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The On-Demand Economy Survey

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The On-Demand Economy Survey

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The On-Demand Economy Survey

  1. 1. 1
  2. 2. 2 • Overview • Key Findings 1. Size and Scope 2. Good Experience 3. Optimism and Satisfaction 4. Motivated Workers 5. Concerns 6. Tension Between Independence and Security Table of Contents
  3. 3. 3 Overview Purpose and Methodology Burson-Marsteller, The Aspen Institute and TIME surveyed 3,000 adult Americans to understand the size and composition of the On-Demand Economy in the United States and to provide insights into trends surrounding the On-Demand Economy and its participants (both workers and users). The research was conducted online by Penn Schoen Berland from November 16-25, 2015. The survey sample is representative of the U.S. population, with demographics matched to the U.S. Census. The margin of error for the total general population sample is ±1.79% and larger for sub-groups. Audience Definitions General Population, including: On-Demand Economy Participants: Have used or offered one of the services* in the past Users: Have purchased or used one of the services in the past Workers: Have offered one of the services in the past Motivated Workers: Workers who earn a minimum of 40% of their monthly income through On-Demand Economy companies, could not find work at a traditional company or whose primary source of income is offering sharing economy services Casual Workers: Workers who are not motivated workers Non-Participants: Have not used or offered one of the services in the past *Terminology For reporting purposes, On-Demand Economy services include ride sharing, accommodation sharing, task services, short term car rental, or food and goods delivery. Instances where questions were asked in the context of the synonymous Sharing Economy are denoted in the question text respondents read.
  4. 4. 4 1. SIZE AND SCOPE: The On-Demand Economy is BIG, young and diverse 86 million Americans have used an On-Demand Economy service and 45 million have offered services 2. GOOD EXPERIENCE: On-Demand Economy users have had overwhelmingly positive experiences and value the opportunity, access and savings 75% of users have had all or mostly positive experiences 3. OPTIMISM AND SATISFACTION: On-Demand Economy workers are optimistic and generally satisfied with working in the On-Demand Economy 64% of workers expect their financial situation to improve in the next 12 months 4. MOTIVATED WORKERS: While most workers casually offer services, there is a more dependent and motivated group One-third of workers earn over 40% of their income from offering services, claim that offering services is their primary source of income, or need to offer services because they can not find traditional employment 5. CONCERNS: While experiences have been positive for workers, they do express some concerns about the On-Demand Economy 72% believe workers should be given more benefits 6. TENSION BETWEEN INDEPENDENCE AND SECURITY: Workers attitudes reflect this tension Workers are split about whether they prefer the security and benefits of working for a traditional company (41%) or the independence/flexibility of the On-Demand Economy (43%) Key Findings
  5. 5. 5 SIZE AND SCOPE The On-Demand Economy is BIG, young and diverse
  6. 6. 6 Sizing and defining the On-Demand Economy 22% 19% 17% 14% 11% 10% 9% 11% 6% 7% Used Offered Ride sharing services where drivers use their own vehicles to transport passengers (e.g., Uber, Lyft, Sidecar) Accommodation sharing/ vacation rental services where people rent out their house, apartment or a room (e.g., Airbnb, VRBO, HomeAway) Platforms that connect people looking for services like a handyman, babysitter, care provider or mover (e.g., Handy.com, Care.com, TaskRabbit, Fiverr) Services through which people rent cars from companies or each other for short periods of time (e.g., Car2Go, Zipcar, Getaround) Food or goods delivery services where people deliver goods for people (e.g., InstaCart, Postmates, Caviar) 42% (86.5 million)* have used at least one On-Demand Economy service Number of Services Used: 0 58% 1 21% 2 11% 3 5% 4 2% 5 3% 22% (45.3 million)* have offered at least one On-Demand Economy service Number of Services Offered: 0 78% 1 11% 2 5% 3 3% 4 1% 5 2% *The number was calculated using the estimated number of American adults with access to the Internet, which is required to participate in the On-Demand Economy 45.3 million (22%) of adult Americans say they have offered services, 86.5 million (42%) have used at least one service SIZE AND SCOPE Q: Have you ever purchased or used this type of service in the past? Have you ever offered this type of service in the past? Showing General Population
