The document presents an analysis of ride-sharing users on the BlaBlaCar platform based on data collected in April 2014. It finds that the average age of users is 31, most are white or blue collar workers or students, and most live in northern Italy. The most common reasons for travel are leisure, business, or returning home. Users tend to be frequent travelers who recommend BlaBlaCar to others and would travel less without it. Drivers generally accept passengers quickly and have high seat occupancy rates.

1. October 2014. Data collected in April 2014
A detailed analysis on BlaBlaCar ride-sharing users
Andrea Paraboschi Elena Casprini Alberto Di Minin
For complete data, please contact the authors
For contact and information:
a.paraboschi@sssup.it

2. 21%
7%
54%
What are they doing?
(most represented categories)
Age
(average age: 31 years-old)
Blue/White
Collars
Students
Soldiers
WORKING
NOT
WORKING
24.000€
Average
yearly stipend of workers
October 2014. Data collected in April 2014
A detailed analysis on ride-sharing users
For complete data, please contact the authors

3. Where do they live? Why do they travel?
October 2014. Data collected in April 2014
60% North
28% Center
12% South
21%
LOMBARDIA
LEISURE
BUSINESS
Prevalent reason:
“To go back home” 42%
A detailed analysis on ride-sharing users
For complete data, please contact the authors

4. ALWAYS-ON
Internet usage Smartphone?
October 2014. Data collected in April 2014
YES + BBC App
NO
SOME DAYS
PER WEEK
NO
YES no APP
eShopping categories
NO
eShopping
YES
NO
A detailed analysis on ride-sharing users
For complete data, please contact the authors

5. ALWAYS-ON
When did they join the platform?
A detailed analysis on ride-sharing users
October 2014. Data collected in April 2014
YES + BBC App
YES no APP
How did they know
about BlaBlaCar?
DIGITAL
ADVERTISING
WoM
OTHER ADS
For complete data, please contact the authors

6. October 2014. Data collected in April 2014
DRIVERS
PASSENGERS
DRIVERS
AND
PASSENGERS
A detailed analysis on ride-sharing users
Active users’ segmentation
For complete data, please contact the authors

7. Drivers Passengers Drivers and Passengers
ALWAYS-ON
Usage (single trips)
October 2014. Data collected in April 2014
Usage (user typology)
WoM
83%
89%
77% 17%
11%
23%
A detailed analysis on ride-sharing users
Heavy users do at least 3 rides per month
For complete data, please contact the authors

8. October 2014. Data collected in April 2014
Passengers
Why do they use BlaBlaCar?
A detailed analysis on ride-sharing users
For complete data, please contact the authors

9. October 2014. Data collected in April 2014
Passengers
Important factors that influence the choice of a ride
WANT TO
TRY
AS DRIVER
A detailed analysis on ride-sharing users
For complete data, please contact the authors

10. October 2014. Data collected in April 2014
Drivers
Why do they use BlaBlaCar?
A detailed analysis on ride-sharing users
For complete data, please contact the authors

11. October 2014. Data collected in April 2014
Drivers
Important factors that influence the acceptance of a passenger
WANT TO
TRY
AS PASSENGER
A detailed analysis on ride-sharing users
For complete data, please contact the authors

12. October 2014. Data collected in April 2014
Drivers
Average number
of seats requests per offered ride
Frequency of
full seat allocation
A detailed analysis on ride-sharing users
For complete data, please contact the authors

13. October 2014. Data collected in April 2014
Drivers
Cars
AVERAGE CAR AGE
3-5 YEARS
OF TOTAL RIDES
ARE TWO WAY70%
A detailed analysis on ride-sharing users
For complete data, please contact the authors

14. Did users travel abroad with BlaBlaCar?
October 2014. Data collected in April 2014
YES
NO
YES
NO
Would they like
to do it?
A detailed analysis on ride-sharing users
For complete data, please contact the authors

15. ALWAYS-ON
October 2014. Data collected in April 2014
93%
OF USERS
LEAVE A FEEDBACK
AFTER THE RIDE
(very often
or always)
SUGGEST BLABLACAR
TO OTHER PEOPLE99%
DECLARE THAT
BLABLACAR
IS ADVANTAGEOUS
99%
WOULD TRAVEL
LESS WITHOUT
BLABLACAR
29%
A detailed analysis on ride-sharing users
For complete data, please contact the authors

16. For complete data, please contact the authorsOctober 2014. Data collected in April 2014
The authors
Andrea Paraboschi Elena Casprini Alberto Di Minin
Elena is a Post-doc Fellow at Istituto di
Management, Scuola Superiore Sant’Anna (Pisa,
Italy). She was a Ph.D. Fellow in Management at
Scuola Superiore Sant’Anna (Pisa, Italy) and a
Visiting Ph.D. Student at Cass Business School
(London, UK). Her research interests focus on
understanding how companies may innovate their
business model(s). In particular, she is looking at
how manufacturing companies are introducing
service-oriented business models, how the open
innovation paradigm affects business model
innovation, and the role of technology in
enabling business model innovation. She has
published in international as well as national
journals and she is currently involved as teaching
assistant in undergraduate and master courses.
Alberto is Assistant Professor of Management at
Scuola Superiore Sant’Anna, and Research
Fellow with the Berkeley Roundtable on the
International Economy. His research,
publications and teaching deal with the
appropriation of innovation. He focuses on open
innovation, new business model, technology
transfer, intellectual property and R&D
management. He received a Ph.D. from the
University of California, Berkeley. Since 2012
Alberto is the Italian Country Associate of Intel
Business Challenge. With Intel he coordinated
the course High Tech Business Venturing,
organized in parallel in five universities across
Europe.
Andrea is PhD candidate at the Istituto di
Management at Scuola Superiore Sant'Anna in
Pisa and he is currently visiting Ph.D. student at
Massachusetts Institute of Technology (MIT) in
Cambridge, MA. His research activities are
focused on ICT and TELCO Innovation and
Business Modeling. Andrea previously worked
for Vodafone Italy in Milan headquarters as
Marketing Specialist and at Technicolor in Rome
as post-production engineer. He holds a Bachelor
and Master's Degree in Cinema and Media
Engineering from Politecnico di Torino, an Alta
Scuola Politecnica Diploma and a II level
Masters Degree in Management of Innovation
from Scuola Superiore Sant'Anna. Andrea is an
Ambassador user on BlaBlaCar, he joined the
platform in 2011.
A detailed analysis on ride-sharing users