Harris Interactive AutoTECHCAST: National Study Finds More Than One Quarter of Vehicle Owners Likely to Include Plug-in Hybrid Engine Technology in Their Next Vehicle
ROCHESTER, N.Y. September 18, 2007: According to the latest wave of the Harris Interactive AutoTECHCAST(SM) study, more than one-quarter (27%) of U.S. vehicle owners(1) say they are likely (13%), very likely (8%) or extremely likely (6%) to include plug-in hybrid engine technology in their next vehicle(2). When presented with a suggested market price of $3,200, consideration for the technology drops to a net sixteen percent. Males (27%) and females (27%) are equally likely to include the technology in their next vehicle, while entry SUV owners (45%) show the highest levels of interest in plug-in hybrid technology compared to other vehicle segment owners.
In general, more than one in five (23%) of adult vehicle owners say they are at least familiar(3) with plug-in hybrid engine technology, and that includes (9%) who say they are very or extremely familiar. Males (30%) are more likely to be familiar with the technology than females (16%).
Stephen Lovett, Director of Automotive & Transportation Research at Harris Interactive states, "While these numbers are optimistic for such a new technology, there's certainly room for building awareness. Consumers' increasing concerns over rising fuel costs, as our study also shows, is a real factor driving interest in more fuel efficient, economic vehicles."
These are some of the results from the Harris Interactive AutoTECHCAST study, a bi-annual survey of adult vehicle owners in the United States. AutoTECHCAST provides in-depth U.S. consumer trends on 76 advanced automotive technologies. The study was conducted online between June 28 and July 18, 2007 among 9,937 U.S. vehicle owners.
Plugging-in versus Filling up: Consumers Prefer Charging Up
Among vehicle owners who say they are at least likely to include plug-in hybrid technology in their next vehicle, 84 percent say they would prefer plugging in versus filling up at the gas station each week. Less than half (45%) say they expect to have to charge the vehicle once a day. Three in 10 (29%) expect to charge the vehicle two to three times per week, and another 15 percent expect a weekly charge. In terms of charging time, there are varying expectations. Three in 10 (30%) of those considering plug-in technology in their next vehicle expect a two to four hour charge, another 30 percent expect a five to seven hour charge, and 20 percent expect an eight to 10 hour charge. Those considering plug-in hybrid technology, on average, expect to get adequate mileage out of one charge.
Lovett comments, "The fact that consumers overwhelmingly prefer to plug in their vehicles each night than to visit a fueling station weekly shows that consumers are really ready for this technology, and perhaps is an indication of their fueling frustrations in general."
Where Would Plug-In Hybrid Vehicle Owners Park?
The challenge for plug-in hybrid vehicle owners might be in the places they choose to park. Forty-six percent of those who will consider plug-in hybrid technology say they park in a private garage that is either connected or separated from the home, and more than one-third (37%) say they currently park in a private driveway when they are home. Six percent say they currently park their vehicle on the street.
Lovett adds, "This technology may be well suited for those who park in private garages, but that represents less than half of those saying they will consider the technology in their next vehicle. Accessing electricity for charge ups is another question, however. Utilities and manufacturers will have to consider provisions needed for those who park street-side, in driveways and in public-parking garages as demand for the technology grows; and 200-foot extension cords probably will not be the answer."
TABLE 1
FAMILIARITY WITH PLUG-IN HYBRID ELECTRIC ENGINE TECHNOLOGY
"How familiar are you with plug-in hybrid electric engine technology?"
Base: U.S. adult vehicle owners
Total Male Female
----------------------------------------------------------------------
Base 965 534 431
----------------------------------------------------------------------
% % %
----------------------------------------------------------------------
TOP 3 BOX (NET) 23 30 16
----------------------------------------------------------------------
Extremely familiar 3 5 1
----------------------------------------------------------------------
Very familiar 6 10 2
----------------------------------------------------------------------
Familiar 14 15 13
----------------------------------------------------------------------
BOTTOM 2 BOX (NET) 76 70 84
----------------------------------------------------------------------
Somewhat familiar 29 30 28
----------------------------------------------------------------------
Not at all familiar 47 40 56
----------------------------------------------------------------------
Note: Percentages may not add up to 100% due to rounding.
