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					        Residential Lighting
         Inventory Study


Prepared by
Insightrix Research Inc.
July 22nd, 2008
Background &
Methodology
            Study Background and Objectives

• SaskPower is interested in uncovering how residential
  customers are outfitting their homes with light bulbs in
  addition to their attitudes towards various types of bulbs.
• Specific objectives of the study include determining:
   – Self reported lighting inventory information in the residential sector
     (e.g. how many light bulbs, what type of light bulbs, in what rooms,
     etc.)
   – Behavioral attributes of residential customers (e.g. duration of
     lighting use in various rooms, etc.)
   – Purchasing environment, behaviour, awareness and satisfaction with
     respect to light bulbs
• To meet these needs, a quantitative research project was
  undertaken with Insightrix Research, Inc.
                    Study Methodology
• Due to the time involved in having respondents complete an
  inventory of the light bulbs used in their homes, typical
  telephone interviewing techniques are not appropriate.
• Further, due to the strong desire for a representative sample
  of the general public, self-selection techniques such as a
  mail-out paper questionnaire are also not ideal.
• Based on these requirements, Insightrix developed a unique
  hybrid research approach to achieve a representative
  sample while at the same time, accurate responses to the
  inventory section of the questionnaire.
                    Study Methodology                 (cont’d)

• Specifically, the research methodology included:
   – Recruiting a random and representative selection of the general public to
     participate in the study via telephone
   – Once individuals agreed to participate in the research, they were offered two
     choices: receive an email with a link to an online version of the
     questionnaire, or receive a paper copy of the questionnaire in the mail
   – Online: upon receiving the email link, individuals printed out a copy of the
     inventory section of the questionnaire and proceeded to fill it out. They then
     returned to their computer and entered the data. Subsequent questions
     regarding attitudes and light bulb purchasing behaviours were also asked of
     respondents at this time.
   – Paper: upon receiving the paper questionnaire, respondents completed the
     inventory section. One week later, Insightrix telephone interviewers
     contacted these individuals to collect their responses. While on the phone a
     subsequent set of questions regarding attitudes and light bulb purchasing
     behaviours were also asked of respondents.
   – To facilitate positive response rates, a series of prizes draws were offered to
     those who participated in the research (2 laptop computers, 4 gift cards to
     home improvement stores - $400 each).
                    Study Methodology               (cont’d)

• A total of 1000 respondents participated in the study from throughout the
  province.
• To be eligible for the study, respondents must be SaskPower customers
  (i.e. their household must receive a SaskPower bill). However,
  respondents did not need to be the primary decision maker as it relates
  to the buyer of light bulbs in the household. This was to ensure a
  representative mix of the general population among SaskPower
  customers.
• Regional quotas were set to ensure a balanced mix from within the
  province.
• Data were weighted by region, age and gender to match actual adult
  population characteristics of SaskPower’s service area
• Field dates: June 5th to June 30th, 2008
• Margin of error: ±3.1 percentage points, 19 times out of 20
    – Note: margins of error among sub-groupings of the sample will be greater
                  Study Methodology               (cont’d)

• Research Notes:
   – Responses to the lighting inventory question are based on current
     bulb usage at the time of the study (i.e. excludes holiday lighting)
   – Further, length of time light bulbs are on is likely impacted by the fact
     that the study was conducted during the point at which days are the
     longest during the year
   – If a respondent reported having “0” bulbs in a particular room
     (interior) / area (exterior) it was assumed they did not have this room
     / area in their home
   – Potential response error: while efforts were made to ensure
     respondents reported the number of bulbs in their homes, from a
     review of the raw data, some respondents may have still responded
     in terms of light fixtures rather than bulbs. This can result in reduced
     number of bulbs in the inventory exercise than may actually be the
     case.
             Regional Distribution of Interviews


North Sk
 (n=248)




Central Sk
 (n=168)
                                                   Saskatoon
                                                    (n=140)




                                                    Regina
                                                    (n=199)

South Sk
 (n=245)
Detailed Findings
 - Lighting Inventory
Light Usage
Distribution of INTERIOR light bulbs*

                         AVERAGE (all rooms): 37.55




 * Excludes holiday lighting due to time of year of the study
 Q1: The goal of this question is to identify every light bulb used in your home,
 INCLUDING those in lamps.
 Base: All respondents (n=1,000)
Distribution of EXTERIOR light bulbs*

                      AVERAGE (all rooms): 6.94




 * Excludes holiday lighting due to time of year of the study
 Q2: Please complete a similar exercise for the exterior of your home.
 Base: All respondents (n=1,000)
Distribution of ALL light bulbs (interior and exterior)*

                            AVERAGE (all rooms): 44.49




         * Excludes holiday lighting due to time of year of the study
         Q1 / Q2: The goal of this question is to identify every light bulb.
         Base: All respondents (n=1,000)
                   Incidence of each room in home*

                       Bedrooms                                                        99.8%

                      Bathrooms                                                        99.3%

            Kitchen / Eating Area                                                      99.7%

                     Great Room          8.9%

   Den, Study, Family, Game Rms                             46.6%

                    Dining Room                                52.1%

                    Living Room                                                       97.3%

Hallways, stairways and entrances                                                    95.3%

         Laundry & Utility Rooms                                             79.7%

                       Basement                                          71.7%

                  Storage rooms                                  55.8%

                                                                           *NOTE: Excludes respondents who reported “0” bulbs in
                                                                           a specific area (it was assume that 0 bulbs means the
                                                                           respondent does not have this room).



