 7 6 5 4 3 2 1 0 DKHome Energy Generation Products 32% 5% 13% 10% 4% 10% 1% 2% 3% 2% 20% 0%Paying Small Amount to Support Large-Scale Efforts 15% 2% 11% 9% 6% 12% 4% 6% 5% 2% 30% 0%Subscribing to a Community Garden 30% 3% 12% 10% 5% 13% 3% 2% 4% 2% 17% 0%Household EV Charging Station 14% 2% 6% 5% 4% 12% 4% 2% 4% 3% 46% 0%Community EV Charging Stations 18% 3% 8% 5% 3% 13% 4% 5% 5% 4% 33% 0%EE Programs/Rebates 39% 7% 12% 10% 5% 15% 1% 1% 1% 1% 9% 0%Appliance Recycling 38% 6% 15% 9% 5% 11% 2% 3% 1% 2% 11% 0%
0%
25%
50%
75%
100%
RENEWABLE ENERGY STUDY
Installing Solar Installing wind-turbines
Installing micro-hydro system
Home energyproducts
Pay smallamount to
support large-scale projects
Subscribe tocommunity
garden
Household EVrecharging
system
Community EVrecharging
system
EE programs/rebates
Appliancerecycling
Age 18-34 6.90 4.78 4.00 7.01 5.43 6.70 3.51 4.57 7.62 7.32Age 35-54 6.32 4.32 3.27 6.81 4.46 6.35 3.32 4.14 7.46 7.06Age 55+ 6.46 4.53 2.50 5.62 4.27 5.76 3.58 4.25 7.10 6.98Gender Male 6.29 4.15 3.12 6.12 4.26 5.67 3.46 4.16 6.98 6.67Gender Female 6.75 4.92 3.05 6.24 4.79 6.48 3.54 4.39 7.57 7.43Tenure Less than 2 years 6.71 5.33 5.50 5.75 4.33 6.67 4.00 4.25 6.08 6.92Tenure 2-5 years 6.00 3.62 3.16 5.53 4.97 5.06 2.74 4.00 7.44 6.47Tenure 6-10 years 6.96 3.44 3.46 6.95 6.15 7.53 4.53 5.28 8.15 8.08Tenure 11-20 years 6.79 4.69 2.74 7.05 4.65 6.02 3.39 4.05 7.50 7.50Tenure More than 20 years 6.47 4.71 2.94 5.94 4.16 5.96 3.41 4.19 7.11 6.85Home Ownership Own 6.35 4.24 2.69 6.03 4.33 5.71 3.24 4.00 7.25 7.02Home Ownership Rent 7.11 5.47 4.36 6.75 5.19 7.18 4.29 5.16 7.35 7.12HH Income Less than $45,000 6.59 4.53 2.97 6.37 4.41 6.58 3.77 4.66 7.40 7.33HH Income $45,000 to $75,000 6.55 4.34 3.00 6.08 5.28 6.13 3.21 4.04 7.55 7.07HH Income More than $75,000 6.48 4.54 3.26 6.31 4.12 5.65 3.40 3.96 6.80 6.83Education No college 6.14 4.42 3.31 6.15 4.21 6.20 3.29 3.99 7.18 6.78Education College degree 7.00 5.06 3.08 6.49 4.79 6.21 3.72 4.70 7.59 7.44Education Advanced degree 6.76 3.58 2.47 5.76 5.02 5.63 3.69 4.13 6.85 7.00Home-Production Attitude Want to produce 7.91 5.77 4.05 8.39 5.47 7.35 5.43 5.75 8.55 7.67Home-Production Attitude Curious, but not ready to invest 5.82 3.89 2.61 6.94 5.28 6.45 3.41 4.59 7.65 7.81Home-Production Attitude No interest 3.55 2.98 4.58 2.20 2.74 5.80 5.45Home-Production Attitude Opposed 4.37 2.47 4.32 2.42 2.58 5.53 5.89Home-Production Attitude Not sure 5.45 3.73 7.64 3.91 5.45 8.82 7.73
0
2
4
6
8
10
WILLINGNESS TO SUPPORT EFFORTS
RENEWABLE ENERGY STUDY
NEARLY HALF OF CUSTOMERS REPORTED A WILLINGNESS TO PAY EXTRA TO SUPPORT RENEWABLE RESOURCES.
WILLINGNESS TO SUPPORT RENEWABLE EFFORTS
31%
10% 10%12%
9%
2%5%
21%
0%
25%
50%
75%
100%
No Additional $5 or Less $6 to $10 $11 to $20 $21 to $30 $31 to $40 $41 to $50 Not Sure
RENEWABLE ENERGY STUDY
$11.48
$12.53
$10.55
$16.90
$12.40
$9.21
$10.48
$12.51
$12.70
$13.36
$16.41
$14.67
$9.75
$10.15
$16.21
$11.73
$14.35
$9.77
$11.21
$10.75
$15.19
$11.49
$15.21
$7.17
$4.07
$2.50
Among All
Combo
Electric-Only
18-34
35-54
55+
Male
Female
Less than 2 years
2-5 years
6-10 years
11-20 years
More than 20 years
Own
Rent
Less than $45,000
$45,000 to $75,000
More than $75,000
No college
College degree
Advanced degree
Want to produce
Curious, but not ready to invest
No interest
Opposed
Not sure
Serv
ice
Age
Gen
der
Tenu
re
Hom
eO
wne
rshi
pH
H In
com
eEd
ucat
ion
Hom
e-Pr
oduc
tion
Attit
ude
RENEWABLE ENERGY STUDY
SIGNIFICANT RELATIONSHIPS WERE FOUND WITH THE WILLINGNESS TO PAY EXTRA.
• Significant correlation with overall satisfaction with NWE
• Significant correlation with support of NWE continuing to invest in renewable energy development
CORRELATIONS
TAKE-AWAYS
RENEWABLE ENERGY STUDY
KEY FINDINGS• Opportunity to Improve Familiarity with Efforts: Overall, approximately 9 percent of electric/combo customers
reported a strong level of familiarity with NorthWestern Energy’s renewable efforts (9 and 10 ratings). Another 17 percent reported being somewhat familiar with the company’s renewable efforts (7 and 8 ratings).
• 1 in 3 See NWE as a Leader: Approximately one out of three electric/combo customers strongly or moderately agreed that NorthWestern Energy is leading the development of renewable resources.
• Most Support Investments: The majority of electric/combo customers agreed that NorthWestern Energy should continue to invest in renewable energy development.
• Nearly Half are Favorable: Approximately 27 percent of electric/combo customers reported being very favorable toward the company’s efforts (9 and 10 ratings) and another 21 percent reported being somewhat favorable (7 and 8 scores).
• Considerations for Messaging: Right fit, savings and environmental impact are significantly correlated to favorability of NorthWestern Energy’s renewable development efforts and support of NorthWestern Energy’s continued development.
TAKE-AWAYS