Source page: McKinsey & Company
Commentary
On the move
Mobility | Automotive
April 5, 2023 – Evolving consumer sentiment will play a key role in steering the mobility sector, according to partners Kersten Heineke and Timo Möller. An emerging array of consumer personas—from micromobility enthusiasts to eco-conscious travelers—could affect spending on and use of vehicles in the next decade.
To read the article, see “Future mobility 2022: Hype transitions into reality,” March 10, 2023.
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Visual form
Sankey flow diagram.
Layout / body structure
The visual is organized as a two-column comparison, with today on the left and the projected mix in ten years on the right. Reader follows the flows horizontally from one set of driver archetypes to the other.
What is being compared
It compares the distribution of mobility consumer personas now versus the expected distribution in ten years, covering archetypes such as car fanatics, mobility traditionalists, objectively car-dependent travelers, multimodal urbanists, net-zero enthusiasts, micromobility enthusiasts, and mobility innovation pioneers.
Measurement system
The measure is percent share of all drivers, so the width of each stream and the percentages printed beside each segment show how large each persona is in the total mix.
Visible structure inside the graphic
Each persona appears as a horizontal band on both sides, and the colored flows connect present-day segments to future ones. One bright band highlights the eco-conscious car complementor group, while the darker flows around it show the shrinking or shifting shares of the other personas.
Main takeaway from the visual
The standout movement is the expansion of the eco-conscious car complementor segment, while several more traditional car-centered groups narrow. The page reads as a shift away from a heavily conventional mobility mix toward a more varied and sustainability-aware set of travel behaviors.
Key standout values or extremes
The eco-conscious car complementor segment grows from 6 percent today to 20 percent in ten years. Mobility traditionalists fall from 32 percent to 20 percent, objectively car-dependent travelers fall from 26 percent to 13 percent, and multimodal urbanists rise from 8 percent to 17 percent.
Controls / sequence, when applicable
This is a static chart image with no in-chart controls to operate.
Companion media, when applicable
There is no separate companion audio or video; the chart image is the full visual on this page.