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URI [dataset] University of Southampton Faculty of Engineering and Physical Sciences Eng Ed – Central; Transportation Research Group The role of digital media in the electromobility transition by Andrea Farah Alkhalisi Thesis for the degree of PhD Engineering and the Environment August 2020 University of Southampton Abstract Faculty of Engineering and Physical Sciences Eng Ed – Central; Transportation Research Group Thesis for the degree of PhD Engineering and the Environment The role of digital media in the electromobility transition by Andrea Farah Alkhalisi 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 journey- making 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 regime- level companies and service providers are crucial for more mainstream EV adoption; but digital media alone cannot accelerate the transition to electromobility. i fig 0.i: Chapter structure schematic iii Table of contents Table of contents ............................................................................................................. v Table of tables ................................................................................................................ ix Table of figures ................................................................................................................ x Research Thesis: Declaration of Authorship .................................................................. xiii Acknowledgements ....................................................................................................... xv Glossary of terms and abbreviations ........................................................................... xvii Introductory literature review ..................................................................... 1 1.1 Overview .................................................................................................................. 1 1.2 Why are electric vehicles necessary? ....................................................................... 1 1.2.1 The case for electrification of vehicles ............................................................. 1 1.2.2 The case for the electromobility system .......................................................... 4 1.2.3 Electromobility: where are we now? ............................................................... 6 1.3 Consumer concerns, adaptations and interventions ................................................ 7 1.3.1 Barriers to EV adoption: ‘range anxiety’ and other consumer concerns .......... 7 1.3.2 Driver strategies and adaptations .................................................................... 9 1.3.3 The role of interventions and information ....................................................... 9 1.4 The case for digital media ...................................................................................... 10 1.4.1 App use in other transport modes ................................................................. 11 1.4.2 Digitalised driving ........................................................................................... 11 1.4.3 Digital technologies and consumer engagement ........................................... 13 1.5 Gaps in the knowledge and intended research outcomes ..................................... 13 Theoretical framework ...............................................................................15 2.1 Overview ................................................................................................................ 15 2.2 The Multi-Level Perspective (MLP) on socio-technical transitions ......................... 15 2.2.1 Introducing the MLP ...................................................................................... 15 2.2.2 Micro-level niche ........................................................................................... 17 2.2.3 Meso-level regime ......................................................................................... 18 2.2.4 Macro-level landscape ................................................................................... 20 2.3 Transition pathways ............................................................................................... 21 2.4 Co-evolution and pathway technologies ................................................................ 23 2.5 The MLP on electromobility: prior applications ..................................................... 25 2.6 The MLP: criticisms ................................................................................................ 25 2.7 The MLP and complementary approaches ............................................................. 26 2.8 Conclusion and proposal of hypotheses ................................................................ 26 2.8.1 Conclusion ...................................................................................................... 26 2.8.2 Research hypotheses ..................................................................................... 27 v Methodology ............................................................................................. 29 3.1 Introduction ........................................................................................................... 29 3.2 Pre-planning and background research ................................................................. 30 3.2.1 Background interviewing; multi-level detail and insight ................................ 30 3.2.2 Identification of initial themes of interest and hypothesis formation ............ 31 3.3 Research design and trialling ................................................................................. 34 3.3.1 Research design ............................................................................................. 34 3.3.2 Interview design and trialling ......................................................................... 37 3.3.3 Pilot interview ................................................................................................ 39 3.4 Main fieldwork: interviewing and data collection .................................................. 39 3.4.1 Respondent sample ........................................................................................ 40 3.4.2 Interviewing process ...................................................................................... 41 3.5 Data collation and coding ......................................................................................