TRUSTED

ONLINE
COMMUNITIES:
SIGNS
OF A BRIGHTER
FUTURE
Chronos & BlaBlaCar
December 5th 2012
Trusted online communities. BlaBlaCar & Chronos. 5th December 2012

BlaBlaCar now matches over 500,000 travellers Trust is among the most constructive
a month across Europe. A phenomenon. But attitudes we can have towards fellow citizens,
the question remains, how are these people containing the infinite possibility
able to trust one another enough to share their of collaboration and co-operation,
journeys? to the benefit of all.
Building trust in our community, which To embody this hope, we decided that we
now numbers over 2.5 million members, is needed a superhero: Trustman was born
our single most important mission. Every (follow him on Twitter @betrustman). The
BlaBlaCar member introduces themself source of his superpower is, of course, trust
to the community through an online trust profiles on peer-to-peer websites of all types,
profile, with verified contact information, a from co-working to crowdsourcing. The same
photo, a description, and a number of in-car profiles have allowed car sharing to become
preferences about things like smoking, pets a new, people-powered transport network in
and music. Members even indicate their chat it’s own right, efficiently connecting cities all
preference, choosing whether they are Bla, Bla over Europe. The same profiles are making it
Bla, or Bla Bla Bla, hence the name BlaBlaCar. possible for people connected everywhere to
And then, after every car share, travellers buy, sell, swap, share and collaborate, to be
leave member-to-member ratings. These free to enrich their lives, creating value for
peer-reviews allow the community to share themselves and for society.
the relationships they’ve built and the trust
created. We hope this new study will contribute to an
increased understanding of the evolution of
We have commissioned a survey on this trust in online communities, and we invite you

“ Trust. subject, a subject at the very heart of

our activity: online trust. The results are
overwhelmingly positive, indicating that
to share our vision of a collaborative future,
built on ever-stronger community trust.

The superpower members with a complete online profile are

trusted more than a neighbour, and almost as
much as a friend or a family member! In fact,
Frédéric Mazzella,
Founder of BlaBlaCar

in us all ” the results are inspiring. In many ways they

hold the promise of a better future for us all...
Trusted online communities. BlaBlaCar & Chronos. 5th December 2012

Introduction A member profile on BlaBlaCar

The striking success of BlaBlaCar, first in

France, and now in 9 countries across Europe,
is attested to by numbers: the community
now counts over 2.5 million members. But the
emergence of a trusted third party is, perhaps,
an even more meaningful measure of success.
Trust is the prerequisite to any shared service,
even more so for one in which members meet
via intermediation. The author, Bruno Marzloff,
and Frédéric Mazzella, founder of BlaBlaCar,
share the hypothesis that trust is the
foundation of any collective enterprise,
so we explored what the members of the
BlaBlaCar community thought, seeking to
discover what creates trust in the community.
631 answers were collected from a
questionnaire accessible on the homepage of
the website. The profile of the respondents is
close to the average BlaBlaCar member: the
great majority below 35 years (72%), slightly
more male than female (54%). But regardless
of the respondent’s profile, the answers are
highly convergent.

Bruno Marzloff,
Sociologist, founder of Chronos
Trusted online communities. BlaBlaCar & Chronos. 5th December 2012

The context Degree of trust given

of trust
In order to create a relative context, we first
asked participants to rate the degree of trust
given to close friends and family on one hand,
and strangers on the other.
As expected, close friends and family are most
trusted, with an indicator of 4.7 on a scale of 0
to 5. On the other end of the spectrum,
From 0 (“do not trust”) to 5 (“trust a lot”)
a stranger online is given 1.9, whilst strangers
in the street are placed at 2.2 (seeing a face
helps, no doubt).

