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

Below is the uncorrected machine-read text of this chapter, intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text of each book. Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.

APPENDIX 52

Quantitative Survey Sampling Criteria Notes on Changes Made to Screening Criteria and Quotas to Complete Survey Fielding  All are ages 22-34 with a mix of the following age groups:  Ages 22-27  Ages 28-34  50/50 gender split  Most are smartphone/tablet owners, small group of non-mobile device owners for comparison:  ~12% do NOT own a smartphone  ~35% do NOT own a tablet  ~8% do NOT own a smartphone NOR a tablet  All live in one of 6 target cities (Boston, Chicago, San Francisco, Seattle, Portland, or Washington DC)  All must use at least one mode of public transportation (e.g., Subway/Light Rail/ Streetcar/Trolley, Commuter Rail, Bus, OR Ferry) “a few times a month” or more often.  Neighborhood proximity to “downtown”:  90% live in a neighborhood that is either: “right downtown,” “near downtown,” “within the city limits, but not downtown,” OR “just outside of the city, but close enough for regular trips into the main part of the city”  10% live “outside the city, but close enough for semi-regular trips into the main part of the city”  Current car ownership:  60% are current car owners,  40% do NOT currently own a car of their own 53 The following sampling criteria specifications at right in blue text reflect changes that were made to the original criteria mid-survey fielding. These changes were made after numerous consultations with our sample provider, as a higher than initially anticipated survey disqualifying rate with the original screening criteria prohibited us from moving forward any further in fielding for the full n=1,000 survey completes. That said, with the robust sample size of n=1,000 in total completes, we will be able to use data cut analyses to review responses among those meeting all originally specified criteria if desired for any particular measures.

Living Situation DEM6 - Which of the following best describes your current living situation? TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC Ages 22 to 27 Ages 28 to 34 n= 1000 167 167 167 167 167 167 500 500 Married and living with my spouse 30% 28% 34% 36% 29% 28% 26% 16% 44% Living alone 21% 20% 21% 22% 22% 17% 25% 26% 16% Living with a significant other or partner 18% 21% 17% 13% 18% 23% 18% 19% 18% Living with parents or other family members 18% 12% 21% 20% 20% 19% 14% 22% 13% Living with roommates or friends 13% 19% 7% 9% 11% 14% 16% 17% 8% 54 Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

Parental Status and Children’s Age Groups DEM7 - Are you the parent of any children in the following age groups currently living in your household? TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC n= 1000 167 167 167 167 167 167 Parent Status Do not have kids 63% 66% 65% 58% 64% 57% 66% Have kids age 18 or under 37% 34% 35% 42% 36% 43% 34% Children Age Groups 0 – 5 years old 24% 21% 20% 25% 24% 29% 22% 6 – 10 years old 14% 10% 17% 17% 14% 12% 14% 11 – 15 years old 6% 7% 7% 9% 5% 8% 3% 16 – 18 years old 2% 3% 1% 2% 1% 5% 2% 55 Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

Ethnicity 56 DEM8 - Which of the following best describes your ethnicity? TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC n= 1000 167 167 167 167 167 167 White or Caucasian 59% 73% 47% 35% 61% 80% 55% Asian or Pacific Islander 20% 12% 17% 42% 23% 11% 14% Black or African American 11% 6% 19% 7% 8% 5% 19% Hispanic or Latino or Latina 9% 8% 15% 14% 5% 3% 11% Another ethnicity 2% 1% 2% 3% 2% 1% 1% Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

Education and Income 57 DEM9 – What is the highest level of education you have completed or received credit for? TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC n= 1000 167 167 167 167 167 167 Some college or less 39% 30% 41% 29% 49% 56% 30% Completed college 44% 50% 44% 49% 40% 33% 47% Post graduate 17% 20% 15% 23% 11% 11% 23% DEM10 - Which of the following categories best represents your yearly household income before taxes? TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC n= 1000 167 167 167 167 167 167 Income Groups Less than $50K 39% 43% 37% 28% 50% 46% 30% $50K to less than $75K 24% 25% 24% 22% 24% 24% 23% $75K or more 37% 32% 38% 50% 26% 30% 47% Mean Income $69,715.21 $66,180.29 $70,958.85 $83,392.10 $59,462.50 $59,833.00 $78,464.50 Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

