The latest data from Roy Morgan has shown that a greater proportion ofAustralians (aged 14+) are now using Uber (22.9%) compared with taxis (21.8%).This is the first data to reveal that taxis are no longer the preferredprivate transport service of Australians.
Over the past three years, Uber has experienced a dramatic rise in popularity.The proportion of Australians utilising the service in an average three-monthperiod has increased from 6.6% (1.3 million) of the population, to 22.9% (4.7million), an increase of 16.3% points (+ 3.4 million).
Although Uber is now the preferred service, the proportion of Australiansusing taxis has remained relatively steady in recent years, dropping onlyslightly from 24.4% (4.8 million) to 21.8% (4.5 million).
Percentage of Australians who used each service in an average three months
Source: Roy Morgan Single Source Australia, July 2015 – June 2019.Rolling 12-month quarterly figures. Average interviews per year n=14,733.Base: Australians aged 14+
When we look at customers by age group, we see the rising popularity of Uberbeing driven by younger Australians. A total of 42.6% (1 million) of thoseaged 18-24, and 35.7% (1.3 million) of those aged 25-34, used Uber in anaverage three-month period. These two age groups account for 2.3 million outof the 4.7 million Australians who use Uber in an average three-month period.
However, the usage of Uber differs markedly across age groups. While youngerAustralians are Uber’s best customers, Australians aged 65+ had the lowestproportion (6.6%) of Uber usage among them. Taxi usage, however, is far moreconsistent across age groups. Those aged 35-49 had the highest proportion oftaxi usage (25.3%), with 14-17 years old’s recording the lowest (14.8%).
Proportion of Australians (by age) who used each service in an average threemonths
Source: Roy Morgan Single Source Australia, July 2018 – June 2019,n=14,383. Base: Australians aged 14+
These are the latest findings from the Roy Morgan Single Source survey derivedfrom in-depth face-to-face interviews with 1,000 Australians each week andover 50,000 each year.
What else do we know about Uber users?
Uber users are far more likely than the average Australian to be in GenerationY and Generation Z, to be in the Young Optimism and Socially Aware Roy MorganValue Segments, and to be in a Young Single or Young Couple household lifecycle.
When it comes to health and fitness, 82% report feeling well and in goodhealth, almost half (46%) are concerned about their sugar intake, and 30% lovedoing as many sports as possible.
Compared with the average Australian, Uber users are 144% more likely to haverecently snowboarded, 43% more likely to be more interested in their job thantheir house, and 35% more likely to have recently been to the cinema
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