Zipcar released an independent study examining the attitudes and lifestyle of "Urban Boomers," adults ages 50 to 69 who live in urban areas.

The study, conducted by KRC Research, revealed that in terms of transportation this generation drives less after moving to a city, making it a target demographic for transportation alternatives like carsharing.

"Today nearly 15 percent of our members are over 50, and that number is growing," said Zipcar President Kaye Ceille. "While we already have a strong number of boomers using Zipcar, this study further solidifies that boomers living in cities are — and will continue to be — adopters of our service. Zipcar is more than just a brand popular with millennials; we're a brand for all urbanites looking for convenient and affordable access to wheels."

For more details from Zipcar's Urban Boomer Study, click on the URL: http://www.slideshare.net/Zipcar_PR/zipcar-urban-boomersstudyfinal.