1. Millennials & the “New
American Dream”
A Survey Commissioned by Zipcar
January 2014
[1]

2. Driving Deeper: The Millennials Survey
 Online survey of
 Ages
1,009 adults
18 and over, including 965 licensed drivers
 Conducted between
 Break out by age
December 5 and 8, 2013
segments:
• 18-34 years old: 306 – Millennials
• 35-44 years old: 139
• 45-54 years old: 226
• 55 years old or more: 338
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3. 2013 Key Findings

Millennials are less materialistic than they are given credit for with six in ten Millennials say that
experiences are more important to them than material possessions (61%)

Millennials have similar values to those in older generations, even if they believe otherwise with seven
in ten Millennials believing their American Dream is different from that of their parents (71%).
–
Millennials and their older counterparts are equally likely to say that experiences are more
important for them than possessions right now (Millennials 61% vs. 62% of those 35+).
–
Equal percentages of Millennials and those over age 35 say they are more likely to give back to the
community by making sustainable choices than in other ways (Millennials 32% vs. 30% of those
35+).

Millennials value their mobile phones over their cars, TV’s, and computers/tablets. They are the only age
group that would be more negatively impacted by giving up a mobile phone than by giving up a car

Traditional influences, like the high cost of car ownership and environmental concerns of driving, are
compelling many Millennials to drive less

Millennials take advantage of technology more than older generations to help them make sustainable
choices include transportation apps have reducing their driving frequency (Millennials 24% vs. 15% for
those 35+).

Millennials are significantly more apt to say that social networking has allowed them to reduce the
number of times they drive to see friends and, instead, socialize online or through texts (43% Millennials
vs. 32% of those 35+).
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4. Millennials Prefer Experiences over Possessions
At this moment, which of the following is more important for YOU PERSONALLY?
61%
Ages 18-34
39%
60%
Ages 35-44
40%
64%
Ages 45-54
36%
61%
Ages 55+
39%
Experiences
Possessions
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5. Important Pieces of the American Dream
The most important piece of my American Dream is...
% By age group
29%
24%
23%
18-34 years old
6%
18%
28%
23%
24%
22%
35-44 years old
3%
Experiences
30%
29%
45-54 years old
23%
16%
2%
30%
17%
55 years or more
Meaningful job
Dream home in
suburbs
Urban home
24%
27%
1%
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High-end, current
items
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6. Differing Definitions of the American Dream
Please indicate to what extent you agree with the following statement: ‘My
definition of the American Dream is different from that of my parents.’
Ages 18-34
71%
Ages 35-44
74%
Ages 45-54
70%
Ages 55+
58%
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7. Cost Of Car Ownership A Key Barrier
In today’s economy, it can be difficult for me to own a car because of the high
cost of gas, parking and maintenance.
% Agree of Licensed Drivers – By age group
Ages 18-34
53%
Ages 35-44
43%
Ages 45-54
39%
Ages 55+
29%
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8. Reduction in Driving
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.
% Agree
Ages 18-34
Ages 35-44
35%
24%
Ages 45-54
Ages 55+
32%
27%
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9. Protecting the Environment
I want to protect the environment, so I drive less
% Agree
Ages 18-34
39%
Ages 35-44
35%
Ages 45-54
36%
Ages 55+
37%
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10. Transportation Options
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.
(Licensed drivers only)
% Agree
Ages 18-34
53%
Ages 35-44
48%
Ages 45-54
48%
Ages 55+
36%
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11. In your daily routine, losing which piece of technology would have
Transportation Apps
the greatest negative impact on you?
To what extent does the availability of transportation apps (i.e. taxi apps, car
rental reservations, public transportation info, car sharing, ride sharing, etc.)
make it easier to live without owning a car?
% By age group
18-34 years old
9%
11%
% Reduced (NET)
4%
24%
20%
35-44 years old
6%
45-54 years old
55 years or older
10%
12%
4%
5%
6%
9%
5% 2%2%
Reduced a little bit
23%
Somewhat reduced
Significantly reduced
Asked 2013
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12. Technology Wins Again
In your daily routine, losing which piece of technology would have the greatest
negative impact on you?
% By age group
10%
39%
18-34 years old
25%
26%
13%
28%
26%
35-44 years old
33%
45-54 years old
12%
14%
24%
49%
21%
55 years or more
10%
25%
44%
TV
Mobile phone
Computer/Tablet
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Car
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13. 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.
(Licensed drivers only)
% Agree
Ages 18-34
43%
Ages 35-44
46%
Ages 45-54
Ages 55+
34%
24%
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