How Consumer Preference will reshape the Automotive Industry
The First Annual
Mobility Study
Presented by Vision Mobility and CuriosityCX November 22nd , 2016
Presented by Vision Mobility and CuriosityCX November 22nd , 2016
Webinar Details
Yes we are recording
Presented by Vision Mobility and CuriosityCX November 22nd , 2016
Webinar Details
Have a question?
James Carter
About JamesJames is the founder of Vision Mobility, a Consulting Service that specializes in providing Automotive and “New Mobility” insights to OEMs, Dealers, Tier 1 suppliers and Startups.
James is a ‘car guy’ with an eye to the future. The changing automotive landscape provides fascinating possibilities, and it is exciting to be able to guide companies into this new world.
James is a 20+ year Automotive Industry veteran, with 19 years at Toyota in Australia, Japan and North America.
Dave Fish, Ph.D.
About DaveDave is the founder of CuriosityCX, a blog focused on consumer behavior and customer experience.
Why people do what they do is one the hardest questions for scientists to answer. For the last 20 years he has been focused on understanding human emotions, attitudes, and behavior in decision making.
Dave worked in Strategic Planning for Toyota Motor Sales for many years and spent the last 20 conducting research in the automotive space and consulting across different verticals. He’s a veteran of JD Power & Associates, MaritzCX, and the Mars Agency.
CuriosityCX and Vision Mobility 2016
6
Why Mobility?Why Mobility?
CuriosityCX and Vision Mobility 2016
7
Why Mobility?Why Mobility
Our Goals:
• Understand people's attitudes about mobility• Discover people's needs and wants in mobility• Better understand openness to new types of mobility
options• Identify the barriers of adoption • Take a peak at new possibilities
CuriosityCX and Vision Mobility 2016
8
Methodology
• Fielded September 29th – October 1st
• National Representative panel sample
• 1.000 respondents, 18 to 65+• 84% own or lease a vehicle• Short on line 10 question survey• Weighted by age and gender to US
Census
Who we talked to…and when
9
CuriosityCX and Vision Mobility 2016
01 02 03 04
Ownership AttitudesHow are the attitudes of
Americans changing about ownership?
Car CultureIs car culture dead?
Maybe not, but’s certainly changing
Mobility OpennessWhat are customers
aware of and willing to try?
Mobility NeedsWhat are customers demanding in their mobility options?
Key mobility insights shaping our industryToday’s Agenda
05
New FrontiersWhat is the future of Mobility and what are
the implications?
10
CuriosityCX and Vision Mobility 2016
01 02 03 04
Ownership AttitudesHow are the attitudes of
Americans changing about ownership?
Car CultureIs car culture dead?
Maybe not, but’s certainly changing
Mobility OpennessWhat are customers
aware of and willing to try?
Mobility NeedsWhat are customers demanding in their mobility options?
Key mobility insights shaping our industryToday’s Agenda
05
New FrontiersWhat the future of
Mobility and what are the implications?
12Source: 1st Annual Mobility Study
1 in 3Americans Who Agreed with the Statement “If I didn’t have to own a car I wouldn’t”
13
CuriosityCX and Vision Mobility 2016
Younger Americans are putting getting their the license, until they older.Percentage with A Driver’s License by Age
Source:Sivak, M. & Schettle, B. (2016) Recent Decreases in the Proportion of Persons with a Driver’s License Across All Age Groups. University of Michigan Transportation Institutehttp://www.umich.edu/~umtriswt/PDF/UMTRI-2016-4.pdf
16 years old 17 years old 18 years old0
10
20
30
40
50
60
70
80
90
46
69
80
25
45
60
1983200820112014
14Source: Schoettle, B and Sivak, M (2015). Potential Impact of Self-Driving Vehicles on Household Vehicle Demand and Usage. University of Michigan Transportation Research Institute
2.1Average Number of Vehicles in the Household Garage
Today
15Source: Schoettle, B and Sivak, M (2015). Potential Impact of Self-Driving Vehicles on Household Vehicle Demand and Usage. University of Michigan Transportation Research Institute
1.2Predicted Household Needs with the Deployment of
Autonomous Vehicles
16
CuriosityCX and Vision Mobility 2016
“If I didn’t have to own a car, I wouldn’t” (% somewhat/completely agree).Urbanization Drives Attitudes
0%
20%
40%
28% 31% 31%
43% 46%
Location of Residence
Source: 2016 Mobility Study by Vision Mobility and CuriosityCXMeasured on a four point scale of “Completely Disagree” “Somewhat Disagree” :Somewhat Agree”, and “Completely Agree”N=1,000 , US population over 18 weighted back to the US Census 2014 update
17
CuriosityCX and Vision Mobility 2016
“If I didn’t have to own a car, I wouldn’t” (% somewhat/completely agree).Generational Car Ownership Ambivalence
Source: 2016 Mobility Study by Vision Mobility and CuriosityCXMeasured on a four point scale of “Completely Disagree” “Somewhat Disagree” :Somewhat Agree”, and “Completely Agree”N=1,000 , US population over 18 weighted back to the US Census 2014 update
18-24 25-34 35-44 45-54 55-64 65+0%
10%
20%
30%
40%
50%
60%Men
Women
18
CuriosityCX and Vision Mobility 2016
Change in Commuting Model Share, 2006 to 2013 by age group.Share of Car Use is Declining Among Youth
Source: US Pirg Education Fund. Dutzik, T and Inglis, J, and Baxandal, P. (October 2014). Millennials in Motions. Changing Travel Habits of You Americans and the Implications for Public PolicyFrom US Department of Transportation Federal High Administration National Household Travel Survey 2001, 20099
1.0
0.5
0.0
-.0.5
-1.0
-1.5
Car (solo and carpool)
Public Transportation Other means* Work at home
* Other means walking, taxicab, motorcycle, bicycle, or other unspecified means.
