Customer engagement has been the rallying cry of smart grid advocates for years. The problem, it turns out, is that customers are not one group of people.

Segmentation is just starting to be a word in the utility’s lexicon, and a recent survey from PwC helps fill the void for utilities that serve Midwesterners.

The report found that what Midwest customers want from their utility and the smart grid is not the same as other regions of the country, especially California. Money, in particular, is the most important driver.

The survey asked 900 utility customers in the Midwest about what was important to them when it came to their utility. A resounding 82% said saving money on their monthly electric bill was very important.