National Academies Press: OpenBook

Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers (2013)

Chapter: Mobility Option Awareness, Engagement, Motivations, Barriers

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Suggested Citation:"Mobility Option Awareness, Engagement, Motivations, Barriers." National Academies of Sciences, Engineering, and Medicine. 2013. Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers. Washington, DC: The National Academies Press. doi: 10.17226/22500.
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Suggested Citation:"Mobility Option Awareness, Engagement, Motivations, Barriers." National Academies of Sciences, Engineering, and Medicine. 2013. Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers. Washington, DC: The National Academies Press. doi: 10.17226/22500.
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Suggested Citation:"Mobility Option Awareness, Engagement, Motivations, Barriers." National Academies of Sciences, Engineering, and Medicine. 2013. Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers. Washington, DC: The National Academies Press. doi: 10.17226/22500.
×
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Suggested Citation:"Mobility Option Awareness, Engagement, Motivations, Barriers." National Academies of Sciences, Engineering, and Medicine. 2013. Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers. Washington, DC: The National Academies Press. doi: 10.17226/22500.
×
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Suggested Citation:"Mobility Option Awareness, Engagement, Motivations, Barriers." National Academies of Sciences, Engineering, and Medicine. 2013. Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers. Washington, DC: The National Academies Press. doi: 10.17226/22500.
×
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Suggested Citation:"Mobility Option Awareness, Engagement, Motivations, Barriers." National Academies of Sciences, Engineering, and Medicine. 2013. Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers. Washington, DC: The National Academies Press. doi: 10.17226/22500.
×
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Suggested Citation:"Mobility Option Awareness, Engagement, Motivations, Barriers." National Academies of Sciences, Engineering, and Medicine. 2013. Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers. Washington, DC: The National Academies Press. doi: 10.17226/22500.
×
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Suggested Citation:"Mobility Option Awareness, Engagement, Motivations, Barriers." National Academies of Sciences, Engineering, and Medicine. 2013. Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers. Washington, DC: The National Academies Press. doi: 10.17226/22500.
×
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Suggested Citation:"Mobility Option Awareness, Engagement, Motivations, Barriers." National Academies of Sciences, Engineering, and Medicine. 2013. Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers. Washington, DC: The National Academies Press. doi: 10.17226/22500.
×
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Suggested Citation:"Mobility Option Awareness, Engagement, Motivations, Barriers." National Academies of Sciences, Engineering, and Medicine. 2013. Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers. Washington, DC: The National Academies Press. doi: 10.17226/22500.
×
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Suggested Citation:"Mobility Option Awareness, Engagement, Motivations, Barriers." National Academies of Sciences, Engineering, and Medicine. 2013. Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers. Washington, DC: The National Academies Press. doi: 10.17226/22500.
×
Page 26
Page 27
Suggested Citation:"Mobility Option Awareness, Engagement, Motivations, Barriers." National Academies of Sciences, Engineering, and Medicine. 2013. Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers. Washington, DC: The National Academies Press. doi: 10.17226/22500.
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11 Mobility Option Awareness, Engagement, Motivations, Barriers

Overview of Transportation Modes: Top 5 Most Preferred Modes of Transportation 12 2.24 2.73 4.09 4.34 4.34 DRIVING A CAR WALKING SUBWAY, LIGHT RAIL, STREET CAR, OR TROLLEY BUS BICYCLE *Q15 Mean Preference Rank (Where 1 is Most Preferred): (Note: survey participant ranking of options was a list of those they used ‘a few times a year or more often’)

Transportation Modes Overview: People Dedicate the Most Time to Walking, Driving and Taking the Bus 13Note: study methodology and stats throughout this report are based on self-reported behaviors. Owner Operated: Public Transit: For Hire: Share-Based: Walking Driving a car Motor scooter or moped Bicycle Skate- board, Roller- blades Subway, Light Rail, Street Car, Trolley Commuter Rail Bus Ferry Taxi Car- pooling or ride- sharing Car- sharing Bike- sharing % use ‘a few times a week’ + (Q11) 79% 63% 10% 26% 11% 43% 32% 45% 11% 14% 25% 15% 12% Mean Preference Rank where 1 is most preferred (Q15) 2.73 2.24 5.14 4.34 6.58 4.09 4.90 4.34 7.45 6.42 6.17 7.85 9.55 Mean % of total time spent, within traveling within the week (Q14) 23% 36% 7% 9% 5% 14% 9% 17% 4% 5% 7% 5% 4%

