Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
- The issues
- Consumers use a wide variety of mobility options to get around
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- Figure 1: Mobility services used, by mobility services used, November 2017
- Car sharing trending down
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- Figure 2: Mobility services used, April 2016-November 2017
- Six in 10 car owners believe personal car ownership is best for a regular commute
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- Figure 3: Attitudes toward car ownership, November 2017
- Most car owners aren’t ready to shed personal vehicle ownership
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- Figure 4: Attitudes toward car ownership, November 2017
- The opportunities
- Ride sharing participation increasing rapidly
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- Figure 5: Mobility services used, April 2016-November 2017
- One car households use ride sharing most frequently
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- Figure 6: Ride sharing frequency, by number of vehicles in the household, November 2017
- Reliability, convenience and safety are critical factors in mobility decisions
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- Figure 7: Mobility factors, November 2017
- Ride sharing a growing option for vacationers
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- Figure 8: Ride sharing behavior, November 2017
- What it means
The Market – What You Need to Know
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- Ride sharing participation sharply increasing
- Car sharing participation has plateaued
- An improving economy gives shoppers more flexibility in mobility choices
- Fluctuating fuel prices could turn drivers away from ride sharing firms
- Legislation can up-end ride share business operations
Market Perspective
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- Mobility in the US still revolves around vehicle ownership
- Driver participation key for ride sharing services
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- Figure 9: Lyft driver recruitment email, acquisition email, January 2018
- Figure 10: Uber driver recruitment email, acquisition email, January 2018
Market Factors
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- Gas prices impact consumer mobility decisions
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- Figure 11: US gasoline and diesel retail prices, January 2007-December 2017
- Low unemployment and high confidence spurs discretionary mobility expenses
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- Figure 12: Consumer confidence and unemployment, 2000-November 2017
- Local legislation can put a detour on ride sharing
Key Players – What You Need to Know
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- Lyft continues to expand and grow
- Uber suffers multiple public relations issues in 2017
- Google’s Waymo could become a force in mobility
- car2go reaches one million members in North America
What’s Working?
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- Ride sharing continues rapid growth
- Lyft pounces on Uber’s mistake
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- Figure 13: Lyft “Standing together” email campaign, January 2017
- Lyft announced it reached one million rides per day in July 2017
- car2go announces one million members in North America
What’s Struggling?
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- Car sharing participation down
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- Figure 14: Mobility services used, April 2016-November 2017
- #DeleteUber gains traction over response to political protests
- Uber’s corporate culture leads to backlash and additional negative publicity
What’s Next?
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- Ride sharing commuting services will tap new opportunities for providing mobility solutions
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- Figure 15: Uber flat fare package acquisition email, July 2017
- Zipcar expands offerings to service commuters
- Self-driving vehicles are navigating roads today and close to commercial use
- Navya bus shuttling tourists in downtown Las Vegas
- Lyft shuttles CES attendees with driverless cars in Las Vegas
- Waymo’s fleet of self-driving Pacificas
The Consumer – What You Need to Know
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- Vehicle ownership still the dominant method for mobility in US
- Childfree adults 18-34 who rent in the city or suburbs are a typical ride share user
- One in five ride share users are heavy users
- Mobility solutions could delay second household vehicle purchase
- One in 10 car owners would ditch their car for other mobility options
Vehicles in the Household
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- Majority of Americans have at least one vehicle in the household
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- Figure 16: Vehicles in the household, November 2017
- More than half of renters only have one household vehicle
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- Figure 17: Vehicles in the household, by primary residence, November 2017
- Urban residents likely only have one household vehicle
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- Figure 18: Vehicles in the household, by area, November 2017
Mobility Services Used
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- Consumers rely predominantly on public transport, ride sharing, and car rentals to get around
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- Figure 19: Mobility services used, November 2017
- Ride sharing trending upward while car sharing declines
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- Figure 20: Mobility services used, April 2016-November 2017
- Urban residents use a wide variety of mobility services
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- Figure 21: Mobility services, by geographic area, November 2017
- Renters most likely to use ride sharing
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- Figure 22: Mobility services, by primary residence, November 2017
- Car-free households rely on public transportation
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- Figure 23: Mobility services used, by number of vehicles in the household, November 2017
- iGens and Millennials biggest users of alternative mobility solutions
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- Figure 24: Mobility services used, by generation, November 2017
- Ride share users – CHAID analysis
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- Figure 25: Mobility services used – CHAID – Tree output, November 2017
- Figure 26: Uber acquisition email, January 2018
Car Sharing and Ride Sharing Frequency
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- One fifth of ride share users are heavy users
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- Figure 27: Ride sharing frequency, November 2017
- Nearly four in 10 car share users are heavy users
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- Figure 28: Car sharing frequency, November 2017
- Ride sharing sees growth in light users
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- Figure 29: Ride sharing frequency, December 2016-November 2017
- Heavy ride share users likely to only have one vehicle in the household
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- Figure 30: Ride sharing frequency, by number of vehicles in the household, November 2017
Car Sharing and Ride Sharing Locations
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- One in three car share users have used it to go to work
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- Figure 31: Car sharing locations, November 2017
- Airport and bars are top destinations for ride share users
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- Figure 32: Ride sharing locations, November 2017
- Heavy users likely to use ride sharing to go shopping
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- Figure 33: Ride sharing locations, by ride sharing frequency, November 2017
Attitudes toward Car Ownership
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- Majority of car owners still feel a personal vehicle is best for a commute
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- Figure 34: Attitudes toward car ownership, November 2017
- Few car owners ready to get rid of their ride
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- Figure 35: Attitudes toward car ownership, November 2017
- Millennials most likely to shed vehicle ownership
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- Figure 36: Attitudes toward car ownership, by generation, November 2017
- Quarter of heavy ride share users would consider getting rid of their car
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- Figure 37: Attitudes toward car ownership, by ride share frequency, November 2017
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- Figure 38: mobility services used, by attitudes toward car ownership, November 2017
Mobility Factors
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- Reliability, convenience and safety are the three most important factors influencing mobility decisions
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- Figure 39: Mobility factors, November 2017
- Environmental concerns and cleanliness more important to car share users
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- Figure 40: Mobility factors, mobility services used, November 2017
- Women value safety, men prefer speed
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- Figure 41: Mobility factors, by gender, November 2017
- Higher household incomes value convenience
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- Figure 42: Mobility factors, by household income, November 2017
- How would you get home? – Qualitative responses from consumers
Ride Share Behaviors
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- Half of ride share users use it on vacation
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- Figure 43: Ride sharing behavior, November 2017
- Four in 10 heavy users use more than one ride sharing app
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- Figure 44: Ride sharing behavior, by ride sharing frequency, November 2017
- Heavy users more likely to use shared services and think ride sharing is good for the environment
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- Figure 45: Ride share behaviors, by ride share frequency, November 2017
Attitudes toward Car Sharing
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- Majority of users don’t see the advantage over personal car ownership
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- Figure 46: Attitudes toward car sharing, November 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- CHAID analysis methodology
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