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Here’s how many Canadians are EV…

Here’s how many Canadians are EV ready

EV-charger-electric-vehicle-home-plug.jpg

While half of Canadians are curious about electric vehicles, a smaller percentage are ready to go on the technology, a recent study found.

Toronto-based ad tech company mplus commissioned the study which found that one in five Canadian auto shoppers consider themselves EV Ready, while 50 per cent  are “EV curious.”

The study, which uses zero-party data willingly provided by consumers, helps advertisers build targeted audiences.

“’EV Ready’ audiences, for example, prioritize sustainability, advanced technology and performance, while ‘EV Curious’ buyers are more practical, focusing on cost of ownership and charging accessibility,” said Will Oatley, co-founder of mplus.

About one-third of respondents identified as EV Skeptic (30 per cent).

The study also maps Canadian consumer attitudes towards electric vehicles (EVs) by province. In British Columbia, 45 per cent of EV Ready respondents were interested in SUVs, 35 per cent in sedans, and 20 per cent in trucks. In Saskatchewan, 30 per cent were interested in trucks, with SUVs and sedans each garnering 35 per cent interest.

“This helps auto brands choose which type of EV to promote in which province,” Oatley noted.

Beyond categorizing consumers as EV Ready, EV Curious, and EV Skeptic, the study identifies which audiences to target during specific purchase windows, such as those likely to buy within 0-90 days, 90-180 days, or 180-360 days. It also segments audiences based on their priorities, such as tech features versus cost.

“Our proprietary segments aren’t just about identifying potential buyers; they’re about understanding what motivates them to choose an EV, so that EV manufacturers can reach the optimal audience,” Oatley explained.

He added that consideration for the environment dipped by about 2 per cent among all three segments compared to the last segmentation study.

Oatley observed that the EV market in Canada was previously underserved, and this study addresses that gap by providing insights across the country in both English and French.

“Auto manufacturers now have an opportunity to engage EV-ready consumers at precisely the right moment in their journey,” Oatley said. “This level of segmentation and activation simply hasn’t been available in the Canadian EV space until now.”

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