Table of Contents
Executive Summary
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- Overview
- The issues
- Consumers don’t want to get rid of their cars
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- Figure 1: Attitudes towards car ownership, January 2019
- Ride sharing quickly maturing as a market
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- Figure 2: Mobility services used, April 2016-January 2019
- Many ride share users are light users
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- Figure 3: Ride sharing frequency, January 2019
- The opportunities
- Ride sharing services are providing consumers with convenience and reliability
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- Figure 4: Ride sharing attitudes, January 2019
- Young consumers see the most benefit in alternative mobility options
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- Figure 5: Attitudes towards car ownership, by generation, January 2019
- Consumers willing to pay more for better compensated drivers
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- Figure 6: Ride sharing attitudes toward drivers, by gender and age, January 2019
- What it means
Market Perspective
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- Lyft IPO filing reveals strong market data
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- Figure 7: Lyft active riders and rides, 2016-18
- Lyft revenues rise, though costs and expenses growing faster
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- Figure 8: Lyft revenue 2016-18
Market Factors
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- Gas prices impact consumers’ mobility choices
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- Figure 9: US gasoline and diesel retail prices, January 2013-February 2019
- Strong economic indicators can increase demand
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- Figure 10: Consumer sentiment index and unemployment rate, January 2013-February 2019
- Coming IPOs for Lyft and Uber may impact market dynamics
Key Players – What You Need to Know
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- Lyft focused on drivers
- Uber builds toward “urban mobility platform”
- Too many drivers contributing to gridlock?
- Niche upstarts compete for ride sharing services
What’s Working?
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- Lyft demonstrating care for drivers
- Lyft connects to consumers on a social responsibility level
- Free rides for Black History Month
- “Green Mode” allows for electric vehicle pick up
- Uber’s bike sharing proves to be a popular addition
- Uber partners with Dr Pepper to offer $5 off rides
What’s Struggling?
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- Too many drivers contributing to gridlock?
- CDC to study dockless scooter injuries
- Consumers don’t want to give up their cars anytime soon
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- Figure 11: Attitudes towards car ownership, January 2019
What’s New and What’s Next?
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- Uber’s partnership with Toyota hints at future of driverless cars
- Niche upstarts compete for ride sharing services
- Uber partners with emergency response start-up RapidSOS
The Consumer – What You Need to Know
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- Ride sharing becoming new normal
- Many ride share users are light users
- Personal car not going away anytime soon
- Reliability, convenience and safety top consumers concerns
- Younger generations less eager to drive or own vehicle
- Younger consumers use whichever ride sharing is cheapest
- Consumers care about drivers
Vehicles in the Household
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- Most Americans have at least one vehicle in household
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- Figure 12: Vehicles in household, January 2019
- iGeneration most likely to not own vehicle
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- Figure 13: Vehicles in household, by generation, January 2019
- Urban consumers less likely to own vehicle
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- Figure 14: Vehicles in household, by area, January 2019
Transportation Service Usage
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- Ride sharing and public transportation most popular
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- Figure 15: Mobility services used, January 2019
- Ride sharing becoming more normalized
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- Figure 16: Mobility services used, April 2016-January 2019
- Younger consumers prefer ride sharing and public transportation
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- Figure 17: Mobility services used, by generation, January 2019
- Car-free households rely on public transportation
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- Figure 18: Mobility services used, by vehicles in household, January 2019
Ride Sharing Frequency
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- Majority of car sharing users are heavy users
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- Figure 19: Car sharing frequency, January 2019
- Many ride share users are light users
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- Figure 20: Ride sharing frequency, January 2019
- Growth in number of ride sharing light users
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- Figure 21: Ride sharing frequency, December 2016-January 2019
Personal Mobility
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- Personal car is most reliable solution for most consumers
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- Figure 22: Attitudes toward transportation, January 2019
- Young consumers least reliant on personal vehicle
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- Figure 23: Attitudes toward transportation, by generation, January 2019
Mobility Factors
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- Reliability, convenience and safety top consumers concerns
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- Figure 24: Mobility factors, January 2019
- Women value safety, men lean toward practicality
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- Figure 25: Mobility factors, by gender, January 2019
- Brands can reach more affluent households if they deliver convenience
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- Figure 26: Mobility factors, by household income, January 2019
- Households without any vehicles value environmental impact
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- Figure 27: Mobility factors, by vehicles owned, January 2019
Attitudes toward Car Ownership
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- Many consumers still feel personal vehicle best for commute
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- Figure 28: Attitudes towards car ownership, January 2019
- Younger generations less eager to drive or own vehicle
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- Figure 29: Attitudes towards car ownership, by generation, January 2019
- Car sharing users have negative feelings toward driving
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- Figure 30: Attitudes towards car ownership, by usage of car sharing, January 2019
Ride Sharing Behaviors
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- Ride sharing often a replacement for public transportation
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- Figure 31: Ride sharing behaviors, January 2019
- Younger consumers use whichever ride sharing is cheapest
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- Figure 32: Ride sharing behaviors, by generation, January 2019
- Those who ride public transportation looking for savings
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- Figure 33: Ride sharing behaviors, by public transportation usage, January 2019
Attitudes toward Mobility Services
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- Ride sharing experiences are generally positive
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- Figure 34: Ride sharing attitudes, January 2019
- Consumers care about drivers
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- Figure 35: Ride sharing attitudes towards drivers, January 2019
- Older women don’t have a preferred ride sharing app
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- Figure 36: Ride sharing attitudes, by gender and age, January 2019
- Young men believe in better driver compensation – and would pay for it
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- Figure 37: Ride sharing attitudes toward drivers, by gender and age, January 2019
- Younger men willing to pay for shorter wait times
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- Figure 38: Ride sharing attitudes toward drivers, by gender and age, January 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
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