Share Economy 2017 The New Business Model
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www.pwc.de/share-economy
Share Economy 2017
The New Business Model
This report analyzes the
size and the acceptance of
the Share Economy in the
six European countries
Austria, Belgium,
Germany, the Netherlands,
Switzerland and Turkey.
It explores current status,
growth, success factors for
further breakthrough and
mass acceptance.
Share Economy 2017
The New Business Model
This report analyzes the
size and the acceptance of
the Share Economy in the
six European countries
Austria, Belgium,
Germany, the Netherlands,
Switzerland and Turkey.
It explores current status,
growth, success factors for
further breakthrough and
mass acceptance.Share Economy 2017 Published by PricewaterhouseCoopers GmbH Wirtschaftsprüfungsgesellschaft By Prof Dr Nikolas Beutin February 2018, 58 Pages, 7 Figures, Soft cover All rights reserved. This material may not be reproduced in any form, copied onto microfilm or saved and edited in any digital medium without the explicit permission of the editor. This publication is intended to be a resource for our clients, and the information therein was correct to the best of the authors’ knowledge at the time of publication. Before making any decision or taking any action, you should consult the sources or contacts listed here. The opinions reflected are those of the authors. The graphics may contain rounding differences. © February 2018 PricewaterhouseCoopers GmbH Wirtschaftsprüfungsgesellschaft. All rights reserved. In this document, “PwC” refers to PricewaterhouseCoopers GmbH Wirtschaftsprüfungsgesellschaft, which is a member firm of PricewaterhouseCoopers International Limited (PwCIL). Each member firm of PwCIL is a separate and independent legal entity.
Preface
Preface
Sharing of files, music, cars, Also, the different industry segments All in all, we believe that the future
accommodation, machines and other within the Share Economy are at very looks extremely promising for future
things has become an indispensable different maturity levels. Moreover, Share Economy growth and acceptance
and virtually irreplaceable part of many regulations and technological in the six countries.
people’s increasingly digital lifestyles. possibilities as well as the so often looked
In fact, most of us cannot imagine living at start-ups and platforms for the Share Please reach out to us for a discussion on
and especially traveling without shared Economy differ greatly per country. the results of this report.
products and services.
In the final analysis, there is to our
Just as smartphones disrupted knowledge no currently valid and
photography and displaced private film reliable market study to really estimate
and photo cameras, the Share Economy current and future market size of the Prof Dr Nikolas Beutin
has a disruptive potential of displacing Share Economy in the different industry Customer Practice Leader PwC Europe
people’s ownership with temporary use segments.
of products and services.
The present report aims to analyze what
In theory the Share Economy is really matters to customers and providers
supposed to: with regard to the Share Economy. It
• Save resources, seeks to explore factors that are highly
• Strengthen regional and local relevant for its further growth.
communities,
• Save costs, In this report, we look at the Share
• Enable consumption for lower income Economy in the following industry
groups, segments:
• Increase investments, • Media and Entertainment,
• Provide new jobs, • Hotels and Accommodation,
• Ensure access and • Automotive and Transport,
• Ultimately generate more freedom. • Retail and Consumer Goods,
• Services,
But how does the reality look like? • Finance, and
The reality assumes different forms • Machinery.
in different countries: Share Economy
is mainly attributable to selected The report is based on a representative
population segments and cannot live survey of over 4,500 consumers in
up to its ecological original philosophy. the six countries Austria, Belgium,
Also, it is moving more and more from Germany, the Netherlands, Switzerland
its peer-to-peer (P2P beginning and and Turkey carried out by the market
original idea to professional providers research institute Faktenkontor GmbH
(B2C) – a similar development has been between June and August 2017.
seen at auction platforms.
Share Economy 2017 5Table of contents
Table of contents
Table of figures.........................................................................................................7
A Share Economy widely accepted and used...........................................................8
B Share Economy 2017 – Country Deep Dive........................................................ 17
1 Germany...........................................................................................................18
2 Austria..............................................................................................................21
3 Switzerland.......................................................................................................24
4 The Netherlands...............................................................................................27
5 Belgium............................................................................................................30
6 Turkey...............................................................................................................33
C Share Economy 2017 – Industry Deep Dive.......................................................36
1 Hotels and Accommodation..............................................................................37
2 Automotive and Transportation........................................................................39
3 Retail and Consumer Goods..............................................................................42
4 Services............................................................................................................45
5 Finance.............................................................................................................48
6 Media and Entertainment.................................................................................51
7 Machinery.........................................................................................................53
Contacts..................................................................................................................56
6 Share Economy 2017Table of figures
Table of figures
Fig. 1 Share Economy usage within the different industry segments......................9
Fig. 2 Average frequency of Share Economy usage within the different
industry segments per user......................................................................... 10
Fig. 3 Current and planned average Share Economy spending per
user by country........................................................................................... 11
Fig. 4 Differences in Share Economy spending per gender by industry.................12
Fig. 5 Percentage of overall Share Economy usage and spending
of user segmentShare Economy widely accepted and used A Share Economy widely accepted and used 8 Share Economy 2017
Share Economy widely accepted and used
Almost every second respondent Fig. 1 Share Economy usage within the different industry segments
has used Share Economy offers
during the last year.
