What question did this study set out to answer?

To investigate whether consumers treat ride-hailing as a commodity by comparing multiple platforms and to determine how behavioral stickiness affects platform competition.

August 16, 2026Manufacturing & Service Operations ManagementOpen Access

Customers’ Multihoming Behavior in Ride-Hailing: Empirical Evidence from Uber and Lyft

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Authors

SCSandeep ChitlaNew York University MCMaxime C. CohenMcGill University SJSrikanth JagabathulaNew York University

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Implication

Empirical modeling study reveals low multihoming rates among ride-hailing consumers, indicating that early targeting and consideration set inclusion substantially enhance market share.

Key Points

To investigate whether consumers treat ride-hailing as a commodity by comparing multiple platforms and to determine how behavioral stickiness affects platform competition.
Analyzed a panel dataset containing over 1.4 million rides completed by 162,000 riders in New York City in 2018 across both Uber and Lyft.
Formulated a dynamic structural choice model incorporating price, wait times, Bayesian belief updating, platform stickiness, and customer consideration set formation.
A total of 83.4% of riders used only a single platform, and the remaining 16.6% considered both platforms on only 43.4% of choice occasions.
Targeting promotions to customers earlier in their lifecycle increases market share by 77.56% compared with standard discounting.
Directing discounts toward customers with low search friction yields a 24.78% increase in market share relative to targeting those with high search friction.

Cite This Study

Chitla et al. (2026) studied this question.

synapsesocial.com/papers/6a8178fcf2fb91fc834ac1ee https://doi.org/10.1287/msom.2023.0575

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Implication

Empirical modeling study reveals low multihoming rates among ride-hailing consumers, indicating that early targeting and consideration set inclusion substantially enhance market share.

Customers’ Multihoming Behavior in Ride-Hailing: Empirical Evidence from Uber and Lyft

Discussion

Member takes

Implication

Key Points

Cite This Study

Customers’ Multihoming Behavior in Ride-Hailing: Empirical Evidence from Uber and Lyft

Discussion

Member takes

Implication

Key Points

Cite This Study

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