The Third Annual New Mobility Study - | Curiosity · The Third Annual New Mobility Study Presented by Vision Mobility, CuriosityCX, and L.E.K. Consulting December 4th, 2018 & December

How Consumer Preference will Reshape the Automotive Industry

The Third Annual

New Mobility Study

Presented by Vision Mobility, CuriosityCX, and L.E.K. Consulting

December 4th, 2018 & December 6th 2018

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Presented by Vision Mobility and Third Annual Mobility Study

November 22nd , 2016

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4

Third Annual Mobility Study 2018

Dave Fish, Ph.D.CEO, CuriosityCX

Dave is the founder of New Mobility Study, a consumer experience and consulting firm. For the last 20 years he has been focused on understanding human emotions, attitudes, and behavior in decision making

James CarterFounder, Vision Mobility

Today’s Presenters

James is the founder of Vision Mobility, a consulting service that specializes in providing automotive and “New Mobility” insights to OEMs, Dealers, Tier 1 suppliers and Startups.

Simon BarrettPartner, L.E.K. Consulting

Simon leads L.E.K.’s Australian Travel and Transport Practice and a leader in L.E.K.’s New Mobility Practice area. He has over 25 years of consulting experience in the Transport sector

Ashish Khanna

Ashish is the Global Co-Lead of L.E.K.’s New Mobility Practice area, advising market participants and investors on the opportunities and challenges from the intersection of technology and transportation

Partner, L.E.K. Consulting

5


Today’s Presenters (Continued)

Katie MurdochMSU Graduate Student

Katie is a student at Michigan State University and is pursuing her Masters of Science in Marketing Research. Currently, Katie works for IHS Markit as a Regional SME Specialist for Ford Motor Company.

Junbo Zhu

Junbo is a student at MSU and the founder of Analytic Edge, a consulting firm that specializes in consumer insight efficiency improvement. He has 20 years of research experience on Chinese automotive market.

MSU Graduate StudentFounder, Analytic Edge


6

Our Goals

• Understand peoples’ attitudes about mobility• Discover peoples’ needs and wants in mobility• Better understand openness to new types of mobility options• Identify the barriers to adoption • Uncover new possibilities relevant to a new mobility future• Provide a sampling of our capabilities to assist you in the future


7

Our Method

Primary Research Secondary Research Thinking


8

Methodology• Short 10 minute mobile friendly survey via high quality panel provider• US Fielding:

• Wave 1: Sept 29 – Oct 1, 2016 (US only)

• Wave 2: Oct 15 – Oct 17, 2018 (US only)• Wave 3: Nov 3- Nov 15, 2018 (Global)

• Sample Frame:• 18 to 65+ adults randomly selected within country

• US, Canada total market• France, Spain, Germany, UK, China, Australia restricted to non-rural locations

• Fielded in native language• Weighted by age and gender to country Census (and income for select markets)

Who we talked to…and when


Our Sample

Canada, n=400

US2016, n=1,0002018, n=1,0002018, n=1,200

UK*N=400

France*N=400

Spain*N=400

Germany*N=400

China*N=519

Australia*N=400

* UK, France, Spain, Germany, China, and Australia sample was concentrated on urban areas

10


01 02 03 04

New MobilityLandscape

Mobility Knowledgeand Adoption

ConsumerSentiment

New MobilityInterest

Key mobility insights shaping our industry

Today’s Agenda

05

Micro Mobility

11


01



Today’s Agenda

Why Mobility?New Mobility Definitions

Source: Clewlow, R.R., and Mishra, G.S. (2018). Disruptive Transportation: The Adoption, Utilization and Impacts of Ride Hailing in the United States. UC Davis Institution of Transportation Studies.


