Market Settings and Market Structure for Appliances and Energy Consumption

Transcription

1 Market Settings and Market Structure for Appliances and Energy Consumption Alladi Venkatesh Shivendu Shivendu Sumit Deo April 1, 2010 Center on Energy Efficiency in Appliances and Consumer Electronics California Institute for Telecommunications and Information Technology University of California, Irvine

2 Agenda Research Questions Market Settings Appliance and Electronics Efficiency Standards Implications & Recommendations April 2,

3 Research Questions What are the different market settings relevant to our study of energy consumption? What are the basic issues regarding the market settings? What are some key consumption patterns in the market settings? What are the key sectors in the energy environment and what role do they play? What are the energy efficiency standards that are currently enforced in California? What are some key implications and recommendations? April 2,

4 Market Settings Residential Commercial Industrial April 2,

5 Home as Living Space Physical Space Social Space Technological Space April 2,

6 Household Centers Activity/Home Management Center Work Center Entertainment Center Family Interaction Center Communication Center Information Center Shopping Center Learning Center 6

7 Home as Activity Centers Meal Preparation/Food Mangement (Refrigerator, Stove etc) Communication (Mobile phone, Computers, Land phone) Financial Management (Computers, Internet, Online Banking) Home management/housekeeping/cleaningwashing (Lamps, Washer/Dryer, vacuum cleaner) Child care ( automobile, computers, lamps, Telehone) Health related (telephone) Education (automobile, computers) Job related work (Internet, telephone) Shopping (automobile, telephone) Entertainment (TV, DVD, Radio etc) Family/social situations (digital camera) April 2,

8 Computer Niche near Kitchen 8

9 Carol s refrigerator 9

10 . 10

11 Residential Market Setting Average energy consumption per US household has increased by 27% from 1990 to 2008 Energy Information Administration Data : California has 12.1 million households California accounts for 11% of the US households California accounts for 8.4% of total US expenditure for energy consumption 11 April 2,

12 Residential Energy Consumption by Category California Consumption ( % of US) Space Heating 11% Water Heating 12.1% Appliances/Lighting 12.1% Air conditioning 6.6% Source: Energy Information Administration (US DOE) 12 April 2,

13 Residential Appliance Distribution Appliances/Electronic Devices California # in millions of households CA as a % of US household s Laptops % Personal Computers % Cooking Appliances % Battery-operated Appliances % Printers % Telephone and Office Equipment % Stereo Equipment % Televisions Source: Energy Information Administration (US DOE) % 13 April 2,

14 Residential Technologies in the home (US) Percentage with Technology Technology Video game console DVD player Cell phone Camcorder Digital camera DVR Wireless network April 2,

15 Segments Consumer Lifestyle Segments LOHAS (15%) - Lifestyles of Health and Sustainability Characteristics Cutting edge consumers, environmentally very conscious and display considerable social responsibility and exhibit appropriate behaviors Naturalytes (18%) Drifters (25%) Conventionals (27%) Unconcerned (15%) Concerned with own personal health rather than planetary health Trend driven, move into green issues because that is fashionable, might change if new trends show up. Practical people. Engage in green behaviors if it saves money In practice they do green activities but do not talk too much about it. Totally not bothered about green issues. 15 April 2,

16 Appliances & Consumer Electronics Market Appliances (US) US Market Segmentation Department Discount, Stores Variety Store 4% and General Merchandise Retailers 12% Music, Video, Books and Stationary Retailers 4% Others 3% Market Share Consumer Electronics (US) Electricals and Electronics Retailers 60% Source: Datamonitor-Marketline Hypermarket, Supermarket and Discounters 17% 16 April 2,

17 Commercial Market Setting Energy Consumption (US) Computers 4% Office Equipment 2% Others 12% Space Heating/Cooli ng 5% Cooling 13% Refrigeration 11% Ventilation 12% Cooking 1% Lighting 38% Source: Energy Information Administration (US DOE) Water Heating 2% 17 April 2,

18 Industrial Market Setting Category Net Demand for Electricity (West) (million kwh) Contribution (% of US) Paper 21, % Food 13, % Petroleum and Coal Products 12, % Primary Metals 12, % Computer and Electronic Products 10, % 18 April 2,

19 Power Management Computer Industry

20 Implications & Recommendations Use of appliances, white goods and electronic devices will increase in the future at the rate of 2to3%per year Differences exist between the US and California standards for plugged devices Data are available only as aggregate averages More micro-level data are needed A similar exercise is needed for commercial establishment types 20 April 2,

21 Implications & Recommendations (Contd.) Are there any regional differences within California? As new electronic devices come into market settings, what is the nature of their diffusion? Traditional appliance market seems to have reached a steady state Important to educate the residential and commercial users How to leverage consumer segments? 21 April 2,

22 Implications & Recommendations (Contd.) Segments LOHAS (15%) - Lifestyles of Health and Sustainability Naturalytes (18%) Drifters (25%) Conventionals (27%) Unconcerned (15%) Characteristics Cutting edge consumers, environmentally very conscious and display considerable social responsibility and exhibit appropriate behaviors Concerned with own personal health rather than planetary health Trend driven, move into green issues because that is fashionable, might change if new trends show up. Practical people. Engage in green behaviors if it saves money In practice they do green activities but do not talk too much about it. Totally not bothered about green issues. 22 April 2,

23 Implications & Recommendations (Contd.) Multiple definitions, categories, features and measurement methods make generalizations difficult Need to establish a CENTER focusing on energy-efficiency measures A proposed framework from systems perspective 23 April 2,

24 Implications & Recommendations Final Thoughts: Way to Move Forward Behavioral Factors Usage Patterns Energy Consciousness Any point on the surface will have same energy efficiency Technical Factors Engineering Design Technical Specifications Managerial Factors Distribution of load Energy Sourcing and Flow Energy Efficiency The Iso Energy-Efficient Surface 24 April 2,

25 THANK YOU 25 April 2,