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RIDESHARE GIANTS UBER AND LYFT FIND IDEAL CUSTOMER BASE IN AM/FM RADIO LISTENERS

This week’s Westwood One blog looks at Uber and Lyft, the two major ridesharing companies, and reveals levels of awareness, usage, and enrollment in their rewards programs among AM/FM radio listeners. Using a national MARU/Matchbox study commissioned by Westwood One and a GfK MRI analysis, the data reinforces AM/FM radio as the ideal medium for rideshare companies to use in their marketing.

Those aware of rideshare providers have a similar profile to heavy AM/FM radio listeners and heavy audio streamers. Among adults 18-49, the profile of those aware of Uber and Lyft is similar to heavy AM/FM radio listeners and heavy audio streamers. The profile aligns in age, education level, employment, marriage, and presence of children.

Past year usage: Heavy AM/FM radio listeners are big users of ridesharing. 60% of heavy AM/FM radio listeners used Uber in the past year compared to 37% of light AM/FM radio listeners. A greater proportion of heavy AM/FM radio listeners used Lyft in the last year (49%) versus only 21% of light AM/FM radio listeners.

Used past month: Versus heavy TV viewers, heavy AM/FM radio listeners are nearly 3X more likely to use ridesharing services. A MRI analysis of adults 18-49 who used Uber or Lyft in the past 30 days reveals that heavy AM/FM radio listeners are much more likely to use rideshare firms compared to heavy TV viewers. 22% of heavy AM/FM radio listeners have used Uber in the last 30 days compared to only 8% of heavy TV viewers. 24% of heavy AM/FM radio listeners used Lyft in the last 30 days compared to only 9% of heavy TV viewers.

Compared to television audiences, heavy AM/FM radio listeners are more aware of rideshare incentive programs. The MARU/Matchbox study shows that awareness of Uber’s loyalty program is much higher among heavy AM/FM radio listeners (56%) versus 44% of heavy TV viewers. Also, 44% of heavy AM/FM radio listeners are aware of Lyft’s incentive program compared to only 31% of heavy TV viewers.

Heavy AM/FM radio listeners recall ads for rideshare incentive programs. In addition to awareness, ad recall is highest for rideshare incentive programs among heavy AM/FM radio listeners. More heavy AM/FM radio listeners could recall ads for both Uber (42%) and Lyft (28%) compared to heavy TV viewers (29% for Uber and 15% for Lyft).

Heavy AM/FM radio listeners are likely to be enrolled in rideshare incentive programs. 37% of heavy AM/FM radio listeners are currently enrolled in Uber Rewards, and 29% are enrolled in Lyft Rewards. This is higher than heavy TV viewers enrolled in both programs, Uber at 25% and Lyft at 15%.

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