• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Millennials and the American Dream
 

Millennials and the American Dream

on

  • 3,684 views

 

Statistics

Views

Total Views
3,684
Views on SlideShare
1,701
Embed Views
1,983

Actions

Likes
0
Downloads
58
Comments
0

7 Embeds 1,983

http://www.abramscarsharing.com 1073
http://inside.bergmeyer.com 555
http://abramscarsharing.com 294
https://twitter.com 23
http://www.zidcard.com 17
http://carsharing.org 14
http://mahindragenze.blogspot.com 7
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Millennials and the American Dream Millennials and the American Dream Presentation Transcript

    • Millennials & the “New American Dream” A Survey Commissioned by Zipcar January 2014 [1]
    • Driving Deeper: The Millennials Survey  Online survey of  Ages 1,009 adults 18 and over, including 965 licensed drivers  Conducted between  Break out by age December 5 and 8, 2013 segments: • 18-34 years old: 306 – Millennials • 35-44 years old: 139 • 45-54 years old: 226 • 55 years old or more: 338 confidential 2
    • 2013 Key Findings  Millennials are less materialistic than they are given credit for with six in ten Millennials say that experiences are more important to them than material possessions (61%)  Millennials have similar values to those in older generations, even if they believe otherwise with seven in ten Millennials believing their American Dream is different from that of their parents (71%). – Millennials and their older counterparts are equally likely to say that experiences are more important for them than possessions right now (Millennials 61% vs. 62% of those 35+). – Equal percentages of Millennials and those over age 35 say they are more likely to give back to the community by making sustainable choices than in other ways (Millennials 32% vs. 30% of those 35+).  Millennials value their mobile phones over their cars, TV’s, and computers/tablets. They are the only age group that would be more negatively impacted by giving up a mobile phone than by giving up a car  Traditional influences, like the high cost of car ownership and environmental concerns of driving, are compelling many Millennials to drive less  Millennials take advantage of technology more than older generations to help them make sustainable choices include transportation apps have reducing their driving frequency (Millennials 24% vs. 15% for those 35+).  Millennials are significantly more apt to say that social networking has allowed them to reduce the number of times they drive to see friends and, instead, socialize online or through texts (43% Millennials vs. 32% of those 35+). confidential 3
    • Millennials Prefer Experiences over Possessions At this moment, which of the following is more important for YOU PERSONALLY? 61% Ages 18-34 39% 60% Ages 35-44 40% 64% Ages 45-54 36% 61% Ages 55+ 39% Experiences Possessions confidential 4
    • Important Pieces of the American Dream The most important piece of my American Dream is... % By age group 29% 24% 23% 18-34 years old 6% 18% 28% 23% 24% 22% 35-44 years old 3% Experiences 30% 29% 45-54 years old 23% 16% 2% 30% 17% 55 years or more Meaningful job Dream home in suburbs Urban home 24% 27% 1% confidential High-end, current items 5
    • Differing Definitions of the American Dream Please indicate to what extent you agree with the following statement: ‘My definition of the American Dream is different from that of my parents.’ Ages 18-34 71% Ages 35-44 74% Ages 45-54 70% Ages 55+ 58% confidential 6
    • Cost Of Car Ownership A Key Barrier In today’s economy, it can be difficult for me to own a car because of the high cost of gas, parking and maintenance. % Agree of Licensed Drivers – By age group Ages 18-34 53% Ages 35-44 43% Ages 45-54 39% Ages 55+ 29% confidential 7
    • Reduction in Driving 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 Ages 18-34 Ages 35-44 35% 24% Ages 45-54 Ages 55+ 32% 27% confidential 8
    • Protecting the Environment I want to protect the environment, so I drive less % Agree Ages 18-34 39% Ages 35-44 35% Ages 45-54 36% Ages 55+ 37% confidential 9
    • Transportation 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. (Licensed drivers only) % Agree Ages 18-34 53% Ages 35-44 48% Ages 45-54 48% Ages 55+ 36% confidential 10
    • In your daily routine, losing which piece of technology would have Transportation Apps the greatest negative impact on you? 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 18-34 years old 9% 11% % Reduced (NET) 4% 24% 20% 35-44 years old 6% 45-54 years old 55 years or older 10% 12% 4% 5% 6% 9% 5% 2%2% Reduced a little bit 23% Somewhat reduced Significantly reduced Asked 2013 confidential 11
    • Technology Wins Again In your daily routine, losing which piece of technology would have the greatest negative impact on you? % By age group 10% 39% 18-34 years old 25% 26% 13% 28% 26% 35-44 years old 33% 45-54 years old 12% 14% 24% 49% 21% 55 years or more 10% 25% 44% TV Mobile phone Computer/Tablet confidential Car 12
    • 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. (Licensed drivers only) % Agree Ages 18-34 43% Ages 35-44 46% Ages 45-54 Ages 55+ 34% 24% confidential 13