New Zipcar Survey Reveals Millennial Preferences

Reuters - February 28, 2013

Zip­car, Inc. released the find­ings an inde­pen­dent study of Mil­len­ni­als which exam­ines atti­tudes and behav­iors relat­ed to urban trans­porta­tion, tech­nol­o­gy and car own­er­ship.

Deal­ers must pay atten­tion to trends among this buy­ing seg­ment.

The study, con­duct­ed in Decem­ber 2012 by KRC Research, reveals that mobile devices and on-demand trans­porta­tion apps are more impor­tant to Mil­len­ni­als than car own­er­ship:

  • Near­ly two in three (65 per­cent) of Mil­len­ni­als say los­ing their phone (30 per­cent) or com­put­er (35 per­cent) would have a greater neg­a­tive impact on their dai­ly rou­tine than los­ing their car (28 per­cent).
  • One in four Mil­len­ni­als (25 per­cent) say trans­porta­tion apps have reduced their dri­ving fre­quen­cy, com­pared to less than 12 per­cent of those 45+.

“Mobil­i­ty has defined new expec­ta­tions for Mil­len­ni­als,” said Jonathan Yarmis, Prin­ci­pal Ana­lyst at Yarmis Group. “They are used to get­ting what they want, when they want it and mobil­i­ty solu­tions are chang­ing the way they decide how to get from one place to anoth­er.  Hav­ing trans­porta­tion ser­vices on-demand is becom­ing essen­tial to serve the expec­ta­tions of this new gen­er­a­tion.”

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