Survey Results Participation in the Sharing Economy...Participation in the Sharing Economy Page 2...

Survey ResultsParticipation in the Sharing Economy

October, 2017Alberta Andreotti, Guido Anselmi, Thomas Eichhorn, Christian Hoffmann, Sebastian Jürss, and Marina Micheli

Participation in the

Sharing Economy

Executive Summary

Participation Divide Only a minority of Europeans (27.8%) participate in the sharing economy. Participants are notably younger and of higher socio-economic status than non-participants. Sharing, thereby, is still an elite phenomenon.

Digital Divide Participants are significantly more avid and skilled Internet users than non-participants, particularly in terms of mobile Internet use. Internet access and use, thereby, is a key challenge for the development of the sharing economy.

Engagement Divide Comparing those participating as either consumers or providers, we find providers to be somewhat younger, of lower socio-economic status and more frequently male than consumers. Consumers are drawn to sharing by savings primarily, but also by fun – providers have a more varied set of reasons to participate.

Provider Divide There are some noticeable differences between those providing professionally or occasionally. Professional sharing occurs mostly in car-sharing, with providers being predominantly younger, male and lower SES participants. Occasional sharers, instead, are of higher SES. About half of providers consider sharing just a convenient side-income.


Sharing Economy

Executive Summary

Population

Non-Participants(72.2%)

Participants(27.8%)

Consumers(18.7%)

Professionals(1.2%)

Providers(9.1%)


Sharing Economy

Introduction:Participation in the Sharing Economy1Differentiating awareness and levels of engagement


Sharing Economy

Overview of the Report

We differentiate participation from non-participation as well as levels or forms of participation. Based on a divides-model, we analyse key antecedents: motives, access and skills/capabilities. Finally we differentiate rationales for non-participation and explore outcomes for those who do participate.

Participation and Non-Participation

Sharing Motives

Reasons for Non-

Participation

Outcomes of ParticipationInternet Use

Self-Efficacy


Sharing Economy

Participation and Non-Participation in the Sharing Economy2Socioeconomic and skills differences between providers, consumers and abstainers


Sharing Economy

Sharing Participation is an Elite PhenomenonParticipants are younger, more educated, higher-income and have more Internet skills than non-participants. There is a participation divide in the sharing economy.


Sharing Economy

Majority of Europeans familiar with sharing economy –but not participating

9.1%

18.7%

62.5%

9.7%

Provider Consumer Aware non-user Non-aware non-user

N = 6111 Users and Non-Users (categorized as Providers, Consumers, Aware and Non-aware non-users)


Sharing Economy

France and UK leading in sharing participation

N = 6111 Users; Distribution of classification for each country is displayed

9.1%

9.9%

15.7%

9.4%

7.2%

10.7%

3.1%

12.8%

11.4%

5.2%

10.1%

8.3%

5.2%

18.7%

14.6%

24.6%

15.4%

23.0%

19.2%

13.4%

13.6%

14.2%

17.6%

19.3%

21.3%

28.4%

62.5%

62.5%

56.6%

64.0%

63.2%

52.3%

65.7%

61.4%

65.3%

74.5%

65.9%

59.7%

59.2%

9.7%

13.0%

3.1%

11.2%

6.6%

17.9%

17.8%

12.2%

9.1%

2.8%

4.7%

10.7%

7.2%

Total

Denmark

France

Germany

Ireland

Italy

Netherlands

Norway

Poland

Portugal

Spain

Switzerland

UK



Sharing Economy

Active participants tend to be younger

13.6% 16.2%8.8% 5.0% 3.9%

27.2% 26.1%

18.1%14.0% 11.7%

51.2% 50.5%

63.6%70.6%

71.4%

7.9% 7.2% 9.4% 10.4% 12.9%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

18-24 25-34 35-44 45-54 55-65


N = 6111; Distribution of Provider, Consumer, Non-Users (Aware and Unaware) in different age groups is displayed


Sharing Economy

Men provide more frequently than women

7.4% 10.8%

19.4%18.0%

62.4% 62.6%

10.7% 8.7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Women Men


N = 6111; Distribution of Provider, Consumer, Non-Users (Aware and Unaware) between men and women is displayed


Sharing Economy

Consumption particularly common among highly educated individuals

9.1% 7.6% 4.9% 7.6% 10.2% 13.9% 17.7%8.5%

7.9%

15.6%

25.6%25.0%

36.1%

68.2%62.6% 64.6%

66.6%

59.8% 56.6%

41.1%

22.7% 21.3% 22.5%10.1%

4.3% 4.6% 5.1%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

No formaleducation

Primaryschool

Lowersecondary

Highersecondary

Bachelor Master Doctorate orhigher


N = 6111; Distribution of Provider, Consumer, Non-Users (Aware and Unaware) in different levels of education is displayed


Sharing Economy

Consumption more common among higher-income individuals

8.2% 8.7% 9.6% 10.1%

14.6% 17.4% 20.8% 21.9%

63.2%63.9% 60.8% 61.6%

14.0% 10.0% 8.7% 6.4%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

1. Quartile 2. Quartile 3. Quartile 4. Quartile


N = 6111; Distribution of Provider, Consumer, Non-Users (Aware and Unaware) in different income levels is displayedQuartiles cut the distribution of income in approximately even quarters(e.g. first quartile represents the lowest 25% of the income distribution)


Sharing Economy

Non-participants have lower Internet skills

3.35 3.43

3.03

2.11

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

5.00


N = 6111; Arithmetic means are displayedInternet skills: 1-5 scale with 1-very low, 2-low, 3-average, 4-high, 5-very high


Sharing Economy

The sharing economy is dominated by car- and home-sharing

5.5% 3.9% 2.4% 2.5% 2.5%

12.7% 14.7%4.6% 3.4% 3.2%

68.4% 62.6%

32.7% 30.3% 29.0%

13.5%18.8%

60.3% 63.8% 65.3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Car-sharingservices

Home-sharingservices

Food-sharingservices

Goods-sharingservices

Finance-sharingservices


N = 6111; Distribution of user types in different services is displayed


Sharing Economy

Car-sharing most common in UK, home-sharing in France

Provider Consumer Aware Non-User Non-Aware

Denmark

Car-sharing 4.7% 10.1% 65.8% 19.4%

Home-sharing 5.9% 12.8% 58.5% 22.7%

Food-sharing 2.8% 6.1% 23.3% 67.8%

Goods-sharing 3.2% 4.9% 23.7% 68.2%

Finance-sharing 3.0% 4.5% 19.6% 72.9%

France

Car-sharing 13.4% 16.1% 66.8% 3.7%

Home-sharing 3.3% 24.8% 64.4% 7.5%

Food-sharing 1.2% 1.2% 26.3% 71.3%

Goods-sharing 1.4% 1.4% 30.1% 67.2%

Finance-sharing 1.2% 1.4% 28.3% 69.2%

Germany

Car-sharing 6.2% 10.4% 70.4% 13.0%

Home-sharing 3.8% 8.2% 70.4% 17.6%

Food-sharing 3.4% 4.2% 42.4% 50.0%

Goods-sharing 2.8% 2.2% 41.8% 53.2%

Finance-sharing 3.2% 2.6% 49.4% 44.8%

Ireland

Car-sharing 3.0% 12.6% 68% 16.4%

Home-sharing 5.0% 19.2% 65.2% 10.6%

Food-sharing 3.0% 5.6% 29.2% 62.2%

Goods-sharing 2.8% 3.2% 22.6% 71.4%

Finance-sharing 2.4% 3.4% 23.0% 71.2%

In percent

N = 6111


Sharing Economy

(continued)


