“With the COVID-19 pandemic in the rear view mirror, consumers are venturing back to in-person school and work. Commuting has returned to normal. Or perhaps the new normal? With electric vehicle mandates on the horizon and alternative (read: non-car) options gaining popularity, the commuting landscape is headed for change. But fundamentally, convenience has and still does come first to commuters of all ages.”
– Candace Baldassarre, Research Analyst
This Report looks at the following areas
- Types of vehicles owned by consumers
- How are consumers commuting to places they typically visit (ie by car, walking), and what do they do while commuting (ie listen to music, run errands)
- Openness to electric vehicles
- Attitudes towards driving
- Attitudes towards commuting
- Factors that influence mode of commute
Collapse All
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Micromobility
- Market context
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Executive Summary
- Top takeaways
- Consumer trends
- Cars are here to stay…in one form or another
- Figure 1: Car ownership, petroleum-powered vs hybrid vs electric, 2022
- Convenience is key when choosing a commute
- Figure 2: Most important factors when choosing commute, 2022
- The demand for audio while commuting is audible
- Figure 3: “It would be difficult to do my commute without something to listen to (eg music, podcasts)” (% agree), by age, 2022
- Commuting isn’t a nightmare but rather…a treat?
- Figure 4: Commuting allows me to have ‘me time’ (% agree), by age, 2022
- Competitive strategies
- Make owning an EV easier
- Figure 5: Tesla Motors Twitter post, 2023
- Making EVs obvious
- Figure 6: VW Instagram Post, 2023
- Flexibility challenging value of ownership
- Figure 7: Roam Instagram Post, 2023
- Market predictions
- Figure 8: Category outlook: commuting, 2023-28
- Opportunities
- Enhance the commuting experience
- Figure 9: “I am willing to spend more money to make my commute more entertaining” (% agree), by age, 2022
- Businesses take note: EV chargers add value
- Figure 10: FLO EV Charging Canada Twitter Post, 2023
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Market Drivers
- Canadians are feeling the economic pinch
- Figure 11: 12-month change in the Consumer Price Index, 2023
- Gas and car prices are a pain point
- Figure 12: Average retail prices for regular gasoline in Canada, by week, 2020-23
- Public transportation meets public safety
- Immigration nation meets an aging population
- Figure 13: Population aged 0-14 and 65, 1988-2068*
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- Figure 14: Distribution of foreign-born population, by region of birth, 1871-2036*
- Urban centres on the rise
- Figure 15: Distribution of occupied private dwellings by type, 2011 vs 2016 vs 2021
- Working from home works for many
- Figure 16: Work location, 2022
- Zero-emission vehicle mandate and iZEV Program gaining momentum
- Regulations over micromobility are inconsistent
- Canadians are feeling the economic pinch
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Competitive Strategies and Market Opportunities
- Convenient public charging is key for EVs
- Figure 17: Tesla Motors Instagram post, 2023
- Figure 18: Ivy Charging Network Instagram post, 2023
- Amenities while charging are appealing
- FLO is helping consumers, businesses and municipalities make the transition to electric
- Figure 19: FLO Instagram post, 2023
- Figure 20: FLO EV Charging Instagram post, 2023
- There’s an app for that
- Figure 21: Saskatoon Transit Twitter post, 2023
- Owning a car is so…passé?
- Figure 22: Car ownership, by area lived, 2022
- Flexibility over ownership
- Figure 23: Roam Instagram post, 2023
- Motorized e-scooters and e-bikes are zipping around urban centres
- Figure 24: Bird Instagram post, 2022
- Figure 25: Bike Share Toronto Instagram post, 2023
- Let me have it my way
- Up close and personal with EVs
- Figure 26: Volkswagen Instagram post, 2023
- Let’s go to the mall
- Figure 27: VinFast Canada Instagram post, 2022
- Convenient public charging is key for EVs
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Fast Facts: Commuting
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Vehicle Ownership
- Transmission aside, driving is standard
- Figure 28: Vehicle ownership, 2022
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- Figure 29: Ring Instagram post, 2023
- Electric vehicles excite younger consumers
- Figure 30: Vehicle ownership, by age, 2022
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- Figure 31: “I am considering purchasing a hybrid/electric vehicle”, by age, 2022
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- Figure 32: BMW Canada Instagram post, 2023
- Figure 33: Mercedes-Benz Instagram post, 2023
- Younger men drive electric vehicle ownership
- Figure 34: Vehicle ownership, by age and gender, 2022
- Men’s obvious interest in micromobility
- Figure 35: Vehicle ownership, men vs women, 2022
- Bikes are their own breed
- Figure 36: Bicycle ownership, by age and gender, 2022
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- Figure 37: Bike Depot Instagram post, 2023
- Figure 38: Bosch eBike Systems Instagram post, 2023
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- Figure 39: Bosch eBike Systems Instagram post, 2023
- South Asian consumers are less likely to own vehicles
- Figure 40: Vehicle ownership, South Asians vs overall, 2022
- Transmission aside, driving is standard
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Changes in Driving Habits
- Change isn’t necessarily in the air
- Figure 41: Driving habits in past year, 2022
- But younger people are driving more
- Figure 42: Driving habits in past year, by age, 2022
- A car with no driver?
