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Insight

Clean Energy: Consumers Consider Green Alternatives for Home and Automotive

The ongoing research initiative of Publicis Sapient’s The Digital Life Index reveals growing consumer interest in green energy alternatives at home and electric vehicles on the road. Here, we take a closer look at how these trends are evolving across the globe.

For this November 2020 wave, data was collected through an online survey sent to 7,000 people in 10 countries, including the United States, Australia, Canada, France, Germany, Italy, Japan, Singapore, the United Arab Emirates and the United Kingdom.

Key Findings

  • The United Arab Emirates (UAE) emerges as a front runner for green energy purchasing, use of smart home energy devices and hybrid/EV car ownership.
  • Australia emerges as a front runner for home solar energy adoption alongside the UAE.
  • The United States and Canada lag other countries when it comes to awareness of green energy alternatives and interest in electric/hybrid vehicle adoption.

Going Green: Awareness and Adoption

More than half of respondents in Germany (57%) say their utility provider offers green alternatives, surpassing all other countries included in the survey.

There are several countries where awareness of green energy programs is low. Close to half of respondents in the U.S. (50%), Canada (50%), the United Kingdom (51%) and Australia (46%) are unsure if their energy provider offers green programs.

Does your utility provider offer options to buy energy from green sources?
  • Chart indicating the disparity between the number of people who buy energy from renewables if available, vs. the number of energy providers who offer green energy programs. The disparity is very high.

Though awareness can be a barrier, green energy programs are making an impact.

Graphic callout indicating an average of 70% of respondants say they purchase energy from green sources if available.

Those in the U.S. (53%) and Australia (60%) have the lowest purchase rate of energy sourced from renewables, but it is still purchased by more than half that are aware of these programs. Despite lower rates of awareness, the United Kingdom reported higher levels of purchasing (80%), following behind the UAE (82%) and Singapore (79%).

Motivation to switch providers: Green alternatives and government incentives

After government incentives, the ability to purchase energy from alternative sources, like wind, solar or geothermal was the biggest motivator for respondents when asked what would make them consider switching home energy providers.

If it were possible to switch home energy providers or utility companies, which of the following
 would cause you to switch?

  • Chart showing percentage of respondants by country who would switch to green energy sources if possible. The highest countries are UAE at 42% and Singapore at 36%, followed by Italy at 35%.

Motivation to switch providers: Customer Experience

Customer services like transparent pricing (49% adv.) and loyalty programs (32% adv.) were also favorable benefits respondents looked for in utility providers. Half of respondents in the UAE cite interest in mobile applications – higher than other countries included in the survey.

  • Chart showing strong preference for transparent pricing over easy to use apps, loyalty programs or responsive customer service in all countries.

Solar Energy

Only 20 percent of people in this study say they have solar on their homes. Of respondents, Canada (3%), the United Kingdom (12%) and the U.S. (13%) are less likely to have solar. Australia (41%), the UAE (37%) and Germany (30%) are leaders.

Percentage of people with solar panels on home

Map indicating percentage of people by country with solar panels on their home. Australial leads at 41%, followed by UAE leads at 37% and Germany at 30%. Canadians are the lowest with only 3% of homeowners using solar panels.
Likelihood of installing solar in next 2 years
  • Chart showing those in the UAE, Australia and Italy are most likely to install solar in the next two years.

Cost remains the biggest barrier to adoption. Close to half (48%) of respondents cite cost as the primary reason for shying away from solar. 

What is preventing you from installing solar 
on your home?

(Top three responses)

  • Chart by country showing that cost to buy or lease is the top reason preventing homeowners from installing solar panels.

Home Energy Monitoring

Our data found that the UAE is a frontrunner in smart home energy monitoring adoption, with 50 percent of respondents citing use of smart devices at home. On average, around a third of respondents say they use smart devices to monitor home energy.

Do you use any smart devices at home to manage or track your energy consumption?

Chart signaling that 50% of respondants in the UAE use smart devices at home to manage their energy consumption. Only 20% of Canadians use smart devices to monitor energy.

Of the respondents that do, over half (53%) do so to save money or use a smart meter to reduce their carbon footprint (34%).

Why do you use smart devices to manage your energy consumption?

  • Chart showing the top 5 reasons respondants use smart devices to manage their energy consumption, by country of which 53% use smart devices to save money, and 34% use a smart device to reduce their carbon footprint.

Electric & Hybrid Vehicles

Those in the UAE and Singapore are most likely to own an EV or Hybrid vehicle.

EV and Hybrid ownership
  • Chart supporting claim that the UAE and Singapore are more likely to own an EV or Hybrid Vehicle than other countries surveyed. In the UAE, 50% of respondants own a hybrid, 32% own an EV, in Singapore, 47% of respondants own a hybrid, and 24% own an EV.

Globally, people are leaning more towards purchasing or leasing a hybrid vehicle (75%) rather than an EV for their next vehicle. However, 63 percent are considering an EV.

Probability of purchasing or leasing an EV or Hybrid for next vehicle

63% of respondants are considering an EV, and 85% are considering a hybrid.

Environmental benefits and fuel efficiency are the biggest drivers of EV and Hybrid vehicle consideration.

Reasons for considering an EV or Hybrid

  • Chart showing the top 2 reasons for owning a hybrid in all countries surveyed are 1) environmental benefits or reducing environmental impact, or better fuel efficiency or lower fuel consumption.

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Interested in learning how consumer preferences by country affect your strategy? Simply contact us for country level insights and more.

Want access to the full report? Dive back into the full report here.

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