The document outlines five distinct groups within the on-demand economy: career freelancers, business builders, side giggers, passionistas, and substituters, each defined by their motivations and work characteristics. It highlights that while career freelancers and business builders prioritize independence and control, side giggers focus on financial stability, passionistas seek flexibility and enjoyment, and substituters often turn to on-demand work due to job loss. Overall, the findings indicate a diverse labor market where individual needs shape participation in the on-demand economy.

1. DISPATCHES FROM THE NEW ECONOMY:
THE FIVE FACES OF THE
ON-DEMAND ECONOMYQUICKBOOKS SELF-EMPLOYED

2. 1. The Career Freelancers: Happily building a career through independent work.
2. The Business Builders: Driven by the desire to be their own boss.
3. The Side Giggers: Looking to find financial stability by supplementing existing income.
4. The Passionistas: Looking for the flexibility to do something they love.
5. The Substituters: Replacing a traditional job that is no longer available.
THE FIVE FACES OF THE ON-DEMAND ECONOMY
!
From people determined to be their own boss, to those embracing the flexibility to do something
they love, to workers finding a replacement for a traditional job – people working in the
on-demand economy are just about as diverse as the labor market itself. These are the five key
groups of workers in the on-demand economy:
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3. 20%
22%
26%
14%
18%
THE BREAKDOWN
The Career Freelancers:
20% of on-demand workers
The Business Builders:
22% of on-demand workers
The Side Giggers:
26% of on-demand workers
The Passionistas:
14% of on-demand workers
The Substituters:
18% of on-demand workers
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4. THE CAREER FREELANCERS
The Career Freelancers are happily building a career through independent work. They like being
in control, being their own boss and creating their own job. They are less concerned about the
risk associated with on-demand/independent work. They generate a larger proportion of their
total income from their independent work than other groups.
93% Like controlling decisions about when,
where and how they work
69%
Report feeling more secure working
independently than in a traditional job
52% Report feeling less at risk working independently
than in traditional employment
!
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5. THE BUSINESS BUILDERS
The Business Builders are primarily motivated by a desire to run their own business or be their
own boss. They are most likely to already have their own business and use on-demand work to
supplement or expand this existing business.
93% Report they always wanted to be their own boss
86%
Report they will not go back to relying solely on
a traditional job
55% Report owning their own business in addition
to their on-demand activities
!
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6. THE SIDE GIGGERS
The Side Giggers are looking for opportunities to supplement their income and are strongly
motivated by financial security. Job flexibility and pursuing interests are less important. They are
most likely to be employed in a "traditional" job.
88% Report “earn more income” as the primary reason they
work in the on-demand economy
59%
Have a traditional full-time (43%)
or part-time job (16%)
20% Report owning their own business in addition
to their on-demand activities
!
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7. THE PASSIONISTAS
The Passionistas are primarily motivated by job flexibility and the opportunity to do something
they enjoy. They are less likely to be motivated by money. This group is relatively well educated
and works the fewest hours of any of the groups.
86%
Report doing something they like is more important
than making the most money
67%
Report having a college degree (38%) or
a college degree and a graduate degree (29%)
15% Report working independently to earn more money
!
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8. THE SUBSTITUTERS
The Substituters are more likely to be involved with an on-demand provider because they lost a
job or are currently unable to find a traditional job. They are also the segment least happy and
satisfied with on-demand work.
19%
Were unemployed and looking for a job before
starting their on-demand work
28%
Report flexibility is more important than
making the most money
26% Believe that doing something they like is more
important than making the most money
!
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9. 82% 83% 65%
61% 47%
SATISFACTION WITH ON-DEMAND WORK
Satisfaction with Primary On-Demand Provider:
The Career
Freelancers
The Business
Builders
The Side
Giggers
The Passionistas The Substituters
!
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