Uber's business-critical metrics show high awareness (99%) and consideration (32%) but lower conversion (32%) and negative net promoter score (-47). Usage is highest for Uber's mobile app (38%). Key strengths are availability and quality of app, friendliness of drivers, and reliability, while weaknesses include cost, availability, and driver trustworthiness. First usage is primarily driven by referrals from friends/colleagues (34%) and the mobile app (38%).

1. INDUSTRY INTELLIGENCE - UBER
Ridesharing Services Industry Analysis

2. 1. Overview
• Approach and objectives
• Methodology
2. Industry Perceptions
• General attitudes
• Positive perceptions
• Negative perceptions
3. Uber’s Business-Critical Metrics
• Competitive scope: Awareness, Familiarity, Consideration & Choice
• Customer conversion
• NPS Dashboard
• Company vitals
• Attribute performance
4. Usage
• Channel of first usage
• Decision driver of first usage
Run of Show

3. Approach
The SurveyMonkey approach focuses on business-critical metrics that allow you to spend
time making important business decisions rather than distilling piles of data.
The findings contained in this report reveal the target consumer’s perceptions of the rideshare
services marketplace and the brands within that category.
Objectives
Specifically, the survey findings will allow you to:
● Better understand the current online automotive marketplace
● Measure core brand metrics for key companies within the category
● Set up longitudinal tracking in order to understand key shifts in the market
Overview

4. Methodology
How?
Who?
What?
The survey was fielded on the SurveyMonkey Audience Contribute panel from
12/2/14 to 12/12/14.
SurveyMonkey Audience fielded an Industry Intelligence study to better
understand current perceptions of the ridesharing marketplace.
Respondents in this study are 18 years old or over and were previously aware of
ridesharing services. A total sample of 1,900 adults was collected from the
following markets: Los Angeles, San Francisco, Chicago, New York, Boston, and
Washington DC.

5. • Filter and compare
respondents
• Export results into PDF,
Excel and CSV
• Share responses with
colleagues
“Always on” Analysis Platform

6. Industry Perception

7. General Attitude Towards Ridesharing
Q8: Which of the following statements best describe how you feel about [industry]?
13%
47%
79% 84%
60%38%
32%
18% 14%
34%49%
21%
3% 3% 6%
Makes my life easier Has changed how I get
around (drive less myself, use
public transportation less)
Allowed me to get rid of a car It's the only way I get around It's the best form of
transportation
Disagree Neutral Agree

8. Rideshare - Positive Perceptions
Q6: What are some positive words you would use to describe rideshare apps/services?
“It makes sense for those that do
not have their own transportation
or for those looking to make
money sharing their
transportation.”
“Convenient. I have friends
that use it and it seems to
work out well for them.”
“I can monitor who my driver
will be, their rating, and the
route they will be taking on
my phone.”

9. Rideshare - Negative Perceptions
Q6: What are some negative words you would use to describe rideshare apps/services?
“Pricey, unregulated,
potentially dangerous.”
“I'm unaware of the
screening process that
goes into hiring these
services.”
“I recently closed my Uber
account based on the statements
the company has made about
using customers information.”

10. Uber’s Business-Critical Metrics

11. 4%
35%
76%
18%
24%
22%
% Unaided % Aided
Understanding Awareness
Unaided awareness, aided awareness and total awareness
99%
Q1: When you think of paid rideshare apps, which companies come to mind? (Please list as many as you can)
Q2: Which of the following transportation services have you heard of? (Select all that apply.)
Sidecar
Uber
Lyft 59%
22%

12. Understanding the distribution of familiarity allows for better diagnosis of the awareness levels*
Diagnosing Quality of Awareness
Q14: How familiar would you say you are with the following transportation services?
Uber Lyft Sidecar
1%
41%
77%
42%
35%
17%
56%
25%
5%
Very Familiar
Somewhat Familiar
Not at all Familiar
*Rounded to nearest whole number.

13. Consideration Among Competition
Q2: Which of the following transportation services have you heard of? (Select all that apply.)
Q15: The next time you need to hire a ride, how likely would you be to use the following service(s)?
Top 2 Box (extremely, quite likely) likelihood to choose brand.
Uber
Lyft
Sidecar
22%
59%
99%
2%
9%
32%
Top 2 Box Consideration
Awareness

14. Top Choice Among All Brands
Product/service most likely to use next time.
Q16: Which transportation service are you most likely to use?
14%
27%
5%
1%
53%
None
Uber
Lyft
Sidecar
Taxis (e.g. local taxi company)Taxis

15. Value Perception
Loyalty Programs
Quality of Product
Brand Image
Past Purchase
Brand Image
Strategy & Messaging
Price/Promotion
Past Purchase
Word of Mouth
Strategy & Messaging
Online/Offline Media
Category Relevance
Time in Business
Past Purchase
Converting Consumers Through The Funnel
Consideration
Familiarity
Awareness Uber Lyft Sidecar Taxi
99% 59% 22% 96%
Uber Lyft Sidecar Taxi
56% 25% 5% 91%
Uber Lyft Sidecar Taxi
32% 9% 2% 53%
*Top 2 Box Scores

