Inside Information Sample Report

Member Satisfaction & Attitude

Project ID #3559/67890 Kimjump Web Design and Branding.

Prepared for:

Your Electric Cooperative

Project Date: June 2016

Survey developed and conducted by Inside Information, Inc.ÂŽ of Smithville, Missouri, as part of a member research project commissioned by Your Power Supplier.

your electric cooperative

Contents

Content Descriptions Link to Text

Synopsis

Executive Summary Survey Overview

Reports

Results Slide Deck Trending Report Crosstab Analysis

Documentation

Member Comments Survey Instrument

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2016

your electric cooperative

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2016

Executive Summary Methodology During the first quarter of 2016, Your Electric Cooperative conducted a Customer Marketing Survey to determine customer satisfaction, attitudes and perceptions about the co-op, market shares of competing energy sources, appliance saturation, interest in added products and services, and customer demographics.

The survey was conducted in 2016, during which time interviewers collected telephone survey responses from 300 customers in the Your Electric service area, selected at random from the co-op’s residential customer files. The results of this survey have a margin of error of plus or minus (+/-) approximately 4.6% at a 95% degree of probability.

There were 25 customers who declined to be interviewed, for a refusal rate of 7.7%.

Respondents were dispersed throughout the Your Electric service area. The zip code with the most customers interviewed was 10000 with 76 respondents, located in the southern portion of the co-op service area around (your service area).

Some of the results of this survey are compared with the results of a previous customer marketing survey, conducted 2010. The previous survey included telephone responses from 136 randomly-selected customers.

Insights • The survey results show that Your Electric Co-op’s customers are middleaged to older – 60% are over age 50 and only 5% are under age 35.

Compared with a previous survey in 1994, customers in the 51-64 age group have doubled, while those under age 35 have fallen by two-thirds

• Customers indicate interest in considering Your Electric Co-op for additional products and services – those with the most customers either interested or very interested are wind power (37%), propane (30%), automatic meter reading (24%), and Internet service (13%).

• Overall, virtually all customers (97%) say they are either satisfied or very satisfied with the co-op’s performance, equal to a 4.49 average on a fivepoint scale. Your Cooperative’s satisfaction rating is among the highest found in surveys for other co-ops around the country, and has actually increased from the 93% satisfaction level from the previous survey.

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2016 Member Satisfaction Survey Results

Online 1. First, how long have you received electric service from Your Electric Cooperative?

Less than 1 year 1 - 2 years

2015 - Based on 300 responses 100 21.6% Phone 4.0% 9.6%

2. Please rate your satisfaction with the co-op on each of the following:

3 - 5 years 6 - 10 years

15.3% 17.7%

200

78.4% 11 - 20 years 21 - 30 years

18.1% 19.3%

More than 30 years

16.1%

Not at all satisfied ---------------------------------------------------------------> Very satisfied 2 3 4 5 6 7 8 9 0.4% 0.8% 0.8% 0.8% 0.4% 4.4% 19.2% 35.2% 0.4% 0.0% 0.0% 0.4% 1.2% 4.8% 18.5% 38.7% 0.4% 0.0% 0.0% 1.2% 2.0% 7.2% 14.1% 39.4% 0.4% 0.0% 0.0% 2.0% 3.6% 5.6% 16.9% 41.1% 0.4% 0.0% 0.4% 3.2% 4.0% 7.3% 15.3% 39.5% 0.4% 0.8% 1.2% 4.0% 3.2% 7.7% 17.8% 38.9% 0.4% 0.3% 0.4% 1.9% 2.4% 6.2% 17.0% 38.8%

10 38.0% 35.9% 35.7% 30.2% 29.4% 25.9% 32.5%

Avg Score

1 0.0%

Not at all satisfied ------------------------------------------------------------> Very satisfied 2 3 4 5 6 7 8 9 0.0% 0.4% 0.4% 1.2% 1.6% 5.7% 14.2% 44.1%

10 32.4%

Avg Score

Top Box 90.7%

1 0.0%

Falls short of expectations ---------------------------> Exceeds your expectations 2 3 4 5 6 7 8 9 0.0% 0.0% 0.4% 1.6% 2.5% 6.2% 18.9% 45.3%

10 25.1%

Avg Score

Top Box 89.3%

5. Imagine an ideal utility company. How well do you think Your Electric compares with that ideal utility company?

Not very close to ideal ---------------------------------------------> Very close to ideal 1 2 3 4 5 6 7 8 9 0.0% 0.0% 0.0% 0.8% 1.2% 2.4% 6.1% 19.0% 43.3% *Top Box = 8 - 10 ratings combined, or closest to ideal.

10 27.1%

Avg Score

Top Box 89.4%

6. Assume you can choose your electric company. If you could choose today, how likely is it that you would choose Your Electric again?

