May 27, 2002—The E Source Green Energy Service at Platts Research and Consulting in Colorado has completed the first-ever compilation of aggregated, detailed information about the marketing efforts and sales results of thirteen North American utilities that currently sell green energy. The information estimates the total US market size for green energy is about 8.5 million households, or approximately 8 percent of all households. This demand is equivalent to 28,000 megawatts of renewable energy generation. The research suggests that better targeting of direct mail advertising to consumers is the key to increase that percentage. Better targeting could also reduce sales costs per customer.
Full research results are available only in aggregate, and only for E Source Green Energy Service members. For more information, contact Adam Capage, director of E Source Green Energy Service, at 720/548-5404.
