Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on the role of transportation
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- Figure 1: Short, medium and long term impact of COVID-19 on the role of transportation, January 2021
- Opportunities and challenges
- Sanitization stations can boost mass transit’s low cleanliness perceptions
- OEMs should home in on the perception of personal vehicles being a form of PPE
- Single-person mobility services have the opportunity to grow their business
- eCommerce has played a role in diminishing consumer need for transit
The Market – Key Takeaways
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- COVID-19 causes drastic drop in 2020 traffic volumes and need for transit
- Low gas prices reinforce consumers’ reliance on personal vehicles
Impact of COVID-19 on the Role of Transportation
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- Figure 2: Short, medium and long term impact of COVID-19 on the role of transportation, January 2021
- Lockdown
- Reemergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
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Market Factors
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- Traffic volumes dip drastically in 2020
- COVID-19 causes changes to work and work environments
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- Figure 3: Unemployment and underemployment, January 2007-December 2020
- Low gas prices are a boon to personal vehicles
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- Figure 4: US gasoline and diesel retail prices, January 2007-December 2020
Market Opportunities
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- Leverage emerging tech to provide “touchless transit”
- Implement self-cleaning technology in electric modes of transportation
- Partner with cleaning product companies to provide a “safer, cleaner” experience
- Multivehicle ownership could increase as a result of COVID-19
Companies and Brands – Key Takeaways
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- Uber partners with Moderna to provide support in vaccine rollout
- CTA aims to ease concerns of passengers through free mask dispensers
- New York’s MTA introduces “OMNY” to offer “touchless transit” to riders
- MBTA becomes largest transit provider with 100% renewable energy
- Illinois Tollway encourages touchless transit with I-Pass
- GM commits to a fully electric future
Competitive Strategies
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- Uber partners with Moderna to aid in COVID-19 vaccination process
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- Figure 5: Uber partners with Moderna around COVID-19 vaccine process
- CTA pilots mask dispenser program on buses
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- Figure 6: Chicago Transit Authority free mask dispenser program
- MTA soon to offer “touchless transit”
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- Figure 7: Metropolitan Transit Authority rolls out contactless payment
- MBTA becomes largest transit provider to reach 100% renewable energy
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- Figure 8: Massachusetts Bay Transportation Authority uses 100% renewable energy
- Illinois Tollway encourages I-Pass enrollment for hassle-free vehicle travel
- General Motors plans for an all-electric future
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- Figure 9: General Motors announces all-electric future
The Consumer – Key Takeaways
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- Pandemic has drastically decreased consumers’ need to drive
- Single-person mobility services gain popularity during the pandemic
- Clean transit requires a community approach
- Safety is the most important factor when deciding how to get somewhere
Consumer Trend Drivers Impacting the Role of Transportation
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- Technology
- Value
- Experiences
- Wellbeing
- Surroundings
Consumers’ Approach to Transportation
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- Cars are most popular way to get around
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- Figure 10: Transportation services used in a 12-month period, November 2020
- While personal vehicles are preferred, consumers have hit the brakes on their driving habits
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- Figure 11: Driving rates since start of pandemic, November 2020
- COVID-19 has also lessened the role of alternate transportation services
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- Figure 12: Transportation services used in a 12-month period, by year, December 2019, November 2020
- Lack of alternate transportation causes consumers under 45 to drive more
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- Figure 13: Driving rates since start of pandemic, by age, November 2020
- COVID-19 driving rates differ by area; new opportunities for alternate services
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- Figure 14: Driving rates since start of pandemic, by area, November 2020
- Single-person mobility services gain popularity, garner high usage
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- Figure 15: Usage rates of transportation methods used since start of the pandemic, November 2020
Attitudes toward Transportation
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- Personal vehicle ownership isn’t going anywhere anytime soon
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- Figure 16: Consumer attitudes toward personal vehicle ownership, November 2020
- Older consumers more likely to perceive personal vehicles as PPE
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- Figure 17: Consumer attitudes toward personal vehicle ownership, by age, November 2020
- Clean transit requires an “all hands” approach in the eyes of consumers
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- Figure 18: Consumer attitudes toward mass transit sanitization, November 2020
- Ride share services must address actual and perceived price increases
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- Figure 19: Perception of increased rideshare pricing, by area, November 2020
Important Factors When Deciding How to Get Somewhere
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- Safety trumps price, convenience
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- Figure 20: Most important factors, November 2020
- Women focus on safety, convenience and reliability; men focus on practicality, comfort
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- Figure 21: Most important factors, by gender, November 2020
Transportation Service Attributes
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- Overall, alternate transportation services are functional
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- Figure 22: Chicago’s holiday train operates through pandemic
- Figure 23: Perception of transportation services, November 2020
- Transportation lacks perception of being clean, hygienic and low-risk of COVID-19
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- Figure 24: Perception of transportation services, November 2020
- Alternate transit can appeal to consumers’ desire for environmentally friendly options
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- Figure 25: Perception of transportation services as sustainable, November 2020
The Future of Transportation
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- Consumers envision a more cautious relationship with transportation
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- Figure 26: Attitudes toward the future of transportation, November 2020
- COVID’s impact on shared and mass transit mostly affects urban consumers
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- Figure 27: Attitudes toward the future of transportation, by area, November 2020
Appendix – Data Sources and Abbreviations
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- Forecast
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
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- Figure 28: Usage rates of transportation methods used since March 2020, by gender, November 2020
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