Transcript with positive statements about electric vehicles

World Wildlife Fund Canada
Electric Vehicle Survey
September 2014
Research overview
 The objective of the research is to gather benchmark data about
Canadians’ views towards electric vehicles.
 An online survey was conducted between September 17 and 20, 2014
with 1,002 adult Canadians (18 years+).* Tracking data are from a similar
survey undertaken from September 11 to 15, 2012.
 Quotas were assigned to ensure the sample’s regional, age and gender
composition reflects that of the actual population according to the most
recently available Census information.
* As online panels are not random probability samples, margins of sampling error cannot be cited.
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Executive summary

While first-hand experience with electric vehicles is slowly growing, only a minority of
Canadians have had any experience to date. Most Canadians continue to feel that EVs
will eventually become a viable alternative to conventional vehicles, once infrastructure
and technology issues are resolved.

Canadians still feel that purchase price and distance on a charge are top barriers to EV
adoption. Nine in ten believe there are very few public charging locations, and notable
proportions continue to express some level of “range anxiety” (concern about running
out of power, or about the time required for battery charging).

Although there is still widespread support for government actions to encourage EV
adoption, and agreement that vehicle emissions are a major factor, about half still
doubt that there will ever be enough on the road to significantly combat climate
change.

It is still generally felt that EVs are a good solution for urban drivers and the majority
agree at least somewhat that EVs will save money in the long run because electricity is
cheaper than gasoline. Six in ten would like to rent one. However, seven in ten think it
at least might be true that ECs are not practical for the average person because of the
time required to charge.
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Opinions about
electric vehicles
Few Canadians report using electric or hybrid vehicles on a regular
basis
Sustainable transportation options regularly used
45%
Walking
26%
37%
Public transit
23%
Biking
15%
10%
Carpooling
14%
9%
Hybrid vehicle/alternative fuel
6%
4%
Carsharing
6%
2%
Electric vehicle (fully electric, plugs in)
None of the above on a regular basis
2014
2012
2%
1%
34%
Canadians are more likely than in 2012 to report that
they use some form of sustainable transportation
method on a regular basis, with walking and public
transit continuing to be the most used options.
However, as in 2012, only small proportions report
using hybrid (6%) or plug-in electric (2%) vehicles.
As in 2012, use of several sustainable transportation
options – including walking, transit, biking and
carpooling – is higher among Canadians aged 18 to 29
and decreases with age. Those aged 60 and over are
the most likely to say they do not use any of these
options on a regular basis. University graduates are the
most likely to use at least one sustainable option.
Use of public transit is higher in Ontario (44%) than
elsewhere. Men continue to bike more than women;
otherwise, there are no differences in reported transit
use in this wave by gender.
Those who, later in the survey, agree that vehicle
emissions are a major contributor to climate change,
and those who think that use of EVs would reduce a
household’s impact on the environment quite a lot or a
great deal, are more likely than others to report using
57% public transit.
Q1. Which, if any, of the following sustainable transportation options do you use on a regular basis to get to work, school
or appointments?
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Canadians remain most likely to have had only second-hand
experience with electric vehicles, if any
Experience with electric cars
35%
25%
Commercials
31%
21%
Seen in person
Passenger
Driver
No experience
As in 2012, close to half of Canadians report having no experience with
plug-in electric vehicles and, among those with experience, it is most
likely to be second-hand, in the form of reading articles, seeing
commercials or just seeing the vehicles themselves at a dealership or
on the road. Twelve percent report having ridden in one (up 5
percentage points), and eight percent say they have driven one. Slightly
fewer report noticing commercials or other media about EVs than in
2012.
29%
Mentioned online/
magazine/TV/radio
18%
12%
7%
2014
2012
8%
4%
47%
47%
There are no notable regional differences in this wave, but there are
some demographic impacts. Reporting experience with EVs is linked to
higher levels of education and income; men are more likely than
women to report seeing mentions of EVs online or in the media.
Having any experience with EVs is higher among younger Canadians
(under age 45). Having had no EV experience continues to increase
along with age, and is highest among those aged 60 and over.
Having any EV experience is linked to agreeing that vehicle emissions
have an major impact on climate change; seeing media mentions is
higher among those who feel that switching to an EV would result in a
notable reduction of a household’s impact on the environment.