Not at all likely ----------------------------------------------------------------------> Very likely 1 2 3 4 5 6 7 8 9 0.0% 0.4% 0.4% 0.8% 1.2% 1.6% 6.0% 16.9% 43.4% *Top Box = 8 - 10 ratings combined, or most likely to choose again.

10 29.3%

Avg Score

Top Box 89.6%

*Top Box = 8-10 ratings combined, or highest satisfaction Providing reliable electricity with few blinks or outages Restoring power quickly after an outage Providing quality customer service Communicating effectively about co-op issues that affect you Helping you use electricity efficiently to control your bills Charging reasonable rates OVERALL SECTION AVERAGES

1 0.0% 0.0% 0.0% 0.0% 0.4% 0.0% 0.1%

3. Considering all your experiences, how satisfied overall are you with Your Electric Cooperative?

*Top Box = 8 - 10 ratings combined, or highest satisfaction.

4. To what extent has YourElectric fallen short of or exceeded your expectations?

*Top Box = 8 - 10 ratings combined, or exceeded expectations.

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8.94 9.00 8.94 8.80 8.67 8.53 8.81

8.93

8.78

8.80

8.82

Top Box 92.4% 93.1% 89.2% 88.2% 84.2% 82.6% 88.3%

2016 Member Satisfaction Survey Results

7. If you had a friend or relative moving to this area and they could choose their electric company, how likely is it that you would recommend your co-op to them?

Not at all likely ----------------------------------------------------------------------> Very likely 1 2 3 4 5 6 7 8 9 0.0% 0.4% 0.4% 0.8% 1.6% 1.6% 6.1% 18.8% 40.4% *Top Box = 8 - 10 ratings combined, or most likely to recommend.

Net Promoter Score 8. Is Your Electric a Touchstone Energy cooperative?

9. How would you describe your relationship with Your Electric?

65

Yes

33.5%

Member Owner

10.4% 2.4%

10 29.8%

Avg Score

8.78

Top Box 89.0%

Net Promoters (9-10 ratings) minus Net Detractors (1-6 ratings)

No

9.3%

Don't know/no response Both Member and Owner Customer

10. Which of these types of renewable energy does the co-op use to generate electricity? (all that apply) Wind power 20.5% Hydro Power 20.9%

Solar Geothermal

16.5% 12.4%

57.3%

29.6% 57.6%

None Don't know

2.0% 64.3%

11. To meet co-op's future electric generation needs, which one of these is important - that the co-op tries to keep rates lower using electricity generated from natural gas and coal? Or, that the co-op uses renewable energy like wind, solar, and geothermal power that may cost more? [one response only] Doesn't matter/no response 16.1% Try to keep rates lower using natural gas and coal generation 71.1% Use renewable energy that may cost more 12.9% 12. Are you considering installing equipment at your home to generate electricity using solar power, or would you support the co-op building a solar power generation facility?

4.4% Both- considering home generation and support co-op solar facility Considering installing home solar generation Neither Support a co-op solar facility 6.9% 13. Are you concerned about potential future EPA regulations that may affect your electric bill?

*Top Box = 8 - 10 ratings combined, or most concerned

1 38.4%

Not at all concerned -------------------------------------------------------------------> Very concerned 2 3 4 5 6 7 8 9 10 1.7% 0.8% 0.8% 6.6% 5.8% 11.2% 13.6% 6.6% 14.5%

14. Would you be willing to send letters or e-mails to elected officials opposing regulations that would increase your electric bill?

Yes 36.0% No 15. What type of internet connection do you use most of the time?

No internet (skip to #19) Dial-up Telephone DSL

25.0% 63.7%

22.1% 1.2% 19.3%

64.0%

Cable modem Cell phone or mobile device Satellite or land-based broadband

5

30.9% 17.7% 8.8%

Avg Score

5.07

Top Box 34.7%

2016 Member Satisfaction Survey Results

16. How often do you visit the co-op's website?

Never Less than once a month

56.4% 35.9%

1 - 2 times per month 3 or more times per month

7.7% 0.0%

Instagram Vine LinkedIn Myspace Other

4.6% 0.0% 3.1% 0.0% 0.0%

17. Do you use online social media websites, such as Facebook and Twitter, and if so, which ones? (of those with Internet - all that apply) No 49.0% Facebook 44.3% Pinterest 14.4% Twitter 19.1% YouTube 24.7%

18. Would you be interested in receiving any of the following communication from the co-op about things like energy efficiency tips and power outage updates? (of those with Internet - all that apply) E-mails 86.0% Social media 15.5% Text messages 29.5% 19. What type of telephone service do you use? (one response only) Landline home phone only, no cell phone Cell phone only, no landline home phone D1. Into which category does your age fall?

Under 25 25 - 34 35 - 44

0.8% 4.9% 13.9%

Less than high school High school graduate or GED

3.3% 43.7%

D2. What is the highest level of education you have completed?

D3. What occupation is the primary source of your household income?