                       Q1: The goal of this question is to identify every light bulb used in your home,
                       INCLUDING those in lamps.
                       Base: All respondents (n=1,000)
                Average number of interior light bulbs

                                                  AVERAGE (all rooms): 37.55

                       Bedrooms (n=998)                                                       7.0

                       Bathrooms (n=993)                                           5.7

            Kitchen / Eating Area (n=997)                                          5.7

                      Great Room (n=89)                                           5.5         Lights controlled by Dimmers: (all rooms: 2.87)
                                                                                              • Incandescent: 1.75
   Den, Study, Family, Game Rms (n=466)                                         5.2           • CFLs: 0.17
                                                                                              • Fluorescent tubes: 0.02
                    Dining Room (n=521)                                 3.9                   • Halogen: 0.40

                     Living Room (n=973)                               3.8                    Lights controlled by timers: (all rooms: 0.27)
                                                                                              • Incandescent: 0.18
Hallways, stairways and entrances (n=953)                             3.7                     • CFLs: 0.06
                                                                                              • Fluorescent tubes: 0.01
          Laundry & Utility Rooms (n=797)                    2.2                              • Halogen: 0.02

                       Basement (n=717)                                                 6.1

                   Storage rooms (n=558)                   1.9



                          NOTE: Excludes respondents who reported “0” bulbs in a specific room

                          Q1: The goal of this question is to identify every light bulb used in your home,
                          INCLUDING those in lamps.
                          Base: All respondents (n=1,000)
Average time at least one interior bulb is on (hours)


            Kitchen / Eating Area (n=997)                                           5.3

                      Living Room (n=973)                                  3.5

 Den, Study, Family & Game Rms (n=466)                                   3.1

                         Bedrooms (n=998)                          2.5

                        Great Room (n=89)                          2.4

                        Bathrooms (n=993)                       2.3

                      Dining Room (n=521)                      2.1

Hallways, stairways and entrances (n=953)                      2.1

                         Basement (n=717)                      2.1

          Laundry & Utility Rooms (n=797)                    1.8

                   Storage rooms (n=558)             0.5




                NOTE: Excludes respondents who reported “0” bulbs in a specific room

                Q1: The goal of this question is to identify every light bulb used in your home,
                INCLUDING those in lamps.
                Base: All respondents (n=1,000)
                  Incidence of each exterior area*

                                          AVERAGE (all areas): 6.94


Home Exterior
attached to the                                                                      88.8%
     house



Landscape and
                         13.9%
   Walkway


                                                                   *NOTE: Excludes respondents who reported “0” bulbs in
                                                                   a specific area (it was assume that 0 bulbs means the
  Patio & Deck                  22.4%                              respondent does not have this area – however this may
                                                                   not be the case with respect to landscape/walkways and
                                                                   patio/deck).



Garage, Shed &
                                                                 63.6%
   Storage




                   Q2: Please complete a similar exercise for the exterior of your home.
                   Base: All respondents (n=1,000)
           Average number of exterior light bulbs

                                          AVERAGE (all areas): 6.94


 Home Exterior
 attached to the                              3.1
  house (n=888)


                                                                              Outdoor Motion and Photo sensors: (all areas: 0.91)
Landscape and                                                                 • Incandescent: 0.55
                                                          4.3
Walkway (n=139)                                                               • CFLs: 0.05
                                                                              • Fluorescent tubes: 0.0
                                                                              • Halogen: 0.32

   Patio & Deck                                                               Outdoor Timers: (all areas: 0.4)
                                          2.8                                 • Incandescent: 0.20
     (n=224)
                                                                              • CFLs: 0.05
                                                                              • Fluorescent tubes: 0.01
                                                                              • Halogen: 0.13

Garage, Shed &
                                                                4.7
Storage (n=636)




                   NOTE: Excludes respondents who reported “0” bulbs in a specific area

                   Q2: Please complete a similar exercise for the exterior of your home.
                   Base: All respondents (n=1,000)
AVERAGE time at least one exterior bulb is on (hours)


   Home Exterior
   attached to the                         2.1
        house



   Landscape and
                                                   3.1
      Walkway




     Patio & Deck             1.1




   Garage, Shed &
                                    1.53
      Storage




                NOTE: Excludes respondents who reported “0” bulbs in a specific room

                Q2: Please complete a similar exercise for the exterior of your home.
                Base: All respondents (n=1,000)
                        Distribution of light bulbs*


                                                                                   59.2%
   Incandescent
                                                                                        64.3%



                                            24.0%
           CFLs
                             11.1%
                                                                  Three quarters (75.3%) of
                                                                  households have at least one
                             10.7%
Fluorescent Tube                                                  CFL bulb in their home (exterior
                                13.1%                             or interior).

