Revisited: Uber rider engagement

NOTE: Bloomberg Second Measure launched a new and exclusive transaction dataset in July 2022. Our data continues to be broadly representative of U.S. consumers. As a result of this panel change, however, we recommend using only the latest posts in assessing metrics, and do not support referring to historical blog posts to infer period-over-period comparisons.

One year ago, we dug into Uber ridership and learned just how engaged those riders were. With Uber’s continued growth, and with Lyft gaining share in key markets, how has customer behavior changed?

Over the past 4 years, Uber’s domestic consumer business has grown 65x in bookings (akin to GMV): and 83x in customers.

  • US bookings
  • 1-year growth of 46%
  • 4-year CAGR of 184%
  • US customers
  • 1-year growth of 55%
  • 4-year CAGR of 199%

Customer engagement (as measured by rides per month) has changed little over the past year: 30% of active riders still ride just once, 20% ride at least 7 times, and the top 1% ride at least 33 times per month.

Per-ride spend has been falling since 2012 and continued into July. Since last year, average ride spend for each engagement cohort has dropped between 7.8% and 11.6%.

Apart from a peak (37.7%) in February, the percentage of domestic consumer bookings attributable to highly engaged riders – those riding 12 or more times per month – remains largely unchanged (34.7%):

Sustained growth and increased competition over the past year has not impacted Uber’s customer engagement:

  • 40% of US customers ride at least 4 times per month
  • 20% of US customers ride at least 7 times per month

But riders are spending less per ride; with engagement holding steady, this means an overall decrease in rider spend. Customer LTV will be a key metric to watch in the months to come.

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