Urbanites, regardless of age, and urban millennials in particular, display attitudes and behaviors more closely associated with millennials than other demographic groups. The study found that urbanites across all ages are likely to take alternative transportation, want to protect the environment, rely heavily on their mobile phones, and prefer communities with walkable amenities. Younger urbanites and urban millennials especially exhibited "hyper-millennial" traits, further influenced by urban living. The research suggests that "millennial" mindsets may be shaped not just by age but also by experience living in urban areas.

1. ‘MILLENNIAL’ IS A
STATE OF MIND
A Survey Commissioned by Zipcar
April 2015
1

2. TABLE OF CONTENTS
Executive Summary
 Background and Methodology 3
 Cumulative Key Learnings 4
 2015 Key Findings 5
Detailed Findings
 Urbanites have a millennial mindset 6
 Non-millennial urbanites are still millennial-like 12
 Urban millennials display hyper-millennial attitudes 18
Conclusions
 Conclusion 24
2

3. BACKGROUND & METHODOLOGY
Background
Zipcar, 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.
Methodology
Zipcar 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

4. LEARNINGS FROM FIVE YEARS OF RESEARCH
For the past five years, Zipcar has asked key tracking questions to measure
cumulative, year over year millennial attitudes. The results have shown that
millennials:
1. Find it difficult to own a car
Due to the high cost of gas, parking and maintenance, millennials consistently agree that it can be
difficult for them to own a car.
2. Love their mobile phone
Year 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.
3. Have a strong desire to protect the environment
Millennials agree that they want to protect the environment, so they drive less.
4. Are open to alternative forms of transportation
Millennials 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

5. 2015 KEY FINDINGS
For the 2015 Millennial survey, Zipcar analyzed the results by respondent’s geographic
location – urban, suburban and rural. The results revealed surprising insights:
1. Urbanites have a millennial mindset
Like 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.
2. Non-millennial urbanites are still millennial-like
Compared to non-millennial suburbanites and those in rural areas, non-millennial urbanites
responded much more similarly to millennials.
3. Urban millennials display hyper-millennial attitudes
Millennials 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 one’s
attitudes towards transportation, technology and lifestyle.
5

6. Urbanites Have a Millennial
Mindset
Millennials compared to urbanites, suburbanites and those in rural areas.
6

7. URBANITES ARE JUST LIKE MILLENNIALS
THEY TAKE OTHER FORMS OF TRANSPORTATION
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
45% 44%
32%
24%
Millennials
Urbanites
Suburbanites
Rural
7
?
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.

8. URBANITES ARE JUST LIKE MILLENNIALS
THEY PROTECT THE ENVIRONMENT
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
48% 49%
37%
40%
Millennials
Urbanites
Suburbanites
Rural
8
Net agree – I want to protect the environment, so
I drive less.?

9. URBANITES JUST LIKE MILLENNIALS
THEY COULDN’T GIVE UP THEIR PHONE 9
0 10 20 30 40 50
Car
Mobile Phone
Computer/ Tablet
TV
24
41
27
7
31
32
28
9
41
24
23
11
43
19
26
13
Rural
Suburbanites
Urbanites
Millennials
Net agree – In your daily routine, losing which piece of technology
would have the greatest negative impact on you??

10. URBANITES ARE JUST LIKE MILLENNIALS
THEY WANT MORE PUBLIC CHARGING STATIONS
0%
10%
20%
30%
40%
50%
60%
70%
67% 65%
51%
46%
Millennials
Urbanites
Suburbanites
Rural
10
Net agree – I would like to see more public cell phone
charging stations in my community.?

11. URBANITES ARE JUST LIKE MILLENNIALS
THEY WANT WALKABLE AMENITIES
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 83% 83%
70% 68%
Millennials
Urbanites
Suburbanites
Rural
11
Net agree – I would like to see more walkable amenities such as
restaurants, coffee shops and more in my community.?

