Uber liked better than traditional taxis in Ottawa, research finds
Uber ranked higher than taxis in multiple indicators during focus groups
CBC.ca
Oct. 30, 2015
A series of focus groups about traditional taxi services and the ride-hailing app Uber found "resoundingly higher" satisfaction rates for Uber in Ottawa than for taxis, according to the results of the research.
Core Strategies conducted three focus groups in late September for the City of Ottawa, which is conducting a review of its bylaws regarding taxi services.
The discussions were "animated" with "strong opinions," the final report said.
Uber ranked higher than taxis in nearly every customer experience, though concerns about Uber's lack of proper insurance are "significant," the report states.
The greatest praise for Uber referred to its lower cost and the convenience of its app compared to other taxi apps, as well as travel time and wait time.
Women feel safer with Uber
Women in the groups demonstrated a much stronger preference for Uber, saying they feel safer taking Uber rides than taxi rides.
The report found that focus group participants are hoping the city will make it more equitable to operate traditional taxis and ride-hailing services such as Uber.
"Customers desire and expect that regulatory reviews will serve to instill a new, more level playing field in which Uber is 'here to stay' yet operates in concert with the taxi industry," the report states.