Italians too are showing an interest in such services, becoming habitual users. Observing the number of car sharing members in Italy, individuals interested in the service has increased dramatically, passing 30,000 users in 2012 to 130,000 users in 2013.
Accordingly, the number of car sharing services has also grown, demonstrating how companies are willing to invest and provide services in order to satisfy consumer demand. Companies are investing in vehicles and apps in order to reach as many customers as possible in the major Italian cities. As a consequence of this positive trend and fast paced industry, the car sharing company Enjoy was providing almost 2,000 vehicles in the city of Milan by 2016.
Car sharing services can satisfy many needs, for instance improving or supporting local public transport. According to data, the reasons to use car sharing services may vary from having access to restricted traffic areas to integrating local public transport.
Car sharing users also agree that the service helps to reduce urban traffic and pollution and is an economic alternative compared to taxis. However due to its margins of development and rapid expansion, there are still individuals unaware of such services. According to a consumer survey, 21 percent of respondents admitted that they are not interested in such a service, while 20 percent reported that they cannot use such a service because it is absent in their city.
Concerning the user experience of car sharing platforms, users are satisfied with the electronic payment as well as the feedback systems set in order to rate car sharing service providers. Regarding the share of disservices, many users reported that the most common issues were with bookings and difficulty in finding means of transport, while 22 percent reported payment problems and incorrect billing.