Potential of on-demand services for urban travel

On-demand mobility services are promising to revolutionise urban travel, but preliminary studies are showing they may actually increase total vehicle miles travelled, worsening road congestion in cities. In this study, we assess the demand for on-demand mobility services in urban areas, using a stated preference survey, to understand the potential impact of introducing on-demand services on the current modal split. The survey was carried out in the Netherlands and offered respondents a choice between bike, car, public transport and on-demand services. 1,063 valid responses are analysed with a multinomial logit and a latent class choice model. By means of the latter, we uncover four distinctive groups of travellers based on the observed choice behaviour. The majority of the sample, the Sharing-ready cyclists (55%), are avid cyclists and do not see on-demand mobility as an alternative for making urban trips. Two classes, Tech-ready individuals (27%) and Flex-ready individuals (9%) would potentially use on-demand services: the former is fairly time-sensitive and would thus use on-demand service if they were sufficiently fast. The latter is highly cost-sensitive, and would therefore use the service primarily if it is cheap. The fourth class, Flex-sceptic individuals (9%) shows very limited potential for using on-demand services.