Media and
The Share Economy is today already 28%
Entertainment
widespread. Almost every second
respondent of our survey is already
familiar with Share Economy – Accommodation 20%
44% have used appropriate offers during
the last year. Indeed, all consumers are Transportation 19%
excited about the personal benefits of
participating in the sharing economy. Retail and
Expressed herein is the key enabler for 19%
Consumer Goods
Share Economy’s success namely the
reorientation of thought with regard
Services 14%
to personal possessions. Young people
in particular pay higher attention to
an improved quality of life instead of Finance 11%
accumulating wealth and material
property as status symbols. For them
it is more important to live intensively Machinery 10%
by using resources effectively than
only to work instead of experience
merely to chase values. Owning things
is perceived as emotional baggage that But why are some offers more attractive
keeps you from living – sharing means than others? Of course convenience
being free to do whatever you want. and cost-savings are important factors
but the growth driver is trust. It is the
This process is the basic prerequisite basis of feeling reassured about wearing
for the success of business models like clothes, staying in the house or getting
Share Economy because if owning value help from someone we have never met
does not play an important role this before. So while in some industries the
shifts the focus away from purchasing to personal risk regarding disadvantages
experiencing. by using offers is low – for instance in
the Media and Entertainment industry –
With regard to the considered industries there are others with higher limitations
the respondents are currently more or and boundaries that need to be
less familiar with utilization. Media discerned and overcome. Across borders
and Entertainment offers appear to more and more people have confidence
be most attractive – in comparison to in Share Economy and plan to use offers
the other industries the utilization is during the next year in all industries,
by far the highest with 28%. Hotels with Media and Entertainment (–2%pt)
and Accommodation offers reach the as an exception. Service (+7%pt) and
second highest usage (20%) along with Hotels and Accommodation (+6%pt)
Automotive and Transport (19%) and can expect the highest increases
Retail and Consumer Goods (19%) followed by Automotive and Transport
almost on a similar level. The Services (+5%pt) and Machinery (+5%pt). In the
sector achieves a usage rate of 14%. industries Retail and Consumer Goods
Overall, Finance (11%) and Machinery (+4%pt) as well as Finance (+2%pt)
(10%) offers show the lowest Share the number of users will increase more
Economy usage rate today. moderately during the next years.
Share Economy 2017 9Share Economy widely accepted and used
The increasing number of Share Based on a cross-border average users Media and Entertainment consistently
Economy users during the next years is utilized Share Economy offers 35 times shows the highest frequency across
mainly driven by a high expected rise per user during the past year which is all examined countries, followed
in Turkey (+7%pt) and Switzerland predominantly driven by the industry by the industries Automotive and
(+4%pt) which already represent the sector Media and Entertainment Transport and Retail and Consumer
highest usage within the examined (33 times per user per year). Automotive each containing one exception,
countries. Austria is expected to see and Transport and Retail and Consumer namely Switzerland, where Retail and
usage increase by +2%pt, Germany are ranked as the second highest with Consumer is on a par with Hotels and
along with Belgium will remain almost a usage frequency of 9 times per user Accommodation, Service and Finance.
stable (+1%pt). In the Netherlands per year, followed by Machinery with
significantly fewer people plan to 6 times. Hotels and Accommodation, In the past year Share Economy users
use Share Economy offers during the Services and Finance reach a usage spent on average €816 on Share
next years. There, usage is expected frequency of 5 times per user per year. Economy offers. In comparison to
to decrease by –8%pt bringing the the usage of 35 times on average
Netherlands to the lowest level regarding this indicates €23 per usage. The
usage together with Belgium (37%). industry Finance shows above-average
spending (€1,088 per year) while the
Fig. 2 Average frequency of Share Economy usage within the different industry other industries (except Media and
segments per user Entertainment) ranged between €200
and €400. Media and Entertainment
Media and Retail and shows average expenses of less than
Entertainment Transportation Consumer Goods €100 per year.
Across all countries, users of Share
Economy plan lower expenses for
33.3% 9.5% 8.6%
Finance (–26%) and Hotels and
Accommodation (–2%) for the upcoming
year. However all other industries
expect a strong increase in spending of
at least 10%. For Machinery users plan
Machinery Finance Accommodation Services to raise spending by +5%.
5.6% 5.4% 5.0% 4.9%
10 Share Economy 2017Share Economy widely accepted and used
Fig. 3 Current and planned average Share Economy spending per user by country
€1,911
€1,124 €1,054
€1,031
€939 €884 €928
€615 €599 €574
€506 €459
+5%
+85% +71% –9%
+20% –4%
Turkey Switzerland Germany Belgium Austria Netherlands
Current spending per user Planned spending per user Percentage increase/decrease
Within all countries Turkey shows (women 57%). Within the industries
the highest average spending on Finance (64%), Machinery (62%)
Share Economy offers during the past and Automotive (58%) men are
year (€1,031 per user) followed by overrepresented – the same distribution
Switzerland with €939. German users applies to Germany and Austria.
spent on average €884, Belgians €615, Switzerland and the Netherlands are
Austrian €599 and Dutch users €506. very similar. Belgium shows the most
For the upcoming year Turkish, Belgian, significant disparity between genders
Swiss and German users plan to with a very dominant male usage share
increase spending whereas Austrian and across all industries. However, Turkey,
Dutch users plan to spend less on Share in contrast to all other countries, shows
Economy. a slightly higher share of female users
across all industries except for Service,
Men show a higher usage and Finance and Machinery.
higher spending on Share
Economy than women. In general men also spend significantly
But who are the users of Share Economy? more on Share Economy than women.
Overall, the gender breakdown Although men use Share Economy offers
regarding Share Economy utilization for Hotels and Accommodation as well
is rather balanced – 51% of the overall as Automotive and Transport much
Share Economy users are men. Relative more often, women show on average
to women men show a significantly slightly higher spending on these
higher usage rate across all industries respective industries.
except Retail and Consumer Goods
Share Economy 2017 11Share Economy widely accepted and used
Fig. 4 Differences in Share Economy spending per gender by industry Share Economy attracts younger
adults – every second user is under
40 years.