Frequency of Transportation Mode Use Q11 - Please tell us, which of these transportation options are available to you, and how often do you use each if available? (% Top 2 Box Shown, 'a few times a week +') TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC Ages 22 to 27 Ages 28 to 34 n= 1000 167 167 167 167 167 167 500 500 Walking 79% 80% 86% 75% 77% 77% 75% 80% 77% Driving a car (borrowed, belonging to you or your household) 63% 60% 63% 59% 66% 64% 66% 58% 68% Public Transit: Bus 45% 39% 51% 50% 49% 42% 39% 46% 44% Public Transit: Subway or Light Rail or Streetcar or Trolley rail 43% 56% 52% 49% 18% 34% 50% 45% 41% Public Transit: Commuter Rail 32% 24% 45% 37% 19% 34% 31% 32% 31% Riding a bicycle (belonging to you or your household) 26% 32% 23% 26% 26% 32% 18% 28% 24% Car-pooling or ride-sharing (through services such as Zimride, Lyft, Sidecar, through people at work, etc.) 25% 20% 25% 28% 26% 26% 23% 28% 21% Car-sharing (through services such as Zipcar, City CarShare, etc.) 15% 10% 19% 16% 17% 11% 18% 16% 14% Taxi 14% 14% 23% 14% 12% 8% 14% 13% 16% Bike-sharing (through public or private services such as Alta Bicycle Share, Bcycle, DecoBikes, etc.) 12% 9% - - - - 11% 12% 11% Using a skateboard, longboard, or rollerblades (belonging to you or your household) 11% 10% 15% 12% 10% 8% 11% 13% 9% Public Transit: Ferry 11% 8% - 11% 10% 14% - 12% 9% Riding a motorized scooter or moped (belonging to you or your household) 10% 10% 13% 11% 7% 10% 10% 10% 10% 14Highlighting in chart above shows relative differences in cell values across these transportation options and survey response options. (Note: the colors and shading on these tables can best be viewed in a full-color version of the report)

Q15 -Thinking about an average week, please rank your preference of each of the following modes of transportation in descending order. Mean Rank Shown (n varies, options presented if said used ‘a few times a year’ +) TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC Ages 22 to 27 Ages 28 to 34 Driving a car 2.24 2.38 2.50 2.42 1.94 2.05 2.13 2.30 2.18 Walking 2.73 2.49 2.69 3.13 2.69 2.72 2.65 2.72 2.74 Public Transit: Subway or Light Rail or Streetcar or Trolley rail 4.09 3.47 4.52 4.17 4.74 4.25 3.73 4.03 4.14 Riding a bicycle 4.34 4.09 4.86 4.34 3.92 4.07 4.84 4.35 4.33 Public Transit: Bus 4.34 4.56 4.69 4.21 3.73 4.39 4.53 4.29 4.39 Public Transit: Commuter Rail 4.90 4.56 4.92 5.11 5.32 4.78 4.79 4.95 4.86 Riding a motorized scooter or moped 5.14 5.84 5.18 5.43 5.23 4.58 4.53 5.09 5.19 Car-pooling or ride-sharing 6.17 6.29 6.24 6.49 5.87 5.81 6.36 6.09 6.25 Taxi 6.42 6.10 6.29 7.06 6.42 7.30 5.76 6.56 6.28 Using a skateboard, longboard, or rollerblades 6.58 7.44 6.15 6.48 5.87 7.04 6.73 6.59 6.57 Public Transit: Ferry 7.45 7.55 - 7.71 6.06 8.40 - 7.32 7.61 Car-sharing 7.85 7.51 8.02 8.42 7.74 7.71 7.50 7.87 7.82 Bike-sharing 9.55 9.14 - - - - 9.46 9.40 9.71 Transportation Preference—Mean Ranking 15Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

