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Increase Use of Uber in Older Demographic

Since its launch in San Francisco in 2010, Uber has expanded into over 500 cities around the world, with a goal to provide transportation as reliable as running water, everywhere for everyone. 

In Queensland, Uber launched in 2014 in Brisbane and has since expanded to the Gold Coast, the Sunshine Coast and Toowoomba. Riders use Uber for a variety of reasons; and each rider is different. Some riders will use Uber to get to work, others will use it to get home from a night out. As such, Uber needs to consider how it can convert consumers to choose Uber instead of alternatives such as taxis, public transport or driving. 

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The Uber app is designed to be simple for everyone to use. It is free to download through the App Stores on iOS, Android, Blackberry 7 and Windows smartphones. From there, users are required to enter their name, phone number and credit card details before requesting a trip. Uber also offers a PayPal payment option. After signing up, the user can begin to request trips, and often users are able to receive a discount for their first trip.

Uber Queensland wants to understand how it can capture more of the market in Queensland; specifically, increase its market share of the 40- to 60-year-old market. Therefore, understanding the main motivations for this market to sign up and take their first trip is important. Are their reasons for using Uber different from early adopters? Also, what barriers do they face and how significant are these barriers?

TASK: Recommend strategies to increase use of Uber in the 40- to 60-year-old market in Queensland. Your strategies should be logically sound and creative. 

Relevant reading to get you started (there are others):

  • Atkin, D. J., Hunt, D. S., & Lin, C. A. (2015). Diffusion theory in the new media environment: Toward an integrated technology adoption model. Mass Communication and Society, 18(5), 623-650. doi:10.1080/15205436.2015.1066014
  • Roy Morgan Research. (2016). The Uber Phenomenon.  Available at: http://www.roymorgan.com/findings/6658-uber-phenomenon-201602050108
  • Vishwanath, A., & Goldhaber, G. M. (2003). An examination of the factors contributing to adoption decisions among late-diffused technology products. New Media & Society, 5(4), 547-572. doi:10.1177/146144480354005
  • Zhu, G., So, K., & Hudson, S. (2017). Inside the sharing economy understanding consumer motivations behind the adoption of mobile applications. International Journal of Contemporary Hospitality Management, 29(9), 2218-2239. doi:10.1108/IJCHM-09-2016-0496

Topic 2: Encourage Participation in Cancer Screening Programs

Encouraging proactive participation in cancer screening programs is important as detection at an early stage provides an opportunity for early treatment which can be more effective in reducing illness and death resulting from cancer. Australia has three national cancer screening programs; BreastScreen Australia (breast cancer), National Cervical Screening Program (cervical cancer) and National Bowel Cancer Screening Program (bowel cancer). These tests are provided free of charge for people who are eligible. The latest participation data in Australia is presented below:

  • Although breast screening can take place routinely for women aged over 40 every two years, only 55% of the target group (women aged 50-74) participated in BreastScreen Australia in 2015-2016, with participation rates lower for Aboriginal and Torres Strait Islander women (37%) than non-Indigenous women (53%) in 2014-2015[1]
  • Only 56% of women aged 20-69 participated in the National Cervical Screening Program (NCSP) in 2014-2015[2]
  • 39% of invited people aged 50-74 participated in the National Bowel Cancer Screening Program (NBCSP) in 2014-2015; although males have a slightly higher diagnosis rate of bowel cancer, participation rates for males (37%) are lower than for females (41%)[3]

TASK: Select a target market (age and gender) and relevant cancer screening program, and recommend strategies to increase participation in the selected program. Your recommended strategies should be logically sound and creative. 

Relevant readings to get you started (there are others):

  • Queensland Health. (2015). Barriers and enablers to participation in cancer screening program: Formative qualitative research with Queensland General Practitioners. Available from: http://cairns.health.qld.libguides.com/ld.php?content_id=17295180
  • Varlow, M., Stacey, I., Dunlop, S., Young, J., Kite, J., Dessaix, A., & McAulay, C. (2014). Self-reported participation and beliefs about bowel cancer screening in New South Wales, Australia. Health Promotion Journal of Australia: Official Journal of Australian Association of Health Promotion Professionals, 25(2), 97-103. doi:10.1071/HE13102
  • Zainuddin, N., Russell-Bennett, R., & Previte, J. (2013) The value of health and wellbeing: An empirical model of value creation in social marketing. European Journal of Marketing, 47(9), 1504-1524. DOI: 10.1108/EJM-10-2011-0564

[1] BreastScreen Australia Monitoring Report 2014-2015 https://www.aihw.gov.au/reports/cancer-screening/breastscreen-australia-monitoring-2014-15/contents/summary

[2] Cervical Screening in Australia 2014-2015 https://www.aihw.gov.au/reports/cancer-screening/cervical-screening-in-australia-2014-2015/contents/table-of-contents

[3] National Bowel Cancer Screening Program: Monitoring Report 2017 https://www.aihw.gov.au/reports/cancer-screening/bowel-cancer-screening-program-monitoring-2017/contents/summary

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