Today, many marketers struggle to get good competitive data. Most companies have extensive data on their own customers, but understanding their competitors’ customers and the larger industry landscape can be challenging.
We’ve run thousands of industry studies for our clients in competitive industries (technology, finance, consumer packaged goods, etc) and have developed a fast and lean way to take the pulse of an industry.
To show you don’t need to be an industry insider to get business-critical data, we created a guide to evaluating an industry using the ridesharing industry as an example.
Using SurveyMonkey Audience’s Industry Intelligence study, we surveyed 1,900 adults who were previously aware of ridesharing services in the following markets: Los Angeles, San Francisco, Chicago, New York, Boston, and Washington DC. Here are 3 key insights from our study.
1. Ridesharing makes lives easier
Most respondents agreed that ridesharing services make their lives easier, but ridesharing services won’t be replacing other modes of transportation any time soon. The overwhelming majority indicated they wouldn’t be getting rid of their cars and that ridesharing isn’t their sole method of transportation.
And even though ridesharing services are convenient, many respondents still perceive them to be too costly. We asked respondents to name some of the negative aspects of ridesharing and here’s what they said:
2. More than one-third of first timers are referred
First-time ridesharing customers are most likely to have come to the service through a referral, indicating that referrals are even more powerful than discounts and promotions (which came in second).
3. Uber reigns as #1 in terms of awareness
In every metro area we surveyed, Uber was overwhelmingly the most well-known ridesharing app—both in terms of brand recall and familiarity. Here’s a snapshot of the aided awareness among the top brands:
Learn how you can gain insights like these
Download the full report to get deeper insights into the ridesharing industry and understand how you could be bringing similar competitive insights to your brand. This guide will help you:
- Understand general consumer perceptions in your industry
- See how you stack up against competitors
- Get intelligence on the market leader
For consumer brands, it’s critical to track your competitors to understand consumer perceptions and how you stack up. Contact us to get a similar report for your brand today.