Measuring and Growing Active Modes of Transport

JULY 2016

PREPARED FOR: AUCKLAND TRANSPORT MEASURING AND GROWING ACTIVE MODES OF TRANSPORT IN AUCKLAND The overall MANAGE THE ROADING NETWORK business BY MAKING THE RIGHT INVESTMENT objective AND PROMOTE DECISIONS TO ENCOURAGE BEHAVIOUR CHANGE OF AUCKLANDERS TO ACTIVE MODES OF TRANSPORT.

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 2 The annual In order to drive a change in behaviour, Auckland Transport is developing a deep understanding of the decision-making process around walking and Active Modes cycling. Survey plays an important The annual Active Modes Survey provides Auckland Transport with the opportunity to measure performance in these key travel modes and track role in progress over time. measuring It also provides insight into where investment and promotions should be behaviour targeted to provide the strongest return. change

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 3 AGENDA 01 Measuring progress for Active Modes 02 A deeper understanding of how Aucklanders travel 03 Opportunities to drive behaviour change 04 Bringing it all together

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 4 .01 Measuring progress for Active Modes Using a common framework across the business, we think about moving people up the adoption framework

WHAT IS OUR FRAMEWORK FOR BEHAVIOUR CHANGE?

REJECTORS CONSIDERERS OCCASIONAL MEDIUM FREQUENT

Those unable to walk/ Never walk/cycle but Cycle or walk less Cycle or walk Cycle or walk twice cycle, as well as those would consider it than once monthly monthly to weekly a week or more who never walk/cycle and wouldn’t consider it

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 6 Aucklanders are bearing witness to a number of significant changes

CHANGING HEALTH INCREASING TIME POOR AND EXPECTATIONS COST OF LIVING

WRESTLING GROWING POPULATION BALANCING FOR CONTROL (DRIVEN BY MIGRATION AND URBANISATION)

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 7 And this is coupled with significant city and roading infrastructure developments

ROADING NETWORK PUBLIC TRANSPORT PARKING CONGESTION CONGESTION FRUSTRATIONS

INCREASING CITY RAIL LINK PREMISES CENTRALIZATION CONSTRUCTION DEVELOPMENT (CORPORATE AND RESIDENTIAL)

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 8 IMPLICATION

IMPLICATION

THESE CHANGES REPRESENT A STRONG OPPORTUNITY TO GROW ACTIVE MODES OF TRANSPORT

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 9 The proportion of Aucklanders cycling has increased again in 2016

CYCLING BEHAVIOUR (% of Aucklanders)

31% 27%

20%

13% 11% 6% Significant progress has been made in this active mode over the past two years. 2014 2015 2016

% cycling once a week or more Total % cycling

A6. On average, how often do you do each of the following, for any reason? Total sample (n=1,178)

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 10 We are seeing some migration through the adoption framework

MORE AUCKLANDERS ARE CYCLING 31% of Aucklanders in 2016 (up 4 points from 2015) vs 27% in 2015

2016 46% 22% 12% 13% 6%

REJECTORS CONSIDERERS OCCASIONAL MEDIUM FREQUENT

2015 47% 26% 8% 12% 6%

»»With more Aucklanders now cycling, there is also an opportunity to get them doing more of the cycling journeys we want them to.

A6. Rejectors (unable or never cycle and wouldn’t consider). Considerer (never cycle but would consider), Occasional (less than monthly), Medium (monthly to weekly), Frequent (twice a week or more) WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 11 A greater proportion of cyclists are now travelling by bike for key journeys

Within the repertoire of cycling occasions, most 75% Aucklanders are cycling for recreation or fitness.

% OF CYCLISTS DOING THESE OCCASIONS

21% To get to from/shops +2pts 23% FROM

12% 31% 35% To go to/from work +1pts IN 2015 THIS YEAR 13%

To get to/from school, 4% +3pts In 2016 there is an increase in those college, university 7% doing key point-to-point journeys (to/ from work, study, public transport or the 5% shops) by bike. To get to/from +2pts public transport 7%

A7. What types of trips do you bike for? Cyclists (n=424) * Alignment of codeframe from 2015 to 2016 includes ‘Exercise + Fitness’ as a seperate code WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 12 Beyond an increase in behaviour, we are seeing positive changes in perceptions year on year

OVERALL STATE CONFIDENCE AUCKLAND HAS A WELL- CYCLE LANES IN AUCKLAND OF CYCLING IN CYCLING CONNECTED CYCLE NETWORK ARE OF GOOD QUALITY 2016 2016 2016 2016

11% 11% 16% 16% 28% 31% 39% Agree16% Agree 43% Agree Agree Agree 34% 34% 27% 58% 11% 37% 16% 16% 16% 14%