Q2. What is your experience with electric cars? By electric cars, we mean ones that plug in to electric outlets, not hybrids
with a gas engine that can also charge a battery.
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A majority of Canadians still think EVs are not yet a viable alternate
to conventional vehicles, but more are convinced this is imminent
When will electric vehicles be a viable alternative?
2014
2012
Already are
17%
10%
25%
43%
18%
Very soon
57%
Will be some time
Never
4%
11%
5%
10%
Not sure
A majority of Canadians think that EVs are not yet a viable alternative to conventional vehicles, but a higher proportion than in
2012 think this is coming soon. Close to two in ten think they are already viable; one in ten are not sure when, or if, they will be
ready.
Saying that EVs are already viable alternative ranges from a low of 13 percent in Alberta to a high of 21 percent in Quebec;
Ontarians are the most likely to say this is coming very soon (29%). That EVs are ready now or will be very soon is the opinion of
somewhat higher proportions of younger Canadians and men; women are more likely than men to not be sure.
Thinking that EVs will require more time is highest among those aged 60 and over. Saying they will never be viable is a minority
view in all groups, but is somewhat higher among those who think EVs would have a low or no impact on a household’s
environmental footprint, and those who disagree that vehicle emissions are a major source of climate change in Canada.
Q4.
When do you think electric vehicles will be a viable alternative to conventional vehicles?
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Purchase price and range on a charge continue to be the main
barriers to wider adoption of EVs
Biggest barrier to electric vehicle adoption
29%
32%
Vehicle purchase price
21%
28%
Distance on a charge
18%
16%
Lack of charging stations
Electricity cost
5%
3%
Speed/power available
4%
4%
Sizes available
3%
3%
Ongoing maintenance costs
3%
2%
Not sure
Q5.
As in 2012, under one in ten people point to the electricity cost for
charging the battery, which is higher than the proportions who think
the major obstacle is the either power or the size of EVs, or the time it
takes to charge the battery.
7%
7%
Time to charge battery
10%
7%
When asked to indicate which of a number of potential drawbacks
they consider to be the biggest barrier to more people switching to
electric vehicles, Canadians continue to be most likely to point to the
purchase price and how far they can travel on a charge. Just under
two in ten indicate the lack of charging stations. Other considerations,
including time to charge the battery, are thought to be major barriers
by fewer people.
2014
2012
As in 2012, purchase price as the biggest barrier is the top response
across most subgroups, but is highest among Quebecers (43%), and
those who have positive views about EV impact on the environment
(i.e., those who agree that vehicle emissions are a major source of
climate change and those who believe EVs would have a considerable
impact on a household’s environmental footprint). Concern about
distance that can be driven on a charge is now similar by region, but
continues to be higher among men than women, and in 2014 the
proportion mentioning range increases as age increases. Electricity
cost is mentioned most in Ontario.
Which of the following do you think is the biggest barrier to more people switching to electric vehicles …?
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Majorities of Canadians continue to agree that EVs are a good
option for urban drivers, that they would like to rent an EV, and
that they would feel more positively about companies using EVs
Overall agreement (strongly/somewhat) with positive statements about
electric vehicles
87%
Electric vehicles are a good option for people who do most of
their driving in towns or cities
Knowing a company uses EV in their fleet would make me
feel more positive about that company
88%
63%
62%
2014
If the opportunity arose, I would be very interested in renting
an electric vehicle
60%
2012
59%
Majorities of Canadians remain in agreement with three positive statements about EVs. As in 2012, agreement is highest (87%
at least somewhat) for the statement “Electric vehicles are a good option for people who do most of their driving in towns or
cities,” while six in ten agree that they would feel more positively about a company that uses EVs, and that they would be
interested renting one if the opportunity arose.
Q8. b, c, g How much do you agree or disagree with each of the following statements …?
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Canadians are more likely to strongly agree that EVs are a good
option for urban drivers
Level of agreement with positive statements about electric vehicles
Electric vehicles are a good option for people who do most of
their driving in towns or cities
37%
Knowing a company uses EV in their fleet would make me feel
more positive about that company
19%
If the opportunity arose, I would be very interested in renting
an electric vehicle
19%
Strongly agree
Somewhat agree
Somewhat disagree
49%
44%
41%
Strongly disagree
6%1%6%
18%
17%
6% 13%
9%
14%
Not sure
Agreement with positive statements about EVs is higher among university graduates and younger Canadians (age 18 to 29).