Not quite surprisingly, across all
Men Women countries and considered industries
Share Economy attracts especially
Accommodation younger adults – almost every second
54% 46% user is under 40 years (53%). Across
€356 €446 all industries the usage decreases with
increasing age. Within the considered
Automotive industries Finance shows the highest
share of young adults under 40 years
58% 42%
(66%) – the number of users older than
€226 €326
40 is greater in Services (especially for
households) than is the case in the other
Finance
industries.
64% 36%
€1,072 €1,116 Turkish users show the lowest average
age with 37.8 years. In Belgium, the
Machinery Netherlands, Austria and Germany the
62% 38% average age of Share Economy users
€206 €245 is around 41. On average Swiss users
are the oldest within the countries
Media and Entertainment (43.2 years). Thus, young adult users
54% 46% (Share Economy widely accepted and used
Fig. 5 Percentage of overall Share Economy usage and spending of user
segmentShare Economy widely accepted and used
Fig. 6 Percentage of overall Share Economy usage and spending of user
segment with higher education
Austria
62%
64%
Belgium
64% 55%
71%
Germany
Overall 75%
59%
Users with higher
education (64% of 70%
Share Economy users) Netherlands
contribute 75% to 63%
overall Share
85%
Economy spending
Switzerland
50%
66%
Turkey
91%
94%
Share of Share Economy users with higher education
Share of spending by Share Economy users with higher education
Users follow not so much the Within the countries Dutch non-users Summarizing, users of Share Economy
basic idea of unselfish sharing are most critical, as 50% do not perceive across all countries follow not so much
and are more driven by the aim of any advantage. By way of contrast, only the basic idea of unselfish sharing
maximizing their own benefit. 21% of Turkish non-users believe that and instead aim to maximize their
Across all countries users are convinced they do not profit from Share Economy personal benefit. Besides the personal
that they benefit from Share Economy utilization. advantages users also demonstrate
offers. Only 8% of the users do not a higher orientation towards
perceive any benefit. Current non-users From a user’s perspective Share environmental aspects. 75% believe
still have to be convinced – as almost Economy offers various benefits. that Share Economy is better for the
every second non-user (42%) does Overarching users especially appreciate environment especially by reduced
not see any advantage by using Share the improved value for money (47%). waste of material (80%). Overall 23%
Economy offers. This group can be In this context 84% of users agree believe that they profit from Share
characterized as very skeptical mainly that sharing is the less expensive Economy providers’ higher orientation
driven by the fear of suffering from any alternative to owning. Furthermore, towards environmental protection and
personal disadvantage. 84% of users value the higher flexibility sustainability. The linkage between
for consumers by Share Economy environment protection and Share
utilization. Almost the same percentage Economy utilization is much more
(79%) agrees to the benefit of making pronounced in Germany, Austria and
specific lifestyles more affordable by Switzerland than in the Netherlands,
sharing things instead of owning them. Belgium and Turkey.
14 Share Economy 2017Share Economy widely accepted and used
Fig. 7 Perceived benefits from Share Economy usage
Better price for the same service
47%
27%
More direct and personal interaction
25%
16%
Easier and more convenient access and availability of providers
24%
9%
Higher attention to environmental protection and sustainability
23%
19%
Higher customer value
22%
14%
Greater product/service portfolio
21%
9%
Being part of a “community”
19%
15%
I don’t see any advantages
8%
42%
User Non-users
Lack of clarity about liability in The guarantee of being an expert expert offering Share Economy services
case of problems and damage is a to ensure sufficient insurance (65%). Personal security is an important
major obstacle to further market protection has highest impact factor to increase acceptance of Share
penetration. on attractiveness of Share Economy on the one hand. On the
Regarding disadvantages of Share Economy in addition to pricing other hand higher transparency is an
Economy utilization users across all transparency. important criterion as well: 36% of
countries commonly criticize the To increase attractiveness, for users Share Economy users agree that higher
unclear liability situation in case as well as current non-users, ensuring transparency relating to prices would
of problems and damage (44%). that providers have sufficient insurance increase attractiveness.
Furthermore, downsides include the protection (36%) is the most important
lack of quality standards (30%) and lever. Additionally, reassuring users Especially the Austrian and Swiss
security (29%). Countries such as that real professionals are taking users would also appreciate higher
Germany, Austria and Switzerland seem care of them (e.g. electrician) would transparency regarding compliance
to be particularly critical regarding also have a significant effect on with legal regulations. Furthermore,
these topics. Especially Turkish users attractiveness (36%). This is mainly in particular Turkish and Dutch users
also show a high sensitivity towards driven by users’ concern that anyone would also be attracted by improved
non-transparent prices and costs. could easily become a self-proclaimed data protection.
Share Economy 2017 15Share Economy widely accepted and used
Personal recommendations Share Economy is here to stay – the
increase trust in Share Economy majority of respondents expects
offers Share Economy not only to be a
Consumers of Share Economy offers short-term trend but an important,
seek to maximize personal benefit. sustainable future market.
