Ride-sharing services is hot nowadays. This is the preferred transport service by the rising middle-class. Condo dwellers of SM Lighy (DMCI) gets an average of 500+ bookings per day for Grab. That number doubles especially during the Christmas season. It surpassed the demand of other transport services like taxis.
Rideshare passengers is composed of 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. These people have high spending capacity. If you have products/services that are premium, these folks are perfect for you.
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. SMEs have a huge option to reach millennials and gen X. All of which are good age groups to drive growth for your business.
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. These can help expose your small business to high value people.
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. If your SME business is catering to moms, rideshare advertising such as AdMov is a good touchpoint.
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. SMEs that capitalize on e-commerce can benefit a lot, this can help drive more traffic on what you are selling in Lazada and Shoppee.
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.
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 recognition 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.