DISPATCHES FROM THE NEW ECONOMY:
THE FIVE FACES OF THE ON-DEMAND ECONOMYQUICKBOOKS SELF-EMPLOYED

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