18.5% Will Purchase Kitchen Appliances

Blackhawk Engagement Solutions survey: Americans aware of energy-​efficient products, need more information on the incentives for buying. Consumers are more likely to choose energy-​efficient products if they know how to save more money by purchasing them. The survey asked 2,870 Americans about their awareness of and reasons for choosing energy-​efficient products and services.

Nearly all U.S. consumers are familiar with energy-​efficient products like light bulbs, appliances and heating and cooling equipment. However, only about half of Americans are aware of the additional savings that can accompany their purchases of these products, according to new shopper research from Blackhawk Engagement Solutions.

‰ÛÏUtility companies and retailers should place a larger focus on educating consumers on the many incentives and rebates available on energy-​efficient products,‰Û said Rodney Mason, global vice president of marketing with Blackhawk Engagement Solutions, an international incentives and engagement company. ‰ÛÏAlthough consumers feel good about doing the right thing for the planet, today‰Ûªs shopper is most highly motivated by price and value. The more consumers understand the many ways to save money by purchasing efficient products, the bigger the opportunity for increased sales and adoption.‰Û

Key findings from the energy efficiency shopper research include:

  • Consumers know that energy-​efficient products are available: 93% of shoppers are familiar with LED and CFL light bulbs and 84% are familiar with the government-​backed ENERGY STAR label.
  • Cost savings is the biggest purchase influencer: The top reason that consumers have or would purchase an energy-​efficient product is because they are interested in long-​term savings (81%). A significant, but smaller percentage reported that the top reason is that saving energy is important to them (71%).
  • Awareness of energy-​efficiency incentives is lacking: Although more than 4 out of 5 shoppers know about the available products, 53% of them are not aware of the additional savings that can accompany their purchases. Since saving money and energy is important to these consumers, the opportunity to save even more is sure to be appealing.

The research was conducted in late 2014 and surveyed nearly 3,000 Americans representative of U.S. demographics in both regulated and competitive utility markets.

AudienceSCAN data reveals that 18.5% of U.S. homeowners plan to buy major kitchen appliances (refrigerator, range, etc.) in the next 12 months. These home improvement/​restoration-​lovers (40%) are influenced by TV commercials they've seen in the past year (82%) but blogs incited 28.5% to start online searches.

Here's what likely major kitchen appliance buyers use to compare prices: Emailed news/​offers (13.5%), Newspapers (11.7%) and Blogs (10.1%). Nearly 68% of this audience prefers to buy from a locally owned business when prices/​products are the same. Hello, price-​matching strategies!

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.