Are We Ready to Share Again?

Revisit our recorded webinar to hear new research exploring current and potentially future shared mobility trends.

The author(s)

  • John Kiser Executive Vice President of Automotive & Mobility
  • Frank Forkin President, Ipsos Automotive
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With the recent spike of the COVID Delta variant in the U.S. having delayed many back to the office plans, the need for commuting and for shared mobility services is unclear. Meanwhile, we are seeing a fair amount of America getting on with life with many entertainment and sporting events at full capacity this fall, not to mention schools having reopened. Perhaps the sharing economy will be aligning to a new normal for these shared mobility services.

Listen in as Ipsos’ Frank Forkin (President, Automotive Client Organization) and John Kiser (SVP of Automotive & Mobility) share the latest findings from our 2021 Module 3 Mobility Navigator focused on Shared Mobility. We discuss various topics including: Has the new normal increased the need and desire for a new shared mobility? We compare usage levels over the last couple of years to understand this further, and to understand why consumers are selecting the services they are using, and foregoing the ones they are not. We've also seen a consolidation of mobility services within a single application - does this availability cause consumers to be more interested to use them or not? Find out by revisiting our on demand webinar now.

AI-generated audio transcript is offered below. Apologies in advance for inconsistencies that have been included.


Thank you for joining us for today's Ipsos webinar, Exploring current and Potentially Future Shared Mobility Trends.


Today's webinar is being presented by our team of automotive research experts, and you can read more about them on the slide in front of you!


Throughout today's session, you will remain in listen only mode, however, throughout the webinar, please submit your questions online using the Q and A feature.


Time permitting, we will be answering questions at the end of today's session, however, a timer in short, then, your question will be answered by e-mail.


Today's Webinar is also being recorded and will be directly e-mailed to you.


So now without further ado it is my pleasure to introduce today's first speaker, Frank Forkin, President of Automotive and Mobility Client Team Break.


You have the floor based on good morning and good afternoon to all of you from thanks again for joining us. For those of you who haven't been part of this is like our fifth webinar series of kind of automotive relevant industry studies that we're working on here at Ipsos. I'm going to have John Kiser's going to take you through the presentation. I'll be adding color commentary throughout.


But, again, we'll also have some time at the end for questions. So if you do, please feel free to submit those, and we'll get to those at the end.


So John, thou further ado, Take it away!


Great, thanks Frank. Do appreciate it. And thank you again for, for joining our session today. We certainly look forward to going through these results with you.


And just as an overview, what we have, what we will be covering is what we have learned through this year in particularly related to shared mobility. That's our focus of today's discussion. As you know, we've been through a lot of change ever since covert happened. And certainly, we want to reveal some of those key insights of what we're what we've learned. So, I will go through initially, of what is the status of shared mobility as relate in the mind of the consumer, in a general sense, first, and then get into particular insights related to our mobility navigator. And then, lastly, just wrap up with some key takeaways and recommendations on what we see so far, that's happening here, from. And our main focus of today's discussion is about, on a US. Focused, specifically, and I'll highlight that throughout, But, what we source this from a global read from our navigator, and I'll highlight what those are, in detail.


But, let me just frame, S as the current, you know, shared mobility situation. You know, as we know. Today. It, just a reminder. You know, we, you know, most of us have seen and been out in public and, you know, depending on what state your ad will have different levels of protocols. But, generally speaking, if you're utilizing shared transportation, there is an element of requirement to utilize masks and particularly with ride hailing. Both the drivers and the writers are required to utilize those masks, so that's just a bit of knowledge and we'll get into the specifics of what we're observing.


This perhaps is not new information for you, but just, you know, if you weren't aware of the way our covert cases have been happening here in the US, we really had to core spikes, you know, right, the beginning of the year, around January, February, highlighting that key spike, and then, just recently, here in September, we're seeing another spike. But now, we are kind of coming out of it. As a result of the second spike, I know our organization was very much gearing up to going back to the offices here in the fall, on the end, kind of getting back to a bit of normalcy, but those plans have gotten kinda scrapped, and or delayed as we've had to adapt to our our our current reality of what is transpiring. So, ultimately, now that the cases are coming back down, maybe we can get back to some of the sense of normalcy.


