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Restructuring Santa Clara County’s Bus System Using Transit Market Research Analysis. Transportation leadership you can trust. presented to 12 th TRB National Transportation Planning Applications Conference presented by Arun Kuppam Cambridge Systematics, Inc. - PowerPoint PPT Presentation
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Transportation leadership you can trust.
presented to
12th TRB National Transportation Planning Applications Conference
presented by
Arun KuppamCambridge Systematics, Inc.
co-authored by
Kevin Connolly & Ying Smith, Santa Clara Valley Transportation Authority
Ron West & Andrew Tang, Cambridge Systematics, Inc.
May 21, 2009
Restructuring Santa Clara County’s Bus System Using Transit Market Research Analysis
2
From Market Research to Service Planning
Segment Segment MarketMarket
Locate Market Locate Market SegmentsSegments
Competitive Competitive PositioningPositioning
CustomerCustomerExperienceExperience
SystemSystemPerformancePerformance
NetworkNetworkStructureStructure
Service Service PlanningPlanning
Transit Transit PriorityPriority
PersonalPersonalSafetySafety
Real time Real time InfoInfo
Understand Understand Travel MarketsTravel Markets
Market-Based Planning
3
Market-Based PlanningFrom Data Collection to Modeling to Service Planning
Survey Data Collection (819 SP Surveys, 34 attitudinal Q.)
Exploratory Factor Analysis
Confirmatory Factor Analysis
Structural Equation Modeling (7 factors)
Market Segmentation (6 segments)
Mode Choice Modeling
General
Segment Specific
Tool Development
Sketch Planning Tool
Transit Competitiveness Index
4
Attitude-Based Market Research Survey
Recruit SurveyRecruit Survey
Random Sampling Random Sampling 7,822 Phone Calls 7,822 Phone Calls
1,001 Recruited1,001 Recruited819 Completes819 Completes
Both English and SpanishBoth English and SpanishTrip InformationTrip Information
Demographic DataDemographic Data
Choice ExperimentsChoice Experiments
Compare driving Compare driving and transit optionsand transit options
Travel TimeTravel TimeTest New Mode: BRTTest New Mode: BRTPassenger AmenitiesPassenger Amenities
Driving Cost and Transit FareDriving Cost and Transit FareParking CostParking Cost
TransferTransferAccess and EgressAccess and Egress
AttitudinalAttitudinal QuestionsQuestions
Measure SensitivityMeasure SensitivityPrivacy and ComfortPrivacy and Comfort
Productive Use of TimeProductive Use of TimeSafety and FamiliaritySafety and FamiliarityTime and FlexibilityTime and Flexibility
Concern for the EnvironmentConcern for the EnvironmentValue of TimeValue of Time
Reliability and ControlReliability and ControlFixed Schedule ConstraintsFixed Schedule Constraints
Understanding Traveler Attitudes
5
Attitude-Based Survey ResultsT
OP
FIV
E
5. I need travel flexibility
4. Don’t mind walking to stop
3. Transit takes too long
2. Need to arrive at specific time
1. Public transport helps environment
BO
TT
OM
FIV
E
34 Attitudinal Statements
Strongly Agree
Neutral
Strongly Disagree
1. Prefer travel in least expensive way
2. Would ride LRT but not bus
3. Prefer buses that travel within my
community
4. Transit takes me where I need to go
5. Transportation reflects social status
6
Grouping Statements into Factors
1) Make trips to wide variety of locations
Statements
2) Make several stops on the way to school or work
3) Need flexibility to make many trips during the day
34) Willing to pay more to travel to help environment
33) Prefer to live within walking distance of shops and transit
32) Avoid making certain trips at certain times because too stressful
Factors
1) Travel Flexibility
6) Stress Sensitivity
7) Pro-Environment
Factors
7
Seven Key Transportation Factors
Time Sensitivity
Pro-Environment
Price SensitivityTransit
Tolerance
Stress Sensitivity
Travel FlexibilitySocial
Sensitivity
8
Top Three Factors Eight Market Segments
TransitTolerant
TransitIntolerant
Transit Tolerant
Transit Intolerant
TimeInsensitive
TimeSensitive
TimeInsensitive
Time Sensitive
Time Insensitive
Time Sensitive
TimeInsensitive
TimeSensitive
Price Sensitive Price Insensitive
All Travelers
Transit Tolerance
Time Sensitivity
Price Sensitivity
Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6 Segment 7 Segment 8
9
Six Santa Clara County Customer Segments
Time Sensitivity
Price Sensitivity
Transit Tolerance
Customer Type
(segment number)
Transit Trippers (1)
Mellow Movers (2)
Young & Restless (5,6,8)
Movers & Shakers (7)
LINKs & MINKs (3)
Boomers & Blazers (4)
Low Medium High
10
Commuters by Customer Type (2005)
TransitTrippers
MellowMovers
LINKs& MINKs
Boomers & Blazers
Young& Restless
Movers& Shakers
100,000
200,000
300,000
400,000
500,000
Total Adult Population
600,000
Transit Work Trip Commuters
Work Trip Commuters
11
Transit Trippers
High transit users
In households with no vehicles available
Lower income
Retired, unemployed or employed part-time
High school educated
Not use English as primary language
Time Sensitivity
Price Sensitivity
Transit Tolerance
Travel Flexibility
Social Sensitivity
Stress Sensitivity
Pro-Enviro
9% of adults
High
Medium
Low
They are likely to be …
12
Transit Trippers
13
Transit Tolerance
Transit Trippers
Mellow Movers LINKs &
MINKs
Boomers & Blazers
Young & Restless
Movers & Shakers
Time Sensitivity
High
Medium
Low
Low Medium High
Transit Competitive Strategy
14
Transit Competitive Factor (TCF)
Transit Competitive
Factor
Transportation Land Use Factors
Customer Types Trip Purposes
• Trip Intensity: Origin
• Trip Intensity: Destination
• Work/School
• Other
• Customer Types
• Transit Propensity
The next phase of the analysis combines transit planning factors with market segment research to identify areas of Santa Clara County that are amenable to transit service
• Level of Congestion
• Parking Cost and Time
15
Transit Competitive Factor - Origins
Transit Competitive
35 percent of trips go to transit competitive origins
16
11 percent of trips go to transit competitive destinations
Transit Competitive Factor - Destinations
Transit Competitive
17
Application of Transit Competitive Factors
Identified transit potential by customer type (market segment), trip purpose, origins and destinations
SCVTA overhauled 90% of its countywide bus system
Focused more on market-based network (matching service with demand), rather than a coverage-based
New services focused on 15-minute or better all-day frequencies, enhanced express buses, new low-fare community bus routes