TABLE 2
LIKELIHOOD TO PURCHASE PLUG-IN HYBRID ELECTRIC ENGINE TECHNOLOGY
"How likely would you be to purchase this technology on your next new
vehicle?"
Base: U.S. adults who evaluated "plug-in hybrid" technology
Total Male Female
----------------------------------------------------------------------
Base 965 534 431
----------------------------------------------------------------------
% % %
----------------------------------------------------------------------
TOP 3 BOX (NET) 27 27 27
----------------------------------------------------------------------
Extremely likely 6 6 6
----------------------------------------------------------------------
Very likely 8 8 7
----------------------------------------------------------------------
Likely 13 12 13
----------------------------------------------------------------------
BOTTOM 2 BOX (NET) 73 73 73
----------------------------------------------------------------------
Somewhat likely 36 35 38
----------------------------------------------------------------------
Not at all likely 37 38 35
----------------------------------------------------------------------
Note: Percentages may not add up to 100% due to rounding.
TABLE 3
LIKELIHOOD TO PURCHASE PLUG-IN HYBRID ELECTRIC ENGINE TECHNOLOGY
"How likely would you be to purchase this technology on your next new
vehicle?"
Base: U.S. adults who evaluated "plug-in hybrid" technology
Light
Mid- /Heavy Mid-
Compact Size Compact Duty Entry Large
Car Car Pickup Pickup SUV SUV
----------------------------------------------------------------------
Base 115 153 81 85 115 90
----------------------------------------------------------------------
----------------------------------------------------------------------
TOP 3 BOX (NET) 31 27 28 16 45 23
----------------------------------------------------------------------
Extremely likely 10 9 3 1 12 4
----------------------------------------------------------------------
Very likely 10 11 7 7 11 6
----------------------------------------------------------------------
Likely 11 7 18 8 22 12
----------------------------------------------------------------------
BOTTOM 2 BOX (NET) 69 73 72 84 55 77
----------------------------------------------------------------------
Somewhat likely 42 35 26 31 31 45
----------------------------------------------------------------------
Not at all likely 26 38 46 52 24 33
----------------------------------------------------------------------
Full-
Compact Size Sports Luxury Luxury
Van Car Car Car SUV
----------------------------------------------------------------------
Base 81 17 66 111 31
----------------------------------------------------------------------
----------------------------------------------------------------------
TOP 3 BOX (NET) 26 22 36 16 22
----------------------------------------------------------------------
Extremely likely 8 1 12 2 1
----------------------------------------------------------------------
Very likely 9 9 5 4 4
----------------------------------------------------------------------
Likely 9 11 20 10 17
----------------------------------------------------------------------
BOTTOM 2 BOX (NET) 74 79 64 84 78
----------------------------------------------------------------------
Somewhat likely 43 39 24 48 23
----------------------------------------------------------------------
Not at all likely 32 40 40 36 55
----------------------------------------------------------------------
Note: Percentages may not add up to 100% due to rounding.
TABLE 4
PREFERENCE ON PLUGGING IN VS. THE GAS STATION
"If you could perform your daily commutes each week by either plugging
in your vehicle every night or filling up at the gas station during
the week, which would you prefer?"
Base: U.S. adults who are likely to include "plug-in hybrid"
technology on their next vehicle
Total
----------------------------------------------------------------------
Base 259
----------------------------------------------------------------------
%
----------------------------------------------------------------------
Plugging in every night 84
----------------------------------------------------------------------
Filling up at the gas station once during the week 7
----------------------------------------------------------------------
Not sure 9
----------------------------------------------------------------------
TABLE 5
EXPECTATIONS ON RECHARGE FREQUENCY
"Earlier you evaluated plug in hybrid electric engine technology. If
you owned a plug in hybrid vehicle, how often would you expect to
have to plug it in to recharge it?"
Base: U.S. adults who are likely to include "plug-in hybrid"
technology on their next vehicle
Total
----------------------------------------------------------------------
Base 259
----------------------------------------------------------------------
%
----------------------------------------------------------------------
More than once a day 7
----------------------------------------------------------------------
Once a day 45
----------------------------------------------------------------------
2 to 3 times a week 29
----------------------------------------------------------------------
Once a week 15
----------------------------------------------------------------------
Less than once a week 1
----------------------------------------------------------------------
Not sure 4
----------------------------------------------------------------------
Note: Percentages may not add up to 100% due to rounding.