12. Non-Millennial Urbanites are
Still Millennial
Millennials Compared to Urban Non-Millennials and Suburban/Rural
Non-Millennials
12

13. NON-MILLENNIAL URBANITES STILL MILLENNIAL
THEY TAKE OTHER FORMS OF TRANSPORTATION
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
48%
38%
25%
Millennials
Urban Non-Millennials
Suburban/Rural Non-
Millennials
13
?
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.

14. NON-MILLENNIAL URBANITES STILL MILLENNIAL
THEY PROTECT THE ENVIRONMENT
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
48%
46%
36%
Millennials
Urban Non-Millennials
Suburban/Rural Non-
Millennials
14
Net agree – I want to protect the environment, so I drive less.
?

15. NON-MILLENNIAL URBANITES STILL MILLENNIAL
THEY COULD GIVE UP THEIR CAR
0% 20% 40% 60%
Car
Mobile Phone
Computer/Tablet
TV
Suburban/Rural
Non-Millennials
Urban Non-
Millennials
Millennials
15
Net agree – In your daily routine, losing which piece of technology
would have the greatest negative impact on you??

16. NON-MILLENNIAL URBANITES STILL MILLENNIAL
THEY WANT PUBLIC CHARGING STATIONS
0%
10%
20%
30%
40%
50%
60%
70%
67%
59%
44%
Millennials
Urban Non-Millennials
Suburban/Rural Non-
Millennials
16
Net agree – I would like to see more public cell phone charging stations in my
community.?

17. NON-MILLENNIAL URBANITES STILL MILLENNIAL
THEY WANT WALKABLE AMENITIES
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 83%
80%
65%
Millennials
Urban Non-Millennials
Suburban/Rural Non-
Millennials
17
Net agree – I would like to see more walkable amenities such as
restaurants, coffee shops and more in my community.?

18. Urban Millennials Display
Hyper-Millennial Attitudes
Millennials Compared to Urban Millennials and Suburban/Rural Millennials
18

19. URBAN MILLENNIALS ARE HYPER-MILLENNIAL
THEY TAKE OTHER FORMS OF TRANSPORTATION
0%
10%
20%
30%
40%
50%
60%
45%
54%
40% Millennials
Urban Millennials
Suburban/Rural
Millennials
19
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.
?

20. URBAN MILLENNIALS ARE HYPER-MILLENNIAL
THEY PROTECT THE ENVIRONMENT
0%
10%
20%
30%
40%
50%
60%
48%
55%
44%
Millennials
Urban Millennials
Suburban/Rural
Millennials
20
Net agree – I want to protect the environment, so I drive less.?

21. URBAN MILLENNIALS ARE HYPER-MILLENNIAL
THEY CAN’T GIVE UP A PHONE
0% 20% 40% 60%
Car
Mobile phone
Computer/tablet
TV
Suburban/Rural
Millennials
Urban
Millennials
Millennials
21
Net agree – In your daily routine, losing which piece of
technology would have the greatest negative impact on you?
?

22. URBAN MILLENNIALS ARE HYPER-MILLENNIAL
THEY WANT PUBLIC CHARGING STATIONS
0%
10%
20%
30%
40%
50%
60%
70%
80%
67%
76%
62%
Millennials
Urban Millennials
Suburban/Rural
Millennials
22
Net agree – I would like to see more public cell phone charging
stations in my community.?

23. URBAN MILLENNIALS ARE HYPER-MILLENNIAL
THEY WANT WALKABLE AMENITIES
74%
76%
78%
80%
82%
84%
86%
88%
83%
88%
79%
Millennials
Urban Millennials
Suburban/Rural
Millennials
23
Net agree – I would like to see more walkable amenities such as
restaurants, coffee shops and more in my community.?

24. CONCLUSIONS
1. Previous years finding of “millennials” was influenced by the inclusion of
“urban millennials” who exhibit hyper-millennial traits.
2. Urbanites of all ages exhibit a “millennial mindset”
3. The 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? We’re 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

25. 25
Questions, comments or for more
information please contact:
pr@zipcar.com