While the popularity of energy efficiency technology has increased in recent years, not all demographics feel the same about it.

According to a recent study by the Smart Energy Consumer Collaborative, consumers under the age of 55 with a college degree and children are the “most favorable” to technology and efficiency when it comes to energy use in their homes.

The study, which was conducted this spring and released in August 2025 by the nonprofit that focuses on the needs of consumers in the smart energy landscape, surveyed 2,000 Americans who make household energy decisions.

Notable findings include a segmentation of consumers into four distinct groups. Consumers labeled as “informed and engaged” are described as the “ideal customers in the modern electricity ecosystem.” They represent about 34% of the total population, and with 70% under the age of 55, they overlap with the millennial generation. They are also most likely to have children in the household, and 60% have a college degree.

Other segments include the “curious and capable consumers,” the youngest segment and most likely to live in multifamily housing. They are joined by the “tech cautious saver consumers,” who are primarily older, empty-nester, low-income women. Lastly, “turnkey comfort consumers” are well-educated, well-off retirees.

Of the four groups, the “informed and engaged” consumers are the most likely to respond that they “they do whatever they can to reduce their electricity bill” and that they “use technology whenever they can to be more energy efficient.”

The survey also revealed some significant findings about energy consumers overall. For example, the use of smart appliances is on the rise. Just under half of the respondents (47%) own a smart thermostat, and 43% own at least one smart appliance, such as smart lights (41%) and smart plugs (38%).

On the other hand, there is a large information gap about resources available to consumers to help them become more efficient and save money on their bills. Less than 20% of consumers know about programs like energy-efficient HVAC rebates, money-saving rate plan options or offers for energy audits.