17% 4% 4% 5% MEAN SCORE: 5.0 MEAN SCORE: 3.6

Don’t know 0-4 (Disagree) 5 (Neutral) 6-10 (Agree)

Q24. Overall, how do you view the current state of cycling in Auckland? Able bodied (n=1,046) A5a. In general, how confident are you/would you be in riding a bicycle in the Auckland area? Able bodied (n=1,046) WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 13 A26. How strongly do you agree, or disagree, with each of the following statements? Able bodied (n=1,046) IMPLICATION

Perceptions of cycling in the city are changing for the better

The work that has been As a result, we are seeing Whilst there is still significant conducted to date greater confidence in cycling work to do, we are moving around improving cycling and key changes in cycling perceptions and behaviour in infrastructure, and then behaviour; more people are the right direction. There is a driving strong awareness cycling in general, people are strong opportunity to continue of it, is playing a key role in cycling more frequently, and to build on this momentum improving perceptions. more people are doing the key at a time when Aucklanders point-to-point journeys we are increasingly looking for want them to. alternative transport solutions.

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 14 Walking has a different challenge – it’s less about penetration

89% OF AUCKLANDERS vs 88% IN 2015

10% 1% 4% 17% 68%

REJECTORS CONSIDERERS OCCASIONAL MEDIUM FREQUENT

Nearly everyone is walking to some extent.

GETTING PEOPLE OUT OF THEIR CARS AND THE CHALLENGE FOR WALKING IS REPLACING THESE TRIPS WITH WALKING

A6. Rejectors (unable or never walk and wouldn’t consider). Considerer (never walk but would consider), Occasional (less than monthly), Medium (monthly to weekly), Frequent (twice a week or more) WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 15 We are also seeing more people engaged in walking for point-to-point journeys this year

% of walkers doing these occasions

63% For recreation or fitness 60% 45% To get to/from shops +6pts 51% 24% To get to/from public transport +8pts 32% 58% 68% IN 2015 IN 2016 16% To go to/from visiting friends or family 21% The opportunity is 16% »» To go to/from work +4pts to continue to grow 20% the number of people 13% walking for the key point- As part of my job 16% to-point journeys – and also to increase how 7% To get to/from school, college, university +5pts frequently they do them. 12% 10% To walk children to/from school 12% 2015 2016

B3. What types of trips do you walk for? By walks, we mean walks of ten minutes or longer at a time. Walkers (n=1,052) WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 16 IMPLICATION Auckland has seen incremental growth in active modes of transport year on year

There has been a significant increase The proportion of people walking in the number of cyclists. at all is steady year on year.

NEW CYCLISTS NEW WALKERS 45,600 OVERALL 11,400 OVERALL

NEW CYCLISTS WALKERS 28,000 DOING POINT-TO-POINT TRIPS 108,000 NOW DOING POINT-TO-POINT TRIPS

* Population extrapolation based on 2013 Census figures for Auckland’s 15+ population.

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 17 .02 A deeper understanding of how Aucklanders travel Gaining a deeper understanding of Aucklanders’ travel behaviour

This year the survey looks to expand on current knowledge and delve deeper into Aucklanders’ travel behaviour.

SPECIFICALLY:

What types of And what different How many times journeys have travel modes did did they make those Aucklanders made they use for those trips in that week? in the last week? trips?

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 19 Travel patterns are based on a multitude AUCKLANDERS ARE MAKING 24.4 TRIPS of journey types and travel modes PER WEEK ON AVERAGE

Volume of Trips (all Aucklanders) Motor Car Walking Bus Train Cycling Ferry TOTAL bike To get to/from work 22%

To get to/from shops 20%

To get somewhere else 16%

To get to/from visiting friends or family 10%

To get to/from public transport 11%

As part of my job 8%

To get to/from school, college, university 7%

To take children to/from school or day-care 7%

TOTAL 58% 28% 7% 3% 2% 2% 1% 100%

Q2. Thinking about the past week, how many times did you use each mode of transport when travelling for these occasions? Based on average trips made in past week. Total sample (n=1,178) WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 20 A valuable perspective of travel behaviour is gained by looking at trip volume

Top travel modes by trip volume Top journey types by trip volume

RK PING O OP W H S

2% 22% 20% 28% 58%

»»The key challenge is to reduce pressure on the roading »»We will make the biggest difference network. This will come from targeting car journeys. targeting the journey types that are done most often.

Q2. Thinking about the past week, how many times did you use each mode of transport when travelling for these occasions? Based on average trips made in past week. Total sample (n=1,178) WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 21 This provides direction on where to focus by sizing the overall opportunity

Gaining an understanding of current With the ultimate goal ACROSS TRAVEL OCCASIONS, behaviour in terms of the of reducing pressure on THERE IS THE OPPORTUNITY TO number of trips travelled the roading network, CONVERT CAR TRIPS TO helps to identify where incremental gains can WALKING AND/OR CYCLING. the greatest opportunity be made across journey for conversion may lie. types.

