Uber is set to launch a new feature in the United States that allows women riders to match exclusively with women drivers, aiming to enhance safety and comfort for female users. This initiative, known as the Women Preferences feature, will be piloted in Detroit, Los Angeles, and San Francisco in the coming weeks.
Background and Global Implementation
The Women Preferences feature was first introduced by Uber in Saudi Arabia in 2019, following the country’s decision to grant women the right to drive. Since then, the feature has been expanded to 40 countries, including Argentina, Brazil, Canada, India, and Mexico. The upcoming U.S. pilot marks a significant step in Uber’s ongoing efforts to address safety concerns and improve user experience for women on its platform.
How the Feature Works
Women riders can set a preference within the Uber app to be matched exclusively with women drivers. When a female rider requests a trip, an option labeled women drivers will appear. If the wait time is longer than expected, the rider has the option to select another ride. Similarly, women drivers can activate the women rider preference setting, allowing them to receive trip requests solely from women riders. This setting can be toggled on or off at the driver’s discretion.
Addressing Safety Concerns
Safety has been a longstanding issue in the ride-hailing industry, with reports of sexual assaults and physical attacks raising concerns among users. Uber’s latest U.S. safety report indicated 36 physical assault fatalities in 2021 and 2022. Although these incidents represent a small fraction of the 1.8 billion trips completed during that period, they underscore the need for enhanced safety measures. In response, Uber has implemented features such as verified rider badges and options for audio and video recording during rides.
Encouraging Female Participation
The introduction of the Women Preferences feature also aims to attract more women to join Uber as drivers. Currently, women constitute about 20% of Uber drivers in the U.S. By providing an option for women drivers to match exclusively with women riders, Uber hopes to create a more comfortable and secure environment, thereby encouraging more women to consider driving for the platform.
Industry Trends and Comparisons
Uber’s move follows similar initiatives by competitors. In September 2023, Lyft introduced the Women+ Connect feature in five U.S. cities, allowing women and nonbinary drivers to set a preference for picking up only women riders. This feature was designed to address safety concerns and attract more women drivers to the platform.
Conclusion
The pilot of the Women Preferences feature in the U.S. represents a significant step in Uber’s efforts to enhance safety and comfort for women using its platform. By allowing women riders and drivers to match exclusively with each other, Uber aims to address longstanding safety concerns and encourage greater female participation in the ride-hailing industry.
