Charging Persona Study 2021

Charging behaviour of different user segments

The study shows the results of a cluster analysis of e-car drivers who differed significantly in terms of living situation, vehicle use, charging behaviour and attitude towards charging. Based on this analysis, the study develops four different user segments, so-called charging personas.

The Charging Persona Study survey was conducted online in September 2021 with over 2,000 e-car owners in Germany, Austria and Switzerland.

The deliverable includes a PDF report (approx. 78 pages).

Contents and added value of the Charging Persona Study

Contents of the Charging Persona Study

Segmentation criteria:

  • Socio-demographic data (age, gender)
  • Driving habits (mileage per year)
  • Motives for eMobility
  • Range assessment

Charging Personas:

  • Methodology (cluster analysis)
  • Overview personas
  • Charging locations
  • Charging occasions
  • Residences
  • Housing situation and parking facilities
  • Range expectation
  • Expectation charging power AC/DC

Persona profiles:

  • Living and working situation
  • Driving and charging behaviour
Target group of the survey

For the study, only owners of fully battery electric e-cars were interviewed.

Added value and benefits for car makers and charging technology providers

The study is aimed at manufacturers and suppliers of e-cars and charging technology to understand the charging behaviour of their target customers.

UScale focus studies: User studies on electromobility

Since 2018, UScale has been systematically surveying e-car drivers about their expectations and experiences at all touchpoints of the e-mobile customer journey. An overview with all UScale Focus Studies can be found HERE.

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