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Department of Industry and Science Energy Labels Final Phase Testing October 2015 | Produced by Australian Survey Research

Department of Industry, Innovation & Science

Zoned Energy Labels TestingPhase 3

March 2016

Australian Survey Research Pty Ltd Level 1, 600 North Road | PO Box 340 Ormond Victoria 3204

Level 3, 22 Darley Road | PO Box 807 Manly NSW 1655 | T 03 9578 5211 | F 03 9578 5311 | E [email protected] www.aussurveys.com

Table of contentsExecutive summary 1

Key findings 1Introduction 3

Methodology 3

Questionnaire 3Response and sample profile consumer survey 4Response and sample profile retailer survey 5

Air-conditioner labels – key findings 7

Climate zone selection 7Cooling - Simple efficiency 9Cooling - Complex efficiency 11Air-conditioning – heating simple capacity 12Air-conditioners – certainty of response 14Air-conditioner noise 14

Heat pump water heaters 17

Heat pump water heaters – certainty of response 21Heat pump water noise 26Other suggestions 26

In summary 28

Consumers 28Retailers 28

Attachment: Questionnaire 29

Australian Survey Research Group Pty Ltd is accredited under the AS ISO 20252 quality standard applying to market and social research.

This research project was carried out in compliance with the AS ISO 20252 quality standard.

Department of Industry and Science Energy Labels Final Phase Testing October 2015 | Produced by Australian Survey Research

Executive summaryIn September 2015, the Department of Industry, Innovation and Science (DIIS) engaged Australian Survey Research (ASR) to conduct a survey testing several elements of a new form of energy labelling referred to as a Zoned Energy Rating Label (ZERL). The rating labels were designed for products where performance, energy efficiency and usage patterns are impacted by the location in which they are installed.

Previous testing has ensured that the labels are able to be understood by a majority of consumers. Testing to date has focused on simple understanding and selecting the most appropriate design, colours and layout to assist in comprehension. This survey has greatly increased the complexity of questions in order to identify comprehension on particular energy efficiency components identified on the label, to pinpoint areas in which training and education material will need to be focused. The survey methodology commenced with simpler questions that required respondents to read only the star rating of a product to select the most efficient option and were followed with more complex questions that required understanding of both simple efficiency (the stars) with more detailed understanding (annual energy consumption).

Labels tested represented two appliance types; air conditioners and heat pump water heaters.

ASR deployed, analysed and reported on three web surveys targeted at consumers and retailers/installers of these appliances living within Australia and New Zealand.

Key findings

RespondentsA total of 2,030 consumers responded online. The respondents were sourced from an online panel. Quota sampling ensured a representative sample of the population:

Zone

Sample achieve

d

Australia - Hot 505

Average 500Cold 504New Zealand Cold 521

Total 2030

In addition 90 retailer/installers (referred to as retailers throughout) responded to a separate invitation to participate in a web survey sent by DIIS.

Identifying climate zoneThe majority of respondents (consumers and retailers) selected the correct climate zone from the map (from 79.0% up to 96.6% for consumers and from 88.9% up to 100% for retailers depending on the location).

Air-conditioning cooling - Simple efficiency rankingOn average approximately 65% of respondents selected the correct response for the simple cooling efficiency scenario. The percentage correct ranged from 80.7% (Aus- hot zone) to 59% in the Australian and New Zealand cold zones. On average approximately 88% of retailers selected the correct response.

Air-conditioning cooling - Complex efficiency rankingRespondents in the cold zone were most likely to select the most efficient air conditioner. Results ranged from 74% in Australian cold zones and 70% in New Zealand, compared to 60% for the hot zone and 39.6% in the average zone.

DRAFT Department of Industry and Science Energy Labels Final Phase Testing October | Produced by Australian Survey Research | 1

Air-conditioning – heating capacityRespondents in the Aus – hot zone (67%) and Aus – average zone (66%) correctly selected the air-conditioner that could heat the biggest area. However, only 17% of respondents in each of the cold zones selected the heater able to heat the largest area. This may have been due to a variety of reasons including confusion between the high star rating and the high kW rating and selected the label with the high star rating instead of the label with the greatest power output (kW), consumers looking at the wrong zone capacity or consumers looking at cooling capacity rather than heating.

Air-conditioners – certainty of responseOverall, between 17% to 23% of consumers were unsure about the answers they were giving to the air conditioning efficiency and capacity questions.

Air-conditioners noiseBetween 83% and 89% of consumers understood that 60 decibels was louder than 50 decibels. However, when presented with a graphics depicting indoor and outdoor decibel ratings, consumers were less able to select the label that represents the unit that runs the quietest indoors. This could have been due to confusion in interpreting the symbol (displaying both indoor and outdoor noise) or participants being unable to locate where noise was stated. Only 51% to 61% of consumers selected correctly.

Heat pump water heaters capacityThe table below presents a summary of results when consumers were asked which heaters would heat the most water for four different examples showing various symbols. Most consumers selected example 3 correctly. Example 4 was the most difficult for retailers and consumers.

Open ended responses indicate that number of people best represents how much water a heater can heat.

