Chart 1 / MD PSC / 2002 Survey of Residential and Commercial …167.102.231.189/wp-content/uploads/ConsumerChoice2002p.pdf · 2018. 3. 23. · 3.7% 2002 [Among Residential Con sumers:

O Research Design:

P Systematic telephone survey

P 508 residen tial consume rs

P 200 commercial consumers

P Random digit dial (RDD) probabilistic sample for residential households

– Adult decision-maker

P Random probabilistic sample of businesses in Maryland with at least 10 employees

– Business decision-maker

O Purpose

P Evaluate the impact of advertising and media exposure on consumers’ awareness of electric powersupplier competition in Maryland.

P Determine consumers’ knowledge of the electric power industry and the impact of deregulation.

P Measure consumers’ preferences for obtaining information on electric competition in Maryland.

P Evaluate changes in consumer perspectives, attitudes and media exposure over time.

O Survey Administration

P CATI telephone interviews conducted September 9-20, 2002

P All interviews co nducted by paid, trained and p rofessionally su pervised interv iewers

Chart 1 / MD PSC / 2002 Survey of Residential and Commercial Customers

7.4%

9.1%

18.8%

38.2%

36.6%

9.4%

1.8%

9.3%

5.5%

6.5%

73.0%

Other

MD electric deregulation

MD electric competition

Electric deregulation

California situation

Nothing

0.0% 25.0% 50.0% 75.0% 100.0%

2002 2001

Residential Consumers

Source: RKM Research and Communications, Inc.

[Among all respondents | TOTAL MENTIONED]

What do you recall hearing or seeing in the news about the supply of electricity in the past 6 months?


5.5%

19.9%

28.4%

43.3%

22.9%

8.5%

8.5%

12.0%

6.5%

19.0%

57.5%

Other

MD electric deregulation

MD electric competition

Electric deregulation

California situation

Nothing

0.0% 25.0% 50.0% 75.0% 100.0%

2002 2001

Commercial Consumers

34.4%

9.4%

26.0%

34.3%

17.1%

32.2%

14.4%

9.3%

1999 2000 2001 2002 .

0.0%

25.0%

50.0%

75.0%

100.0%

Nothing A great deal



[Among all respondents: compared over time]

How much have you heard about electric competition in Maryland?


25.5%

9.8%13.9%

23.5%

32.0%34.6%

23.4%

13.5%

1999 2000 2001 2002 .

0.0%

25.0%

50.0%

75.0%

100.0%

Nothing A great deal


6.1%

4.3%

7.6%

8.6%

16.6%

8.6%

27.3%

11.0%

15.6%

4.5%

4.5%

15.9%

15.0%

11.4%

43.1%

14.4%

Other

Friend/family

Newspaper article

TV news

Current utility

Radio ad

Newspaper ad

TV commercial

0.0% 25.0% 50.0% 75.0% 100.0%

2002 2001



[Among all respondents: compared over time | TOTAL MENTIONED]

Where did you hear about electric competition in Maryland?


31.8%

4.6%

2.3%

1.7%

14.5%

17.3%

41.6%

15.6%

25.7%

4.6%

10.5%

15.7%

8.5%

17.0%

44.4%

17.0%

Other

Friend/family

Newspaper article

TV news

Current utility

Radio ad

Newspaper ad

TV commercial

0.0% 25.0% 50.0% 75.0% 100.0%

2002 2001


14.5% 15.1%

22.4% 24.0%

70.5%

58.1%54.2% 54.5%

1999 2000 2001 2002 .

0.0%

25.0%

50.0%

75.0%

100.0%

Bad idea Good idea




View toward electric competition in Maryland?


15.6%12.5%

21.9%19.7%

66.1%62.2%

47.0%

61.0%

1999 2000 2001 2002 .

0.0%

25.0%

50.0%

75.0%

100.0%

Bad idea Good idea



Have you seen any type of advertising about electric competition in Maryland?



80.5%

53.2%

46.5%

2000 2001 2002

0.0%

25.0%

50.0%

75.0%

100.0%

Commercial Consumers - Percent "Yes"

66.7%

46.8%

31.9%

2000 2001 2002

0.0%

25.0%

50.0%

75.0%

100.0%

Residential Consumers - Percent "Yes"


Have you heard any news stories about electric competition?



52.7%

41.8%45.0%

2000 2001 2002

0.0%

25.0%

50.0%

75.0%

100.0%


40.1% 38.9%

23.8%

2000 2001 2002

0.0%

25.0%

50.0%

75.0%

100.0%



Have you or family member received a consumer guide from MD PSC?



