US Mobility PDF

The First Annual
Mobility Study
How Consumer Preference will reshape the Automo6ve Industry
Presented by Vision Mobility and CuriosityCX

November 22nd , 2016
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About James
James Carter
James is the founder of Vision Mobility, a Consul6ng
Service that specializes in providing Automo6ve 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 automo6ve landscape provides fascina6ng
possibili6es, and it is exci6ng to be able to guide
companies into this new world.

James is a 20+ year Automo6ve Industry veteran, with 19
years at Toyota in Australia, Japan and North America.

About Dave
Dave Fish, Ph.D.
Dave is the founder of CuriosityCX, a blog focused on

consumer behavior and customer experience.

Why people do what they do is one the hardest ques6ons
for scien6sts to answer. For the last 20 years he has been
focused on understanding human emo6ons, aYtudes,
and behavior in decision making.

Dave worked in Strategic Planning for Toyota Motor Sales
for many years and spent the last 20 conduc6ng research
in the automo6ve space and consul6ng across different
ver6cals. He’s a veteran of JD Power & Associates,
MaritzCX, and the Mars Agency.

6
Why Mobility?
CuriosityCX and Vision Mobility 2016

7
Why Mobility
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

8
Who we talked to…and when
Methodology

•  Fielded September 29th – October 1st
•  Na6onal Representa6ve panel sample
•  1.000 respondents, 18 to 65+
•  84% own or lease a vehicle
•  Short on line 10 ques6on survey
•  Weighted by age and gender to US Census


9
Today’s Agenda
Key mobility insights shaping our industry
01 02 03 04 05
Ownership Attitudes Car Culture Mobility Openness Mobility Needs New Frontiers
How are the attitudes of Is car culture dead? What are customers aware What are customers What is the future of
Americans changing about Maybe not, but’s certainly of and willing to try? demanding in their mobility Mobility and what are the
ownership? changing options? implications?
10
Today’s Agenda
01 02 03 04 05
How are the attitudes of Is car culture dead? What are customers aware What are customers What the future of Mobility
Americans changing about Maybe not, but’s certainly of and willing to try? demanding in their mobility and what are the
1 in 3
Americans Who Agreed with the Statement
“If I didn’t have to own a car I wouldn’t”
Source: 1st Annual Mobility Study

12
13
Percentage with A Driver’s License by Age

Younger Americans are putting getting their the license, until they older.
90
80
80
69
70
60
60
1983
50 46 45
2008
40
2011
30 25
2014
20
10
0
16 years old 17 years old 18 years old
Source:Sivak, M. & Sche<le, B. (2016) Recent Decreases in the ProporFon of Persons with a Driver’s License Across All Age Groups. University of Michigan TransportaFon InsFtute
h<p://www.umich.edu/~umtriswt/PDF/UMTRI-2016-4.pdf


Average Number of Vehicles in the Household Garage Today
2.1
Source: Schoe<le, B and Sivak, M (2015). PotenFal Impact of Self-Driving Vehicles on Household Vehicle Demand and Usage. University of Michigan TransportaFon Research InsFtute
14
Predicted Household Needs with the Deployment of Autonomous
Vehicles
1.2
Source: Schoe<le, B and Sivak, M (2015). PotenFal Impact of Self-Driving Vehicles on Household Vehicle Demand and Usage. University of Michigan TransportaFon Research InsFtute
15
16
Urbaniza6on Drives AYtudes

“If I didn’t have to own a car, I wouldn’t” (% somewhat/completely agree).
Loca%on of Residence
50%
40% 43% 46%
30%
31% 31%
28%
20%
10%
0%
Rural/Country Small to medium size town Suburbs of small or large Small City (<1m Large city/urban area (1m+
(<100,000 populaFon) city populaFon) populaFon)
Source: 2016 Mobility Study by Vision Mobility and CuriosityCX

Measured on a four point scale of “Completely Disagree” “Somewhat Disagree” :Somewhat Agree”, and “Completely Agree”
N=1,000 , US populaFon over 18 weighted back to the US Census 2014 update

17
Genera6onal Car Ownership Ambivalence

“If I didn’t have to own a car, I wouldn’t” (% somewhat/completely agree).
60%
Men
50%
40%
Women
30%
20%
10%
0%
18-24 25-34 35-44 45-54 55-64 65+
Source: 2016 Mobility Study by Vision Mobility and CuriosityCX

Measured on a four point scale of “Completely Disagree” “Somewhat Disagree” :Somewhat Agree”, and “Completely Agree”
N=1,000 , US populaFon over 18 weighted back to the US Census 2014 update

