Based on the first wave of results from a survey of nearly 1,000 Americans conducted in May, four out of five U.S. consumer segments support the quick implementation of the Smart Grid and Smart Meters by utilities. The naysayers admit that they don’t fully understand the concept.

The respondents were segmented according to their attitudes, beliefs, and preferences – and designated by the energy usage orientation – into clusters ranging from “Anything Clean” to “Carbon Is King.”

“The good news is that a large majority of Americans – after we give them basic information about smart grid and smart meters – say it’s a priority issue and strongly support the implementation of these technologies by utilities,” said Jack Lloyd, vice president in the Energy division at Market Strategies International, a market research and consulting firm based in Livonia, Michigan.

“The bad news,” he continued, “is that 72 percent of consumers overall admit they know little about the technologies. Less than a quarter of respondents say they fully understand the concept.”

These findings are from the 2011 E2 (Energy + Environment) Study. Conducted twice a year by Market Strategies, the national survey is designed to gain an understanding of Americans’ attitudes and opinions about energy and energy-related issues.

Lloyd added that the level of Americans’ Smart Grid/Meter awareness hasn’t increased noticeably during the past several years, despite the steady flow of information from the media, affinity groups, and utilities. Although general awareness still lags, the ready endorsement so many consumers give Smart Grid/Meter – once it’s explained – speaks volumes about the appeal of the technologies and their associated benefits, he said.

“It’s important to note that four of the five consumer segments in the energy market support the idea of utilities working quickly towards implementing Smart Grid/Meter technologies,” Lloyd said.

“These findings point to a clear, high-potential opportunity for electric utilities and providers of related energy products and services. With the right Smart Grid/Meter consumer education and initiatives, companies can… significantly enhance their reputation and brand, and connect with a large pool of interested, prospective customers,” said Lloyd.

The latest version represents the tenth wave of the E2: Energy + Environment Survey.  A total of 989 interviews were completed May 19 through June 2, 2011 with consumers nationwide. Respondents were recruited via an online panel to reflect key characteristics of the U.S. population. The data were weighted by age, gender, and census region to match the demographics of the U.S. population. Due to its opt-in nature, an online panel does not yield a random probability sample of the target population. As such, it is not possible to compute a margin of error or to statistically quantify the accuracy of projections.

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