- Driving carpool or not, parents are behind the wheel
- Figure 43: Driving habits in past year, parent of children under 18 in household vs non-parent, 2022
- Change isn’t necessarily in the air
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Attitudes towards Driving
- Driving is a mixed bag
- Figure 44: Attitudes towards driving and car ownership, 2022
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- Figure 45: “I enjoy driving”, by age and gender, 2022
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- Figure 46: Jeep Instagram post, 2023
- Turn up it up!
- Figure 47: “Driving is an opportunity to listen to what I want to”, by age and gender, 2022
- Younger Canadians are open to (transportation) options
- Figure 48: Attitudes towards driving, by age and gender, 2022
- Gas prices gouge (older) consumers
- Figure 49: “I am driving less due to gas prices”, by age, 2022
- Enthusiasm for electric not equally felt in rural areas
- Figure 50: “I’m considering purchasing a hybrid/electric vehicle”, by area lived, 2022
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- Figure 51: Chevrolet Canada Instagram post, 2023
- Just be honest with me
- Driving is a mixed bag
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Modes of Commuting
- Cars are still king, but other options are gaining momentum
- Figure 52: Modes of commuting, 2022
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- Figure 53: Changes in commuting habits since a year ago, 2022
- Age deeply affects modes of commute taken
- Figure 54: Modes of commuting, by age, 2022
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- Figure 55: TTC Customer Service Twitter post, 2023
- Where you live defines your commuting options
- Figure 56: Modes of commuting (select), by area lived in, 2022
- South Asian consumers are commuting differently
- Figure 57: Modes of commuting (select), South Asians vs overall, 2022
- Cars are still king, but other options are gaining momentum
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Factors for Commuting
- Convenience comes first
- Figure 58: Most important factors when choosing commute, 2022
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- Figure 59: Concern about exposure to COVID-19, 2020-22
- Female commuters are (more) concerned about cost and safety
- Figure 60: Most important factors when choosing commute: convenience, cost and safety, men vs women, 2022
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- Figure 61: Uber Canada Twitter post, 2023
- Heading home from work two ways
- Age impacts influence of select factors
- Figure 62: Most important factors when choosing commute (select), by age, 2022
- Convenience comes first
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Activities While Commuting
- Music gets the people going
- Figure 63: Activities engaged in while commuting, 2022
- Mode of commute defines activities possible
- Figure 64: Afeela Mobility Instagram post, 2023
- Music enthusiasts young and old
- Figure 65: Listening to music while commuting, by age and gender, 2022
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- Figure 66: Audio-related attitudes towards commuting (% agree), by age, 2022
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- Figure 67: Calgary Transit Twitter post, 2023
- Figure 68: A More Beautiful Journey post, 2023
- Age significantly impacts activities while commuting
- Figure 69: Activities engaged in while commuting, by age, 2022
- Gendered expectations abound around errands and consumables
- Figure 70: Errands and food-related activities engaged in while commuting, by age and gender, 2022
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- Figure 71: Media-related activities engaged in while commuting, by age and gender, 2022
- Telecoms take note: South Asian consumers are more engaged while commuting
- Figure 72: Activities engaged in while commuting, South Asians vs overall, 2022
- Music gets the people going
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Attitudes towards Commuting
- Commuting: ‘me time’ or a pain in the butt?
- Figure 73: Attitudes towards commuting (% agree), 2022
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- Figure 74: Attitudes towards commuting (% agree), by age, 2022
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- Figure 75: Go Transit Instagram post, 2022
- Figure 76: Attitudes towards commuting (% agree), by age and gender, 2022
- Rural consumers are more content with their commutes
- Figure 77: Attitudes towards commuting (% agree), by area lived, 2022
- Enjoyment does vary, but bikes are the clear winner
- Figure 78: “I enjoy my means of commuting” (% agree), by mode of commute taken, 2022
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- Figure 79: Commuting allows me to have ‘me time’ (% agree), by mode of commute taken, 2022
- A paradoxical morning commute
- Are we there yet? Keeping occupied during the commute
- Figure 80: Attitudes towards commuting (% agree), 2022
- (Younger) men are willing to shell out to keep comfortable
- Figure 81: “I am willing to spend more money to make my commute more entertaining” (% agree), by age and gender, 2022
- Cost, convenience or experience?
- Figure 82: Attitudes towards commuting (% agree), 2022
- Younger consumers are more open to commuting options
- Figure 83: Attitudes towards commuting (% agree), 2022
- Younger men are more likely to choose the long way
- Figure 84: “I would choose a longer commute if it would save me money” (% agree), by age and gender, 2022
- Environmental concerns around commuting
- Figure 85: Attitudes towards commuting (% agree), 2022
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- Figure 86: Attitudes towards commuting (% agree), by age and gender, 2022
- Commuting: ‘me time’ or a pain in the butt?
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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