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Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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Zipcar, the world’s leading car sharing network, released its fifth annual independent study which examines millennials’ (18-34 year olds) attitudes towards transportation, technology and lifestyle compared to older generations. This year, Zipcar analyzed the results by the geographic area in which respondents live and found, surprisingly, that city-dwellers of all ages displayed attitudes strikingly similar to those of millennials whereas suburban and rural residents did not. These results suggest that ‘millennial’ in the U.S. is more a state of mind, related not just to age, but to city-living. Conversely, suburban and rural respondents of all ages responded dissimilarly.

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Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

  1. 1. ‘MILLENNIAL’ IS A STATE OF MIND A Survey Commissioned by Zipcar April 2015 1
  2. 2. TABLE OF CONTENTS Executive Summary  Background and Methodology 3  Cumulative Key Learnings 4  2015 Key Findings 5 Detailed Findings  Urbanites have a millennial mindset 6  Non-millennial urbanites are still millennial-like 12  Urban millennials display hyper-millennial attitudes 18 Conclusions  Conclusion 24 2
  3. 3. BACKGROUND & METHODOLOGY Background Zipcar, credited with pioneering the sharing economy, is known as an innovative, urban brand with a large subset of millennials adopting the service. Zipcar has been particularly interested in the behaviors of this particular demographic and for the past five years has commissioned an independent study to examine the attitudes of millennials related to technology, transportation and lifestyle. This year, Zipcar analyzed the results by respondents geographic location in order to determine if where one lived affected responses or if age was truly the sole factor behind millennials disparate mindset. Methodology Zipcar worked with KRC Research to commission an independent study of 1,001 general population Americans 18 or older. Results were analyzed by age and geographic location. 3
  4. 4. LEARNINGS FROM FIVE YEARS OF RESEARCH For the past five years, Zipcar has asked key tracking questions to measure cumulative, year over year millennial attitudes. The results have shown that millennials: 1. Find it difficult to own a car Due to the high cost of gas, parking and maintenance, millennials consistently agree that it can be difficult for them to own a car. 2. Love their mobile phone Year over year, millennials have consistently said that giving up their mobile phone would have the greatest negative impact on their life, compared to giving up their car, TV or computer. 3. Have a strong desire to protect the environment Millennials agree that they want to protect the environment, so they drive less. 4. Are open to alternative forms of transportation Millennials agree they have consciously made an effort to reduce how much they drive, and instead take public transportation, bike/walk or carpool when possible. 4
  5. 5. 2015 KEY FINDINGS For the 2015 Millennial survey, Zipcar analyzed the results by respondent’s geographic location – urban, suburban and rural. The results revealed surprising insights: 1. Urbanites have a millennial mindset Like millennials, city-dwellers across all ages find it difficult to own a car, love their mobile phone, want to protect the environment and take alternative forms of transportation. And, significantly more so than their suburban/rural counterparts. 2. Non-millennial urbanites are still millennial-like Compared to non-millennial suburbanites and those in rural areas, non-millennial urbanites responded much more similarly to millennials. 3. Urban millennials display hyper-millennial attitudes Millennials who live in an urban area display “hyper-millennial” attitudes. Thus suggesting that urban living greatly influences millennial behavior. The results suggest that ‘millennial’ behaviors and attitudes are influenced by two factors – age and urban living. It is clear that both age and urban living greatly affect one’s attitudes towards transportation, technology and lifestyle. 5
  6. 6. Urbanites Have a Millennial Mindset Millennials compared to urbanites, suburbanites and those in rural areas. 6
  7. 7. URBANITES ARE JUST LIKE MILLENNIALS THEY TAKE OTHER FORMS OF TRANSPORTATION 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 45% 44% 32% 24% Millennials Urbanites Suburbanites Rural 7 ? Net agree – 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.
  8. 8. URBANITES ARE JUST LIKE MILLENNIALS THEY PROTECT THE ENVIRONMENT 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 48% 49% 37% 40% Millennials Urbanites Suburbanites Rural 8 Net agree – I want to protect the environment, so I drive less.?
