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Research and Development on Travel and Consumption in and Around SSpecialpecial editionedition paperpaper Research and Development on Travel and Consumption in and around Stations in the Greater Tokyo Area Mika Nakahito* Yukiko Ono* With an aim of providing high-quality products and services in anticipation of customers needing them, we have been carrying out surveys on travel and consumption in and around stations since 2002 to identify and predict customers’ overt and potential needs. The year-on-year comparison of the travel and consumption behavior of 10,000 residents in the area within 70 km of Tokyo in the survey results reveals the characteristics of and changes in their travel behavior, their use of railways and their consumption behavior. This article will introduce some of those. ● Keywords: Greater Tokyo area, Residents, Travel, Consumption 1 Introduction 2.2 Survey Items Survey items include time, place and details of travel where travel JR East transports approx. 16 million passengers daily, of which behavior, railway use and consumption in line with travel of the approx. 90% are concentrated on the Tokyo Metropolis and three respondent in one day. The survey method and items are the same prefectures of Kanagawa, Chiba and Saitama. In order to gain every year to allow for year-on-year comparison. Table 2 lists the a detailed understanding of the situation regarding travel and survey items and Fig. 1 illustrates the flow of those items. consumption behavior of people in and around stations, we have carried out surveys on items such as characteristics of travel behavior, Table 2 Survey Items Purpose of travel, means of transport, railway use, use of railways, consumption behavior and the life styles of residents Travel behavior travel start time, arrival time at destination, time required in the high railway use area within 70 km of Tokyo. The result of the Start station, transfer station, destination station, Railway use survey that has been carried out continuously since 2002 is widely time spent at stations, time spent on train, ticket used Consumption Product purchased, amount spent, type and place of shop used as the basic data to make action plans on the standpoint of behavior customers and to verify the effect of those plans. Q. Time of departure and arrival, means of transport, behavior on train 9:00 AM Overview of the Survey 7:00 AM Railway use Destination 1 (Place of work) 2 Start Bus Walk Start station Transfer Destination 2.1 Survey Design station station Arrival The survey has been carried out in periods of five consecutive days at home Start station 9:00 PM (from Thursday through Monday, including three weekdays and two Destination station Taxi weekend holidays) at the end of May every year since 2002. The Railway use survey method has been by questionnaire sent by post (Table 1). Destination 2 (Shopping) Q. Type of shop, product Stratified sampling with 216 categories is applied to define the purchased, amount spent, 7:00 PM time spent in the shop sample target respondents based on census results1). That was applied to achieve a survey design that can show the characteristics of Fig. 1 Flow of Survey Items residents according to the population composition. Table 1 Survey Design Travel Behavior and Railway Use Survey method Questionnaire sent by post to be filled in by recipient 3 Five consecutive days at the end of May Survey period (from Thursday through Monday, three weekdays and The results of analysis of characteristics and changes in travel behavior two weekend holidays) Men and women age of 12 to 69 who live in the area within and railway use of residents in line with their behavioral flow are as Survey target 70 km of Tokyo follows. 216-category stratified sampling by gender (two categories) Sampling frame X age (six categories) X residence area (18 categories) to secure representativeness of parent population Number of replies Questionnaires sent: 12,500, Valid responses: 10,056 (2007) 1) Sampling for the survey from 2002 to 2006 was based on the results of the 2000 census and sampling for 2007 was based on the results of the 2005 census. 