MPC Research Reports
Report Details

Title:	Ridesourcing in Rural Communities, North Dakota Driver Survey
Authors:	Kimberly Vachal
University:	North Dakota State University
Publication Date:	Nov 2021
Report #:	MPC-21-444
Project #:	MPC-628
TRID #:	01829830
Keywords:	ridesourcing, rural areas, surveys

Abstract

Photo Source: WikimediaThe rise of ridesourcing services such as Uber and Lyft in recent years has revolutionized urban transportation across the globe. With the increased popularity of these services came negative impacts on industries such as taxi cab and public transit services. In an era when ridesourcing companies are expanding rapidly in previously untouched markets, rural markets might soon face unexpected changes. Our objective was to understand public perception and trip activities that may lead to success in rural ridesourcing markets, especially related to rider demand. Survey results showed a majority were familiar with ridesourcing services such as Uber and Lyft, but the share was well under the national rate. The accessibility in rural areas was very limited compared to the urban centers. With regard to market segment potential, ridesourcing was seen as a good option for older adult mobility and as a ride alternative to driving after drinking. A technological hurdle was also revealed in low rates of smartphone ownership among older rider cohorts. While limited to a single rural state, findings suggest that public education about trips via ridesourcing services may be needed. Promising views of ridesourcing as an impaired driving alternative, even in rural areas, support continued efforts to improve market accessibility and stability.

How to Cite

Vachal, Kimberly. Ridesourcing in Rural Communities, North Dakota Driver Survey, MPC-21-444. North Dakota State University - Upper Great Plains Transportation Institute, Fargo: Mountain-Plains Consortium, 2021.