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SHARING
IS THE NEW
BUYING
HOW TO WIN IN THE
COLLABORATIVE ECONOMY
IN THE COLLABORATIVE ECONOMY,
PEOPLE CAN GET WHAT THEY NEED FROM EACH OTHER—RATHER THAN BUYING
FROM ESTABLISHED BRANDS. BUSINESSES NEED TO UNDERSTAND THIS
EMERGENT MARKET IN ORDER TO EMBRACE THE OPPORTUNITIES IT OFFERS.
90,112 PEOPLE IN THE US, CANADA, AND THE UK ABOUT THEIR
PARTICIPATION IN THE COLLABORATIVE ECONOMY.
CROWD COMPANIES AND VISION CRITICAL ASKED
THE FOLLOWING INFOGRAPHICS SHOW OUR REPORT’S KEY FINDINGS.
NON-SHARERS
have yet to engage in the collaborative economy.
RE-SHARERS
buy and/or sell pre-owned goods online using
well-established services like eBay and Craigslist.
NEO-SHARERS
have used at least one of the latest generation of sharing sites and apps,
like Etsy, TaskRabbit, Uber, Airbnb and KickStarter.
RE-SHARERS
NEO-SHARERS
A TAXONOMY OF THE COLLABORATIVE ECONOMY: CATEGORIES AND EXAMPLES
MONEY
TRA
NSPORTATI
O
N
SERVICES
GOODS
PRE-OWNED GOODS
LOANER PRODUCTS
CUSTOM PRODUCTS
PROFESSIONAL
SERVICES
PERSONAL SERVICES
TRANSPORTATION
SERVICES
LOANER VEHICLES
MONEYLENDING
CROWDFUNDING
MAKER MOVEMENT
MAKER MOVEMENT
SPACE
OFFICE SPACE
PLACE TO STAY
80 MILLION
SHARERS IN
USA
61%
10 MILLION
SHARERS IN
CANADA
23 MILLION
SHARERS IN
UK
23%
16%
48%
29%
23%
59%
16%
25%
NEO-SHARERSRE-SHARERSNON-SHARERS
WORLD OF SHARING
In the past 12 months, have you ever used a website or mobile app for any of the following [sharing services]? / Asked Oct-Dec 2013
PARTICIPATION IN THE COLLABORATIVE ECONOMY BY CATEGORY
In the past 12 months, have you ever used a website or mobile app for any of the following? / Asked Oct-Dec 2013
ALL RESPONDENTS NEO-SHARERS
MONEYLENDING
CROWDFUNDING
PRE-OWNED GOODS
LOANER PRODUCTS
CUSTOM PRODUCTS
PROFESSIONAL SERVICES
PERSONAL SERVICES
TRANSPORTATION SERVICES
LOANER VEHICLES
OFFICE SPACE
PLACE TO STAY
GOODS
SERVICES
TRANSPORTATION
SPACE
MONEY
34%
67%
5%
23%
9%
38%
6%
27%
8%
35%
4%
18%
4%
17%
3%
12%
7%
29%
5%
20%
6%
27%
PARTICIPATION IN THE COLLABORATIVE ECONOMY: RECENT AND PROJECTED
2013 PARTICIPATION 2014 PARTICIPATION (PROJECTED FROM INTENT)
46%
11%
18%
13%
16%
9%
9%
7%
13%
10%
12%
MONEYLENDING
CROWDFUNDING
PRE-OWNED GOODS
LOANER PRODUCTS
CUSTOM PRODUCTS
PROFESSIONAL SERVICES
PERSONAL SERVICES
TRANSPORTATION SERVICES
LOANER VEHICLES
OFFICE SPACE
PLACE TO STAY
GOODS
SERVICES
TRANSPORTATION
SPACE
MONEY
In the past 12 months, have you ever used a website or mobile app for any of the following?
In the next 12 months, will you use a website or mobile app for any of the following?
