(1) The individually owned car is here to stay, despite the rise of shared mobility
(2) Comfort is a priority in consumer’s mobility options
The last few years have witnessed an uptake in shared mobility across key economies in Europe. Despite this growth, our annual automotive study indicates that the contribution of shared mobility remains relatively low in key European markets. From our findings, shared mobility will not diminish consumer interest in car ownership anytime soon but will have to compete with public transportation for the consumer.
By Uchegbulam Ezechimere Obinna
The peer-to-peer economy has its ripple effect on consumer automotive market through shared mobility means. Described as the collaborative consumption of cars and trips, this service is proposed to be an alternative to car ownership and a contributing solution to car congestion, CO2 emissions and the high cost/ expenses involved in owning a car.
Despite the perceived benefits, its use across EU-5 countries (Germany, France, Spain, Italy, and the UK) has been relatively low when compared to public transportation and personal vehicles.
To understand the shared mobility market in these countries, we conducted a nationally representative survey distributed according to the current statistical census for the individual EU-5 countries and interviewed 1000 respondents from the region.
Table 1: Mobility Mix 2018
|Shared Mobility(car and ride sharing)||11%|
Source: mo'web survey data |2018|
Private and Public transportation accounts for 66% and 23% of mobility means respectively. Shared mobility on the other hand still operates in a niche market and is at an early adopters stage mainly comprised of the younger generation of consumers. This service currently contributes 11% to the mobility mix.
Our results showed that the slow market penetration of shared services in the automotive consumer market in EU-5 countries can be summed up to two main factors: Car Ownership Interest and Comfort.
Table 2: Consumer Issues in Shared Mobility 2018
|Car Ownership Interest||76%|
|Comfortable using Car Sharing||29%|
|Comfortable using Ride Sharing||32%|
Source: mo'web survey data |2018|
Shared mobility does not only compete with public transportation but also with the average consumer interest in owning a car. Consumers’ willingness to own a car remains relatively high in EU-5 countries because of the social, sentimental and convenience benefits (i.e. accessibility and availability) derived from car ownership.
Secondly, majority of consumers are uncomfortable sharing a ride with strangers or using a vehicle they do not own. Only 29% and 32% of consumers are comfortable using car and ride sharing respectively. Comfort in shared mobility stems from the notion of trust and safety in riding with strangers and the inconvenience of picking up or returning a vehicle in car sharing.
Because of these two main factors, shared mobility services will continue to operate as a niche market catering only to consumers who do not see vehicles as essential or are not keen on owning a vehicle. In the meantime, Public transportation is a closer substitute to car ownership than shared mobility.
Image source: Stock Catalog from flickr
About the automotive study
The automotive industry is witnessing the emergence of innovative and centric business models, as well as new technologies that correspond to the trends and consumer preferences. In the coming years, it is expected that dynamic and disruptive events will change the industry more than it has changed in the last ten years. We have already played a significant role in understanding and monitoring some of these changes.
The automotive study conducts consumer omnibus surveys across key European auto-market on various topics covering car-sharing, electro-mobility, connected and fully autonomous vehicles. Individual interviews for this study was completed in March 2018 and conducted through our online survey panel across Germany, France, Italy, Spain and the United Kingdom. The sample size was distributed across each country to give a nationally representative result with regards to age, using recent census statistics.
About mo'web research
We are a German market research institute specialized in online research. Our services cover all market research requirements - from a simple needs assessment through to full-service research. Through our research panel, we are able to reach key automotive B2B and B2C respondents enabling you to explore even the most exotic target groups.
If you require any further information about the survey or access to the full automotive report, feel free to contact us