@report{which2026flexibility,
title={Household Energy Flexibility: Who Really Benefits?},
author={{Which?}},
year={2026},
month={09},
day={30},
url={https://www.which.co.uk/policy-and-insight/article/household-energy-flexibility-who-really-benefits-axdqy7C0Jl2A},
urldate={2026-10-02},
howpublished={\url{https://media.product.which.co.uk/prod/files/file/gm-be1f75eb-bd14-4086-9bb7-15f723d7916a-household-energy-flexibility-who-really-benefits.pdf}},
annote={[**CS1] [**UA]  Quote: "Laundry provides a large near term opportunity with 54\% of all households saying they could shift their laundry to off-peak times. This presents an opportunity for a wide range of households to save, although Ofgem estimate that an average household willing to shift 25\% of their usage to off-peak times would only save {\pounds}10.40 over a year. The survey does find that households are approximately as likely to say they will shift their demand for altruistic reasons to reduce demands on the grid at peak-times as they are for financial reasons. We think that more behavioural evidence is needed here to understand how households actually behave."  Quote: "2\% say they have a heat pump and could shift when their heat pump runs."  Quote: "When households' consumption patterns are taken into account, it emerges that most of the currently untapped flexibility potential is likely to be concentrated in a small group of early adopters of electric vehicles, who are willing to shift consumption to off-peak times more than they currently do."  Quote: "... households with the highest potential to shift electricity use can shift around 10\% of their consumption on average, whereas a quarter of UK households can only shift an average of 0.1\%..."  Quote: "Households who were previously underheating to save money risk paying even more, because it can be harder to use certain underheating strategies (like heating restricted spaces and times) with a heat pump."},
}