INDUSTRY INTELLIGENCE - UBERRidesharing Services Industry Analysis

1. Overview

• Approach and objectives

• Methodology

2. Industry Perceptions

• General attitudes

• Positive perceptions

• Negative perceptions

3. Uber’s Business-Critical Metrics

• Competitive scope: Awareness, Familiarity, Consideration & Choice

• Customer conversion

• NPS Dashboard

• Company vitals

• Attribute performance

4. Usage

• Channel of first usage

• Decision driver of first usage

Run of Show

Approach

The SurveyMonkey approach focuses on business-critical metrics that allow you to spend

time making important business decisions rather than distilling piles of data.

The findings contained in this report reveal the target consumer’s perceptions of the rideshare

services marketplace and the brands within that category.

Objectives

Specifically, the survey findings will allow you to:

● Better understand the current online automotive marketplace

● Measure core brand metrics for key companies within the category

● Set up longitudinal tracking in order to understand key shifts in the market

Overview

Methodology

How?

Who?

What?

The survey was fielded on the SurveyMonkey Audience Contribute panel from

12/2/14 to 12/12/14.

SurveyMonkey Audience fielded an Industry Intelligence study to better

understand current perceptions of the ridesharing marketplace.

Respondents in this study are 18 years old or over and were previously aware of

ridesharing services. A total sample of 1,900 adults was collected from the

following markets: Los Angeles, San Francisco, Chicago, New York, Boston, and

Washington DC.

• Filter and compare

respondents

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Industry Perception

General Attitude Towards Ridesharing

Q8: Which of the following statements best describe how you feel about [industry]?

13%

47%

79% 84%

60%38%

32%

18% 14%

34%49%

21%

3% 3% 6%

Makes my life easier Has changed how I getaround (drive less myself, use

public transportation less)

Allowed me to get rid of a car It's the only way I get around It's the best form oftransportation

Disagree Neutral Agree

Rideshare - Positive Perceptions

Q6: What are some positive words you would use to describe rideshare apps/services?

“It makes sense for those that do

not have their own transportation

or for those looking to make

money sharing their

transportation.”

“Convenient. I have friends

that use it and it seems to

work out well for them.”

“I can monitor who my driver

will be, their rating, and the

route they will be taking on

my phone.”

Rideshare - Negative Perceptions

Q6: What are some negative words you would use to describe rideshare apps/services?

“Pricey, unregulated,

potentially dangerous.”“I'm unaware of the

screening process that

goes into hiring these

services.”

“I recently closed my Uber

account based on the statements

the company has made about

using customers information.”

Uber’s Business-Critical Metrics

4%

35%

76%

18%

24%

22%

% Unaided % Aided

Understanding AwarenessUnaided awareness, aided awareness and total awareness

99%

Q1: When you think of paid rideshare apps, which companies come to mind? (Please list as many as you can)

Q2: Which of the following transportation services have you heard of? (Select all that apply.)

Sidecar

Uber

Lyft 59%

22%

Understanding the distribution of familiarity allows for better diagnosis of the awareness levels*

Diagnosing Quality of Awareness

Q14: How familiar would you say you are with the following transportation services?

Uber Lyft Sidecar1%

41%

77%

42%

35%

17%

56%

25%

5%

Very Familiar

Somewhat Familiar

Not at all Familiar

*Rounded to nearest whole number.

Consideration Among Competition

Q2: Which of the following transportation services have you heard of? (Select all that apply.)

Q15: The next time you need to hire a ride, how likely would you be to use the following service(s)?

Top 2 Box (extremely, quite likely) likelihood to choose brand.

Uber

Lyft

Sidecar

22%

59%

99%

2%

9%

32%

Top 2 Box Consideration

Awareness

Top Choice Among All Brands Product/service most likely to use next time.

Q16: Which transportation service are you most likely to use?

14%

27%

5%

1%

53%

None

Uber

Lyft

Sidecar

Taxis (e.g. local taxi company)Taxis

Value Perception

Loyalty Programs

Quality of Product

Brand Image

Past Purchase

Brand Image

Strategy & Messaging

Price/Promotion

Past Purchase

Word of Mouth

Strategy & Messaging

Online/Offline Media

Category Relevance

Time in Business

Past Purchase

Converting Consumers Through The Funnel

Consideration

Familiarity

AwarenessUber Lyft Sidecar Taxi

99% 59% 22% 96%

Uber Lyft Sidecar Taxi

56% 25% 5% 91%

Uber Lyft Sidecar Taxi

32% 9% 2% 53%

*Top 2 Box Scores

Index

62

● The Net Promoter Score, or NPS ®, aims to measure your company’s performance through your

customer’s eyes by asking one question: “How likely is it that you would recommend [company] to a

colleague or friend?”

