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.
Which of these features would most effectively convince you to buy an EV?
Please select one.
Which of these features would most effectively convince you to buy an EV?Survey Results
3,130 Progress Focus:
8,871 Money Focus:
1,514
Aggregate Insights
The emphatic majority of votes for "Massive battery range" suggests that range concerns are top of mind for potential EV buyers.
The relative underperformance of "Premium luxury" and "Elite performance" suggests that mainstream EV intenders aren't primarily motivated by high-end features.
Further polling could more thoroughly explore range preferences by asking likely adopters about the minimum range guarantee they'd need to purchase an EV.
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.
3,130 Progress Focus:
8,871 Money Focus:
1,514
Split Insights
The consistent overperformance of "Massive battery range" across all three splits underscores the extent to which mainstream consumers are concerned with the range of EVs.
The relative overperformance of "Premium luxury" and "Elite performance" among the quality-focused segment underscores the importance of delivering different marketing messages to different psychographic groups of potential buyers.
The relative overperformance of "Super-fast charging" among the money-focused audience suggests many of the people concerned with wasting money on unwanted features are also concerned with wasting time charging.
Further polling could ask respondents in the money-focused audience how fast charging would need to be — and/or how affordable a home charging system would need to be — in order to convince them to buy an EV.
Methodology
This survey was conducted among a prequalified TCD audience of likely adopters via distribution in 45 syndicated web articles. It received a total of 15,391 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.
