Press release

Nearly Two in Three U.S. Ride-Hailers Would Give Up Their Car for Ride-Hailing Services, Accenture Study Finds

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Nearly two-thirds (63%) of U.S. car owners who use ride-hailing services
said they would consider giving up their personal vehicle over the next
decade in favor of ride-hailing, according to new research from Accenture

Based on a
of more than 1,000 U.S. consumers, the research found that
consumer satisfaction with ride-hailing companies is very strong, at
92%, and that the vast majority (93%) of the respondents expect to
maintain or increase their spending on ride-hailing services this year.
Despite these findings, however, more than half (52%) of respondents
reported switching between ride-hailing brands.

“Satisfaction with ride-hailing is high, due in large part to reliable
pickup and drop-off times, high satisfaction with drivers, and ease of
booking and payments,” said Robin Murdoch, who leads Accenture’s global
software and platforms practice. “To keep customers loyal, ride-hailing
companies need to have better control over riders’ personal data and
offer more personalized and engaging user experiences.”

Accenture’s research indicates an opportunity for ride-hailing firms —
as well as other platform companies that are experiencing high, organic
growth through customer acquisition — to deepen their relationships with
consumers by considering the following:

  • Relationships must be rooted in trust. Nearly seven in 10
    ride-hailers (69%) said that having their personal data protected is
    an extremely important aspect of the ride-hailing experience, yet only
    27% of ride-hailers said they completely trust their provider.
  • Brands must have a purpose. Fewer than one in three U.S.
    ride-hailers (29%) said they feel strongly that their primary
    ride-hailing brand is a responsible business that promotes
    environmental and social interests. Additional
    research from Accenture
    found that customers are twice as likely
    to share personal data with brands that give back to their community
    than they are with brands that don’t.
  • Relevance is king. More than half of consumers are willing to
    ride in an autonomous vehicle in the next year, including in
    ride-hailing vehicles (62%), their personal vehicle (61%) and public
    buses (56%). Yet less than half (42%) of U.S. ride-hailers
    express interest in adjacent services from ride-hailing companies,
    such as food delivery and alternative transportation modes such as
    bikes and scooters.

“The growing demand for trusted and purpose-led brands has placed
customer experience at the center of how platform companies create and
deliver value for their users,” Murdoch said. “It’s imperative that they
have a very clear understanding of the needs and expectations of their
consumers before they launch new services.”

For the survey results, visit:


Accenture Research conducted an online survey of 1,003 consumers in the
United States who use ride-hailing services to understand their
perceptions of ride-hailing companies, usage habits, brand loyalty and
additional services that consumers would be interested in using from
these types of companies. The survey was conducted in November 2019.

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