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Residential Lighting Inventory Study

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

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Residential Lighting Inventory Study

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  1. Residential Lighting Inventory Study Prepared by Insightrix Research Inc. July 22nd, 2008

  2. Background & Methodology

  3. 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.

  4. 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.

  5. 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).

  6. 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

  7. 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.

  8. Regional Distribution of Interviews North Sk (n=248) Central Sk (n=168) Saskatoon (n=140) Regina (n=199) South Sk (n=245)

  9. Detailed Findings - Lighting Inventory

  10. Light Usage

  11. 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)

  12. 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)

  13. 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)

  14. Incidence of each room in home* *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)

  15. Average number of interior light bulbs AVERAGE (all rooms): 37.55 • Lights controlled by Dimmers: (all rooms: 2.87) • Incandescent: 1.75 • CFLs: 0.17 • Fluorescent tubes: 0.02 • Halogen: 0.40 • Lights controlled by timers: (all rooms: 0.27) • Incandescent: 0.18 • CFLs: 0.06 • Fluorescent tubes: 0.01 • Halogen: 0.02 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)

  16. Average time at least one interior bulb is on (hours) 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)

  17. Incidence of each exterior area* AVERAGE (all areas): 6.94 *NOTE: Excludes respondents who reported “0” bulbs in a specific area (it was assume that 0 bulbs means the respondent does not have this area – however this may not be the case with respect to landscape/walkways and patio/deck). Q2: Please complete a similar exercise for the exterior of your home. Base: All respondents (n=1,000)

  18. Average number of exterior light bulbs AVERAGE (all areas): 6.94 • Outdoor Motion and Photo sensors: (all areas: 0.91) • Incandescent: 0.55 • CFLs: 0.05 • Fluorescent tubes: 0.0 • Halogen: 0.32 • Outdoor Timers: (all areas: 0.4) • Incandescent: 0.20 • CFLs: 0.05 • Fluorescent tubes: 0.01 • Halogen: 0.13 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)

  19. AVERAGE time at least one exterior bulb is on (hours) 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)

  20. Distribution of light bulbs* Three quarters (75.3%) of households have at least one CFL bulb in their home (exterior or interior). 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)

  21. Average number of light bulbs by home type (interior & exterior) 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.

  22. CFL bulb usage 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)

  23. Proportion of incandescent bulbs by interior room AVERAGE (all rooms): 59.2% TOTAL # of bulbs in room 7.0 5.7 5.7 5.5 5.2 3.9 3.8 3.7 2.2 6.1 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)

  24. Proportion of CLF bulbs by interior room AVERAGE (all rooms): 24.4% TOTAL # of bulbs in room 7.0 5.7 5.7 5.5 5.2 3.9 3.8 3.7 2.2 6.1 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)

  25. Proportion of fluorescent tubes by interior room AVERAGE (all rooms): 59.2% TOTAL # of bulbs in room 7.0 5.7 5.7 5.5 5.2 3.9 3.8 3.7 2.2 6.1 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)

  26. Proportion of halogen bulbs by interior room AVERAGE (all rooms): 59.2% TOTAL # of bulbs in room 7.0 5.7 5.7 5.5 5.2 3.9 3.8 3.7 2.2 6.1 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)

  27. Proportion of incandescent bulbs by exterior area AVERAGE (all areas): 64.3% 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)

  28. Proportion of CLF bulbs by exterior area AVERAGE (all areas): 11.1% 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)

  29. Proportion of fluorescent tubes by exterior area AVERAGE (all areas): 13.1% 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)

  30. Proportion of halogen bulbs by exterior area AVERAGE (all areas): 11.5% 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)

  31. Room with light bulb on the longest 60.4% of respondents who live on an acreage indicate the kitchen as the longest lit room in the house versus 42.9% of respondents who do not live on an acreage Average hours this light is turned on: 4.5 hours 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)

  32. Summary by Interior Room

  33. Summary by Exterior Space Q2: Please complete a similar exercise for the exterior of your home. Base: All respondents (n=1,000)

  34. Purchasing Environment

  35. Attitudes towards features of light bulbs when purchasing Rated a 2 "Not at All Important" "Very Important" Rated a 6 Bulb Wattage Bulb Type (incandescent, CFL…) Energy/Power Cost of Operating Bulb Purchase Price Light Colour (Soft Light / Daylight) Light Bulb Appearance Brand of Light Bulb Q5: When shopping for light bulbs, how important are each of the following? Base: All Respondents (n=1,000)

