B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
31%
31% -- consumer misconception rate for UK Gen Z energy consumers (2025-03)
31% of Gen Z respondents mistakenly thought the energy price cap is a limit on the maximum bill a household can be charged.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
31%
Unit
Percentage
Data Vintage
2025-03
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Savanta
Primary
Tier A
https://savanta.com/knowledge-centre/view/only-half-of-consumers-knew-what-the-impact-of-the-price-c… ↗
Source Article
Only half of consumers knew what the impact of the price cap rise would be on their bills - Savanta
Research conducted on the eve of the price cap rise reveals that awareness of how a price cap works and the impact of the rise on people’s lives is worryingly low.
It is now just over a week since Ofgem raised the energy price cap. In that time, people across the UK will have felt the pinch but for …
Original Research
Savanta
· Original study ↗
Methodology
Savanta consumer survey conducted 26th-27th March on the eve of the Ofgem price cap rise
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
UK Gen Z energy consumers: 31% consumer misconception rate. Source: Savanta (2025-03). Via Lighthouse Intelligence -- https://lighthousedata.io/data/price-cap-total-bill-misconception-gen-z
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<blockquote cite="https://lighthousedata.io/data/price-cap-total-bill-misconception-gen-z" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>31%</strong> -- consumer misconception rate for UK Gen Z energy consumers<br><small>Source: Savanta (2025-03) · <a href="https://lighthousedata.io/data/price-cap-total-bill-misconception-gen-z" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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