But the one thing I would highlight that what we have done as a company, he has been monitoring is what amounts to is, how are consumers dealing with, with covert.


in particular, we've created, I guess, I would say, a framework of understanding this and how we deal with its color. It says pandemic adaptability continuum or aipac to be simple. There are a number of different stages through this emotional journey that we each deal with. But simply, I would say there's the i-paq coping versus the i-paq improving. And this has provided us rich insights just to understand the mindset of the consumer and what they're dealing with just to help us. And then, if I overlay this idea of cases that I've alluded to earlier, over time, I'm looking at, from the beginning of January till, most recently, we've done this.


Our guess, I'll call it our ...


tracker, or, over the last year, we've been monitoring this generally, on a weekly basis. And you can see this evolution of what's happening. And it's all evidenced by our aipac framework. And we're able to see that as the vaccines have become more broadly available. People are at the later stages of dealing almost this idea of becoming more accepting, understanding, adapting, But then, what we have seen is this Delta variant came into play, and that just flipped the mindset starting. here in the beginning of August, as we saw that real search happening. And then now, we're starting to subtle. And again, I mean, we're getting, as we're coming out of this recent spike. And the reason I say this is because it is very important to understand the mindset of, consumers on, when they're deciding their usage patterns are, what transportation methods are they selecting? And what's ultimately?


I guess you could say, driving their underlying choices and understanding that that consumer mindset is key.


We've also asked a generic question, just What are people's comfort levels as it relates to different types of activity? Again, this is on our general coronavirus tracker that we've been doing and what we see is consumers are more comfortable doing controlled and necessary activities. But they're not so on what amounts to a shared environments, and so they're not, you know, they're comfortable going to a restaurant or to a grocery store. But when you start thinking about, you know, going back to work. They're not as comfortable with this idea of utilizing Sure, transportation services aren't overly comfortable, You know, this idea of riding a bus subway or even a taxi or ride share.


Another thing that's coming up, while we have seen an increase spike in air travel utilization, it's still not to the levels that we've seen prior to Kobe. And so, consumers are aren't comfortable necessarily. doing it. So what, what would we expect is, you know, even this upcoming holiday season here in the US, we got Thanksgiving coming up. And then, of course, Christmas right behind it. We would infer there's going to be a lot of road trips.


A lot of people doing what amounts to is, you know, getting together, but still doing it in a more simplified fashion. So it's gonna, we expect congestion expect, you know, things like that happening in the US, but, ultimately, we would say is not necessarily getting full force and full utilization of ride sharing, as of yet, and, or public transportation, or some of these other shared mobility services.


But with that overall context, we wanted to take a look into in more detail from our Navigator product. Understanding in this third module that we have focused on shared mobility to try to understand is what's motivating people to utilize the shared mobility. What's causing them to not be utilizing it? We've got this general context. People are still apprehensive. But it's ultimately what's what's going to cause people to get over the hump, What's gonna get people engaged and utilizing?


So what give a little bit further framing of our sourcing, I mentioned it earlier. I will be talking about the US perspective from these, from our shared mobility. But we have some other global regions, as well for us to take a look at, to provide some further context. We provide that to our subscribers at more detail.


I do highlight here what amounts to is key insights from the US Perspective, but nevertheless, this is what where we're framing, the main thing we do with this, this module, which is different from our other two, is we do get a representative sample of age and gender across each of our countries. And then specifically, we are looking at this amongst vehicle owners, and then specifically for shared mobility. We do have a subset of non vehicle owner so we can understand their utilization of using these services. And with this, we're able to provide our insights to understand what, what's happening in the market.


So, as we get into it, what are some of the topics we have? We've done a couple of revisions over the over the years. So while we're still focused on monitoring, the impact of covert here in 20 21, with understanding is what's the shift in utilization? What about as our aipac model? We have that included, but then we also get into general awareness, interest on utilization, depths of usage.


Advantages, drawbacks, as well as trying to get a sense of, what is people's interest. And some innovative offering could be, you know, ride hailing with autonomous vehicles, You've seen that covered in the market. As also, we are seeing some consolidation of services in a mobility app to where you're getting multitude of services being offered.


