1. Millennials & Technology
A Survey Commissioned by Zipcar
February 2013
[1]

2. Driving Deeper: The Millennials Survey
 Online survey of 1,015 adults
 Ages 18 and over, including 980 licensed drivers
 Conducted between December 6 and 9, 2012
 Break out by age segments:
• 18-34 years old: 303 – Millennials
• 35-44 years old: 167
• 45-54 years old: 207
• 55 years old or more: 338
confidential 2

3. 2012 Key Findings
 The increasing availability of on-demand mobility services (such as car
sharing, ride sharing and vehicle sharing) helps many Millennials drive
less and makes it easier to for them to live without owning a car
 On-demand transportation options (transportation “apps”) have a
greater impact on Millennials’ driving decisions than on the decisions of
older generations.
 Technology, especially mobile devices, is more important to Millennials
than a car.
 Traditional influences, like the high cost of car ownership and
environmental concerns of driving, are compelling many Millennials to
drive less.
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4. Millennials are Choosing to Drive Less
In the past year, I have consciously made an effort to reduce how much I drive, and
instead take public transportation, bike/walk or carpool when possible.
% Agree of Licensed Drivers – By age group
confidential 4

5. Thinking Green
I want to protect the environment, so I drive less.
% Agree of Licensed Drivers – By age group
confidential 5

6. Cost Of Car Ownership A Key Barrier
In today’s economy, it can be difficult to own a car because of the high cost of
gas, parking and maintenance.
% Agree of Licensed Drivers – By age group
confidential 6

7. More Options
If there were more options in my area, such as public transportation, car sharing
or convenient carpooling, I would drive less than I do now.
% Agree of Licensed Drivers – By age group
confidential 7

8. A New Way of Socializing
With access to social networking sites such as Facebook and Twitter, text messaging
and online gaming, I sometimes choose to spend time with friends online instead of
driving to see them.
% Agree of Licensed Drivers – By age group
confidential 8

9. Teched Out
How much more likely are you to purchase something online than to drive or take
public transportation to a store?
% More Likely
(NET)
18-34 years old 46% 28% 73%
35-44 years old 41% 28% 69%
45-54 years old 37% 32% 69%
55 years or older 37% 22% 59%
Somewhat more likely Much more likely
confidential 9

10. Technology Wins
In your daily routine, losing which piece of technology would have the greatest
negative impact on you?
% By age group
TV Mobile phone Computer Car
confidential 10

11. In your daily routine, losing which piece of technology would have
Mobile Transportation you?
the greatest negative impact on Apps
To what extent have transportation apps (i.e. taxi apps, car rental
reservations, public transportation info, car sharing, ride sharing, etc.) reduced
your driving frequency?
% By age group
% Reduced (NET)
25%
23%
16%
9%
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12. In your daily routine, losing which piece of technology would have
Mobile Transportation you?
the greatest negative impact on Apps
To what extent does the availability of transportation apps (i.e. taxi apps, car
rental reservations, public transportation info, car sharing, ride sharing, etc.)
make it easier to live without owning a car?
% By age group
% Easier (NET)
36%
36%
26%
22%
confidential 12