Millennials & Technology: A Survey Commissioned by Zipcar

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Millennials & Technology: A Survey Commissioned by Zipcar

  1. 1. Millennials & TechnologyA Survey Commissioned by ZipcarFebruary 2013 [1]
  2. 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. 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. confidential 3
  4. 4. Millennials are Choosing to Drive LessIn the past year, I have consciously made an effort to reduce how much I drive, andinstead take public transportation, bike/walk or carpool when possible. % Agree of Licensed Drivers – By age group confidential 4
  5. 5. Thinking GreenI want to protect the environment, so I drive less. % Agree of Licensed Drivers – By age group confidential 5
  6. 6. Cost Of Car Ownership A Key BarrierIn today’s economy, it can be difficult to own a car because of the high cost ofgas, parking and maintenance. % Agree of Licensed Drivers – By age group confidential 6
  7. 7. More OptionsIf there were more options in my area, such as public transportation, car sharingor convenient carpooling, I would drive less than I do now. % Agree of Licensed Drivers – By age group confidential 7
  8. 8. A New Way of SocializingWith access to social networking sites such as Facebook and Twitter, text messagingand online gaming, I sometimes choose to spend time with friends online instead ofdriving to see them. % Agree of Licensed Drivers – By age group confidential 8
  9. 9. Teched OutHow much more likely are you to purchase something online than to drive or takepublic 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. 10. Technology WinsIn your daily routine, losing which piece of technology would have the greatestnegative impact on you? % By age group TV Mobile phone Computer Car confidential 10
  11. 11. In your daily routine, losing which piece of technology would haveMobile Transportation you? the greatest negative impact on AppsTo what extent have transportation apps (i.e. taxi apps, car rentalreservations, public transportation info, car sharing, ride sharing, etc.) reducedyour driving frequency? % By age group % Reduced (NET) 25% 23% 16% 9% confidential 11
  12. 12. In your daily routine, losing which piece of technology would haveMobile Transportation you? the greatest negative impact on AppsTo what extent does the availability of transportation apps (i.e. taxi apps, carrental 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

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