19.5%

10.4% 11.5%

2000 2001 2002

0.0%

25.0%

50.0%

75.0%

100.0%


8.9% 9.4%6.7%

2000 2001 2002

0.0%

25.0%

50.0%

75.0%

100.0%


Yes

27.3%

No69.4%

Unsure

3.3%

2001

Yes

19.9%

No

76.0%

Unsure4.1%

2002

[Among Residential Consumers: compared over time]

Awareness of electric competition website?



Yes

25.9%

No

69.1%

Unsure

5.0%

2001

Yes

17.5%

No

79.0%

Unsure

3.5%

2002

[Among Commercial Consumers: compared over time]

Awareness of electric competition website ?



Definitely would

28.3%

Probably would29.7%

Probably not13.3%

Definitely not

27.0%

Unsure

1.6%

2001

Definitely would31.9%

Probably would

30.3%

Probably not13.6%

Definitely not

20.5%

Unsure3.7%

2002


Likely future use of electric competition website ( . .. if you wanted more information about electric competition) ?



Definitely would

39.8%

Probably would

37.8%

Probably not11.9%

Definitely not

5.5%

Unsure5.0%

2001


Probably would40.5%

Probably not19.0%

Definitely not10.5%

Unsure4.5%

2002


Likely future use of electric competitin website ( .. . if you wanted more information about electric competition) ?



Yes

18.5%

No

80.2%

Unsure

1.3%

2001

Yes

12.6%

No

84.8%

Unsure

2.6%

2002


Awareness of electric competition answer center?



Yes17.4%

No80.1%

Unsure2.5%

2001

Yes6.0%

No90.0%

Unsure4.0%

2002


Awareness of electric competition answer center?



Definitely would19.8%Probably would

39.9%

Probably not19.9%

Definitely not16.0%

Unsure4.4%

2001


Probably would41.5%

Probably not24.4%

Definitely not7.5%

Unsure5.5%

2002


Likely future use of electric competition answer center ( . . if you wanted more info about electric competition) ?




Probably would40.8%

Probably not24.4%

Definitely not7.0%

Unsure3.0%

2001


Probably would43.0%

Probably not22.5%

Definitely not11.5%

Unsure4.5%

2002


Likely future use of electric competition answer center ( . . if you wanted more info about electric competition) ?



23.2%

7.9%

6.2%

3.3%

1.0%

1.0%

17.3%

15.2%

33.6%

Unsure

Other

Friend/Family

Radio

Community org.

Business org.

Newspaper

Current utility

Internet

0.0% 25.0% 50.0% 75.0% 100.0%

2001


[Among Residential Consumers: compared over time | TOTAL MENTIONED

If you wanted more information about electric competition, where would you look?


6.7%

4.1%

6.6%

4.7%

1.8%

3.1%

24.0%

13.2%

22.4%

Unsure

Other

Friend/Family

Radio

Community org.

Business org.

Newspaper

Current utility

Internet

0.0% 25.0% 50.0% 75.0% 100.0%

2002

15.4%

13.0%

1.5%

2.5%

3.5%

5.0%

8.0%

10.4%

46.8%

Unsure

Other

Friend/Family

Radio

Community org.

Business org.

Newspaper

Current utility

Internet

0.0% 25.0% 50.0% 75.0% 100.0%

2001


[Among Commercial Consumers: compared over time | TOTAL MENTIONED]

If you wanted more information about electric competition, where would you look?


8.0%

1.5%

1.0%

1.0%

4.0%

3.0%

15.5%

14.0%

22.0%

Unsure

Other

Friend/Family

Radio

Community org.

Business org.

Newspaper

Current utility

Internet

0.0% 25.0% 50.0% 75.0% 100.0%

2002

Very clear

7.6%

Somewhat clear

37.7%

Not clear

49.3%

Unsure

5.4%

2001

Very clear

15.2%

Somewhat clear

26.6%

Not clear

48.2%

Unsure

10.0%

2002


How well do you understand the current status of electric competition in Maryland?



Very clear

11.4%

Somewhat clear

51.3%

Not clear

35.3%

Unsure2.0%

2001

Very clear

21.0%

Somewhat clear32.0%

Not clear39.0%

Unsure8.0%

2002


How well do you understand the current status of electric competition in Maryland?



17.5%19.5%

21.9%25.0%

49.0%

43.4%

28.4%

35.5%

1999 2000 2001 2002 .

