Offers of sharing services are springing up in cities: Vélib’, Autolib’, carsharing.... Using up involves sharing the service with multiple users and agreeing to separate oneself from all materialism in favor of functionality. This is also an argument towards a more responsible consumption. Hiring or buying, what does the consumer think about it? The value lies in the benefits of use rather than in its possession. It is also a new meaningful experience accepted, tinkered, refused or reinterpreted by the consumers. According to the Grounded Theory principles, a data collection based on life stories, it provides us new information on the attractiveness of this offer of service; and according to the forms taken by the discourse, what emerge are the values, ideals and attitudes of buyers. We try to determine the history of the decision of hiring the use and to propose a typology of the logical specific universe of consuming the use. And then, we want then to put on light on the managerial interest of a strategy of differentiation based on experience combined with an eco-citizen positioning to distribute the location of the use
