Wealthy, educated and active are adjectives that describe today’s hybrid vehicle owners, who also tend to be Democrats and Independents, according to (pdf) a recent analysis from Scarborough Research.
Markets at or near the top of the list for household hybrid ownership include Tucson, San Francisco, Washington DC and Las Vegas. Near or slightly above 2% of households in these markets own a hybrid vehicle, compared with less than 1% of households nationwide.
Among Scarborough’s other findings:
“Hybrid vehicles…are generally acknowledged to be gaining momentum and popularity across the US,” said Alisa Joseph, vice-president, advertiser marketing services, Scarborough Research.
“In marketing hybrids, local dealerships have an opportunity to tap into the high incomes and high-activity level of this consumer group with advertising and promotions,” she said.
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