Energy Eficiency Study Europe

logicaCMG
Survey Turning concern into action:

Energy efficiency and the
European consumer
R e l e a s i n g y o u r p o t e n t i a l
logicaCMG
About LogicaCMG
LogicaCMG is a major international force in IT and business services.

It employs around 40,000 people across 41 countries. LogicaCMG’s
focus is on enabling its customers to build and maintain leadership
positions using LogicaCMG’s deep industry knowledge and its track
record for successful delivery. The company provides business consulting,
systems integration and IT and business process outsourcing across
diverse markets including telecoms and media, financial services, energy
and utilities, industry, distribution and transport and the public sector.
Headquartered in Europe, LogicaCMG is listed on both the London
Stock Exchange and Euronext (Amsterdam) (LSE:LOG; Euronext:LOG)
and traded on the Xternal List of the Nordic Exchange in Stockholm.
More information is available at www.logicacmg.com
This document is for general information purposes only and is subject to

change without notice.
E&U/Energy/CE/1007/S
Turning concern into action:
Energy efficiency and the European consumer 01
Contents
03 1. Executive summary
05 2. Concern about climate: the consumer perspective
07 3. Energy efficiency: a financial or an environmental concern?
10 4. Who is taking action to reduce energy consumption?
– 4.1 Perceived and real action
14 5. Barriers to energy saving
– 5.1 Lack of Government incentive

– 5.2 Do enough already
– 5.3 Upfront investment too high
– 5.4 No idea of how much I’m using at the moment
– 5.5 Other reasons
19 6. The role of technology and innovation
– 6.1 Pro-innovation consumers
23 7. Smart metering
25 8. How to deliver more information on energy consumption
26 9. Information and trust
– 9.1 Preferred sources of information for energy efficiency

– 9.2 Trust in information about energy efficiency
29 10. Conclusions
30 Country Appendices
50 Methodology
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Foreword
There is widespread consensus that climate change is a significant challenge that
requires action. A problem on this scale has no single solution: policy, technology and
behavioural change all have important roles to play. Yet some solutions can be attractive
and not just about making lifestyle sacrifices. Corporate and personal action to reduce
energy consumption can not only lead to falls in carbon emissions, it can also mean
substantial cost savings for the companies and individuals involved. For the European
and global economies as a whole, energy efficiency is widely seen as the most cost-
effective route to reducing carbon emissions.
Important progress has already been made. Massive media exposure has meant that
consumer awareness of the climate change challenge is high. But the more difficult and
important step is translating this into new, energy efficient behaviour.
LogicaCMG therefore commissioned a major new study based on a telephone survey

of 10,000 consumers across 10 European countries to investigate to what extent
people are reducing consumption, as well as the drivers and blockers for this change. In
particular, the study looks at the potential role of information and technology in facilitating
energy saving behaviour.
The results of our consumer survey, conducted by Future Foundation and TNS,
combined with other major research, suggest that timely, accurate information on energy
consumption could help the majority of Europeans to reduce their energy consumption.
Smart meters, which can provide this information, are seen as a good idea by three
quarters of people in the 10 countries surveyed, and could play a major role in enabling
behavioural change. Other results suggested that consumers want information from
experts who can provide real solutions, not just talk about the problem.
Organisations that can harness the information provided by smart meters and other
technologies will therefore play a vital role in helping companies and individuals to reduce
consumption. Furthermore, whilst this was not directly addressed in the study, energy
companies can also realise transformational benefits by placing smart meters at the heart
of the modern utility.
Jim Tapper, Managing Director, Global Energy and Utilities, LogicaCMG.

1. Executive summary
This major pan-European study examined consumer attitudes towards climate change, their
personal action to reduce consumption, blockers to this behaviour and the potential role
of information and technology as enablers of increased energy efficiency action. This was
based on telephone interviews with a representative sample of 10,000 consumers across
10 countries.
The key insight from the new research commissioned by LogicaCMG, combined with
findings of previous European studies, is that information and technology may have an
important role to play in closing the gap between awareness that climate change is a
problem and behavioural changes to reduce energy consumption.
Approximately 80% of consumers claim to worry about climate change with very small
differences between each country. In addition, three quarters of Europeans feel that the
amount of energy they use affects the climate, and nearly 70% claim to do a lot to reduce
their energy consumption at home. Yet, on average, Europeans say that they carry out only
1.4 of the 6 key energy efficient behaviours that were identified, suggesting that real action
lags well behind. This is an illustration of the infamous attitude-behaviour gap. Indeed,
the attitude-behaviour gap could be seen as one of the greatest challenges facing the
public climate change agenda.
It appears that information and technology will have an important role to play in closing
Key insight: information this gap. Consumers seem to be enthused by the idea of having access to information on
and technology may have their energy use as and when they desire. While more than three quarters of consumers
an important part to play agree that smart meters sound like a good idea, around two thirds feel that it would
in changing the attitude be useful to get information on energy use whenever they wanted it.
– behaviour gap.
There is also a very strong link between desire for information and willingness to reduce
consumption if consumers were more aware of their energy use. It seems that smart
meters are seen as a way of getting relevant and actionable information and therefore
represent an efficient way of overcoming one the main barriers to more energy efficient
behaviours, which we have analysed in this report. We suggest here that providing people
with increased information could help create an environment more conducive to energy
saving. There is a long way to travel: currently almost half of consumers limit energy
saving because they have no idea how much energy they are using at all.
There is widespread support for smart meters with 75% of consumers thinking they are
More than three quarters a good idea across all socio-economic groups. In particular the report identifies younger,
of consumers agree that higher income males as potential early adopters of the technology. We suggest that
smart meters sound like a consumers who tend to be primarily motivated by cost (such as families and those aged
good idea. over 65) might be more receptive to a language that puts an emphasis on the cost savings
achievable through smart metering. On the other hand, younger more affluent audiences
might be more receptive to the concept of a win-win situation – environmental savings and
cost savings.
New technologies such as smart meters may make it easier for consumers to take
day-to-day decisions on energy efficient behaviour. But, the right kind of advice from trusted
organisations, delivered using messages that appeal to the sensibilities of different groups of
consumers, will be vital to educate and to stimulate behavioural change.
From the new research conducted by LogicaCMG and from other data, it is clear that
consumers want to hear about solutions rather than problems. As such, we found that
consumers tend to consult many sources of information (on average 5.6) but the most
popular were energy saving specialised company and agencies. This suggests an important
point: that consumers look for relevant and directly actionable information and solutions to
problems and they therefore tend to rely on organisations that are seen as specialists in the
field rather than relying on what their families, their supermarket or even their government
says.
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On the other hand, consumers seem to trust the most information from sources they
perceive to be impartial: although people might consult and even trust their gas and
electricity supplier or a company that specialises and provides energy efficiency products
and services, endorsement from scientists or environmental organisations might be
important when positioning energy saving products and services.
A clear understanding of motivation is important when trying to make a change in behaviour

Energy efficiency could and in tailoring communications to different sets of consumers. While environmental
deliver cost savings of concerns are important in influencing people’s behaviours, our study suggests that, in all
€27 billion or 22 per cent European countries (apart from Denmark), cost came across as the strongest motivator
on household fuel bills in for saving energy. In addition, on average, consumers think they could potentially save
Europe. 22% of their energy bills if they were able to adopt more efficient behaviours. This equates to
a total of €27 billion per year for the 10 countries covered.
Even with more accurate information, tailored communications and a focus on solutions
from trusted sources, many challenges lie ahead. Not least the fact that changing domestic
energy use in the future is dependent on instilling the right kind of habits. According to
Eurobarometer research, a worrying 31% of European consumers are determined to
continue to consume energy at their current rate, even if this means having
to pay more for it.
The drivers and barriers to energy efficient behaviour change are extremely complex
and often linked to individual circumstances. Barriers to doing more to reduce energy
use at home range from a lack of incentive to a lack of information. However, the level of
indifference is relatively low, suggesting that there is at least a willingness to do more to
reduce energy use, if only to ease the financial impact.
The study is based on a major new consumer survey, combined with data from
other sources, notably Eurobarometer.
The consumer survey was conducted by Future Foundation and TNS UK on

behalf of LogicaCMG. TNS used a computer assisted telephone interviewing
methodology in each country. A sample size of 1,000 individuals per country
was used, with a total sample size of 10,048 across the 10 countries surveyed.
Fieldwork was conducted in July and August 2007. The data was weighted to
ensure accurate representation. The 10 countries included in the survey were:
Denmark, Finland, France, Great Britain, Germany, Norway, Portugal, Spain,
The Netherlands and Sweden.
Eurobarometer is a series of surveys, established in 1973, conducted by the

Public Opinion Analysis Sector of the European Commission, and designed to
address major topics concerning European citizenship.
2. Concern about climate: the consumer perspective
Environmental concerns and energy efficiency are increasingly on the radar of European
consumers. This is not surprising. Following the publication of the Stern report in
November 2006 and the urge by the European Commission chief Jose Manuel Barroso
to start a ‘post-industrial revolution’ (which would see Europe slash greenhouse gases
by 20% by 2020) there has been extensive press coverage and wider discussion of the
issue across the continent and beyond.
We found that, on the whole, Europe is a pretty homogenous market at least when it
comes to the broader attitudes and concerns towards the environment. The large
majority of Europeans (approximately 80%) claim to worry about climate change. This
is unsurprising and in agreement with a number of other studies that also suggest the
level of concern has increased greatly over the last five years. The level of worry is highest
in Spain (94%) and lowest in the Netherlands (66%), and is slightly higher among women
than men.
There is also consensus across Europe that the amount of energy people use directly
affects the climate, ranging from 83% of Swedes to 59% of Portuguese, with an average
of 75% among the 10 countries. This suggests that Europeans have started to make the
link between climate change and their individual behaviour.
The chart below illustrates the combined attitudes towards climate change and energy
efficiency in the countries that were surveyed in 2007 and the difference between the
two measures (which we might define as the awareness and attitude gap). It highlights
the fact that, in most countries, people have a high sense of individual responsibility
when it comes to energy consumption and the impact that it has on the environment. On
average, we have registered a 4% awareness-attitude gap. The widest gap was found in
Portugal and Spain (more than 15%) – countries that, as we will see in this report, seem
to present very low levels of knowledge about the issue of energy efficiency.
Chart 1: Gap between awareness and attitudes.
Attitude to climate change and individual behaviour.
I worry about climate change The amount of energy I use affects the climate
100%—
Awareness/Attitude gap
– 20%
90%—
– 15%
80%—
– 10%
70%—
60%— – 5%
50%—
– 0%
40%—
30%— – 5%
20%—
– 10%
10%—
0%— – 15%
Spain
Finland
Germany
France
Denmark
Sweden
Portugal
GB
Norway
Netherlands
All
Source: LogicaCMG (based on TNS/Future Foundation research)

Base: 10,048 aged 15+, 2007
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The link between climate change and individual behaviour might have been boosted by
the extreme weather across Europe in the last few years. The 2003 European heat
wave caused around 35,000 deaths (including 14,802 in France), with temperatures
reaching 47°C in Seville. This summer saw heat in southern Europe, culminating in the
devastating forest fires in Greece, and the wettest summer on record in Great Britain.
Many of these extremes have been blamed on human-induced climate change, even
though meteorologists have warned against jumping to conclusions.
Qualitative research conducted by the Future Foundation in July 2007 in a number of

locations seems to suggest consumers are making a link between current weather
circumstances and climate change. Inaction cannot be attributed to climate change
scepticism; the vast majority of people are making the link between their energy use
and climate change. However, as we will see in the next sections in this report, a great
number of Europeans are still taking only a few steps to reduce their energy consumption
3. Energy efficiency: financial or environmental
concern?
A clear understanding of motivation is important when trying to make a change
in behaviour. While environmental concerns are important in influencing people’s
behaviours, our study suggests that, in all European countries (apart from Denmark),
cost came across as the strongest motivator for saving energy. This has very important
implications for policymakers, agencies, energy retailers and others in terms of how they
need to engage and communicate with the public.
Chart 2: Concerns about energy use: financial or environmental.