Therefore, they have to distinguish In conclusion the principle of Share
“good” from “bad” offers. For better Economy is nothing new as it is the
orientation, across all countries, the basic idea of a cooperative society
majority trusts in personal referral. model. What distinguishes current
79% of users agree to be willing to test a Share Economy from that is the higher
Share Economy offer if a trusted person attention to a cooperative economy,
gives a recommendation. In addition, which makes this trend appear more as
66% of users value “technologies” a new version of capitalist growth. And
such as Social Media which offer the the new idea of sharing is the future.
possibility of adding a face to an offer,
thus increasing users’ trust. On average 63% of respondents expect
that Share Economy is not only a short-
Overall Share Economy companies are term trend. Across all countries there is
already positioned in the consumer’s also a consensus that Share Economy is
mindset as a serious competitor of closely linked to societal and economic
traditional providers (74%). But with changes. In this context 72% support
regard to the considered industries Media the idea that these changes will have
and Entertainment is the only sector with an impact on the job market and will
higher trust towards Share Economy lead to a shift from traditional 40‑hour
providers compared to conventional jobs to having multiple sources of
providers. In all other industries income becoming the norm in 2030.
traditional providers enjoy higher Regarding this, more than every second
confidence. Turkey is the only exception respondent (52%) believes that Share
in this respect as not only Media and Economy will destroy jobs in traditional
Entertainment users but also users in companies. Beside this negative impact
the Automotive industry show higher on traditional jobs, 60% of respondents
trust towards Share Economy providers. perceive Share Economy as creating a
strong community since society benefits
from the basic idea of sharing (72%).
However 48% of respondents expect
that the character of Share Economy
will change in the future as the basic
idea of sharing will be entirely replaced
Share Economy is here to stay – by making profit by 2030.
the majority of respondents
expects Share Economy to be a
sustainable future market.
16 Share Economy 2017Share Economy 2017 – Country Deep Dive
B Share Economy 2017 – Country Deep Dive
Share Economy 2017 17Share Economy 2017 – Country Deep Dive
1 Germany
39% have used a Share
Economy offer within the past year
40% plan to use a Share
Economy offer within the next year
51% of users are male
53% of users are between
18 and 39 years old
21% have provided a Share
Economy offer during the last year
24% plan to provide a Share
Economy offer within the next year
€884 is on average spent
on Share Economy offers per user
29x average usage of
Share Economy offers per user
within one year within one year
Most used Share Economy offers by Germans
Media and Retail and Hotels and
Entertainment Consumer Goods Accommodation
(23%) (20%) (17%)
Advantages (users perceive) of Share Economy
50% agree that Share
Economy offers a better price-
25% agree that
Share Economy providers pay
25% agree that Share
Economy offers a more personal
performance-ratio more attention to environmental direct interaction between
protection and sustainability consumers and providers
Disadvantages (users perceive) of Share Economy
47% raise concerns
regarding not clearly defined
33% perceive the
lack of quality standards as key
29% have concerns
regarding security
liabilities in case of issues and disadvantage
damages
18 Share Economy 2017Share Economy 2017 – Country Deep Dive
Germany has the second largest Especially Germans plan to intensify Furthermore, the results indicate
Share Economy market of the six usage of Service offers (+5%pt) along that females use sharing services
countries subject to the survey with Hotels and Accommodation in Machinery as well as Retail and
with an overall market size of (+4%pt), Automotive (+4%pt) and Consumer Goods more often, but men
€22.9bn. Machinery (+4%pt). have a higher usage in all remaining
Germany belongs to the leading industries, especially Finance,
economies in terms of GDP, which On average German users utilize Automotive and Transportation and
is why the country’s Share Economy Share Economy services 29.2 times Services. After all, demand for 86% of
potential requires a closer look. Based per year mainly driven by Media and Finance services is attributable to men.
on the answers of the 2,000 respondents Entertainment (29.1 times per user per Therefore, although male users have a
in Germany, PwC estimates the Share year) and Retail and Consumer Goods higher affinity to make more frequent
Economy size in Germany to be €22.9bn. (8 times per user per year). use of Share Economy offers in industries
The sector with the highest turnover such as Hotels and Accommodation,
in Germany is Finance with €7.7bn During the last year every German user Automotive and Transportation and
turnover, followed by Hotels and spent on average €884 on Share Economy Services, their willingness to pay is lower
Accommodation (€5bn) and Automotive offers. In terms of industry turnover, than that of females.
and Transportation (€3.5bn). The sector users spend most on Finance services
Retail and Consumer Goods is worth with an average spending of €1,229 per The German Share Economy market
€2.6bn while Services generate €2.2bn user, whereas the mean spending in the also reveals that user rate as well as
and Media and Entertainment €1.0bn; Media and Entertainment sector is the usage rate decreases with increasing
Machinery is estimated at €0.8bn. lowest (€62). age. 53% of current users are between
18–40 years old, they account for a
The overall Share Economy market is Overall, 2% more Germans plan to make greater percentage of sharing services
expected to increase by 5.3% next year use of Share Economy services in the (68%) and contribute more than half
to a market size of €24.1bn. This is based course of next year. Industries such as of total spending (62%). Industry-wise,
on the planned spending of users. Other Machinery and Services can expect a this age group generates more than 70%
sectors are expected to increase with higher relative increase while Media and of turnover in Retail and Consumer
the highest growth rates in Machinery Entertainment might face a decrease Goods, Services and Hotels and
(+43%), Media and Entertainment in users (–8%). In addition, potential Accommodation and in addition account
(+26%) and Services (+25%). spending is expected to increase by 5% for the majority of the usages of Finance
in comparison to this year’s individual (85%) and Machinery (83%). On the
39% of Germans use Share spending. This trend is mostly driven by other hand, almost half of the spending
Economy services. While Media an increase in the planned spending in in Automotive and Transportation can
and Entertainment has the highest Media and Entertainment (+35%). be attributed to users above 50 years.
user rate, average spending
of users is highest for finance Slightly more men than women People with a higher educational
services. use Share Economy services. level tend to use Share Economy
It was revealed that 39% of Germans Usage and spending decrease more often and spend more
have used a Share Economy service significantly with increasing age. money. Share Economy spending
within the past year which represents Taking a closer look into user increases with disposable income.
