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Synthesis 2015 > The profile of collaborative consumers: young, well-qualified and more…

The profile of collaborative consumers: young, well-qualified and more…

The Europeans who have adopted the highest average number of collaborative consumption-related practices are primarily the young (5.6 / 17 on average for the under 35s, against 4.2 among 35s and over).

Another feature is that they are better qualified than the average (5.1 practices for the more highly qualified, against 3.8 for the less qualified).

That does not mean, however, that the typical profile of collaborative consumers is that of the caricature of the geek: male and single.
In fact, parents are keener on these new consumption modes
(5.4 practices on average when there is at least one child under the age of 18 in the household, against 4.3 when there are none). The limited period during which products for children are used is no doubt an incentive for them to switch to this kind of practices.
These new consumption modes also concern men as much as women and very few differences are observed in behaviour according to gender, whatever the type of practice studied.

Although the typical profile of the collaborative consumer is not that of the caricature of the geek, familiarity with internet is clearly a facilitator or even a key pre-requisite for the adoption of these new practices.
While the Europeans who were surveyed do consider on the whole that it would be easy for them today to offer some of their services or skills on internet to private individuals who need them (70%) or to find solidarity actions in which they would like to invest (69%), fewer of them consider that it would be easy for them to find financing for a project of importance to them on internet (50%).
This familiarity with internet does vary quite logically, however, according to socio-demographic profile: the under 35s systematically declare themselves more at ease than their elders, in particularly concerning the possibility of financing one of their projects on internet (61% consider that it would be easy, against 45% of 35s and over). There would therefore appear to be considerable potential for the development of crowdfunding.
This level of familiarity also depends on the level of education, with the more highly qualified once again being systematically more confident about their ability to achieve their ends on the web.

Europeans are also very much aware of the role played by internet in developing collaborative consumption: 91% of them consider that it plays an important or even crucial role.

The profile of collaborative consumers: young, well-qualified and more…



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