Bloomberg’s Serena Saitto wrote about the recent phenomenon of busy parents using Ubers to transport children when they can’t make the drive themselves. Once again, Saitto sought the input from Brian Solis.

Parents are particularly turning to the apps for teenagers’ transportation needs to sports events and parties, said Brian Solis, an analyst at Altimeter Group, a San Mateo, California-based firm that researches the impact of new technologies. The apps let parents monitor where their children are during rides, something taxis and other modes of transport still don’t offer.

“Having an Uber account is a growing trend, especially among high schoolers, reflective of the trust-based sharing economy,” said Solis.

“For most consumer companies, reaching teenagers — the customers of the future — remains a challenge,” Solis said. Young riders “can only multiply Uber’s potential growth.”

Read the article in its entirety here.