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're thinking about buying an EV, which of these factors is most likely to convince you that it's a smart decision?
Please select one.
If you're thinking about buying an EV, which of these factors is most likely to convince you that it's a smart decision?Survey Results
1,784 Sustainability Focus:
528
Aggregate Insights
The strong plurality of votes for "friends and family" suggests that potential EV buyers are most effectively persuaded by the people they know best.
The underperformance of celebrities as a source of social proof suggests that traditional endorsement models are unlikely to be effective in the context of EV marketing.
Further polling could explore audience opinion across different types of first responders and businesses (e.g., police vs. fire vs. EMS and delivery services vs. rideshare services) to determine if some types of social proof are more effective than others.
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.
1,784 Sustainability Focus:
528
Split Insights
The absolute overperformance of "friends and family" across both splits suggests that even eco-conscious consumers often need convincing from their inner circle to make EV purchases.
The relative overperformance of celebrity endorsements among the sustainability audience suggests that eco-conscious consumers are more willing to trust figurehead leaders than their mainstream counterparts.
Further polling could assess the likelihood of consumers in each split to actually purchase EVs to determine if certain forms of social proof are more or less likely to resonate with the most probable buyers.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 15 syndicated web articles. It received a total of 2,479 responses and generated segmented data across 2 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.