Italy

Car-sharing 6.0% 12.8% 61.8% 19.4%

Home-sharing 6.2% 16.5% 48.9% 28.4%

Food-sharing 2.6% 6.4% 41.2% 49.8%

Goods-sharing 2.8% 3.8% 30.6% 62.8%

Finance-sharing 2.8% 4.7% 28.6% 63.9%

Netherlands

Car-sharing 1.6% 4.5% 67.4% 26.6%

Home-sharing 1.4% 11.6% 64.3% 22.7%

Food-sharing 0.6% 1.4% 39.0% 59.1%

Goods-sharing 1.6% 2.1% 38.8% 57.6%

Finance-sharing 0.8% 1.6% 21.9% 75.8%

Norway

Car-sharing 6.8% 10.4% 66.0% 16.8%

Home-sharing 7.4% 12.2% 58.6% 21.8%

Food-sharing 4.2% 7.2% 31.4% 57.2%

Goods-sharing 3.8% 6.0% 27.6% 62.6%

Finance-sharing 5.8% 5.2% 24.2% 64.8%

Poland

Car-sharing 7.9% 13.2% 68.6% 10.3%

Home-sharing 2.8% 7.9% 52.9% 36.5%

Food-sharing 3.0% 3.7% 27.2% 66.1%

Goods-sharing 3.4% 3.2% 26.0% 67.5%

Finance-sharing 3.2% 3.2% 32.5% 61.1%

In percent

N = 6111


Sharing Economy

(continued)


Portugal

Car-sharing 2.4% 13.4% 81.0% 3.2%

Home-sharing 3.2% 10.8% 70.9% 15.2%

Food-sharing 1.6% 2.4% 37.3% 58.7%

Goods-sharing 1.4% 1.6% 35.9% 61.1%

Finance-sharing 1.6% 1.2% 29.7% 67.5%

Spain

Car-sharing 8.4% 12.9% 72.7% 6.0%

Home-sharing 3.0% 16.3% 67.4% 13.3%

Food-sharing 2.2% 6.0% 33.7% 58.1%

Goods-sharing 2.1% 4.3% 29.4% 64.2%

Finance-sharing 2.1% 3.7% 30.1% 64.0%

Switzerland

Car-sharing 3.6% 14.2% 65.2% 17.0%

Home-sharing 3.0% 18.2% 62.6% 16.2%

Food-sharing 2.6% 5.1% 32.0% 60.3%

Goods-sharing 2.2% 4.0% 31.4% 62.5%

Finance-sharing 2.2% 3.8% 26.1% 68.0%

UK

Car-sharing 1.6% 22.0% 66.8% 9.6%

Home-sharing 2.4% 17.8% 67.6% 12.2%

Food-sharing 1.6% 5.6% 28.8% 64.0%

Goods-sharing 2.4% 4.0% 25.6% 68.0%

Finance-sharing 1.6% 3.4% 34.6% 60.4%

In percent

N = 6111


Sharing Economy

Providing goods- and finance-sharing is a particularly „young“ phenomenon

20.3

22.9

10.9

10.9

19.5

18.6

11.0

13.7

19.5

18.6

11.0

13.7

23.3

24.6

13.2

11.6

21.2

23.4

13.3

12.0

37.6

32.3

18.4

15.0

38.2

31.3

18.7

15.6

38.2

31.3

18.7

15.6

39.7

32.1

21.5

18.8

43.1

30.5

22.1

18.8

23.6

20.1

23.2

22.5

21.2

23.5

23.1

21.4

21.2

23.5

23.1

21.4

21.2

22.5

22.0

23.2

17.9

21.8

22.5

23.1

11.3

15.3

23.4

25.9

10.4

14.9

24.8

24.4

10.4

14.9

24.8

24.4

9.6

12.5

24.1

23.3

11.9

13.2

23.9

23.1

7.2

9.3

23.0

25.7

10.8

11.8

22.3

24.9

10.8

11.8

22.3

24.9

6.2

8.2

19.2

23.2

6.0

11.2

18.2

22.9

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Car

-sh

arin

gH

om

e-sh

arin

gFo

od

-sh

arin

gG

oo

ds-

shar

ing

Fin

ance

-Sh

arin

g

18-24 25-34 35-44 45-54 55-65

N = 6111; Distribution of user types by age group in different services is displayed


Sharing Economy

Across services, men more readily provide than women

41.2

48.2

49.8

56.6

41.5

51.1

49.1

53.9

41.1

41.4

47.4

52.4

40.4

35.3

44.8

53.6

33.7

39.6

43.5

54.0

58.8

51.8

50.2

43.4

58.5

48.9

50.9

46.1

58.9

58.6

52.6

47.6

59.6

64.7

55.2

46.4

66.3

60.4

56.5

46.0

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Car

-sh

arin

gH

om

e-sh

arin

gFo

od

-sh

arin

gG

oo

ds-

shar

ing

Fin

ance

-sh

arin

g

Women Men

N = 6111; Ratio of women and men in different services is displayed


Sharing Economy

In car- and home-sharing (un)awareness is strongly related to education

N = 6111; Distribution of user types and their educational level in different services is displayed

2.1

1.5

3.3

6.7

4.6

1.6

2.8

6.8

7.5

3.6

2.2

4.0

2.6

5.3

2.3

3.9

2.6

4.6

2.3

4.0

6.9

5.5

11.2

26.9

5.8

5.2

11.5

22.3

7.5

6.8

11.6

13.4

9.3

6.3

10.4

13.7

9.3

7.6

11.2

13.2

36.1

36.0

43.9

43.1

35.7

32.5

43.8

46.9

37.0

42.1

42.8

42.4

37.1

36.7

43.4

42.4

33.8

40.1

43.8

42.2

25.7

32.9

25.0

13.6

29.0

32.5

25.6

13.7

24.0

26.8

25.1

24.0

27.8

30.4

24.8

23.9

30.5

25.9

24.1

24.4

23.3

18.7

14.2

7.3

20.7

21.2

14.0

8.9

17.8

14.6

15.7

13.5

19.9

13.5

15.8

13.5

17.9

14.7

15.6

13.7

5.4

5.4

2.0

1.7

3.7

6.9

2.0

1.0

6.2

5.7

2.2

2.4

3.3

7.7

2.9

2.2

5.3

7.1

2.6

2.3

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Car

-sh

arin

gH

om

e-sh

arin

gFo

od

-sh

arin

gG

oo

ds-

shar

ing

Fin

ance

-Sh

arin

g

No formal education Primary school Lower secondary Higher secondary Bachelor Master Doctorate or higher


