Rising bus patronage by an viewers technique

Introduction

Objective and aims of this report

The Division for Transport (DfT) commissioned Yonder Consulting Ltd to undertake an viewers segmentation of England in relation to what would encourage higher utilization of the bus.

The general goal of the analysis was to extend bus utilization by having the ability to develop methods and insurance policies that might drive behaviour change. The analysis aims have been:

Phase present and potential bus customers primarily based on attitudes and behaviours regarding bus journey Perceive segments’ propensity to make use of the bus Convey segments to life by way of personas illustrating their differing attitudes in the direction of the bus Permit the DfT and stakeholders to grasp what drives behaviour by phase to develop coverage to affect behaviour

This doc is a abstract of the important thing findings from this analysis. It goals to offer an summary of the important thing areas that drive bus patronage for every phase for related stakeholders comparable to coverage makers and bus operators, in addition to for members of the public.

Methodology

The methodology to perform the analysis aims included the next:

Speedy proof overview to determine elements which affect transport modal selection for inclusion in quantitative questionnaire Phone institution survey to survey these with out web entry and set up an correct measurement of the present bus market Quantitative survey of 8000 individuals in England, offering main knowledge from which to grasp attitudes in the direction of transport and what influences transport behaviour Segmentation of England which clustered teams of individuals into segments, primarily based upon key attitudes to bus and transport selection Qualitative focus teams to carry segments to life and perceive the ‘why’ behind behaviours and attitudes

This report particulars the findings from phases 3 to five as these answered the general goal of the examine. Phases 1 and a pair of have been designed to tell the inputs into phases 3 to five, quite than being a key output in and of themselves.

A extra detailed abstract of every part is under:

Speedy proof overview (RER)

This was a overview of 55 literature sources together with authorities whitepapers and first analysis. Literature was reviewed to consolidate a listing of things which have been proven to affect transport modal selection and will due to this fact be used to grasp drivers and obstacles to bus utilization. These elements then knowledgeable the questionnaire and segmentation design.

Phone institution survey

This was a brief phone survey amongst a nationally consultant pattern to determine the scale of the present and future automobile and bus market. This was later used to make sure that our on-line survey was actually consultant of present bus and automobile customers.

Quantitative survey

A 20 minute on-line survey was run with an 8000 robust, nationally consultant pattern of England. Quotas have been positioned in fieldwork to be nationally consultant of the aged 16 plus England inhabitants when it comes to age, gender, area, social grade and ethnicity. Additional weights have been utilized to the pattern to make sure it was additionally consultant when it comes to working standing, housing tenure, automobile possession and frequency of bus utilization. It established present journey behaviours, significance of behavioural influences in transport modal selection, and attitudes in the direction of the bus. This was used to phase the inhabitants into 6 segments. The survey questionnaire may be discovered within the appendix to this report.

Segmentation creation

This part took the info from the quantitative survey and segmented the pattern into 6 segments primarily based on widespread attitudes in the direction of bus and transport selection. A segmentation is a statistical approach that varieties clusters of people inside survey knowledge primarily based on widespread attitudes. To create these segments, we:

Chosen related questions for constructing the segmentation primarily based on the unique aims. The questions chosen requested about how necessary various factors have been in driving transport selection, attitudes in the direction of bus, and attitudes in the direction of the automobile Performed a data-led issue evaluation. This was a method to determine patterns and similarities between various factors and attitudes. The issue evaluation recognized 5 overarching elements at Q13 (significance of things in selecting transport mode), and Q16 (attitudes in the direction of bus). These elements grouped collectively attitudinal statements into key themes. These turned the constructing blocks for the segmentation clusters Performed a cluster evaluation primarily based on elements. This was a data-led method that recognized pure clusters of people throughout the knowledge primarily based on their responses to those questions. A number of choices have been explored together with a 4, 5, 6, and seven phase resolution. The 6 phase resolution was selected as a result of the 4 and 5 phase options have been much less differentiating on present bus utilization, didn’t comprise a definite ‘commuter’ phase, and didn’t comprise a definite rejector phase. The 7 phase resolution was rejected because it created a bland seventh segmentwhich didn’t stand out on any key attributes, which means it could be tough to outline and goal messages and insurance policies

This part supplied us with 6 distinct segments that diversified on present and future utilization of the bus, what’s necessary at driving transport selection, and their attitudes in the direction of bus and automobile.

Qualitative focus teams

This part concerned 6 1.5 hour focus teams (1 per phase) by way of Zoom. These teams aimed to carry every phase to life and clarify the important thing attitudes and wishes that ought to be leveraged to drive future bus patronage. The main focus teams have been moderated by a qualitative researcher who utilised a dialogue information to information the dialog. The teams mirrored the everyday demographics of every phase and included rare and non-users of the bus, to realize perception which helps the quantitative knowledge, notably relating to what would encourage additional bus utilization inside that phase. All quotations on this doc come from these focus teams.

Limitations of methodology

All analysis goals to get as near the reality as potential, however as a result of sensible constraints, there’ll all the time be some limitations or caveats that we have to place on the info and what it represents.

