Understanding TransUnion: Insights from the 2025 Gig Economy Consumer Report

TransUnion, a leading global information and insights company, has recently released its 2025 Gig Economy Consumer Report, shedding light on the evolving landscape of gig economy services in the United States. This report highlights the significant role of loyalty programs and security measures in enhancing customer satisfaction, particularly among households with children.

The Rise of Gig Economy Services

The gig economy has transformed how consumers access services, offering convenience and flexibility. According to TransUnion’s research, households with children are emerging as the primary users of gig services, utilizing them at a rate nearly 50% higher than those without children. This trend underscores the increasing reliance on gig services for daily needs, from food delivery to ridesharing.

Spending Patterns

The report reveals striking spending patterns among families. Approximately 23% of households with children spend $500 or more monthly on gig services, a staggering contrast to just 5% of households without children. This disparity highlights the unique demands and financial commitments of families, who often juggle multiple responsibilities.

Weekly Usage Statistics

The report provides compelling statistics on gig service usage:

Food Delivery: 61% of households with children use this service weekly, compared to 40% without children.
Grocery/Retail Delivery: 54% vs. 33%
Ridesharing: 53% vs. 36%
Online Freelancing: 39% vs. 19%
Vehicle Sharing: 38% vs. 21%
In-person Contracting: 31% vs. 15%

These figures illustrate that families are not only frequent users of established gig services but are also embracing emerging options like digital freelancing and in-person contracting, often doubling their engagement compared to households without children.

Key Drivers of Engagement

Selection and Convenience

Households with children cite the wide selection of providers (43% vs. 25%) and the ease of finding services (51% vs. 40%) as primary reasons for their preference for gig services. This demographic values the ability to quickly access a variety of options that cater to their diverse needs.

Loyalty Programs and Promotions

The report emphasizes the importance of loyalty programs and promotions in attracting and retaining customers. Families are particularly drawn to platforms that offer attractive deals, which can enhance satisfaction and foster long-term loyalty. As Cecilia Seiden, VP of TransUnion’s Communities and Marketplaces business, notes, “Platforms can differentiate themselves by running attractive promotions that enhance consumer satisfaction and build long-term loyalty.”

Trust and Safety: A Crucial Factor

While loyalty programs are essential, the report highlights that trust and safety are paramount for consumers. A staggering 83% of respondents expressed satisfaction with the trust and safety features available on gig platforms. However, over half indicated they would cease using a platform if they experienced scams, felt threatened, or had their accounts compromised.

Concerns About Fraud

Nearly 40% of users are concerned about encountering fraud or scams. To mitigate these fears, the report suggests that platforms should prioritize:

Verification of worker identity (67%)
Background checks (58%)
Utilization of biometrics (58%)

Seiden emphasizes that while some friction is necessary for safety, platforms that implement robust identity-based fraud protections can create a seamless and secure customer experience.

Conclusion: The Future of Gig Economy Services

TransUnion’s 2025 Gig Economy Consumer Report provides valuable insights into the preferences and behaviors of American consumers, particularly families. As the gig economy continues to evolve, platforms that prioritize customer engagement through loyalty programs and robust security measures will likely thrive. By understanding the unique needs of households with children, businesses can tailor their offerings to foster loyalty and ensure a safe, satisfying experience for all users.

For more information on TransUnion’s innovative solutions and insights, visit TransUnion’s official website.