The Rise of Gig Economy Services: Insights from TransUnion’s Research
In today’s fast-paced world, families juggle numerous responsibilities, making the convenience of gig economy services increasingly appealing. Cecilia Seiden, VP of TransUnion’s Communities and Marketplaces business, highlights this trend, stating, “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.” Recent research from TransUnion sheds light on how these platforms can better engage families, particularly those with children.
Gig Economy Services: A Snapshot
TransUnion’s research reveals the frequency of gig economy service usage among U.S. households. The data indicates that families with children are more likely to utilize these services compared to those without. Here’s a breakdown of the services used weekly:
Food Delivery: 61% (with children) vs. 40% (without children)
Grocery/Retail Delivery: 54% vs. 33%
Ride Share: 53% vs. 36%
Online Freelancer: 39% vs. 19%
Vehicle Share: 38% vs. 21%
In-person Contractor: 31% vs. 15%
These statistics illustrate a clear trend: households with children are significantly more engaged with gig services, particularly emerging ones like digital freelancing and in-person contracting.
The Appeal of Emerging Gig Services
The difference in usage rates is especially pronounced for services such as digital freelancing and in-person contracting, which includes tasks like babysitting and dog walking. Households with children are twice as likely to be weekly users of these services. This suggests that while some consumers may be hiring freelancers for business needs, many are outsourcing tasks related to their daily lives.
The appeal of these services lies in their variety and accessibility. Families with children often cite the wide selection of providers (43% vs. 25% for households without children) and the ease of finding the services they need (51% vs. 40%) as key reasons for their usage.
Promotions and Loyalty Programs: Key Drivers
Another significant finding from the report is that households with children prioritize promotions and loyalty programs when selecting gig services. This presents an opportunity for platforms to differentiate themselves by offering attractive promotions that enhance consumer satisfaction and foster long-term loyalty.
Trust and Safety: The Cornerstone of Customer Retention
While promotions can attract customers, maintaining trust and safety is crucial for retaining them. The research indicates that 83% of respondents are satisfied with the trust and safety features available on gig platforms. However, more than half of the users would stop using a service if they experienced scams, felt threatened, or had their accounts compromised.
Nearly 40% of users express concerns about encountering fraud or scams. To mitigate these fears, 67% of users recommend verifying worker identities, while 58% advocate for background checks and biometric verification. Seiden emphasizes the importance of balancing safety with user experience, stating, “Users understand that a certain amount of friction is necessary to keep people safe.”
Conclusion: The Future of Gig Economy Services
TransUnion’s research provides valuable insights into the evolving landscape of gig economy services, particularly for families. As the demand for convenience continues to grow, platforms must adapt to meet the unique needs of their users. By focusing on trust, safety, and customer engagement through promotions and loyalty programs, gig economy services can build lasting relationships with their customers.
For more information on TransUnion’s identity-based products and insights into the gig economy, you can explore their TruAudience® marketing solutions and TruValidate fraud solutions.
To delve deeper into the findings, read the full 2025 Spring Gig Economy Consumer Report.
This article underscores the importance of understanding consumer behavior in the gig economy, particularly for families. As platforms evolve, they must prioritize safety, trust, and customer engagement to thrive in this competitive landscape.
