Affordability remains the primary factor influencing how South Africans use ride-hailing services, with new data revealing that while cost is king, some consumers are willing to pay a little more for enhanced experiences.
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Affordability remains the biggest factor shaping how South Africans use ride-hailing services, even as some riders show they are willing to pay slightly more for a better experience.
New Bolt data shows that more than 90% of trips across Johannesburg, Cape Town and Durban are still booked through its Standard and Wait & Save categories, reinforcing that cost remains the primary consideration for most commuters.
That comes as little surprise. With household budgets under pressure from the rising cost of living, transport remains one of the expenses many South Africans actively try to manage. Whether commuting to work, running errands or travelling socially, consumers continue to prioritise services that offer the best balance between cost and convenience.
At the same time, Bolt's data suggests that consumers are prepared to pay a modest premium when the benefits are clear.
Since the company expanded driver availability in its Comfort category in April 2026, demand has increased between three and five times. Comfort now accounts for about 6% to 7% of trips across the three metros, with Durban leading the way at 6.9%.
In Johannesburg, the average Comfort trip costs about R63, compared with R54 for a Standard trip, a difference of 16%.
The figures suggest riders are looking beyond the cheapest option, provided the additional cost remains affordable. Features such as newer vehicles, additional space and a more comfortable ride appear to be enough to justify a slightly higher fare for some passengers. Bolt's Premium category, meanwhile, continues to serve a relatively small market, indicating that luxury remains out of reach for, or unnecessary to, most commuters.
Simo Kalajdzic, senior operations manager at Bolt South Africa, said the findings reflect changing consumer expectations.
"South Africans remain incredibly value-conscious, and that's reflected in the fact that more than 90% of trips are still taken in our most affordable categories. What we're seeing, however, is that affordability doesn't necessarily mean people are unwilling to pay for a better experience. If the price difference is small enough, riders are increasingly choosing Comfort because it offers newer vehicles, additional space and an improved overall ride experience without stretching their budgets."
Bolt attributes the growth in Comfort to increasing the number of eligible drivers, making the service more widely available and reducing waiting times. The figures suggest that availability plays an important role in consumer behaviour. Even competitively priced services struggle to gain traction if customers cannot access them when they need them.
Kalajdzic said improving access has been central to the category's growth.
"This is not about consumers moving towards luxury; it's about accessible quality. The rapid growth we have seen in Comfort demonstrates that when you improve availability and keep pricing within reach, people respond. It reinforces our belief that mobility should offer both affordability and choice."
The findings also reflect a broader shift in how South Africans make purchasing decisions. Across sectors, consumers are increasingly looking for products and services that deliver measurable value rather than simply opting for the cheapest or most expensive option. Small price differences are often acceptable if they translate into better quality, greater convenience or a more reliable experience.
For ride-hailing platforms, that creates an opportunity to broaden their offerings without losing sight of affordability. While budget options continue to dominate demand, there is evidence that a segment of the market is willing to spend slightly more when the additional cost is justified.
For now, however, affordability remains the defining feature of South Africa's ride-hailing market. More than nine out of every 10 Bolt trips still fall into the company's lowest-priced categories, underscoring the reality that, for most commuters, price remains the deciding factor. As long as economic pressure persists, value for money is likely to remain the strongest driver of consumer choice.
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