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이 보고서는 파크스 어소시에이츠(Parks Associates)가 미국 내 인터넷에 연결된 8,000가구를 대상으로 조사한 결과를 바탕으로 전기차 보급 동향, 전기차 소유자 및 구매 의향자 프로필, 충전 패턴, 가정 내 에너지 소비 및 에너지 관리 방식, 에너지 관리 제품 사용 현황 등을 정리하고 있습니다.

목차

주요 요약

• EV에 대한 높은 인지도
• EV 소유
• EV 구입 저해요인
• EV 오너 경험 : 순추천고객지수 동향
• EV 충전 빈도 : 로케이션별
• 집합주택의 EV 충전 문제점
• 스마트홈 기기 소유율 : EV 소유 구분별
• EV 충전 가치 : 기타 주요 가전과의 비교
• 태양광발전 소유 동향·구입 의향
• 축전지의 도입
• 가정용 축전지를 가정 전원으로서 사용하는 빈도
• 가치 있는 EV 기능 : EV 오너 vs 구입 희망자

EV 시장 성장 : 채용·의도·의식

• 플러그인 EV 소유 동향
• 소유 차량 종류
• 비EV 오너 EV에 대한 태도
• EV 오너 EV에 대한 사고방식
• 차량 구입 의향
• EV 구입 의향 : 보유차 유형별
• EV 인지도 : EV 소유 동향·구입 의향별
• EV 구입 저해요인
• EV 비오너/비구입 희망자용 EV 구입 인센티브

EV 인식 : 친숙도·가격·가치

• Parks Associates의 Theory of Relevancy
• EV의 높은 인지도
• EV의 높은 인지도 : 인구통계 요인별
• EV : 친숙도·가격·가치
• 스마트 디바이스 : 친숙도 vs 가치 vs 가격
• EV의 가치성 : 인구통계 요인별
• EV 가격 : 자동차 소유·구입 의향 구분별
• EV 가격 : 인구통계 요인별

EV NPS와 충전 경험

• EV 오너 경험 : NPS(순추천고객지수) 동향
• EV 오너 : 주택 유형별 NPS
• EV 충전 빈도(전년비)
• EV 충전 로케이션
• EV 충전 빈도(지역별)
• EV 오너와 구입 희망자가 선호하는 EV 충전소
• EV 우선 충전소 : EV 오너 또는 구입 희망자별
• 자택 EV 충전 설비
• 가정용 충전기 입수 경로
• EV 가정 충전에 사용되는 애플리케이션
• EV 충전 문제점 : 주택 유형별

EV & 에너지 : 이점

• 에너지 프로그램에 관한 지식 : EV 오너·구입 희망자별
• EV 전용 플랜 정보 입수 채널
• EV 오너·구입 희망자에 의한 에너지 프로그램 채용
• 소비자가 피크타임에 스스로 조정하는 제품
• 소비자가 피크타임에 제조사와 전력회사에 조정을 허용하는 제품
• EV의 이점에 관한 인지도
• EV의 이점에 관한 인지도 : 오너 vs 비오너
• 가치 있는 EV 기능
• 가치 있는 EV 기능 : EV 오너 vs 구입 희망자

에너지 솔루션 : EV·태양광발전·스마트홈

• 스마트홈 기기 소유 : EV 소유 구분별
• 스마트 어플라이언스 소유
• 보안 시스템 보유 : EV 소유 구분별
• EV 및 스마트 서모스탯 오너에 의한 태양광발전 소유
• EV 및 스마트 서모스탯 오너에 의한 태양광발전 구입 의사
• 태양광발전 오너에 의한 축전지의 도입
• 가정용 축전지를 가정 전원으로서 사용하는 빈도
• 가정용 축전지 구입 타이밍

EV 오너 및 구입 희망자 프로파일

• 인구통계 : 내역
• 주택 요인 : 내역
• 기술 친화도 : 내역

영문목차

SYNOPSIS:

As the adoption of electric vehicles continues to grow, understanding consumer needs and priorities for home-based charging solutions is crucial for shaping future developments in the EV industry and utilities plans to support a massive shift in home energy consumption. This study investigates consumers' charging location and equipment preferences, charging behavior and frequency, user experience, affordability, and space and future expansion considerations. It also investigates opportunities to coordinate the EV charging load with a smarter whole-home energy management approach.

SAMPLE VIEW

This study pulls from Parks Associates survey 8,000 US households with internet access at home. The sample is representative of all US internet households, with quotas set for age, gender, household income, and education. Some questions related to electric vehicles will be shown to a 4,000 respondent sub-group that is also balanced demographically to be representative of all US internet households.

Key Questions Addressed:

• What are EV adoption trends and who are EV owners and intenders?
• What EV equipment are owners using at home and how did they acquire the equipment?
• What are their home charging patterns and preferences?
• How do EV owners think about their home energy consumption and home energy management?
• What other energy management products do EV owner use, and what is the demand for coordinating energy loads (thermostats, solar, battery storage, smart electric panels, HVAC, hot water heaters, appliances, etc.)
• Do EV owners participate in special utility rate plans and demand response programs?
• What is the demand for bi-directional charging and using an EV battery as a home energy source?

ANALYST INSIGHT:

"The evolution of EVs from standalone vehicles to integral components of home energy systems exemplifies the convergence of mobility and residential energy management. As the technology progresses, it paves the way for smarter, more resilient homes capable of balancing energy demands with supply, turning the car and the home into an energy resource." - Jennifer Kent, VP, Research, Parks Associates.

Table of Contents

Executive Summary

• High Familiarity with Electric Vehicles
• Ownership of Electric Vehicles
• EV Purchase Inhibitors
• EV Owner Experience: Net Promoter Score Trending
• Electric Vehicles Charging Frequency by Locations
• EV Charging Pain Points In Multifamily
• Smart Home Device Ownership by EV Ownership
• Value of EV Charging Coordinated with Other Major Appliances
• Solar Ownership and Purchase Intent
• Adoption of Battery Storage
• Frequency of Using Home Battery to Power Home
• Valuable EV Capabilities: EV Owners vs Intenders

EV Market Growth: Adoption, Intentions, and Attitudes

• Ownership of Plug-in Electric Vehicle
• Type of Vehicle Owned
• Attitudes Toward Electric Vehicles Among Non-EV Owners
• Attitudes Toward Electric Vehicles by EV Ownership
• Vehicle Purchase Intention
• Intention of Purchasing an EV by Type of Vehicle Owned
• Familiarity with EVs by EV Ownership & Purchase Intention
• EV Purchase Inhibitors
• EV Purchase Incentives for EV Non-Owners / Non-Intenders

EV Perceptions: Familiarity, Affordability, Value

• Parks Associates Theory of Relevancy
• High Familiarity with Electric Vehicles
• High Familiarity of EV by Demographic Factors
• EVs: Familiarity, Value, Affordability
• Smart Devices: Familiarity vs. Value vs. Affordability
• High Value of EV by Demographic Factors
• Affordability with EVs by Car Ownership & Purchase Intention
• High Affordability of EV by Demographic Factors

EV NPS and the Charging Experience

• EV Owner Experience: Net Promoter Score Trending
• EV Owner: Net Promoter Score By Housing Type
• Frequency of Charging Electric Vehicles, YoY
• Electric Vehicles Charging Locations
• Electric Vehicles Charging Frequency by Locations
• Preferred Charging Location of Electric Vehicles among EV Owners & Intenders
• Preferred Charging Location of Electric Vehicles by EV Owners or Intenders in Q4 2023
• EV Charging Equipment At Home
• Acquisition Channel of Home Chargers
• Application Used for EV Home Charging
• EV Charing Pain Point by Type of Home

EVs & Energy Benefits

• Familiarity with Energy Programs Offered by EV Owners & Intenders
• Information Source Channel of EV Special Plan
• Adoption of Energy Programs by EV Owners & Intenders
• Products Consumers are Willing to Adjust Themselves During Peaks
• Products Consumers Will Allow Manufacturer or Utility to Adjust During Peaks
• Familiarity with Electric Vehicles Benefits
• Familiarity with Electric Vehicles Benefits: Owners vs Non-Owners
• Valuable EV Capabilities
• Valuable EV Capabilities: EV Owners vs Intenders

Energy Solutions: EV, Solar, and Smart Home

• Smart Home Device Ownership by EV Ownership
• Smart Appliance Ownership
• Security System Ownership by EV Ownership
• Solar Ownership among EV and Smart Thermostat Owners
• Solar Purchase Intentions among EV and Smart Thermostat Owners
• Adoption of Battery Storage among Solar PV Owners
• Frequency of Using Home Battery to Power Home
• Home Battery Purchase Timing

EV Owner and Intender Profile

• Demographic Breakdown of EV Owners and Intenders
• Housing Factors Breakdown of EV Owners and Intenders
• Affinity for Technology Breakdown of EV Owners and Intenders