2015-711 Uber Calgary - Populated Report

Two of three Calgarians would welcome Uber

Uber Calgary Survey Summary

submitted by Nanos to Uber Canada, August, 2015(Submission 2015-711)

>A new survey of Calgary residents suggests they would be welcoming of Uber if the service in Calgary. Positive sentiment is higher among younger Calgarians and among those individuals who took a taxi during the recent Calgary Stampede.

Calgary Stampede Experience with Taxis The experience taking taxis during the Calgary Stampede was more likely to be positive than negative. Among those who took a taxi 62 per cent had a positive or somewhat positive experience while 21 per cent had a negative or somewhat negative experience.

Customer Service One of five Calgarians (20 per cent) have experienced poor customer service or lack of politeness from a taxi driver in Calgary in the past. This increases to one in three (33 per cent) of residents who are more likely to take a taxi such as during the Stampede)

Accepting Payment One of ten (11 per cent) of Calgary residents said they have experienced a problem with or refusal to accept a credit card payment in the past. This increases to one of five Calgarians (19 per cent) who said they took a taxi during the Stampede.

Giving a Ride One in ten Calgarians (9 per cent) said that in the past they have experienced a situation where a taxi driver refused to give a ride. This increases to 18 per cent among those who said they took a taxi during the Stampede.

Value for Increase Thirty four per cent of Calgarians said they received very good or good value for recent fare increases, 30 per cent said the value received was average, while 13 per cent said the value was poor or very poor (the rest were unsure).

Picking up Customers One of two Calgarians (51%) say that taxis do a very good or good job at showing up quickly to pick up (16 per cent very good job, 35 per cent good job). Twenty one percent described the job done as average while 13 per cent and three per cent described the job was poor or very poor.

Welcoming Uber Two of three Calgarians (64 per cent) would support (48 per cent) or somewhat support (16 per cent) the City of Calgary welcoming Uber compared to one in five (19 per cent) who would oppose (12 per cent) or somewhat oppose (seven per cent) the City welcoming Uber.

These observations are based on a random telephone survey (land- and cell-line sample) using live agents of 400 residents of the City of Calgary. A random survey of 500 individuals is accurate 5.0 percentage points 19 times out of 20. The survey was completed on July 29th and 30th, 2015 by Nanos Research on behalf of Uber Canada.

2

Clear majority would welcome Uber to Calgary One of five have experienced poor taxi service

Confidential

Taxi Experience during the Calgary Stampede

Confidential 3

QUESTION If you took a taxi during the Calgary Stampede would you describe your general experience as positive, somewhat positive, neither positive nor negative, somewhat negative or negative? [Did not try to take, go to Q3] [Tried to take but was not successful, go to Q2]

*Note: Charts may not add up to 100 due to rounding

Source: Nanos Research, RDD dual frame telephone random survey, July 29th to 30th, 2015, n=400, accurate 5.0 percentage points plus or minus, 19 times out of 20.

13% 15% 11% 10%18% 16% 11% 10%

42%7% 6% 7% 9%

7%4% 9%

4%

21%

5% 5% 5%10%

5%4% 2%

4%

17%

2% 3% 1%

4% 2%

0% 2%2%

7%

4%6%

3%

4% 10%

4% 2%2%

14%

66% 61% 71%59% 55%

72% 71%76%

100%

3% 4% 1% 3% 4% 1% 2% 3%

100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Calgary(n=400)

Male(n=196)

Female(n=204)

18 to 29(n=69)

30 to 39(n=57)

40 to 49(n=82)

50 to 59(n=87)

60 plus(n=105)

Took a taxi(n=117)

Did nottake taxi(n=273)

Unsure(n=10)

Positive Somewhat positive Neither Somewhat negative Negative No taxi Unsuccessful Unsure

General Experience with Taxis in Calgary

Confidential 4

QUESTION Thinking of your experience in general taking a taxi in Calgary please indicate if you have experienced any of the following: [RANDOMIZE]


