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Minnesota Valley Prepaid Meter
Study Consumer Survey
June, 2014
NRECA MARKET RESEARCH
SERVICES
NRECA MARKET RESEARCH SERVICES
Methodology A combination of telephone and on-line surveys were conducted with
co-op members between June 6 and 12 of 2014 across 4 co-ops that
offer prepaid meter programs.
Data was collected for members who participate in the prepay program
as well as those who do not participate in prepay.
A total of 361 surveys were completed with prepay program members,
279 phone and 82 on-line.
A total of 316 surveys were completed with non-prepay members, 271
phone and 45 on-line.
NRECA MARKET RESEARCH SERVICES
Conclusions Participants in the prepay program are generally well satisfied
High overall satisfaction with Minnesota Valley
While ratings are not as high as those of the control group (9.39), a mean score of 8.59
out of a maximum 10 is a strong score,
More impressive to consider is that many enrolled in program after experiencing troubles
paying their electricity bill, which can often sour relationship with creditor
Participants’ ratings of Minnesota Valley across range of attributes very similar to
that of the control group
7 of 10 respondents list being able to better track and manage their
electric bill as reason for enrolling
Overall satisfaction with Minnesota Valley’s prepay program is very high
with 9 of 10 rating it good or excellent
Nearly ALL (96%) participants would sign up for program again if given the choice
8 of 10 look at Minnesota Valley more favorably since enrolling in program
NRECA MARKET RESEARCH SERVICES
Conclusions Consistent with views heard during in person interviews, participants
value the program for the control it gives them over their household
finances
9 of 10 report the program has made it easier to manage their electric bill so it fits
their budget (95%) and that participation has helped them better understand what
factors impact the size of their electric bill (82%)
7 of 10 (71%) report they waste a lot less electricity since enrolling in
the program
59% indicate their electric costs are noticeably lower under the
program
6 of 10 report they have taken steps to improve their home’s energy
efficiency since enrolling in the prepay program
Over half do not find it inconvenient to monitor their account
Overall Satisfaction With Minnesota
Valley
NRECA MARKET RESEARCH SERVICES
2%
16%
19%
63%
8%
3%
23%
13%
53%
10%
8%
15%
27%
41%
9%
14%
23%
13%
41%
1-5 Not Satisfied
6-7
8
9
10 - Very Satisfied
Total Participants (mean=8.35)
Minnesota Valley Participants (mean=8.59)
Total Non-Participants (mean=8.81)
Minnesota Valley Non-Participants (mean=9.39)
Using a 10-point scale where 1 is “very dissatisfied” and 10 is “very satisfied,” how satisfied overall would you say you are with Minnesota Valley?
Performance Attributes Mean Ratings Graphed Based on a 5-Point Scale: 1 = Very Poor; 5 = Excellent
NRECA MARKET RESEARCH SERVICES
4.47
4.80
4.56
4.78
4.74
4.57
4.19
4.70
4.36
4.56
4.46
4.26
4.19
4.94
4.67
4.62
4.42
4.32
4.14
4.67
4.46
4.42
4.46
4.23
Delivering good value for the money
Friendly, courteous employees
Resolving issues or problems
Easy to reach
Environmental concern
Best interests at heart
Total Participants Minnesota Valley Participants Total Non-Participants Minnesota Valley Non-Participants
On a 5-point scale where 1 means “very poor” and 5 means “excellent,” how would you rate Minnesota Valley on the following:
Performance Attributes Mean Ratings Graphed Based on a 5-Point Scale: 1 = Very Poor; 5 = Excellent
NRECA MARKET RESEARCH SERVICES
4.51
4.79
4.71
4.51
4.80
4.21
4.29
4.51
4.36
4.42
4.50
4.00
4.43
4.82
4.62
4.74
4.01
4.33
4.57
4.45
4.47
4.18
Communicating, keeping members
informed
Minimizing outages
Restoring power quickly
Providing accurate, understandable bills
Having convenient payment options
Helping members be more efficient
Total Participants Minnesota Valley Participants Total Non-Participants Minnesota Valley Non-Participants
On a 5-point scale where 1 means “very poor” and 5 means “excellent,” how would you rate Minnesota Valley on the following:
Prepaid Meter Program
NRECA MARKET RESEARCH SERVICES
Overall Evaluation of Prepaid Meter
Program
NRECA MARKET RESEARCH SERVICES
2%
2%
8%
19%
69%
10%
24%
66%
0% 10% 20% 30% 40% 50% 60% 70% 80%
1 - Very Poor
2
3
4
5 - Excellent
Minnesota Valley (mean=4.55)
Total (mean=4.51)
On a 5-point scale where 1 means “very poor” and 5 is “excellent,” overall how would you rate the prepaid meter program?
