More than 20 percent of young America doesn't know much about smart grid but is interested in learning about its potential for environmental benefits and cost savings, according to the SGCC's Consumer Pulse (News - Alert) and Market Segmentation Study.

"Utilities that take the time to understand each segment's characteristics, attitudes, values and motivations can engage their consumers successfully and provide the most appealing smart grid-enabled products and services," said Patty Durand, SGCC executive director, in a statement."The results from this study have the power to change the relationship between utilities and their customers. The day of the faceless 'rate payer' gives way to a portrait of a real human being with a unique personality and distinct characteristics," Durand added.

The study found that residential U.S. electric consumers fall into five distinct segments that influence their willingness to participate in energy management programs. Concerned Greens (31 percent) are the most protective of the environment and supportive of smart grid initiatives. They are likely to participate in energy management programs. Easy Street (20 percent) consumers have the highest income of any segment and are reluctant to change their personal behaviors. DIY & Save (16 percent) consumers are frugal and have a do-it-yourself lifestyle. Their biggest concern is providing for their family, not global environmental issues. Traditionals (11 percent) are set in their ways and do not see the need for energy reform.The national research project was conducted for the Smart Grid Consumer Collaborative (SGCC) by Market Strategies International.

Recently, a new report from Woodbridge found that the United Kingdom is set to deploy 53 million smart meters in 30 million households over the next eight years. However, there is still disinformation and confusion within the Commonwealth countries on both the specifics of the rollout and the benefits to consumers.

Rajani Baburajan is a contributing editor for TMCnet. To read more of Rajani's articles, please visit her columnist page.

Edited by Tammy Wolf