the second lowest adoption rate of all six characteristics, it can be seen that there The majority of Share Economy users
examined countries. Only the acceptance is almost an even split of female and male have a higher education level (above
of sharing services of Belgians is lower. users in Germany. Despite the slightly A-level) and they contribute 70% of total
Within the considered industries Media higher amount of male users (51%), women market spending and also generate more
and Entertainment shows the highest spend a bit more on Share Economy than 70% of revenues in the Services,
usage rate (23%), followed by Retail and services while men have a higher usage Automotive and Transportation and
Consumer Goods (20%) and Hotels and frequency. Women also account more Transportation as well as Hotels and
Accommodation (17%). for Hotels and Accommodation services Accommodation sector. Although people
(60%), Retail and Consumer Goods as with a lower educational level account
Regarding next year overall only slightly well as Services (62% each); however, for only 39% of all finance spending,
more respondents plan to participate in more of the turnover of Machinery they purchased more than half of the
sharing economy as consumers (+1%pt) (65%), Media and Entertainment number of finance services provided.
but with regard to the specific industries (61%) and Finance (57%) services and
some show a significant increase. products is ascribed to male users.
Share Economy 2017 19Share Economy 2017 – Country Deep Dive
Furthermore, it has been identified The majority of German respondents More Germans plan to offer a service
that the income level is a significant also criticize Share Economy for to others, especially in the Hotels and
indicator of overall spending, showing a enabling everyone to easily become Accommodation sector (+25%).
relation between user rate and income a professional provider and be a
level. While only 16% of German users competitive threat for traditional Every second current user perceives an
had a monthly disposable household organizations. improved price-performance ratio for
income above €4k, they accounted for the same service as the main benefit of
38% of overall Share Economy turnover To improve the attractiveness of Share Economy services. Additionally,
in Germany. Their contribution to the Share Economy, users would like one fourth of users emphasizes the
revenues of the following sectors was to be reassured that providers have increased attention of Share Economy
particularly high: Retail and Consumer sufficient insurance protection (41% providers to environmental protection
Goods (49%), Services (46%) and of users, 36% of all respondents) and and sustainability as well as the
Hotels and Accommodation (43%). that professionals take care of them improved personal interaction between
Although 37% of the sample indicated (38% of users, 32% of all respondents). users and providers and the feeling of
a disposable household income of less The transparency of prices is another being part of a community. On the other
than €2k, their contribution to the important aspect for 28% of Germans hand, 46% of current non-users do
overall Share Economy spending made (35% of users). not see any advantage Share Economy
up only 18%. providers could offer.
83% of Germans perceive that Share
While the decision whether to use a Economy is based on trust between Providers on the other hand perceive the
specific Share Economy service does not provider and user, however, 63% have monetary benefit of an additional source
seem to be influenced by the city size, lower trust in people nowadays than in of income as the strongest motivation.
overall spending seems to increase with the past. Even current users would trust This is backed by 29% of providers.
increasing size. We observed that 28% a traditional provider more than a Share In addition, having the possibility
of total turnover is generated in cities Economy provider, whereas Media and to pass on one’s spare time or spare
with more than 500.000 inhabitants. Entertainment services are the only items to others is perceived as another
Users in these cities contribute most exception. advantage. Although the majority of
to industry spending in Retail and Germans agrees that Share Economy
Consumer Goods and Services (42% of Nevertheless, Germans still believe reduces the waste of material and that
each turnover). In smaller cities with that Share Economy will not simply be it is cheaper to share items instead of
less than 50.000 inhabitants, users a short-term phenomenon but expect owning them, more than 30% of non-
spend more on Machinery and Media the future job market in 2030 to change providers cannot imagine any benefit of
and Entertainment. from having one main occupation to Share Economy for providers.
having multiple sources of income which
Users consider the personal holds additional potential for the future
benefit of Share Economy with a of the German Share Economy market.
better price performance ratio
to be more important than its Every fifth German has already
benefits for society. provided a Share Economy service.
German users as well as current Within the last year, 21% of Germans
non-users criticize most the absence have at least offered one Share Economy
of liability in case of problems and service and on average provided
damages (45%), quality standards and 40 services each. Despite the marginal
security, providers worry most about increase in users, the number of
the uncertainty of income (23% of Share Economy providers is expected
providers) and the not clearly defined to increase in all industries by 13%.
legal situation in terms of income tax
and related topics (22% of providers).
20 Share Economy 2017Share Economy 2017 – Country Deep Dive
2 Austria
47% have used a Share
Economy offer within the past year
49% plan to use a Share
Economy offer within the next year
52% of users are male
53% of users are between
18 and 39 years old
23% have provided a Share
Economy offer during the last year
28% plan to provide a Share
Economy offer within the next year
€574 is on average spent
on Share Economy offers per user
31x average usage of
Share Economy offers per user
within one year within one year
Most used Share Economy offers by Austrians
Media and Hotels and Automotive and
Entertainment Accommodation Transportation
(28%) (20%) (20%)
Advantages (users perceive) of Share Economy
54% agree that Share
Economy offers a better price-
31% agree that
Share Economy offers pay more
30% agree that Share
Economy offers a more personal
performance-ratio attention to environmental direct interaction between
protection and sustainability consumers and providers
Disadvantages (users perceive) of Share Economy
54% raise concerns
regarding not clearly defined
33% have concerns
regarding security
30% perceive the
lack of quality standards as key
liabilities in case of issues and disadvantage
damages
Share Economy 2017 21Share Economy 2017 – Country Deep Dive
Austria ranks last in terms of For the next year +2%pt of Austrians 52% of Share Economy users
overall market size together with plan to use Share Economy offers. are male and are more willing
Belgium and is not expected to With regard to the specific industries to spend more on services used.
grow in the next year. especially Service will show a Spending and usage increases
The estimated market size of the Share significant increase of usage rate with decreasing age.