First of all, what is likely to make you most concerned about the amount of energy
you are using – is it the financial cost to you personally, or the cost to the
environment?
4%
Financial cost
Environmental cost
Don’t know
37%
58%

Base: 10,048 aged 15+, 2007
There are, however, significant country differences when we look at the prime motivation
for energy use. The overall motivation (financial or environmental) can be broadly linked
to a country’s overall GDP level. The four countries where financial concerns are highest
(see Chart 3) have an average GDP of €24,050 per person, compared to an EU-15
average of €27,600. The four countries that place most importance on environmental
concerns have an average GDP per person of €39,925. We should note that this is
not a perfect correlation with GDP Germans are second only to the Danes in citing
environmental concerns as their main motivation for saving energy despite having
lower GDP levels than Norway, Sweden, Great Britain and France. Here the German
‘passion’ for ethical and energy related issues is evident. However, it is a pattern worth
noting, and one that is unsurprising in the light of similar correlations of other areas of
consumption: higher income levels enable consumer decisions to be influenced more by
value-based concerns, rather than purely monetary ones. For example, 2005 data from
the European Social Survey shows that levels of ethical shopping are highest in the high
income countries of Sweden, Switzerland and Denmark, and lowest in the lower income
countries of Southern Europe.
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Chart 3: Concerns about energy use: financial or environmental.
First of all, what is likely to make you most concerned about the amount of energy
you are using – is it the financial cost to you personally, or the cost to the
environment?
100%—
Financial cost
90%— Environmental cost
80%—
70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
France
Portugal
GB
Netherlands
Finland
Spain
Sweden
Norway
Germany
Denmark
All
Base: 10,048 aged 15+, 2007
We have asked consumers to estimate how much they think they could save from energy
Energy efficiency could efficiency. The 10 country average was 22%, which suggests that consumers are aware
deliver cost savings of that they could save a significant proportion on their bills by being more energy efficient.
€27 billion or 22 per cent This equates to a total of €27 billion per year for the 10 countries covered. Interestingly
on household fuel bills in this links with the push from the European Commission, which suggests a 20% energy
Europe. saving target for the member states.
Lower scores in Denmark, Sweden and Finland could reflect the fact that they are
already taking more energy saving measures than most countries. There were many
‘Don’t Know’ responses in Spain (where almost 60% also say they don’t know how
much energy they use at any one moment) and Portugal, owing perhaps to lower levels
of energy efficiency knowledge. In light of many people being unaware of how much
energy they are actually using at any one time, there is a strong argument that if people
were more aware of the actual cost saving they could make they would be more inclined
to take energy saving measures. In lower GDP countries, and for many consumers
elsewhere a benefit of protecting the climate may not be sufficient motivation.
Chart 4: Perceived possible cost savings using energy efficient measures.
How much do you think the average household could save each year on their energy
bills if they employed more energy efficient measures in their home, such as switching
off appliances instead of leaving them on standby, or putting in extra roof insulation?
40%—
30%—
20%—
10%—
0%—
GB
Germany
Portugal
Norway
France
Spain
Finland
Netherlands
Denmark
Sweden
All
Base : 10,048 aged 15+, 2007
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4. Who is taking action to reduce energy
consumption?
Examining consumer attitudes from a pan European perspective prompts several key
areas of discussion. With specific reference to energy saving behaviour, key motivations
for those behaviours and the barriers for change are of great importance.
This section explores why knowledge and attitudes about climate change or
The attitude-behaviour environmental issues often fail to be translated into changes in behaviour to mitigate its
gap could be described effects - this is the infamous attitude-behaviour gap. Indeed, the attitude-behaviour
as one of the greatest gap could be described as one of the greatest challenges facing the public climate
challenges facing the change agenda.
public climate change
agenda. Interestingly, the majority of European consumers (nearly 70%) claim to do a lot to reduce
the amount of energy they use at home, although a sense of futility (not believing that one
person can make a difference) does prevent 24% from doing more to reduce their energy
use, while roughly the same proportion are concerned about the impact on their lifestyle if
they do reduce energy use further.
Respondents from the Netherlands were most likely to say they do a lot to reduce their
energy consumption at home (87%). They were followed by Germany and Great Britain.
It is somewhat surprising to see respondents from the Nordic countries saying they
are much less likely to reduce their energy consumption, given that they are seen as
generally environmentally aware countries. Indeed the Nordic countries have adopted
energy efficient behaviours a long time ago and, as a result they might think that there is
little they can meaningfully add to their day-to-day behaviour to really make a difference.
Chart 5: I do a lot to reduce my energy consumption at home.
% who agree
100%—
90%—
80%—
70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Netherlands
Germany
GB
France
Portugal
Denmark
Sweden
Spain
Norway
Finland
All

Base: 10,048 aged 15+, 2007
Looking at the results of this question by demographic group reveals some consistent
patterns across the 10 countries. Women are slightly more likely than men to agree they
do a lot to reduce their energy consumption at home, and the older consumers are, the
more likely they are to agree. Lower income respondents are also more likely to say they
do a lot to reduce their energy consumption, demonstrating the importance of reducing
energy spending.
4.1 Perceived and real Eurobarometer data also offers a rich picture of European consumers taking various
action actions to reduce energy consumption. This picture is a slightly different one to the
picture we get from the more subjective measure above. We have combined six specific
energy efficient actions (cutting down on heating or/and air conditioning; cutting down on
lighting and use of domestic appliances; taking initiatives to save energy at work; using
your car less; changing your car to another one that uses less fuel; using public transport
more) into a single number. The numbers represented in Chart 5 illustrate how many
energy saving actions on average people have done in the last year.
Chart 6: Actions to reduce energy consumption – average.

Index of six actions to reduce energy consumption in the past year.
During the past year, have you done any of the following to save energy: cut
down on heating or\and air conditioning; cut down on lighting and use of domestic
appliances; took initiatives to save energy at work; used your car less; changed
your car to another one that uses less fuel; used public transport more?
2—
1.8—
1.6—
1.4—
1.2—
1—
0.8—
0.6—
0.4—
0.2—
0—
Germany
GB
France
Netherlands
Denmark
Sweden
Finland
Spain
Portugal
All
Source: Eurobarometer/nVision
Base: 26,755 aged 15+, 2006
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It appears that the average number of energy saving actions is quite low, suggesting that
The average number of people feel a pressure to say they are being “green” even when they do not have the
energy saving actions is concrete actions to back it up. Germany comes top in this energy efficiency action index.
quite low, suggesting that In Germany each respondent claims to have taken an average of 1.9 consumption-
people feel a pressure reducing actions out of six in total, much higher than the 1.44 that we have calculated
to say they are being for the average European household. The Netherlands, however, is ranked lower than
“green” even when they previously noted, possibly indicating that their perceptions of how much they do to
do not have the concrete reduce their energy consumption are higher than the reality, or that they reduce energy
actions to back it up. consumption in ways not measured by the index above. The same is true for Spain and
Portugal. Finland, which was ranked last in Chart 1 with only 44% saying they did a lot to
reduce their consumption, is here no longer ranked last; their score is almost identical to
the EU-25 average.
There are some interesting variations by country in terms of the different actions
to reduce energy consumption. Cutting down on heating or air conditioning is,
unsurprisingly, more common in the more temperate climates of Germany, France,
Netherlands and GB, as opposed to the colder Nordic countries or warmer Spain and
Portugal. Danes are most likely to reduce their lighting and electrical goods consumption
(60% do this), but otherwise there is little variation across countries. Taking initiatives to
save energy at work was less common overall, with Great Britain leading with 12% (Spain
and Portugal were least likely to do this, with 4%). This suggests that people take the
most action where they feel they can have a personal impact and expect their employer
to initiate changes in the workplace.
Finally, with regard to reducing energy through transport choices, Great Britain, Germany
and Sweden were most likely to use public transport more; 36% of German respondents
said they used their car less (the highest of any country) while Swedish respondents were
most likely to change their car for a more efficient one (15% did this in the last year).
Respondents from Spain and Portugal were least likely to undertake any of these energy-
saving transport options. We speculate that this may be due to a lack of public transport
options that would enable people to make more efficient transport choices.
Chart 7: Attention to energy usage when buying new consumer goods.
% who say they pay a lot of attention, by country.
80%— Light bulb

Refrigerator
70%—
Car
60%—
50%—
40%—
30%—
20%—
10%—
0—
France
Denmark
Portugal
Germany
Netherlands
Sweden
GB
Finland
Spain
EU-15
Base: 25,000 aged 15+, 2005
The above chart shows the proportion in each country that pay attention to energy
Less attention to energy usage when buying a new car, refrigerator, or light bulb. Perhaps because this is as
usage for “low-ticket” a low-ticket item (and thus a ‘low involvement’ buying decision with little information
items like light bulbs. search or evaluation prior to purchase), respondents are least likely to take energy into
account when buying a new light bulb, although almost half in France, Denmark and
Portugal have done this. The other countries are below the EU-15 average of 41%. This
finding is in line with academic research on consumer behaviour that suggests that habit
plays an important part in purchasing behaviours of everyday goods – with the average
supermarket shopping decision being made in the space of four seconds. This contrasts
starkly with more important and expensive items such as electrical appliances and cars
for which we know consumers spend time researching and comparing,
Energy efficiency is a strong driver of usage costs for cars, and many take energy
usage into account when buying a new vehicle, including 70% in Sweden and 64% in
Germany. Spain, GB and Portugal are least likely to take energy usage into account
when purchasing any of the above products. France, Denmark and Portugal are the most
likely to pay attention to the energy usage of their refrigerators, consistent with their high
awareness of the energy usage of their light bulbs.
If we look at the future however energy profligacy looks set to become more and more a
social taboo; indeed, a 2007 Norwich Union Study revealed that 56% of GB consumers
feel that unethical living is as much a social taboo as drink driving. Peer pressure and
financial costs will have as much a part to play in people’s future energy use as altruism
and environmental concerns. Ethical living has become, according to some analysts,
a new area of ‘one-upmanship’, of keeping up with the Joneses. Whether the name
is Jones, Blanc, Johansson or Schmidt, ethical behaviour looks set to increase its
importance as a builder of social capital. Gone are the days of the smiling businessman
showing off his new 4x4 to the neighbours – low CO2 g/km is more fashionable and
trendy than V8 or V12 in contemporary European society, school gate conversations are
more likely to focus on Prius rather than Porsche Cayenne.
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5. Barriers to saving energy
We have seen that there is sometimes a gap between claims of energy saving
... a lack of information behaviour and real action. So what is holding people back? The study revealed some
on exact energy usage, interesting country differences, however if we look at Europe as a whole we see that
insufficient government a lack of information on exact energy usage, insufficient government incentives
incentives and investment and investment costs were amongst the top reasons. Worryingly, more than half
costs were amongst the of consumers feel that they already do enough to save energy. In addition there are
top reasons for not saving significant differences when it comes to the specifics of energy saving behaviour and
energy. the barriers that consumers are confronted with. Climate, culture, tradition as well as
affluence and legislative framework also go a long way in explaining the differences that
occur between the different countries. Below we analyse the main reasons for not taking
action on a country by country basis.
Chart 8: Reasons for not saving energy – Europe total.
% agreeing with the statement below

