Smart mobility \u2013 an analysis of potential customers\u2019 preference structures

Thomas Schulz,Heiko Gewald,Markus Böhm,Helmut Krcmar

doi:10.1007/s12525-020-00446-z

Thomas Schulz, Heiko Gewald + Show 2 more

Open Access

https://doi.org/10.1007/s12525-020-00446-z

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Abstract

Cities around the world face major challenges caused by the extensive use of private cars. To counteract these problems, a new paradigm is necessary which promotes alternative mobility services. ‘Smart mobility’ refers to a new mobility behaviour that makes use of innovative technical solutions, such as the IT-supported combination of different alternative mobility services during a trip from an origin to a destination. Unfortunately, relatively few customers use apps that provide recommendations for smart mobility and there is limited knowledge about the desires, priorities and needs of potential customers. To fill this gap, we use conjoint analysis to explore differences in smart mobility app preferences across groups of people with varying mobility behaviour. Our study also considers the effect of age and place of residence on preference structures. Our results show, for example, that only car drivers do not consider the price of the smart mobility app to be particularly important for their selection decision.

Highlights

Big cities and towns around the world are challenged to change the mobility behaviour of their citizens and of commuters from rural areas away from predominantly private car use and toward using alternative mobility services such as public transport or bike- and car-sharing
Since the overall goal of this study is to provide smart mobility apps that in particular contribute to switch from private car use to the use of alternative mobility services, this is the core segmentation criterion
Another reason is that women, who are overrepresented in our sample, earn on average less than men (Statistisches Bundesamt 2016)

Summary

Introduction

Big cities and towns around the world are challenged to change the mobility behaviour of their citizens and of commuters from rural areas away from predominantly private car use and toward using alternative mobility services such as public transport or bike- and car-sharing. Such a new mobility behaviour paradigm would help cities address important challenges, including traffic congestion and insufficient parking, as well as air and noise pollution (Benevolo et al 2016; Schreieck et al 2018b; Willing et al 2017a, 2017b). The fact that public transport is a station-based service that does not provide transport from an origin to a final destination, and the fact that trains, buses and trams are often overcrowded, especially during rush hours, can be seen as weaknesses

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