                        6.1%
        Halogen                                        Interior
                               11.5%
                                                       Exterior




                   Q1: The goal of this question is to identify every light bulb used in your home,
                   INCLUDING those in lamps.
                   Base: All respondents (n=1,000)
Average number of light bulbs by home type (interior & exterior)



                                                                                             40.5
  Interior Average
Number of Bulbs (all
        types)
                                                   18.2




                               7.6
 Exterior Average
Number of Bulbs (all
       types)
                       2.8                  House or Condominium (n=704)
                                            Duplex, Apartment or Townhouse (n=111)

                        NOTE: Excludes respondents who reported “0” bulbs in a specific room
                        Q1: The goal of this question is to identify every light bulb used in your home,
                        INCLUDING those in lamps.
                        Q2: Please complete a similar exercise for the exterior of your home.
                                    CFL bulb usage

Have no CFL bulbs in house                               24.7%




Light users (less than 20%
  of household bulbs are                                       30.4%
          CFLs)




 Medium users (between
 20% and 50% of bulbs are                                   27.2%
          CFLs)




   Heavy users (more than                       17.6%
   50% of bulbs are CFLs)




                   Q1: The goal of this question is to identify every light bulb used in your home,
                   INCLUDING those in lamps.
                   Base: All respondents (n=1,000)
 Proportion of incandescent bulbs by interior room

                                               AVERAGE (all rooms): 59.2%
                                                                                                             TOTAL # of bulbs in room

                       Bedrooms (n=998)                                                       67.7%                    7.0

                       Bathrooms (n=993)                                                        71.0%                  5.7

            Kitchen / Eating Area (n=997)                                37.5%                                         5.7

                      Great Room (n=89)                                                57.3%                           5.5

   Den, Study, Family, Game Rms (n=466)                                       44.0%                                    5.2

                    Dining Room (n=521)                                                      65.5%                     3.9

                     Living Room (n=973)                                                  61.6%                        3.8

Hallways, stairways and entrances (n=953)                                                  64.3%                       3.7

          Laundry & Utility Rooms (n=797)                                    43.7%                                     2.2

                       Basement (n=717)                                              54.4%                             6.1

                   Storage rooms (n=558)                                                             77.4%             1.9




                       NOTE: Excludes respondents who reported “0” bulbs in a specific room

                       Q1: The goal of this question is to identify every light bulb used in your home,
                       INCLUDING those in lamps.
                       Base: All respondents (n=1,000)
           Proportion of CLF bulbs by interior room

                                               AVERAGE (all rooms): 24.4%
                                                                                                          TOTAL # of bulbs in room

                       Bedrooms (n=998)                                     23.1%                                   7.0

                       Bathrooms (n=993)                                20.0%                                       5.7

            Kitchen / Eating Area (n=997)                                      25.3%                                5.7

                      Great Room (n=89)                                      24.3%                                  5.5

   Den, Study, Family, Game Rms (n=466)                                    22.3%                                    5.2

                    Dining Room (n=521)                                 20.2%                                       3.9

                     Living Room (n=973)                                        26.4%                               3.8

Hallways, stairways and entrances (n=953)                                          28.6%                            3.7

          Laundry & Utility Rooms (n=797)                                 21.4%                                     2.2

                       Basement (n=717)                            16.0%                                            6.1

                   Storage rooms (n=558)                7.3%                                                        1.9




                       NOTE: Excludes respondents who reported “0” bulbs in a specific room

                       Q1: The goal of this question is to identify every light bulb used in your home,
                       INCLUDING those in lamps.
                       Base: All respondents (n=1,000)
    Proportion of fluorescent tubes by interior room

                                               AVERAGE (all rooms): 59.2%
                                                                                                          TOTAL # of bulbs in room

                       Bedrooms (n=998)             4.0%                                                            7.0

                       Bathrooms (n=993)           2.5%                                                             5.7

            Kitchen / Eating Area (n=997)                                    23.9%                                  5.7

                      Great Room (n=89)                6.0%                                                         5.5

   Den, Study, Family, Game Rms (n=466)                                19.2%                                        5.2

                    Dining Room (n=521)           1.8%                                                              3.9

                     Living Room (n=973)           2.9%                                                             3.8

Hallways, stairways and entrances (n=953)         2.2%                                                              3.7

          Laundry & Utility Rooms (n=797)                                                34.0%                      2.2

                       Basement (n=717)                                        25.8%                                6.1

                   Storage rooms (n=558)                   9.5%                                                     1.9




                       NOTE: Excludes respondents who reported “0” bulbs in a specific room

                       Q1: The goal of this question is to identify every light bulb used in your home,
                       INCLUDING those in lamps.
                       Base: All respondents (n=1,000)
       Proportion of halogen bulbs by interior room

                                               AVERAGE (all rooms): 59.2%
                                                                                                          TOTAL # of bulbs in room

                       Bedrooms (n=998)                5.1%                                                         7.0

                       Bathrooms (n=993)                6.5%                                                        5.7

            Kitchen / Eating Area (n=997)                       13.4%                                               5.7

                      Great Room (n=89)                         13.3%                                               5.5

   Den, Study, Family, Game Rms (n=466)                           14.5%                                             5.2

                    Dining Room (n=521)               5.0%                                                          3.9

                     Living Room (n=973)                   9.0%                                                     3.8

Hallways, stairways and entrances (n=953)              5.2%                                                         3.7

          Laundry & Utility Rooms (n=797)        1.4%                                                               2.2

                       Basement (n=717)             4.0%                                                            6.1

                   Storage rooms (n=558)        0.5%                                                                1.9




                       NOTE: Excludes respondents who reported “0” bulbs in a specific room

                       Q1: The goal of this question is to identify every light bulb used in your home,
                       INCLUDING those in lamps.
                       Base: All respondents (n=1,000)
Proportion of incandescent bulbs by exterior area

                                          AVERAGE (all areas): 64.3%


 Home Exterior
 attached to the                                                               72.1%
  house (n=888)



Landscape and
                                                            62.5%
Walkway (n=139)




   Patio & Deck
                                                                               72.1%
     (n=224)




Garage, Shed &
                                              55.9%
Storage (n=636)