For this analysis, the chief caveats or limitations have been:

Use of a web based quantitative survey

By definition, conducting analysis on-line implies that those that would not have entry to the web are excluded. Nevertheless, to mitigate the impression of this system, a phone institution survey was carried out to measurement the market. The findings from the phone institution survey have been utilized to the ultimate quantitative knowledge set to make sure it was consultant of England, not simply those that have entry to the web.

2021 noticed journey behaviours and attitudes in flux, with COVID-19 restrictions being lifted formally in July 2021. This might impression individuals’s journey behaviours and attitudes. The fieldwork interval was due to this fact deliberate for October 2021, practically 3 months after authorized restrictions on social contact have been eliminated. This aimed to offer a while for journey behaviour to return to a extra steady place.

Margin of error

This survey used a pattern measurement of 8000 individuals to characterize all the of England aged 16 plus. As such, there’ll all the time be a component of sampling error. Nevertheless, this survey mitigated dangers of not being consultant by making certain it surveyed consultant proportions of various ages, genders, areas, social grades and ethnic teams. The margin of error is to be estimated at + or – 1% when wanting on the nationwide image, and roughly 4-6% when every phase

A notice on reporting on percentages

Percentages are rounded as much as 0 decimal locations. This implies in some circumstances knowledge is not going to all the time add as much as 100%.

Significance testing

Significance testing is utilized all through. A T-Check is used to match segments to the overall pattern. A significance stage of 0.05 has been used all through. The place variations are reported to be vital, this means that there’s a lower than 5% change that the distinction noticed is because of likelihood.

Government abstract

At a nationwide stage, these have been the important thing findings of the analysis:

Overcoming desire for automobile was the primary problem in rising bus patronage

automobile was by far essentially the most used mode of transport, given its potential to handle common wants of transport. 80% of English adults (aged 16 plus) have been discovered to have used the automobile a minimum of as soon as a fortnight. Though the bus was the subsequent most steadily used mode of transport, solely 23% of adults have been proven to have used the bus a minimum of as soon as per fortnight

The bus should meet basic and common transport wants

to compete towards automobile in the long run, bus would wish to ship on the basic and common transport wants of reliability, ease of finishing journeys, security, journey time and suppleness

the bus was perceived within the analysis to underperform on reliability, general journey time, and suppleness. These could be the important thing areas to give attention to bettering

Six segments have been recognized throughout the inhabitants that differed primarily based on their attitudes in the direction of bus and transport

to encourage higher utilization of the bus, stakeholders might tailor insurance policies and advertising messages in the direction of particular person segments primarily based on what’s extra prone to encourage them to make use of the bus

the analysis recognized 6 distinct segments within the inhabitants which fluctuate on their probability to make use of the bus now and sooner or later, and their attitudes to move and bus

Segments: An govt abstract

For all segments, as with the overall inhabitants, reliability, journey time and suppleness have been key areas that have been necessary however that the bus was seen to have underperformed in. Nevertheless, amongst every phase there have been different areas that have been recognized as necessary elements to enhance bus’ efficiency in.

Sustainable urbanites

This phase was youthful (sometimes underneath 55), extra prone to stay in cities or suburban areas (especiallyin London), and extra prone to be in full-time work or finding out. They have been the phase most definitely to make use of the bus, and most definitely to need to use it once more sooner or later. In comparison with the remainder of the inhabitants, the price of transport, ticketing, fee, and environmental elements have been necessary drivers of transport selection. Enhancing these may very well be efficient at driving bus patronage for this viewers.

Pragmatic professionals

This phase was youthful (sometimes underneath 55), comprised of extra males, and extra prone to be in full-time work. They have been the phase with the second highest probability to make use of the bus, and the second most definitely to make use of the bus in future. As with the overall inhabitants, reliability and journey time have been key areas for enchancment in bus providers, particularly given their want for dependable transport to work.

Anxious vulnerables

This phase was sometimes composed of older (sometimes over 55) white girls of decrease social grades. They tended to be of households with lower-than-average revenue ranges, extra prone to be unemployed or homemakers, and most definitely to report a persistent well being concern. Their present and future supposed utilization of the bus was in keeping with the nationwide common. In comparison with the remainder of the inhabitants, the chance from an infection and safety from anti-social behaviour on the bus have been extra necessary. Enhancing these elements may very well be efficient in driving bus patronage for this viewers.

Open-minded potentials

This phase was sometimes composed of older (sometimes over 55) white girls of upper social grades. They have been additionally extra prone to stay in rural areas. Their present ranges of bus utilization and future intent to make use of the bus was barely decrease than the nationwide common. Perceptions of bus reliability and journey time have been poorer amongst this viewers in comparison with the overall inhabitants. These may very well be precedence areas of enchancment to drive bus patronage for this viewers.

Apprehensive avoiders

This phase was sometimes over 35 and from decrease socio-economic backgrounds. They have been additionally extra prone to stay in cities and villages than the nationwide common. Their ranges of bus utilization and future intent to make use of the bus have been far decrease than the nationwide common. For this viewers, the bus carried out far much less strongly for interconnectivity and ease of journey planning. These elements have been additionally necessary in transport selection for this viewers and may very well be precedence areas of enchancment to drive bus patronage.

Automobile-loving critics

This phase was sometimes older males in villages or rural areas (sometimes aged over 55). Their ranges of bus utilization and future intent to make use of the bus have been the bottom of all segments. As with the nationwide common, reliability, flexibility, and ease of journey have been necessary to them however the bus carried out poorly. Nevertheless, in contrast to the nationwide image, little else was necessary to this viewers in driving transport selection. This implies that it could be tough to design insurance policies or messages to particularly drive bus patronage amongst this viewers.

