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Transport for the North Integrated and Smart Ticketing Research 1 Prepared For: Transport Focus 11 January 2016

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Transport for the North Integrated and Smart Ticketing Research 1 Prepared For: Transport Focus 11 January 2016 Transport for the North Integrated and Smart Ticketing Research 1 Prepared for: Transport Focus 11 January 2016 PREPARED BY ILLUMINAS a global team based in London, New York and Austin Prepared in compliance with the International quality standard covering market research, ISO 20252 (2012), The MRS Code of Conduct, and the Data Protection Act 1998 by Illuminas, 183-203 Eversholt Street, London NW1 1BU, UK T +44 (0)20 7909 0929 F +44 (0)20 7909 0921 E [email protected] www.illuminas-global.com INTERNAL Background & Objectives 2 INTERNAL Background and the need for research One of the aspirations of the ‘Northern Powerhouse’ is to improve transport links between the city regions of the North; in particular better connectivity between the east and west regions. This will in turn encourage public transport use, ease of travel (seamless travel across northern cities) and cheaper travel. It is believed this can, in part, be achieved through the introduction of seamless smart ticketing scheme, that is accessible across the region; for use on all modes of transport, with a standardised/simple fare structure. A handful of schemes are underway in Northern locations. However, each has been developed independently and each has its own identity, brands, scope and business goals, rendering smart travel within the North inconsistent. In order to develop this aspiration for a northern-wide smart ticketing system, TfN must understand how such a system would look and how it could be integrated across the cities of the North. Research was required to develop a baseline understanding of current perceptions of travel within the region as well as understanding needs and wants from a smart ticketing system. 3 INTERNAL Objectives The overall aim of the research was to understand current experiences of public transport in the North and the attitudes of those using it (and those choosing not to). In particular the research needed to establish preferences and requirements with regards the future of public transport, specifically in terms of smart ticketing Research objectives • To understand the current transport landscape; the frequency of travel between cities or regions, for what reasons, and by what mode and method (public or private) • To explore the decision- making process involved in choosing the modes of transport used for particular journeys, to help determine the importance and preference placed on public transport • To understand passengers’ overall experiences (positive, negative, frustrations ticketing, journey planning etc.) with public transport and determine where are the gaps, particularly in relation to ticketing • To gain a broad understanding of smart technology and a more specific understanding of attitudes towards smart ticketing schemes • current awareness and usage / attitudes towards different smart technology and existing smartcard schemes in the north and further afield • perceptions of smartcard use for travel on public transport services, and in particular key motivations / barriers for take up, the implications of doing so, and most particularly the effects on use of current / potential ticketing products. 4 INTERNAL Methodology 5 INTERNAL Method: qualitative and quantitative research QUALITATIVE RESEARCH QUANTITATIVE RESEARCH The qualitative research consisted of: The quantitative research consisted of: 11 x 2 hour focus groups 407 x 20 minute online interviews 12 journey audits (completed prior to the groups) 6 INTERNAL Sample profile 7 INTERNAL Group criteria and quota split Fieldwork dates: 30th November to 9th December 2015 Location Public transport Specific criteria Customer type Group 1 Manchester Commuter Mix of season tickets (annual, monthly, weekly) and some local travellers Group 2 Manchester Leisure Some journeys outside of the North and some tram users Mix of carnets / day tickets & some weekly season tickets and some smartcard users Group 3 Leeds Business Some journeys between city regions Some carnets and some who purchase tickets themselves Group 4 Leeds Leisure Mix of carnets / day tickets & some weekly season tickets and smartcard users Group 5 Sheffield Leisure Mix of carnets / day tickets & some weekly season tickets and some smartcard users Group 6 Sheffield Business Some journeys between city regions Some carnets and some who purchase tickets themselves Group 7 Liverpool Commuter Mix of season tickets (annual, monthly, weekly) Group 8 Liverpool Leisure / Visitors Some ferry users Mix of day tickets (single, return) and some smartcard users Group 9 Newcastle Business Some journeys between city regions Some carnets and some who purchase tickets themselves Group 10 Newcastle Leisure / Visitors Some ferry and metro users and some local journeys Some POP smartcard users Group 11 Hull