- A mobile survey of over 1700 US smartphone users found strong interest in green vehicles like hybrids and electric vehicles, with 38% considering purchasing one. - Price was seen as the main obstacle, with most willing to pay $2500 more at most than gasoline models. Battery life and vehicle range were also top concerns. - Fuel savings and reducing environmental impact were the main benefits cited for interest in green vehicles. Toyota Prius received the most consideration due to its brand recognition for hybrids. - The survey demonstrated the feasibility of using mobile networks to rapidly collect consumer opinions, with 2000 responses gathered in under 24 hours.

1. Mobile Insights on Green Vehicles

2. Survey Context and Objectives
• Mobile study of consumer perspectives on green
vehicles: electric vehicles, hybrids, alternative fuel, etc.
• Among the world’s first initiatives of its kind
• Designed to assess speed and reliability of mobile
channel for gathering consumer data
• Represents a new opportunity to gather consumer
opinion faster than ever before
• A precursor to private communities for automakers
• Easy for consumer and automaker alike
• Desirable demographic of smartphone users

3. Survey Details and Methodology
• Data obtained using established SMART Network of
iPhone users in United States
• More than 2000 responses collected in one day
• Total sample of 1768 iPhone users in the U.S. was:
• Male: 56% Female: 44%
• Age 16-24: 38%, 25-34: 38%, 35-44: 17%, 45+: 7%
• Because the survey was a test to check the power of
smartphones to generate rapid responses, respondents
not necessarily representative of the American population

4. Survey Responses

5. Strong Demand for Green Vehicles
Are you currently considering purchasing a
green vehicle? • Almost 4 out of 10 people
consider purchasing a
green car
• No significant difference
38% No between men and women
Yes
• Minimal difference
62%
between age groups
1764 respondents

6. Vehicle Replacement Timeframe
In what time frame would you purchase
a green vehicle?
• More than a quarter
28% would purchase
By the end of 2012 within 2 years
In 5 years or more
55% • Majority to purchase
Within 2 to 5 years
17% within 2-5 years
677 respondents considering a green vehicle

7. Hybrid Vehicles Lead Electric
What type(s) of green vehicle are you
considering?
600
• Still uncertain,
but more than
500
80% will
consider hybrid
400
• “Only” about
300 50% will
consider
200
Electric
100
0
Hybrid Electric Plug-in Solar Flex Fuel Natural Gas Biodiesel or Other
Hybrid (Ethanol) Clean Diesel
Multiple selections from 677 respondents considering green vehicles

8. Toyota, Hybrids Receive Most Consideration
What model(s) of green vehicle are you considering?
160
140
120
100
80
60
40
20
0
Multiple selections from 677 respondents considering green vehicles

9. Fuel Savings, Environment are Top Reasons
Why are you considering a green vehicle?
700
• A rational choice:
600 technology and
reduced noise are
500 far behind
400
• Reduce
dependence on
300
foreign oil for
more than 50%
200
100
0
Fuel savings Less impact To reduce Use of Tax credit or Reduced New type of Fuel
on the dependence advanced other noise while driving economy
environment on foreign oil technology incentive driving experience mandates
Multiple selections from 677 respondents considering green vehicles

10. Price, Durability are Top Obstacles
What is preventing you from purchasing a
green vehicle?
700
• Price is clearly the
600
major factor
500
400 • Uncertainty about
300 durability and battery
life generate more
200
rejection than practical
100
concerns, especially
0 for respondents not
considering a green
car today
No Yes
Multiple selections from all 1768 respondents

11. Price, Battery Life, Durability are Top Concerns
What would you need to know about a green vehicle
in order to feel comfortable purchasing one?
900
800
700
600
500
400
300
200
100
0
Multiple selections from all 1768 respondents

12. Green worth $2500 or less to most
How much more would you pay for a green
vehicle than a gasoline-powered vehicle?
6%
8%
0-2,500 more
$2,500-5,000 more
45%
20%
Not willing to pay a
premium
Any premium matched
by tax or other
incentives
$5,000-10,000 more
21%
Data from all 1768 respondents

