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

‘MILLENNIAL’ IS A

STATE OF MIND

A Survey Commissioned by Zipcar

April 2015

1

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

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

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

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

Urbanites Have a Millennial

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

6

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.


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. ?

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??


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.?


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.?

Non-Millennial Urbanites are

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

Non-Millennials

12

NON-MILLENNIAL URBANITES STILL MILLENNIAL


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.



0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%48%

46%

36%Millennials



14

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


THEY COULD GIVE UP THEIR CAR

0% 20% 40% 60%

Car

Mobile Phone

Computer/Tablet

TV

Suburban/RuralNon-Millennials


Millennials

15

Net agree – In your daily routine, losing which piece of technology

would have the greatest negative impact on you??


THEY WANT PUBLIC CHARGING STATIONS

0%

10%

20%

30%

40%

50%

60%

70%67%

59%

44%Millennials



16

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

community.?



0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 83%80%

65%Millennials



17



Urban Millennials Display

Hyper-Millennial AttitudesMillennials Compared to Urban Millennials and Suburban/Rural Millennials

18

URBAN MILLENNIALS ARE HYPER-MILLENNIAL


0%

10%

20%

30%

40%

50%

60%

45%

54%

40% Millennials

Urban Millennials

Suburban/RuralMillennials

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.?



0%

10%

20%

30%

40%

50%

60%

48%

55%

44%Millennials

Urban Millennials


20

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


THEY CAN’T GIVE UP A PHONE

0% 20% 40% 60%

Car

Mobile phone

Computer/tablet

TV


UrbanMillennials

Millennials

21

Net agree – In your daily routine, losing which piece of

technology would have the greatest negative impact on you??


THEY WANT PUBLIC CHARGING STATIONS

0%

10%

20%

30%

40%

50%

60%

70%

80%67%

76%

62%

Millennials

Urban Millennials


22

Net agree – I would like to see more public cell phone charging

stations in my community.?



74%

76%

78%

80%

82%

84%

86%

88%

83%

88%

79%

Millennials

Urban Millennials


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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.

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Questions, comments or for more

information please contact:

[email protected]

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

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