The role of digital media in the electromobility transition

Abstract

Road transport is a major contributor to air pollution in the UK (DEFRA, 2019) with serious effects on public health (DEFRA and DfT, 2017), and a significant source of greenhouse gas emissions (DECC, 2016). Measures to mitigate this environmental – and social – impact must be taken for the UK to achieve its targets for decarbonising transport and to reduce harmful emissions. Introducing electric vehicles (EVs) is key to tackling air quality (BEISC, 2018); and these offer heightened advantages in combination with renewable energy management and storage (Hall and Lutsey, 2017), and deployment in networked multi-modal transport systems or vehicle-sharing services (Urry and Dennis, 2009).

Digital connectivity and communications systems are an enabling factor in such hypothetical smart transportation futures. However, while digital media tools and technologies such as smartphone apps and social media platforms are believed to prompt new practices and behaviours among users of other transport modes (i.e. Pawlak et al., 2015), more knowledge of their influence or effects is needed with specific reference to EV driving.

Quantitative and qualitative data collected in this research have provided insight into demographic, attitudinal and behavioural characteristics of the early-innovator EV community. A typology has been created to chronologically itemise and delineate the EV-specific journeymaking process, including digitally-mediated interventions. Drivers’ engagement with digital media has been correlated against reported behaviour changes or certain adaptations in household routines, habits and practices since driving an EV. User segmentation and archetypal EV driver personas have been developed, informing models mapping driver behaviour and digital engagement to appropriate implementation of new and upcoming technologies; and recommendations have been made relevant to stakeholders including vehicle and user experience designers; service and infrastructure providers; and developers of mobility or transportation systems.

Considered in the theoretical context of the Multi-Level Perspective (MLP) on socio-technical transitions (Geels, 2002), the conclusion finds that while niche-level activity has encouraged and supported early-innovators and initial experimentation, technologies from established regimelevel companies and service providers are crucial for more mainstream EV adoption; but digital media alone cannot accelerate the transition to electromobility.

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Identifiers

ORCID for Benedict Waterson: orcid.org/0000-0001-9817-7119

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