Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers (2013)

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38 Transportation Trends & Motivations

Transportation Trends: ENVIRONMENTAL CONSIDERATIONS 39 Millennials care about the environment. San Franciscans and those living with roommates are the most likely to cite environmental considerations as a motivating factor in their transportation decisions. % Say ‘I care about the environment' as a motivation for their transportation routine overall (Q31, n varies by sample group) TOTAL 34% Boston, MA 35% Chicago, IL 33% San Francisco, CA 42% Seattle, WA 37% Portland, OR 35% Washington, DC 25% Living with spouse or partner 33% Living with parents or other family 36% Living with roommates 44% Living alone 31% No children (aged 18 or under living in household) 37% Parents (of children 18 or under living in household) 30% 37% total say they are increasingly feeling a bit better about their “carbon footprint” (Q34)

Transportation Trends: ENVIRONMENTAL CONSIDERATIONS 40 The attribute of being “better for the environment,” was a top-ranking perceived benefit for walking, biking, skateboarding, subway/light rail, as well as bike-sharing. % Say 'is better for the environment' as a benefit for this transportation option (Q113, n varies by mode) Walking 73% Bicycle (Owned) 64% Public Transit: Subway, Light Rail, Streetcar, or Trolley 50% Skateboard, longboard, or rollerblades 49% Public Transit: Bus 41% Public Transit: Commuter Rail 40% Car-pooling or ride-sharing 38% Bike-sharing 31% Public Transit: Ferry 27% Car-sharing 26% Motor scooter or moped 24% Taxi 8% Driving a car (Owned) 8% “Our generation grew up knowing all about the effects on the environment that cars can have, so we've grown up with an attitude of wanting to do our part for the earth— something that we can easily do with public transit and not with cars” Highlighting in chart above shows relative differences in cell values across these transportation options and survey response options. (Note: the colors and shading on these tables can best be viewed in a full-color version of the report)

Transportation Trends: ENVIRONMENTAL CONSIDERATIONS 41 While Millennials consider the environment and their carbon footprint, other considerations have greater importance to their transportation decisions such as the cost, convenience, the ability to get exercise, and transit-friendly neighborhood preference. Top 5 reasons or motivations for transportation choices or routines overall (Q31, Among % Total, n=1,000) I need to save money 46% It is the most convenient 46% It allows me to get some exercise (walking, biking, riding, etc.) 44% I live in an area where it makes more sense to use public transit 35% I care about the environment 34% “I think my generation is more environmentally conscious because of all the research on the detrimental effects fossil fuels have on the environment, so I think more people in my generation try to reduce their carbon footprint”

Transportation Trends: SHARE-BASED OPTIONS 42 Although not in wide-spread use, Millennials are becoming increasingly aware of and interested in the idea of share-based transportation services. Q34 - Which of these trends have you noticed others doing more of or seen more of in your own life or behaviors? TOTAL (n=1,000) Taking advantage of share programs & services (e.g., bike sharing, car sharing) 33% “Most of my friends my age view bicycling as a viable option for transportation year-round. I've found that some of my older friends are more reluctant to embrace it. I see only growth for the use of bicycles—both owner-driven and bike-share in this community”

Transportation Trends: WORKING ANYWHERE, AT ANYTIME 43 Millennials are mobile, and so is their work. Being able to connect with digital resources and accomplish work while traveling is a growing trend and an important benefit. That said, this anywhere/everywhere work style only reduces concern about time spent traveling for 1 in 5 Millennials. Q34 - Which of these trends have you noticed others doing more of or seen more of in your own life or behaviors? TOTAL (n=1,000) Working while traveling 39% Worrying less about going to work to get work done, and home to rest as I can now work or study from nearly anywhere 22% Worrying less about reaching places on time than before 21% “Many of us are happy with biking or walking, and see public transit as a way to meet people, connect, and have extra time to do work while commuting…and with smartphones it's easy to figure out bus schedules and keep connected while commuting”

Transportation Trends: SOCIAL AND COMMUNITY CONNECTIONS (ONLINE AND OFFLINE) 44 Millennials say they’re getting more social while traveling—much of this taking place online or through mobile. They also display an increasing awareness of and desire for connection to “community” (e.g., experiencing/seeing more of the area they live in, seeing others “like me” in their transportation routines, etc.) Q34 - Which of these trends have you noticed others doing more of or seen more of in your own life or behaviors? TOTAL (n=1,000) Socializing while traveling 36% Finding more to like (e.g., hidden gems) in the area 33% Feeling like a better member of the community 26% “We are more aware of how our actions impact the larger community” “My generation is more willing to use public transit and alternative transportation to have less effect on the environment, save money, and to be more engaged with their community” Q31 - Which of these describe the reasons or motivations for your transportation choices or routines? TOTAL (n=1,000) I feel better connected to the area I live in 22%

