La falta de confianza puede afectar a la economía colaborativa

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CLAVES:

  • La tendencia de la economía colaborativa se ha estancado, pudiendo incluso descender a un 10% en 2018 y hasta un 7% en 2020.
  • Una de las principales barreras es la confianza, tan sólo un 9% de los usuarios dijo que estos servicios eran “muy confiables” y alrededor del 22% opinó que eran “algo confiables”.
  • Los millennials son los principales impulsores de la tendencia, confían más en ella y participan activamente tres veces más que los mayores de 35 años.
  • Sin embargo, tan sólo aquellas compañías que entiendan el comportamiento del cliente y sus expectativas a la hora de crear estrategias de fidelización podrán crecer en este mercado.

La economía colaborativa tuvo un crecimiento muy llamativo en sus primeros años, sin embargo, durante 2017 parece haberse estancado y las previsiones dicen que sufrirá un descenso en los próximos años. Un estudio realizado por Maru MatchBox llamado “The battle for trust and the sharing economy” investiga las posibles causas y desarrolla el por qué los millennials son los mayores impulsores de esta economía.

[section label=”La economía colaborativa descenderá llegando a un 7% en 2020″ anchor=”La economía colaborativa descenderá llegando a un 7% en 2020″]

La economía colaborativa descenderá llegando a un 7% en 2020

El crecimiento de la economía colaborativa entre 2014 y 2015 fue llamativo. Sin embargo, de acuerdo con una previsión realizada por eMarketer, esta tendencia descenderá llegando a un 10% en 2018 y hasta un 7% en 2020.

De hecho, según datos de 2017, la economía colaborativa este año no está teniendo un crecimiento tan acentuado como en los anteriores, exceptuando los servicios relacionados con la movilidad como Uber y Lyft, y se ha encontrado un descenso respecto a 2015 en los servicios de crowdfunding.

Infographic (10
Fuente: Vecdis. Datos de Maru MatchBox.

La economía colaborativa se originó durante la crisis y según los expertos “Con la crisis, tanto la económica como la de confianza en las grandes instituciones y empresas se ha visto afectada, la gente ha empezado a buscar maneras diferentes de cubrir sus necesidades diarias. La red ha hecho que además sea mucho más fácil, más barato y más sencillo acceder a esos bienes. Los propios consumidores ofrecen sus servicios y sus productos para cubrir las necesidades del día a día, ya sea un viaje en coche a un lugar o una habitación para pasar las vacaciones. A eso se suma que la filosofía detrás de todo esto es diferente a la del consumo tradicional: de entrada, lo que se está comprando es muchas veces la experiencia. La filosofía de Airbnb y sus competidores es la de permitir ‘vivir como un local’”.

Pero, ¿Cuáles son las barreras a las que se enfrenta esta tendencia? Una de las más importantes es la confianza. De acuerdo con el estudio, tan sólo un 9% dijo que estos servicios eran “muy confiables” y alrededor del 22% opinó que eran “algo confiables”, hay que tener en cuenta lo que esto supone, ya que cuando la confianza es alta, el uso del servicio lo es también –y viceversa– y esto puede recaer directamente en la fidelidad. Siguiendo con los datos del estudio, el 31% piensa que compartir un coche o alquilarlo a corto plazo (28%) es digno de confianza y lo mismo para el préstamo de un coche (17%). Pero incluso servicios ya implantados desde hace años como es el caso de eBay, generan desconfianza.

Infographic (4)
Fuente: Vecdis. Datos de Maru MatchBox.

Otra barrera a tener en cuenta es la sensación de inseguridad: Entre un tercio y un cuarto de los estadounidenses no se sienten seguros ante la economía colaborativa, sobre todo cuando implica préstamos de dinero, donde cerca de la mitad no le prestaría dinero a alguien que no conoce, viendo incluso más atractiva la idea de tirarlo. Sin embargo, esta tendencia puede cambiar, como ocurrió en China con los préstamos P2P.

De acuerdo con The Economist, “los préstamos P2P aumentaron 28 veces desde los 30.000 millones de yuanes a principios de 2014 hasta los 850.000 millones de yuanes de hoy“.

[section label=”Los millennials serán los que impulsen la economía colaborativa” anchor=”Los millennials serán los que impulsen la economía colaborativa”]

Los millennials serán los que impulsen la economía colaborativa

Todos estos datos no quieren decir que la economía colaborativa vaya a caer en el olvido. En la economía colaborativa la brecha generacional es llamativa, podría decirse que los millennials son los principales impulsores de la tendencia, confían más en ella y participan activamente tres veces más que los mayores de 35 años.

Por tanto, quienes deciden usan Uber, Airbnb, BlaBlaCar o plataformas de crowsourcing son en su mayoría millennials. Así, un 32% de los millennials dijo haber utilizado servicios como el de Uber, mientras sólo un 12% de los encuestados de más de 35 años afirmó que era usuario de la aplicación, otro 50% de ellos compró bienes frente al 36% de más edad, un 32% se hizo con productos artesanos mientras que tan sólo un 11% de mayores de 35 años lo hizo y, por último, un 30% reservó alojamiento de economía colaborativa, frente a sólo un 11% de las generaciones anteriores.

Infographic (6)
Fuente: Vecdis. Datos de Maru MatchBox.