16 to 2425 to 44
45 to 64
19
CuriosityCX and Vision Mobility 2016
Percentage of People Who Carpool to work , % of workers 16 years and olderCarpooling is Declining
Source: US Census Bureau, American Community Survey 2005 - 2015
2005 2007 2009 2011 2013 20158%
9%
10%
11%Carpooling
10.7
9.0
20
CuriosityCX and Vision Mobility 2016
Percentage of People Commuting by Means, % workers 16 years or olderAlternative Approaches Have Increased
Source: US Census Bureau, American Community Survey 2005 - 2015
2005 2007 2009 2011 2013 20150%
1%
2%
3%
4%
5%
6%
Public Transportation
Walk
Bike
Work From Home
21
CuriosityCX and Vision Mobility 2016
01 02 03 04
Ownership AttitudesHow are the attitudes of
Americans changing about ownership?
Car CultureIs car culture dead?
Maybe not, but’s certainly changing
Mobility OpennessWhat are customers
aware of and willing to try?
Mobility NeedsWhat are customers demanding in their mobility options?
Key mobility insights shaping our industryToday’s Agenda
05
New FrontiersWhat the future of
Mobility and what are the implications?
Is Car Culture Dead?
23
CuriosityCX and Vision Mobility 2016
“I enjoy driving”, (% somewhat/completely agree).Americans Still Love Driving
Source: 2016 Mobility Study
18-24 25-34 35-44 45-54 55-64 65+0%
10%
20%
30%
40%
50%
60%
70%
80%
90% Men
Women
24
CuriosityCX and Vision Mobility 2016
“I consider myself an automotive enthusiast”, (% somewhat/completely agree).And for the most part...like car culture
Source: 2016 Mobility Study
Men
Women
18-24 25-34 35-44 45-54 55-64 65+0%
10%
20%
30%
40%
50%
60%
70%
25
But there are now
alternatives
to owning
CuriosityCx and Vision Mobility 2016
27
CuriosityCX and Vision Mobility 2016
“I sometimes choose to spend time with friends online instead of driving to see them”, (licensed drivers, % agree)
Younger People Can Connect without Driving
Source: Zipcar (2014) Millennials and the American Dream, 1009 adults age 18 and over
Ages 18-34 35-44 45-54 55+0%5%
10%15%20%25%30%35%40%45%50%
43%46%
34%
24%
28
CuriosityCX and Vision Mobility 2016
18-24 25-34 35-44 45-54 55-64 65+0%
10%
20%
30%
40%
50%
“I general, I would rather rent or lease expensive things than own them”, (% somewhat/ completely agree)Experiences without Obligations
Source: 2016 Mobility Study
Men
Women
29
CuriosityCX and Vision Mobility 2016
Traditionals, Boomers, and some Xers don’t want to give up, stuff is important...Loss Aversion
Losses Gains
Value
Loss Aversion
30
CuriosityCX and Vision Mobility 2016
01 02 03 04
Ownership AttitudesHow are the attitudes of
Americans changing about ownership?
Car CultureIs car culture dead?
Maybe not, but’s certainly changing
Mobility OpennessWhat are customers
aware of and willing to try?
Mobility NeedsWhat are customers demanding in their mobility options?
Key mobility insights shaping our industryToday’s Agenda
05
New FrontiersWhat the future of
Mobility and what are the implications?
