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

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Millennial is a State of Mind

Millennial is a State of MindA Survey Commissioned by ZipcarApril 20151

Table of ContentsExecutive Summary Background and Methodology 3 Cumulative Key Learnings 42015 Key Findings 5

Detailed FindingsUrbanites have a millennial mindset 6Non-millennial urbanites are still millennial-like12Urban millennials display hyper-millennial attitudes18

ConclusionsConclusion 24

2

Background & MethodologyBackgroundZipcar, 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. 3

learnings from five years of researchFor the past five years, Zipcar has asked key tracking questions to measure cumulative, year over year millennial attitudes. The results have shown that millennials:

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.

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.

Have a strong desire to protect the environmentMillennials agree that they want to protect the environment, so they drive less.

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. 4

2015 Key Findings For the 2015 Millennial survey, Zipcar analyzed the results by respondents geographic location urban, suburban and rural. The results revealed surprising insights:

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. 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.

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 ones 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 MillennialsThey Take other Forms of Transportation7

?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.

Urbanites Are Just Like MillennialsThey Protect the Environment8Net agree I want to protect the environment, so I drive less.

?

Urbanites Just Like MillennialsThey Couldnt Give up Their Phone9Net agree In your daily routine, losing which piece of technology would have the greatest negative impact on you?

?

Urbanites are Just Like MillennialsThey Want More Public Charging Stations10Net agree I would like to see more public cell phone charging stations in my community.

?

Urbanites Are Just Like MillennialsThey Want walkable Amenities11Net 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-Millennials12

Non-Millennial urbanites Still Millennial They Take Other Forms of Transportation13

?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.

Non-Millennial urbanites Still Millennial They Protect the Environment14Net agree I want to protect the environment, so I drive less.

?

Non-Millennial urbanites Still Millennial They Could Give Up Their Car15Net agree In your daily routine, losing which piece of technology would have the greatest negative impact on you?

?

Non-Millennial urbanites Still Millennial They Want Public Charging stations16Net agree I would like to see more public cell phone charging stations in my community.

?

Non-Millennial urbanites Still Millennial They Want Walkable Amenities17Net agree I would like to see more walkable amenities such as restaurants, coffee shops and more in my community.

?

Urban Millennials Display Hyper-Millennial AttitudesMillennials Compared to Urban Millennials and Suburban/Rural Millennials18

Urban Millennials Are Hyper-MillennialThey Take other Forms of Transportation19Net 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.

?

Urban Millennials Are Hyper-MillennialThey Protect the environment20Net agree I want to protect the environment, so I drive less.

?

Urban Millennials Are Hyper-MillennialThey Cant Give Up A Phone21Net agree In your daily routine, losing which piece of technology would have the greatest negative impact on you?

?

Urban Millennials Are Hyper-Millennial They Want Public Charging Stations22Net agree I would like to see more public cell phone charging stations in my community.

?

Urban Millennials Are Hyper-MillennialThey Want Walkable Amenities23Net agree I would like to see more walkable amenities such as restaurants, coffee shops and more in my community.

?

Conclusions

Previous years finding of millennials was influenced by the inclusion of urban millennials who exhibit hyper-millennial traits.Urbanites of all ages exhibit a millennial mindsetThe 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? Were 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

25Questions, comments or for more information please contact:

pr@zipcar.com