Transportation Mode Proportion of Total Travel Time 16 Q14 - During an average week (including the weekend), what percentage of the time do you use each of the following modes of transportation? Mean % Shown (n varies, options presented if said used ‘A few times a year’ +) TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC Ages 22 to 27 Ages 28 to 34 Driving a car 35.82 38.66 29.53 34.53 36.25 38.65 37.73 34.57 36.98 Walking 23.15 25.89 24.18 20.27 24.06 24.42 20.01 24.73 21.57 Public Transit: Bus 16.69 12.55 15.67 15.85 24.53 17.06 13.45 17.61 15.76 Public Transit: Subway or Light Rail or Streetcar or Trolley rail 14.01 16.80 12.97 14.07 7.36 9.90 19.49 14.63 13.43 Riding a bicycle 8.97 9.88 6.37 8.81 8.43 11.16 8.89 8.91 9.05 Public Transit: Commuter Rail 8.77 10.09 9.80 9.59 5.94 6.87 9.59 8.00 9.49 Car-pooling or ride-sharing 6.92 5.77 6.44 7.10 10.06 5.51 6.47 7.67 6.10 Riding a motorized scooter or moped 6.75 4.26 6.13 4.98 8.00 10.50 7.56 6.10 7.39 Taxi 5.25 4.44 6.09 4.88 4.24 5.00 6.30 4.61 5.87 Using a skateboard, longboard, or rollerblades 4.65 5.17 6.06 4.24 4.38 3.66 4.54 4.39 4.97 Car-sharing 4.55 3.22 3.69 6.84 5.74 3.25 4.05 4.49 4.61 Public Transit: Ferry 4.09 1.90 - 3.09 7.53 2.95 - 3.63 4.63 Bike-sharing 3.67 2.11 - - - - 5.98 4.12 3.20 Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

Overview of Transportation Modes: Situations, Benefits and Barriers 17 Chart above summarizes the top ranking items across 3 questions—data detail can be found on the following pages. Owner Operated: Public Transit: For Hire: Share-Based: Walking Driving a car Motor scooter or moped Bicycle Skate- board, Roller- blades Subway, Light Rail, Street car, Trolley Commuter Rail Bus Ferry Taxi Car-pooling or ride- sharing Car-sharing Bike- sharing Top Optimal Situations (Q112) Nice outside Need exercise Getting there ASAP Bad weather Errands or shopping Nice outside Alone Need exercise Nice outside Nice outside Need exercise Used in combo w/ another mode To or from work Used in combo w/ another mode Work week or school week Used in combo w/ another mode To or from work Alone Alone Nice outside Used in combo w/ another mode With kids Getting there ASAP Bad weather Bad weather Meeting w/friends & family Bad weather With kids Need exercise Alone Nice outside Top Perceived Benefits (Q113) Better for environ- ment Affordable Most personal space Spontan- eity & flexible Feel community connection Spontan- eity & flexible Affordable Better for environ- ment Affordable Spontan- eity & flexible Affordable Pay-per- use Better for environ- ment Pay-per- use Reliable & On-time Pay-per- use Affordable Socialize online Socialize online Good community of people like me Pay-per- use Spontan- eity & flexible Good community of people like me Reliable & On-time Pay-per- use Better for environ- ment Feel community connection Top Perceived Barriers (Q114) Slow Too Expensive Not child- friendly Not compatible w/other modes Can’t connect online or 3G/4G Slow Slow Lack of personal space Lack of personal space Lack of personal space Too expensive Too expensive Lack of personal space Expensive Slow Not child- friendly Not compatible w/other modes

