Uber is going through the tough times. We all are very much aware of an inspiring quote, “tough times don’t last, tough people do”. But is it going to be the case with Uber? What data is showing up about consumer behaviour for the Uber, the traction on Uber, nowadays, is resulting in depreciation.
According to YouGov BrandIndex, a market research firm, as reported by Quartz, going by the “purchase consideration” data, just 13.9% of the US consumers say they would consider Uber the next time they needed transportation. This is a major decline from 18.3% as in November 2016.
The data below depicts the US consumers are more interested in booking a cab with that one or that one!
Consumer behaviour tells a lot about the existence of a brand, its sustainability and of course, the future. Tracking the same helps out the brands to focus on the problems to figure out the solutions in order to retain the consumer and maintain the reputation of brand. The factor of “why” will always be the driving force for every brand, if they don’t value the ‘why’, they can certainly die a slow death.
Insights are the key to marketing, YouGov BrandIndex surveys 4,800 people in the US each weekday to figure out the consumer behaviour and their perception towards more than 1,500 brands.
Emotional connect adds the value to the factor of branding and so, the traction. It is where Uber might have lost completely, the interaction of Travis Kalanick with the cab driver didn’t go well with the public for which he had later apologised as well.
Adding to it, for the last three months, Uber hasn’t been in the news for any good rather it is dealing with its worst phase, most likely. From #DeleteUber campaign to facing sexual harassment charges to recently getting banned in Italy, this data reflects that consumers are hurt by Uber which probably could be the reason that helped Lyft gaining the traction.
As of April 5, 9.6% of the US consumers said they would consider Lyft the next time they needed transportation, it’s a rise from 5.6% in September 2016, according to the earliest data point that YouGov provided to Quartz.
But, according to YouGov’s data, Uber’s fall in numbers actually began in November last year, not in January when the #DeleteUber became a rage. This downfall could be due to the changes that they have done in their app’s privacy settings for which many reviewers have complained that the updated version of the app continuously requested access to track their location, even when the app wasn’t in use.
The decent growth of Lyft will surely be a source of distress for Uber but more than that, if consumers will keep picking the same behaviour that many are already showing which is why there is a fall in numbers, Uber’s fate will certainly fall in the trap.
A rejoicing Word-of-Mouth and an appreciating PR are out of consideration and context for Uber for some time, least to say. And when will this time end? Uber surely needs to find the answers at the earliest!
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I read. I write. A threat to humor, if one liners could kill. Twitter: @ayushxgarg