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However ,when presented with a suggested market price of $3,200 for the technology on top of the purchase price, consideration for the technology drops to 16%. Males (27%) and females (27%) are equally likely to include the technology in their next vehicle, while entry SUV owners (45%) show the highest levels of interest in plug-in hybrid technology compared to other vehicle segment owners.

In general, more than one in five (23%) of adult vehicle owners say they are at least familiar with plug-in hybrid engine technology, and that includes (9%) who say they are very or extremely familiar. Males (30%) are more likely to be familiar with the technology than females (16%).

Stephen Lovett, Director of Automotive & Transportation Research at Harris Interactive said:
"While these numbers are optimistic for such a new technology, there's certainly room for building awareness. Consumers' increasing concerns over rising fuel costs, as our study also shows, is a real factor driving interest in more fuel efficient, economic vehicles."

Plugging-in versus Filling up: Consumers Prefer Charging Up
Among vehicle owners who say they are at least likely to include plug-in hybrid technology in their next vehicle, 84% say they would prefer plugging in versus filling up at the gas station each week. Less than half (45%) say they expect to have to charge the vehicle once a day. Three in 10 (29%) expect to charge the vehicle two to three times per week, and another 15% expect a weekly charge.

In terms of charging time, there are varying expectations. Three in 10 (30%) of those considering plug-in technology in their next vehicle expect a two to four hour charge, another 30 percent expect a five to seven hour charge, and 20 percent expect an eight to 10 hour charge. Those considering plug-in hybrid technology, on average, expect to get adequate mileage out of one charge.

Lovett commented:
"The fact that consumers overwhelmingly prefer to plug in their vehicles each night than to visit a fueling station weekly shows that consumers are really ready for this technology, and perhaps is an indication of their fueling frustrations in general."

Where Would Plug-In Hybrid Vehicle Owners Park?
The challenge for plug-in hybrid vehicle owners might be in the places they choose to park. 46% of those who will consider plug-in hybrid technology say they park in a private garage that is either connected or separated from the home, and more than one-third (37%) say they currently park in a private driveway when they are home. Six percent say they currently park their vehicle on the street.

Lovett added:
"This technology may be well suited for those who park in private garages, but that represents less than half of those saying they will consider the technology in their next vehicle. Accessing electricity for charge ups is another question, however. Utilities and manufacturers will have to consider provisions needed for those who park street-side, in driveways and in public-parking garages as demand for the technology grows; and 200-foot extension cords probably will not be the answer."