Table of Contents
Executive Summary
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- The issues
- Older groups less likely to use ride sharing and mobility services
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- Figure 1: Transportation service usage, 18-44s vs over-45s, October 2019
- Taxi operators face challenging times
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- Figure 2: Transportation service usage, October 2019
- Some hold unfavourable views of ride sharing
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- Figure 3: Negative attitudes towards ride sharing, October 2019
- The opportunities
- Frequent usage of certain services a boon for category
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- Figure 4: Transportation service usage frequency, October 2019
- Convenience is critical
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- Figure 5: Mobility factors, October 2019
- Key sentiment displays positive views on ride sharing
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- Figure 6: Positive attitudes towards ride sharing, October 2019
- What it means
The Market – What You Need to Know
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- Public transit infrastructure projects to meet demand
- Population growth to drive demand in category
- Gasoline prices affect consumers’ mobility choices
- Economic indicators can influence demand
Market Factors
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- Public transit infrastructure projects to meet demand
- Category will benefit from population growth
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- Figure 7: Population growth, high-growth scenario, Canada, 2019-24
- Gasoline prices affect consumers’ mobility choices
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- Figure 8: Average retail prices for regular gasoline in Canada, 2017-20
- Economic indicators can influence demand
Key Players – What You Need to Know
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- Ride sharing expanding into new markets
- Taxi industry faces tough competition
- Image problems with dockless scooters
- Toyota alliance with Uber to develop driverless cars
- Ride share start-ups serving consumer niches
What’s Working?
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- Ride sharing brands expanding into new markets
What’s Struggling?
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- Taxi industry faces tough competition
- Image problems with dockless scooters
What’s Next?
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- Toyota alliance with Uber to develop driverless cars
- Ride share start-ups serving consumer niches
The Consumer – What You Need to Know
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- Ride sharing in close proximity to taxi usage
- Heavy usage of public transit and car sharing
- A car is the main way to get around
- Convenience is critical
- Most have used ride sharing instead of public transit
- Most have access to a car, although it’s not always the preferred choice
Usage of Transportation Services
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- Ride sharing in close proximity to taxi usage
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- Figure 9: Transportation service usage, October 2019
- Usage of bikes or scooters still low
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- Figure 10: Transportation service usage, bike or scooter sharing usage, October 2019
- Men are attracted to newer transport concepts
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- Figure 11: Transportation service usage, by gender, October 2019
- Car sharing and public transport see heavy usage
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- Figure 12: Transportation service usage frequency, October 2019
- Younger consumers are avid users of car and ride sharing
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- Figure 13: Transportation service usage, 18-44s vs over-45s, October 2019
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- Figure 14: ZipCar, online ad, October 2019
- Figure 15: ZipCar, online ad, October 2019
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- Figure 16: Heavy users of select transportation services, 18-44s vs over-45s, October 2019
- Figure 17: Heavy users of select transportation services, urban vs suburban users, October 2019
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- Figure 18: Hertz, online ad, February 2020
- Parents are key targets
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- Figure 19: Important Transit Message | It’s Happening, February 2020
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- Figure 20: Heavy users of select transportation service usages, by parental status, October 2019
Mobility Factors
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- Most rely on a car to get around
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- Figure 21: Personal mobility situation, October 2019
- The rural-urban divide
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- Figure 22: Personal mobility situation, by type of geographical area, October 2019
- Convenience is key
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- Figure 23: Mobility factors, October 2019
- Older cohorts find sensible mobility factors most important
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- Figure 24: Mobility factors, 18-44s vs over-45s, October 2019
Ride Sharing Behaviours
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- Half using ride sharing instead of public transit
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- Figure 25: Ride sharing behaviours (select), October 2019
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- Figure 26: So, what’s ridesharing? | Lyft, June 2018
- Ride share users seek economical rates
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- Figure 27: Uber is all in for the Raptors Playoffs | Uber, June 2019
- Figure 28: Uber, online ad, June 2019
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- Figure 29: Select ride sharing behaviours, October 2019
- Most have access to a car, although it’s not always the preferred choice
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- Figure 30: Car ownership attitudes, October 2019
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- Figure 31: Car ownership attitudes, 18-34s vs over-45s, October 2019
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- Figure 32: Car ownership attitudes, by parental status, October 2019
- Urban living presents challenges
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- Figure 33: A Region United | Metrolinx, September 2018
- Figure 34: Car ownership attitudes, by geographical area, October 2019
Attitudes towards Mobility Services
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- Leading sentiment displays positive perceptions of ride sharing
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- Figure 35: Lyft, acquisition email, February 2020
- Figure 36: Positive attitudes towards ride sharing, October 2019
- Nearly two thirds have a preferred ride share app
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- Figure 37: Uber, informational email, August 2019
- Figure 38: Uber, informational email, October 2019
- Figure 39: Select attitudes towards ride sharing, October 2019
- Most believe in better compensation for ride share drivers
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- Figure 40: Attitudes towards ride sharing drivers, October 2019
- There are some with unfavourable views of ride sharing
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- Figure 41: Negative attitudes towards ride sharing, October 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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