INDUSTRY RESEARCH / PEW RESEARCH CENTER · 2019

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.

36%of U.S. adults had ever used a ride-hailing serviceUp from 15% in late 2015

51%of adults aged 18 to 2924% of adults 50 and older

53%of adults in households earning $75,000 or more24% of those earning under $30,000

55%of adults with a bachelor’s or advanced degree

45%of urban residents40% of suburban and 19% of rural residents

Industry research, not a Vugo® campaign result. Figures as published by Pew Research Center; sources below.

Study: More Americans are using ride-hailing apps
Who ran it: Pew Research Center
Survey: A national survey of U.S. adults, fall 2018, compared with Pew’s late-2015 survey
Published: January 4, 2019, by Jingjing Jiang
Measure: Whether people had ever used a ride-hailing service such as Uber or Lyft, and how often

WHAT IT MEANS FOR A CAMPAIGN

Young, urban and well-off.

Half of adults under 30 had used ride-hailing, and so had more than half of college graduates and of households earning $75,000 or more. That’s an audience many brands work hard to reach, sitting in the back seat of a car with time on their hands.

From rare to routine.

In three years ride-hailing went from 15% of adults to 36%, and federal travel data shows it kept growing after that. In-vehicle screens reach riders in the metros where Vugo screens are available.

MORE RESEARCH

What the studies say.

Every industry study of moving out-of-home on one page, with how each was done.

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