18
Share of Car Use is Declining Among Youth

Change in Commuting Model Share, 2006 to 2013 by age group.
1.0
0.5
Car (solo and carpool)
0.0
Public Transportation Other means* Work at home
-.0.5
45 to 64
-1.0
-1.5 25 to 44
16 to 24
* Other means walking, taxicab, motorcycle, bicycle, or other unspecified means.
Source: US Pirg EducaFon Fund. Dutzik, T and Inglis, J, and Baxandal, P. (October 2014). Millennials in MoFons. Changing Travel Habits of You Americans and the ImplicaFons for Public Policy
From US Department of TransportaFon Federal High AdministraFon NaFonal Household Travel Survey 2001, 20099

19
Carpooling is Declining
Percentage of People Who Carpool to work , % of workers 16 years and older
11%
Carpooling
10.7
10%
9%
9.0
8%
2005 2007 2009 2011 2013 2015
Source: US Census Bureau, American Community Survey 2005 - 2015

20
Alterna6ve Approaches Have Increased

Percentage of People Commuting by Means, % workers 16 years or older
6%
Public TransportaFon
5%
4% Work From Home
3% Walk
2%
1% Bike
0%
2005 2007 2009 2011 2013 2015
Source: US Census Bureau, American Community Survey 2005 - 2015

21
Today’s Agenda
01 02 03 04 05
Is Car Culture Dead?
23
Americans S6ll Love Driving

“I enjoy driving”, (% somewhat/completely agree).
90% Men
80%
70%
60% Women
50%
40%
30%
20%
10%
0%
18-24 25-34 35-44 45-54 55-64 65+
Source: 2016 Mobility Study

24
And for the most part...like car culture

“I consider myself an automotive enthusiast”, (% somewhat/completely agree).
70%
Men
60%
50%
40% Women
30%
20%
10%
0%
18-24 25-34 35-44 45-54 55-64 65+

25
But there
are now
alternatives
to owning
CuriosityCx and Vision Mobility 2016
27
Younger People Can Connect without Driving

“I sometimes choose to spend time with friends online instead of driving to see them”, (licensed drivers, % agree)
50% 46%
45% 43%
40%
34%
35%
30%
24%
25%
20%
15%
10%
5%
0%
Ages 18-34 35-44 45-54 55+
Source: Zipcar (2014) Millennials and the American Dream, 1009 adults age 18 and over

28
Experiences without Obliga6ons

“I general, I would rather rent or lease expensive things than own them”, (% somewhat/ completely agree)
50%
40%
Men
30%
Women
20%
10%
0%
18-24 25-34 35-44 45-54 55-64 65+

29
Loss Aversion
Traditionals, Boomers, and some Xers don’t want to give up, stuff is important...
Value
Losses Gains
Loss Aversion

30
Today’s Agenda
01 02 03 04 05
31
MOBILITY TRENDS: BIG CITY vs RURAL

32
Mobility Knowledge
While city dwellers know more mobility options, rural folk aren’t that far behind
Could you explain how to use:

70%
Large City (1m+)

60%
50%
40%
Rural/
Country
30%
20%
10%
0%
Local public transit Long distance public An airline Cab / limousine A rental car Ride Hailing (Lyn/ Car sharing (ZipCar/ Peer to peer car
transit Uber) Car2Go) sharing*

33
Mobility Use
While rural folk are up on mobility trends, they likely haven’t used it recently.
Have you used in the last 3 months:

50%
Large City (1m+)
45%
40%
35%
30%
25%
20%
Rural/
15% Country
10%
5%
0%
Local public transit Long distance public An airline Cab / limousine A rental car Ride Hailing (Lyn/ Car sharing (ZipCar/ Peer to peer car
transit Uber) Car2Go) sharing*

34
Mobility Option Interest

Rural dwellers, are much more open to mobility options than you might think...
Respondents who were

Interested or Very Interested
70%
60%
50%
Large City (1m+)
40%
30%
Rural/
20% Country
10%
0%
Carpooling Peer to Peer car sharing ParFal Vehicle ownership MaaS app Autonomous Vehicles
Source: 2016 Mobility Study (L4/5)
35
Today’s Agenda
Key mobilty insights shaping our industry
01 02 03 04 05
MOBILITY TRENDS: COMMUTE TIME
36

37
Commute Time and Mobility Options

People with long commutes, will be most likely to be open to new types of Mobility options
"Interested" or "Very Interested" in new types of Mobility OpRons - by commute Rme

