What do medicine, batteries, and forgotten anniversary gifts have in common? They are the most likely items consumers will want delivered by drone once that service is available. At least, that’s the verdict from the consumers I surveyed in August and September of this year. In my post Drone Delivery: How Much Would You Pay?, I ran a poll with three simple questions:What’s the maximum amount you would be willing to pay for a package delivered by drone? Which of ten items would you want delivered in 30 minutes? Under what circumstance would you need something so quickly that you’d pay top dollar for it?
These are the topline results. You can see the companion summary presentation with more complete graphs and charts of the data here.
The max you’d pay? First, I wanted some base data on how much people would pay for drone delivery. So, I asked if consumers were willing to pay for the service and whether they wanted to pay a flat fee or a percentage of the price of their purchased items. More than three-quarters of respondents (82%) told us they would be willing to pay (vs. 18% who said they wouldn’t), and the largest majority of those who’d pay (62%) said they would prefer paying a percentage of the item’s purchase price (vs. 18% who said they would rather pay a flat fee).
When we asked those who were willing to pay for the service how much they would be willing to pay, we saw big differences in preference. For instance, as I mentioned, only 18% of respondents said they’d prefer a flat fee, and 80% of those people said they wouldn’t pay more than US $50 for delivery. That’s not a lot more than express overnight delivery fees. I doubt these consumers will be using fixed charge drone delivery services.
For those respondents who indicated they’d pay a percentage of an item’s price, more than half (51%) said they would pay up to 10% of an item’s purchase price. Most of the rest (43%) said up to 20%, and only 6% said up to 30%. It seems that a percentage charge could leave a delivery service with losses if the delivered items aren’t high priced.
Items you’d want delivered? Second, I was curious to know what items consumers would likely purchase and want delivered by drone. I reviewed online shopping trends to find most popular product categories and top purchase drivers – keeping in mind the items had to fit the following drone delivery requirements:The order must be small enough to fit in the drone’s cargo box The items must weigh less than 5 lbs.
There were clear winners and losers in the list of items consumers would want delivered in 30 minutes or less (see Figure 1).
FIGURE 1 – Which of 10 Items Would You Want Delivered in 30 Minutes?