Consumer Pulse and Market Segmentation – Wave 9
Author: Smart Energy Consumer Collaborative
Date: August 21, 2025
Topics: Consumer Engagement Consumer Pulse
Resource Type: Reports
Download SECC’s “Consumer Pulse and Market Segmentation – Wave 9” report, which updates our consumer segmentation based on consumers’ attitudes around technology, their interests and concerns around electricity, and what they believe electricity providers should prioritize – both for customers and the grid.
Fielded to a nationally representative sample of 2,000 American consumers responsible for energy decisions in their household in May, the 20-minute online survey also explored interest in and use of technology to manage electricity usage, relationships and engagement with electricity providers, energy management behaviors and more.
On a spectrum from the least favorable to most favorable to technology and energy efficiency, the four new segments are Turnkey Comfort (13 percent of the U.S. general population), Tech-Cautious Savers (25 percent), Curious and Capable (28 percent) and Informed and Engaged (34 percent).
For each of the four segments, the “Consumer Pulse and Market Segmentation – Wave 9” report provides an overview of their distinctive characteristics compared to the other segments and offers actionable next steps for electricity providers and other industry stakeholders to increase engagement and build relationships.
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