Economy in Austria is €2.0bn. As in most (+6%pt). The second strongest increase In terms of identified user characteristics,
other countries, Finance is revenue- can be expected for Automotive and men represent 52% of all Austrian users
wise the largest market in Austria with Transport (+4%pt), followed by Hotels and have a higher dominance in all
€0.9bn. This is followed by Hotels and and Accommodation (+3%pt.) and examined industries except for Retail
Accommodation with a market size of Finance (+2%pt). Retail and Consumer and Consumer Goods which is not only
€0.4bn and Machinery and Retail and Goods will remain static at the same used to a greater extent by females, but
Consumer Goods, which both have a level, Media and Entertainment usage also generates slightly more turnover
market share of €0.2bn. The remaining will face a decline of –3%pt. by women. However, overall and in
sectors each have an approximate all remaining industries, men spend
market size of €0.1bn. On average, each Austrian respondent more on sharing services, contributing
uses Share Economy services 14.9 times a share of 60%. One further trend,
In contrast to most countries in the while spending €284. Identified examined also in other countries: More
survey, the overall Share Economy users utilize sharing services on than half of the users, namely 53%, are
market in Austria is expected to 31.5 occasions, spending about €600 between 18 and 39 years old. The same
decrease by 6.1% in the next year. each. Media and Entertainment services applies for Share Economy spending
This is primarily driven by a decrease are used most frequently, followed of which 56% were contributed by the
of planned spending on Finance services by Automotive and Transportation same target group. In terms of age, the
of 41%. The Services sector is expected offers, whereas Austrians rarely use user’s willingness to pay decreases with
to increase by 70% and the Automotive Finance services. In terms of industry increasing age.
and Transportation sector by 49%. In spending, the mean contribution of each
addition, the Media and Entertainment respondent is highest in Finance (€112) Furthermore, the majority of Austrian
and the Hotels and Accommodation and Hotels and Accommodation (€64), users (62%) has a higher education
sector are anticipated to increase by a while the mostly used sector, Media above A-level and only a minority of
double-digit rate. The Machinery sector and Entertainment only generates an 5% has an income below €1k. Share
is expected to decrease by 10%, whereas average of €12 per Austrian. Economy services appeal to a greater
Retail and Consumer Goods is expected extent to Austrians with a higher
to stay constant. For next year, 3% more Austrians income. 61% of total spending was
plan to use sharing services, with the generated by users with an income
Almost every second Austrian highest relative increase of users in above €3k, in Finance this respective
uses sharing services and the user Services (+43%) and Automotive and category contributes 75%.
rate is expected to increase by Transportation (+21%). However,
3%. Highest usage identified for fewer people are planning to use Media Although user rates are similar across
Media and Entertainment services and Entertainment services (–11%). city size, 54% of total Share Economy
though lowest average spending Although the user rate is expected to turnover was generated by users from
per user. increase, Austrians plan to spend less cities with more than 100k inhabitants.
In Austria, 47% of respondents have on Share Economy next year (–4%). However, neither spending nor usage
used at least one Share Economy service Machinery services have to expect a seems to be influenced by city size.
within the past year. The results of the decrease of 9% of Austrians, or 11% of
examined 500 respondents show that current users.
Austrians prefer sharing services mostly
in the sector Media and Entertainment,
with a usage rate of 28%, followed by
Hotels and Accommodation, Automotive
and Retail and Consumer Goods (20%
in each case).
22 Share Economy 2017Share Economy 2017 – Country Deep Dive
To increase the attractiveness of Share
Economy services and providers, Austrians
want to be reassured that providers have
sufficient insurance protection.
The main motivation for Some also wish for more transparency In Austria, almost every fourth
Austrians to use Share Economy regarding compliance with legal person provides a sharing service.
services is the monetary benefit. provisions. A majority of 82% of Austrians Currently, 23% of Austrians have
The trust in traditional providers furthermore agrees that users benefit provided a Share Economy service
is stronger than the trust in Share most from Share Economy. Additionally, within the last year, while 28% plan to
Economy providers. the reduced waste of material and the offer one next year. So far, the highest
From a user perspective, the superior thought of sharing is also perceived as a provider presence was identified in
value for money for the same service positive impact on society. Retail and Consumer Goods (15% of
(54%) as well as the attention to Austrians) as well as Services (9% of
environmental protection and 86% agree that Share Economy is based Austrians) with a service provided on
sustainability (31%) and the more on the trust between provider and user average on 30 occasions; this is expected
personal interaction between users and it is more cost-efficient to share to increase.
and providers (30%) are the main instead of owning items (81%). The
advantages Share Economy providers survey revealed that 70% of Austrians From a provider’s perspective, the
offer. However, 34% of current do not trust brands nowadays more than monetary aspect of an additional
non-users still do not perceive any in the past and perceive Share Economy income (39%) is perceived as the main
advantages. By way of contrast, users providers as a competitive threat for benefit of providing Share Economy
mainly criticize the uncertainty traditional organizations. In all sectors services. Having the possibility to pass
regarding clearly defined liabilities in except Media and Entertainment, the spare items and time on to others is
the event of issues or damages (54%) traditional provider is the more trusted regarded as a further advantage for
and have concerns regarding the lack of partner while non-users tend to trust 16% of providers while one in every five
security and quality standards. traditional providers to a greater extent currently non-providing Austrians does
across all industries. not see any advantage for providing a
To increase the attractiveness of Share sharing service. Nevertheless, providers
Economy services and providers, With respect to the future, almost also have concerns regarding their role
Austrians want to be reassured that two third of Austrians expect the job in the Share Economy market. One third
providers have sufficient insurance situation in 2030 to be changed from the of providers emphasize the uncertain
protection (e.g. in case of damages) traditional 40-hour job to having several legal situation, for example in terms of
(54% of users, 47% of all respondents) sources of income and therefore Share income tax, while further respondents
and that professionals take care of them Economy to be a long-term topic. perceive the uncertain source of income
(46% of users, 41% of all respondents). and lack of privacy as pain points worth
mentioning.
