first annual automotive mobility study

How Consumer Preference will reshape the Automotive Industry

The First Annual

Mobility Study

Presented by Vision Mobility and CuriosityCX November 22nd , 2016


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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?


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


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


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


01 02 03 04









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


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


“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


“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


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


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


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


01 02 03 04









05



Is Car Culture Dead?

23


“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


“I consider myself an automotive enthusiast”, (% somewhat/completely agree).And for the most part...like car culture


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


“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


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


Men

Women

29


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

Losses Gains

Value

Loss Aversion

30


01 02 03 04









05



31


MOBILITY TRENDS: BIG CITY vs RURAL

32


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


33


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


34


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


35


01 02 03 04








Key mobilty insights shaping our industryToday’s Agenda

05



36


MOBILITY TRENDS: COMMUTE TIME

37


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


Independent Test Drive

38


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


39


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


Non Urban/Stressed

Population

40


MOBILITY TRENDS: Ride Sharing

41


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


42


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


43


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


44


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


45


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


46


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)


47


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


48


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


% somewhat/very interested

49


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)


% top 3 priority item for age group


50

50

Source: 1st Annual Mobility Study

80%Americans Who Agreed with the Statement

“I am concerned about the safety of autonomous vehicles”

51


01 02 03 04








Key mobilty insights shaping our industryToday’s Agenda

05

New FrontiersWhat is the future of Mobility and what are

the implications?

52


BUYING TRENDS: TEST DRIVE CENTRE

53


A place to try out new cars, no pressure, no obligation.No Hassle Independent Test Drive Centre

54


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”


Us Population

55


You’re going someplace anyway, why not make use of excess capacity?P2P Delivery Concept

56


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


Operate your car, while you’re not in the car.Remote Operation of Vehicle Concept

58


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


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