Nearly Two in Three U.S. Ride-Hailers Would Give Up Their Car for Ride-Hailing Services, Accenture Study Finds
January 07 2020 - 12:01AM
Business Wire
More than nine in 10 U.S. consumers satisfied
with ride-hailing companies, yet brand loyalty remains elusive
Nearly two-thirds (63%) of U.S. car owners who use ride-hailing
services said they would consider giving up their personal vehicle
over the next decade in favor of ride-hailing, according to new
research from Accenture (NYSE: ACN).
Based on a survey of more than 1,000 U.S. consumers, the
research found that consumer satisfaction with ride-hailing
companies is very strong, at 92%, and that the vast majority (93%)
of the respondents expect to maintain or increase their spending on
ride-hailing services this year. Despite these findings, however,
more than half (52%) of respondents reported switching between
ride-hailing brands.
“Satisfaction with ride-hailing is high, due in large part to
reliable pickup and drop-off times, high satisfaction with drivers,
and ease of booking and payments,” said Robin Murdoch, who leads
Accenture’s global software and platforms practice. “To keep
customers loyal, ride-hailing companies need to have better control
over riders’ personal data and offer more personalized and engaging
user experiences.”
Accenture’s research indicates an opportunity for ride-hailing
firms — as well as other platform companies that are experiencing
high, organic growth through customer acquisition — to deepen their
relationships with consumers by considering the following:
- Relationships must be rooted in
trust. Nearly seven in 10 ride-hailers (69%) said that having
their personal data protected is an extremely important aspect of
the ride-hailing experience, yet only 27% of ride-hailers said they
completely trust their provider.
- Brands must have a purpose.
Fewer than one in three U.S. ride-hailers (29%) said they feel
strongly that their primary ride-hailing brand is a responsible
business that promotes environmental and social interests.
Additional research from Accenture found that customers are twice
as likely to share personal data with brands that give back to
their community than they are with brands that don’t.
- Relevance is king. More than
half of consumers are willing to ride in an autonomous vehicle in
the next year, including in ride-hailing vehicles (62%), their
personal vehicle (61%) and public buses (56%). Yet less than half
(42%) of U.S. ride-hailers express interest in adjacent services
from ride-hailing companies, such as food delivery and alternative
transportation modes such as bikes and scooters.
“The growing demand for trusted and purpose-led brands has
placed customer experience at the center of how platform companies
create and deliver value for their users,” Murdoch said. “It’s
imperative that they have a very clear understanding of the needs
and expectations of their consumers before they launch new
services.”
For the survey results, visit:
https://www.accenture.com/us-en/industries/software-and-platforms-index.
Methodology
Accenture Research conducted an online survey of 1,003 consumers
in the United States who use ride-hailing services to understand
their perceptions of ride-hailing companies, usage habits, brand
loyalty and additional services that consumers would be interested
in using from these types of companies. The survey was conducted in
November 2019.
About Accenture
Accenture is a leading global professional services company,
providing a broad range of services and solutions in strategy,
consulting, digital, technology and operations. Combining unmatched
experience and specialized skills across more than 40 industries
and all business functions — underpinned by the world’s largest
delivery network — Accenture works at the intersection of business
and technology to help clients improve their performance and create
sustainable value for their stakeholders. With 505,000 people
serving clients in more than 120 countries, Accenture drives
innovation to improve the way the world works and lives. Visit us
at www.accenture.com.
Copyright © 2020 Accenture. All rights reserved. Accenture and
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Melissa CurtisAccenture+1 617 480
8590melissa.curtis@accenture.com
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