Segmentation of the on-demand workforce

A report published early this year by Intuit Inc, found that on-demand workers can be segmented into five groups based on their drivers for entering the on-demand workforce and levels of satisfaction.

The report surveyed 4,622 workers in the US, working for 11 different on-demand economy and online talent marketplace companies.

Here’s a break-down of why different workers are attracted to on-demand work and how they can be pigeonholed into groups based on their motivations and level of fulfillment.

Do you fit any of these groups?



Career Freelancers2


Side Giggers2






Business Builders – are driven by the aspiration to be their own boss and run their own business. Many Business Builders use income derived from on-demand work to grow an existing business of theirs.

Career Freelancers –  are content with developing their career through independent work. They are not troubled by the risks associated with being an independent contractor and thrive on being in control.

Out of the five groups, Career Freelancers earn the largest percentage of their total income from contingent work.

Side Giggers –  are in pursuit of financial security. On-demand work helps them achieve this by supplementing their main income, which is usually derived from a more traditional employment arrangement.

Passionistas – are the very opposite of Side Giggers. They are less motivated by money than they are the flexibility independent work allows them. Their main driver is being able to do something they love.

Substituters – look to on-demand work to substitute a loss of income, typically from a traditional job. Because this group takes on independent work as a necessity rather than by pure choice, Substituters tend to be the least satisfied with this type of work.