Electricity customers and providers 2015: Who chooses whom and why?

An empirical examination of the awareness of current electricity brands, customer selection criteria, purchase probability and factors influencing customer satisfaction per customer group and region.

Electricity customers and providers 2015: Who chooses whom and why? For the first time, Statista, together with FOCUS-MONEY magazine, has investigated the perception of and experience with electricity providers in Germany. Over 26,000 opinions of customers and potential customers across 40 regions in Germany have been analysed. Along with the examination of factors that influence the selection of electricity providers, we introduce a typology of current customers as well as preferences of 5 defined customer segments in the 3 phases of the buying process (pre-purchase, purchase and post-purchase).



This empirical report examines the customer perspective of the German electricity market by means of a detailed analysis of electricity providers in Germany in 2014. The awareness of electricity brands, customer selection criteria, probability of purchase and factors influencing customer satisfaction from customer groups and regions are studied. The report is based on an online customer survey, which was conducted in the period 12.9.2014 to 6.10.2014.

A total of around 6,000 respondents from all regions of Germany, each assessed their own electricity provider and other known providers in various dimensions e.g. customer service, price, image, offerings. Additionally general selection criteria used for choosing an electricity provider were recorded from the survey results. With the help of a factor analysis, 15 criteria were then condensed into 4 relevant factors “Price”, “Sustainability”, “Communication” and “Presence”. Afterwards, using a statistical cluster analysis, five customer segments were identified: the “Deal hunter”, the “Neutral”, the “Sustainable mind”, the “Local hero” and the “Image seeker”.

The focus of the report builds on a detailed analysis of various customer segments in the three phases of electricity contract completion. The key influencing factors in the “Pre-purchase”, “Purchase” and “Post-purchase” phases were studied closely.


The report is presented in a professional PDF document containing various results. Along with the examined factors of electricity provider choice, we introduce a typology of electricity customers along with the preferences of five customer segments in each of the three phases of the buying process. Additionally the document contains interpretations of the results and recommendations.

The sample provides an overview of the report results and of all assessed electricity providers in the study.

  • Language: German
  • Released: September 2015
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