Kaleigh Harrison
As the energy market continues its shift toward decarbonization and digitalization, utilities are under pressure to adapt to fast-evolving customer expectations.
New research from the Smart Energy Consumer Collaborative (SECC), based on a nationally representative Harris Poll survey of 2,000 Americans, outlines four distinct consumer segments that can help
utilities refine their customer strategies.
At the forefront are the Informed and Engaged—34% of U.S. households—who actively manage their energy use and are already interacting with utility programs. This group demonstrates strong interest in advanced energy solutions, including smart home tech, demand response programs, and energy efficiency incentives.
A younger segment known as the Curious and Capable—28% of consumers—reveals a different kind of opportunity. While these individuals are tech-savvy and cost-conscious, they haven’t yet connected those habits with energy engagement. Utilities could unlock significant value by targeting this group with digital-first, app-driven services and educational campaigns that make energy management more accessible.
In contrast, the Tech-Cautious Savers (25%) and the Turnkey Comfort segment (13%) highlight the importance of simplicity and affordability. These groups prefer minimal technological interaction and favor predictable, low-effort solutions. Utilities hoping to serve these customers effectively will need to avoid overcomplicating program design and focus on basic needs like cost savings and reliable service.
Affordability Still Dominates, but There’s Room for Value-Driven Engagement
Despite growing interest in sustainability and digital tools, the study confirms that affordability remains a defining factor for nearly two-thirds of U.S. energy consumers. This trend spans across segments with cost sensitivity often outweighing interest in emerging technology or utility programs.
Yet even within this affordability-first mindset, other values are beginning to shape consumer attitudes. Many households show growing interest in clean energy, grid reliability, and the potential for smart technologies—provided these solutions are easy to adopt and deliver clear benefits.
SECC President and CEO Nathan Shannon noted that while affordability remains the top concern for most households, it is not the only factor influencing utility-customer relationships. “Consumer values around the environment, technology and grid resiliency have the potential to create further avenues for customer engagement going forward,” Shannon said.
For utilities, the opportunity lies in delivering solutions that address these broader priorities while keeping participation simple and accessible—an approach that can strengthen trust and create longer-term customer connections.