Sharing Economy

Consuming sharing services is positively related to income

5.1

3.7

2.5

2.1

2.2

5.5

3.7

2.2

2.4

2.1

6.1

3.8

1.9

2.2

2.2

5.3

4.7

3

3.2

3.5

10.7

10.5

4.7

3.2

2.8

12.2

12.6

4

2.7

2.8

13.3

17.1

4.9

3.6

3.6

14.6

18.3

5

4.2

3.8

67.8

57.4

30.8

27.9

27.3

69.1

64.1

32.1

30

29.5

68.1

63.6

33.7

30.1

29.1

68.2

64.9

34

33

30

16.4

28.4

62.1

66.8

67.7

13.2

19.6

61.7

64.9

65.6

12.5

15.5

59.5

64.1

65.2

11.9

12

58.1

59.7

62.8

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Car-sharing

Home-sharing

Food-Sharing

Goods-sharing

Finance-Sharing

Car-sharing

Home-sharing

Food-Sharing

Goods-sharing

Finance-Sharing

Car-sharing

Home-sharing

Food-Sharing

Goods-sharing

Finance-Sharing

Car-sharing

Home-sharing

Food-Sharing

Goods-sharing

Finance-Sharing

1. Q

uar

tile

2. Q

uar

tile

3. Q

uar

tile

4. Q

uar

tile

Provider Consumer Aware Non-user Non-Aware Non-user

N = 6043; Distribution of user types by services in different income quartiles is displayed


Sharing Economy

Non-aware non-users have very low Internet skills

N = 6111; Arithmetic means are displayedInternet skills: 1-5 scale with 1-very low, 2-low, 3-average, 4-high, 5-very high

3.313.44 3.45

3.09

2.27

3.47

3.233.42

3.15

2.34

3.35 3.34 3.33 3.33

2.86

3.403.27

3.42 3.35

2.87

3.31 3.28 3.35 3.37

2.88

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

5.00

I have offered something as aprovider.

I have offered something as aprovider and have used as a

consumer.

I have used something as aconsumer.

I have heard of this but never used it. I have never heard of this.

Car-sharing services Home-sharing services Food-sharing services Goods-sharing services Finance-sharing services


Sharing Economy

Key Insights into Sharing Participation

• A majority of respondents is not engaged in the sharing economy. Only 18.7% report having consumed sharing services, 9.1% say they have offered a service as a provider. The largest share (62.5%) have heard of sharing services, but have not used any themselves.

• Among the twelve surveyed countries, France and UK show the highest share of sharing participants – however while UK has a large share of consumers, France features the highest proportion of sharing providers.

• Sharing participation is most common among young, well-educated, higher income Europeans. Lower-education respondents do provide some sharing services, but levels of consumption rise rapidly with rising educational attainment.


Sharing Economy

Key Insights into Sharing Participation (contd.)

• The European sharing economy is largely comprised of car- and home-sharing – other services show much lower overall levels of participation. Those not aware of car- and home-sharing feature particularly low levels of education and Internet skills.

• While consuming home-sharing services is more common among higher-income individuals, the same doesn’t hold for car-sharing, which is quite equally common across income quartiles.

• Young male Europeans are more ready to experiment with smaller, unfamiliar services.


Sharing Economy

Sharing Motives among Participants and Non-Participants3The importance of financial, social, societal benefits and fun for (non-)participants


Sharing Economy

It’s all about (Saving) Money – and FunFinancial benefits dominate consumers’ motives to participate in sharing, followed by fun. Providers show a more varied set of participation motives.


Sharing Economy

While financial benefits are most important for all types of respondents, consumers are especially keen

3.2

9

3.0

4

2.9

0

2.8

7

3.6

8

2.4

9

2.3

8 2.7

02.9

5

2.6

9

2.6

9

2.6

2

2.4

4

2.4

5

2.4

5

2.4

0

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

5.00

Financial benefit Social responsibility Meeting people Fun


N = 6111; Arithmetic means by user type are displayedImportance of motives: 1-5 scale with 1-not at all, 2-to a small extent, 3-to a moderate extent, 4-to a large extent, 5-very much


Sharing Economy

Income particularly important for providers in German, Denmark and Ireland

3.56

3.44

3.28

3.42

3.65

3.19

2.88

3.17

3.62

3.26

2.81

3.15

3.29

3.00

3.29

2.74

3.03

3.39

2.69

2.78

2.95

3.50

3.04

2.81

3.08

3.04

2.76

3.10

2.45

2.69

3.11

2.56

2.72

3.31

3.42

2.72

2.81

3.04

2.90

2.86

2.68

2.66

2.83

3.14

2.88

2.72

3.05

3.50

2.72

2.86

3.04

2.87

0.00 1.00 2.00 3.00 4.00 5.00

Denmark

France

Germany

Ireland

Italy

Netherlands

Norway

Poland

Portugal

Spain

Switzerland

UK

Total



Sharing Economy

Younger providers more geared towards social motives

N = 556; Arithmetic means for providers by age groups are displayedImportance of motives: 1-5 scale with 1-not at all, 2-to a small extent, 3-to a moderate extent, 4-to a large extent, 5-very much

2.92

2.92

2.74

2.97

2.76

3.08

2.99

2.76

2.65

2.88

3.03

3.19

2.97

2.87

2.82

2.91

3.49

3.33

3.25

3.22

1 2 3 4 5

18-24

25-34

35-44

45-54

55-65



Sharing Economy

Male providers more interested in meeting people

3.28 3.293.08 3.01

2.832.952.86 2.88

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

5.00

Women Men


N = 556; Arithmetic means for providers by gender are displayedImportance of motives: 1-5 scale with 1-not at all, 2-to a small extent, 3-to a moderate extent, 4-to a large extent, 5-very much


Sharing Economy

2.88

2.57

2.68

2.97

3.33

2.94

2.64

2.81

2.99

3.16

2.88

2.67

2.88

3.20

3.39

2.81

2.77

3.10

3.47

3.83

1 2 3 4 5

Very low

Low

Average

High

Very high

Financial benefit Social Responsibility Meeting people Fun

Skilled providers particularly geared towards financial benefits

N = 556;, Arithmetic means for providers by Internet skills are displayedImportance of motives: 1-5 scale with 1-not at all, 2-to a small extent, 3-to a moderate extent, 4-to a large extent, 5-very much

Internet skills: 1-5 scale with 1-very low, 2-low, 3-average, 4-high, 5-very high


