As we emerge from long months of winter weather, many of us find ourselves finally coming out of our highest rate of expenditure for the year of gas and electricity. These recent high costs can act as a prompt to search for a new energy supplier and a better deal amidst what is a fiercely competitive market.
Indeed, latest data from Kantar Media’s TGI study of consumer behaviour reveals that 10% of adults in the Republic of Ireland (over 350,000 people) say they intend to change either their gas or electricity supplier in the next 12 months.
These consumers tend towards the highest spenders on energy. They are 78% more likely than the average adult to pay €225 or more on gas per quarter than the average adult and 26% more likely to spend €300 or more on electricity.
Marketers within the energy sector should take note that from a word-of-mouth perspective these energy switchers are both influential and influence-able. They are 50% more likely than the average adult to believe that people come to them for advice before buying new things, but also 42% more likely to admit to being easily swayed by other people’s views.
A sense of being informed and on top of things is manifested in other attitudes too. They are 39% more likely to agree ‘I like to have control over people and resources’ and 31% more likely to agree ‘I like to read other people’s views and opinions online’.
When it comes to the media that will appeal most strongly to these energy switchers, there are a variety of types that will likely engage them. Their attitudes reveal that they are over three-quarters more likely than the average adult to say they tend to buy products from companies who sponsor TV programmes, almost two thirds more likely to say they sometimes respond to direct mail from companies offering goods and services and 61% more likely to say they read the financial pages of their newspaper.
The message to engage this target may be further reinforced by celebrity endorsement as data from the TGI study reveals they are 51% more likely to feel that celebrities influence their purchase decisions. Celebrities that they are especially prone to like include Kylie Minogue (31% more likely to like than the average adult), Miriam O’Callaghan (22% more likely) and Nigella Lawson (20% more likely).
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