WSJ article reports on the mystery of Electricity Demand not growing the way the industry expects.

Electric Utilities Get No Jolt From Gadgets, Improving Economy

Electricity Sales Anemic for Seventh Year in a Row

Five years and an economic recovery later, electricity sales at the Columbus, Ohio-based power company still haven't rebounded to the peak reached in 2008. As a result, executives have had to abandon their century-old assumption that the use of electricity tracks overall economic conditions.

"It's a new world for us," says Chief Executive Nick Akins.

Utility executives across the country are reaching the same conclusion. Even though Americans are plugging in more gadgets than ever and the unemployment rate had dropped at one point to a level last reported in 2008, electricity sales are looking anemic for the seventh year in a row.

The article covers the energy efficiency shift.

Energy efficiency blunts the impact of population and economic growth, because upgrades in lighting, appliances and heavy equipment reduce energy needs. In 2005, the average refrigerator consumed 840 kilowatt-hours of electricity a year, according to the U.S. Energy Information Administration. A typical 2010 replacement needed only 453 kilowatt-hours of electricity.

There are various industries covered in their usage in the WSJ article, but the one thing that is not discussed is the shift to Mobile. Especially kids. Few kids want to jump on a computer. First choice is their phone, 2nd is a tablet, then a laptop. I don’t know about you, but the PC is gathering dust compared to the rest.