Sharing Economy

2.86

2.79

2.68

2.61

2.44

2.63

2.55

2.37

2.44

2.42

2.56

2.42

2.31

2.27

2.32

3.73

3.78

3.70

3.58

3.52

1 2 3 4 5

18-24

25-34

35-44

45-54

55-65


Younger consumers consider sharing more fun

N = 1143; Arithmetic means for consumers by age group are displayedImportance of motives: 1-5 scale with 1-not at all, 2-to a small extent, 3-to a moderate extent, 4-to a large extent, 5-very much


Sharing Economy

Social motives less important for high-income consumers

3.6

9

2.6

0 2.8

4

2.6

7

3.7

6

2.4

9 2.7

9

2.6

9

3.7

0

2.3

4

2.6

9

2.4

5

3.6

3

2.2

1

2.5

6

2.2

7

1

2

3

4

5

Financial benefit Meeting people Fun Social responsibility


N = 1143; Arithmetic means for consumers by income quartiles are displayedImportance of motives 1-5 scale with 1-not at all, 2-to a small extent, 3-to a moderate extent, 4-to a large extent, 5-very much

Quartiles cut the distribution of income in approximately even quarters


Sharing Economy

High-skilled consumers experience sharing as more fun – and financially attractive

N =1143; Arithmetic means for consumers by Internet skills are displayedImportance of motives: 1-5 scale with 1-not at all, 2-to a small extent, 3-to a moderate extent, 4-to a large extent, 5-very much

2.28

2.55

2.65

2.75

2.89

2.36

2.22

2.33

2.47

2.44

2.33

2.48

2.44

2.52

2.52

3.11

3.60

3.58

3.75

3.88

1 2 3 4 5

Very low

Low

Average

High

Very high



Sharing Economy

Particularly older aware non-users assume primarily societal benefits

N = 3818; Arithmetic means for aware non-users by age group are displayedImportance of expected benefits: 1-5 scale with 1-not at all, 2-to a small extent, 3-to a moderate extent, 4-to a large extent, 5-very much

2.88

2.80

2.63

2.61

2.39

2.89

2.88

2.71

2.64

2.51

3.07

2.98

2.94

2.88

2.71

3.24

3.17

3.05

2.92

2.58

1 2 3 4 5

18-24

25-34

35-44

45-54

55-65



Sharing Economy

Lower-educated aware non-users see less of a societal benefit

N = 3818; Arithmetic means for aware non-users by education are displayedImportance of expected benefits: 1-5 scale with 1-not at all, 2-to a small extent, 3-to a moderate extent, 4-to a large extent, 5-very much

2.80

2.612.73

2.973.02 3.04

2.83

2.47

2.782.66

2.892.98 3.01 2.97

2.60 2.60 2.63 2.652.78 2.76 2.74

2.47 2.492.58 2.62 2.67 2.66

2.51

1.0

1.5

2.0

2.5

3.0

3.5

4.0

No formal education Primary school Lower secondary Higher secondary Bachelor Master Doctorate or higher



Sharing Economy

High-skilled aware non-users generally expect more benefits from sharing

N = 3818; Arithmetic means for aware non-users by Internet skills are displayedImportance of expected benefits: 1-5 scale with 1-not at all, 2-to a small extent, 3-to a moderate extent, 4-to a large extent, 5-very much

2.33

2.58

2.66

2.66

2.74

2.40

2.61

2.70

2.76

2.85

2.33

2.48

2.44

2.52

2.52

2.56

2.80

3.00

3.03

3.18

1 2 3 4 5

Very low

Low

Average

High

Very high



Sharing Economy

Non-users mostly associate the sharing economy with ride-sharing

47.64

54.04

44.11

47.64

39.39

43.94

52.02

44.28

52.36

45.96

55.89

52.36

61

56.06

47.98

55.72

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Rent an apartment

Catch a ride

Find a workspace

Borrow a tool

Share food with others

Host someone in my home

Take someone on a ride in my car

Share one of my tools

Yes No

N = 594, Non-aware non-usersSample question: ‚What do you think sharing platforms can be used for?‘


Sharing Economy

Older non-aware non-users also assume more social benefits

N = 594; Arithmetic means for non-aware non-users by age group are displayedImportance of expected benefits: 1-5 scale with 1-not at all, 2-to a small extent, 3-to a moderate extent, 4-to a large extent, 5-very much

2.86

2.67

2.40

2.21

2.25

2.78

2.69

2.32

2.39

2.34

2.75

2.63

2.44

2.48

2.38

2.84

2.51

2.50

2.33

2.31

1 2 3 4 5

18-24

25-34

35-44

45-54

55-65



Sharing Economy

Key Insights into Sharing Motives

• Financial benefits are the most important motivational driver of participation in the sharing economy – both in terms of providing and consuming. However, financial benefits play a much more dominant role for consumers, compared to providers.

• Providers estimate social responsibility and social interaction motives significantly higher than consumers. Younger providers, especially, consider financial benefits less relevant than older cohorts. For them, providing is more about meeting people and exercising social responsibility.

• Higher income consumers are especially driven by financial benefits, ranking other motives consistently lower than lower-income consumers do.

• Aware non-users consider financial benefits less of a boon of sharing services than actual consumers do, but rate social responsibility and social interaction more highly. This could be due to biases in platforms’ marketing efforts and public discourse. This is especially true for older non-users (as younger ones may have heard more first-hand user accounts).


Sharing Economy

Internet Access as Precondition for Sharing Participation4The relationship between Internet use frequency, access device use and (non-) participation


Sharing Economy

There is a Digital Divide in the Sharing EconomyNon-participants in the sharing economy use the Internet less frequently than participants, particularly through mobile devices. Internet skills play a key role in distinguishing participants from non-participants.


Sharing Economy

Daily Internet use is the norm throughout Europe…

0.7% 1.0%7.4%

53.9%

37.0%

Less often Weekly Once a day Several times a day Almost constantly

N = 6111; PercentagesInternet use frequency: 1-5 scale with 1-less often, 2-weekly, 3-once a day, 4-several times a day, 5-almost constantly


Sharing Economy

... but sharing participants are more avid Internet users than non-participants

0.2% 0.… 0.5% 3.0%0.5%

0.4% 1.0%2.2%6.1%

3.3%7.6%

15.5%

43.3% 50.3%

56.4%

54.5%

49.8% 45.8%

34.4%24.7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



N = 6111(Providers: 556; Consumers: 1143; Aware non-users: 3818; Non-aware non-users: 594)


Sharing Economy

“Always on” particularly common in Italy and Spain

N = 6111Internet use frequency: 1-5 scale with 1-less often, 2-weekly, 3-once a day, 4-several times a day, 5-almost constantly

