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Uber & the Ridesharing Ecosystem:Your Guide to Evaluating an Industry

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Table of Contents

Looking into an industryA lot of us don’t know how to get started looking into an industry. For those of us who have done it before, looking into an industry takes time and a lot of assumptions.

We used SurveyMonkey to make it easy to look into an industry, check out the market leader, and take a peek at the competition.

We used our product to learn about Uber and RidesharingYou don’t need to be the expert in the industry (especially since markets can change rapidly). We took a peek at Uber and Ridesharing and found details that would be hard to gather another way such as: • Ridesharing makes lives easier, but can be seen as expensive and unsafe

• Friends refer friends: 34% of first timers are referred

• Uber reigns in as #1 in terms of awareness

• Uber is awesome, but concerns include cost and driver trustworthiness

Interesting Emerging TrendsWe also were able to uncover trends that we wouldn’t get just googling data or asking friends: • Uber is the most frequently used, but 59% of Sidecar riders say their usage has increased in the past 6 mos (+11 % points over Uber)

• Uber, Lyft, and Sidecar are all doing well in performance when compared to the important attributes

o Taxis are losing out to ‘avail-ability and quality of app’ and not ‘having a price estimate before the scheduled pickup’

Summary

Created by and for the use of SurveyMonkey for marketing purposes.This study was not commissioned by Uber or the other companies measured in this study

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Table of Contents Table of Contents

Overview

Competitive Scope

Industry Perceptions

Business-Critical Metrics

Approach and Objectives

Project Methodology

General Attitudes

Positive Perceptions

Negative Perceptions

AwarenessConsiderationUsageAttribute

PerformanceCustomer

Conversion

4 5 6 8

18202123

10

16

11

14

12

13

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If you needed to evaluate what people are thinking about an industry, how would you approach it?1. Google it

2. Ask my friends

3. Take a wild guess

4. Base it on past experiences

5. Do what my boss says

1

2

3

4

5

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A better way to see what people are thinkingWe get you real data in just 2 weeksThe 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.

ObjectivesSpecifically, the survey findings will allow you to:

• Better understand the current online ridesharing marketplace

• Measure core brand metrics for key companies within the category

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Project Methodology

What? How? Who?

SurveyMonkey fielded an brand tracking study to

better understand current perceptions of the

ridesharing marketplace.

The survey was fielded on the SurveyMonkey

Contribute panel from 12/2/14 to 12/12/14.

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.

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What data should you look at and how do you get that data?

Look at general industry perceptions

Stack up the competition

Investigate the Market Leader

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First, let’s see how people perceive the ridesharing

industry in general

99

Most people decide to use a rideshare app from their friends

34%

9%

8%

7%

6%

Referred by friend/colleague

Had promotional code

Rideshare app I’ve heard the most about

Most drivers available in my area

Heard/saw advertisement

Cheaper than other rideshare apps 2%

##

#

1010

People feel ridesharing makes their lives easier

Makes my life easier Allowed me to get rid of a car

It’s the only way I get around

It’s the best form of transportation

Has changed how I get around (drive less

myself, use public transportation less)

Disagree Neutral Agree

13%

47%

79% 84%

60%

49%

21%

3% 3% 6%

38%

32%

18% 14%34%

1111

Ridesharing is seen as convenient and easyHere’s a snapshot of what people like about ridesharing:

ConvenientConvenientcheaper

friendly

cheap

servicedrivers

easy

fast usedinexpensive

convenience affordable

reliable

good

costgetnone

useless

neverquick

clean efficient

“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.”

“It makes sense for those that do not have their own transportation

or for those looking to make money sharing their transportation.”

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But also expensive and unsafeHere’s a snapshot of what people don’t like about ridesharing:

ExpensiveExpensiverisky

cheap

sketchy driversdangerous

dirtyunregulated

insurance

pricingunreliable

unknown

timesometimes

uber

badtaxi

never

usedknow safety

“I recently closed my Uber account based on the statements the

company has made about using customers information.”

“I’m unaware of the screening process that goes into hiring these

services.”

“Pricey, unregulated, potentially dangerous.”

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Looking into the market leader, Uber is well known…

but are people really using it?

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99% of people know UberA look at unaided awareness, aided awareness, and total awareness

76%

35%

4% 18%

24%

22%

99%

59%

22%

Unaided Aided

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56% of those people are very familiar with UberUnderstanding the distribution of familiarity allows for better diagnosis of the awareness levels*

56%

25%

35%

41%

5%

17%

77%

42%

1%

Not at all Familiar Somewhat Familiar Very Familiar

*Rounded to nearest whole number.

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And Uber is their top choiceWe asked which service(s) people would most likely use for their next ride and compared it to their awareness levels. Top 2 Box includes the answer choices ‘extremely likely’ and ‘quite likely’ to choose the brand.

99%

32%

16%

59%

22%

9.5%

Top 2 Box Consideration Awareness Uber Lyft Sidecar

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But Taxis are people’s most likely choice for their next ride We asked “Which transportation service are you most likely to use?”

53%

27%

5%1%

14%

Taxis

Uber

None

Lyft

Sidecar

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Uber is the most used ridesharing service

31%

37%

10%

8%

1%

2%

Last 6 MonthsEver Used

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But take a look at the increasing usage of Sidecar

59%

48%

48%

12%

35%

38%

65%

6%

14%

23%

Increased Stayed the Same Decreased

We asked, “How has your usage of the following transportation service(s) changed in the past 6 months?”

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Let’s stack up the competition

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Converting consumers through the funnel is key

These are the top areas that you need to have insight into:

AwarenessTotal awareness

(unaided + aided)

Consideration/Awareness

Total % considering using for their next search

Familiarity

Consideration

99%

56%

32%

59%

25%

9%

22%

5%

2%

96%

91%

53%

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Brand ImagePast PurchaseValue PerceptionLoyalty ProgramsQuality of Product

Brand ImageWord of MouthPast PurchasePrice/PromotionStrategy & Messaging

Past PurchaseTime in BusinessCategory RelevanceOnline/Offline MediaStrategy & Messaging

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Company “Vitals”

Top 3 Strengths:

Top 3 Weaknesses:

1. Availability & Quality of App

2. Friendliness of Driver

3. Reliability

1. Cost

2. Price Estimate

3. Driver Trustworthiness

1. Friendliness of Driver

2. Speed of Pickup

3. Availability & Quality of App

1. Price Estimate

2. Driver Trustworthiness

3. Safety

1. Cost

2. Availability & Quality of App

3. Price Estimate

1. Professionalism

2. Driver Trustworthiness

3. Safety

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We stack up the competition:

IMPO

RTA

NCE

BRAND PERFORMANCE

High-Growth Opportunity

Non-Business Drivers Category Monitoring

Mission CriticalMore here is good and means the company is doing what consumers care about

Attribute Importance Vs. Performance

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Attribute importance Vs. performanceSpeed of Pickup

Professionalism

Availability & Quality of App

Uber Lyft Sidecar Taxis

Friendliness of Drive

Cost

Reliability

Driver Trustworthiness

Safety

Price before Scheduled PickupIM

PORT

AN

CE

BRAND PERFORMANCE0% 100%25%

25%

75%

75%

100%

More of these in this square is goodHigh-Growth Opportunity

Non-Business Drivers

Category Monitoring

Mission Critical

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