Image of District Heat in Austria

1
Image of District Heat in Austria

• Presentation at the Euroheat Power Congress
  2007

Copenhagen, June 19, 2007
on behalf of
2
Overview
Survey objectives, database, method
1.
Image
2.
Satisfaction
3.
Knowledge and information
4.
District cooling
5.
Conclusions
6.
3
Overview
Survey objectives, database, method
1.
Image
2.
Satisfaction
3.
Knowledge and information
4.
District cooling
5.
Conclusions
6.
4
Survey objectives, database, method
5
Overview
Survey objectives, database, method
1.
Image
2.
Satisfaction
3.
Knowledge and information
4.
District cooling
5.
Conclusions
6.
6
Key findings image
7
Spontaneously stated pros and cons of district
heat

• convenience (comfortable, easy)
• guaranteed supply
• reliability

• dependence concerning heating period
• costs

• cleanliness /no dirt in the house
• helps control environmental pollution

private households

• convenience/ simple to use
• little effort for maintenance
• costs

• costs

• helps control environmental pollution
• saves room
• reliability
• cleanliness

major customers

• costs
• convenience
• helps control pollution

• costs

• saves room
• reliability

property developer

• costs
• leaks in pipelines cause loss of energy

opinion leaders

• helps control environmental pollution

8
Overall impression of different heating systems
District heat receives the top overall rating
"What is your overall impression of the following
heating systems gas, electricity, biomass, and
oil heating. Please use a five-point scale from
1'very positive' to 5'very negative'."
sample size n 240/264/156/42/27
9
Image profiles of the different heating systems
private households
DH is comfortable and reliable but lacks
individual controllability
"Please rate gas, district heating, biomass and
oil heating according to the following criteria
on a five-point scale from 1'totally applies" to
5'doesn't apply at all'."
sample size n504
10
Image of district heat compared to 2004
private households
Stable image with users of DH, considerable
improvement with non-users
"Please rate district heating according to the
following criteria on a five-point scale from
1'totally applies" to 5'doesn't apply at all'."
sample size n 240/264 247/253
11
Trend speaks of increasing market share for
district heat
Comparison of all target groups
"Do you expect the share of district heated
apartment houses private households/construction
sites major customers and opinion leaders to
rise, fall, or remain stable in the years to
come? Property Developers "Is the share of
district heated construction sites within your
company going to rise, fall, or remain stable in
the years to come?"
developement since 2004
-
?
?
? ?
?
sample size n240/264/156/42/27
12
Overview
Survey objectives, database, method
1.
Image
2.
Satisfaction
3.
Knowledge and information
4.
District cooling
5.
Conclusions
6.
13
Key findings satisfaction
14
High satisfaction with DH and the DH supplier
Satisfaction with heating system
Satisfaction with DH supplier
sample size n504/156/42
15
Preferred heating system
private households
District heat and gas lose share to biomass
"If you could decide today, which mean of heating
would you chose?"
district heat convenient, comfortable, easy to
use biomass renewable resources, sustainability,
helps prevent environmental pollution
sample size n240/247 264/253
16
Preferred heating system
major customers
Major customers would go for district heat again
"If you could decide today - would you chose
district heat again?"
sample size n156
17
Overview
Survey objectives, database, method
1.
Image
2.
Satisfaction
3.
Knowledge and information
4.
District cooling
5.
Conclusions
6.
18
Key findings knowledge and information
19
Information search about heating and energy supply
private households
Majority of consumers is not interessested in the
subject
"Do you sometimes try to gather information about
heating and energy supply?"
sample size n504/240/264
20
FGW is highly known by opinion leaders
opinion leaders
"Have you already heard of the Natural Gas and
District Heat Association of the Austrian Federal
Economic Chamber?"
If yes "Have
you already visited Natural Gas and District Heat
Association's web site?"/"Have you already been
in contact with the Natural Gas and District Heat
Association, either personally or via phone? "
sample size n27/25
21
Overview
Survey objectives, database, method
1.
Image
2.
Satisfaction
3.
Knowledge and information
4.
District cooling
5.
Conclusions
6.
22
Key findings district cooling
23
Advantages of district cooling
opinion leaders
Environmental sustainability is the main
advantage of district cooling
"District cooling works rather similar to
district heating. The main difference is that
district cooling uses a cooling exchanger instead
of a heat exchanger so that the construction site
is cooled rather than heated. What are in your
opinion the main advantages of district cooling
compared to conventional cooling?"
sample size n27
24
Disadvantages of district cooling
opinion leaders
Fear of high investments
"Do you also see disadvantages compared to
conventional cooling?"
sample size n27/22
25
Future potential of district cooling in major
construction sites
opinion leaders
Positive expectations for future development of
district cooling
"Do you believe that district cooling will be
established as cooling system for major
construction sites in the following 10 years? If
no What do you think is the main barrier?"
... there is a lack of infrastructure. ...
rentability for distributers is weak. ... other
sources of energy - especially electricity - are
cheaper.
sample size n27/3
26
Overview
Survey objectives, database, method
1.
Image
2.
Satisfaction
3.
Knowledge and information
4.
District cooling
5.
Conclusions
6.
27
Conclusions for the DH marketing in Austria

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Thank you very much for your attention!
Contact
Mag. Sonja Fahrner T 43-1-369 46
26-23 F 43-1-369 46 26-33s.fahrner_at_marketmind.at
Dr. Verena Priemer T 43-1-369 46
26-15 F 43-1-369 46 26-33v.priemer_at_marketmind.at
www.marketmind.at