CASE and Platforms

T E C H N O L O G I E S P L A T F O R M S

MaaSConnected

Autonomous

Shared

Electric

e-Commerce


15

Why Mobility?Autonomous Vehicles at Our Doorstep


16

Why Mobility?Autonomous is Real

Electric is Real

Santa Claus is not real

BAD MOBILITY IDEA


19

Why Mobility?Electric and Autonomous Vehicle Ramp Up

0%2%

12%

30%

55%

3%

15%

30%

45%

65%

0%

10%

20%

30%

40%

50%

60%

70%

2020 2025 2030 2035 2040

Percentage of worldwide new car sales

AV Adoption (L4/L5) EV Adoption (BEV)Forecast by: Vision Mobility 2018


20

Why Mobility?Car Sharing Growth

Source: 2018 Loup Ventures Report

By 2040 68% of all vehicle in personal use will dedicated to fleet service

21


World View on AutonomousUber and Lyft are placing a significant downward force on Taxi services

22


The growth in the number of vehicles in United States has outpaced driver, worker, and household growthWill MaaS Bust the Vehicle Bubble?

Source: 2017 NHTS National Travel Survey, US Department of Transportation

24


01 02




Today’s Agenda

25


47%

27%

47%

35%

47%

31%

9%

5%

10%

45%

27%

48%

36%

43%

36%

10%

6%9%

40%

24%

48%

33%

42%

38%

7%4% 6% 7%

9%

0%

10%

20%

30%

40%

50%

60%

Local publictransportation(e.g. train, bus,subway) in your

area

Long-distancepublic

transportation(e.g. rail) from

your area

Airlines A cab orlimousine service

A rental car (e.g.Hertz, Avis,Enterprise)

Ride sharingservices such as

Lyft/Uber

Shared vehicleservices such asZipCar/Car2Go

Peer-to-peervehicle sharingservices such asRelay Rides and

Flightcar

Autonomous orSemi-Autonmous

Vehicles (e.g.,Google SelfDriving Car,

Tesla)

Electric scooter-share

Bike share

2016 2017 2018

Mobility Knowledge Trend

Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX

Which services would you feel comfortable explaining how they work to a friend or family member?

Knowledge among the public in the United States about mobility options

Scooter and Bike Share knowledge is similar to much older car sharing

26


87%

40%

24%

48%

33%

42%38%

7%4%

6% 7%9%

87%

63%

33%

55%51%

48%

30%

12%

7% 7%5%

13%

62%

89%

55%

32%

80%

21%

57%

12%9% 9%

2%

67%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Driving a car ortruck for personal

use


area

Long-distancepublic


your area

Airlines A cab orlimous ine service

A rental car (e.g.Hertz , Avis ,Enterprise)


Lyft/Uber



Flightcar


Vehicles (e.g.,Google Self

Driving Car, Tesla)


Bike share

US Canada China

Mobility Knowledge Country ComparisonWhich services would you feel comfortable explaining how they work to a friend or family member?

Large differences can about mobility knowledge across countries


27


Country Comparison of Urban AreasIn Urban Areas Ride sharing is most well understood of new and emerging services

56%

14%11%

4%6%

10%

43%

18%20%

6% 7% 7%

57%

67%

12%

9% 9%

2%

28%

23%

18%

11%10% 9%

33%

14% 14%

7% 8%6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Ride sharing Bike share Shared vehicle services Peer-to-peer vehicle sharing Autonomous or Semi-AutonomousVehicles

E-scooter share

US Canada China Europe Australia

Note: Canada and US samples presented exclude rural respondentsSource: 2018 New Mobility Study by Vison Mobility , CuriosityCX, and L.E.K. Consulting


28


27%

10%

22%

17%

19%18%

3%1% 1%

27%

7%

21%

10%

16%

23%

2%1% 1%

23%

8%

22%

10%

14%

26%

2% 2%1%

3% 3%

0%

5%

10%

15%

20%

25%

30%


area

Long-distancepublic


your area

Airlines A cab or limousineservice



Lyft/Uber



Flightcar


Vehicles (e.g.,Google Self Driving

Car, Tesla)

Elecitric scootershare

Bike share

2016 2017 2018

Mobility Use TrendWhich services have you used AT LEAST ONCE in the last 3 months?

