Moving media,
measured.
What independent studies say about ads on cars, taxis and trucks — what people notice, what they remember, and what they do next — and about the mobility trends behind them. Each study is shown with who ran it and how, whoever sold the media.
Ads on vehicles
noticed a wrapped-vehicle ad in the past month
Wrapped vehicles are the second most-noticed out-of-home ad.
Nielsen’s national survey: 64% of people noticed a wrapped-vehicle ad in the past month, more than any format but roadside billboards.
Nielsen Out-of-Home Advertising Study, 2019 editionRead the study →noticed ads on wrapped or signed vehicles in the past month
Half of adults noticed ads on vehicles in the past month.
A national poll for the out-of-home industry: 49% of adults noticed ads on wrapped or signed vehicles in the past month, level with posters.
OOH Advertising Study, March 2023Read the study →ad recall for C4 Energy, four times the category benchmark
Moving media lifted recall, purchase intent and sales for C4.
An eight-week campaign for C4 Energy built around Knicks game days at Madison Square Garden: +59% ad recall and an 11.6% in-store sales lift.
MOOHA brand study: C4 Energy, New York CityRead the study →consideration among people exposed to Xumo’s campaign
Moving media lifted every brand measure for Xumo.
MOOHA’s study of Xumo’s moving out-of-home campaign in Atlanta: +24% ad recall, +26% consideration, and 61% more likely to visit the website.
MOOHA brand study: Xumo, AtlantaRead the study →How people get around
of Millennial and Gen Z ride-hailing users question needing to own a car
Younger ride-hailing riders are rethinking car ownership.
eMarketer’s 2020 report on connected cars and mobility as a service, with Deloitte’s finding that 41% of young ride-hailing users question owning a car.
Connected Cars 2020: Intelligent Mobility Paves New Roads for MarketersRead the study →of Americans 16 and older used rideshare in 2022
More than one in six Americans now use rideshare.
The federal travel survey: 17.2% of Americans 16 and older used Uber, Lyft or another rideshare service in 2022, up from 9.8% in 2017.
Summary of Travel Trends: 2022 National Household Travel SurveyRead the study →a day the average U.S. driver spends driving
The average driver spends an hour a day behind the wheel.
AAA Foundation’s survey of daily driving: the average U.S. driver drives 60.4 minutes and 31.1 miles a day, 96 billion hours a year in all.
American Driving Survey: 2024Read the study →vehicle miles traveled on U.S. roads in 2025
Americans drove 3.32 trillion miles in 2025.
Federal traffic counts: travel on U.S. roads reached 3,323.8 billion vehicle miles in 2025, up 0.9%, the highest yearly total in the series since 2000.
Traffic Volume Trends, December 2025Read the study →of U.S. adults had used a ride-hailing app by fall 2018
Ride-hailing went from 15% to 36% of adults in three years.
Pew’s national survey: 36% of U.S. adults had used a ride-hailing app by fall 2018, up from 15% in late 2015, led by young, urban and college-educated adults.
More Americans are using ride-hailing appsRead the study →of respondents used personal rideshare in 2025, up from 22% in 2021
Rideshare use rose from 22% to 28% in four years.
A peer-reviewed 2025 survey of 8,296 Americans: personal rideshare use rose from 22% of respondents in 2021 to 28% in 2025.
Pooled Rideshare in the U.S.: An Exploratory Study of User PreferencesRead the study →Our own analysis
a passenger-mile for a driverless 8-seat van with four riders (Vugo® arithmetic)
What a mile costs, and what it takes to make it free.
Our reference on the cost of a mile by car, rideshare, taxi and bus, how low driverless shared vehicles could take it, and what a ride has to earn before no one pays a fare.
Vugo’s analysis of published researchRead the reference →Industry research, not Vugo campaign results. Figures are as each source published them, and every study page links its source and the date it was last checked. Our own analysis is labelled as Vugo’s.
See the work in context.
Campaigns on Vugo, with results confirmed with the advertiser.