We want to get a sense of interest level in those types of services for consumers, and we'll share a couple of highlights that we've seen on that. So, let's get right into it. What are we saying just to start us off? We're looking at is types of pay transportation They've used in the past year. What have we seen?


On all I've, I'm highlighting here is that, you know, just about a quarter of US consumers have used the ride hailing in the last year, with even less with some other modes of paid transportation. That includes public transportation, taxis and car rental as well as even car sharing as a smaller percent on all. Just about half utilize some type of, you know, pay transportation, shared service. But to provide further context into that, is, you know, What does that look like? How has that been trending over the last couple of years, and what we have seen? You know, we would say, not overly surprising, but the number of users for the shared services has decreased even further in 20 21 versus 24,019.


Again, we were thinking, this is primarily driven as the recent surge of the Delta variant that's contributing to this, but, nevertheless, it's, it's still happening that all of these services are being impacted as a result of what we're saying to a degree.


But, but, we will stay is as, we dug in a little bit that when we look at the depth of use amongst both public transportation and ride hailing, we do see an interesting trend.


And that is, that while the number of users are down in both of these core transportation modes. But we see is the frequency where the depth of use is actually higher.


So, those who are utilizing them on the services are utilizing them at a higher rate. And that's certainly encouraging to see that this is transpiring. It's an element of perhaps necessity. But, nevertheless, it's happening. And one thing we would highlight, and we're not too surprised about this, is that we do see even higher skews in metro areas, as you would expect, related to public transportation. So, if it's available to them, consumers would be utilizing that across the US, on this idea of the bigger cities, or urban areas is, what's going to be driving that.


Then, as we look at what are consumers, future usage, desires and what do they interested in?


And what we see here is highlighting of these key transportation modes. Again, we're comparing this since 2019, what we do see is, you know, future interests in the shared services is increasing versus 2020. So it's saying that consumers want to get back to utilizing the shared services, And we're seeing this growth. It's not quite to the levels of 2019 yet, but one thing that we we are seeing, in particular, is about right, healing, right? Healing is, is pushing ahead. And we saw this trend even in 20 20 over public transportation at 23%, versus the 21% of the public transportation. And then, we do see urban areas. Those are younger that Gen Y and Z are, you know, most motivated to utilizing if the ride hailing services. Again, it's something you perhaps would expect. But that's what we're seeing as a trend. That's transpiring.


Then, we wanted to dig into is understanding the advantages and drawbacks of the different transportation modes. And first, we'll highlight of a personal vehicle. You know, what is the biggest advantage of a personal vehicle? And we just have these rank ordered for you so you can understand. But amongst the vehicle owners.


This idea of convenience, the independence, that's what's driving their their usage of this This is .... She would say it's not surprising that have this idea of convenience, but it is something that, you know, we've looked at and ultimately, we are seeing is that even amongst non owners, if we ask the question, there will rank similar these five core advantages, but the vehicle honor, values, comfort, reliability, security much more than the non owner. This idea at that price, delta, they're willing to pay for it versus the non owner.


And then, when we look at the barrier, it's, this idea of, of price is, is, is a huge barrier. It's, again, it's perhaps not surprising, but it is, you know, key, this idea of maintenance, insurance, cost, of ownership, payments, especially amongst the non owners, is just, it's just not attainable for them. As, you know, as consumers. But it is a Braille on the mindset of the even of a personal vehicle owner, this is the main reasons.


Limits their utilization of their personal vehicle and to choose other modes of transportation when appropriate.


If we look at public transportation, what's the biggest advantage of public transportation amongst transportation users? What did we see? It's, you know, it is a price play, it's cheaper than other modes of transportation. They don't have to deal with traffic.


So, this idea of being more purpose driven as being the key benefits that's driving a public transportation user.


We also see some some elements come through, this idea of being environmentally friendly, you know, is predictable. You know, the schedule to get you to point A to point B as certainly on floats to the top amongst the public transportation user.


Now, when we see if the barriers, this is where we start to see some interesting info, and this idea of what we would say falling back to a traditional a concern at public transportation, we would say the typical barrier. This idea of convenience, you know, people don't want to wait.