  36. Demographic differences between key bulb attributes Importance of Bulb Wattage increases with age. 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) Bulb Wattage Importance of Bulb Type increases with age. Respondents with children are more likely to consider bulb type an important attribute than those without children (55.3% vs. 43.5%) 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%). Bulb Type (incandescent, CFL…) Those more likely to provide low importance ratings (1 or 2) for cost of operating include: -Those who rent (17.7% versus 8.3% of those who own a home) -Those who live in a duplex, townhouse, or apartment (16.0% versus 8.4% of those who live in a house or condominium) Energy/Power Cost of Operating Bulb 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%). 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%). Purchase Price

  37. Light bulb attributes: Importance tends to increase with age Proportion who rated a 6 or 7 Generally, difference greater than 10 percentage points can be considered statistically significant. Q5: When shopping for light bulbs, how important are each of the following? Base: All Respondents (n=1,000)

  38. Primary retail outlet used to purchase light bulbs Younger residents (ages 18 to 34 and 35 to 54) are more likely to purchase their light bulbs at a big box retailer (55.6% and 49.0%) compared to their older counterparts (36.4%). Older respondents (ages 55+) are more likely to patronize a hardware store for light bulbs (43.6% vs ~30% among the younger generations) Q6: Where do you buy the majority of your light bulbs? Base: All Respondents (n=1,000)

  39. Reason for purchasing light bulbs at specific retailer Men are more likely than women to shop at a particular store because of selection (19.5% versus 11.5%), the store has the bulb they need (24.3% versus 15.9%) and the store has a wide selection of bulbs (29.0% versus 17.6%) Q7: Why do you buy the majority of your light bulbs at this type of store? Base: All respondents (n=1,000)

  40. Reasons for shopping for light bulbs at specific store, by retailer type Q7: Why do you buy the majority of your light bulbs at this type of store?

  41. Importance of lamp / fixture attributes Rated a 2 "Not at All Important" "Very Important" Rated a 6 Purchase Price of Lamp/Fixture Bulb Type the Lamp/Fixture Comes with or Can Accept (incandescent, CFL, halogen, ect.) Maximum Bulb Wattage Brand of Lamp 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)

  42. Engagement of a sales representative & discussion of energy efficiency Spoke to Sales Person during most recent light bulb purchase 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 18 to 34) Q10: Did the sales person mention energy efficiency to you? Base: Those who spoke to a sales rep (n=80) Q11: Did you ask the sales person about energy efficiency? Base: Those who spoke to a sales rep (n=80) Q9: The last time you went shopping for light bulbs, did you speak with a sales person? Base: All Respondents (n=999)

  43. Compact Fluorescent Light Bulbs

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

  45. Types of CFL bulbs purchased Younger respondents (ages 18 to 34) are more likely to purchase dimmable CFLs than their older counterparts (ages 55+): 9.4% vs. 3.5% 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)

  46. Cool Light (or white coloured) CFL bulbs are the most mentioned colour of CFL bulbs respondents have purchased in the last two years 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)

  47. Reasons for buying CFLs Women are more likely than men to mention environmental reasons as their motivator when first purchasing CFL bulbs (47.3% vs. 40.0%) Those ages 18-34 are more likely than their older counterparts to indicate bulbs last longer (72.3% vs. 49.4% of 34-55 and 40.4% of those 55+) and because I got a deal/on sale (17.4% vs. 8.5% of 35-55 and 5.2% of those 55+) as their primary motivator when first buying CFL bulbs for the first time Respondents ages 18-34 are more likely than older demographic groups to indicate environmental benefits as a reason to continue to buy CFL bulbs (50.2% vs. 35.6% of those 35-54 and 28.9% of those ages 55+) Because I got a deal/on sale is more often noted by both those ages 18-34 (8.4%) and 35-54 (7.7%) than by those 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)

  48. Incidence of purchasing EnergyStar® CFL’s 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) 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)

  49. Satisfaction with CFL bulbs Rated a 2 "Not at All Satisfied" "Very Satisfied" Rated a 6 Overall Satisfaction Bulb Life Reliability and Durability of Bulb Colour of Light Energy Savings Brightness 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)

  50. Demographic differences between satisfaction attributes Females (61.2%) tend to be more satisfied than males (51.0%). Those with high school or less education are more likely to be satisfied (63.9%) than are those with a university degree (48.8%). Overall Satisfaction 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. Less affluent respondents (household income of less than $30,000) tend to be more satisfied than those households earning over $90,000 per year (62.2% vs ~30.5%) Colour of light 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%). 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 Reliability / durability Females (67.2%) tend to be more satisfied than males (54.7%). Those living in duplexes, apartments or townhouses tend to be more satisfied (77.5%) than those living houses or condominiums (59.4%) Bulb life 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+) 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%) Energy Savings

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