Ask anyone which rideshare app they use and you will get a shrug: "Whichever is cheaper or faster." That is the reality Lyft faces. No loyalty, constant comparison shopping, and a membership product that almost no one wants. I ran a study with six American rideshare users to understand what actually drives their decisions, and why Lyft Pink is struggling to find subscribers.
The findings paint a challenging picture for Lyft. Multi-app opportunism is the norm, memberships feel like traps, and safety is non-negotiable.
The Participants
Six participants from across the United States: a medical billing specialist in Columbus, Georgia; a project manager in Springfield, Missouri; a full-time family caregiver in rural Michigan; an unemployed adult in rural South Carolina; a job seeker in rural Maine; and a vocational training student in Beaumont, Texas. Ages ranged from 26 to 41, incomes from zero to $92,000. What united them? They all use rideshare apps, and they all play the comparison game.
How Do Riders Actually Choose?
I asked participants to walk me through their actual decision process when they need a ride. The pattern was remarkably consistent.
Everyone opens both apps. Every time.
Madison from Missouri, a project manager with a toddler, explained her process: "I open Lyft and Uber side by side. I check the total price including fees, the ETA, and the driver rating. Whichever wins on price gets my business, as long as the ETA is within a few minutes."
The decision framework across all participants:
Total price comparison including all fees, not just the base estimate
ETA within acceptable range usually 5-10 minutes is fine
Driver rating check with 4.8+ as the threshold
Vehicle type verification matching the photo and description
Surge awareness waiting if prices are elevated
Key insight: Rideshare is a commodity market. Riders are sophisticated comparison shoppers who will switch platforms over a few dollars.
Would Anyone Pay for Lyft Pink?
Lyft Pink offers monthly subscribers discounts on rides and priority pickup. I asked participants directly: would you consider paying for a rideshare membership?
The answer was nearly unanimous: no.
Sydney from Michigan, a family caregiver managing on $1,800 a year, was clear: "A monthly fee means I am paying even when I do not ride. That math does not work for me. I might use Lyft four times in a good month, zero times in a bad one."
The objections clustered around several themes:
Unpredictable usage means monthly subscriptions feel like waste
Lock-in anxiety not wanting to be trapped when the other app might be cheaper
ROI calculation showing casual riders rarely break even on membership fees
What might work instead:
Short-term passes (24-hour, weekend, week-long) that riders can buy when they know they will use them
Earn-in benefits that accumulate with rides rather than requiring upfront payment
Safety bundles that package premium safety features with ride credits
Key insight: Standing monthly memberships do not match how most people use rideshare. On-demand, short-term passes would better align with sporadic usage patterns.
What Would Make Riders Feel Safer?
Safety is the topic that generates the most passionate responses. I asked participants what features or policies would make them feel significantly safer.
The answers were specific and demanding.
Naomi from Georgia, a medical billing specialist and foster parent, listed her requirements: "PIN-to-start so I know I am getting in the right car. Driver selfie verification before every shift. Route lock so I can see if we are going off-course. And one-tap access to a live human within 60 seconds."
Safety features participants demanded:
PIN-to-start verification confirming the rider-driver match
Real-time driver selfie verification not just account photos from years ago
Route monitoring with alerts notifying riders if the car deviates
Live human support reachable within 60 seconds
Safety-based cancellation no fee if cancelling due to safety concerns
Key insight: Safety is not a feature category. It is a trust foundation. Riders want concrete, verifiable safety measures, not marketing language.
What This Means for Rideshare Platforms
Accept the commodity reality. Riders will always compare prices. Build for multi-app users, not loyal subscribers.
Rethink memberships as short-term passes. 24-hour, weekend, and week-long options match actual usage patterns.
Make safety features non-negotiable. PIN-to-start, real-time verification, and instant human support should be baseline.
Eliminate safety cancellation fees. If a rider feels unsafe and cancels, charging them punishes protective behaviour.
The Bottom Line
Rideshare is a utility market, not a loyalty market. Riders optimise for price, ETA, and safety in that order. The opportunity is not in locking riders in. It is in earning their trust through transparent pricing, genuine safety measures, and flexible benefits.
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What the Research Revealed
We asked real consumers to share their thoughts. Here is what they told us:
When you need a ride, what factors matter most when choosing between rideshare apps?
Madison Solis, 26, Project Manager, Springfield, MO:
I open Lyft and Uber side by side, put in my destination, and compare total price including fees, ETA, and driver rating. Whichever wins on price gets my business.
Benjamin Patterson, 27, Vocational Training Student, Beaumont, TX:
I screenshot both prices before booking. If it jumps more than a few dollars by the time I tap confirm, I cancel and try the other app.
Would you consider paying for a rideshare membership like Lyft Pink?
Sydney Carver, 27, Full-Time Family Caregiver, Rural, MI:
A monthly fee means paying even when I do not ride. I might use rideshare four times in a good month, zero in a bad one. Why would I commit to a subscription?
Crystal Dey, 41, Job Seeker, Rural, ME:
If I am paying $10 a month and riding twice, that is $5 extra per ride before the discount even kicks in. And the moment Uber is cheaper on a given day, I am switching anyway.
What features would make you feel significantly safer?
Naomi Islas, 33, Medical Billing Specialist, Columbus, GA:
PIN-to-start so I know I am in the right car. Driver selfie verification before every shift. Route lock so I see if we go off-course. One-tap access to a live human within 60 seconds.
Sydney Cobb, 40, Unemployed Adult, Rural, SC:
I have cancelled rides because the car did not match or the driver looked different. I should not be charged for protecting myself. Make safety cancellations free.