Consumers: Example typeAve % who

selected the correct

responseExample 3 house with number of people 67.6Example 2 house with number of showers 65.3Example 1 house, bed, bath symbol 58.3Example 4 stacked people and shower symbol 37.0Retailers: Example type Ave % who


responseExample 2 house with number of showers 94.1Example 1 house, bed, bath symbol 94.1Example 3 house with number of people 92.7Example 4 stacked people and shower symbol 60.0

Heat pump water heaters – certainty of response25% to 28% of consumers were unsure of their responses to the heat pump water heater questions. The most common reason cited by consumers was that labels were too unclear/confusing to understand (36.7%).

Heat pump water noiseThe majority of consumers and retailers selected the correct response across all climate zones. A higher proportion of respondents answered the heat pump noise question correctly (average 82.2% correct) when compared with air-conditioning noise question (average 57.2% correct). This may be because only one decibel figure was provided on the labels (outdoor noise only) instead of indoor noise and outdoor noise provided in the air conditioning examples.


IntroductionIn September 2015 the Department of Industry, Innovation and Science (DIIS) engaged Australian Survey Research (ASR) to conduct a survey testing several elements of a new form of energy labelling (the Zoned Energy Rating Label). The zoned labels were designed for products where performance, energy efficiency and operating hours are impacted by the location in which they are installed and were used for two appliance types; air conditioners and heat pump water heaters.

The development of the zoned labels to date has included several rounds of qualitative and quantitative research throughout 2013, 2014 and 2015.

The main elements included for testing this round were: The way sizing is depicted for heat pump water heaters (several options were tested) and Comprehension of sizing for air conditioners (provided as two different kW ratings for

hot/humid/mixed and for cold) Energy ratings for the above in relation to the climate category test respondents believe

themselves to be in.The testing was aimed at understanding the most successful way of depicting a sizing metric for a water heater, as well as the ability of consumers to understand a kW output sizing figure for air conditioners. Two similar surveys were conducted in October and November 2015 for two different target audiences:

1. Consumers of air conditioners and heat pump water heaters living in Australia and New Zealand2. Retailers and installers of air conditioners and heat pump water heaters living in Australia and New Zealand.

Previous testing has ensured that the labels are able to be understood by a majority of consumers. Testing to date has focused on simple understanding and selecting the most appropriate design, colours and layout to assist in comprehension. This has included basic understanding of the label’s information – for instance ‘which is the more efficient product’ out of two options. This survey has greatly increased the complexity of questions in order to understand consumer and retailers comprehension and identify areas in which training and education material will need to be focused.

The survey for this phase of testing required a greater level of understanding and consideration of labels to rank (rather than choose one from two) products in order of efficiency. In addition, respondents were required to comprehend not only the star rating but also the annual energy consumption in order to differentiate between two products with the same efficiency rank.

This report outlines the methodology used in the questionnaires as well as the key findings. Detailed questions appear in an attachment to the report.

Key findings are presented in the order they were asked in the survey by climate zone for consumers and retailers.

MethodologyThe section outlines how the questionnaire was developed, how survey participants were identified and how the questionnaires were administered and analysed.

QuestionnaireASR and DIIS jointly developed two questionnaires where questions were drawn from the previous research that had been conducted into new energy labels research. The questionnaires were developed to obtain feedback from two target audiences, consumers and retailers/installers (hereafter referred to as retailers).

The majority of questions were identical between the consumer and retailer questionnaires. Where there were differences they have been highlighted in the report. Both questionnaires were loaded into ASR’s proprietary web surveying platform, SurveyManager, and hosted at a tier 4 data centre in Melbourne’s CBD.

Pilot testing was not conducted as a similar methodology and question format was adopted from previous research projects.

DIIS signed off on the survey before it went live.

Results were analysed to produce percentages and basic descriptive statistics.


Response and sample profile consumer surveyASR used Iview’s research panel to identify and recruit consumer respondents in Australia and New Zealand. Respondents qualified if they were aged 18 and over. Quota sampling was used as it was deemed the best method for collecting a robust sample covering a relevant cross section of society.

A total of 2039 consumers responded to the survey. Quota sampling was employed to ensure that results were accurate to within ±5% (confidence interval-CI) for each climate zone. Table 1 below demonstrates the desired sample versus the actual survey sample. The sample profile achieved was nearly identical to the desired profile, this is a good result.

Table 1

ZoneAge

Desired Quota

%

Desired Quota

n=

Sample achieved

%

Sample achieved

n=

Australia - Hot

18-34 32 123 32 15935-54 36 140 37 18055-64 15 57 15 7765+ 18 70 18 89

Australia - Average

18-34 32 123 31 15735-54 36 140 36 17855-64 15 57 15 7565+ 18 70 18 90

Australia - Cold

18-34 32 123 31 158

35-54 36 140 36 18255-64 15 57 15 7465+ 18 70 18 90

New Zealand Cold

18-34 32 16535-54 35 18455-64 18 9665+ 15 76

Total 2030

The Charts 1, 2 and 3 below display the sample response profile for the consumer survey. Most survey respondents lived in Australia. Climate zone and age were evenly distributed as a result of quota sampling.


