Private Charging Retail Study 2023

Information and service needs in the purchase process of private charging infrastructure

In general the study analyses the experiences of e-car buyers on the way to their private charging infrastructure. The survey focussed on both the information and concept phase in the pre-purchase and purchase process. Another keypoint are questions on implementation and the early operating phase.

The Private Charging Retail Study was conducted online between April and July 2023 among 2,502 buyers, buyers but also young owners of e-cars in the DACH region.

Around 1,600 respondents live in a detached, terraced or semi-detached house, in addition 875 respondents live in an apartment block.

Contents and Value Added of the Private Charging Retail Study

Content of the Private Charging Retail Study

Segmentation criteria:

  • Housing situation (multi-family houses vs. single-family homes, ownership ratio multi-family houses)
  • Driving habits (mileage per year and per weekday, frequency of long-distance journeys)
  • Company car

Information phase:

  • Buyer types
  • Satisfaction search process
  • Information needs (charging technology)
  • Sources of information
  • Sources of information Evaluation
  • First point of contact
  • Open information needs

Charging solution for multi-family houses:

  • Initiators charging solution multi-family houses
  • Charging technology sought
  • Capacity bottlenecks
  • Technical components multi-family houses
  • Communication interfaces
  • Billing and authorisation
  • Authorisation type
  • Implementation
  • Strongest barriers charging solution multi-family houses

Charging solution for a single-family home:

  • Charging technology sought
  • Technical components single-family home
  • Communication interfaces
  • Providers involved
  • Prioritisation Stakeholders
  • Decision criteria
  • Implementation
  • Strongest barriers Charging solution single-family home
  • Recommendations (craftsmen, manufacturers of charging technology, energy suppliers, vehicle manufacturers)
Target group of the survey

For the study, buyers, purchasers and young owners (holding period less than 12 months) of fully battery electric cars were surveyed. In addition the total of 1,100 respondents was divided into 800 residents of single-family homes and 300 male residents of multi-family houses.

Added value and benefits for manufacturers and resellers of private charging infrastructure and energy suppliers

The study is mainly aimed at manufacturers and resellers of private charging infrastructure.

The study shows which questions e-car buyers and owners have when looking for the right charging infrastructure for their homes and which products and services they are looking for.

The data show providers,

  • not only which information must be offered but also on which channels.
  • which products with which features have the greatest sales opportunities with female EFH residents.
  • who the most successful providers are, against whom they must be competitive.
  • what solutions MFH residents are looking for and what support they need.

In addition, the study provides project developers and energy suppliers with wishes and experiences of current female buyers as to which offers need to be developed and installed with particular urgency.

USCALE focus studies: User studies on electromobility

Since 2018, USCALE has been systematically surveying EV drivers about their expectations and experiences at all touchpoints of the e-mobile customer journey. You can also find an overview of all USCALE focus studies HERE.

We also show extracts from other studies in the LinkedIn articles by USCALE and Axel Sprenger, our company founder.

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