From people determined to be their own boss, to those embracing the flexibility to do something they love, to workers finding a replacement for a traditional job – people working in the on-demand economy are just about as diverse as the labor market itself. A new report from Intuit Inc. and Emergent Research shows that there are a broad range of motivations – and differing levels of satisfaction – among five distinct groups of on-demand workers:
The Business Builders – primarily driven by the desire to be their own boss. They represent 22 percent of on-demand workers.
The Career Freelancers – happily building a career through independent work. They represent 20 percent of on-demand workers.
The Side Giggers – looking to find financial stability by supplementing existing income. They represent 26 percent of on-demand workers.
The Passionistas – looking for the flexibility to do something they love. They represent 18 percent of on-demand workers.
The Substituters – replacing a traditional job that is no longer available. They represent 14 percent of on-demand workers.
A total of 4,622 workers who find work opportunities via the platforms provided by the participating partner companies completed an online survey between September 11 and October 1, 2015. The results were weighted to reflect the proportion of workers in each of the following segments: Drivers/Delivery, Online Talent Marketplaces and Field Service/Onsite Talent. The weights were developed using earlier survey work that sized the on-demand economy. The largest weighted share of on-demand worker respondents from any single company is 16%, with most partner companies providing less than 10% of the respondents.
1. The Career Freelancers: Happily
building a career through independent work. 2. The Business Builders: Driven by the desire to be their own boss. 3. The Side Giggers: Looking to ﬁnd ﬁnancial stability by supplementing existing income. 4. The Passionistas: Looking for the ﬂexibility to do something they love. 5. The Substituters: Replacing a traditional job that is no longer available. THE FIVE FACES OF THE ON-DEMAND ECONOMY ! From people determined to be their own boss, to those embracing the ﬂexibility to do something they love, to workers ﬁnding a replacement for a traditional job – people working in the on-demand economy are just about as diverse as the labor market itself. These are the ﬁve key groups of workers in the on-demand economy: 1
20% 22% 26% 14% 18%
THE BREAKDOWN The Career Freelancers: 20% of on-demand workers The Business Builders: 22% of on-demand workers The Side Giggers: 26% of on-demand workers The Passionistas: 14% of on-demand workers The Substituters: 18% of on-demand workers 2
THE CAREER FREELANCERS The Career
Freelancers are happily building a career through independent work. They like being in control, being their own boss and creating their own job. They are less concerned about the risk associated with on-demand/independent work. They generate a larger proportion of their total income from their independent work than other groups. 93% Like controlling decisions about when, where and how they work 69% Report feeling more secure working independently than in a traditional job 52% Report feeling less at risk working independently than in traditional employment ! 3
THE BUSINESS BUILDERS The Business
Builders are primarily motivated by a desire to run their own business or be their own boss. They are most likely to already have their own business and use on-demand work to supplement or expand this existing business. 93% Report they always wanted to be their own boss 86% Report they will not go back to relying solely on a traditional job 55% Report owning their own business in addition to their on-demand activities ! 4
THE SIDE GIGGERS The Side
Giggers are looking for opportunities to supplement their income and are strongly motivated by ﬁnancial security. Job ﬂexibility and pursuing interests are less important. They are most likely to be employed in a "traditional" job. 88% Report “earn more income” as the primary reason they work in the on-demand economy 59% Have a traditional full-time (43%) or part-time job (16%) 20% Report owning their own business in addition to their on-demand activities ! 5
THE PASSIONISTAS The Passionistas are
primarily motivated by job ﬂexibility and the opportunity to do something they enjoy. They are less likely to be motivated by money. This group is relatively well educated and works the fewest hours of any of the groups. 86% Report doing something they like is more important than making the most money 67% Report having a college degree (38%) or a college degree and a graduate degree (29%) 15% Report working independently to earn more money ! 6
THE SUBSTITUTERS The Substituters are
more likely to be involved with an on-demand provider because they lost a job or are currently unable to ﬁnd a traditional job. They are also the segment least happy and satisﬁed with on-demand work. 19% Were unemployed and looking for a job before starting their on-demand work 28% Report ﬂexibility is more important than making the most money 26% Believe that doing something they like is more important than making the most money ! 7
82% 83% 65% 61% 47%
SATISFACTION WITH ON-DEMAND WORK Satisfaction with Primary On-Demand Provider: The Career Freelancers The Business Builders The Side Giggers The Passionistas The Substituters ! 8