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Dentsu Inc. Conducts "Third Survey on Consumer Awareness Regarding Energy Liberalization"
The text of the Dentsu Inc. news release distributed on August 1 is as follows.
August 1, 2016
Dentsu Inc. Conducts "Third Survey on Consumer Awareness Regarding Energy Liberalization"
Dentsu Group Inc. (Headquarters: Minato-ku, Tokyo; President: Nao Ishii) has formed a cross-organizational team, "DEMS," comprising energy-related professionals. This initiative aims to contribute to the creation of new businesses by client companies, responding to the unprecedented transformation of the energy industry structure driven by the full liberalization of electricity retailing launched this April and the upcoming full liberalization of gas retailing in 2017. DEMS provides various solutions.
To highlight how consumer awareness and understanding of energy liberalization have changed since the full liberalization of the electricity retail market began this April, and to identify future challenges, Dentsu conducted its "Third Survey on Consumer Awareness of Energy Liberalization" in June. This survey targeted 5,000 men and women aged 20 to 69 nationwide, two months after liberalization began. This release presents key findings, including comparisons with the results of the 2nd survey (November 2015) and the 1st survey (December 2014).
- Awareness of electricity liberalization has reached 80%, but the intention to switch has declined since the previous survey (November 2015), indicating consumers are taking a wait-and-see approach.
- Half of those who switched reported monthly savings of ¥1,000, while half of those who did not switch cited savings of ¥1,500 as their reason for switching
- Current electricity provider changers tend to be households with slightly higher electricity usage, motivated primarily by "lower prices" and "access to bundle discounts."
- To expand switching driven by electricity liberalization going forward, it is necessary to deepen understanding of liberalization and dispel concerns.
- Awareness of gas liberalization increased slightly from the previous survey, but like electricity, the intention to switch has decreased.
<Survey Overview>
Title: 3rd Survey on Consumer Awareness Regarding Energy Liberalization
Survey Method: Internet survey
Survey Period: June 10–17, 2016
Area: 9 Electric Power Company Service Areas (excluding Okinawa Electric Power service area)
Respondents: 5,000 men and women aged 20 to 69 nationwide
Respondent Criteria: Household heads or their spouses who pay their own or their spouse's electricity bills
Survey Content: 44 questions total
Basic attributes of general consumers (demographic attributes, family composition, housing type, etc.), energy usage patterns (energy supply type, proportion of energy costs relative to income, etc.), knowledge and awareness regarding energy liberalization, status of considering or changing suppliers, general attitudes and awareness trends regarding energy, desired image and services from suppliers, awareness of electric power companies and new power suppliers, process and information sources for changing suppliers, understanding of electricity liberalization content, concerns, etc.
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