In 2007 IBM surveyed 1,900 households in six countries to "assess consumer behavior and trends in energy consumption and expectations for utility companies." The survey found that a majority of consumers in these nations are willing to pay more for cleaner energy.
The survey also found that that consumers want to be more active in their energy decision-making, one of the promises of the smart grid. Based on the survey, interviews with utility executives and investors, and their own experience, IBM expects that the energy grid will become increasingly participatory involving "intelligent network devices, distributed generation and consumer energy management tools."
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