Transport for the North Integrated and Smart Ticketing Research 1 Prepared for: Transport Focus 11 January 2016 PREPARED BY ILLUMINAS a global team based in London, New York and Austin Prepared in compliance with the International quality standard covering market research, ISO 20252 (2012), The MRS Code of Conduct, and the Data Protection Act 1998 by Illuminas, 183-203 Eversholt Street, London NW1 1BU, UK T +44 (0)20 7909 0929 F +44 (0)20 7909 0921 E info@illuminas-global.com www.illuminas-global.com INTERNAL
Background & Objectives 2 INTERNAL
Background and the need for research One of the aspirations of the ‘Northern Powerhouse’ is to improve transport links between the city regions of the North; in particular better connectivity between the east and west regions. This will in turn encourage public transport use, ease of travel (seamless travel across northern cities) and cheaper travel. It is believed this can, in part, be achieved through the introduction of seamless smart ticketing scheme, that is accessible across the region; for use on all modes of transport, with a standardised/simple fare structure. A handful of schemes are underway in Northern locations. However, each has been developed independently and each has its own identity, brands, scope and business goals, rendering smart travel within the North inconsistent. In order to develop this aspiration for a northern-wide smart ticketing system, TfN must understand how such a system would look and how it could be integrated across the cities of the North. Research was required to develop a baseline understanding of current perceptions of travel within the region as well as understanding needs and wants from a smart ticketing system. 3 INTERNAL
Objectives The overall aim of the research was to understand current experiences of public transport in the North and the attitudes of those using it (and those choosing not to). In particular the research needed to establish preferences and requirements with regards the future of public transport, specifically in terms of smart ticketing Research objectives • To understand the current transport landscape; the frequency of travel between cities or regions, for what reasons, and by what mode and method (public or private) • To explore the decision- making process involved in choosing the modes of transport used for particular journeys, to help determine the importance and preference placed on public transport • To understand passengers’ overall experiences (positive, negative, frustrations ticketing, journey planning etc.) with public transport and determine where are the gaps, particularly in relation to ticketing • To gain a broad understanding of smart technology and a more specific understanding of attitudes towards smart ticketing schemes • current awareness and usage / attitudes towards different smart technology and existing smartcard schemes in the north and further afield • perceptions of smartcard use for travel on public transport services, and in particular key motivations / barriers for take up, the implications of doing so, and most particularly the effects on use of current / potential ticketing products. 4 INTERNAL
Methodology 5 INTERNAL
Method: qualitative and quantitative research QUALITATIVE RESEARCH QUANTITATIVE RESEARCH The qualitative research consisted of: The quantitative research consisted of: 11 x 2 hour focus groups 407 x 20 minute online interviews 12 journey audits (completed prior to the groups) 6 INTERNAL
Sample profile 7 INTERNAL
Group criteria and quota split Fieldwork dates: 30 th November to 9 th December 2015 Location Public transport Specific criteria Customer type Mix of season tickets (annual, monthly, weekly) and some local travellers Group 1 Manchester Commuter Some journeys outside of the North and some tram users Group 2 Manchester Leisure Mix of carnets / day tickets & some weekly season tickets and some smartcard users Some journeys between city regions Group 3 Leeds Business Some carnets and some who purchase tickets themselves Mix of carnets / day tickets & some weekly season tickets and smartcard users Group 4 Leeds Leisure Mix of carnets / day tickets & some weekly season tickets and some smartcard Group 5 Sheffield Leisure users Some journeys between city regions Group 6 Sheffield Business Some carnets and some who purchase tickets themselves Mix of season tickets (annual, monthly, weekly) Group 7 Liverpool Commuter Some ferry users Group 8 Liverpool Leisure / Visitors Mix of day tickets (single, return) and some smartcard users Some journeys between city regions Group 9 Newcastle Business Some carnets and some who purchase tickets themselves Some ferry and metro users and some local journeys Group 10 Newcastle Leisure / Visitors Some POP smartcard users Mix of season tickets (annual, monthly, weekly) and some local travellers Group 11 Hull Commuter 8 INTERNAL
