EcoAlign, a marketing agency in the energy sector, recently released the findings of a consumer survey conducted to understand consumer perceptions and attitudes concerning smart grid.

In a release, Jamie Wimberly, CEO of EcoAlign said that, “American awareness of smart grid remains low. Yet, consumers like the concept of smart grid and believe smart grid will benefit them personally. Moreover, consumers seem much more receptive to and would welcome higher levels of engagement with their electricity suppliers. They are looking specifically for help to manage their bills, but more broadly are looking for alternatives to traditional service, offerings and customer service options, especially around bill pay and energy management.”

Highlights of the findings from EcoPinion No. 12 indicated that customer awareness has seen minimal rise with 35 percent of Americans being aware of the phrase “smart grid” in 2011 compared to 31 percent in 2010.When questioned over how appealing the ability to review their personal energy consumption data was along with new options enabled by smart grid, 56 percent of Americans said the prospect was “extremely appealing” or “very appealing,” while 33 percent found it to be “appealing.” 56 percent of Americans said they believed that smart grid will either “greatly improve” or “improve” the customer experience and customer service.

The survey found that 78 percent consumers in 2011 were extremely concerned or very concerned about the potential for increase in utility bills compared to 74 percent in 2010. With regards to attitude towards their personal energy consumption, the most frequently chosen statement by 43 percent respondents was “I am most concerned with saving money on my utility bill.”

34 percent respondents when questioned over if they would like to receive suggestions from their utility company on how to reduce their bill, said that “smart grid” would be most likely help improve their utility's service by providing better billing and energy consumption information.

Eight out of ten Americans said they thought it would be extremely or very valuable to find out how the “smart grid” would affect their bill, and how new pricing options could help save money, in addition to wanting to know the cost of “smart grid.”

One fourth of consumers said they would allow the utility to control their high-use appliances automatically, while other said they would prefer getting notifications so they can make the adjustments themselves. A third said that if the price paid was sufficient they were willing to consider the notifications while 16 percent said they were not keen. 54 percent of respondents said they preferred interactions through email, while 51 percent said they preferred communication via regular mail with their utility and energy supplier.

Consumers cited “privacy,” “control/loss of control,” “security,” and even fear of “big brother” to be the biggest concern over smart grid. 65 percent respondents also feel that only the customer should have access to their detailed energy consumption data. 49 percent Americans believe that smart grid will have positive health impact while 44 percent said that health impact of smart grid will be balanced.

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