“Which of the following would you say were reasons that you DON’T do more to try to limit your
energy consumption?”
70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
No clear
government
incentive
Do enough
already
Upfront
cost too high
Unaware of
energy used
Cost savings
don’t make
difference
Too much info
More important
things to worry
about
One person
can’t make a
difference
Never think
about it
Would limit
lifestyle

Base: 10,048 aged 15+, 2007
Chart 9: Reasons for not saving energy: no incentive from the government,
do enough already and the upfront investment is too high.
90%—
80%— No incentive
Do enough already
70%— Upfront investment too high
60%—
50%—
40%—
30%—
20%—
10%—
0—
Spain
Sweden
Finland
France
Germany
GB
Netherlands
Portugal
Norway
Denmark
Base: 10,048 aged 15+, 2007
5.1 Lack of Government The lack of an incentive from the government was the most commonly cited reason for
incentive not saving energy at an overall level. There are some strong country variations however
when we look at this measure. For example Danish and Norwegian consumers are
less likely to blame incentives from governments. This is unsurprising as, as we know,
The lack of an incentive governments in these countries have been the more dynamic in terms of energy efficient
from the government was regulation. From this perspective the higher result scored in Germany is somewhat more
the most commonly cited surprising, given that the government has adopted policies to encourage renewables.
reason for not saving
energy at an overall level. Relying on incentives offered by the Government can be seen in the context of energy
saving having both a private benefit and a social benefit; energy saving actions benefit
individual consumers, as they result in lower bills, but they also bring benefits for society
as a whole. Since this social benefit is enjoyed by more than just the individual consumer,
they may well feel that there should be a reward from the government, in the form of an
incentive, for taking the socially responsible actions. Alternatively, the issue may be the
lack of appreciation of the potential cost savings from energy efficient action – as we
have seen, the average European believes they could cut their bills by almost a quarter.
Governments have certainly been taking some visible action, such as tax and congestion
charge exemptions for low emissions vehicles, but there is a lot of agreement that
governments could offer much more. Measures such as reducing council tax for
energy-efficient households, a VAT incentive that takes into account energy efficiency
or a vehicle tax based on CO2 emissions would be appreciated by many.
5.2 Do enough already Around half of Europeans feel that they do enough to save energy already. In the light
of the relatively low number of energy saving actions that people actually undertake,
this is a worrying statistic. There is also a disconnect between the very widespread
Around half of Europeans concern about climate change, the recognition that personal energy consumption
feel that they do enough makes a difference to climate change, and what appears here to be a certain level of
to save energy already. complacency about energy saving – we might call this the attitudes – behavioural gap.
Interestingly, those countries where consumers are more likely to take action (the Nordic
countries) are also the countries that are least likely to say that they do enough already.
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5.3 Upfront investment too Many face a barrier from upfront investment being too high. One reason can be that the
high payback on the investment (for example in solar power or roof insulation) can be slow
or uncertain. This varies greatly by country, as the Chart shows. It is mentioned by more
than two thirds of consumers in France, almost as many in Spain, and almost half in
Germany and GB.
In other countries this is less important as a barrier. However, the four countries just
Upfront investment is an mentioned account for a population of 242 million out of a total population of 292 in the
issue in the four most 10 countries surveyed, so the initial cost of energy saving actions, such as double glazing
populous countries or loft insulation, is proving a barrier to a large proportion of European consumers. It is
surveyed. less of an obstacle in the Nordic countries this may be partly attributed to higher GDP in
these countries, and partly because the colder climate means that energy efficiency of
this type is seen as necessary and is therefore not a barrier. There is a lot of demand for
help from public authorities so that people can make these investments. Clearly some of
these investments are likely to be made in the future at the point of construction for new
buildings, we refer here to what is happening in Catalonia where Barcelona municipality
has imposed the installation of a solar water heater for any new construction.
Chart 10: Reasons for not saving energy – I have no idea how much I’m
using, too much information.
Which of the following would you say were reasons that you DON’T do more to
try to limit your energy consumption…I’ve got no idea how much energy I’m
actually using at any one moment…there is too much information to go through…
Not aware of how much I’m using

100%— Too much information
90%—
80%—
70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
France
Spain
GB
Sweden
Netherlands
Portugal
Norway
Germany
Finland
Denmark
All

Base: 10,048 aged 15+, 2007
5.4 No idea of how much I’m Interestingly, 45% of respondents overall claimed that they had “no idea of how much
using at the moment energy” they were using at any moment (well over 60% in France and Spain). Providing
up-to-date information to consumers is key; even though three-quarters of people believe
that their energy consumption affects climate change, if they do not know how much
energy they are consuming then their concern is not put into an actionable context. Yet,
it is very difficult to provide precise information based on traditional forms of metering and
billing. Later in this report we will show how new technologies may provide the key to
giving people information they can act on whenever they need it. If people were aware of
just how much energy certain appliances used, they would be more likely to turn them off
when they weren’t being used or to reduce their usage more.
We would like to point out here that, although it might seem a contradiction, consumers
Consumers feel that here seem to be both unaware of the amount of energy they use and are swamped
they are bombarded with by information about saving energy – with 39% in France for example citing this as a
information and advice factor. This links well with a common theme of contemporary European consumers’
on carbon emissions and lives of ‘information overload’. This major consumer trend is particularly apparent in
environmental pollution the ethical/environmental sphere where the level of information available to consumers
but have still very little has moved from very little to excessive in a short space of time, yet the quantity of
knowledge about what information available is not always matched by the quality. Consumers feel that they are
solutions there are to the bombarded with information and advice on carbon emissions and environmental
problem. pollution but have still very little knowledge about what the solutions to the
problem are.
Chart 11: People who would like to know more about environmental problems.
More about environmental problems Both

More about solutions to environmental problems None of these
100%—
90%—
80%—
70%—
60%—
50%—
40%—
30%—
20%—
10%—
0—
Finland
GB
Sweden
France
Denmark
Netherlands
Germany
Portugal
Spain
EU 25
Base: 1,000 per country aged 15+, 2004
The above data from Eurobarometer provides strong evidence that consumers are
A large majority in all looking for more than large amounts of environmental information. When asked whether
countries except Spain they would like to know more about environmental problems or more about
and Portugal indicate solutions to environmental problems, a large majority in all countries except Spain
that they would prefer and Portugal indicated that they would prefer information about solutions only.
information about Knowledge of environmental problems and of climate change in particular, is now very
environmental solutions widespread. The advice that people hear and can act on needs to be improved; vague
only. exhortations to reduce your carbon footprint are not very actionable. Finally, it seems
that the problem is that, while there are lots of organisations talking about energy saving,
knowing who to trust and how to act is very difficult.
Too much information is as likely to lead to consumer apathy as too little in terms
of actually changing behaviour rather than just expressing concern. With so many
messages, consumers will have to become better editors of information regarding energy
efficiency and rely on word of mouth for advice. The explosion of coverage of ‘carbon
footprint’ issues in the last few years has left many consumers confused. According to
nVision research, in 2005 41% of GB consumers agreed that “I am concerned about
what I personally can do to help protect the environment”. By 2007 this had risen
to 69%. To put this in context, the figure rose by just 0.7% between 1990 and 2005
(compared to 28% between 2005 and 2007).
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18
5.5 Other reasons Finally, there is a lower level of agreement with other factors (One person can’t make
a difference/ I just never think about it/ I’ve always got more important things to think
about/ Limiting my energy consumption would put limits on my lifestyle). Although most
disagree with the statement that only one person can’t make a difference, realising
therefore that energy saving begins at home (we are all responsible for our contribution to
climate change), this conflicts with the relatively low number of energy-saving actions that
people actually undertake. The crucial issue is therefore how to translate this recognition
of personal responsibility for the issue into a greater degree of action.
Most disagree with “I just never think about it” and “Limiting my energy consumption
would put limits on my lifestyle”. This could be because it is increasingly taboo to live
in an unethical, eco-unfriendly manner. It may be true for many people that they don’t
cut down on energy because it would limit their lifestyle. It is, after all, the nature of
our lifestyles that demands so much energy production at all. However, it is a selfish
statement to make. A Norwich Union study conducted in Great Britain shows that 56%
of consumers feel that unethical living is as much of a social taboo as drink driving. This
social trend could be the catalyst behind a new syndrome, which some analysts have
labelled ‘be good guilt’: people feel so overloaded by ethical pressure that they don’t
know where to start in changing their behaviour. This is consistent with our finding about
people feeling overloaded by information, particularly in the ethical living sphere.
6. The role of technology and innovation
We have now explained in some detail broader attitudes and behaviours with regard to
energy efficiency. It’s important at this point to understand if technological innovation
could be pivotal in helping consumers to close the ‘attitudes-behavioural’ gap that we
discussed earlier in this report. Technology is sometimes held up as the answer to many
problems, and it will have an important role to play in reducing carbon emissions from the
energy used in people’s homes in several ways.
Clearly, emissions can be reduced by changing to forms of power generation with little
Technology can be used or no carbon dioxide output, including renewables and nuclear. But technology can also
in the home to save be used in the home to help individuals to consume less energy. If the right technologies
energy and money. (such as micro-generation, smart meters and energy efficiency appliances) are provided
and embraced in the home, then this can bring energy savings that aid the environment
and bring people financial benefits at the same time. It may also be important that such
technologies are seen to be visually appealing, even fashionable.
On the whole European consumers are both optimistic and realistic in their opinions
regarding the future of technology and innovation. For example, 43% feel that by the
year 2035, new technologies generating clean energies will mean that energy use will
no longer harm the environment. Eurobarometer research reveals widespread support
for the development of such technologies with 71% of consumers feeling that their
government should prioritise improvements to energy technology over placing the
emphasis on reducing consumption, while six in 10 believe that energy research should
be a high priority.
Such techno-optimism has to be balanced against the belief among a third of Europeans
that in 2035, the equivalent of ration coupons for energy usage will exist, or against the
38% who feel that car ownership will be the preserve of the rich by the same date.
The belief in a ‘technical fix’ could be a dangerous one: consumers may have the best
of intentions, but there is a distinct possibility of an “I will if you will” mentality developing
or worse, a fatalistic attitude towards climate change. However, we observe low
levels of agreement with the statement ‘One person cannot make a difference’ which
suggests that most people do have a sense of personal responsibility. However, people’s
responses to a questionnaire may be very different to their actual behaviour, especially
when they are greeted with regular news items detailing the Chinese/Indian economic
boom with one (or even now two) new power plants in China every week, accompanied
by the obligatory footage of a Shenzhen/Mumbai factory spewing out fumes.
Consumers also believe that the balance of energy technologies will shift significantly over
the next three decades, with a far greater emphasis on renewable energy sources such
as solar and wind power. Less than 10% of Europeans think that coal will be one of the
top three used energy sources by 2035. Renewable energy sources currently account for
less than 7% of EU energy use (although according to the International Energy Agency
they are the fastest growing energy source), signifying the need for massive change over
the next 30 years in order to be consistent with consumer expectation. It may be too
late by then, if certain experts are to be believed. In a speech to the British Association
Festival of Science, Peter Smith, Professor of Sustainable Energy at the University of
Nottingham stated that the world has “…only 10 years to develop and implement new
technologies to generate clean electricity before climate change reaches the point of no
return”.
Their support for renewable energies, however, does not extend to a willingness to pay
more for energy from such sources. More than half (58%) of those questioned were
unwilling to pay any more for renewable energy, with a further 26% only willing to pay
up to 5% more. Europeans are seemingly willing to pay for investment into research and
development of such technologies but not to pay more on an ongoing basis. This result
is somewhat unsurprising; it is often the case that consumers speak ‘from both sides of
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20
their mouths’, on one hand wanting a technology and the associated benefits that come
with it but unwilling to make the necessary financial sacrifices to pay for them.
Here again, it is important to demonstrate where consumers can make financial as

