EV drivers prioritise convenient rest, refresh and reconnect stops over cheaper charging, a new study has found.

Conducted for Gilbarco-Veeder Root, the survey of 5,500 battery electric vehicle (BEV) and hybrid (including plug-in hybrid) drivers in Europe and the United States highlights a maturing market that’s demanding ever-higher standards from charging point operators (CPOs) while creating opportunities for forward-thinking fuel retailers.

Convenience is critical, with 40% of European BEV drivers claiming they would use the chargers closest to their location – it was the most common factor when choosing somewhere to plug in. More than half (54%) would be put off by a detour of more than 10 minutes, while 72% are unwilling to venture 20 minutes from their route. One in nine (11%) were unwilling to make any detour at all.

Time efficiency has a value, with drivers willing to pay 36% extra for charging to avoid even a five-minute detour, while only 23% said high prices would deter them from using a specific location. American drivers, by contrast, were much more price sensitive – with only 51% put off by a 20-minute detour, and 46% by expensive charging.

The results also show drivers aren’t simply waiting to charge. Only 25% of European BEV drivers stay in their cars during a 15-minute rapid charge stop, with 39% using the toilet/restrooms and 74% visiting either on-site shops or restaurants for refreshments.

When selecting a charging location, half (52%) of European BEV drivers said they were seeking shops or restaurants, while toilets (cited by 36%) and customer WiFi or workspaces (21%) were also popular as drivers make use of longer dwell times. Demand for in-store payment options (34%) and loyalty or reward schemes (32%) suggest they expect to buy electricity like any other fuel.

However, with drivers only willing to make an 8.6-minute detour to get all of the amenities they want, while citing concerns about unreliable chargers (27%) or sites with only one unit (24%) as a reason to plug in elsewhere, providing robust and time-efficient charging is critical for this fast-growing market.

“Challenges with public charging have long been cited as hurdles for electric vehicle adoption – and our survey shows drivers rightly expect this to be as simple as filling with fuel,” said Merrick Glass, president Konect eMobility at Gilbarco Veeder-Root. “Forecourts are perfectly placed to raise the bar, with locations close to major routes and facilities where drivers can rest, refresh and re-connect while they’re plugged in.”