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Millennials & Driving
A Survey Commissioned by Zipcar
November 2011




                                  [1]
Driving Deeper: The Millennials Survey
    Online survey of 1,045 adults
    Ages 18 and over, including 989 licensed drivers
    Conducted between October 24 and 27, 2011
    Break out by age segments
       • 18-34 years old: 294 drivers – Millennials
       • 35-44 years old: 220 drivers
       • 45-54 years old: 181 drivers
       • 55 years old or more: 292 drivers




                                     confidential       2
2011 Key Findings

    In 2011, Millennials embrace finding alternatives to driving to reduce
     their time on the road because high costs of car ownership, the
     environment and social networking.
    In these tough economic times, Millennials would save the money from
     not owning a car rather than spend it.
    Millennials welcome the collaborative consumption movement and are
     motivated to participate in sharing programs like car sharing because of
     potential savings they could accumulate for major milestones such as
     retirement, housing, and college tuition.




                                   confidential                                 3
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
                                                            55%
    Ages 18-34
                                                      45%

                                                                  61%
    Ages 35-44
                                                   40%

                                                   40%
    Ages 45-54
                                           31%

                                             33%
      Ages 55+
                                     25%

                              Licensed Drivers 2011      Licensed Drivers 2010




                                   confidential                                   4
Thinking Green, Driving Less
I want to protect the environment, so I drive less.

                                   % Agree
                                                                 55%
    Ages 18-34
                                                          45%

                                                                53%
    Ages 35-44
                                                    39%

                                                         44%
    Ages 45-54
                                                   37%

                                                        46%
      Ages 55+
                                                      42%


                               Licensed Drivers 2011        Licensed Drivers 2010




                                    confidential                                    5
Millennials Want Transportation Alternatives
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
                                                                             70%
     Ages 18-34
                                                                       64%

                                                                   59%
     Ages 35-44
                                                                 55%

                                                           49%
     Ages 45-54
                                                           49%

                                                   37%
       Ages 55+
                                                     41%

                                Licensed Drivers 2011            Licensed Drivers 2010


                                    confidential                                         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.

                           (Licensed drivers only)
                                  % Agree
                                                              78%
   Ages 18-34
                                                                    80%

                                                        76%
   Ages 35-44
                                                  71%

                                                              78%
   Ages 45-54
                                                        76%

                                            70%
     Ages 55+
                                     68%

                               Licensed Drivers 2011    Licensed Drivers 2010


                                   confidential                                    7
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
                                                                       68%
    Ages 18-34
                                                               54%

                                                               55%
    Ages 35-44
                                                         46%

                                                   39%
    Ages 45-54
                                                34%

                                    24%
      Ages 55+
                              18%
                            Licensed Drivers 2011         Licensed Drivers 2010


                                 confidential                                     8
Millennials Embrace Sharing Economy
     How likely are you to participate in each of the following sharing programs?

                                       (Licensed drivers only)
           67%                                % Likely

                 57%
                                       53%
                                                                          49%
                                             45%                                43%

                       32%
                                                                                      27%
                                                    22%
                              18%
                                                             10%                            11%



              Media sharing                  Car sharing                    Home or vacation
               programs                       programs                      sharing programs
Asked only in 2011       18-34 years    35-44 years         45-54 years     55 years or more


                                             confidential                                         9
Millennials Share to Save
   And which of the following would motivate you most to participate in any
   sharing programs similar to the ones mentioned above?

         40%
                                       (Licensed drivers only)
                36%
                               33%
            30%



                           20%          20%
                                                      18%
                     15%                      14%           14%
                                                    12%              13%
                                      11%                         11%
                                                                                8%
                                                                           5%                      6%
                                                                                              4%
                                                                                     2% 1%

           Saving for       Paying off credit Being hassle free     Protecting the      Not sure
     retirement/home/coll..    card debt                            environment

Asked only in 2011      18-34 years     35-44 years       45-54 years      55 years or more


                                               confidential                                             10
Millennials Spend their Money Wisely
And now imagine if you could save $6,000 a year by not owning a car, what
would you most likely spend the money you save on?

                                         (Car owners only)
                48% 50%

       42%43%




                                 24% 24%
                                        21%
                                                             19%
                                                    15%            17%
                           14%                14%                                        13%
                                                       11%                    11%              10%
                                                                         7%         8%
                                                                                                     6%
                                                                                                          2%


     Saving the money Paying off credit             Travel         Paying-off school           Buying a house
                         card debt                                 loans/other loans

Asked only in 2011        18-34 years    35-44 years         45-54 years            55 years or more


                                               confidential                                                     11
Key Findings Year Over Year (2010 over 2011)

    More than half of Millennials, a higher proportion than last year, drive
     less because they want to protect the environment.

