Do consumers know what micromobility is?
Awareness of e-bikes and e-scooters high in cities, but low in other geographies
Whilst consumers demonstrate an awareness of individual vehicles, they do not see this group as ‘micromobility’. In fact 35% of consumers see no connection between these types of transport, highlighting the need to define micromobility in a way that is easily understood by consumers.
But of all micromobility solutions, consumers are most aware of e-scooters and e-bikes.
However, there are significant variations in awareness among different demographics. Those in higher income brackets and living in cities display a higher awareness of micromobility solutions, whilst those on lower incomes and in more rural areas are less aware than other segments. This can largely be attributed to a much higher prevalence of micromobility options in cities, with many of these options available for inner-city rentals. This does highlight the opportunity to drive awareness among those demographics with low awareness.
Perceptions of the uses of e-bikes however show little regional differences, with most consumers believing they are used for fun outings, deliveries and commuting.
