Homeowners eligible for free heat pumps
www.nesta.org.uk/feature/targeting-heat-pumps-eight-key-consumer-audiences-july25/segment-e-homeowners-eligible-for-free-heat-pumps/
www.nesta.org.uk/feature/targeting-heat-pumps-eight-key-consumer-audiences-july25/segment-e-homeowners-eligible-for-free-heat-pumps/
This large segment comprises around 7.7 million households – a quarter of UK households. These are older (with 44% of the heads of household aged 66+), low-income, mainly single people or couples with children no longer living at home. They tend to live in either owned or rented smaller terraced or semi-detached properties valued below the national average. This segment is prominent in post-industrial towns on the coast, such as Hastings, and inland, such as Stoke-on-Trent.
This is the group most likely to consider home equity release in the next 12 months (38%). 30% are saving for holidays or travel, while 27% are not saving for anything. 35% don’t consult any sources before making a financial decision, and around 40% are retired. They have a lower-than-average use of the internet and keep informed through printed newspapers and magazines. They are regular viewers of live TV.
They are likely to be eligible for the government-funded heat pump schemes but are less engaged with environmental issues or green technology. They tend to be wary of trying new technologies due to the significant cost investment and potential disruption to their homes – only 9% often try new technologies – the lowest across all the segments.
37% of this segment would consider a heat pump for their next heating system in the next five years. 33% say the biggest barrier to getting a heat pump is the installation costs, followed by 16% who are happy with their current system and see no reason to change it. The benefit most likely to persuade them to get a heat pump in the future would be lower home energy bills (16%), with one in ten citing environmental reasons.
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