INDUSTRY RESEARCH / UNIVERSITY OF CALIFORNIA, DAVIS, INSTITUTE OF TRANSPORTATION STUDIES · 2017

In major cities, more than one adult in five uses ride-hailing.

UC Davis surveyed 4,094 adults in seven major U.S. metros: 21% used ride-hailing, rising to 36% of adults aged 18 to 29.

A bar chart of ride-hailing use in seven major U.S. metros, 2014–16: 21% of all adults; 36% of adults 18 to 29 and 4% of those 65 and older; 29% of residents of the most urban neighborhoods and 7% of suburban residents. — Who uses ride-hailing in major cities. Source: Clewlow and Mishra, UC Davis ITS, 2017.

21%of adults in major cities personally use ride-hailingAnother 9% ride with friends without the app

36%of adults aged 18 to 29 had used it4% of those 65 and older

29%of people in the most urban neighborhoods use it7% of suburban residents

33%cite avoiding driving when they might have been drinkingOne of the top reasons car owners ride instead of driving

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

Study: Disruptive Transportation: The Adoption, Utilization, and Impacts of Ride-Hailing in the United States
Who ran it: University of California, Davis, Institute of Transportation Studies
Authors: Regina R. Clewlow and Gouri Shankar Mishra, Institute of Transportation Studies, UC Davis
Published: Research Report UCD-ITS-RR-17-07, October 2017
Sample: 4,094 adults, weighted, in Boston, Chicago, Los Angeles, New York, the San Francisco Bay Area, Seattle and Washington, D.C.
Fieldwork: Two survey phases, 2014–2016, emailed to adults in selected dense urban and suburban neighborhoods

WHAT IT MEANS FOR A CAMPAIGN

Young, urban and college-educated.

Ride-hailing took hold first with young adults in dense neighborhoods: 36% of 18- to 29-year-olds against 4% of people 65 and older, and college-educated, affluent adults at double the rate of others. Later surveys, from Pew to the federal travel survey, show the same tilt as use spread.

Nights out are a big part of it.

A third of riders said they use ride-hailing to avoid driving after drinking. Evenings, restaurants and events are where riders are, and where a screen campaign can meet 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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