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%.