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On-board Survey of Bus and Light Rail Customers

On-board Survey of Bus and Light Rail Customers. May 8, 2006 Transit Marketing, LLC CJI Research Corporation. 2. On-Board Survey. Pre-survey to identify key satisfaction factors 2312 Passengers Surveyed 1487 Bus 728 Light Rail 97 Neighborhood Ride Data weighted to reflect ridership

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On-board Survey of Bus and Light Rail Customers

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  1. On-board Survey of Bus and Light Rail Customers May 8, 2006 Transit Marketing, LLC CJI Research Corporation

  2. 2 On-Board Survey • Pre-survey to identify key satisfaction factors • 2312 Passengers Surveyed • 1487 Bus • 728 Light Rail • 97 Neighborhood Ride • Data weighted to reflect ridership • Survey Administered by in • English • Spanish • Russian • Hmong • Vietnamese • Chinese • Option provided for passengers with disabilities or those making short trips

  3. Usage Characteristics

  4. User Segments by Mode

  5. Frequency of Use • Most riders are regular users. • 81% ride 4+ days per week.

  6. Duration of Ridership  45% of riders began riding RT between 2004 and 2006

  7. Trip Purpose • 72% of transit trips are work or school commutes • 73% of rail-only riders were making work trips

  8. Rider Demographics

  9. Age • 51% of riders are age 31 or younger • Rail-only riders are somewhat older

  10. Age or RT Riders vs. Population • Heavy transit use among younger age groups is typical of transit systems nationally

  11. Employment Status • 88% of riders are commuters: either employed or students • 83% of rail-only users are employed

  12. Transit Dependence

  13. Income • 53% of riders have household incomes of $25K or less • 34% of all riders but 65% of rail-only riders have HH incomes of $35K or more

  14. Income of Riders vs. Population • Riders are lower income than the overall population • Relative youth and lower income of riders are related

  15. Fares and Information

  16. Fare Payment • 33% of riders pay fare in cash • 37% use a monthly or half-month pass • 31% pay a student fare or use a college pass • 10% receive an elderly/ disabled discount

  17. Fare Preferences

  18. Primary Information Sources • 65% of riders have internet access at home or work • 44% of riders have visited RT website

  19. Customer Satisfaction

  20. Customer Satisfaction: Overall 72% of riders rated RT positively (5 or above on a 7 point scale)

  21. Customer Satisfaction: Top Box Scores Percent rating each aspect of service as excellent (7)

  22. Ratings by Rider Type

  23. Customer Satisfaction: Impact Scores

  24.  Rail-only riders are more impacted by other passengers, overcrowding, vehicle cleanliness and security. 24

  25. 25  Bus and Mixed mode riders are more concerned with on-time performance and hours of service

  26. Ridership Retention • 31% of RT riders expect or hope to stop using RT • Rail-only riders are most “loyal”

  27. Rider Retention – A Closer Look • Loyalty increases with age • Young riders are most likely to “expect” to get a car and stop using RT

  28. Conclusions • Regional Transit services carry a diverse ridership population, with large components of work and school commuters. • Most riders rate the system positively (5 or above on a 7 point scale) but there are distinct opportunities to improve satisfaction and rider retention. • There are distinct differences in the demographics and concerns of users of different modes.

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