Agreement is also higher among those who feel EVs will have a higher impact on a household’s carbon footprint, and those who
agree that emissions are a major contributing factor to climate change.
Agreement for the statement “Electric vehicles are a good option for people who do most of their driving in towns or cities” is
now quite consistent across the country; however, positive feelings about a company with EVs in their fleet are somewhat
higher in Quebec (69%) and the Atlantic region (68%) than elsewhere, and residents of these regions are also the most likely to
agree they would be very interested in renting an EV. Being very interested in renting an EV is also higher among men (65%).
Q8. b, c, g How much do you agree or disagree with each of the following statements …?
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Around four in ten Canadians continue to have negative
impressions of EVs due to size perception and range anxiety
Overall agreement (strongly/somewhat) with negative statements about
electric vehicles
I would never drive an electric vehicle because I would be
afraid it would run out of power and I’d be stranded
I am not interested in electric vehicles because they are only
available in models that are small
42%
43%
38%
2014
38%
2012
Canadians remain more divided about two negative statements about EVs. Around four in ten Canadians agree
at least somewhat that they are not interested in EVs because they are only available in small models (half
disagree) or that they would be afraid of being stranded in one (and 47% disagree). This is similar to 2012.
Q8. e, f How much do you agree or disagree with each of the following statements …?
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Canadians are divided about whether EVs would suit them, due to
size impressions and range anxiety
Level of agreement with negative statements about electric vehicles
I would never drive an electric vehicle because I would be
afraid it would run out of power and I’d be stranded
11%
I am not interested in electric vehicles because they are only
available in models that are small
10%
Strongly agree
Somewhat agree
Somewhat disagree
31%
27%
28%
27%
Strongly disagree
18%
24%
11%
11%
Not sure
Agreement with negative statements about EVs are generally similar across the country and most population subgroups, with
some exceptions.
Agreement with both statements is higher among people with less positive views about EV impact on the environment (i.e.,
those who disagree that vehicle emissions are a major source of climate change, and those who believe EVs would have a minor
or no impact on a household’s environmental footprint).
Agreeing that they would never drive an EV due to range anxiety is higher among women (45% vs. 38%), and those with a high
school diploma or less education (48%); agreement is lowest in Quebec (29% vs. 44% to 55% elsewhere).
Q8. e, f How much do you agree or disagree with each of the following statements …?
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Canadians are still not definitely convinced that EVs will save
money or that they can be plugged in to a normal outlet
Extent to which positive statements about electric cars are definitely true
Plug-in electric vehicles cost more to purchase than
conventional vehicles, but they save money in the long run,
because the electricity to run them costs far less than
gasoline
You can plug an electric vehicle into a regular household
outlet
33%
30%
14%
16%
2014
2012
Canadians were shown a series of statements about EVs and asked to indicate the extent to which
they think they are true or false. While majorities think these statements at least might be true, only
minorities feel it is definitely true that plug-in EVs save money in the long run, or that they can be
plugged in to a regular household outlet.
Q6. a, d For each statement below, please indicate if you think it is definitely true, might be true, might be false or is definitely false …
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Majorities of Canadians think it at least might be true that EVs will
save money in the long run and can be plugged in at home
Extent to which positive statements about electric cars are true or false
Plug-in electric vehicles cost more to purchase than
conventional vehicles, but they save money in the long run,
because the electricity to run them costs far less than gasoline.
You can plug an electric vehicle into a regular household outlet
Definitely true
Might be true
33%
14%
Might be false
56%
40%
27%
9%2%
19%
Definitely false
That plug-in EVs save money in the long run is thought to definitely be true by higher proportions of Quebecers
(43%) and those who have positive views about EV impact on the environment (i.e., those who agree that vehicle
emissions are a major source of climate change – 37%, and those who believe EVs would have a considerable impact
on a household’s environmental footprint – 44%).
Saying it is definitely true that EVs can be plugged into a regular household outlet is consistent across the country
and most subgroups in this wave, but is higher among men (19% vs. 10% of women).
