2013 09 19 presentation share_nl peer-to-peer meet-up

THE CONSUMER POTENTIAL OF COLLABORATIVE CONSUMPTION

Identifying (the) motives of Dutch collaborative consumers &

Measuring the consumer potential of Collaborative Consumption within the municipality of Amsterdam

Pieter van de GlindCo-founder: shareNLFounder: Tuintjedelen(.nl)Curator: CollaborativeConsumption.com

Contact:Pieter@sharenl.nl

0637410400

Structure

• Collaborative Consumption• Stakeholders• Research questions• Methods• Results• Conclusions• Recommendations

collaborative conSumption?

traditional Sharing, bartering, lending, trading, renting, gifting, and Swapping redefined through technology and

peer communitieS

acceSSoverownerShip

idling capacityuntapped Social, economic and environmental value of underutilized/idle aSSetS.

collaborative conSumption?

collaborative conSumption?

StakeholderS

The owners of CC-platforms:

“We know the users of our platform really well!”

“People that are not on our platforms? No clue about it...”

StakeholderS

Academics:

“Collaborative Consumption? Must be some kind of sustainable consumption.”

StakeholderS

Media:

“What is the latest news on Collab-orative Consumption?”

StakeholderS

Mainstream businesses:

“It is all nice this AirBnB thing but those bastard homeowners should comply to the same rules as my hotel. How much market share will they take anyway?”

StakeholderS

Politicians:

“We have heard something about Collaborative Consumption. Sounds interesting, but how big will it be-come? What can we do with it? And ehh, what about GDP?”

Economic Affairs AmsterdamDutch National GovernmentThe European Economic and Social Committee

advocateS

Rachel Botsman:

“Collaborative Consumption is a new socioeconomic groundswell. It marks the transition from a 20th century of hyper consumption towards a 21st century of Collaborative Consump-tion.”

tranSition theorythe tranSition to a new Socioeconomic groundSwell?

Jan Rotmans (2012):

“Any transition consists of four pil-lars: strong landscape signals over a longer period of time, policy sup-port, broad consumer support and a change in consumer behaviour.”

reSearch queStionS

What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative

Consumption?

Sub questions: • What factors have caused current users of CC to start using CC?

• What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so?

• What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump-tion to start doing so?

conceptual model

reSearch queStionS

What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative

Consumption?

Sub questions: • What factors have caused current users of CC to start using CC?

• What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so?

• What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump-tion to start doing so?

Extrinsic motives: • Practical need • Financial gains • receiving praise from others

Intrinsic motives: • Social • Environmental

Other explanatory factors: • Online and offline experience • (Social) media • Recommendation

reSultS

reSearch queStionS

What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative

Consumption?

Sub questions: • What factors have caused current users of CC to start using CC?

• What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so?

• What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump-tion to start doing so?

reSearch Sample

A large N-survey (online) among 1330 panel members of the Research and Statistics Department of the municipality of Amsterdam (O+S)

methodS

Imagine you temporarily need a car and the possibility exists to rent a car from a neighbor, how likely is it that you would do this?

Items (What?) Modes of exchange (How?)Taker Provider

Objects rent / borrow rent out / lent outCars rent rent outRides rent / receive rent out / giveMeals buy sellGardens rent / swap rent out / swapAccommodation rent rent outSkills buy / swap sell / swap

reSultSdependent variableS

Taker Provider Total(Very) likely (Very) likely (Very) likely

Objects (Power drill & bicycle) 50,7 % 52,2 % 51,5 %Cars 37,5 % 24,6 % 31,1 %Rides 54,9 % 66,1 % 60,5 %Meals 25,6 % 17 % 21,3 %Gardens 27,8 % 14,3 % 21,1 %Travel accommodation 58 % 13,1 % 35,6 %Skills (Language learning) 52,2 % 35,9 % 44,1 %Average 43,8 % 31,9 % 37,9 %

reSultSdependent variableS

• 82% would lend out his power drill• 84% would at least take part in one of the examples• No money > money

reSearch queStionS

What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative

Consumption?

Sub questions: • What factors have caused current users of CC to start using CC?

• What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so?

• What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump-tion to start doing so?

methodS

reSultS

“Renting out the car? My husband would be horrified!”

“You should never lend out your wife, your car and your camera, misery will follow.”

reSultS

Explaining factors • Saving/making money • Meeting people • Contributing to a healthy environment • Recommendation • General social attitude • Social attitude towards the neighbourhood • Environmental behaviour • Online and offline experience

Not explaining factors • Following mainstream media • Being subscribed and/or active on social media (like Facebook) • Already taking part in CC

reSultS

Small significant effects found for all demographics:

• Gender: Women slightly more likely than men • Education level: correlates positively with the dependent variables • Income: correlates negatively with meal, skill and garden exchanges • Age: correlates negatively with garden and accommodation • Ethnicity: minority of non-western foreigners most likely to take part in CC • Household type: people living alone, or alone with children are more likely to take part in CC than other household groups

reSultS

Konnektid Peerby Snappcar Thuisafgehaald/Shareyourmeal

Toogethr

I know this platform and I have subscribed

0,2 1,1 0,7 3,2 0,3

I know this platform but have not subscribed

1,1 4,4 7,4 20,2 1,6

I do not know this platform 98,7 94,5 92 76,6 98,1

Do you know these platforms?

reSearch queStionS

What is, and which factors explain, the willingness of Amsterdam citizens to take part in Collaborative

Consumption?

Sub questions: • What factors have caused current users of CC to start using CC?

• What is the willingness of Amsterdam citizens that are not yet taking part in CC to start doing so?

• What factors found in sub question (1) relate to the willingness of Amsterdam citizens that are not taking part in Collaborative Consump-tion to start doing so?

concluSionS - i

There is a substantial willingness among Amsterdam citizens to take part in Collaborative Consumption. Different people are willing to take part in different examples of Collaborative Consumption and have dif-ferent intrinsic and extrinsic motives to do so. There-fore, it is concluded that Collaborative Consumptions has a considerable consumer potential.

concluSionS - ii

From a consumer behaviour perspective, the findings from this research indicate that the transition to a new socioeco-nomic groundswell of Collaborative Consumption is indeed taking place and is likely to gain even more momentum over the next years.

recommendationS

• Keep promoting all the benefits of your platform

• Reach out to new demographics groups

• Do not just depend on social media

• Be aware that you are part of a (potential) transition

queStionS?

Contact me: Pieter@sharenl.nl

SourceS

With special thanks to Paperfiction (www.paperfiction.com) for the cartoons used in slides 6, 7, 9, 10 and 11

List of pictures:Power drill - slide 3 http://www.lastechniekshop.nl/nl/category/boorschroefmachines/ House – slide 4 http://images.fastcompany.com/upload/Collaborative-Consumption-Big.jpg Global village - slide 4 http://www.pakistankakhudahafiz.com/archive/2012/06/09/global-vil-lage-under-commotion/#.Ug3h46z-Uw8What’s mine is yours – slide 5 http://emergentbydesign.com/2010/10/03/the-rise-of-collab-orative-consumption/ People, Profit, Planet – slide 5 http://winchester.ac.uk/blogs/what-is-responsible-management Rachel Botsman – slide 12 http://www.amd1510.nl/2013/03/rachel-botsman-the-case-for-col-laborative-consumption-video-on-ted-com/ Jan Rotmans – slide 13 http://www.drift.eur.nl/?p=5715