The ‘load factor’ is the ratio between the actual amount of electricity supplied during a period of time and the maximum amount of electricity it is possible to supply throughout this time. ‘Low load factors’ make electricity extremely expensive. The answer to this is increasing the demand for other uses for electricity in the home throughout the day, and encouraging people to buy objects that ensure increased electricity use.

Therefore the ‘load factor’ was directly linked to the marketing of these new technologies.

Energy companies were both providing ‘labour saving’ devices to aid a housewife in her domestic chores, but this also ensured a consistent demand for electricity throughout the day.