The report, published by Harris Interactive, questioned 2,240 adults about their next vehicle purchase, finding 48% would consider a hybrid next time, compared to 19% for a full electric vehicle and 27% for a plug-in hybrid.

Diesel vehicles ranked bottom of the consideration list, with only 16% of those studied prepared to try what is an emerging fuel in the United States. By comparison, 38% said they’d consider a smaller or less powerful petrol engine.

The results also showed buyers are concerned about how it might impact on the way they use their cars. Multi-car households are 40% more likely to be considering an electric vehicle, and 41% said they’d be prepared to move to a more economical car provided they didn’t have to modify their driving habits or expectations.

However, pricing remains the biggest barrier, with 65% of respondents naming it as a primary reason for not buying an electric or hybrid car. Even so, less than half (47%) would consider electromobility even if it matched the price of a petrol car.

Behind this, limited range, repair and maintenance costs and reliability were the most common barriers to electric vehicle ownership, at 63%, 55% and 53% respectively.

‘Consideration has been on the rise over recent years for traditional hybrids, while other electric car segments – though showing points of growth – have been more sporadic in their gains,’ said Mike Chadsey, vice president, solutions consultant at Harris Interactive.