08 JR EAST Technical Review-No.13 * Frontier Service Development Laboratory, Research and Development Center of JR East Group Special edition paper 3.1 Travel Behavior 3.2 Characteristics of and Change in Use of Railways Rate of Going Out and Rate of Choosing Railways Range of Travel for Transportation The rate the residents go out of is 87% on weekdays (Thursday, Those who use railways for transportation account for 28% of Friday and Monday) and 74% on weekend holidays (Saturday and overall travelers on weekdays (Fig. 5) and 16% on weekends and Sunday). The highest rate of going out is observed on Thursday holidays (Fig. 6). Those figures show that the rate of railway use (Fig. 2). in transportation overall use is low. The gender and age of heavy On weekdays, where the rate of going out is higher, the number railway users are males in their 10s to 50s and women in their 10s to of trips is 9.7 times for men and 10.4 times for women (Fig. 3), but 20s who are students or workers. In contrast, railway users tend to be average travel time is shorter for women (Fig. 4). The analysis results fewer among men in their 60s and women in their 30s to 60s. of the rate of going out on weekdays by gender and age reveals the The year-on-year comparison indicates a high increase of the difference of the lifestyles between men and women, where women rate of railway use by men in 20s on weekdays in 2007. The rate making short and frequent travel in a closer area while men travel of railway use of that sector is higher both on weekdays and on longer distances. weekends than that of other male segments (Fig. 5 and 6). As the The year-on-year comparison of the analysis results shows no rates of driver’s license holders and the frequency of car use (Fig. 7) major change from the results in 2005, simply a slight decrease of also show that men in 20s have lower contact with cars, we can see number of trips. that the means of transportation for young people are changing. Total Male Female 10s 20s 30s 40s 50s 60s 10s 20s 30s 40s 50s 60s Thursday Friday Saturday Sunday Monday Weekdays Holidays ave. ave. ave. Male Female Fig. 2 Rate of Going Out per Day of the Week Fig. 5 Rate of Railway Use in Travel Behavior (Weekdays) Number of trips Total Male Female 10s 20s 30s 40s 50s 60s 10s 20s 30s 40s 50s 60s ave. ave. ave. Male Female Total Male Female 10s 20s 30s 40s 50s 60s 10s 20s 30s 40s 50s 60s ave. ave. ave. Male Female Fig. 3 Number of Trips (Total of Three Weekdays) Fig. 6 Rate of Railway Use in Travel Behavior (Weekends and Holidays) Rate of driver’s license holders Persons who drive once or more times a week Time of travel (min.) Time of travel Total Male Female 10s 20s 30s 40s 50s 60s 10s 20s 30s 40s 50s 60s ave. ave. ave. Male Male Male Male Male Male Male Female 10s 20s 30s 40s 50s 60s Fig. 7 Rate of Driver’s License Possession and Frequency Fig. 4 Average Travel Time of Trips (Weekdays) of Car Driving (2007) JR EAST Technical Review-No.13 09 Special edition paper 3.3 Change in Means of Obtaining Transportation Information 3.4 Types of Tickets Used and Changes in their Usage People who Check Mode of Transport in Advance Increase Use of IC Tickets The tendency for respondents to check modes of transport before Since March 2007 when interoperation of Suica and PASMO going out is high, at approx. 86% (Fig. 8). systems started, types of tickets used radically shifted from magnetic As for the means of checking, 60% check via the Internet (60%, cards to IC tickets (Fig. 11 and 12). For example, average use rate Fig. 9) and 33% check by mobile phone (Fig. 10), both of which of IC tickets among JR and private railways is 60% on weekdays have been increasing every year. Despite such a tendency, the ratio (compared to 27% in 2006). of the men and women in their 60s who use the Internet and mobile Fig. 13 indicates Suica ownership rate (including both commuter phones to obtain transportation information is lower than the people pass type and other types) among IC tickets per residential area. in other age brackets. The rate of increase is lower too, even though Areas along JR lines show high Suica ownership rates (along the the rate that they check modes of transport in advance is high at Tohoku line in particular). The survey results suggest a close approx. 80%. Those survey results suggest that people in their 60s relationship between type of IC ticket and nearest line. are not obtaining real-time information, so some modifications in the means of providing and obtaining information may be necessary to encourage those people to use railways. JR (conventional lines) Private railways and subways 2007 ave. 2006 ave. IC ticket IC ticket in IC ticket Prepaid card Normal ticket Coupon ticket IC ticket outside IC ticket commuter pass area commuter pass area commuter Total Male Female 10s 20s 30s 40s 50s 60s 10s 20s 30s 40s 50s 60s (not commuter pass type) (not commuter ave. ave. ave. pass Magnetic commuter Male Female Fig. 11 Types of Railway Tickets Used Fig.8 Rate of People Who Check Modes of Transport (on Weekdays, 2007, N = 43,013) Before Going Out (2006) (Total rate of the respondents who replied “yes” or “to some extent”) (Total rate of the respondents who replied “often” or “sometimes”) JR (conventional lines) Private railways and subways 2007 ave.
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