A new report by YouGov and SSE tracks how attitudes towards energy have shifted from one generation to the next. It found that 18-24 year-olds would rather be able to surf the net than cook themselves a meal.
The finding is part of a groundbreaking look at public attitudes and habits towards energy called Putting the Customer First: How we drive real consumer engagement with energy.
The study will be debated at a special event in London on Tuesday night featuring Alistair Phillips-Davies, Channel 4 broadcaster and designer Charlie Luxton, and Anne Ashworth, Assistant Editor, Property and Personal Finance, at The Times.
The report found the UK's love affair with electrical gadgets is stronger than ever with 71% of all age groups polled saying they enrich our lives. It shows the emergence of a new generation that relies on electricity to power internet routers, televisions and laptops ahead of ovens and kettles.
When 18-24 year-olds were asked which gadget they could least live without 38% said the internet router, marginally ahead of an oven at 37%.
Washing clothes was also less important for young people, with just 26% saying they would struggle to cope without a washer dryer.
A third of under 25-year-olds would also be lost without power in their laptops, the survey found - more double the over 25-year-old response rate of 15%.
Will Morris, SSE Group Managing Director, Retail, said this change in behaviour will dictate how people value and use energy in the near future.
He said: “This report provides a fascinating insight into the evolving habits of UK households. Whether it’s the telly, the toaster or the tablet, energy is at the heart of everything we do.
“With modern life dependent on energy, people are worried about the cost impact on their lifestyle. SSE has listened and taken action to make a difference, freezing standard energy prices until at least 2016 and we’ll use these findings to continue to deliver for our customers.”
Stephan Shakespeare, Chief Executive of YouGov, said the report showed the challenge the industry faces to meet the needs and demands of customers now and in the future.
He said: “YouGov is closely involved in tracking trends right across society. This report shows younger generations rely on energy for different reasons than their predecessors - but its importance remains as strong as ever for all age groups.
“The energy industry has a big challenge when it comes to engaging with its customers but this report is a great addition to the search for solutions.”
The full report is called Putting the Customer First: How we drive real consumer engagement with energy and is released on October 7th.
About the report
All figures, unless otherwise stated, are from YouGov Plc.
Total sample size was 2,400 UK adults.
Fieldwork was under taken between 12-17 September 2014.
They survey was carried out online.
The figures have been weighted and are representative of the UK.
TABLE 1: 18-24 year olds put their internet router above their oven
And which of the following electrical devices (If you have them) do you think your family would find it most difficult to live without? *Please choose up to three*
