Movin’On mobility survey led by Kantar – The sustainable choice
Movin'On, the world's leading ecosystem for sustainable mobility, presents the results of a survey conducted by leading market research partner Kantar among young, urban and environmentally committed students and working people (18-34 years old).
Here is one of the four major insights which emerged from this qualitative survey conducted in Europe and North America :
Anxiety due to COVID and the sense of responsibility that this generation feels towards its fragile loved ones has resulted in a return to individual modes of transportation and a growing defiance towards public transportation. The car has become more attractive, particularly in North America (with COVID-related car purchases). Beyond freedom, safety and convenience come first.
Only 7% are “delighted” when using public transport, compared to 20% for bicycles and 27% for cars.
This generation’s love/hate relationship with public transport has been amplified in the COVID context. Given that it is affordable and contributes to a more inclusive and greener society, it should be the preferred mode for young people. But it suffers from negative user experience (service, cleanliness and safety), accentuated by COVID.
“Why take the public transport when the bike is faster and more convenient.”
On the other hand, COVID has also been a trend accelerator, giving rise to an increase in bike use and walking. Bike were encouraged by COVID19 infrastructures like “pop-up” bike paths in cities, and subsidies in Paris. Cycling and walking have a lot going for them including being an open-air physical activity and a cheap and sustainable form of transportation.
“Living car-free has been a revelation to me. It has allowed me to be more active and eco-conscious, feel a greater purpose, and change my values. I am an avid supporter of walkable cities, good urban design, and public transit development.”
As for the car, the move towards clean cars is accelerating. Young people recognise the value of having a car, but it must be clean - hybrid or electric.
COVID was a moment for them to take stock and rethink their mobility to focus on well-being and limit constraint trips. For this generation, five key levers will have a major impact on tomorrow's mobility.
TOP 5 levers will have a major impact on mobility developments in the next 10 years:
1- Working from home
2- Improving cycling infrastructures
3- Zero-emission mobility
4- Mobility hubs
5- Value of time
Beyond the means of transportation, the pandemic has accelerated the transition to a mobility with less constraints and more choice. This means reconsidering whether you need to go to the office every day, limiting the need to travel – and adapting transportation modes accordingly - and living more locally.
More than 36% of 18-34 year olds will definitely or are very likely to choose a 100% electric model for their next vehicle (compared to 16% for the previous generation).