Consumers will be motivated by cost savings above all else – which amount to 10% of total household income (a minimum of $5,600 per year). The scale of the savings will override other factors like love of driving or vehicle ownership. The value of additional free time to work or do other things will support this. Pent-up demand for TaaS from those excluded from transport (the elderly, disabled or those on lower-incomes), the replacement of current taxis and ride-hailing networks, and early adopters will ensure TaaS demand gets a fast start.