New Report: Time of Use. Customers. Why do they stay?

An Assistant Professor of Behavioral Studies studied electric customers in time of use programs and concluded:

• utilities should stop thinking of customers as rational actors
• most customers do not read their electric bills
• the decision to stay in time of use programs was on perceived savings, even if they were paying more

Recommendations to utilities:

•  providing customers with more information on cost savings
• keeping TOU programs simple

Ohio State | Utility customers overestimate cost savings with energy-conservation plans

Utility Dive | A study examined why customers remain in TOU programs, and the results were terrible