Transportation Trends: SOCIAL AND COMMUNITY CONNECTIONS (ONLINE AND OFFLINE) 45 Public transit options were considered the most likely to allow for more socializing (digitally), and most likely to offer a good “community” feel. (Walking was also a top mode for this community-related benefit.) Q113 - Please check the items that describe the benefits or value of each of these transportation options. (n varies, among randomized subset of those use this transportation option more than 'never') Helps me feel more connected to my community & the area I reside in Feels like a good “community” of commuters or people like me I get more time to socialize (online, or via mobile) Public Transit: Subway, Light Rail, Streetcar, or Trolley 44% 41% 44% Public Transit: Commuter Rail 33% 44% 43% Public Transit: Bus 36% 37% 46% Walking 58% 34% 27% Public Transit: Ferry 30% 36% 39% Car-pooling or ride-sharing 28% 43% 34% Bicycle (Owned) 40% 36% 17% Skateboard, longboard, or rollerblades 32% 25% 27% Car-sharing 27% 28% 28% Bike-sharing 29% 25% 23% Motor scooter or moped 34% 21% 11% Driving a car (Owned) 16% 16% 19% Taxi 13% 10% 26% “It's the technology age—fewer people are socializing in person and more are socializing online” “We are more aware of how our actions impact the larger community. We live in an increasingly urban world where more people are choosing to live in cities and forgo the suburban lifestyle” Highlighting in chart above shows relative differences in cell values across these transportation options and survey response options. (Note: the colors and shading on these tables can best be viewed in a full-color version of the report)

Potential Takeaways for Future Millennial Transportation Offerings: 46 ENSURE MILLENNIALS CAN CONNECT to their digital world while traveling Q35/Q36 - In the future (10 years from now), I’d like to see transportation options that… TOTAL (n=1000) Ensure Wi-Fi or 3G/4G connectivity everywhere I go 54% Are more connected or tech-friendly 45% Image Credit: Ed Yourdon

Image Credit: Elena Gurzhiy Potential Takeaways for Future Millennial Transportation Offerings: 47 KNOW THAT MILLENNIALS WILL CONTINUE TO LOOK FOR WAYS TO SAVE MONEY: Public transit providers should keep services as affordable as possible for those starting out on a new career, starting a family, and/or paying a premium on housing for an urban lifestyle (and keep options less than the cost of owning/ running a car). Q35 / Q36 - In the future (10 years from now), I’d like to see transportation options that… TOTAL (n=1000) Are more affordable 62% “My generation is strapped financially… we’ve acquired 50-100k in student loan debt—it forces us to start our adult life in debt… All this makes my generation need to be a bit more creative on how we get around town” “I take the train to/from the city often, & used to for work but if it wasn't cost- effective so I would definitely drive now”

Potential Takeaways for Future Millennial Transportation Offerings: 48 When budget constraints limit improve- ments to reliability and consistency, OFFER DIGITAL TOOLS WITH REAL- TIME UPDATES that reduce the “work” of figuring out an efficient trip even when there are delays, etc. Q35 / Q36 - In the future (10 years from now), I’d like to see transportation options that… TOTAL (n=1000) Are more reliable 61% Offer more real-time updates to help me avoid waiting longer than needed 55% Are more user-friendly and intuitive (e.g., don’t make me dig around for info) 44% Are more precise (e.g., real-time information is accurate) 38% Image Credit: Andres Rodriguez “We are well- connected when it comes to searching and finding information we need to plan our transportation ahead of time”

Potential Takeaways for Future Millennial Transportation Offerings: HELP MILLENNIALS OPTIMIZE THEIR EXPERIENCE: Consider offering tools and services that allow users to explore transportation/ trip options based on their TACTICAL NEEDS (e.g., more efficient routes/times, ways to take advantage of new bike share programs, etc.), but also by THEIR FRAME OF MIND (e.g., ideal routes for enjoying great weather, staying 3G connected throughout trip to get work done, etc.) Q36 - In the future (10 years from now), I’d like to see more technology and tool offerings that… TOTAL (n=1000) Help me optimize my entire travel experience across different options & locations 44% Provide transportation options based on what mindset I may be in (e.g., routes perfect for good weather, bad weather, most cost efficient, etc.) 43% Help me take advantage of more “alternative” transportation options (e.g., bike share, walking, etc.) 38% 49 Im ag e C re di t: Ti m th y K ra us e “[With smartphones and other mobile devices, we can now find the best ways of transportation. This change in lifestyle and technology is what sets my generation apart from others”

Potential Takeaways for Future Millennial Transportation Offerings: 50 INTEGRATE WITH MILLENNIAL INTERESTS • Make time spent with transportation mean a mix of social time, work time, and entertainment/media time for Millennials; consider offering features and partnerships that include both tactical info AND content/tools/games that deliver on the things they’re already looking for. EXPAND ON WHAT PUBLIC TRANSIT EXPERIENCE CAN/SHOULD BE: • Create messaging and digital tools that play the role of a well-liked city bus driver: already an expert at navigating efficiently, but also able to offer personalized recommendations and interesting facts about the local area one would not have encountered on his or her own. Q35/Q36 - In the future (10 years from now), I’d like to see more technology and tool offerings that… TOTAL (n=1000) Collect all of the information I care about in one place (e.g., times, locations, weather, local news headlines, alternative route options, etc.) 38% Help me make local “discoveries” (e.g., restaurants, events, local news, local history and facts, other commuters’ social network profiles, etc.) 36% Are more connected to the community 34% Are more connected to the things I’m doing at home (e.g., playing games, working, watching movies, checking out people’s social media posts, etc.) 23%

Potential Takeaways for Future Millennial Transportation Offerings: Q35/Q36 - In the future (10 years from now), I’d like to see more technology and tool offerings that… TOTAL (n=1000) Are more family-friendly or child-friendly 41% Are more for working people or professionals 37% Are more for students 30% SPEAK TO MILLENNIALS’ LIFESTYLES AND NEEDS by catering transportation services, messaging, and other offerings to Millennials as they progress though different life stages. 51 Im ag e C re di t: T he eE ri n