As energy prices continue to dominate household budgets following Power NI’s announcement of a 6.2% price increase, new analysis highlights clear differences in consumer behaviour between Northern Ireland and Great Britain.
While switching has become a routine part of how many consumers manage their energy costs, in Northern Ireland a significant proportion of households have never switched supplier.
Damian Wilson, CEO of Share Energy, says the gap points to deeper issues around awareness, engagement and the structure of the Northern Ireland energy market.
In Northern Ireland, around half of households have never switched electricity supplier, according to the Utility Regulator. In Great Britain, by contrast, Ofgem records hundreds of thousands of electricity account switches each month, reflecting a market where switching is a more established and familiar consumer behaviour.
The difference is not just behavioural; it can have a direct impact on household finances. Based on current market tariffs, an average Northern Ireland household using 3,800 units of electricity per year could save more than £300 annually by moving from the highest-priced tariff on the market to the lowest available rate.
According to Wilson, the difference is not simply down to customer preference.
“In Great Britain, switching energy supplier is widely understood as part of managing household costs. Consumers are generally more engaged with the market and aware of their options. In Northern Ireland, that level of understanding and engagement is still far less common, despite ongoing pressure on household budgets,” he said.
“This is not about criticising other suppliers. The reality is that Northern Ireland has historically operated very differently to GB, and that has contributed to lower levels of switching awareness and consumer engagement across the market.”
Wilson said a combination of market structure, long-standing customer habits and limited awareness has created what he describes as a “culture of inertia” around energy switching.
“For many households, staying with the same supplier simply feels easier or more familiar, particularly during periods of uncertainty. But loyalty in the energy market does not always reward consumers financially. In some cases, the most expensive loyalty scheme in Northern Ireland may actually be your energy bill.”
He believes greater public awareness around switching could play an important role in improving competition and helping consumers better understand the choices available to them.
“Consumers in Northern Ireland do have options, but many people remain unaware of how straightforward switching can be or what potential savings may exist. The more engaged consumers become, the healthier and more competitive the market becomes overall.”
Wilson added that improving engagement across the market should be viewed as a positive long-term development for both consumers and the wider energy sector.
“This conversation is bigger than one price announcement or one company. It is about creating a more active, informed and empowered consumer culture in Northern Ireland, similar to what we already see across Great Britain.”