  7. 7. 7 Workers Participants are more likely to be male, younger, racial minorities and live on the East or West coast These demographic characteristics are particularly prevalent among those who have offered services Users SIZE AND SCOPE Q: Have you ever purchased or used this type of service in the past? Have you ever offered this type of service in the past? 54% 46% Male Female 43% 28% 22% 8% Millenials Generation X Baby Boomers Silent Generation 54% 46% White Racial Minority 60% 40% Coastal States Middle America 40% 60% Under $50K personal income $50K+ personal income 61% 39% Male Female 51% 29% 15% 5% Millenials Generation X Baby Boomers Silent Generation 45% 55% White Racial Minority 63% 37% Coastal States Middle America 47% 53% Under $50K personal income $50K+ personal income
  8. 8. 8 Few workers offer services daily and the vast majority have additional sources of income 2% 4% 6% 6% 6% 14% 14% 12% 14% 16% 12% 15% 11% 10% 14% 12% 17% 11% 13% 15% 60% 50% 59% 57% 49% Car Rental Professional Services Food or Goods Delivery Accommodation Sharing Ride Sharing Daily A couple of times a yearMonthlyWeekly Never Q: How often do you offer the following services? Showing all workers 1% 2% 2% 2% 6% 3% 4% 5% 3% 2% 7% 5% 5% 17% 25% 18% 23% 27% 20% 25% 22% 20% 15% 58% 40% 49% 47% 46% Professional Services Offerors Car Rental Offerors Ride Sharing Offerors Food or Goods Delivery Offerors Accommodation Sharing Offerors 100% 40-59%60-79%80-99% 20-39% Q: Approximately what percent of your monthly income comes from services you offer through sharing economy companies? <20% SIZE AND SCOPE
  9. 9. 9 GOOD EXPERIENCE Users have had positive experiences and value the opportunity, access and savings
  10. 10. 10 21% 76% 3% Those who have used On-Demand Economy services have had an overwhelmingly positive experience All or mostly positive experience Mixed or mostly negative experience GOOD EXPERIENCE Q: How would you describe your experience with sharing economy companies? Showing Users
  11. 11. 11 While adventurous and tech savvy, users are still concerned about privacy and trust 87% 75% 75% 69% 13% 25% 23% 30% I like to try new things I am concerned about privacy I believe you can never be too careful in dealing with other people I consider myself tech savvy GOOD EXPERIENCE Q: Do you agree or disagree with the following statements? Showing Users Agree Disagree
  12. 12. 12 Users see a clear financial benefit, leading to greater access and opportunity to try On-Demand Economy services and products 81% 79% 80% 12% 13% 13% The sharing economy provides the opportunity to try new products that people would otherwise not be able to try with traditional ownership The sharing economy allows greater access to things and experiences that people otherwise would not be able to afford The sharing economy saves people money GOOD EXPERIENCE Q: Do you agree or disagree with the following statements? Showing Users Agree Disagree
  13. 13. 13 OPTIMISM AND SATISFACTION Workers are Optimistic and Generally Satisfied with Working in the On-Demand Economy
  14. 14. 14 Workers are more optimistic about their financial past and future 51 34 34 44 14 21 Offerors General Population 64 47 28 41 6 11 Offerors General Population OPTIMISM AND SATISFACTION Now looking back over the past year, has your personal financial situation gotten much better, somewhat better, stayed about the same, gotten somewhat worse, or gotten much worse? Showing % Looking ahead one year, do you expect your personal financial situation to get much better, somewhat better, stay about the same, get somewhat worse, or get much worse? Showing % Total better Same Total worse
  15. 15. 15 Workers express a great deal of trust in the On-Demand Economy and believe companies care about their workers 68% 66% 61% 24% 26% 29% Sharing economy services are reliable Sharing economy companies are trustworthy Sharing economy companies care about their workers Q: Do you agree or disagree with the following statements? Showing Workers Agree Disagree OPTIMISM AND SATISFACTION
  16. 16. 16 MOTIVATED WORKERS While most workers casually offer services, there is a more dependent and motivated group
  17. 17. 17 Comparing Motivated and Casual Workers Who is a Motivated Worker? Someone who offers services and depends on the On-Demand Economy for at least 40% of his or her income, says the On-Demand Economy is his or her primary source of income and/or says he or she cannot find work at a more traditional company. Motivated workers make up 7% of the General Population (14.4 million)* and account for 32% of all workers. Who is a Casual Worker? Someone who offers services but does not rely on the On-Demand Economy for more than 40% of his or her income, does not say the On-Demand Economy is his or her primary source of income and does not say he or she cannot work at a more traditional company. *The number was calculated using the estimated number of American adults with access to the Internet, which is required to participate in the On-Demand Economy MOTIVATED WORKERS
