1 in 5 British homeowners say their homes often feel cold, but awareness of insulation schemes like the Green Deal ‘lagging’: report

A new report from YouGov SixthSense reveals that a fifth (21%) of homeowners in Britain say their homes often feel cold, but the high cost of heating is leading many to seek out ways to reduce energy consumption and make their homes more efficient.

According to the report, 44% of homeowners have cut back on their energy use in the last 12 months. Meanwhile, more than a quarter (28%) have reduced spending on non-essential goods and services, and more than one in ten (11%) have cut back on essentials.

Homeowners surveyed in the C2DE (blue collar worker) socio-economic group are most likely to have cut back on energy use in the last 12 months. Women are also more likely to cut back, whereas men are more likely to change providers to try and find a cheaper deal.

North-South divide on energy saving awareness and action

Homeowners in the North tend to be more likely to be ‘very aware’ about their home’s energy performance than those living in the South of the country.

Awareness about a property’s energy performance is highest in the North of England (11%) and the Midlands (12%). Certain types of insulation products, such as double glazing, have a particularly strong penetration; in the North of England 69% of homeowners have had double glazing installed in the last five years. London has low percentages of homeowners who have installed cavity wall insulation and double glazing in the past five years – at only 6% and 25%, respectively.

Awareness of Green Deal ‘lagging’

As of March 2013, 27% of homeowners surveyed had not heard of the Green Deal (a government programme that gives loans to homeowners to better insulate their homes), while a further 33% had heard of it but knew nothing about it. Just over one in 10 (11%) said they knew quite a lot about the Green Deal.

Television (44%) was the most important channel to inform homeowners who were aware of the Green Deal. Other notable channels used include radio (23%) and the internet (20%).

Some 3% of homeowners say they will definitely get involved with the Green Deal, while a further 33% say they will possibly get involved.

Commenting on the report, YouGov SixthSense Research Manager Tom Rees said: “Energy efficiency is clearly a priority for British homeowners, as many say they often feel cold in their homes and at the same time are struggling with the high-cost of heating. This report also found that most are aware of climate change and see it as a problem, and yet the Green Deal is still not on the radar of the majority of British homeowners. More needs to be done to make homeowners aware of their options when it comes to insulation.”

For more information, contact YouGov PR Executive Harris MacLeod

Learn more about the SixthSense report

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