New Zipcar Survey Reveals Millennial Preferences

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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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