The Smart Energy Consumer Collaborative (SECC), a nonprofit organization that studies consumer behaviors, interests and concerns in the energy transition, today released the findings of the “Consumer Understanding of Demand Response” survey, which was fielded to a nationally representative sample of 2,091 Americans over 18 years old.

The new Snapshot Survey found that 66% of consumers are interested in participating in a behavioral demand response (DR) program or are currently enrolled. While survey respondents were somewhat less enthusiastic about direct load control (DLC) programs, a majority of consumers (53%) are still open to participating or are currently signed up.

Among consumers who expressed interest in participating in a DR program – whether behavioral or DLC – there is broad willingness to adjust household appliances and devices. Eighty percent are willing to shift dishwasher usage, and 77% are willing to adjust home cooling. Consumers are least likely to be willing to adjust lighting (74%) and smart plugs/outlets (71%).

When asked what information they would need before enrolling in a DR program, consumers prioritize cost, control and comfort. Sixty‑two percent of respondents cited financial impact, including bill savings and rebates, and 57% wanted clarity on their ability to manually override changes. About one‑third said they needed details on the grid impact of their participation.

“As electricity providers increasingly offer demand response programs to balance the grid and avoid costly upgrades, understanding the consumer perspective is more important than ever,” said SECC’s President & CEO Nathan Shannon. “This survey shows that consumers are open to adjusting a variety of household devices in exchange for financial incentives – as long as they have some measure of control and can maintain home comfort.”

SECC member organizations can access a slide deck with the complete findings from the “Consumer Understanding of Demand Response” survey here. In addition, an infographic highlighting key takeaways is available to the broader industry via SECC’s website.