Uber usage continues to climb, one half approves of new regulations

| Filed under: Toronto

Uber usage continues to climb, one half approves of new regulations

Satisfaction, while high, has decreased recently

TORONTO April 13th, 2016 - In a random sampling of public opinion taken by the Forum Poll™ among 858 Toronto voters, one third have used the Uber ride-sharing app (32%) and this represents a steady increase since we started tracking this (February, 2016 - 30%, December 2015 - 28%, July 2015 - 22%, April 2015 - 18%). In other words, Uber usage has almost doubled in one year. Uber usage is common to the youngest (53%), males (35%) more than females (29%), the wealthy ($80K to $100K - 39%), in the downtown (41%), among Olivia Chow voters from the last municipal election (36%) and among college graduates (36%).

One half approve of proposed Uber regulation

One half of Toronto voters approve of the new regulations approved for Uber and taxis (53%) when they are briefly explained, while one third disapprove (33%) and half this proportion have no opinion (15%). Approving of the new regime is characteristic of the oldest (60%), the wealthiest ($100K to $250K - 57%), in Etobicoke (59%), among John Tory voters (59%) and among those who have not used Uber (55%).

Most favour Uber over cabbies in this dispute

More than 4-in-10 Toronto voters take the side of Uber (42%) in the dispute, rather than the side of the cabbies (31%). One half this proportion say they favour both sides (16%), while half again say neither side has their favour (6%), Since December  the proportion favouring Uber has increased slightly (from 38%) while the proportion siding with the taxi drivers stayed relatively stable (from 29%).

Satisfaction with Uber still much higher than taxis, but it’s slipped

Among those who have used Uber, almost all are satisfied (85%), and two thirds are “very satisfied” (68%). This is in contrast to an overall satisfaction score of about one half for taxis (49%), with about one fifth saying they are very satisfied (18%). Nevertheless, Uber’s satisfaction scores are down from the last time we polled when, overall, almost every user was satisfied (93%), and close to this many were “very satisfied” (86%). As such, there has been an 18 point drop in high satisfaction with Uber since December of last year, and this should cause concern.

 “While Uber has been very successful at growing its market, it has been less successful in maintaining the high customer satisfaction ratings that were its hallmark. While their scores are still very good, they were stratospheric last year," said Forum Research President, Dr. Lorne Bozinoff.

Lorne Bozinoff, Ph.D. is the president and founder of Forum Research. He can be reached at lbozinoff@forumresearch.com or at (416) 960-9603.