*This article was originally published in May 2024 and was updated in April 2026 with more recent data.
As we accelerate into the future of clean energy and green transportation, electric vehicles (EVs) are slowly gaining popularity among U.S. drivers. For many, the allure of owning an electric vehicle extends beyond environmental benefits, influencing more than just trips to the gas station. Learn more about EV owners—who they are, where they live, how they shop, and what they value—in our latest article, which combines purchase data from thousands of EV owners with fresh survey insights from hundreds of these same drivers.
Owner’s Manual: Demographics of EV Owners
Despite significant growth in the past decade, electric vehicle ownership remains relatively rare in the United States. According to Numerator Insights data, only 4.4% of US households report owning an electric vehicle, a small fraction of the 91.4% that own a vehicle overall. Nearly half of EV owners (46%) say they purchased their vehicle in the past two years. Compared to the average vehicle owner, EV owners are younger, more diverse, and higher-income—46% are Gen Z’ers or Millennials, 44% are Black, Hispanic or Asian, and 50% come from high-income households.
Electric vehicle owners are also more likely to come from larger, multi-car households. Three-fourths (77%) of EV households have two or more vehicles, compared to 68% of all households with vehicles. In our recent survey of EV households, 29% of respondents said they rarely or never personally drive the EV in their household, instead opting for another vehicle or for alternative forms of transportation. Individuals living in a household with an electric vehicle are twice as likely to say they regularly walk or bike to get around, and they’re three-to-four times more likely to take public transit like trains or buses.
Shifting Gears: Why Drivers Go Electric
Cost savings on fuel (76%) and maintenance (55%) are the top reasons EV owners cited for choosing an electric vehicle, while environmental concern came in third at 48%. In light of rising gas prices, 45% of EV owners say they’ve been driving their EV more frequently instead of their other gas-powered vehicle(s). The driving force behind EV ownership also varies by the brand of electric vehicle someone owns. Tesla owners, who make up over two-fifths (42%) of the EV market according to our survey, are more likely to cite vehicle looks and features (+10 points compared to non-Tesla EV owners). They also show a greater interest in new technologies (+11 points) and the brand itself (+4 points).
All Roads Lead West: Geography of EV Ownership
Electric Vehicle ownership is highly concentrated in the Western United States—nearly a third of EV owners (30%) reside in the Pacific US, with an additional 9% in the Mountain region. Ownership also varies significantly by urbanicity, with nearly half of EV owners (48%) residing in urban settings.
Most EV owners charge their vehicles at home (78%), but a quarter also charge at work (21%) or retail locations (24%), and a third at other public charging stations (31%). When deciding where to charge their EV, most owners select the nearest charging location available (60%), while others take into account charging speed (58%), proximity to other amenities like stores and restaurants (47%), or free/discounted charging options (40%).
Purchase Drivers: Shopping Habits of EV Owners
Over half (56%) of EV owners say they’re somewhat or significantly more likely to shop somewhere with charging stations, while a third (32%) say charging station availability doesn’t typically influence their shopping location decisions. EV owners are nearly twice as likely to shop at IKEA (1.8x) or Whole Foods (1.7x) compared to the average consumer—both retailers are known leaders in the EV charging game. Smart & Final, Sprouts Farmers Market, Trader Joe’s, Costco and Albertsons are also more popular among EV owners, a testament to natural/organic preferences, retailer regionality, and income-level skews.
While their cars may run on clean energy, EV owners remain reliant on gas & convenience retailers in some capacity. Half of EV owners also own a gasoline-fueled vehicle, and 14% own hybrids, meaning fuel trips are still a necessity. Overall, EV owners spend 21% less in the gas & convenience channel compared to the average vehicle owner, and make 38 fewer trips annually. This dip is most prominent among urban EV owners, followed by suburban and rural owners, who are more likely to have multiple-vehicle households.
Voltage to Values: Core Values of EV Owners
Corporate social responsibility (CSR) is important to EV owners, who are more likely to describe themselves as highly attentive to the corporate values behind the products they buy. EV owners report higher levels of concern around renewable energy, carbon footprints, transparent and ethical sourcing, and natural/organic products. Beyond CSR, EV owners value innovation and technological advancements, and they are often on the cutting edge of adopting new technologies.
Insights to Fuel the Future
As consumers embrace a new era of electric vehicles, understanding the potential business implications becomes increasingly important for brands and retailers. Numerator collects over 2,500 custom demographic, psychographic and behavioral attributes for all of the consumers in our panel, including information on electric vehicle ownership. Combined with omnichannel purchase data, we offer an unparalleled understanding of EV owners and their distinct shopping habits. For more information on how your business may be impacted by the EV evolution, reach out to your Numerator consultant or get in touch with our team.
*Numerator’s Electric Vehicle Survey was fielded to 1,010 EV Owners in April 2026—select questions were limited to the 721 respondents who indicated they were the primary EV driver in their household. All demographic and purchase data is based on a larger group of over 6,000 EV Owners.
