INDUSTRY RESEARCH / UNIVERSITY OF CALIFORNIA, BERKELEY · 2016

84% of rideshare riders surveyed held a college degree.

UC Berkeley surveyed rideshare riders in San Francisco: 84% held a bachelor’s degree or higher and 43% had no car, against 19% citywide.

A bar chart from a 2014 survey of San Francisco rideshare riders: 43% had no car, against 35% of frequent taxi users and 19% of San Francisco as a whole. Beside it, 84% of riders held a bachelor’s degree or higher. — Who rides in San Francisco, 2014. Source: Rayle et al., UC Berkeley, Transport Policy, 2016.

84%of riders held a bachelor’s degree or higherMore than the San Francisco population as a whole

43%of riders had no car35% of frequent taxi users and 19% of San Francisco as a whole

Youngerriders than the city as a whole and than frequent taxi users

Halfor more of rideshare rides replaced something other than a taxi, including transit and driving

Industry research, not a Vugo® campaign result. Figures as published by University of California, Berkeley; sources below.

Study: Just a better taxi? A survey-based comparison of taxis, transit, and ridesourcing services in San Francisco
Who ran it: University of California, Berkeley
Authors: Lisa Rayle, Danielle Dai, Nelson Chan, Robert Cervero and Susan Shaheen, UC Berkeley
Published: Transport Policy, Vol. 45, 2016, pages 168–178 (peer-reviewed)
Sample: 380 completed intercept surveys of riders at three busy pickup spots in San Francisco (a 50% response rate)
Fieldwork: Spring 2014, compared with taxi trip data and an earlier survey of taxi riders

WHAT IT MEANS FOR A CAMPAIGN

An educated audience in the back seat.

More than four riders in five held a college degree, and many didn’t own a car at all. For a brand, that’s a hard-to-reach audience with time on its hands, and in-vehicle screens put a message in front of them for the length of the ride.

Not just taxi riders.

At least half of rideshare rides replaced something other than a taxi: a bus, a train or the rider’s own car. Rideshare reaches people who used to be on other channels, which is why it belongs in a plan alongside them.

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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