well as environmental gains through the use of new technologies in the home. Some
organisations are already addressing this by providing innovative financial arrangements
– for example a company in Spain is offering domestic customers the option to install a
PV solar roof offering a 5% return on investment and in the meantime a discount on the
energy provided by the network.
Chart 12: Would you be prepared to pay more for energy produced from
renewable sources?
No, I am not prepared to pay more Yes I would pay 6 to 10% more
Yes, I would pay up to 5% more Yes I would pay 11 to 25% more
Yes, I would pay more than 25% more
100%—
90%—
80%—
70%—
60%—
50%—
40%—
30%—
20%—
10%—
0—
Portugal
Germany
Sweden
Spain
France
Netherlands
Finland
GB
Denmark
All
Base: 26,755 aged 15+, 2007
Another point of note is the dichotomy between consumers’ opinions on the future role
of nuclear energy and their attitudes towards its safety. A third of Europeans believe
that nuclear will be one of the three most used energy sources in 30 years time, only
surpassed by wind and solar energy. However, well over half feel that nuclear power
reliance should be decreased due to possible safety issues.
Such fears regarding the safety of nuclear energy, combined with long planning and
development cycles, mean that renewable energy sources will need to play an increasing
role in achieving a low carbon future. Europeans are very supportive of setting mandatory
minimum levels of energy usage from renewable sources.
From these findings it appears that Europeans have a ‘meet-in-the-middle’ attitude to the
role of technology in reducing the damage that energy use does to the environment. They
are enthusiastic and optimistic about the part technology can play in reducing carbon
emissions, but also accepting/resigned to a future where people will have to be far more
aware of the energy they are using and discerning in their energy use.
6.1 Pro-innovation There are significant country differences when it comes to accepting and embracing
consumers new technologies, especially ones that are likely, for example nuclear energy, to have
long-term effects on the future of the planet. In order to summarise and present in a
concise way all of our data on new energy technologies and innovation to do with energy
efficiency we have calculated a ‘pro-innovation index’, using responses to a variety of
questions from both our primary research and Eurobarometer research. These include
attitudes to the use of nuclear energy, renewable energy, belief that energy research
should be a priority and optimism towards new technologies such as smart meters.
The index saw the Nordic region, France and Germany emerge as the most optimistic
about future benefits that technology can bring. By contrast, Spain and Portugal emerge
as the least techno-friendly, demonstrating lower levels of familiarity with newer energy
technologies. The result for France doesn’t surprise us; traditionally the French have a
‘Cartesian approach’ and in general tend to believe in technology. The Nordic result is
consistent with 2006 nVision research, in which only 6% of Danes, 10% of Swedes, and
11% of Norwegians disagreed with the statement “In general, I feel confident using new
technologies”, compared to a European average of 30%.
We have looked for correlations between our pro-innovation index and other measures,
in particular to do with the nature of concerns with regard to energy use and whether
these are primarily financially or environmentally driven. Chart 13 illustrates this point.
We found an inverse correlation between positive attitudes to innovation and financial

concerns. On the whole countries that are more pro-innovation tend to be relatively more
concerned about the environment than the cost of energy and vice versa. For example
Portugal and Spain score high on the cost variables of the map whereas Denmark,
Sweden and Germany, which score high on the innovation index also tend to be most
motivated by environmental rather than financial concerns. This represents an important
finding: where consumers have little faith in technology and are motivated primarily by
financial reasons the emphasis will presumably need to be on the financial benefits that
are achievable through this new technology in order to win their trust.
Chart 13: Are pro-innovation consumers driven by environment or cost

concerns?
Correlation map: pro-innovation index vs cost:

“What is most likely to make you concerned about the amount of energy you are using.”
120— Financial
110—
GB France
Portugal
100—
Netherlands
Cost Spain
Finland Sweden
90—
Germany
80—
70—
Denmark
Environmental
60—
60 70 80 90 100 110 120
Innovation
Source: LogicaCMG (based on TNS/Future Foundation research) plus Eurobarometer/nVision
The above chart maps attitudes towards the cost of energy against a pro-innovation
index. Individual country results have been indexed against the European average, set
to 100. Attitudes towards the cost of energy were measured by asking respondents if
logicaCMG
22
their concern about energy is mainly environmental or financial; the higher on the index,
the more the concern is financial in nature. The pro-innovation index is calculated from
responses to five questions about energy technology innovation; the further to the right a
country is, the more pro-innovation its responses to these questions.
7. Smart metering
What is a smart meter? A smart meter is an intelligent meter for electricity or gas that can
be read remotely. It can tell you exactly how much energy you are using in your home at
any single moment, and it will also show you how the amount of energy you use changes
through the day. This will help you understand how much your energy use is costing you
and will give you information to support you in becoming more energy efficient.
The concept of smart metering is one that is finding increasing support at governmental
Three quarters of level across the continent. There is widespread support for smart meters across Europe.
consumers think smart According to the study we conducted in August approximately 75% of Europeans and a
meters sounds like a very high majority of Nordic and French consumers think it would be a good idea to have
good idea. one. In Great Britain the government is currently considering plans that would require
energy suppliers to install smart meters in all but the smallest businesses by 2012,
while the Swedish government has been active in promoting the widespread rollout of
the technology, which will be mandatory by 2009. Similarly the Spanish government
has imposed a requirement for smart meters to be installed for any new point of
consumption.
Chart 14: Smart meters sound like a good idea to me.
100—
90—
80—
70—
60—
50—
40—
30—
20—
10—
0—
Sweden
Denmark
France
Finland
Germany
GB
Spain
Norway
Netherlands
Portugal
All

Base: 10,048 aged 15+, 2007
Smart meters are a piece of technology that can provide detailed information to help
consumers to save money from their energy bills. We would expect therefore to find high
levels of support for smart meters among those consumers who are primarily motivated
by financial concerns – like for example those in the family stage and the over 65s.
However, when we carried out a cross-analysis of the data we found out that the highest
level of support for smart meters was instead to be found from those who are motivated
by environmental concerns.
Support for smart meters is indeed highest amongst younger, higher-income males
(although admittedly the gender difference is very small) – a consumer group that is
also clearly motivated by environmental concerns. This is consistent with other analysis
conducted among this group revealing them as the early adopters of new technology.
Could the smart meter be seen as an aspirational piece of new technology?
logicaCMG
24
What we suggest here is that those consumer groups that tend to be motivated by
cost might be more receptive to a language that puts an emphasis on the cost savings
that are achievable through smart metering. On the other hand, younger more affluent
audiences might be more receptive to the concept of double whammy – environmental
savings, cost savings at the same time.
Consumers seem to be enthused by the idea of having access to information on their

energy use as and when they desire. While more than three quarters of consumers agree
that smart meters sound like a good idea, around two thirds feel that it would be useful to
get information on energy use whenever they wanted it.
Chart 15: Smart meters sound like a good idea to me/It would be useful to be
able to get information on my household’s energy usage whenever I need it/I
would reduce my consumption if more aware.
Would like information as and when they want Smart meters good idea
100%—
Useful to get more energy info at any time
90%—
80%—
70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Sweden
Denmark
France
Finland
Germany
GB
Spain
Norway
Netherlands
Portugal
All

Base: 10,048 aged 15+, 2007
There is also a very strong link between desire for information and willingness to reduce
There is also a very consumption if consumers were more aware of their energy use. As the chart above
strong link between shows, it seems that smart meters are seen as a way of getting relevant and actionable
desire for information information and therefore represent an efficient way of overcoming one of the main
and willingness to barriers to more energy efficient behaviours, which we have analysed in this report. We
reduce consumption if suggest here that providing people with increased information could help create an
consumers were more environment more conducive to energy saving.
aware of their energy use.
Such widespread desire for more information on actual usage should help hasten the
roll-out of smart metering in Europe. The analysis firm Berg Insight (a Swedish business
intelligence firm which has been involved in measuring the take-up of smart meters)
estimates that the number of smart electricity meters will exceed 60 million by 2012,
while Datamonitor predict that by the same date 41% of European households will have
the technology installed. Current penetration stands at 6%. Tobias Ryberg, senior analyst
at Berg Insight states: “People want control over surging energy costs, governments are
obliged to promote energy conservation and competitive markets force the industry to
become more efficient. Smart metering contributes to all of these things”.
Cleary the initial cost of having a smart meter installed could potentially be a dissuading
factor, especially in the less affluent countries. However we see here a role for the
respective governments to incentivise the adoption of such technologies.
8. How to deliver more information on energy
consumption
So, consumers are hungry for information on energy consumption whenever they want it
and see a role for smart meters in helping to provide it. The question now is: how should
it be delivered? The answers vary greatly depending on the country surveyed, however,
if we look at Europe as a whole, we find that the two most popular methods of receiving
smart meter information are through more detailed bills (57%) and a screen showing
up-to-date energy usage information (55%).
Chart 16: Preferred method of receiving smart meter information – country

average.

“Bearing that in mind, and assuming it is affordable, please say if you would like to have access to
information from a smart meter, giving you up-to-date information on energy consumption in your
home, in any of the following ways that I read out:”
60%—
50%—
40%—
30%—
20%—
10%—
0%—
More
detailed
bills
Screen
Web page
None of the
options
Call centre

Base: 10,048 aged 15+, 2007
Increased information on bills is very popular in Spain but finds little favour in the Nordic
countries, which prefer to receive information as and when they want it, either on a
personalised web page or on a screen. Internet penetration is high in the Nordics, and
as experienced users of the internet they are more inclined to carry out a wider range of
tasks on the internet, including bill payment. 2007 nVision research found that 92% of
Norwegians, 79% of Swedes and 68% of Danes had paid a regular bill online in the past
6 months, compared with a European average of 23%.
Call centres only find favour in Spain and Great Britain as a method of delivering
information. In Great Britain consumers are familiar with these centres as a method of
obtaining information although something of a national love/hate relationship exists (with
sentiment skewed toward the latter). We can assume that higher than average preference
for call centres comes from familiarity rather than affection. As mentioned previously,
preference for information via a personalised web page is, unsurprisingly, highest in
countries with greater levels of internet penetration. The notable exception here is the
Netherlands, where only 23% would choose this as a preferred method of receiving
smart meter information. Dutch consumers do not seem particularly enamoured with
any of the four options they were offered, 37% choosing ‘none of these’ as their chosen
method of receiving smart meter information.
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26
9. Information and trust
9.1 Preferred sources of Our analysis reveals that there is widespread consumer appetite for more information on
information for energy personal energy usage. But where would consumers go for more general information on
efficiency energy efficiency and, crucially, which of these sources do they trust the most?
When we look at Europe as a whole we find that consumers tend to consult many
Consumers consult many sources of information (on average 5.6) but the most popular are energy saving
sources of information specialised companies and agencies that specialise in energy advice. According to
– specialists are the most this research these organisations are also the most trusted sources of advice. The
popular. popularity of agencies specialising in energy saving advice and energy saving specialised
companies suggests an important point: that consumers look for relevant and directly
actionable information and that therefore tend to rely on organisations, which are
seen as specialists in the field rather than relying on their supermarket or even on their
government.
Chart 17: Sources of advice for energy efficiency information.
“Which particular people or organisations would you go to for advice about how to save energy…”
70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Energy saving
advice-agency
Energy saving
specialist
company
Utilities
company
Family
Green/env.
goods
manufacturers
Environmental
charity/lobby
group
Internet search
Boiler
maintenance
company
Energy
regulator
Government
Supermarkets