                   NOTE: Excludes respondents who reported “0” bulbs in a specific area

                   Q2: Please complete a similar exercise for the exterior of your home.
                   Base: All respondents (n=1,000)
        Proportion of CLF bulbs by exterior area

                                          AVERAGE (all areas): 11.1%


 Home Exterior
 attached to the            13.6%
  house (n=888)



Landscape and
                     5.9%
Walkway (n=139)




   Patio & Deck
                         10.5%
     (n=224)




Garage, Shed &
                         10.0%
Storage (n=636)




                   NOTE: Excludes respondents who reported “0” bulbs in a specific area

                   Q2: Please complete a similar exercise for the exterior of your home.
                   Base: All respondents (n=1,000)
 Proportion of fluorescent tubes by exterior area

                                            AVERAGE (all areas): 13.1%


 Home Exterior
 attached to the   0.3%
  house (n=888)



Landscape and
                   0.0%
Walkway (n=139)




   Patio & Deck
                   0.0%
     (n=224)




Garage, Shed &
                                               30.1%
Storage (n=636)




                     NOTE: Excludes respondents who reported “0” bulbs in a specific area

                     Q2: Please complete a similar exercise for the exterior of your home.
                     Base: All respondents (n=1,000)
    Proportion of halogen bulbs by exterior area

                                          AVERAGE (all areas): 11.5%


 Home Exterior
 attached to the             14.0%
  house (n=888)



Landscape and
                                              31.4%
Walkway (n=139)




   Patio & Deck
                                17.2%
     (n=224)




Garage, Shed &
                   4.1%
Storage (n=636)




                   NOTE: Excludes respondents who reported “0” bulbs in a specific area

                   Q2: Please complete a similar exercise for the exterior of your home.
                   Base: All respondents (n=1,000)
         Room with light bulb on the longest

     Kitchen & Kitchen Eating Areas                                         46.0%

                       Living Room                          24.8%

Den, Study, Family and Game Rooms             6.6%

                           Bathroom          5.5%

                             Hallway         4.4%

                       Dining Room          3.0%
                                                          60.4% of respondents who live on an acreage
                            Bedroom        2.7%           indicate the kitchen as the longest lit room in the
                                                          house versus 42.9% of respondents who do not
                           Basement        2.5%           live on an acreage
            Laundry & Utility Room         2.4%

                        Great Room        0.4%                               Average hours this
                     Storage rooms 0.1%
                                                                              light is turned on:
                                                                                  4.5 hours
                         Don’t know       0.5%

                        Other room:       0.9%

                  Q3: Thinking of the single light bulb that you have on the longest in your house
                  each day, what room is it in?
                  Q4: Approximately how many hours is this light turned on everyday?
                  Base: All Respondents (n=999)
                                Summary by Interior Room
                                                                   Compact                         Fluorescent
                                                Incandescent
                                                                  Fluorescent     Halogen Bulbs     Tube Light
                                                 Light Bulbs
                                                                     Bulbs                            Bulbs

                                                                                                            #
                                                 % of       #    % of        #     % of       #     % of   Hou
                               Total   Total
                                                Total   Hours    Total   Hours    Total   Hours    Total    rs
                                Avg.   Avg. #
          Room                   #     Hours
                                                Bulbs   on/day   Bulbs   on/day   Bulbs   on/day   Bulbs   on/d
                                                  in       in     in        in      in       in      in    ay in
                               Bulbs    On
                                                Room     room    Room     room    Room     room    Room    roo
                                                                                                            m
         Bedroom               7.02     2.46    67.7%    1.36    23.1%    0.77    5.1%     0.18    4.0%    0.16
         Bathroom              5.66     2.28    71.0%    1.37    20.0%    0.66    6.5%     0.16    2.5%    0.09
         Basement              6.12     2.13    54.4%    0.80    16.0%    0.67    4.0%     0.11    25.8%   0.56
        Great Room             5.48     2.38    57.3%    1.00    23.4%    0.91    13.3%    0.28    6.0%    0.19
       Dining Room             3.86     2.05    65.5%    1.10    20.2%    0.78    5.0%     0.10    1.8%    0.07
  Hallways, Stairways and
                               3.67     2.12    64.3%    1.02    28.6%    0.88    5.2%     0.11    2.2%    0.11
        Entrances
        Living Room            3.78     3.5     61.6%    1.87    26.4%    1.04    9.0%     0.33    2.9%    0.26
Den, Study, Family and Games
                               5.15     3.10    44.0%    1.28    22.3%    1.08    14.5%    0.36    19.2%   0.39
          Room(s)
 Kitchen and Kitchen Eating
                               5.66     5.34    37.5%    1.71    25.3%    1.49    13.4%    0.76    23.9%   1.35
           Areas

 Laundry and Utility Rooms     2.15     1.79    43.7%    0.70    21.4%    0.59    1.4%     0.02    34.0%   0.48

      Storage Rooms             1.9     0.5     77.4%    0.31    7.3%     0.14    0.5%     0.0     9.5%    0.04
                                     Summary by Exterior Space
                                                                               Compact                               Fluorescent
                                                      Incandescent                                    Halogen
                                                                              Fluorescent                             Tube Light
                                                       Light Bulbs                                     Bulbs
                                                                                 Bulbs                                  Bulbs