31
CuriosityCX and Vision Mobility 2016
MOBILITY TRENDS: BIG CITY vs RURAL
32
CuriosityCX and Vision Mobility 2016
0%
10%
20%
30%
40%
50%
60%
70%
Could you explain how to use:
While city dwellers know more mobility options, rural folk aren’t that far behindMobility Knowledge
Large City (1m+)
Rural/Country
Source: 2016 Mobility Study
33
CuriosityCX and Vision Mobility 2016
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%Have you used in the last 3 months:
While rural folk are up on mobility trends, they likely haven’t used it recently.Mobility Use
Large City (1m+)
Rural/Country
Source: 2016 Mobility Study
34
CuriosityCX and Vision Mobility 2016
Carpooling Peer to Peer car sharing Partial Vehicle ownership MaaS app Autonomous Vehicles (L4/5)0%
10%
20%
30%
40%
50%
60%
70%
Respondents who were Interested or Very Interested
Rural dwellers, are much more open to mobility options than you might think...Mobility Option Interest
Large City (1m+)
Rural/Country
Source: 2016 Mobility Study
35
CuriosityCX and Vision Mobility 2016
01 02 03 04
Ownership AttitudesHow are the attitudes of
Americans changing about ownership?
Car CultureIs car culture dead?
Maybe not, but’s certainly changing
Mobility OpennessWhat are customers
aware of and willing to try?
Mobility NeedsWhat are customers demanding in their mobility options?
Key mobilty insights shaping our industryToday’s Agenda
05
New FrontiersWhat the future of
Mobility and what are the implications?
36
CuriosityCX and Vision Mobility 2016
MOBILITY TRENDS: COMMUTE TIME
37
CuriosityCX and Vision Mobility 2016
Carpooling - with friend, no fee
Carpooling - with stranger, no fee
Carpooling - with friend, with fee
P2P Car Sharing Partial Vehicle Ownership Receive money for transporting goods
Independant Test Drive Centre
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
"Interested" or "Very Interested" in new types of Mobility Options - by commute time
People with long commutes, will be most likely to be open to new types of Mobility optionsCommute Time and Mobility Options
<= 5 min
>= 60 min
Source: 2016 Mobility Study
Independent Test Drive
38
CuriosityCX and Vision Mobility 2016
Large city/urban area (1m+ pop)
Rural/Country Commute mins - 5 or less Commute mins - 60+0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
I arrive at School or Work stressed from my commute - % Completely or somewhat agree
Living Location Commute Time
We also know those who are stressed by commutes, may be motivated to change behaviorCommuting Stress Influences Mobility
Source: 2016 Mobility Study
39
CuriosityCX and Vision Mobility 2016
Carpoolin
g with
a frie
nd for n
o fee
Carpoolin
g with
a str
ange
r, no fe
e
Carpoolin
g with
a str
ange
r for a
small
fee
P2P Car Sh
aring
Partial
Vehicle
Ownership
A vehicle
with lim
ited au
tonomous cap
abiliti
es
A vehicle
with co
mplete a
utonomous cap
abiliti
es0%
10%
20%
30%
40%
50%
60%
70%
80%
The combination of urbanization and commuter stress, sets the stage for behavioural change Commute Time and Mobility Options
Urban/Stressed
Source: 2016 Mobility Study
Non Urban/Stressed
Population
40
CuriosityCX and Vision Mobility 2016
MOBILITY TRENDS: Ride Sharing
41
CuriosityCX and Vision Mobility 2016
Interested or Very Interested Not at all interested10%
20%
30%
40%
50%
60%
70%
Ride sharing with strangers, has big barriers to successs due perceived personal safety concerns Riding Sharing Challenges
With Friend, no fee
With Stranger, no fee
Source: 2016 Mobility Study
42
CuriosityCX and Vision Mobility 2016
Male Female30%
35%
40%
45%
50%
55%
Ride Sharing with a stranger, no fee - Not at all interested
Safety concerns, are particularly high among womenRiding Sharing Challenges
Source: 2016 Mobility Study
43
CuriosityCX and Vision Mobility 2016
Interested or Very Interested Not at all interested0%
10%
20%
30%
40%
50%
60%
The addition of a fee does not sway opinion, the key to ride sharing is about trust, not cost Riding Sharing Challenges
With Stranger, no fee With Stranger,
Small fee
Source: 2016 Mobility Study
44
CuriosityCX and Vision Mobility 2016
Large city/urban area (1m+ pop) Rural/Country Suburbs (small or large city)0%
5%
10%
15%
20%
25%
30%
35%Respondents who were "Very Interested" in Ride Sharing
No matter where they live, there is still a hestiation to ride sharing with strangersRiding Sharing Challenges
With Friends
With Strangers
Source: 2016 Mobility Study
45
CuriosityCX and Vision Mobility 2016
18-24 25-34 35-44 45-54 55-64 65+5%
