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 factors will be most important to you when you make your next car purchase?
Please select one.
Which of these factors will be most important to you when you make your next car purchase?Survey Results
2,657 Outrage Focus:
1,279 Money Focus:
220
Aggregate Insights
The emphatic majority of votes for "Cost" suggests that mainstream EV intenders are disproportionately fixated on price.
The 14% vote for "Environmental impact" suggests that a non-trivial segment of buyers are willing to sacrifice other variables to purchase a low-emissions vehicle.
Further polling could exclude cost as a variable — i.e., "After cost, which of these factors will be most important ..." — in order to determine which of the three other factors is most often a secondary concern for buyers.
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.
2,657 Outrage Focus:
1,279 Money Focus:
220
Split Insights
The consistent plurality vote for "Cost" across all three splits suggests that price is top of mind for potential car buyers regardless of contextual messaging.
With a smaller sample size, the relative underperformance of "Environmental impact" among the money-focused group suggests that shoppers most interested in saving money aren't interested in eco-friendly vehicles unless they're comparably priced to other models.
Further polling could target the money-focused audience to (a) determine whether the directional data in this survey holds true at scale and (b) determine which aspects of performance are most important to them.
Methodology
This survey was conducted among a prequalified TCD audience of likely adopters via distribution in 3 syndicated web articles. It received a total of 4,235 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.