                                                                                                             #
                                                      % of          #       % of           #         % of   Hou      % of       #
                               Total      Total
                                                     Total      Hours       Total      Hours        Total    rs     Total   Hours
                                Avg.      Avg. #
    Outside Area                 #        Hours
                                                     Bulbs      on/day      Bulbs      on/day       Bulbs   on/d    Bulbs   on/day
                                                       in          in        in           in          in    ay in     in       in
                               Bulbs       On
                                                     Room        room       Room        room        Room    roo     Room     room
                                                                                                             m
Home Exterior Attached to
        House
                                3.08       2.11      72.1%       1.14       13.6%        0.70       14.0%   0.26    0.3%     0.00

 Landscape and Walkway          4.29       3.10      62.5%       1.51        5.8%        0.31       31.5%   1.28    0.2%     0.00
     Patio and Deck             2.77       1.05      72.2%       0.76       10.5%        0.16       17.3%   0.13    0.4%     0.00
Garage, Shed and Storage        4.70       1.53      55.7%       0.69       10.0%        0.24       4.0%    0.21    30.1%    0.39




                            Q2: Please complete a similar exercise for the exterior of your home.
                            Base: All respondents (n=1,000)
Purchasing Environment
   Attitudes towards features of light bulbs when purchasing


                                                   3.4%         Bulb Wattage                    36.6%                   26.4%           63.0%

                                                                  Bulb Type
                                                               (incandescent,
                                          10.4%      7.1%                                    33.8%                 20.0%        53.8%
                                                                   CFL…)


                                                               Energy/Power
                                            9.5%     6.0%                                     36.1%                16.3%    52.4%
                                                              Cost of Operating
                                                                    Bulb

                                          10.9%      6.0%      Purchase Price              29.6%                16.3%   45.9%


                                                             Light Colour (Soft
                               21.3% 6.6%         14.7%                                 20.5%           13.7%   34.2%
                                                              Light / Daylight)


60.8%   17.1%                     43.7%                     Light Bulb Appearance            12.0%



        48.7%   15.2%                  33.5%
                                                             Brand of Light Bulb          9.0%




                        Q5: When shopping for light bulbs, how important are each of the following?
                        Base: All Respondents (n=1,000)
                     Demographic differences between key bulb attributes

                    Importance of Bulb Wattage increases with age.
  Bulb Wattage
                    Those who reside on an acreage are more likely than urban dwellers to rate bulb wattage important (69.5% vs.
                    61.4% who rated a 6 or 7)

                    Importance of Bulb Type increases with age.

                    Respondents with children are more likely to consider bulb type an important attribute than those without
   Bulb Type
                    children (55.3% vs. 43.5%)
(incandescent,
    CFL…)
                    Those of aboriginal ancestry are more likely to rate bulb type either 1 or 2 on the seven point scale than are
                    those of non-aboriginal ancestry (20.6% versus 9.7%)

                    Bulb Type is rated either a 6 or 7 most often by heavy users of CFL bulbs (74.8%), followed by medium users
                    (62.3%) and light users (49.0%).

                    Those more likely to provide low importance ratings (1 or 2) for cost of operating include:
 Energy/Power                     -Those who rent (17.7% versus 8.3% of those who own a home)
Cost of Operating
                                  -Those who live in a duplex, townhouse, or apartment (16.0% versus 8.4% of those who live in
      Bulb
                                   a house or condominium)

                    The importance of purchase price when buying light bulbs decreases as income level increases. Almost six in
                    ten respondents who earn less than $30,000 in household income rate price either a 6 or 7 on a seven point
                    scale (54.7%) while only three in ten people who earn $120,000 or more per year rate it the same (30.9%).
Purchase Price
                    Respondents with children under 18 in the household rate purchase price either a six or seven more often than
                    respondents with no children (51.4% vs. 43.1%).
                  Light bulb attributes: Importance tends to increase with age

                                             Proportion who rated a 6 or 7
                                                                               52.4%
         Bulb Wattage                                                                     63.3%
                                                                                                  70.1%

        Bulb Type                                                         48.4%
   (incandescent, CFL,                                                        52.7%
       Halogen, etc)                                                                   58.8%

 Energy/Power Cost of                                             40.2%
                                                                                    57.4%
 Operating Light Bulb
                                                                                   56.8%

                                                                    42.4%
       Purchase Price                                                    47.9%
                                                                     44.1%

                                                          30.7%
Light Colour (soft light
                                                          30.4%
     vs daylight)
                                                                  40.1%

                              5.5%                                                         Generally, difference greater than 10
Light Bulb Appearance                  13.1%
                                          16.1%
                                                                                          percentage points can be considered
                                                                                                          statistically significant.
                             4.7%
   Brand of Light Bulb               10.5%
                                     11.1%

                                    55+           35-54           18-34


                           Q5: When shopping for light bulbs, how important are each of the following?
                           Base: All Respondents (n=1,000)
        Primary retail outlet used to purchase light bulbs

Younger residents (ages
18 to 34 and 35 to 54)
are more likely to                                     1.3%
purchase their light bulbs                                        1.1%
                                         0.6%
at a big box retailer
(55.6% and 49.0%)
compared to their older          15.3%                                      35.5%
counterparts (36.4%).
                                                                                    Hardware Store
                                                                                    Big Box Retailer
Older respondents (ages
55+) are more likely to                                                             Grocery Store
patronize a hardware                                                                Convenience Store
store for light bulbs                                                               Other Place
(43.6% vs ~30% among
the younger generations)                                                            Don't Know


                                      46.2%




                   Q6: Where do you buy the majority of your light bulbs?
                   Base: All Respondents (n=1,000)
             Reason for purchasing light bulbs at specific retailer