Commuter Mix of season tickets (annual, monthly, weekly) and some local travellers 8 INTERNAL Respondent background REGION QS1. Which city do you live closest to? (%) Liverpool: 15% Newcastle: 18% Manchester: 20% Hull: 15% Sheffield: 16% Leeds: 16% Base: all respondents (n=407); INTERNAL Public transport usage is high across all journey types, most markedly in terms of business travel. Longer leisure is most likely to be undertaken under private means xx Any public transport 27 93% Business 71 84% Shorter leisure 66 Longer 70% leisure Commute 75 78% Two thirds of our sample make journeys for more than one purpose, with shorter leisure and commuting the most common combination Base: all respondents (n=407) INTERNAL Respondent profile TOTAL n = 407 QP1. Gender (%) QP2. Age range (%) QP7. Household (%) Under 20 With a 56% 4 5 34 20-29 partner/spouse 24 24 With your own 30-49 children under the 24 age of 18 43 50-69 I live on my own 44% 70+ 22 With a parent 9 QP3. Social grade (%) QP8. Number of children have living at home under With your own children aged 18 or A the age of 18 (Average) 6 over 14 17 B With friends, 2.0 colleagues or 3 5 C 27 students 37 D With other relatives 1 E Base: n=96 Other type of 1 household/group 11 INTERNAL Commuter profile I Modes of transport used Base: Commuters (306) Average no of modes of transport ever use: 2 Q2a/b/c/d. When travelling to and from work/college/university, what types of transport are available, which do you ever use, which do you typically use? 78% use public transport % 63 22% don’t use public transport 53 Bus 44 46 Overall satisfaction (top 2 box) with public transport for commuting 44 37 Q41a. How satisfied are you overall with the public transport you use to travel to work/college/university? Car (own) 36 34 (Base: commuters using public transport 239) 43 31 Train 26 79% 25 31 28 Walk 19 21 Reasons why different modes sometimes used to commute (TOP 3) 22 Q4a. Why is it that you sometimes travel to and from work/college/university using different types of transport? 12 (PROMPTED LIST) Bicycle 7 6 Base: Commuters who use different 34% modes (236) 16 Sometimes 25% Car (lift) 14 47% 8 convenient Awareness weather 11 based on of conditions 11 other plans disruption 8 that day Tram 8 8 Available 10 Ever use Barriers to using public transport (TOP 5 barriers) (NB LOW BASE) 6 Q3a. Why don’t you use public transport to travel to/from work/college/university? (PROMPTED LIST) Park and ride 5 7 Typically use to 32% 19% 5 Typically use from 38% Fares too 24% Would 5 expensive/ 28% Services have to use Newcastle Metro 2 Takes too 3 cheaper to Unreliable too multiple long drive or infrequent forms of 3 walk transport Ferry 2 2 Base: Commuters not using public transport (47) 1 INTERNAL Commuter profile II Frequency of travel Base: Commuters (306) Journey length Q5a. On average, how often do you travel to Q5b. How long, door to door, does a journey typically take? work/college/university? % Public Private Five times a transport transport week or more 6% 13% Three to four 62 times a week or more 25% 23% Twice a week 27% 28% Once a week 34% 26% 27 1 hour 5 > 1 hour 18% 9% 6 Base: Commuters (306) Base: Commuters (306) INTERNAL Commuter profile III Single versus multi mode journeys (typical journey to/from work) Q2c/d. What types of transport do you use on your typical journey to/from work/college/university? TO WORK FROM WORK Car 40% Car 39% Single 67% Bus 28% 63% Bus 26% mode Train 10% Train 12% 20% Bus & train 33% 21% Bus & train 32% 2 modes Walk & train 22% Walk & train 25% 3 modes 8% 10% > 3 modes 5% 6% (Base: commuters (306) Overlap between modes used to commute and for short leisure purposes 59% 13% 28% same some of different mode the same modes modes Base: those who commute and make short leisure journeys (186) INTERNAL Business profile Modes of transport used Frequency of travel Q24. Which types of transport do you use when travelling longer distances for Q27. On average, how often do you travel longer distances for business? Base: Long distance business travellers (127) business? Base: Long distance business travellers (127) % % Train 82 14 Five times a week and more 4 Bus 41 4 Three to four times a Car (own) 35 week or more 13 Twice a week Car (lift) 9 14 Park and ride Once a week 7 18 Twice a month Walk 6 Average no of modes of Bicycle transport used: 1.9 Once a month 6 33 Tram 2 93% use public transport Less often 7% don’t use public transport Newcastle Metro 1 Ferry 1 Overall satisfaction (top 2 box) with Reasons why use modes of public transport public transport for business travel: Q26a. Why do you use these types of transport when travelling longer distances for business? Q41c. How satisfied are you overall with the public transport you use to travel longer distances for business? 40% 17% 52% 38% It is Company organised Ease Cost policy 91% for me Base: Business travellers using public transport (118) Base: Business travellers using public transport (118) INTERNAL Short leisure profile Modes of transport used Frequency of travel Q13.
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