How Urban Transport Shapes Consumer Lifestyles

Business decisions should be influenced by urban mobility trends

For a long term vehicle-centric urban development was a key trend in all developed cities. In more recent years, urban mobility trends are changing as consumer lifestyles, technological innovation and environmental pressures transform some cities into less car-centric yet lively areas.

Population density is one key dimension in describing urban mobility patterns

Highly dense cities generally can have more locations with high consumer footfall, yet residents face difficulties in convenient commuting between two distant city locations. This suggest retail strategies which take into account challenges to access distant locations in the city.

Rate of vehicle ownership is another pattern describing urban mobility type

In some cities, people use cars more often, meaning car-friendly retail strategies should be adopted (e.g. outlets with car parks). Other cities are trying to deter the use of cars through increased taxes and other regulatory requirements. Retailing in such cities should take on a more car-free based model (shopping closer to home), with better pedestrian and/or public transport access.

Cities can be clustered into four key types based on their urban mobility trends, indicating varying strategies for market entry

Four city types were presented based on their level of population density and degree of car ownership. Different market entry strategies are needed for different cities. For example, in some cities which are more car centric and dense, multiple retail channels would be much more appropriate, while other cities that may be less dense, would benefit from retail options in central locations.