There has been a substantial decrease in the percentage of young people who possess a driver’s license. The ubiquity of social media may be a cause of this decline in VMT. Young people are also showing a preference for urban living and its better access to transit, walking, and biking. Many young people simply may be unable to afford the high cost of owning and maintaining a car. This decline has led to car companies overhauling their marketing and design strategies in an attempt to win back market share among youth.