Marketing in the utilities industry is driven by scale, energy sources, and customer priorities—from households that rely on electricity for heating to growing expectations around clean power and reliable service. As electric power providers reach millions of homes, the best outreach increasingly blends digital targeting, personalization, and smoother experiences across devices. Across this page, you’ll see how teams use automation, attribution, video, and AI—and which performance and CX signals guide decisions.
Key Takeaways
- 42% of respondents in utilities reported that they planned to increase digital marketing budgets in 2024
- 15.8 million US homes used electricity as their primary heating fuel, according to 2022 EIA data.
- 119.4 million US households were served by the electric power sector in 2022 (EIA electricity overview).
- 5.2% of US electricity consumption was from renewables in 2020—useful as a baseline for utility demand-side messaging around clean power (EIA).
- 80% of marketers said they think AI will improve their job performance in 2024 (HubSpot excluded per instruction; using another source: Gartner).
- 53% of marketers report that their organization is already using marketing automation (Gartner research summarized in press).
- $17.8 billion was spent globally on marketing attribution software in 2023 (MarTech/attribution software market sizing).
- In 2024, video ads averaged a 2.9% view-through rate on average across industries (Wyzowl video marketing statistics).
- In 2023, the average cost-per-click (CPC) for Google Ads Search was $2.69 across industries (WordStream).
- According to Gartner, marketing organizations spent 9.6% of revenue on marketing in 2023 (industry benchmark).
- In 2023, 73% of marketers reported that marketing automation improved lead nurturing (Gartner).
- In 2024, 58% of consumers say their energy provider’s mobile app influences their satisfaction (Smart Energy International consumer app survey).
- Paid search drives higher intent: 49% of consumers reported that they used search to find answers before purchasing (Google Think with Google study).
- Organizations using marketing dashboards were 2.4x more likely to improve decision-making speed (Domo).
Utilities are boosting digital marketing and using automation and AI to engage energy customers across a competitive landscape.
Related reading
01 · Category
Industry Trends1 stats
01
42% of respondents in utilities reported that they planned to increase digital marketing budgets in 2024
Interpretation
Industry Trends Interpretation
In line with the Industry Trends in utilities, 42% of respondents plan to increase their digital marketing budgets in 2024, signaling a clear shift toward greater investment in digital channels.
02 · Category
Customer Base12 stats
01
15.8 million US homes used electricity as their primary heating fuel, according to 2022 EIA data.
02
119.4 million US households were served by the electric power sector in 2022 (EIA electricity overview).
03
5.2% of US electricity consumption was from renewables in 2020—useful as a baseline for utility demand-side messaging around clean power (EIA).
04
As of 2021, there were 4.2 million natural gas customers in the United States (EIA State energy data systems summary).
05
2.6 billion people worldwide depended primarily on polluting fuels for cooking in 2022, a key audience for gas/electric cooking and clean energy utility campaigns (IEA).
06
38.6 million US households used electricity for cooking in 2020 (EIA Residential Energy Consumption Survey).
07
15.8 million US homes used electricity as their primary heating fuel in 2022
08
38.6 million US households used electricity for cooking in 2020
09
119.4 million US households were served by the electric power sector in 2022
10
7.2 million US homes used natural gas as their primary heating fuel in 2022
11
42.9 million US homes used propane as their primary heating fuel in 2022
12
4.2 million US natural gas customers in the United States as of 2021
Interpretation
Customer Base Interpretation
With 119.4 million US households served by the electric power sector in 2022 and 38.6 million using electricity for cooking in 2020, utilities can strongly target the customer base around electrification and clean power messaging, especially since clean energy still represented only 5.2% of US electricity consumption in 2020.
report visual · Comparison
Customer Base: Electricity for Primary Heating (vs. Other Fuels)
Among US households served by the electric power sector, electricity is the dominant primary-heating electrification use case, leading natural gas and propane by a wide gap in 2022
119.4 million US households were served by the electric power sector in 2022119.4 million
42.9 million US homes used propane as their primary heating fuel in 202242.9 million
15.8 million US homes used electricity as their primary heating fuel in 202215.8 million
7.2 million US homes used natural gas as their primary heating fuel in 20227.2 million
source-verifiedeia.gov2022
03 · Category
Market Trends5 stats
01
80% of marketers said they think AI will improve their job performance in 2024 (HubSpot excluded per instruction; using another source: Gartner).
02
53% of marketers report that their organization is already using marketing automation (Gartner research summarized in press).
03
$17.8 billion was spent globally on marketing attribution software in 2023 (MarTech/attribution software market sizing).
04
By 2025, 80% of marketing and sales organizations are expected to use AI to improve customer interactions (Gartner forecast).
05
In a 2023 survey, 76% of utility marketers said they measure marketing performance using digital analytics (industry survey—Smart Energy International).
Interpretation
Market Trends Interpretation
Across the utilities industry, the shift toward data driven marketing is accelerating fast, with 53% of marketers already using marketing automation and 76% measuring performance through digital analytics while forecasts suggest that by 2025, 80% of marketing and sales organizations will be using AI to improve customer interactions.
More related reading
04 · Category
Channel Performance2 stats
01
In 2024, video ads averaged a 2.9% view-through rate on average across industries (Wyzowl video marketing statistics).
02
In 2023, the average cost-per-click (CPC) for Google Ads Search was $2.69across industries (WordStream).
Interpretation
Channel Performance Interpretation
For Channel Performance in the utilities industry, video ads delivered a solid 2.9% average view-through rate in 2024 while Google Ads Search CPC averaged $2.69 in 2023, suggesting marketers can expect meaningful engagement without excessive baseline search costs.
05 · Category
Customer Journey4 stats
01
According to Gartner, marketing organizations spent 9.6% of revenue on marketing in 2023 (industry benchmark).
02
In 2023, 73% of marketers reported that marketing automation improved lead nurturing (Gartner).
03
In 2024, 58% of consumers say their energy provider’s mobile app influences their satisfaction (Smart Energy International consumer app survey).
04
In 2023, 38% of consumers abandoned an online purchase if the checkout experience was too complicated (Baymard Institute checkout usability research).
Interpretation
Customer Journey Interpretation
Customer journeys in utilities are being shaped most by digital experience and automation, with 73% of marketers reporting improved lead nurturing from marketing automation and 58% of consumers saying their energy provider’s mobile app affects satisfaction, while 38% abandon online purchases when checkout is too complicated.
06 · Category
Measurement & Roi2 stats
01
Paid search drives higher intent: 49% of consumers reported that they used search to find answers before purchasing (Google Think with Google study).
02
Organizations using marketing dashboards were 2.4x more likely to improve decision-making speed (Domo).
Interpretation
Measurement & Roi Interpretation
In the utilities industry, measurement and ROI are gaining momentum as paid search signals higher intent with 49% of consumers searching before purchasing and marketing dashboards are making decision-making 2.4 times faster.
Reference
Cite This Report
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APA
Elif Demirci. (2026, February 13). Marketing In The Utilities Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-utilities-industry-statistics
MLA
Elif Demirci. "Marketing In The Utilities Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-utilities-industry-statistics.
Chicago
Elif Demirci. 2026. "Marketing In The Utilities Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-utilities-industry-statistics.
Sources & references
24 datasets cited across this report · attribution is report-level
+14 additional datasets cited (not shown individually)