The problem in bettering bus patronage

To extend bus patronage, efforts would must be positioned in bettering bus’ efficiency towards automobile

To extend bus patronage, one should perceive which modes are used most steadily, and what obstacles to bus utilization exist. The analysis instructed that bus primarily must compete towards automobile to drive higher bus patronage. It’s because automobile is by far essentially the most steadily used mode of transport and was used steadily by 8 in 10 individuals in England. Bus nonetheless was used steadily by just one in 4.

Desk 1: Frequency of transport selection. Amongst all respondents[footnote 1]

NET: Frequent (a minimum of as soon as per fortnight) NET: Rare (as soon as a month or much less steadily) NET: By no means Automobile 80% 9% 11% Bus 23% 35% 42% Bicycle 16% 17% 67% Prepare 14% 43% 43% Taxi or minicab 12% 42% 46% Tube/Metro/Metropolis underground service 10% 19% 70% Van 6% 8% 86% Tram 4% 11% 85% Bike 4% 3% 93% Scooter/E-Scooter 3% 4% 94%

Moreover, automobile was essentially the most steadily used mode of transport for every sort of journey, suggesting that its perceived advantages over bus apply to all journey sorts. Due to this fact, bus wants to beat desire for automobile.

Desk 2: Important mode of transport for journey sort. Amongst all who took every sort of journey[footnote 2]

Automobile Bus Prepare NET: Different Purchasing journeys (grocery) 78% 10% 1% 10% Travelling for leisure (visiting mates/ household, visiting eating places/bars, visiting sport, music, or leisure venues and so on.) 68% 11% 7% 14% Purchasing journeys (apart from grocery) 75% 11% 3% 12% Travelling on private enterprise (for instance, physician, health club, job interview, financial institution and so on.) 71% 10% 4% 16% Commuting to or from work or training 61% 12% 9% 19% Caretaking obligations (for instance, college run, susceptible and aged family members) 84% 4% 1% 9% Travelling on firm enterprise (for instance, to a gathering) 57% 7% 16% 20%

Bus utilization could be unlikely to extend with out intervention

The analysis confirmed that infrequentor non-users of the bus have been unlikely to make use of bus sooner or later. Six in 10 rare customers, and 9 in 10 non-users stated that they might be unlikely to make use of the bus sooner or later. This instructed that if no intervention have been to occur, it could be doubtless that future bus customers would stay composed of those that presently use the bus, due to this fact interventions could be required to alter opinions and behaviours of rare and non-users of the bus.

Desk 3: Chance to make use of the bus sooner or later. Amongst those that use the bus steadily, occasionally and by no means[footnote 3]

NET: Unlikely Neither Seemingly nor unlikely NET: Seemingly Don’t know Complete 56% 7% 33% 4% Use bus steadily (No less than fortnightly) 5% 5% 89% 2% Use bus occasionally (Much less typically than fortnightly) 57% 12% 26% 5% By no means use bus 85% 4% 8% 4%

How you can drive future bus patronage

To drive higher patronage of the bus, individuals would must be inspired to modify from automobile. Due to this fact, we have to determine which elements are necessary when selecting which type of transport to take. This can assist stakeholders to prioritise the important thing elements that ought to be targeted on to encourage individuals to decide on the bus over one other type of transport.

The analysis confirmed that the elements most steadily seen as necessary when selecting modes of transport have been:

How dependable my mode of transport is (88% agreed) How straightforward or tough it’s to finish my journey (82% agreed) How secure or unsafe I really feel on my journey (75% agreed) General journey time (74% agreed) Capacity to journey flexibly, with none prior planning (72% agreed)

Determine 1: Significance of things in transport selection (No matter mode – % Agree). Amongst all respondents[footnote 4]

Issue Significance in driving transport selection (% agree) How dependable my mode of transport is 88% How straightforward or tough it’s to finish my journey 82% How secure or unsafe I really feel on my journey 75% General journey time 88% Capacity to journey flexibly, with none prior planning 72% How a lot I want to hold 70% How straightforward or tough it’s to plan my journey 69% Cleanliness of the journey setting 69% Degree of consolation throughout my journey 68% The gap between my home and the journey begin level 67% Having a private area throughout my journey 67% General value of journey 66% Avoiding delinquent behaviour on my journey 65% Ready instances for native transport 64% Danger from viruses/different infections 62% Availability of public transport choices to my vacation spot 59% Actual-time details about my journey 59% Danger of private harm 57% Capacity to chill out throughout my journey 53% How I pay for my journey 48% How straightforward or tough it’s to get into and out of the transport car 46% The environmental impression of my mode of transport 35% Capacity to work together with others throughout my journey 14% Capacity to work throughout my journey 13% How others choose me by how I journey 10%

Desk 4: Significance of things in transport selection (No matter mode – % Agree). Amongst all respondents

