Effekt- og brugerundersøgelse af E-bybiler i Region Hovedstaden

Research output: Book/ReportReport

Abstract

Baseret på en før- og efterundersøgelse blandt medlemmer (n=2741) og ikke-medlemmer (n=2602) af delebilsudbyderen DriveNow, har vi undersøgt effekterne af DriveNow-medlemskab i Region Hovedstaden med specifikt fokus på ændringer i bilejerskab og relaterede holdninger og intentioner. Dette har resulteret i følgende konklusioner:

Bilejerskab
Der findes ingen overordnet sammenhæng mellem DriveNow-medlemskab og bilejerskab eller bilbrug, når der tages højde for, at der fra starten er forskel mellem medlemmer og ikke-medlemmer (fx mht. bilejerskab og intentioner om at ændre bilejerskab). Resultaterne indikerer midlertidigt, at DriveNow påvirker et bestemt segment til at forblive bilfri, mindst en vis periode. Når vi ser nærmere på undergrupper af bilbrugere, ser vi, at både dem, der øger bilejerskab, og dem, der reducerer bilejerskab, er overrepræsenterede blandt DriveNow-medlemmer. Dem, der øger bilejerskab, oplever imidlertid oftere større ændringer i tilværelsen (job, bopæl, husstandsform) end dem, der reducerer bilejerskab. I overensstemmelse med dette er der en tendens til, at DriveNow-medlemmer, der har solgt en bil, oftere mener, at DriveNow har påvirket denne beslutning end de medlemmer, der har købt en bil.

Multimodalitet
DriveNow-medlemmer benytter oftere flere forskellige transportmidler end den gennerelle befolkning med kørekort i Region Hovedstaden. Overordnet er der ingen signifikante ændringer i brugen af alternative transportmidler som følge af DriveNow-medlemskab. Ikke overraskende bruger de medlemmer, der reducerer bilejerskab, derefter oftere andre transportmidler (især bus), hvor dem, som øger bilejerskab, derefter sjældnere bruger andre alternative transportmidler (især cykel).

Køb af elbil
Resultaterne viser, at DriveNow-medlemskab giver mere positive holdninger omkring køreglæden i en elbil. Der sker dog ikke ændringer i holdninger omkring status opnået ved at køre i elbil eller praktiske aspekter omkring rækkevidde eller opladning. Der var flere medlemmer end ikke-medlemmer, der købte elbiler i løbet af undersøgelsesperioden, men DriveNow-medlemmer havde også mere positive holdninger og intentioner om at købe en elbil til at begynde med. Det er imidlertid sandsynligt, at erfaringerne med elbiler opnået gennem medlemskab har bidraget til beslutningen om at købe en elbil.

Anbefalinger for at øge effekt på trængsel og miljø
For at øge de positive effekter, som free-floating delebiler kan have på miljø og trængsel, anbefaler vi følgende:

• Produktet skal mere dedikeret markedsføres blandt segmenter, der mest sandsynligt vil reducere bilejerskab. Ifølge vores resultater er disse midaldrende mænd og ældre personer. I dag markedsføres produktet især blandt unge mennesker og studerende, som har større sandsynlighed for at øge bilejerskab.

•Befolkningen øger ofte deres bilejerskab i forbindelse med ændringer i deres tilværelse (fx jobskifte og når de får børn). For at undgå, at disse mennesker køber en bil (eller en ekstra bil) i disse situationer, bør produktet være lettere at forbinde med andre transportformer (MaaS-løsninger), for at det kan erstattet bilejerskab.

• Potentialet til at reducere bilejerskab er relateret til adgang til parkeringspladser: Det segment, der har adgang til gratis parkering, afskaffer sjældnere en bil. Højere parkeringsafgifter og færre private parkeringspladser koblet til en forbedring af andre mobilitetsløsninger (samt integrationen af disse) forventes at øge villigheden til at reducere bilejerskab.

ENGLISH SUMMARY


Based on a longitudinal survey including users (n=2741) and non-users (n=2602) of the freefloating car sharing service DriveNow, we examined the effects of DriveNow membership in theCapital Region of Denmark. We had particular focus on changes in car ownership and relatedattitudes and intentions. Our main conclusions are: 

Car ownership
We did not observe an overall effect of DriveNow membership on car ownership or car usewhen taking into account that members and non-members differed from the start (e.g. in carownership and the intention to change it). However, results indicate that DriveNow helps asubgroup of members to remain car-free, at least for a certain period. When looking closer intosubgroups of car users, we find that both people who increased and those who decreased carownership are overrepresented among DriveNow members. However, the segment of “Caraspirers”, more often experienced changes in living circumstances (job, place of residence,household composition) than the segment of “car sellers”. In line with this, there is a tendencythat DriveNow members who sold a car more often stated that DriveNow played a role in thedecision to change car ownership than DriveNow members who bought a car. 

Multimodality
DriveNow members are more multimodal than the general population with a driving license inthe Capital Region of Denmark. There are on average no relevant changes related to DriveNowmembership in the use of alternative modes. Not surprisingly, DriveNow members who reducedcar ownership, afterwards used other modes more often (in particular the bus), while DriveNowmembers who increased car ownership, afterwards used other modes less often (in particularthe bike). 

Purchase of electric cars

In terms of attitudes towards electric cars, affective aspects like perceived driving pleasureincreased during DriveNow membership, while the perceived status related to EV ownership aswell as attitudes related to driving range or charging, remained unchanged. While there weremore people who bought electric cars among DriveNow members than among non-members,DriveNow members had more positive attitudes and intentions about electric cars from the start.However, it is likely that the positive affective experience with electric cars supported thedecision to buy an electric car. 

Suggestions to increase the impact on congestion and the environment
To increase the positive effects free-floating cars can have on the environment and congestion,we have the following recommendations: 

• The service should more strongly be marketed to segments that are more likely toreduce car ownership. According to our study, these are middle-aged men and olderpeople. Today’s marketing mainly addresses young people and students who are morelikely to increase their car ownership. 8 Effekt- og brugerundersøgelse af E-bybiler i Region Hovedstaden 

• People often increase their car ownership when their life situation changes (e.g., jobchange, child birth). To avoid that people buy a car (or an additional car) in thesesituations, the possibilities to combine free-floating car sharing with other transportmodes and services (MaaS) should be further facilitated.

 • The potential to reduce car-ownership is related to the access to parking spaces:people who have access to a free parking space are less likely to get rid of a car.Higher prices for parking and a reduction of private parking spaces in combination withan improvement of other mobility solutions (and their integration) is expected toincrease the willingness to reduce car ownership.
Original languageDanish
Number of pages81
Publication statusPublished - 2020

Cite this