  18. 18. 18 derive under 20% of their personal income from the On-Demand Economy 68% rely on the On-Demand Economy for over 40% of their personal income 78% Motivated Workers vs. Casual Workers MOTIVATED WORKERS CASUAL WORKERS 74% are male 57% 67% 54% 48% 49% are Millennials (18-34) are racial minorities are male are racial minorities are Millennials (18-34) 71% have offered more than one On-Demand Economy service 40% have offered more than one On-Demand Economy service 66% 53%are married or living as married are married or living as married 62% 42%have children living at home have children living at home MOTIVATED WORKERS
  19. 19. 19 Motivated Workers are significantly more likely to offer services on a regular basis 46% 45% 44% 40% 39% 7% 6% 11% 7% 5% Ride Sharing Accommodation Sharing Professional Services Foods or Goods Delivery Car Rental MOTIVATED WORKERS Q: How often do you offer the following services? Showing % At Least Weekly Motivated Worker Casual Worker
  20. 20. 20 36% 27% 23% 22% 22% While non-financial motivators are similar between the two groups, the On-Demand Economy is more of a financial necessity for Motivated Workers Offering these services adds to my income I need to make more money than I currently do I like the independence the sharing economy affords me I enjoy the flexibility of working for a sharing economy company I like the idea of being my own boss 33% 33% 32% 30% 28% Offering these services is my primary source of income I could not find work at a traditional company I enjoy the flexibility of working for a sharing economy company I like the independence the sharing economy affords me I like being in charge of my own work schedule MOTIVATED WORKERS Motivated Worker Casual Worker Q: Which of the following would you say best describe(s) your motivation for offering sharing economy services? Please select all that apply. Showing Top Five Reasons
  21. 21. 21 CONCERNS While experiences have been positive for workers, they do express some concerns about the On-Demand Economy
  22. 22. 22 Workers, particularly those more dependent on the On-Demand Economy, believe that the On-Demand Economy is exploiting a lack of regulation 47 58 72 52 26 29 22 32 General Population All Workers Motivated Workers Casual Workers CONCERNS Q: Do you agree or disagree with the following statement: Sharing economy companies are exploiting a lack of regulation for immediate growth? Showing % Total Agree Total Disagree
  23. 23. 23 Workers believe the On-Demand Economy should do more for its employees 72% 68% 56% 18% 24% 32% Sharing economy workers should be given more benefits as part of their job Sharing economy workers don't have the financial safety net other workers do Sharing economy companies don't invest in training of their workers CONCERNS Q: Do you agree or disagree with the following statements? Showing % Workers Agree Disagree
  24. 24. 24 Majorities of workers believe that companies have an obligation to a social contract – to provide benefits, training and reimburse workers 59 9 32 Employers have an obligation to their workers to provide benefits Employers do not have an obligation to their workers to provide benefits Don’t know 62 10 28 Employers have an obligation to provide workplace education and training Employers do not have an obligation to provide workplace education and training 60 11 29 Sharing economy companies should reimburse their workers for some job-related expenses Sharing economy companies should not be forced to reimburse their workers for job- related expenses CONCERNS Q: Which of the following is closest to your view? Showing % Among All Workers
  25. 25. 25 TENSION BETWEEN INDEPENDENCE AND SECURITY Workers attitudes reflect this tension
  26. 26. 26 41% 43% 16% Workers are split whether they prefer job security/benefits of a traditional company or the independence/flexibility of the On-Demand Economy “I prefer the independence the sharing economy affords me even though I may not have the same job security or access to benefits” “I prefer the security and benefits of working for a traditional company even if it might mean less flexibility” Don’t know TENSION BETWEEN INDEPENDENCE AND SECURITY Q: Which of the following is closest to your view? Showing Workers
  27. 27. 27 Even though most workers believe the On-Demand Economy should do more for them, they are split on government regulation if it led to better benefits but fewer jobs 37 40 47 36 28 12 4 15 34 49 49 49 General Population All Offerors Motivated Offerors Casual Offerors The government should regulate the sharing economy to guarantee independent contractors the same benefits afforded to full-time workers, even if it means fewer jobs. The sharing economy should not be regulated and companies should compete to offer workers fair pay and benefits, even if it means less security. Don’t know TENSION BETWEEN INDEPENDENCE AND SECURITY Q: Which of the following is closest to your view? Showing %
  28. 28. 28 THANK YOU Burson-Marsteller.com/OnDemand

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