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CONSUMERS&BRANDSCar
sharing:
Tu
ro
users
in
theUnited
KingdomConsumer
InsightsAugust
2023Consumer
Insights
Global
surveyIntroductionReport
overviewGlobalsurvey
methodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofTurousers
intheUnitedKingdom:
whothey
are;
what
theylike;
whatthey
think;
andhow
toreach
them.
It
provides
insights
on
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56
countriesAdditionally,thereport
allows
thereader
tobenchmark
TurousersintheUnitedKingdom(’’brandusers’’)
againstUKcarsharingusers
ingeneral(’’category
users’’),
and
theoverall
UKonliner,
labelledas’’all
respondents’’
inthecharts.Numberofrespondents:?
12,000+
forcountries
with
the
extended
survey(including
theUnited
Kingdom)?
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
datafrom
theConsumer
InsightsGlobal
survey,
anFieldwork:international
survey
thatcovers
more
than15,000brandsacross
56
countries.?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
the
extended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
August
2023Sources:CHAPTER
01Management
summary?
Brand
usage?
Key
insightsTuro
ranks
seventh
among
car
sharing
services
in
the
UKManagement
summary:
brandusageand
competitionTop9most
used
car
sharingservicesintheUKEnterprise
CarClub39%Hertz
24/7Zipcar37%31%KarshareHiyacar23%23%22%21%21%GetaroundTuroUbeeqoMomondo15%4Notes:"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=423,
carsharing
usersConsumer
Insights
Global
as
of
August
2023Sources:The
share
of
car
sharing
users
using
Turo
grew
by3
percentage
points
since
Q1of
2022Management
summary:
brandusagetimelineTimeline
of
carsharingusersusing
Turo21%21%20%19%18%18%2022
Q12022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=36-
88
Turo
users,n=204
-
423
carsharing
usersConsumer
Insights
Global
as
of
August
2023Sources:Turo
users
in
the
United
KingdomManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsTurohasahighshareof
usersthatareSuccess
and
career
advancement
areItstands
out
that42%
ofTurousers
canimagineusingaself-driving
taxi.Turousers
access
theinternet
viaagamingconsole
more
often
thantheaverage
carsharing
user.Millennials
compared
tothetotal
online
relatively
important
to
Turousers.population.VIPsand
celebrities
arerelativelyprevalent
interests
of
Turousers.42%
ofTuro
usersare
innovatorsorearly
adoptersof
new
products.Turoismore
popularamong
male
carsharingusers
thanfemale
carsharingusers.Onsocial
media,
Turousers
interactwith
companies
more
often
than
othercarsharingusers.Making
musicisarelatively
popularhobbyamong
Turousers.Arelatively
highshare
ofTurousersthink
thatdefense
&foreign
affairsareissues
thatneed
tobeaddressed.Turohasalarger
share
ofusers
with
ahighincome
thanother
carsharingservices.Turousers
remember
seeing
adsinonlinestores
more
often
than
other
carsharingusers.Turousers
aremore
likely
to
liveincitiesandurbanareas
than
carsharingusers
ingeneral.6Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Turo
has
a
high
share
of
users
that
are
Millennials
compared
to
the
total
onlinepopulationDemographic
profile:
generationsAge
of
consumersintheUKBrand
users28%27%65%6%
1%Category
usersAllrespondents60%12%1%20%37%31%13%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=88,
Turousers,n=423,
carsharing
users,n=24183,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023Turo
ismore
popular
among
male
car
sharing
users
than
female
car
sharingusersDemographic
profile:
genderGenderofconsumersintheUKBrand
users68%32%Category
usersAllrespondents60%40%49%51%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=88,
Turousers,n=423,
carsharing
users,n=24183,
all
respondentsSources:Consumer
Insights
Global
as
of
August
202377%
of
Tu
ro
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationintheUK35%35%33%28%24%22%22%16%15%11%9%9%9%7%7%6%6%3%1%1%0%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents10
Notes:Sources:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=88,
Turousers,n=423,
carsharing
users,n=24183,all
respondentsConsumer
Insights
Global
as
of
August
2023Turo
has
a
larger
share
of
users
with
a
high
income
than
other
car
sharingservicesDemographic
profile:
incomeShare
ofconsumersintheUK
inthehigh,
middle,andlowthirdsof
monthlyhouseholdgross
incomeBrand
users68%16%17%Category
usersAllrespondents49%28%23%33%33%33%HighMiddleLow11
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past12
months?";
Multi
Pick;Base:n=88,
Turousers,n=423,
carsharing
users,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
car
sharing
users,
Tu
ro
users
are
relatively
likely
to
live
in
anuclear
familyDemographic