Base: 10,048 aged 15+, 2007
The role of family and word of mouth deserves a few words here. We note that it is
the fourth most consulted source of information on energy efficiency after gas and
electricity suppliers and before charities, lobbies, government and ‘green’ manufacturers.
Interestingly here one of the key consumer trends in Europe the ‘Personalisation of
Authority’ (backed up by many studies) seems to extend to the realm of energy efficiency
although only to a minor degree. On one level consumers seem to favour the advice
and information on goods and services from family and acquaintances over traditional
authorities such as the energy regulator or the government. However, energy efficiency
remains a technical subject for many and, as a result, energy efficiency and saving
specialist agencies or companies score higher than family because they are seen as
more knowledgeable and best placed to provide such information.
An overview of the average number of sources that individuals would consult reveals
some significant country differences. Firstly some countries are far more likely than others
to seek information and use a variety of sources.
Nordic and Portuguese consumers emerge as the least likely seekers of information on
this subject. Danes would be prepared to consult an average of four different sources,
Norwegians 3.6 and Swedes just 2.6, well below the 10 country average of 5.6 sources.
Portuguese consumers are even less inclined to use a wide array of sources, stating that
they would consult an average of 2.3 sources. We would suggest that the reasons for
this also vary between countries. Energy efficiency is a concept that is very much a part
of the Nordic way of life, with consumers more likely to take energy saving measures
such as taking public transport and turning off lighting when not in use. Therefore these
consumers may be less likely to seek information on leading an energy efficient lifestyle
as they believe that they are already undertaking enough measures. This is supported by
the relatively low amounts that Nordic consumers feel that they could save on their utility
bills.
By contrast, Portuguese consumers are less inclined to seek information due to low
awareness about energy efficiency. Witness the high number of consumers that state
that they don’t know where they would obtain information regarding energy saving
(20.2% of all respondents compared to a 10 country average of 1.7%).
Spanish, German and British consumers are the most likely to seek data from multiple
sources. As the most perturbed by climate change (94%), Spaniards are keen to find out
information on what they can do to improve their energy efficiency in order to avert further
climate change. Germans are voracious consumers of energy efficiency information, with
high levels of awareness about energy used (63% against an average of 50%).
9.2 Trust in information According to our primary research, energy saving specialised companies and agencies
about energy efficiency also came up as the most trusted sources of advice when it comes to energy advice
– 16% and 15% of European consumers respectively chose them when asked to pick
their most trusted source of advice. This compares with only 6% who chose their
government and 3% the energy regulator.
The issue of trust in information about energy related issues was also explored in a
Eurobarometer study – although in this case respondents were prompted with a different
list of options. From this study scientists emerge as the most trusted source with
environmental protection/consumer associations ranking second. These findings highlight
an important point: that consumers seem to trust the most information from sources they
perceive to be impartial.
Energy issues might be seen to have a political and economic weight today so citizens
tend to trust individuals that do not appear to have a direct interest in the energy
field in commercial or political terms. More than two thirds of people across the 10
countries have total/a lot of faith in scientists, while 64% express a similar level of faith
in environmental protection/consumer associations. Compare that to the 35% that trust
utility companies, 29% journalists and just 16% that have faith in advice from political
parties. Combining the Eurobarometer findings with our primary research we found that
although people do consult and even trust their gas and electricity supplier or companies
that specialise and provide energy efficiency products and services, endorsement from
scientists or environmental organisations might be important when positioning energy
saving products and services.
logicaCMG
28
Chart 18: Level of trust in information about energy related issues from
different sources.
“Which particular people or organisations would you go to, to seek advice about how to save energy?”
100%—
Totally A lot
90%—
80%—
70%—
60%—
50%—
40%—
30%—
20%—
10%—
0—
Scientists
Environmental
protection
organisations
The EU
Local / regional
government
Utilities
companies
Journalists
National
Government
Political
parties
Base: 26,755 aged 15+, 2007
If we combine levels of trust from the Eurobarometer data we find that, notably, Great
Britain is well adrift at the bottom of the trust ladder. Could this be due to the surfeit of
information or the belief that too many institutions have vested interests in their provision
of information? British consumers are third most likely to seek out information, so why
do they have such little trust in the bodies that provide it? A report for the TaxPayers
Alliance in Great Britain claimed that Britons are paying more than £10bn extra a year in
green taxes than is required to cover their ‘carbon footprint’. The same organisation also
published the results of a YouGov poll, which revealed that 63% of people agreed that
‘Politicians are not serious about the environment and are using the issue as an excuse
to raise more revenue from green taxes’. It is crucial that taxation/installation costs for
smart-meters are not seen as being mere revenue raising exercises.
Consumers also do not separate the issue from the institution providing it. Only 9% of
French people trust information from their national government on energy related issues
(the lowest in Western Europe), not because they are particularly distrustful of their
government for their advice on this subject, rather that they have little faith in the veracity
of their government’s information on nearly any subject. We see a similar situation
in Great Britain and the European Union.
10. Conclusions
European consumers are clearly concerned about climate change and see that their
personal actions have an impact. Technology, notably smart meters, can play a significant
role in providing the kind of information that consumers say would lead them to reduce
their energy consumption. Additionally, information on solutions (not problems) from
trusted sources will be important in order to stimulate enduring changes to behaviour. In
order to be effective, communications will need to focus on the messages that are most
likely to appeal to different audiences. Overall cost saving is a bigger motivator for energy
saving than environmental concerns, but pro-environment and pro-innovation attitudes
will be important for some potential early adopters of smart metering.
Key findings to take from the report include:
• Unsurprisingly, consumers are concerned about climate change (about 80% are) and
feel that their personal actions have an impact on climate change (75%)
• A clear majority claim to be taking action to reduce consumption (69% say they do
a lot to reduce their energy consumption at home). Yet there seems to be a gap
between perceived and actual behaviour (The average European takes only 1.4
energy saving actions out of 6 that were identified in Eurobarometer research)
• Financial cost is most likely to lead consumers to reduce energy consumption (58%
say this) versus environmental concerns (37% say yes).
• On average, consumers think they could save around 22% of their energy bills
through more energy efficient behaviour.
• Lack of information is one of the top four reasons why people do not take more action
to reduce their energy consumption.
• Respondents claim that information would lead them to reduce consumption; the high
levels of support for smart metering in Europe also reinforce this.
• Support for smart metering is highest among younger, higher-income males who
could be early adopters of this new technology.
• When we asked who people would trust the most to give energy saving advice
the top three answers were: (1) energy saving specialised company; (2) agency
specialising in energy saving advice (almost level with 1); (3) utilities (a little behind
1 and 2). These are all organisations that are specialists in the field and are able to
provide specialist advice.
• The issue of trust in information about energy related issues was also explored in a
Eurobarometer study, which suggests that scientists and environmental protection/
consumer associations are also regarded as trustworthy sources of advice. This
suggests that consumers are likely to trust information from sources they perceive to
be impartial.
logicaCMG
30
Country Summary: Denmark
Financial and environmental Danes are more likely to say that their concern about energy consumption is primarily
cost of saving energy (Q1 environmental than respondents from any other country; 45% said their concern
and Q2) was mainly environmental, 43% financial (the European average was 37% and
58% respectively). Females and higher income consumers were more likely to state
environmental concerns as more important.
Expected cost savings from using more energy efficient measures were perceived to be
quite low in Denmark, at just 16% (only Swedish respondents gave a lower figure). Older
and lower income respondents were more likely to give a low estimate. This could reflect
a strong level of energy efficiency already in place in Denmark.
Why do consumers not do Most of the above reasons for not saving energy have a relatively low level of agreement
more to limit their energy in Denmark, an indication of a high level of energy saving which was also reflected by the
consumption? (Q3) scores at Q1 and Q2. Significantly, the highest score was given to “I do enough already”,
which 51% of Danes agreed with (even though most countries gave this a higher level
of agreement, possibly due to more complacency). As is often the case, older and lower
income respondents were more likely to say that they did enough already. A total of 34%
said that they had more important things to worry about (higher among respondents
aged under 35).
Fewer Danes than consumers from any other country said that the following were barriers
to energy saving: being unaware of energy use at any time (34%); no incentive from the
government (30%); and that they feel swamped by information (15%). This last score was
particularly low, especially among the 25-64 age bracket, a sign of a high level of public
knowledge and clarity about energy saving.
Reasons for not saving energy.

60%—
50%—
40%—
30%—
20%—
10%—
0%—
Do enough
already
More important
things to worry
about
Not aware of
energy used
No incentive
from the
government
Cost savings
make little
difference
Upfront
investment
too high
Never think
about it
Would limit
lifestyle
One person
can’t make a
difference
Swamped by
information

Base: 1001 individuals aged 15+, 2007
Sources of advice about The most popular source of advice about energy saving in Denmark is a gas or electric
how to save energy (Q4) company, with 62% saying they would seek advice from these. Specialised energy
saving companies or agencies are less popular than in most countries, with 41% and
43% respectively prepared to seek advice from them (vs. European averages of 62% and
67%). However, 54%, well above average, would turn to an internet search or telephone
directory (though much fewer among lower income or older consumers).
A gas or electric company would also be the most trusted source of advice, with 21%,
easily the highest level in any country, choosing this as their most trusted source. Thirteen
per cent would trust an energy saving company the most, and 10% an agency.
Smart meters and attitudes A screen at home would be the most popular way of receiving smart meter information
to climate change (Q5 and for Danish consumers, with 58% expressing a desire for this method. Many (41%) would
Q6) like a personalised web page to view this information – this method attracted more
support in Denmark than in any other country. Relatively few, 29%, wanted more detailed
bills, although among females this received as much interest as the web page option. A
call centre was least popular with only 10% interest.
Attitudes towards climate change are almost average in Denmark, with 77% worried
about climate change and 75% believing that their energy consumption affects climate
change. Propensity towards the benefits offered by smart metering also measure as
average; 64% say that it would be useful to be able to get energy information at any time
and 68% say that they would reduce their consumption of energy if they had a better
idea of it at any point. For both of these questions, lower income and older respondents
were less enthusiastic. Eighty one per cent, the second highest after Sweden, said that
smart metering sounded like a good idea (especially among those on medium or high
incomes).
Preferred method for receiving smart meter information.

home, in any of the following ways that I read out:” FULL QUESTION BELOW.
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Screen
at home
Personalised
web page
More
detailed
bills
Telephone
(call centre)
service

