A new report, The Emerging Collaborative Economy in Australia, produced by Vision Critical in partnership with Collaborative Lab and Nine! Rewards, reveals promising uptake of and enthusiasm for collaborative economy platforms that use technology to enable people to connect to share and exchange a variety of goods and services. There is already high penetration of many brands in the space, with 61 percent of those surveyed aware of services such as Airbnb, Kickstarter, Uber and GoGet Car Share.
The growth and popularity of international startups Uber and Airbnb, which have 27 percent and 20 percent awareness respectively, is impressive considering their presence in the Australian market is less than three years old, and they spend very little on traditional forms of advertising and marketing.
Furthermore, 53 percent of respondents stated they had participated in some form of collaborative economy activity in the past year, though these exchanges are often taking place informally between friends and family without the use of technology.
“Tech-enabled collaborative economy marketplaces in the US and UK are typically one to two years ahead of the Australian market, however this is changing,” says Rachel Botsman, Author of What’s Mine Is Yours: The Rise of Collaborative Consumption and founder of Collaborative Lab. “This study reveals that Australians are open to ideas that offer new ways of consuming goods and services and the intent to share is increasing even if it is driven by practical considerations such as convenience and price.”
Peter Harris, managing director, Australia and New Zealand at Vision Critical, a cloud-based customer intelligence platform company, says, “This study clearly shows how commerce is changing–impacting the customers decision making and how they expect to engage with brands. It underlines the importance of brands maintaining direct conversations with their customers.”
THE EMERGING COLLABORATIVE ECONOMY IN AUSTRALIA – KEY HIGHLIGHTS
– 14% of respondents have heard of the term ‘collaborative economy.’
– 43% relate to or understand collaborative economy behaviours such as carpooling, house swapping, crowdfunding, carsharing, coworking.
– 61% awareness of collaborative economy services in Australia; Uber has 27% awareness, Airbnb has 20% awareness.
– 53% of respondents have participated in some form of collaborative economy in the last year.
– 63% plan on participating in some form of collaborative economy activity in the near future; 36% of this number interested in trying transport related services and 36% in accommodation.
View the report highlights on slideshare: