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• Overview

• Key Findings1. Size and Scope2. Good Experience3. Optimism and Satisfaction4. Motivated Workers5. Concerns6. Tension Between Independence and Security

Table of Contents

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OverviewPurpose and MethodologyBurson-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 DefinitionsGeneral 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

*TerminologyFor 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.

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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 Economy64% 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 tensionWorkers 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

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SIZE AND SCOPE The On-Demand Economy is BIG, young and diverse

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Sizing and defining the On-Demand Economy

22%

19%

17%

14%

11%

10%

9%

11%

6%

7%

Of -feredUsed

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

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Workers

Participants are more likely to be male, younger, racial minorities and live on the East or West coastThese 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?

Male Female

54%

46%

Millenials Generation X

Baby Boomers

Silent Generation

43%

28%22%

8%

White Racial Minority

54%

46%

60%

40% 40%60%

Male Female

61%

39%

Millenials Generation X

Baby Boomers

Silent Generation

51%

29%

15%5%

White Racial Minority

45%

55% 63%

37%

47%

53%

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Few workers offer services daily and the vast majority have additional sources of income

Car Rental

Professional Services

Food or Goods Delivery

Accommodation Sharing

Ride Sharing

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%

Daily A couple of times a yearMonthlyWeekly Never

Q: How often do you offer the following services? Showing all workers

Professional Services Offerors

Car Rental Offerors

Ride Sharing Offerors

Food or Goods Delivery Offerors

Accommodation Sharing Offerors

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%

1%

2%

2%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

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GOOD EXPERIENCE Users have had positive experiences and value the opportunity, access and savings

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

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While adventurous and tech savvy, users are still concerned about privacy and trust

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

87%

75% 75%69%

13%

25% 23%30%

GOOD EXPERIENCE

Q: Do you agree or disagree with the following statements? Showing Users

Agree Disagree

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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%

GOOD EXPERIENCE

Q: Do you agree or disagree with the following statements? Showing Users

Agree Disagree

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OPTIMISM AND SATISFACTIONWorkers are Optimistic and Generally Satisfied with Working in the On-Demand Economy

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Workers are more optimistic about their financial past and future

Offerors

General Population

51

34

34

44

14

21

Offerors

General Population

64

47

28

41

6

11

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

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Workers express a great deal of trust in the On-Demand Economy and believe companies care about their workers

Sharing economy services are reliable

Sharing economy companies are trustworthy

Sharing economy companies care about their workers

68% 66% 61%

24% 26% 29%

Q: Do you agree or disagree with the following statements? Showing Workers

Agree Disagree

OPTIMISM AND SATISFACTION

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MOTIVATED WORKERSWhile most workers casually offer services, there is a more dependent and motivated group

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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

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derive under 20% of their personal income from the On-Demand Economy68% 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

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Motivated Workers are significantly more likely to offer services on a regular basis

Series1

46% 45% 44% 40% 39%

7% 6%11% 7% 5%

Ride SharingAccommodation 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

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 thanI 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

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CONCERNS While experiences have been positive for workers, they do express some concerns about the On-Demand Economy

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Workers, particularly those more dependent on the On-Demand Economy, believe that the On-Demand Economy is exploiting a lack of regulation

Series1

4758

72

52

26 29 2232

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

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Workers believe the On-Demand Economy should do more for its employees

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

72% 68%56%

18% 24%32%

CONCERNS

Q: Do you agree or disagree with the following statements? Showing % Workers

Agree Disagree

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Majorities of workers believe that companies have an obligation to a social contract – to provide benefits, training and reimburse workers

Series1 59 9 32Employers have an obligation to their

workers to provide benefits

Employers do not have an obligation to their workers to provide benefits

Don’t know

Series1 62 10 28Employers have an

obligation to provide workplace

education and training

Employers do not have an obligation

to provide workplace

education and training

Series1 60 11 29Sharing 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

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TENSION BETWEEN INDEPENDENCE AND SECURITY Workers attitudes reflect this tension

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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

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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

General Population

All Offerors

Motivated Offerors

Casual Offerors

37

40

47

36

28

12

4

15

34

49

49

49

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 %

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THANK YOUBurson-Marsteller.com/OnDemand