Serving the Growing Hispanic Market

Table of Contents

• Table of Contents
• Energy Insights Opinion
• Executive Summary
• The Main Points
  • Demographics of U.S. Hispanics
  • Generational differences
  • Spanish-language customer materials
  • Cultural and political beliefs
  • Satisfaction and customer service
  • Power quality and reliability
  • Energy conservation
  • Interest in programs, products, and services
  • The Terms Hispanic and Latino
  • Method
• Demographics and Characteristics - Migration
• Table: Percentage Growth in Total Share of Population Census 2000; 100 Largest Metropolitan Areas
• Figure: Hispanic Mobility
• Table: General Hispanic Mobility - Adult Hispanics
• Figure: Reasons Hispanics Moved 2003
  • Homeownership trends
  • Figure: Homeownership Rates 1994-2003
  • Implications of Hispanic migration
• Demographics and Characteristics - Distinctive Traits
  • A young population
  • Figure: Population by Age, 2002
  • Figure: Educational Attainment for Individuals Over age 25, 2003
  • Implications of Hispanic age, income, and education
• The Language Barrier
• Table: Adult Spanish-Speaking Population by State
  • LADWP includes Spanish-language content in the redesign of their company website
  • Implications of the language barrier
  • Table: Hispanic Demographics by Generation
  • Implications of generational differences
• English-Speaking Hispanics' Energy Attitudes and Experiences
  • Demographics of Hispanic Internet users
  • Table: Demographics of Hispanic Internet Users and Non-Users
  • How our survey respondents compare
  • Table: Demographics of Survey Respondents Compared to Hispanic Adults by Speaking Skills
  • Satisfaction with energy providers and customer service
  • Figure: Percentage of Customers Very Satisfied with Energy Utility
  • Customer service experiences
  • Figure: Reasons for Contacting Electric Utility
  • Figure: Method of Contact
    • Implications of satisfaction ratings and customer service experiences
  • Current online activity
  • Figure: Actions Performed on Electric Utility's Website
  • Figure: Percentage of Customers Visiting Company Websites
    • Moving customer service transactions online
    • Figure: Preferred Method of Contact
    • Implications of online activity and interests
  • Power quality and reliability
    • Equipment solutions
    • Figure: Power Quality/Reliability Solutions Installed
    • Willingness to pay for grid improvements
    • Figure: Support for Grid Improvements
  • Energy efficiency, conservation, and concern about shortages
    • Appliance purchases
    • Figure: New Appliance Purchases in the Last Five Years
    • Figure: Percentage of Recent Appliance Purchasers Receiving Rebates
    • Implications of energy efficiency and conservation attitudes and behavior
    • Interest in direct load control and dynamic pricing
    • Figure: Direct Load Control Price Sensitivity Analysis
    • Figure: Perceived Benefits of Load Control
    • Dynamic pricing programs
    • Implications of interest in direct load control and dynamic pricing programs
  • Energy products and services that appeal
  • Figure: Estimated Take Rates, Flat Bill
  • Figure: Estimated Take Rates, Utility-Sponsored Credit Card
  • Figure: Estimated Take Rates, Wire Insurance
    • Implications of interest in energy products and services
  • Segmenting Primen's Hispanic survey respondents
    • Low-income online Hispanic respondents
    • Online Hispanic respondents with high electric bills
• Notes
  • Synopsis