Frequent Taxi Riders Still Running the Roads in NYC

BY Courtney Huckabay
Featured image for “Frequent Taxi Riders Still Running the Roads in NYC”

"New York City’s iconic yellow cabs are still thriving. New York taxis are still dominating Uber by giving twice as many rides. According to a report by Morgan Stanley shared by Recode, there were 11.1 million taxi trips in April, compared with 4.7 million Uber trips. Rival ride-​hailing company Lyft provided approximately 750,000 trips during the month."

"New York’s legendary yellow taxis are still alive and — in some regards — doing pretty well," Johana Bhuiyan wrote for Recode.

In fact, the latest AudienceSCAN survey revealed 2.8% of Americans travel by taxi cab at least once per week.

"In April of this year, there were 11.1 million taxi trips in New York City, about 400,000 trips per day, according to the most recent data published by the city’s Taxi and Limousine Commission. While that’s a 9 percent drop from a year earlier, it’s more than double the number of trips that Uber, the nearest competitor, generated in the same month, according to research from Morgan Stanley."

Cab companies can reach out to Frequent Taxi Riders through the air waves. According to the most current AudienceSCAN research, 33.7% of hailers usually get traffic updates from the TV, and 21.4% typically get them from the radio.

"The numbers indicate Uber is less efficient, however. Uber dispatches almost as many drivers per week as the taxi companies. That means taxi drivers were performing about twice as many rides per week as Uber drivers were. According to Morgan Stanley, Uber drivers performed an average of 44 trips per week, or six trips a day over a seven-​day week. Taxi drivers, on the other hand, were performing 91 trips per week, or 13 trips a day."

Mobile smartphone app ads or text message ads couldn't hurt taxi services either. Commuters are on them! 46.3% of Frequent Taxi Riders took action after receiving mobile ads in the past month, AudienceSCAN data reported.

"It’s not exactly a surprise that yellow taxis are still the dominant transportation option in New York, but the disparity in trips performed is a telling sign of just how overworked the average taxi driver is. Many taxi drivers have to work to pay off the daily or weekly rental costs of the yellow cab before they can make any income. (This is also true of some Uber drivers who rent or lease cars to drive on the platform.)"

Frequent Taxi Riders are 101% more likely than average consumers to live in urban or metropolitan locations according to AudienceSCAN data, but small-​town taxi companies can benefit from marketing to their unique audiences too. 25.9% of riders are willing to sacrifice some privacy to get ads that are relevant to them.

"That becomes even more apparent when taking UberPool rides into account. According to the company, the number of a driver’s weekly or daily trips would take into account rides that are shared with multiple passengers. Every time an Uber driver picks up a new UberPool passenger, he or she is recorded as having performed a separate trip. Taxis, on the other hand, don’t have car pool options, so that means the average taxi driver is really performing 13 to 18 separate trips per day."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.