Use among the public in the United States of different mobility options

Scooter and Bike Share use is higher than much older car sharing model


29


83%

23%

8%

22%

10%14%

26%

2% 2% 1%3% 3%

83%

48%

16%

30%26%

13%17%

4% 3%1% 1% 2%

45%

72%

27%

8%

59%

3%

37%

1% 2%0% 0%

36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


use


area

Long-distancepublic


your area

Airlines A cab orlimous ine service



Lyft/Uber



Flightcar


Vehicles (e.g.,Google Self

Driving Car, Tesla)


Bike share

US Canada China

Mobility Use Country ComparisonLarge differences can be found in new mobility usage options

Which services have you used AT LEAST ONCE in the last 3 months?

Chinese are more likely to use bike share and mass transit options

Canadian preferences are more dispersed than US


30


43%

8%

4% 4%

7%

2%

32%

2%

8%

4%

1%2%

37%36%

1%2% 2%

0%

34%

4% 3%

6%

4%

2%

33%

4%3% 3%

2%3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Ride sharing Bike share Shared vehicle services Peer-to-peer vehicle sharing Autonomous or Semi-Autonomous

Vehicles

E-scooter share

US Canada China Europe Australia

Note: Canada and US samples presented exclude rural respondents

Which services have you used AT LEAST ONCE in the last 3 months?

Source: 2018 New Mobility Study by Vison Mobility , CuriosityCX, and L.E.K. Consulting

Country Comparison of Urban AreasIn Urban Areas Ride sharing is most often used of new and emerging services

31


The Impact of Ride-Hailing

Source: toodwschneider.com

Uber and Lyft are placing a significant downward force on Taxi services

32


-3%

13%

29% 25% 28% 30%

11%17% 14%

44%

44% 48%50% 50%

74%69% 75%

43%

26% 26% 21% 21% 16% 14% 11%

FRANCE SPAIN US CANADA CHINA AUSTRALIA UK GERMANY

Note: “Use more often” includes “slightly more often” and “far more often”, “use less often” includes “slightly less often” and “far more less”

How do you expect your usage of ride sharing to change in the coming year?(% of respondents by change in usage)

Mobility knowledge and adoption – “continued but slowing movement to ride hailing, away from rentals and taxis”

Decrease

Increase

Stay the Same

Source: 2018 New Mobility Study by Vison Mobility , CuriosityCX, and L.E.K. Consulting

Ride Sharing TrendsRide sharing is expected to expand in Europe

33


01 02 03



ConsumerSentiment


Today’s Agenda

34

1 in 3Number of Americans who agreed with the statement

“If I didn’t have to own a car, I wouldn’t”

Source: 2016 - 2018 New Mobility Study by Vison Mobility and Curiosity

35


National Average38%

37%36%

38%

20%

22%

24%

26%

28%

30%

32%

34%

36%

38%

40%

“If I didn’t have to own a car, I wouldn’t” (% Somewhat Agree/Completely Agree)

Car Ownership is Less Aspirational

2016 2017 2018


36


National Average38%

20%

25%

30%

35%

40%

45%

50%

55%

60%

18-24 25-34 35-44 45-54 55-64 65+

“If I didn’t have to own a car, I wouldn’t” (% Somewhat Agree/Completely Agree)

Car Ownership is Less Aspirational

20162017

2018


37


Ownership by CountryCar Ownership is very American

31%

69%

82%

18%

85%

15%

Yes

No

Yes

No

Yes

No

Do you personally own or lease a vehicle ?

