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Use of Exclusive and Pooled Ridehailing Services in Three Mexican Cities
RESEARCH BY DR. JOANNA MOODY, DR. DAVID KEITH, ENRIQUE ESPARZA-VILLARREAL PRESENTED BY ENRIQUE ESPARZA-VILLARREAL
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Background
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Use of Exclusive and Pooled Ridehailing Services in Three Mexican - - PowerPoint PPT Presentation
Use of Exclusive and Pooled Ridehailing Services in Three Mexican - - PowerPoint PPT Presentation
Use of Exclusive and Pooled Ridehailing Services in Three Mexican Cities RESEARCH BY DR. JOANNA MOODY, DR. DAVID KEITH, ENRIQUE ESPARZA-VILLARREAL PRESENTED BY ENRIQUE ESPARZA-VILLARREAL 1 Background 2 3 Purpose for this research There are
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Purpose for this research
There are two knowledge gaps in the ridehailing literature
- ur research works to ameliorate:
- 1. Ridehailing in the context of Latin America, specifically
Mexico
- 2. Separating ridehailing into its two offered services,
Comparte and Express, and drawing separate conclusions from each of them
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Case Study Cities
- Aguascalientes
- Merida
- Toluca
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Surveys
Surveyed two different groups of DiDi app users, those who:
- 1. had used the Comparte feature at least once (launched
June 25th, 2020). 882 respondents.
- 2. had used the Express feature at least once and NEVER
used the Comparte feature (launched July 22, 2020). 440 respondents
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Travel behavior of users
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Frequency of Ridehailing Use
In a typical week before COVID-19, with what frequency would you use ridehailing?
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Frequency of Ridehailing Use
Spearman rank correlation matrix of frequency of use of travel modes.
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Purpose of Ridehailing Use
Proportion of survey respondents who selected ridehailing as their primary transportation mode
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What mode of transportation do you normally use to make the following trips?
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Mode Substitution
If DiDi Express/ Comparte were not available, with which mode of transportation would you replace those trips you would have taken with Express/Comparte?
To compute the percentages of replaced trips, we weighted each respondent’s answer by the total number of trips they took, assuming that the respondent replaces all their DiDi trips with their first-choice substitute.
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Choosing between Express and Comparte
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Going from Express to Comparte
We asked Express users what factors were of importance to them to consider using Comparte.
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Importance of Factors to use Comparte in general
Express users Comparte users
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Price elasticity of additional time
We asked respondents to state how much additional trip time they would be willing to incur for a set 40% discount. From this we computed our price elasticity of additional time ep’sstatistics:
- Comparte 1st quartile = 0.83; median = 1.67; mean = 2.38; 3rd quartile = 2.50
- Express 1st quartile = 1.00; median = 1.50; mean = 2.18; 3rd quartile = 2.50
Conversely, we asked Express users how much of a discount would be required for them to incur a 50% increase in trip time. ep’s statistics:
- 1st quartile = 0.62; median = 0.83; mean = 2.4; 3rd quartile = 1
For both cohorts in the first question and in the second question we see ep > 1, which suggests that users are willing to trade off significant time for discounts.
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Conclusions
- Ridehailing use is positively correlated with public transit and taxi use
- Public transit and taxi trips are highly substituted by ridehailing
- Taxi trips are more frequently substituted by Express
- Public transit trips are more frequently substituted by Comparte
- Potentially high substitutability between Comparte and Express
- To increase Comparte vehicle occupancy, consumers’ worries about safety need to be addressed
- Time and price are both important factors to consider using Comparte, with the price elasticity
- f additional time, suggesting people are willing to exchange substantial time for discounts
- If we can increase vehicle occupancy, we will reduce harmful effects by cars on the environment
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