Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

The Energy Saving Trust--Consumer Segmentation

VIEWS: 12 PAGES: 29

									The Energy Saving Trust: Consumer Segmentation
Jon McGowan Head of Consumer Marketing July 2008

Our Mission is to lead 60m people to act on Climate Change
• Promoting the need for action • Providing Info and Advice on what to do • Offer practical support to help through advice centres, website, through the media and communities • Our Vision and Mission - Emission Impossible

http://www.energysavingtrust.org.uk/aboutest/who/emissionimpossible/

Who we work with
• Work with consumers: • Householders • Communities • Employees • Businesses • Green Fleet Reviews • Best Practice in Building • Manufacturers / Retailers • Public Sector • Practical Help • Nottingham Declaration

Importance of local authorities
• Own 20% of housing stock
• Run large fleets of vehicles • Planning departments set building standards • Renewable energy sources for community heating • Channel to reach consumers • Work with public & private agencies in local community

Energy Saving Trust consumer segmentation
• Segmentation developed to identify households with best potential for generating carbon savings through targeted marketing activities • Bespoke segmentation developed with Experian
– using the 61 Mosaic types – overlaying data of
• Household energy consumption • Car use • Environmental attitudes

Consumer segmentation

EST Mosaic UK Segments
UK Household %

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Environmentally Mature Educated Advocates Discerning Elders Comfortable Conservatives Britain Today Restful Retirement Driving Dependency Financially Burdened Ethnic Tradition Environmentally Indifferent

9 9 5 9 9 6 10 11 4 28

1 Environmentally Mature

2 Educated Advocates

3 Discerning Elders

High consumers of HH and vehicle energy.

Critical Gp in next few yrs as lifestyle will develop to larger homes and more cars

Energy bills still quite high. Moderate vehicle ownership

4 Comfortable Conservatives

5 Britain Today

6 Restful Retirement

7 Driving Dependency

HH and vehicle emissions above average – scope for reducing emissions

HH & vehicle emissions not high. Below average attitude towards environment

Those that are independent will want to save money & so potentially interested in saving energy
10 Environmentally Indifferent

Relatively new houses with lowest CO2 emission score

8 Financially Burdened

9 Ethnic Tradition

New large housing. Demands of family make energy consumption relatively high

High proportion of extended families resulting in high energy consumption

CO2 emissions just below average. Vehicle ownership low

Guiding central marketing strategy

Local marketing tactical tool
• Local advice centre network • Set targets to focus on key segments • Developed toolkit – Local profile – Ward counts, maps – Marketing matrix

Developing segmentation insights
• Database profiling – Customer contacts by advice centre – Grants applicants – Website commitments • Research – Behaviour and attitudinal tracking

Advice centre feedback - contact profiling

Renewables grant programme
S chri A pplicants P rofile
T arget: S chri A pplicants B ase: S cottish H ouseholds

T he E S T segm entation classifies all consum ers in the U nited K ingdom by allocating them to one of 61 M osaic T ypes. In turn these 61 types are grouped into 10 E S T S egm ents based on their current attitudes & behaviour towards the environm ent.

E S T S eg m en ts

S ch ri Ap p lican ts

%

S co ttish H o u seh o ld s

%

In d ex
0 50 100 150 200

1 1 - E nvironm entally M ature 2 2 - E ducated A dvocates 3 3 - D iscerning E lders 4 4 - C om fortable C onservatives 5 5 - B ritain T oday 6 6 - R estful R etirem ent 7 7 - D riving D ependency 8 8 - F inancially B urdened 9 9 - E thnic T radition 10 10 - E nvironm entally Indifferent K To tal

852 30 99 300 13 27 46 89 2 75

55.58 1.96 6.46 19.57 0.85 1.76 3.00 5.81 0.13 4.89

188,448 132,367 114,499 167,290 109,181 189,702 283,917 252,061 13,163 813,108

8.32 5.85 5.06 7.39 4.82 8.38 12.54 11.13 0.58 35.92

668 33 128 265 18 21 24 52 22 14
22 14 18 21 24 52 33 128

1,533

100.00

2,263,736

100.00

100

Linking to other research models
Good correlation between the EST Segments and the six levels of behavioural change – Feb 07
Q5a Thinking about your overall attitudes towards energy usage and climate change, which of these statements best reflects how you currently feel?

Not accepting problems, or simply unwilling to change

Willing to change, not doing anything at moment

Small behaviour change

Larger behaviour change

Segs 1-4

Segs 5-10

37 31 26

37

22 15 5 4 7 2 6 4

Don't believe there Whether there are climate areissues or not, I problems caused by am not willing to energy use and I'm change my not willingto change behaviour my behaviour LEVEL 1 LEVEL 2
Base: Total Sample (1192)

Climate change is I'm doing a few I'm doing quite a I'm doing lots of caused by energy small things to help number of things to things to help reduce use and I'm reduce my energy help reduce my my energy use and beginning to think use and emissions energy use and emissions that I should do emissions something LEVEL 3 LEVEL 4 LEVEL 5 LEVEL 6

Use at local level –North East

Identifying hot spots to target
• Overlaying segmentation on GIS mapping of database of home characteristics • Maps: • - GIS map showing CWI potential in NE • - GIS map showing distribution of top EST segments (this map includes groups: 1,3,4 & 5) • analysts then combine both maps and extract a data address file for 'hotspots' - areas with a high proportion of unfilled cavities and also a high proportion of top segments.