Length of Participation
NRECA MARKET RESEARCH SERVICES
40%
24%
15%
21%
39%
44%
6%
11%
2 years or more
Over 1 year, less than 2
years
Over 6 months, less
than 1 year
Less than 6 months
Minnesota Valley
Total
For about how long have you been participating in the prepaid meter program?
Reasons Chose to Participate Multiple Responses Possible
NRECA MARKET RESEARCH SERVICES
11%
16%
26%
33%
42%
52%
56%
7%
17%
39%
38%
38%
49%
72%
Other
Seasonal / weekend home
Avoid being disconnected
Reduce amount of
electricity used/wasted
Avoid paying large security
deposit
Don't have big surprises
Be better able to track,
manage electric bill
Minnesota Valley
Total
Which of the following were the main reasons why you chose to participate in the prepaid meter program?
Experiences with Prepay Mean Ratings Graphed Based on a 5-Point Scale:
1 = Completely Disagree; 5 = Completely Agree
NRECA MARKET RESEARCH SERVICES
83%
87%
10%
7%
93%
94%
Total
MinnesotaValley
It is easy to track account and make sure that I have enough in the account
Rate your level of agreement with the following statements using a 5-point scale where a 1 means you “completely disagree” with the statement and a 5
means you “completely agree.”
Mean
4.79
4.81
4.75
4.36
4.72
4.57
4.62
4.40
78%
91%
13%
4%
91%
95%
Total
MinnesotaValley
Program has made it easier to manage electric bill so that it fits my budget
83%
90%
7%
6%
90%
96%
Total
MinnesotaValley
Given the choice, I would sign up for program again 5 Rating 4 Rating
73%
71%
12%
11%
85%
82%
Total
MinnesotaValley
Participation has given me a better understanding of factors impacting size of electric bill
Experiences with Prepay Mean Ratings Graphed Based on a 5-Point Scale:
1 = Completely Disagree; 5 = Completely Agree
NRECA MARKET RESEARCH SERVICES
65%
68%
13%
15%
78%
83%
Total
MinnesotaValley
Since joining, my view of my Minnesota Valley is more favorable
Rate your level of agreement with the following statements using a 5-point scale where a 1 means you “completely disagree” with the statement and a 5
means you “completely agree.”
Mean
4.43
4.05
3.62
3.01
4.26
4.12
3.96
2.75
60%
45%
16%
26%
76%
71%
Total
MinnesotaValley
Since enrolling, I waste a lot less electricity 5 Rating 4 Rating
57%
32%
12%
27%
69%
59%
Total
MinnesotaValley
My electric costs are noticeably lower than they were before the program
30%
41%
9%
7%
39%
48%
Total
MinnesotaValley
It is inconvenient to have to continually monitor my account
Methods Used to Monitor Balance Multiple Responses Possible
NRECA MARKET RESEARCH SERVICES
8%
9%
15%
26%
34%
50%
6%
12%
14%
43%
15%
53%
Dial into co-op phone
system
Co-op website
Smart phone app
E-mails from co-op
Text messages from co-op
In-home device
Minnesota Valley
Total
Which of the following methods do you use to monitor your balance?
Not asked of one cooperative where prepaid is done only through
meter and in home smart card device
How Frequently Put Money in
Account
NRECA MARKET RESEARCH SERVICES
6%
23%
7%
31%
25%
5%
10%
34%
9%
31%
13%
Every couple months
Once a month
Once every three
weeks
Once every two weeks
Once a week
More frequently than
once a week
Minnesota Valley
Total
About how often do your put money in you account?
