Consumers from Down among least likely to switch energy provider.
Consumer survey reveals public’s perception on the electricity market.
Research from NI electricity provider Click Energy NI has revealed that Down is among the counties in Northern Ireland that are least likely to switch electricity providers.
45% of people surveyed in County Down have never switched electricity provider, while the research findings indicate that overall in Northern Ireland, almost one in two people surveyed (47%) have never switched electricity provider.
Key findings:
* 35-54 most likely age group to switch (62%)
* Belfast and Derry / L’Derry highest counties for switching
* Armagh and Antrim are counties least likely to switch
* 1 in 5 (18%) cite ‘hassle’ as reason for not switching
* Main consideration for selecting new provider is better prices (77%)
The independent research was commissioned by Click Energy in a bid to gain insight into public perception of the electricity market in Northern Ireland and the motivation for switching providers. The research also showed that male participants were less likely to have switched (52%) providers whilst those aged between 35 – 54 are the mostly likely group to switch electricity companies (62%).
A representative sample from across Northern Ireland indicated that people living in Belfast City (59%), Greater Belfast (59%) and Derry / Londonderry (53%) are most keen on switching, with the greatest percentages of people who have switched once or more.
Those from County Armagh are least likely to have switched with 71% of participants never having done so, closely followed by counties Antrim (56%), Tyrone and Fermanagh (53%) and Down (45%).
Reflecting on some of the results of the research, Managing Director of Click Energy NI, Damian Wilson said:
“We commissioned this research to better understand the perception of the energy market in Northern Ireland, and gather stats on people’s motivation, or lack of, for switching.
“Interestingly, almost one in five people (18%) cited ‘hassle of switching’ as a reason for not switching energy provider. This is one of the myths that we’re trying to overcome, as for customers who join Click Energy NI, we ensure the process is incredibly straight forward and hassle-free.”
The research also revealed that:
* Almost one third (31%) of participants who have switched electricity provider have done so within the last six months
* C2DEs are significantly more likely to have switched electricity provider within the last six months than ABC1s
Speaking about the length of time that it takes to switch, Damian Wilson added: “In our experience, there’s a real lack of understanding from people on how easy it is to switch and the time that it takes to move from one provider to another; and the survey findings reinforce this.
“The stats show that 21% of people are unsure of how long it takes to change provider and 12% believe that it takes over a month. However, in NI, all energy providers should be working to a 17-day switching period, which includes a regulatory 14 day cooling off period. In terms of what’s required from a customer’s perspective, in addition to their details, all we need is an up-to-date meter reading, and we take care of the rest.”
Confirming that Northern Ireland is still a very price-driven society, the main consideration for selecting a new electricity provider is ‘better prices / tariffs’ at 77%. This is particularly driven by younger participants, as those aged 16 – 34 (80%) or 35 to 54 (83%) are significantly more likely to mention ‘prices’ than those aged 55 and over (69%).
Other influencing factors when deciding to switch include: ‘good company reputation’, ‘recommendation’ and a ‘customer rewards scheme’.
Responding to customer feedback, Click Energy NI has just launched the company’s first-ever customer incentives scheme – ClickBacks. In addition to offering customers the cheapest standard rate of electricity in Northern Ireland, ‘ClickBacks’ is an exclusive discount scheme that allows Click Energy’s customers to claim discounts and offers from major high-street brands & supermarkets.
The Clickbacks scheme was launched by broadcaster, Emma Louise Johnston, who will be taking to streets to put the Clickbacks scheme to the test, to see how much she can save over the course of a week’s shopping.
Click Energy NI offers the lowest standard rate of electricity in Northern Ireland and monthly billing, and the company recently came out tops in a customer satisfaction survey conducted by the Consumer Council NI, scoring nearly 96%.
To find out more visit:
or call 0800 107 0732. Existing customers can register for the Clickbacks reward scheme at:
( * The Research was carried out by Ipos MORI in Northern Ireland. Representative sample of 1,008 adults were interviewed face to face between 1 April – 15 April 2017.)