100.0%
90.0%
>= 60 min
80.0%
70.0%
60.0%
50.0% <= 5 min
40.0%
30.0%
20.0%
10.0%
0.0%
Carpooling - with friend, no Carpooling - with stranger, Carpooling - with friend, P2P Car Sharing ParFal Vehicle Ownership Receive money for Independent Test Drive
Independant Test Drive
fee no fee with fee transporFng goods Centre

38
Commuting Stress Influences Mobility

We also know those who are stressed by commutes, may be motivated to change behavior
I arrive at School or Work stressed from my commute - % Completely or somewhat agree
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Large city/urban area (1m+ Rural/Country Commute mins - 5 or less Commute mins - 60+
pop)
Living Location Commute Time

39
Commute Time and Mobility Options

The combination of urbanization and commuter stress, sets the stage for behavioural change
80%
70%
60%
Urban/Stressed
50% Non Urban/Stressed
40%
30%
Population
20%
10%
0%
Carpooling with a friend for Carpooling with a stranger, Carpooling with a stranger P2P Car Sharing ParFal Vehicle Ownership A vehicle with limited A vehicle with complete
no fee no fee for a small fee autonomous capabiliFes autonomous capabiliFes

MOBILITY TRENDS: Ride Sharing 40

41
Riding Sharing Challenges

Ride sharing with strangers, has big barriers to successs due perceived personal safety concerns
With Friend, no fee

70%
60%
50%
40%
With Stranger,
no fee
30%
20%
10%
Interested or Very Interested Not at all interested

42

Safety concerns, are particularly high among women
Ride Sharing with a stranger, no fee

- Not at all interested
55%
50%
45%
40%
35%
30%
Male Female

43

The addition of a fee does not sway opinion, the key to ride sharing is about trust, not cost
60%
50%
40% With Stranger,

With Stranger,
no fee
Small fee
30%
20%
10%
0%
Interested or Very Interested Not at all interested

44

No matter where they live, there is still a hestiation to ride sharing with strangers
Respondents who were "Very Interested" in Ride Sharing

35%
With Friends
30%
25%
20%
With Strangers
15%
10%
5%
0%
Large city/urban area (1m+ pop) Rural/Country Suburbs (small or large city)

45
New Mobility Acceptance

Plurals, Millennials, and some Gen Xers, will be the champions of new mobility
% “Not Interested”
75%
Plurals Millennial Gen X Boomers Car Pooling with friend for fee
65%
Car Pooling with Stranger, no fee
55%
ParFal Vehicle Ownership

45%
35%
P2P Car Sharing
25%
15% Carpool with friends, no fees
5%
18-24 25-34 35-44 45-54 55-64 65+

46
Top 3 Priorities for Mobility

Gen Xers and Millennials trade cost of use, with increased speed and ability to be productive
Thinking about your DAILY transporta%on needs, please RANK what needs to be IMPROVED the MOST (1) to LEAST(7)
90% Plurals Gen X

Millennial Boomers
80% Reduced cost of Use

70%
60%
50% Increased speed to my desFnaFon
40%
30% Ability to be producFve
20%
10%
0%
18-24 25-34 35-44 45-54 55-64 65+

Reduced cost of Use
47
Extra In-Car Connectivity

Young owners and users demand more in car connectivity, this is a lesser issue for older consumers
Plurals Millennial Gen X Boomers
80%
Interested/Very Interest
70%
60%
50%
40%
30%
20% Not at all interested
10%
0%
18-24 25-34 35-44 45-54 55-64 65+

Reduced cost of Use
48
Autonomous Preference
Millennials and Gen Xers will drive initial adoption, however the elderly and disabled can benefit as well
% somewhat/very interested
80% Plurals Millennial Gen X Boomers
Hybrid Vehicle (e.g., gas/electric)

70%
Electric Vehicle
60%
Vehicle with Full
50% Autonomous Capability
40% Vehicle with ParFal Autonomous Capability
30%
20%
18-24 25-34 35-44 45-54 55-64 65+

Reduced cost of Use
49
Make it Easy...to Use and Understand

As people age, ease of use becomes more of a priority
Thinking about your DAILY transporta%on needs, please RANK what needs to be IMPROVED the MOST (1) to LEAST(7)
% top 3 priority item for age group
70%
60%
50%
40%
30%
20%
10%
0%
18-24 25-34 35-44 45-54 55-64 65+

50
80%
Americans Who Agreed with the Statement
“I am concerned about the safety of autonomous vehicles”
Source: 1st Annual Mobility Study
CuriosityCX and Vision Mobility 2016 50

51
Today’s Agenda
Key mobilty insights shaping our industry
01 02 03 04 05
How are the attitudes of Is car culture dead? What are customers aware What are customers What is the future of
Americans changing about Maybe not, but’s certainly of and willing to try? demanding in their mobility Mobility and what are the
BUYING TRENDS: TEST DRIVE CENTRE
52

53
No Hassle Independent Test Drive Centre

A place to try out new cars, no pressure, no obligation.

