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Car-Sharing: Where and How It Succeeds Chapter 3. Market Analysis Car-sharing can be called a niche product. At its December 2004 level of 61,652 members, it attracted just 0.02% of the entire US popula- tion, 0.03% of US licensed drivers, and the same proportion of urban residents. Even in countries where it has been established far longer, such as Switzerland, car-sharing membership still accounts for less than 1% of the population and 1.4% of driver's license holders. In Germany, market share at the end of 2001 was just 0.12% of licensed drivers (Schwieger, 2004). That said, car-sharing appears to have the potential to serve a far more significant proportion of the population in the United States among targeted demographic groups, and in particular neighbor- hoods. This potential can be realized by understanding the market niches where car-sharing is most attractive. This chapter focuses on identifying and analyzing these niches, at least at this relatively early stage in the development of the concept. They can be characterized in two broad ways: Demographic Markets the demographic groups that are most likely to join a car-sharing program Geographic Markets the geographic neighborhoods where car-sharing vehicles can be placed to best effect Obviously, these factors are interrelated, as the demographic char- acteristics of users will, to some extent, be correlated with certain features of the wider neighborhood. However, there are important differences. Demographic markets primarily refer to the "micro" characteristics of car-sharing users, while the geographic markets re- fer to the "macro" characteristics of the neighborhood as a whole. This chapter first discusses the different demographic markets to which car-sharing appeals, and the motivations for members to join. It presents findings from an internet survey and focus groups of car-sharing members, which examined their demographics, travel preferences, and other characteristics, including factors that moti- vated them to join car-sharing organizations. Each section concludes with a review of findings from existing literature. Page 3-1