Millennials & Driving: A Survey Commissioned by Zipcar

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Millennials & Driving

A Survey Commissioned by ZipcarNovember 2011

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Driving Deeper: The Millennials SurveyOnline survey of 1,045 adultsAges 18 and over, including 989 licensed driversConducted between October 24 and 27, 2011Break out by age segments18-34 years old: 294 drivers Millennials35-44 years old: 220 drivers45-54 years old: 181 drivers55 years old or more: 292 drivers

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2011 Key FindingsIn 2011, Millennials embrace finding alternatives to driving to reduce their time on the road because high costs of car ownership, the environment and social networking.In these tough economic times, Millennials would save the money from not owning a car rather than spend it.Millennials welcome the collaborative consumption movement and are motivated to participate in sharing programs like car sharing because of potential savings they could accumulate for major milestones such as retirement, housing, and college tuition.

# confidential% AgreeMillennials are Choosing to Drive Less

Licensed Drivers 2010

Licensed Drivers 2011

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.

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% Agree

Thinking Green, Driving LessLicensed Drivers 2010

Licensed Drivers 2011

I want to protect the environment, so I drive less.

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Millennials Want Transportation Alternatives

If there were more options in my area, such as public transportation, car sharing or convenient carpooling, I would drive less than I do now.% Agree(Licensed drivers only)Licensed Drivers 2010

Licensed Drivers 2011

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% AgreeCost Of Car Ownership A Key Barrier

In todays economy, it can be difficult to own a car because of the high cost of gas, parking and maintenance. (Licensed drivers only)Licensed Drivers 2010

Licensed Drivers 2011

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A New Way of Socializing

With access to social networking sites such as Facebook and Twitter, text messaging and online gaming, I sometimes choose to spend time with friends online instead of driving to see them.% Agree(Licensed drivers only)Licensed Drivers 2010

Licensed Drivers 2011

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(Licensed drivers only) % LikelyHome or vacation sharing programsCar sharing programsMedia sharing programs55 years or more45-54 years18-34 years

35-44 years

Millennials Embrace Sharing Economy

How likely are you to participate in each of the following sharing programs?Asked only in 2011

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(Licensed drivers only)Being hassle freeProtecting the environmentPaying off credit card debtSaving for retirement/home/coll..Not sureMillennials Share to Save

And which of the following would motivate you most to participate in any sharing programs similar to the ones mentioned above?55 years or more45-54 years18-34 years

35-44 years

Asked only in 2011

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(Car owners only)TravelPaying-off school loans/other loansPaying off credit card debtSaving the moneyMillennials Spend their Money Wisely

And now imagine if you could save $6,000 a year by not owning a car, what would you most likely spend the money you save on? Buying a house55 years or more45-54 years18-34 years

35-44 years

Asked only in 2011

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Key Findings Year Over Year (2010 over 2011)

More than half of Millennials, a higher proportion than last year, drive less because they want to protect the environment.

Nearly seven in 10, more than last year say that they sometimes talk to friends online instead of driving to see them.

Younger drivers remain the most committed to seeking alternatives to driving.

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