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SharingReport 2016
Economy
Methodology
3
Online Survey Via ThinkNow Research’s Omnibus Study
Sample Size
Nationwide, January 2016
511Hispanics
258Asian
258White
258African-American
Self identify as Hispanic
origin
Hispanics Non-Hispanics Age
Self identify as White, African-American or Asian
18 -64 years of age
Screening Criteria
Spanish dominant
35%
Bilingual30%
English dominant
35%
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4
Who We Are
An authority on creating and managing research
products that help clients gather insights about
rapidly changing consumer segments.
Conduct online, in-person and telephone research.
Research experience specifically in the Hispanic,
African American, Asian and Total markets.
Experience in hard-to reach demographic sub-groups.
Only full-service market research company that owns & operates an in-house Hispanic panel.
Servicing Fortune 500 clients, ad agencies, non-profits and other market
research companies.
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5
Our ServicesQUANTITATIVE QUALITATIVE MIXED MODE
ONLINE MARKET RESEARCH COMMUNITIES
CONCEPT AND COPY TESTING
ADVERTISING EFFECTIVENESS
ONLINE PANEL BUILDING
WEBSITE USABILITY STUDIES
OMNIBUS SURVEYS
ATTITUDES & USAGE
BRAND TRACKING
PRODUCT TESTING
ONLINE & OFFLINE QUALITATIVE
ONLINE
PANEL
INTERCEPTS PHONE
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Survey
Results
7
Awareness of Sharing Companies/Services
80%
51%
41%
35%
10% 10% 8% 5%3% 3%
Base: Total Sample (n=1285)
Which of the following companies/services have you ever heard of?
Uber is easily the most recognized sharing economy service, followed by Etsy and Lyft.
Total
Market
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8
Awareness of Sharing Companies/Services by Segment Which of the following companies/services have you ever heard of?
75%
46%
39%
29%
84%A
59%AC
45% 43%AC
81%
40% 42%
31%
79%
49%46%
50%AC
Uber Etsy Lyft AirBnb
Hispanics (A) Whites (B) African-Americans (C) Asians (D)
Awareness of the top sharing services is lowest among Hispanics and African-Americans.
Whites and Asians tend to have higher awareness levels.Letters indicate statistically
significant difference (95%
confidence)Base: Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258)
Note: Only top
services shown
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9
Sharing Companies/Services Used Which of the following companies/services have you used in the past 12 months?
About half of US consumers have used the most popular sharing services in the past 12 months,
with Uber and Etsy being the most common.
25%20%
6% 6%3% 2% 2% 1% 1% 1%
48%
Base (n=1285)
Total
Market
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10
Sharing Companies/Services Used by Segment Which of the following companies/services have you used in the past 12 months?
Letters indicate statistically
significant difference (95%
confidence)Base: Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258)
3-in-10 Hispanics have used Uber in the past 12 months. Uber is most commonly used among
Asian-Americans.
30%
18%C
9% 8%
25%27%ACD
5%8%
30%
10%
5%7%
37%B
16%
7%10%
Uber Etsy Lyft AirBnB
Hispanics (A) Whites (B) African-American (C) Asians (D)
Note: Only top
services shown
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11
35%
22%
8% 10%
38%
25%
12% 13%
30%
16%11%
5%
Uber Etsy Lyft AirBnB
Awareness/Usage by Hispanic Language GroupsWhich of the following companies/services have you heard of / used in the past 12 months?
Letters indicate statistically
significant difference (95%
confidence)Base: Spanish-Dom (n=168), Bilinguals (n=178), English-Dom. (n=165)
Awareness levels are lowest among the Spanish-dominant segment of Hispanics. However, usage
levels tend to be more similar across the language groups.
71%
33% 31%
19%
73%
50%
42%
29%
82%
56%
44%39%
Uber Etsy Lyft AirBnB
Spanish-Dom (A) Bilinguals (B) English-Dominant (C)A
Note: Only top
services shown
A
A
C
AWARENESS USED IN PAST 12 MONTHS
AA
A
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12
Frequency of Using Sharing Services Which of the following companies/services have you ever heard of?
Base: Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258)
69%
68%
54%
52%
33%
27%
26%
22%
Uber
Etsy
Lyft
AirBnB
Once a Week+ Once a Month+
Most users of Uber and Etsy use the service at least once a month.
Total
Market
30%30% among
Hispanics
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13
$114
$83
$65
$42 $39 $37 $34 $32$24
$12
AirBnB Task Rabbit Instacart DogVacay Turo Etsy Post Mates Uber Lyft Shyp
Amount Spent Each TimeOn average, about how much do you spend each time you use this service?
Base: Total Sample (Varies by provider)
Users average just over $100 for AirBnB. All others are well under $100.
Total
Market
** ** **
*Caution: Small base size
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15
Gender
Males51%
Females49%
Hispanic
Males47%Females
53%
Asian
Males50%
Females50%
White
Males48%
Females52%
African- American
Base: Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258)
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16
Age
18-3446%35-64
54%
Hispanic
18-3434%
35-6466%
White
18-3441%
35-6459%
African- American
18-3439%
35-6461%
Asian
37
41.839.4 39
Hispanics Whites African-American Asian
Mean Age
Base: Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258)
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17
Demographics
62% 60%
51%
70%
Employed
Hispanics Whites African-American Asian
29%
35%
21%
61%
College Graduate or More
Hispanics Whites African-American Asian
$42K
$63K
$34K
$77K
Median Household Income
Hispanics Whites African-American Asian
Base: Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258)
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Demographics:
Hispanics
Base Size: Hispanics n=511
35% 35%
30%
Home Language
Spanish-Dominant Bilingual English-Dominant
16%
54%
30%
Acculturation Level
Less Acculterated Bicultural More Acculturated
64%
12% 10%6% 5% 5% 3%
Country or Origin
Mexican Puerto Rican South American Central American Dominican Cuban Other
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19
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