Appendix C
Appendix C - 2012 Fuel Economy Survey Report_KH.pptx
Fuel Economy, GHG, Other Emissions, and Alternative Fuels Education ProgramQuantitative Materials Testing Research Plan
Appendix C
OMB: 2127-0713
Table of Contents
Page Number | |
Background Information | 3 |
Study Overview | 4 |
Focus Group Key Findings Overview | 5 |
Quantitative Methodology | 7 |
Quantitative Key Findings | 8 |
Detailed Findings | 29 |
Fuel Economy | 31 |
Alternative Fuels | 38 |
Greenhouse Gases and Other Emissions | 46 |
Thermal Management Technologies | 49 |
Communication Channels | 52 |
Advertising Evaluations | 57 |
Respondent Profile | 61 |
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The Energy Independence and Security Act of 2007 (EISA) requires the NHTSA, in consultation with Environmental Protection Agency (EPA) and Department of Energy (DOE), to develop and implement a consumer information and education program to improve consumer understanding of automobile fuel economy, GHG and other pollutant emissions, alternative fuels, and thermal management technologies.
In 2010, NHTSA contracted with StrategyOne, the independent market research arm of Edelman, to conduct consumer research in support of developing a consumer education program and fulfilling NHTSA’s statutory requirements pursuant to EISA.
NHTSA engaged first in a qualitative phase of consumer research, conducting focus groups in four cities to better understand what consumers know, what they need to know, and what issues they care most about with regard to fuel economy-related content. The findings from this research were applied in developing a follow-up survey to confirm what was heard in the focus groups and test potential advertising related to this initiative.
Background
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Study Overview
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Consumers have a general sense of how to improve their fuel economy but they are often misinformed or under-informed.
Focus Group Key Findings
The main source of fuel economy information is word-of-mouth through family, friends and mechanics.
There is a desire to learn more about fuel economy, but there are barriers to actual behavior change.
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How much detail do you want in this slide?
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Personal, environmental and national benefits all resonate with consumers, but personal benefits, specifically costs are more likely to capture attention and encourage potential behavior change.
Focus Group Key Findings
Respondents are skeptical of the government as a source of information about fuel economy in general and do not necessarily see SaferCar.gov as the resource for this information.
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How much detail do you want in this slide?
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Quantitative Methodology
US Drivers, 18 years and older
HOW MANY
n=1,500
Margin of Error = +/- 2.53%
WHEN
Data Collection Occurred February 29, 2012 – March 7, 2012
WHERE
Online Survey
WHO
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Key Findings
As we heard in the focus groups, consumers have a general understanding of the connection between their driving habits and their vehicle’s fuel economy, but are often misinformed or under-informed on just what they can be doing to improve their gas mileage.
Summary of Key Findings
To improve their fuel economy or consider purchasing a vehicle with alternative fuel capabilities, consumers are motivated most by money.
Consumers use web searches or look to sources like Consumer Reports and their family and friends for information about vehicles and fuel economy.
In the advertising evaluations, there were some differences in terms of ad believability and uniqueness with the ‘driver behaviors’ ad being rated slightly higher than others. However, while consumers are most interested in learning driving behavior and vehicle maintenance tips, no ad generates significant interest in visiting SaferCar.gov.
Fewer than half of consumers trust government agencies to provide fuel economy and alternative fuel information.
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How much detail do you want in this slide?
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Since only slightly more than half of consumers believe the upfront expense of purchasing a fuel efficient vehicle can be recouped at the pump, NHTSA should consider demonstrating the dollar savings that can be achieved by improving fuel economy and encourage consumers to consider the total cost of ownership, rather than just the vehicle price.
When purchasing a new vehicle, price is the most important consideration factor, followed by fuel economy.
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Money savings is also a key reason motivating a consumer to buy a more fuel-efficient or alternative fuel vehicle.
Focusing communications on the personal, more immediate benefits can help to motivate consumers to pay more attention to the more fuel-efficient options available, while other considerations like national and environmental incentives can be used as supporting points.
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Environmental benefits are more likely to resonate with younger consumers, while reducing national dependence on oil resonates with older consumers.
Supporting targeted communications with the points that resonate best with a particular group can help ensure messaging is more relevant.
18-24 | 25-34 | 35-44 | 45-54 | 55-64 | 65+ | |
Saves money on gas | 84% | 79% | 86% | 85% | 88% | 86% |
Helps to environment | 56% | 49% | 46% | 47% | 46% | 46% |
Reduces my carbon dioxide emissions | 45% | 35% | 38% | 40% | 37% | 42% |
Helps reduce U.S. dependence on foreign oil | 40% | 42% | 45% | 44% | 56% | 56% |
Helps reduce U.S. dependence on oil | 43% | 41% | 39% | 44% | 52% | 50% |
In addition to personal benefits, simply increasing familiarity with alternative fuels may have an impact on consideration.