2.0

1.0

2.0

0.8

0.8

1.0

0.2

0.4

1.2

1.1

1.0

0.6

1.0

6.9

10.2

11.4

7.2

6.4

5.4

6.8

7.5

7.8

4.3

9.1

6.2

7.4

59.3

51.7

56.0

58.8

38.9

62.6

64.8

56.4

48.7

42.5

52.2

56.6

53.9

31.4

36.3

30.2

33.0

52.4

31.0

27.6

34.1

41.9

50.7

37.5

36.2

37.0

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0

Denmark

France

Germany

Ireland

Italy

Netherlands

Norway

Poland

Portugal

Spain

Switzerland

UK

Total



Sharing Economy

An age divide persists among Europeans

5.4%

5.2%

7.8%

9.5%

16.1%

49.1%

45.5%

53.7%

58.8%

60.2%

45.5%

49.3%

38.4%

31.7%

23.8%

18-24

25-34

35-44

45-54

55-65

Less often Several times a day Almost constantly

N = 6111; reduced scaleOriginal Internet use frequency: 1-5 scale with 1-less often, 2-weekly, 3-once a day, 4-several times a day, 5-almost constantly


Sharing Economy

Slight gender divide in terms of access frequency

0.8% 0.6%1.1% 0.9%

7.4% 7.4%

57.5%

50.4%

33.2%

40.8%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Women Men




Sharing Economy

Education is still a major factor in Internet use

9.1%1.4% 1.3% 0.5% 0.1% 0.9% 0.6%

4.5%

4.3% 2.5% 0.7% 0.8% 1.9%

18.2%

11.4% 12.3%

8.6% 4.7% 3.4% 6.3%

54.5%

56.4% 55.1%

54.0%54.5%

51.9%48.7%

13.6%

26.5% 28.7%36.2%

39.9%43.8% 42.4%

No formaleducation

Primary School Lower secondary Higher secondary Bachelor Master Doctorate or higher




Sharing Economy

…as is income

1.6

%

1.4

%

9.4

%

49

.9%

37

.7%

0.5

%

1.2

% 7.9

%

52

.0%

38

.5%

0.3

%

0.6

% 6.3

%

55

.6%

37

.1%

0.3

%

0.8

% 5.7

%

57

.9%

35

.3%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%






Sharing Economy

0.2%

0.7%

5.2%

0.2%

0.3%

0.6%

1.6%

4.0%

1.7%

2.7%

6.0%

12.4%

21.3%

34.7%

50.8%

59.3%

61.5%

55.2%

63.4%

46.1%

34.0%

23.9%

14.2%

Very high

High

Average

Low

Very low


Internet skills closely related to use frequency



Sharing Economy

Smartphone most frequently used access device: potential prerequisite to sharing participation



10.0%

13.6%

33.4%

37.5%

73.3%

22.6%

20.5%

21.2%

30.7%

17.6%

14.3%

14.7%

10.5%

10.4%

3.7%

27.4%

27.9%

18.1%

13.6%

3.4%

25.7%

23.3%

16.7%

7.8%

1.9%

Smartphone

Laptop

Desktop PC

Tablet

Gaming console

Never Sometimes About half the time Most of the time Always


Sharing Economy

Smartphone use distinguishes participants and non-participants

24.8%

28.8%

34.6%

42.9%

6.3%

3.1%

11.3%

18.7%

8.6%

7.4%

14.4%

24.7%

24.5%

29.0%

39.8%

51.5%

49.8%

63.4%

78.2%

83.2%

22.8%

24.8%

20.6%

17.0%

13.8%

15.6%

25.7%

24.2%

19.4%

17.4%

21.8%

19.2%

31.1%

34.5%

30.8%

22.2%

24.3%

22.9%

16.1%

10.9%

12.8%

13.5%

9.8%

7.6%

14.2%

15.7%

14.3%

11.3%

19.1%

19.9%

13.2%

9.9%

16.7%

11.2%

9.9%

6.2%

10.4%

6.1%

2.2%

2.5%

21.2%

19.1%

18.0%

14.5%

32.2%

32.9%

25.9%

22.7%

28.6%

31.8%

27.2%

24.2%

17.3%

16.3%

12.5%

12.1%

9.7%

5.5%

1.7%

18.3%

13.8%

17.1%

18.0%

33.5%

32.7%

22.8%

23.1%

24.3%

23.4%

23.3%

21.9%

10.4%

9.1%

7.0%

7.9%

5.8%

2.0%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

Provider

Consumer

Aware non-user

Non-aware non-user

De

skto

p P

CSm

artp

ho

ne

Lap

top

Tab

let

Gam

ing

Co

nso

le

Never Sometimes About half the time Most of the time Always

N = 6111Access device use: 1-5 scale with 1-never, 2-sometimes, 3-about half the time, 4-most of the time, 5-always


Sharing Economy

Key Insights into Sharing Preconditions

• Daily – and especially constant – Internet use is much more common among providers and consumers of sharing services than among non-users. Non-aware non-users use the Internet less frequently than all other groups, while providers have the largest share of “always-on” Internet users.

• As participation in the sharing economy is clearly linked to Internet use, a number of digital divides need to be taken into account: an age divide, a gender divide, an educational divide, an income divide and a skills divide. In other words: Younger, well-educated, higher income, male and highly skilled individuals use the Internet most frequently and are more engaged in the sharing economy.

• Smartphone use most clearly distinguishes participants from non-participants in the sharing economy, with consumers being slightly more avid users than providers. Smartphone use is, again, especially frequent among younger, well-educated, higher income and highly skilled Europeans.


Sharing Economy

Sharing Self-Efficacy of Non-Users5Do non-participants lack confidence in their ability to use sharing services?


Sharing Economy

Non-Aware Non-Users face a large Skills DivideWhile non-participants generally have relatively low confidence in their ability to use sharing services, this is especially obvious among those unfamiliar with the sharing economy.


Sharing Economy

Aware non-users are relatively confident they could consume sharing services

3.11

3.07

3.01

3.00

3.00

2.99

2.82

2.62

1 2 3 4 5

Catch a ride

Borrow a tool

Rent an apartment

Find a workspace





N = 3818, aware non-users; Arithmetic means are displayed1-5 scale with 1-strongly disagree, 2-somewhat disagree, 3-neither agree nor disagree, 4-somewhat agree, 5-strongly agree


Sharing Economy

Non-aware non-users are less confident in their skills, even in terms of consumption

2.25

2.46

2.47

2.48

2.49

2.50

2.52

2.56

1 2 3 4 5





Rent an apartment

Borrow a tool

Find a workspace

Catch a ride

N = 594, non-aware non-users, Arithmetic means are displayed1-5 scale with 1-strongly disagree, 2-somewhat disagree, 3-neither agree nor disagree, 4-somewhat agree, 5-strongly agree


Sharing Economy

Italian, Danish and Portuguese aware non-users are relatively confident in their use skills

