The overall objective of the research was to increase bus usage by being able to develop strategies and policies that would drive behaviour change. Key findings include:
- 80% of English adults were found to use the car at least once a fortnight
- Though bus is the next most frequently used mode of transport, only 23% of adults were shown to use the bus at least once per fortnight
- Research has outlined reliability, ease, safety, journey time and flexibility as universal transport needs
- Currently, buses aren’t performing against key transport needs: Namely, reliability, journey time and flexibility
- Existing bus users are most likely to use the bus in the next 6 months. The reverse is true for those who never use the bus
- Bus users have a known profile – typically: aged under 34, Londoners, ethnic minorities, and found inner city areas
- After universal needs, it is crucial to widen the audience buses currently appeal to. This can be achieved via a segmentation.
Read the full report: Increasing bus patronage through an audience strategy