Employment Status 58 S3 - Are you currently…? TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC Ages 22 to 27 Ages 28 to 34 n= 1000 167 167 167 167 167 167 500 500 Employed full-time (35 hours or more) 60% 62% 61% 64% 54% 51% 68% 52% 68% Employed part-time (20-34 hours) 14% 10% 13% 14% 16% 17% 14% 18% 11% A full-time student 9% 12% 9% 9% 11% 9% 6% 14% 5% A stay-at-home parent or homemaker 7% 6% 5% 5% 11% 10% 7% 6% 9% Not currently employed 7% 10% 11% 4% 9% 8% 3% 9% 6% Employed part-time (20 or less hours) 4% 4% 3% 7% 5% 7% 0% 6% 3% A part-time student 2% 1% 1% 3% 1% 3% 4% 3% 0% Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

Smartphone and Tablet Device Ownership S4 - Which of the following devices do you currently own? Check All. TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC Ages 22 to 27 Ages 28 to 34 n= 1000 167 167 167 167 167 167 500 500 Smartphone Ownership Own a smartphone 88% 92% 91% 90% 84% 83% 92% 90% 87% DO NOT own a smartphone 12% 8% 9% 10% 16% 17% 8% 10% 13% Tablet Ownership Own a tablet 65% 61% 67% 75% 62% 57% 69% 60% 70% DO NOT own a tablet 35% 39% 33% 25% 38% 43% 31% 40% 30% 59 Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

Overall Motivations for Transportation Routines (Part 1 of 2) Q31 - Which of these describe the reasons or motivations for your transportation choices or routines? TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC Ages 22 to 27 Ages 28 to 34 n= 1000 167 167 167 167 167 167 500 500 I need to save money 46% 46% 47% 50% 50% 50% 36% 48% 45% It is the most convenient 46% 49% 47% 46% 37% 46% 54% 47% 46% It allows me to get some exercise (walking, biking, riding, etc.) 44% 47% 43% 43% 45% 49% 35% 45% 42% I live in an area where it makes more sense to use public transit 35% 44% 38% 33% 29% 28% 39% 37% 34% I care about the environment 34% 35% 33% 42% 37% 35% 25% 36% 33% It’s easy to use a mix of transportation options (e.g., subway + walking, etc.) 33% 38% 35% 33% 35% 30% 30% 35% 32% I feel more self-sufficient 33% 35% 30% 29% 32% 39% 30% 32% 33% It provides great “downtime” for me 29% 27% 27% 32% 36% 30% 24% 32% 27% It helps me get outside more often than I otherwise would 29% 30% 29% 27% 29% 31% 25% 33% 24% 60Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

Overall Motivations for Transportation Routines (Part 2 of 2) 61 Q31 - Which of these describe the reasons or motivations for your transportation choices or routines? TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC Ages 22 to 27 Ages 28 to 34 n= 1000 167 167 167 167 167 167 500 500 There’s too much traffic to get around in a car or taxi 28% 32% 30% 29% 28% 19% 31% 32% 24% I don’t have to feel burdened by a car 28% 33% 27% 31% 22% 30% 22% 30% 25% It’s better for everyone in the area if more people utilize the public transit options available 26% 27% 20% 31% 23% 26% 26% 28% 24% It’s an important part of my life and lifestyle 24% 25% 21% 31% 20% 25% 22% 23% 25% It allows me greater flexibility at work 24% 24% 30% 23% 19% 20% 25% 23% 24% I feel better connected to the area I live in 22% 25% 25% 29% 19% 23% 13% 25% 20% Everyone I work or go to school with uses these transportation options 19% 17% 19% 21% 19% 18% 19% 21% 16% It’s a good opportunity to unplug” from the online/mobile world for a bit 18% 19% 15% 21% 15% 25% 15% 19% 17% I can always rent a car or use a car sharing service if I want to 13% 15% 13% 12% 14% 15% 11% 14% 12% My smartphone suggested it 13% 8% 13% 11% 17% 19% 9% 13% 12% Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

