2024年消费者调查报告：汽车用户行为及观点分析（英文版）-澳大利亚交通能源研究所-57正式版

CONSUMERSURVEYDecember2024DriverBehaviorsandPerspectives2024Page1CONSUMERSURVEYTableofContentsIntroduction34Methodology1.GasPricesandConsumerSensitivity2.ConsumerFuelBuyingBehavior3.VehiclePreferences4.PerceptionsandAttitudes5.ElectricVehicleCharging6.Conclusion5143444485457AboutTEIPage2IntroductionIntheefforttoreducetheenvironmentalimpactoftransportation,consumerswillbetheultimatedecisionmakerregardingwhichemissionsreductiontechnologiesorenergyoptionswillbemostsuccessful.Therefore,itisessentialtounderstandwhattheythinkandhowtheybehavetoensurethatthesolutionsbeingofferedtothemfittheirneedsandpreferences.Forthisreason,theTransportationEnergyInstitute(TEI)frequentlycommissionsorparticipatesinconsumersurveys,toprovideinsightintowhatconsumersarethinkingatagivenperiodoftime.Thiswhitepaperpresentsfindingsfromthe2024consumersurveysupportedbytheInstitute.Theseresultsarepresentedasanadditionaltooltobetterunderstandthedriver.Aswithallsurveys,theresultsreflecthowrespondentsansweredquestionsatagivenmomentintime.Thetimingoftheannualsurveysisdeliberate;theyaredesignedtoassessconsumersentimentandinsightsearlyinthetransitiontosummer-blendfuelsoftenbeforeconsumershaveobservedrelatedpriceincreaseslinkedtothetransition.Page3MethodologyOnbehalfofNACS(theNationalAssociationofConvenienceStores),andincollaborationwiththeTEI,BoldDecisionconductedonlineinterviewsfromFriday,March8–Tuesday,March12,2024,amongN=1,200Americanadults(age18+,nationwide),includingN=990“gasconsumers”(thosewhosaytheydriveandbuygasatleastonceamonth).Theoverallmarginoferroratthe95%confidenceintervalis+/-2.83%forinterviewsamongtheN=1,200USadults,and+/-3.11%forinterviewsamongtheN=990gasconsumers.Certainquestionsweresplit-sampledtoreducerespondentfatigueandsomefindingsmaytotalmoreorlessthan100%duetorounding.Inthedatapresentedinthispaper,allresponsesarederivedfromthegasconsumers(N=990),exceptwherenotedinwhichcasethedatarepresentsresponsesfromallU.S.adults(N=1,200).Page41.GasPricesandConsumerSensitivityGasPricesServeasaBellwetherontheEconomyRetailgasolineistheonlycommodityforwhichconsumerscancomparisonshopbypricewhiledriving45+milesperhour.Retailersposttheirpricesontallsignsfeaturingnumberstallerthanafoot,creatingthemostpricecompetitivemarketintheeconomy.Thisdailyreminderoffuelprices,however,hasaneffectgreaterthansimplycreatingcompetitionforthecustomer–thesepricesareamajorinputonthebarometerforhowaverageAmericansfeeltheeconomyisdoing.Itisimportantforcontexttounderstandwherethemarketwaswhenthesurveywasconducted.BetweenMarch8–12,2024,thenationalaverageretailweeklypriceofgasolinewasabout$3.37,accordingtoOPIS.Asapointofreference,thispricewas$0.316lowerthantheaveragepricechargedJanuary1,2022throughJune30,2024andwaslowerthantheaverageweeklypricein103outof129weeks.Figure1Page5Ingeneral,atthetimeofthesurvey(March2024)themajorityofAmericans(55%)feltpessimisticabouttheeconomy,witholderagegroupsexpressinggreaterpessimism.Supportingthehypothesisthatgaspriceshaveanimpactonhowpeoplefeelabouttheeconomy,thosewhocommutetoworkeverydayweremuchmorepessimistic(57%)thanthosewhoworkfromhome(44%).ConsumersintheMidwestandNortheast,aswellasthosewholiveinRuralmarkets,werethemostpessimisticabouttheeconomy.Figures2–6:Generallyspeaking,howdoyoufeelabouttheeconomy?Figure2Page6Figure3“Daily,”“NotDaily”and“WorkfromHome”refertohowoftenthesurveyrespondentcommutestoandfromwork.Figure4Page7Figure5“Daily,”“NotDaily”and“WorkfromHome”refertohowoftenthesurveyrespondentcommutestoandfromwork.Figure6Page8Overall,85%ofAmericanssaidthepriceofgasolineinfluenceshowtheyfeelabouttheeconomy.Thisisunderstandablegiventheimpactoftransportation-relatedexpensesonconsumers.AccordingtoU.S.BureauofTransportationStatistics,transportation-relatedexpenseswerethesecondhighestshareofhouseholdexpenditures,accountingfor16.9%ofaveragehouseholdspendingin2022.[1]Oftransportation-relatedexpenses,25%wereattributedtoexpendituresongasoline,otherfuelsandmotoroil.[2]Asashareofallexpenses,gasolinerepresented4.3%oftheaverageAmerican’sexpendituresin2022.___________________________________[1]/stories/s/u3wt-eyhe[2]/opub/reports/consumer-expenditures/2022/#:~:text=Average%20annual%20expenditures%20grew%20by,(15.7%20percent)%20from%202019.TransportationCostBurdenFigure7Figure8Page9Thesurveyfoundthattheyoungeragegroupsweremoreaffectedbygaspricesthanwereolderconsumers,whichisconsistentwithdatarelativetoincomedistributionbyagegroup,whichshowsyoungerconsumerstypicallyearnlessthanolderconsumers.Figure9,byAgePage10Thehighestpercentageofconsumerssaidpriceshada“greatimpact”ontheirfeelingsabouttheeconomywerethoseintheWest(53%),whichisnotsurprisinggiventhatgasolineistypicallythemostexpensiveintheWest.Acrossallconsumercategories,therewereveryfewpeoplewhosaidgaspriceshavenoimpactontheirfeelingsabouttheeconomy.Figure10-14:Howmuchdogaspricestodayimpactyourfeelingsontheeconomy?Figure10Page11Figure11“Daily,”“NotDaily”and“WorkfromHome”refertohowoftenthesurveyrespondentcommutestoandfromwork.Figure12Page12Figure13“Daily,”“NotDaily”and“WorkfromHome”refertohowoftenthesurveyrespondentcommutestoandfromwork.Figure14Page132.ConsumerFuelBuyingBehaviorConsumersRemainSensitivetoFuelPricesGaspricesaffecthowconsumersfeelabouttheeconomy,andgaspricesalsoplayakeyroleinhowconsumersselectwheretheychoosetobuytheirfuel.Consistentwithresultsfromnearly20yearsofsurveys,70%ofrespondentssaidgaspriceswerethemostimportantfactorwhenchoosingwheretobuyfuel.Whenlookingatresultsacrossvariousdemographicgroups,therewasnosignificantvariabilityonthecentralimportanceofprice–mostrespondentsfeltthesameregardlessoftheirgender,ageorwheretheylive.Figures15–17:Whenbuyinggas,whichofthefollowingfactorsismostimportanttoyou?Figure15Page14Figure16Figure17Page1555%ofrespondentssaidtheyhaveapreferenceforacertaingasstationorchainandinanimmediatefollow-upquestion,56%ofthemsaidtheirpreferencewasprimarilybecausethatretailerusuallyhasthelowestprices.Lowerpriceswasthemostimportantstorefeatureforalldemographicgroups,especiallyforthoseintheWestwhoareaccustomedtopayinghigherpricesthanthenationalaverage.Figures18–20:Amongthosewhosaytheyhaveapreferenceforacertaingasstationorchain,whydoyoupreferthatgasstationorchain?Figure18Page16Figure19Figure20Page17Beyondthis,consumerssaidtheywouldinconveniencethemselvestosavemoneyatthepump.Showinghowmuchconsumersoftenvaluemoneyovertime,fullytwo-thirds(66%)ofconsumerssaidtheywoulddrive5minutesoutoftheirwayorturnleftacrossabusyintersectiontosave5centspergallon.Remarkably,nearlyhalf(48%)woulddrive10minutesoutoftheirwayforthesamesavings.Andthiswillingnesstoinconveniencethemselvesdidnotvarymuchbygender,agegrouporregion.Technicallyspeaking,themotivationtoinconvenienceoneselftosavemoneyatthepumpmaynotnecessarilytranslateintoactualmonetarysavingsfortheaverageconsumer.Forexample,aconsumerwhodrives10minutesoutoftheirwaytosave5centspergallonmayspendmoreonthefuelrequiredforthisdetourthantheamountsavedatthepump.Thisconsumerinclinationtoinconveniencethemselvestosavemoneyatthepumpdespiteitbeinganeconomicalbehaviorindicatesanemotionalelementintheconsumerdecision-makingprocesstoseekoutthebestdeal–evenifitcontradictsthepotentialfinancialreward.Figures21-24:Howstronglydoyouagreeordisagreewiththefollowingstatements?Figure21Page18Figure22Figure23Page19Andfinally,whenaskedwhatonethingaconveniencestorecoulddotoearnmoreofthecustomer’sbusiness,58%saidtheyshouldofferalowergasprice.Allofthisleadstoaconclusionthatanyalternativetotraditionalfuelandpowertrainswillhavetobecostcompetitive,ifnotadvantageous,andtransparentlysofortheconsumer.ExampleofFinancialImpactof10MinuteDetourFigure24Page20Figures25–27:Ifaconveniencestorenearyoucoulddoonethingtogetmoreofyourbusiness,whatwoulditbe?Figure25Page21Figure26be?Figure27be?Page22FuelBuyingBehaviorHowconsumerscurrentlypurchasetheirfuelisanimportantfactorthatcaninfluencethetransitionofthetransportationsectortoanyfutureenergysources.Matchingconsumerbehaviortominimizebehavioralfrictionisessentialtosuccessfullyintroducinganewfuelorvehicleoption.Today,consumerstendtorefueltheirvehiclesthroughouttheday,withroughlyone-thirdvisitingafuelingstationinthemorning,afternoonandeveninghours.Notably,frequencyoffuelpurchasedeclinessignificantlyafterthesungoesdownandthetraditionalworkdaycommuteends.Understandingwhendifferentdemographics,suchasagegroups,prefertopurchasefuel,canhelpretailersdesignmarketingstrategiestoappealtothosecustomers.Figures28–30:Generallyspeaking,atwhattimeofthedaydoyoumostoftenpurchasegas?Figure28Page23Figure29Figure30Page24Themajorityofconsumerswanttogetthemostrangefromtheirrefuelingvisit,with59%sayingtheytypicallyfilltheirtank.Yetanother38%decidehowmuchfueltopurchasebasedupontheirbudgetoravailablecashonhand,anotherindicatoroftheinfluenceofprice.Youngerdriverstendtoworkwithinabudget,moresothanotheragegroups.Figures31-33:Whendecidinghowmuchgastopurchase,doyoutypically…?Figure31Page25Figure32Figure33Page26Anotherkeyfactortoconsideriswhereconsumersbuyfuelandwhy.Conveniencestoresarethesinglemostcommonlocationacrossallconsumers,withmorethanhalf(55%)sayingtheytypicallybuygasolineataconveniencestore.Thatsaid,comparedtoallotheragegroups,consumersovertheageof65aresignificantlymorelikelytobuyingfuelfromabig-boxretailer.Figures34-36:Wheredoyoumostoftenbuygas?Figure34Page27Figure35Figure36Page28Formostconsumers(53%),buyingfuelwastheprimaryreasontovisitaconveniencestore.Youngerconsumers(underage34)-morethanotheragegroup-reportedseekingoutaconveniencestoreinparticulartobuyasnackormeal.Figures37-39:Thinkingaboutthelasttimeyouwenttoaconveniencestore,whatwasthemainreasonforyourtrip?Figure37Page29Figure38Figure39Page3058%ofcustomerssaidtheywentintotheconveniencestorethelasttimetheyboughtgas.However,theyfrequentlydomuchmorethanpayforgas(45%),includingbuyingadrink(46%),buyingasnack(39%),orusingtherestroom(27%).Asalternativetransportationenergyoptionsgainmarketshare,understandingthebuyingbehaviorsofconsumerswillhelpidentifywheretomosteffectivelylocateenergysuppliesthattheymayneedinthefutureandprovideamenitiesthataredesirabletothedriver.Figures40-41:Thinkingaboutthelasttimeyoupurchasedgas,didyoualsogoinsideastoreassociatedwithagasstation?Figure40Figure41Page31Figures42-44–Amongthosewhowentinsidethestorethelasttimetheypurchasedgas,whichofthefollowingdidyoudowhileyouwereinthestoreassociatedwiththegasstation?Pleaseselectallthatapply.Figure42Whichofthefollowingdidyoudowhileyouwereinthestoreassociatedwiththegasstation?(multipleresponsespermitted)Page32Figure43?Figure44?Page333.VehiclePreferencesNearlyhalf(40%)ofrespondentssaidtheyarelikelytopurchaseorleaseaneworusedvehiclewithinthenexttwoyears.Those18-34yearsaremoreinterestedinacquiringavehicle,with56%sayingtheyarelikelytodoso,whereasonly29%ofthoseover65arelikelytomakesuchapurchase.Figures45-47–Howlikelyareyoutobuyorleaseaneworusedvehicleinthenexttwoyears?Figure45Page34Figure46Figure47Page35Consumersselectavehiclebasedonavarietyofdifferentfactors.Anynewvehiclethataimstosecureasizeableshareofthemarketmustkeeptheseinmind.Andjustasoneneedstoconsiderhowandwhereconsumerscurrentlyacquireenergytopowerthevehicle,itisalsoimportanttounderstandwhattheywantintheirvehicles,toensurethatnewalternativeswillsatisfythecoreneedsofbuyers.Whenselectingavehicle,30%ofconsumerssaidvehiclepricewasthemostimportantfactorinfluencingtheirdecision.Reliability(19%),safety(16%)andfueleconomy(13%)werethenextmostimportantfactors.Itisworthrepeatingherethattheseresultsarerelativetotherespondentsinthissurvey;manyothersurveyshavebeenconductedregardingvehiclepurchasedecisionsandtheresultscanvarysignificantlybetweensurveys.Thefactorsthatweremostimportantvariedbyagegroup.Comparedwithotheragegroups,vehiclepricewasleastimportanttothose18–34yearsofagewhereasreliabilitywascomparativelymostimportanttothoseolderthan50.Figures48–50:Amongthoselikelytobuy/lease,whichofthefollowingismostimportantwhenthinkingaboutbuyingorleasingavehicle?Figure48Page36Figure49Figure50Page37Whenallowedtoselectmorethanoneresponse,reliability(79%)toppedthelistoffactorsconsideredimportant.Itwasfollowedcloselybypurchaseprice(77%),safety(72%)andmaintenancecost(69%).ThelevelofimportanceofthesefactorsdidnotvarysignificantlyamonggendersoragegroupsFigures51-61-Howimportantarethefollowingwhenthinkingaboutbuyingorleasingavehicle?Figure51Page38Figure52Figure53Page39Figure54Figure55Page40Figure56Figure57Page41Figure58Figure59Page42Figure60Figure61Page434.PerceptionsandAttitudesWhenaskedabouttheirattitudesaboutcertaintransportationoptions,lessthanhalfreportedapositiveattitudetowardsride-shareservices(45%),electricvehicles(40%)orautonomousvehicles(25%).Figure62Page44Attitudestowardstheseoptionsvariedsignificantlybyageandregion.Withregardtoridesharing,youngerconsumershadamorepositiveattitudethanolderdemographics,whilethoseinurbanandsuburbansettingsweremorepositivethanthoseinruralsettings,wheresuchserviceslikelyarenotaswidelyavailable.Figures63-64:Pleaseindicateyourattitudetowardsrideshare/ondemandservices?Figure63Figure64Page45Viewsregardingelectricvehiclesweremuchmorepositiveamongyoungerdrivers,with53%ofthose18-35holdingapositiveattitudecontrastedwithonly23%ofthoseover65yearsofage.Likewise,consumersintheNortheast,WestandurbanmarketsmaintainedamorepositiveattitudecomparedwiththoseintheMidwestandRuralmarkets.Figures65-66:Pleaseindicateyourattitudetowardselectricvehicles?Figure65Figure66Page46Only25%ofconsumershadapositiveattitudetowardsautonomousvehicles,withmenandyoungerconsumersmoreoptimistic.Womenandolderconsumerwerequiteskeptical,aswerethoseinsuburbanandruralmarkets.Figures67-68–Pleaseindicateyourattitudetowardsautonomous(self-driving)vehicles?Figure67Figure68Page475.ElectricVehicleChargingWhenaskedwhereelectricvehiclechargingstationsshouldbelocated,consumersoverwhelminglyagreed(71%)thatconveniencestoresandgasstationsshouldofferchargingservices.Hotels(61%),grocerystores(58%)andmalls(57%)werealsopopularresponses.Itisworthnotingthattheseoptionswereprovidedtorespondentsandmorethanoneselectionwaspermitted.Therewasnosignificantvariationamongdemographicgroupsorregions.Figures69-71:Inyouropinion,whereshouldEVchargersbelocated?PleaseselectallthatapplyFigure69Page48Figure70Figure71Page49Whenaskedthemaximumamountoftimetheywouldbewillingtowaittochargeanelectricvehicle,consumersonaveragesaid44minutes,whereasthemedianresponsewas20minutes.It’simportanttomentallycontrastthiswithcurrentrealityformostICEdrivers:approximately5minutestorefuelavehicleandanaverageofabout3.5minutesspentinsideaconveniencestore.Men,youngerdriversandthoseintheSouthseemedtobemoreopentoalongerchargingtimewhereasthoseintheWestseemedtobethemostimpatient.Thatsaid,themedianresponsewasrelativelyconsistent,withnotableexceptionsamongyoungerandolderdriversandthoseinurbanenvironments.Figures72-73:IfyouweredrivinganElectricVehicle,whatisthemaximumamountoftime(inminutes)youwouldbewillingtowaittorechargeavehiclewhileontheroad?Figure72Figure73Page50Figures74-75:Inyouropinion,doyouthinkcharginganElectricVehicle(EV)outsideofyourhomewouldbe…Figure74Figure75Page51Whenaskedwhichvehicletheythoughtwouldhavethelowesttotalcostofownership,conventionalvehiclesledthefieldwith39%ofconsumers.YoungerdriversandthoseintheWestandUrbanmarketsweremoreoptimisticabouttheeconomicsofelectricvehiclesthanotherdemographicgroups,whereasolderandruralconsumersweremoreoptimisticaboutconventionalvehicles.Figures76-78:Consideringeverythingfrompurchasecosttotheexpenseoffueling/charging,inyouropinionwhichhasaloweroverallcostofownership?Figure76Page52Figure77Figure78Page536.ConclusionSurveysmeasurespecificthoughtsandattitudesatagivenmomentintime,buttheycanprovidepredictiveinsighttohelpguidethoseseekingtoservethetransportationsectorinthenearfuture.Theresultsofthissurveyappeartoshedlightonadivideamongdemographicsgroupsregardingtheirattitudesandopinionsaboutalternativetransportationoptions.Olderconsumersandthoseintheruralmarketsseemedleastoptimisticabouttheeconomy,whichcorrespondswitholderandruralconsumersbeingtheleastlikelytoacquireavehiclewithintwoyears.Bycontrast,youngerandurbanconsumerswerebothmoreoptimisticabouttheeconomyandlikelytoacquireavehicleinthenearfuture.Attitudesaboutalternativetransportationwerelikewisesplit,witholderandruralconsumersholdinglesspositiveattitudestowardsrideshare,electric,andautonomousvehicles.Meanwhile,youngerandurbanconsumerswerethemostpositiveabouteachoption.Infact,consumersaged18–34weretheonlyagegroupinwhichamajority(53%)heldpositiveviewsaboutelectricvehiclesandtheseconsumerssaidtheywerewillingtospendmoretimechargingtheirvehiclethananyotheragegroup.Asolderconsumersageoutofthecarbuyingmarket,thefutureofthetransportationsectorwillbemoreheavilyinfluencedbytheseyoungerbuyers.Itwillbeveryimportanttopayattentiontotheirevolvingperspectivesovertimeandensurethatvehicles,energyandinfrastructuresatisfytheirneedsandinterests.Whilethesesummaryobservationsaregeneralizationsofsociety,theydoprovidesomeinsighttohelpguideexpectationsregardingwheretransformationmayblossomandwhereitmaystruggle.Tappingintoconsumersensitivitiesregard