Energy Efficiency Steps
NRECA MARKET RESEARCH SERVICES
60% 60%
40% 40%
Total Minn Valley
Have Taken Steps to Improve
Energy Efficiency of Home
Yes
No
Since enrolling in the program, have you taken any steps to improve the energy efficiency of your home? If yes, which of the following steps have you
taken?
9%
4%
12%
14%
22%
25%
35%
40%
51%
26%
8%
8%
20%
26%
12%
28%
44%
42%
Other
Changed usage habits
Consulted electric
company
Unplug/turn off unused
items
Replaced windows
Increased insulation
Weather stripping
Replaced old appliances
Replaced incandescent
bulbs with CFL/LED
Energy Efficiency Steps Taken
Minnesota Valley
Total
Disconnection
NRECA MARKET RESEARCH SERVICES
4%
6%
16%
11%
60%
3%
2%
9%
86%
Over 5
4 - 5
2 - 3
1
0/Never
How Often Disconnected Because
Balance Went to Zero
Minnesota Valley
Total
Since enrolling in the program about how many times have you been disconnected because your balance went to zero? If you were disconnected, how long
before you were reconnected?
32%
20%
37%
53%
47%
Over 30
minutes
16 - 30
minutes
15 minutes
or less
How Long Before Reconnection*
* Not asked of one cooperative where prepaid is done only
through meter and in home smart card device
Evaluation of Aspects of Program Mean Ratings Graphed Based on a 5-Point Scale: 1 = Very Poor; 5 = Excellent
NRECA MARKET RESEARCH SERVICES
4.60
4.57
4.74
4.46
4.54
4.74
4.66
4.73
4.78
4.78
Making it easy to reload account
Giving ample warning when account
getting low
Restoring service quickly after funds
put in account*
Having someone available for questions
or issues with program
Being helpful when encounter issues
with program
Minnesota Valley
Total
How would you rate the prepaid meter program for the following? Use a scale from 1 to 5 where 1 is “very poor” and 5 is “excellent.”
* Not asked of one cooperative where prepaid is done only through meter and in
home smart card device
Respondent Demographics
NRECA MARKET RESEARCH SERVICES
Member Information:
Residence
NRECA MARKET RESEARCH SERVICES
72%
5%
19%
5%
71%
4%
7%
12%
74%
11%
15%
45%
15%
5%
35%
Single family home
Apartment/ Condo
Townhouse/ Row house
Manufactured/ mobilehome
Dwelling Type
Total Participants
Minnesota ValleyParticipants
Total Non-Participants
Minnesota Valley Non-Participants
99%
1%
85%
16%
97%
3%
94%
7%
Primary home
Secondary home
Year Round or Seasonal Home
What type of home is it? Is the home that is served by Minnesota Valley your primary residence in which you live year round or a secondary, vacation or
weekend home? Do you own or rent your home?
85%
15%
83%
17%
74%
26%
54%
46%
Own
Rent
Own/Rent Home
Member Information:
Age
NRECA MARKET RESEARCH SERVICES
19%
22%
19%
11%
29%
32%
29%
15%
11%
14%
24%
15%
23%
29%
9%
10%
15%
22%
21%
32%
65 or older
55 to 64
45 to 54
35 to 44
Under 35
Total Participants
Minnesota Valley Participants
Total Non-Participants
Minnesota Valley Non-Participants
Into which category does your age fall?
Member Information:
Employment
NRECA MARKET RESEARCH SERVICES
19%
7%
9%
66%
3%
41%
3%
7%
47%
6%
22%
13%
58%
15%
19%
9%
6%
49%
2%
Not employed
Retired
At home full time family care
giver
Work part-time
Work full-time
Active duty military
Total Participants
Minnesota Valley Participants
Total Non-Participants
Minnesota Valley Non-Participants
Are you currently active duty military? If not, what is your current employment status?
Member Information:
Household Income
NRECA MARKET RESEARCH SERVICES
17%
32%
17%
18%
16%
11%
24%
18%
30%
18%
2%
27%
7%
43%
21%
2%
8%
16%
31%
43%
$100,000 or more
$75,000 to less than $100,000
$50,000 to less than $75,000
$25,000 to less than $50,000
Under $25,000
Total Participants
Minnesota Valley Participants
Total Non-Participants
Minnesota Valley Non-Participants
In which of the following groups does your total household income (from all sources) fall, before taxes?