The recent technological developments monitoring the electricity use of small customers provides with a whole new view to develop electricity distribution systems, customer-specific services and to increase energy efficiency. The analysis of customer load profile and load estimation is an important and popular area of electricity distribution technology and management. In this paper, we present an efficient methodology, based on self-organizing maps (SOM) and clustering methods (K-means and hierarchical clustering), capable of handling large amounts of time-series data in the context of electricity load management research. The proposed methodology was applied on a dataset consisting of hourly measured electricity use data, for 3989 small customers located in Northern-Savo, Finland. Information for the hourly electricity use, for a large numbers of small customers, has been made available only recently. Therefore, this paper presents the first results of making use of these data. The individual customers were classified into user groups based on their electricity use profile. On this basis, new, data-based load curves were calculated for each of these user groups. The new user groups as well as the new-estimated load curves were compared with the existing ones, which were calculated by the electricity company, on the basis of a customer classification scheme and their annual demand for electricity. The index of agreement statistics were used to quantify the agreement between the estimated and observed electricity use. The results indicate that there is a clear improvement when using data-based estimations, while the new-estimated load curves can be utilized directly by existing electricity power systems for more accurate load estimates. (C) 2010 Elsevier Ltd. All rights reserved.