Reduced cost of Use
54
Hassle Free Shopping

The idea of testing a vehicle, without pressure or an obligation to buy is seen very positively
% of Respondents “Interested” or “very Interested” in “An independent test drive center where you can test vehicles with no pressure to buy”
90%
80% 77%
73%
69%
70%
60%
57%
50%
40%
30%
20%
10%
0%
Major metro (1m+) residents Females +65 yo Car owners Us PopulaRon
Total Surveyed

55
P2P Delivery Concept

You’re going someplace anyway, why not make use of excess capacity?

56
P2P Delivery Concept

In general Strong Interest, but depends on your circumstance.
A service where you would recieve money for transporRng goods

% Interested or Very Interested
100% RESIDE COMMUTE TIME AGE
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Large city -1m+ Rural/Country 5 min or less 60m+ 18-24 25-34 35-44 45-54 55-64 65+

57
Remote Operation of Vehicle Concept

Operate your car, while you’re not in the car.

58
Remote Operation of Vehicle Concept

Operate your car, while you’re not in the car.
The ability to control your vehicle remotely (i.e, via phone)

% Very Interested
30% RESIDE COMMUTE TIME AGE
25%
20%
15%
10%
5%
0%
Large city -1m+ Rural/Country 5 or less 60+ 18-24 25-34 35-44 45-54 55-64 65+

59
Supporters and Future Engagements

Questions
A copy of this presenta6on is available upon request
We just ask you give us agribu6on if you use the data

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The First Annual

Presented by Vision Mobility and CuriosityCX

Yes we are recording

Presented by Vision Mobility and CuriosityCX

Presented by Vision Mobility and CuriosityCX

Dave is the founder of CuriosityCX, a blog focused on

CuriosityCX and Vision Mobility 2016

• Understand people's attitudes about mobility

CuriosityCX and Vision Mobility 2016

Who we talked to…and when

CuriosityCX and Vision Mobility 2016

Source: 1st Annual Mobility Study

Percentage with A Driver’s License by Age

CuriosityCX and Vision Mobility 2016

Urbaniza6on Drives AYtudes

40% 43% 46%

Source: 2016 Mobility Study by Vision Mobility and CuriosityCX

CuriosityCX and Vision Mobility 2016

Genera6onal Car Ownership Ambivalence

Source: 2016 Mobility Study by Vision Mobility and CuriosityCX

CuriosityCX and Vision Mobility 2016

Share of Car Use is Declining Among Youth

* Other means walking, taxicab, motorcycle, bicycle, or other unspeciﬁed means.

CuriosityCX and Vision Mobility 2016

CuriosityCX and Vision Mobility 2016

Alterna6ve Approaches Have Increased

4% Work From Home

CuriosityCX and Vision Mobility 2016

Americans S6ll Love Driving

CuriosityCX and Vision Mobility 2016

And for the most part...like car culture

Source: 2016 Mobility Study

CuriosityCX and Vision Mobility 2016

Younger People Can Connect without Driving

CuriosityCX and Vision Mobility 2016

Experiences without Obliga6ons

Source: 2016 Mobility Study

CuriosityCX and Vision Mobility 2016

CuriosityCX and Vision Mobility 2016

CuriosityCX and Vision Mobility 2016

Could you explain how to use:

Large City (1m+)

CuriosityCX and Vision Mobility 2016

Have you used in the last 3 months:

CuriosityCX and Vision Mobility 2016

Mobility Option Interest

Respondents who were

CuriosityCX and Vision Mobility 2016

Commute Time and Mobility Options

"Interested" or "Very Interested" in new types of Mobility OpRons - by commute Rme

50.0% <= 5 min

CuriosityCX and Vision Mobility 2016

Commuting Stress Inﬂuences Mobility

I arrive at School or Work stressed from my commute - % Completely or somewhat agree

Source: 2016 Mobility Study

CuriosityCX and Vision Mobility 2016

Commute Time and Mobility Options

50% Non Urban/Stressed

CuriosityCX and Vision Mobility 2016

CuriosityCX and Vision Mobility 2016

Riding Sharing Challenges

With Friend, no fee

Source: 2016 Mobility Study

•  Understand people's attitudes about mobility