""Our customer obsession led us to discover that most people were on rideshare autopilot-habitually opening the same app without thinking they had options-even though our data shows riders are happier and drivers strongly prefer us," Lyft CMO Brian Irving tells Fast Company. He says they found their most loyal customers kept saying the same thing of their friends: "They just need to wake up and check Lyft.""
"Researchers at the University of Cardiff found smartphone users tend to use a few popular apps every time they open their phone-following that, there's a steep drop-off. An individual's second most popular app is about 73% less popular than their first, and their third most popular app is about 73% less popular than their second, a pattern that continues until reaching increasingly unpopular apps, according to the study, published in 2019."
Lyft is rolling out the 'Check Lyft' campaign in New York City and San Francisco to nudge riders to consider Lyft as an alternative to habitual app choices. Lyft observed riders habitually open the same rideshare app without considering options and seeks to change that behavior. Researchers at the University of Cardiff found smartphone users concentrate use on a few popular apps, with the second app about 73% less popular than the first and the third 73% less popular than the second. That pattern favors market leaders like Uber and forces competitors to fight for screen time. Lyft pairs out-of-home advertising and influencer collaborations with product differentiators such as female-driver matching and Lyft Silver to attract riders.
Read at Fast Company
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