Marketing Energy to Young Families

CHAPTER 1 EXECUTIVE SUMMARY

Introduction

Market context

Research methodology

Key findings

Consumer insight

Key findings

Targeting home movers

Key findings

Action points

CHAPTER 2 INTRODUCTION

Who is the target reader?

How to use this report

CHAPTER 3 MARKET CONTEXT

Introduction

Key findings

What is a young family?

Market size

CHAPTER 4 CONSUMER INSIGHT

Introduction

Key findings

Key factors influencing the market

The consumer trends

Take up rates of home insurance services

CHAPTER 5 TARGETING HOME MOVERS

Introduction

Key findings

Why does the home-mover matter?

The home-mover: a danger or an opportunity?

Tracking the home mover

Action points

CHAPTER 6 ACTION POINTS

Why should I care about young families - home moves

Targeting young families

Tracking young families

How to design a family tariff

CHAPTER 7 APPENDIX

Supplementary data

Research methodology

Do you need further information?

Energy writing team

How to contact experts in your industry

List of Tables

Table 1: Number of young families (with a single child under 2), 1996-2001, by country

Table 2: Percentage of households that are young families - it is under 2% in each country, so this is a small segment, but important nonetheless

Table 3: Reported likely take up rates for Electrical wiring insurance - in every country, people become more likely to buy the service when they become parents

Table 4: Reported likely take up rates for boiler and heating insurance - Spain is the only country where people are less likely to take the service after they have children

Table 5: Reported likely take up rates for plumbing and drainage insurance - again, the best time to target them is after the birth of the first child

Table 6: Estimates of profits from a ten-year customer relationship, 2002

Table 7: Number of children under 2, by country, 1996-2001

List of Figures

Figure 1: Single parents may live on below average income, but couples with one child are better off than the average

Figure 2: 3 stages for a new family - target them at the beginning, profit at the end