Electric mobility - a survey of different consumer groups in Germany with regard to adoption

Electric vehicles (EVs) are currently being discussed as a promising means to increase the energy-efficiency and sustainability of today's transport systems. To effectively promote and successfully diffuse EVs, it is crucial to identify the customer segments containing the most likely early adopters and to target development, marketing and policy measures towards these segments. This study aims to identify promising target groups for electric mobility and characterize them in detail with regard to relevant factors for adoption extracted from literature. A large online survey has been conducted in Germany among actual users of EVs, consumers intending to adopt EVs in the future, consumers interested in EVs, but without concrete purchase intention and consumers who are not yet well informed about EVs. Amongst others, the survey includes items assessing (1) affinity towards EVs and likelihood of purchase and usage; (2) perceived advantages and characteristics of EVs; and (3) socio-demographic items. The participants were divided into different consumer groups regarding their affinity towards EVs. Differences between these segments pertaining to their perceptions of EVs which - according to theory and empirical findings -might be relevant for the adoption are described. Finally, conclusions regarding promising marketing and policy measures to promote electric mobility are discussed.