profile:
household
classificationTypeof
householdsin
whichconsumersintheUKlive53%43%34%24%18%16%16%12%
12%11%10%9%8%
8%5%3%
4%Multi-generationalfamily3%
4%Other4%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo
or
morerelated
adults
household
typesBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=88,
Turo
users,
n=423,
carsharing
users,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Turo
users
are
more
likely
to
live
in
cities
and
urban
areas
than
car
sharing
usersin
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveintheUK34%32%26%24%24%20%19%19%18%17%15%12%11%10%7%5%4%2%Rural
communitySmall
townMedium-sized
townLarge
cityCitywithover
1
Megacity
with
over
5million
inhabitants
million
inhabitantsBrand
usersCategory
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
carsharing
providers
have
youused
in
the
past12
months?";
Multi
Pick;Base:
n=88,
Turousers,n=423,
carsharing
users,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
202313%
of
Tu
ro
users
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersintheUKBrand
users13%86%1%Category
usersAllrespondents9%88%3%8%89%3%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
carsharing
providershave
youused
in
the
past12
months?";
Multi
Pick;
Base:
n=88,
Turo
users,
n=423,
carsharing
users,n=24183,
allrespondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedSuccess
and
career
advancement
are
relatively
important
to
Turo
usersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersintheUK59%51%49%49%43%42%40%35%38%35%27%34%34%27%28%33%
33%31%29%25%25%
24%19%17%13%17%10%13%11%10%AhappyrelationshipTobesuccessfulHavingagood
timeAnhonest
andrespectable
lifeSafety
andsecurityAdvancingmy
careerMaking
myown
decisionsSocial
justiceLearningnew
thingsTraditionsBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past12
months?";
Multi
Pick;Base:
n=88,
Turousers,n=423,
carsharing
users,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023VIPs
and
celebrities
are
relativelyprevalent
interests
of
Turo
usersConsumer
lifestyle:
main
interestsTop10
interestsofTurousersintheUK56%50%48%48%45%43%42%41%39%
40%39%35%40%39%38%37%36%35%34%34%33%32%30%30%30%29%27%25%19%12%Movies,TVshows&musicSportsTravelHistoryHealth
&fitnessScience
&technologyFinance&economyHome
&gardenFood
&diningVIPs&celebritiesBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=88,
Turousers,n=423,
carsharing
users,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Making
music
is
a
relatively
popular
hobby
among
Turo
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofTurousersintheUK45%41%40%39%36%34%38%37%36%36%35%35%35%35%34%25%34%33%33%33%33%29%30%30%29%28%28%22%22%11%OutdooractivitiesSocializingCooking/bakingPetsDoing
sportsandfitnessMaking
musicReadingTravelingTech
/computersVideo
gamingBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
carsharing
providershave
youused
in
the
past12
months?";
Multi
Pick;Base:n=88,
Turousers,n=423,
carsharing
users,n=24183,
allrespondentsConsumer
Insights
Global
as
of
August
2023Turo
users
are
more
likely
to
play
baseball
or
softball
than
other
car
sharingusersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofTurousersintheUK25%24%24%20%20%19%18%14%18%17%16%16%16%15%15%14%13%13%12%12%10%10%9%7%7%6%4%3%3%2%SoccerBaseball/SoftballBasketballCyclingRunning/JoggingFitness,aerobics,cardioDancingRugbyAmericanFootball
/FlagFootballCricketBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past12
months?";
Multi
Pick;Base:
n=50,
Turousers,n=217,
carsharing
users,n=9322,
all
respondentsConsumer
Insights
Global
as
of
August
2023Turo
users
are
more
likely
to
follow
basketball
than
other
car
sharing
usersConsumer
lifestyle:
sports
followedTop10
sports
followed
byTurousersintheUK31%30%26%
26%26%22%16%16%16%16%16%16%14%14%13%12%10%10%9%9%9%9%8%6%6%5%5%4%3%2%TabletennisSoccerBasketballBoxingTennisAmericanfootballBaseballCricketCyclingSwimming/divingBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=42,
Turousers,n=164,
carsharing
users,n=8230,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
mobility?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21Itstands
out
that
42%
of
Tu
ro
users
can
imagine
using
a
self-driving
taxiConsumer
attitudes:mobilityAgreementwithstatements
towards
mobilityintheUK51%42%40%40%
40%33%29%28%27%27%26%26%25%25%16%Itrytooptformoreenvironmentally-friendlymeans
oftransportationIcanimagineusingaself-driving
taxiThepublictransportation
systeminmy
area
isgoodDriving
carsisbadfortheenvironmentThere
are
notenough
parkingspaceswhere
IliveBrand
usersCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=88,
Turousers,n=423,
carsharing
users,n=2013,
all
respondentsConsumer
Insights
Global
as
of
August
202342%
of
Tu
ro
users
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinthe
UK39%36%35%32%27%25%22%20%18%17%11%11%3%3%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
carsharing
providershave
youused
in
the
past12
months?";
Multi
Pick;
Base:
n=88,
Turousers,n=423,
carsharing
users,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Tu
ro
users
think
that
defense
&
foreign
affairs
areissues
that
need
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacingtheUnitedKingdomaccording
toTurousers63%48%44%36%34%34%
40%34%30%36%30%36%26%34%34%33%33%33%32%32%30%29%28%28%24%
25%22%18%15%14%Climatechange
EnvironmentFood
andwater
security
social
securityHealth
andEducationRising
prices/inflation/cost
of
livingCivilrightsImmigrationDefense
&foreign
affairsEconomicsituationBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:
n=88,
Turousers,n=423,
carsharing
users,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
car
sharing
users,
Tu
ro
users
tend
to
have
more
rightleaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersintheUKBrand
users6%28%63%3%Category
usersAllrespondents14%35%44%7%23%37%26%14%LeftCenterRightPrefer
nottoanswer25
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Which
ofthese
carsharing
providers
haveyouused
in
the
past
12
months?";
Multi
Pick;Base:n=88,
Turousers,n=423,
carsharing
users,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsTuro
users
access
the
internet
via
a
gamingconsole
more
often
than
theaverage
car
sharing
userMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinthe
UK
useregularlyto
accesstheinternet90%
91%89%86%80%69%69%65%65%61%58%58%56%55%53%53%53%
53%52%51%49%48%38%38%36%31%30%SmartphoneLaptopSmart
TVGaming
consoleBrand
usersDesktop
PCSmart
speakersAllrespondentsSmartwatchStreaming
deviceTabletCategory
users27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthese
carsharing
providershave
youused
in
the
past12
months?";
Multi
Pick;Base:n=88,
Turousers,n=423,
carsharingusers,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
Turo
users
interact
with
companies
more
often
than
other
carsharing
usersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesintheUK
bytype54%
54%54%52%51%49%49%47%46%45%44%43%42%41%40%39%38%27%38%31%36%36%
36%35%34%32%29%30%22%15%14%8%7%5%1%0%Commentedon
postsLikedcompanypostsSharedpostsbyother
usersPostedpictures/videosFollowedpeopleLiked
posts
SentprivateFollowedcompaniesSharedcompanypostsPosted
texts
Ihaveonly
Ihaven’t
usedbyotherusersmessages/statusupdatesused
social
social
mediamediapassivelyBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
carsharing
providershave
you
used
in
the
past12
months?";
Multi
Pick;
Base:
n=88,
Turousers,n=423,
carsharingusers,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Turo
users
tend
to
go
to
the
movies
more
often
than
car
sharing
users
ingeneralMarketing
touchpoints:media
usagebychannelTypeof
mediaconsumersintheUK
havebeen
using
inthepast4weeks94%86%83%
77%79%77%68%74%71%71%66%61%59%57%50%57%54%55%46%54%54%53%44%44%27%40%38%35%31%28%15%26%18%DigitalvideocontentMovies
/cinemaTVDailynewspapersPodcastsOnlinenews
DigitalmusicMagazinesRadioOnlinemagazinesWeeklynewspaperswebsitescontentBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
carsharing
providershave
youused
in
the
past12
months?";
Multi
Pick;Base:
n=88,
Turousers,n=423,
carsharing
users,n=24183,
allrespondentsConsumer
Insights
Global
as
of
August
2023Turo
users
remember
seeing
ads
in
online
stores
more
often
than
other
carsharing
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereTurousersintheUK
havecome
across
digitaladvertisinginthepast4weeks51%48%45%44%43%43%42%41%41%36%40%37%38%36%36%35%34%34%33%27%32%32%31%30%27%26%21%20%18%13%Video
portalsSocial
mediaOnlinestores
Video
streaming
Video
gamesservicesOtherappsSearch
enginesWebsitesandappsof
brandsEditorialwebsitesandappsMusicportalsBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;
Base:
n=88,
Turousers,n=423,
carsharingusers,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023<h1_advertising_non_digital>Marketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinthe
UK
havecome
across
non-digital
advertisinginthepast4weeks55%
55%53%51%50%44%42%42%40%40%34%39%38%36%35%34%32%32%30%29%27%19%18%18%Atthemovies/cinemaOnTVInprinteddailynewspapersOnadvertisingspacesDirectly
inthestoreInprintedmagazinesandjournalsBy
mailshot
/advertisingmailOntheradioon
thegoBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;
Base:
n=88,
Turousers,n=423,
carsharin
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