Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers (2013) / Chapter Skim
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Pages 43-56
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38 Transportation Trends & Motivations
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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.
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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)
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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)
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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?
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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.
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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.
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Transportation Trends: SOCIAL AND COMMUNITY CONNECTIONS (ONLINE AND OFFLINE) 45 Public transit options were considered the most likely to allow for more socializing (digitally)
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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)
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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)
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Potential Takeaways for Future Millennial Transportation Offerings: 48 When budget constraints limit improvements to reliability and consistency, OFFER DIGITAL TOOLS WITH REALTIME 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)
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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.)
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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.
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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)
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