Direct Energy Cool Down Survey

Calgary, AB -- A new Ipsos Reid survey on behalf of Direct Energy finds that more than four in ten residents (42 per cent) of Alberta (45%) and Ontario (41%) say they would pay a premium of 10 per cent or more for products that are environmentally friendly.

The study found that most (61 per cent) residents of Ontario and Alberta are very concerned about climate change, although there is significant disparity between the two provinces with 67% of Ontarians Extremely/Very Concerned. In contrast, only 52% of Albertans are Extremely/Very Concerned.

Over half (53%) of respondents also said they are likely to seek out environmentally friendly products and services for home improvements (Alberta 47%, Ontario 57%). Most respondents also noted a role to be played by government in the adoption of energy efficient products and services. Most (60 per cent) said that government rebates influence their decisions on energy efficient products and services (Alberta 57%, Ontario 62%).

Canadians in the both provinces say they are starting to conserve energy, in small simple ways. Many have already installed programmable thermostat (32 per cent Overall, 27% Alberta, 36% Ontario), a low-flow shower head (31 per cent Overall, 26% Alberta, 34% Ontario) and compact florescent light bulbs (24 per cent Overall, 21% Alberta, 27% Ontario).

However, when it comes to bigger ticket items in the future they are less likely to be considering action. Installing a solar panel (6 per cent Overall, 6% Alberta, 5% Ontario), upgrading to a more efficient furnace, air conditioner or boiler (13 per cent Overall, 14% Alberta, 12% Ontario) and installing new insulation (11 per cent Overall, 12% Alberta, 11% Ontario) are beyond what respondents are willing to invest in, at this current time.

In the year ahead, respondents in Ontario and Alberta were asked using a Yes/No scale what measures they will take to become more energy efficient:

• Shift use of appliances to off-peak hours (69 per cent Overall, 69% Alberta, 70% Ontario)
• Install high-efficiency light bulbs (82 per cent Overall, 79% Alberta, 84% Ontario)
• Use automatic thermostat (62 per cent Overall, 62% Alberta, 62% Ontario)
• Upgrade appliances (42 per cent Overall, 38% Alberta, 46% Ontario)

Methodology
These are the findings of an Ipsos Reid poll conducted on behalf Direct Energy from April 24 to May 10, 2007. For the survey, a representative randomly selected sample of 689 adults was interviewed by Telephone in Ontario and Alberta (385 and 304 interviews, respectively). With a sample of this size, the results are considered accurate to within 177 3.73 percentage points, 19 times out of 20, of what they would have been had the entire adult population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population.

For more Information on this news release, please contact:
Paul Lauzon
SVP, Managing Director
Ipsos Reid West
587-952-4871
[email protected]

About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2006, Ipsos generated global revenues of 857.1 million euros ($1.1 billion USD).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.

Ipsos, listed on the Eurolist of Euronext - Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP