The document presents findings from a Zipcar study that explores the lives of 'urban boomers,' adults ages 50-69 who live in cities, highlighting their motivations for city living, lifestyle changes, and attitudes toward car ownership and technology. Key insights reveal that urban boomers value access to amenities, seek to be closer to loved ones, and report being more active and engaged in cultural activities after moving to the city. Additionally, while urban boomers own cars, their use decreases significantly in urban environments, as they embrace technology to enhance their city living experience.

1. DEFINING THE URBAN BOOMER
PRESENTED BY ZIPCAR
Research Conducted by KRC Research
1

2. TABLE OF CONTENTS 2
Background
Objectives 4
Methodology 5
Why Urban Boomers? 6
Are Boomers Really Moving to Cities? 7
Introduction
Executive Summary 9
Detailed Findings
Who are Urban Boomers 11
Motivations for Living in the City 12
Re-imagining Life in the City 14
Car Ownership and Usage 18
Smartphones and Social Media 23
Conclusion
Conclusions 30
Appendix
Respondent Demographic Profile 32

3. Background

4. RESEARCH OBJECTIVES
Objectives
Zipcar commissioned the Urban Boomer Study to better understand the lives of adults
over 50 who live in cities, a cohort we've defined as "Urban Boomers”. The study is
focused on understanding attitudes and behaviors around urban living and transportation
choices. Specifically, this research sought to:
1. Understand demographics and psychographics of Urban Boomers
2. Explore Urban Boomers’ motivations for moving to or living in a city and the impact of
city living on their lifestyle
3. Understand whether Urban Boomers use a car in the city, and how their
transportation has changed since moving to the city
4. Determine what role technology and social media play in the lives of Urban Boomers.
4

5. RESEARCH METHODOLOGY
Methodology
KRC Research conducted this survey from March 4-8, 2015 via an online
survey of n=1,004 “Urban Boomers,” or adults in the U.S., ages 50-69 who live
in urban areas and are in at least fair health. The same questions were
deployed to Zipcar members and registered users of AARPDiscounts.com
Various responses are included throughout this presentation.
5

6. WHY THE URBAN BOOMER?
Zipcar, often known as a “millennial” brand, has members that range from ages
18 to 93 and who share a similar lifestyle: urban and car-free or car-light. Over
the past few years, Zipcar has begun to notice an increase in membership from
Baby Boomers who live in the city. There is little research on the cohort of
boomers living in a city which intrigued Zipcar to learn more.
Zipcar’s membership-base ranges from ages 18 to 93. In May of 2014, Zipcar
began offering AARP members savings on annual Zipcar memberships as the
exclusive car sharing provider to AARP. The success of the program further
reinforced Zipcar’s commitment to engaging the 50-plus demographic –
particularly those who live in cities.
.
6

7. ARE BABY BOOMERS MOVING TO CITIES?
There is much debate as to whether or not Baby Boomers are moving
to cities, loving the burbs or just retiring in place. But data from Zipcar
and AARP would suggest that this cohort of “Urban Boomers” is in fact
growing and that baby boomers are moving to cities:
 For the past five years, Zipcar, an urban brand, has seen its 50+
demographic grow approximately10 percent each year.
 A 2010 AARP survey* of baby boomers shows that while most
boomers are staying in their current residents, as income rises more
boomers want to move and they want to move where the amenities
are plentiful – cities.
*Keenan, Theresa A. "Home and Community Preferences of the 45 Population." www.aarp.org (2010).
http://assets.aarp.org/rgcenter/general/home-community-services-10.pdf
7

8. Executive Summary

9. EXECUTIVE SUMMARY
Urban Boomers (adults ages 50-69 who live in cities) are a unique
demographic cohort and can be defined by some common
characteristics, attitudes and behaviors.
1. Urban Boomers often have small households due to a variety of reasons,
including divorce or separation, never marrying or becoming an empty-nester.
2. Urban Boomers move to the city for more choice in amenities. They want
access to gyms, restaurants and culture.
3. Once living in the city, Urban Boomers take advantage of all a city has to offer
including being more active, taking part in community events and enjoying cultural
activities.
4. With all the vibrant activities and amenities, Urban Boomers are happier. They
are closer to their significant other, have been able to take advantage of the city
more than they could have if they were younger, and feel that their lives are more
carefree, exciting and active.
5. Urban Boomers still love their cars, but don’t use them that often. Driving
decreases once Urban Boomers move to the city.
6. Don’t take away their tech. Urban Boomers love their laptops, are active on social
media and regularly use mobile apps to make their city life easier.
9

10. Detailed Findings: WhoAre Urban Boomers?
UrbanBoomersoftenhavesmallhouseholdsduetoavarietyofreasons,includingdivorceor
separation,nevermarryingorbecominganempty-nester.

11. PROFILE OF AN URBAN BOOMER 11
36% of Urban
Boomer Zipcar
members are
married
73% of Urban
Boomer AARP
members have
children
Name: Urban Boomer self-identify as living in an urban area
Age: 60 years old Age 50-69
Car Owner: Yes 78% own a car
Marital Status: Not Married 43% are married
Children: Yes A majority have children (62%)
Empty-Nest: Yes Are currently empty-nesters (38%)

12. Detailed Findings: Motivations for Living in the City
UrbanBoomersliveinthecityformorechoiceinamenities.Theywantaccesstogyms,
restaurantsandculture.

13. DETAILED FINDINGS:
MOTIVATIONS FOR LIVING IN A CITY 13
23%
20%
15%
14%
14%
12%
10%
10%
9%
8%
6%
4%
4%
5%
31%
8%
To have more choices in amenities
To be closer to family, friends or colleagues
To have acess to more cultural opportunities
To have a shorter commute
For financial reasons
To have a more active lifestyle
To have a more exciting lifestyle
For a new job
To be able to get around without owning a car
To live a more carefree lifestyle
To be closer to airports or other modes of travel
To downsize
Following a breakup
Other
I've always lived here and my life is here
No reason
Reasons for Urban Living
Urban Boomers live to the city because it’s booming...they are most interested
in having increased choices in amenities, to be close to loved ones and to have
a shorter commute.
Q12. For which of the following reasons did you choose to live in the city? Please select all that apply. (n=1,004)?

14. Detailed Findings: Re-imagining Life In the City
Oncelivinginthecity,UrbanBoomerstakeadvantageofallacityhastoofferincludingbeingmore
active,takingpartincommunityeventsandenjoyingculturalactivities.

15. To Urban Boomers, city living means a shorter commute, more choices in
amenities such as bike paths, restaurants and gyms and lead an active lifestyle.
DETAILED FINDINGS:
REIMAGINING LIFE IN THE CITY 15
How important are each of the following aspects of urban living to you personally? (n=1,004)?
90%
88%
87%
84%
76%
75%
68%
65%
60%
More choices in amenities
Being close to friends/family
Having a short commute
Having an active lifestyle
Having access to more cultural opportunities
Having a strong sense of community
Less property to maintain
Getting around without a car
Being close to airports and other modes of travel
Net Agree - Importance of Aspects of Urban Living
AARP members
love the short
commute; 90%
say it is an
important part of
urban life.

16. DETAILED FINDINGS:
REIMAGINING LIFE IN THE CITY 16
61%
59%
55%
54%
51%
49%
44%
42%
37%
Closer to my significant other
Able to take advantage of the city
More carefree and exciting
More active
More new friends
A ‘second chance’ to live life
Less stressed
More cultured
More fun than my 20’s
Net Agree
Personal Impact of City Living
(Asked of Urban Boomers who moved or returned to the city)
How strongly do you agree with the following statements? (n=182)?
Since moving to the city, Urban Boomers feel like they are closer to their
significant other, have been able to take advantage of the city more than they
could have if they were younger, and feel that their lives are more carefree,
exciting and active.
80% of Zipcar
Boomers take
advantage of
living in the city
in ways they
would not have
in their 20s.

17. DETAILED FINDINGS:
REIMAGINING LIFE IN THE CITY 17
42%
23% 22% 22%
17% 16%
2%
Attended local
gatherings
and events
Taken on a
new hobby
Dedicated
more time to
giving back to
the
community
Taken a
lesson or a
class to learn
something
new
Joined a new
group or
activity center
Crossed
something off
of your
"bucket list"
Other
New Activities in the City
Q15. Which of the following have you either done or plan to do in your community? Please select all that apply. (n=1,004)?
Urban Boomers are involved in their local communities. Over 40% have
attended local gatherings and events, and nearly one-quarter have taken on a
new hobby, dedicated more time to giving back to the community or taken a
lesson or class to learn something new.
80% of AARP members
feel that a strong
sense of community is
important to urban life.

18. Detailed Findings: Car Ownership and Usage
UrbanBoomersstilllovetheircars,butdon’tusethemthatoften.Drivingdecreasesoncetheymoveto
thecity.

19. DETAILED FINDINGS:
URBAN BOOMERS AND THEIR WHEELS
 78% of Urban Boomers own at least
one car but after moving to the city they
use it less.
 Cars often go to waste. Nearly a third
(29%) of Urban Boomers who own a
car do not use it everyday.
 Non-owners echo the no-need
sentiment. Only 1 in 3 non-owners wish
they had a car; a majority say they
either don’t need one or don’t even
have a license.
19
Before Moving to City
(Mean)
7.2
Average Number of Times Per Week
Using a Car
(Asked of Urban Boomers who moved or
returned to the city)
After Moving to City
(Mean)
6.5
Urban Boomers still love their cars, but don’t use them that often.
There’s got to be another way….
Nearly 15%
reduction
in driving

20. Urban Boomers can’t quite let go of the car they already own, except for those
in the Northeast…
20
> 3 cars
(13%)
12%
70%
19%
Car Gains and Losses
(Asked of Urban Boomers who
moved or returned to the city)
Since moving to the city have you… (n=182)?
Acquired one or more
cars
Maintained the same
number of cars
Gotten rid of one or
more cars
DETAILED FINDINGS:
URBAN BOOMERS AND THEIR WHEELS
 7 in 10 Urban Boomers have neither
acquired nor gotten rid of a car since
moving.
 Urban Boomers in the Northeast are
significantly less likely to own a car
than those in any other region, with
double the number of non-car owners
than the South or Midwest.
 73% of Urban Boomers in the
Northeast say being able to get around
without a car is an important aspect of
city living.

21. DETAILED FINDINGS:
URBAN BOOMERS AND THEIR WHEELS 21
Q16. Which of the following elements have influenced your decision about car ownership? Please select all that apply. (n=1,004)?
When considering car ownership, the most important factors are cost (overall
and upkeep) and environmental impact, as well as the availability of alternative
modes of transportation.
36%
26%
21%
11%
9%
8%
3%
4%
42%
Expenses
Mechanical upkeep
Alternative modes of
transportation
Environmental impact
Lack of parking
Cleaning
Access to car sharing
Other
None of these
Influences on Car Ownership
Did you know
Zipcar members
report savings
of up to $600
per month
compared to car
ownership?

22. DETAILED FINDINGS:
URBAN BOOMERS AND THEIR WHEELS 22
Q18. Which of the following items is most important to own when living in a city? (n=1,004)?
While car ownership remains important to Urban Boomers, a large number
(44%) value alternative forms of transportation more than a car.
A car
56%
Comfy
walking
shoes
21%
A public
transit
card
18%
A bike
3%
Other
2%

23. Detailed Findings: Urban Boomers Love Technology
Don’ttakeawaytheirtech.UrbanBoomerslovetheirlaptops,areactiveonsocialmediaandregularly
usemobileappstomaketheircitylifeeasier.

24. Technology
Ownership
Age 50-60 70% 65% 42% 32% –
Age 61-70 63% 47% 40% 45% –
DETAILED FINDINGS:
URBAN BOOMERS LOVE TECHNOLOGY
Nearly all Urban Boomers own some type of mobile device – especially laptops
and smartphones – and they recognize the importance of technology in making
city living easier for them.
24
68%
59%
41% 37%
3%
Laptop Smartphone Tablet Mobile Phone None
Technology Ownership
? Which of the following, if any, do you currently own? Please select all that apply. (n=1,004)
Key Differences
Urban Boomers age 61-
70 are less likely to own
a laptop, smartphone or
tablet than Boomers
age 50-60. However,
these older boomers are
more likely to own a
mobile phone that is not
a smartphone.

25. Social Media is important to Urban Boomers. Facebook is the most popular
social media channel with 81% using the platform.
25
DETAILED FINDINGS:
URBAN BOOMERS LOVE TECHNOLOGY
?
81%
33%
29%
Facebook
Twitter
Pinterest
Instagram 16%
Q19. For each of the following social media platforms, are you mostly an “active” user, meaning you post or comment regularly,
or mostly a “passive” user, meaning you look at other accounts but don’t post?(n=1,004)
80% of AARP
members feel that
a strong sense of
community is
important to
urban life.
Net Agree - Uses Social Media Platform

26. 31%
29%
21%
15%
5%
0%
5%
10%
15%
20%
25%
30%
35%
Laptop or
desktop
computer
Car Smartphone TV Tablet
DETAILED FINDINGS:
URBAN BOOMERS LOVE TECHNOLOGY 26
Lost Technology Causing Greatest Negative Impact
? In your daily routine, losing which piece of technology would have the greatest negative impact on you? (n=1,004)
Zipcar Boomers
feel that losing
their mobile phone
would have the
greatest negative
impact.
Urban Boomers care more about their computer than their car. They say that
losing a laptop would have the greatest negative impact on them over losing
their car.