Note: China sample Urban Areas, 14% Nationwide car ownership


39


China PV Sales Trend 2010-2018

13.76 14.47

15.50

17.93

19.70 21.15

24.38 24.72

22.12

1.4%

-10.5%-15%

-10%

-5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

0

5

10

15

20

25

30

2010 2011 2012 2013 2014 2015 2016 2017 2018E

PV Sales (millions) Yearly Growth

For the first time ever, China PV Sales will recode a negative growth in 2018

Became world No.1 PV Market

Source: Chinese government pubic data

40


Private Vehicle Ownership

61.0 72.2

88.1

105.6

124.4

146.0

170.0

188.8

12.3%

38.2%

4.4%

13.6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

0

20

40

60

80

100

120

140

160

180

200

2011 2012 2013 2014 2015 2016 2017 2018E

Millions Households % Individuals %

China still has large potential for further growth

China Top 20 Cities

54.6%

USA

90%+

19.6% 75%+

Source: Public data and the analyzer’s estimates.

China Whole Country

41

84%Percentage of Chinese who believe “owning a vehicle is necessary”

Source: 2018 New Mobility Study by Vison Mobility and CuriosityCX

42


Driving Licenses Trend

174 201

219 246

280 310

342 370

54.7%

23.8%

0%

10%

20%

30%

40%

50%

60%

0

50

100

150

200

250

300

350

400

2011 2012 2013 2014 2015 2016 2017 2018E

Driver License (millions)% among 19-64 y.o population - Male% among 19-64 y.o population - Female

However, China will never achieve the same level individual ownership rate as the U.S, most likely one household will own one vehicle only

79% 21%

agreed 'it’s NOT necessary to own more than one vehicle in

one's household'

males

females

Source: Public data and the analyzer’s estimates.Source: 2018 New Mobility Study by Vison Mobility and CuriosityCX

43


Mobility Knowledge

89%

79%

67%62%

57% 55%

32%

21%

12%9% 9%

2%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Using local publictransportation

Using a cab orlimousine service

Bike share micro-mobility options


use

Ride sharingservices

Using long-distance publictransportation

Booking and usingan airline

Booking and usinga rental car

Shared vehicleservices

Autonomous orSemi- Autonomous

Vehicles

Peer- to-peervehicle sharing

services

Electric scooter-share micro-

mobility options


China is adapting to new mobility options, very quickly


44


Mobility UseWhich services have you used AT LEAST ONCE in the last 3 months?

Use of different mobility options is and will be very much diversified

84%

23%

8%

22%

10%14%

26%

2% 2% 1% 3% 3%

45%

72%

27%

8%

59%

3%

37%

1% 2% 0% 0%

36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90% US China

��

��

��

��

��

��

��

��

��

��

��

��

��

��


U R B A N I S M AND

O W N E R S H I P

46


I own a car but I don't use it every day, 23%

I do not own a car but I wish I did, 10%

I do not own a car and I don't need one, 9%

I do not have a license, 9%

Own a car, 50%

Urban Car Use

Source: 2016 Zipcar Urbanite Study conducted by KRC Research of 1,200 Urban dweller

50% of urbanites either do not own a car or do not drive everyday

47


Love of Driving vs. Love of Owning

Source: 2016 Zipcar Urbanite Study conducted by KRC Research of 1,200 Urban dweller

The love of driving in the US is Universal....just not owning

20%

30%

40%

50%

60%

70%

80%

90%

18-24 25-34 35-44 45-54 55-64 65+ . Urban Rural

If I didn’t have to own a car, I wouldn’t

I enjoy driving

48

1 in 4Americans who agreed with the statement

“In general, I would rather rent or lease expensive things than own them”


49


The Cult of OwnershipYounger people in the US are more open to not owning things

20%

22%

24%

26%

28%

30%

32%

34%

36%

38%

40%

18-24 25-34 35-44 45-54 55-64 65+ . Urban Rural

“In general, I would rather rent or lease expensive things than own them” (% Somewhat Agree/Completely Agree)



50

WHY?

