{"id":2294,"date":"2026-08-18T19:50:14","date_gmt":"2026-08-18T17:50:14","guid":{"rendered":"https:\/\/uscale.digital\/en\/?page_id=2294"},"modified":"2026-08-19T07:29:40","modified_gmt":"2026-08-19T05:29:40","slug":"ev-charging-persona-study","status":"publish","type":"page","link":"https:\/\/uscale.digital\/en\/ev-charging-persona-study\/","title":{"rendered":"EV CHARGING Persona Study 2026"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull is-style-red-background\"><div class=\"wp-block-group__inner-container\">\n<h1 class=\"wp-block-heading\" style=\"text-transform:uppercase\">EV Charging Persona Study 2026<\/h1>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group alignfull is-style-grey-background\"><div class=\"wp-block-group__inner-container\">\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-top\" style=\"grid-template-columns:35% auto\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/uscale.digital\/wp-content\/uploads\/2026\/08\/EV-Charging-Persona-Study-1014x1024.jpg\" alt=\"\" class=\"wp-image-6053 size-full\"><\/figure><div class=\"wp-block-media-text__content\">\n<h2 class=\"wp-block-heading is-style-underlined\">Charging Personas for E-Mobility<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">EV market share is growing, and EV drivers are becoming more diverse. At the same time, <strong>competition <\/strong>around charging technology, tariffs, and services is intensifying. Anyone who wants to effectively <strong>reach target groups<\/strong> in the e-mobility market needs a clear picture of who these groups are and what makes them tick..<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The EV Charging Persona Study delivers this picture based on more than 1,000 surveyed BEV drivers in Germany. It links housing, driving, and <strong>charging behavior<\/strong> with <strong>values, attitudes, and media usage<\/strong>. The result is two complementary segmentations:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Five charging profiles <\/strong>describe how EV drivers navigate the charging ecosystem, showing what needs for products and services arise from this. <\/li>\n\n\n\n<li><strong>Four charging personas <\/strong>describe what these target groups are like and how to best reach them.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Cross-referencing both dimensions shows concretely which target groups can be reached with which offers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The identified charging profiles can be mapped onto all USCALE studies from 2023 onward. This means the analysis doesn&#8217;t just stand alone, it extends the entire USCALE focus study range.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alongside the PPT report, an analysis tool is available. It offers full access to the raw data and enables custom analyses across all variables.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/uscale.digital\/wp-content\/uploads\/2026\/08\/EV-CHARGING-Persona-Study-2026-Auszug.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Download 2026 Study Excerpt (German only) <svg class=\"icon\" role=\"img\"><use xlink:href=\"#download\"><\/use><\/svg><\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Those who don&#8217;t yet drive an EV are the focus of the <a href=\"https:\/\/uscale.digital\/en\/ev-adopter-persona-study\/\">EV Adopter Persona Study<\/a>, which examines which combustion-engine drivers are next in line to switch and what buyer types can be distinguished among them.<\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container\">\n<h2 class=\"wp-block-heading\">Contents and added value of the Charging Persona Study<\/h2>\n\n\n\n<div class=\"wp-block-generic-accordion generic-accordion\"><details id=\"contents-of-the-charging-persona-study\"><summary class=\"accordion-title\">Contents of the Charging Persona Study<\/summary><div class=\"accordion-text\">\n<h3 class=\"wp-block-heading\">About the target group:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Demographics<\/strong>: gender, age, monthly household net income, education level, work model (remote \/ on-site \/ field service \/ shift work), household size (adults, children), residential area type (metro to rural), postal code<\/li>\n\n\n\n<li><strong>Media usage &amp; information sources<\/strong>: media types used (print, online, radio, TV, streaming, podcast, social media), social media channels, newspapers\/magazines, print and online car magazines, preferred topics<\/li>\n\n\n\n<li><strong>Insurance preference<\/strong>: general approach to coverage and insurance (full coverage vs. only essentials vs. balanced)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Segmentation criteria (incl. Revella personas):<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Vehicle<\/strong>: number of cars in the household, drivetrain