Executive Summary

Youth & Adult Influencer Similarities

▪ Michiganders are most likely to be lifelong residents of the state.

Those who grow up in Michigan are more likely to stay in Michigan

▪ Non-Michigan residents are more likely to have moved in the past 5 years.

▪ Top reason for non-Michigan resident relocation: family moved (2-3x that of Michigan residents).

▪ Michigan residents are more likely to know someone in the industry. MI

▪ There is confusion among both audiences around “mobility," particularly for adult influencers.

In addition to cars / vehicles, mobility was associated with:

• Cell phones

• Remote work

• Disability services/healthcare

• Moving / relocation

• Other transportation (public / bus / trains / planes / ride share services / etc.)

▪ The “automotive industry” is more closely associated with cars. However, it is more defined by production / service / mechanics / repairs / parts / sales than technology/innovation.

“Mobility” is overused / cuts across multiple industries.

“Automotive” is not typically associated with technology / innovation.

The Automotive / Mobility industry is seen as offering high earning careers but low work / life balance.