The U.S. Census Bureau released a report, "Who Drives to Work? Commuting by Automobile in the United States: 2013," which looks at commuting by private vehicle. The report highlights differences in rates of automobile commuting by population characteristics such as age, race, ethnicity, place of birth and the types of communities in which workers live, based on data collected during the 2013 American Community Survey.
Also released is a county-to-county commuting flows table package that looks at traveling to work between counties and the primary travel mode people use, based on American Community Survey data collected from 2006 to 2013.
Highlights from the Report
- Approximately 86% of U.S. workers commuted to work by automobile in 2013; 3 out of 4 commuters drove alone.
- Driving alone to work peaked in 2010 at 76.6% but changed little between 2010 and 2013.
- Urban workers aged 25 to 29 showed a 4 percentage point decline in automobile commuting between 2006 and 2013.
- Workers ages 25 to 29 showed the highest increase in public transportation commuting between 2006 and 2013, from 5.5% to 7.1%.
- The rate of carpooling has declined during each decade since 1980. About 9% of workers carpooled in 2013, down from 19.7% in 1980.
- At 78%, workers living in principal cities within metro areas had a lower rate of automobile commuting in 2013 than their suburban or nonmetropolitan counterparts (89% and 91%, respectively).
- Hispanic workers showed the highest rate of carpooling in 2013 and the largest declines in carpooling between 2006 and 2013, from 18.6% to 14.7%.
Some of the most notable recent changes in commuting have occurred among younger workers, particularly those living in cities. In 2013, approximately 74% of workers ages 16 to 24 living in principal cities commuted by automobile, compared with 80% of the oldest workers.åÊUrban workers aged 25 to 29 is also the group that was least likely to have a vehicle at home in 2013.
Your clients and prospects might want to target the carpooling segment. Give them even more information from the AudienceSCAN report on Carpoolers. For instance, 4.1% participate in car pools, and they are 79% more likely than average to be aged 25–34. 13% of carpoolers drive Toyotas in the rush-hour rat race. 42% took action after receiving mobile smartphone app ads or text message ads in the past 30 days. This audience is 164% more likely than average consumers to spend money at Pep Boys. Your auto clients should know that 12% of carpoolers plan to pay for windshield repairs or replacements this year.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.