types, role of the EV in the fleet, segment, brand, new vs. used, EV owner since when, company vs. private car<\/li>\n\n\n\n<li><strong>Charging behavior<\/strong>: charging location (home, work, customer parking, public parking, charging hub, highway), role of each charging location, charging frequency per week, charging triggers (battery level, opportunity, before long trips, habit, cheap electricity, PV surplus)<\/li>\n\n\n\n<li><strong>Price-performance mindset for public charging (Revella logic)<\/strong>: price focus vs. performance focus, actively searched for a new charging service (last 12 months), reasons for\/against switching, switching triggers, reasons for staying with current provider<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Driving behavior and vehicle purchase:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Reasons for buying an EV<\/strong>: innovative technology, driving experience, financial benefits, environmental reasons, political reasons, social status, employer mandate<\/li>\n\n\n\n<li><strong>Driving profile<\/strong>: kilometers per year, kilometers per weekday, usage situations (commuting, leisure, transport, vacation, picking up\/dropping off kids, among others)<\/li>\n\n\n\n<li><strong>Travel mode preference<\/strong> for a 500 km trip (car vs. train vs. plane)<\/li>\n\n\n\n<li><strong>Purchase &amp; financing<\/strong>: cash purchase, financing, private\/business leasing, company car, car subscription, attitude toward monthly costs vs. purchase price<\/li>\n\n\n\n<li><strong>Fleet management for company cars<\/strong>, employer covering charging costs<\/li>\n\n\n\n<li><strong>Vehicle selection criteria<\/strong>: brand, dealer proximity, country of origin, manufacturer sustainability, price, running costs, comfort, design, range, charging power, among others<\/li>\n\n\n\n<li><strong>Information search<\/strong> when buying a car: own research vs. recommendations vs. a mix of both<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Charging at home:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Living situation &amp; parking<\/strong>: type of home, private parking space, parking times during the week<\/li>\n\n\n\n<li><strong>Home charging equipment<\/strong>: standard outlet, outlet with high-current connection, basic wallbox, smart wallbox<\/li>\n\n\n\n<li><strong>Additional home technology components<\/strong> (existing\/planned): PV system, energy management system, battery storage, heat pump, smart home technology<\/li>\n\n\n\n<li><strong>Information sources &amp; point of purchase<\/strong>: car dealer, energy provider, electrical installer, solar installer, heating engineer, online shops, hardware store, social media, price comparison portals, among others<\/li>\n\n\n\n<li><strong>Purchase criteria<\/strong> for charging solutions: price, design, brand, feature set, quality, ease of use, service\/support, expandability<\/li>\n\n\n\n<li><strong>Bundle offers<\/strong>: appeal and preferred provider (energy provider, car dealership, specialist provider, no preference)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Public charging &amp; tariffs:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Most important aspect of public charging<\/strong>: convenient, fast, affordable, eco-friendly, regional<\/li>\n\n\n\n<li><strong>Finding charging stations<\/strong>: navigation app, in-car navigation, own charging app, dedicated charging station info app<\/li>\n\n\n\n<li><strong>Concerns on long trips<\/strong> (range, broken\/occupied stations, no suitable station, charging problems)<\/li>\n\n\n\n<li><strong>Handling of tariff changes<\/strong>, research effort, information sources on new tariffs<\/li>\n\n\n\n<li><strong>Actively used charging services<\/strong> (extensive eMSP list) and preferred provider<\/li>\n\n\n\n<li><strong>Reasons for preference<\/strong>: network coverage, app quality, tariff structure, hotline, vehicle integration, among others<\/li>\n\n\n\n<li><strong>Payment methods<\/strong>: plug &amp; charge\/AutoCharge, ad hoc (card\/smartphone), app, RFID charging card<\/li>\n\n\n\n<li><strong>Appeal of tariff features<\/strong>: dynamic tariffs, bonus programs, roaming, combined contract with home electricity, bidirectional charging, among others<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Values, beliefs, and attitudes:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Technology affinity<\/strong>: willingness to try new things, curiosity about new technology, comfort with technical devices, brand loyalty<\/li>\n\n\n\n<li><strong>Mobility attitudes<\/strong>: use of public transport, car sharing, cycling, walking<\/li>\n\n\n\n<li><strong>Role of the car<\/strong>: pure means of transportation vs. status symbol vs. expression of personality vs. fun factor<\/li>\n\n\n\n<li><strong>Configuration