0.0%

25.0%

50.0%

75.0%

100.0%

Not interested Very interested




Interest in being able to choose an electric supplier?


20.7%

26.3%

32.8%

26.8%

45.7%

33.6%

20.1%

38.0%

1999 2000 2001 2002 .

0.0%

25.0%

50.0%

75.0%

100.0%

Not interested Very interested


Full regulated

15.6%

Transition period

25.2%

Fully competitive

7.5%

Unsure

51.7%


Full regulated

11.5%

Transition period

29.0%

Fully competitive

19.0%

Unsure

40.5%


[Among all respondents]

Status of electric competition in Maryland?



Very

2.6%

Some what kno wledge able

22.8%

Not very

65.0%

No answer

9.6%


Very

2.0%

Some what kno wledge able

20.0%

Not very

59.0%

No answer

19.0%



Knowledge of the end of the standard service offer?



14.0%

9.6%

3.9%

5.9%

14.8%

10.6%

22.0%

19.1%

No preference

Standard

Non-competitive

Generic

Default

Basic

Backup

Automatic

0.0% 25.0% 50.0% 75.0% 100.0%




Best term to describe service available to consumers who do not choose a supplier?


26.0%

14.5%

4.0%

8.0%

15.0%

6.0%

12.0%

14.5%

No preference

Standard

Non-competitive

Generic

Default

Basic

Backup

Automatic

0.0% 25.0% 50.0% 75.0% 100.0%


Very important

77.7%

Somewhat important13.8%

Not important

5.7%

Unsure

2.8%


Very important

48.0%

Somewhat important

33.0%

Not important9.0%

Unsure10.0%



Importance of being kept informed about the status of electric competition over the next 3 years?



36.0%

30.2%

38.8%41.0%

13.0%

26.3%

8.0%5.5%

1999 2000 2001 2002 .

0.0%

25.0%

50.0%

75.0%

100.0%

Not very knowledgeable Very knowledgeable




Self-reported knowledge of electric industry?


38.5%36.6%

45.5%43.1%

16.3%

11.8%7.7%

10.2%

1999 2000 2001 2002 .

0.0%

25.0%

50.0%

75.0%

100.0%

Not very kn owledge able Very know ledgeable


50.5%

36.8%

17.1%

23.5%

9.5%

12.9%

6.3%

17.0%

40.0%

50.2%

76.6%

59.5%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%

Correct Incorrect Unsure



The cost to transmit electricity will continue to be regulated by the PSC? (Correct Answer: Yes)



52.4%

44.8%

30.1%

28.8%

10.6%

14.8%

8.9%

9.9%

37.0%

40.4%

61.0%

61.3%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%



39.5%

29.4%

22.0%

36.0%

45.0%

49.3%

47.8%

28.5%

15.5%

21.4%

30.2%

35.5%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%




Customers could receive more than 1 bill per month? (Correct Answer Residential: No / Commercial: Yes)



35.4%

25.9%

12.3%

34.9%

15.7%

16.6%

10.1%

29.1%

48.8%

57.5%

77.6%

36.0%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%



36.5%

40.3%

13.7%

20.0%

34.5%

19.9%

23.9%

37.0%

29.0%

39.8%

62.4%

43.0%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%




New electric power suppliers are responsible for repairs following an outage? (Correct Answer: No)



34.1%

37.2%

13.7%

25.2%

44.9%

34.4%

36.6%

48.6%

21.1%

28.3%

49.7%

26.1%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%



30.5%

33.3%

27.8%

17.5%

47.0%

44.3%

48.3%

62.0%

22.5%

22.4%

23.9%

20.5%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%




Customers must notify the current utility to switch to a new supplier? (Correct Answer: No)



26.0%

30.0%

31.0%

19.1%

55.7%

49.6%

52.6%

60.0%

18.3%

20.4%

16.5%

20.9%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%



31.0%

41.3%

21.5%

19.0%

37.0%

40.3%

42.9%

61.5%

32.0%

18.4%

35.6%

19.5%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%




If a new supplier is not chosen, customers are placed in default service? (Correct Answer: Yes)



43.5%

42.8%

31.0%

32.3%

31.7%

37.7%

53.5%

46.7%

24.8%

19.4%

15.5%

21.0%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%



37.5%

50.7%

27.8%

24.5%

9.0%

11.4%

15.1%

10.0%

53.5%

37.8%

57.1%

65.5%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%




Once in default service, customer can switch to a new supplier? (Correct Answer: Yes)