51


The cost of “expensive stuff” continues to put it out of reach for more and more peopleEconomic Forces

Source: Census Bureau

52


The Young, Urban, and Educated are familiar with the sharing economy and are shedding possessions in favor of experiences

Social Forces

Sharing Economy Experiences vs. Stuff

53


As ride-hailing use increases, it substitutes personal use vehiclesAre People Ditching their Cars?

Source :Clewlow, R.R., and Mishra, G.S. (2018). Disruptive Transportation: The Adoption, Utilization and Impacts of Ride Hailing in the United States. UC Davis Institution of Transportation Studies.

54


Openess to New Forms of Transportation

Source: 2018 New Mobility Study

Younger people in the US are more open to all forms of transportation

10%

15%

20%

25%

30%

35%

40%

45%

50%

Shared vehicle

services such

as

ZipCar/Car2Go

Peer-to-peer

vehicle sharing

services such

as Turo and

GetAround

A cab or

limousine

service

Bike share

(e.g., Citi Bike)

micro-mobil ity

options

Autonomous

or

Autonomous

Vehicles (e.g.,

Waymo Self

Driving Car,

Tesla)

Electric

scooter-share

(e.g., Bird)

micro-mobil ity

options

Long-distance

public

transportation

(e.g. rail) from

your area

Local public

transportation

(e.g. train, bus,

subway) in

your area

A rental car

(e.g. Hertz,

Avis,

Enterprise)

Ride sharing

services such

as Lyft/Uber

Airlines Driving a car or

truck for

personal use

<35

35-54

55+

“How do you expect the use of each of these forms of transportation to change for you in the next 3 MONTHS ” (% Will use slightly more/will use much more )

55


The Mass Transit Gap


Young people in the United States want to use forms of public mass transit

71%

66%

55%

62%

54%

39%

73%

46%

20%

30%

40%

50%

60%

70%

80%

18-24 25-34 35-44 45-54 55-64 65+ . Urban Rural

“If it was convenient, I would use public transit (e.g., train, bus, subway) more often”(% Somewhat Agree/Completely Agree)

Age Location

56


Mass Transit Gap


But public mass transit is concentrated in urban locations in the United States

41% 42%

52%

60%

77%

20%

30%

40%

50%

60%

70%

80%

90%

Large city/urban area (1

million + population)

Small City (< 1 million

population)

Small to medium size

town (< 100,000

population)

Suburbs of small or large

city

Rural/Country

“I live in an area where public transit (e.g., train, bus, subway) isn’t easily available”(% Somewhat Agree/Completely Agree)

57


The Future Autonomous Transit Map?

Source: https://www.cambooth.net/

58


01 02 03 04



ConsumerSentiment



Today’s Agenda

59


Mobility Interest

63%

31%28%

34%

26%

65%

25% 25%

31%

23%

54%

25% 24%

31%

23%

34%

0%

10%

20%

30%

40%

50%

60%

70%

Carpooling with a fried for no fee,except for fuel

Carpooling with a stranger for nofee, except for fuel

Carpooling with a stranger for asmall fee, but less than the cost of

a traditional cab

Renting somone else's car whenthey are not using it for a lower

fee than a rental car

A partial vehicle ownershipapproach where you would sharethe expense and use of a vehicle

A subscription service where youpay a monthly fee and are able to

select different vehicles as youneed them

2016 2017 2018 Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX

Interest in different mobility options among the public in the United States

61


More than half the countries surveyed have more than 50% of people interested in EVs. Interest from the UK and Australia lag behind

Electric Vehicle Interest

68% 66%

57%52%

44% 42%39%

32%

0%

20%

40%

60%

80%

100%

Canada Spain US France Germany China UK Australia

Note: This sentiment was not provided as an option for the China survey, so no China results as available to be presented. Canada and US samples presented exclude rural respondents

Source: 2018 Mobility Study by Vision Mobility, CuriosityCX and L.E.K. Consulting

How interested are you in the following services?(% of respondents who are “interested” or “very interested” in Electric Vehicles)

62


45%

46%

42% 42%

41%

39%

34%

36%

38%

40%

42%

44%

46%

48%

Full Autonomous Limited Autonomous

2016 2017 2018

Autonomous Interest


How interested are you in the following (% interested/very interested)

Use among the public in the United States of different mobility options


64


MOBILITY TRENDS: Ride Sharing

Ride Sharing– Still cool?

