New mobility services, referred to here as car sharing services with electric vehicles fuelled by renewable energies, could serve as an essential part of energy and climate strategies to lessen the impact of transport. However operating a car sharing scheme with electric vehicles is more expensive and offers users less autonomy than car sharing powered by internal combustion engines. Thus municipalities and operators need to answer one critical question: how to identify and address target groups to make the scheme successful?
We focus on user requirements and attitudes towards services that integrate electric vehicles and public transport. Firstly we argue, based on an extensive literature analysis, that attitude-based market segmentation is crucial for a successful implementation of integrated e-mobility services. In the literature review we compare 23 empirical studies that employ a segmentation approach concerning their content and methodologies. Secondly, we address this need by presenting a methodology to derive attitude-based mobility typologies developed during a two-year field trial of an e-car sharing service in Berlin (Germany).
We share results from a representative market segmentation survey in Berlin, Frankfurt, Hamburg and Munich (n = 2,400). Among the six clusters, six attitude-based mobility typologies, we separated three groups specifically inclined to use mobility services: ‘the innovative technology-loving multioptionals’ (20% of the sample), ‘flexible car-lovers’ (21%) and ‘the ecological bicycle and Public Transit-lovers’ (17%).
Attitude-based approaches like the one used in this study could support the development of integrated mobility services by adding the view of a specific target group. A range of approaches exist which use different kinds of item batteries to measure mobility related attitudes with the aim to develop target group specific services.
This study will provide essential information for the development of policies and interventions in support of new mobility services.
This study was kindly funded by the German Federal Ministry of Transport, Building and Urban Development – BMVBS.
Hinkeldein, D., Schoenduwe, R., Graff, A. and Hoffmann, C. (2015), "Who Would Use Integrated Sustainable Mobility Services – And Why?", Sustainable Urban Transport (Transport and Sustainability, Vol. 7), Emerald Group Publishing Limited, Leeds, pp. 177-203. https://doi.org/10.1108/S2044-994120150000007019
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