/ Asked Oct-Dec 2013
18-34 35-54 55+
NON-SHARERS
24%
38%
38%
NEO-SHARERS
48%
33%
19%
RE-SHARERS
28%
41%
31%
FEMALE MALE
NON-SHARERS
50% 50%
NEO-SHARERS
51% 49%
RE-SHARERS
55% 45%
Demographic and lifestyle data from past profiling studies
BASIC DEMOGRAPHICS
LIFESTYLE CHOICES
MARRIED
KIDS IN
HOUSEHOLD
HOMEOWNER
NON-SHARERS NEO-SHARERSRE-SHARERS
33%
25%
66%
38%
32%
67%
27%
36%
62%
Demographic and lifestyle data from past profiling studies
PARTICIPATION IN ONLINE ACTIVITIES
“Which of the following activities do you do on the Internet?”/ Asked May 2013
NEO-SHARERSRE-SHARERSNON-SHARERS
ONLINE
SHOPPING
SOCIAL
NETWORKING
WATCHING
VIDEOS/PODCASTS
SHARING
PHOTOS
STREAMING
MUSIC
68% 86% 85% 55% 66% 73% 32% 40% 57% 29% 39% 55% 22% 29% 44%
PARTICIPATION IN THE COLLABORATIVE ECONOMY: NY, TOP 10 METRO AREAS & REST OF USA
In the past 12 months, have you ever used a website or mobile app for any of the following? / Asked Oct-Dec 2013
18-34 35-54 55+
METRO NYC
38%
33%
29%
TOP 10 URBAN
CENTRES
36%
36%
28%
OUTSIDE TOP 10
METRO AREAS
29%
37%
33%
METRO
NYC
TOP 10 URBAN
CENTRES
OUTSIDE TOP 10
METRO AREAS
25%
8%
12%
30%
7%
11%
32%
5%
9%
10%
11%
9%
11%
6%
8%
6%
8%
7%
6%
4%
3%
5%
11%
5%
9%
2%
6%
8%
11%
6%
8%
5%
6%
MONEYLENDING
CROWDFUNDING
PRE-OWNED GOODS
LOANER PRODUCTS
CUSTOM PRODUCTS
PROFESSIONAL SERVICES
PERSONAL SERVICES
TRANSPORTATION SERVICES
LOANER VEHICLES
OFFICE SPACE
PLACE TO STAY
GOODS
SERVICES
TRANSPORTATION
SPACE
MONEY
WHY THEY SHARED
How important were each of the following reasons for using a peer-to-peer site or app
for your most recent sharing transaction? / Asked Dec 2013-Jan 2014
CONVENIENCE
BETTER PRICE
PRODUCT/SERVICE QUALITY
COULDN’T FIND ELSEWHERE
RECOMMENDATION
SUSTAINABLE LIFESTYLE
CONNECT ONLINE
CURIOSITY
CONNECT LOCALLY
ACCESS OVER OWNERSHIP
OTHER+
??
73%
55%
47%
40%
40%
30%
27%
26%
24%
13%
13%
75%
60%
36%
26%
29%
27%
18%
17%
23%
6%
13%
RE-SHARERS
NEO-SHARERS
HOW PEOPLE FIND SHARING SERVICES
How did you hear about the website or app you used? / Asked December 2013-January 2014
UNKNOWN
CAN’T RECALL
25%
OTHER
6%
WORD OF MOUTH
SOMEONE TOLD
ME ABOUT IT
SOCIAL NETWORK
47%
13%
BLOG
3%
TRADITIONAL MARKETING
GOOGLE OR OTHER
WEB SEARCH
NEWS MEDIA
ONLINE AD
7%
8%
16%
EMAIL FROM WEBSITE
5%
PRINT OR TV AD
2%
APP STORE
2%
SATISFACTION WITH SHARING TRANSACTIONS
BUYERS SELLERS
QUALITY
VALUE
PURCHASE EXPERIENCE
PRODUCT/SERVICE EXPERIENCE
SITE USAGE EXPERIENCE
CUSTOMER SERVICE
PURCHASE/SALE EXPERIENCE
PRICE/EARNINGS
80%
79%
81%
81%
79% 72%
71%
69%
60%
62%
How satisfied were you with the following aspects of your latest sharing transaction? / Asked December 2013-January 2014
LEARN HOW YOUR BUSINESS CAN WIN
IN THE COLLABORATIVE ECONOMY
DISCOVER WHY THE GROWTH OF THE COLLABORATIVE ECONOMY
IS A GROWING THREAT TO BIG BRANDS.
UNDERSTAND THE WHO, WHAT AND WHY OF THE COLLABORATIVE ECONOMY.
GET RECOMMENDATIONS BACKED BY DATA
ON HOW YOUR BUSINESS CAN RESPOND.