You know, the overall cleanliness and perhaps even personal safety are the top three reasons amongst transfer public transportation users or not. But, we do see what is something here, that's a trend that's coming up, is that exposure to illness is far less of a barrier here. In 20 21 than it was in 20 20. I mean, you see, overall, last year was 50% as a primary reason, or our barrier, where here it's dropping to 35, so, we're seeing the, the tenants or that the main barriers coming to the forefront for public transportation. Not so much.


The idea of exposure to illness, which is interesting to see, then now, if we look at ride hailing, what is their biggest advantage? And we would definitely say, convenience on this idea of easy to order. Don't need to drive that with the pricing in advance. Even, we would go as far as to say, of, everything's enclosed, into, to the app, and as we've all become heavier users of our smartphones and relying upon, having it all integrated and that is make made. It's certainly more convenient and easy to use versus what amounts to some other methods of transportation.


Then if we look at what are the barriers of usage for ride hailing.


We're seeing come to the top, and this is some unique aspects of ride hailing as, you know, particularly amongst the ride hailing use. This idea of availability is really floating to the top for, for these consumers. We do still see that traditional pushback of personal security and just uncertainty about getting into a car. You got somebody, you don't know. Despite all the best efforts of our service providers, but these are the I guess, I would say that traditional method or traditional barriers. I should say a ride hailing, but the one unique aspect is that we are also seeing, like we just saw for public transportation we see the exposure to illness is becoming less of a barrier. We even see it even less of the ride hailing user. That isn't the primary concern. It's this idea that they lability. And that's different from what we saw from last year. So people are adapting. The idea of the mass wearing seems to be working. But the idea here on the availability is coming up.


And this is is an issue with the because of what's transpired over the last year. The number of drivers and fried healing has diminished. So this idea of availability is becoming a real concern for this transportation mode on. So it is something to continue to work on to enable that access.


So, that, again, that wait time isn't an issue, and that you're able to get to having a, a vehicle to catch you from Point A to Point B, Then, we want to highlight a couple of key characteristics of a public transportation user versus non.


The main thing we are seeing with the, The main user is, they live in a metro area, They're employed, we do see some overlap of a ride hailing user, about 50%, 52% of them are also ride hailing user.


So, this idea of, you know, depending on the, I guess, you could say, the usage level would dictate what you would use, of course, and then couple of key attitudes that pop up between the public transportation use versus non is this idea of little bit of convenience. You know? No, parking is going to be a problem. I'm going to want to utilize public transportation and the fact that they have good access to public transportation that does echo and speak to a comment that said earlier metro areas is that's where these are more prominent, available to the consumer. So, if it's available, people will be utilizing it.


Then, we do a similar with the ride hailing. We do see, you know, what is the the main thing happening here, they tend to be a little bit younger. They tend to also be a little bit more affluent. They have more likely to have a home. There is like I say, some overlap, but public transportation like we saw, but just not as much.


And we do see as this idea of utilizing of, you know, these services is. you know, the idea of parking also is an issue. You know meaning they would if that's going to be an issue there would rather just utilize the ride hailing, so I have to deal with parking, but they also have a couple other attitudes that to crop up that we wanted to highlight. This idea they would consider you know, driving for ride hailing and, or they're more apt to consider, utilizing, or making their vehicle be available via car, sharing app, like, like a .... For example. They are, more likely than a non user to be a true college chair, or, if you will, of the services, which is interesting to see.


Then, we asked them some general stated question, as it relates to: what is the most important aspects of transportation? And the one thing that we do see across the key, different user groups that we wanted to highlight is that, you know, we do see similar top aspects that reliability, safety, availability, you know, cost, comfort, cleanliness, They all of these things are most important on deciding of a solution.


And, you know, we do see cost is becoming more of a driver than we saw last year, certainly as prioritize on what consumers are going to be selecting.


But we do see that cleanliness has lowered as a core driver for people. It's about, you know, what is the right solution for the, you know, I guess they need, right, of depends on where I'm going, depends on what I'm doing. You know, if I'm commuting to work, or if I'm going to a concert or going out for drinks, you know, that's going to dictate more, what is transpiring and then ultimately, you know, we say cleanliness has become less important.