                 Convenience                                                           56.4%

                        Price                                            42.4%

Have a Wide Selection of Bulbs                         23.0%

      Have the Bulb You Need                        19.9%

                Close to Home                    17.8%
                                                                                        Men are more likely than
                    Selection                                                           women to shop at a particular
                                               15.3%
                                                                                        store because of selection
                                                                                        (19.5% versus 11.5%), the
                      Impulse      3.1%
                                                                                        store has the bulb they need
                                                                                        (24.3% versus 15.9%) and the
    Knowledgeable Sales Staff     2.4%
                                                                                        store has a wide selection of
                                                                                        bulbs (29.0% versus 17.6%)
                   Don't Know    0.7%

                Other Reasons     2.4%




                          Q7: Why do you buy the majority of your light bulbs at this type of store?
                          Base: All respondents (n=1,000)
 Reasons for shopping for light bulbs at specific store, by retailer type


                                                                                                             60.4%
                         Price
                                                                     28.1%
                                                                                                         55.1%
                 Convenience
                                                                                                 49.2%
                                                                24.9%
Have a Wide Selection of Bulbs
                                                                     29.8%
                                                        17.8%
      Have the Bulb You Need
                                                                 25.5%
                                                 12.7%
                Close to Home
                                                                 25.7%
                                                    14.9%
                    Selection
                                                             22.0%
                                       4.8%
                      Impulse
                                    1.8%
                                                                                 Big box retailer (n=355)
                                   1.4%
    Knowledgeable Sales Staff                                                    Hardware Store (n=461)
                                      4.4%
                                  0.0%
                   Don't Know
                                    1.6%
                                    1.6%
                Other Reasons         3.7%




                    Q7: Why do you buy the majority of your light bulbs at this type of store?
                Importance of lamp / fixture attributes



                          7.6%            Purchase Price of
                                            Lamp/Fixture                      26.3%                       23.4%           47.0%



                                             Bulb Type the
                                         Lamp/Fixture Comes
                    12.3%        8.4%     with or Can Accept               21.7%                  21.3%           43.0%
                                         (incandescent, CFL,
                                             halogen, ect.)



                    12.9%        7.9%       Maximum Bulb                    22.7%                 17.4%       40.1%
                                              Wattage




56.8%   19.0%     37.8%                     Brand of Lamp                 6.6%




                 Q9: When shopping for table lamps, light fixtures or floor standing lamps, how
                 important are each of the following?
                 Base: All Respondents (n=1,000)
     Engagement of a sales representative & discussion of energy efficiency


            Spoke to Sales Person during most
                recent light bulb purchase




                                                                             Sales person
                                                                              mentioned
                                                                                                                                     62.7%
                                                                                energy
NO, 90.6%
                                                                              efficiency
                                                       Yes, 8.0%
                                                                              Respondent
                                                                              asked about
                                                                                                                        42.6%
                                                      Can't                     energy
                                                   Rem em ber,                 efficiency
                                                      1.4%


      Those ages 55+ are more likely to have
      spoken with a sales representative
      (11.6%) than are their younger
      counterparts (5.0% among those aged                                         Q10: Did the sales person mention energy efficiency to you?
      18 to 34)                                                                                 Base: Those who spoke to a sales rep (n=80)

                                                                                  Q11: Did you ask the sales person about energy efficiency?
Q9: The last time you went shopping for light bulbs, did you speak with a sales
                                                                                               Base: Those who spoke to a sales rep (n=80)
person?
Base: All Respondents (n=999)
Compact Fluorescent Light
         Bulbs
                  Awareness of CFLs and incidence of purchasing



               HEARD OF CFL LIGHT BULBS                                         PURCHASED CFL LIGHT BULBS




                                                   Yes, 96.2%

                                                                                                                      NO, 20.0%


                                                                       Yes, 80.0%
     NO, 3.8%




Q12: Before participating in this research, have you
                                                                Q13: In the past two years have you ever purchased any CFL light bulbs?
heard of compact fluorescent light bulbs (CFL’s)?
                                                                Base: Respondents who have heard of CFL light bulbs (n=962)
Base: All Respondents (n=1,000)
                          Types of CFL bulbs purchased

 Indoor bulbs                                                                        97.3%




Outside bulbs            11.8%




   Dimmable        5.6%                        Younger respondents (ages 18 to 34) are
                                               more likely to purchase dimmable CFLs
                                               than their older counterparts (ages 55+):
   Flood light     5.5%                        9.4% vs. 3.5%



    Bug Light     3.9%




  Don’t know     1.5%




       Other     2.0%



                            Q14: What types of CFL’s have you purchased within the last two years? (select
                            all that apply)
                            Base: Respondents who have bought CFL’s in the last 2 years (n=769)
  Cool Light (or white coloured) CFL bulbs are the most mentioned colour of
        CFL bulbs respondents have purchased in the last two years



   Cool Light (white colour)                                                              56.3%




Soft White (warm yellowish
                                                                              43.9%
          colour)




    Daylight (Bluish colour)                       18.5%




                Don’t know              7.9%




                               Q15: What colours of CFL’s have you purchased within the past two years?
                               (select all that apply)
                               Base: Respondents who have bought CFL’s in the last 2 years (n=769)
                                            Reasons for buying CFLs

                           Save money on my power bill                                                  64.7%
                                                                                          45.5%
                                                                                               53.5%
         Last longer (don’t have to change as often)                                   41.4%

