In SECC’s “Understanding Lower-Income Consumers and the Smart Energy Future” report, we developed four personas of lower-income consumers: The Environmentally Driven, The Smart Energy Receptive, The Smart Energy Decliners and The Climate Change Skeptics. These personas were created to understand lower-income consumers more deeply and how they might differ on values, attitudes and other characteristics.

This infographic provides a breakdown of the four personas, including their top barriers to energy-saving activities, their typical electricity bill amounts and the percentages of each persona that rent vs. own their homes. It also provides a quick glance at their agreement with statements such as “The government should invest more in renewable energy sources” and “I can easily understand how to use new smart technologies”.