Ride-hailing Insights across 30 countries

Written by

Phuong Doan

A marketing professional focused on transforming insights into accessible content that help audiences better understand consumers and markets.

Key Insights from the TGM Global Ride-Hailing Insights 2026

Why Safety is the Deciding Factor for 72% of African Ride-Hailing Users

April 03, 2026

(Updated June 25, 2026)

Discover why safety is the ultimate deciding factor for 72% of African ride-hailing users, outpacing price and speed in the latest TGM 2026 report.

As we move through 2026, the roar of engines and the glow of smartphone screens are pivoting how people travel across the African continent. TGM Global Ride-Hailing Insights 2026 reveals that in many African cities, getting from point A to point B isn't just about the distance; it’s about safety, reliability, and finding a way into neighborhoods that traditional buses simply don't reach.

Key Takeaways

In Africa, safety matters more than price or speed when choosing a ride-hailing platform.
Nearly 3 in 4 riders say safety features are their top priority.
Ride-hailing is often used as an essential transport option, especially during emergencies or late-night travel.
In countries like Kenya and South Africa, users strongly prefer platforms with trusted safety features such as GPS tracking and verified drivers.
Many consumers use ride-hailing because it feels safer and more reliable than traditional transport options.
Success in the African market hinges on transforming "trust into growth" by applying more safety features with localized solutions to professionalize and secure transit systems.

The "Safety First" Revolution

While users in Europe or Asia might call a car to avoid the rain, our 2026 Global Ride-Hailing Report shows a different story in Africa. Here, the "Why" is much more personal.

According to our insights, 72% of African riders prioritize safety factors above price or speed when choosing a platform (TGM Global Ride-Hailing Insights 2026 in Africa, N=1510). For many, especially women and late-night commuters, these apps act as digital guardians. Features like GPS tracking, verified driver profiles, and in-app emergency buttons have turned a simple ride into a secure journey.

72% of African riders prioritize safety factors when choosing a platform

The most striking contrast lies in the perception of security. Globally, safety and security features are important to 54% of users (N=19780). In Africa, this figure jumps to 72% (N=1510)

For the African market, safety is a "deal-breaker." This 18-point gap highlights that African platforms aren't just selling a ride; they are selling peace of mind in environments where infrastructure and public safety can be unpredictable.

Where Accessibility Meets Safety

Unlike in more developed markets where these apps are often used for leisure, a significant portion of African users rely on them as an essential backup. When the local "matatu" or bus is unavailable, or when personal vehicles break down in remote areas, ride-hailing is often the only reliable way to stay connected.

For example, in Kenya, our research shows that nearly half of users have turned to ride-hailing specifically for emergencies or late-night travel when other options are non-existent. Whether it’s an urgent trip to the hospital or ensuring a safe commute home after a long shift, these platforms provide a level of predictability that traditional systems currently lack.

You might ask: How exactly does filling a transport gap make someone safer? The answer lies in the high-stakes nature of the African commute. When a user is at their most vulnerable, they don't look for the cheapest ride; they look for the most trusted one. They need to know, with 100% certainty, that the driver is verified, the car is tracked, and the "SOS" button actually works. By providing door-to-door service, ride-hailing eliminates the dangerous necessity of walking through unlit streets or waiting at insecure transit hubs.

Regional Spotlight: South Africa & Kenya – A Shared Priority for Security

While each country has its unique charm, the behavior of riders in South Africa and Kenya tells a very similar story: Safety is the ultimate tie-breaker.

In both markets, our data shows that price and safety now carry nearly identical weight in the decision-making process. For these riders, a low fare means nothing if the journey isn't secure.

TGM Bar chart: The behavior of riders in South Africa and Kenya tells a very similar story: Safety is the ultimate tie-breaker.

Trust as a benchmark: Over 70% of South Africans prioritize ride-hailing apps with robust security features (N=789).
TGM Ride-Hailing Insight 2026 in Kenya shows that safety is the top priority (N=721). Users are moving away from anonymous, informal transport toward digital platforms where every kilometer is tracked. Because they often use these apps as a backup when other transport is unavailable, they prefer platforms with safety protocols.

In 2026, the African rider isn't just buying a seat in a car; they are buying the certainty of a safe arrival. Whether it's a "boda-boda" in Nairobi or a sedan in Johannesburg, the preference is clear: Trust is just as important as the destination.

What This Means for the Future of Ride-Hailing in Africa

For brands, the message is clear: Safety is the entry ticket, not a premium feature. To win the African market in 2026 and beyond, companies must move past "one-size-fits-all" global strategies.

Trust as Currency: Brands must invest in visible security (AI trip monitoring, 24/7 support) to maintain the confidence level we see in South Africa.
Professionalizing the "Last Mile": The future belongs to "Super-Apps" that bring digital safety to informal transport, like motorcycles and tuk-tuks, reaching the narrowest streets.
The Cashless Safety Loop: By integrating mobile money (like M-Pesa), brands can reduce the risks associated with carrying cash, protecting both riders and drivers.

The Bottom Line: In Africa, ride-hailing is more than an app, it is critical infrastructure. The platforms that prioritize safe passage over just "moving people" will be the ones that drive the continent’s future.

While Africa presents a unique case, how does it compare to the rest of the world? Discover more in our 3 Unexpected Insights from Global Ride-Hailing Data.

Methodology

The TGM Global Ride-hailing Insights 2026 study is based on a large-scale quantitative survey conducted across multiple regions worldwide, designed to capture consumer ride-hailing usage patterns, demand drivers, and platform decision factors in 2026. The study provides comparable, country-level data to support market assessment, localization, and strategic planning for mobility platforms and stakeholders.

Survey Methodology: Online interviews using CAWI (Computer-Assisted Web Interviewing)
Sample Size: 2,005 participants in Africa
Age Groups: 16–65+
Country Coverage: South Africa and Kenya
Data Weighting: Results have been weighted to reflect national demographics for accurate market representation.