Millennials

ARTICLE IN PROGRESS

Introduction

One of the truly bright spots for public transit has been the emergence of millennials, those born between 1982 and 2003. As numerous studies have shown, driving rates are down for millennials compared to earlier generations and they are showing a greater propensity for urban living. They are also more likely to be highly tech saavy then their parents. A study by the Rockefeller Foundation and Transportation for America found that most millennials prefer living where they have a variety of transportation options. A majority reported that they could not afford to live in areas without public transportation and nearly all supported investing in public transportation as a way to create jobs and improve the economy. One reason millennials find urban areas attractive is because they offer more options for multimodal travel. They find public transit especially convenient since it allows opportunities to work or socialize on digital media while travelling.

Public transit can take advantage of these emerging trends.

Changing Lifestyles

A recent study by the APTA found that millennials, especially those entering the working world with accumulated student debt, are interested in saving money, making time for exercise and social activities, and being part of a community. They are also more concerned about environmental issues and using new technology. This six city survey of 18 to 24 year olds found that they would like to see more reliable public transit systems that offer real-time information about route choices, local amenities, and opportunities to stay connected. They would also like the option to use their smartphones for payment. Public transit is appealing to millennials because it is considered affordable and better for the environment, and offers opportunities for being part of a community. Survey respondents indicated that bicycling, riding buses and streetcars, and walking were more preferred modes than driving, though unsurprisingly actual transit use trailed car use (as a driver or passenger). About a quarter of respondents stated they used ride-sharing services at least a few times a week. The key here is that millennials are more likely to view public transit as part of a multimodal lifestyle that can include public transit.

Urban Living

There is a growing trend among younger people toward living in urban areas, even those who are parents of young children. While the APTA survey found that transportation and pedestrian amenities were a strong attraction for those without children, young parents also found the availability of public transit a reason to live in urban areas. Whether these trends continue as families age remains to be seen but this is already a significant shift from earlier generations that public transit can capitalize on. Another trend for transit planners to be aware of is the presence of millennial “hot spots” or concentration of those less likely to drive and more likely to use ride-sharing services or public transit. Residents of these areas want to feel more connected to their community. Stressing the health, environmental, and affordability advantages of public transit should be especially appealing to these potential customers.

Businesses are also finding that urban living is a critical factor in recruiting new employees. A recent report by the Ohio PIRG Education Fund urged states to expand transportation spending in order to attract and keep young workers.

Barriers and Opportunities

Among the identified barriers to transit use are accessibility, convenience, travel time and lack of connection to other modes. Some of these concerns can be addressed through improved messaging systems, greater information access, and “experience planning.” Offering continuous wi-fi connections to transit riders was one suggestion to come out of the study. Providing riders with more reliable and user-friendly digital tools with real-time information for trip planning, including suggestions related to travel options based on weather conditions, costs, opportunities for alternative travel (bicycling, ride-sharing, walking, etc.) as well as content pertaining to local areas such as history, food or local events, could greatly assist public transit operators to speak to the needs and lifestyles of millennials.

Further Reading

American Public Transit Association, "Millenials and Mobility: Understanding the Millenial Mind Set," http://www.apta.com/resources/reportsandpublications/Documents/APTA-Millennials-and-Mobility.pdf

With evidence suggesting that driving rates are down for the "Millennial Generation," those born between 1982 and 2003, this report looks at the mindsets behind this trend to understand the implication for public transportation in the United States, using in-depth interviews and a survey of 1,000 people in six cities attractive to Millennials.

Transit Center, Who’s On Board: The 2014 Mobility Attitudes Survey, http://transitcenter.org/wp-content/uploads/2014/08/WhosOnBoard2014-ForWeb.pdf

This web-based study prepared for the Transit Center examines differences in attitude and behavior among the US population with respect to public transportation and neighborhood choice in cities with well-developed transit systems and others with less developed transit systems.