Britons are becoming a nation of ‘cheeky chargers’ with over half the population topping up devices in locations such as their local pub or coffee shop, research by E.ON has found.
Customers but at a cost
But the good news for businesses looking to recoup the price of that power is that over a third of those surveyed were more likely to visit a business which lets them plug in – with a further 14 per cent saying they would consider spending more with the business in return.
The average top-up time for consumers was 28 minutes. Laptops are the most energy-hungry gadgets – costing nearly 50p per customer for half an hour of power. This adds up to a potential cost of £12.5m for high street firms each year.
Pubs lead the way
A quarter of Brits admitted to using electricity while at pubs or bars, making it the most popular destination for on-the-go charging. This was followed closely by:
- hotel lobbies (24%)
- cafés and restaurants (21%) and
- libraries (15%).
The devices most commonly charged are:
- mobile phones (86%)
- laptops (32%) and
- tablets (20%)
Monitor your energy consumption
Anthony Ainsworth, Sales and Marketing Director of E.ON UK, commented:
“Our growing reliance on personal gadgets is starting to have a second-hand impact on the business world. There are clearly some benefits in terms of attracting and retaining customers, but while businesses may feel compelled to let visitors plug in to their heart’s content they should also be aware that it comes at a cost.
“Closely monitoring energy consumption and keeping on top of bills will give businesses the insight they need to cut waste where possible and use no more energy than they need.”
Aside from phones and tablets, people admitted to charging more unusual items in public – with one in 10 (11%) charging grooming products such as razors and electric toothbrushes.
The main reason people ‘cheeky charge’ is due to fears around the battery life of modern gadgets (39%), while seven per cent admit to doing it to save money, and a third (28%) say they simply can’t operate without their devices.
Case Study: Royal Oak pub
Sue Bird, Landlady of the Royal Oak pub in Knaphill, Surrey:
“There does seem to be a general expectation from customers now that they should be able to charge their phones or tablets whilst having a drink. It is not uncommon for us to find several of our plugs in use, despite the fact no one has actually asked to use them. Not only that, many of our customers even expect us to provide the chargers themselves!
“This belief that pubs and local businesses should provide their customers with unlimited energy puts myself and other small business owners in a tricky situation. Whilst we want our customers to be happy enough with the level of service provided that they keep returning, we are aware there are also financial implications of going the extra mile in this way.”
Balancing customer service and energy efficiency
E.ON is raising awareness of ‘cheeky charging’ to help businesses achieve a balance between customer service and maintaining energy efficiency, including advice on some basic steps:
- Track customer charging – E.ON’s research shows that some people charge multiple devices at once, while on-the-go. Be aware that each ’cheeky charge’ will add to your overall energy consumption and different devices can use very different amounts so make a note of how, what and when your customers are charging.
- Monitor the impact – you may have planned for a certain weekly or monthly energy budget based on your regular use of key appliances or machinery, so check on your bills to see if consumption fluctuates unexpectedly. With the availability of smart meters and other energy management systems, businesses can now get up-to-the-minute information in real time.
- Seek advice – your electricity provider is best-placed to offer insight on all aspects of your daily energy use as well as how to reduce waste. Talk to them about the equipment you use, your basic requirements, and any concerns you might have about unanticipated electricity use, such as customer charging.
- Weigh up the benefits – based on all the information you have available, decide if the benefits of ‘cheeky charging’ outweigh the potential cost to your bill. Talk to customers and, if you don’t want to introduce an outright ban, consider setting some ground rules on the amount of time, type, and number of devices allowed.
| Top Charging Destinations (% of respondents)
|
| 1) Pub – 25% |
| 2) Hotel (when not a guest) – 24% |
| 3) Café / Restaurant – 21% |
| 4) Library – 15% |
| 5) Campsite – 11% |
| 6) Leisure centre / Gym – 8% |
| 7) Doctor’s surgery / Hospital / Dentist / Optician – 7% |
| 8) Electronics store – 6% |
| 9) Hairdressers – 5% |
| 10) Clothes shop – 4% |
| Most Popular Devices (% of respondents)
|
| 1) Mobile phone – 86% |
| 2) Laptop – 32% |
| 3) Tablet – 20% |
| 4) Music player e.g. iPod – 17% |
| 5) Camera – 14% |
| 6) Personal grooming / hygiene – 11% |
| 7) Personal games console – 5% |