Issue Significance in driving transport selection (% agree) How dependable my mode of transport is 88% How straightforward or tough it’s to finish my journey 82% How secure or unsafe I really feel on my journey 75% General journey time 74% Capacity to journey flexibly, with none prior planning 72% How a lot I want to hold 70% How straightforward or tough it’s to plan my journey 69% Cleanliness of the journey setting 69% Degree of consolation throughout my journey 68% The gap between my home and the journey begin level 67% Having a private area throughout my journey 67% General value of journey 66% Avoiding delinquent behaviour on my journey 65% Ready instances for native public transport 64% Danger from viruses/different infections 62% Availability of public transport choices to my vacation spot 59% Actual-time details about my journey 59% Danger of private harm 57% Capacity to chill out throughout my journey 53% How I pay for my journey 48% How straightforward or tough it’s to get into and out of the transport car 46% The environmental impression of my mode of transport 35% Capacity to work together with others throughout my journey 14% Capacity to work throughout my journey 13% How others choose me for a way I journey 10%

Now that the first elements that drive transport selection have been established, it is usually necessary to grasp how bus performs towards these. This can allow stakeholders to grasp what are the:

Areas to enhance

This might comprise elements which have above common significance in driving transport selection, however the place the bus was seen to carry out poorly. These could be the first areas to give attention to to enhance bus patronage.[footnote 5]

Areas to take care of

This might comprise elements which have above common significance in driving transport selection, and the bus was seen to carry out properly. These could be areas to take care of bus’ present efficiency stage.

The next elements have been recognized within the analysis as key areas to enhance. These ought to be the precedence areas to give attention to (so as of significance) to drive higher bus patronage at a nationwide stage.

Reliability of journey Journey time Flexibility of journey Having the ability to carry gadgets Cleanliness Consolation Having private area Price Avoiding anti-social behaviour Frequency Decreasing threat from an infection

These elements have been additionally recognized within the qualitative analysis as key areas to enhance. When talking about reliability, journey time, and suppleness, individuals stated:

I’ve had many an event when the bus hasn’t turned up or it’s turned up late. It’s the unreliability of them that worries me.

Every thing’s so quick paced now that the concept of ready 20 minutes for a bus… I simply don’t have the endurance for that, I’d quite soar within the automobile.

Moreover, automobile was steadily referenced spontaneously compared to bus, confirming that bus would wish to compete towards the advantages that automobile presents.

Desk 5: Significance of things in driving transport selection, and efficiency of bus. Amongst all respondents[footnote 6]

Issue[footnote 7] Significance in driving transport selection (% agree) Bus efficiency (% agree bus performs properly) Reliability of journey 88% 27% Journey time 74% 28% Flexibility of journey 72% 38% Having the ability to carry gadgets 70% 13% Cleanliness 69% 37% Consolation 68% 38% Having private area 67% 21% Price 66% 21% Avoiding anti-social behaviour 65% 32% Frequency 64% 22% Decreasing threat from an infection 62% 13%

The next elements have been recognized within the analysis as key areas to take care of. These are necessary at driving transport selection, and whereas bus was proven to presently carry out properly right here, it could be necessary to take care of bus’ efficiency on these measures to retain present ranges of bus patronage nationally. If new interventions are created, they need to not trigger detrimental impression on the next elements:

Ease of journey (by way of inter-connectivity of public transport providers) Security from others Simplicity of journey planning Availability of close by bus stops Accessibility (how straightforward or tough it’s to get into and out of the transport car) Availability of bus routes Availability of real-time info

Desk 6: Significance of things in driving transport selection, and efficiency of bus. Amongst all respondents[footnote 8]

Issue Significance in driving transport selection (% agree) Bus efficiency (% agree bus performs properly) Ease of journey (by way of inter-connectivity of public transport providers) 82% 45% Security from others 75% 65% Simplicity of journey planning 69% 44% Availability of close by bus stops 67% 74% Accessibility (amongst these with any well being situation) 59% 55% Availability of bus routes 59% 46% Availability of real-time info 59% 43%

The problem in bettering bus patronage: key takeaways

whereas the bus was the second most steadily used mode of transport, automobile was used way more steadily. Bus would due to this fact want to supply a viable various to automobile to extend bus patronage

bus utilization could be unlikely to extend with out intervention. It’s because rare or non-users of the bus reported being unlikely to make use of buses sooner or later. This implies that vital intervention could be required to alter opinions and behaviours of rare and non-users of the bus

general, the analysis instructed that to drive bus patronage, coverage makers and operators ought to give attention to the important thing areas that drive transport selection, and that bus performs poorly on. Crucial elements to give attention to primarily would due to this fact be reliability, journey time and suppleness of journey

Introducing a segmented method to bettering bus patronage

The analysis recognized key areas to give attention to at a nationwide stage to drive bus patronage (reliability, journey time, and suppleness). Nevertheless, not everybody has the identical attitudes in the direction of transport or the identical motivations to decide on completely different modes of transport. To know what would drive completely different people to make use of the bus extra typically, the analysis went past the nationwide image to grasp the nuanced wants of various audiences.

To succeed in a wider pool of potential bus customers and perceive their nuanced wants, Yonder created a segmentation that can allow stakeholders to tailor insurance policies and messages for optimum impression. From the quantitative survey, Yonder recognized 6 distinctive segments that differentiated on present and future utilization of the bus, in addition to what would drive them to take the bus extra steadily.

For extra element on how these segments have been created, see the [Methodology section](.

Introducing the segments

For all segments, as with the overall inhabitants, reliability, journey time and suppleness have been key areas that have been necessary however wanted bettering. Nevertheless, there have been different particular areas that have been necessary elements to enhance on for particular person segments.

Sustainable urbanites

This phase was youthful (sometimes underneath 55), extra prone to stay in cities or suburban areas (particularly in London), and extra prone to be in full-time work or finding out. They have been the phase most definitely to make use of the bus, and most definitely to need to use it once more sooner or later. In comparison with the remainder of the inhabitants, value of transport, ticketing, fee, and environmental elements have been necessary drivers of transport selection. Enhancing these may very well be efficient at driving bus patronage for this viewers.

Pragmatic professionals

This phase was youthful (sometimes underneath 55), comprised of extra males, and extra prone to be in full-time work. They have been the phase with the second highest probability to make use of the bus, and the second most definitely to make use of the bus in future. As with the overall inhabitants, reliability and journey time have been key areas for enchancment in bus providers, particularly given their want for dependable work transport.

Anxious vulnerables

This phase was sometimes composed of older (sometimes over 55) white girls of decrease social grades. They tended to be of households with lower-than-average revenue ranges, extra prone to be unemployed or homemakers, and most definitely to report a persistent well being concern. Their present and future supposed utilization of the bus was in keeping with the nationwide common. In comparison with the remainder of the inhabitants, the chance from an infection and safety from anti-social behaviour on the bus have been extra necessary. Enhancing these may very well be efficient in driving bus patronage for this viewers.

Open-minded potentials

This phase was sometimes composed of older (sometimes over 55) white girls of upper social grades. They have been additionally extra prone to stay in rural areas. Their present ranges of bus utilization and future intent to make use of the bus was barely decrease than the nationwide common. Perceptions of bus reliability and journey time have been poorer amongst this viewers in comparison with the overall inhabitants. These may very well be precedence areas of enchancment to drive bus patronage for this viewers.

Apprehensive avoiders

This phase was sometimes over 35 and from decrease socio-economic backgrounds. They have been additionally extra prone to stay in cities and villages than the nationwide common. Their ranges of bus utilization and future intent to make use of the bus have been considerably decrease than the nationwide common. For this viewers, bus carried out far much less strongly for interconnectivity and ease of journey planning. These elements have been necessary in transport selection for this viewers and may very well be precedence areas of enchancment to drive bus patronage.

Automobile-loving critics

This phase was sometimes older males in villages or rural areas (sometimes aged over 55). Their ranges of bus utilization and future intent to make use of the bus have been the bottom of all segments. As with the nationwide common, reliability, flexibility, and ease of journey have been necessary to them however bus carried out poorly. Nevertheless, in contrast to the nationwide image, little else was necessary to this viewers in driving transport selection. This implies that it could be tough to design insurance policies or messages to drive bus patronage particularly amongst this viewers.

Segments in depth

Phase socio-demographics

The segments have been designed primarily based on what motivates them to decide on transport modes, in addition to their attitudes in the direction of bus and automobile. The analysis discovered that every phase had a barely completely different socio-demographic profile. These profiles may help stakeholders tailor advertising and coverage messages primarily based on what most motivates sure audiences.

Segments may be focused primarily based on their differing age profiles, and to a lesser extent gender and ethnicity

There was some differentiation in gender by segments. Pragmatic professionals and car-loving critics skewed in the direction of males, whereas anxious vulnerables and open-minded potentials have been extra prone to be girls. This might assist stakeholders tailor messages in the direction of audiences of their native space which they know skew in the direction of both gender. Combining this perception with age will assist stakeholders tailor insurance policies extra precisely, as there was a powerful skew in age by completely different audiences.

Sustainable urbanites, and pragmatic professionals have been the youngest audiences. apprehensive avoiders have been extra prone to be aged over 35, and anxious vulnerables, open-minded potentials and car-loving critics have been extra doubtless than the nationwide common to be aged over 55.

Segments differed in ethnic range. Sustainable urbanites had increased than common proportions of these from ethnic minorities. For pragmatic professionals and anxious vulnerables the ethnic profile was broadly in keeping with the nationwide common. Open-minded potentials, apprehensive avoiders and car-loving critics have been extra doubtless than the nationwide common to be white.

Desk 7: Gender. Amongst all respondents and by phase[footnote 9]

Male Feminine All respondents 49% 51% Sustainable urbanites 49% 50% Pragmatic professionals 59% (considerably increased than whole)[footnote 10] 41% (considerably decrease than whole) Anxious vulnerables 34% (considerably decrease than whole) 65% (considerably increased than whole) Open-minded potentials 43% (considerably decrease than whole) 57% (considerably increased than whole) Apprehensive avoiders 51% 48% Automobile-loving critics 62% (considerably increased than whole) 38% (considerably decrease than whole)

Desk 8: Age. Amongst all respondents and by phase[footnote 11]

NET: 16-34 NET: 35-54 NET: 55+ Common age All respondents 30% 32% 38% 48% Sustainable urbanites 39% (considerably increased than whole) 37% (considerably increased than whole) 24% (considerably decrease than whole) 42 (considerably decrease than whole) Pragmatic professionals 39% (considerably increased than whole) 35% 26% (considerably decrease than whole) 43 (considerably decrease than whole) Anxious vulnerables 25% (considerably decrease than whole) 34% 41% (considerably increased than whole) 50 (considerably increased than whole) Open-minded potentials 26% (considerably decrease than whole) 24% (considerably decrease than whole) 50% (considerably increased than whole) 52 (considerably increased than whole) Apprehensive avoiders 20% (considerably decrease than whole) 36% (considerably increased than whole) 44% (considerably increased than whole) 51 (considerably increased than whole) Automobile-loving critics 22% (considerably decrease than whole) 26% (considerably decrease than whole) 52% (considerably increased than whole) 53 (considerably increased than whole)

Desk 9: Ethnicity. Amongst all respondents and by phase

NET: White NET: Ethnic minority NET: Blended or a number of ethnic teams NET: Different ethnic group All respondents 85% 14% 2% 8% 1% Sustainable urbanites 77% (considerably decrease than whole) 22% (considerably increased than whole) 3% 12% (considerably increased than whole) 1% Pragmatic professionals 83% 16% 2% 9% 1% Anxious vulnerables 87% 13% 3% 7% 1% Open-minded potentials 90% (considerably increased than whole) 9% (considerably decrease than whole) 1% 5% (considerably decrease than whole) 1% Apprehensive avoiders 89% (considerably increased than whole) 10% (considerably decrease than whole) 2% 5% (considerably decrease than whole) 1% Automobile-loving critics 91% (considerably increased than whole) 8% (considerably decrease than whole) 2% 5% (considerably decrease than whole) 1%

Anxious vulnerables and apprehensive avoiders might have extra assist as a result of increased prevalence of well being situations

The segments differed on prevalence of well being situations. Well being situations can impression potential to journey and attitudes in the direction of transport. The analysis confirmed that fewer sustainable urbanites and pragmatic professionals had well being situations in comparison with the nationwide common. Anxious vulnerables specifically, but additionally apprehensive avoiders have been extra prone to have well being situations in comparison with the nationwide common. Because of this stakeholders might have to put extra accessibility and hygiene protocols in place if talking to or offering for these segments.

Desk 10: Prevalence of well being situations. Amongst all respondents and by phase [footnote 12]

NET: Any well being situation Psychological situation Bodily situation Incapacity Different well being situation No well being situation All respondents 22% 9% 14% 7% 1% 75% Sustainable urbanites 18% (considerably decrease than whole) 9% 10% 6% 1% 80% (considerably increased than whole) Pragmatic professionals 13% (considerably decrease than whole) 5% (considerably decrease than whole) 7% (considerably decrease than whole) 3% (considerably decrease than whole) 1% 85% (considerably increased than whole) Anxious vulnerables 34% (considerably increased than whole) 16% (considerably increased than whole) 22% (considerably increased than whole) 11% (considerably increased than whole) 2% (considerably increased than whole) 62% Open-minded potentials 20% 7% (considerably decrease than whole) 13% 6% 1% 77% Apprehensive avoiders 27% (considerably increased than whole) 11% (considerably increased than whole) 19% (considerably increased than whole) 10% (considerably increased than whole) 1% 70% (considerably decrease than whole) Automobile-loving critics 21% 7% (considerably decrease than whole) 14% 6% 0% 78%

The segments differentiated on monetary and dealing standing which means their necessities for transport and value ought to be taken into consideration when aiming to extend bus utilization

Sustainable urbanites and pragmatic professionals have been extra doubtless than the typical to be working and had above common revenue. The extra restricted nature of their free time and work calls for might imply that reliability, pace, and punctuality may very well be of higher significance.

Anxious vulnerables and apprehensive avoiders then again have been much less prone to be in work and had under common incomes. Their monetary standing might impression how necessary value is in driving transport selection and their potential to pay.

Desk 11: Common mixed family revenue (£). Amongst all respondents and by phase[footnote 13]

Common family revenue (£) All respondents £35,000 Sustainable urbanites £37,000 (considerably increased than whole) Pragmatic professionals £41,000 (considerably increased than whole) Anxious vulnerables £27,000 (considerably decrease than whole) Open-minded potentials £37,000 (considerably increased than whole) Apprehensive avoiders £30,000 (considerably decrease than whole) Automobile-loving critics £37,000 (considerably increased than whole)

Desk 12: Working standing. Amongst all respondents and by phase[footnote 14]

NET: Working NET: Not working Retired on a state pension solely Retired with a non-public pension All respondents 58% 42% 5% 16% Sustainable urbanites 66% (considerably increased than whole) 34% (considerably decrease than whole) 3% (considerably decrease than whole) 8% (considerably decrease than whole) Pragmatic professionals 69% (considerably increased than whole) 31% (considerably decrease than whole) 2% (considerably decrease than whole) 13% (considerably decrease than whole) Anxious vulnerables 50% (considerably decrease than whole) 50% (considerably increased than whole) 9% (considerably increased than whole) 15% Open-minded potentials 53% (considerably decrease than whole) 47% (considerably increased than whole) 6% 26% (considerably increased than whole) Apprehensive avoiders 53% (considerably decrease than whole) 47% (considerably increased than whole) 6% 17% Automobile-loving critics 54% 46% 4% 27% (considerably increased than whole)

Regional variations by phase can clarify their differing opinions of the bus. It signifies that native infrastructural change could be required to satisfy the basic transport wants for every phase

As their title suggests, sustainable urbanites have been the phase most definitely to stay in inside cities. They have been additionally considerably extra prone to stay in London in comparison with the nationwide common. Provided that they stay in city areas, together with London, this means that they’ve increased than common entry to extra frequent and reasonably priced public transport which might contribute to their optimistic attitudes in the direction of the bus. Pragmatic professionals and anxious vulnerables lived throughout the nation, with the bulk residing in suburban areas or cities. Open-minded potentials, apprehensive avoiders and car-loving critics have been much less doubtless than the nationwide common to stay in inside metropolis areas, and have been extra prone to stay in cities, villages, or rural areas. This implies that there might have been restricted public transport obtainable of their native areas in comparison with segments such because the sustainable urbanites. Regional info can be utilized by stakeholders to tailor messages and insurance policies to segments that are most definitely to stay in sure areas.

Desk 13: Area. Amongst all respondents and by phase[footnote 15]

North East North West Yorkshire and the Humber West Midlands East Midlands East of England London South East South West All respondents 5% 13% 10% 10% 9% 11% 16% 16% 10% Sustainable urbanites 4% 11% 9% 9% (considerably decrease than whole) 7% 10% 27% (considerably increased than whole) 14% 9% Pragmatic professionals 5% 11% 9% 11% 10% 9% (considerably decrease than whole) 17% 17% 10% Anxious vulnerables 6% 12% 11% 8% (considerably decrease than whole) 7% 12% 15% 18% 10% Open-minded potentials 4% 15% 10% 12% 7% 11% 12% (considerably decrease than whole) 17% 10% Apprehensive avoiders 5% 15% 9% 12% 10% 12% 10% (considerably decrease than whole) 16% 11% Automobile-loving critics 4% 15% 11% 9% 10% 14% 9% 15% 12%

Desk 14: Location. Amongst all respondents and by phase[footnote 16]

NET: An inside metropolis space/ a suburban space NET: A city/ a village/ rural or countryside All respondents 46% 54% Sustainable urbanites 56% (considerably increased than whole) 44% (considerably decrease than whole) Pragmatic professionals 49% (considerably increased than whole) 51% (considerably decrease than whole) Anxious vulnerables 44% 56% Open-minded potentials 43% 57% Apprehensive avoiders 40% (considerably decrease than whole) 60% (considerably increased than whole) Automobile-loving critics 40% (considerably decrease than whole) 60% (considerably increased than whole)

Phase socio-demographics: key takeaways

sustainable urbanites have been extra prone to be youthful and residing in cities. They have been comparatively prosperous and wholesome individuals in full-time work. Their lack of vulnerabilities mixed with their possible entry to frequent metropolis public transport is probably going associated to their excessive opinion and excessive utilization of bus providers

pragmatic professionals have been essentially the most prosperous phase, extra doubtless than the typical to be in full-time work, and male. In addition they had low incidence of well being issues which means they have been unlikely to be in susceptible circumstances that might impression their transport talents. The vast majority of this phase lived in suburban areas or cities

anxious vulnerables have been extra prone to be older and feminine. This phase was most definitely to have well being issues, least prone to be in work and had the bottom common annual revenue. Their monetary and well being vulnerabilities might impression their transport wants

open-minded potentials have been extra prone to be older girls residing in villages or rural areas. Because of this public transport of their native space could also be much less frequent than for different segments. Whereas they have been extra doubtless than the nationwide common to be retired, they have been extra prone to have snug circumstances with a lower-than-average prevalence of well being situations and a higher-than-average revenue

apprehensive avoiders have been older than the nationwide common and extra prone to be feminine. They have been extra doubtless than the nationwide common to have a well being situation and had a lower-than-average annual revenue. They have been extra prone to stay in cities or villages in comparison with the nationwide common and fewer prone to stay in inner-city areas. This implies that they could have much less entry to public transport providers of their space

car-loving critics have been older than the nationwide common and extra prone to be male. That they had common incomes, have been extra prone to stay in villages, and fewer prone to stay in inside metropolis areas. This implies that they could have much less entry to public transport providers of their space

Present and future transport behaviour

To assist stakeholders prioritise which segments to focus on to extend bus utilization, the analysis checked out present and future supposed bus utilization. This might enable stakeholders to grasp which segments could be straightforward to transform or enhance bus utilization (as a result of they already had excessive urge for food), and which segments could be extra of a problem.

Present and future supposed bus utilization diversified by phase, permitting stakeholders to determine ‘easy-win’ versus more difficult segments to transform

The analysis confirmed that segments who had excessive present utilization of the bus additionally had excessive future supposed utilization of the bus. Equally, these with decrease present utilization had low probability to make use of the bus sooner or later. This implies that with out intervention, present utilization patterns would stay the identical.

Sustainable urbanites had the very best present and future supposed utilization of the bus. This was considerably increased than every other phase. There have been nonetheless some inside this phase that didn’t use the bus steadily. Due to this fact, there would nonetheless be alternative to transform or enhance frequency of use inside this viewers. Their excessive urge for food for the bus implies that non-users on this phase would doubtless be the best to transform.

Pragmatic professionals and anxious vulnerables had the subsequent highest present and future supposed utilization of the bus, suggesting they might be the subsequent best to transform. Nevertheless, the variations recognized of their socio-demographic profile means that differing insurance policies and messaging could be required to transform these 2 audiences. Open-minded potentials, apprehensive avoiders and car-loving critics all had decrease than common present and future supposed utilization. Apprehensive avoiders and car-loving critics had the bottom ranges of present and future utilization, suggesting they might be essentially the most difficult to transform.

Desk 15: Frequency of bus use. Amongst all respondents and by phase[footnote 17]

Regularly (a minimum of as soon as a fortnight) Sometimes (much less typically than as soon as a fortnight) By no means use All respondents 23% 35% 42% Sustainable urbanites 43% (considerably increased than whole) 33% 23% (considerably decrease than whole) Pragmatic professionals 26% 37% 37% (considerably decrease than whole) Anxious vulnerables 23% 37% 40% Open-minded potentials 18% (considerably decrease than whole) 40% (considerably increased than whole) 42% Apprehensive avoiders 12% (considerably decrease than whole) 34% 54% (considerably increased than whole) Automobile-loving critics 11% (considerably decrease than whole) 29% (considerably decrease than whole) 60% (considerably increased than whole)

Desk 16: Chance to make use of the bus sooner or later. Amongst all respondents and by phase[footnote 18]

Chance (Imply common on a scale of 0 = extraordinarily unlikely, and 10 = extraordinarily doubtless) All respondents 3.8 Sustainable urbanites 6.00 (considerably increased than whole) Pragmatic professionals 4.20 (considerably increased than whole) Anxious vulnerables 4.00 Open-minded potentials 3.50 (considerably decrease than whole) Apprehensive avoiders 2.30 (considerably decrease than whole) Automobile-loving critics 2.10 (considerably decrease than whole)

Automobile possession diversified by phase, contributing to how straightforward or tough segments could be to transform

The analysis discovered that desire for automobile was a key problem to beat on condition that the automobile is used extra steadily than the bus. Sustainable urbanites, pragmatic professionals, and anxious vulnerables have been all much less doubtless than the nationwide common to personal a automobile of their family, which contributes to their standing as easier-to-win segments. Sustainable urbanites and pragmatic professionals have been additionally extra doubtless than common to personal different modes of transport, comparable to bicycles, mopeds or motorbikes, suggesting they’ve entry to a variety of different modes of transport. Nevertheless, anxious vulnerables have been much less prone to personal different types of transport. This, mixed with their increased ranges of well being and monetary vulnerabilities, implies that they might threat being remoted with out reasonably priced public transport choices. Sustainable urbanites and pragmatic professionals then again have been comparatively prosperous. Their low automobile possession might level to way of life decisions or residing in additional inside metropolis or suburban areas. Open-minded potentials, apprehensive avoiders and car-loving critics had increased than common automobile possession, which means it could be much more necessary for bus to beat the perceived advantages of automobile versus bus.

Desk 17: Transport possession. Amongst whole and by phase[footnote 19]

Bicycle Bike Scooter/E-scooter Automobile All respondents 21% 3% 1% 78% Sustainable urbanites 25% (considerably increased than whole) 4% (considerably increased than whole) 3% (considerably increased than whole) 67% (considerably decrease than whole) Pragmatic professionals 23% 3% 1% 82% (considerably increased than whole) Anxious vulnerables 19% (considerably decrease than whole) 1% (considerably decrease than whole) 1% 69% (considerably decrease than whole) Open-minded potentials 53% (considerably decrease than whole) 47% (considerably increased than whole) 6% 26% (considerably increased than whole) Apprehensive avoiders 19% (considerably decrease than whole) 3% 1% 83% (considerably increased than whole) Automobile-loving critics 18% (considerably decrease than whole) 4% 1% 89% (considerably increased than whole)

Attitudes in the direction of bus and automobile

The analysis revealed that attitudes in the direction of bus and automobile diversified considerably throughout England. These attitudes partially defined variance in reported present and future bus utilization between segments. Understanding how opinions differed between the segments will allow stakeholders to know essentially the most motivating strategy to converse to those audiences, determine the obstacles to bus utilization, and develop insurance policies which are most definitely to drive future patronage. It’ll enable stakeholders to tailor communications to make sure they converse to what’s necessary to every viewers.

The survey measured quite a lot of completely different attitudes. This part outlines the important thing attitudes that almost all differentiated and outlined every phase.

Overcoming unfavourable perceptions of bus’ comfort, flexibility, and journey time might drive elevated bus utilization

The perceived comfort of a automobile was a key barrier to bus utilization throughout all segments, with 9 in 10 stating that vehicles have been extra handy than public transport. Open-minded potentials, apprehensive avoiders and car-loving critics have been considerably much less prone to agree that buses allowed versatile travelling and fewer than 1 / 4 felt that they have been a fast strategy to get to their vacation spot. This implies {that a} extra focused focus could be required to enhance flexibility and journey time in areas with excessive proportions of those segments. Qualitative interviews strengthened this notion amongst audiences, with one open-minded potential saying she most well-liked:

The spontaneity of the automobile. You don’t have to have a look at your cellphone to see when the subsequent bus is . . . You’ll be able to simply exit.

When evaluating journey time between bus and automobile, an apprehensive avoider commented:

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