TRU TransUnion

Households with Children Emerge as Power Users of the Gig Economy

Households with Children Emerge as Power Users of the Gig Economy

TransUnion research highlights importance of loyalty programs and security measures for customer satisfaction

CHICAGO, May 07, 2025 (GLOBE NEWSWIRE) -- While gig economy services are popular with American consumers overall, households with children have emerged as power users. This cohort reports using gig services on a weekly basis at an overall rate nearly 50% higher than households without children.

More telling, 23% of households with children spend $500 or more per month on ridesharing, food delivery and other gig services, a rate almost five times higher than households without children—just 5% of which spend that amount each month. These findings and more are available in TransUnion’s (NYSE: TRU) .

“Given how much families have to balance in their day-to-day, it’s no surprise that they have come to rely on the convenience of gig economy services,” said Cecilia Seiden, VP of TransUnion’s Communities and Marketplaces business. “TransUnion’s research provides some essential insights for how platforms can better engage this key segment.”

Gig economy services used once or more per week by U.S. households
 
 Food DeliveryGrocery/Retail

Delivery
Ride

Share
Online

Freelancer
Vehicle

Share
In-person

Contractor
With

Children
61%54%53%39%38%31%
Without

Children
40%33%36%19%21%15%
 

While households with children generally outpace those without children in their use of gig services, the difference was even more pronounced for emerging gig services, such as digital freelancing or in-person contract work (inclusive of home services and caregiving), where households with children were twice as likely to be weekly users.

In-person contracting work comprises services like babysitting, dog walking and furniture assembly. Digital freelancing services include app building, web design, presentation design, etc. The amount of consumers using digital freelancing services suggests that, while some may be engaging workers to help with their small business needs, the majority may be outsourcing parts of their day jobs.

Related, households with children were much more likely than households without children to cite the wide selection of providers (43% vs. 25%) and ease of finding the service they need (51% vs. 40%) as a reason for using these services. 

The report also found that households with children prioritized promotions and loyalty programs when selecting a service. Gig platforms can differentiate themselves by running attractive promotions that enhance consumer satisfaction and build long-term loyalty. 

Trust and safety

If loyalty programs and promotions are among the best ways to attract and retain customers, breaches of trust and safety are likely the fastest ways to lose them. While 83% of respondents said they were satisfied with the trust and safety features available, more than half said they would stop using a platform if they were scammed, felt physically threatened, or had their account compromised.

The report found nearly 4 out of 10 users are worried about encountering fraud or scams. When asked which steps platforms can take to reduce fraud and scams, 67% of users said verification of worker identity. Conducting background checks (58%) and utilizing biometrics (58%) to confirm that verified gig workers are the ones performing the services were also popular. 

“Users understand that a certain amount of friction is necessary to keep people safe,” said Seiden. “Platforms that employ identity-based fraud protections can much more effectively strike the right balance necessary for a seamless and safe customer experience.”

Learn more about TransUnion’s identity-based products, including and .

Read the full .

Research Methodology

This online survey of 1,051 adults was conducted in February 2025 by TransUnion in partnership with third-party research provider Toluna. Participants included current and past consumers of gig economy services. All U.S. regions are represented in the study survey responses. These research results are unweighted and statistically significant at a 95% confidence level within ±3 percentage points based on calculated error margin. Please note some chart percentages may not add up to 100% due to rounding or multiple answers being accepted.

About TransUnion (NYSE: TRU)

TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. 

ContactDave Blumberg

TransUnion

E-mail
Telephone312-972-6646


EN
07/05/2025

Underlying

To request access to management, click here to engage with our
partner Phoenix-IR's CorporateAccessNetwork.com

Reports on TransUnion

 PRESS RELEASE

Households with Children Emerge as Power Users of the Gig Economy

Households with Children Emerge as Power Users of the Gig Economy TransUnion research highlights importance of loyalty programs and security measures for customer satisfaction CHICAGO, May 07, 2025 (GLOBE NEWSWIRE) -- While gig economy services are popular with American consumers overall, households with children have emerged as power users. This cohort reports using gig services on a weekly basis at an overall rate nearly 50% higher than households without children. More telling, 23% of households with children spend $500 or more per month on ridesharing, food delivery and other g...

 PRESS RELEASE

As Federal Collections Activity Resumes, More Than One in Five Federal...

As Federal Collections Activity Resumes, More Than One in Five Federal Student Loan Borrowers With a Payment Due are Seriously Delinquent New TransUnion analysis explores the percentage of student loan borrowers at risk of default and the credit score impacts CHICAGO, May 05, 2025 (GLOBE NEWSWIRE) -- As the U.S. Department of Education begins resuming collections activities among defaulted borrowers, new research reveals that the number of consumers at risk for default has soared past pre-pandemic levels. These findings come from a new analysis conducted by TransUnion (NYSE: TRU) and fe...

 PRESS RELEASE

Four in 10 Consumers Now Expect Personalized Marketing Experiences

Four in 10 Consumers Now Expect Personalized Marketing Experiences New TransUnion research highlights consumer expectations, trust issues and the path forward for personalized marketing CHICAGO, May 01, 2025 (GLOBE NEWSWIRE) -- Nearly four in 10 U.S. consumers (39%) expect brands to personalize their online shopping experience with tailored interactions, product recommendations and marketing that align with individual preferences and behaviors. These findings and more from TransUnion’s (NYSE: TRU) latest consumer research provide guidance on how brands engage their audiences going forwa...

 PRESS RELEASE

TransUnion Announces First Quarter 2025 Results

TransUnion Announces First Quarter 2025 Results Exceeded first quarter 2025 financial guidance across all key financial metricsDelivered 8 percent organic constant currency revenue growth (7 percent reported) led by U.S. Financial Services, Emerging Verticals and InternationalDe-levered to 2.9x Leverage Ratio at quarter-end and repurchased $10 million shares through mid-AprilMaintaining organic constant currency revenue growth guidance of 4.5 to 6 percent (4 to 5.5 percent reported revenue growth) CHICAGO, April 24, 2025 (GLOBE NEWSWIRE) -- TransUnion (NYSE: TRU) (the “Company”) today ...

 PRESS RELEASE

TransUnion Appoints Brian Silver Executive Vice President of Marketing...

TransUnion Appoints Brian Silver Executive Vice President of Marketing Solutions Digital advertising leader will drive business development for TruAudience line of solutions CHICAGO, April 21, 2025 (GLOBE NEWSWIRE) -- Brian Silver joined TransUnion (NYSE: TRU) as Executive Vice President of Marketing Solutions, effective April 7, 2025. He reports to the newly appointed Chief Global Solutions Officer, Mohamed Abdelsadek. As Executive Vice President, Silver will drive the vision, strategy and innovation behind TransUnion’s TruAudience® products. TruAudience enables data-driven marketing ...

ResearchPool Subscriptions

Get the most out of your insights

Get in touch