Rochester, New York - A new study by Harris Interactive has found significant consumer demand for energy-efficient technologies, including plug-in hybrid vehicles, in the automotive sector in Europe, mimicking comparison research in the U.S.

The research found that 20 per cent of Europeans are “very likely” or “extremely likely” to purchase a vehicle with plug-in hybrid technologies, not taking into account estimated market prices. The study provides comparison data for U.S. and European consumer markets.

The study revealed that 30 per cent of European consumers who are likely to purchase a plug-in hybrid expect to charge it at least once a day or more, for about 5.1 hours. A similar study in the U.S. found that 56 per cent anticipated charging their cars at least once daily, for approximately 6 hours at a time.

Plugging in a vehicle every night instead of filling it at a gas station every week is very appealing to those considering hybrids, with 72 per cent of respondents in Europe preferring the plug-in option. “It’s clear that people are open to this new approach of adding energy to the vehicle,” said Stephen Lovett, director of automotive and transportation research for Harris Interactive. “The fact that drivers now prefer to conduct this task daily, versus once a week, shows real promise for the technology.”

The study also reveals that infrastructure will be required to support a population of plug-in vehicles; of the European consumers surveyed, 21 per cent of those considering buying a plug-in hybrid currently park on the street when at home.

Europeans also showed significant interest in a start-stop system technology; before market prices are brought into the equation, 27 per cent of those surveyed said they would be “very likely” or “extremely likely” to purchase the start-stop technology for their next vehicle.