Chart 1 Consumers: location… Chart 2 Consumers climate zone

74.4

25.6

% of respondents, n=2039

Australia New Zealand

24.8

24.524.7

25.6


Aus - Hot Aus - Average

Aus - Cold New Zealand - Cold

Chart 3 Age group

Aus - Hot n=505 Aus - Average n=500 Aus - Cold n=504 New Zealand - Cold n=521

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

31.5 31.4 31.3 31.7

35.6 35.6 36.1 35.3

15.2 15.0 14.7

18.417.6 18.0 17.9

14.6

% of respondents

18 to 34 years 35 to 54 years 55 to 64 years 65 and over

Response and sample profile retailer surveyRetailers and installers were invited to participate in the survey by DIIS requesting they complete the survey using a generic web link. A total of 90 retailers and installers responded to the survey. The majority of respondents had businesses located in Australia, 78.9%. Most commonly, respondents in New Zealand were retailers of air conditioners / heat pump water heaters (42.1%) compared with 22.5% of retailers in Australia. The most common business type in Australia were retailer/installers (39.4%).


Chart 4 Retailers: do you live in.. Chart 5 Retailers: climate zone

78.9

21.1


Australia New Zealand

20.0

30.028.9

21.1


Aus - HotAus - AverageAus - ColdNew Zealand - Cold

Chart 6 Retailers: business type

Retailer o

f air-

conditioners

and/or h

eat pump w

ater heaters

Installe

r of a

ir-co

nditioners and/o

r heat p

ump water h

eaters

Retailer/I

nstalle

r Other

0.05.0

10.015.020.025.030.035.040.045.0

22.5

7.0

39.4

31.0

42.1

15.821.1 21.1

% of respondents

Australia n=71 New Zealand n=19

Representativeness of a sample is often assessed at a 95% confidence level (accuracy) and a ±5% confidence interval (precision).The confidence interval (also called margin of error) is the plus-or-minus figure usually reported in newspaper or television opinion poll results. For example, if you use a confidence interval of 4 and 47% percent of your sample picks an answer you can be "sure" that if you had asked the question of the entire relevant population between 43% (47-4) and 51% (47+4) would have picked that answer.The confidence level tells you how sure you can be. It is expressed as a percentage and represents how often the true percentage of the population who would pick an answer lies within the confidence


interval. The 95% confidence level means you can be 95% certain; the 99% confidence level means you can be 99% certain. Most researchers use the 95% confidence level.When you put the confidence level and the confidence interval together, you can say that you are 95% sure that the true percentage of the population is between 43% and 51%. The wider the confidence interval you are willing to accept, the more certain you can be that the whole population answers would be within that range.For example, if you asked a sample of 1000 people in a city which brand of soft drink they preferred, and 60% said Brand A, you can be very certain that between 40 and 80% of all the people in the city actually do prefer that brand, but you cannot be so sure that between 59 and 61% of the people in the city prefer the brand. Reference: www.surveysystem.com/sscalc.htm

Air-conditioner labels – key findingsThe key findings section is presented in the same order as the survey questions were asked. A copy of the questionnaire can be found in Attachment 1. Respondents were asked to answer about several elements related to air-conditioner labels.

Questions were split into cooling, heating and noise. Within both cooling and heating, respondents were given simple and complex images and scenarios to respond to.

A green tick mark in the following charts signifies a correct response.

Climate zone selectionRespondents in both surveys were asked to select the climate they ‘thought’ they lived in using the map in Figure 1 below. They were also asked to provide the postcode of where they lived and to indicate how sure they were that they selected the correct climate zone from the selection map.

Responses from the climate zone selection map and the postcode questions were matched to determine how many respondents correctly identified the climate zone they lived in. Respondents in New Zealand were not asked to provide a postcode.

Respondents in New Zealand selected the correct climate zone and are not displayed in charts 7 and 8 below. The majority of respondents in Australia (consumers and retailers) selected the correct climate zone from the map. In


particular, respondents living in the cold zone were more likely to select the correct climate zone, (96.6% consumers and 100.0% of retailers). Retailers were slightly more likely to select the correct climate zone from the map. Most respondents were completely sure they had selected the correct climate zone (see Charts 9 and 10 below).

Those respondents who were unsure about which climate zone to choose were given the opportunity to explain why. Only eight respondents gave a valid response.


Cooling - Simple efficiencyRespondents were presented with three images for three differently rated air-conditioners and asked to rank the air conditioners’ efficiency at cooling their property based on where they lived (climate zone). A correct answer was one where respondents ranked all three air conditioners in the correct order OR picked the most (top rated) efficient air-conditioner for their climate zone.

The correct ranking of the images is presented in Table 2 below.

Table 2 Correct rank order cooling simple efficiency

Climate zone 1st 2nd 3rdAus – hot Picture 1 Picture 2 Picture 3Aus – average Picture 1 Picture 3 Picture 2Aus – cold Picture 2 Picture 3 Picture 1NZ - cold Picture 2 Picture 3 Picture 1

Charts 11 and 12 below indicate that consumers in the hot zone were more likely to select the correct answer (80.7%) when compared with consumers in other zones. All retailers in the cold zones (100.0%) selected the correct answer.


Chart 11 Consumers: Air-conditioning (cooling) simple efficiency ranking

Chart 12 Retailers: Air-conditioning (cooling) simple efficiency ranking

New Zealand - Cold n=471

Aus - Cold n=441

Aus - Average n=450

Aus - Hot n=456

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0

3.8

5.4

14.2

8.6

55.4

53.7

45.3

72.1

% of respondents who selected correct picture

All pictures correct Top picture correct


Aus - Cold n=26

Aus - Average n=27

Aus - Hot n=18

0.0 20.0 40.0 60.0 80.0 100.0

100.0

100.0

74.1

66.7

11.1




Cooling - Complex efficiencyRespondents were then presented with a more complex series of pictures. These contained images where two products had the same star rating so that respondents needed to use kWh to choose the most efficient label for each zone. Respondents were presented with the images in Figure 3 below and were asked to rank the air conditioners’ efficiency at cooling based on where they lived.

The correct rank order for the images in the cooling complex efficiency is presented in Table 3 below.

Table 3 Correct rank order cooling complex efficiency

Climate zone 1st 2nd 3rdAus – hot Picture 2 Picture 3 Picture 1Aus – average Picture 3 Picture 1 Picture 2Aus – cold Picture 1 Picture 2 Picture 3NZ - cold Picture 1 Picture 2 Picture 3

Consumers in the cold zones were more likely to correctly rank the most efficient air conditioners. Only 39.6% of respondents in the average zone correctly identified the most efficient air conditioner. This is in stark contrast to retailers where 100% of retailers correctly identified the most efficient air-conditioner based on where they lived. See Charts 13 and 14 below.

Chart 13 Consumers: Air-conditioning (cooling) complex efficiency ranking

Chart 14 Retailers: Air-conditioning (cooling) complex efficiency ranking


Aus - Cold n=476

Aus - Average n=480

Aus - Hot n=484

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0

10.1

12.0

8.3

7.0

59.8

62.0

31.3

53.1




Aus - Cold n=26

Aus - Average n=27

Aus - Hot n=18

0.0 20.0 40.0 60.0 80.0 100.0

100.0

100.0

91.7

100.0

8.3




Air-conditioning – heating simple capacityRespondents were asked to identify the air-conditioner they thought could heat the biggest area (refer to Figure 4 below).

Figure 4 air conditioning heating simple capacity

Charts 15 and 16 below display the percentage of respondents who selected each picture. The correct selection for each zone is identified with a green tick mark on the chart.

Regardless of where respondents lived, most consumers selected picture 2 as the larger unit. For consumers in the cold zones, picture 1 was the correct response, however it was only selected by about 17% of respondents in each of the cold zones. There are a number of reasons why respondents may have made an incorrect selection including:

Consumers may have been confused between the high star rating of picture 2 and the high kW of picture 1, opting for the star rating instead of the power output (kW). However the responses imply that respondents were not reading the question properly and were focussed on energy efficiency instead of output capacity.

consumers may have been looking at the cooling capacity, or, consumers may have been looking at the hot/average zone capacity

On average, more retailers selected the correct response (average 70% answered correctly) when compared with consumers (average 67% answered correctly).


Air-conditioners – certainty of responseAt the end of the series of questions about air-conditioning, respondents were asked to indicate how sure they were about the answers they had provided based on the label information they received.

Retailers were more certain about their selections when compared with consumers. Most consumers were reasonably sure about their answers regardless of climate zone.

Chart 17 Consumers: How sure are you that you selected the most efficient air-conditioner?

Chart 18 Retailers: How sure are you that you selected the most efficient air-conditioner?


Aus - Cold n=497

Aus - Average n=495

Aus - Hot n=491

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0

22.6

17.3

20.4

21.0

62.6

61.2

63.8

57.6

14.8

21.5

15.8

21.4

% of respondents

Completely sure Reasonably sure Unsure


Aus - Cold n=26

Aus - Average n=27

Aus - Hot n=18

0.010.0

20.030.0

40.050.0

60.070.0

80.0

10.5

11.1

42.1

50.0

66.7

50.0

47.4

50.0

22.2

50.0

% of respondents


Air-conditioner noise

Measuring loudness

In order to assess respondents’ understanding of decibel ratings, respondents were asked to indicate which was louder, 55 decibels or 60 decibels. Most respondents in each target group selected the correct answer (60 decibels). More retailers selected the correct response compared with consumers.


Chart 19 Consumers: Which is louder? Chart 20 Retailers: Which is louder?


Aus - Cold n=494

Aus - Average n=497

Aus - Hot n=496

0.0 20.0 40.0 60.0 80.0 100.0

7.1

8.7

12.1

10.1

4.2

4.0

5.0

3.6

88.6

87.2

82.9

86.3

% of respondents

60 decibels 55 decibels Don't know


Aus - Cold n=26

Aus - Average n=27

Aus - Hot n=18

0.0 20.0 40.0 60.0 80.0 100.0

100.0

92.3

100.0

94.4

3.83.8

5.6

% of respondents

60 decibels 55 decibels Don't know

Air-conditioner noiseThe next scenario invited respondents to select the air-conditioner that ran the quietest indoors. Respondents were presented with two images, the picture on the left was the correct response.

In the charts below it is evident that the majority of consumers in all zones were able to select the quietest unit. Consumers in the Australian cold zone were least likely to select the correct answers compared with consumers in other zones. The inclusion of two figures, one for indoor noise and one for outdoor noise may have made it harder for consumers to make the correct selection. When presented with only one figure as per the scenario for heat pump water noise, more respondents were able to select the correct response. More retailers selected the correct response when compared with consumers.