27. Urban Boomers are similar to Millennials*
 they care about their tech, more than their cars.
DETAILED FINDINGS:
URBAN BOOMERS LOVE TECHNOLOGY 27
32%
27%
21%
41%
29%
24%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Urban Boomers Millennials*
Laptop
Smartphone
Car
*Source: 2015 Zipcar Annual Millennial Survey

28. Most Urban Boomers feel that mobile apps make city living easier for them, and
over four in ten believe that they could not mange city living without a
smartphone. Urban Boomers feel that they use social media the same amount
or less often than their friends who do not live in the city.
DETAILED FINDINGS:
URBAN BOOMERS LOVE TECHNOLOGY 28
?
69%
42%
29%
Net Agree
% Agree with Statements about City Living
Mobile apps make city living easier.
I personally could not manage
city living without a smartphone.
I use social media more than my
friends who do not live in the city.
Q23. Please indicate the extent to which you agree or disagree with each statement. (n=1,004)
Nearly 80% of
Zipcar Boomers
think mobile
apps make their
life easier.

29. Urban Boomers who own smartphones or mobile devices rely heavily on them
to play a number of roles in their life. Boomers are most likely to rely on their
technology for practical uses – such as secretary, teacher or banker.
49%
47%
46%
38%
29%
27%
25%
24%
21%
9%
8%
23%
Secretary
Teacher
Banker
Entertainer
DJ
Concierge
Sous-chef
Critic
Financial advisor
Chauffer
Coach
None of these
DETAILED FINDINGS:
URBAN BOOMERS LOVE TECHNOLOGY 29
Roles Smartphone, Tablet, and Laptop Play
(Asked of Urban Boomers who have a smartphone or mobile device)
Q22. Which of the following “roles,” if any, does your smartphone, tablet, or laptop play in your life? Please select all that apply.
(n=875)
?
55 percent of
AARP Boomers
bank on a mobile
device.

30. Conclusions – Defining the Urban Boomer

31. CONCLUSIONS
1. Smaller households means more Urban Boomers. Due to a variety of reason that
contribute to small households, Urban Boomers are choosing to move to cities be closer
to work, friends and family and most importantly amenities.
2. Tell ‘em about the amenities. To draw more Urban Boomers, cities should tout the great
amenities they have, including walking and biking paths, community events and cultural
activities. Not only do Urban Boomers want these things, once living in a city, they take
advantage of them.
3. Baby Boomer in need of relationship rehab? Move to the city. Urban Boomers that
are in relationships actually feel closer to their significant others. Empty-nesters or those
in relationships that want to “spice things up” should think about moving to the city.
4. Move aside millennials - city-life is not just for the young. Baby Boomers who move
to the city are able to take advantage of the urban living in ways they would not have in
their 20s. Whether it’s more confidence, more disposable income or more time, Baby
Boomers are truly enjoying city life and are happier and healthier.
5. Urban Boomers are a great target for car sharing companies. They still love their
cars, but don’t use them that often.
6. They’re techie’s too - just a tad behind millennials. Both millennials and Urban
Boomers prefer tech over a car but Urban Boomers are attached to their laptops and
millennials are attached to their smartphones. In addition, Urban Boomers love social
media but are still crazy about Facebook whereas millennials have moved-on to
Instagram and other platforms.
31

32. RESPONDENT DEMOGRAPHIC PROFILE 32
* Some percentages may not sum to 100 due to rounding.
n = 1,004
Gender
Male 48%
Female 52%
Age
50-60 64%
61-70 36%
Region
Northeast 19%
Midwest 22%
South 37%
West 22%
Ethnicity
White 73%
African-American 12%
Hispanic 10%
Other 4%
Income
Less than $50K 59%
$50K or more 37%
Education
Less than college 69%
College or more 30%
n = 1,004
Employment
Status
Employed 45%
Retired 32%
Marital Status
Married 43%
Unmarried 56%
Children
Yes, at least one at
home
24%
Yes, none at home 38%
No 35%
Adults in
household
Spouse 48%
Other 32%
None 34%
Health
Excellent/ very good 37%
Good/ fair 63%
City Living
Most of adult life 82%
Moved/Returned 18%

33. THANK YOU
For questions or comments email: PR@zipcar.com
33