As social media adoption continues to grow, utilities of all sizes are recognizing the impact these new services can have on their marketing, communications, and business strategies. Pike Research estimates that approximately 57 million customers worldwide will use social media to engage utilities in 2011, and that number is expected to rise to 624 million customers by the end of 2017. To assess consumer usage of social networking services for interaction with their utility companies, Pike Research conducted a web-based survey of more than 1,000 U.S. consumers in the fall of 2011 using a nationally representative and demographically balanced sample.

While some utilities have already seized the opportunity social media offers, others remain on the sidelines. Pike Research believes there are benefits utilities can garner by utilizing social networking and media services to communicate with end users, including:

Pike Research believes that as social networking and media become more pervasive, utilities and other companies will look to invest in and grow their presence in this area.

This Pike Research white paper examines the current frequency of consumer interactions with utilities using social media tools, the reasons for those interactions, and the demographic and behavioral segments most likely to use social media such as Facebook, Twitter, YouTube, LinkedIn, and blogs for utility interactions. The report also analyzes the level of interest among consumers in future engagement with utilities via social media. The report’s findings are based on a web-based survey of 1,051 U.S. consumers conducted in the fall of 2011.

What does this report answer?

• Are consumers adopting social networking and media services?
• Are they using these services to interact with their utilities?
• What are the most common social media sites that consumers use to communicate with their utility?
• How does the level of interaction with utilities via social media vary by demographic and behavioral segment?
• Why are consumers interacting with their utility through social networking and media sites?
• How likely are consumers to use social media and networking site to interact with their utility in the future?

Who needs this report?

• Utilities
• Smart meter manufacturers
• Home energy management companies
• Demand response service providers
• Smart appliance manufacturers
• Systems integrators
• Industry associations
• Consumer advocacy groups
• Government agencies
• Investor community

Table of Contents

1.       Introduction

2.      Current Use of Social Media

2.1        Current Use of Social Networking and Media

3.      Using Social Media to Interact with Utilities

3.1        Social Media and Utilities Customers

4.      Future Interaction with Utilities

4.1        Planned Future Interactions

5.      Summary and Conclusions

5.1        Current Social Media Usage

5.2        Future Social Media Services Usage

5.3        Social Media Recommendations for Utilities

6.      Table of Contents
7.      Table of Charts and Figures
8.      Scope of Study and Survey Methodology

List of Charts and Figures

• Current Use of Social Media Sites
• Social Media Usage by Demographic Segment
• Social Media Usage by Behavioral Segment
• Current Use of Social Media to Interact with Utility
• Interaction with Utility via Social Media by Demographic Segment
• Interaction with Utility via Social Media by Behavioral Segment
• Type of Social Media Used to Interact with Utility
• Frequency of Interaction with Utility via Social Media
• Reasons for Interaction with Utility via Social Media
• Planned Future Interaction with Utility via Social Media
• Planned Future Interaction with Utility by Demographic Segment
• Planned Future Interaction with Utility by Behavioral Segment