Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Hybrid Vehicle Owners are Wealthy, Active, Educated and Overwhelmingly Democratic, According to Scarborough Research

A new report from Scarborough Research shows that hybrid vehicle owners are wealthy, active, educated and very democratic.

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Hybrid Vehicle Owners are Wealthy, Active, Educated and Overwhelmingly Democratic, According to Scarborough Research

Tucson, San Francisco, Washington D.C. and Las Vegas are Stand-out Hybrid Markets

NEW YORK (December 4, 2007) – Democratic, wealthy, educated and active are four adjectives that describe today’s hybrid vehicle owner, according to a recent analysis from Scarborough Research, a consumer and media research firm.

Scarborough’s analysis finds that almost half (42 percent) of the households in the U.S. that own or lease at least one hybrid vehicle have an annual income of $100,000 or more. That is more than twice the national average. The adults who live in these households, “Hybrid Owners,” are more than twice as likely as all U.S. adults to have a college degree. This includes the twenty-seven percent of Hybrid Owners who have a post graduate degree, compared to nine percent of adults overall. Hybrid Owners skew older than average, and are 23 percent more likely than average to be aged 50+.

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Filed under: Consumer, eco-friendly

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