GIS map showing CWI potential in NE

GIS map showing distribution of top EST segments

GIS map showing distribution of top EST segments

Boosting response rates through targeting and tailoring
• Non tailored mailing –
– simply offering the 0800 number - response rates +/- 5%

• Normal response (no targeting) mailing to all segments
– non 'hotspot' approach e.g. a council tax mailing, returns at approx 5%

• Better response from certain segments –
– In LA areas with a low population of 'top segments' (below 15%) return rate as low as 2-3% – compared to areas with a high population of EST segments (over 50%) - generated an 8.6% return

Evidence of success: North East
• Combining HEC mailer with council mail-out to 394,839 households
– 8% response rate segments 1 - 4 – 4% response rates segments 5 -10
12 10 8
% response

6 4 2 0
at ur e dv D is oc ce at rn es in g E ld er s C .C B on ri ta s in To R da .R y et ir em D en .D t ep en de F. nt B ur de ne E nv E d th ir ni on c m Tr en ad ta lly In di ff E d. A E .M

Hotspot mailing materials

Tailored Home Energy Check

Excellent response rates
• Hotspot tailored marketing – (segments 1, 3, 4, 5)
– 1. Mailing to top segments within Castle Morpeth area offering a Home Energy Check (HEC). – Posted out to 4600 homes, 520 HECs returned = 11.3% return

– 2. Mailing to top segments within Derwentside area offering a HEC.
– Posted out to 5520 homes, 724 HECs returned = 13.1% return.

Local authority emissions model
• Combined Defra and EST /Experian emission data and segmentation model to
– Rank LA in household+ car emissions per household – Identify segments responsible within each authority – Engage with selected authorities to target high potential areas

Areas with highest CO2 emissions per household

B Local/Unitary Authority 2 3 Teesdale 4 Hambleton 5 South Bucks 6 Chiltern 7 Uttlesford 8 Moyle 9 Orkney Islands 10 Surrey Heath

H I J K L M N O Total CO2 EmissionsP Year Per Total CO2 Total CO2 Household Vehicle Total UK UK Households 50 100 Emissions Per Emissions Per Emissions Emissions Emissions 0 Households % Year Year % Index Index Index 0.04 160 151 157 158,831 0.07 10,761 0.14 139 167 149 502,550 0.21 35,899 0.10 138 163 147 347,742 0.14 25,216 0.14 135 161 144 479,406 0.20 35,324 0.11 128 172 144 388,815 0.16 28,727 0.03 148 133 143 86,430 0.04 6,429 0.03 128 169 143 117,369 0.05 8,750 0.13 129 164 142 431,745 0.18 32,423

Q R Household CO2 Emissi

Vehicle CO2 Emissions 150 200

Teesdale – who to target
P ro file o f C O 2 E m is s io n s w ith in L o c a l A u th o ritie s
L o c a l A u th o rity T e e s d a le
#R EF! #R EF!

P ro file o f H o u s e h o ld C O 2 E m is s io n s in T e e s d a le v s U n ite d K in g d o m b y E n e rg y S a v in g T ru s t S e g m e n ts
T e e s d a le E n e rg y S a v in g T ru s t S e g m e n ts H o u s e h o ld C O 2 E m is s io n s (t) T e e s d a le % H o u s e h o ld C O 2 E m is s io n s U n ite d K in g d o m U n ite d K in g d o m H o u s e h o ld C O 2 E m is s io n s (t) % H o u s e h o ld C O 2 E m is s io n s
0 50 100 150 200

In d e x

B C D E F G H I J

0 1 E n v iro n m e n ta lly M a tu re 02 03 04 05 06 07 08 09 10 E d u c a te d A d v o c a te s D is c e rn in g E ld e rs C o m fo rta b le C o n s e rv a tiv e s B rita in T o d a y R e s tfu l R e tire m e n t D riv in g D e p e n d e n c y F in a n c ia lly B u rd e n e d E th n ic T ra d itio n E n v iro n m e n ta lly In d iffe re n t

3 5 ,6 2 8 0 2 ,7 2 3 2 2 ,3 4 3 2 ,2 1 6 3 ,7 8 6 1 ,8 3 2 1 2 ,6 5 9 0 2 3 ,3 6 9 1 0 4 ,5 5 6

3 4 .0 8 0 .0 0 2 .6 0 2 1 .3 7 2 .1 2 3 .6 2 1 .7 5 1 2 .1 1 0 .0 0 2 2 .3 5 1 0 0 .0 0

1 9 ,5 2 3 ,3 0 3 1 3 ,4 0 4 ,2 3 0 7 ,9 4 4 ,6 0 9 1 6 ,2 9 3 ,1 9 8 1 2 ,9 2 3 ,4 0 6 7 ,8 4 3 ,3 3 1 1 3 ,5 7 2 ,3 2 0 1 7 ,2 8 5 ,1 8 3 5 ,3 6 6 ,7 2 7 4 0 ,9 2 1 ,9 0 1 1 5 5 ,0 7 8 ,2 0 7

1 2 .5 9 8 .6 4 5 .1 2 1 0 .5 1 8 .3 3 5 .0 6 8 .7 5 1 1 .1 5 3 .4 6 2 6 .3 9 1 0 0 .0 0

271 0 51 203 25 72 20 109 0 85 100

0 51

25 72 20 109 0 85

H o u s e h o ld e s tim a te 2 0 0 5

P e rce n ta g e o f H o u s e h o ld C O 2 E m is s io n s b y E S T S e g m e n ts in th e L o ca l A u th o rity 2 2 .4 % 3 4 .1 % 0 .0 %
01 E n viro n m e n ta lly M a tu re 02 E d u ca te d A d vo ca te s 03 D isce rn in g E ld e rs 04 C o m fo rta b le C o n se rva tive s 05 B rita in T o d a y 06 R e stfu l R e tire m e n t

The Energy Saving Trust: Consumer Segmentation Further details – Jon.McGowan@est.org.uk


								
To top