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
(NYSE: ACN).
Based on a
survey 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: https://www.accenture.com/us-en/industries/software-and-platforms-index.
Methodology
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.
About Accenture
Accenture is a leading global professional services company, providing a
broad range of services and solutions in strategy, consulting, digital,
technology and operations. Combining unmatched experience and
specialized skills across more than 40 industries and all business
functions — underpinned by the world’s largest delivery network —
Accenture works at the intersection of business and technology to help
clients improve their performance and create sustainable value for their
stakeholders. With 505,000 people serving clients in more than 120
countries, Accenture drives innovation to improve the way the world
works and lives. Visit us at www.accenture.com.
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