Charging up around the world

How do people around the world charge their mobile devices? How do they use electricity in their households, and how do they think about their energy usage? Together with all the partners in the Reach network ( we did a global study on this topic. The fieldwork, consisting of home visits to a wide variety of consumers and households, took place in 10 countries: Brazil, China, Denmark, France, Hungary, India, Japan, The Netherlands, Spain and the USA.


In the analysis striking similarities and differences between cultures have emerged. Based on the outcomes of this study we have jointly developed consumer insights relating to various markets. We have been invited by several large companies (utilities, transport, consumer appliances) to present and discuss opportunities for services innovations that can take inspiration from this.