Bearing that in mind, and assuming it is affordable, please say if you would like to have
access to information from a smart meter, giving you up-to-date information on energy
consumption in your home, in any of the following ways: A single screen in your home
that showed you how much energy each of your main appliances was using at any one
moment, a personalised web page, more detailed utility bills or information via a call
centre.
logicaCMG
32
Country Summary: Finland
Financial and environmental Concern about the cost of saving energy was more financial than environmental in
cost of saving energy (Q1 Finland, with 56% saying that their main concern was financial and 34% environmental,
and Q2) a ratio very close to the European average. Environmental concern was more
commonplace among younger age groups.
Finns gave an estimate of 18% for how much energy they could save by using more
efficient measures, a figure slightly below the 10-country average. Older and lower
income respondents were more likely to be uncertain about how much energy they could
save.
Why do consumers not do Sixty per cent of Finnish consumers (more than in any country except Sweden and
more to limit their energy Spain) said that the lack of an incentive from the government was a barrier to their saving
consumption? (Q3) energy. This was the most commonly cited barrier in Finland, and was quite consistent
across demographic and income sub-groups. A total of 46% (well below the European
average of 56%) said that they did enough already, although many respondents in the
45+ age bracket agreed with this barrier and 42%, more than in any other country, said
that they had more important things to worry about. This is perhaps perhaps a reflection
of the high level of energy saving already in place. Few Finns, relative to consumers in
other countries, said that significant barriers included the upfront investment being too
high (31%).
Only 18% of Finns felt that being swamped by information was a barrier to saving energy,
and was even less when taking out the high score given by the 15-24 age bracket, who
are less likely to be responsible for paying energy bills. Only 23%, again comparatively
few, felt that the fact that cost savings made little difference was a barrier to saving
energy, and only 34%, relatively few compared to other countries, said that being
unaware of their energy consumption was a barrier. These figures suggest that there
is a large degree of clarity and certainty among Finnish consumers about their energy
consumption.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Swamped by
information
No incentive
from the
government
Do enough
already
More important
things to worry
about
Not aware of
energy used
Upfront
investment
too high
Would limit
lifestyle
Cost savings
make little
difference
One person
can’t make a
difference
Never think
about it

Base: 1000 individuals aged 15-79, 2007
Sources of advice about Finns are prepared to use a wide variety of sources for advice on how to save energy.
how to save energy (Q4) Their most popular source is an energy saving agency (72% would use such a source),
followed by a gas or electric company (65%), an internet search or telephone directory
(59%), and a specialised energy saving company (51%). Many females would also
consider a charity/lobby group or a green goods company, and many males would seek
advice from a boiler maintenance company.
An agency is trusted for energy saving advice among Finns, with 28% rating it as their
most trusted source. With 19% trusting a specialised company the most, and 13%
trusting a gas or electric company the most, we see Finns turning to corporate sources
of advice readily.
Smart meters and attitudes A screen at home would be the most popular way of receiving smart meter information
to climate change (Q5 and among Finnish consumers; 68% would like to receive information in this way, the highest
Q6) number in any country. 46% would like more detailed bills to show this information, and
34% a personalised web page. As in most countries, a call centre receives much less
support, though it would be appreciated by some in the 65+ age bracket.
Concern about climate change is quite high in Finland – 84% say that they worry about
it and 78% say that their personal energy use contributes towards it. Demand for smart
meters is also quite high, with 78% saying that smart meters sound like a good idea. We
see some demographic and income group patterns in the desire for the benefits that
smart meters bring; older consumers, lower income consumers, and males are all less
likely to say that it would be useful to be able to access energy consumption information
at any point, and that they would reduce their energy consumption if they knew this
information.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Screen
at home
More
detailed
bills
Personalised
web page
Telephone
(call centre)
service

centre.
logicaCMG
34
Country Summary: France
Financial and environmental The main concern about energy use is financial rather than environmental. France has
cost of saving energy (Q1 the highest proportion of any country who state that their main concern is financial (65%
and Q2) vs. a 10-countery average of 58%). The 35-54 age bracket is particularly likely to state
financial concerns as their main motivation. When asked how much they could save
on their energy bills, the average estimate given was 20%. This was slightly less than
the average from respondents across all countries. Given that financial concerns are
particularly important for energy saving in France, accurate knowledge would surely be
appreciated by French consumers.
Why do consumers not do The most commonly cited reasons French consumers give for not limiting their energy
more to limit their energy consumption are that the upfront investment is too high (69%) and that they are not
consumption? (Q3) aware of how much energy they are using at any point (63%). French respondents were
more likely to cite each of these reasons than respondents from any other country. Such
a high level of uncertainty about their energy consumption indicates that many French
consumers would appreciate advice or technology (such as smart meters) that helps
them to better understand their levels of consumption.
The most popular reasons across all countries were a lack of incentive from the
government and a belief that consumers do enough already; although a majority of
French respondents also cited these (55% and 53% respectively), they were no more
likely to do so than the European average. The French are (with Spaniards) the keenest
to list reasons for not saving energy. On average they are citing 4.3 out of 10 possibilities.
This high level of scepticism about energy savings could be a function of the uncertainty
noted above about how much energy consumers are actually using. Interestingly, the
lower income group was most likely to feel that cost savings would make little difference,
and was also very likely to feel swamped by information. A feeling among many of being
swamped by information indicates that clear and straightforward information about
individual energy consumption is not available.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Upfront
investment
too high
Not aware of
energy used
No incentive
from the
government
Do enough
already
Cost savings
make little
difference
Swamped by
information
More important
things to worry
about
One person
can’t make a
difference
Never think
about it
Would limit
lifestyle

Sources of advice about French respondents would turn to various sources of advice to save energy, with none
how to save energy (Q4) really standing out above others. An energy saving company, a specialised agency, a
utility company, or a charity/lobby group would be consulted by many. An energy saving
agency or company would be consulted more by higher income rather than lower
income consumers.
The most trusted source would be a specialised agency (20%) but a charity or lobby
group would be most trusted by 15%, the highest figure in any country for this option.
The main energy saving agency is ADEME and this result should be considered in the
context of ADEME having the highest budget of any other European governmental
agency.
Smart meters and attitudes A screen at home (57%) and more detailed bills (53%) are the preferred ways to access
to climate change (Q5 and information from a smart meter in France, over half choosing each. A screen at home
Q6) would be popular with higher income and younger respondents, while more detailed bills
would generally be preferred by lower income respondents. A personalised web page
was less popular but would be appreciated by some (28%), particularly higher income
consumers and those aged under 45. There was little demand for a call centre (9%).
Few have yet heard of smart metering in France (13%, vs. a European average of 24%).
However, the potential for their success in France seems high – 80% say they sound
like a good idea, and most agreed that it would be useful to be able to get energy
consumption at any time, and that they would reduce their energy consumption if
they were more aware of how much they were using. Belief in climate change and the
importance of energy consumption on affecting climate change is also widespread.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Screen
at home
More
detailed
bills
Personalised
web page
Telephone
(call centre)
service

centre.
logicaCMG
36
Country Summary: Germany
Financial and environmental Forty three per cent of Germans agree that their main concern about energy use is
cost of saving energy (Q1 environmental rather than financial, a higher proportion than in any country except
and Q2) Denmark. The 35-44 age bracket is much more likely to be concerned with the financial
aspect, however. Germans believe, on average, that they could save 24% off their energy
bills if they employed more efficient measures. Only respondents from Britain gave a
higher figure.
Why do consumers not do Reasons for not saving energy.

more to limit their energy
consumption? (Q3) % agreeing with the statement below
“Which of the following would you say were reasons that you DON’T do more to try to limit your energy
consumption?”
70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Do enough
already
No incentive
from the
government
Upfront
investment
too high
Not aware of
energy used
Swamped by
information
One person
can’t make a
difference
Cost savings
make little
difference
More important
things to worry
about
Would limit
lifestyle
Never think
about it
The most commonly given reasons for not reducing energy consumption among
German consumers are that they do enough already (59%, a little higher than the
European average of 55%), that there is no incentive from the government (54%), and the
upfront investment is too high 49%). Only 37% say that being unaware of their energy
consumption is a barrier, much lower than the European average of 49% (however,
this rises to 66% when looking at the youngest age bracket). Just 21% say that they
have more important things to worry about, the lowest figure of any country, and this is
especially low among respondents aged 45+ or on higher incomes. 33% say that just
one person cannot make a difference, a score beaten only by Spain.
Younger respondents feel particularly swamped by information, 43% citing this as a

barrier, as do lower income respondents (42%). These two groups are also more likely
to say that energy saving would limit their lifestyle, and that they just never think about
it. There is a certain amount of scepticism that cost savings would make any difference
among older respondents, with 46% of the 65+ age group giving this as a reason for not
reducing energy.
Sources of advice about Germans make use of a wide variety of sources for advice on how to save energy.
how to save energy (Q4) Specialist sources are popular – 82% would turn to an agency specialising in the area,
and 76% to an energy saving company. Many would also turn to a utilities company, a
charity or lobby group, or a simple search in a telephone directory or online. Germans
are more likely to use a ‘green’ company, a boiler maintenance company, their partner or
their children, as a source for advice than respondents from any other country.
In terms of which source they most trust, an energy saving company (17%) or an energy
saving agency (16%) came top.
Smart meters and attitudes More detailed bills would be popular among Germans, with 66% saying that they would
to climate change (Q5 and like this method, as would a screen in the home (61%, higher among males and higher
Q6) income earners). In both cases, these scores are the second highest among the 10
countries surveyed. Some would like a web page (32%, though higher among younger
and high income respondents), but fewer expressed a wish for a call centre service.
With 78% saying that smart meters sound like a good idea, there seems a lot of potential
for this technology in Germany. There is certainly strong belief in climate change and
individuals’ impact on it through their energy consumption; beliefs in both of these are
higher than the European average, and are consistent across demographic and income
groups. Most also say that it would be useful to get energy information at any time and
that they would reduce their consumption if they knew what their energy consumption
was at any point; however, there might be a challenge among the 65+ age group, only
about half of whom agree with each of the above.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
More
detailed
bills
Screen
at home
Personalised
web page
Telephone
(call centre)
service

centre.
logicaCMG
38
Country Summary: Great Britain
Financial and environmental Concern about energy use is primarily financial rather than environmental in Great Britain.
cost of saving energy (Q1 Sixty two per cent say that financial considerations are their main concern – this figure is
and Q2) only higher in France and Portugal. The 35-54 age group is particularly concerned about
the financial side.
British respondents give a high estimate to the amount they could save from more
efficient energy measures, with the 27% figure the highest among the ten countries.
Why do consumers not do The 61% score for “I do enough already” reveals a degree of complacency in Britain.
more to limit their energy This is the most commonly cited reason for not reducing energy consumption in Britain,
consumption? (Q3) and is the highest score for this reason across all countries. It is more likely to be given
as a reason by older and lower income consumers. Fifty per cent say they are unaware
of their energy use, 49% say that upfront investment is too high, and 46% say that the
government does not offer enough incentives. 39% say that they have more important
things to worry about – only Finland gives a higher score.
Oddly, 35% say that cost savings from energy efficiency would make little difference
(the second highest score across countries), despite high estimates about the potential
amount that can be saved. This can perhaps be explained by the fact that half of British
respondents think they could save a lot (20% or more) on their energy bill.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Swamped by
information
Would limit
lifestyle
Do enough
already
Not aware of
energy used
Upfront
investment
too high
No incentive
from the
government
Never think
about it
One person
can’t make a
difference
Cost savings
make little
difference
More important
things to worry
about

