1. Mobile Insights on Green Vehicles

2. Survey Context and Objectives Mobile study of consumer perspectives on greenvehicles: electric vehicles, hybrids, alternative fuel, etc. Among the worlds first initiatives of its kind Designed to assess speed and reliability of mobilechannel for gathering consumer data Represents a new opportunity to gather consumeropinion 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 ofiPhone 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 ofsmartphones to generate rapid responses, respondentsnot 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 difference38%Nobetween men and women Yes Minimal difference 62% between age groups1764 respondents 6. Vehicle Replacement TimeframeIn what time frame would you purchase a green vehicle? More than a quarter28%would purchaseBy the end of 2012 within 2 yearsIn 5 years or more55% Majority to purchaseWithin 2 to 5 years17%within 2-5 years677 respondents considering a green vehicle 7. Hybrid Vehicles Lead Electric What type(s) of green vehicle are youconsidering? 600 Still uncertain,but more than 50080% willconsider hybrid 400 Only about 30050% willconsider 200Electric 100 0Hybrid Electric Plug-in Solar Flex Fuel Natural Gas Biodiesel or OtherHybrid(Ethanol) Clean DieselMultiple selections from 677 respondents considering green vehicles 8. Toyota, Hybrids Receive Most ConsiderationWhat model(s) of green vehicle are you considering? 160 140 120 10080604020 0Multiple 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 andreduced noise are500 far behind400 Reducedependence on300foreign oil formore than 50%2001000Fuel savings Less impact To reduceUse of Tax credit or Reduced New type ofFuel on thedependence advancedothernoise while drivingeconomy environment on foreign oil technologyincentivedriving experience mandatesMultiple selections from 677 respondents considering green vehicles 10. Price, Durability are Top Obstacles What is preventing you from purchasing agreen vehicle? 700 Price is clearly the 600major factor 500 400 Uncertainty about 300durability and batterylife generate more 200rejection than practical 100concerns, especially 0for respondents notconsidering a greencar todayNo YesMultiple selections from all 1768 respondents 11. Price, Battery Life, Durability are Top ConcernsWhat would you need to know about a green vehiclein order to feel comfortable purchasing one? 900 800 700 600 500 400 300 200 100 0Multiple selections from all 1768 respondents 12. Green worth $2500 or less to mostHow 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 more21%Data from all 1768 respondents 13. Responses Consistent by Purchasing PlansHow 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 $2,500-5,000more $5,000-10,000 more $5,000-10,000more Any premium matched by tax or other incentives Any premiummatched by tax Not willing to pay or other a premiumincentivesData 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 ableto travel without charging or refueling? YesNo 4%13% 6%0-49 miles0-49 miles19% 13%19% 50-99 miles 50-99 miles19% 100-149 miles 100-149 miles150-299 miles 19%150-299 miles 22%21% 300-499 miles 300-499 miles22%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 forSticking it to the oil companies! more discoveries to come. There are so many different ways to go green.They have a huge futureQualitative data from all 1768 respondentsand 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 backingto ensure infrastructure is built.Are they reallysaving energy?They areusuallyslow,cushy,andboring.My gas-poweredWe are betweenCarbon emissionsHondas last more thantechnologies I wont buyfrom the companies10 years, will a hybriduntil I know what is going to be producing electricitylast that long? the new normal. the cars run on. 17. Conclusions 18. Key Findings on Green Vehicles There is a strong interest in green vehiclesmore 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% ofconsumers 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 GenderAge Gender5% 2% 16-24 17% 38% 25-3444% Female 35-44 56%Male 45-5438%55+1741 respondents 1671 respondents 22. Respondent RegionRegion Pacific 5%South Atlantic6% 17% 7%East North Central West South Central 7% 17% Middle Atlantic 12% West North Central Mountain13% 16%East South Central New EnglandPacific: AK, CA, HI, OR, WA South Atlantic: DE, DC, FL, GA, MD, NC, SC, VA, WV East NorthCentral: IL, IN, MI, OH, WI West South Central: AR, LA, OK, TXMiddle Atlantic: NJ, NY, PA West North Central: IA, KS, MN, MO, NE, ND, SDMountain: AZ, CO, ID, MT, NV, NM, UT, WYEast South Central: AL, KY, MI, TNNew England: CT, ME, MA, NH, RI, VT1748 respondents 23. Respondent Employment Employment 1% 4% 2%1%Employed full timeStudent 9%Employed part time 10% 46%UnemployedLeave of absenceSelf-employed/BusinessOwner/Freelancer 27%RetiredHomemaker1762 respondents 24. Respondent EducationEducation4% 3%Completed some collegeCompleted College 7% 29%Completed high school 9%Completed some high school 10%Associates DegreeCompleted grad school20% 18%Completed some grad schoolLess than high school1768 respondents