Aug 25, 2016
Uber launches new service targeting elderly Torontonians
Uber is taking steps to encourage more elderly Torontonians to use its ride-sharing service.
The ride-hailing service announced on Thursday retirement home operator Revera will be the first Canadian partner for UberCentral, a service that enables businesses to book rides on behalf of customers who do not have smartphones.
"We know that lack of transportation is a barrier to freedom and improved health for many retirement home residents," said Uber Toronto General Manager Sheldon McCormick in a statement.
Uber touted the new pilot partnership as a means for Revera's residents to get to appointments, visit families and run errands. A spokesperson for Uber told BNN the arrangement with Revera will at first only be available in Toronto, but noted "the scope could evolve."
“It seems like a smart strategy,” said Jan Dawson, who tracks Uber’s growth as chief analyst with San Mateo, California based-Jackdaw Research. “This is a sign of maturity in the ride-sharing industry. Once you get to a certain point in market penetration, you have to be smarter to grow your size”
Despite Uber’s fast growth (the company is currently valued at US$68 billion), older users have not adopted its services at the same rate as younger riders. According to the nonpartisan fact tank Pew Research, only four per cent of U.S. adults aged 65 and older have used a ride-hailing service like Uber or Lyft, compared to 28 per cent of those aged 18-29.
Beyond attracting older riders, Uber has already taken steps to increase the number of older drivers using the app. Last year, it announced a partnership with Life Reimagined, a non-profit unit of the U.S. seniors group AARP.
Reaching out to community groups could also pave the way for more elderly riders who aren't frequent smartphone users, particularly those who may face a language barrier.
Uber rolled out uberCHINESE in Toronto in April, enabling residents and visitors to choose to ride UberX with a Mandarin-speaking driver. More than 20,000 Torontonians have used the app in traditional or simplified Chinese.
