Research from Parks Associates, based on a survey of 8,000 U.S. internet households, found that 59% of households in the West use at least one energy program tested in the study. Participation is lower elsewhere, with 45% in the Northeast, 42% in the Midwest and 45% in the South.
For utilities, energy service companies and technology providers, the findings point to a core issue: adoption is not only about whether consumers care about energy management. It is also about whether programs are visible, easy to understand and tied to practical household benefits.
Time-of-use rates are playing a central role in energy program participation, especially in Western markets. These rates charge different prices for electricity depending on when power is used, giving households a financial reason to shift consumption away from higher-cost peak periods.
California stands out in the research for both overall energy program usage and adoption of time-of-use rates. That trend reflects how regional policy, utility planning and rate structures can shape customer behavior at the household level.
The data suggests that successful participation depends on more than program availability. Clear communication, simple enrollment and rate structures that make sense to customers all influence whether households take part. For younger consumers who are used to fast, transparent digital experiences, confusing energy programs are a barrier before enrollment even begins.
Other regions show different strengths. New York leads in rebates and incentives for energy products, while Texas shows higher participation in variable rate plans. These differences matter for companies trying to scale energy programs across markets. A strategy that works in California may need to be adjusted for Texas, New York or the Midwest, where market rules, customer expectations and utility models differ.
While the West leads overall, several program types continue to see weaker participation nationwide. Parks Associates identified lower engagement with tiered pricing, peak-time reduction programs and rebates or incentives for energy products. Special electric vehicle tariffs saw a slight increase toward the end of 2025, but virtual power plant participation remains limited across all regions, at only 3% to 4%.
One of the clearest barriers is awareness. Among households not participating in energy programs, 24% said they do not believe these programs are available in their area.
That gap creates a practical challenge for utilities and energy companies. Making programs available is not enough if customers do not know they exist or do not understand what they offer. Stronger participation may require simpler messaging, easier enrollment and clearer links to household priorities such as lower bills, comfort, backup power, resilience and electric vehicle charging.
For the broader energy market, the takeaway is straightforward. A more flexible, grid-ready home will depend on more than smart devices, solar panels, batteries or EVs. It will also depend on energy programs that customers can find, understand and trust enough to use.
