Consumers Will Invest in Energy Efficiency if Utility Bill Goes Up by $112

According to a new study by The Shelton Group, Americans say their monthly utility bill must increase by $112 for them to consider buying energy-efficient upgrades. The study gives integrators a good benchmark number to ask their clients in regards to their monthly utility bills when trying to sell lighting control, smart thermostats or other energy solutions.

The Energy Pulse 2011 study of 1,502 homeowners and renters also reveals that most American households have only completed between two and three energy improvements in their homes, from tankless water heaters to adding insulation to lighting control.

Here's the really interesting part of the study: Wealthier consumers have a lower monthly threshold for their utility bills than poorer households. The study says that Americans making more than $100,000 say $113 per month increase is the "magic number" at which they will consider energy upgrades. But households earning less than $25,000 per year place the figure at $120 increase/month.

Also ... the smarter you are, the lower your threshold. People with graduate degrees say they'll upgrade to energy-efficiency when their bill jumps by $98/month.