Not all electric vehicles are the same, and neither are the people who buy them.

A large McMaster study on electric vehicle (EV) adoption identifies the factors that shape households’ EV purchasing decisions, the populations most likely to make the switch to EVs and the vehicle choices that offer the most environmental and economic benefits.

Insights from a comprehensive survey of Canadian households could help policymakers design more targeted incentives and infrastructure to support EV adoption across the country.

The Social Costs and Benefits of Electric Mobility in Canada survey, designed and led by researchers at the McMaster Institute for Transportation & Logistics, gathered data from more than 20,000 households across every province and territory.

“We wanted to understand EV adoption at the household level,” explains Moataz Mohamed, an associate professor in the Department of Civil Engineering who supervised the research.

“This wasn’t just about demographics, it was about behaviour, attitudes and real-world decision-making.”

The survey explored travel behaviour, vehicle preferences, socioeconomic status, environmental attitudes and awareness of charging infrastructure.

With more than 200 variables per household, the dataset allowed researchers to build detailed behavioural models and uncover insights into how and why Canadians choose EVs.

Single-vehicle replacement vs. second car

One-vehicle households replacing a gas-powered vehicle with an EV are more focused on practical concerns such as long-term operating costs, charging infrastructure, and vehicle range, the study found.

These buyers are more likely to choose plug-in hybrids, which offer extended range and flexibility.

In contrast, households adding an EV as an additional vehicle tend to treat it as a symbolic or luxury purchase and are more likely to choose battery electric vehicles (BEVs).

These buyers are more responsive to upfront purchase incentives and aesthetic features, and less concerned about range or charging logistics, often because they still rely on a gas-powered car for longer trips.

Regardless of motivation, EV adopters are more likely to be homeowners,  younger adults, and individuals with higher education levels, researchers found.

Lower-income households place a higher value on government incentives than higher-income households, suggesting that targeted financial support could be especially effective in encouraging EV adoption among more cost-conscious consumers.

“We’re no longer in an environment where we can afford to subsidize every EV purchase equally,” says Mohamed.

“If we want to maximize the return on taxpayer dollars, we need to focus on the buyer who will use EVs most effectively.

First-time EV buyer incentives, similar to those offered to first-time home buyers, could be powerful tools to bring new users into the EV market, he says.

Awareness of charging stations

One of the most surprising findings from the study wasn’t about cost or technology: It was about awareness.

Many respondents reported not knowing of any EV charging stations near their homes. But when researchers cross-referenced their postal codes with infrastructure data, they often found charging stations nearby.

“If you don’t drive an EV, you don’t see the chargers. You see gas stations everywhere, even if you’re not looking for one, but EV infrastructure is still invisible to most people,” says Mohamed.

This lack of visibility can create a perception of scarcity, discouraging potential buyers who fear they won’t be able to charge their vehicles conveniently.

Government could play key roles in EV adoption by making this infrastructure more visible through signage, public-awareness campaigns and city branding.

Maximizing savings, minimizing emissions

For Mohamed, the biggest takeaway from the study is that the greatest environmental and economic benefits come from those who are replacing a gas-powered vehicle with an EV, rather than adding one.

“Statistically, most Canadians don’t drive far enough in a day to justify range anxiety,” he explains. “If you’re using an EV as your main vehicle, you’re maximizing its potential to reduce emissions and save money.”

Modern EVs have proven themselves in terms of reliability, battery life and resale value, he adds.

As Canada’s EV market continues to grow, policy must evolve with it, Mohamed says.

“As more Canadians consider going electric, understanding the why behind their decisions could be key to unlocking better EV adoption and a more sustainable future.”