[Hokkaido 178-Person Survey] 92.1% of Residents Say Winter Utility Bills are 'At Their Limit,' But Only 14.0% Have Taken Action to Switch Providers

Erisgood, a media outlet operated by Starcraft Inc., conducted a survey on winter utility costs among 178 residents of Hokkaido. The results revealed that while 92.1% of respondents consider their winter utility bills a 'heavy burden,' only a mere 14.0% have actually taken steps to review their electricity company or rate plan.

Furthermore, a comparison between those who have switched to a new electric power company (a 'new power company') and those who have considered it but not acted revealed a monthly difference of approximately ¥1,800 (about ¥20,000 annually) in mid-winter electricity bills. By comparing the psychology of those who want to switch but can't, with the reality of 46 individuals who have already switched, 'three walls' preventing action have emerged.

<Survey Summary> - 92.1% responded that winter utility bills are a 'heavy burden.' - The average electricity bill for January (mid-winter) is ¥15,309 (1.70 times the mid-summer bill). - The average cost of kerosene for one winter for households using it is about ¥70,000. - About 40% 'want to change' their electricity company but have not been able to. - Those who switched to a new power company pay ¥1,800 less per month.

<Survey Background> Life in Hokkaido's winter is impossible without heating. According to the 'Family Income and Expenditure Survey' by the Ministry of Internal Affairs and Communications, the average utility cost in Hokkaido for January is ¥43,207, about 1.6 times that of the Kanto region (¥27,062). The cost for 'other fuel and light,' such as kerosene, is about 8.4 times higher than in Kanto in January, and about 10 times higher annually.

Although a decade has passed since the full liberalization of the electricity retail market, and over 30 new power companies supply electricity in Hokkaido, many households continue to use Hokkaido Electric Power. Additionally, 2026 is a year of change for household finances, with the government's electricity and gas price support program ending in March. This survey was conducted to understand what Hokkaido residents are struggling with and giving up on, amidst the heavy 'double burden of electricity and kerosene costs' unique to cold regions.

<Detailed Survey Results> When asked 'How do you feel about the burden of winter utility costs in Hokkaido?', 64.0% said 'a very heavy burden' and 28.1% said 'a somewhat heavy burden,' totaling 92.1%. However, among the measures actually taken, only 14.0% 'reviewed their electricity company/rate plan.' In contrast, 'endurance-based saving' methods like 'lowering the thermostat' (60.1%) and 'wearing more layers/using blankets/hot water bottles' (48.3%) were the top answers, revealing a reality where people are enduring rather than making fundamental changes.

The average electricity bill for January 2026 (mid-winter) was ¥15,309, while for August 2025 (mid-summer) it was ¥8,994, a difference of ¥6,315 per month, making the winter bill 1.70 times higher. Furthermore, 61.8% of households use kerosene, with the average total cost for one winter (Nov 2025 - Mar 2026) being approximately ¥70,291. 14.0% of households paid over ¥100,000, highlighting the harsh reality of Hokkaido's winter where kerosene costs are added on top of electricity bills. The electricity cost data from this survey aligns with official government statistics with a margin of error of less than 0.5%, confirming its accuracy.

Regarding anxieties about switching power companies, 'Not sure if it will really be cheaper' was the top concern at 60.1%, followed by 'Don't know which company to choose' (47.8%) and 'The process seems like a hassle' (46.1%). These three factors account for almost all the anxieties of those considering a switch.

In terms of experience with switching, 38.8% were a 'potential switcher group' who were interested but had not taken action. On the other hand, the average mid-winter electricity bill for the 46 people who actually switched to a new power company was ¥13,533. Compared to the average of ¥15,348 for the 115 people who stayed with Hokkaido Electric Power, there was a difference of about ¥1,800 per month, or ¥20,000 per year. This survey confirmed a certain level of savings, addressing the anxiety of 'not sure if it will be cheaper.'

By heating method, all-electric households had an average mid-winter electricity bill of ¥33,594, about 2.6 times that of households primarily using kerosene heating (¥12,852). 75.0% of all-electric households felt it was a 'very heavy burden,' the highest among all heating types. One open-ended response lamented, 'My electricity bill for January was nearly ¥40,000 even though I live alone.'

<Erisgood Editorial Team's Analysis> While 92.1% of Hokkaido residents feel winter utility costs are a 'heavy burden,' only 14.0% have taken action. This survey reveals that what's stopping them are not the rates themselves, but 'three psychological walls.' [The Information Wall]: 60.1% are 'not sure if it will be cheaper,' and 47.8% 'don't know which company to choose.' Awareness of alternatives to Hokkaido Electric Power is low, and the core issue is the uncertainty of 'how much I will save.' [The Procedural Wall]: 46.1% think 'the process seems like a hassle,' and 25.3% find 'cancellation fees and contract terms confusing.' In reality, the process can often be completed online in minutes, but the psychological hurdle is raised by associating it with the risk of losing heating, a lifeline. [The Lifeline Wall]: 21.9% are 'worried about blackouts and supply stability.' In Hokkaido's winter, losing electricity and heat is a life-threatening issue, so the weight of 'what if something goes wrong after I switch' is significantly greater than in mainland Japan.

In reality, data shows that switching to a new power company can save about ¥20,000 annually, and since the transmission grid remains the same, the risk of blackouts does not change. With the government's rate support now over, instead of continuing with endurance-based saving, the first step toward improving household finances is to check 'how much my bill would be with which company' based on one's own usage.