of car and charging equipment<\/strong>: preference for customization vs. standard, &#8220;everything from a single source,&#8221; importance of monthly costs<\/li>\n\n\n\n<li><strong>Basic values (Schwartz short scale)<\/strong>: wealth, success, respect, tradition, conformity, hedonism, stimulation, benevolence, universalism<\/li>\n\n\n\n<li><strong>Brand relevance<\/strong> in purchasing: smartphone, car, charging equipment, household appliances<\/li>\n\n\n\n<li><strong>Purchasing style<\/strong>: need-based buyer, deal-driven buyer, innovation-driven buyer<\/li>\n\n\n\n<li>Weighting of <strong>price vs. environment<\/strong> when purchase decisions conflict<\/li>\n<\/ul>\n<\/div><\/details><\/div>\n\n\n\n<div class=\"wp-block-generic-accordion generic-accordion\"><details id=\"target-group-of-the-survey\"><summary class=\"accordion-title\">Target group of the survey<\/summary><div class=\"accordion-text\">\n<p class=\"wp-block-paragraph\">Owners of <strong>fully battery-electric vehicles<\/strong> (BEVs) with a wide range of usage habits were surveyed for the study.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Respondents were recruited across <strong>multiple access panels<\/strong> to avoid so-called panel effects. To identify trends, respondents were segmented by the timing of their first EV purchase.<\/p>\n<\/div><\/details><\/div>\n\n\n\n<div class=\"wp-block-generic-accordion generic-accordion\"><details id=\"added-value-and-benefits-for-providers-of-electric-cars--charging-technology-and-charging-services\"><summary class=\"accordion-title\">Added value and benefits for providers of electric cars, charging technology and charging services<\/summary><div class=\"accordion-text\">\n<p class=\"wp-block-paragraph\">The charging personas for electromobility help not only\u00a0<strong>providers of e-cars and charging technology but also services for charging<\/strong>\u00a0at home, in (semi-)public spaces and at work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Furthermore, the study helps manufacturers and providers to understand the important target group segments. This enables providers to both reach their target groups with the right content and the appropriate channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can also find basic information on the topic of market segmentation in the\u00a0<a href=\"https:\/\/business.adobe.com\/de\/blog\/basics\/market-segmentation-examples\" target=\"_blank\" rel=\"noreferrer noopener\">Adobe Experience Cloud<\/a>.<a href=\"https:\/\/business.adobe.com\/de\/blog\/basics\/market-segmentation-examples\" target=\"_blank\" rel=\"noreferrer noopener\">xperience Cloud<\/a>.<\/p>\n<\/div><\/details><\/div>\n\n\n\n<div class=\"wp-block-generic-accordion generic-accordion\"><details id=\"uscale-focus-studies--user-studies-on-electromobility\"><summary class=\"accordion-title\">USCALE focus studies: User studies on electromobility<\/summary><div class=\"accordion-text\">\n<p class=\"wp-block-paragraph\">Since 2018, USCALE has been systematically surveying EV drivers about their expectations and experiences at all touchpoints of the e-mobile customer journey. Additionally, an overview with all USCALE Focus Studies can be found\u00a0<a href=\"https:\/\/uscale.digital\/en\/customer-insights-charging-technology-and-charging-services\/\">HERE<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We also show extracts from other studies in the LinkedIn articles by\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/uscale-gmbh\/\" target=\"_blank\" rel=\"noreferrer noopener\">USCALE<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/axel-sprenger\/\">Axel Sprenger<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you have any questions, please contact us at\u00a0<a href=\"mailto:contact@uscale.digital\">contact@uscale.digital<\/a>.<\/p>\n<\/div><\/details><\/div>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>EV Charging Persona Study 2026 Charging Personas for E-Mobility EV market share is growing, and EV drivers are becoming more diverse. At the same time, competition around charging technology, tariffs, and services is intensifying. Anyone who wants to effectively reach target groups in the e-mobility market needs a clear picture of who these groups are [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-2294","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>EV CHARGING Persona Study 2026 - uscale.digital<\/title>\n<meta name=\"description\" content=\"The USCALE Charging Personas for E-Mobility offer a detailed customer segmentation for product and marketing managers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uscale.digital\/en\/ev-charging-persona-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EV CHARGING Persona Study 2026 - 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