Rent a apartment

Catch a rideFind a

workspaceBorrow a

toolShare foodwith others

Host someonein my home

Take someonein a ride in

my car

Share one ofmy tools

Denmark 3.19 3.30 3.03 3.09 2.97 2.96 3.10 3.03

France 2.90 3.07 2.73 3.14 2.65 2.54 3.07 3.01

Germany 2.62 3.04 2.47 2.91 2.54 2.25 2.86 2.78

Ireland 3.30 3.08 3.19 3.10 2.82 2.88 2.85 3.03

Italy 3.18 3.20 3.20 3.03 2.87 2.69 3.16 3.10

Netherlands 2.81 2.90 2.83 3.00 2.82 2.58 2.93 2.92

Norway 3.21 3.19 2.81 3.19 2.75 2.64 3.12 3.07

Poland 2.92 3.40 3.40 3.15 3.20 2.75 3.27 3.01

Portugal 3.26 3.16 3.39 3.21 2.96 2.68 3.04 3.17

Spain 2.97 2.91 3.13 2.99 2.75 2.37 2.92 2.94

Switzerland 2.76 3.05 2.81 3.07 2.68 2.48 2.96 3.00

UK 3.04 3.02 2.92 2.94 2.73 2.66 2.74 2.84

Total 3.01 3.11 3.00 3.07 2.82 2.62 3.00 2.99

N = 3818, aware non-users; Arithmetic means by country are displayed1-5 scale with 1-strongly disagree, 2-somewhat disagree, 3-neither agree nor disagree, 4-somewhat agree, 5-strongly agree


Sharing Economy

With the exception of young pupils, self-efficacy rises with education

3.1

3

2.8

6

2.7

4 2.9

8 3.1

6

3.1

2 3.3

4

3.2

0

3.0

6

2.9

0 3.1

0

3.1

7

3.2

3 3.3

5

3.3

3

2.8

8

2.7

4 2.9

8 3.1

3

3.0

9 3.2

0

3.0

7

2.9

8

2.9

0 3.0

3 3.2

0

3.1

3 3.2

6

3.0

7

2.7

3

2.7

1

2.7

9

2.8

6

2.9

2

2.9

4

2.6

7

2.6

8

2.4

4 2.5

7 2.7

0

2.7

7 2.9

7

3.0

0

2.8

8

2.8

2 2.9

7 3.0

8

3.1

4

3.4

0

3.0

7

2.8

4

2.7

6 2.9

7 3.1

2

3.0

7 3.3

1

1

2

3

4

5

No formal Primary school Lower secondary Higher secondary Bachelor Master Doctorate andhigher

Rent a apartment Catch a ride Find a workspace

Borrow a Tool Share food with others Host someone in my home

Take someone in a ride in my car Share one of my tools

N = 3818, aware non-users; Arithmetic means by education are displayed1-5 scale with 1-strongly disagree, 2-somewhat disagree, 3-neither agree nor disagree, 4-somewhat agree, 5-strongly agree


Sharing Economy

Sharing self-efficacy rises with Internet skills2

.79 2.9

3

2.9

9 3.1

2

3.1

6

2.8

2 3.0

0 3.1

3

3.2

3

3.2

3

2.7

6 2.9

6

3.0

0

3.0

6

3.1

3

2.8

1 2.9

6 3.0

9

3.1

7

3.2

1

2.7

8

2.7

9

2.8

2

2.8

4

2.8

5

2.4

6

2.5

6

2.5

9 2.7

2

2.7

1

2.7

5 2.9

0 3.0

4

3.0

7

3.1

2

2.7

6 2.9

0

2.9

9 3.0

9

3.1

4

1

2

3

4

5

Very low Low Average High Very high

Rent a apartment Catch a rideFind a workspace Borrow a toolShare food with others Host someone in my homeTake someone in a ride in my car Share one of my tools

N = 3818, aware non-users; Arithmetic means by Internet skills are displayed1-5 scale with 1-strongly disagree, 2-somewhat disagree, 3-neither agree nor disagree, 4-somewhat agree, 5-strongly agree

Internet skills: 1-5 scale with 1-very low, 2-low, 3-average, 4-high, 5-very high


Sharing Economy

Key Insights on the Self-Efficacy of Non-Users

• Aware non-users are more confident in their ability to use sharing services than non-aware non-users – particularly for consumptive purposes. Interestingly, while actual participation in the sharing economy focuses primarily on car- and home-sharing, non-participants focus more on tasks such as borrowing a tool or finding a workspace.

• While self-efficacy doesn’t significantly vary among non-aware non-users, we find that among aware non-users, sharing self-efficacy is related to general Internet skills, with more educated individuals showing more of both.

• Low sharing self-efficacy among non-participants could constitute an obstacle to participation. It is, however, especially weak among the group of non-aware non-users, who are characterized by higher age, lower education, lower income, low Internet skills and less frequent Internet use.


Sharing Economy

Reasons for Non-Participation in the Sharing Economy6Reasons for non-participation given by those who abstain from the sharing economy


Sharing Economy

Privacy and Legal Concerns constitute Key ObstaclesAside from negative attitudes towards using other people’s items and towards interacting with strangers, insecurity in terms of privacy protection and legal standing are key reasons for abstaining from providing and consuming sharing services.


Sharing Economy

Privacy concerns and legal concerns key reasons for not providing sharing services

3.47

3.37

3.26

3.25

3.15

3.07

2.97

2.92

2.89

2.86

2.82

2.81

2.46

I don't like to share my things

I don't trust them with my data

I don't feel legally secure using them

I don't want to interact with strangers

I don't trust these corporations

I don't see a use in them

They are not available where i live

I don't know what the are for

They are too cumbersome to use

I don't need the extra income

I don't think anyone is helped by using sharing platforms

I don't support the idea of a 'sharing platform / sharingeconomy'

I cannot use it because I am missing a requirement

N = 3818; Arithmetic means for providing are displayed1-5 scale with 1-strongly disagree, 2-somewhat disagree, 3-neither agree nor disagree, 4-somewhat agree, 5-strongly agree


Sharing Economy

Reasons for non-use generally more important for low-skilled users

I don‘t see a use inthem

I don‘t know what they are for

I don‘t trust them with my data

I don‘t feel legally secure using them

They are not available where I

live

They are too cumbersome to

use

I cannot use it because I am

missing a requirement

Very low 3.45 3.53 3.57 3.55 3.16 3.27 2.94

Low 3.17 3.16 3.44 3.34 3.03 3.01 2.66

Average 3.03 2.95 3.37 3.27 2.95 2.89 2.46

High 2.98 2.72 3.32 3.20 2.98 2.78 2.29

Very high 2.89 2.41 3.23 3.03 2.81 2.60 2.09

Total 3.07 2.92 3.37 3.26 2.97 2.89 2.46

Skill

Ind

ex

N = 3818; Arithmetic means for providing by Internet skills are displayed1-5 scale with 1-strongly disagree, 2-somewhat disagree, 3-neither agree nor disagree, 4-somewhat agree, 5-strongly agree


