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and Travel Pattern of Young India
VS
RESEARCH REPORT JUNE 2017
About the Survey
The survey polled 947 respondents from 12 Indian metros – NCR, Mumbai, Bangalore, Chennai, Hyderabad, Kolkata, Thiruvanthipuram, Jaipur, Indore, Ahmedabad, Guwahati, & Pune. All respondents were smartphone users and mentioned that ‘they had booked cabs using Ola/Uber’. The respondents were randomly selected by mobile in-app market-research app Unomer (android only) based on age-gender-location criteria. 89% of the respondents were in the age-bracket 18-34. Respondents got micro-credit from Unomer for participating in the survey. The survey was conducted in May 2017.
Executive SummaryUber is Young India’s top cab-aggregator with 55% usage vs. 41% for Ola. Uber’s lead comes from Kolkata, Pune, Hyderabad, Ahmedabad, Guwahati & Jaipur. In the metros NCR, Bengaluru & Chennai – usage is neck & neck, while Ola is the leader in Mumbai & Indore. Uber is also rated as the favourite cab service and #1 app for Customer Satisfaction, Safety, Economy & ‘recommend to friend & family’ across India, attributed to its significant lead in some of the cities. Price transparency, Convenience, & Safety are the most important parameters in selecting a cab. Uber and Ola are growing at over 50% each year and Uber is growing faster than Ola. Growth is primarily happening because of market expansion but a certain portion is happening at the expense of the old local taxis. Travelling to work/institute & airport/railway transfers are joint #1 reason for using cabs. Visiting friends/relatives is a distinct #3 & entertainment/shopping is #4.
Young India refers to the age group 18-34. Wherever not specifically mentioned, the numbers refer to all age groups.
// Uber is the #1 cab aggregator in Young India with 55% of the respondents choosing Uber as ‘the cab they used most often last month’ vs. 41% choosing Ola.
// Direct comparison between Ola and Uber users across the cities is follows:
# Ola is ahead as the most used cab service in Mumbai & Indore. Both Ola & Uber get similar ratings on Favourite Cab Service, and Customer Satisfaction, Safety, Economy & ‘recommend to friend & family’ in these two cities.
Mumbai Indore
55%
OlaOla UberUber
41%
4%Others
55% 45%54% 46%
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# Uber is the most used cab in 6 cities - Kolkata, Pune, Hyderabad, Ahmedabad, Guwahati, & Jaipur. Uber is also rated as the Favourite Cab Service, and #1 app for Customer Satisfaction, Safety, Economy & ‘recommend to friend & family’ in each of these 6 cities.
# Ola & Uber usage is similar in NCR, Bangalore, & Chennai. Uber gets marginally better ratings in NCR & Bengaluru whereas Ola gets marginally better ratings in Chennai on Customer Satisfaction, Safety, Economy & ‘recommend to friend & family’ parameters.
Kolkata
Ahmedabad
NCR
Pune
Bangalore
Hyderabad
Chennai
Guwahati Jaipur
35%
49%
38%
50%
44%
49%
Ola
Ola
Ola
Ola Ola
Ola
Ola
Ola
Ola
Uber
Uber
Uber
Uber Uber
Uber
Uber
Uber
Uber
65%
51%
62%
50%
56%
51%
22%78%
37%63%
04
24%76%
// Uber has grown at a faster rate (82% per year) than Ola’s (67% per year) in the last 2 years.
// Today’s Ola and Uber users mentioned that ‘public transport’ was their #1 mode of transport two years back. ‘Ola or Uber’ was #2 and own car & local cabs were joint #3. Market will continue to grow fast as untapped users come in, experienced users spend more, and the aggregators expand into newer cities.
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// Big chunk of the Ola & Uber users rated their respective cab service as #1on all parameters over other cab services. However, Uber users rated Uber slightly higher than the Ola users rating Ola while rating their respective cab aggregators.
// There is no specific preference by age or gender, for one cab-aggregator over other. Users are young and urban, using mobile for lifestyle purposes.
78% of users spend less than INR 1000 per month on cab-aggregators, and 53% of cab users use a smartphone that costs less than INR 10,000. Biggest transactional mobile activity for the smartphone users who use Ola or Uber app are Movie booking and Internet Banking.
Cab rating parameters
#1 on Customer Satisfaction
#1 on Safety
#1 Economical
#1 on Recommend to others
My Favourite Cab
90%
86%
86%
90%
93%
84%
81%
81%
80%
88%
Ola users rating Ola
Uber users rating Uber
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// Price Transparency & convenience of cab are the two most important parameters in selecting cab services in India. Safety is joint #1 in North India & #3 pan India.
Younger users find Price Transparency the most important factor whereas older users find Convenience most important.
For women, Price Transparency, Convenience, & Safety are equally important. For men, Price Transparency is the most important factor. For women from North, Safety is #1.
Private car users are 1.5 times more likely to use Uber rather than Ola.
Very few of the Meru or Mega users seem to have migrated to Ola or Uber. Ola/Uber have increased usage by expanding the cab category and getting new users in.
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// Travelling to work or airport/railway are joint #1 reason for using cabs. Visiting friends/relatives is a distinct #3 & entertainment/shopping is #4.
// Women spend 9% more than men on cabs; and use cabs more often for entertainment /shopping, than men. They also use more expensive phones.
// Users spend between INR 700-900 on an average per month on cab. Spend per user per month is highest in Mumbai (average monthly spend – above INR 900), followed by NCR, Kolkata, Bangalore and Chennai.
In Pune, Chennai, and Ahmedabad, travelling to airport/railway are a distinct #1
In North, visiting family/friends gets #2. In Jaipur it is #1; in NCR it is #2
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// High spending cab users (spending greater than INR 2000 per month) are equally split between Ola & Uber. Amongst high spenders, Uber users rated Uber higher than the Ola users rating Ola on all parameters except economy:
Cab rating parameters
#1 on Customer Satisfaction
#1 on Safety
#1 Economical
#1 on Recommend to others
My Favourite Cab
92%
84%
72%
92%
92%
63%
58%
79%
71%
92%
Ola high spenders users rating Ola
Uber high spenders users rating Uber
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ABOUT THE RESEARCHERS
Nimish VohraSVP, Principal Analyst
Kingshuk HazraAnalyst
Nimish, works with CMOs and senior marketing professionals. His research focuses on customer success management, predictive analytics, mobile enablement and other emerging trends that help customers leverage technology as an enabler of marketing and business outcomes.
Kingshuk Hazra heads LeadStrategus – a Go To Market consulting firm. Kingshuk calls himself the ‘original pipeline builder’ using any & all tools & techniques – old & new - to build high ROI powerful sales pipeline. His past stints have been with AWS, SAP, Gartner, Oracle, Pluralsight and naukri.com.
https://www.linkedin.com/in/nimishvohra
https://twitter.com/VohraNimish
https://www.linkedin.com/in/kingshuk/
https://twitter.com/kingshukhazra
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ABOUT UNOMER
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Headquartered in Silicon Valley, we help the CMO organization leverage emerging digital practices for creating marketing leverage as they bring new products and innovation to market. Regalix Research helps marketers through research-based insights, consulting and peer-to-peer programs that guide marketing strategy development and execution. Our focus is helping Technology companies leverage innovation and best practices to create real differentiation. Our analysts are practitioners with a successful track record of delivering real marketing results for both leading Fortune 500 companies as well as venture backed firms.
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This research brought to you by Regalix, in partnership with Unomer and LeadStrategus.