Heat pump water heatersRespondents were provided with four scenarios/examples related to heat pump water heaters. Each set of images contained different symbols at the top of the energy label. This was to test the most effective way of communicating the capacity (of volume of hot water produced) by water heaters. The results have been presented in the order they were asked in the survey.

Table 4 below displays the combined average for consumer respondents who selected the correct response in the four heat pump water heater scenarios. The table is sorted in descending order.

Example 3, house with number of people, was correctly interpreted by more consumers compared with all other examples.

Example 4 was the most difficult for consumer respondents to understand. There was little variation in the average percentage correct for retailers. Over 90% of retailers selected the correct response in all four examples.

Table 4: heat pump water heater examples

Consumers: Example typeAve % who


responseExample 3 house with number of people 67.6Example 2 house with number of showers 65.3Example 1 house, bed, bath symbol 58.3Example 4 stacked people and shower symbol 37.0Retailers: Example type Ave % who


responseExample 2 house with number of showers 94.1Example 1 house, bed, bath symbol 94.1Example 3 house with number of people 92.7Example 4 stacked people and shower symbol 60.0

Example 1 House, bed, bath symbolRespondents were presented with the images below and were required to select the label of the hot water heater that could heat the most water. Picture one was the correct response.

Figure 6 Heat pump water heater house, bed, bath symbol


The charts below demonstrate that more than 50% of consumers in each climate zone selected the correct response compared with over 85% of retailers in each zone.

Example 2 House with number of showersRespondents were presented with the images below and were required to select the label of the hot water heater that could heat the most water. Picture 1 displayed the correct response.

Figure 7 Heat pump water heater house with number of showers


Most respondents selected the correct response regardless of audience type.

Example 3 House with number of peopleRespondents were presented with the images below and were required to select the label of the hot water heater that could heat the most water. Picture 1 displayed the correct response.

Figure 8 Heat pump water heater house with number of people

More than 60% of consumers in each zone selected the correct response to this question compared with over 80% of retailers.


Example 4 stacked people and shower symbolRespondents were presented with the images below and were required to select the label of the hot water heater that could heat the most water. Picture 1 displayed the correct

Figure 9 Heat pump water heater stacked people and shower symbol

Example 4 proved the most difficult for both retailers and consumers. Less than 45% of consumers in each climate zone selecting the correct response. Most commonly, respondents in the average and cold zones selected the incorrect response, see Chart 29 below. The majority of retailers selected the correct response.


Heat pump water heaters – certainty of responseAt the end of the series of questions about heat pump water heaters, respondents were asked to indicate how sure they were about the answers they had provided based on the label information they received. Retailers in all zones except for ‘hot’ were more certain about their selections when compared with consumers, see Charts 31 and 32 below.


Chart 31 Consumers: How sure were you that you selected the water heater that could heat the most water?

Chart 32 Retailers: How sure were you that you selected the water heater that could heat the most water?


Aus - Cold n=495

Aus - Average n=487

Aus - Hot n=500

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0

27.1

28.1

28.1

25.0

61.9

57.6

57.1

56.8

11.0

14.3

14.8

18.2

% of respondents



Aus - Cold n=26

Aus - Average n=27

Aus - Hot n=18

0.010.0

20.030.0

40.050.0

60.070.0

80.0

0.0

0.0

18.5

27.8

63.2

65.4

70.4

44.4

36.8

34.6

11.1

27.8

% of respondents


Respondents who indicated they were unsure about which water heater could heat the most water based on the label information were asked two extra questions to try and determine which elements were confusing or unclear. Firstly, they were asked to explain why they were unsure of their selection/s. Secondly, they were provided with the four different symbols used in the water pump examples and ask to pick the best one.

A total of 341 consumer respondents provided a comment and these were thematically coded. Chart 33 displays the frequency distribution of the most common responses provided by respondents. Most commonly, consumers indicated that the labels were too unclear/confusing to understand. (36.7%). Only five retail respondents provided a response to this question.


Chart 33 Consumers: Why were you unsure about the water heaters that could heat the most water

Example 3 heat pump too difficult

Other

I wasn't sure

I am guessing

It's difficult to compare. They're too similar

Last label is difficult to understand

I don't understand the symbols

Too much information

Not clear enough

Stacked people and showers too confusing

Not familiar with labels

Confusing/hard to understand

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0

0.6

0.9

1.5

2.3

2.6

2.6

3.2

6.7

10.3

16.1

25.2

36.7

Exemplary comments of the top three most commonly occurring themes are provided in Table 5 below.

Table 5

Reasons why respondents were unclear about water heatersComment Code Type

These labels are the most confusing complicated I've seenConfusing/ hard to

understand Consumer

Don’t know enough about themNot familiar with

labels Consumer

I decided the 4 person house would use more hot h2o but the other label would serve more outlets so it was unclear which would heat the most h2o

People vs outlets doesn’t make sense Consumers


Respondents who were unsure about their responses to the heat pump questions were presented with the image in Figure 10 below and asked to select the one they thought best showed how much water the heater could heat.

Figure 10 Heat pump water heater symbols

About one third of consumer respondents were not sure about which label best represented the amount of water a heater could heat. Of those consumers who were sure, Picture 2 was the most preferred in all zones except in Aus-average where it was the second most preferred image.

