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Better Place Consumer Research Highlights - Denmark (Danish)
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Transcript of Better Place Consumer Research Highlights - Denmark (Danish)
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17. august, 2009
© 2009 Better Place
Elbiler: Undersøgelse af danske vaner Overordnede resultater af en multi-national kundeundersøgelse
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Vi ved, at danskerne elsker deres biler
© 2009 Better Place
Image credits: http://www.flickr.com/photos/rharrison/1468505828/sizes/l/, http://www.flickr.com/photos/kimbach/573489537/sizes/l/, http://www.flickr.com/photos/criminalintent/2808202855/sizes/l/, http://www.flickr.com/photos/gullig/155875221/sizes/o/;, http://www.flickr.com/photos/nizam/3710793824/sizes/l/ used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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Vi ved, at danskerne elsker deres biler
© 2009 Better Place
Image credits: http://www.flickr.com/photos/rharrison/1468505828/sizes/l/, http://www.flickr.com/photos/kimbach/573489537/sizes/l/, http://www.flickr.com/photos/criminalintent/2808202855/sizes/l/, http://www.flickr.com/photos/gullig/155875221/sizes/o/;, http://www.flickr.com/photos/nizam/3710793824/sizes/l/ used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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Vi ved, at danskerne elsker deres biler
© 2009 Better Place
Image credits: http://www.flickr.com/photos/rharrison/1468505828/sizes/l/, http://www.flickr.com/photos/kimbach/573489537/sizes/l/, http://www.flickr.com/photos/criminalintent/2808202855/sizes/l/, http://www.flickr.com/photos/gullig/155875221/sizes/o/;, http://www.flickr.com/photos/nizam/3710793824/sizes/l/ used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
![Page 5: Better Place Consumer Research Highlights - Denmark (Danish)](https://reader033.fdocuments.net/reader033/viewer/2022052910/559b36051a28ab39638b47eb/html5/thumbnails/5.jpg)
Vi ved, at danskerne elsker deres biler
© 2009 Better Place
Image credits: http://www.flickr.com/photos/rharrison/1468505828/sizes/l/, http://www.flickr.com/photos/kimbach/573489537/sizes/l/, http://www.flickr.com/photos/criminalintent/2808202855/sizes/l/, http://www.flickr.com/photos/gullig/155875221/sizes/o/;, http://www.flickr.com/photos/nizam/3710793824/sizes/l/ used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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Vi ved, at danskerne elsker deres biler
© 2009 Better Place
Image credits: http://www.flickr.com/photos/rharrison/1468505828/sizes/l/, http://www.flickr.com/photos/kimbach/573489537/sizes/l/, http://www.flickr.com/photos/criminalintent/2808202855/sizes/l/, http://www.flickr.com/photos/gullig/155875221/sizes/o/;, http://www.flickr.com/photos/nizam/3710793824/sizes/l/ used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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Men disse biler er også kilden til
kritiske udfordringer…
© 2009 Better Place
![Page 8: Better Place Consumer Research Highlights - Denmark (Danish)](https://reader033.fdocuments.net/reader033/viewer/2022052910/559b36051a28ab39638b47eb/html5/thumbnails/8.jpg)
Men disse biler er også kilden til
kritiske udfordringer…
luftforurening
© 2009 Better Place
![Page 9: Better Place Consumer Research Highlights - Denmark (Danish)](https://reader033.fdocuments.net/reader033/viewer/2022052910/559b36051a28ab39638b47eb/html5/thumbnails/9.jpg)
Men disse biler er også kilden til
kritiske udfordringer…
luftforurening
© 2009 Better Place
klimaforandringer
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Men disse biler er også kilden til
kritiske udfordringer…
luftforurening
© 2009 Better Place
klimaforandringer
afhængighed af OLIE
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© 2009 Better Place
Vi ville gerne forstå bilkøbernes holdninger…
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Hvor bekymrede er danskerne over disse udfordringer?
© 2009 Better Place
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Hvor bekymrede er danskerne over disse udfordringer?
© 2009 Better Place
Er de villige til at opgive deres benzinbiler?
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Hvor bekymrede er danskerne over disse udfordringer?
© 2009 Better Place
Er de villige til at opgive deres benzinbiler?
Er danskerne klar til elbiler?