Share Economy 2017 23Share Economy 2017 – Country Deep Dive
3 Switzerland
48% have used a Share
Economy offer within the past year
52% plan to use a Share
Economy offer within the next year
49% of users are male
45% of users are between
18 and 39 years old
19% have provided a Share
Economy offer during the last year
27% plan to provide a Share
Economy offer within the next year
€939 is on average spent
on Share Economy offers per user
31x average usage of
Share Economy offers per user
within one year within one year
Most used Share Economy offers by Swiss
Automotive and Media and Hotels and
Transportation Entertainment Accommodation
(26%) (25%) (23%)
Advantages (users perceive) of Share Economy
52% agree that Share
Economy offers a better price-
27% agree that Share
Economy providers pay more
23% agree that
Share Economy providers offer
performance-ratio attention to environmental more convenient access and
protection and sustainability availability
Disadvantages (users perceive) of Share Economy
49% raise concerns
regarding not clearly defined
29% have concerns
regarding security
29% perceive the
lack of quality standards as key
liabilities in case of issues and disadvantage
damages
24 Share Economy 2017Share Economy 2017 – Country Deep Dive
Switzerland exhibits the third of the Swiss. Machinery as well as Slightly more women adopted the
largest Share Economy market size Finance show the lowest acceptance use of Share Economy services but
of all countries in scope with an as they achieve a user rate of 6% men tend to spend more, younger
overall market size of €3.3bn and each. Regarding next year even more and better educated people tend to
an expected growth rate of 20%. Swiss plan to take advantage of Share spend more.
According to the data, with a sample size Economy offers, which will raise user With a user share of 51% slightly more
of 500 the market size of Share Economy share by +4%pt across all industries. women utilize Share Economy in
services in Switzerland is estimated at The strongest increase in user rate can Switzerland which is primarily driven
€3.3bn. Based on these results, it ranks be expected for Retail and Consumer by the industry Retail and Consumer
third after Germany and Turkey. The Goods (+8%pt.) followed by Hotels Goods (60%). The Services sector
leading sectors Finance and Hotels and and Accommodation and Services with shows a balanced gender breakdown,
Accommodation account for more than +6%pt. Machinery will raise user share however the remaining industries show
62% of the overall market and have by +4%pt., Finance and Automotive by higher male user rates. Especially in
individual market sizes of €1.1bn and 3%pt. Media and Entertainment is the the industries Finance and Machinery
€0.9bn. Automotive and Transportation only industry that is planned to be used user share of Swiss men exceeds 60%.
and Retail and Consumer Goods make by fewer Swiss consumers (–3%pt.) in Despite the balanced gender distribution
up a medium market size with €0.5bn the upcoming year. among users, men are on top regarding
and €0.3bn, while Media, Services and expenditures across all industries. 65%
Machinery have each less than €0.2bn. An average Swiss user utilized Share of overall spending on Share Economy is
Economy services 31 times within the generated by men. In specific industries
The Swiss Share Economy market is last year. Media and Entertainment such as Retail and Consumer Goods,
expected to increase by 20% to €3.9bn offers show the highest usage frequency Finance, Media and Entertainment, and
in the next year. The leading Finance within the industries (41 times per user Machinery the expenditure share of
sector is expected to grow by 16% while per year). Automotive, with the second male users exceeds 70%.
the Hotels and Accommodation sector highest frequency, is used 10 times per
is likely to decrease by 1%; Automotive user per year. The remaining industries 45% of Swiss users are young adults
and Transportation is expected to show a frequency ranged between 2 and under 40 years. With regard to different
decline by 15%. Apart from Machinery, 4 times per user per year. On average, sectors, young adults are most strongly
all remaining sectors are expected to each user spent €939 on Share Economy represented at Finance (71%) ahead
increase and the highest growth might during the past year, mainly driven by of Media and Entertainment (61%).
occur in the Services sector, which Finance (€2,415) and Hotels (€555). Compared to the other countries
is expected to increase to an overall Automotive, Retail and Consumer examined, in Switzerland older users
revenue of €0.7bn. Goods and Machinery and Service are represented to an above-average
attained spending ranging between extent. Across the industries Hotels and
48% of Swiss respondents use €150 and €350 per user per year. For Accommodation, Automotive, Retail and
Share Economy services and users Media and Entertainment offers users Consumer Goods and Services almost
plan to increase their spending spent on average only €91. every fourth person is older than 60.
on Finance and Media and
Entertainment next year. For next year Swiss users plan to With regard to the education
Switzerland shows a strong utilization increase expenditures for Share background in Switzerland, there is a
of Share Economy services. During the Economy by +20%; this is exclusively balanced relation between users with
past year almost every second Swiss driven by Services (+219%) and A-level education or higher and users
respondent (48%) used relevant offers. Media and Entertainment (+24%). with a lower education level. For Retail
Regarding the specific industries Regarding industries Finance, Hotels and Consumer Goods, Finance, Media
Automotive and Transportation (26%), and Accommodation, Automotive and Entertainment and Machinery the
Media and Entertainment (25%) and and Transportation and Retail and expenditure share of high-education
Hotels and Accommodation (23%) are Consumer Goods Swiss users plan users exceeds 70%. In contrast to that
the most attractive gaining the highest to reduce expenditures by almost a Services shows not only a higher usage
user rates. Retail and Consumer Goods quarter – for Machinery a reduction of rate (70%) but also a higher expenditure
offers are used by 13%, Services by 11% –64% for the upcoming year is planned. share (54%) for users with a lower
education level.