Chart 34 Consumers: Symbol that best shows how much water the heater can heat

Chart 35 Retailers: Symbol that best shows how much water the heater can heat


Aus - Cold n=137

Aus - Average n=133

Aus - Hot n=123

0.0 5.0 10.015.020.025.030.035.040.0

31.2

34.3

29.3

27.6

13.8

14.6

21.1

17.1

15.2

14.6

18.8

14.6

23.2

21.9

15.0

28.5

16.7

14.6

15.8

12.2

% of respondents

Picture 1 Picture 2 Picture 3 Picture 4 Not sure

Aus - Average n=5

Aus - Hot n=5

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0

0.0

20.0

20.0

40.0

20.0

20.0

40.0

40.0

% of respondents

Picture 1 Picture 2 Picture 3 Picture 4 Not sure

Respondents who were unsure about selecting the right water heaters based on the labels were then asked to indicate why they selected the most preferred image in Figure 11 above. A total of 416 respondents offered a suggestion and the common themes are presented below in Table 6. Note that picture 2 was most preferred by many consumers. Respondents who selected picture 2 indicated that knowing the number of people in a household better enabled them to understand how much water was needed.


Table 6 Top four most common responses for most preferred water heater symbols

Picture 1 House bed bath symbol, n=110 %

Picture 2 Number of people symbol, n=73 %

Easy to understand/simple 20.0Amount of people gives a better idea of how much water is needed 74.0

Knowing the house size (number of bedrooms/bath rooms) gives an idea of how big the house is 15.5 Easy to understand/simple 38.4Logical/shows what you need to know 7.3 Shows people and outlets 13.7Symbols are clearer than words 7.3 Logical/shows what you need to know 11.0Picture 3 Number of showers symbol, n=79 %

Picture 4 Stacked people and shower symbol, n=80 %

Outlets give a better indication than people 40.5 Shows people and outlets 36.3Shows people and outlets 13.9 Easy to understand/simple 21.3Easy to understand/simple 12.7 Provides the most information 17.5This one can heat more 7.6 Logical/shows what you need to know 7.5


Heat pump water noiseThe final scenario asked respondents to select the water heater that ran the quietest outdoors. Respondents were presented with the images in Figure 12 below.

Figure 11 Heat pump water noise quietest indoors

The majority of consumers and retailers selected the correct response across all climate zones. A higher proportion of respondents answered the heat pump noise question correctly (average 82.2% correct) when compared with air-conditioning noise question (average 57.2% correct). This is possibly due to only one number being included (outdoor noise) for heat pump water heaters.

Other suggestionsAll respondents were given the opportunity to provide general comments at the end of the survey. A total of 790 consumers provided a suggestion as well as 33 retailers. Most commonly, 51.5% of retailers indicated the need for a guide or extra assistance when interpreting the labels. For consumers the most common themes was for the labels to be simpler to understand (39.4%). The most common themes are presented in Chart 37 below and ordered in descending order for consumers.


Chart 38: Other suggestions

I couldn't find the climate that I live in easily

Were answers right or wrong I thought survey was a quiz

Negative about survey

Good symbols

Concerned about running cost

Thanks

Doesn't explain much

Other

This is not relevent to me

Noise levels unclear

Standarisation of the labels

Words not pictures

Too difficult for me to understand

Capacity listed in litres is needed for water heaters

It's good/resonable

It is straightfoward and easy to understand

Too much information

Use more diagrams/a key/guide to explain

Make simpler to understand/ clearer/easier language

0.0 10.0 20.0 30.0 40.0 50.0 60.00.4

0.5

0.5

0.8

0.8

1.3

1.3

1.4

1.5

1.8

2.0

3.3

3.8

5.1

7.1

7.6

7.7

28.4

36.8

6.06060606060606

3.03030303030303

51.5151515151515

39.3939393939394

Retailers n=33 Consumers n=790


In summary

ConsumersThe survey sample achieved was representative of the population due to robust quota sampling. This means that when interpreting the results of the consumer survey conclusions can be made with some certainty.

In general most consumers were able to correctly interpret and identify most of the new energy labels. Questions in this round of testing were significantly more complex than in previous phases and were focused to outline areas in which training material and educational programs would be most needed. In addition, in a real product purchasing environment, consumers would have access to additional information and time to study the labels or to ask questions if unsure.

Questions were designed to fully test understanding of labels and efficiency questions were asked twice; first to test understanding of star ratings, then to test understanding of annual energy consumption.

As a general pattern, consumers in the Australian hot zone were most likely to select the correct response and consumers in the Australian cold zone were least likely to select the correct response.

Regardless of climate zone, there were issues with one particular scenario presented in the survey. Example 4 heat pump hot water heaters, the stacked people and shower symbol in Figure 10. This proved the most difficult scenario for respondents to interpret correctly. Analysis of the open ended comments for this question revealed that people had the most trouble with this image as it was too complex.

Understanding of capacity and its relation to sizing was not fully understood by consumers. This may reflect that consumers do not fully understand how the capacity of an air conditioner relates to the area it can heat or cool. Alternatively they may have been looking at the cooling capacity on these questions as previous questions were about cooling.

Consumers were confused between kW and star ratings when it came to rating air conditioners that heated the largest area. However this may be due to not reading instructions correctly given that performance was better on other similar questions.

With regard to water heating capacity, Example 3, house with number of people, appeared to be the easiest for respondents to understand. This was evident in both the numeric results and the open ended results. The numeric results indicated that Example 3 was more likely to be interpreted correctly (67.6%) compared with the other examples. Open ended commentary indicated that people preferred the symbol with the number of people as it was easier to interpret. More people in a household equates to more hot water required.

Despite having a generally good grasp of noise / decibels, many consumer respondents did not select the air-conditioner that ran the quietest indoors (average 57% correct). However, 82.2% selecting the heat pump water heater than the quietest outdoors. The difference in the labels between Figure 6 (air-conditioning) and Figure 12 (heat pump water heater) was that the Figure 6 contained two numbers, one pointing inside a house and one pointing outside a house compared with only one number on Figure 12 this may have caused confusion.

RetailersOverall, retailers achieved better results, interpreted more scenarios correctly, when compared with consumers. This was regardless of climate zone or country. Retailers were also more certain about their responses when compared with consumers. They indicated the need for a user guide or more visual aids when selecting the best machine for a particular climate zone.

Over 90% of retailers selected the correct image in three of the four heat pump water examples. Retailers performed slightly better on examples 1 and 2 compared with example 3 and far better than example 4.


Attachment: QuestionnaireEnergy Labels Consumers Australia 2015

IntroductionThank you for participating.

The Equipment Energy Efficiency (E3) Program commissioned independent market and social research company Australian Survey Research Group Pty Ltd (ASR) to conduct a survey about a potential change to the energy efficiency labels that appear on air-conditioners and water heaters. E3 is a joint initiative of Australian, State and Territory and New Zealand Governments.

The purpose of the survey is to see how easy these labels are to understand.

You can participate even if you do not need to buy any of these appliances, we just want to get your feedback about how easy the labels are to understand.

Your opinions are important, so please answer the best you can. For the purposes of this research you will not be able to go back and change your answers. The navigation buttons in your browser will not work (you may be logged out and lose the session if you use your browser navigation). Please use only the next button at the bottom of each page to navigate through the survey.

The survey should take around 5 to 8 minutes depending on your answers.

Your responses are completely anonymous and confidential.

The results of the research will be used in a report to E3 to help them choose a label format that could be used throughout Australia and New Zealand. These labels are designed to help people make better informed choices about the heating and cooling systems and hot water services they buy, based on how efficient they are.

If you have any technical difficulties in competing this survey you can contact ASR's helpdesk by email at [email protected] hours are from 9:00am to 5:30pm AEST Monday to Friday.

Where you live

1. Do you live in...

Australia

New Zealand

2. What is your age?

18 to 34 years

35 to 54 years

55 to 64 years

65 and over


Where you live

3. What is the postcode where you live in Australia?

Postcode:

4. Using the map below what climate zone do you think you live in? Select one as best as you can

White area (Brisbane, Darwin, etc.)

Light grey area (Adelaide, Perth, Sydney, etc.)

Black area (Canberra, Hobart, Melbourne, New Zealand)

5. How sure are you that you selected the right climate zone, for where you live, in the previous question?

Completely sure

Reasonably sure

Unsure

Where you live (NZ)







Completely sure

Reasonably sure

Unsure

8. Why were you unsure that you had selected the right climate zone based on where you lived? (limit approx 25 words)

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

Air-conditioner energy labels

The following sections will show you some energy labels for air-conditioners.

You will be asked some questions about what the labels are telling you.


Air-conditioning (Cooling)

The following questions relate to the air-conditioners' cooling performance ...

9. The labels shown below are for three differently rated air-conditioners.

Based on the information in the labels below, and where you live, rank the air conditioners’ efficiency at cooling your property by typing 1 in the box next to the one you think is the most efficient, 2 for the second most efficient, and 3 in the box next to the one you believe would be the least efficient.

Answer as best as you can and put a rank in all the boxes. NONE of these labels share the same rank.?

Picture 1 rank:

Picture 2 rank:

Picture 3 rank:


10. The labels shown below are for another set of three differently rated air-conditioners.


Answer as best as you can and put a rank in all the boxes. NONE of these labels share the same rank.


Picture 1 rank:

Picture 2 rank:

Picture 3 rank:

Air-conditioning (Heating)

The following questions relate to the air-conditioners' heating performance ...

11. Based upon the information in the label, and where you live, choose the label of the air-conditioner you think can heat the biggest area.

I am unsure which label is for the air conditioner that can heat the biggest area.


12. How sure were you about selecting the most efficient air-conditioner(s) (for heating or cooling where you live), based on the label information in the previous questions?

Completely sure

Reasonably sure

Unsure


Measuring loudness

13. Which is louder?

55 decibels

60 decibels

Don't know


14. You want to buy an air-conditioner that runs quietly indoors. Select the label for the air-conditioner that runs the quietest indoors.

I am unsure which label is for the quietest running air-conditioner indoors.

Heat pump water heaters

The following sections will show you some energy labels for water heaters that use heat pump technology.



Heat pump water heaters (Example 1)

15. Select the energy label of the hot water heater that can heat the most water?

I'm not sure which one can heat the most water.


