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Uber And Lyft At All-Time Perception Highs

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Thu, 01/12/2016 - 00:55
Ted Marzilli

Both Uber and Lyft are at all-time highs in three key perception metrics, signaling growing acceptance of the transportation services and less national news-making crises.

That said, Uber drivers are set to strike across the U.S. in a “day of disruption” over higher wages. The impact, if any, on overall consumer perception remains to be seen.

Local regulatory issues also have the potential to impact both brands: Massachusetts just adopted strict background checks for drivers of both companies, Seattle proposed unionization voting rules, and Maryland is imposing driver fingerprinting before the end of this month. While these may place greater burdens on Uber and Lyft, they may also improve brand perception by bringing them more into the mainstream of US business.

Using YouGov BrandIndex’s Buzz score ("If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"), both Uber and Lyft are at their highest levels in nearly two years, with significantly more positive feedback than negative, and Uber in the lead, but not by much.

The other two BrandIndex metrics shows gradual ongoing growth yet much greater gaps between the companies:

  • In Purchase Consideration, a key measurement of potential revenue, 17% of adult consumers would currently consider using Uber the next time they need a ride versus 8% for Lyft. One year ago, Uber was at 11% and Lyft at 3%.
  • Uber has far more ad awareness than Lyft, with the former quadrupling from 6% in January 2015 to 24% now. In that same period, Lyft went from 1% to 9%.
Buzz: Uber, Lyft
Buzz: Uber, Lyft
Ad Awareness: Uber, Lyft
Ad Awareness: Uber, Lyft
Consideration: Uber, Lyft
Consideration: Uber, Lyft
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