Executive Summary

Youth & Adult Influencer Differences

▪ Adult influencers perceive the Automotive / Mobility industry as primarily Manufacturing driven, followed by Engineering, while youth perceive these more equally when associating the field with a career in the industry.

▪ However, among adult influencers, Computers / Systems / Information Technology ties for 2nd place (61%) in fields of study leading to a career in the industry, indicating adult influencers see more of this aspect as part of the industry than youth do (40%).

▪ Adult influencers in Michigan and OH / IN indicate Computers / Systems / IT most often compared to other states as fields leading to an Automotive / Mobility career.

▪ Adult influencers say Computers / Information Technology is the top career field of youth interest by a wide margin (34%), but youth select it roughly 3x less often (13%).

Adult influencers perceive Computers / Systems / IT as more connected to a career in the industry than youth.

Career opportunities in high demand fields weigh more heavily on adult influencers in recommending a move.

Adult influencers favor Facebook and LinkedIn for career information; youth favor Instagram and TikTok.

▪ For youth, housing costs (40%) are in second place when considering a move, while for adult influencers, it is career opportunities in high demand fields (45%), followed closely by housing costs (38%).

▪ New auto state (TN/GA) adult influencers consider crime rates (46%) more often than influencers in any other state (23%+) when recommending a move.