GET THE FULL REPORT AT HTTP://LNK.VC/SHARINGBUYING

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Sharing is the New Buying: How to Win in the Collaborative Economy [INFOGRAPHICS]

  • 1. SHARING IS THE NEW BUYING HOW TO WIN IN THE COLLABORATIVE ECONOMY
  • 2. IN THE COLLABORATIVE ECONOMY, PEOPLE CAN GET WHAT THEY NEED FROM EACH OTHER—RATHER THAN BUYING FROM ESTABLISHED BRANDS. BUSINESSES NEED TO UNDERSTAND THIS EMERGENT MARKET IN ORDER TO EMBRACE THE OPPORTUNITIES IT OFFERS. 90,112 PEOPLE IN THE US, CANADA, AND THE UK ABOUT THEIR PARTICIPATION IN THE COLLABORATIVE ECONOMY. CROWD COMPANIES AND VISION CRITICAL ASKED THE FOLLOWING INFOGRAPHICS SHOW OUR REPORT’S KEY FINDINGS.
  • 3. NON-SHARERS have yet to engage in the collaborative economy. RE-SHARERS buy and/or sell pre-owned goods online using well-established services like eBay and Craigslist. NEO-SHARERS have used at least one of the latest generation of sharing sites and apps, like Etsy, TaskRabbit, Uber, Airbnb and KickStarter.
  • 4. RE-SHARERS NEO-SHARERS A TAXONOMY OF THE COLLABORATIVE ECONOMY: CATEGORIES AND EXAMPLES MONEY TRA NSPORTATI O N SERVICES GOODS PRE-OWNED GOODS LOANER PRODUCTS CUSTOM PRODUCTS PROFESSIONAL SERVICES PERSONAL SERVICES TRANSPORTATION SERVICES LOANER VEHICLES MONEYLENDING CROWDFUNDING MAKER MOVEMENT MAKER MOVEMENT SPACE OFFICE SPACE PLACE TO STAY
  • 5. 80 MILLION SHARERS IN USA 61% 10 MILLION SHARERS IN CANADA 23 MILLION SHARERS IN UK 23% 16% 48% 29% 23% 59% 16% 25% NEO-SHARERSRE-SHARERSNON-SHARERS WORLD OF SHARING In the past 12 months, have you ever used a website or mobile app for any of the following [sharing services]? / Asked Oct-Dec 2013
  • 6. PARTICIPATION IN THE COLLABORATIVE ECONOMY BY CATEGORY In the past 12 months, have you ever used a website or mobile app for any of the following? / Asked Oct-Dec 2013 ALL RESPONDENTS NEO-SHARERS MONEYLENDING CROWDFUNDING PRE-OWNED GOODS LOANER PRODUCTS CUSTOM PRODUCTS PROFESSIONAL SERVICES PERSONAL SERVICES TRANSPORTATION SERVICES LOANER VEHICLES OFFICE SPACE PLACE TO STAY GOODS SERVICES TRANSPORTATION SPACE MONEY 34% 67% 5% 23% 9% 38% 6% 27% 8% 35% 4% 18% 4% 17% 3% 12% 7% 29% 5% 20% 6% 27%
  • 7. PARTICIPATION IN THE COLLABORATIVE ECONOMY: RECENT AND PROJECTED 2013 PARTICIPATION 2014 PARTICIPATION (PROJECTED FROM INTENT) 46% 11% 18% 13% 16% 9% 9% 7% 13% 10% 12% MONEYLENDING CROWDFUNDING PRE-OWNED GOODS LOANER PRODUCTS CUSTOM PRODUCTS PROFESSIONAL SERVICES PERSONAL SERVICES TRANSPORTATION SERVICES LOANER VEHICLES OFFICE SPACE PLACE TO STAY GOODS SERVICES TRANSPORTATION SPACE MONEY In the past 12 months, have you ever used a website or mobile app for any of the following? In the next 12 months, will you use a website or mobile app for any of the following? / Asked Oct-Dec 2013
