User engagement with demand side flexibility and smart energy services

Results from an online experiment

Behavioural Insights for Policy series: Primary research

Year: 2025

Topic: Smart energy and demand flexibility

Methodology: Survey, Online experiment

Author: SEAI Behavioural Economics Unit
 

Summary

Periods of high electricity demand put pressure on the grid and can reduce the share of generation from renewable sources. One way to address the issue is to encourage demand side flexibility, i.e. time-shifting of demand so that it is more evenly distributed or aligns with periods of low grid emissions. Smart energy services, such as meter data provision and time-based tariffs are examples of mechanisms to aid this flexibility.

This study uses an experimental design to find engaging ways to frame smart energy and demand flexibility, and motivations most associated with intentions to participate.

The results show that people are positive about smart energy and drawn to it by the benefit of monitoring use and controlling bills. Awareness of environmental benefits, which is particularly low, is more associated with intentions to engage, however. Perceived fairness of being asked to shift consumption was the most important factor related to intentions.

Several recommendations for policy and communications are made based on the findings.