Starcount’s latest study into “Why Consumers buy Electric Vehicles” looks at the UK market for electric vehicles (EVs) and aims to help brands overcome the barriers to purchase. There is huge potential for the global EV market but sales are not climbing as anticipated, concerns around charging points, price and driving range act as barriers to mass adoption of EVs.
- Tech Enthusiasts – driven by their passion for gadgets, science and engineering.
- Climate Conscious – defined by their environmental responsibility to tackle emissions, and their need to live in a ‘sustainable’ way.
- Motorheads – decisions are fuelled by a love of cars and a need to explore the newest innovations in motoring.
- Savvy Spenders – conscious about making their money go further and making considered decisions about purchases.
In order to understand charging infrastructure and target by geography, the customers in our 4 mindsets, we used our platform Audiences. Audiences maps the ever-changing interests of consumers onto the geographic area where they live and has revealed which areas in the UK show a high propensity to buy EVs.
Audiences uses geographic data of 29 million UK households which account for 53 million consumers overlayed with demographic, ‘passion’ and motivational data. In short, this helps you profile your current customers as well as finding lookalikes who share the same interests.
This helps brands find additional people that they aren’t currently talking to that could be a valuable prospect. For example, we can overlay charging point data to optimise targeting and find exclusion areas based on lack of infrastructure.
In the graph below, the areas in lighter blue show areas with a higher motivation to buy an electric car and the pins show charging point locations. Looking at London, we can see there are many EV charging points, especially in more suburban areas, making it a viable purchase for customers in that area (who are already showing a propensity for EVs).
When zoomed out, however, looking at the wider South West of the UK we can see large areas around Bristol and Brighton with a high interest in electric vehicles but far less charging points. This demonstrates the need to overcome not only the emotional barriers for customers but the practical barriers too.
In addition, understanding the catchment area of a dealership is just as powerful as understanding consumers. We can profile store or dealership locations and analyse the catchment areas within given drive times. This is key for understanding the motivations driving people to retail outlets across the UK.
For brands looking to break into the EV market, the information contained in the brochure below will shed further light on how to do so. Our products Observatory and Audiences will help to drive insight into action for EV brands by:
- Enriching your CRM
- Enhancing Communications
- Revealing brand perceptions from the consumer point of view
- Finding prospects
Please click on the link to download the brochure.DOWNLOAD - Why Consumers buy Electric Cars Brochure