Arriving Now: Perspectives on Mobility & Delivery 2024
Just 15 years ago, getting to a restaurant or running errands required a car, a taxi, or public transport. Food delivery options were limited. Today, platforms like Uber and Uber Eats are integral to the daily lives of our 161 million active users, globally.*
As these services reshape how we live, key questions arise: How are consumers interacting with these apps? What roles do they play in people’s lives, and how do they feel about using them? As Uber Advertising connects brands to consumers going anywhere and getting anything, what we’ve learned continues to reaffirm our unique benefit to advertisers – driving affinity and ROI for brands.
The 2024 Global Mobility and Delivery Index Report delivers valuable insights into the behaviors and preferences of Uber and Uber Eats consumers by answering the following questions:
Why do consumers interact with Uber and Uber Eats apps, and what roles do they play in people’s lives around the world?
What sentiment and emotions do consumers have when utilizing rideshare and delivery apps, specifically Uber and Uber Eats?
Do these interactions and sentiment findings correlate to advertiser success on our platform?
Embarking on the 2024 Uber x Ipsos study
In May of 2024, Uber and Ipsos collaborated on the “Consumer Perspectives on Mobility and Delivery” study to provide context around the use of rideshare and delivery apps in general, with a focus on Uber/Uber Eats. Ipsos fielded a consumer survey among 9,029 respondents in six markets: the United States, Mexico, Brazil, the United Kingdom, France, and Australia. Unless otherwise noted, the findings within this white paper reflect the results from this recent study.
The research sheds new light on consumer affinity for Uber and Uber Eats, and the significant benefits of advertising on these platforms.
Why do riders choose Uber, and what role does Uber play in their lives?
People view Uber in a very positive light, with 84% of global users expressing a favorable opinion of the Uber brand.
Why this overarchingly positive sentiment? Uber ridesharing helps consumers get things done, giving people a sense of purpose and feelings of accomplishment.
Respondents noted that Uber ridesharing plays an important role in their lives, for both personal and professional reasons. 41% of respondents said they use Uber to reach restaurants or bars, while 36% of users said they use it to visit friends or family. Additionally, respondents said they use Uber for personal appointments, as well as transport to travel hubs as part of a broader journey. Over one-third of respondents said they use Uber for work-related purposes, including commuting to offices, meetings, and travel hubs.
This data demonstrates that Uber is at the intersection of life, as it allows people to go anywhere – for work or for play.
The study also shows that regardless of destination, Uber consistently makes users feel efficient and successful, more so than competing rideshare services in every surveyed market.
Safety is another critical factor, with over one-third of respondents saying they take Uber because it makes them feel safe (especially among respondents in Mexico). This validates the significant measures Uber has taken to ensure passenger and driver safety through advanced technology aimed at reducing incidents.
Why do consumers choose Uber Eats? And, what kinds of deliveries are they getting?
Uber Eats is strongly associated with restaurant delivery, more so than any other delivery app in the surveyed markets. In fact, the majority of respondents who use Uber Eats said they have ordered from a restaurant in the past month.
Uber Eats is also making significant strides in the grocery and retail category. Over one-third of survey respondents reported that they’ve had groceries delivered through the app. We expect this association to grow as Uber Eats innovates across grocery and retail.
As with Uber ridesharing, positivity is high for Uber Eats. 87% of the respondents reported having a favorable view of the brand. This indicates potential for further adoption, as Uber Eats increasingly becomes an essential part of consumers’ lives.
While using Uber Eats, respondents reported being motivated by convenience, efficiency, and time-saving. Uber Eats gives them the freedom to get what they want, where they want it, and when. There is a wide catalog of items within reach, and the ability to schedule deliveries ahead of time makes the service extra convenient.
Specifically, 36% of all respondents said they feel efficient while using Uber Eats, and 35% said they feel that it’s a time-saver. The ability to save time makes sense for restaurant delivery (eating a pre-made meal at home is usually quicker than cooking or dining in a restaurant) as well as grocery (reducing the time spent shopping in person). Uber Eats is significantly more likely than the average delivery app to be associated with time-savings in each of the markets surveyed.
With rising inflation and living costs, these findings underscore the value people place on time-saving services which also impacts the perception of affordability. Additionally, approximately half of the Uber Eats users surveyed cited that they are drawn to the platform by the promotions offered – making it an affordable yet convenient choice.
How do these findings correlate to advertiser success on Uber and Eats platforms?
Advertisers should consider four key takeaways from this study:
The majority of respondents who use Uber (57%) and Uber Eats (61%) in the study recall having seen advertising in the last 30 days.
Looking at tangible ROI, 85% of respondents who use Uber and 84% of respondents who use Uber Eats reported taking action after seeing an ad, often leading to a purchase or brand interaction. About one-third of those surveyed reported having ordered or purchased from the brand they saw advertised on the Uber platform. This data highlights the effectiveness of advertising on Uber platforms in driving strong consumer engagement.
Where to next?
Our “Consumer Perspectives on Mobility and Delivery” study across six major markets has proven that Uber is an ideal platform for advertisers looking to move their brand forward – driving strong affinity and ROI.
Wondering if Uber Advertising is a fit for your brand? To recap:
If you’re ready to partner, we’re ready to reimagine the way your brand moves.
About the Research
This report is based on a survey conducted as part of the 2024 US Mobility & Delivery Index, sponsored by Uber Advertising and executed in partnership with Ipsos. Fieldwork took place in May 2024, gathering insights from 9,029 respondents across the US, Mexico, Brazil, Australia, France, and the UK, representing a general population aged 18 and older. The survey was structured as a 15-minute online interview to explore the attitudinal and emotional drivers within the Mobility and Delivery categories, as well as user experiences with Uber and Uber Eats. Additionally, the study examined advertising opportunities within rideshare and delivery environments.
Respondents were categorized into generational segments: Gen Z (18-27), Millennials (28-43), and Gen X/Boomers (44-65). For statistical accuracy, all reported findings were tested at a 95% confidence interval. Due to service availability, Uber Eats data is inclusive of respondents from the US, Mexico, Australia, France, and the UK only.
Contributors
- Dorothy Ann Advincula, Global Head of Audience, Insights and Measurement, Uber Advertising
- Julia Berk, Global Insights Lead, Uber Advertising
- Brittany Calligan, EMEA Insights and Strategy Lead, Uber Advertising
- Nigel Feng, Global Partner Solutions Lead, Uber Advertising
- Misha Hanson, AIM Strategic Initiatives, Uber Advertising
- Thom Geraghty, Partner Solutions Manager, Uber Advertising
- Marley Tito, Copywriter, Uber Advertising
- Brandon Isaac, Ipsos
- Jessica Phan, Ipsos
- Ula Jones, Ipsos
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