9%

11%

20%

80%

71%

71%

10%

7%

7%

2%

2%

2%

0% 20% 40% 60% 80% 100%

The taxi driver refusing to give a ride

Problems with or refusal to accept certain types ofpayment such as credit cards

Poor customer service or lack of politeness from thedriver

Yes No Don't take taxis Unsure

Confidential 5


Poor customer service or lack of politeness from the driver



Customer service

20% 20% 19%29%

19% 20% 17%11%

33%

13%24%

71% 71% 71%

65%74% 74%

71%71%

65%

75%

37%

7% 7% 8% 4% 4% 5% 11%14%

2%9%

19%

2% 2% 3% 2% 3% 1% 1% 5% 3%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Calgary(n=400)

Male(n=196)

Female(n=204)

18 to 29(n=69)

30 to 39(n=57)

40 to 49(n=82)

50 to 59(n=87)

60 plus(n=105)

Took a taxi(n=117)


Unsure(n=10)


Payment of taxi fare

Confidential 6


Problems with or refusal to accept certain types of payment such as credit cards



11% 13% 9%19% 14% 11%

4% 5%

19%7%

16%

79% 79% 80%

77%79% 82%

84%76%

78%

81% 59%

8% 7% 9%4%

4% 5% 12%16%

3%10%

19%

2% 1% 2% 3% 2% 3% 2% 7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Calgary(n=400)

Male(n=196)

Female(n=204)

18 to 29(n=69)

30 to 39(n=57)

40 to 49(n=82)

50 to 59(n=87)

60 plus(n=105)

Took a taxi(n=117)


Unsure(n=10)


Confidential 7


The taxi driver refusing to give a ride



Taxis giving a ride

9% 10% 8% 13%19%

5% 2% 4%

18%5% 9%

80% 80% 80%80% 71%

89%84%

75%

77%

82%65%

10% 9% 10%7%

7%5%

12%17%

6%11%

19%

2% 1% 3% 0% 3% 1% 1% 4% 3% 7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Calgary(n=400)

Male(n=196)

Female(n=204)

18 to 29(n=69)

30 to 39(n=57)

40 to 49(n=82)

50 to 59(n=87)

60 plus(n=105)

Took a taxi(n=117)


Unsure(n=10)


Impressions of Taxi Fare Increase

Confidential 8

QUESTION The City of Calgary has increased taxi fares by 13% since 2012. Based upon your overall experience using taxis in Calgary since 2012 have you received very good, good, average, poor or very poor value for this 13% increase?



7% 7% 8%0%

7% 6% 11%15% 11% 6%

27% 27% 27%

28%

34%24%

26% 21% 25%27% 35%

30% 31% 29% 39%

36%

34% 23%16%

37%

27%15%

9% 11% 7%14%

2%

11%12%

4%

10%

8%

9%

4% 4% 4%

4% 7%4%

2%

4%

8%

3%

22% 20% 25%14% 14%

21% 26%

40%28%

41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Calgary(n=400)

Male(n=196)

Female(n=204)

18 to 29(n=69)

30 to 39(n=57)

40 to 49(n=82)

50 to 59(n=87)

60 plus(n=105)

Took a taxi(n=117)


Unsure(n=10)

Very good Good Average Poor Very Poor Unsure

Impressions of Taxis Services

Confidential 9

QUESTION Would you say that taxis in Calgary do a very good, good, average, poor or very poor job at showing up quickly to pick up customers.



16% 12%19%

7%19% 18% 21% 14% 17% 15% 15%

35%34%

36%

44%34%

28%35%

34%36% 36%

7%

21% 26%17% 29% 19%

22%

17%

18%

28%18%

35%

13% 15% 11%

12%

15% 17%14%

8%

14%

12%24%

3% 3% 3%

4%4% 4% 2%

1%

6%

2%

12% 10% 14%4%

10% 11% 10%

25%17% 19%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Calgary(n=400)

Male(n=196)

Female(n=204)

18 to 29(n=69)

30 to 39(n=57)

40 to 49(n=82)

50 to 59(n=87)

60 plus(n=105)

Took a taxi(n=117)


Unsure(n=10)

Very good Good Average Poor Very Poor Unsure

Welcoming Uber to Calgary

Confidential 10

Net Score

+45.2

QUESTION As you may know, a technology company called Uber has smartphone apps which connect riders to drivers in 58 countries around the world. The service is currently in Edmonton and in cities across North America. Do you support, somewhat support, somewhat oppose or oppose the City of Calgary welcoming the Uber service to Calgary?