39.8%

45.3%

41.3%

32.3%

8.3%

14.2%

14.4%

13.7%

51.9%

40.5%

44.4%

54.0%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%



43.0%

34.3%

29.8%

15.0%

13.0%

15.9%

13.7%

29.0%

44.0%

49.8%

56.6%

56.0%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%


CommercialC onsumers


There will be fewer regulations allowing suppliers to turn power off to customers? (Correct Answer: No)



50.8%

24.5%

24.2%

31.2%

26.6%

22.9%

17.3%

29.7%

22.6%

52.6%

58.4%

39.1%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%



34.0%

23.4%

20.0%

9.0%

8.5%

13.0%

20.0%

29.5%

57.5%

63.7%

60.0%

61.5%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%




After service ends, who do you call if electricity goes out? (Correct Answer: Current Utility)



32.1%

19.6%

12.9%

10.3%

13.4%

15.8%

15.5%

21.0%

54.5%

64.6%

71.7%

68.7%

2002

2001

2000

1999

0.0% 25.0% 50.0% 75.0% 100.0%



Yes41.5%

No10.2%

Unsure

48.2%


Yes47.5%

No4.0%

Unsure48.5%



The change from standard to competitive service will happen at different times? (Correct Answer: Yes)



Yes

47.0%

No

9.6%

Unsure

43.3%


Yes

56.0%

No

8.5%

Unsure

35.5%



If a supplier goes out of business, the customer is switched to default service? (Correct Answer: Yes)




Total Knowledge Index (Based on 10 Knowledge Questions):



5.3%

8.3%

15.0%

19.5%

19.3%

15.6%

8.5%

5.5%

2.0%

0.8%

0.4%

0

1

2

3

4

5

6

7

8

9

10

0.0% 25.0% 50.0% 75.0% 100.0%

(Avg Correct = 3.68)


9.0%

8.0%

12.0%

13.0%

12.5%

18.5%

12.0%

10.0%

3.0%

2.0%

0.0%

0

1

2

3

4

5

6

7

8

9

10

0.0% 25.0% 50.0% 75.0% 100.0%

(Avg Correct = 3.98)



Revised Knowledge Index (Based on 8 knowledge questions asked each year):



3.61

4.02

3.03 2.94

1999 2000 2001 2002

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

Commercial Consumers - Avg. Number Correct

3.27

3.97

3.22

2.79

1999 2000 2001 2002

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

Residential Consumers - Avg. Number Correct

24.6%

21.4%

11.7%

47.8%

47.9%

58.7%

13.2%

19.1%

17.2%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

More reliable Same Less reliable



How reliable will electric service be after standard service ends?



24.5%

25.9%

19.5%

47.0%

49.8%

61.5%

11.5%

8.5%

9.3%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

More reliable Same Less reliable


28.3%

21.1%

13.3%

43.5%

54.4%

57.6%

11.8%

13.3%

14.4%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

Faster Same Slower



How will responsiveness to emergencies change after standard service ends?



25.0%

18.9%

16.6%

44.5%

58.7%

57.1%

12.5%

8.5%

15.6%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

Faster Same Slower


31.1%

24.1%

14.5%

42.1%

53.9%

50.7%

7.3%

8.2%

17.9%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

More Same Fewer



How will consumer protections change after standard service ends?



27.5%

16.7%

15.6%

36.0%

57.0%

55.1%

15.5%

7.9%

18.5%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

More Same Fewer


37.2%

30.3%

21.9%

36.6%

44.3%

48.2%

13.0%

9.6%

15.8%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

More Same Less



How likely is the current utility to respond to service requests?



29.0%

28.4%

21.0%

41.5%

45.3%

56.1%

16.0%

11.4%

12.2%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

More Same Less


19.5%

15.2%

39.2%

50.2%

29.5%

18.9%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

Better Same Worse



Will problems associated with generating enough electricity for consumers get better or worse?



19.0%

18.9%

40.5%

50.8%

25.5%

13.9%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

Better Same Worse


20.1%

11.5%

45.5%

54.9%

19.5%

13.3%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

Better Same Worse



Will problems with the transmission system get better or worse?



25.5%

17.4%

38.5%

56.7%

17.5%

6.0%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

Better Same Worse


45.3%

37.1%

20.7%

20.3%

23.4%

24.9%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

Lower Same Higher



How will competitive market forces affect the price you pay for electricity?