Q6. a, d For each statement below, please indicate if you think it is definitely true, might be true, might be false or is definitely false …
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Canadians still think it is true that there are few public places to
charge EVs; many think it may be true EVs are not practical due to
the required recharging time
Extent to which negative statements about electric cars are definitely true
53%
There are very few public places where you can charge an
electric vehicles
Electric vehicles are not practical for the average person
because it takes a very long time to fully charge the batteries
59%
16%
12%
2014
2012
Majorities of Canadians continue to think that each of two negative aspects of EVs either may be or definitely
are true. Just over half (down 6 percentage points from 2012) say it is definitely true that there are very few
public places where EVs can be charged; just under two in ten (up 4 points) say it is definitely true (and just
over half – 53% – say it might be true) that EVs are not practical for the average person because they take a
longer time to charge. These results continue to indicate the extent to which public range anxiety perceptions
are barriers to EV adoption.
Q6. b, c For each statement below, please indicate if you think it is definitely true, might be true, might be false or is definitely false …
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Charging locations and length of time to recharge continue to be
concerns for notable proportions of Canadians
Extent to which negative statements about electric cars are true or false
There are very few public places where you can charge an
electric vehicles
Electric vehicles are not practical for the average person
because it takes a very long time to fully charge the batteries
Definitely true
Might be true
53%
16%
Might be false
38%
53%
6%2%
24%
7%
Definitely false
Saying it is definitely true that there are very few public places to charge an EV is the majority view across most
subgroups, but is highest in the Atlantic region (69%), and those age 60 and over (60%).
As in 2012, Quebecers (25%) are the most likely to say it is definitely true that EVs are not practical for the average person
because it takes a very long time to fully charge the batteries.
Q6. b, c For each statement below, please indicate if you think it is definitely true, might be true, might be false or is definitely false …
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Two in ten Canadians express views that indicate they have
heightened EV range anxiety
Range anxiety
2014
2012
19%
81%
An informal variable was created to identify Canadians with heightened
“range anxiety.” A person was deemed to have “higher” range anxiety if they
met two criteria:
1) They chose as the biggest barrier to EV adoption any of: the distance an
electric vehicle can travel on a charge; how long it takes to charge the
battery; or lack of availability of charging stations AND
2) They also strongly or somewhat agreed with the statement
“I would never drive an electric vehicle because I would be afraid it
would run out of power and I’d be stranded.”
22%
Higher range anxiety
78%
Low/no range anxiety
Those with heighted range anxiety are:
By this definition, 19 percent of Canadians fall into the category of having
higher range anxiety, a similar proportion to 2012. As before, there are few
notable demographic differences in those with heightened range anxiety
and those with less (other than a lower proportion live in Quebec). However,
as in 2012, they continue to have notably different attitudes about several
key issues.
• Less likely than others to use a sustainable transportation method for regular trips, and more likely to disagree
that vehicle emissions are a major source for climate change.
• Less likely than others to report any experience with plug-in EVs.
• More likely to think EVs will never be a viable alternative to conventional vehicles, or to think they are not
practical for the average person due to the time required to charge.
• Less likely to be interested in renting an EV or to feel positively about companies that use them.
• More likely to agree that there will never be enough EVs to fight climate change; that EVs are not cleaner due
to the emissions of electricity generation; or that they are not interested in EVs because they are small.
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Perceptions of
environmental
impact of electric
vehicles
As in 2012, three in ten Canadians say switching to an EV would
have a moderate impact on a household’s environmental footprint
How much could a switch to an EV reduce
the average household’s impact on the environment?
2014
6%
2012
5%
18%
14%
A great deal (over 70%)
31%
30%
Quite a lot (50-70%)
11%
12%
2%
2%
Moderate amount (20-40%)
31%
36%
A little (5-10%)
None at all (0%)
Not sure
Canadians were asked to indicate how much they think an average household could reduce its impact on the environment by switching
from a conventional vehicle to an EV (the percentage ranges were included with each category, as examples). As in 2012, three in ten
think switching to an EV would make a moderate reduction, and very few think there would be no impact. There has, however, been a
modest increase in the proportion who think that doing this would reduce impact by at least 50 percent (24%, up from 19%). Three in
ten remain unsure.