48%55%

41%

70%

50% 46% 43%

25%

61%

43%

27%

16%15%

17%

14%

19%15%

15%

17%

12%

18%

7%

7%4%

9%

3%

8%

10%5%

8%

3%

8%

9%

12%13%

11%

5%

7%

6% 20%

26%

11%13%

22%

18% 13% 22%9%

15%24%

17%25%

13%19%

35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Calgary(n=400)

Male(n=196)

Female(n=204)

18 to 29(n=69)

30 to 39(n=57)

40 to 49(n=82)

50 to 59(n=87)

60 plus(n=105)

Took a taxi(n=117)


Unsure(n=10)

Support Somewhat support Somewhat oppose Oppose Unsure

MethodologyConfidential 11

Nanos conducted an RDD dual frame (land- and cell-lines) telephone random survey of 400 Calgary residents, 18 years of age or older, between July 29th and 30th, 2015 as part of an omnibus survey using live agents. The sample included both land- and cell-lines across Canada. The results were statistically checked and weighted by age and gender using the latest Census information.

Individuals randomly called using random digit dialling with a maximum of five call backs.

The margin of error for a random survey of 400 Calgary residents is 5.0 percentage points, 19 times out of 20.

The research was commissioned by UBER Canada.

Note: Charts may not add up to 100 due to rounding.

Methodology

Confidential 12

Technical Note

13

Element Description

Organization who commissioned the research

Uber Canada

Final Sample Size 400 residents of the City of Calgary.

Margin of Error 5.0 percentage points, 19 times out of 20.

Mode of SurveyRDD dual frame (land- and cell-lines) telephone survey

Sampling Method BaseThe sample included both land- and cell-lines RDD (Random Digit Dialed) in the City of Calgary.

Demographics (Captured)Men and Women; 18 years and older.Six digit postal code was used to validate geography.

Demographics (Other) Age, gender, education, income

Fieldwork/ValidationLive interviews with live supervision to validate work as per the MRIA Code of Conduct

Number of Calls/ Maximum of five call backs.

Time of CallsIndividuals were called between 12-5:30 pm and 6:30-9:30pm local time for the respondent.

Field Dates July 29th and 30th 2015

Language of Survey The survey was conducted in English.

Element Description

Weighting of DataThe results were weighted by age and gender using the latest Census information (2014). See tables for full weightingdisclosure

Screening

Screening ensured potential respondents did not work in the market research industry, in the advertising industry, in the media or a political party prior to administering the survey to ensure the integrity of the data.

Excluded Demographics

Individuals younger than 18 years old; individuals without land or cell line could not participate.

Stratification By age and gender using the latest Census information (2014).

Estimated Response Rate

Eleven percent, consistent with industry norms.

Question OrderQuestion order in the preceding report reflects the order in which they appeared in the original questionnaire

Question ContentQuestionnaire content was specific to taxi/transportation industry in Calgary.

Question WordingThe questions in the preceding report are written exactly as they were asked to individuals.

Survey Company Nanos Research

Contact

Contact Nanos Research for more information or with any concerns or questions.http://www.nanosresearch.comTelephone:(613) 234-4666 ext. 237 Toll Free: (888) 737-5505 ext. 223.Email: [email protected].

www.nanosresearch.com 14

About NanosNanos is one of North Americas most trusted research and strategy organizations. Our team of professionals is regularly called upon by senior executives to deliver superior intelligence and market advantage whether it be helping to chart a path forward, managing a reputation or brand risk or understanding the trends that drive success. Services range from traditional telephone surveys, through to elite in-depth interviews, online research and focus groups. Nanos clients range from Fortune 500 companies through to leading advocacy groups interested in understanding and shaping the public landscape. Whether it is understanding your brand or reputation, customer needs and satisfaction, engaging employees or testing new ads or products, Nanos provides insight you can trust.