Observed Transportation-Related Trends Q34 - Which of these trends have you noticed others doing more of or seen more of in your own life or behaviors? TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC Ages 22 to 27 Ages 28 to 34 Using trip-planning tools or mobile apps to reach places more efficiently 43% 46% 40% 39% 47% 41% 43% 42% 43% Using more than one transportation option to reach a destination 42% 48% 43% 43% 35% 47% 36% 43% 41% Working while traveling 39% 42% 45% 41% 44% 30% 35% 37% 42% Feeling a bit better about my “carbon footprint” 37% 37% 34% 38% 41% 41% 31% 39% 35% Socializing while traveling 36% 39% 37% 36% 42% 35% 28% 38% 34% Taking advantage of share programs and services (e.g., bike sharing, car sharing) 33% 32% 29% 32% 40% 28% 37% 35% 30% Finding more to like (e.g., hidden gems) in the area 33% 35% 31% 32% 24% 39% 35% 34% 32% Feeling like a better member of the community 26% 24% 25% 27% 23% 34% 22% 24% 27% 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% 25% 26% 19% 21% 23% 18% 21% 23% Worrying less about reaching places on time than before 21% 17% 22% 20% 18% 27% 25% 18% 24% 62Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

Desires for Future Transportation Offerings 63 Q35 - In the future (10 years from now), I’d like to see transportation options that are more… TOTAL Boston, MA Chicago, IL San Fran- cisco, CA Seattle, WA Portland, OR Washing -ton, DC Ages 22 to 27 Ages 28 to 34 n= 1000 167 167 167 167 167 167 500 500 Affordable 62% 65% 57% 57% 57% 71% 68% 62% 63% Reliable 61% 65% 58% 61% 60% 60% 64% 60% 62% Connected or Tech-friendly 45% 43% 40% 47% 50% 45% 46% 44% 46% Family-friendly or child-friendly 41% 39% 44% 42% 51% 36% 30% 37% 44% Precise 38% 36% 37% 38% 45% 35% 38% 36% 40% For working people or professionals 37% 31% 35% 39% 45% 39% 35% 36% 39% Connected to the community 34% 33% 32% 37% 36% 42% 27% 34% 35% For students 30% 24% 32% 31% 35% 35% 23% 34% 26% 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% 19% 21% 26% 27% 19% 23% 23% 22% Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

Digital Tools and Technology Desires for Future Q36 - Thinking about mobile & online technology or tools related to transportation options… TOTAL Boston, MA Chicago, IL San Fran- cisco, CA Seattle, WA Portland, OR Washing -ton, DC Ages 22 to 27 Ages 28 to 34 n= 1000 167 167 167 167 167 167 500 500 Offer more real-time updates to help me avoid waiting longer than needed 55% 64% 55% 55% 54% 52% 48% 55% 54% Ensure Wi-Fi and or 3G or 4G connectivity everywhere I go 54% 51% 52% 56% 55% 51% 57% 54% 53% Are more user-friendly and intuitive (e.g., don’t make me dig around for info) 44% 42% 37% 49% 47% 44% 45% 44% 44% Help me optimize my entire travel experience across different options and locations 44% 40% 43% 46% 48% 45% 41% 44% 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% 42% 44% 43% 48% 44% 37% 41% 45% Collect all of the information I care about in one place (e.g., times, locations, weather, local news headlines, alternative route options, etc.) 38% 40% 35% 35% 40% 39% 39% 39% 37% Help me take advantage of more “alternative” options (e.g., bike share, walking, etc.) 38% 37% 38% 44% 39% 37% 33% 38% 38% Help me make local “discoveries” (e.g., restaurants, events, local news, local history and facts, other commuters’ social network profiles, etc.) 36% 35% 32% 37% 37% 38% 40% 37% 36% Are less about providing information and stats, and more about decision-making 20% 20% 26% 20% 17% 17% 20% 20% 19% 64 Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.