We Asked Users
This survey was presented to a prequalified TCD audience in contextually relevant web articles and newsletters.
Survey participants self-selected two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Which factor would most effectively motivate you to use an electric scooter-sharing service?
Please select one.
Which factor would most effectively motivate you to use an electric scooter-sharing service?Survey Results
710 Sustainability Focus:
378 Progress Focus:
750
Aggregate Insights
Despite the strong plurality vote for "Not interested in e-scooters," the results indicate that a majority of consumers are potentially interested in scooter-sharing services.
The relatively even motivational split among respondents interested in e-scooters suggests that there's no single prevailing motivator for potential riders.
Further polling could investigate the relative importance of each of the motivating factors among audiences in various demographic groups.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey, as described in more detail in the Insights and Methodolgy sections below.
710 Sustainability Focus:
378 Progress Focus:
750
Split Insights
The emphatic plurality vote for "Not interested in e-scooters" among all groups suggests that more traditional modes of transportation are top of mind for consumers regardless of contextual messaging.
The combined 48% vote for "Saving money" and "Avoiding traffic and parking" among the progress-focused audience suggests that e-scooter services resonate with consumers who are looking to improve their lives by taking advantage of new technology.
The strong performance of "Reducing pollution" among the sustainability-focused audience suggests that leaning into environmental benefits is the best messaging strategy for reaching eco-conscious consumers — and more generally underscores the importance of contextual targeting and messaging for e-scooter marketers.
Further polling could explore sentiment among the outrage-focused audience to determine (a) why they're disinterested in e-scooters (e.g., preference for cars vs. safety concerns vs. mere indifference) and (b) whether this resistance also applies to other micromobility options.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 19 syndicated web articles. It received a total of 3,285 responses and generated segmented data across 3 primary contextual splits.
TCD surveys are embedded inline in contextually relevant web articles and newsletters. Survey participants self-select two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey. Split analysis explores the degree to which different messages — and the self-selected participants who seek them out — can shape consumer sentiment.
