2013 09 19 presentation share_nl peer-to-peer meet-up

783 views
694 views

Published on

These are the slides of the presentation that was held at the 2nd sharenl(.nl) meet-up on 19-9-2013

Published in: Travel, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
783
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
43
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

2013 09 19 presentation share_nl peer-to-peer meet-up

  1. 1. THE CONSUMER POTENTIAL OF COLLABORATIVE CONSUMPTION Identifying (the) motives of Dutch collaborative consumers & Measuring the consumer potential of Collaborative Consumption within the municipality of Amsterdam Pieter van de Glind Co-founder: shareNL Founder: Tuintjedelen(.nl) Curator: CollaborativeConsumption.com Contact: Pieter@sharenl.nl 0637410400
  2. 2. Structure • Collaborative Consumption • Stakeholders • Research questions • Methods • Results • Conclusions • Recommendations
  3. 3. Collaborative Consumption? Traditional sharing, bartering, lending, trading, renting, gifting, and swapping redefined through technology and peer communities Access over ownership Idling capacity untapped social, economic and environmental value of underutilized/idle assets.
  4. 4. Collaborative Consumption?
  5. 5. Collaborative Consumption?
  6. 6. Stakeholders The owners of CC-platforms: “We know the users of our platform really well!” “People that are not on our platforms? No clue about it...”
  7. 7. Stakeholders Academics: “Collaborative Consumption? Must be some kind of sustainable consumption.”
  8. 8. Stakeholders Media: “What is the latest news on Collab- orative Consumption?”
  9. 9. Stakeholders Mainstream businesses: “It is all nice this AirBnB thing but those bastard homeowners should comply to the same rules as my hotel. How much market share will they take anyway?”
  10. 10. Stakeholders Politicians: “We have heard something about Collaborative Consumption. Sounds interesting, but how big will it be- come? What can we do with it? And ehh, what about GDP?” Economic Affairs Amsterdam Dutch National Government The European Economic and Social Committee
  11. 11. Advocates Rachel Botsman: “Collaborative Consumption is a new socioeconomic groundswell. It marks the transition from a 20th century of hyper consumption towards a 21st century of Collaborative Consump- tion.”
  12. 12. Transition theory The transition to a new socioeconomic groundswell? Jan Rotmans (2012): “Any transition consists of four pil- lars: strong landscape signals over a longer period of time, policy sup- port, broad consumer support and a change in consumer behaviour.”
  13. 13. Research questions What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative Consumption? Sub questions: • What factors have caused current users of CC to start using CC? • What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so? • What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump- tion to start doing so?
  14. 14. Conceptual model
  15. 15. Research questions What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative Consumption? Sub questions: • What factors have caused current users of CC to start using CC? • What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so? • What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump- tion to start doing so?
  16. 16. Extrinsic motives: • Practical need • Financial gains • receiving praise from others Intrinsic motives: • Social • Environmental Other explanatory factors: • Online and offline experience • (Social) media • Recommendation Results
  17. 17. Research questions What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative Consumption? Sub questions: • What factors have caused current users of CC to start using CC? • What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so? • What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump- tion to start doing so?
  18. 18. Research sample A large N-survey (online) among 1330 panel members of the Research and Statistics Department of the municipality of Amsterdam (O+S)
  19. 19. Methods Imagine you temporarily need a car and the possibility exists to rent a car from a neighbor, how likely is it that you would do this? Items (What?) Modes of exchange (How?) Taker Provider Objects rent / borrow rent out / lent out Cars rent rent out Rides rent / receive rent out / give Meals buy sell Gardens rent / swap rent out / swap Accommodation rent rent out Skills buy / swap sell / swap
  20. 20. Results Dependent variables Taker Provider Total (Very) likely (Very) likely (Very) likely Objects (Power drill & bicycle) 50,7 % 52,2 % 51,5 % Cars 37,5 % 24,6 % 31,1 % Rides 54,9 % 66,1 % 60,5 % Meals 25,6 % 17 % 21,3 % Gardens 27,8 % 14,3 % 21,1 % Travel accommodation 58 % 13,1 % 35,6 % Skills (Language learning) 52,2 % 35,9 % 44,1 % Average 43,8 % 31,9 % 37,9 %
  21. 21. Results Dependent variables • 82% would lend out his power drill • 84% would at least take part in one of the examples • No money > money
  22. 22. Research questions What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative Consumption? Sub questions: • What factors have caused current users of CC to start using CC? • What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so? • What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump- tion to start doing so?
  23. 23. Methods
  24. 24. Results “Renting out the car? My husband would be horrified!” “Youshouldneverlendoutyourwife,your car and your camera, misery will follow.”
  25. 25. Results Explaining factors • Saving/making money • Meeting people • Contributing to a healthy environment • Recommendation • General social attitude • Social attitude towards the neighbourhood • Environmental behaviour • Online and offline experience Not explaining factors • Following mainstream media • Being subscribed and/or active on social media (like Facebook) • Already taking part in CC
  26. 26. Results Small significant effects found for all demographics: • Gender: Women slightly more likely than men • Education level: correlates positively with the dependent variables • Income: correlates negatively with meal, skill and garden exchanges • Age: correlates negatively with garden and accommodation • Ethnicity: minority of non-western foreigners most likely to take part in CC • Household type: people living alone, or alone with children are more likely to take part in CC than other household groups
  27. 27. Results Konnektid Peerby Snappcar Thuisafgehaald/ Shareyourmeal Toogethr I know this platform and I have subscribed 0,2 1,1 0,7 3,2 0,3 I know this platform but have not subscribed 1,1 4,4 7,4 20,2 1,6 I do not know this platform 98,7 94,5 92 76,6 98,1 Do you know these platforms?
  28. 28. Research questions What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative Consumption? Sub questions: • What factors have caused current users of CC to start using CC? • What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so? • What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump- tion to start doing so?
  29. 29. Conclusions - I There is a substantial willingness among Amsterdam citizens to take part in Collaborative Consumption. Different people are willing to take part in different examples of Collaborative Consumption and have dif- ferent intrinsic and extrinsic motives to do so. There- fore, it is concluded that Collaborative Consumptions has a considerable consumer potential.
  30. 30. Conclusions - II From a consumer behaviour perspective, the findings from this research indicate that the transition to a new socioeco- nomic groundswell of Collaborative Consumption is indeed taking place and is likely to gain even more momentum over the next years.
  31. 31. Recommendations • Keep promoting all the benefits of your platform • Reach out to new demographics groups • Do not just depend on social media • Be aware that you are part of a (potential) transition
  32. 32. Questions? Contact me: Pieter@sharenl.nl
  33. 33. Sources With special thanks to Paperfiction (www.paperfiction.com) for the cartoons used in slides 6, 7, 9, 10 and 11 List of pictures: Power drill - slide 3 http://www.lastechniekshop.nl/nl/category/boorschroefmachines/ House – slide 4 http://images.fastcompany.com/upload/Collaborative-Consumption-Big.jpg Global village - slide 4 http://www.pakistankakhudahafiz.com/archive/2012/06/09/global-vil- lage-under-commotion/#.Ug3h46z-Uw8 What’s mine is yours – slide 5 http://emergentbydesign.com/2010/10/03/the-rise-of-collab- orative-consumption/ People, Profit, Planet – slide 5 http://winchester.ac.uk/blogs/what-is-responsible-management Rachel Botsman – slide 12 http://www.amd1510.nl/2013/03/rachel-botsman-the-case-for-col- laborative-consumption-video-on-ted-com/ Jan Rotmans – slide 13 http://www.drift.eur.nl/?p=5715

×