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

: Peters, Anja; Popp, Mareike; Agosti, Raphael; Ryf, Bettina

Volltext urn:nbn:de:0011-n-1834806 (544 KByte PDF)
MD5 Fingerprint: 18a6c75bb1055e7516226d060e945cdf
Erstellt am: 6.11.2012

Lindström, T. ; European Council for an Energy-Efficient Economy -ECEEE-, Paris:
Energy efficiency first. The foundation of a low-carbon society. ECEEE 2011 Summer Study. Vol.2: Panel 3 : 6-11 June 2011, Belambra Presqu'ile de Giens, France, Conference proceedings
Stockholm: ECEEE, 2011
ISBN: 978-91-633-4455-8
European Council for an Energy-Efficient Economy (ECEEE Summer Study) <2011, Belambra Presqu'ile de Giens>
Konferenzbeitrag, Elektronische Publikation
Fraunhofer ISI ()
policy recommendations; user perspective; innovation; vehicles; diffusion

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.