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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
Webinar Details
Yes we are recording
Presented by Vision Mobility and Third Annual Mobility Study
November 22nd , 2016
Webinar Details
Have a question?
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
7
Our Method
Primary Research Secondary Research Thinking
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
01
New MobilityLandscape
Key mobility insights shaping our industry
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.
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
15
Why Mobility?Autonomous Vehicles at Our Doorstep
Third Annual Mobility Study 2018
16
Why Mobility?Autonomous is Real
Electric is Real
Santa Claus is not real
BAD MOBILITY IDEA
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 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
Third Annual Mobility Study 2018
World View on AutonomousUber and Lyft are placing a significant downward force on Taxi services
22
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
01 02
New MobilityLandscape
Mobility Knowledgeand Adoption
Key mobility insights shaping our industry
Today’s Agenda
25
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Local publictransportation(e.g. train, bus,subway) in your
area
Long-distancepublic
transportation(e.g. rail) from
your area
Airlines A cab orlimous ine 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 Self
Driving Car, Tesla)
Electric scooter-share
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
Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX
27
Third Annual Mobility Study 2018
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
Which services would you feel comfortable explaining how they work to a friend or family member?
28
Third Annual Mobility Study 2018
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%
Local publictransportation(e.g. train, bus,subway) in your
area
Long-distancepublic
transportation(e.g. rail) from
your area
Airlines A cab or limousineservice
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 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
Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX
29
Third Annual Mobility Study 2018
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%
Driving a car ortruck for personal
use
Local publictransportation(e.g. train, bus,subway) in your
area
Long-distancepublic
transportation(e.g. rail) from
your area
Airlines A cab orlimous ine 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 Self
Driving Car, Tesla)
Electric scooter-share
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
Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX
30
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
The Impact of Ride-Hailing
Source: toodwschneider.com
Uber and Lyft are placing a significant downward force on Taxi services
32
Third Annual Mobility Study 2018
-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
Third Annual Mobility Study 2018
01 02 03
New MobilityLandscape
Mobility Knowledgeand Adoption
ConsumerSentiment
Key mobility insights shaping our industry
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
Third Annual Mobility Study 2018
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
Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX
36
Third Annual Mobility Study 2018
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
Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX
37
Third Annual Mobility Study 2018
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
Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX
39
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Driving a car ortruck for personal
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
Which services would you feel comfortable explaining how they work to a friend or family member?
China is adapting to new mobility options, very quickly
Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX
44
Third Annual Mobility Study 2018
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
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Source: 2018 New Mobility Study by Vison Mobility and CuriosityCX
U R B A N I S M AND
O W N E R S H I P
46
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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”
Source: 2018 New Mobility Study by Vison Mobility and CuriosityCX
49
Third Annual Mobility Study 2018
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)
Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX
Third Annual Mobility Study 2018
50
WHY?
51
Third Annual Mobility Study 2018
The cost of “expensive stuff” continues to put it out of reach for more and more peopleEconomic Forces
Source: Census Bureau
52
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
The Mass Transit Gap
Source: 2018 New Mobility Study
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
Third Annual Mobility Study 2018
Mass Transit Gap
Source: 2018 New Mobility Study
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
Third Annual Mobility Study 2018
The Future Autonomous Transit Map?
Source: https://www.cambooth.net/
58
Third Annual Mobility Study 2018
01 02 03 04
New MobilityLandscape
Mobility Knowledgeand Adoption
ConsumerSentiment
New MobilityInterest
Key mobility insights shaping our industry
Today’s Agenda
59
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
45%
46%
42% 42%
41%
39%
34%
36%
38%
40%
42%
44%
46%
48%
Full Autonomous Limited Autonomous
2016 2017 2018
Autonomous Interest
Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX
How interested are you in the following (% interested/very interested)
Use among the public in the United States of different mobility options
Third Annual Mobility Study 2018
64
Third Annual Mobility Study 2018
MOBILITY TRENDS: Ride Sharing
Ride Sharing– Still cool?
65
Third Annual Mobility Study 2018
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
Source: 2016 - 2018 New Mobility Study by Vison Mobility and CuriosityCX
66
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
01 02 03 04
New MobilityLandscape
Mobility Knowledgeand Adoption
ConsumerSentiment
New MobilityInterest
Key mobility insights shaping our industry
Today’s Agenda
05
Micro Mobility
Investment in Micro-Mobility
Source: CBINsights
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
Where Are E-Scooter Offered?
Offered in:
• 12 Countries• 28 U.S States• 100+ Cities
Key Competitors
• Bird• Lime• SPIN
73
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
77Qualitative Sample
7 Females
9 Males
18 60
Age RangeMethod: IDI
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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
Third Annual Mobility Study 2018
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Third Annual Mobility Study 2018
• 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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dave@Curiositycx.comjcarter@visionmobility.ca
Questions
A copy of this presentation is available upon request.We just ask you give us attribution if you use the data.
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