Gen110 Survey Reveals Widespread Unfamiliarity with Energy Pricing

Just 23% of consumers correctly identify home electricity rates

SAN FRANCISCO--(BUSINESS WIRE)--Gen110, a leading distributed electricity company, today released a survey revealing that consumers are four times more likely to know how much they pay for gas than electricity. Out of 378 responses to an online poll, 95% of respondents correctly identified the average price of a gallon of gas, while just 23% of respondents could name the price for a kilowatt hour (kWh) of electricity.

“Well I drive a BMW and I have to use premium (gas), so I think it’s about $4.65”

“The consumer knowledge gulf around energy prices is no surprise. Gas stations advertise pricing with large signs, while electricity rates are buried in complicated statements,” said Gen110 CEO Jason Brown. “Gen110 is educating homeowners that they now have a choice when it comes to buying electricity—and that they can compare prices for electricity just like they do for gas.”

As part of this education initiative, Gen110 took to the streets in Petaluma, California, to interview residents, along the lines of the Tonight Show’s popular “Jaywalking” feature. As in the survey, the Gen110 team asked residents how much they pay for a gallon of gas and how much they pay for a kilowatt hour of electricity. Feedback from respondents mirrored a similar discrepancy in energy understanding.

“Well I drive a BMW and I have to use premium (gas), so I think it’s about $4.65,” said Debra Halladay when questioned about the last price she paid at the pump. “I know exactly what the cost of a gallon is because they post it right in front of the gas station. There is never any surprise.”

“I don’t really know if my electricity rates have spiked, you know,” said Don Saunders, a retired Petaluma resident, “because you just get the bill, you look at it, you pay.”

A humorous video compilation of more reactions to Gen110’s interactive energy pop quiz can be found here.

About Gen110

Gen110 is the leading distributed energy company providing a cost-effective, alternative way for heavy energy users to purchase residential power. Gen110 has helped more than 2,200 homeowners in California avoid utility rate hikes by producing approximately 13 gigawatt hours of electricity annually at their own homes through solar. A private company based in San Francisco, Gen110 was founded in 2009 to free customers from total dependence on traditional utility companies. To learn more, visit gen110.com. You can also follow us on Facebook (facebook.com/Gen110) and Twitter (twitter.com/gen_110).