One-size-fits-all doesn’t work for smart mobility strategies

Kantar explores mobility behaviour among consumers in some of the world's key cities. By Megan Lampinen

New mobility-oriented businesses are springing up in cities around the world in response to technology developments and changing consumer preferences. Both established players and start-ups see opportunities on this front, but it’s not a case of one-size fits all. A solution that takes off in one city may flounder in another. Anyone with ambitions of playing successfully in this space will need to fully understand their target market, and their target consumer.

To help with this, data insight and consulting company Kantar recently published a new mobility futures study, exploring the behaviour of 20,000 consumers across 31 cities globally. The aim was to uncover what drives their daily mobility decisions. “If you want to understand what mobility means, you need to first understand the state of play in each of these markets,” said Kantar’s Managing Director, Brian Kushnir. “If we don’t understand the hearts and minds of the people that will be purchasing the products and services, we can’t effectively create products and services for them.”

Speaking at the two-day M:bility | California event, Kushnir provided a deeper dive into what the study uncovered on this front….