By: E&P Staff An analysis by Scarborough Research, the consumer and media research firm, has revealed that those who own hybrid vehicles tend to be Democratic, wealthy, educated, physically active, and a consumer of organic food.
Thirty-eight percent of Hybrid Owners cited Democratic as their political party affiliation. Just 14% are Republican, and 34% are Independent.
Scarborough finds that almost half (42%) 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. 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. (One in four have a post-graduate degree, compared to nine percent of adults overall.) Hybrid Owners also skew older than average.
Eighty-one percent of Hybrid Owners stated they ?always? vote in presidential elections, versus 71% of the total U.S. adult population.
Scarborough (co-owned by E&P parent Nielsen) reports: "Hybrid Owners are active, engaged in outdoor activities, and health-conscious. Thirty-three percent of Hybrid Owners belong to a health/exercise club as opposed to 18% of the total population. They engage in other sports such as biking (Hybrid Owners are 66% more likely than the national average to have gone biking during the past year) and yoga/pilates (more than twice as likely to engage in this leisure activity). Outdoor activities beckon the Hybrid Owner.... When it comes to their grocery cart, Hybrid Owners are more than twice as likely as the average consumer to have used organic foods in their household during the past month."
"Scarborough markets that rank at or near the top of the list for household hybrid ownership include Tucson, San Francisco, Washington D.C. and Las Vegas. Near or slightly above two percent of households in these markets own a hybrid vehicle, as compared to less than one percent of households nationwide."
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