Mother's Day Ride Analysis in Regional Mobility Services
- viniciusvalle3
- May 16
- 5 min read
Explore the Data Gaudium study on the performance of regional mobility apps powered by Machine technology during the Mother’s Day holiday.
Introduction
Mother's Day brings significant changes to the dynamics of cities. With an increase in travel—especially for family gatherings and celebrations at restaurants or other social venues—there is a direct impact on the demand for urban mobility services and the revenue they generate, reflecting the new transportation needs typical of this commemorative date.
A total of 12,488,967 rides requested through regional urban mobility apps powered by the Machine platform were analyzed, covering the period from April 1 to May 11, 2025. The dates April 18 to 21 and May 1 were excluded from the analysis, as holidays could influence the results and compromise the comparative study. For the purposes of this study, the dates Friday (May 9) and Saturday (May 10) were also considered part of the Mother’s Day period, along with Sunday (May 11).
By analyzing indicators such as the total number of requested rides, completed rides, and the revenue generated, this study aims to explore how Mother's Day affects the demand for urban mobility services and the income produced, through a comparison with figures observed in previous weeks.
Glossary
Requested Ride: A ride request made by a passenger, which can be accepted or declined by a driver.
Completed Ride: A ride request that was successfully completed, meaning the passenger reached their destination and the operation was concluded.
Revenue Generated: Refers to the total amount of money collected from completed rides.
Cancellation Rate: The proportion of requested rides that were not completed.
Results
Requested Rides
The chart below shows a comparison between the number of rides requested on each day of the Mother’s Day period and the average number of rides requested on the other days analyzed.
Friday had the highest number of ride requests during the analyzed period, with 521,240 rides. When compared to the average number of requests on the other days, Friday also stood out, recording 368,941 rides.
Sunday had the lowest number of ride requests during the analyzed period, with 381,313 rides. Still, compared to the average of the other days, Sunday also stood out, with 250,673 rides.
Demand during the Mother’s Day period was higher on all days compared to the rest of the analyzed period,with increases of 41.33% on Friday, 47.10% on Saturday, and 52.13% on Sunday.
Completed Rides
The chart below shows a comparison between the number of completed rides on each day of the Mother’s Day period and the average number of completed rides on the other days analyzed.
Friday had the highest number of completed rides during the analyzed period, with 407,243 rides. When compared to the average number of completed rides on the other days, Friday also stood out, recording 331,714 rides.
Sunday had the lowest number of completed rides during the analyzed period, with 264,318 rides. Still, compared to the average of the other days, Sunday also stood out, with 209,781 rides.
Demand during the Mother’s Day period was higher on all days compared to the rest of the analyzed period, with increases of 22.81% on Friday, 11.59% on Saturday, and 26.01% on Sunday.
Regarding cancellation rates, the Mother’s Day period showed significant increases:11.78 percentage points on Friday, 21.45 points on Saturday, and 14.37 points on Sunday, compared to the average of the previous weeks.
Revenue from Rides
The chart below shows a comparison between the revenue generated on each day of the Mother’s Day period and the average revenue generated on the other days analyzed.
Friday had the highest revenue during the analyzed period, totaling R$6,471,256.When compared to the average revenue on the other days, Friday also stood out, recording R$5,329,269.
Sunday had the lowest revenue during the analyzed period, totaling R$5,228,421.Still, compared to the average revenue on the other days, Sunday also stood out, with R$3,783,018.
Revenue during the Mother’s Day period was higher on all days compared to the rest of the analyzed period,with increases of 21.43% on Friday, 18.84% on Saturday, and 38.21% on Sunday.
Completed Rides by Region
The map below shows the variation in the number of completed rides across Brazilian states during the Mother’s Day period.
The states with the highest variation were Minas Gerais, with an average daily increase of 10,368 rides; Rio Grande do Sul, with an increase of 7,965 rides; and Mato Grosso, with an increase of 6,540 rides.
Only six states showed a lower average daily variation during the Mother’s Day period: the Federal District, Ceará, Tocantins, Amapá, Acre, and Roraima. However, these reductions were considered statistically insignificant for the purposes of this analysis.
From a regional perspective, all regions of the country recorded an increase in the number of rides during the analyzed period.The Southeast had the highest average daily increase, with 14,632 additional rides, followed by the South (10,486), Central-West (7,774), North (4,844), and Northeast (2,609).
Revenue by Region
The map below shows the variation in revenue across Brazilian states during the Mother’s Day period.
The states with the highest variation were Minas Gerais, with an average daily increase of R$406,568; São Paulo, with an increase of R$217,487; and Rio Grande do Sul, with an increase of R$201,476.
Most Brazilian states recorded an increase in revenue during the Mother’s Day period, with the exception of Amazonas, Pernambuco, Acre, Amapá, and Roraima.
From a regional perspective, the Southeast was the region with the highest average daily increase, recording a rise of R$693,462.62, followed by the South with R$332,416.43, and the Central-West with R$233,664.85.The Northeast registered an increase of R$65,093.54, while the North was the only region to show a decrease, of R$19,282.67.
Conclusion
This study analyzed the impact of Mother’s Day on urban mobility services. The research provided both a general overview and a breakdown by state, aiming to highlight regional variations in the data.
Overall, an increase in the number of ride requests was observed. Compared to previous weeks, Friday (May 9) recorded the highest number of requested rides (521,240) and completed rides (407,243).
At the state level, some states performed below average—such as Acre, Amapá, and Roraima—which recorded negative variations. However, most other states showed positive results, with highlights for Minas Gerais, São Paulo, and Rio Grande do Sul.
Regionally, the Southeast posted the largest average daily revenue increase, with R$693,462.62, while the North was the only region to show a decrease, of R$19,282.67.
In terms of cancellation rates, there was a significant increase during the period, with 11.78 percentage points on Friday, 21.45 points on Saturday, and 14.37 points on Sunday, compared to the averages of previous weeks.
Therefore, the impact of Mother’s Day on urban mobility varied significantly across states and regions. While there was a general increase in the number of rides and revenue, not all states and regions followed this trend. These findings provide valuable insights for more effective planning of future events, allowing mobility companies to better prepare by allocating resources efficiently and adjusting operations to optimize performance and user experience.
