Households with Children Emerge as Power Users of the Gig Economy

Rhea-AI Summary

TransUnion's 2025 Gig Economy Consumer Report reveals that households with children are leading users of gig economy services, using them 50% higher weekly compared to households without children. Notably, 23% of households with children spend $500+ monthly on these services, compared to just 5% of childless households. The study shows significant disparities in service usage, with families more frequently using food delivery (61% vs 40%), grocery delivery (54% vs 33%), and rideshare services (53% vs 36%). The report also highlights the importance of trust and safety features, with 83% of users satisfied with current safety measures. However, over half would abandon platforms if scammed or threatened. Key security preferences include worker identity verification (67%), background checks (58%), and biometric confirmation (58%).

Positive

• Strong adoption of gig services by households with children, showing 50% higher weekly usage
• 23% of households with children spend $500+ monthly on gig services
• High satisfaction rate (83%) with trust and safety features
• Clear market segmentation and growth opportunities in the family household segment

Negative

• High risk of customer churn if trust/safety is compromised, with over 50% willing to leave platforms
• Significant concerns about fraud and scams (40% of users worried)
• Need for additional security measures and verification processes that could increase operational costs

Insights

Market Research Analyst

TransUnion's gig economy research highlights market demand for identity verification services, particularly within the lucrative household-with-children segment.

TransUnion's research unveils a compelling market segmentation opportunity within the gig economy. Households with children have emerged as power users, utilizing services at rates 50% higher than households without children. Most significantly, 23% of households with children spend over $500 monthly on gig services—nearly five times the rate of childless households at just 5%.

The data reveals extraordinary penetration among households with children across all service categories, but especially in emerging segments like digital freelancing and in-person contracting, where they're twice as likely to be weekly users. This suggests families are increasingly outsourcing both domestic tasks and professional work to manage their complex lives.

Two critical factors drive consumer behavior in this space: loyalty programs/promotions and security measures. The security findings directly align with TransUnion's core business offerings. With 67% of users wanting worker identity verification and 58% desiring background checks, TransUnion is strategically positioned to address market needs through their TruValidate™ fraud solutions.

The insight that consumers accept "necessary friction" for enhanced security suggests TransUnion's verification products could be positioned as experience-enhancing rather than friction-creating. This represents an elegant alignment between consumer preferences and TransUnion's business model.

While this research establishes TransUnion as a thought leader in the gig economy space, the release doesn't provide metrics on current market penetration or specific growth targets, making it difficult to assess the financial materiality of this opportunity. The findings appear more strategic than immediately revenue-impacting, suggesting TransUnion is laying groundwork for expanded services in the gig economy verification space.

TransUnion research highlights importance of loyalty programs and security measures for customer satisfaction

CHICAGO, May 07, 2025 (GLOBE NEWSWIRE) -- While gig economy services are popular with American consumers overall, households with children have emerged as power users. This cohort reports using gig services on a weekly basis at an overall rate nearly 50% higher than households without children.

More telling, 23% of households with children spend $500 or more per month on ridesharing, food delivery and other gig services, a rate almost five times higher than households without children—just 5% of which spend that amount each month. These findings and more are available in TransUnion’s (NYSE: TRU) 2025 Gig Economy Consumer Report.

“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,” said Cecilia Seiden, VP of TransUnion’s Communities and Marketplaces business. “TransUnion’s research provides some essential insights for how platforms can better engage this key segment.”

Gig economy services used once or more per week by U.S. households
	Food Delivery	Grocery/Retail Delivery	Ride Share	Online Freelancer	Vehicle Share	In-person Contractor
With Children	61%	54%	53%	39%	38%	31%
Without Children	40%	33%	36%	19%	21%	15%

While households with children generally outpace those without children in their use of gig services, the difference was even more pronounced for emerging gig services, such as digital freelancing or in-person contract work (inclusive of home services and caregiving), where households with children were twice as likely to be weekly users.

In-person contracting work comprises services like babysitting, dog walking and furniture assembly. Digital freelancing services include app building, web design, presentation design, etc. The amount of consumers using digital freelancing services suggests that, while some may be engaging workers to help with their small business needs, the majority may be outsourcing parts of their day jobs.

Related, households with children were much more likely than households without children to cite the wide selection of providers (43% vs. 25%) and ease of finding the service they need (51% vs. 40%) as a reason for using these services. 

The report also found that households with children prioritized promotions and loyalty programs when selecting a service. Gig platforms can differentiate themselves by running attractive promotions that enhance consumer satisfaction and build long-term loyalty. 

Trust and safety

If loyalty programs and promotions are among the best ways to attract and retain customers, breaches of trust and safety are likely the fastest ways to lose them. While 83% of respondents said they were satisfied with the trust and safety features available, more than half said they would stop using a platform if they were scammed, felt physically threatened, or had their account compromised.

The report found nearly 4 out of 10 users are worried about encountering fraud or scams. When asked which steps platforms can take to reduce fraud and scams, 67% of users said verification of worker identity. Conducting background checks (58%) and utilizing biometrics (58%) to confirm that verified gig workers are the ones performing the services were also popular. 

“Users understand that a certain amount of friction is necessary to keep people safe,” said Seiden. “Platforms that employ identity-based fraud protections can much more effectively strike the right balance necessary for a seamless and safe customer experience.”

Learn more about TransUnion’s identity-based products, including TruAudience® marketing solutions and TruValidate™ fraud solutions.

Read the full 2025 Spring Gig Economy Consumer Report.

Research Methodology
This online survey of 1,051 adults was conducted in February 2025 by TransUnion in partnership with third-party research provider Toluna. Participants included current and past consumers of gig economy services. All U.S. regions are represented in the study survey responses. These research results are unweighted and statistically significant at a 95% confidence level within ±3 percentage points based on calculated error margin. Please note some chart percentages may not add up to 100% due to rounding or multiple answers being accepted.

About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good^® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http://www.transunion.com/business

Contact	Dave Blumberg TransUnion
E-mail	david.blumberg@transunion.com
Telephone	312-972-6646

FAQ

What percentage of households with children use food delivery services weekly in 2025?

According to TransUnion's report, 61% of households with children use food delivery services at least once per week.

How much do households with children spend monthly on gig economy services?

23% of households with children spend $500 or more per month on gig services, compared to only 5% of households without children.

What are the main security features users want in gig economy platforms?

Users prioritize worker identity verification (67%), background checks (58%), and biometric confirmation (58%) as key security features.

How do households with children compare to those without in gig economy usage?

Households with children use gig services 50% more frequently on a weekly basis and are twice as likely to use emerging services like digital freelancing and in-person contract work.

What percentage of gig economy users are satisfied with current trust and safety features?

83% of respondents reported being satisfied with the current trust and safety features available on gig economy platforms.