Conducted every other year since 2002, the E Source Website Benchmark measures the user experience of utility websites accessed from mobile devices and desktop computers. The utility ranked highest in 2023 in the US and Canada is Northern Indiana Public Service Co. (NIPSCO), followed by SMUD.

These two utilities had the top scores overall, had the highest mobile and desktop scores overall, and ranked at the top for many of the components assessed in the study, like functionality and content.

E Source designed custom methodology based on industry trends in user experience and utility feedback for each of the study’s four components: findability, functionality, content, and appearance.

  • Findability: Percentage of successful attempts to find, average pages visited to find the feature, and average time to find the feature
  • Functionality: The inclusion of critical features and functions that improve the website experience
  • Content: The inclusion of critical content and formatting, the reading level of the content, and the steps required to reach the content
  • Appearance: Average customer rating

To provide services online to all customers, utilities must offer digital tools that serve customers equitably, regardless of their background, abilities, language, or level of access to technology. These improvements promote self-service offerings that not only increase customer satisfaction but can also reduce operating costs when done successfully. The E Source market research team explains a few ways utilities are working to improve website access for all customers.

“Accessibility has become a focus for utilities to help customers with disabilities and limitations easily use their website,” says Rachel Cooper, director of Market Research for E Source. “In 2023, 14% of the utility web pages we tested met the highest Web Content Accessibility Guidelines standard of compliance. This is up from 9% in 2021 and 5% in 2019. While 14% is still a small percentage, more utilities are making accessibility a priority in their web design.”

“The utility sector is prioritizing responsive website design. In 2023, 94% of utility web pages we reviewed were responsive, meaning the design of the website changes to best fit the screen size the customer is using,” explains E Source senior analyst Jordan Ellison. “In 2019, the number of responsive websites in our study was 73%, and in 2021 it was 91%. As more customers are using mobile devices, utilities have evolved to offer a better mobile customer experience on their websites.”

“We also saw an increase in the percentage of utilities offering non-English options. In 2023, 56% of utility websites we reviewed offered a non-English option. That’s up from 45% in 2021 and 42% in 2019,” reports E Source senior analyst Randal Brown. “Language can be a big barrier to online access for customers, and more utilities are responding to this need.”

The 2023 Website Benchmark assessed the top 10 features (on both a mobile device and a desktop computer) of 93 US and Canadian utilities’ websites between April and September 2023.

© E Source (2023 Website Benchmark). Notes: In 2023, we assessed one utility on behalf of the parent company, unless a utility opted to have more than one operating company reviewed. *We didn’t have account access, or had limited account access, to the secure portion of this website and couldn’t perform a full evaluation.
1Northern Indiana Public Service Co. (NIPSCO)677
3Avista Utilities648
4Columbia Gas of Ohio643
7Wisconsin Public Service (on behalf of WEC Energy Group)638
8Colorado Springs Utilities636
10AEP Ohio (on behalf of American Electric Power)634
13Consumers Energy632
14Duke Energy630
15NV Energy*629
16Duquesne Light Co.624
16We Energies624
20Tacoma Public Utilities621
21Alabama Power620
22Tucson Electric Power619
23Southern California Edison618
23Pedernales Electric Cooperative618
26Con Edison (on behalf of Consolidated Edison)615
28Dominion Energy South Carolina613
29Otter Tail Power Co.612
30Madison Gas and Electric610
31CORE Electric Cooperative609
32Piedmont Natural Gas607
33CPS Energy*606
34Xcel Energy*604
35Peoples Gas603
36Enbridge Gas601
37Entergy Corp.*600
39TXU Energy590
41Énergie NB Power585
42PSEG Long Island*584
43Black Hills Energy*583
43Memphis Light, Gas and Water583
43NorthWestern Energy583
46New Jersey Natural Gas*581
46CenterPoint Energy581
46Tampa Electric*581
50Arizona Public Service*580
51DTE Energy*579
51Huntsville Utilities579
53Dominion Energy Virginia578
54Ameren Illinois (on behalf of Ameren Corp.)*576
55Puget Sound Energy*575
56Austin Energy*574
56Exelon Utilities (based on ComEd’s website)*574
58UGI Utilities*572
58CDE Lightband*572
60Southern Company Gas*571
60Pacific Power (on behalf of PacifiCorp)*571
60Dominion Energy Ohio*571
63Nova Scotia Power*569
64Public Service Co. of Oklahoma*568
64Manitoba Hydro*568
66National Grid*566
67Toronto Hydro565
68Dominion Energy Utah563
68Omaha Public Power District*563
68Alliant Energy*563
71Georgia Power*562
71Lawrenceburg Utility Systems562
73MidAmerican Energy*561
73Kansas Gas Service* (on behalf of ONE Gas)*561
73BC Hydro*561
76Washington Gas*557
76Dominion Energy North Carolina - Gas*557
79AES Ohio (formerly Dayton Power & Light)*552
80NW Natural*551
81New Mexico Gas Co.*543
82West Penn Power* (on behalf of FirstEnergy)*541
83Central Maine Power* (on behalf of Avangrid)*536
85Southwest Gas Corp.*532
86Spire Inc.*531
87LG&E and KU*526
88Los Angeles Department of Water and Power*502
89Bowling Green Municipal Utilities*500
91Starkville Utilities*491
92Columbia Power and Water Systems*478
93Loudon Utilities470

Contributing Authors

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