Electric vehicles (EVs) are in the news everywhere you look. But twice as many car shoppers consider buying a hybrid. And a much-hyped revamp of federal EV tax credits did almost nothing to change demand for EVs.

Those conclusions come from Kelley Blue Book’s first-quarter Brand Watch report for electrified vehicles.

Our Brand Watch Report is a consumer perception survey that also weaves in shopping behavior to determine how a brand or model stacks up with its segment competitors on a dozen factors key to a consumer’s buying decision. We publish separate reports for the non-luxury and luxury car markets.

About a quarter of all new-car shoppers considered an electrified vehicle – an industry term encompassing hybrids, plug-in hybrids, and EVs – last quarter. Eighteen percent researched a hybrid or plug-in hybrid…

Half that total, just 9%, looked at an EV.