Retired White collar (office, retail, sales, etc.)

Professional (advanced degree or training)

D4. Respondent’s gender:

11.3% 31.9%

Both cell and landline home phone Neither cell nor landline home phone

45 - 54 55 - 64 65 - 74

75+

Vocational/vo-tech school Some college

31.0% 26.2% 7.7% Male

23.7% 23.7% 22.4%

6.1% 31.4%

56.9% 0.0%

10.6%

College graduate Graduate or professional school

Farmer/ rancher Blue collar (manufacturing, construction, transportation etc.)

Unemployed or disabled 58.8%

Female

D5. Any additional comments: Better service Lower bill would help

6

41.2%

4.0% 27.0% 4.0%

12.2% 3.3%

Residential Satisfaction and Attitude Survey Results May 2016

Conducted & compiled by Inside InformationÂŽ Inc.

Overview

2

Residential Satisfaction and Attitude Survey, 2016 During April-May of 2016, Your Electric Cooperative conducted a Residential Member ACSI Satisfaction Survey to measure member satisfaction based on the American Customer Satisfaction Index, along with basic demographics.

These results include telephone and online survey responses from 250 randomly-selected residential members.

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Highlights 

Slight decrease, but still very much co-op satisfaction – 91% are somewhat or very satisfied – average 8.24 rating on 10-pt scale



Decrease in ACSI satisfaction score to 86, still well above the national co-op average -- 87% say YEC has greatly exceeded their expectations -- 89% say YEC is very close to being an ideal utility company -- 90% would choose YEC again as their electric company



About half are aware of the Touchstone brand – higher satisfaction and loyalty among those aware YEC is part of Touchstone



Again mostly middle-aged, and more long-time members than previously – median age is 55, median length of service is 16 years



More are retirees or have white collar occupations



Two-thirds have college/other post-high school education



64% of responses by telephone, 36% received online

Survey Responses Trend in Type of Survey Responses 2013

85%

2015 2016-S 51%

55%

49%

15%

Telephone

Online

8

45%

Member Satisfaction

Attitude & Perceptions Overall Member Satisfaction with Your Electric 70% 59%

91% are somewhat or very satisfied (8-10 ratings) 2% dissatisfied (1-3 ratings)

60% 50%

Average = 8.88

40% 30%

19%

20%

13%

10% 1%

0%

1%

1%

1%

1%

1

2

3

4

5

6

0%

5%

7

1=not at all satisfied, 10=very satisfied

9

8

9

10

Attitude & Perceptions Trends in Overall Satisfaction 100% 80%

92%

90%

96%

91%

91%

88%

78% Average on 10-point scale 2016 – 8.88 2015 – 9.18 2013 – 9.46 2011 – 9.27 2009 – 9.24 2007 – 9.03 2005 – 8.45

60% 40% 20% 0% 2005

2007

2009

2011

2013

2015

2016

Somewhat or very satisfied

Attitude & Perceptions Member Satisfaction – by age 100%

92%

92%

89%

95%

80% 60% 40%

Very high satisfaction across all age groups

20% 0% Overall

< 45

45-64

Somewhat or very satisfied – 8-10 ratings

10

65+

Attitude & Perceptions Member Satisfaction – by Survey Language of Respondent 100%

92%

95%

92%

80% 60% 40% Slightly higher satisfaction among those responding in Spanish

20% 0% Overall

English

Spanish

Somewhat or very satisfied – 8-10 ratings

Attitude & Perceptions Overall Co-op Satisfaction vs. Median Age – by survey type Telephone

93%

Online

91% Online respondents are slightly older, yet have lower co-op satisfaction than younger telephone respondents

62 48

Median age

Co-op satisfaction (8-10 ratings)

11

Attitude & Perceptions Satisfaction Comparison with Top Co-ops in Other States 100%

99% 99%

95% 95% 95% 94% 94% 94% 93% 92% 92% 92% 92% 92% 91% 90% 90% 89% 88%

80% 60%

Where Your Electric overall co-op satisfaction ranks among co-ops with the highest satisfaction in other states

40% 20% 0%

IA

AR

ME

AL

FL

MO

IL

WY

TX

MI

CO

TN

OK

SC

IN

SD

LA ABC KS

Somewhat or very satisfied (8-10) at co-ops with the highest satisfaction in other states

Attitude & Perceptions How Well Does YEC Meet Your Expectations?

70% 60%

59%

83% say YEC has greatly exceeded their expectations

50%

2% feel YEC has fallen short Average = 8.88

40% 30%

19%

20%

13%

10% 1%

0%

1%

1%

1%

1%

1

2

3

4

5

6

0%

5%

7

1=falls short of expectations, 10=exceeds expectations

12

8

9

10

Attitude & Perceptions Is YEC the Ideal Utility Company?

