January 9, 2025
With growing adoption of e-hailing apps/services, Taiwan's taxi market is experiencing a significant digital transformation. To gain a deeper understanding of the e-hailing consumer behavior in Taiwan, we conducted mobile behavioral analysis among taxi e-hailing users in the second quarter of 2024. This analysis was based on passive behavioral data from ShareParty mobile panel, recording all of the users' digital footprints, including apps, websites, media behavior. In addition, we also conducted surveys on users' psychological and demographic data.
1. Uber's performance and user characteristics in the market
According to the survey results, Uber is the preferred ride-hailing service for the younger generation in Taiwan, especially favored by users aged 20-29. These users have higher incomes, are more open to trending apps/services and often use other entertainment, social media apps while using ride-hailing apps. Compared to its competitors, Uber has higher user loyalty, with a lower frequency of using other e-hailing apps. In addition, Uber users place more emphasis on ‘Solitary’ and ‘Responsibility’, showing their unique psychological characteristics.
2. 80% of users prefer using just single app
Our survey results found that 80% of users prefer a single app, while only 17% of users use two or more apps. Multi-app users spend more time per session checking different apps compared to Single app users.
3. E-hail user’s ‘in session’ mobile behavior
TaiwanTaxi(55688) user primarily utilizes the service for business purposes, likely during other productivity/work related apps. Uber users typically engage with the platform for personal needs, including finding alternatives to taxi like Bustracker, resulting in longer usage times. Moreover, Uber users tend to quickly adopt emerging platforms, such as Threads, emphasizing their preference for modern and youthful digital spaces. Yoxi users spend more time looking for discounts and rewards.
4. Usage Time and Frequency
The usage of Uber is relatively stable throughout the day, with the frequency of use peaking at 6 p.m. In contrast, the TaiwanTaxi 55688 Taxi app has higher usage in the early morning and evening. Notably, the use of Uber is higher than competition during weekends, indicating its popularity during non-work periods.
The behavioral data also found that TaiwanTaxi (55688) users are likely to be spending more time listening to Rock Records, viewing news channels on YouTube. Uber users are also following news on YouTube, but also active on Dcard Video and Yoxi users are watching YouTuber - Joeman.
The research results show that E-Hail users have a clear behavioral difference in personality, mobile behavior in Taiwan. Uber is popular among young, trendy, high-income user groups, while TaiwanTaxi user behavior is more business centric. Tailoring marketing activities for different user groups based on their behavioral and psychographic differences may further increase user conversion rates and loyalty.
Z.com Engagement Lab will continue to track the behavior of Taiwanese netizens towards the local taxi E-hailing industry and update our analysis, following the pulse of the market and changes in consumer demand.
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