Share Economy 2017 25Share Economy 2017 – Country Deep Dive
Swiss consumers highly value Reassuring users that providers have from the traditional 40-hour job to
higher sustainability and better sufficient insurance protection would employees relying on several sources
environmental impact of Share increase attractiveness of Share Economy of income becoming the norm in 2030.
Economy offers. for almost every second (44%) Swiss. Regarding this every second Swiss
In Switzerland people are convinced As 57% of Swiss feel concerned about the (49%) believes that Share Economy will
that they benefit from Share Economy – fact that everyone could easily become destroy jobs in traditional companies.
only one in five does not perceive a self-proclaimed expert it could also
any advantage related to relevant have a lasting effect on attractiveness to Despite the negative impact on
offers. From a user’s perspective Share guarantee users that real professionals traditional jobs 71% of current users
Economy provides numerous benefits. are taking care of them (36%). The believe that Share Economy creates a
The Swiss users as well as current attractiveness of Share Economy offers strong community as society benefits
non-users especially appreciate the would increase by a higher level of from the basic idea of sharing (78%).
improved value for money (42% price- transparency regarding prices (33%) as However 43% of Swiss expect that the
performance ratio). In that context 88% well as regarding compliance with legal character of Share Economy will change
of users are convinced that sharing is requirements (30%). in the future as the basic idea of sharing
the less expensive alternative to owning. will be totally replaced by making profit
Therefore, users trust that using Share Personal referral is a key success by the year 2030.
Economy makes specific lifestyles more factor to promote trust.
affordable (76%). Furthermore users Personal referral is an important factor In Switzerland, currently one
feel they benefit from Share Economy for Swiss users building trust in Share in every five persons provides a
utilization because relevant offers Economy offers. Therefore, 80% of users sharing service.
provide them with higher flexibility agree to be willing to test an offer if a 19% of the Swiss have provided a Share
(84%). Besides the personal advantage trusted person gives a recommendation. Economy service within the last year.
the Swiss show a strong orientation In this context it makes technologies For next year the provider rate will show
towards environmental protection and such as social media important as 62% a strong increase of +8%pt.
sustainability. 70% of Swiss value the of users claim it creates trust to see the
reduced waste of material – therefore people behind the offers. To date, the highest provider presence
66% believe that using Share Economy is identified in the industry Hotels
offers is better for the environment. Overall Share Economy companies and Accommodation (11% of Swiss),
27% of Swiss appreciate that Share are already positioned in a majority’s followed by Retail and Consumer Goods
Economy providers pay more attention mindset as serious competitors to (10%) and Automotive and Transport
to environment protection and traditional providers (70%). But of all along with Services (both 9%). Across all
sustainability which is perceived as the industries Media and Entertainment industries a rising number of providers
second highest benefit. is the only one with higher user trust can be expected for the next year.
towards Share Economy providers. In all
Unclear liability is seen as a other considered industries traditional From a provider’s perspective, the
major disadvantage which is why providers enjoy higher confidence. monetary aspect of an additional income
sufficient insurance protection Non-users show limited trust to Share (24%) is perceived as the main benefit of
could be a major enabler for Share Economy providers across all industries. providing Share Economy services. But
Economy usage. also having the possibility to pass spare
With respect to disadvantages of Share 71% of the Swiss are convinced items and time on to others is regarded as
Economy every second Swiss criticizes of the long-term success of Share a further advantage for 18% of providers.
the unclear liability situation in case Economy. Only one in every seven currently
of issues and damage (50%) followed The Swiss, users as well as current non-providing Swiss does not see any
by a lack of quality (28%) and security non-users, mainly expect that Share advantage for providing a sharing service.
(26%). In addition, 22% also consider Economy is not merely a short-term Nevertheless, providers as well as users
that worse data protection is a downside trend but will still be present in the have concerns regarding their role in the
aspect of Share Economy. 16% of Swiss distant future (71%). In Switzerland Share Economy market. 24% of providers
miss transparency regarding prices or there is also a broad consensus that criticize the uncertain legal situation, for
rather costs. Share Economy is closely linked to example in terms of income tax. Almost
societal and economic changes. In this one in every five persons perceives the
context 76% of users and 67% of current uncertain source of income and lack of
non-users support the idea that a change social benefits as disadvantages with
on the job market will lead to the shift regard to providing offers.
26 Share Economy 2017Share Economy 2017 – Country Deep Dive
4 The Netherlands
44% have used a Share
Economy offer within the past year
37% plan to use a Share
Economy offer within the next year
51% of users are male
52% of users are between
18 and 39 years old
16% have provided a Share
Economy offer during the last year
19% plan to provide a Share
Economy offer within the next year
€506 is on average spent
on Share Economy offers per user
53x average usage of
Share Economy offers per user
within one year within one year
Most used Share Economy offers by Dutch
Media and Hotels and Automotive and
Entertainment Accommodation Transportation
(35%) (18%) (10%)
Advantages (users perceive) of Share Economy
42% agree that Share
Economy offers a better price-
30% agree that
Share Economy providers offer a
27% agree that Share
Economy providers offer more
performance-ratio higher consumer benefit direct interaction between user
and provider
Disadvantages (users perceive) of Share Economy
39% raise concerns
regarding not clearly defined
33% perceive the
lack of quality standards as key
26% have concerns
regarding security
liabilities in case of issues and disadvantage
damages
Share Economy 2017 27You can also read