Sources of advice about As in most other countries, the most popular sources for advice on how to reduce energy
how to save energy (Q4) consumption are specialised agencies (69%) or companies (63%). 61% would seek
advice from a gas or electric company. Sixty six per cent of British consumers would
use an internet search or a telephone directory, more than in any other country, and a
relatively high number (43%, though much fewer among the lower income group) would
use the government as a source of advice.
No one source stands out as the most trusted for energy saving advice. Just 9% would
trust an agency the most, below a specialised company (15%) and the government
(13%). 8% would trust a green goods manufacturer the most, more than in any other
country.
Smart meters and attitudes British consumers would appreciate receiving smart meter information from both more
to climate change (Q5 and detailed bills (61%) and a screen at home (59%). Some, especially younger and higher
Q6) income respondents, would like a personalised web page. A telephone call centre
is more popular than in any other country except Spain – a number of lower income
respondents would use this service.
There is a fair amount of concern about climate change in Britain – 73% worry about
climate change and 74% believe that their energy consumption affects climate change.
There is also strong demand for the functions of a smart meter, with 73% saying it would
be useful to be able to access energy usage information at any time, and 72% saying
that they would reduce their energy consumption if they knew how much they were
using. Seventy seven per cent, approximately the European average, say that smart
metering sounds like a good idea.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
More
detailed
bills
Screen
at home
Personalised
web page
Telephone
(call centre)
service

centre.
logicaCMG
40
Country Summary: Netherlands
Financial and environmental Sixty per cent of Dutch consumers say that their main concern about energy
cost of saving energy (Q1 consumption is financial rather than environmental, a figure only marginally higher than
and Q2) the 58% European average. As in many countries, the 25-44 age group is most likely to
say that their main concern is financial.
Dutch respondents estimated that, by adopting more energy efficient measures, they
could save an average of 17% on their energy bills. This is relatively modest – the
average among all countries was 22%. Many were uncertain about how much they could
save, with 25% unable to give an estimate (more among respondents aged 55+). Only
9% estimated that they could save 30% or more.
Why do consumers not do When asked why they did not try to limit their energy consumption, the most common
more to limit their energy response was that consumers in the Netherlands felt they did enough already. Fifty nine
consumption? (Q3) per cent gave this as a reason (more than anywhere except Great Britain). Some also
said that the fact that there was no incentive from the government (50%) and that they
were unaware of their energy use (47%) were barriers. Comparatively few (31%, much
lower than the average) said that the upfront investment was too high. The number who
said that they felt swamped by information (24%) was also lower than the average.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Never think
about it
Would limit
lifestyle
Do enough
already
No incentive
from the
government
Not aware of
energy used
Upfront
investment
too high
Cost savings
make little
difference
One person
can’t make a
difference
More important
things to worry
about
Swamped by
information

Sources of advice about The most popular source of advice on how to save energy is not, as in most countries,
how to save energy (Q4) a specialised energy saving company or agency, but a gas or electric company (65%
chose this source). A more modest 50% would seek advice from an energy saving
company and 43% from an agency, in each case much lower than the average across
countries. In fact, the second most popular source in the Netherlands is an internet
search or telephone directory (54%). Some would approach the government (40%, vs.
a European average of 32%), or a green goods company (43%), but fewer would use a
charity or lobby (26%, much lower than the 10-country average of 48%).
There was a lot of uncertainty as to whom Dutch consumers could trust most for their
energy saving advice – 30% chose “Don’t Know” when asked. 12% would trust an
energy saving company the most, 10% an agency, and 10% a gas or electric company.
Smart meters and attitudes A screen at home would be the most popular method of receiving smart meter
to climate change (Q5 and information. A total of 39% chose this method, against 25% for more detailed bills,
Q6) and 23% for a personalised web page. However, each of these scores was modest
compared with the support given to them by respondents in other countries – 38% of
Dutch respondents declined to choose any of these options, driven by the 55+ age
bracket, half of whom chose none of the above.
Only 66% of Dutch respondents (and just 60% of males) said that they worry about
climate change, the lowest level in any country (the average was 81%). However, with
77% (just above average) saying that their individual energy consumption affected the
climate, the above figures does not necessarily mean that the Dutch are ignoring climate
change. Indeed, 87%, the highest level in any country, said that they do a lot to reduce
their energy consumption at home. Yet when asked about smart meters and their
benefits, Dutch consumers were relatively unenthusiastic. Only 47% said it would be
useful to get energy consumption information at any time and 39% said that they would
reduce consumption if they were more aware of their energy usage (the lowest figures
among all countries). Fifty three per cent said that smart meters sound like a good idea
(the lowest except for Portugal); but support was particularly low among the 55+ age
bracket.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Screen
at home
More
detailed
bills
Personalised
web page
Telephone
(call centre)
service

centre.
logicaCMG
42
Country Summary: Norway
Financial and environmental Fifty five per cent of Norwegians say that their prime concern in saving energy is financial,
cost of saving energy (Q1 compared to 35% who say it is environmental, a ratio approximately equal to both the
and Q2) European average and to its Northern neighbours Sweden and Finland. As in most
countries, the financial motivation is stronger among 35-54 year olds.
Norwegian consumers estimate that they could save 21% on their bills by using more
energy efficient measures, very close to the average of 22% among the 10 countries.
Older respondents were less likely to estimate that they could make large savings.
Why do consumers not do Norwegians only give an average of 2.8 of the above as barriers to energy consumption
more to limit their energy saving (the lowest rate in any country except Denmark). The most commonly cited
consumption? (Q3) barriers were that the upfront investment is too high (40%), that they are not aware of
how much energy they use (39%), and that there is no incentive from the government
(38%). Relatively few said that the cost savings would make little difference or that they
were swamped by information (although many within the youngest age bracket and the
lower income group did say that they felt swamped).
Only 35%, the lowest figure in any country, cited as a barrier that they did enough
already, revealing a lack of any apathy or complacency in a generally ‘eco-friendly’
country (especially among younger and higher income respondents). This is reinforced by
the low agreement with “More important things to worry about”, “One person can’t make
a difference”, “I just never think about it”, and “It would limit my lifestyle”.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Not aware of
energy used
Do enough
already
More important
things to worry
about
Upfront
investment
too high
No incentive
from the
government
Cost savings
make little
difference
Swamped by
information
Would limit
lifestyle
One person
can’t make a
difference
Never think
about it

Sources of advice about Just as in Denmark and Sweden, Norwegians are much less inclined to turn to a
how to save energy (Q4) specialised energy saving company or agency for advice on how to reduce energy
consumption. Just 36% and 47% respectively, vs. European averages of 62% and
67%, would seek advice from these sources. Many among the 25-34 age bracket
would use an agency, however, 45% would seek advice from a gas or electric company,
again well below the 10-country average of 58%. Thirty seven per cent would use an
internet search or a telephone directory (less common among older and lower income
consumers), and 30% a green goods manufacturer.
There is no single most trusted source of advice that stands out. Some Norwegians
would trust each of energy-saving companies (14%), agencies (12%), the government
(12%), and a gas or electric company (11%) the most.
Smart meters and attitudes A screen at home is the preferred method of receiving smart meter information for
to climate change (Q5 and Norwegians, with 54% expressing an interest. More detailed bills are much less popular
Q6) than in some other countries, with just 29% interest. More (32%) would prefer the option
of a web page, except among older consumers. Few expressed much interest in a call
centre.
Concern about climate change is actually somewhat weaker than in other countries.
A total of 71% said that they worried about climate change and 64% said that their
individual energy consumption affected climate change (vs. 81% and 75% across the
10 countries). This also translates into a slightly weaker desire for the benefits of a smart
meter, with 60% saying that it would be useful to get energy consumption information at
any time and 61% that they would reduce their energy consumption if they knew how
much they were using at any time. Fifty nine per cent said that smart meters sounded
like a good idea, compared to 75% across the 10 countries, although the idea was more
popular among younger and higher-income consumers.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Screen
at home
Personalised
web page
More
detailed
bills
Telephone
(call centre)
service

centre.
logicaCMG
44
Country Summary: Portugal
Financial and environmental Portuguese respondents are much more likely to see the cost of their energy use as
cost of saving energy (Q1 financial as opposed to environmental. Sixty two per cent say that their main concern is
and Q2) financial, a higher number than in any other country except France. This is especially true
for the 25-44 age group.
With Portuguese respondents estimating that they could save 24% on their bills with
more energy efficient measures, there could certainly be an interest in energy efficient
products. There is a lot of uncertainty, however; 51% of respondents said that they did
not know how much they could save (61% among the lower income tier).
Why do consumers not do Fifty six per cent in Portugal say that they do enough already in terms of energy saving,
more to limit their energy a high figure given that there is so much uncertainty about how much they could
consumption? (Q3) save on their energy bills. Other barriers to energy saving include no incentive from
the government (cited by 43%), the upfront investment being too high (41%) and that
consumers are unaware of their energy usage (41%). A total of 25% said that saving
energy would limit their lifestyle, the second highest number after Sweden. Very few said
that the fact that cost savings made little difference was a barrier, a figure to be expected
given the very high number who was not able to give an estimate of how much they
could save by using more energy efficient measures.
Portuguese consumers did not tend to say that “One person can’t make a difference”
and that they “Just never think about limiting energy consumption”. These barriers were
cited by fewer respondents than in any other country; instead of indicating a particularly
eco-aware approach, they could be a sign that energy saving is simply not a concept
that is has gained widespread acceptance in this market.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
Do enough
already
No incentive
from the
government
Upfront
investment
too high
Not aware of
energy used
More important
things to worry
about
Would limit
lifestyle
Swamped by
information
Cost savings
make little
difference
One person
can’t make a
difference
Never think
about it

Sources of advice about Consistent with the above, we find that Portuguese consumers seek advice on energy
how to save energy (Q4) saving from few sources compared with other countries. On average, each respondent
would seek advice from just 2.3 out of a list of 15 possible sources (the 10-country
average was 5.6). The most popular source was an energy saving specialised company
(which 36% would seek advice from), followed by a gas or electric company (32%), an
energy saving agency (25%), and an internet search or telephone directory (22%). Fewer
than 20% would use any other source. An agency or a gas/electric company would be
much more popular among higher income earners, and an internet/telephone search
more popular among the young.
An energy saving specialised company would be the most trusted source of energy
saving advice (22%). However, we again see a lot of uncertainty, with 33% saying that
they do not know what would be their most trusted source.
Smart meters and attitudes Thirty two per cent said that more detailed bills would be a preferred method of receiving
to climate change (Q5 and smart meter information. 22% said a screen at home, and 18% said a personalised web
Q6) page; for both of these, Portuguese consumers gave the lowest level of support from
any country. We see much greater levels of support for each of these four options among
high income earners; perhaps the concept of energy efficiency has filtered through more
to the wealthier segment of the population in this lower GDP country.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
More
detailed
bills
Screen
at home
Personalised
web page
Telephone
(call centre)
service

centre.
logicaCMG
46
Country Summary: Spain
Financial and environmental As in most countries, a majority in Spain agree that financial concerns about energy
cost of saving energy (Q1 use are more important to them than environmental concerns. However, 42% cite
and Q2) environmental concerns as more important, a score only beaten by Germany and
Denmark. The environmental angle is relatively more important for younger respondents
and those in the higher income bracket (48% of each).
Spanish respondents estimated that they could save 20% on their energy bills if they
adopted energy saving measures, a score marginally below the European average of
22%. There was a lot of uncertainty among older respondents, however, with 50% of the
65+ group answering “Don’t Know” at this question.
Why do consumers not do Eighty eight per cent of Spanish respondents said that the lack of an incentive from
more to limit their energy the government was a barrier to their saving energy, a higher proportion than any other
consumption? (Q3) barrier (or, indeed, of any barrier in any other country). There was little demographic or
income group difference. Many also said that the upfront investment was too high (64%)
and that they were not aware of the energy being used at any point (62%); in both of
these cases, only French respondents were more likely to cite these as barriers.
Fifty one per cent said that they did enough already, less than the European average.
However, a certain degree of apathy is in evidence; Spain gives the highest scores of any
country for “One person can’t make a difference” (36%) and “I just never think about it”
(28%). These scores rise when looking at over 65s and the lower income group. With
31% saying that they feel swamped by too much information, a score only beaten in
Germany and France, there is also a degree of ‘information overload’. This is particularly
apparent among older and lower income respondents, who are also more likely to be
sceptical about cost savings making much difference; there could be a latent demand for
smart metering among these groups.

