millennial is a state of mind - zipcar 2015 millennial survey results

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‘MILLENNIAL’ IS A STATE OF MIND A Survey Commissioned by Zipcar April 2015 1

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Page 1: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

1

‘MILLENNIAL’ IS A STATE OF MIND

A Survey Commissioned by ZipcarApril 2015

Page 2: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

2TABLE 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

Page 3: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

3BACKGROUND & 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.

MethodologyZipcar 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.

Page 4: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

4LEARNINGS 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 carDue 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 phoneYear 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 environmentMillennials agree that they want to protect the environment, so they drive less.

4. Are open to alternative forms of transportationMillennials agree they have consciously made an effort to reduce how much they drive, and instead take public transportation, bike/walk or carpool when possible.

Page 5: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

52015 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 mindsetLike 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-likeCompared to non-millennial suburbanites and those in rural areas, non-millennial urbanites responded much more similarly to millennials.

3. Urban millennials display hyper-millennial attitudesMillennials 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.

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Urbanites Have a Millennial Mindset

Millennials compared to urbanites, suburbanites and those in rural areas.

Page 7: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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URBANITES ARE JUST LIKE MILLENNIALSTHEY TAKE OTHER FORMS OF TRANSPORTATION

Series10%

5%

10%

15%

20%

25%

30%

35%

40%

45%45% 44%

32%

24% Millennials UrbanitesSuburbanitesRural

?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.

Page 8: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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URBANITES ARE JUST LIKE MILLENNIALSTHEY PROTECT THE ENVIRONMENT

Series10%5%

10%15%20%25%30%35%40%45%50%

48% 49%

37%40%

Millennials UrbanitesSuburbanitesRural

Net agree – I want to protect the environment, so I drive less. ?

Page 9: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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URBANITES JUST LIKE MILLENNIALSTHEY COULDN’T GIVE UP THEIR PHONE

Car

Mobile Phone

Computer/ Tablet

TV

0 5 10 15 20 25 30 35 40 45

24

41

27

7

31

32

28

9

41

24

23

11

43

19

26

13

RuralSuburbanitesUrbanitesMillennials

Net agree – In your daily routine, losing which piece of technology would have the greatest negative impact on you??

Page 10: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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URBANITES ARE JUST LIKE MILLENNIALSTHEY WANT MORE PUBLIC CHARGING STATIONS

Series10%

10%

20%

30%

40%

50%

60%

70%67% 65%

51%46%

Millennials UrbanitesSuburbanitesRural

Net agree – I would like to see more public cell phone charging stations in my community.?

Page 11: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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URBANITES ARE JUST LIKE MILLENNIALSTHEY WANT WALKABLE AMENITIES

Series10%

10%

20%

30%

40%

50%

60%

70%

80%

90% 83% 83%

70% 68%

Millennials UrbanitesSuburbanitesRural

Net agree – I would like to see more walkable amenities such as restaurants, coffee shops and more in my community.?

Page 12: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

12

Non-Millennial Urbanites are Still Millennial

Millennials Compared to Urban Non-Millennials and Suburban/Rural Non-Millennials

Page 13: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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NON-MILLENNIAL URBANITES STILL MILLENNIAL THEY TAKE OTHER FORMS OF TRANSPORTATION

Series10%5%

10%15%20%25%30%35%40%45%50%

48%

38%

25%MillennialsUrban Non-MillennialsSuburban/Rural Non-Millennials

?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.

Page 14: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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NON-MILLENNIAL URBANITES STILL MILLENNIAL THEY PROTECT THE ENVIRONMENT

Series10%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%48%

46%

36%

MillennialsUrban Non-MillennialsSuburban/Rural Non-Millennials

Net agree – I want to protect the environment, so I drive less. ?

Page 15: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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NON-MILLENNIAL URBANITES STILL MILLENNIAL THEY COULD GIVE UP THEIR CAR

Car

Mobile Phone

Computer/Tablet

TV

0% 10% 20% 30% 40% 50%

Suburban/Rural Non-Millennials

Urban Non-Mil-lennials

Millennials

Net agree – In your daily routine, losing which piece of technology would have the greatest negative impact on you??

Page 16: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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NON-MILLENNIAL URBANITES STILL MILLENNIAL THEY WANT PUBLIC CHARGING STATIONS

Series10%

10%

20%

30%

40%

50%

60%

70%67%

59%

44%MillennialsUrban Non-MillennialsSuburban/Rural Non-Millennials

Net agree – I would like to see more public cell phone charging stations in my community.?

Page 17: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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NON-MILLENNIAL URBANITES STILL MILLENNIAL THEY WANT WALKABLE AMENITIES

Series10%

10%

20%

30%

40%

50%

60%

70%

80%

90% 83% 80%

65%

MillennialsUrban Non-MillennialsSuburban/Rural Non-Millennials

Net agree – I would like to see more walkable amenities such as restaurants, coffee shops and more in my community.?

Page 18: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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Urban Millennials Display Hyper-Millennial Attitudes

Millennials Compared to Urban Millennials and Suburban/Rural Millennials

Page 19: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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URBAN MILLENNIALS ARE HYPER-MILLENNIALTHEY TAKE OTHER FORMS OF TRANSPORTATION

Series10%

10%

20%

30%

40%

50%

60%

45%

54%

40%

MillennialsUrban MillennialsSuburban/Rural Mil-lennials

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.

?

Page 20: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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URBAN MILLENNIALS ARE HYPER-MILLENNIALTHEY PROTECT THE ENVIRONMENT

Series10%

10%

20%

30%

40%

50%

60%48%

55%

44%

MillennialsUrban MillennialsSuburban/Rural Mil-lennials

Net agree – I want to protect the environment, so I drive less. ?

Page 21: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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URBAN MILLENNIALS ARE HYPER-MILLENNIALTHEY CAN’T GIVE UP A PHONE

Car

Mobile phone

Computer/tablet

TV

0% 5% 10%15%20%25%30%35%40%45%

Suburban/Rural Millennials

Urban Millennials

Millennials

Net agree – In your daily routine, losing which piece of technology would have the greatest negative impact on you?

?

Page 22: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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URBAN MILLENNIALS ARE HYPER-MILLENNIAL THEY WANT PUBLIC CHARGING STATIONS

Series10%

10%

20%

30%

40%

50%

60%

70%

80%67%

76%

62%

MillennialsUrban MillennialsSuburban/Rural Mil-lennials

Net agree – I would like to see more public cell phone charging stations in my community.?

Page 23: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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URBAN MILLENNIALS ARE HYPER-MILLENNIALTHEY WANT WALKABLE AMENITIES

Series174%

76%

78%

80%

82%

84%

86%

88%

83%

88%

79%

MillennialsUrban MillennialsSuburban/Rural Mil-lennials

Net agree – I would like to see more walkable amenities such as restaurants, coffee shops and more in my community.?

Page 24: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

24CONCLUSIONS

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.

Page 25: Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results

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Questions, comments or for more information please contact:

[email protected]