TIME-VARYING RATES THROUGH
THE LENS OF CONSUMER
Building on these findings within the
context of a consumer segmentation,
TEC further analyzed the demographic
characteristics of consumers who preferred one of the time-varying rate plans
vs. a standard rate plan. Most, regard-idea of a time-varying rate plan did vary
by specific demographic characteristic.
More than two-thirds of younger (18-44
years old), college educated or wealthier
consumers ($100,000 or higher incomes)
or a combination of these demographics preferred time-varying rates over
standard rates. Strong interest exists in
older, less educated and low-to-moderate
income consumer demographics as well.
and the standard rate plan, 60 percent
of consumers exhibited an interest in
enrolling in a time-varying rate plan.
These findings reveal that consumers
may see “choices” as their energy provider acting in their best interest, contrary to the beliefs expressed in many
UNDERSTANDING THE MOST
PREFERRED OPTION: NIGHT-TIME
Whether consumers were presented
a.m.), limiting financial risk for consum-
ers. As ease of use and comprehension
are at the forefront of expected enroll-
ment, consumers understand that energy
intensive activities performed throughout
the day will only moderately affect their
electric bill, and that they may pay less
if these activities are performed at night.