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Consumer Awareness and Usage of Public Transport Services in Dungannon December 2015

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Consumer Awareness and Usage of Public Transport Services in Dungannon December 2015 Consumer Awareness and Usage of Public Transport Services in Dungannon December 2015 1. EXECUTIVE SUMMARY The Consumer Council conducted research in December 20141 to examine Dungannon residents’ awareness and knowledge of the Ulsterbus town services and factors that might encourage more frequent use of the services. The research was conducted with residents who live within 400 metres of a bus stop on the town service network. This was to ensure that participants could readily access bus services. This report builds on previous research conducted by the Consumer Council to inform the Integrated Transport Pilot in the Dungannon and Cookstown area2. The research found that 83% of respondents visit the town centre at least once a week. The main reasons for travelling into the town centre were for grocery shopping (63%), other shopping (58%) and personal business such as going to the bank, doctor, library and dentist (51%). As with previous research the survey found that the private car or van was the preferred method of transport for travelling to the town centre, with only 11% preferring to use the Ulsterbus town service. The research found that consumers with a disability or who had a member of the household with a disability and older consumers were more inclined to use the Ulsterbus town service. 1 Perceptive Insight was engaged to carry out the research 2 Integrated Transport Pilot Project – Travel Patterns and Transport Needs in the Dungannon and Cookstown areas. August 2014 1 Despite living close to a bus stop on the town service route only one in five (22%) of respondents indicated that they have used the town services in the past year, meaning 78% have not. The research found that only 11% of respondents were frequent users of the town service, using the service at least once a week. While the research found that the majority of respondents (87%) were aware that there is a town bus service in Dungannon, it found that almost half of respondents were not sure how frequently the town service operates on their nearest route. It also highlighted a lack of knowledge in relation to the cost of using the town service. 2. RECOMMENDATIONS DRD should identify how the needs of current service users can be met with the resources available. This should include a flexible approach to meeting the needs of local communities with all of the resources available, as is being considered by the Integrated Pilot Working Group. DRD and Translink should ensure that any future town service provision continues to meet the needs of the more vulnerable and deprived sections of the community. Given the low levels of knowledge of the Dungannon town service’s costs, frequency and how to find timetable information, Translink 2 should consider whether improved information on these areas would increase passenger numbers. Translink should review how effectively discounted fares are promoted to customers in the local area so as to encourage further use of the service and ensure customers are purchasing the best value ticket. Translink should consider what actions could be taken to ensure effective communication and promotion of the Dungannon town service among those who may not have English as a first language. 3 3. KEY FINDINGS Consumers with a disability or who had a member of the household with a disability were significantly more inclined to normally use Ulsterbus when travelling to Dungannon town centre (25%) in comparison to respondents with no disability (9%). Those who do not have car access (39%) are more likely to have used the Ulsterbus town service in the past year than those with access to a car (15%). Analysis by working status shows that the town service is most popularly used by those who do not work (28%). This is compared to 17% of those in both full or part time work and also 17% of students. Those who do not have car access are more likely to travel into Dungannon town centre at least once a week or more using the town service (23%). Despite the majority of respondents (87%) being aware that there is town bus service in Dungannon: o Almost half (44%) of respondents were not sure how frequently the town service bus operates on their nearest route; 4 o 72% considered themselves to be either ‘not very aware’ (11%) or ‘not at all aware’ (61%) of the cost of using the town service; and o One in five respondents (20%) was not sure how they would find timetable information. Of those who have used the Dungannon Ulsterbus town service in the past 12 months, 40% normally used a cash single ticket, 33% used a Senior Smartpass while 20% pay a cash return journey. Only 3% use a Smartlink card. Older respondents are more likely to have used the service with 33% of those aged 55 plus having done so compared to 28% of those aged 16 to 29 and 12% of those 30 to 54. 5 4. INTRODUCTION The General Consumer Council for Northern Ireland (the Consumer Council) is an independent consumer organisation, working to bring about change to benefit NI consumers. Our aim is to ‘make the consumer voice heard and make it count’. We have a statutory remit to promote and safeguard the interests of consumers and have specific functions in relation to energy, water, transport, food, and postal services. These include considering consumer complaints and enquiries, carrying out research, and educating and informing consumers. Building on previous qualitative and quantitative research conducted by the Consumer Council to inform the Integrated Transport Pilot in the Dungannon and Cookstown area, Perceptive Insight was commissioned to undertake quantitative research with residents in the Dungannon area living within 400 metres of a town service bus stop, and staff and students at South West College in Dungannon to assess: ∙ The awareness and knowledge of the Dungannon Ulsterbus town service; ∙ The frequency of using the town service; and ∙ Factors that might encourage more frequent usage of the service. The findings of the survey conducted at South West College are detailed in a separate report. 6 The research findings will inform the development of the Integrated Transport Pilot Project, and will assist transport stakeholders in developing future local transport plans elsewhere in NI. 5. USER INFORMATION Methodology To deliver the research objectives a two-pronged approach was taken, consisting of face-to-face interviews with residents in Dungannon who live close to a bus stop on the town service routes, representative of the adult population in Dungannon; and a self-completion email survey of staff and students who attend South West College in Dungannon. Residents’ survey In summary, the research incorporated the views of 400 residents living within 400 metres of a town service bus stop. Details of the routes and timetable are enclosed at Annex A. The survey of residents was conducted with 400 people at their homes at 18 sample points across Dungannon and Moygashel. The sample points correspond to the routes which the town service bus operates. The survey is contained in Annex B. 7 Quotas were applied to the number of interviews conducted based on gender and age to ensure that it was representative of the adult population in the Dungannon Council area. The table in Appendix 1 shows the quotas that were applied, based on 2011 Census data and the number of interviews achieved. Quotas were not applied to the socio- economic status of the household due to the clustered nature of the survey. It is estimated that approximately 5,000 households fall within the catchment of the town service routes, from which 400 interviews were achieved – this is approximately one in every twelve households. The characteristics of respondents are outlined in Appendix Two. GUIDANCE ON USING THE DATA This survey was designed specifically to find out the views of consumers that live within a 400 metre radius of the local town bus service and was carried out using a quota sampling method. Due to the design of this targeted survey, the differences between groups such as those with and without a disability or those employed or not employed can only be considered in the context of the sample of people interviewed who live within a 400 metre radius of the local town bus service. Therefore, no inferences can be made from the results of this survey to the NI population as a whole. 8 6. RESEARCH FINDINGS 5.1 AWARENESS, USE AND KNOWLEDGE OF THE TOWN SERVICE Awareness of the town service The majority (87%) are aware that there is a town bus service in Dungannon operated by Ulsterbus. Analysis by age profile showed that those age 55 plus are more likely to be aware of the town service buses (91%) than those aged 30 to 54 (86%) and most interestingly, those aged 16 to 29 are least likely to be aware (84%). Further analysis shows that, as would be predicted, those living closest (i.e. within three minutes walking distance) to their nearest bus stop are more likely to be aware of the town service bus (90%). This compares to 87% of those living four to six minutes from a bus stop who are aware of the service. However, it is those who do not know where their nearest bus stop is located who are least likely to be aware of the town service buses with only 64% saying yes. Also respondents with a disability or a household member with a disability are more likely to be aware of the service (93%) than those with no disability (86%). Those who have access to a car at their household were more likely to be aware of the town service (89%) than those with no access (82%).
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