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Car Sharing, Ride Sharing, and Alternative Transportation - US - March 2019

Covered in this report

Car sharing services – A service that provides short-term vehicle rentals to consumers. Car sharing rental fleets can comprise of company owned vehicles, or privately-owned vehicles for peer-topeer rentals.

Ride sharing services – A service where car owners can provide ondemand rides to consumers for a fee, usually arranged via an app or website.

Bike sharing services – A network of bicycles and stations where users can rent a bicycle from any station and return it to another station within the network.

"Advances in technology have disrupted traditional transportation options such as public transportation, taxis, and even how consumers use their personal vehicles. Consumers can now easily hail a ride or book a car for the day using an app. This Report will examine consumers’ attitudes and behaviors regarding the growing mobility market, including ride sharing and car sharing services."
- Jennifer White Boehm, Associate Director - Financial Services & Automotive

This Report looks at the following areas:

  • Consumers don’t want to get rid of their cars
  • Ride sharing quickly maturing as a market
  • Many ride share users are light users

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Consumers don’t want to get rid of their cars
              • Figure 1: Attitudes towards car ownership, January 2019
            • Ride sharing quickly maturing as a market
              • Figure 2: Mobility services used, April 2016-January 2019
            • Many ride share users are light users
              • Figure 3: Ride sharing frequency, January 2019
            • The opportunities
              • Ride sharing services are providing consumers with convenience and reliability
                • Figure 4: Ride sharing attitudes, January 2019
              • Young consumers see the most benefit in alternative mobility options
                • Figure 5: Attitudes towards car ownership, by generation, January 2019
              • Consumers willing to pay more for better compensated drivers
                • Figure 6: Ride sharing attitudes toward drivers, by gender and age, January 2019
              • What it means
              • Market Perspective

                • Lyft IPO filing reveals strong market data
                  • Figure 7: Lyft active riders and rides, 2016-18
                • Lyft revenues rise, though costs and expenses growing faster
                  • Figure 8: Lyft revenue 2016-18
              • Market Factors

                • Gas prices impact consumers’ mobility choices
                  • Figure 9: US gasoline and diesel retail prices, January 2013-February 2019
                • Strong economic indicators can increase demand
                  • 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

                  • 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?

                          • 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?

                                      • Too many drivers contributing to gridlock?
                                        • CDC to study dockless scooter injuries
                                          • Consumers don’t want to give up their cars anytime soon
                                            • Figure 11: Attitudes towards car ownership, January 2019
                                        • What’s New and What’s Next?

                                          • 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

                                                • 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

                                                              • Most Americans have at least one vehicle in household
                                                                • Figure 12: Vehicles in household, January 2019
                                                              • iGeneration most likely to not own vehicle
                                                                • Figure 13: Vehicles in household, by generation, January 2019
                                                              • Urban consumers less likely to own vehicle
                                                                • Figure 14: Vehicles in household, by area, January 2019
                                                            • Transportation Service Usage

                                                              • Ride sharing and public transportation most popular
                                                                • Figure 15: Mobility services used, January 2019
                                                              • Ride sharing becoming more normalized
                                                                • Figure 16: Mobility services used, April 2016-January 2019
                                                              • Younger consumers prefer ride sharing and public transportation
                                                                • Figure 17: Mobility services used, by generation, January 2019
                                                              • Car-free households rely on public transportation
                                                                • Figure 18: Mobility services used, by vehicles in household, January 2019
                                                            • Ride Sharing Frequency

                                                              • Majority of car sharing users are heavy users
                                                                • Figure 19: Car sharing frequency, January 2019
                                                              • Many ride share users are light users
                                                                • Figure 20: Ride sharing frequency, January 2019
                                                              • Growth in number of ride sharing light users
                                                                • Figure 21: Ride sharing frequency, December 2016-January 2019
                                                            • Personal Mobility

                                                              • Personal car is most reliable solution for most consumers
                                                                • Figure 22: Attitudes toward transportation, January 2019
                                                              • Young consumers least reliant on personal vehicle  
                                                                • Figure 23: Attitudes toward transportation, by generation, January 2019
                                                            • Mobility Factors

                                                              • Reliability, convenience and safety top consumers concerns
                                                                • Figure 24: Mobility factors, January 2019
                                                              • Women value safety, men lean toward practicality
                                                                • Figure 25: Mobility factors, by gender, January 2019
                                                              • Brands can reach more affluent households if they deliver convenience
                                                                • Figure 26: Mobility factors, by household income, January 2019
                                                              • Households without any vehicles value environmental impact
                                                                • Figure 27: Mobility factors, by vehicles owned, January 2019
                                                            • Attitudes toward Car Ownership

                                                              • Many consumers still feel personal vehicle best for commute
                                                                • Figure 28: Attitudes towards car ownership, January 2019
                                                              • Younger generations less eager to drive or own vehicle
                                                                • Figure 29: Attitudes towards car ownership, by generation, January 2019
                                                              • Car sharing users have negative feelings toward driving
                                                                • Figure 30: Attitudes towards car ownership, by usage of car sharing, January 2019
                                                            • Ride Sharing Behaviors

                                                              • Ride sharing often a replacement for public transportation
                                                                • Figure 31: Ride sharing behaviors, January 2019
                                                              • Younger consumers use whichever ride sharing is cheapest
                                                                • Figure 32: Ride sharing behaviors, by generation, January 2019
                                                              • Those who ride public transportation looking for savings
                                                                • Figure 33: Ride sharing behaviors, by public transportation usage, January 2019
                                                            • Attitudes toward Mobility Services

                                                              • Ride sharing experiences are generally positive
                                                                • Figure 34: Ride sharing attitudes, January 2019
                                                              • Consumers care about drivers
                                                                • Figure 35: Ride sharing attitudes towards drivers, January 2019
                                                              • Older women don’t have a preferred ride sharing app
                                                                • Figure 36: Ride sharing attitudes, by gender and age, January 2019
                                                              • Young men believe in better driver compensation – and would pay for it
                                                                • Figure 37: Ride sharing attitudes toward drivers, by gender and age, January 2019
                                                              • Younger men willing to pay for shorter wait times
                                                                • Figure 38: Ride sharing attitudes toward drivers, by gender and age, January 2019
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Direct marketing creative
                                                                    • Abbreviations and terms
                                                                      • Abbreviations

                                                                      Car Sharing, Ride Sharing, and Alternative Transportation - US - March 2019

                                                                      US $4,395.00 (Excl.Tax)