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Nik Nanos FMRIA Richard Jenkins

Chairman, Nanos Research Group Vice President, Nanos Research

Ottawa (613) 234-4666 ext. 237 Ottawa (613) 234-4666 ext. 230

Washington DC (202) 697-9924 [email protected]

[email protected]

TabulationsConfidential 15

Dual frame (land + cell) RDD telephone survey of 400 residents in the City of Calgary between July 29th and 30th, 2015. The margin of error for a survey of 400 Calgarians is 5.0 percentage points, plus or minus, 19 times out of 20.

www.nanosresearch.com Page 1

Question 1 - If you took a taxi during the Calgary Stampeded would you describe your general experience as positive, somewhat positive, neither positive nor negative, somewhat negative or negative?

Gender Age Taxi usage

Calgary 2015-07 Male Female 18 to 29 30 to 39 40 to 49 50 to 59 60 plus

Took taxi during

Stampede

Did not take taxi during Stampede Unsure

Total Unwgt N 400 196 204 69 57 82 87 105 117 273 10

Wgt N 400 196 204 92 82 80 71 75 125 265 11

Positive % 13.0 14.8 11.3 10.3 17.8 15.8 11.4 9.5 41.6 .0 .0

Somewhat positive % 6.5 5.7 7.3 8.7 6.7 3.7 9.3 3.8 20.8 .0 .0

Neither positive nor negative

% 5.2 5.4 5.0 10.1 5.1 3.6 2.1 3.8 16.6 .0 .0

Somewhat negative % 2.2 3.0 1.3 4.4 2.0 .0 2.1 1.9 6.9 .0 .0

Negative % 4.4 6.1 2.7 4.3 9.5 3.6 2.1 1.9 14.1 .0 .0

Did not take a taxi % 66.1 60.7 71.3 59.2 54.9 72.0 70.8 76.2 .0 100.0 .0

Tried to take but was not successful

% .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0

Unsure % 2.7 4.3 1.1 2.9 4.0 1.2 2.3 2.8 .0 .0 100.0



Question 2 (tried to take a cab but was unsuccessful only) - What was the main reason you were unsuccessful?



Took taxi during

Stampede


Total Unwgt N 0 0 0 0 0 0 0 0 0 0 0

Wgt N 0 0 0 0 0 0 0 0 0 0 0

No taxis available % .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0

Driver refused to pick-up % .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0

Other % .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0



Thinking of your experience in general taking a taxi in Calgary please indicate if you have experienced any of the following: [Randomize Questions 3A to C]

Question 3a - The taxi driver refusing to give a ride



Took taxi during

Stampede


Total Unwgt N 400 196 204 69 57 82 87 105 117 273 10

Wgt N 400 196 204 92 82 80 71 75 125 265 11

Yes % 9.0 10.2 7.8 13.1 19.0 4.8 2.1 3.8 17.6 4.9 8.9

No % 79.7 79.8 79.7 79.6 71.1 89.0 84.2 75.3 76.6 81.8 65.4

Don't take taxis % 9.5 9.0 9.9 7.3 6.7 4.9 12.4 17.1 5.8 10.8 19.0

Unsure % 1.8 1.1 2.6 .0 3.2 1.2 1.3 3.8 .0 2.5 6.6




Question 3b - Poor customer service or lack of politeness from the driver



Took taxi during

Stampede


Total Unwgt N 400 196 204 69 57 82 87 105 117 273 10

Wgt N 400 196 204 92 82 80 71 75 125 265 11

Yes % 19.6 20.0 19.2 29.0 19.4 19.5 17.1 10.5 32.9 13.1 24.2

No % 70.8 70.7 70.9 65.2 73.9 74.3 70.8 70.5 65.1 74.8 37.1

Don't take taxis % 7.4 7.2 7.5 4.3 3.6 4.9 11.1 14.3 2.0 9.4 19.0

Unsure % 2.3 2.2 2.5 1.5 3.2 1.2 1.0 4.8 .0 2.7 19.7




Question 3c - Problems with or refusal to accept certain types of payment such as credit cards