Transportation Options: Situational Value 18 Highlighting in chart above shows relative differences in cell values across these transportation options and survey response options. (Note: the colors and shading on these tables can best be viewed in a full-color version of the report) Q112 - This transportation option is best for when… (n varies, among randomized subset of those use this transportation option more than 'never') Owner Operated: Public Transit: For Hire: Share-Based: Walking Driving a car Motor scooter or moped Bicycle Skate- board, long- board, or roller- blades Subway, Light Rail, Street car, or Trolley Com- muter Rail Bus Ferry Taxi Car- pooling or ride- sharing Car- sharing Bike- sharing n= 467 397 68 233 79 382 280 384 89 180 201 130 86 I’m traveling alone 46% 47% 31% 39% 31% 43% 39% 47% 30% 26% 17% 25% 37% It’s the weekend 50% 58% 24% 49% 40% 39% 31% 32% 24% 30% 24% 34% 21% It’s nice outside 81% 26% 39% 65% 54% 29% 23% 25% 30% 8% 16% 24% 33% I’m meeting up with friends or family 36% 63% 21% 25% 28% 46% 39% 37% 21% 30% 41% 35% 21% It’s the work week or school week 36% 51% 23% 29% 28% 49% 45% 47% 22% 16% 29% 30% 23% I’m taking another transportation option in combination with this 52% 30% 19% 24% 29% 54% 48% 52% 26% 17% 19% 21% 26% I’m headed to or from work 34% 55% 18% 21% 15% 50% 43% 52% 18% 20% 38% 29% 20% I need to get somewhere as soon as possible 13% 76% 30% 21% 14% 28% 31% 27% 23% 52% 31% 40% 15% The weather is bad 7% 72% 13% 7% 10% 39% 38% 42% 25% 49% 42% 44% 13% I’m running errands or shopping 36% 75% 18% 17% 19% 28% 26% 33% 15% 17% 32% 35% 21% I need exercise 85% 8% 20% 68% 49% 19% 18% 18% 18% 4% 9% 13% 41% I’m traveling with kids 22% 63% 14% 11% 20% 29% 28% 25% 26% 22% 29% 41% 17%

Transportation Options: Perceived Benefits 19 Highlighting in chart above shows relative differences in cell values across these transportation options and survey response options. (Note: the colors and shading on these tables can best be viewed in a full-color version of the report) Q113 - Please check the items that describe the benefits or value of these transportation options. (n varies, among randomized subset of those use this transportation option more than 'never') Owner Operated: Public Transit: For Hire: Share-Based: Walking Driving a car Motor scooter or moped Bicycle Skate- board, long- board, or roller- blades Subway, Light Rail, Street car, or Trolley Comm- uter Rail Bus Ferry Taxi Car- pooling or ride- sharing Car- sharing Bike- sharing n= 467 397 68 233 79 382 280 384 89 180 201 130 86 Is an affordable option for me 70% 34% 29% 58% 40% 48% 45% 55% 25% 13% 38% 30% 25% Is better for the environment 73% 8% 24% 64% 49% 50% 40% 41% 27% 8% 38% 26% 31% Is reliable and generally on-time 36% 60% 25% 29% 26% 47% 47% 40% 26% 30% 29% 39% 27% Allows me to be spontaneous and flexible 53% 69% 29% 44% 44% 28% 23% 24% 24% 35% 19% 30% 26% Is clean and has a good environment 56% 42% 22% 46% 27% 34% 32% 22% 29% 19% 37% 30% 27% Helps me feel more connected to my community and the area I reside in 58% 16% 34% 40% 32% 44% 33% 36% 30% 13% 28% 27% 29% Allows me to pay-per-use (rather than a monthly fee) 10% 20% 14% 14% 24% 55% 49% 58% 34% 47% 20% 36% 22% Feels like a good “community” of commuters or people like me 34% 16% 21% 36% 25% 41% 44% 37% 36% 10% 43% 28% 25% I get more time to socialize (online, or via mobile) 27% 19% 11% 17% 27% 44% 43% 46% 39% 26% 34% 28% 23% Offers the most personal space 46% 71% 21% 31% 26% 15% 14% 12% 28% 32% 20% 31% 23% I can continue working easily 23% 36% 24% 24% 18% 45% 35% 37% 26% 22% 26% 21% 26% Offers a subscription or monthly payment option 9% 14% 18% 8% 19% 43% 43% 45% 29% 10% 24% 29% 15% Has great amenities (e.g., bike racks, Wi-Fi, outlets, etc.) 11% 19% 11% 21% 25% 32% 36% 31% 25% 16% 19% 24% 16%