This idea, exposure to illness has become less important, but it's a matter of understanding this. It's kind of getting back to where the core drivers of selection is, what's revealing itself here in 20 21. 1 thing we've done and took a little bit deeper dive on, we did some additional analysis, I'm here focused on ride hailing to provide some insight. This is done with other modes of transportation to, but if we looked at on stated, What are the most important dimensions, like I just saw on the previous slide. The idea of reliability, safety, availability cost all float to the top as the key elements, but we also wanted to reveal and or explain, people's propensity to utilize a mode of transportation like ride hailing. What's going to be the main driver? What we do see is, you know, access to the Internet or connectivity, having fun is a core driver on the selection, but we also see in particular is wait time. As I mentioned. This idea of availability wait time is an important dimension for ride hailing and so this is definitely new trend that we're seeing in that.


Something to making sure to be addressed if this is your focus area and wanting to increase utilization of ride hailing. That's definitely addressing this point, for sure, would be appropriate as a prioritization.


Then, we ask some questions about, you know, consumers and interest in what amounts to is, which companies to consumers expect to be pushing, you know, mobility solutions. So, such and we defined it as ride hailing, car sharing car subscriptions in the next five years. And we have a collection of OEMs, tech companies, even, you know, call it shared mobility service providers. But we've asked this question, just to get a sense of, what do consumers expect to see? And, again, as our three core groups of that vehicle owners, public transportation users, and ride hailing users, what floats to the top.


And I guess, we would say, we, we saw this as well happen last year. Is that, of course, Uber is up at the top, but, surprisingly, even last year was Amazon, and that's still at the top, is amongst the leader providing of these mobility solutions. And, we are seeing, of course, the, the, the spike of home delivery services of Amazon, people are getting what they want, when they want it, just by they think it, and then they arise. I know that happens with my kids, but, nevertheless, that's happening, but they are getting credibility in this space. And so, ultimately, it's something to be aware of, to be knowledgeable about.


But, the other thing that we're saying is, we're not seeing traditional OEM's floating to the top here besides Tesla and Tesla's. You know the the one. I guess I would say OEM That's in the mix just based off of their notoriety of being a disrupter. but all the others are tech providers and, or traditional, shared mobility providers of what consumers are thinking. And that's, like I say, fairly consistent across the different user types.


Before we go questioning the Quebec back, that's fine.


So, you know, with the recent announcement from Hertz, now you have both Uber and Tesla in there, and then he almost kind of have this kind of co branding opportunity with Search.


What do you think about that whole play that came up recently? Now, it's interesting, and just to lead into that a little bit, Frank, thanks, for the reminder, is that, if you haven't heard the news, last week, Hertz announced that they're going to be buying 100,000 Tesla's for their, for their network. They're trying to, you know, be disruptive, change the mode and then they would make 50,000 of those available to be rented by Uber drivers to be then utilize for ride hailing, So, you're right there is getting kind of inner mixed here, right, Of all three, you know, being or, I guess Hertz isn't on here, but the other two are shown up here as leaders. And to see that transpiring with the convergence of electrification, plus with the service aspect is, is definitely disrupting.


But the one thing I would say that Uber has done and announced in this press release, is that they are giving Uber drivers credit to help with the I guess I would say the environmental impacts.


So if they are utilizing an EV for ride, hailing and is definitely going to be an incentive to do so. So seeing this convergence is definitely an interesting development will see what transpires if that will actually come to fruition. I did see a recent tweet today, from Elon Musk, saying, well, no contract has been signed, so I don't know what he's doing. Maybe he's just trying to cause its stock price to go up or go down. I don't know. But nevertheless we will see what transpires on that, but it is an interesting development. And I think it can be a true disrupter in this shared mobility space, by making the solutions be available to consumers. So yeah. Thanks for the reminder on achieving that, Frank.


Then, ultimately, we also asked some new questions this year.


Because of what we're seeing with this disruption of different services being provided, we just asked the simple question of, you know, if a mobility application, offer multiple transportation and delivery services in a single app, if they would be interested, or how would that affect their likelihood to use it.


So, if we see this combination of, I guess you could call it, you know, modes of transportation in addition to like, merchandise delivery, food delivery. What, what's the impact? And we see a vehicle owners only about a third of them would likely use it, but it's the public transportation in the ride hailing using would, over half of them, would be utilizing it.


