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UCTC PVS Project Reportfinal Shaheen PEER-TO-PEER (P2P) CARSHARING: UNDERSTANDING EARLY MARKETS, SOCIAL DYNAMICS, AND BEHAVIORAL IMPACTS Susan Shaheen, Ph.D. Elliot Martin, Ph.D. Apaar Bansal University of California Transportation Center Final Report September 2017 TABLE OF CONTENTS Table of Contents EXECUTIVE SUMMARY .................................................................................................................................. 3 1. INTRODUCTION ...................................................................................................................................... 10 2. BACKGROUND ........................................................................................................................................ 13 2.1 THE SHARING ECONOMY ............................................................................................................................... 13 2.2 CARSHARING AND THE SHARING ECONOMY ......................................................................................... 14 2.3 FRACTIONAL OWNERSHIP ............................................................................................................................. 17 2.4 HYBRID P2P-ROUNDTRIP CARSHARING MODEL ................................................................................. 18 2.5 PREVIOUS RESEARCH ON P2P CARSHARING IMPACTS ..................................................................... 18 3. P2P CARSHARING OPERATOR SURVEY RESULTS ................................................................. 20 3.1 DEMOGRAPHICS OF P2P CARSHARING MEMBERS .............................................................................. 20 3.2 FREQUENCY AND TRIP PURPOSE OF P2P CARSHARING USAGE .................................................... 25 3.3 SHIFTS IN DRIVING AS RESULT OF P2P CARSHARING ....................................................................... 33 4. OPERATOR INTERVIEW RESULTS ................................................................................................ 49 4.1 BACKGROUND ..................................................................................................................................................... 49 4.2 P2P CARSHARING IN CONTRAST TO ROUNDTRIP CARSHARING .................................................. 49 4.3 ENVIRONMENTAL BENEFITS ......................................................................................................................... 50 4.4 SOCIAL BENEFITS .............................................................................................................................................. 50 4.5 RENTAL FEE STRUCTURES ............................................................................................................................ 51 4.6 INSURANCE ........................................................................................................................................................... 51 4.7 BARRIERS .............................................................................................................................................................. 51 4.8 RURAL MARKETS .............................................................................................................................................. 52 4.9 CONCLUSION ........................................................................................................................................................ 53 5. SUMMARY AND CONCLUSIONS ...................................................................................................... 54 6. REFERENCES ........................................................................................................................................... 60 APPENDIX A - FOCUS GROUP SUMMARIES ........................................................................................ 63 6.1 DEMOGRAPHICS ................................................................................................................................................. 63 6.2 PRE-FOCUS GROUP QUESTIONNAIRE RESULTS ................................................................................... 65 6.3 P2P USER EXPERIENCE ................................................................................................................................... 68 6.4 INSURANCE/ LIABILITY ISSUES .................................................................................................................... 74 6.5 USER INTERACTIONS ............................................................................................................................................ 75 6.6 COMPARISON TO ROUNDTRIP CARSHARING .................................................................................................. 78 6.7 ENVIRONMENTAL AND SOCIAL IMPACTS ........................................................................................................ 79 6.8 COLLABORATIVE CONSUMPTION ...................................................................................................................... 81 6.9 PROGRAM IMPROVEMENTS ................................................................................................................................ 81 EXECUTIVE SUMMARY Shared mobility services have now become firmly integrated into urban transportation systems within cities across the globe. Carsharing, bikesharing, ridesourcing, and other systems now offer urban travelers access to transportation services that had long been previously accessible only through personal vehicle ownership. Carsharing is arguably the pioneer mode of the sharing economy in the 20th century, as it ushered in a new way of thinking and access to the private automobile in a way that was not attainable prior to its existence. Since its North American inception in Montreal in 1994, carsharing has undergone several waves of innovation. With each new innovation, carsharing has deployed new functionality, technology, and business models. One of the more prominent innovations in carsharing has been peer-to-peer (P2P) carsharing, which enables individuals to employ information technology to share their personal vehicles with others in their area. The P2P carsharing industry has gone through some evolution of its own since its initial establishment. In January 2017, the authors estimated that there were over 2,900,000 individuals participating in P2P carsharing and a shared fleet of over 131,320 P2P vehicles among six operators in North America (Shaheen, Cohen, and Jaffe, 2017, unpublished data). These numbers are subject to a high degree of variability due to the nature of the changing vehicle fleet over time. Not surprisingly, P2P carsharing services benefit from the operational history and marketing of business-to-consumer (B2C) North American carsharing companies. While P2P carsharing does exist in lower-density areas, the initial markets have been primarily in dense urban environments where B2C carsharing companies currently operate, resulting in similar user populations. Since launching, operators have begun to hybridize their services with dedicated carsharing fleets, as well. This provides more certainty that vehicles will be available to meet demand, as dedicated fleets would not go “offline” when private owners are using their vehicles. Methodology To study the effects of P2P carsharing on behavior and better understand its operational challenges and opportunities, as well as market characteristics, the authors employed focus groups, an online survey, and stakeholder interviews to glean information from early P2P carsharing members. We conducted two focus group in the Bay Area in mid-2013 with five individuals, who were members of companies operating in the Bay Area. Focus groups probed member experiences who rent out as well as borrow vehicles to understand the obstacles that affect P2P vehicle sharing. The focus groups informed the design of the online P2P member survey in North America, which explored the extent to which P2P carsharing altered member transportation patterns with respect to walking, bicycling, public transportation, personal driving, and ridesharing (carpooling and vanpooling). The authors identified benefits/positive experiences and challenges/frustrations faced by P2P users/vehicle renters to inform early adopter considerations. The online survey had a total sample size of 1,151 from members of three US P2P carsharing organizations during Spring 2014. We conducted six stakeholder interviews with P2P operators between mid-2013 to early-2014 to provide an industry perspective on challenges and opportunities from a managerial and operational perspective. Most data collected by respondents and is self-reported, which can have limitations as related to estimation and the retrospective measurement of activity. While surveys lack the precision of activity data measurement, they have special advantages with respect to probing causality and reasons behind certain behavior changes. They also remain one of the most reliable ways to measure activity across the population. Social and Environmental Impacts: Online Survey The survey found that P2P carsharing had an impact on member travel and vehicle ownership. P2P carsharing members had slightly higher incomes relative to the US population. They were also relatively more Caucasian, more gendered balanced toward men, younger, and more educated than the general population. In particular, 86% had a graduate degree or higher. About 55% of respondents were active with their membership, using the system once
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