TABLE 6
LENGTH OF TIME TO RECHARGE PLUG-IN HYBRID
"If you owned a plug in hybrid vehicle, how long would you expect to
have to charge it once it is plugged in?"
Base: U.S. adults who are likely to include "plug-in hybrid"
technology on their next vehicle
Total
----------------------------------------------------------------------
Base 259
----------------------------------------------------------------------
%
----------------------------------------------------------------------
Less than an hour 4
----------------------------------------------------------------------
2 to 4 hours 30
----------------------------------------------------------------------
5 to 7 hours 30
----------------------------------------------------------------------
8 to 10 hours 20
----------------------------------------------------------------------
Longer than 10 hours 5
----------------------------------------------------------------------
Not sure 11
----------------------------------------------------------------------
Note: Percentages may not add up to 100% due to rounding.
TABLE 7
NUMBER OF MILES EXPECTED OUT OF ONE CHARGE
"If you owned a plug-in hybrid vehicle, how many miles would you
expect to get out of one charge?"
Base: U.S. adults who are likely to include "plug-in hybrid"
technology on their next vehicle
Total
----------------------------------------------------------------------
Base 259
----------------------------------------------------------------------
%
----------------------------------------------------------------------
0 - 20 miles -
----------------------------------------------------------------------
21 - 40 miles 2
----------------------------------------------------------------------
41 - 60 miles 38
----------------------------------------------------------------------
61 - 80 miles 16
----------------------------------------------------------------------
81 - 100 miles 13
----------------------------------------------------------------------
Over 100 miles 22
----------------------------------------------------------------------
Not sure 9
----------------------------------------------------------------------
Note: "-" means "no response"
TABLE 8
MILES DRIVEN IN A TYPICAL DAY
"How many miles do you drive in a typical day?"
Base: U.S. adults who are likely to include "plug-in hybrid"
technology on their next vehicle
Total
----------------------------------------------------------------------
Base 259
----------------------------------------------------------------------
%
----------------------------------------------------------------------
0 - 20 miles 34
----------------------------------------------------------------------
21 - 40 miles 31
----------------------------------------------------------------------
41 - 60 miles 21
----------------------------------------------------------------------
61 - 80 miles 7
----------------------------------------------------------------------
81 - 100 miles 4
----------------------------------------------------------------------
Over 100 miles 3
----------------------------------------------------------------------
TABLE 9
VEHICLE PARKING
"Where do you currently park your vehicle when you are at home? Please
select only one response."
Base: U.S. adults who are likely to include "plug-in hybrid"
technology on their next vehicle
Total
----------------------------------------------------------------------
Base 259
----------------------------------------------------------------------
%
----------------------------------------------------------------------
Private driveway 37
----------------------------------------------------------------------
Private garage connected to the house 36
----------------------------------------------------------------------
Private garage separate from the house 10
----------------------------------------------------------------------
On the street 6
----------------------------------------------------------------------
Public parking garage 1
----------------------------------------------------------------------
Other 10
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Methodology
The Harris Interactive AutoTECHCAST study was conducted online within the United States by Harris Interactive between June 28 and July 18, 2007 among 9,937 U.S. adults ages 18 and over and who own or lease a vehicle, have a valid driver's license, have at least one household vehicle, own a listed North American model - 2003 or newer, and are at least 50 percent involved in the decision to buy their next household vehicle. Results were weighted as needed for age, gender, education, region and income and to properly represent U.S. vehicle segment owners. Propensity score weighting was also used to adjust for respondents' propensity to be online.
All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.
Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of U.S. adult vehicle owners. Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated.
About Harris Interactive
Harris Interactive is the 13th largest and one of the fastest-growing market research firms in the world. The company provides innovative research, insights and strategic advice to help its clients make more confident decisions which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls and for pioneering online market research methods. The company has built what it believes to be the world's largest panel of survey respondents, the Harris Poll Online. Harris Interactive serves clients worldwide through its North American, European and Asian offices, and through a global network of independent market research firms. More information about Harris Interactive may be obtained at www.harrisinteractive.com.
