Lyft is a transportation company that has helped disrupt the taxi industry since its inception in 2012. It is the second largest ride-sharing company in the United States after Uber.
Unlike a traditional taxi service, Lyft does not require passengers to hail a cab on the street. Lyft passengers can request a ride with the tap of a button on the Lyft smartphone app. Lyft then sends a nearby driver to pick them up.
In this article, we’ll study the Lyft target market and understand when and why people tend to prefer Lyft to a traditional taxi.
Who is the Lyft target market?
One of the best ways to understand the Lyft target market is to understand who needs a transportation service that’s like a taxi but is not a taxi. Once we understand this transportation need, we then need to ask ourselves why they choose Lyft when there are other similar transportation services including Uber or simply a rental car.
Such an analysis allows us to divide the Lyft target market into the following segments:
- People who do not own a car
- People who cannot drive
- People who do not want to use their own car
- People who need to get to the airport (and not worry about parking)
- People who are visiting another city
- People who have been drinking alcohol
- People with disabilities
Let’s now look closely at each of these segments of the Lyft target market.
#1. People who do not own a car
Many people, especially those living in large cities with parking challenges, choose not to own a car. For these people, Lyft is often more convenient than public transportation because they can request a ride at any time (day or night) and they don’t have to walk to a bus or train stop.
Lyft is also more comfortable than public transportation because passengers ride in a private car rather than a crowded bus or train. In addition, Lyft is often less expensive than owning a car because passengers only pay for the rides they take and don’t have to worry about maintenance, insurance, or parking costs.
#2. People who cannot drive
This segment of the Lyft target market includes people who do not have a driver’s license, people who are too young to drive, people who’ve had their driving license confiscated, and people who are not able to drive for medical reasons.
They need a transportation service that can get them from point A to point B without requiring them to drive. These people may choose traditional public transportation options like buses or trains, but they may also prefer Lyft because it is more convenient and comfortable.
Lyft is also a good option for people who cannot drive because Lyft drivers go through a screening process and must have a valid driver’s license. Lyft also offers passengers the option to rate their driver, which helps to ensure a good experience for everyone.
#3. People who do not want to use their own car
Then there are people who own a car, have a valid driver’s license, and are able to drive but do not want to. Maybe they do not want the hassle of driving in traffic, finding and paying for parking, or worrying about getting their car stolen.
These people are usually occasional users of Lyft and only use its services when they really need to. But for people who live in large cities and do not want to use their own car on a daily basis, Lyft can be a much more convenient and affordable option than owning a car.
#4. People who need to get to the airport (and not worry about parking)
One of the most common reasons people use Lyft is to get to the airport. With Lyft, passengers can request a ride and have a driver pick them up at their current location and take them directly to the airport.
This is especially convenient for people who are traveling alone or with luggage, as they don’t have to worry about lugging their bags onto public transportation or paying for expensive airport parking.
Lyft is also a good option for people who are traveling to another city and do not want to rent a car. With Lyft, they can request a ride from their current location to their hotel or any other destination.
#5. People who are visiting another city
As we mentioned, Lyft is a good option for people who are visiting another city and do not want to rent a car. With Lyft, they can request a ride from their current location to their hotel or any other destination.
Lyft helps do away with the hassle of having to figure out public transportation in a new city. It also gives visitors the flexibility to change their plans on the fly and not worry about being stranded somewhere.
Renting a car can be an option for such people but then they would have to worry about finding parking, getting lost, and returning the car on time. Lyft eliminates all of these worries and can be a much more affordable option, especially for visitors who are only in town for a short period of time.
#6. People who have been drinking
Then there’s the segment of the Lyft target market that we cannot ignore – people who have been drinking alcohol. People who’ve had a drink or two (or more!) often need a ride home but should not be driving themselves. This is where Lyft comes in.
Lyft provides a safe and convenient way for people to get home after drinking without having to worry about getting behind the wheel. With Lyft, they can simply request a ride and have a driver pick them up and take them home.
#7. People with disabilities
People with disabilities often face difficulties when it comes to transportation. They may not be able to drive or use public transportation. This is where Lyft can be a lifesaver.
Lyft provides people with disabilities with a convenient and affordable way to get around. With Lyft, they can request a ride and have a driver pick them up and take them to their destination.
Lyft also offers a service called “Access”, which is specifically for passengers who use wheelchairs. With “Access”, passengers can request a ride in a wheelchair-accessible vehicle.
This includes people who do not own a car, who cannot drive or who do not want to use their own car. It includes people who need to get to the airport without the hassle and without worry about parking costs.
Likewise, people who are visiting another city are likely to use a service like Lyft to get around. People who have been drinking alcohol are a prime Lyft target market and can use Lyft to get home safely after a night out. People with disabilities are also able to use Lyft as a convenient and affordable transportation option.
Ultimately, the Lyft target market includes people of all demographics who need a ride from one location to another without having to drive themselves.