Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers (2013) / Chapter Skim
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• Understand Millennials' lifestyle and decision-making processes with an emphasis on mobility (daily travel)
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Phase 1 In-Depth Phone Interviews & Mobility Journaling Phase 2 Quantitative Online Survey Completed: Behaviors, Needs and Attitudes Identified (December 2012) Completed: Engagement, Attitudes and Opportunities Quantified (April 2013)
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? We conducted 30-minute phone interviews with 11 transit riders across a mix of the following 5 markets: • Boston • San Francisco • Austin • Boulder • Minneapolis Interviewees were: • Ages 18-34 • A mix of men and women • Engaged with one or more forms of public transportation at least once per week • A mix of car owners and non-car owners • A mix of urban and suburban dwellers • Of varying ethnicities • Of various education and household income levels 4 Phase 1 Methodology Overview
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5 Study Design: n=1,000 total participants, distributed across 6 urban areas (Boston, Chicago, San Francisco, Seattle, Portland and Washington DC) , completed this ~17 minute online survey.
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Context for this document: This study, sampling and report was designed to: Speak with Millennials living within or just outside of urban centers who are using public transit and other transportation options, Understand Millennial mindsets around their living and transportation choices–and look at self-reported behaviors, observed trends and changes from their perspective or thinking, Provide a summary of observations from collected data and suggest potential opportunity areas for public transit to meet emerging needs, fill gaps in present offerings, or inform future strategies for better serving or "speaking" with this group.
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Context for this document: This study, sampling and report was NOT designed to: • Be nationally representative, • Survey Millennials and other generations/demographic groups to make statistical comparisons, • Make hard conclusions about what should or shouldn't be done on behalf of this group. (That said, although this study was not designed to compare urban Millennials with other demographic groups/generations, it is possible that findings highlighted in this report would also be relevant to other demographic groups/generations.)
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8 • Cost, convenience, and exercise are the top motivations for Millennials' transportation choices and routines overall. And transportation choices are becoming increasingly multi-modal, primarily driven by cost and convenience/ time-saving.
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9• Transportation choices are founded in routine -- public transit is a critical part of many people's routines; they follow known routes to-and-from work. Currently, some don't feel public transit allows them to be spontaneous or flexible.
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10 • Millennials are motivated by environmental considerations -- but in practice, being good to the environment is more of an added perk than a core consideration when choosing a transportation mode. • Core considerations are cost, reliability, convenience, and health/exercise benefits, but eco impact can be positioned as an "added value" in messaging to make users feel better about their transportation decisions.
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