70% 60%

59%

85% say YEC is very close to being an ideal utility company

50%

5% feel YEC is not at all close to ideal

40%

Average = 8.88 30% 19%

20%

13%

10% 1%

0%

1

2

0%

1%

1%

1%

1%

3

4

5

6

5%

7

8

9

10

1=not very close to ideal, 10=very close to ideal

Attitude & Perceptions Likely to Choose Your Electric Again Today?

70% 60%

59%

86% say they are very likely to choose YEC again today (8-10)

50%

4% say it is very unlikely they would choose YEC again (1-3)

40%

Average = 8.88 30% 19%

20%

13%

10% 1%

0%

1%

1%

1%

1%

1

2

3

4

5

6

0%

1=not at all likely, 10=very likely

13

5%

7

8

9

10

Attitude & Perceptions American Consumer Satisfaction Index Responses 100%

91%

80%

86%

85%

83%

60% 40%

Responses to these questions produce an 86 ACSI satisfaction score

20% 0%

Overall satisfaction

Exceeds expectations

Is ideal utility company

Would choose co-op again

Top box (8-10) responses

Attitude & Perceptions Trends in ACSI Satisfaction Responses 100% 90% 80%

96% 92% 90% 91%

91% 88%

90% 85%85% 84%

78%

90%

88%

84% 81% 82% 78%

83%

78%

88% 85%

91% 88% 88% 88% 86% 85% 78%

70% 60% 50%

Overall satisfaction

2005

2007

2009

Exceeds expectations Is ideal utility company

2011

2013

14

2015

2016-S

Would choose co-op again Top box (8-10) responses

Attitude & Perceptions Trends in ACSI Scores 100

89

86

83

92

88

88

86

2015

2016

80 60 40 Slightly lower ACSI score in 2016

20 0 2005

2007

2009

2011

2013

Attitude & Perceptions Comparison of ACSI Scores at Other Co-ops (from NRECA) 70% 60%

YECâ&#x20AC;&#x2122;s 86 score is well-above most other co-ops nationwide

50% 40% 30%

25%

20% 10%

23%

22%

16% 10% 5%

0% < 78

78-80

81-82

15

83-85

86-89

90 +

Attitude & Perceptions Comparison of ACSI Scores (from ACSI) 86

YEC Co-op

YECâ&#x20AC;&#x2122;s 86 score is higher than the national co-op average and the IOU and municipal utility averages

Apple

84

Coca-Cola

83

Touchstone average

80

Cadillac

80

Southwest Airlines

78

Nike

78

Facebook

75

Investor-owned avg

74

Municipal utility avg

73 70

Cell phone service

63

Cable/satellite TV

Attitude & Perceptions Trends in Awareness of Touchstone EnergyÂŽ Continued increase in brand awareness

66% 43%

11%

Aware co-op is part of Touchstone

2007

2009

16

2016

Attitude & Perceptions Satisfaction/Loyalty of Members Aware YEC is Touchstone Co-op 93% Not aware

Aware of Touchstone

91%

62% 48%

Much higher satisfaction and loyalty among respondents aware YEC is part of Touchstone

Somewhat/very satisfied (8-10)

Would choose co-op again (8-10)

Member Demographics

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Demographics Respondent Age 50% Median age is 47 years Mostly middle-aged â&#x20AC;&#x201C; just over half are age 35-54

40% 30%

27%

24%

20%

20%

14% 10%

10%

4%

1% 0% < 25

25-34

35-44

45-54

55-65

65-74

75 +

Demographics Trends in Respondent Age 70% 60% 50%

61%

46%

42%

43%

42%

40%

Median Age 2016 = 47 2015 = 47 2009 = 46 2005 = 41

43%

37% 29%

30% 20%

12%

16%

15%

10% 0% < 45

45-64 2005

2009

18

2015

65+ 2016-S

15%

Demographics Trends in Length of service 100% 2005

2009

2015

2016

Median 2016 = 8 years 2015 = 9 years 2009 = 5 years 2005 = 6 years

80% 60%

48% 50%

40%

46% 46% 35% 35%

33% 33% 21%

20%

17%

21% 21%

0% Up to 5 years

6-20 years

> 20 years

Demographics Trends in Education 100% 2005

2009

2015

2016

80% 60% 36%

40%

32%

27% 20%

Post-HS education 2016 = 69% 2015 = 69% 2009 = 38% 2005 = 40% 36% 36%

33% 33% 26%

21% 21%

10% 10%

25% 23% 15% 15%

0% Less than HS

HS grad, GED

Some college, vo-tech College grad, postgraduate

19

Demographics Trends in Occupation

80%

2005

2009

2015

2016

60%

Increase in professional occupations, decrease in blue collar and retirees

40% 30% 28% 28%

20%

26% 26%

31% 26% 20% 20%

18% 13%

11%

20% 16% 15%15%

14% 9%

12% 9% 3% 3%

7% 7%

0% Professional

White collar

Blue collar

Retired

Farmer or rancher

Unemployed or disabled

Demographics Trends in Survey Language of Respondents 100% 85% 80%

2005

85%

2009

2011

2015

2016

72% 57%

60% 43%

47%

53% Increasing number of respondents in English

40% 28% 20%

15%

0% English

Spanish

20

15%

Survey Action Items  Further evaluate options for a co-op solar generation project, as well as policies regarding home solar generation projects