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While most drivers generally understand that the way they drive has an impact on their vehicles’ fuel economy, there are some misconceptions.
Driver behaviors that improve fuel economy… | |||
Improves | Has no | Decreases MPG | |
Ensuring tires are inflated to the optimum pressure | 84% | 11% | 5% |
Maintaining a constant speed | 82% | 14% | 4% |
Keeping up with a vehicle's recommended maintenance schedule | 81% | 16% | 3% |
Using the recommended motor oil | 67% | 29% | 4% |
Parking in the shade on a hot day | 29% | 66% | 5% |
Driver behaviors that hinder fuel economy… | |||
Improves | Has no | Decreases MPG | |
Driving with a full trunk or trunk bed | 6% | 17% | 76% |
Idling while waiting for someone instead of turning off the vehicle | 10% | 19% | 71% |
Driving with a roof top carrier or bicycle/ski rack | 5% | 27% | 68% |
Driving 10 MPH above the posted speed limit | 7% | 30% | 63% |
Idling to allow my vehicle to warm up on cold mornings | 15% | 30% | 54% |
Opening the windows when driving on the highway | 11% | 39% | 51% |
For many consumers, it is unclear whether parking in the shade on a hot day, opening the windows on the highway or idling helps or hinders their vehicle’s fuel economy.
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Drivers are aware of alternative fuels used to power vehicles, but the gap between familiarity and awareness demonstrates a need for education.
Consumers are receiving conflicting information about the benefits and drawbacks of alternative fuels.
Benefits | Drawbacks | |
Electricity (n=306) 43% named benefits 63% named drawbacks | ||
Natural Gas (n=306) 37% named benefits 30% named drawbacks | ||
E85/Ethanol (n=306) 45% named benefits 38% named drawbacks | ||
Biodiesel (n=308) 39% named benefits 24% named drawbacks |
Communications focused on the personal benefits of improving fuel economy can help to encourage consumers to seek out this information.
When looking for information regarding new vehicles and fuel economy, most turn to the Internet – both general searches and manufacturer websites – as well as third party publications like Consumer Reports.
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When provided with a list of sources, Consumer Reports is a top source US drivers would turn to for fuel economy and alternative fuels information.
Partnering with and providing content to third party sources to help improve consumer fuel economy knowledge can help improve the reach of NHTSA’s communications.
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Other sources, like new car dealers, Edmunds.com and Cars.com, are more likely to be used by consumers who are currently considering buying a new vehicle as compare to the general US driver.
The closer consumers are to their new vehicle purchase, the more likely they are to be using these sources.
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Less than half of respondents trust government agencies to provide fuel economy and alternative fuels information.
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15 %
21 %
17 %
19 %
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Partnering with agencies and third party organizations may help to boost credibility of NHTSA as a source of this information.
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When looking at unbiased evaluations of the ads, ‘driving behaviors’ and ‘thermal management technologies’ perform best overall at inciting interest in the topic.
*Note: Data displayed represents respondents who | Unbiased Evaluations* | |||
Believability (Top 2 Box %) | Uniqueness (Top 2 Box %) | Interest in Topic | Likelihood to visit SaferCar.gov | |
“Sudden starts and stops waste fuel. Learn smart driving habits that can improve your vehicle’s fuel economy by up to 33% at SaferCar.gov” | 82% | 59% | 63% | 44% |
“Regular vehicle maintenance can save money & reduce CO2 emissions. Learn vehicle maintenance tips that can improve your fuel economy at SaferCar.gov” | 75% | 52% | 52% | 43% |
“Are your windows smart enough to keep warm air inside in the winter and prevent hot air from entering in the summer? They can be with energy efficient glass. Learn how your windows can make your vehicle more fuel efficient at SaferCar.gov” | 52% | 63% | 57% | 41% |
“Alternative fuel powered-vehicles often use renewable fuel sources that can be produced in the U.S. Learn more about alternative fuels at SaferCar.gov” | 59% | 51% | 50% | 46% |
“Every gallon of fuel burned produces greenhouse gas emissions. Improve your fuel economy, save money and help the environment. Learn how at SaferCar.gov “ | 59% | 42% | 46% | 38% |
The thermal management technologies ad also performs well on uniqueness, which is understandable given the feedback from focus group participants that there are low levels of familiarity with these technologies.
While most respondents found the ads to be believable, less than half are likely to visit SaferCar.gov after viewing the ads.
*Note: Data displayed represents all respondents | Total Respondent Evaluations* | |||
Believability (Top 2 Box %) | Uniqueness (Top 2 Box %) | Interest in Topic | Likelihood to visit SaferCar.gov | |
“Sudden starts and stops waste fuel. Learn smart driving habits that can improve your vehicle’s fuel economy by up to 33% at SaferCar.gov” | 78% | 54% | 59% | 47% |
“Regular vehicle maintenance can save money & reduce CO2 emissions. Learn vehicle maintenance tips that can improve your fuel economy at SaferCar.gov” | 79% | 52% | 58% | 46% |
“Are your windows smart enough to keep warm air inside in the winter and prevent hot air from entering in the summer? They can be with energy efficient glass. Learn how your windows can make your vehicle more fuel efficient at SaferCar.gov” | 58% | 63% | 55% | 47% |
“Alternative fuel powered-vehicles often use renewable fuel sources that can be produced in the U.S. Learn more about alternative fuels at SaferCar.gov” | 65% | 52% | 53% | 45% |
“Every gallon of fuel burned produces greenhouse gas emissions. Improve your fuel economy, save money and help the environment. Learn how at SaferCar.gov “ | 65% | 44% | 47% | 41% |
Creative, compelling advertising must address the motivations that are most likely to drive interest in these topics, like saving money, to encourage consumers to learn more.
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After reviewing the ads, there was a slight dip in interest in looking up fuel economy information, while interest in looking up alternative fuels information did not change significantly.
This dip may simply be a condition of the survey design. Respondents were presented with a number of different fuel economy facts and may have felt they did not need to seek out additional information. However, ensuring the advertising addresses consumer motivations (i.e., saving money) in the call to action may help to improve interest in these topics.
Of all five topics covered in the advertisements, drivers are most interested in how their personal driving and maintenance habits can help improve fuel economy.
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Alternative fuels are of particular interest to young drivers and those considering purchasing a vehicle in the next year. Thermal management technologies resonates best with highly educated respondents.
As presented in the survey, respondents would be interested in seeing these advertisements on TV or at the gas pump.
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Placing advertising in relevant locations can help NHTSA capture the attention of consumers while fuel economy is on their mind.
Fuel Economy Movers* | Alternative Fuel Movers* |
62% | 63% |
60% | 57% |
44% | 43% |
46% | 48% |
47% | 49% |
38% | 35% |
34% | 31% |
40% | 36% |
28% | 28% |
27% | 28% |
28% | 30% |
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Consumers have general fuel economy knowledge, but are often misinformed about what they can be doing to improve their gas mileage. |
When thinking about their vehicle’s fuel economy or the alternative fuel options available, consumers are motivated by money savings. |
Consumers are using third-party sources and web searches to obtain fuel economy information. |
Fewer than half of consumers trust government agencies to provide fuel economy and alternative fuel information. |
Consumers are most interested in learning driver behaviors and vehicle maintenance tips. |
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1.Determine where relevant educational content will live.
•While SaferCar.gov is seen as a credible source of this information according to the quantitative study, focus group participants suggested that the URL is not intuitive for accessing fuel economy-related information. Instead, they suggested that FuelEconomy.gov would be a more likely source they would consult.
1.Develop compelling educational content.
•Develop visual, easily understood, educational web content that consumers can refer to when seeking information on these topics.
•Create supporting outreach materials, like engaging interactive online tools that can be shared with partners to reach consumers with relevant information.
•Present factual information to consumers that both highlights benefits and addresses perceived drawbacks of topics consumers are less familiar with, like alternative fuels.
1.Leverage and build partnerships to improve the reach of messaging.
•Leverage existing relationships NHTSA has built to distribute educational material.
•Explore potential inter-agency partnerships in educating consumers.
•Seek to build new relationships beyond government agencies to help improve credibility and trust.
2.Create compelling advertising that can be placed in multiple channels.
•Tap into consumer motivations by using advertising to demonstrate ways consumers can save money by saving fuel.
•Focus the initial advertising campaign on those topics in which consumers are most interested, like driving behaviors and vehicle maintenance tips.
•Place advertising in relevant channels depending on the topic. This may include televisions spots, ads at the gas pump or banner ads on websites that consumers in the purchase mindset rely on.
Moving Forward
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Detailed Findings
Consumers are looking to save money and fuel economy is part of this value equation as gas prices soar.
While price is the most important factor when deciding which new vehicle to purchase, fuel economy is a close second.
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While most drivers generally understand that the way they drive has an impact on their vehicles’ fuel economy, there are some misconceptions.
Driver behaviors that improve fuel economy… | |||
Improves | Has no | Decreases MPG | |
Ensuring tires are inflated to the optimum pressure | 84% | 11% | 5% |
Maintaining a constant speed | 82% | 14% | 4% |
Keeping up with a vehicle's recommended maintenance schedule | 81% | 16% | 3% |
Using the recommended motor oil | 67% | 29% | 4% |
Parking in the shade on a hot day | 29% | 66% | 5% |
Driver behaviors that hinder fuel economy… | |||
Improves | Has no | Decreases MPG | |
Driving with a full trunk or trunk bed | 6% | 17% | 76% |
Idling while waiting for someone instead of turning off the vehicle | 10% | 19% | 71% |
Driving with a roof top carrier or bicycle/ski rack | 5% | 27% | 68% |
Driving 10 MPH above the posted speed limit | 7% | 30% | 63% |
Idling to allow my vehicle to warm up on cold mornings | 15% | 30% | 54% |
Opening the windows when driving on the highway | 11% | 39% | 51% |
For many consumers, it is unclear whether parking in the shade on a hot day, opening the windows on the highway or idling helps or hinders their vehicle’s fuel economy.
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Personal incentives, like saving money on gas, are key reasons consumers may opt for a more fuel-efficient vehicle.
However, only slightly more than half believe that the upfront expense of a fuel-efficient vehicle can be recouped by saving money and the pump.
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While saving money is the top factor to consider in their purchase decision, other factors are important to certain target groups.
Environmental benefits are more likely to resonate with younger consumers, while reducing national dependence on oil resonates with older consumers.
18-24 | 25-34 | 35-44 | 45-54 | 55-64 | 65+ | |
Saves money on gas | 84% | 79% | 86% | 85% | 88% | 86% |
Helps to environment | 56% | 49% | 46% | 47% | 46% | 46% |
Reduces my carbon dioxide emissions | 45% | 35% | 38% | 40% | 37% | 42% |
Helps reduce U.S. dependence on foreign oil | 40% | 42% | 45% | 44% | 56% | 56% |
Helps reduce U.S. dependence on oil | 43% | 41% | 39% | 44% | 52% | 50% |
Compared to other topics presented in the ads tested within this study, US drivers are most interested in hearing about driving behaviors that can help improve their own fuel economy.
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With ‘vehicle maintenance tips’ a close second, it is clear consumers are looking for quick, relevant tips that they can immediately implement.
In addition to being the most interesting topic presented, the ‘driver behaviors’ ad increases interest in the topic among nearly two-thirds of respondents who saw the ad first, before any other ads.
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While respondents believe the information presented in the ‘vehicle maintenance’ ad, only about half of respondents who saw this ad first feel it is unique and increases their interest in the topic.
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While drivers are aware of the alternative fuels tested, there is a gap between awareness and familiarity levels.
Few consumers are currently using these alternative fuels in their vehicles.
Consumers are receiving conflicting information about the benefits and drawbacks of alternative fuels.
Benefits | Drawbacks | |
Electricity (n=306) 43% named benefits 63% named drawbacks | ||
Natural Gas (n=306) 37% named benefits 30% named drawbacks | ||
E85/Ethanol (n=306) 45% named benefits 38% named drawbacks | ||
Biodiesel (n=308) 39% named benefits 24% named drawbacks |
Despite the drawbacks they have heard, drivers generally agree that a vehicle running on alternative fuels has personal, environmental and national incentives.
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8 %
6 %
6 %
10 %
8 %
11 %
13 %
10 %
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Personal incentives, like saving money and trips to the gas station are the key factors encouraging consumers to consider alternative fuel vehicles.
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In addition to these benefits, simply increasing familiarity with these fuels may have an impact on consideration.
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Of the topics covered in the ads tested in this study, about one in five consumers are most interested in hearing about alternative fuels.
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The ‘alternative fuels’ ad tested is slightly less believable than those ads about driving behaviors and vehicle maintenance.
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About half of drivers understand that there is a correlation between a vehicle’s fuel economy and its greenhouse gas emissions.
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15 %
16 %
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They are more likely to understand that by improving fuel economy, they can do their part to help reduce climate change.
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The greenhouse gas advertisement does not perform as well as other ads, particularly in terms of driving interest in the topic.
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Few respondents select thermal management technologies as the topic they are most interested in.
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While thermal management technologies was not a topic of particular interest to most respondents, most respondents feel the energy-efficient glass advertisement is unique.
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When looking for information regarding new vehicles and fuel economy, most turn to the Internet – both general searches and manufacturer websites – as well as third party publications like Consumer Reports.
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When provided with a list of sources, Consumer Reports is the top source US drivers would turn to in order to learn more about fuel economy and alternative fuels.
Manufacturer websites as well as family and friends are also among the top sources.
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Consumers currently in the vehicle purchase mindset are more likely to look to new vehicle websites like Edmunds and Cars.com than drivers in general.
This group is also likely to be speaking with car dealers rather than mechanics.
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15 %
21 %
17 %
19 %
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Less than half of respondents trust government agencies to provide fuel economy and alternative fuels information. However, after seeing the advertising, two-thirds believe SaferCar.gov can be a credible source.
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After reviewing the ads, there was a slight dip in interest in looking up fuel economy information, while interest in looking up alternative fuels information did not change significantly.
While most respondents found the ads to be believable, less than half are likely to visit SaferCar.gov after viewing the ads.
*Note: Data displayed represents all respondents | Total Respondent Evaluations* | |||
Believability (Top 2 Box %) | Uniqueness (Top 2 Box %) | Interest in Topic | Likelihood to visit SaferCar.gov | |
“Sudden starts and stops waste fuel. Learn smart driving habits that can improve your vehicle’s fuel economy by up to 33% at SaferCar.gov” | 78% | 54% | 59% | 47% |
“Regular vehicle maintenance can save money & reduce CO2 emissions. Learn vehicle maintenance tips that can improve your fuel economy at SaferCar.gov” | 79% | 52% | 58% | 46% |
“Are your windows smart enough to keep warm air inside in the winter and prevent hot air from entering in the summer? They can be with energy efficient glass. Learn how your windows can make your vehicle more fuel efficient at SaferCar.gov” | 58% | 63% | 55% | 47% |
“Alternative fuel powered-vehicles often use renewable fuel sources that can be produced in the U.S. Learn more about alternative fuels at SaferCar.gov” | 65% | 52% | 53% | 45% |
“Every gallon of fuel burned produces greenhouse gas emissions. Improve your fuel economy, save money and help the environment. Learn how at SaferCar.gov “ | 65% | 44% | 47% | 41% |
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As presented in the survey, respondents would be interested in seeing these advertisements on TV or at the gas pump.
Respondent Profile
Technology Adoption
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General Psychographics
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Vehicle-Related Psychographics
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Demographics
Total % | ||
Gender | Male | 49% |
Female | 51% | |
Age | 18 to 24 | 12% |
25 to 34 | 17% | |
35 to 44 | 18% | |
45 to 54 | 20% | |
55 to 64 | 16% | |
65 or older | 17% | |
Plans to Purchase New Vehicle | 1 to 3 months | 7% |
4 to 6 months | 10% | |
7 to 12 months | 15% | |
12 months+ | 33% | |
No plans to purchase | 36% | |
Own/Lease | Own | 97% |
Lease | 4% | |
Decision Maker | Primary Decision Maker | 63% |
Shared Responsibility | 37% | |
Total % | ||
Education | HS Graduate | 19% |
Some College | 34% | |
College Graduate | 33% | |
Post Graduate | 14% | |
Mileage | 0 to 49 miles | 26% |
50 to 99 miles | 28% | |
100 to 199 miles | 25% | |
200 to 299 miles | 13% | |
300 to 499 miles | 6% | |
500 or more | 2% | |
Type of Vehicle | Gasoline-engine vehicle | 98% |
Gasoline-electric hybrid vehicle | 5% | |
Diesel engine vehicle | 4% | |
Flex-fuel or alternative fuel vehicle | 4% | |
Number of Vehicles | 1 | 40% |
2 | 42% | |
3 | 10% | |
4+ | 8% | |
Total % | ||
Income | Under $25,000 | 15% |
$25,000 to less than $50,00 | 30% | |
$50,000 to less than $75,000 | 23% | |
$75,000 to less than $100,000 | 15% | |
$100,000 to less than $150,000 | 11% | |
$150,000 to less than $200,000 | 3% | |
$200,000 or more | 1% | |
Ethnicity | American Indian or Alaskan Native | 2% |
Asian | 6% | |
Black or African American | 10% | |
Native Hawaiian or Pacific Islander | 1% | |
White | 84% | |
Hispanic | 7% | |
Region | Northeast | 21% |
South | 33% | |
Midwest | 23% | |
West | 23% | |
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Add income percentages
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