                                Environmental benefits                                 43.7%
                                                                                   37.4%
                                                                             26.3%         Women are more likely than men to mention
                           Wanted to try the new bulbs                                     environmental reasons as their motivator when
                                                                             26.3%
                                                                     14.5%
                                                                                           first purchasing CFL bulbs (47.3% vs. 40.0%)
            SaskPower informing me of the benefits
                                                                  9.3%

                           Because I got a deal/on sale          10.1%                 Those ages 18-34 are more likely than their older
                                                              6.2%                     counterparts to indicate bulbs last longer (72.3% vs.
                                            Better light         9.9%                  49.4% of 34-55 and 40.4% of those 55+) and
                                                                  11.8%                because I got a deal/on sale (17.4% vs. 8.5% of 35-
Advertising from retailers, light bulb companies, etc.         8.6%                    55 and 5.2% of those 55+) as their primary motivator
                                                            3.6%                       when first buying CFL bulbs for the first time
                           Incentive (coupon or rebate)     4.3%
                                                             5.0%
                                                           2.7%
                                                                                       Respondents ages 18-34 are more likely than older
                                   Received a free bulb    2.7%                        demographic groups to indicate environmental
                                                                                       benefits as a reason to continue to buy CFL bulbs
                                                           2.0%
                   Energy efficiency / Lower wattage       2.0%                        (50.2% vs. 35.6% of those 35-54 and 28.9% of those
                                                                                       ages 55+)
                              No longer purchase CFLs
                                                           2.0%

                                                 Other     1.6%                                     Because I got a deal/on sale is more
         Initally Bought                                   2.5%                                     often noted by both those ages 18-34
         Continue to Buy                                   1.1%                                     (8.4%) and 35-54 (7.7%) than by those
                                            Don’t know                       26.4%                  55 and older (2.8%) as to why they
                                                                                                    continue to purchase CFLs
                                 Q16: What prompted you to buy CFL Bulbs in the first place
                                 Base: Respondents who have bought CFL’s in the last 2 years (n=769)
                                 Q17: Are there any other reasons why you continue to purchase CFL bulbs?
                                 Base: Respondents who have bought CFL’s in the last 2 years (n=769)
Incidence of purchasing EnergyStar® CFL’s



                                                NO, 3.5%
Don't Know ,
   45.9%


                                                                     Older aged CFL users (55+) are more likely
                                                                     than their younger counterparts to say that
                                                                     they don’t know whether the CFL bulbs
                                                                     purchased are Energy Star qualified
                                                                     (57.1% versus 42.1% of 18-34 year olds
                                                                     and 38.0% of those ages 35-54)
                                           Yes, 50.6%




               Q18: Were any of the CFL’s you purchased EnergyStar® qualified?
               Base: Respondents who have bought CFL’s in the last 2 years (n=769)
           Satisfaction with CFL bulbs


          5.3%             Overall                   25.3%                      30.8%               56.1%
                         Satisfaction



          6.2%             Bulb Life                         38.2%                      22.8%          61.0%




        5.4%           Reliability and                  32.6%                        27.2%            59.8%
                      Durability of Bulb



   9.6%                Colour of Light               26.0%                 21.1%            47.1%




             2.9%     Energy Savings                  27.6%                17.3%        44.9%




12.6%                    Brightness                 22.9%               19.4%        42.4%



        Q19: How satisfied are you with the CLF’s purchased in the following areas?
        Please use a scale from 1 to 7, where “1” is not at all satisfied and “7” is very
        satisfied.
        Base: Respondents who have bought CFL’s in the last 2 years (n=769)
                           Demographic differences between satisfaction attributes

                           Females (61.2%) tend to be more satisfied than males (51.0%).
Overall Satisfaction
                           Those with high school or less education are more likely to be satisfied (63.9%) than are those with a university degree (48. 8%).


                           Older respondents (aged 55+) tend to be more satisfied than their younger counterparts (those aged 18-34 and 35 to 54): 57.7%,
                           40.8%, 42.5% respectively.
   Colour of light
                           Less affluent respondents (household income of less than $30,000) tend to be more satisfied than those households earning ove r
                           $90,000 per year (62.2% vs ~30.5%)

    Brightness             Females (49.3%) tend to be more satisfied than males (35.4%).


                           Females (67.0%) tend to be more satisfied than males (52.6%).

Reliability / durability   Older respondents (aged 55+) tend to be more satisfied than their younger counterparts (those aged 18-34): 67.2% and 54.3%
                           respectively.

                           Satisfaction tends to decline with household income

                           Females (67.2%) tend to be more satisfied than males (54.7%).
       Bulb life
                           Those living in duplexes, apartments or townhouses tend to be more satisfied (77.5%) than those living houses or condominiums
                           (59.4%)

                           Younger respondents tend to be less satisfied (35.8%) than their older counterparts (47.6% among 35-54 year olds and 49.5%
                           among those aged 55+)
  Energy Savings
                           Less affluent respondents (household income of less than $30,000) tend to be more satisfied than those households earning over
                           $120,000 per year (54.1% vs 26.4%)
Likelihood of purchasing CFL bulbs in the future

                                                             88.8%



6.2%            21.3%                                                     67.5%



Don't know           Not At All Likely           Not Very Likely             Somewhat Likely                 Very Likely


 People aged 55+ are more likely to say not at all likely than are younger segments of the population (5.2%
 vs. 1.8% among 35 to 54 or 2.0% among 18 to 34)
 A greater percentage of those who have completed university are more likely to purchase CFL bulbs in the
 future (94.8%) than are those with high school or less education (84.9%)
 Respondents in the Saskatoon are more likely to purchase CFL bulbs in the future (93.7%) than are those in
 Regina (82.7%).
 Those with children under 18 in the household are more likely than those without children to say they are
 somewhat or very likely to buy CFL bulbs again (92.3% versus 87.5%)