Seeing a face
heightens trust
Trusted online communities. BlaBlaCar & Chronos. 5th December 2012

Trust Members with complete

in an online profiles are trusted almost
community as much as friends
Next, our survey sought to find out to what level
trust is present in the BlaBlaCar community. Degree of trust given to a BlaBlaCar member
As suggested by previous results, having a
photo (“seeing” a face), increases trust levels
to 2.5. Verified contact information has an even
larger impact on trust levels, pushing them up
to 3.2. However, positive ratings are the factor
with the most impact on trust levels, causing
an increase in the degree of trust given to a
member to 3.4.
Finally, we looked at the trust given to a
member with a complete profile (including all
of the above)... With a photo, a verified number
and positive reviews, trust levels are at 4.2—
very close to that of a friend (4.7)! By allowing
members to provide detailed information
and peer reviews, BlaBlaCar has effectively
recreated the conditions of trust.
From 0 (“do not trust”) to 5 (“trust a lot”)
Trusted online communities. BlaBlaCar & Chronos. 5th December 2012

Where does The role of BlaBlaCar

trust
come from?
But what are the ingredients of trust in an
online community such as BlaBlaCar? What
services define BlaBlaCar’s role? Three
out of four respondents (75%) say that, for
them, BlaBlaCar’s role is regulation of the
community—as a trusted third party. Just
under half (46%) believe that the role of
BlaBlaCar is to be a platform for shared values.
Indeed, the website is both the embodiment
and the manager of trust in the community.
Percentage of members that identify BlaBlaCar’s role as...

Third party regulation

of online communities
enables trust
Trusted online communities. BlaBlaCar & Chronos. 5th December 2012

Why do Reasons for car sharing identified by members

we share?
Our survey also looked at a more general
analysis of car sharing, asking members
“what are the 3 words that best represent
car sharing to you?”.
“Savings” is the most commonly cited
idea, at 85%, even more so amongst
passengers (92%) and under 25s (90%).
This said, car sharing is also a social
activity for our respondents: 52% answered
“friendliness”, and 29%, “good company”.
“The environment” (40%) and “sharing”
(35%) are identified by over a third of people
surveyed, followed by “collaboration”
and “common sense” for one in five
respondents.
Percentage of members that feel that BlaBlaCar represents...

Top 3 motivations to share:

economic, social, environmental
Trusted online communities. BlaBlaCar & Chronos. 5th December 2012

Online Attitudes to online collaborative behaviour, other than car sharing

collaborative
behaviour
BlaBlaCar is part of a larger movement,
namely the collaborative economy (also known
as the sharing economy or collaborative
consumption), which includes different types of
collaborative behaviour enabled by technology
and new online trust mechanisms. To conclude
our study, we asked respondents to tell us
about their awareness, intent and practise of
five other kinds of collaborative behaviour.
A massive 76% of the BlaBlaCar community
use second-hand marketplaces to buy and
resell goods online and a further 10% intend to
do so. 27% of respondents skillshare, and 31%
intend to do so. Very similar results appear for
Homestaying, with 25% who declare already We note that, even though car sharing is a These findings invite a longitudinal study
doing homestays and 33% who intend to do so. recent activity for most, a good number of to trace the evolution of behaviour and
Less popular is crowdfunding: only 18% use respondents (as many as 6%) began another attitudes over time. From our knowledge of
crowdfunding platforms, while 17% intend to do type of online collaborative behaviour after the behaviour and growth of the BlaBlaCar
so. Lastly, P2P car rental is the least practised starting to use BlaBlaCar, confirming our belief community over the last years, we expect
of online collaborative behaviours, with only 3% that car sharing is, for many, an easy first step awareness, intent and practise of other
of respondents declaring that they do it, and into collaborative behaviour. collaborative online behaviours to continue to
13% saying that they intend to. grow rapidly.
Trusted online communities. BlaBlaCar & Chronos. 5th December 2012

Conclusion We thank our members

The success of BlaBlaCar and the growth of
other collaborative communities point to the
emergence of collaboration as a behaviour and
who answered this
value of renewed importance in todays society.
However, the future of these new socio- survey, helping us better
understand trust in the
economic behaviours clearly depends on
the degree to which community trust is
successfully embodied and ensured by third
parties such as BlaBlaCar.

BlaBlaCar community.
This survey was conducted in November 2012 on 631 members of
the BlaBlaCar community.
The survey was created on Google docs and made available on a
page of the site Covoiturage.fr (the French name of BlaBlaCar).
The results were analysed by Bruno Marzloff, sociologist, founder
of Chronos, a consultancy and prospective agency whose work
focuses on four main themes:  mobility, urban and territorial
studies, digital services and time. 

Contact Chronos: Contact BlaBlaCar:

4, rue du Caire Vanina Schick
75002 PARIS [email protected]
0033 1 42 56 02 45 0044 203 664 6919
contact @groupechronos.org