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American Home Comfort Study

Strategic Intelligence On Energy Efficiency, Home Comfort, And HVAC

The largest knowledge base of homeowner behavior, perceptions, and attitudes related to energy efficiency, home comfort, and HVAC. Topics include:

The level of consumers’ interest in energy efficiency
How consumers balance rising energy costs with home comfort
Consumers’ willingness to spend money on home improvements in order to achieve energy efficiency
Home comfort differences by region and demographics

Sample

Our expanded and updated 2008 study is based on insights from over 30,000 homeowners, including in-depth findings from recent purchasers of central HVAC equipment for the home. The study includes about:

2,000 replacement buyers
800 new home purchasers
400 add-on/remodeling customers

Methodology

The 2008 study will be conducted via the Internet in August and September among homeowners recruited from Decision Analyst’s American Consumer Opinion® panel.

Who Needs This Report?

This report presents a comprehensive picture of the HVAC, home comfort, and energy efficiency trends–the fourth biannual study since 2002. The information in the report is useful to:

Utility companies
Government agencies
HVAC manufacturers and distributors
Industry consultants
Ancillary equipment manufacturers
Retailers
Media and industry publications
Trade organizations
Advertising agencies and public relations firms
Builders

Energy Efficiency: What Homeowners Know, Believe, And Do

Attitudes and activities about energy efficiency and environment:

“Energy efficiency is most important when buying heating and cooling products”
“Making my home more energy efficient is not a top priority”
And many more attitudinal statements

Average temperature settings for the thermostat in winter and summer
Steps taken to achieve energy efficiency

Had an energy audit on home
Installed insulated air ducts
Started “spot cooling”
Installed higher quality insulation
Started to heat and/or cool home by zone
Installed energy-efficient equipment
Purchased portable IAQ and/or heating and air conditioning equipment

What Is The Homeowner Paying For Energy?

Get the broad perspective on home comfort and energy efficiency from 30,000 homeowners.

Electrical power availability, satisfaction, and billing
Natural gas availability, satisfaction, and billing
Peak heating and cooling costs by region
Participation in “cost averaging” programs
Impact of increased energy costs on homeowners, such as:

“Concerned about heating and cooling my home adequately”
“I planned for increasing energy costs”

Received any energy tax credits and/or energy company rebates

Energy Star And Seer

Awareness and knowledge of Energy Star symbol, such as:

“Any major appliance I buy must have Energy Star”
“I don't pay attention to Energy Star”

Awareness and knowledge of SEER (Seasonal Energy Efficiency Ratio): What do homeowners know?
Energy efficiency level of HVAC system.

Homeowner Behavior And Perceptions

Central HVAC equipment owned/recently purchased

Central air conditioning
Central furnaces
Central boilers
Central heat pumps
Geothermal heat pumps

Ancillary equipment used with central HVAC equipment
Heating, cooling, internal air quality, and humidity-control products
Whole-house ventilation and humidity-control products
Market size: purchases for primary/secondary homes and rentals
Unaided and aided brand awareness for HVAC equipment
Home comfort satisfaction for HVAC equipment
Desired improvements to home comfort
Maintenance and service contracts
“Do it yourself” projects
Use of zoning and programmable thermostats for temperature control
Homeowner and home profiles

Profile Of Recent Central HVAC Equipment Purchasers

The 2008 study includes a detailed profile of approximately 3,200 recent central HVAC equipment purchasers in the replacement, add-on/remodeling, and new-home markets.

HVAC Equipment and Brand Selection

Types and brands purchased and replaced
Brand familiarity and concerns
Warranty length, extended warranties

Purchase Drivers

Key reasons equipment was replaced or added
Role of energy efficiency
Age of replaced equipment
Importance of price

Decision Process

Homeowners’ first decision: contractor or brand?
Importance of referral, reputation, marketing, and brand familiarity

Purchase Process

Purchase-decision process, time, and amount spent
Final decision maker
Identification of “big spenders”

Temperature Control

Types and brands of thermostats
Location of thermostats and styles of homes
Homeowners who program their thermostats

Homeowner Satisfaction

Homeowner efficiency rating of new HVAC equipment
Homeowner rating of home's air quality
Homeowner rating of home's energy efficiency
Brand, contractor, and home-comfort satisfaction

Ancillary Equipment

Heating equipment: space heaters, fireplaces, etc.
Cooling equipment: room air conditioners, portable air conditioners, and fans
Air purifiers, humidifiers, and dehumidifiers

Deliverable Options

Comprehensive report:

Summary of home-comfort market
Detailed analysis of key market segments
Conclusions and recommendations

Online reporting system
Custom queries on targeted issues
Custom presentations
Custom data collection possibilities by geographical
Region

Market Intelligence Services

Decision Analyst is a leading global marketing research firm and analytical consulting firm. If you would like more information on the American Home Comfort Study, please contact Diane Brewton or a member of our Market Intelligence Group by emailing dbrewto@decisionanalyst.com or calling 1-817-640-6166.

Additional Resources from Decision Analyst

Below are links to a few of the insights and data from the American Home Comfort Study: