Willingness to share rides in on-demand services for different market segments

The impact of on-demand urban transport services on traffic reduction will depend on the willingness to share (WTS) of individuals. However, the extent to which individuals are willing to share remains largely unknown. By means of a stated preference experiment, this study analyses the WTS of respondents by comparing their preferences towards individual and pooled rides. Urban Dutch individuals are the target population of this study. In our research, we: 1) quantify the WTS in on-demand services with different number of passengers to disentangle the sharing aspect from related time-cost considerations (e.g. detours); 2) investigate which distinct (latent) market segments exist in regards to the WTS and value of time (VOT) for these on-demand services, and 3) analyse which socioeconomic characteristics and travel patterns can help explain taste variations. Despite the large majority of current on-demand rides being individual, we found that less than one third of respondents have strong preferences for not sharing their rides. Also, we found heterogeneity not only in the values of the WTS of individuals, but also in the way this disutility is perceived (per-ride or proportional to the in-vehicle time).