Last week Intuit released The Five Faces of the On-Demand Economy, which covers 5 common profiles of on-demand workers.
This is a follow on report to their On-Demand Workforce report from several weeks ago, which covers the motivations, attitudes and demographics of those working via on-demand economy (ODE) work intermediation platforms such as Uber, Upwork, Fiverr, etc.
The Five Faces and their percentage share of all on-demand economy workers are:
- The Business Builders – Primarily driven by the desire to be their own boss, they represent 22 percent of on-demand workers.
- The Career Freelancers – Happily building a career through independent work; 20 percent.
- The Side Giggers – Seeking financial stability by supplementing existing income; 26 percent.
- The Passionistas – Looking for the flexibility to do something they love; 14 percent.
- The Substituters – Replacing a traditional job that is no longer available; 18 percent.
These profiles were developed using cluster analysis to group ODE workers who share similar motivations and attitudes.
As Intuit VP Alex Chriss points out in his article The Future of Work Doesn't Look Like You Think it Does, these groups are not fixed. Key quote:
The data shows five different faces. But in meeting hundreds of our customers I have come to appreciate that these profiles are fluid and there are often several motivations that influence people’s decisions on how to own their own career.
This is an excellent point. These "faces" - much like the pirate's code - should be seen "more as guideline than actual rules".
The reason these faces are important is they show how differently ODE workers view ODE work.
Satisfaction is a good example. As the chart below shows, most Substituters are not sastified with ODE work while the vast majority of Business Builders and Career Freelancers are.
See the report for more differences and details by segment.
Emergent Research worked with Intuit on this study.