Summary of our market study

In the UK, awareness of e-scooters is high, with 90% awareness among the public and 53% claiming some level of knowledge. Users are predominantly male (71%) and under 35 years old (74%). Safety concerns are prominent, with 53% mentioning safety-related disadvantages, yet 69% see benefits like reduced pollution. Only 9% are likely to buy, and 15% to rent an e-scooter. The UK market has 18,000 e-scooters for hire across 51 English towns and cities, the market nearly doubled from 3,099 units in December 2020 to around 5,700 by February 2021.

Globally, the electric scooter market was valued at USD 19.6 billion in 2021 and is expected to grow at a CAGR of 7.3% to USD 29.9 billion by 2028, with the Asia Pacific dominating. The COVID-19 pandemic influenced usage, with 58% at Wave 1 more likely to rent due to safety concerns about public transport, but as restrictions eased, usage patterns shifted with some returning to pre-pandemic transport choices.

Evolving E-Scooter Landscape in the United Kingdom

The United Kingdom has witnessed a burgeoning interest in e-scooters, particularly highlighted by a series of trials and surveys analyzing the public's attitude towards these electric vehicles. As e-scooters emerge as a popular mode of transportation, there is an inclination towards understanding the demographics of users, reasons for use, and the perception of their advantages and disadvantages. Around half of the UK population claims to have some knowledge of e-scooters, with awareness being notably higher among men, individuals under the age of 55, urban dwellers, and those from higher social grades. 

In contrast to the evenly spread percentage representation of ethnic minorities among users and the general adult population, there is a skew toward younger users, where the 16 to 34 age group constitutes about three-quarters of e-scooter users. Interestingly, individuals with lower incomes were more likely to be regular users, bringing to light economic considerations in transport choices. E-scooters are primarily used outside of traditional rush hours, with use distributed throughout the day and into the evening. It is reported that more than half of the respondents would use an e-scooter as their sole mode of transport to reach their destination. Most people use e-scooters with a specific destination in mind, and half also find them enjoyable for recreation.

Despite the array of perceived advantages like environmental benefits, speed, and convenience, there is a significant portion of the population that recognizes potential drawbacks, predominantly concerns around safety for both riders and pedestrians. The likelihood of individuals purchasing or hiring an e-scooter is modest, hovering around 9 percent for purchasing and about 15 percent for hiring, with men and urban residents displaying a slightly higher propensity towards both acquiring and renting e-scooters. The UK market for shared e-scooters has seen significant growth, nearly doubling from the start of December 2020 to February 2021, with an estimated number of vehicles available for hire reaching between 5,000 and 6,000. These vehicles are operated by around 12 companies across numerous areas in England, with the largest share being overseen by market players like Voi. The pandemic has dynamically influenced usage patterns and perceptions.

Dominant Forces in the UK's E-Scooter Rental Landscape

Navigating through the lanes and bylanes of England's towns and cities, one can witness a growing fleet of electric scooters, marking the rapid expansion of a new and eco-friendly mode of transportation. In the forefront of this burgeoning industry are 12 pioneering companies that have positioned themselves strategically across 51 English locales. Scotland, Wales, and Northern Ireland remain spectators, not yet participating in the trial programs.

One company that stands out is Voi, brandishing its bright and easily recognizable coral-hued e-scooters. As the second-largest provider, Voi has carved a significant niche in the market, enticing riders with the promise of a fun, fast, and carbon-footprint-reducing journey, and it's not alone in the race. Together, these companies have amassed a staggering arsenal of approximately 18,000 e-scooters, all readily accessible for short-term hire. Their collective presence signifies a robust commitment to altering the urban transit scene, although it does highlight the nascent state of the market – only two trials have concluded thus far. Each company is vying to become the go-to choice for the environmentally conscious and tech-savvy commuter, looking to skirt around congested streets and reduce their ecological impact. The competition among these 12 market players has sparked a spectrum of options for users, with each brand aiming to offer the most reliable, user-friendly, and accessible service.

Through mobile apps and strategically placed docking stations, access to these e-scooters has never been easier, leading to a small but defining shift in the way residents and visitors alike are experiencing city travel. As regulations evolve and e-scooter usage becomes an ingrained feature of urban mobility, these main players in the market are not just service providers but pioneers of a transport revolution, each with a shared vision of greener, more efficient, and convenient urban travel. The likes of Voi and its contenders are not merely moving people - they're propelling cities towards a more sustainable future.

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Summary and extracts

1 Market overview

1.1 Definition and presentation *

An electric scooter is considered a gait throttle (not an actual means of transportation) and consists of a platform on which to rest one's feet, two wheels with suspension, a T-shaped handlebar with a throttle and possibly a hand brake.

