Consumer perspectives on the future of mobility

Drive through any major world city at rush hour, and you’ll see exciting potential for rethinking mobility. In PwC’s Voice of the Consumer Survey 2024, respondents around the world expressed impatience for that potential to turn to action. In areas such as automotive design, mass transit and overall mobility, consumers are eager for innovative changes.

Our survey shows the need for smarter policies and regulations, and—critically—a better mobility user offering. For public transport, that means reliable service and seamless experiences. Nearly three-quarters of consumers say they would be willing to use public transport if there were improved infrastructure, and six in ten support a car-free city centre and drone deliveries to reduce road traffic.

One key finding from the 2024 survey is that while the internal combustion engine is becoming less popular, 89% of surveyed consumers say they will continue driving over the next three years. The type of car they choose is changing rapidly: 47% of respondents say they would consider a hybrid vehicle (including 8% who already own a hybrid or EV). In a separate question, 32% say they would consider an electric vehicle. Another 16% say they have not yet considered these lower-carbon options.

Concern about climate change is a major influence on those purchasing decisions. Eighty-five percent of consumers are worried about climate change to some extent, and 28% are worried on a daily basis. That proportion is even higher for millennials, of whom 32% say they worry about climate change daily.

Climate-conscious consumers—those who say they have experienced the impacts of climate change and worry about it daily—have an even greater appetite for a hybrid or EV, with 82% saying they would consider one of these cars over the next three years (compared with roughly 70% for the full group).

Our research also reveals some optimism for autonomous vehicles. Roughly one in four respondents say they are highly comfortable with autonomous vehicles for commuting, goods delivery and local travel.

In terms of demographics, older generations are less likely to consider a hybrid or EV, and less likely to be comfortable with autonomous vehicles. Meanwhile, gen Z consumers are more likely to say they don’t plan to drive. On a regional basis, respondents in the Asia-Pacific region show the greatest appetite for EVs (77%) as compared with the global average of 70%. We found high hybrid or EV appetite in Vietnam (85%), India (85%), Indonesia (84%) and China (83%).

Another key finding is that consumers are eager to find solutions to traffic problems. Nearly three-quarters say that they would use public transport if their area had better infrastructure. Nearly 60% say they would support a car-free city centre. A similar share say that they would trust drones to deliver their packages in order to reduce road traffic. And nearly half would even pay a congestion tax to help reduce city traffic.

The agreement levels were higher for millennials, who are more likely to plan not to drive (15%, as compared with 12% of overall respondents), as well as more likely to be concerned about climate change.

It is our view that these findings highlight the need for proactive government measures. Market forces alone likely won’t lead to broad adoption of more sustainable and convenient mobility. Increased adoption of EVs and hybrids, for example, could be spurred by accessible and available charging networks, standardisation of adapters across car models, and streamlined payment systems.

Elsewhere, governments can speed the development of autonomous vehicles by offering financial incentives for companies developing technology and providing controlled testing environments. Governments can also communicate the potential advantages of autonomous vehicles to the public, especially for straightforward applications such as shuttles operating on fixed routes.

Similarly, city planners need to look beyond traditional street designs to develop more livable, pedestrian-friendly downtown areas. Often, this requires factoring in the externalised costs of privately owned vehicles in cities, such as time spent sitting in traffic, CO₂ emissions and parking.

Some traditionalists may resist such measures, but they are crucial in designing more livable cities, more efficient transportation and a healthier planet. Mobility is a key area in which government action can have a significant impact on citizens’ day-to-day experience. In that way, it can reinforce—or damage—trust in government.