    Nearly seven in 10, more than last year say that they sometimes talk
     to friends online instead of driving to see them.

    Younger drivers remain the most committed to seeking alternatives to
     driving.




                                     confidential                               12

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Millennials & Driving: A Survey Commissioned by Zipcar

  • 1. Millennials & Driving A Survey Commissioned by Zipcar November 2011 [1]
  • 2. Driving Deeper: The Millennials Survey  Online survey of 1,045 adults  Ages 18 and over, including 989 licensed drivers  Conducted between October 24 and 27, 2011  Break out by age segments • 18-34 years old: 294 drivers – Millennials • 35-44 years old: 220 drivers • 45-54 years old: 181 drivers • 55 years old or more: 292 drivers confidential 2
  • 3. 2011 Key Findings  In 2011, Millennials embrace finding alternatives to driving to reduce their time on the road because high costs of car ownership, the environment and social networking.  In these tough economic times, Millennials would save the money from not owning a car rather than spend it.  Millennials welcome the collaborative consumption movement and are motivated to participate in sharing programs like car sharing because of potential savings they could accumulate for major milestones such as retirement, housing, and college tuition. confidential 3
  • 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 55% Ages 18-34 45% 61% Ages 35-44 40% 40% Ages 45-54 31% 33% Ages 55+ 25% Licensed Drivers 2011 Licensed Drivers 2010 confidential 4
  • 5. Thinking Green, Driving Less I want to protect the environment, so I drive less. % Agree 55% Ages 18-34 45% 53% Ages 35-44 39% 44% Ages 45-54 37% 46% Ages 55+ 42% Licensed Drivers 2011 Licensed Drivers 2010 confidential 5
  • 6. Millennials Want Transportation Alternatives 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 70% Ages 18-34 64% 59% Ages 35-44 55% 49% Ages 45-54 49% 37% Ages 55+ 41% Licensed Drivers 2011 Licensed Drivers 2010 confidential 6
  • 7. 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. (Licensed drivers only) % Agree 78% Ages 18-34 80% 76% Ages 35-44 71% 78% Ages 45-54 76% 70% Ages 55+ 68% Licensed Drivers 2011 Licensed Drivers 2010 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. (Licensed drivers only) % Agree 68% Ages 18-34 54% 55% Ages 35-44 46% 39% Ages 45-54 34% 24% Ages 55+ 18% Licensed Drivers 2011 Licensed Drivers 2010 confidential 8
  • 9. Millennials Embrace Sharing Economy How likely are you to participate in each of the following sharing programs? (Licensed drivers only) 67% % Likely 57% 53% 49% 45% 43% 32% 27% 22% 18% 10% 11% Media sharing Car sharing Home or vacation programs programs sharing programs Asked only in 2011 18-34 years 35-44 years 45-54 years 55 years or more confidential 9
  • 10. Millennials Share to Save And which of the following would motivate you most to participate in any sharing programs similar to the ones mentioned above? 40% (Licensed drivers only) 36% 33% 30% 20% 20% 18% 15% 14% 14% 12% 13% 11% 11% 8% 5% 6% 4% 2% 1% Saving for Paying off credit Being hassle free Protecting the Not sure retirement/home/coll.. card debt environment Asked only in 2011 18-34 years 35-44 years 45-54 years 55 years or more confidential 10
  • 11. Millennials Spend their Money Wisely And now imagine if you could save $6,000 a year by not owning a car, what would you most likely spend the money you save on? (Car owners only) 48% 50% 42%43% 24% 24% 21% 19% 15% 17% 14% 14% 13% 11% 11% 10% 7% 8% 6% 2% Saving the money Paying off credit Travel Paying-off school Buying a house card debt loans/other loans Asked only in 2011 18-34 years 35-44 years 45-54 years 55 years or more confidential 11
  • 12. Key Findings Year Over Year (2010 over 2011)  More than half of Millennials, a higher proportion than last year, drive less because they want to protect the environment.  Nearly seven in 10, more than last year say that they sometimes talk to friends online instead of driving to see them.  Younger drivers remain the most committed to seeking alternatives to driving. confidential 12