And so, it's showing that people are value, and that is something that would be attractive to these users in the market, and it's something that we would take going forward, is something to be, I don't know. I get concerned about, or thinking about, because it is an important development, and it's like, what would be the biggest advantage of some combined mobility application. We see clearly this idea of convenience flexibility and availability is definitely floats to the top slightly different priority depending on the user type. But ultimately, this is in the, in the mind of the consumer. Very beneficial to have this and to have these things at your disposal. aren't right on your smartphone. Whether you're traveling somewhere and you're in a different location and you don't know what's available.


Having that convenience to have it all integrated into a single app is definitely advantageous.


one thing we do see amongst the ride hailing user, though, is that having this consolidated use of services, there's going to be an expectation of, you know, expecting some loyalty there. Some rewards are some point, some extra. So as they are crops, are a little bit more informed, educated set this possibility, that's an expectation that they've referenced as a slightly different rank order than the other user types.


So, with at least a couple of nuggets, like I say, I've shared and highlighted through our discussion, I do want to go through some of our takeaways, and then we can wrap up our session, and give you, give you back a couple of minutes, perhaps.


But, all in all, I would say, you know, most consumers aren't ready to use the share based services broadly yet. But we would say is, you know, while the number of people who are utilizing the services are down relative to 20 18, we do see future intention is up. People want to get back to, to sharing again.


And then, we know, would say, despite of the recent delta search, you know, consumers are getting somewhat used to it.


They're, you know, wearing masks when they're traveling, If they're out and about utilizing public transportation or ride hailing, you know, vaccines are widely available. and even with the booster shots, I mean, it can extend protection for those that are interested and willing to do, it is available to consumers, and that certainly will be helpful with future utilization. But we are seeing that, you know, like, I highlighted initially, you know, consumers are, aren't totally comfortable with utilizing all of these different services just yet.


You know, perhaps those perceptions will be declining as the the number of cases decline get, people more comfortable out there and doing it in a more frequent basis, as they, I guess, you could say, become more confident with it. But, we will say and highlight that, you know. Ultimately during this upcoming holiday season, again, we would expect people to be doing more road trips versus necessarily planes, even though.


Well, we'll just have to see and monitor and plan accordingly, and then, as we would say, is consumers have adapted to this current reality. This idea of, of consumers.


Working from home, and they're comfortable with that, we would see more of a boost of consumers getting back into utilizing a shared services one.


Ultimately, they are able to go back to work. You would see that likely more users would be?


I guess you could say utilizing the shared services, but of those who are using it, they are using a frequent rate, so there is that nice silver lining. So, once you could get them in there, people will be using seeing that. It is perhaps safe, it's not a real issue for, for consumers.


The other thing I would highlight, and this is a big shift from what we saw from last year, is that the main advantages and, or prevented barriers that are happening, we're getting back to is the mode of transportation, is what's driving that versus this idea of exposure to illness or preventing up the exposure to illness. You know, the personal vehicle, it's about convenience and independence. The idea of public transportation is low cost, avoiding a traffic and ride hailing is convenience in visibility, This idea of saying, you know, when a vehicle is going to be, your ride is going to be available. What's the price of it? It's all on the single app. This idea of the availability again, is something to be addressing of course, for a ride hailing.


Then we we do see this idea within shared mobility. In the future with the consolidated solution is definitely going to be advantageous for consumers. People do like that, and it is something to be mindful of them. Be aware of, this trend that's, that's happening and what consumers would desire out of that.


And so, we do have some brief recommendations, depending upon, transportation type, this idea of, say, OEMs are a primary vehicle, you know, people know, do desire their choices. They do like the flexibility. They want to get back to sharing. They still value their vehicle though. Of course, convenience and independence is is key. But it's one thing we would highlight as the growth of the shared services continue. And come back Being aware of. Having some consolidated solutions out there can be a risk to some of the traditional OEM's because if they're not necessarily participating in that that's gonna go block them out as potentially utilizing some of their those services.


So being mindful of that is definitely something to be aware of. What? public transportation, Of course, we would say the biggest advantage is pricing and the predictable schedules, particularly in larger markets.


When it's available, people will be utilizing it, but it's the, you know, we would say public transportation is also at risk and because of the, what do you call it, the consolidated shared app is also going to prevent some of other utilization. But if they can do something about that, and giving access to some other shared services, in addition to the.


