We Asked Users
This survey was presented to a prequalified TCD audience in contextually relevant web articles and newsletters.
Survey participants self-selected two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
If you were going to purchase an EV, which of these factors would be most important to you?
Please select one.
If you were going to purchase an EV, which of these factors would be most important to you?Survey Results
1,126 Progress Focus:
1,843 Money Focus:
1,061
Aggregate Insights
The 83% combined vote share for "Battery range" and "Cost" suggests that some combination of those two factors is decisive for most potential EV purchasers.
The marked underperformance of "Power and speed" and "The way it looks" suggests that most potential purchasers aren't looking for flashy, high-performance EVs.
Further polling could explore the specifics of cost and battery range considerations by asking consumers about the maximum price or minimum range they'd be willing to accept.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey, as described in more detail in the Insights and Methodolgy sections below.
1,126 Progress Focus:
1,843 Money Focus:
1,061
Split Insights
The consistent overperformance of "Battery range" and "Cost" across all three splits underscores the extent to which mainstream consumers are looking for reliable, cost-effective EVs.
The relative underperformance of "Cost" and overperformance of "The way it looks" among the quality-focused audience suggests that some consumers are, in fact, willing to pay more for flashy EVs, though the 2-to-1 overall advantage for "Cost" in the quality split underscores the extent to which those consumers are in the minority.
Further polling could tease out possible gaps in the top-level data by exploring the likelihood of consumers in each split to actually make EV purchases — e.g., are consumers who prioritize "The way it looks" in the quality-focused audience more likely to actually buy an EV?
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 20 syndicated web articles. It received a total of 5,688 responses and generated segmented data across 3 primary contextual splits.
TCD surveys are embedded inline in contextually relevant web articles and newsletters. Survey participants self-select two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey. Split analysis explores the degree to which different messages — and the self-selected participants who seek them out — can shape consumer sentiment.