30.5%

25.9%

16.0%

24.4%

38.5%

32.8%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

Lower Same Higher


12.6%

7.7%

17.1%

14.8%

52.0%

51.6%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

Not concerned Not enough in future Not enough now



View on the number of electric power suppliers?



4.0%

7.5%

15.0%

9.0%

65.0%

61.6%

2002

2001

2000

0.0% 25.0% 50.0% 75.0% 100.0%

Not concerned Not enoug h in future Not enough now


Decide today

3.9%

More info

10.4%A lot more info

56.5%

Not thought about

27.6%

Refused

1.6%


Decide today

6.5%

More info

15.5%A lot more info

47.0%

Not thought about

26.5%

Refused

4.5%



How well prepared to make an informed decision on choice of power supplier?



[Among residential customers only]

Exposure to paid and earned media increases awareness of electric competition:



31.1

43.3

16.1

45.3

57.7

54.5

59.8

54.7

11.2

2.2

24.1

0.0

Not see PR

See PR

Not see Ads

See Ads

0.0 25.0 50.0 75.0 100.0

A great deal A little Nothing

2000

3.4

28.1

0.3

28.4

53.0

67.8

53.8

62.3

43.7

4.1

45.9

9.3

Not see PR

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Not see Ads

See Ads

0.0 25.0 50.0 75.0 100.0


2002

[Among commercial customers only]

Exposure to paid and earned media increases awareness of electric competition:



29.9

38.9

32.5

45.2

59.8

51.9

62.5

48.9

10.3

9.3

5.0

5.9

Not see PR

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Not see Ads

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0.0 25.0 50.0 75.0 100.0


2000

9.1

18.9

1.9

26.9

57.3

70.0

65.4

60.2

33.6

11.1

32.7

12.9

Not see PR

See PR

Not see Ads

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0.0 25.0 50.0 75.0 100.0


2002

[Among residential customers only | 2002 results only]

Exposure to paid and earned media increases awareness of specific campaign tools:



18.3

24.5

16.5

27.2

Percent "Aware of Website"

Not see PR

See PR

Not see Ads

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0.0 10.0 20.0 30.0 40.0 50.0

Website

10.6

19.0

9.5

19.1

Percent "Aware of Answer Center"

Not see PR

See PR

Not see Ads

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0.0 10.0 20.0 30.0 40.0 50.0

Answer Center

[Among commercial customers only | 2002 results only]

Exposure to paid and earned media increases awareness of specific campaign tools:



10.9

25.6

10.3

25.8

Percent "Aware of Website"

Not see PR

See PR

Not see Ads

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0.0 10.0 20.0 30.0 40.0 50.0

Website

8.9

3.6

0.0

12.9

Percent "Aware of Answer Center"

Not see PR

See PR

Not see Ads

See Ads

0.0 10.0 20.0 30.0 40.0 50.0

Answer Center

[Among residential customers only]

Exposure to paid and earned media increases the likelihood that customers will obtain a copy of the guide:



6.0

13.5

6.2

12.5

Percent "Obtained copy of the Guide"

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0.0 10.0 20.0 30.0 40.0 50.0

2000

4.7

13.2

3.2

14.2


Not see PR

See PR

Not see Ads

See Ads

0.0 10.0 20.0 30.0 40.0 50.0

2002

[Among commercial customers only]

Exposure to paid and earned media increases the likelihood that customers will obtain a copy of the guide:



16.5

22.2

12.5

21.2


Not see PR

See PR

Not see Ads

See Ads

0.0 10.0 20.0 30.0 40.0 50.0

2000

13.6

8.9

2.2

22.6


Not see PR

See PR

Not see Ads

See Ads

0.0 10.0 20.0 30.0 40.0 50.0

2002


4.13

5.54

Average Number Correct

Not obtain guide

Obtained guide

0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00

2000


[Revised knowledge index (1-8 scale) | among residential customers only]

3.57

5.24


Not obtain guide

Obtained guide

0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00

2002

Use of the consumer guide increases real knowledge regarding the details of electric competition:


4.22

5.30


Not obtain guide

Obtained guide

0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00

2000


[Revised knowledge index (1-8 scale) | among commercial customers only]

3.81

5.26


Not obtain guide

Obtained guide

0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00

2002

Use of the consumer guide increases real knowledge regarding the details of electric competition:

Documents

Chart 1 / MD PSC / 2002 Survey of Residential and Commercial …167.102.231.189/wp-content/uploads/ConsumerChoice2002p.pdf · 2018. 3. 23. · 3.7% 2002 [Among Residential Con sumers: