UK: Which ads do future EV drivers pay attention to?

Cheryl Kar
November 25, 2021, 2:48 PM UTC

With plans on achieving a net-zero economy, automotive companies in the UK are expected to increase the sale of zero-emission vehicles, every year, from 2024. This move comes along with the UK government’s decision to set 2030 as the deadline to end the sale of petrol and diesel cars.

So which advertising channels should marketers use when it comes to selling vehicles powered by electric engines?

According to data from YouGov Profiles, British drivers who would consider an electric engine in their future vehicles are most likely to pay attention to online advertisements – with nearly three in five of this audience saying so (59%). TV adverts emerge second on the list (50%), indicating consumers’ interest in watching commercials even if they cannot skip it.

Our data reveals that when it comes to drivers considering electric engines, Out-of-home (OOH) advertising like in-store promotions will be useful in capturing the attention of slightly over a fifth of this group (22%). A close share of this audience also tell us they pay attention to advertisements on billboards (18%).

More than one in six future EV drivers tend to notice advertisements on radio (17%), while direct mails catch the attention of one in seven drivers (14%).  

Advertisements in cinema, printed newspaper and magazines emerge further down the list (13%, 13% and 11%, respectively). It’s also worth noting that a proportion of this group also seem to pay attention to advertisements on podcasts (10%).

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. YouGov Profiles data is nationally representative and weighted by age, gender, education, region, and race. Learn more about YouGov Profiles