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For at finde nogle svar spurgte vi flere end 1.500 danskere …
Respondenterne er opdelt efter alder, køn og indkomst. Respondenterne blev herefter spurgt om deres rolle i beslutningen om deres seneste bilkøb og deres forventede rolle, når den næste bil skal vælges. Undersøgelsen blev foretaget af IPSOS i marts og april 2009.
© 2009 Better Place
Image credit: http://www.flickr.com/photos/jamescridland/613445810/sizes/l/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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Her er deres svar…
© 2009 Better Place
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© 2009 Better Place
Hvor bekymret er du omkring [luftforurening, klimaforandringer]? (1 [ slet ikke] til 7 [ meget bekymret]); I dette eksempel har vi brugt 1-3.
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© 2009 Better Place
Hvilke af følgende muligheder, hvis nogen, ser du, at Danmark er førende i at adressere?
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© 2009 Better Place
Hvilke af følgende punkter ser du gerne markant forbedret, næste gang du skal købe en ny bil? (vælg tre fra listen, der inkluderer sikkerhed, driftssikkerhed, vedligeholdelsesomkostninger mv.).
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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© 2009 Better Place
Hvilke af følgende punkter ser du gerne markant forbedret, næste gang du skal købe en ny bil? (vælg tre fra listen, der inkluderer sikkerhed, driftssikkerhed, vedligeholdelsesomkostninger mv.).
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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© 2009 Better Place
Hvor interesseret er du i at testkøre en elbil? (1 [slet ikke] til 7 [meget interesseret]). I dette eksempel har vi brugt 1-3.
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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© 2009 Better Place
Hvilken type bil ville du overveje, når du skal købe bil næste gang? (benzin/diesel, hybrid, elbil)
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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© 2009 Better Place
Hvor interesseret er du I at købe en elbil som din næste bil? (1 [slet ikke] til 7 [meget interesseret]); I dette eksempel har vi brugt 1-3.
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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© 2009 Better Place
Interessen for elbiler er bredt funderet
…stor blandt mænd og kvinder, i alle aldre og på tværs af indkomst
Image credit: http://www.flickr.com/photos/aigarius/542611389/sizes/l/; Used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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Stor interesse verden rundt
© 2009 Better Place
* Sydney/Central Coast, Melbourne/Geelong, Brisbane/Gold Coast ** Greater Toronto area Image credit: ©google.com
Hvor interesseret er du I at købe en elbil som din næste bil? (1 [slet ikke] til 7 [meget interesseret]); I dette eksempel har vi brugt 1-3.
30%
35%
39%
40%
57%
USA
Canada**
Australien*
Danmark
Israel
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© 2009 Better Place
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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De vil gerne have vished for, at… • batterierne er sikre, miljøvenlige og pålidelige
• opladning er tilgængelig, nem og hurtig
• bilerne lever op til deres forventninger • omkostningerne er rimelige
© 2009 Better Place
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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Opsummeret: Danskerne er klar til elbiler
© 2009 Better Place
• Flertallet af danskerne er bekymrede over luftforurening og klimaforandringer.
• Der er et stærkt ønske om, at Danmark skal vise vejen for udviklingen af vedvarende energi.
• Danskernes førsteprioritet i forbindelse med deres næste bil er højere brændstof-effektivitet, og mange vil gerne tænke ud over benzin/diesel-biler.
• Flere end 1 ud af 3 er interesseret i en elbil som deres næste bil. • Interessen er stor og spredt over alle demografiske grupper og
kørevaner.
• Der er mange spørgsmål, der skal besvares, men med den brede interesse kunne…. • efterspørgslen nemt overgå udbud i starten. • der være væsentlige muligheder for etablerede og nye
virksomheder.
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Appendix
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Metode
© 2009 Better Place 30
• Undersøgelse af 8.000 bilejere i Israel, Danmark, USA, Australien og Canada.
• Deltagerne er udvalgt efter deres rolle i købsbeslutningen på den bil, de har nu eller forventes at have i forbindelse med købet af næste bil.
• Undersøgelsen er gennemført online i marts 2009 af en førende markedsanalysevirksomhed. • Undersøgelsen i Danmark er baseret på svar fra 1.512 danske
bilister, udvalgt repræsentativt på alder og køn. • Fejlmargin på population er +/- 2,5% (forventede estimater for
sammenlignelige populationer skal være under 2,5 point). • Respondenterne har fået sammenlignelige beskrivelser af
elbiler, hybridbiler og benzin/diesel-biler.
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© 2009 Better Place
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