  • 8. 18-34 35-54 55+ NON-SHARERS 24% 38% 38% NEO-SHARERS 48% 33% 19% RE-SHARERS 28% 41% 31% FEMALE MALE NON-SHARERS 50% 50% NEO-SHARERS 51% 49% RE-SHARERS 55% 45% Demographic and lifestyle data from past profiling studies BASIC DEMOGRAPHICS
  • 9. LIFESTYLE CHOICES MARRIED KIDS IN HOUSEHOLD HOMEOWNER NON-SHARERS NEO-SHARERSRE-SHARERS 33% 25% 66% 38% 32% 67% 27% 36% 62% Demographic and lifestyle data from past profiling studies
  • 10. PARTICIPATION IN ONLINE ACTIVITIES “Which of the following activities do you do on the Internet?”/ Asked May 2013 NEO-SHARERSRE-SHARERSNON-SHARERS ONLINE SHOPPING SOCIAL NETWORKING WATCHING VIDEOS/PODCASTS SHARING PHOTOS STREAMING MUSIC 68% 86% 85% 55% 66% 73% 32% 40% 57% 29% 39% 55% 22% 29% 44%
  • 11. PARTICIPATION IN THE COLLABORATIVE ECONOMY: NY, TOP 10 METRO AREAS & REST OF USA In the past 12 months, have you ever used a website or mobile app for any of the following? / Asked Oct-Dec 2013 18-34 35-54 55+ METRO NYC 38% 33% 29% TOP 10 URBAN CENTRES 36% 36% 28% OUTSIDE TOP 10 METRO AREAS 29% 37% 33% METRO NYC TOP 10 URBAN CENTRES OUTSIDE TOP 10 METRO AREAS 25% 8% 12% 30% 7% 11% 32% 5% 9% 10% 11% 9% 11% 6% 8% 6% 8% 7% 6% 4% 3% 5% 11% 5% 9% 2% 6% 8% 11% 6% 8% 5% 6% MONEYLENDING CROWDFUNDING PRE-OWNED GOODS LOANER PRODUCTS CUSTOM PRODUCTS PROFESSIONAL SERVICES PERSONAL SERVICES TRANSPORTATION SERVICES LOANER VEHICLES OFFICE SPACE PLACE TO STAY GOODS SERVICES TRANSPORTATION SPACE MONEY
  • 12. WHY THEY SHARED How important were each of the following reasons for using a peer-to-peer site or app for your most recent sharing transaction? / Asked Dec 2013-Jan 2014 CONVENIENCE BETTER PRICE PRODUCT/SERVICE QUALITY COULDN’T FIND ELSEWHERE RECOMMENDATION SUSTAINABLE LIFESTYLE CONNECT ONLINE CURIOSITY CONNECT LOCALLY ACCESS OVER OWNERSHIP OTHER+ ?? 73% 55% 47% 40% 40% 30% 27% 26% 24% 13% 13% 75% 60% 36% 26% 29% 27% 18% 17% 23% 6% 13% RE-SHARERS NEO-SHARERS
  • 13. HOW PEOPLE FIND SHARING SERVICES How did you hear about the website or app you used? / Asked December 2013-January 2014 UNKNOWN CAN’T RECALL 25% OTHER 6% WORD OF MOUTH SOMEONE TOLD ME ABOUT IT SOCIAL NETWORK 47% 13% BLOG 3% TRADITIONAL MARKETING GOOGLE OR OTHER WEB SEARCH NEWS MEDIA ONLINE AD 7% 8% 16% EMAIL FROM WEBSITE 5% PRINT OR TV AD 2% APP STORE 2%
  • 14. SATISFACTION WITH SHARING TRANSACTIONS BUYERS SELLERS QUALITY VALUE PURCHASE EXPERIENCE PRODUCT/SERVICE EXPERIENCE SITE USAGE EXPERIENCE CUSTOMER SERVICE PURCHASE/SALE EXPERIENCE PRICE/EARNINGS 80% 79% 81% 81% 79% 72% 71% 69% 60% 62% How satisfied were you with the following aspects of your latest sharing transaction? / Asked December 2013-January 2014
  • 15. LEARN HOW YOUR BUSINESS CAN WIN IN THE COLLABORATIVE ECONOMY DISCOVER WHY THE GROWTH OF THE COLLABORATIVE ECONOMY IS A GROWING THREAT TO BIG BRANDS. UNDERSTAND THE WHO, WHAT AND WHY OF THE COLLABORATIVE ECONOMY. GET RECOMMENDATIONS BACKED BY DATA ON HOW YOUR BUSINESS CAN RESPOND. GET THE FULL REPORT AT HTTP://LNK.VC/SHARINGBUYING