● It is based on the on the fundamental perspective that every company’s customers can be divided into

three categories:

Net Promoter Score

-80

Dashboard – Overall Net Promoter Score

-47

Uber Lyft Sidecar

*NPS reflects scores provided by the users of each service/company

-68

Vitals Dashboard - Legend

Awareness: Total awareness (unaided + aided)

Consideration: Total % considering using for their next search

Conversion: Consideration/Awareness

NPS: NPS Score (Advocates-Detractors)

Company “Vitals”

Awareness

Consideration

Conversion*

NPS

*Conversion rates from Awareness to Consideration

Uber Lyft Sidecar

99% 59% 22%

32% 9% 2%

32% 15% 9%

-47 -68 -80

Company “Vitals”

Top 3

Strengths:

Top 3

Weaknesses:

• Availability & Quality

of App

• Friendliness of Driver

• Reliability

Uber Lyft Sidecar

• Friendliness of Driver

• Speed of Pickup

• Availability & Quality of

App

• Cost

• Availability & Quality

of App

• Price Estimate

• Cost

• Price Estimate

• Driver Trustworthiness

• Price Estimate

• Driver Trustworthiness

• Safety

• Professionalism

• Driver Trustworthiness

• Safety

Usage: Used in Last 6 months vs. Ever Used

Q4: Which of the following transportation services have you used in the past 6 months?

Uber

Lyft

Sidecar

1%

8%

31%

2%

10%

37%

Ever Used Last 6 Months

Frequency of Use (among those who have used in last 6 months)

Q5: How has your usage of the following transportation service(s) changed in the past 6 months?

12%

48%

48%

59%

65%

35%

38%

35%

23%

17%

14%

6%

Increased Stayed the same Decreased

Taxis

Uber

Lyft

Sidecar

High-Growth Opportunity

Non-Business Drivers Category Monitoring

Mission Critical

IMP

OR

TA

NC

E

PERFORMANCE

Attribute Importance v. Performance

IMP

OR

TA

NC

E

PERFORMANCE

Attribute Importance v. Performance – Uber

0%

25%

50%

75%

100%

0% 25% 50% 75% 100%

Speed of Pickup

Availab ilit y & Qualit y of App

Professionalism

Friend liness of Drive

Cost

Reliab ilit y

Driver Trustw orth iness

Price est im ate before Scheduled Pickup

Safety

+- _

0%

25%

50%

75%

100%

0% 25% 50% 75% 100%

Q18: How important to you are each of the following attributes in a ride share service?

Q19: Now, please consider how well Uber matches each attribute.

IMP

OR

TA

NC

E

PERFORMANCE

Attribute Importance v. Performance – Lyft

0%

25%

50%

75%

100%

0% 25% 50% 75% 100%

Speed of Pickup

Availab ilit y & Qualit y of App

Professionalism

Friend liness of Drive

Cost

Reliab ilit y

Driver Trustw orth iness

Price est im ate before Scheduled Pickup

Safety

+- _

0%

25%

50%

75%

100%

0% 25% 50% 75% 100%

Q18: How important to you are each of the following attributes in a ride share service?

Q20: Now, please consider how well Lyft matches each attribute.

IMP

OR

TA

NC

E

PERFORMANCE

Attribute Importance v. Performance – Sidecar

0%

25%

50%

75%

100%

0% 25% 50% 75% 100%

Speed of Pickup

Availab ilit y & Qualit y of App

Professionalism

Friend liness of Drive

Cost

Reliab ilit y

Driver Trustw orth iness

Price est im ate before Scheduled Pickup

Safety

+- _

0%

25%

50%

75%

100%

0% 25% 50% 75% 100%

Q18: How important to you are each of the following attributes in a ride share service?

Q21: Now, please consider how well Sidecar matches each attribute.

IMP

OR

TA

NC

E

PERFORMANCE

Attribute Importance v. Performance – Taxis

0%

25%

50%

75%

100%

0% 25% 50% 75% 100%

Speed of Pickup

Availab ilit y & Qualit y of App

Professionalism

Friend liness of Drive

Cost

Reliab ilit y

Driver Trustw orth iness

Price est im ate before Scheduled Pickup

Safety

+- _

0%

25%

50%

75%

100%

0% 25% 50% 75% 100%

Q18: How important to you are each of the following attributes in a ride share service?

Q22: Now, please consider how well Taxis match each attribute.

Usage

Channels for First Usage

Q10: How did you first contact/use the rideshare service you use most often?

1%

6%

12%

19%

38%

App via tablet

Website

Hailed from the street

Called in

App via mobile phone

Q9: How did you decide which rideshare app to use for the first time? (If you have used more than one app, please answer for the app you

used first.) ?

Decision Drivers of First Usage

2%

6%

7%

8%

9%

34%

Cheaper than other rideshare apps

Heard/saw advertisement

Most drivers available in my area

Rideshare app I've heard the most about

Had promotional code

Referred by friend/colleague

Confidential

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