EV Charging at Home: User Demand and Preferences

Description

SYNOPSIS:

As the adoption of electric vehicles continues to grow, understanding consumer needs and priorities for home-based charging solutions is crucial for shaping future developments in the EV industry and utilities plans to support a massive shift in home energy consumption. This study investigates consumers' charging location and equipment preferences, charging behavior and frequency, user experience, affordability, and space and future expansion considerations. It also investigates opportunities to coordinate the EV charging load with a smarter whole-home energy management approach.

SAMPLE VIEW

This study pulls from Parks Associates survey 8,000 US households with internet access at home. The sample is representative of all US internet households, with quotas set for age, gender, household income, and education. Some questions related to electric vehicles will be shown to a 4,000 respondent sub-group that is also balanced demographically to be representative of all US internet households.

Key Questions Addressed:

What are EV adoption trends and who are EV owners and intenders?
What EV equipment are owners using at home and how did they acquire the equipment?
What are their home charging patterns and preferences?
How do EV owners think about their home energy consumption and home energy management?
What other energy management products do EV owner use, and what is the demand for coordinating energy loads (thermostats, solar, battery storage, smart electric panels, HVAC, hot water heaters, appliances, etc.)
Do EV owners participate in special utility rate plans and demand response programs?
What is the demand for bi-directional charging and using an EV battery as a home energy source?

ANALYST INSIGHT:

"The evolution of EVs from standalone vehicles to integral components of home energy systems exemplifies the convergence of mobility and residential energy management. As the technology progresses, it paves the way for smarter, more resilient homes capable of balancing energy demands with supply, turning the car and the home into an energy resource." - Jennifer Kent, VP, Research, Parks Associates.

Executive Summary

High Familiarity with Electric Vehicles
Ownership of Electric Vehicles
EV Purchase Inhibitors
EV Owner Experience: Net Promoter Score Trending
Electric Vehicles Charging Frequency by Locations
EV Charging Pain Points In Multifamily
Smart Home Device Ownership by EV Ownership
Value of EV Charging Coordinated with Other Major Appliances
Solar Ownership and Purchase Intent
Adoption of Battery Storage
Frequency of Using Home Battery to Power Home
Valuable EV Capabilities: EV Owners vs Intenders

EV Market Growth: Adoption, Intentions, and Attitudes

Ownership of Plug-in Electric Vehicle
Type of Vehicle Owned
Attitudes Toward Electric Vehicles Among Non-EV Owners
Attitudes Toward Electric Vehicles by EV Ownership
Vehicle Purchase Intention
Intention of Purchasing an EV by Type of Vehicle Owned
Familiarity with EVs by EV Ownership & Purchase Intention
EV Purchase Inhibitors
EV Purchase Incentives for EV Non-Owners / Non-Intenders

EV Perceptions: Familiarity, Affordability, Value

Parks Associates Theory of Relevancy
High Familiarity with Electric Vehicles
High Familiarity of EV by Demographic Factors
EVs: Familiarity, Value, Affordability
Smart Devices: Familiarity vs. Value vs. Affordability
High Value of EV by Demographic Factors
Affordability with EVs by Car Ownership & Purchase Intention
High Affordability of EV by Demographic Factors

EV NPS and the Charging Experience

EV Owner Experience: Net Promoter Score Trending
EV Owner: Net Promoter Score By Housing Type
Frequency of Charging Electric Vehicles, YoY
Electric Vehicles Charging Locations
Electric Vehicles Charging Frequency by Locations
Preferred Charging Location of Electric Vehicles among EV Owners & Intenders
Preferred Charging Location of Electric Vehicles by EV Owners or Intenders in Q4 2023
EV Charging Equipment At Home
Acquisition Channel of Home Chargers
Application Used for EV Home Charging
EV Charing Pain Point by Type of Home

EVs & Energy Benefits

Familiarity with Energy Programs Offered by EV Owners & Intenders
Information Source Channel of EV Special Plan
Adoption of Energy Programs by EV Owners & Intenders
Products Consumers are Willing to Adjust Themselves During Peaks
Products Consumers Will Allow Manufacturer or Utility to Adjust During Peaks
Familiarity with Electric Vehicles Benefits
Familiarity with Electric Vehicles Benefits: Owners vs Non-Owners
Valuable EV Capabilities
Valuable EV Capabilities: EV Owners vs Intenders

Energy Solutions: EV, Solar, and Smart Home

Smart Home Device Ownership by EV Ownership
Smart Appliance Ownership
Security System Ownership by EV Ownership
Solar Ownership among EV and Smart Thermostat Owners
Solar Purchase Intentions among EV and Smart Thermostat Owners
Adoption of Battery Storage among Solar PV Owners
Frequency of Using Home Battery to Power Home
Home Battery Purchase Timing

EV Owner and Intender Profile

Demographic Breakdown of EV Owners and Intenders
Housing Factors Breakdown of EV Owners and Intenders
Affinity for Technology Breakdown of EV Owners and Intenders