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North Shore Area Transit Plan Phase 1: Appendix 10 – Translink Listens Online Survey Report July 2011 North Shore Transit Plan Phase I: Translink Listens Survey

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North Shore Area Transit Plan Phase 1: Appendix 10 – Translink Listens Online Survey Report July 2011 North Shore Transit Plan Phase I: Translink Listens Survey North Shore Area Transit Plan Phase 1: Appendix 10 – TransLink Listens Online Survey Report July 2011 North Shore Transit Plan Phase I: TransLink Listens Survey April 27, 2011 Prepared by: NRG Research Group Suite 1380-1100 Melville Street Vancouver, BC V6E 4A6 Table of Contents Summary……………………………………………………………………............. 3 Method………………………………………………………………………………….. 11 Participants………………………………………………………………………. 12 Weighting…………………………………………………………………………. 13 Results…………………………………………………………………………………… 15 North Shore Transit Profiles…………………………………………….. 16 Key Metrics – North Vancouver Destinations..…………………. 22 Key Metrics – North West Vancouver Destinations.…….…… 24 Key Metrics – Other Destinations.…………………………………… 25 Setting Transit Priorities…………………………………………………… 26 Appendices……………………………………………………………………………. 47 Demographics………………………………………………………………….. 48 Survey………………………………………………………………………………. 52 Summary Background • TransLink conducted a survey with residents of the North Shore*, as well as, Vancouver and Burnaby to better understand their travel in and around the North Shore. • The specific research objectives were as follows: • Profile local and regional travel patterns in terms of trip purpose, time of day and mode. • Identify barriers to transit use (e.g., frequency of service, directness of route, etc.) for travel to/from these destinations as well as in general. • The survey was conducted using the TransLink Listens** online panel from December 10th to December 15th, 2010. The results were weighted to reflect the known age, gender, region, and main transportation mode parameters of the North Shore, Vancouver and Burnaby/New Westminster. *** • Panelists residing on the North Shore qualified and answered all sections of the survey. • Vancouver and Burnaby panelists qualified if they travel to the North Shore by any mode of transportation at least once per month on a regular basis. They answered only the first section and the demographic section of the survey. *North Shore survey participants identified themselves as residing in one of the following: Bowen Island, Lions Bay, North Vancouver (Includes City and District), or West Vancouver. **Note that TransLink Listens panelists include a high representation of transit users, that even with weighting by gender, municipality and main mode to duplicate Census and other data, cannot be totally eliminated. TransLink Listens panelists are more critical overall of all transportation services, giving lower ratings than ongoing telephone tracking research. When parallel studies using the same questionnaire are run on the panel and on an independent research suppliers’ telephone survey, results parallel each other in terms of order of priority or support or opposition, but TransLink Listens’ panelists results tend to be more positive or more negative, even with weighting, because of their deeper engagement with transit and transportation. *** Known from a combination of census data and prior demographic studies. 3 Summary Frequency of Public Transit Use • One third of North Shore residents are categorized as high frequency transit users, taking transit (Bus, SeaBus, SkyTrain or West Coast Express) several times a week or more often. One in four (26%) are medium frequency (from about once per week to 2 or 3 times per month) and four in ten (41%) are low frequency, using public transit once a month or less. • Use of public transit is significantly higher among residents of North Vancouver*, 36% of whom are high frequency users, compared to just 18% of West Vancouver residents**. Close to two in three (64%) of West Vancouver residents use transit only once a month or less often, compared to 35% of those residing in North Vancouver. Key North Shore Destinations for North Shore Residents • The most visited North Shore destinations include Lower Lonsdale/Lonsdale Quay (51%), Ambleside/Park Royal Shopping Centre (44%), Capilano/Cap Mall (39%), Central Lonsdale/Lions Gate Hospital (33%) and Horseshoe Bay/Ferry Terminal (26%). • Not surprisingly, residents of each municipality had the highest visitation numbers for destinations within their local municipality . • The shopping centres and transit termini tended to have the highest number of visitors. * North Vancouver includes residents of both City & District. ** West Vancouver also includes residents of Lions Bay and Bowen Island. 