Respondent background REGION QS1. Which city do you live closest to? (%) Liverpool: 15% Newcastle: 18% Manchester: 20% Hull: 15% Sheffield: 16% Leeds: 16% Base: all respondents (n=407); INTERNAL
Public transport usage is high across all journey types, most markedly in terms of business travel. Longer leisure is most likely to be undertaken under private means xx Any public transport 27 93% Business 71 84% Shorter leisure 66 70% Longer leisure Commute 75 78% Two thirds of our sample make journeys for more than one purpose, with shorter leisure and commuting the most common combination Base: all respondents (n=407) INTERNAL
Respondent profile TOTAL n = 407 QP1. Gender (%) QP2. Age range (%) QP7. Household (%) 56% Under 20 5 With a 4 34 partner/spouse 20-29 24 24 With your own 30-49 24 children under the 43 age of 18 50-69 44% 22 I live on my own 70+ 9 With a parent QP3. Social grade (%) QP8. Number of children With your own have living at home under 6 A children aged 18 or the age of 18 (Average) over 14 17 B 2.0 With friends, 5 3 colleagues or C students 27 37 D 1 With other relatives E Other type of 1 Base: n=96 household/group 11 11 INTERNAL
Commuter profile I Modes of transport used Average no of modes of transport ever use: 2 Base: Commuters (306) Q2a/b/c/d. When travelling to and from work/college/university, what types of transport are available, which do you ever use, which do you typically use? 78% use public transport % 22% don’t use public transport 63 53 Bus 44 46 Overall satisfaction (top 2 box) with public transport for commuting 44 Q41a. How satisfied are you overall with the public transport you use to travel to work/college/university? 37 Car (own) 36 34 (Base: commuters using public transport 239) 43 79% 31 Train 26 25 31 28 Walk 19 21 Reasons why different modes sometimes used to commute (TOP 3) 22 Q4a. Why is it that you sometimes travel to and from work/college/university using different types of transport? 12 (PROMPTED LIST) Bicycle 7 6 Base: Commuters 34% who use different modes (236) 25% 16 Sometimes 47% 14 Car (lift) Awareness 8 convenient weather 11 based on of conditions other plans disruption 11 8 that day Tram 8 Available 8 Barriers to using public transport (TOP 5 barriers) (NB LOW BASE) Ever use 10 6 Q3a. Why don’t you use public transport to travel to/from work/college/university? (PROMPTED LIST) Park and ride 5 Typically use to 7 32% 19% 24% Would 38% Fares too Typically use from 5 28% have to use 5 expensive/ Services Newcastle Metro Takes too 2 cheaper to Unreliable too multiple 3 long drive or infrequent forms of walk transport 3 2 Ferry 2 Base: Commuters not using public transport (47) 1 INTERNAL
Commuter profile II Frequency of travel Base: Commuters (306) Journey length Q5a. On average, how often do you travel to Q5b. How long, door to door, does a journey typically take? work/college/university? % Public Private transport transport Five times a week or more 6% 13% 62 Three to four 25% 23% times a week or more Twice a week 27% 28% 34% 26% Once a week 27 1 hour 18% 9% 5 > 1 hour 6 Base: Commuters (306) Base: Commuters (306) INTERNAL
Commuter profile III Single versus multi mode journeys (typical journey to/from work) Q2c/d. What types of transport do you use on your typical journey to/from work/college/university? FROM WORK TO WORK Car 39% Car 40% Single 63% Bus 26% Bus 28% 67% mode Train 12% Train 10% Bus & train 33% 21% Bus & train 32% 20% 2 modes Walk & train 22% Walk & train 25% 3 modes 10% 8% > 3 modes 6% 5% (Base: commuters (306) Overlap between modes used to commute and for short leisure purposes 59% 13% 28% same some of different mode the same modes modes Base: those who commute and make short leisure journeys (186) INTERNAL
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