In September, DECC published the results of their 2nd wave of research on the Green Deal, covering customers who’d had assessments between 1st April and end of June 2013.
Up to that date, around 44,000 households in Great Britain had received a Green Deal advice report (GDAR) since Green Deal launched on 28 January. According to the research, all these customers resided in England or Wales.
You can check DECC’s Green Deal and ECO statistics webpage here for the current figures. DECC commissioned two surveys, each taking a sample of 900 addresses who’d received a GDAR. The headline results of the first survey, covering people who’d had assessments from the scheme launch to the end of March 2013, was previously published in June here and the results published in September relate to the 2nd wave.
Although the research findings tell us a lot about the developing Green Deal, one thing that immediately stands out is the huge response rate to this survey. Where it’s generally accepted that a 10% response rate is a high level of response, responses to this survey ran at over 50%! This was true for both waves, with the first wave reaching 56% and the 2nd only slightly less, at 55%.
This level of response is normally only seen where the survey subjects have a high level of interest or involvement in the area being surveyed. Although people were offered a £10 incentive for taking part, this wouldn’t normally be expected to improve response rates by this much – people are busy, and £10 isn’t a huge incentive. In total, over a thousand responses were received, out of a total of 44,000 GDAR recipients. That’s one in 44, more than 2% of all Green Deal customers. It’s likely, then, that the interest amongst those who took part in the survey can be read across to all 44,000 customers. 55% of Green Deal customers are sufficiently interested in improving the energy efficiency of their homes for them to bother completing a survey, if asked.
So, if over 55% of customers are interested in improving their home’s energy efficiency, why is the take-up of Green Deal plans still so low? I’ve considered some issues that affect take up in a previous blog here and now we have more information from this survey to allow us to speculate further. Here goes!