This market can be segmented according to the type of scooter user, there are:

-Users who own a scooter;

-Users who use self-service rental solutions.

The global electric scooter market was valued at $19.6 billion in 2021 and is expected to reach a value of $29.9 billion by 2028.

The Department for Transport (DfT) is coordinating regulated trials that allow people in certain areas of England to rent an e-scooter. There are around 18,000 electric scooters available for short-term hire in the UK – 12 companies are operating in 51 towns and cities, all in England. Scotland, Wales and Northern Ireland did not join the trial programme.The UK’s shared e-scooter market has nearly doubled in size since December 2020. 

 

1.2 Global Market

The global electric scooter market was valued at USD **.* billion in **** and is expected to reach a value of USD **.* billion by ****. The global market is expected to grow at a compound annual growth rate (***) of *.*% during the forecast period.

Asia Pacific held the largest market share in ****, with a share ...

1.3 UK Market

The Department for Transport (***) is coordinating regulated trials that allow people in certain areas of England to rent an e-scooter. The first trial started in July **** and a total of ** trials across ** areas have been implemented. By the end of December ****, ** trials remained in operation across ** areas, delivered by a total ...

1.4 Covid Impact

Thanks to the report of the evaluation of e-scooter rental trials in England, commissioned by the Department for Transport (***), we analyzed how the pandemic changed the user perceptions of the e-scooter It includes data collected between July **** and the end of December ****

At Wave * of the user survey, more than ...

2 Demand analysis

2.1 Knowledge and awareness of e-scooters in UK

In ****, the Department for Transport (***) commissioned Kantar’s Public Division to carry out a nationally representative survey of public attitudes and behaviours in relation to e-scooters.

There was a moderate level of knowledge of e-scooters: half of respondents (***) claimed to have some degree of knowledge. Within this, **% knew a lot or ...

2.2 E-scooter riders: who uses e-scooters and why

One in ten residents reported having rented an e-scooter in their local trial area. Of those who had not rented an e-scooter, nearly two thirds expressed a lack of motivation or interest (***)

E-scooters users were predominantly male and under the age of **. In the demographic survey, **% of users identifiedas male, compared to **% of the adult population of England. ...

2.3 Advantages and disadvantages of e-scooters

Seven in ten respondents (***) said there were no advantages and **% answered ‘don’t know’.

The most commonly mentioned advantage was reduced pollution/better for the environment (***). Thirteen per-cent thought e-scooters were fun to ride; **% mentioned they were easy/convenient for short journeys; **% thought that e-scooters were easy to use; and **% thought ...

2.4 Likelihood of buying or hiring an e-scooter

Overall only a minority of respondents (***). v Certain demographic groups were more likely to hire or buy an e-scooter in the future:

Men (***) Those living in urban areas (***) There was a pattern of decreasing likelihood to buy or rent by age (***) 

Likelihood of hiring an e-scooter UK, ****, in % Source: ****

Likelihood of ...

2.5 Key Figures

Key insights about the demand:

**.* million rental e-scooter trips were made up to the end of December **** since the start of the trials. October **** was the busiest month, with *.* million trips made (***). By December ****, an average of **,*** rental e-scooters were available per day acrossEngland, a figure which had levelled during autumn ****. The number of ...

2.6 Geographical distribution of demand

The largest trial by demand for the month of December **** was WECA, with over ***,*** trips made. Around ***,*** trips were made during October **** (***). This was almost three times the number of trips made in the second-placed trial, North Northamptonshire.

Local stakeholders in WECA suggested that this was because the scheme remained broadly ...

3 Market structure

3.1 Main players in the market

There are around **,*** electric scooters available for short-term hire in the UK – ** companies are operating in ** towns and cities, all in England. Scotland, Wales and Northern Ireland did not join the trial programme. Just two trials have closed so far. 

Voi is the second biggest operator in Europe, but dominates the ...

3.2 Geographical distribution of e-scooters

There are currently just over **,*** scooters for hire, in *** square miles across ** trial areas. This is just *.* per cent of the UK’s land area but now includes ** per cent of its residential adult population – over five million people – as the sharing trials are overwhelmingly focused on urban areas (***).

London is ...

3.3 Most wished e-scooters brands

It is also interesting to analyse the most desired e-scooter models although the market for private e-scooters is small since you can buy e-scooters but you cannot drive them in public places in UK. 

