Understanding your customers is an important part of designing effective electrification programs and services. To help you engage with your customers and understand the market for electrification technologies in your service territory, E Source conducted a residential customer survey on the topic in the spring of 2021. We focused primarily on heat-pump water heaters, heat pumps for home heating and cooling, and induction cooktops.

Topics covered in the 2021 study include:

  • Familiarity and awareness of electrification technologies
  • Motivators for owning electric appliances and equipment
  • Purchase behavior for home appliances and equipment

What you get

If you’re an E Source member, you’ll get access to reports and webinars related to the Residential Electrification Survey. Your access is limited to the services your utility subscribes to. If you’re interested in receiving a specific report, but your utility doesn’t subscribe to the E Source service that hosts that content, please contact us.

Members of the E Source Distributed Energy Resource Strategy Service will get content that focuses on creating effective building electrification strategies, pilots, programs, and other customer offerings.


The 2021 online survey included 5,016 residential homeowners in the US (n = 4,516 respondents) and Canada (n = 500 respondents). We recruited participants using a purchased sample of US and Canadian residential households from global online market research firm Dynata. We only sampled respondents who own their home. We set quotas for age, gender, income, and geographical location. We then applied postfieldwork weighting on the sample to reflect population norms.

Study results

Data from this survey is ready for you! Please submit an Ask E Source inquiry with your questions about increasing electrification technology adoption and designing and marketing electrification programs and services. We’ll get you answers that are relevant to your service territory.

Ask E Source