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148 Ground Access to Major Airports by Public Transportation Table 6-6. Primary markets associated with public ground transportation services. Size of primary market for public Total annualized mode origin/destination air travelers Mode (square miles) (two-way trips) Rail/Subway 60 - 90 6,600,000 - 8,200,000 Shared Door-to-Door 60 - 450 2,000,000 - 4,900,000 Express Bus (Regional) 275 - 550 1,200,000 - 1,600,000 Express Bus (Downtown) 4 1,300,000 Multistop Bus 75 1,000,000 SOURCE: TCRP Report 83, MarketSense. to the role of public transportation modes in the family of ground transportation services needed to support a large airport. Defining the market conditions that support individual public transportation services provides analogous models to use in planning new or improved services for airport ground transportation markets. Influence of Geography and Demographics on Ground Transportation Markets The previous section reviewed the relationship between geographic characteristics of the mar- ket and the market's ability to support various modes of airport ground access, focusing on the density of the trip ends at the non-airport end of the ground access trip. Building on that analy- sis, this section examines the interaction of both elements of market research: identifying strong markets in terms of geographic segmentation and demographic segmentation. Initially, the analysis should identify the geographic area where a given service makes sense. Following that assessment, the influence of demographic variables should be undertaken for the defined area. The following example reviews the ground transportation markets in Washington, D.C. The goal is to understand the influence of two separate factors--geography and demographics--on the propensity to select public transportation services. Once geographic conditions are held con- stant, it becomes possible to isolate the variation in market behavior stemming from the unique characteristics of the four demographic segments. Variation by Demographic Segment: Total Airport Market As an introduction to examining the separate behavior of the separate market segments, the ground transportation behavior at Reagan Washington National airport is assessed. Overall, 21% of air travelers use public transportation services at Reagan Washington National and 12% use rail. Focusing more narrowly on the public transportation modes at Reagan Washington National, variations by market segment can be observed in Figure 6-4. For public transportation as a whole, the non-resident non-business segment has the highest share, with the shared-ride van capturing a considerably higher share than rail. For MetroRail, the strongest segment is the resident non-business segment, with about 16% of the market share. In terms of rail usage, the resident business traveler has a higher propensity to select rail than the non-resident busi- ness traveler.