But in Houston, where there are 52 companies on Power to Choose each offering several different power plans, there might be too many choices. Economists have found that when confronted with a large number of choices, most people tend to do nothing. In one well-known behavioral economics experiment, researchers set out six samples of fruit jams at a grocery store, enticing 30 percent of shoppers to buy the product. But when they increased the number of samples to 24, only 3 percent of shoppers made a purchase.
Keeping on top:  With deregulation, a whole host of electric resellers jumped into the market because there’s a whole lot of electricity to sell:  if Texas were a country, it’d be the 11th largest electricity consumer in the world!  Just by itself, it uses as much electricity as Spain or Great Britain!  That means there’s a whole lot of information you have to find, absorb, and process to make sure you’re getting the best rate for your needs.
Texas currently produces and consumes more electricity than any other state in the country. This energy consumption is due to its size, but the ample land makes it a major producer of wind power – a renewable, or green, energy source. The environmentally friendly energy created by wind power is available to many Texas residents to supply the electricity in their home or business.
Even though customers in deregulated Texas markets routinely pay more for electricity, there is a bright spot. The gap between the average price paid for electricity between deregulated and regulated market has shrunk to 8.8 percent. In 2006, customers in deregulated cities were paying nearly 47 percent more for electricity than their counterparts in regulated cities.
Another unwelcome side effect of not knowing your average monthly kWh usage level is that you may end up paying more than you expect. This can occur when a customer inadvertently shops an electric rate based on a higher usage level than they actually use. Electricity suppliers commonly advertise their electric rates associated with the highest (2000 kWh) usage levels since those tend to be the lowest rates.

Houston and its surrounding suburbs play a huge role in the global oil industry. Houston energy providers and Fortune 500 companies are located all across the city. Whether you’re in town to visit Houston or you’ve lived here your whole life, the city has a lot to offer. Sports fans can root for the Astros and the Rockets, while others can enjoy shopping, exploring parks and checking out the vibrant nightlife.
ElectricityPlans lets you easily compare electricity plans by displaying all-inclusive rates at all advertised usage levels in a simple easy-to-read format. You can easily estimate your actual all-in electric bill at any given usage level using our Plan Details and Pricing section for each plan. All energy charges, delivery fees, bill credits, and other fees for each plan are shown so you can accurately estimate your monthly electric bill. By showing all rates and fees, you’ll avoid the electric bill sticker shock and so-called “teaser rates” commonly used by electric suppliers to achieve better search results on sites such as powertochoose.org.
There are a variety of different types of gas and electricity plan that are currently out there for prospective customers to consider. Some plans offer fixed rate deals , these allow you to be sheltered from price rises over an agreed period of time. Other plans allow you to manage your entire account online, making it easier and more efficient for you to handle your energy supply.
That’s what Josh Burdick thinks when looks around for electricity deals on Power to Choose for his 1,400 square foot West University condo. But Burdick, 45, an information technology project manager for an oil company in Houston, figured that he wouldn’t end up saving that much. He signed up with Reliant 11 years ago and has never left, paying anywhere from $120 to $150 a month during the summer. He is not even on a plan, instead paying month-to-month market rates, which typically cost more than longer term retail contracts.
Houston is becoming much greener, and all signs indicate that the city will continue to be a leader in the renewable energy sector. Green energy in Houston is widely available for consumers. Choose Energy has partnered with Amigo Energy and Green Mountain Energy, two trusted green energy suppliers in Houston. The city's energy efficiency rank typically falls within the top ten, and no other municipality buys more renewable energy. Recently, Causes.com rated the city the 10th greenest in the nation.

Business specialists say that retail electricity companies follow a model used in other mature industries, such as banking, cell phone services and cable television, where the market is saturated and the main way to grow is by poaching customers from competitors. In all these industries, companies use cut-rate promotional offers to win customers and then hope inertia sets in once promotions expire and prices increase.


Customers can find deals in competitive electricity markets if they take the time and effort to look at web sites such as powertochoose.org, the official comparison shopping site of the Public Utility Commission. The study cited a PUC survey of retail electricity offerings in Houston that showed nine deals in March that were lower than the regulated price of electricity in San Antonio.
2of 3Cattle roam on a mesa near Iraan, Texas on the site of the Desert Sky Wind Farm. According to website Desert Sky Wind Farm® is a 160.5-megawatt (160,500-kilowatt) wind power generation facility located near the far West Texas town of Iraan, in Pecos County. The site includes 107 turbines, each rated at 1.5 megawatts (1,500 kilowatts) spread over a 15-square-mile area on Indian Mesa.Photo: John Davenport, Staff / San Antonio Express-News
If you live in the greater Houston area, there are over 60 different energy suppliers competing for your business. Many of these providers have websites that are confusing and difficult to navigate, their rates buried in misleading advertising and dense jargon. Who has the time to sort through and keep track of options across all these different sites?
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