Octopus Energy Survey Reveals Consumer 'Action Stagnation': 60% Worry About Electricity Bills, But Nearly 60% Say They 'Can't Do Anything'

Octopus Energy, which achieved the highest growth rate among the top 30 power companies in 2024 compared to 2023, conducted a brand awareness survey on electricity services and a consciousness survey on electricity charges targeting 1,000 men and women in their 20s to 60s nationwide (excluding Okinawa Prefecture). The survey results showed that a total of 60.4% of respondents answered that they are 'very anxious' or 'somewhat anxious' about electricity charges, indicating a certain number of consumers are worried about their electricity bills. On the other hand, when asked about 'actions they are currently taking or considering taking' in response to anxiety about electricity charges, 57.5% of respondents said they are 'not doing anything in particular'. Furthermore, the most common action taken in response to anxiety was 'being conscious of saving electricity' (34.0%), showing a tendency to stop at 'first, save electricity' rather than reviewing their power company or rate plan. In recent years, amid ongoing changes in energy prices and the international situation, awareness among consumers to review 'electricity bills as a fixed cost' is increasing. However, this survey revealed that many consumers, while feeling anxious, do not proceed to fundamental review actions such as comparison shopping or switching, and remain at the stage of 'saving electricity'. Data source: Agency for Natural Resources and Energy, Electricity Survey Statistical Tables [3-(1) Electricity Demand Results] for low-voltage lighting electricity demand (kWh) in 2024 and 2025. The top 30 companies refer to the top 30 companies in total low-voltage lighting electricity demand in 2025. The growth rate is calculated by dividing the total low-voltage lighting electricity demand in 2025 by that in 2024 and then subtracting 1. For Octopus Energy, the growth rate compared to 2024 was 63%. Regarding Octopus Energy's brand image, 'good value' (13.0%) was the most common response, followed by 'innovativeness' and 'growth potential' (12.1% each), and 'friendly' (10.8%). 'Innovativeness' rose by 5.6 points from the previous survey, indicating that Octopus's innovative initiatives, such as the 'Friend Referral' program, summer and winter 'Happy Hours', and 'Simple Octopus' (which offers a fixed single unit price with no basic charge or fuel adjustment fee), are gradually gaining recognition from customers as efforts to break away from traditional electricity services. Survey Summary - Octopus Energy's brand image: 'Good value' (13.0%) was the most common. - Followed by 'innovativeness' and 'growth potential' (12.1% each), and 'friendly' (10.8%). - Total of 60.4% answered 'very anxious' or 'somewhat anxious' about electricity charges. - Most common countermeasure: 'Being conscious of saving electricity' (34.0%). - 'Not doing anything in particular': 57.5%. Anxiety over electricity bills exceeds 60% When asked, 'How anxious are you about electricity charges in light of the recent international situation (such as the situation in the Middle East)?', a total of 60.4% of respondents answered 'very anxious' or 'somewhat anxious'. Anxiety was particularly high among those in their 50s and 60s, suggesting a heightened awareness of fixed costs and living expenses. Electricity bill anxiety highlights 'action stagnation' On the other hand, when those who said they felt anxious were asked about 'actions they are currently taking or considering taking', 57.5% said they are 'not doing anything in particular'. The most common specific action was 'being conscious of saving electricity' (34.0%), while actions such as 'considering reviewing power companies', 'considering changing rate plans', or 'actually switching' were limited, showing that many consumers, despite feeling anxious, have not yet reached the point of making specific behavioral changes. Even as anxiety over electricity charges rises, actual behavior tends to stop at 'saving electricity'. Survey results indicating anxiety about switching, such as 'whether the contract procedures are complicated', have also been reported, which is thought to be behind this action stagnation. Survey Overview - Survey Name: Brand Awareness Survey on Electricity Services - Survey Period: April 2026 - Survey Method: Internet survey - Survey Target: Men and women in their 20s to 60s nationwide (excluding Okinawa Prefecture) - Sample Size: 1,000 - Survey Conducted by: Neo Marketing Inc. About Octopus Energy Octopus Energy (Headquarters: UK) is on a mission to use technology to deliver green energy at low prices and transform the customer experience through transparent services. Founded in the UK in 2016, it now provides electricity from renewable sources to approximately 10 million households worldwide in just 9 years. It currently operates retail electricity businesses in 8 countries, including the UK, Japan, Germany, Spain, Italy, France, New Zealand, and the USA. In Japan, it established a joint venture with Tokyo Gas in 2021 and began operations. In Japan, it continues to grow rapidly, surpassing 500,000 contracts in 4 years since its launch. 86% of its customers report feeling that their electricity bills have decreased, and it has earned a ★4.4 rating on Google Reviews, demonstrating support for its consumer-centric service design.