After facing several challenges in 2012, including the demise of some
high-profile solar energy firms, continued political inaction on climate
change and energy policy, and concerns around smart grids/smart meters
and consumer privacy, the U.S. clean energy industry is seeking to
rebound in 2013. According to a new white paper from Pike
Research, a part of Navigant's Energy Practice, after declining
sharply from 2009 to 2011, consumer support for clean energy concepts
has essentially stabilized. The survey of more than 1,000 U.S. adults
conducted in the fall of 2012 found that the average percentage of
consumers with a "very favorable" or "favorable" view of 13 clean energy
concepts stands at 42 percent.
"Following a period of declining consumer favorability for clean energy
in the past few years, there were relatively few changes in our survey
responses from 2011 to 2012," says managing director Clint Wheelock.
"Many in the general public have already formed opinions about energy
and environmental topics, and these views are holding steady despite the
challenges in the space. In addition, despite efforts to educate
consumers about the benefits of these energy and environmental topics,
attitudes about these topics are slow or difficult to change."
The exceptions, adds Wheelock, were that consumer support for four clean
energy concepts fell significantly between 2011 and 2012. This dip in
favorability affected the four most popular clean energy categories:
solar energy, wind energy, hybrid vehicles, and electric cars.
Among the 13 clean energy concepts, consumer opinions of the clean
energy concepts were generally the most positive; all four concepts
received favorable responses from at least 40 percent of the
respondents. Nuclear power also earned the highest percentage of
unfavorable and neutral responses among all energy and environmental
concepts. These results have held steady year over year.
The percentages of survey respondents stating that they had either a
"very favorable" or "favorable" view for each of the 13 concepts in 2012
were as follows:
The results in this white paper are based on a web-based survey of 1,001
consumers conducted by Pike Research in the fall of 2012 using a
structured online questionnaire. The survey invitation was sent to a
nationally representative and demographically balanced sample of
consumers who were members of a large online panel. Respondents were
offered a chance to win prizes in exchange for their participation. The
margin of error for these survey results is +/- 3 percent with a 95
percent confidence interval.
About Pike Research
Pike Research, which joined Navigant's global Energy Practice on July 1,
2012, provides in-depth analysis of global clean technology markets. The
team's research methodology combines supply-side industry analysis,
end-user primary research and demand assessment, and deep examination of
technology trends to provide a comprehensive view of the Smart Energy,
Smart Utilities, Smart Transportation, Smart Industry, and Smart
Buildings sectors. Additional information about Pike Research can be
found at www.navigant.com/pikeresearch.
Navigant (NYSE: NCI) is a specialized, global expert services firm
dedicated to assisting clients in creating and protecting value in the
face of critical business risks and opportunities. Through senior level
engagement with clients, Navigant professionals combine technical
expertise in Disputes and Investigations, Economics, Financial Advisory
and Management Consulting, with business pragmatism in the highly
regulated Construction, Energy, Financial Services and Healthcare
industries to support clients in addressing their most critical business
needs. More information about Navigant can be found at www.navigant.com.
* The information contained in this press release concerning the
report, "Energy & Environment Consumer Survey," is a summary
and reflects Pike Research's current expectations based on market data
and trend analysis. Market predictions and expectations are inherently
uncertain and actual results may differ materially from those contained
in this press release or the report. Please refer to the full report for
a complete understanding of the assumptions underlying the report's
conclusions and the methodologies used to create the report. Neither
Pike Research nor Navigant undertakes any obligation to update any of
the information contained in this press release or the report.
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