                   Q20: How likely are you to buy CFL’s in the future?
                   Base:Respondents who have bought CFL’s in the last 2 years (n=769)
   Reasons for NOT purchasing CFLs in the future

 Don’t like the light colour / hurts eyes / headaches                               42.3%

                   Concerns about disposal / safety                      23.5%

                                      Too expensive                      22.1%

CFL would not work for the situation or would not fit                 18.5%

                         Don’t like the way they look              15.9%
   Don’t believe in the technology and performance
                                                                   15.1%
               outlined by manufactures

                               Issues with recycling              14.8%

                       Poor light / Not bright enough            11.5%

            Don’t know anything / much about them          6.1%

   Some one I know tried them and didn’t like them       3.6%

                       CFL not available in the store   1.0%

                                               Other      4.1%

                                         Don't Know            9.8%


                 Q21: Why are you not likely to purchase CFL’s in the future?
                 Base: Respondents who are not very or not at all likely to purchase CFLs (n=94)
Conclusions
                      Summary

• Overall, residents have an average of 37.55 light
  bulbs in their homes and another 6.94 outside their
  home (a total of 44.49 bulbs overall).
• Three out of four homes (75.3%) have at least one
  CFL bulb in their home
• Further, nearly one quarter (24%) of all the light
  bulbs in people’s home are in fact CFLs. However,
  incandescent bulbs continue to dominate
  Saskatchewan households (59% of all bulbs inside
  houses).
                                Summary (cont’d)
•   As anticipated, the room in which lights are left on the most is the kitchen /
    kitchen eating area (average of 5.3 hours / day)
•   The living room (3.5 hours / day) and den / study / family room (3.1 hours / day)
    are the next key areas drawing electricity in the form of light bulbs.
•   Rooms in which there is a comparatively high proportion of incandescent bulbs
    (and a higher number of bulbs in that room to begin with) include the bedrooms
    (68% incandescent), living room (62% incandescent) and hallways, stairs and
    entrance ways (64% incandescent). The first two areas are among the rooms in
    which lights are also on most often (living room and bed rooms).
     – These findings suggest targeted campaigns could be developed to encourage
       residents to phase out incandescent bulbs in these rooms.
     – This is especially effective in halls, stairs and entrance ways where people tend to
       simply “travel through” these areas as opposed to spend time there.
•   All areas of home exteriors have a high incidence of incandescent bulbs.
    Targeted campaigns could focus on converting bulb in fixtures attached to the
    home and within garages.
                    Summary (cont’d)
• Areas with lower penetration of CFL bulbs include:
  – Bathrooms (perhaps due to lighting preferences)
  – Dining rooms (perhaps due to existing fixtures)
  – Laundry and utility rooms (higher incidence of fluorescent
    tubes)
  – Basements (higher incidence of fluorescent tubes)
  – Storage areas (likely due to minimal use)
• These findings indicate that targeted campaigns
  can also be used to suggest areas where residents
  can replace their incandescent bulbs with CFLs.
                           Summary (cont’d)
• Key attributes when purchasing light bulbs include: bulb wattage (63%
  consider “important”), bulb type (64%), energy efficiency (52%), and
  purchase price (46%). Light colour (34%), bulb appearance (12%) and
  brand of bulb (9%) are far less important to consumers.
• Virtually all light bulbs are purchased at big box retailers (46%),
  hardware stores (36%) and grocery stores (15%) – a total of 97%.
• Convenience (56%) and price (42%) are the primary cause for buying
  bulbs at these locations.
    – This points out that although consumers name price as less important than
      other factors, it is in fact paramount to purchase decisions for many
      shoppers.
• A large majority of consumers (92%) did not engage with a sales
  representative when purchasing their most recent bulbs, suggesting that
  shoppers are really left to their own discretions when shopping for these
  items. This stresses the importance of point of purchase information in
  addition to supplemental information from various sources (such as
  SaskPower) convening the benefits of CFL bulbs over incandescent
  bulbs.
                        Summary (cont’d)
• Overall satisfaction with CFL bulbs is generally high (56%
  rated their satisfaction a 6 or 7 out of 7).
• Areas of greatest satisfaction include bulb life (61%) and
  reliability / durability (60%).
• Satisfaction is slightly lower for light colour (47%), perceived
  energy savings (45%) and brightness (42%).
   – Weaker satisfaction with energy savings may be due to the fact that
     it is difficult to measure real savings, given that the price and
     consumption of electricity varies throughout the year (and generally
     go unnoticed by consumers – what is focused on the most is the
     bottom line of the bill).
• Perhaps most telling however, nearly nine in ten (89%) are
  very or somewhat likely to purchase CFL bulbs again in the
  future.
                             Implications
• Overall the results illustrate that the penetration of CLF
  bulbs in Saskatchewan households is strong:
   – An impressive 75.3% of households have at least one CFL bulb in
     their home
   – Further, results show nearly one quarter (24%) of all the light bulbs in
     people’s home are in fact CFLs.
   – Nearly nine in ten (89%) of those who have purchased a CFL bulb,
     are very or somewhat likely to purchase more in the future
• These findings suggest the penetration of CFL bulbs is
  progressing and Saskatchewan residents have high
  intentions of phasing out their incandescent bulbs.
• Through ongoing tracking, the true migration rate can be
  measured.

				
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