65


Less people interested in Ride sharing and few want to share with strangers due to trust concernsRiding Sharing Challenges

0%

10%

20%

30%

40%

50%

60%

70%

Carpooling with a friend forno fee

Carpooling with a strangerfor no fee

Carpooling with a strangerfor a small fee

Percentage of respondents "Not at All Interested"

Female (2016) Female (2017) Female (2018) Male (2016) Male (2017) Male (2018)

• Continued huge gap between ridesharing with friend vs stranger

• Increasing, across the board trend in those not at all interested in ride sharing / car pooling

• Big gap between men and women not interested in sharing rides with strangers


66


59%55% 54%

46%40%

35% 34%29%30%

42%

25%29%

27%22% 20% 19%

0%

20%

40%

60%

80%

100%

Canada France US Spain Germany UK China Australia

Carpooling with a friend for no fee, except for fuel Carpooling with a stranger for no fee, except for fuel

How interested are you in the following mobility service types?(% of respondents who are “somewhat interested” or “very interested” in carpooling with a friend vs. carpooling with a stranger)

Carpooling with friends is favored. People are on average 40% less likely to carpool with strangers, highlighting potential trust issues

Car Pooling “Stranger Danger”

Source: 2018 Mobility Study by Vision Mobility, Curiosity and L.E.K. Consulting

29% 13% 28% 17% 14% 13% 14% 10%

Difference in interest:

67


Vehicle Sharing has as many challenges as ride sharingVehicle Sharing Challenges

0%

10%

20%

30%

40%

50%

60%

70%

Renting some else's car when they are not using it fora lower fee than a rental

A partial vehicle ownership approach where youwould share the expense and use of a vehicle

Percentage of respondents not at all interested

Total (2016) Total (2017) Total (2018) Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX

68


Cost of use drives mobility priorities, but increased speed to destination is rising fast.

Mobility Priorities

Source: 2016 Mobility Study

0%

10%

20%

30%

40%

50%

60%

70%

80%

Reduced cost of use Increase d convenienceof use (i.e. , access,

location, destinationpoints)

Increase spee d to myde stination

Increase d ease of use Less impact to theenvironment

Less impact to my taxesor public debt

The ability to beproductive while getting

to my destination

Mobility Priorities – In top 3

Total (2016) Total (2017) Total (2018)

Potential Reasons for the rise in scooters?

69


01 02 03 04



ConsumerSentiment



Today’s Agenda

05

Micro Mobility

Investment in Micro-Mobility

Source: CBINsights


71Background on Electric

Scooter Sharing

• Bird, Lime, and SPIN are the three most common electric scooter sharing brands in the US

• Are battery charged and go approximately 15 MPH and travel about 20 miles on full-charge

• Are a new mobility trend designed to help reduce the need of autonomous travel for short distances to help create a “healthier and cleaner environment”

• Costs $1 to start, then $0.15 per minute to use

72


Where Are E-Scooter Offered?

Offered in:

• 12 Countries• 28 U.S States• 100+ Cities

Key Competitors

• Bird• Lime• SPIN

73


They’re fun, convenient and make it easy to get around

Scooters – Reasons for Usage

Source: 2016 Mobility Study

0%

5%

10%

15%

20%

25%

30%

Fun Get aroundeasily

Convenient Cheap Decided totry

Environment Ease of use No Parking No bike share

Reasons for Scooter Use % of total response reasons

74


Familiarity with E-scooters

40%37% 37%

31% 29% 27%

20%

0%

20%

40%

60%

80%

100%

France Spain US UK Germany Canada Australia

% familiar or very familiar with e-scooter share schemes

Note: Questions on e-scooters were not included in the China survey, so no China results as available to be presented. Canada and US samples presented exclude rural respondentsSource: 2018 Mobility Study by Vision Mobility, Curiosity and L.E.K. Consulting