Transportation Options: Perceived Barriers 20 Highlighting in chart above shows relative differences in cell values across these transportation options and survey response options. (Note: the colors and shading on these tables can best be viewed in a full-color version of the report) Q114 - Please check the items that are barriers and keep you from using or enjoying this more. (n varies, among randomized subset of those use this transportation option more than 'never') Owner Operated: Public Transit: For Hire: Share-Based: Walking Driving a car Motor scooter or moped Bicycle Skate- board, long- board, or roller- blades Subway, Light Rail, Street car, or Trolley Comm- uter Rail Bus Ferry Taxi Car- pooling or ride- sharing Car- sharing Bike- sharing n= 467 397 68 233 79 382 280 384 89 180 201 130 86 It takes too long or is slower than other options 52% 9% 24% 31% 39% 33% 30% 48% 29% 12% 21% 15% 24% Has a lack of personal space 8% 8% 14% 10% 21% 54% 45% 61% 20% 23% 39% 27% 14% I can’t connect online or via mobile 3G OR 4G with this transportation option 21% 26% 26% 33% 32% 31% 22% 26% 23% 23% 26% 25% 20% Is too expensive 4% 44% 19% 6% 9% 26% 30% 19% 34% 61% 24% 35% 13% Doesn’t offer parking or space to use with some other transportation options 14% 30% 33% 20% 30% 20% 17% 20% 29% 21% 25% 25% 24% It’s unreliable timing-wise 18% 8% 23% 17% 33% 33% 27% 44% 19% 22% 24% 17% 18% Isn’t clean 8% 11% 15% 10% 16% 38% 38% 52% 25% 36% 18% 17% 16% Isn’t child or family-friendly 15% 8% 33% 27% 35% 25% 23% 27% 17% 22% 19% 19% 24% Doesn’t work well schedule-wise with other transportation options 20% 11% 21% 20% 31% 23% 29% 33% 19% 17% 23% 26% 20% Offers less communication or harder to find info on access, times, fares, etc. 14% 13% 23% 22% 18% 22% 23% 24% 28% 26% 23% 21% 14% Doesn’t offer a great vibe or feel for the community 11% 29% 26% 11% 27% 17% 18% 24% 18% 34% 13% 21% 21% Doesn’t sync well or offer easy info to use with other transportation options 11% 13% 18% 16% 20% 19% 20% 22% 21% 23% 21% 24% 20%

Millennials frequently use multiple transportation options and describe this as an increasing trend. 9% 21% 69% A few times per week or more Once a week to a few times a month Once a month or less 21 Frequency of Using Multiple Transportation Options to Reach a Destination (Among % Total) Q16 – How often do you use more than one transportation option for getting to a destination? Please note, you should consider all options for transportation – including walking in answering this question. 7-Point Scale (n=1000) Q17 - Please tell us, which combinations of options do you typically use together? Check All. Among those use more than one transportation option (n=980) 3 is the average number of transportation options used on a typical trip Q34 - Which of these trends have you noticed others doing more of or seen more of in your own life or behaviors? TOTAL (n=1,000) Using more than one transportation option to reach a destination 42%

Reasons for multiple transportation options center around cost and convenience, but vary somewhat by city. Q18 - Which of the following describe the reasons for or situations in which you use multiple transportation options to reach a destination? TOTAL Boston, MA Chicago, IL San Francisco, CA Seattle, WA Portland, OR Washing- ton, DC n= 980 164 165 164 163 164 160 It helps me save money 42% 42% 44% 40% 53% 41% 33% It is the best option logistically (shortest travel time) 42% 44% 41% 40% 45% 41% 42% It’s more convenient overall 42% 46% 41% 37% 41% 41% 43% It helps me get more exercise (biking, walking some of the way) 32% 38% 34% 32% 35% 35% 20% It allows me greater flexibility schedule-wise 29% 30% 25% 30% 27% 30% 31% I can’t avoid using multiple options because of where lines or services run to 29% 35% 36% 22% 22% 24% 35% My smartphone or another online planning tool recommended it 15% 18% 20% 10% 16% 18% 10% I missed a connection I was originally planning to catch 15% 9% 19% 12% 18% 21% 11% 22Q18 - Which of the following describe the reasons for or situations in which you use multiple transportation options to reach a destination? Check All. Among those use multiple modes more than 'never‘ (n varies) Blue highlighting in chart above indicates a statistically significant difference between that cell and other(s) within the same row and sample group.

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TRB’s Transit Cooperative Research Program (TCRP) Web-Only Document 61: Millennials and Mobility: Understanding the Millennial Mindset and New Opportunities for Transit Providers is designed to help public transit providers increase ridership by better understanding Millennials lifestyle and mobility decision-making processes.

A quantitative survey was used in the development of TCRP Web-Only Document 61. The survey focused on quantifying Millennials’ mobility motivations and behaviors. The final survey instrument and the survey data are available by clicking on the links below.

Millennials Mobility–Phase 2 Survey Instrument (.pdf)

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