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Executive Summary and Recommendations TANK Express/Local Survey

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Executive Summary and Recommendations TANK Express/Local Survey Executive Summary and Recommendations TANK Express/Local Survey . Perceptions of TANK are positive and when riders are asked how they would describe TANK they most often mention – Convenient, Easy to Use, Friendly Drivers, and Safe. When asked to describe their ‘favorite thing’ about riding TANK, two themes emerge: • The good drivers that TANK has – ‘I like how nice and friendly all of the drivers are. They are always so polite to me.’ • The relaxing/no stress ride – ‘I enjoy being able to read and relax on my commute to work every morning.’ . TANK is rated most highly on a variety of characteristics including: ‘Locations near my work’, ‘Safety’, ‘Easily accessible route info’, and ‘Driver courtesy’. Gaps (Rider expectations versus performance) were noted in several areas, however, including: ‘Bus Cleanliness’, ‘Service Frequency’, and ‘Schedule Reliability/On Time’. Usage of the TANK website is up significantly versus 2007 and overall the ratings are very positive in terms of being easy to locate schedules and route info. • May want to consider automating the route schedules/and times (rather than PDF). 2 Express/Local . TANK Riders fall into two very different and distinct universes, Express and Local. Express and Local riders are quite different demographically and also different in terms of their needs and how they use TANK. Express Local Demographic Profile 63% have incomes > $50K 52% have incomes < $20K 90% have at least one vehicle (not 57% have no vehicle (captive audience) dependent on TANK to get where they are going) 93% are employed full time 58% are employed full time Only 1 member of HH riding TANK Multiple members of HH riding TANK 22% minority 32% minority TANK Usage Profile Primarily riding TANK to commute More than half are riding TANK every to/from work. day to travel to a variety of destinations Saving gas/parking costs, avoiding Use TANK as their primary mode of traffic/driving hassles, avoiding driving transportation since they typically don’t in bad weather conditions, and reducing drive or don’t own a vehicle . These stress are primary reasons for riding riders use TANK to travel to a variety of TANK. destinations including shopping centers/malls, work, medical appointments, errands, and even entertainment places. These riders would simply drive to their These riders would either walk, ride destination if TANK was unavailable. with a friend, take a taxi, or simply not take the trip. 3 Express/Local . Media Habits & Practices are relatively similar for both rider segments. Both are active users of social media. Express Local 74% Smartphone ownership (37% 60% Smartphone ownership (34% android, 33% iPhone) android, 15% iPhone) 76% use social media (65% Facebook, 82% use social media (68% Facebook, 30% YouTube) 39% YouTube) 74% use internet for news & weather 57% use internet for news & weather (57% Smartphone, 44% laptop/desktop) (44% Smartphone, 28% laptop/desktop) 45% spend 5+ hours a week on internet 44% spend 5+ hours a week on internet for pleasure. for pleasure. Radio stations – 101.9 WKRQ (16%), Radio stations – 107.1 KISS (23%), 102.7 98.5 WRRM (14%), 107.1 KISS (14%), WEBN (18%), 101.9 WKRQ(15%), 103.5 105.1 WUBE (14%), 103.5 WGRR (14%); WGRR (14%), 92.5 WOFX (13%); . Twenty-six percent (26%) have signed up to receive myTANK alerts and 57% of those say the alerts have been extremely/very helpful. • Penetration of the TANK app is lower, with only 18% having downloaded it. 4 TANK Southbank Shuttle Survey . Rider ratings of the Southbank Shuttle are extremely positive on all attributes, with especially high scores for fare/cost, driver courtesy, destinations served, frequency of service, and vehicle appearance. • Only attribute falling short of expectations on: hours of service. • Some ‘qualitative’ dissatisfaction with the wooden seats! . Southbank Shuttle Riders fall into three distinct segments based on residency: Northern Kentucky Residents, Cincinnati residents, and out-of-town visitors. Northern Kentucky Residents Cincinnati Residents Out-of-Town Visitors Demographic More likely to be working full time and have More likely to have lower Have the highest income levels - Profile higher incomes, with nearly half making $50K income, less likely to employed >$50K or more. full time. These riders are more likely to own at least one Less likely to own a vehicle and vehicle, and tend to be slightly older, live in 2+ more likely to be Black/African person households. American. Usage Profile More likely to use the Southbank Shuttle daily Also use the Shuttle for Most likely to be ‘first time’ for commuting and to travel to a variety of commuting to and from work as riders and riding as a tourist; destinations including to/from work, sports well as other locations. Also use Using the Shuttle for events, Newport on the Levee, downtown the shuttle for leisure activities – convenience, to save on parking Cincinnati, and special events. going to Newport on the Levee, costs, or lack of familiarity with or sports events. the area. Most likely to opt to take the Southbank Most likely to take the Place greater importance on Shuttle to save on parking costs or avoid Southbank shuttle because they Driver Courtesy and vehicle traffic/driving hassles. don’t drive. appearance. They are more likely to simply drive to their If the Shuttle did not exist, these If the shuttle did not exist, they destination if the shuttle was not available. riders are more likely to not would either walk or drive to make the trip. their destination. 5 TANK Non Rider Survey . TANK non-riders mention cite these barriers most often. • Takes the bus longer to get to destination • No control over the schedule when riding • Logistical: the bus does not go to my destination or the bus stop is too far away to make it worthwhile • Live close enough to destination . Perceptual barriers to riding TANK • Bus comfort • Bus cleanliness . Non-riders say they would be most interested in these features: • Wifi on buses (49%) • Security cameras (46%) • Frequent rider discount/reward program (46%) . Demographics and media habits of Non-Riders Demographic Profile Media Habits & Practices 3 out of 4 own multiple vehicles High penetration of Smartphones (77%) Highest incomes, nearly 70% >$50K Active on social media: (76% Facebook, 38% YouTube) Less likely to be employed full time (47%) 56% use Smartphone as a source for news & weather Higher proportion of seniors (21% vs. 3%) 37% spend more than 8 hours per week on the internet for pleasure White/Caucasian skew (98% vs. 69%) 6 Recommendations . TANK Express • Improve bus cleanliness (more frequent cleanings) • Increase service frequency (more runs on the routes) • Improve schedule reliability/on time departures and arrivals • Improve bus comfort . TANK Local • Increase service frequency (more runs on the routes) • Improve schedule reliability/on time departures and arrivals . Southbank Shuttle • Increase hours of service • Consider improving bus comfort/seating . Website • Automate the route schedules 7 .
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