Below you will find the ranking of the most desired models on  Amazon at the **/**/****

4 Offer analysis

4.1 Characteristics and prices of private e-scooters

Below is an analysis of the features and prices of private e-scooters

Xiaomi Pro * :  ***£

Key specs -  Range: ** miles; Top speed: **.*mph; E-scooter weight: **.*kg; Maximum rider weight: ***kg; Charge time: *hrs **mins; Motor power: ***W

Pure Air: ***£

Key specs – Range: **.* miles; Top speed: **.*mph; E-scooter weight: **kg; Maximum rider weight: ***kg; Charge ...

4.2 Prices of shared e-scooter

London

Transport for London (***), Richmond upon Thames, Southwark, Tower Hamlets and Westminster.

For Lime, it costs £* to start each e-scooter journey, with a **p/min fee thereafter. If you opt for an e-bike, there’s a £* start cost and the journey costs **p/min.

TIER : there’s a similar £* start fee, ...

4.3 Trends and possible future improvements

Operators reported that tailoring the scheme to the needs of local people had helped to attract users. In Newcastle, the operating zone was designed to include hospitals and universities, with free passes offered to key workers during the severe COVID-** restrictions of the winter of ****, when the trial started. The operator ...

5 Regulation

5.1 Regulations

Whilst it is legal to buy and sell e-scooters, there are limitations on where they can be used. Retailers are obliged to ensure that consumers are given sufficient information when purchasing an e-scooter and are not misled. It is lawful to use e-scooters on private land with the landowner’s ...

6 Positioning of players

6.1 Segmentation

  • Lime Neutron
  • Voi mobility
  • Zipp
  • Beryl
  • Ginger
  • Dott
  • Xiaomi
  • Pure Electric

List of charts presented in this market study

  • Likelihood of buying an e-scooter
  • Likelihood of hiring an e-scooter

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Latest news

Xiaomi prepares its grand entrance into the automotive world - 22/11/2023
  • Xiaomi will launch its first electric vehicle model early next year.
  • The vehicle will be a five-seat sedan.
  • The car, dubbed "SU7", will be powered by batteries from CATL or BYD. Xiaomi has partnered with several manufacturers, including BAIC.
  • The vehicle could be manufactured in a new Xiaomi factory on the outskirts of Beijing, which would have an initial annual production capacity of 150,000 units.
  • Huawei, seeking to diversify its activities, has also entered the automotive sector.
15.000 Parisian scooters on the move - 02/08/2023
  • 15,000 scooters operated in Paris by Dott, Lime and Tier Mobility.
  • Lime plans to transfer its fleet to Lille, Copenhagen, London or Germany, and to maintain a fleet of 10,000 bikes in Paris.
  • Dott has withdrawn 5,000 scooters from Paris at a rate of 500 a week, which will be sent to Bordeaux, Belgium or Tel Aviv.
  • Tier Mobility will transfer a third of its fleet to 80 communes in the Île-de-France region, while the rest will be sent to Germany or Poland.
  • Paris is the first European capital to completely ban self-service scooters.
Xiaomi: 18.9% drop in sales - 24/05/2023
  • Telephony market decline in China in Q1 2023: 11% (according to Canalys)
Xiaomi lays off 10% of its workforce - 20/12/2022
  • The world's third-largest smartphone manufacturer is laying off 10% of its 35,000-strong workforce
  • only Chinese employees affected
  • 14% of the global smartphone market
  • number two in France and number three in Germany
  • It has also had to temporarily close many of its 10,000 stores due to the Covid-19 epidemic in China
Xiaomi to overtake Apple in 2021 - 09/02/2022
  • In 2021, Xiamo overtakes Apple in smartphone sales with 23% market share in France versus 22% for Apple
  • Xiaomi comes third in the last quarter of 2021 worldwide with 12% market share
  • Apple unable to honor all requests for its iPhone 13
  • Samsung retains top spot in France
EXCLUSIVE - Lime withdraws from the Paris electric scooter market due to uncertain profitability. - 09/12/2021
  • Lime, which wanted to challenge Cityscoot, has withdrawn its fleet of bikes and scooters from Paris, one of its biggest markets worldwide.
  • The Paris electric scooter market has become a highly competitive sector with the launch of three other players.
  • The American company, which raised $418 million for its IPO, has decided to cut its losses and has left the Paris market, leaving Jump's scooters behind.
  • Present in the French capital since summer 2018, Lime won the bid for the scooters and picked up Jump's bikes in a financial deal in 2020.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Lime Neutron
Voi mobility
Zipp
Beryl
Ginger
Dott
Xiaomi
Pure Electric

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the market for electric scooters | UK

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