Heterogeneity in users’ intention-to-use Urban Air Mobility services

Urban Air Mobility (UAM) is receiving increasing attention by the industry and the scientific community. The first commercial services are expected to be launched in a short period. However, users’ acceptance and willingness-to-use UAM should not be taken for granted and need to be carefully assessed. This study presents the results of a large-scale RP-SI (Revealed Preference-Stated Intention) survey carried out in the metropolitan area of Milan (Italy): it was designed to collect data aiming at both profiling potential UAM passengers and developing models to assess the impact of different factors on users’ intention to-use UAM services. The results obtained through hybrid ordered choice modeling analysis outlined the statistical importance of three identified latent constructs (i.e., flying concerns, propension towards technology and UAM safety concerns) in explaining the intention of using UAM services. Particularly, concerns regarding the flight or the UAM safety have been found to have a minor negative influence in the intention to use UAM compared to the user's propension towards technology which has instead a major positive influence. Moreover, a lower propensity towards embracing these new aerial services has been found in females and in those currently not traveling alone, while those traveling for business purposes or using taxis for daily travels exhibit a higher propensity towards their adoption.