Took taxi during

Stampede


Total Unwgt N 400 196 204 69 57 82 87 105 117 273 10

Wgt N 400 196 204 92 82 80 71 75 125 265 11

Yes % 11.0 12.9 9.1 19.0 13.8 10.9 3.8 4.7 19.0 7.0 15.6

No % 79.4 78.7 80.1 76.7 79.4 81.7 83.7 76.2 78.4 80.7 58.8

Don't take taxis % 7.9 7.2 8.7 4.3 3.6 4.9 12.4 16.2 2.6 10.0 19.0

Unsure % 1.7 1.2 2.1 .0 3.2 2.4 .0 2.8 .0 2.3 6.6



Question 4 - The City of Calgary has increased taxi fares by 13% since 2012. Based upon your overall experience using taxis in Calgary since 2012 have you received very good, good, average, poor or very poor value for this 13% increase?



Took taxi during

Stampede


Total Unwgt N 400 196 204 69 57 82 87 105 117 273 10

Wgt N 400 196 204 92 82 80 71 75 125 265 11

Very good % 7.4 6.8 8.0 .0 7.1 6.1 10.6 15.3 11.0 6.0 .0

Good % 26.9 26.9 26.9 28.0 34.4 24.4 26.0 21.0 25.1 27.4 35.0

Average % 30.2 31.2 29.3 39.0 35.6 34.1 22.8 16.2 36.6 27.7 15.3

Poor % 8.8 10.7 6.9 14.4 2.0 10.9 12.2 3.8 10.0 8.2 8.9

Very poor % 4.3 4.4 4.2 4.3 7.1 3.6 2.3 3.8 7.9 2.8 .0

Unsure % 22.4 20.0 24.7 14.3 13.8 20.9 26.1 40.0 9.3 27.8 40.8



Question 5 - Would you say that taxis in Calgary do a very good, good, average, poor or very poor job at showing up quickly to pick-up customers?



Took taxi during

Stampede


Total Unwgt N 400 196 204 69 57 82 87 105 117 273 10

Wgt N 400 196 204 92 82 80 71 75 125 265 11

Very good % 15.6 12.4 18.7 7.2 18.6 18.2 21.4 14.3 17.0 14.9 15.2

Good % 35.2 34.4 36.0 43.6 33.6 28.2 35.2 34.2 35.6 36.2 6.6

Average % 21.4 26.2 16.9 29.3 19.0 22.0 17.1 18.1 27.5 18.0 35.0

Poor % 13.0 14.7 11.4 11.5 15.0 17.0 13.9 7.6 13.5 12.3 24.2

Very poor % 3.0 2.9 3.2 4.3 3.6 3.6 2.3 1.0 5.5 2.0 .0

Unsure % 11.7 9.5 13.8 4.2 10.3 11.0 10.1 24.8 .8 16.6 19.0



Question 6 - As you may know, a technology company called Uber has smartphone apps which connect riders to drivers in 58 countries and around the worlds. The service is currently in Edmonton and in cities across North America. Do you support, somewhat support, somewhat oppose or oppose the City of Calgary welcoming the Uber service to Calgary?



Took taxi during

Stampede


Total Unwgt N 400 196 204 69 57 82 87 105 117 273 10

Wgt N 400 196 204 92 82 80 71 75 125 265 11

Support % 47.8 55.3 40.7 69.6 50.2 46.1 43.2 24.7 60.8 42.5 27.4

Somewhat support % 16.0 14.5 17.4 14.4 19.4 14.5 14.7 17.2 12.4 18.1 6.6

Somewhat oppose % 6.5 4.1 8.8 2.8 7.9 9.8 4.9 7.6 3.0 8.1 8.9

Oppose % 12.1 12.9 11.4 4.5 7.1 6.1 20.2 25.7 10.6 12.5 21.9

Unsure % 17.5 13.2 21.7 8.7 15.4 23.5 17.1 24.8 13.3 18.8 35.2

2015-711 Uber Calgary - Populated Report

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Transcript of 2015-711 Uber Calgary - Populated Report