There has been a rapid global rise in both bike and car share offerings. Yet many of these have only current low adoption levels, highlighting a pressing need to understand the consumer behaviour that surrounds their adoption. This research maps how future mobility and demand will be shaped as share car and bike schemes continue to grow in penetration in the mainstream market, producing a new generation of sharing literate consumers.
This research aims to answer the following questions:
- What is the penetration and usage frequency of shared mobility transport options, compared to other more traditional transport options? Do these “disruptor” brands follow known brand usage patterns? What are the implications of this if they do and if they do not?
- What is the best path for growth for these future mobility options? What behavioural targets need to be prioritised and what communication messages will aid cut-through and adoption?
- Do the sharing economy mobility services share customers in the expected way between them? What spill-over effects are there between options? Do they form a transport market partition or are they just “normal” small brands?
- Where does Adelaide sit on the TTM of adoption of sharing economy mobility services? What are the barriers and triggers to adoption? What messages are needed to encourage trial and reduce perceived risk? How can shared mobility options transform choices in the inner city precinct where commutes are shorter and speeds slower relative to a suburban setting?