Cambia conducted a research study on usage of and attitudes toward EV’s among US adults.* The research revealed likelihood to consider, timeline for considering, drivers of and barriers to consideration, and various consideration segments within the population.
A Few Key Things We Learned…
The U.S. population can be divided into eight adoption segments:
As you move from red to green, each segment is exponentially more likely to consider an EV now than the segment preceding it.
These eight segments can be further grouped into 3: EV Objectionables (45%), EV Fence-Sitters (31%), and EV Tipping Point(33%).
Are you a “Petrol Head,” an “All In,” or somewhere in between? Interested in seeing which segment is most closely aligned with how you feel about EVs? Answer just three questions and we’ll tell you which segment thinks like you, what else they tend to believe, and what they think about the future of EVs.
Purchase Consideration for an Electric Vehicle
Consideration of EV is moving rapidly. While only 13% considered an EV in their last vehicle purchase, one in three will consider an EV within in the next 2 years and well over half within 5 years.
The More You Know, Consideration for EV Rises Rapidly
- One-quarter tell us they have “little to no knowledge” about EVs, and among those, only 16% say they “definitely/probably” will consider an EV for their next vehicle purchase/lease.
- Compare this to the 12% who know “a lot” where 63% will consider an EV – almost a four-fold difference.
- Knowing more about something can translate into a negative vibe or positive one. In the case of EVs, it would appear the more consumers know, the more positive they will feel toward EVs.
- This will be an interesting metric to track over time.
Three Road Blocks to Consider
- How far:
Limited mileage range compared to gas/diesel with related “range anxiety.” - How easy:
Charging infrastructure shortfalls, especially in rural areas. - How long:
Time to fully recharge perceived to be too long.
*500 US adults aged 18 and older. Online sample balanced to the U.S. Census, with final data weighted to match on age, gender and education using RIM weighting (or raking). Data collection dates were February 15-22, 2022.