16. Below is a different set of labels. Select the energy label of the hot water heater that can heat the most water?




17. Below another set of energy labels. Again, select energy label of the hot water heater that can heat the most water?





19. How sure were you about selecting the water heaters that could heat the most water based on the label information in the previous questions?

Completely sure

Reasonably sure

Unsure

20. Why were you unsure if you had selected the water heaters that could heat the most water based on the label information? (limit approx 25 words)



21. The symbols below are for the same water heater. In your opinion which of the symbols below best shows how much water the heater can heat?

22. What was the reason for your choice of symbol in the previous question? Limit 25 words

Heat pump water heater noise

23. You want to buy water heater that runs quietly outdoors. This is because of noise requirements in the area where you live. Select the label for the water heater that runs the quietest outdoors.

I'm not sure which heater will run quietest outdoors.

Your suggestions

24. Are there any suggestions you would like to make that would help you to better understand the energy labels of air-conditioners and water heaters as they appeared in this survey? Limit approx. 50 words


Energy Labels Businesses Australia 2015

Introduction

Thank you for participating.

The Equipment Energy Efficiency (E3) Program commissioned independent market and social research company Australian Survey Research Group Pty Ltd (ASR) to conduct a survey about a potential change to the energy efficiency labels that appear on air-conditioners and water heaters. E3 is a joint initiative of Australian, State and Territory and New Zealand Governments.

The purpose of the survey is to see how easy these labels are to understand.

As a retailer or installer (or both) of heating and cooling air-conditioners and/or heat pump hot water heaters we want to get your feedback about how easy the labels are to understand.

Your opinions are important, so please answer the best you can. For the purposes of this research you will not be able to go back and change your answers. The navigation buttons in your browser will not work (you may be logged out and lose the session if you use your browser navigation). Please use only the next button at the bottom of each page to navigate through the survey.

The survey should take around 5 to 8 minutes depending on your answers.

Your responses are completely anonymous and confidential.

The results of the research will be used in a report to E3 to help them choose a label format that could be used throughout Australia and New Zealand. These labels are designed to help people make better informed choices about the heating and cooling systems and hot water services they buy, based on how efficient they are.

If you have any technical difficulties in competing this survey you can contact ASR's helpdesk by email at [email protected] hours are from 9:00am to 5:30pm AEST Monday to Friday.

Where you live

1. Do you live in...

Australia

New Zealand

2. What is the postcode where you live in Australia?







Completely sure

Reasonably sure

Unsure

Where you live (NZ)







Completely sure

Reasonably sure

Unsure

7. Why were you unsure that you had selected the right climate zone based on where you lived? (limit approx 25 words)

Type of business

8. What type of business do you own or work for?

Retailer of air-conditioners and/or heat pump water heaters - your business sells the units but contracts out installation

Installer of air-conditioners and/or heat pump water heaters - you are a contractor that (mainly) installs the units; does not sell them.

Retailer/Installer - you sell air-conditioners and/or heat pump water heaters AND your business installs them as well.

OtherPlease specify


Air-conditioner energy labels

The following sections will show you some energy labels for air-conditioners.You will be asked some questions about what the labels are telling you.


The following questions relate to the air-conditioners' cooling performance ...

9. The labels shown below are for three differently rated air-conditioners.


Answer as best as you can and put a rank in all the boxes. NONE of these labels share the same rank.?

Picture 1 rank:

Picture 2 rank:

Picture 3 rank:


10. The labels shown below are for another set of three differently rated air-conditioners.


Answer as best as you can and put a rank in all the boxes. NONE of these labels share the same rank.


Picture 1 rank:

Picture 2 rank:

Picture 3 rank:


The following questions relate to the air-conditioners' heating performance ...

11. Based upon the information in the label, and where you live, choose the label of the air-conditioner you think can heat the biggest area.

I am unsure which label is for the air conditioner that can heat the biggest area.


12. How sure were you about selecting the most efficient air-conditioner(s) (for heating or cooling where you live), based on the label information in the previous questions?

Completely sure

Reasonably sure

Unsure


Measuring loudness

13. Which is louder?

55 decibels

60 decibels

Don't know


14. You want to buy an air-conditioner that runs quietly indoors. Select the label for the air-conditioner that runs the quietest indoors.

I am unsure which label is for the quietest running air-conditioner indoors.


The following sections will show you some energy labels for water heaters that use heat pump technology.







16. Below is a different set of labels. Select the energy label of the hot water heater that can heat the most water?




17. Below another set of energy labels. Again, select energy label of the hot water heater that can heat the most water?





19. How sure were you about selecting the water heaters that could heat the most water based on the label information in the previous questions?

Completely sure

Reasonably sure

Unsure

20. Why were you unsure if you had selected the water heaters that could heat the most water based on the label information? (limit approx 25 words)



21. The symbols below are for the same water heater. In your opinion which of the symbols below best shows how much water the heater can heat?

22. What was the reason for your choice of symbol in the previous question? Limit 25 words

Heat pump water heater noise

23. You want to buy water heater that runs quietly outdoors. This is because of noise requirements in the area where you live. Select the label for the water heater that runs the quietest outdoors.

I'm not sure which heater will run quietest outdoors.

Your suggestions

24. Are there any suggestions you would like to make that would help you to better understand the energy labels of air-conditioners and water heaters as they appeared in this survey? Limit approx. 50 words


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