Sharing Economy Report 2016
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The heartbeat of the sharing economy is the consumers themselves, now empowered by a model that allows them to rent services from one another. And while the regulatory uncertainties persist for brands like Uber and Airbnb, “collaborative consumption,” is still booming and shows no sign of slowing down. As these companies continue to forge new roads for the average consumer, we wanted to better understand what degree of this growing movement impacts multicultural consumers, hopefully shedding light on growth opportunities for these peer to peer brands. We took a representative sample of U.S. Hispanics, African-Americans, Asians, and non-Hispanic whites, and asked several questions regarding the sharing economy, its major players, and its use among these cohorts. Get more insights from our report - http://campaigns.thinknowresearch.com/downloads/sharing-economy-report-2016.html
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Sharing Economy Report 2016
- 2. Methodology
- 3. 3 Online Survey Via ThinkNow Research’s Omnibus Study Sample Size Nationwide, January 2016 511 Hispanics 258 Asian 258 White 258 African-American Self identify as Hispanic origin Hispanics Non-Hispanics Age Self identify as White, African-American or Asian 18 -64 years of age Screening Criteria Spanish dominant 35% Bilingual 30% English dominant 35% Contact Us Today
- 4. 4 Who We Are An authority on creating and managing research products that help clients gather insights about rapidly changing consumer segments. Conduct online, in-person and telephone research. Research experience specifically in the Hispanic, African American, Asian and Total markets. Experience in hard-to reach demographic sub-groups. Only full-service market research company that owns & operates an in- house Hispanic panel. Servicing Fortune 500 clients, ad agencies, non- profits and other market research companies. Contact Us Today
- 5. 5 Our Services QUANTITATIVE QUALITATIVE MIXED MODE ONLINE MARKET RESEARCH COMMUNITIES CONCEPT AND COPY TESTING ADVERTISING EFFECTIVENESS ONLINE PANEL BUILDING WEBSITE USABILITY STUDIES OMNIBUS SURVEYS ATTITUDES & USAGE BRAND TRACKING PRODUCT TESTING ONLINE & OFFLINE QUALITATIVE ONLINE PANEL INTERCEPTS PHONE Contact Us Today
- 7. 7 Awareness of Sharing Companies/Services 80% 51% 41% 35% 10% 10% 8% 5% 3% 3% Base: Total Sample (n=1285) Which of the following companies/services have you ever heard of? Uber is easily the most recognized sharing economy service, followed by Etsy and Lyft. Total Market Contact Us Today
- 8. 8 Awareness of Sharing Companies/Services by Segment Which of the following companies/services have you ever heard of? 75% 46% 39% 29% 84%A 59%AC 45% 43%AC 81% 40% 42% 31% 79% 49% 46% 50%AC Uber Etsy Lyft AirBnb Hispanics (A) Whites (B) African-Americans (C) Asians (D) Awareness of the top sharing services is lowest among Hispanics and African-Americans. Whites and Asians tend to have higher awareness levels. Letters indicate statistically significant difference (95% confidence)Base: Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258) Note: Only top services shown Contact Us Today
- 9. 9 Sharing Companies/Services Used Which of the following companies/services have you used in the past 12 months? About half of US consumers have used the most popular sharing services in the past 12 months, with Uber and Etsy being the most common. 25% 20% 6% 6% 3% 2% 2% 1% 1% 1% 48% Base (n=1285) Total Market Contact Us Today
- 10. 10 Sharing Companies/Services Used by Segment Which of the following companies/services have you used in the past 12 months? Letters indicate statistically significant difference (95% confidence)Base: Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258) 3-in-10 Hispanics have used Uber in the past 12 months. Uber is most commonly used among Asian-Americans. 30% 18%C 9% 8% 25% 27%ACD 5% 8% 30% 10% 5% 7% 37%B 16% 7% 10% Uber Etsy Lyft AirBnB Hispanics (A) Whites (B) African-American (C) Asians (D) Note: Only top services shown Contact Us Today
- 11. 11 35% 22% 8% 10% 38% 25% 12% 13% 30% 16% 11% 5% Uber Etsy Lyft AirBnB Awareness/Usage by Hispanic Language Groups Which of the following companies/services have you heard of / used in the past 12 months? Letters indicate statistically significant difference (95% confidence)Base: Spanish-Dom (n=168), Bilinguals (n=178), English-Dom. (n=165) Awareness levels are lowest among the Spanish-dominant segment of Hispanics. However, usage levels tend to be more similar across the language groups. 71% 33% 31% 19% 73% 50% 42% 29% 82% 56% 44% 39% Uber Etsy Lyft AirBnB Spanish-Dom (A) Bilinguals (B) English-Dominant (C) A Note: Only top services shown A A C AWARENESS USED IN PAST 12 MONTHS A A A Contact Us Today
- 12. 12 Frequency of Using Sharing Services Which of the following companies/services have you ever heard of? Base: Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258) 69% 68% 54% 52% 33% 27% 26% 22% Uber Etsy Lyft AirBnB Once a Week+ Once a Month+ Most users of Uber and Etsy use the service at least once a month. Total Market 30%30% among Hispanics Contact Us Today
- 13. 13 $114 $83 $65 $42 $39 $37 $34 $32 $24 $12 AirBnB Task Rabbit Instacart DogVacay Turo Etsy Post Mates Uber Lyft Shyp Amount Spent Each Time On average, about how much do you spend each time you use this service? Base: Total Sample (Varies by provider) Users average just over $100 for AirBnB. All others are well under $100. Total Market ** ** ** *Caution: Small base size Contact Us Today
- 15. 15 Gender Males 51% Females 49% Hispanic Males 47%Females 53% Asian Males 50% Females 50% White Males 48% Females 52% African- American Base: Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258) Contact Us Today
- 16. 16 Age 18-34 46%35-64 54% Hispanic 18-34 34% 35-64 66% White 18-34 41% 35-64 59% African- American 18-34 39% 35-64 61% Asian 37 41.8 39.4 39 Hispanics Whites African-American Asian Mean Age Base: Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258) Contact Us Today
- 17. 17 Demographics 62% 60% 51% 70% Employed Hispanics Whites African-American Asian 29% 35% 21% 61% College Graduate or More Hispanics Whites African-American Asian $42K $63K $34K $77K Median Household Income Hispanics Whites African-American Asian Base: Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258) Contact Us Today
- 18. 18 Demographics: Hispanics Base Size: Hispanics n=511 35% 35% 30% Home Language Spanish-Dominant Bilingual English-Dominant 16% 54% 30% Acculturation Level Less Acculterated Bicultural More Acculturated 64% 12% 10% 6% 5% 5% 3% Country or Origin Mexican Puerto Rican South American Central American Dominican Cuban Other Contact Us Today
- 19. 19 Want to know how these insights impact your industry? Send us an e-mail…