Statewide Home Energy Efficiency Survey Program -Presentation to CALMAC- October 17, 2007

1. Big empty box in white font Statewide Home Energy Efficiency Survey Program-Presentation to CALMAC-October 17, 2007 Presented by: Sharyn Barata Vice President - Marketing Opinion Dynamics Corp.

2. Overview of Program Statewide HEES • Started as several separate, independent programs • Some well-established program components (SCE mail) and some very new (PG&E’s in-home program started Jan 2005) • Added the “in-home” delivery mechanism to the statewide program in 2004-2005

3. Original HEES Eval Objectives • Conduct a process evaluation • Test program assumptions: • Customers lack complete e-e knowledge • HEES fills the knowledge gap • Knowledge engenders action • HEES plays a substantial, unique informational role

4. HEES Process Methodology • In-depth interviews with administrators and review of materials • Program theory/metric workshop • General population survey • Review databases/verify number of audits completed by each IOU/Cross HEES databases with other CA program databases • Conduct satisfaction survey

5. HEES Process Methodology Cont • Conduct adoption survey with 2004/5 participants • Conduct follow-up interviews with participants in both HEES and another impact program (based on database crossing) • In all 5000 surveys were conducted as part of this effort

6. Program Structure and Delivery Versions of HEES

7. Program Structure and Delivery Direct Costs Per Unit Vary Greatly by Delivery Mechanism, Channel, Utility and Vendor

8. Program Structure and Delivery • Recommendations made to customers • 235 unique recommendations (some similar) • 110 characterizations (when grouped) • 16 types or “measures/end uses” covered • Approximately split between measures (which require equipment) and practices (behavioral) • Median number of recommendations per channel range from 3 to 16 (overall mean = 7 recs/house)

9. Program Structure and Delivery Top recommendations to customers: • Use compact fluorescent bulbs (71% receive rec.) • Seal air leaks and install weatherstripping (67%) • Have ducts tested/sealed, clean or replace ac filters, shade windows and avoid using appliances (45%) • Replace washer (30%) • Lower heater temperature setting (27%) • Install energy efficient shower heads/aerators (25%)

10. Marketing Top Ways That Participants Learned About HEES (multiple response) * Independent Z-Test for Percentages. Asterisks indicate significance (significantly different than comparison groups) at 90% confidence +/- 10% error.

11. Participation • Participant was defined as a customer who received some form of recommendations through the program • All of the channels that reported program goals met their 2004-2005 targets. • Over 151,000 customers participated in HEES in 2004 and 2005 combined. • 67% participated by mail • 23% participated online • 10% participated through in-home visits.

12. Participation 57% said they thoroughly read the report  Independent Z-Test for percentages. Symbol indicates significance (significantly higher than online group) at 90% confidence +/- 10% error. ^ Symbol indicates significance (significantly higher than mail and in-home groups) at 90% confidence +/- 10% error

13. Satisfaction Satisfaction (By Delivery Mechanism) *Independent Z-Test for percentages. Symbol indicates significance (significantly higher than comparison groups) at 90% confidence +/- 10% error. ^ Symbol indicates significance (significantly lower than comparison groups) at 90% confidence +/- 10% error

14. Not aware of actions Aware, not reached decision point Aware, considered, NOT taken action yet Has taken actions to reduce Awareness-Action Continuum General Population v. Participants (Prior to HEES Participation) Independent Z-Test for percentages. The percentage of program participants that report taking actions action is significantly higher than comparison groups at 90% confidence +/- 10% error.

15. Overall Usefulness of Information • Not “all things” to “all people” but valuable to many • 39% felt that HEES played a unique informational role—they could not have found this information anywhere else (or 44% if you exclude “did not read report”) • 44% gave a rating of 8, 9 or 10 on a scale of 1 to 10 where 10 is “extremely useful”. Mean was 6.8 • Similar across all delivery mechanisms

16. Overall Usefulness of Information • Not all of the recommendations made by HEES are actionable because many participants had already taken at least some of the actions recommended by HEES • 26% of the participants say they had already done most of the recommendations in the energy report • 37% say they had taken about half the actions suggested • 21% had done one or two actions • Only 9% had not taken any of the actions recommended by HEES

17. Adoption of Recommendations • Customer adoption of program recommendations • By recommendation—13% of all recommendations adopted • Install CFLs • Seal air leaks/Install weatherstripping • Lowering temperatures of ac or water • By person—38% influenced by HEES to take at least one recommendation

18. Cross-Program Marketing • HEES encourages customers to participate in other programs by: • Including promotional inserts in the energy report • Providing links to other programs in the online survey • Verbally promoting programs during the in-home survey • Including information such as the 800 number in the recommendations

19. Cross-Program Marketing • Four delivery channels: (1) PG&E mail, (2) SCE mail, (3) SCE in-home, and (4) SCE online • based on data availability • Crossing of databases • to determine percentage of HEES participants who then participated in other utility programs • programs included: • Appliance Recycling Program • Rebate Programs (Single- and Multi-Family) • The Summer Discount Plan (or AC Cycling Program) • The 20/20 Program (less emphasis on this one) • Cross-program telephone survey with customers to determine the extent to which they report being influenced

20. Cross-Program Marketing

21. Cross-Program Marketing Adjusted database numbers by percentages that self-reported that HEES played some role (ranged from 28%-50% depending on program/utility) On a scale of 1 to 5, where 1 is no influence and 5 is a great deal of influence, the influence that different factors had on their decision to participate in additional programs

22. Cross-Program Marketing • Influences a small percentage of participants to participate in other energy efficiency program efforts (~5% over two year period) • extrapolating using SCE numbers since that is “best guess” • There does not appear to be conclusive evidence that HEES leads to an increase in other program participation • primarily based on database review

23. Things to Consider For The Future On the HEES Databases/Evaluation… • Collect complete customer information • Develop a statewide master list of recommendations with savings estimates, fuel type, EULs • Flag participants who receive CFLs • Consider budgeting by delivery mechanism • Consider analyzing each channel separately in future evaluation efforts

24. Things to Consider For The Future On the HEES Survey… • Collect additional information to help develop more specific recommendations On the HEES Report… • Review the wording of all recommendations to ensure that they are actionable • Ensure that the list of possible recommendations is complete within each channel

25. Contact Information Sharyn Barata Opinion Dynamics Corp. 949 365-5730 sbarata@opiniondynamics.com