 Continue to emphasize the message that the co-op is looking out for members by helping increase energy efficiency – use in promoting energy audits, potential loan program

 Increase promotion of efficiency programs, based on measures with the highest interest – as low-cost/no-cost measures are performed, consider incentives for more costly upgrades

 Expand and promote website content featuring energy efficiency info, links to online audits and calculators, consider regular energy efficiency emails – increase promotion of online tools to monitor home energy usage

 Use database to track energy audit data – continue to conduct follow-up surveys to be used to perform audit implementation impact analysis

21

2016 Your Electric Cooperatives ACSI Satisfaction Survey -- CO-OP COMPARISONS Aggregated

1

2

3

4

5

6

7

8

9

10

11

3,300 ACSI Satisfaction ACSI score Overall satisfaction (top box) Dissatisfied (bottom box) Overall satisfaction (mean) Exceeds expectations (top box) Exceeds expectations (mean) Ideal utility company (top box) Ideal utility company (mean) Would choose co-op again (top box) Would choose co-op again (mean)

300 1

300 2

300 3

300 4

300 5

300 6

300 7

300 8

300 9

300 10

300 11

89 91.0% 0.3% 9.05 88.6% 8.90 89.1% 8.94 89.9% 9.03

88 92.7% 0.0% 9.00 90.4% 8.81 93.5% 8.98 94.4% 9.05

88 89.6% 0.4% 8.98 85.7% 8.78 88.0% 8.84 88.4% 9.00

87 92.4% 0.4% 8.98 89.1% 8.79 89.9% 8.84 88.0% 8.76

87 90.7% 0.4% 8.93 89.3% 8.78 89.4% 8.80 89.6% 8.82

91 93.8% 1.2% 9.27 91.6% 9.14 91.9% 9.19 92.2% 9.20

85 85.4% 0.4% 8.74 82.5% 8.58 82.2% 8.65 83.7% 8.74

95 94.0% 0.0% 9.56 93.6% 9.47 93.1% 9.49 95.2% 9.56

87 90.0% 0.4% 8.91 88.3% 8.83 88.9% 8.84 89.1% 8.89

94 96.0% 0.4% 9.53 94.8% 9.41 94.4% 9.42 96.0% 9.70

85 86.2% 0.4% 8.80 85.6% 8.65 84.2% 8.60 85.3% 8.78

86 90.0% 0.8% 8.86 83.5% 8.61 84.3% 8.69 86.8% 8.78

Net Promoter Satisfaction Net Promoter Score Would recommend co-op to someone else

70 89.8%

76 93.7%

67 88.4%

66 88.4%

65 89.0%

75 92.3%

57 83.3%

87 95.1%

66 89.8%

90 96.4%

62 84.4%

60 86.7%

Satisfaction with Co-op Attributes Reliable electric service Prompt outage response Quality customer service Communicating effectively Helping members use energy efficiently Reasonable rates

90.2% 91.8% 91.1% 88.4% 85.5% 84.8%

92.3% 92.7% 94.7% 92.4% 88.7% 88.2%

91.6% 92.8% 88.8% 86.4% 84.8% 82.4%

96.4% 94.4% 92.8% 91.6% 90.4% 85.4%

92.4% 93.1% 89.2% 88.2% 84.2% 82.6%

90.4% 91.1% 91.5% 89.5% 89.2% 89.1%

83.6% 84.8% 84.2% 83.0% 80.8% 81.3%

93.6% 94.4% 94.8% 94.0% 92.7% 90.7%

94.0% 93.2% 91.2% 89.2% 87.1% 84.7%

92.8% 94.8% 96.0% 87.5% 83.5% 92.7%

81.2% 88.4% 88.4% 83.6% 76.3% 74.3%

84.4% 89.6% 90.0% 86.4% 82.0% 82.0%

Relationship with Co-op Customer Both member and owner Member Owner

56.6% 17.9% 22.0% 3.4%

57.8% 18.9% 22.1% 1.2%

58.8% 22.8% 16.8% 1.6%

66.3% 22.5% 10.4% 0.8%

57.6% 29.6% 10.4% 2.4%

55.8% 7.6% 33.3% 3.2%

65.2% 19.0% 13.0% 2.8%

31.7% 13.7% 41.8% 12.9%

69.9% 10.0% 18.1% 2.0%

46.0% 20.4% 30.0% 3.6%

57.6% 14.0% 25.6% 2.8%

56.2% 18.9% 20.5% 4.4%

Touchstone Awareness Aware co-op is part of Touchstone

30.7%

14.7%

45.2%

30.1%

33.5%

20.1%

9.7%

19.2%

59.6%

34.0%

29.8%

41.1%

What Renewable Energy Does Co-op Use? Don't know None Hydropower Wind power Solar Geothermal

