eMobility Public Charging Study 2022

Segmentation features:

• Charging behaviour (charging locations, charging occasions, charging frequencies, SoC when charging, reasons for not charging at home, charging types).
• Driving habits (mileage per year and per weekday, frequency of long-distance trips, general usage habits)
• Demographics of e-car drivers
• Motivation for eMobility
• Living situation

Charging in public spaces:

• Need for charging planning, type of charging planning
• Criteria for the charging decision on the road, at the destination in an unfamiliar city, in the residential area (if no charging option is available at home)
• Charging problems, strategies for solving charging problems, proportion of problems solved
• Satisfaction with public charging (reliability, service, payment options, number of AC/DC chargers, utilisation of AC/DC chargers, occupancy by third-party parkers, environment (cleanliness/lighting), locations, help with problems)
• Perceived improvement of public charging infrastructure
• Need for expansion of public infrastructure in general
• Potential for improvement at the charging points themselves
• Recommendations to manufacturers and operators of public charging points

Charging at retail:

• Frequency of retail visits with the e-car
• Influence of a charging option on the choice of retailer visited
• Influence of the charging option on the length of stay
• Criteria for the charging decision in the retail trade
• Satisfaction with retail charging (reliability, service, payment options, number of AC/DC chargers, occupancy by third-party parkers, locations and signage, environment (cleanliness/lighting), information and help with problems)
• Interest in linking charging with customer cards or Payback and variable tariffs depending on the amount of the purchase
• Advantages of charging in retail outlets
• Recommendations to retailers

Charging at work:

• Charging infrastructure at the employer (equipment)
• Satisfaction with charging at the employer (reliability, charging performance, authorisation, tariffs, billing, number of AC/DC chargers, occupancy by third-party parkers, information and help with problems)
• Cost absorption and taxation
• Tariffs
• Ideal composition of the charging park (charging capacities)
• Ideal types of authorisation
• Advantages of charging at the employer
• Recommendations to employers

USA special (additional content in the US study only):

• Active and preferred charging service providers for public charging
• Reasons for preference of services provider

The target group was chosen in such a way that all respondents only talk about experiences with charging locations where they actually charge regularly. On average, the respondents have had their e-car for two years, i.e. sufficient experience with charging.

The study is mainly aimed at manufacturers and operators as well as service providers in the environment of public charging infrastructure, retailers and employers.

Charging services in public spaces, retail outlets and employers are still at an early stage of development. Thus, standards for many functions and features are only slowly developing. The extensive survey and the high sample size provide a precise picture of current user behaviour, problems and needs. The study shows what expectations and wishes e-car drivers have. This allows charging technology manufacturers, operators and service providers to prioritise their investments and focus them on the offers that lead to the highest demand, the highest customer loyalty and thus the highest sales. For retailers, the study shows the potential to attract e-car drivers to their shops with the right charging offer, motivating them to stay longer in the shop and make more purchases. For employers, the study shows how a charging offer must be designed to be attractive for employees.

Many exciting findings only become apparent when the results are evaluated according to different customer groups. In this way, providers can target their offers in a differentiated way to different user segments. Thanks to the high sample size, subscribers to the study can split the results in the interactive dashboard as they wish and analyse the results obtained in detail. In addition, the dashboard shows over 7,500 pre-clustered verbatim mentions of the respondents.

Since 2018, UScale has systematically surveyed e-car drivers about their expectations and experiences at all touchpoints of the e-mobile customer journey. An overview of all UScale focus studies can be found HERE.

If you have any questions, please contact us at contact@uscale.digital.