Our world is constantly changing. Together with new technologies there are new opportunities and new concepts. Mobile Internet, coupled with the computational capabilities of modern smartphones is leading to changes in the economy. Changing our habits, our lifestyle and how we spend (or save) money. According to Wikipedia riddering (from the English words ride — ride + share — sharing) or carpooling (car — car + pool — Association) called “joint use of private car using online search services for travel. The fuel costs are distributed proportionally and selected the best to all participants of the trip”. Economists are already talking about the emergence of so-called “sharing economy” — the whole layer of services, including surcharge, under which the services are provided not by companies but by the users, combined with the resources of the network. We know examples of Uber (taxis) and Airbnb (apartment rental) for which there are no barriers in form of borders and distances. While economists argue about is created thus a new economy, or taking food from the already existing structures and fiscal authorities are puzzled over how to tax such activities, the world is changing right in front
International rapidsharegay service BlaBlaCar together with Arun Sundararajan, Professor school of business Leonard N. Stern at the University of new York, conducted a large-scale study on trust in online between people from all over the world. The main objective of the study was to understand how sharing platforms build trust between people and what factors influence the propensity to trust each other online. The results of the study can be read (in English) in a report “The Trust Age. Edition gg publishes material about this study kindly prepared by the Ukrainian office of BlaBlaCar.
We conducted a survey
We have created a survey with the help of the French research center Le BIPE2 among our users are: men (about 62%) and women (38%) of different age groups (30% are older than 35 years, 43% between 25 and 34 years). Less than half of users (46%) were only passengers, 29% of drivers and 25% used the service as passengers and drivers.
The survey has collected more than 18 250 responses from users from 11 countries: France, Germany, Hungary, Italy, Netherlands, Poland, Portugal, Russia, Spain, UK and Ukraine.
Here is the results of the study “The Age of Trust” below, and give us statistics of other global players in the sharing economy.
On the importance scale pad
70% of respondents answered that they feel more comfortable to travel with BlaBlaCar, knowing that the service was used by many drivers and passengers. This figure practically does not differ from country to country, which confirms what we face on a daily basis: it is important to realize that one way or another platform trust their friends, acquaintances and many active Internet users.
Equally important is the impact of brand on the frequency of use of sharing platforms and sometimes is a kind of trigger for those who want to use this or that service for the first time. One of the challenges faced by each sequence-a global player in the industry is the need for constant communication about trust and security among platform participants, and the creation of trust to the platform directly.
Today is international P2P (eng. Peer-to-Peer) platforms use different mechanisms to increase the level of trust between users. For example, Craigslist does the emphasis on communication between users, at the time, like eBay or Etsy use the reviews that people leave each other and practically do not moderated. On the other hand, platforms such as BlaBlaCar and AirBnB, which suggests the transition from online to offline, constantly updating the product and increase the level of trust between users, using feedback, moderation, verification of ID, insurance and other add-ons.
Rachel Botsman, an Evangelist sequence of Economics and author of the book “What’s mine is yours: the rise of collaborative consumption”, in his speech at TED notedthat the indicator of trust towards people and the platform is rather difficult to compute and calculate. To understand how BlaBlaCar users trust other members with fully completed profiles, we asked them to answer on a scale from 0 to 5, comparing with the level of trust in relatives, friends, colleagues and strangers.
What is a “fully completed profile” on BlaBlaCar?
- Actual photo and biography of the user
- Verified phone number and email address
- Reviews and ratings of the driver or passengers, which shape your online reputation
- Reviews on driving experience (for drivers)
- Social network (Facebook, VK, LinkedIn) and the number of friends
It is obvious that the family and friends we trust the most. Next are work colleagues, neighbors, “friends” in social networks and less likely to have confidence in strangers. When we turned to question the credibility of the users of BlaBlaCar, it was found that people tend to trust each other online, as indicated by the following results:
The people who once used services of the economy total consumption, trust a person from the Internet (reviews, filled profile, links to social networks, photo) more than colleagues or neighbours (92% vs 64% and 45%, respectively). And less than your family members (95%) or close friends (92%).
Details analyzing the results, we concluded that this level of trust to strangers from the Internet is gradually becoming possible due to the importance of online reputation, level of openness of a person online as well as to the presence of a “history of activity”, which allows you to trust.
The boundaries between the physical and the virtual “I” today, practically erased. To be an active Internet user and remain incognito became inconvenient, if not practically impossible.
According to research from Altimeter Group, more than 73% of all sharing platforms today allow you to connect your social networks and additional functions of online reputation (reviews and ratings). 50% sharing sites can login using Facebook connect. These features contribute to the popularity of sharing platforms among Internet users, who are increasingly inclined to trust other parties.
According to the Wall Street Journal, 77% of users choose sharing services because of the opportunity to save money. But those who have already used at least one area (36%) stated that their motivation is more philosophical (communication and new acquaintances, travel and so on) than financial.
About reviews and online reputation
Based on the results of the study, about 51% of drivers prefer to travel with companions that have positive reviews. 73% of passengers consider reviews important criterion in the decision. This difference is explained by the fact that for a passenger in addition to personal feedback about the driver priority safety issues on the road, the level of driving skills and so on.
According to the results of the local research among the users of the service in Ukraine, about 80% of drivers stated that the presence of the companions and their follow-up reviews to make them more attentive on the road and makes to follow the traffic rules and therefore more safe. Over 80% of all users of BlaBlaCar in Ukraine choose potential companions on the basis of reviews and ratings.
It is interesting that in Ukraine, unlike Central European countries, users believe it is important after studying the profile of a potential companion online to talk to him on the phone, ask all of your questions and make sure that fellow travelers are “on the same wavelength”.
About chain reaction and other sharing platforms
In the survey creation process we thought about how people are willing to try other sharing site at least once using at least one of them. We asked our users what sharing platforms they use before he registered on BlaBlaCar.
About 25% of the respondents reported that they have active profiles on sites where you can share skills (eg. Upwork) and buy/sell things (OLX, Craigslist). It is noteworthy that the least active users of BlaBlaCar at the sites of car rental, crowdfunding and coworking.
The same is confirmed by the data Shareable Magazine: about 78% of users of sharing sites, trying to share stuff, cars or services online, ready to do it constantly.
Thanks to the services of collaborative consumption, people are traveling more and more. According to the results of the study of Airbnb, which was conducted among residents of San Francisco, it turned out that it is cheaper to rent an apartment on Airbnb than to stay at the hotel. About 14% of respondents said that they would not go anywhere if not for Airbnb, and those who have used Airbnb to travel, stayed an average of 5.5 days in the city.
- Global and local industry players collaborative consumption, gradually solving challenges, creating a new online ecosystem where the level of trust between users on at least one platform gradually affects the credibility of each other online in General
- More than 73% of all sharing platforms today allow you to connect to a social network profile and the additional functions of online reputation (reviews, ratings and rankings) that will enable the parties to trust each other more
- Analysing the answers of representatives of different age categories, we came to the conclusion that the sequence engines of the economy are the Millennials (generation Y, people born after 1981). This is due to their attachment to the Internet and technology. However, the difference between the responses of Millennials and the older generation is small, which indicates their willingness to use sharing platforms.
- People tend to trust each other online (including social networks, sharing sites, etc.) if there are such criteria as “completed profile” (photo, biography), “online reputation” (feedback, rating, activity history)
The full report “The Trust Age” in PDF in English can be downloaded here.
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