Sharing Economy

Reasons for non-use generally more important for low-skilled users (continued)

I don‘t like to share my things

I don‘t need the extra income

I don‘t want to interactwith

strangers

I don‘t think anyone is helped by using

sharing platforms

I don‘t trust thesecorporations

I don‘t support the ides of a sharing platform/

economy

Very low 3.66 3.06 3.54 3.20 3.45 3.24

Low 3.45 2.91 3.30 2.96 3.23 2.96

Average 3.43 2.78 3.24 2.79 3.11 2.76

High 3.48 2.87 3.19 2.71 3.07 2.69

Very high 3.48 2.86 3.11 2.62 3.05 2.63

Total 3.47 2.86 3.25 2.82 3.15 2.81

Skill

Ind

ex

N = 3818; Arithmetic means for providing by Internet skills are displayed1-5 scale with 1-strongly disagree, 2-somewhat disagree, 3-neither agree nor disagree, 4-somewhat agree, 5-strongly agree


Sharing Economy

Users avoid sharing services when they can afford alternatives

2.37

2.73

2.81

2.87

2.88

2.94

3.02

3.15

3.17

3.17

3.23

3.24

3.25

3.36

1 2 3 4 5

I cannot use it becaue I am missing a requirement

I don't think anyone is helped by using sharing…

I don't support the idea of a 'sharing platform /…

They are too cumbersome to use

They are too expensive

I don't know what they are for

They are not available where I live

I don't trust these corporations

I don't want to unteract with strangers

I don't see a use in them

I can afford other services

I don't feel legally secure using them

I don't like to use things from others/used things.

I don't trust them with my data

N = 3818; Arithmetic means for consuming are displayed1-5 scale with 1-strongly disagree, 2-somewhat disagree, 3-neither agree nor disagree, 4-somewhat agree, 5-strongly agree


Sharing Economy

Again, lower skilled non-consumers see more obstacles to using sharing services

I don‘t see a use inthem

I don‘t know what they are for

I don‘t trust them with my data

I don‘t feel legally secure using them

They are not available where I

live

They are too cumbersome to

use

I cannot use it because I am

missing a requirement

Very low 3.57 3.67 3.60 3.47 3.18 3.25 2.82

Low 3.26 3.17 3.42 3.36 3.06 3.00 2.57

Average 3.10 2.94 3.35 3.23 2.99 2.84 2.36

High 3.10 2.75 3.28 3.15 3.04 2.78 2.23

Very high 3.06 2.43 3.24 3.05 2.91 2.65 2.03

Total 3.17 2.94 3.36 3.23 3.02 2.87 2.37

N = 3818; Arithmetic means for consuming by Internet skills are displayed1-5 scale with 1-strongly disagree, 2-somewhat disagree, 3-neither agree nor disagree, 4-somewhat agree, 5-strongly agree


Sharing Economy

(continued)

I don‘t like to use things from others/

Used things

They are too expensive

I can afford other services

I don‘t want to interact with

strangers

I don‘t think anyone is helped by

using sharing platforms

I don‘t trust thesecorporations

I don‘t support the ides of a sharing

platform/ economy

Very low 3.44 3.11 3.27 3.40 3.14 3.36 3.14

Low 3.32 3.00 3.24 3.25 2.90 3.25 2.98

Average 3.21 2.85 3.20 3.14 2.70 3.11 2.75

High 3.19 2.81 3.23 3.13 2.57 3.12 2.72

Very high 3.22 2.73 3.23 3.02 2.53 3.02 2.60

Total 3.25 2.88 3.23 3.17 2.73 3.15 2.81

N = 3818; Arithmetic means for consuming by Internet skills are displayed1-5 scale with 1-strongly disagree, 2-somewhat disagree, 3-neither agree nor disagree, 4-somewhat agree, 5-strongly agree


Sharing Economy

Key Insights on Non-Participation

• A general dislike for sharing or using other peoples’ objects ranks very highly among the reasons given for non-participation, as does resistance to interacting with strangers.

• Non-participants also rarely say that they are excluded from sharing because they lack a necessary requirement (such as a car, space or object to share, an access device or credit card).

• Higher education and income individuals do not need the additional income from sharing or can afford to use other, presumably more comfortable services. Lower-education and -income individuals generally seem more insecure towards the sharing economy.


Sharing Economy

Outcomes of Participation in the Sharing Economy7A look at non-economic (consumers and providers) and economic (providers) outcomes of participation


Sharing Economy

Few Provide Professionally, Most Enjoy the Side-IncomeGenerally, there is little reciprocity involved in the sharing economy, few ever share repeatedly with each other. Among providers, most participate to earn a side-income. A few rely on sharing for their livelihood, however – and require particular attention.


Sharing Economy

Sharing economy consumers rarely reciprocate

73.1%

19.0%

7.9%

Low Middle High

N = 1143, consumersSocial reciprocity index: 1-3 scale with 1-low, 2-middle, 3-high


Sharing Economy

Low reciprocity is common…

68.9%

89.6%

74.0%

70.4%

65.7%

79.7%

69.1%

62.5%

70.5%

61.2%

80.6%

76.8%

73.1%

20.3%

8.0%

18.2%

22.6%

23.5%

15.9%

19.1%

30.6%

21.6%

25.2%

15.7%

14.1%

19.0%

10.8%

2.4%

7.8%

7.0%

10.8%

4.3%

11.8%

6.9%

8.0%

13.6%

3.7%

9.2%

7.9%

Denmark

France

Germany

Ireland

Italy

Netherlands

Norway

Poland

Portugal

Spain

Switzerland

UK

Total

Low Middle HighN = 1143, consumers by country

Social reciprocity index: 1-3 scale with 1-low, 2-middle, 3-high


Sharing Economy

…but less common among ‘millennials’

81.9%

77.4%

74.2%

68.9%

68.5%

13.4%

16.9%

19.0%

19.0%

24.5%

4.7%

5.6%

6.7%

12.1%

6.9%

55-65

45-54

35-44

25-34

18-24

Low Middle High

N = 1143, consumers by age groupSocial reciprocity index: 1-3 scale with 1-low, 2-middle, 3-high


Sharing Economy

Women reciprocate less than men

68.7%

77.3%

20.9%

17.2%

10.4%

5.6%

Men

Women

Low Middle High

N = 1143, consumers by genderSocial reciprocity index: 1-3 scale with 1-low, 2-middle, 3-high


Sharing Economy

Internet skills foster reciprocity

Social Reciprocity Index

Skill

Ind

ex

Low Middle High

Low 78.6% 78.6% 6.8%

Average 75.8% 75.8% 6.3%

Medium High 71.5% 71.5% 7.3%

Highest 71.6% 71.6% 9.5%

Total 73.1% 73.1% 7.9%

N = 1143, consumers by Internet skillsSocial reciprocity index: 1-3 scale with 1-low, 2-middle, 3-highSkills index reduced by aggregating highest and lowest values


