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Product Abstract

Understanding Electric Utility Customers -- Summary Report

Product ID:1025856
Date Published:31-Oct-2012
Sector Name:Power Delivery & Utilization
Document Type:Technical Results
Price:No Charge

This Product is publicly available. This report or any part of this report may NOT be copied, reproduced, republished, uploaded, posted, transmitted or distributed in any way without EPRI's prior written consent.

   1.24 MB - Adobe PDF (.pdf)


How customers use and value electricity has been a subject of study and debate for many decades. A better understanding of how customers use electricity could help the industry find ways to improve energy efficiency.  In addition, our ability to encourage more efficient consumption through feedback, control technology, and dynamic pricing is better and less costly than it has ever been due to technology advancements.

Despite decades of research into how customers use and value electricity, fundamental questions remain unanswered. This report summarizes the results of an 18-month effort to systematically review the research that has been done to characterize how customers use and value electricity, concentrating on large field trials that have been completed in the past decade or so. The results are summarized by market sector (residential, commercial, and industrial) and by type of behavioral intervention (pricing, feedback and control technology).

Because most of these programs are only offered on a voluntary basis, we further assess what is known about participation (who decides to participate), performance (how customers respond once they are on the program), and persistence (how participation and performance change over time). The state of knowledge is assessed using readiness scoring criteria, which indicate the extent to which knowledge barriers exist that make it difficult to determine the impacts such programs might have, if a given utility were to implement them on a large-scale. Research priorities are also identified to suggest where collaborative research could help resolve major uncertainties.

The detailed results are contained in two reports which synthesize what we know – and what we need to know – about how customers respond to dynamic pricing, feedback and control technology.  One of these reports was published in February 2012,[1] and the second will be published later this year.  We anticipate updating this research over time as new field trials and rigorous evaluations of ongoing programs are completed.



[1] Understanding Electric Utility Customers: What we know and what we need to know. EPRI, Palo Alto, CA: 2012. 1023562; Appendices -- Understanding Electricity Utility Customers. EPRI, Palo Alto, CA: 2012. 102467.


2012 Program 182   Understanding Electric Utility Customers
  • Feedback
  • Price elasticity
  • Dynamic pricing pilots
  • Critical Peak Pricing (CPP)
  • Critical Peak Rebate (CPR)
  • Peak Time Rebate (PTR)
  • Time of Use (TOU)
  • Control technology
  • Elasticity of substitution
  • Opt-in and Opt-out
  • Own price elasticity
  • Real-time Pricing (RTP)
  • Variable Peak Pricing (VPP)

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