13. Responses Consistent by Purchasing Plans
How much more would you pay for a green
vehicle than a gasoline-powered vehicle?
$0-2,500 more $0-2,500 more
Yes No
$2,500-5,000
more $2,500-5,000
more
$5,000-10,000
more $5,000-10,000
more
Any premium
matched by tax or
other incentives Any premium
matched by tax
Not willing to pay or other
a premium incentives
Data from all 1768 respondents, split by plans to purchase a green vehicle

14. Varying Expectations for Vehicle Range
What is the minimum distance a green vehicle should be able
to travel without charging or refueling?
Yes No
4%
13% 6% 0-49 miles 0-49 miles
19% 13%
19% 50-99 miles 50-99 miles
19% 100-149 miles 100-149 miles
150-299 miles 19%
150-299 miles
22%
21% 300-499 miles 300-499 miles
22%
500-800 miles 500-800 miles
23%
Data from all 1768 respondents, split by plans to purchase a green vehicle

15. Gas/Savings, Environment are Top “Exciters”
What else excites you about green vehicles?
“Having new and exciting technology.” “Not having to rely on oil/gas.”
“The ones now pave the way for
“Sticking it to the oil companies!”
more discoveries to come.”
“There are so many
different ways to go green.”
“They have a huge future…
Qualitative data from all 1768 respondents and I would love to be a part of it.”
visualized using wordle.com

16. Price, Battery Remain Top Concerns
What else concerns you about green vehicles?
“Not enough political backing
to ensure infrastructure is built.”
“Are they really
saving energy?”
“They are
usually
slow,
cushy,
and
boring.”
“My gas-powered “We are between “Carbon emissions
Hondas last more than technologies… I won't buy from the companies
10 years, will a hybrid until I know what is going to be producing electricity
last that long?” the new normal.” the cars run on.”

17. Conclusions

18. Key Findings on Green Vehicles
• There is a strong interest in green vehicles—more in hybrid than electric
• Due to its established communication and positioning on hybrids, the
Toyota Prius receives the most consideration from consumers
• Most consumers are interested in green vehicles for practical reasons,
not emotional ones, so price is the predominant obstacle to purchase
• Some early adopters could still be attracted by the advanced technology
or a new type of driving experience
• Excluding the price issue, it seems that some people not considering
green car are not always doing it for “the good reasons” as uncertainty
about durability, repairs and battery life are perceived as big obstacles
when it should be one of the highlights of electric cars

19. Key Findings on Mobile Surveys
• Mobile surveys produce rich, qualitative data ready for analysis
• Results correspond to those obtained with other methods
• Consumer Reports National Research Center found 39% of
consumers considering green vehicles (Enprecis found 38%)
• Study produced nearly 2000 responses in less than 24 hours
• Different kinds of questions (single-select, multi-select, open text fields)
were tested and they all work
• Full demographic data available for all survey responses
• Comments provide deeper insight into consumer opinion
• Enprecis will continue to run monthly mobile surveys for market research
and client initiatives

20. Appendix: Respondent Demographics

21. Respondent Age and Gender
Age Gender
5% 2%
16-24
17% 38% 25-34
44% Female
35-44
56% Male
45-54
38% 55+
1741 respondents 1671 respondents

22. Respondent Region
Region
Pacific
5% South Atlantic
6% 17%
7% East North Central
West South Central
7%
17% Middle Atlantic
12% West North Central
Mountain
13% 16% East South Central
New England
Pacific: AK, CA, HI, OR, WA South Atlantic: DE, DC, FL, GA, MD, NC, SC, VA, WV East North
Central: IL, IN, MI, OH, WI West South Central: AR, LA, OK, TX
Middle Atlantic: NJ, NY, PA West North Central: IA, KS, MN, MO, NE, ND, SD
Mountain: AZ, CO, ID, MT, NV, NM, UT, WY
East South Central: AL, KY, MI, TN New England: CT, ME, MA, NH, RI, VT
1748 respondents

23. Respondent Employment
Employment
1%
4% 2% 1%
Employed full time
Student
9%
Employed part time
10% 46% Unemployed
Leave of absence
Self-employed/Business
Owner/Freelancer
27% Retired
Homemaker
1762 respondents

24. Respondent Education
Education
4% 3%
Completed some college
Completed College
7%
29% Completed high school
9%
Completed some high school
10% Associates Degree
Completed grad school
20%
18% Completed some grad school
Less than high school
1768 respondents