The On-Demand Economy Survey

1. 1

2. 2
• Overview
• Key Findings
1. Size and Scope
2. Good Experience
3. Optimism and Satisfaction
4. Motivated Workers
5. Concerns
6. Tension Between Independence and Security
Table of Contents

3. 3
Overview
Purpose and Methodology
Burson-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 Definitions
General 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
*Terminology
For 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.

4. 4
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 Economy
64% 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 tension
Workers 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

5. 5
SIZE AND SCOPE
The On-Demand Economy is BIG, young and diverse

6. 6
Sizing and defining the On-Demand Economy
22%
19%
17%
14%
11%
10%
9%
11%
6%
7%
Used
Offered
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

7. 7
Workers
Participants are more likely to be male, younger, racial minorities
and live on the East or West coast
These 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?
54%
46%
Male Female
43%
28%
22%
8%
Millenials Generation
X
Baby
Boomers
Silent
Generation
54%
46%
White Racial
Minority
60%
40%
Coastal
States
Middle
America
40%
60%
Under $50K
personal
income
$50K+
personal
income
61%
39%
Male Female
51%
29%
15%
5%
Millenials Generation
X
Baby
Boomers
Silent
Generation
45%
55%
White Racial
Minority
63%
37%
Coastal
States
Middle
America
47%
53%
Under $50K
personal
income
$50K+
personal
income

8. 8
Few workers offer services daily and the vast majority
have additional sources of income
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%
Car Rental
Professional Services
Food or Goods Delivery
Accommodation Sharing
Ride Sharing
Daily A couple of times a yearMonthlyWeekly Never
Q: How often do you offer the following services? Showing all workers
1%
2%
2%
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%
Professional Services Offerors
Car Rental Offerors
Ride Sharing Offerors
Food or Goods Delivery Offerors
Accommodation Sharing Offerors
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

9. 9
GOOD EXPERIENCE
Users have had positive experiences and value
the opportunity, access and savings

10. 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

11. 11
While adventurous and tech savvy, users are still concerned
about privacy and trust
87%
75% 75%
69%
13%
25% 23%
30%
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
GOOD EXPERIENCE
Q: Do you agree or disagree with the following statements?
Showing Users
Agree Disagree

12. 12
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%
The sharing economy provides the opportunity
to try new products that people would otherwise
not be able to try with traditional ownership
The sharing economy allows greater access to
things and experiences that people otherwise
would not be able to afford
The sharing economy saves people money
GOOD EXPERIENCE
Q: Do you agree or disagree with the following statements?
Showing Users
Agree Disagree

13. 13
OPTIMISM AND SATISFACTION
Workers are Optimistic and Generally Satisfied with
Working in the On-Demand Economy

14. 14
Workers are more optimistic about their financial past and future
51
34
34
44
14
21
Offerors
General Population
64
47
28
41
6
11
Offerors
General Population
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

15. 15
Workers express a great deal of trust in the On-Demand Economy and
believe companies care about their workers
68% 66%
61%
24% 26% 29%
Sharing economy services
are reliable
Sharing economy companies
are trustworthy
Sharing economy companies
care about their workers
Q: Do you agree or disagree with the following statements?
Showing Workers
Agree Disagree
OPTIMISM AND SATISFACTION

16. 16
MOTIVATED WORKERS
While most workers casually offer services,
there is a more dependent and motivated group

17. 17
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

18. 18
derive under 20% of their personal
income from the On-Demand Economy
68% 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

19. 19
Motivated Workers are significantly more likely to offer services
on a regular basis
46% 45% 44%
40% 39%
7% 6%
11%
7% 5%
Ride
Sharing
Accommodation
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. 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 than
I 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

21. 21
CONCERNS
While experiences have been positive for
workers, they do express some concerns
about the On-Demand Economy

22. 22
Workers, particularly those more dependent on the On-Demand
Economy, believe that the On-Demand Economy is exploiting a
lack of regulation
47
58
72
52
26 29
22
32
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

23. 23
Workers believe the On-Demand Economy should do more
for its employees
72% 68%
56%
18%
24%
32%
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
CONCERNS
Q: Do you agree or disagree with the following statements?
Showing % Workers
Agree Disagree

24. 24
Majorities of workers believe that companies have an obligation to a
social contract – to provide benefits, training and reimburse workers
59 9 32
Employers have an
obligation to their
workers to provide
benefits
Employers do not
have an obligation
to their workers to
provide benefits
Don’t know
62 10 28
Employers have an
obligation to
provide workplace
education and
training
Employers do not
have an obligation
to provide
workplace
education and
training
60 11 29
Sharing 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

25. 25
TENSION BETWEEN
INDEPENDENCE AND SECURITY
Workers attitudes reflect this tension

26. 26
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

27. 27
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
37
40
47
36
28
12
4
15
34
49
49
49
General Population
All Offerors
Motivated Offerors
Casual Offerors
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 %

28. 28
THANK YOU
Burson-Marsteller.com/OnDemand