How familiar are you with e-scooter share schemes?(% of total respondents who are “familiar” or “very familiar”)

France, the US and Spain have more familiarity with e-scooters. E-scooter familiarity is significant lower in Australia

75


How much do you agree or disagree with the following statements (related to e-scooters)?(% of respondents “somewhat agree” or “completely agree” by country and sentiment)

The top 2 e-scooter concerns across countries include the potential safety threat and their propensity to clutter streets . The US overall has the least concern with e-scooters

75% 72%68%

58% 56%52%

34%

71%68% 66%

53% 53%

61%

25%

66%70% 73% 71%

64% 62%

45%

62%66%

62%68% 65% 67%

51%

0%

20%

40%

60%

80%

100%

Canada UK Australia Spain France Germany USLocal governments and officials are too harshly restricting e-scooters I find there are too many uncharged e-scootersE-scooter share schemes pose a safety threat to pedestrians and riders I don’t like the clutter of e-scooters laying around on streets and sidewalks

Note: Questions on e-scooters were not included in the China surveySource: Third Annual Mobility Study by Vision Mobility, CuriosityCX and L.E.K. Consulting, 2018

Key Concerns with E-scooters across Countries


76

Of those familiar 80% have not used electric scooter sharing

31% of both U.S and

Canadians surveyed were familiar with electric scooter sharing Key Attitudes that impact

electric scooter share usage

Familiarity

Expectancy of future use

Opinion of future of method

Scooter sharing safety

YesNo

Familiarity and Adoption of E-Scooters


77Qualitative Sample

7 Females

9 Males

18 60

Age RangeMethod: IDI


78

Individuals typically would use or do use when needing to get to a place fast without the stress of parking or the time of waiting for a rideshare service (Uber, Lyft)

“It is an alternative to get right to your destination. No need to worry about paying for parking”-

Nashville User

“To get to an area or venue 3 miles or less away where it is more convenient and/or cheaper than driving”-

East Lansing User

“It is an alternative to get right to your destination”-

Nashville User


79

Individuals felt that electric scooter sharing is not a “fad,” and will continue to be in the future, but not as a primary mobility method

“I think it will be a staple in major cities, but not an alternative to owning a car”-

Ann Arbor User

“Not functional in all areas. Terrain and traffic infrastructure are not always ideal for the scooter, other transportation methods will definitely trump this. I can see it staying around though for fun and city destinations”-

Chicago User

Not a fad as fuel cost increase and difficulty parking in high density urban areas, so good if a car isn’t absolutely necessary”-

East Lansing User


80


• Electric, Autonomous and Shared mobility is real, and forecast growth is very strong

• Traditional Mobility knowledge and use is beginning to decline, as shared mobility (ride hailing and micro-mobility) increases

• Pushback on car ownership increasing, particularly among millennials - even if they enjoy driving. It is driven by less desire to own, focus on experiences and high cost of housing / car ownership.

• China mobility is different - car ownership is still aspirational, and alternative mobility options have much greater knowledge and use

• Autonomous interest is declining, due to less hype and accidents from Uber and Tesla

• Ride Sharing interest is falling as trust and personal space issues dominate consumer thinking

• Micro mobility is fun, convenient and solves a transit problem, but with some safety and planning challenges apparent

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SUMMARY

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[email protected]@visionmobility.ca

Questions

A copy of this presentation is available upon request.We just ask you give us attribution if you use the data.

Documents

The Third Annual New Mobility Study - | Curiosity · The Third Annual New Mobility Study Presented by Vision Mobility, CuriosityCX, and L.E.K. Consulting December 4th, 2018 & December