The main, I guess you could call it the delivery of, you know, if you're coming from from the Bay Area in California, You know, be part.


You know, once I go from Bart from the suburbs to downtown, having an easy connect to some of the other last mile services, solutions would certainly be advantageous as an example and then with ride hailing. Yeah, I guess it's more of a comment than a question. So, you know, we have both shared service providers in this webinar as well as, we have some OEMs And I see almost two different kinda opportunities from the OEM side.


Even though we're seeing this move back to what I call it normal.


From a company, we still have a certain segment within the car buying public that is frightened to get on a bus or trying to get out a subway, or, you know, call it over, things like that. So, to really understand if you can kind of help maybe narrow John who those people are.


But from a marketing standpoint, if I was the OEM's, I'd certainly be be making sure that I'm hitting those people up, you know? As long as they can find a car. And then the right hand side. Seeing things, Flip side, though, you have a certain type of customer. Whether that's kind of a young, you know, whoever, that's not really too concerned about catching anything from a marketing standpoint. Again, another opportunity to kind of really pushing. Because it doesn't seem like those type of people are as scared as maybe some others. So, any, any observations around that and those type of people?


Yeah, we, we highlight a little bit of the profile, but you're right, is that there are different profiles and people to go after, depending upon, You know, I guess your, your view of course with the ride hailing is definitely tends to be younger, they call it like less apprehensive of utilizing it. So that it's for sure, but it's like with a traditional OEM is, you know, I guess you could say taking advantage of perhaps some of that apprehension is going to be advantageous, but you just have to overcome some of the I guess you could say Cost of ownership, utilization issues, right? And so I think the, the element here for them would be, is, OK, use your vehicle for what it's best for, but you also utilized perhaps some of the other transportation modes to help reduce your costs when appropriate, right. It's not gonna always be appropriate to use the primary vehicle but we have seen through this pandemic, people are yellow.


Vehicle is king, right? People love their vehicles and they've left even more because it's an element of escape for them, right? So there are those elements for consumers with the vehicle, is just knowing that, you know, certain services, like, you know, going to a concert or going to out for drinks is just advantageous to use a complementary type of service. So, I could see, depending on the usage type, will be key for marketing purposes, and to also understand the underlying key benefits of each mode of transportation. Right, and to take advantage of it as you go forward, on, on this and utilizing the services.


So I think that's what's key.


It's basically just recognizing there is a time and a place for these different services and trying to maximize the utilization when appropriate, you know, OK, great, Thanks down upon. So then lastly, I would just say you know these this is stemming from our Navigator product. If you have any questions or you want any further information on it, just let me know, I'll be happy to help provide that to you. It is, like I say, for today's session, was focused on the US. Results. We do have a broader utilization across the, you know, the different countries and different insights as well, because of the different stages of recovery, a few of the different countries. But, nevertheless, there's, there's a lot of rich richness out there to be had. So just let me know. If you're interested, I'd be more than happy to help you and follow up with any of those questions that you may have. So with that, Frank, I don't know if you, if there was 1 question 1 question.


Um, So we didn't cover any of the other countries that you looked at, but was there anything that stood out?


US relative to those other countries are again, they're probably all in different stages of poverty with colvin, but anything stand out.


Yeah. The one thing, I will say, what China and Brazil, they do utilize these other services a lot more than, than the US as an example. And it's a result of, you know, what amounts to their stage of development, but it's also a stage, their congestion and traffic, that their experience as well as forcing people to be a heavier user of public transportation and or ride hailing, so they've certainly come back more than, than what we've seen the the US has. So, that's one observation I know off the top of my head, but there's also more to be had, of course, across the different countries.


OK, great, well, good, again, John, thanks for your time. And I wanted to make sure I thank everybody who attended, and his intended the past webinars as, well, again, general, that the actual presentation will be sent out to all of you that joined us. And if you have any follow up questions, please contact either, John or myself, and with that, have a great holiday season, I guess we'll see you guys next year. 

The author(s)

  • John Kiser Executive Vice President of Automotive & Mobility
  • Frank Forkin President, Ipsos Automotive

Customer Experience