Introduction
This brief examines residential consumers' attitudes, behaviours and likely actions regarding switching power supplier for the coming 12-36 months, based upon a survey of households in selected States.  In doing so it illustrates relative price sensitivity, openness regarding retailer approaches and general opportunities for customer acquisition in each of three key competitive States.

Scope
-  Based on a survey of over 1,500 residential customers in NSW, Victoria and South Australia. 

-  The survey investigate switching drivers and barriers, price savings required to switch and intentions for considering switching in the future.

-  Analysis of the customer acquisition potential across the three States analyzed and according to size of electricity bill.

Research & Analysis Highlights
Door-to-door was, as to be expected, the most effective in winning new customers.  Telemarketing, however, was only marginally more effect at encouraging switching than direct mail, and also managed to turn 18% of the sample off the idea of switching after the approach. 

South Australians were keenest to switch in the future - 23% saying they would consider switching in the next 6 months, with the higher the bill being paid, the higher the likelihood of a customer to consider switching. 

Almost half of the sample would switch for a 10% saving, but 35% felt it would take a discount of 20% or more to entice them to move provider.

Reasons to Purchase
-  Assess switching potential across State and by annual electricity spend. 

-  Understand the relative magnitudes of the key barriers and drivers for switching, and the savings necessary to prompt consumers to switch. 

-  Pinpoint the customer segments with the key switching potential.

Table of Contents

Chapter 1    Executive Summary
 
1.1    Introduction
1.2    Switching trends in the Australian electricity market
1.3    Customer attitudes and switching behaviour

Chapter 2    Introduction

2.1    What is this report about?

Chapter 3    Switching Trends in the Australian Electricity Market

3.1    Introduction
3.2    Key findings
3.3    Customer switching to date in Australia's power market

Chapter 4    Customer Attitudes & Switching Behaviours

4.1    Introduction
4.2    Key findings
4.3    Type of approach and customer reaction
4.4    Switching drivers
    4.4.1  Reasons for not switching
4.5    Switching intentions
4.6    Attitudes to price

Chapter 5    Conclusions

5.1    Introduction
5.2    Key findings

Chapter 6    Appendix

6.1    Research methodology
    6.1.1  Secondary research
    6.1.2  Primary research - Household survey
6.2    Sources and relevant links
    6.2.1  Government and Regulatory bodies
    6.2.2  National Energy Market bodies
    6.2.3  Australian Retailers
6.3    Further readings
6.4    Report writing team
6.5    How to contact experts in your industry

Tables

Table 1:    Have you been approached regarding switching supplier - by State
Table 2:    Have you been approached regarding switching supplier - by spend 
Table 3:    If approached, how did this take place - by State
Table 4:    If approached, how did this take place - by spend
Table 5:    What was the outcome of the most recent approach - by State
Table 6:    What was the outcome from the most recent approach - by spend
Table 7:    Switching outcomes by approach
Table 8:    If you have switched your electricity supplier, what was the main reason for switching
Table 9:    If you have switched your electricity supplier, what was the main reason for switching - by spend
Table 10:  If you have not switched, what was the main reason why not - by State 
Table 11:  If you have not switched, what was the main reason why not - by spend 
Table 12:  Switching electricity / gas supplier is more trouble than it is worth - by State
Table 13:  Switching electricity / gas supplier is more trouble than it is worth - by spend
Table 14:  Switching electricity / gas supplier is more trouble than it is worth - by switching history
Table 15:  I am confused by the different offers available from suppliers - by State
Table 16:  I am confused by the different offers available from suppliers - by spend
Table 17:  When will you next consider switching supplier - by State
Table 18:  When will you next consider switching supplier - by spend
Table 19:  What is the likelihood that you would switch for a 10% saving - by State
Table 20:  What is the likelihood that you would switch for a 10% saving - by spend 
Table 21:  What is the lowest price saving you would require to switch supplier - by State
Table 22:  What is the lowest price saving you would require to switch supplier - by spend
Table 23:  Distribution of respondents by State and Territory

Figures

Figure 1:  Switching rates in the Victorian, NSW and South Australian power markets - small consumers
Figure 2:  Switching outcomes by approach 
Figure 3:  What is the lowest price saving you would require to switch supplier - by State
Figure 4:  Switching rates in the Victorian, NSW and South Australian power markets - small consumers
Figure 5:  Switching outcomes by approach 
Figure 6:  If you have not switched, what was the main reason & why not?
Figure 7:  When will you next consider switching supplier - by State
Figure 8:  What is the lowest price saving you would require to switch supplier - by State
Figure 9:  Comparison of States according to potential for future customer switching