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Brief Published: 21 May 2015

Urbanites Think Like Millennials

Some 38% of non-millennial urbanites are trying to drive less

A new survey from US-based car-sharing service Zipcar has revealed that consumers who live in urban areas have a "millennial" outlook, regardless of their age.

Over the past five years, Zipcar's annual surveys have identified a number of key millennial attitudes and behaviours among participants, including concern for the environment, a love of mobile technology, willingness to try new forms of transportation and reluctance to buy and maintain a car.

This year's survey questioned more than 1,000 US citizens aged over 18. For the first time, Zipcar then analysed the results by respondents' geographic locations and found that the millennial mindsets highlighted above also apply to urban citizens of any age. "It is clear that both age and urban living greatly affect one's attitudes towards transportation, technology and lifestyle," the survey said.

The survey found that 38% of non-millennial urban citizens and 45% of millennials – regardless of their location – agreed with the statement: "In the past year I have consciously made an effort to reduce how much I drive and instead take public transportation, bike/walk or carpool when possible." By contrast, just 32% of suburbanites and 24% of rural citizens agreed with the statement.

Meanwhile, millennials in urban environments have a "hyper-millennial" mindset, according to Zipcar. More than three-quarters want more public charging stations for their mobile technology, while 88% want "walkable amenities" such as restaurants and coffee shops in their local area.

For a deeper insight into how millennial attitudes are transforming the future of urban transport, read Urban Transport Revs Up.