15%
25%
35%
45%
55%
65%
75%Plurals Millennial Gen X Boomers
Carpool with friends, no fees
P2P Car Sharing
Partial Vehicle Ownership
Plurals, Millennials, and some Gen Xers, will be the champions of new mobilityNew Mobility Acceptance
% “Not Interested”
Car Pooling with Stranger, no fee
Car Pooling with friend for fee
Source: 2016 Mobility Study
46
CuriosityCX and Vision Mobility 2016
18-24 25-34 35-44 45-54 55-64 65+0%
10%
20%
30%
40%
50%
60%
70%
80%
90% Plurals Millennial Gen X Boomers
Gen Xers and Millennials trade cost of use, with increased speed and ability to be productiveTop 3 Priorities for Mobility
Reduced cost of Use
Increased speed to my destination
Ability to be productive
Thinking about your DAILY transportation needs, please RANK what needs to be IMPROVED the MOST (1) to LEAST(7)
Source: 2016 Mobility Study
47
CuriosityCX and Vision Mobility 2016
18-24 25-34 35-44 45-54 55-64 65+0%
10%
20%
30%
40%
50%
60%
70%
80%
Young owners and users demand more in car connectivity, this is a lesser issue for older consumersExtra In-Car Connectivity
Interested/Very Interest
Not at all interested
Plurals Millennial Gen X Boomers
Source: 2016 Mobility Study
48
CuriosityCX and Vision Mobility 2016
18-24 25-34 35-44 45-54 55-64 65+20%
30%
40%
50%
60%
70%
80%
Millennials and Gen Xers will drive initial adoption, however the elderly and disabled can benefit as wellAutonomous Preference
Hybrid Vehicle (e.g., gas/electric)
Electric Vehicle
Plurals Millennial Gen X Boomers
Vehicle with Full Autonomous Capability
Vehicle with Partial Autonomous Capability
Source: 2016 Mobility Study
% somewhat/very interested
49
CuriosityCX and Vision Mobility 2016
As people age, ease of use becomes more of a priorityMake it Easy...to Use and Understand
18-24 25-34 35-44 45-54 55-64 65+0%
10%
20%
30%
40%
50%
60%
70%
Thinking about your DAILY transportation needs, please RANK what needs to be IMPROVED the MOST (1) to LEAST(7)
Source: 2016 Mobility Study
% top 3 priority item for age group
CuriosityCX and Vision Mobility 2016
50
50
Source: 1st Annual Mobility Study
80%Americans Who Agreed with the Statement
“I am concerned about the safety of autonomous vehicles”
51
CuriosityCX and Vision Mobility 2016
01 02 03 04
Ownership AttitudesHow are the attitudes of
Americans changing about ownership?
Car CultureIs car culture dead?
Maybe not, but’s certainly changing
Mobility OpennessWhat are customers
aware of and willing to try?
Mobility NeedsWhat are customers demanding in their mobility options?
Key mobilty insights shaping our industryToday’s Agenda
05
New FrontiersWhat is the future of Mobility and what are
the implications?
52
CuriosityCX and Vision Mobility 2016
BUYING TRENDS: TEST DRIVE CENTRE
53
CuriosityCX and Vision Mobility 2016
A place to try out new cars, no pressure, no obligation.No Hassle Independent Test Drive Centre
54
CuriosityCX and Vision Mobility 2016
Major metro (1m+) residents Females +65 yo Car owners Total Surveyed0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
77%
57%
73%69%
The idea of testing a vehicle, without pressure or an obligation to buy is seen very positivelyHassle Free Shopping
% of Respondents “Interested” or “very Interested” in “An independent test drive center where you can test vehicles with no pressure to buy”
Source: 2016 Mobility Study
Us Population
55
CuriosityCX and Vision Mobility 2016
You’re going someplace anyway, why not make use of excess capacity?P2P Delivery Concept
56
CuriosityCX and Vision Mobility 2016
In general Strong Interest, but depends on your circumstance.P2P Delivery Concept
Large city -1m+ Rural/Country 5 min or less 60m+ 18-24 25-34 35-44 45-54 55-64 65+0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
A service where you would recieve money for transporting goods % Interested or Very Interested
RESIDE COMMUTE TIME AGE
57
CuriosityCX and Vision Mobility 2016
Operate your car, while you’re not in the car.Remote Operation of Vehicle Concept
58
CuriosityCX and Vision Mobility 2016
Operate your car, while you’re not in the car.Remote Operation of Vehicle Concept
Large city -1m+ Rural/Country 5 or less 60+ 18-24 25-34 35-44 45-54 55-64 65+0%
5%
10%
15%
20%
25%
30%
The ability to control your vehicle remotely (i.e, via phone) % Very Interested
RESIDE COMMUTE TIME AGE
CuriosityCX and Vision Mobility 2016
59
Supporters and Future Engagements
QuestionsA copy of this presentation is available
upon requestWe just ask you give us attribution if you
use the data
Top Related