66.3% 5.2% 15.1% 14.9% 15.0% 12.7%

84.8% 1.2% 13.2% 6.0% 5.2% 3.2%

48.0% 4.8% 26.8% 33.6% 27.6% 26.8%

75.9% 0.8% 13.7% 16.1% 11.2% 12.0%

64.3% 2.0% 20.9% 20.5% 16.5% 12.4%

61.7% 13.7% 9.3% 5.2% 7.7% 14.5%

89.6% 0.4% 6.8% 6.0% 1.2% 1.6%

46.2% 11.6% 16.9% 6.8% 25.3% 8.8%

57.2% 4.8% 16.4% 25.2% 28.0% 17.6%

79.6% 6.4% 6.8% 7.2% 9.2% 4.4%

72.3% 4.8% 8.8% 8.0% 6.0% 15.7%

49.6% 7.2% 26.4% 28.8% 27.2% 22.4%

Preferred Generation Priority Try to control rates using coal/natural gas Use renewable energy that may cost more No opinion/doesn't matter

52.8% 21.8% 25.4%

65.1% 19.7% 15.3%

* * *

72.7% 16.5% 10.8%

71.1% 12.9% 16.1%

26.1% 25.7% 48.2%

63.1% 24.1% 12.9%

24.8% 34.4% 40.8%

50.8% 14.0% 35.2%

59.6% 26.0% 14.4%

43.0% 14.9% 42.2%

52.0% 30.0% 18.0%

Trends.xlsx

Co-opComparisons

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2016 Your Electric Cooperatives ACSI Satisfaction Survey -- CO-OP COMPARISONS Aggregated

1

2

3

4

5

6

7

8

9

10

11

3,300

300 1

300 2

300 3

300 4

300 5

300 6

300 7

300 8

300 9

300 10

300 11

Support Home and/or Co-op Solar Project Considering installing home solar equipment Support co-op solar project Both home solar and support co-op project Neither -- no home solar or co-op project

3.1% 31.0% 18.4% 47.5%

4.5% 19.4% 12.1% 64.0%

* * * *

4.0% 15.8% 21.5% 58.7%

4.4% 6.9% 25.0% 63.7%

1.2% 21.7% 18.1% 59.0%

* * * *

5.2% * * *

2.0% 18.4% 33.6% 46.0%

1.6% 58.9% 4.0% 35.5%

2.8% 15.7% 12.9% 68.7%

2.0% 27.2% 38.0% 32.8%

EPA Regulation Impact on Electric Bill Concerned regs may increase electric bill (8-10) Not concerned about EPA regs (1-3) Willing to contact Congress about EPA regs

45.0% 34.1% 34.3%

34.6% 53.7% 27.6%

56.8% 15.6% 52.6%

37.6% 46.3% 36.2%

34.7% 40.9% 36.0%

41.2% 46.4% 27.3%

39.1% 42.9% 15.0%

40.9% 41.0% 25.7%

51.4% 22.9% 46.0%

55.2% 11.6% 34.5%

39.3% 42.1% 23.7%

61.6% 16.4% 51.8%

Type of Telephone Service Both cell and home landline Cell only -- no home landline Home landline only -- no cell Neither home nor cell phone

49.9% 31.6% 18.1% 0.3%

50.4% 36.8% 12.4% 0.4%

59.6% 28.4% 10.8% 1.2%

46.0% 44.0% 9.6% 0.4%

56.9% 31.9% 11.3% 0.0%

40.8% 26.4% 32.8% 0.0%

52.4% 25.8% 21.4% 0.4%

38.2% 33.7% 28.1% 0.0%

66.8% 18.0% 15.2% 0.0%

39.6% 39.2% 20.8% 0.4%

40.7% 33.5% 25.8% 0.0%

58.0% 30.4% 10.8% 0.8%

Type of Internet Service, if any No Internet Cable modem Telephone DSL Cell phone, mobile device Satellite or land-based broadband Dial-up

26.4% 21.0% 18.4% 13.1% 19.5% 1.6%

23.8% 8.5% 8.9% 11.3% 46.4% 1.2%

10.0% 21.2% 20.4% 18.4% 28.0% 2.0%

24.8% 22.4% 12.8% 16.4% 23.6% 0.0%

22.1% 30.9% 19.3% 17.7% 8.8% 1.2%

39.2% 23.2% 17.2% 11.2% 5.6% 3.6%

37.9% 13.3% 15.3% 8.1% 24.6% 0.8%

33.2% 25.2% 28.0% 4.8% 7.2% 1.6%

19.6% 20.0% 34.8% 13.6% 11.6% 0.4%

26.4% 27.2% 8.8% 10.4% 26.0% 1.2%

34.4% 24.0% 22.0% 8.8% 8.0% 2.8%

19.6% 15.2% 14.4% 23.2% 25.2% 2.4%

How Often Do You Use Co-op Website?