4 Summary Destination Profiles for North Shore Residents • For each destination visited, the number of trips in 7 days, mode of transportation, most often time of day travelled to and from the destination, the main purpose of the trip, were all recorded. Single occupant vehicle (SOV) users were also asked if they would consider taking transit to the destination. • A summary of the top 3 most visited destinations follows: • For Lower Lonsdale/Lonsdale Quay, an average of 2.8 trips were taken per week. The most common time to visit was Mon-Fri between 9:30am and 3:00pm (24%); and the most common time to depart was Mon-Fri between 3:00pm and 6:30pm, the most common purpose of the visit was work for 26%, followed by shopping/errands (22%). Over half (51%) stated that public transit is the mode of transportation they use most often to and from this destination, 22% SOV and 17% as a rideshare. Just under half (47%) of SOV users would consider using transit to get to this destination. • For Capilano/Capilano Mall, an average of 2.5 trips were taken per week. The purpose of the visit was shopping/errands for 60%. One in four (25%) trips were on public transit, 34% SOV and 34% as a rideshare. 27% of SOV users would consider using transit to get to this destination. • For Ambleside/Park Royal Shopping Centre, an average of 2.1 trips were taken per week, the most common time to visit was Mon-Fri between 9:30am and 3:00pm. The purpose of the visit was shopping/errands for 61%. One in three (29%) trips were on public transit, 36% SOV and 32% as a rideshare. Just under one-third (32%) of SOV users would consider using transit to get to this destination. 5 Summary Destination Profiles for North Shore Residents • The destinations with the highest average number of trips were Blueridge (3.9), Downtown Vancouver (3.9), Central Lonsdale/Lions Gate Hospital (3.0) and the various education and community centres (around 3.5). The likely explanation for these being different than the most visited destinations is the nature of the destinations themselves. Blueridge has 3 schools in the area, downtown Vancouver is a destination for working, shopping, and entertainment, and Lions Gate hospital draws both regular patient visitors and staff. • The most common time to visit and depart each location is closely tied to the purpose of the trip. • The North Shore destinations most visited via public transit include Lower Lonsdale/Lonsdale Quay – 51%, Horseshoe Bay – 36%, Maplewood/Lower Lynn/Phibbs Exchange – 35% and Forest Hill/Grouse Mountain/Cleveland Dam 33%. • Half (51%) of trips made to Downtown Vancouver were taken on public transit, as were 48% of trips to the central Broadway area and 37% of trips to Vancouver International Airport. • The North Shore destinations which were most often visited in a single occupancy vehicle include Blueridge – 54%, Dundarave – 53%, Keith Lynn/Park & Tilford Shopping centre – 43% and North Lonsdale and Forest Hill/Grouse Mountain/Cleveland Dam, each at 40%. • The destinations for which there is the greatest percentage of SOV users who would consider taking public transit include Dundarave – 66%, YVR – 57% Lions Bay – 56%, Downtown Vancouver – 55% and Edgemont – 52%. 6 Summary - Setting Transit Priorities (North Shore Residents only) Familiarity with the North Shore Transit System • Slightly fewer than one third (29%) of North Shore residents say they are ‘very familiar’ with the North Shore Transit system. The system is ‘somewhat familiar’ to 53% • North Vancouver residents who tend to have higher frequency of using the system also have higher familiarity with it (88% ‘very’ or ‘somewhat’ familiar) compared to West Vancouver residents, 58% of whom agree that they are ‘very’ or ‘somewhat’ familiar with it. • High frequency and medium frequency users are equally familiar with the transit system at 94%, while just 67% of low frequency riders say they are familiar with the system. Perception of the quality of the North Shore Transit System • Overall perceptions of quality are average, with a mean score of 5.6 (out of 10). Around half rate the system between 4 and 7 out of 10, with 20% rating 8 -10 and 25% 1 – 3 out of 10. • Perceptions of quality follow a similar pattern to familiarity with the transit system, with North Vancouver residents (22% vs. 15% West Vancouver rating 8 - 10 out of 10) and high and medium frequency riders (25% and 24% vs. 14% low frequency rating 8 - 10 out of 10) rating it the most favourably. 7 Summary - Setting Transit Priorities (North Shore Residents only) Affect of Potential Changes on Transit Ridership • Of the 11 suggested changes, the top 5 most important (by mean score out of 10) include: Adding more frequent bus service (7.9), improving bus connections (7.8), making the existing bus service more direct (7.8), improving travel time for existing routes (7.4) and providing direct bus service between North Shore neighbourhoods which do not currently have direct service (7.1). • Suggestions for change which will have a relatively smaller impact on transit ridership include: Making the bus service more reliable (7.0), operating the service later into the night (6.9), increasing the frequency of the SeaBus service (6.8), more bus stops with a shelter (6.6), more bus stops with map and schedule information (6.3) and more bicycle lockers at bus exchanges (3.9). • Further questions about the times of day, days of the week, routes and connections were asked, depending on the suggested change. • The top 5 most important suggested changes are summarized below: • Priority 1 – Add more frequent service Rated 8 - 10 out of 10 by 67%, this was the most requested change. Weekday peak periods were the most requested times for increased service (28%). The bus routes most frequently mentioned were the #246, #239, #214, #229 and #240.
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