The Driver Roadmap Where Uber Driver-Partners Have Been, And Where They’re Going Research Highlights

…And Uber is an attractive option.

Uber attracts driver-partners from • 59% were working at least one full-time job before a wide range of backgrounds… they came to Uber. Just 8% were unemployed. • 36% of driver-partners weren’t even looking for a job • Half drove for a living at some point in their lives. before signing up with Uber. Most of those looking • There is great age and racial diversity. for a job had been looking for less than 2 months. • Driver-partners are mostly male, though the • Among Uber driver-partners who previously percent of females is higher than typically seen in drove taxis, 88% no longer drive with another taxi the transportation industry. company.

78% ARE SATISFIED WITH THEIR EXPERIENCE DRIVING ON THE UBER PLATFORM

Uber is significantly improving driver-partners’ financial situations…

• 71% report their income is better since signing up with Uber. • Perhaps even more importantly in this age of wage stagnation, 57% expect their income to increase now that they use Uber – compared to just 38% who saw incomes rise in their previous jobs. • Among those who also still drive directly for a taxi, ride-sharing or black car company, 49% make more when on the Uber platform and 29% make about the same.

…Ultimately, Uber is We divided driver-partners what driver-partners into four distinct segments: need it to be. 12% • 73% of driver-partners would rather 18% NEW REGULARS have a job where you choose your No previous pro- own schedule and are your own CROSSOVERS driving experience and now driving uberX boss, than a steady 9-to-5 job with uberX driver-partners >30 hrs/week some benefits and a set salary. who previously drove taxis or black cars • 76% of driver-partners say earning more income is a major reason to use 52% Uber. • 63% use Uber to have more flexibility 18% PART-TIMERS so they can balance work and family. No previous pro- THE PROS driving experience, Currently drive and now driving uberX UberBLACK <30 hrs/week

New York, NY Los Angeles, CA Washington, DC , CO www.bsgco.com Driver Segments BASIC DIFFERENTIATING MOTIVATIONS DEMOS ATTRIBUTES 18% • Nearly all male • Middle of the pack • 55% drive more on age: 66% 30-49 than 30 hrs/week • 66% less than on platform • Family men: 6 in THE PROS college education; • Longest-serving 10 have kids, 1 in Currently drive 34% college or cohort: 61% been 4 support parent/ UberBLACK higher with Uber >6 months spouse’s parent

18% • Nearly all male • Skew older: 38% over 50 CROSSOVERS • 60% less than • 10% veterans .• Family men: 6 in uberX driver-partners who college education; • New-ish arrivals: 10 have kids, 1 in previously drove taxis or black cars 40% college or 70% have been with 5 support parent/ higher Uber <6 months spouse’s parent

12% • More likely than others to say: • Skew older: 39% 1) they drive to over 50 • 1 in 5 worked in Arts maintain steady • Just 26% have kids & Entertainment income because NEW REGULARS • 42% less than before Uber other sources No previous pro-driving experience college education; • 9% veterans unstable, and 2) like & now driving uberX >30 hrs/week 58% college or • 1 in 5 worked as a meeting/talking with higher person new people

52% 44% <12 hrs/week 35% 12-19 hrs/week 21% 20-29 hrs/week

• More likely to have • Tend to be short- been actively looking term: 6 in 10 came on for a part-time job, in past 3 months and that’s what • 75% have other jobs they found • Youngest cohort: besides Uber • 8% were students 60% under 40 • Most common when started • Most female cohort, previous industries: driving uberX PART-TIMERS at 21% female health care (10%), • 40% drive to pay • 47% less than college hospitality (12%), No previous pro-driving experience for a specific thing & now driving uberX <30 hrs/week education; 53% business services (car, vacation, college or higher (12%) student loan)

New York, NY Los Angeles, CA Washington, DC Denver, CO www.bsgco.com Life Before Uber

Uber attracts many full-timers… …and even many who weren’t looking for a job

49% working 1 full-time job

10% working multiple jobs, at least one full-time not actively looking 26% working 1 or more part-time jobs

7% student

2% stay-at-home parent were actively looking 3% retired

8% unemployed

Uber fills in the gaps: AMONG THOSE LOOKING...

1 in 5 of those who were Were looking for a new job for: previously working were Less than 2 months...... 50% employed in a “temporary job, 3 to 6 months...... 25% like an entertainment production or a construction gig.” 6 months or more...... 24%

Driver-partners come from a variety of backgrounds

Nearly half 14% 20% 10% 15% drove for a living at some point Taxi Black car, limo or other Another ride- Delivery service in life, some in more than 1 way for-hire car service sharing platform (non-passenger)

Industry before Uber: Job category before Uber:

30% TRANSPORTATION 19% White-collar 22% professional Other or managerial 10%

HOSPITALITY 9%

26% 8% MANUFACTURING Service White-collar 8% sector 14% administrative Blue collar or clerical HEALTH CARE 7% worker

New York, NY Los Angeles, CA Washington, DC Denver, CO www.bsgco.com Their Bottom Driver-partners and Income

Driver-partners report that Uber boosts their income, financial security...... And on average, driver-partners make 71% BETTER 61% BETTER $19 per hour.

17% SAME 28% SAME

11% WORSE 11% WORSE $19

FINANCIAL INCOME SECURITY average hourly earnings

They finally feel some chance of getting ahead Major reasons they work with Uber

THEN NOW 76% say “earning more said their income increased in the expect their income to increase income to better few years before signing up with Uber now that they are driving with Uber 38% 57% support myself or my 18% say declined, 43% say same 14% say declined, 30% say same family”

51% Uber rarely the sole source of income say “maintaining a steady income because 25% 36% 25% 41% 21% 30% 50% 12% your other sources of income are unstable or unpredictable”

63% say “to have more 39% 33% 49% 38% flexibility in my schedule and balance A supplement but not Your only personal source A significant source of a significant source of work with my life and of income personal income personal income family”

Uber is what they need it to be of people who lease/ 62% finance their car use Uber to help with car payments Driver-partners spend Uber income on: of parents use Uber Monthly bills...... 71% Saving for emergencies...... 23% income to pay for child- Paying medical bills...... 20% 45% Car payments...... 49% related expenses House payments...... 31% Student loan...... 19% of people under 30 Treats for yourself/family...... 27% Saving for a big purchase...... 9% use Uber to pay Saving for retirement...... 9% 28% Expenses for your children...... 25% student loans

New York, NY Los Angeles, CA Washington, DC Denver, CO www.bsgco.com When Professional Drivers Go Uber…

Uber Partners Who Among people who drove Previously Drove Taxis taxis before Uber, Among Uber driver-partners who came Many past now drive with the Uber from the taxi world... transportation platform instead of another 88% taxi company (small sample size (N=93) industry workers so results are directional only) choose to switch Among people who drove completely over black cars before Uber, 59% to Uber now drive with the Uber say their income has increased 74% platform instead of another since joining Uber (24% say it black car company has stayed the same)

And 51% 63% believe their income will Greater income, a reason to drive w/ Uber increase each year – personal safety while only big motivators for

many pros to drive 36% were seeing income rise with Uber 64% before Uber a reason to drive w/ Uber 71% say “being their own boss” was a major reason to join Uber

73% Average $/hour (on Uber) say they have more control over their schedule now

$23 $27 of all Uber driver- partners also previously worked for Drove taxis before Uber Drove black cars before Uber 15% a delivery service… and they are among the most satisfied with Uber.

New York, NY Los Angeles, CA Washington, DC Denver, CO www.bsgco.com How Uber Works For Driver-Partners

Driver-partners would rather have: 73% 27% A job where you choose your own A steady 9-to-5 job with some schedule and be your own boss benefits and a set salary

42% of women who work with Uber say the 32% say “to earn money while looking need for “part-time or flexible scheduling” is for a full-time job” is a major reason they a major reason they drive with Uber drive with Uber

Income isn’t the only thing that’s gotten better Driver-partners are remarkably satisfied – especially New Regulars Control over your schedule and Part-Timers 74% SATISFIED WITH EXPERIENCE DRIVING ON UBER PLATFORM?

Income

71% 78% TOTAL

Flexibility in work-life balance 70% 72%

Sense of financial security 61% 69% Quality of life 58% 88% Sense of confidence 56% 81% Total Better About Same Total Worse

New York, NY Los Angeles, CA Washington, DC Denver, CO www.bsgco.com Driver Basics: The Demographics

Ethnicity: A very diverse group 7% 7% 18% of driver- of driver-partners Black/African American partners are are currently veterans students 15% Asian or Pacific Islander

16% Hispanic/Latino Age: Spread across the spectrum

37% White/Caucasian 30% 26% 6% 24% Some other ethnic background 19% 7% Prefer not to answer

Driver-partners and their familes 18-29 30-39 40-49 50+

are 50% married Education

have 46% children

financially supporting 25% parents/others relatives

Gender 28% 24% 48% no college AA degree or college or degree trade school advanced degree 86% 14%

New York, NY Los Angeles, CA Washington, DC Denver, CO www.bsgco.com Amy Levin, Partner [email protected] Methodology

This research was conducted by Benenson Strategy Los Angeles Group. The interviews took place from December 530 Wilshire Boulevard 16th through 22nd, 2014 and included 601 Suite 203 interviews with current Uber driver-partners from Santa Monica, CA 90401 20 markets where Uber operates. 310.775.2601

All interviews were conducted over the . New York The markets polled included Atlanta, Austin, 777 3rd Avenue Baltimore, , , Dallas, Denver, 33rd Floor Houston, Los Angeles, Miami, Minneapolis, New New York, NY 10017 Jersey, New York City, Orange County, Philadelphia, 212.702.8777 Phoenix, San Diego, , Seattle, and Washington, D.C. Washington, DC 1901 Pennsylvania Avenue NW Quotas and weights were used to ensure the Suite 1000 sample is representative of the actual Uber driver Washington, DC 20006 population based on the service they use (uberX, 202.339.6060 UberBLACK etc.), income earned through Uber, average hours worked each week and tenure with Denver Uber. Respondents were given a financial incentive 720 South Colorado Boulevard and guaranteed anonymity to further encourage Suite 500N representative participation. Denver, CO 80246 303.928.8400 The margin of error for the entire data set is ±4.0% at the 95% confidence level. Due to rounding, answer choices may not add up to 100%. [email protected] www.bsgco.com