Sin embargo, el 39% de los usuarios dicen haberse sentido inseguros, habiendo experimentando uno de cada diez un mal servicio. Esto puede ser muy peligroso para las compañías, ya que para estos usuarios las emociones que les transmite la marca y el producto son vitales para mantener la fidelidad. Aun así, parece que el compromiso con la economía compartida se mantiene.

¿A qué se debe este compromiso? Básicamente, los millennials utilizan la economía compartida por dos motivos principales: tiempo y dinero. La mayor parte de los miembros de esta generación piensa que estos servicios son fáciles de usar y les ayudan a ahorrar dinero frente a los usuarios de más de 55 años, que tan sólo el 38% de ellos piensan que les ayuda a ahorrar y el 29% lo considera fácil. Además, el pago por aplicaciones móviles o mediante la web aumenta la fidelidad de un 69% de los usuarios frente al 22% de los mayores de 55 años.

Hay que tener presente que para los millennials ha cambiado el concepto de lo que se consideraría ser propietario de un bien, por tanto, es de esperar que les resulte más fácil modificar el acceso a determinados bienes y servicios. El nuevo concepto para el 57% de los millennials se define como el simple hecho de poder acceder al servicio o al producto y para un 81% el hecho de poder compartir es una manera de que los bienes y servicios sean más baratos y por tanto más accesibles, de acuerdo con un estudio de PwC.

[section label=”La confianza es la clave para el desarrollo” anchor=”La confianza es la clave para el desarrollo”]

La confianza es la clave para el desarrollo

Sin embargo, aquellas compañías que piensan que el problema de confianza sólo se reduce a las empresas dedicadas a la economía colaborativa están equivocadas, ya que desde hace años la confianza percibida de las grandes organizaciones ha sufrido un descenso considerable. Bien es cierto que en esta industria la generación de confianza es más complicada, y requiere una profunda investigación por parte de las empresas del sector para tratar de que los usuarios la perciban como segura y así aumentar su fidelidad. Basándose en la idea de que el aprendizaje es un proceso evolutivo, se ha de tener en cuenta flujos de aprendizaje para la construcción de la confianza, la innovación y la experiencia del cliente. Por tanto, las compañías tienen que enfocar sus programas pensando en las necesidades del cliente.

Hay que tener en cuenta que en la economía colaborativa es muy importante la interacción entre los usuarios de la plataforma. Por lo que hay que enfocarse además en cómo vendedores y compradores se relacionan a través de la plataforma y el servicio. Por ejemplo, Airbnb descubrió que la fidelidad de un anfitrión en parte se debe a la foto que escoja. Aquellos que escogen fotografías que el usuario determina como más confiable pueden ofrecer un mayor precio sin que la probabilidad de reserva descienda. Esta clase de hallazgos son claves en esta economía. Investigadores del Instituto Karlsruhe de Tecnología de Alemania han propuesto un modelo de interacción “3P: peer, platform, product” en la economía compartida.

En este contexto, las plataformas no sólo tienen que parecer dignas de confianza para generar negocios, sino también tener en cuenta y gestionar las percepciones recíprocas de sus usuarios, así como de los recursos intercambiados en la plataforma. Entender el papel de la confianza de una manera más refinada permitirá a los investigadores explorar aún más la mecánica del comportamiento de la economía compartida y también guiar a los profesionales en la creación de mercados. Por lo tanto, la investigación futura debe centrarse en cómo construir y mantener la confianza en la configuración del mercado peer-to-peer, así como en los antecedentes e influir en los factores de confianza entre los usuarios, la plataforma y el producto.” Concluyeron los investigadores del estudio 3P.

Hoy día la confianza es clave para la fidelización del cliente y el desarrollo del mercado, en el caso de la economía colaborativa este proceso es lento, ya que a pesar de que los millennials son más confiados, dirigirse únicamente a un sector del mercado puede limitar mucho su desarrollo. Tan sólo aquellas compañías que entiendan el comportamiento del cliente y sus expectativas a la hora de crear estrategias de fidelización podrán crecer en el mercado.

MARU MATCHBOX. The battle for trust and the sharing economy. Marzo de 2017 [consultado 26-05-2017]. Disponible en: http://resources.marumatchbox.com/hubfs/The_Battle_for_Trust_and_the_Sharing_Economy.pdf

EMARKETER. No One Is More Into the Sharing Economy than Millennials. 19 de mayo de 2017. [consultado 26-05-2017]. Disponible en: https://www.emarketer.com/Article/No-One-More-Sharing-Economy-than-Millennials/1015886

PWC. The sharing economy. 2014. [consultado 26-05-2017]. Disponible en: https://www.pwc.com/us/en/technology/publications/assets/pwc-consumer-intelligence-series-the-sharing-economy.pdf

MARKETING DIRECTO. Los millennials son los que más utilizan servicios de economía compartida. 21 de mayo de 2017 [consultado 26-05-2017]. Disponible en: https://www.marketingdirecto.com/marketing-general/tendencias/millennials-mas-utilizan-servicios-sharing-economy

PUROMARKETING. Economía colaborativa: Cómo los millennials han cambiado el consumo. 22 de mayo de 2017 [consultado 26-05-2017]. Disponible en: http://www.puromarketing.com/88/28805/economia-colaborativa-como-millennials-han-cambiado-consumo.html

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