Let’s face it, ridesharing services is hot nowadays. This is the preferred transport service by the rising middle-class. Condo dwellers of Stellar Place Condo (DMCI) gets an average of 200+ bookings per day for Grab. That number doubles especially during the holiday season. It surpassed the demand for taxis.
Who are these Rideshare Riders and Why Brands Need to Reach Them
Rideshare passengers comprised the rising middle-class Filipino. Here are some characteristics of this demographics
Income– ranges from 25,000 and up. These people are not the ordinary masses. These people can pay premium (250 php and up) just to get to their destinations daily. Their spending capacity is very high and they are open to spend more for better products/services.
Age– 10 % of these riders are 18 to 24 years old, 40% are 25 to 34 years old and 28% are 35 to 44 years old. These are the demographics most companies are eyeing since they have spending capacity.
Occupation– Most travellers are day-time employees and BPO professionals. In our research with our driver network, 60% of their night-time travels are BPO professionals. These workers prefer rideshare because it is safer and more convenient for them.
Artists, celebrities, high ranking staff, managers, directors use rideshare for commuting. They prefer the convenience by this service. If you book a ride at Tomas Morato, you will hear a lot of stories wherein drivers pick up celebrities from ABS and GMA. The riders of these vehicles are high value.
Riders are also composed of moms and relatives of middle-class families. Moms prefer using this transport for grocery shopping during the weekday. Getting a ride via taxi is a hassle especially if they are bringing lots of grocery bags. This is a treasure trove for FMCGs who want to leverage this segment.
Digital Tribes– since they are booking ride using ride hailing apps, these people are very tech savvy. They are very open on doing online shopping. Brands that tap e-commerce can benefit a lot by being top of mind to this type of people.
Places– using geo-location ads you can target these people based on city, zones and establishment. This makes your location driven ads more accurate. For consumer companies you can target rideshare cars travelling in malls and commercials zones. For pharmaceuticals, you can target rideshare cars in hospital zones. Being able to segment your campaigns by location, can help improve brand awareness and conversions to your brands.
Infographic of TNVS riders
Companies should explore tapping this market segment. This market has high capacity to pay and going up. Leveraging new touchpoints such AdMov in-transit ads can help you maximize your reach to them.
Using facial detection and location-based marketing, you can further segment which riders you want to run ads. Because the platform is interactive, you can gain tons of data that can help your future marketing campaigns.
Author: Bobby Ben Davis Cristuta
Bobby is the CMO and Co-founder for Admov Philippines. He is a serial technopreneur. He is passionate in delivering emerging marketing channels and bring Manila as destination for innovative advertising technologies.