90%—
80%—
70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
No incentive
from the
government
Upfront
investment
too high
Not aware of
energy used
Do enough
already
One person
can’t make a
difference
Swamped by
information
Never think
about it
Cost savings
make little
difference
More important
things to worry
about
Would limit
lifestyle

Sources of advice about In Spain, consumers would consider a wide range of sources of advice on how to reduce
how to save energy (Q4) their energy consumption. On average, they chose 7 (out of 15) sources from the list,
the most of any country. As in most countries, a specialised energy saving company
(72%) or an energy saving agency (82%) are the most popular sources, and some would
also choose a charity/lobby group or a utilities company. The only source that Spanish
consumers would turn to less than those in other countries is a telephone book/internet
search, reflecting lower internet penetration than in Northern Europe.
Twenty two per cent agreed that an energy saving company would be their most trusted
source of advice; some would trust an energy saving agency or the government.
Smart meters and attitudes More detailed bills would be the most popular way of receiving smart meter information
to climate change (Q5 and in Spain (73% expressed a desire for this method, the highest of any country). Half also
Q6) said that they would like a screen at home, which was more popular among younger
respondents. Twenty nine per cent would like a personalised web page (fewer among
older age groups), and although just 23% said that they would like a call centre, this was
a more popular method than in any other country.
There is almost universal belief in climate change in Spain, with 94% saying that they
worry about it – 79% believe that their energy consumption affects climate change.
This translates into 73% saying that it would be useful to get information about energy
consumption at any point, the second highest agreement among the ten countries
surveyed. Sixty three per cent said that they would be more prepared to reduce their
energy demands if they were aware of their energy consumption. Few have yet heard
of smart meters in Spain (just 13%) and only a relatively modest 53% say that they do a
lot to reduce their energy consumption at the moment, but there appears to be a strong
potential for smart metering in Spain.

80%—
70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
More
detailed
bills
Screen
at home
Personalised
web page
Telephone
(call centre)
service

moment, a personalised web page, more detailed utility bills or information via a call centre.
logicaCMG
48
Country Summary: Sweden
Financial and environmental When asked whether their main concern about saving energy was financial or
cost of saving energy (Q1 environmental, 37% of Swedish respondents said that it was environmental, a figure
and Q2) almost identical to the European average. Respondents aged 35-54 were more likely to
say that their concern was mainly financial.
Swedish consumers gave the lowest estimate of any country in terms of how much they
could save from using more energy efficient measures (14%, against a European average
of 23%), reflecting the strong energy efficiency already in place in Sweden. There is a
noticeable difference in response by age here, with older consumers estimating a much
lower potential saving than younger consumers.
Why do consumers not do Sixty seven per cent of Swedes said that the lack of an incentive from the government
more to limit their energy was a barrier to saving energy, the most commonly mentioned reason in Sweden (and
consumption? (Q3) mentioned here more than in any other country except Spain). Forty eight per cent said
that they were simply not aware of their energy consumption at any time, a surprisingly
high number given the already widespread use of smart metering; however, this figure
is skewed by a higher number among younger consumers, who are less likely to be
responsible for paying energy bills. Only 16% of Swedes said that one person’s energy
saving cannot make a difference, well below the European average. A total of 40% said
that they do enough already to save energy, the second-lowest figure in Europe (the
average was 55%) and especially low among younger and lower income respondents.
Twenty seven per cent said that they do not save energy because it would limit their
lifestyle; this is the highest figure in Europe (against an average of 20%), boosted by
a 42% score among 15-24 year olds. This does not reflect widespread apathy or
scepticism among Swedes that saving energy would limit their lifestyle, but rather that
this is not a barrier for further energy saving for them.

70%—
60%—
50%—
40%—
30%—
20%—
10%—
0%—
No incentive
from the
government
Not aware of
energy used
Do enough
already
Upfront
investment
too high
More important
things to worry
about
Cost savings
make little
difference
Swamped by
information
Would limit
lifestyle
Never think
about it
One person
can’t make a
difference

logicaCMG

Sources of advice about Swedes are choosier than most in terms of whom they would turn to for advice on
how to save energy (Q4) how to save energy. They chose an average of just 2.6 sources of advice out of the 15
options (vs. a European average of 5.6). There is no single source of advice that stands
out, but the more popular sources are an energy saving agency (42%), a specialised
company (26%), a gas or electric company (30%), an internet search (37%), and an
energy regulator (33%). These relatively low scores suggest that an already high level
of knowledge about energy saving means that Swedes do not need to seek advice as
often.
In terms of which source would be the most trusted, 22% chose an agency and 18%
chose an energy regulator. More Swedes would trust an internet/telephone search most
(8%) or a regulator than in any other country.
Smart meters and attitudes The preferred method of receiving smart meter information is a screen at home, chosen
to climate change (Q5 and by 49% of Swedes. A personalised web page was popular, with 39% choosing this
Q6) method (well above the 10-country average). Only 28% chose more detailed bills, less
than half the average of 57%, given the high penetration of smart metering in Sweden
already, this is a revealing figure. However, this was more popular than a web page
among lower income respondents. Few desire a call centre service.
Seventy five per cent in Sweden worry about climate change and 83% (the highest figure
in any country) say that their individual energy consumption affects climate change. Such
high recognition of personal responsibility for climate change indicates a strong potential
for smart metering, which is underlined by the high levels of agreement for the following
statements: “It would be useful to be able to get information on my household’s energy
usage whenever I need it” (79%); “I would actively reduce my energy consumption if I
was more aware of my actual usage at any time” (80%); “Smart meters sound like a good
idea to me” (90%). In each case these are the highest scores across all countries. These
surely reflect an appreciation of the usefulness of smart metering by those Swedes who
already use it.

50%—
40%—
30%—
20%—
10%—
0%—
Screen
at home
Personalised
web page
More
detailed
bills
Telephone
(call centre)
service

centre.
logicaCMG
50
Methodology
The consumer survey was conducted by TNS UK on behalf of LogicaCMG and Future
Foundation. TNS used a computer assisted telephone interviewing methodology in each
country. A sample size of 1,000 individuals per country was used, with a total sample
size of 10,048 across the 10 countries surveyed. Fieldwork was conducted in July and
August 2007. The data was weighted to ensure accurate representation.
The 10 countries included in the survey and the sample sizes for each were as follows:
• Denmark: 1001 individuals aged 15+

• Finland: 1000 individuals aged 15-79
• France: 1005 individuals aged 15+
• Germany: 1002 individuals aged 14+
• Great Britain: 1011 individuals aged 16+
• Norway: 1002 individuals aged 15+
• Portugal: 1000 individuals aged 15+
• Spain: 1000 individuals aged 16-75
• The Netherlands: 997 individuals aged 15+
• Sweden: 1030 individuals aged 16-84
The TNS data has been supplemented with data from recent Eurobarometer surveys.
Eurobarometer is a series of surveys, established in 1973, conducted by the Public

Opinion Analysis Sector of the European Commission, and designed to address major
topics concerning European citizenship.
logicaCMG
Australia Malaysia
Austria Morocco
Belgium Netherlands
Brazil Norway
Canada Philippines
China Poland
Czech Republic Portugal
Denmark Russia
Egypt Saudi Arabia
Estonia Singapore
Finland Slovak Republic
France Spain
Germany Sweden
Hungary Switzerland
India Taiwan
Indonesia Thailand*
Ireland Ukraine*
Japan* United Arab Emirates
Kuwait United Kingdom
Lebanon* United States of America
Luxembourg *representative office
LogicaCMG
Stephenson House
75 Hampstead Road
London NW1 2PL
Telephone: +44 (0)20 7637 9111
energyandutilities@logicacmg.com
www.logicacmg.com

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logicaCMG

Survey Turning concern into action:

LogicaCMG is a major international force in IT and business services.

This document is for general information purposes only and is subject to

05 2. Concern about climate: the consumer perspective

07 3. Energy efficiency: a financial or an environmental concern?

10 4. Who is taking action to reduce energy consumption?

– 4.1 Perceived and real action

14 5. Barriers to energy saving

– 5.1 Lack of Government incentive

19 6. The role of technology and innovation

– 6.1 Pro-innovation consumers

25 8. How to deliver more information on energy consumption

26 9. Information and trust

– 9.1 Preferred sources of information for energy efficiency

LogicaCMG therefore commissioned a major new study based on a telephone survey

Jim Tapper, Managing Director, Global Energy and Utilities, LogicaCMG.

A clear understanding of motivation is important when trying to make a change in behaviour

The consumer survey was conducted by Future Foundation and TNS UK on

Eurobarometer is a series of surveys, established in 1973, conducted by the

Chart 1: Gap between awareness and attitudes.

Attitude to climate change and individual behaviour.

Source: LogicaCMG (based on TNS/Future Foundation research)

Qualitative research conducted by the Future Foundation in July 2007 in a number of

Chart 2: Concerns about energy use: financial or environmental.

Source: LogicaCMG (based on TNS/Future Foundation research)

Chart 5: I do a lot to reduce my energy consumption at home.

Source: LogicaCMG (based on TNS/Future Foundation research)

Chart 6: Actions to reduce energy consumption – average.

Chart 7: Attention to energy usage when buying new consumer goods.

% who say they pay a lot of attention, by country.

80%— Light bulb

Chart 8: Reasons for not saving energy – Europe total.

% agreeing with the statement below

Too much info

Source: LogicaCMG (based on TNS/Future Foundation research)

Not aware of how much I’m using

Source: LogicaCMG (based on TNS/Future Foundation research)

More about environmental problems Both

Here again, it is important to demonstrate where consumers can make financial as

We found an inverse correlation between positive attitudes to innovation and financial

Chart 13: Are pro-innovation consumers driven by environment or cost

Correlation map: pro-innovation index vs cost:

Source: LogicaCMG (based on TNS/Future Foundation research) plus Eurobarometer/nVision

Chart 14: Smart meters sound like a good idea to me.

Source: LogicaCMG (based on TNS/Future Foundation research)

Consumers seem to be enthused by the idea of having access to information on their

Source: LogicaCMG (based on TNS/Future Foundation research)

Chart 16: Preferred method of receiving smart meter information – country

% agreeing with the statement below

Source: LogicaCMG (based on TNS/Future Foundation research)

Chart 17: Sources of advice for energy efficiency information.

Source: LogicaCMG (based on TNS/Future Foundation research)

Key findings to take from the report include:

Reasons for not saving energy.

% agreeing with the statement below

Source: LogicaCMG (based on TNS/Future Foundation research)

Preferred method for receiving smart meter information.

% agreeing with the statement below

Source: LogicaCMG (based on TNS/Future Foundation research)

Reasons for not saving energy.

% agreeing with the statement below

Source: LogicaCMG (based on TNS/Future Foundation research)