16. Index
62
● The Net Promoter Score, or NPS ®, aims to measure your company’s performance through your
customer’s eyes by asking one question: “How likely is it that you would recommend [company] to a
colleague or friend?”
● It is based on the on the fundamental perspective that every company’s customers can be divided into
three categories:
Net Promoter Score

17. -80
Dashboard – Overall Net Promoter Score
-47
Uber Lyft Sidecar
*NPS reflects scores provided by the users of each service/company
-68

18. Vitals Dashboard - Legend
Awareness: Total awareness (unaided + aided)
Consideration: Total % considering using for their next search
Conversion: Consideration/Awareness
NPS: NPS Score (Advocates-Detractors)

19. Company “Vitals”
Awareness
Consideration
Conversion*
NPS
*Conversion rates from Awareness to Consideration
Uber Lyft Sidecar
99% 59% 22%
32% 9% 2%
32% 15% 9%
-47 -68 -80

20. Company “Vitals”
Top 3
Strengths:
Top 3
Weaknesses:
• Availability & Quality
of App
• Friendliness of Driver
• Reliability
Uber Lyft Sidecar
• Friendliness of Driver
• Speed of Pickup
• Availability & Quality of
App
• Cost
• Availability & Quality
of App
• Price Estimate
• Cost
• Price Estimate
• Driver Trustworthiness
• Price Estimate
• Driver Trustworthiness
• Safety
• Professionalism
• Driver Trustworthiness
• Safety

21. Usage: Used in Last 6 months vs. Ever Used
Q4: Which of the following transportation services have you used in the past 6 months?
Uber
Lyft
Sidecar
1%
8%
31%
2%
10%
37%
Ever Used Last 6 Months

22. Frequency of Use (among those who have used in last 6 months)
Q5: How has your usage of the following transportation service(s) changed in the past 6 months?
12%
48%
48%
59%
65%
35%
38%
35%
23%
17%
14%
6%
Increased Stayed the same Decreased
Taxis
Uber
Lyft
Sidecar

23. High-Growth Opportunity
Non-Business Drivers Category Monitoring
Mission Critical
IMPORTANCE
PERFORMANCE
Attribute Importance v. Performance

24. IMPORTANCE
PERFORMANCE
Attribute Importance v. Performance – Uber
0%
25%
50%
75%
100%
0% 25% 50% 75% 100%
Speed of Pickup
Availability & Quality of App
Professionalism
Friendliness of Drive
Cost
Reliability
Driver Trustw orthiness
Price estim ate before Scheduled Pickup
Safety
+
-
_
50%
75%
100%
Q18: How important to you are each of the following attributes in a ride share service?
Q19: Now, please consider how well Uber matches each attribute.

25. IMPORTANCE
PERFORMANCE
Attribute Importance v. Performance – Lyft
0%
25%
50%
75%
100%
0% 25% 50% 75% 100%
Speed of Pickup
Availability & Quality of App
Professionalism
Friendliness of Drive
Cost
Reliability
Driver Trustw orthiness
Price estim ate before Scheduled Pickup
Safety
+
-
_
50%
75%
100%
Q18: How important to you are each of the following attributes in a ride share service?
Q20: Now, please consider how well Lyft matches each attribute.

26. IMPORTANCE
PERFORMANCE
Attribute Importance v. Performance – Sidecar
0%
25%
50%
75%
100%
0% 25% 50% 75% 100%
Speed of Pickup
Availability & Quality of App
Professionalism
Friendliness of Drive
Cost
Reliability
Driver Trustw orthiness
Price estim ate before Scheduled Pickup
Safety
+
-
_
50%
75%
100%
Q18: How important to you are each of the following attributes in a ride share service?
Q21: Now, please consider how well Sidecar matches each attribute.

27. IMPORTANCE
PERFORMANCE
Attribute Importance v. Performance – Taxis
0%
25%
50%
75%
100%
0% 25% 50% 75% 100%
Speed of Pickup
Availability & Quality of App
Professionalism
Friendliness of Drive
Cost
Reliability
Driver Trustw orthiness
Price estim ate before Scheduled Pickup
Safety
+
-
_
25%
50%
75%
100%
Q18: How important to you are each of the following attributes in a ride share service?
Q22: Now, please consider how well Taxis match each attribute.

28. Usage

29. Channels for First Usage
Q10: How did you first contact/use the rideshare service you use most often?
1%
6%
12%
19%
38%
App via tablet
Website
Hailed from the street
Called in
App via mobile phone

30. Q9: How did you decide which rideshare app to use for the first time? (If you have used more than one app, please answer for the app you
used first.) ?
Decision Drivers of First Usage
2%
6%
7%
8%
9%
34%
Cheaper than other rideshare apps
Heard/saw advertisement
Most drivers available in my area
Rideshare app I've heard the most about
Had promotional code
Referred by friend/colleague

31. Confidential
Want to learn more?
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