CAMBRIDGE, Mass., Feb. 28, 2013 /PRNewswire/ -- Zipcar, Inc. (Nasdaq: ZIP), the world's leading car sharing network, released the findings an independent study of Millennials (18-34-year-olds), which examines the attitudes and behaviors of this generation related to urban transportation, technology and car ownership. Overall, the study found that the increasing availability of on-demand mobility services (such as car sharing, ride sharing and vehicle sharing) helps many Millennials drive less and makes it easier to for them to live without owning a car.

The study, conducted in December 2012 by KRC Research, reveals that mobile devices and on-demand transportation apps are more important to Millennials than car ownership:

Nearly two in three (65 percent) of Millennials say losing their phone (30 percent) or computer (35 percent) would have a greater negative impact on their daily routine than losing their car (28 percent).

One in four Millennials (25 percent) say transportation apps have reduced their driving frequency, compared to less than 12 percent of those 45+.

Millennial Social Trends: Teched Out, Not Stressed Out

Some say Millennials are too stressed out to take time for themselves these days. Zipcar's survey indicates that they're simply savvy and taking advantage of technology and convenience:

Nearly three quarters (73 percent) of Millennials would rather shop online than drive or ride public transit to the store.

Nearly half (47 percent) of Millennials sometimes choose to spend time with friends online instead of driving to see them in person.

"We're living through the most important shift in transportation in generations – the creation of a new mobility society. Soon we'll live in major metropolitan areas that include networks of ubiquitous, mobile-app powered on-demand mobility services. These mobility networks will enable connected consumers to pick the best mode of transportation for each trip, in real-time," said Scott Griffith, Zipcar chairman and CEO. "Millennials are leading the charge for this highly efficient new model that is revolutionizing how people get around. Zipcar has been a pioneer in the creation of the new mobility society, and we will continue to innovate and expand our services in line with the new and evolving metropolitan transportation model."

In addition to the influence of technology and availability of alternatives discussed above, the study found that more traditional influences – like the high cost of car ownership and environmental concerns associated with excessive driving – are compelling many Millennials to drive less.

"Mobility has defined new expectations for Millennials," said Jonathan Yarmis, Principal Analyst at Yarmis Group. "They are used to getting what they want, when they want it and mobility solutions are changing the way they decide how to get from one place to another. Having transportation services on-demand is becoming essential to serve the expectations of this new generation."

The third annual Millennials study included 1,015 adults nationwide, age 18 and over, with 980 licensed drivers. Conducted between December 6 and December 9, 2012, the online study utilized data weighted by demographic variables to match the U.S. Census. Full study and results can also be viewed at: http://www.slideshare.net/Zipcar_Inc/millennial-slide-share-final-16812323

About Zipcar

Zipcar is the world's leading car sharing network with more than 777,000 members and nearly 10,000 vehicles in urban areas and college campuses throughout the United States, Canada, the United Kingdom, Spain and Austria. Zipcar offers more than 30 makes and models of self-service vehicles by the hour or day to residents and businesses looking for smart, simple and convenient solutions to their urban and campus transportation needs. More information is available at www.zipcar.com.

Photos and b-roll footage are also available for media purposes.

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SOURCE Zipcar, Inc.

For further information: Karen CK Drake, VP, Communications, +1-617-336-4323, [email protected]