Study Maps ‘Mindset’ Of Hybrid Car Owners

March 12, 2008

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Although many new-vehicle buyers may want to purchase an environmentally friendly vehicle, just 11% are “very willing” to pay more to do so, according to the J.D. Power and Associates, MarketingCharts reports.

Those who purchase hybrid vehicles tend to have much higher levels of education and report much higher household income; they are also about four years older than the average new vehicle buyer (54 vs. 50), the study, “2008 Power Auto Offline Media Report – Spring Edition,” found.

Hybrid owners tend to be proud advocates of their vehicles, and they typically provide many more positive recommendations about their ownership experience than do other new vehicle buyers, JD Power said.

Separately, a psychographic profile of hybrid-car owners, developed by Mindset Media, found that people who drive hybrid cars are 78% more likely than the general population to be highly creative – or “Creativity 5s,” in its parlance (See chart above).

That is, they are inventive and imaginative and also tend to be emotionally sensitive and intellectually curious:

The “Mindset Profile” of hybrid car drivers, generated from a recent study conducted using the Nielsen Online panel, also found that hybrid drivers are far more likely to be more liberal than the general population – “Dogmatism 1s”

They tend to be more open-minded, more spontaneous, and more assured of their ability to lead others, the Mindset Media found.

According to JD Power, hybrid buyers and potential hybrid buyers tend to read magazines as such as The New Yorker, Sunset and Wired and are likely to watch cable television channels such as CNN and CNN Headline News.

Read the rest at MarketingCharts.

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Reader Comments

I am a student writing my major on the types of engines and the future of personal transportation. I came across a couple questions and was wondering if you had any thoughts to offer:

With regards to electric cars and the source of electricity not being so green (most plants using coal and others creating nuclear waste), a few sources have given me an estimate of 40-60years before a new form of green electricity generation such as tidal power/wind/solar etc will be greatly moving forward. Do you think this is about right and do you think the public consumers care where the power comes from; and does this impact on the market for hybrid and/or electric cars by companies and any political views?

Why are the hybrids so centralized on petrol? Is this a cost issue or a political slide to keep consumers on the hook? With the debates about diesel being a cleaner option and LPG and a hydrogen engine on the way; why aren’t companies investing in LPG-Electric OR Diesel-Electric OR Hydro-Electric Hybrid engines for vehicles?

Any response or advice on where i can follow this up further will be greatly appreciated.

Jodes | March 17th, 2009