Sharing Economy

No effect of platforms on reciprocity

N = 1143, consumers by platformSocial reciprocity index: 1-3 scale with 1-low, 2-middle, 3-high

75.2%

79.6%

72.3%

73.0%

41.5%

17.9%

13.2%

20.9%

19.0%

43.4%

6.8%

7.3%

6.8%

8.0%

15.1%

Blablacar

Airbnb

Uber

Others

No answer

Low Middle High


Sharing Economy

Providers reciprocate more than consumers

52.2%

31.3%

16.2%

73.1%

19.0%

7.9%

Low Middle High

Providers Consumers

N = 1699Social reciprocity index: 1-3 scale with 1-low, 2-middle, 3-high


Sharing Economy

Reciprocity relatively high among Portuguese, British and Italian providers

56.0%

78.8%

63.8%

44.4%

38.6%

68.8%

39.1%

56.9%

34.6%

46.3%

47.6%

38.5%

26.0%

17.5%

17.0%

36.1%

35.1%

18.8%

50.0%

36.2%

30.8%

25.9%

45.2%

34.6%

18.0%

3.8%

19.1%

19.4%

26.3%

12.5%

10.9%

6.9%

34.6%

27.8%

7.1%

26.9%

Denmark

France

Germany

Ireland

Italy

Netherlands

Norway

Poland

Portugal

Spain

Switzerland

UK

Low Middle HighN = 1699

Social reciprocity index: 1-3 scale with 1-low, 2-middle, 3-high


Sharing Economy

‘Millennial’ providers also reciprocate more

68.0%

58.0%

57.7%

48.1%

44.4%

28.0%

34.8%

27.6%

30.1%

37.0%

4.0%

7.2%

14.6%

21.8%

18.5%

55-65

45-54

35-44

25-34

18-24

Low Middle High

N = 556, providers by age groupSocial reciprocity index: 1-3 scale with 1-low, 2-middle, 3-high


Sharing Economy

Reciprocity more common among male providers

44.7%

63.9%

37.4%

22.5%

17.9%

13.7%

Men

Women

Low Middle High

N = 556, providers by genderSocial reciprocity index: 1-3 scale with 1-low, 2-middle, 3-high


Sharing Economy

Internet skills have a stronger effect for providers

Social Reciprocity Index

Skill

Ind

ex

Low Middle High

Low 67.3% 25.0% 7.7%

Average 53.8% 36.6% 9.7%

Medium High 52.0% 37.3% 10.7%

Highest 47.8% 23.1% 29.1%

Total 52.5% 31.3% 16.2%

N = 556, providers by Internet skillsSocial reciprocity index):1-3 scale with 1-low, 2-middle, 3-highSkills index reduced by aggregating highest and lowest values


Sharing Economy

The Uber effect: professional reciprocity

71.8%

53.7%

26.0%

53.5%

40.7%

19.5%

31.4%

38.0%

32.6%

40.0%

8.7%

14.9%

36.0%

14.0%

19.3%

Blablacar

Airbnb

Uber

Others

No answer

Low Middle High

N = 556, providers by platformSocial reciprocity index: 1-3 scale with 1-low, 2-middle, 3-high


Sharing Economy

Economic outcomes: Few are ‘professional sharers’

13.7%

37.6%

48.7%

Is my main source of income Is a good way of supplementing mymain income

Is just something I earn on the side,but I don't really need it

N = 556Sample question: ‚The income i get from providing on the sharing platform…‘


Sharing Economy

Millennials are more likely to be ‘professional sharers’

14.8%

18.0%

10.6%

11.6%

4.0%

43.5%

40.3%

34.1%

29.0%

34.0%

41.7%

41.7%

55.3%

59.4%

62.0%

18-24

25-34

35-44

45-54

55-65

Is my main source of incomeIs a good way of supplementing my main incomeIs just something I earn on the side, but I dont really need it

N = 556, providers by age groupSample question: ‚The income i get from providing on the sharing platform…‘


Sharing Economy

Professional sharing is a low-skilled job

Skill

Ind

ex

Main source of income

Supplementing main income

Income earned on the side

Low 21.2% 36.5% 42.3%

Average 17.2% 39.3% 43.4%

Medium High 8.5% 46.9% 44.6%

Highest 13.7% 27.5% 58.8%

Total 13.7% 37.6% 48.7%

N = 556, providers by Internet skillsSample question: ‚The income i get from providing on the sharing platform…‘

Skills index reduced by aggregating highest and lowest values


Sharing Economy

‘Uber’ jobs and professional sharing

3.4%

9.1%

24.0%

15.1%

23.3%

22.1%

44.6%

38.0%

29.1%

52.0%

74.5%

46.3%

38.0%

55.8%

24.7%

Blablacar

Airbnb

Uber

Others

No answer

Is my main source of income

Is a good way of supplementing my main income

Is just something I earn on the side, but I dont really need it

N = 556, providers by platformSample question: ‚The income i get from providing on the sharing platform…‘


Sharing Economy

Key Insights on the Outcomes of Participation

• Across countries, we find that consumers do not seem inclined to have repeated interactions with those met on sharing platforms. Neither Internet skills nor the preferred platform (e.g., Airbnb, Uber, Blablacar) positively relate to reciprocity.

• Men have a slightly stronger preference for reciprocal relations, which may be related to issues of personal safety. Moreover ‘millennials’ (aged 18 to 34) seem to be more willing to entertain repeated exchanges with other users.

• Providers are generally more willing to reciprocate (particularly southern Europeans). However, this may be motivated by a desire foster a community of committed customers.

• Few providers exclusively rely on sharing services for their income. Users with low Internet skills are more likely to be ‘professional sharers’, implying that ‘professional sharing’ may be a low-skill (and low-income) occupation.


Sharing Economy

Conclusions8


Sharing Economy

Summary of Results

• Participants are younger, more educated, and higher-income than non-participants.

• Participants are more avid and skilled Internet users, particularly in terms of mobileusage.

• Participation mostly in car-and home-sharing.

• Privacy and legal concerns are key obstacles to participation – aside fromdislike of used goods.

• Consumers are on average more educated, higher income and somewhat olderthan providers. They also have higher Internet skills.

• Higher Internet skills are related to more perceived benefits from sharing.

• Consumers are primarily driven by financial benefits and fun. They stop participating when they can afford more comfortable alternatives.

• Most providers participate to earn a side income – they do not rely on sharing for a livelihood.

• The largest share of ‘professional sharers’ is found in car sharing (Uber) and among younger participants. They tend to be lower-SES.

• Professional sharers are especially keen to generate social capital, i.e. to foster a customer base.

Participation DivideDifferences between participation and non-participation

Engagement DivideDifferences between consumers and providers

Provider DivideDifferences between professional and occasional providers


Sharing Economy

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