- Nearly four million homes are ‘Energy Ostriches’ – who don’t check energy usage, ignore news and tips, and bury their head in the sand about bills[1]
- More than six million households are ‘Energy Owls’ – always checking they’re on the best deal, keeping an eye on the meter, and monitoring energy news[2]
- Two-fifths of Energy Owls say their current energy deal is good value for money (40%), while only one in ten Energy Ostriches (11%) feel the same[3]
- Seven million households on standard tariffs could make savings of around £298 compared with the July price cap by switching to a fixed deal[4]
- Uswitch urges households with their head in the sand to be Energy Owls and see if they can beat the price cap by switching to a fixed deal.
Nearly four million British households have been uncovered as ‘Energy Ostriches’ burying their heads in the sand and missing out on bill savings[1]. More than six million are ‘Energy Owls’, who keep an eye on the news, their tariff, and their meter to save money on their energy bills[2] according to research by Uswitch.com, the comparison and switching service.
The remaining 64% of households – 18 million – are ‘Energy Otters’[2]. They do their best to keep on top of bills, news and usage, but often get distracted and miss out on the best offers.
More than half of Energy Owls (53%) are confident their energy bills are accurate, compared with only a fifth of Energy Ostriches (21%). Two fifths of Energy Owls say their current energy deal is good value for money (40%), while only one in ten Energy Ostriches (11%) feel the same way[3].
The difference can also be seen in the proportion of each with a working smart meter, which is a valuable tool for tracking your household’s energy use. More than three quarters of Energy Owls (77%) have a working smart meter, while only three-fifths (62%) of Energy Ostriches have one.
Households that want to keep an eye on their energy use can see their smart meter data on their phone and get free energy-saving tips by downloading the Uswitch app.
Table: Is your current energy deal good value for money?
| Sentiment | Ostriches | Otters | Owls |
| I am confident my energy bills are accurate | 21% | 37% | 53% |
| I feel in control of my energy bills | 19% | 35% | 50% |
| My current energy deal is good value for money | 11% | 29% | 40% |
Source: Uswitch.com
Seven million households on standard tariffs should act now to snap up a fixed deal and enjoy cheaper energy[4].
A number of fixed deals on the market offer savings of around £298 compared with the July price cap for the average household[5].
Uswitch.com is urging households to compare energy tariffs to see how much they can save on a fixed deal compared to the price cap.
Ben Gallizzi, energy expert at Uswitch.com, comments: “Millions of households are reaping the benefits of keeping a beady eye on their energy usage and pouncing on a better deal when they see one.
“We’re calling these wise households Energy Owls – and they’re four times more likely than Energy Ostriches to say their energy deal is good value for money.
“Keeping an eye on your meter, your bills, and checking when your fixed deal ends takes a little effort, but the rewards can be massive.
“Take our quiz to see if you’re an Energy Owl, Otter or Ostrich, and see what improvements you can make.
“Now is also a great time to look at switching to a new energy tariff, as there are a range of fixed deals currently available which could save the average household around £298 compared with the July price cap.”
Are you an Energy Owl or Ostrich?
1) Which of the following best describes how you manage your energy bills?
I regularly review or switch my energy tariff to get the best deal. Five points
I check my energy usage to keep track of costs, but only switch for a significant saving. Three points.
I avoid thinking about my energy bills. Zero points
2) How often do you keep an eye on your energy meter?
I monitor my energy use on my smart meter / regularly take meter readings Three points
I rarely check my smart meter or take meter readings Zero points
3) How good are you at keeping up with energy news and tips
I stay up to date with energy-saving tips or news Three points
I tend to miss news about energy and don’t keep up with tips. Zero points
4) Add up your points
Zero points = You’re an Energy Ostrich! You may have your head buried in the sand when it comes to energy bills. Try to get in the habit of checking your bills and submitting a meter reading once a month. If you’re on a standard tariff, head to Uswitch.com to see how much you could save by switching.
Three to seven points = You’re an Energy Otter! You’ve got some good energy habits, but you might be able to save even more if you keep a closer eye on reducing your household energy usage and looking out for new fixed deals.
Eights points and above = You’re an Energy Owl! You’re doing a great job, and chances are you’ve already checked you’re on a good value energy deal. Keep it up!
Check out the latest energy deals by running a comparison at Uswitch.com.
For more information
Beverley Noble | Energy PR Manager
beverley.noble@rvu.co.uk
Twitter: @UswitchPR
Notes to editors
Research conducted online by Opinium, 6th to 11th June 2025, among 2,002 UK energy bill-payers, weighted to be nationally representative.
1. 13% of respondents scored zero points in an energy quiz. 13% of 28.2 million UK households = 3.7 million households are Energy Ostriches. Respondents were asked ‘Which of the following best describes how you manage your energy bills?’ Those who agreed with the statement ‘I regularly review or switch my energy tariff to get the best deal’ scored five points. Those who agreed with ‘I check my energy usage to keep track of costs, but will only switch for a significant saving’ scored three points. Those who agreed with ‘I avoid thinking about my energy bills’ scored zero points. Respondents were asked ‘Which of the following are true to you in regard to your energy bills?’ Those with smart meters who agreed with ‘I actively use my smart meter to monitor energy use’ scored three points. Those with a traditional meter who agreed with ‘I regularly take meter readings’ scored three points. Those who agreed with ‘I stay up to date with energy-saving tips or news’ scored three points.
2. 23% of respondents scored eight or more points in an energy quiz. 23% of 28.2 million UK households = 6.4 million households are Energy Owls. The remaining households (100% - 23% - 13% = 64% = 18 million households ) are Energy Otters.
3. Respondents were asked ‘Which of the following are true to you in regard to your energy bills?’ 53% of Energy Owls agreed with ‘I am confident my energy bills are accurate’, compared with 21% of Energy Ostriches. 50% of Owls said ‘I feel in control of my energy bills’, compared with 19% of Ostriches. 40% of Owls said ‘My current energy deal is good value for money’, compared with 11% of Ostriches.
4. Number of non-prepayment meter customers on SVTs = 65% of 28.2 million households = 18.3 million (Ofgem). At the end of 2024, 60% of all domestic meters operated by large energy suppliers were active smart meters (Smart Meter Statistics in Great Britain). 40% of 18.3 million customers = 7.32 million.
5. Outfox the Market, Fix'd Dual Aug25 12M v3.0, average annual bill £1,422, fixed for 12 months, exit fees £75 per fuel. Available direct via Outfox the Market. Prices correct as of 5:25pm on 18 August 2025.
6. Respondents were asked ‘Do you have a working smart meter?’ 62% of Energy Ostriches said yes, compared with 67% of Energy Otters, and 77% of Energy Owls.
About Uswitch
Uswitch is one of the UK’s top comparison websites for home services switching, including energy, broadband and mobiles.
More people go to Uswitch to find their energy, broadband and mobile deals than any other site, and we have saved consumers over £2.7 billion off their bills since we launched in September 2000.
Free mobile app Utrack also helps households manage their home energy usage and make potential savings.
Uswitch is part of RVU, a group of online brands with a mission to empower consumers to make more confident home services, insurance and financial decisions.