Never Less than once a month 1-2 times a month 3 or more times a month

52.2% 35.6% 12.0% 0.2%

60.5% 27.9% 11.6% 0.0%

35.6% 48.9% 15.6% 0.0%

47.9% 44.1% 8.0% 0.0%

56.4% 35.9% 7.7% 0.0%

58.9% 33.1% 7.9% 0.0%

71.8% 23.1% 5.1% 0.0%

45.5% 35.9% 16.8% 1.8%

37.5% 50.0% 12.5% 0.0%

48.1% 14.8% 36.6% 0.5%

71.3% 24.4% 4.3% 0.0%

51.3% 44.7% 4.0% 0.0%

What Social Media Do You Use, if any?

None Facebook YouTube Twitter Pinterest Instagram LinkedIn

36.4% 57.2% 18.3% 20.1% 15.6% 9.8% 3.3%

47.2% 46.1% 13.9% 12.8% 10.6% 3.3% 3.9%

32.4% 58.7% 21.3% 30.2% 20.0% 15.6% 2.2%

43.6% 48.4% 17.0% 21.8% 14.4% 9.6% 4.3%

49.0% 44.3% 24.7% 19.1% 14.4% 4.6% 3.1%

27.6% 69.7% 19.1% 12.5% 11.8% 9.9% 3.3%

40.6% 57.4% 14.2% 9.0% 14.8% 8.4% 5.8%

26.5% 64.5% 10.8% 13.3% 18.1% 6.6% 3.0%

36.5% 53.5% 23.0% 33.5% 15.0% 21.0% 2.0%

32.6% 64.1% 12.5% 12.0% 17.4% 2.2% 3.3%

35.4% 62.8% 15.9% 18.3% 9.1% 2.4% 4.3%

27.9% 63.2% 25.4% 30.3% 23.4% 19.9% 2.0%

Interest in Co-op Personal Communication E-mail Text messages Social media

70.9% 39.1% 29.1%

75.9% 50.0% 27.6%

53.1% 56.7% 13.8%

61.5% 58.3% 30.2%

86.0% 29.5% 15.5%

53.7% 15.4% 47.2%

79.0% 27.4% 22.6%

56.7% 6.3% 43.3%

77.2% 53.1% 32.7%

71.5% 27.8% 25.7%

84.2% 12.3% 11.4%

70.9% 58.2% 41.8%

Trends.xlsx

Co-opComparisons

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2016 Your Electric Cooperatives ACSI Satisfaction Survey -- CO-OP COMPARISONS Aggregated

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3,300

300 1

300 2

300 3

300 4

300 5

300 6

300 7

300 8

300 9

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Length of Service Less than 1 year 1-2 years 3-5 years 6-10 years 11-20 years 21-30 years More than 30 years Median

2.2% 6.7% 13.0% 18.9% 21.9% 14.0% 23.3% 14

2.0% 5.6% 12.0% 15.6% 21.6% 14.0% 29.2% 17

2.0% 9.6% 18.8% 16.8% 21.6% 14.0% 17.2% 11

1.6% 8.4% 15.2% 22.0% 22.0% 8.4% 22.4% 11

4.0% 9.6% 15.3% 17.7% 18.1% 19.3% 16.1% 12

0.4% 3.2% 10.8% 22.0% 18.8% 9.2% 35.6% 17

0.8% 5.6% 8.8% 13.2% 22.8% 16.4% 32.4% 19

0.4% 2.0% 11.2% 24.5% 30.1% 11.2% 20.5% 14

0.8% 9.2% 18.8% 20.4% 21.2% 12.8% 16.8% 10

8.0% 7.6% 9.2% 12.4% 19.6% 18.8% 24.4% 17

1.6% 5.6% 6.0% 20.8% 24.0% 13.6% 28.4% 17

2.8% 7.6% 16.4% 22.0% 21.6% 16.0% 13.6% 11

Age Under 25 25-34 35-44 45-54 55-64 65-74 75 and over Median

0.9% 5.4% 15.7% 21.0% 21.6% 21.2% 14.2% 57

0.4% 5.4% 11.2% 21.5% 23.1% 24.0% 14.5% 59

0.4% 5.2% 19.3% 25.3% 18.5% 22.5% 8.8% 54

0.4% 5.3% 18.8% 24.5% 19.2% 24.1% 7.8% 55

0.8% 4.9% 13.9% 23.7% 23.7% 22.4% 10.6% 57

1.2% 8.0% 16.0% 20.4% 18.0% 13.2% 23.2% 56

0.8% 2.5% 7.8% 17.6% 23.0% 33.6% 14.8% 63

0.0% 3.2% 15.7% 16.5% 24.1% 22.5% 18.1% 60

0.4% 6.0% 21.6% 21.2% 27.2% 11.6% 12.0% 54

2.8% 9.3% 14.6% 15.8% 20.2% 22.7% 14.6% 58

1.6% 4.1% 15.0% 22.4% 16.7% 21.5% 18.7% 58

0.8% 5.6% 18.4% 22.4% 23.6% 16.0% 13.2% 56

Education Less than high school High school graduate Vocational/trade school Some college College graduate Graduate/professional school

