Two-thirds (66%) of private vehicle owners and eight in ten (82%) people leasing are willing to give up their vehicles in favour of mobility as a service (MaaS), over the next 10 years.
That’s according to the R/GA Future of Mobility report.
It highlighted that, as consumers use MaaS services more frequently, they're more likely to see its options as a viable replacement for their personal vehicles.
The report also reveals two-thirds (67%) of vehicle owners globally (67%) believe they will not have flexible transport options in the future, amid the rise of new forms of mobility.
R/GA said that owning a vehicle comes with 'significant' costs - from initial purchase to maintenance and insurance - whilst MaaS offers freedom via flexibility and access.
The international innovation consultancy said that with MaaS, consumers have the choice of more 'dynamic' and 'personalised' options to meet their evolving transportation needs at a similar or lower price point.
R/GA also said that once a MaaS service is accessible to people, based on requirements like costs and availability in their area, people are more driven to use a specific service based on what the service represents and its added value.
The research poses new opportunities for automotive incumbents, said R/GA.
Loss of direct access to customers
But they also face a threat of losing direct access to customer relationships with the decline of car ownership.
Ashish Prashar, global chief marketing oficer at R/GA, said: “We take ‘mobility’ for granted, it’s synonymous with transportation.
"But moving stuff and people is a basic description. Mobility is more than that. It’s about access.
“Getting to places is necessary for living a healthy life – your job, school, community centres, and parks. Living by a bus that comes once an hour isn’t mobility. And owning a car in a city with congested highways isn’t mobility, either.”
“Mobility isn’t just having access to one mode of transportation. Mobility is having transportation options and the quality of those options.
“The future of mobility will require investment in infrastructure. More mobility as a service (MaaS) as a reflection of the diversity of consumer lifestyles.
“It’s now more important than ever for transportation companies to make space for connected people-first experiences that allow for a differentiated brand offering.”
Transport for London (TfL) recently launched a new rental e-scooter trial in partnership with London councils and three e-scooter operators.
Barriers to MaaS adoption
The research also found that 86% of vehicle owners globally, including those in suburban and rural environments, want to try new transportation options.
The two barriers to consumers’ using MaaS more frequently indicated by the survey are ‘lack of availability in my area’ (35%) and ‘safety concerns’ (35%).
R/GA said brands must facilitate ‘seamless’ integration and access to other brand services within their own consumer experience to drive recurring value.
According to the research, 83% of vehicle owners globally consider access to multiple services on an easy-to-use app experience to be a factor when deciding to use a MaaS service more than once.
For the research, 5,084 consumers were surveyed across the UK, USA, Germany, China, Australia, Brazil, India, Mexico, Columbia and Argentina.