As in 2012, the proportions indicating the extremes – that there would be little impact or a lot of impact – are generally similar across
subgroups. Differences are mainly between saying there would be a moderate impact and not being able to say – suggesting that the
moderate category may be being selected by some in preference to saying “not sure” (this happens in other surveys with questions
using a scale with a mid-point). Saying that switching would make a moderate or a great deal of environmental sense remains highest
among those who agree that vehicle emissions area major factor in on climate change. Younger Canadians (age 18 to 29) are more
likely than their older counterparts to think that the switch to an EV would make quite a lot of impact.
Q3.
From what you have heard, how much could an average household reduce its impact on the environment by
switching from a conventional vehicle to an electric vehicle?
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Canadians continue to agree that vehicle emissions are a major
climate change source, but EVs may be too marginal to be the
solution
Agreement (strongly/somewhat) with statements about electric
vehicles and the environment
71%
Vehicle emissions in Canada are a major source for climate
change
69%
46%
There will never be enough electric vehicles in use to really
do anything to fight climate change
Electric vehicles aren’t cleaner than regular vehicles because
creating the electricity to power them creates emissions
47%
2014
34%
41%
2012
As in 2012, seven in ten Canadians agree to some extent with the statement that “Vehicle emissions in
Canada are a major source for climate change” and three in ten strongly agree. Close to half (46%, no
change) agree that “There will never be enough EVs in use to really do anything about climate change;”
one-third (down 7 points) agree that “EVs aren’t cleaner because creating the electricity to power them
creates emissions.”
Q8. a, d, h How much do you agree or disagree with each of the following statements …?
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Although the majority agree that vehicle emissions are a major
climate change source, few currently see EVs as a major solution
Agreement with statements about electric vehicles and the environment
Vehicle emissions in Canada are a major source for climate
change
There will never be enough electric vehicles in use to really do
anything to fight climate change
Electric vehicles aren’t cleaner than regular vehicles because
creating the electricity to power them creates emissions
Strongly agree
Somewhat agree
29%
11%
8%
Somewhat disagree
42%
35%
26%
15% 5% 9%
30%
31%
Strongly disagree
13%
19%
12%
16%
Not sure
Overall agreement that vehicle emissions are a major source of climate change is similarly high across the country
and most demographic subgroups, but is somewhat higher in Quebec (74%) and the Atlantic region (77%) than in
B.C. (63%), and is highest among those age 18 to 29 (77%), and those who believe that switching to an EV would
have a major impact on reducing a household’s environmental footprint (84%).
Agreement that there will never be enough EVs on the road to make an impact on climate change is similar across
most subgroups in 2014, but somewhat higher among women (49% vs. 42% among men), and among those with
high school or less education (50%). Agreement with the two negative statements is highest among those who
think switching to an EV would have little or no environmental impact.
Q8. a, d, h How much do you agree or disagree with each of the following statements …?
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Support for government action
on electric vehicles
The majority of Canadians continue to support government actions
to encourage EV take-up
Support for government actions to encourage changing to electric vehicles
77%
73%
Net: Individual incentives
64%
66%
Financial purchase incentives for individuals
55%
53%
Rebates on installing home charging stations
67%
65%
Net: Corporate incentives
50%
49%
49%
48%
Financial purchase incentives for businesses
Rebates on installing workplace charging stations
59%
58%
Rebates on installing public charging stations
Not sure
2012
41%
41%
Communications/demonstrations
Don’t support government action on electric vehicles
2014
9%
11%
12%
13%
Canadians were asked to indicate which of a list of possible government actions to encourage uptake of EVs they would support. Over
three-quarters would support at least one of two incentives for individuals, while two-thirds would support at least one of two business
incentives. Six in ten would also support the government offering rebates on installing public charging stations, and four in ten would
support communications or demonstrations to show the advantages of EVs. Results are very comparable to 2012.
Support for most of the incentives is highest among those with a university degree and among younger Canadians (under age 30). In
this survey, support for all incentives is highest in the Atlantic region. Support for all incentives is linked to agreement that vehicle
emissions are a major source of climate change, and to thinking that switching to an EV would have a medium or major impact on a
household’s environmental footprint.
Q7. Below are several possible actions that governments could take to encourage changing to electric vehicles, to reduce
transportation emissions. Which actions, if any, would you support …?
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Appendix: Questionnaire
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www.environics.ca
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