  9. 9. URBANITES JUST LIKE MILLENNIALS THEY COULDN’T GIVE UP THEIR PHONE 9 0 10 20 30 40 50 Car Mobile Phone Computer/ Tablet TV 24 41 27 7 31 32 28 9 41 24 23 11 43 19 26 13 Rural Suburbanites Urbanites Millennials Net agree – In your daily routine, losing which piece of technology would have the greatest negative impact on you??
  10. 10. URBANITES ARE JUST LIKE MILLENNIALS THEY WANT MORE PUBLIC CHARGING STATIONS 0% 10% 20% 30% 40% 50% 60% 70% 67% 65% 51% 46% Millennials Urbanites Suburbanites Rural 10 Net agree – I would like to see more public cell phone charging stations in my community.?
  11. 11. URBANITES ARE JUST LIKE MILLENNIALS THEY WANT WALKABLE AMENITIES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 83% 83% 70% 68% Millennials Urbanites Suburbanites Rural 11 Net agree – I would like to see more walkable amenities such as restaurants, coffee shops and more in my community.?
  12. 12. Non-Millennial Urbanites are Still Millennial Millennials Compared to Urban Non-Millennials and Suburban/Rural Non-Millennials 12
  13. 13. NON-MILLENNIAL URBANITES STILL MILLENNIAL THEY TAKE OTHER FORMS OF TRANSPORTATION 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 48% 38% 25% Millennials Urban Non-Millennials Suburban/Rural Non- Millennials 13 ? Net agree – 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.
  14. 14. NON-MILLENNIAL URBANITES STILL MILLENNIAL THEY PROTECT THE ENVIRONMENT 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 48% 46% 36% Millennials Urban Non-Millennials Suburban/Rural Non- Millennials 14 Net agree – I want to protect the environment, so I drive less. ?
  15. 15. NON-MILLENNIAL URBANITES STILL MILLENNIAL THEY COULD GIVE UP THEIR CAR 0% 20% 40% 60% Car Mobile Phone Computer/Tablet TV Suburban/Rural Non-Millennials Urban Non- Millennials Millennials 15 Net agree – In your daily routine, losing which piece of technology would have the greatest negative impact on you??
  16. 16. NON-MILLENNIAL URBANITES STILL MILLENNIAL THEY WANT PUBLIC CHARGING STATIONS 0% 10% 20% 30% 40% 50% 60% 70% 67% 59% 44% Millennials Urban Non-Millennials Suburban/Rural Non- Millennials 16 Net agree – I would like to see more public cell phone charging stations in my community.?
  17. 17. NON-MILLENNIAL URBANITES STILL MILLENNIAL THEY WANT WALKABLE AMENITIES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 83% 80% 65% Millennials Urban Non-Millennials Suburban/Rural Non- Millennials 17 Net agree – I would like to see more walkable amenities such as restaurants, coffee shops and more in my community.?
  18. 18. Urban Millennials Display Hyper-Millennial Attitudes Millennials Compared to Urban Millennials and Suburban/Rural Millennials 18
  19. 19. URBAN MILLENNIALS ARE HYPER-MILLENNIAL THEY TAKE OTHER FORMS OF TRANSPORTATION 0% 10% 20% 30% 40% 50% 60% 45% 54% 40% Millennials Urban Millennials Suburban/Rural Millennials 19 Net agree – 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. ?
  20. 20. URBAN MILLENNIALS ARE HYPER-MILLENNIAL THEY PROTECT THE ENVIRONMENT 0% 10% 20% 30% 40% 50% 60% 48% 55% 44% Millennials Urban Millennials Suburban/Rural Millennials 20 Net agree – I want to protect the environment, so I drive less.?
  21. 21. URBAN MILLENNIALS ARE HYPER-MILLENNIAL THEY CAN’T GIVE UP A PHONE 0% 20% 40% 60% Car Mobile phone Computer/tablet TV Suburban/Rural Millennials Urban Millennials Millennials 21 Net agree – In your daily routine, losing which piece of technology would have the greatest negative impact on you? ?
  22. 22. URBAN MILLENNIALS ARE HYPER-MILLENNIAL THEY WANT PUBLIC CHARGING STATIONS 0% 10% 20% 30% 40% 50% 60% 70% 80% 67% 76% 62% Millennials Urban Millennials Suburban/Rural Millennials 22 Net agree – I would like to see more public cell phone charging stations in my community.?
  23. 23. URBAN MILLENNIALS ARE HYPER-MILLENNIAL THEY WANT WALKABLE AMENITIES 74% 76% 78% 80% 82% 84% 86% 88% 83% 88% 79% Millennials Urban Millennials Suburban/Rural Millennials 23 Net agree – I would like to see more walkable amenities such as restaurants, coffee shops and more in my community.?
  24. 24. CONCLUSIONS 1. Previous years finding of “millennials” was influenced by the inclusion of “urban millennials” who exhibit hyper-millennial traits. 2. Urbanites of all ages exhibit a “millennial mindset” 3. The study reveals that ‘millennial’ in the U.S. is more a state of mind, related not just to age, but also to city-living. Being a “millennial” is influenced by two factors – age and urban living – with neither one necessarily stronger than the other. Are millennials influencing cities or are cities influencing millennials? We’re not entirely certain. We do know one thing for sure – a growing population that is open to innovation and is concerned with the environment will only further our goal of making cities better places to live. 24
  25. 25. 25 Questions, comments or for more information please contact: pr@zipcar.com

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