4.8% 36.9% 6.5% 30.4% 17.3% 4.0%

2.8% 59.9% 4.9% 14.6% 13.4% 4.5%

2.4% 23.4% 3.6% 38.7% 23.8% 8.1%

2.4% 46.6% 4.0% 30.4% 15.0% 1.6%

3.3% 43.7% 6.1% 31.4% 12.2% 3.3%

5.3% 36.7% 9.4% 33.1% 13.1% 2.4%

11.0% 39.0% 5.7% 25.2% 15.4% 3.7%

0.5% 38.5% 11.1% 26.6% 18.9% 3.7%

3.6% 22.6% 9.3% 36.7% 24.6% 3.2%

7.7% 35.2% 2.8% 25.1% 23.1% 6.1%

9.3% 36.6% 6.9% 30.9% 11.4% 4.9%

4.0% 23.9% 8.1% 41.3% 19.8% 2.8%

Occupation Retired Blue collar White collar Professional Agriculture/farmer Unemployed/disabled

35.6% 22.4% 20.8% 11.4% 4.1% 5.8%

39.6% 24.4% 16.8% 9.6% 4.0% 5.6%

26.7% 30.8% 22.3% 14.6% 3.6% 2.0%

31.0% 26.2% 25.8% 10.1% 2.0% 4.8%

31.0% 27.0% 26.2% 7.7% 4.0% 4.0%

38.7% 18.1% 15.7% 14.1% 4.0% 9.3%

49.6% 13.0% 18.7% 10.6% 2.4% 5.7%

48.4% 8.5% 16.1% 12.5% 4.4% 10.1%

21.6% 28.8% 24.4% 11.2% 6.8% 7.2%

33.6% 21.5% 21.1% 13.0% 6.1% 4.9%

40.1% 19.0% 20.2% 13.0% 2.8% 4.9%

31.2% 28.8% 21.2% 8.8% 4.8% 5.2%

Gender Male Female

49.7% 50.3%

47.8% 52.2%

46.8% 53.2%

52.6% 47.4%

58.8% 41.2%

47.2% 52.8%

46.4% 53.6%

48.4% 51.6%

46.8% 53.2%

43.3% 56.7%

53.8% 46.2%

54.8% 45.2%

How Surveys Collected Telephone Online

78.2% 21.8%

78.0% 22.0%

70.4% 29.6%

79.6% 20.4%

78.4% 21.6%

82.4% 17.6%

80.4% 19.6%

74.0% 26.0%

83.2% 16.8%

85.6% 14.4%

77.2% 22.8%

71.2% 28.8%

Trends.xlsx

Co-opComparisons

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your electric cooperative

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2016

Explanation of Crosstabs The following crosstab tables are to be used for more detailed analysis. They show the responses to each question by sub-groups. This analysis uses a series of demographic categories and other key questions as the crosstab banners, under which all other survey questions are crosstabbed by sub-group in the columns across the top.

For each response to each question listed, the number shown indicates the total number of people who gave that response. Below that, each column indicates the percentage of that subgroup that gave that particular response.

In the crosstab example below, you can determine the breakdown of Male vs Female respondents who consider themselves as Members, Owners, Customers or combinations.

For example, to begin, across the top you can see there are 247 total respondents, of which 116 (47.0%) are Male and 131 (53.0%) are Female.

Looking down the column of the 116 Male respondents, 46 (39.7%) feel they are Customers, the largest segment of men. Considerably fewer of the men, 23 (19.8%) say they are Members. In addition, in the column of the 131 Female respondents, 50 (38.2%) feel they are Customers, also the largest segment of women, while 22 (16.8%) say they are Members.

The conclusions you could draw from the crosstab example below are that more of both men and women feel they are Customers rather than Members. In addition, men are more likely than women to say they are Members -- 19.8% of men vs 16.8% of women.

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2016

Comments •

Customer service can be rude

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Fluctuating bills. Left for three weeks turned everything off and came back to a high usage

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Had a bad experience with an outage that destroyed her appliances, not happy at all

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Trouble with tree issues, wants to get it resolved

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Try to keep light bill down, on set income - please help

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Was very impressed when technicians spoke to their home association.

Also bought water heater from co-op because of rebate and cost.

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