TWO KEY OPPORTUNITIES ARE IDENTIFIED FOR AUCKLAND TRANSPORT.

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 22 OPPORTUNITY 1 Travelling to/from WORK

% AUCKLANDERS: % TRIPS:

of Aucklanders On average travelled this 5.3 TRIPS by by by 59% journey trips travelled 65% CAR 15% WALKING 2% CYCLING 59+A per week 65+A 15+A 2+A

For those who For those who travelled this travelled this journey29% but Justjourney 10% but Say thatdidn’t it cycle, would be say thatdidn’t it cycle, would be reasonable29% say theyto cycle, reasonable29% say they to walk, could cycle but could cycle but don’t.but don’t don’t.but don’t

Cycling29 represents the greatest potential+71S 10+90S opportunity for growth in this space.

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 23 OPPORTUNITY 2 Travelling to/from SHOPS

% AUCKLANDERS: % TRIPS:

of Aucklanders On average 4.9 TRIPS 81% travelled this 65% by 26% by 2% by journey trips travelled 81+A per week 65+A CAR 26+A WALKING 2CYCLING+A

For those who For those who travelled this travelled this journey38% but journey24% but say thatdidn’t it cycle, would be say thatdidn’t it cycle, would be reasonable29% say theyto cycle, reasonable29% say they to walk, could cycle but could cycle but don’t.but don’t don’t.but don’t

The potential opportunity for cycling this journey appears This particular journey represents the strong.38 However, we know the barriers to cycling for+62S this 24+76S journey are also very strong. strongest potential opportunity for walking.

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 24 IMPLICATION

To drive greater adoption of active modes, we now have a place to focus

CYCLING WALKING IS ABOUT THE IS ABOUT THE WORKING SHOPPING OCCASION OCCASION

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 25 .03 Opportunities to drive behaviour change What could the opportunity for growth in CYCLING TO/FROM WORK look like?

Aucklanders travel 59% to/from work of Aucklanders currently go to/from 59+A 5252% +A work but don’t cycle in any given week 45,664 34,248 We have the potential to get an additional 28,973 people cycling to/from 673,542 421,477 work each week. 593,629

115,342 27,837 28,973

Go to/from work Impaired /disabled Currently cycle Go to/from work but Are not able to cycle Don’t own, or have Wouldn’t consider CYCLING don’t cycle to/from work access to, a bike cycling OPPORTUNITY

* Population extrapolation based on 2013 Census figures for Auckland’s 15+ population.

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 27 There is overwhelming evidence that emotion is the key driver of human behaviour

74% JOY 54%

29% 35%

16% 29% 32% Contempt 23% Contempt JOY 8% 7%

REJECTOR CONSIDERER OCCASIONAL MEDIUM FREQUENT

AT1. Pick the facial expression that best depicts how you feel about each of the different modes of transport – Cycling (n=1,178) WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 28 What could the opportunity for growth in WALKING TO/FROM SHOPS look like?

Aucklanders travel 81% 81+A to/from the shops

79,912

of Aucklanders currently go 33% to/from the shops but don’t 376,727 walk in any given week We have the potential to 33+A get an additional 56,509 people walking to/from 924,693 shops each week.

282,545 376,277 37,673 56,509

Go to/from shops Impaired /disabled Currently walk Go to/from shops Are not able to walk Wouldn’t consider WALKING but don’t walk to/from shops walking OPPORTUNITY

* Population extrapolation based on 2013 Census figures for Auckland’s 15+ population.

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 29 .04 Bringing it all together THERE HAS BEEN POSITIVE CHANGE IN PERCEPTION AND BEHAVIOUR

THERE HAVE BEEN VERY POSITIVE ALL RESULTING IN A POSITIVE SHIFT MOVEMENTS IN PERCEPTIONS OF IN POINT-TO-POINT JOURNEYS,

CYCLING AND WALKING IN AUCKLAND, ADDING SPECIFICALLY: NEW CYCLISTS CYCLE WAYS & 28,000 DOING POINT-TO-POINT TRIPS INFRASTRUCTURE AND PEOPLE WALKING CONFIDENCE FOR THESE POINT-TO- 108,000 POINT JOURNEYS

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 31 THERE ARE TWO KEY FOCUS AREAS WHICH WILL DRIVE FURTHER INCREMENTAL GAINS

WALKING CYCLING FOR THE TO SHOPPING WORK OCCASIONS

NEW OPPORTUNITY: 28,973 people NEW OPPORTUNITY: 56,509 people

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 32 THERE ARE TWO CORE JOBS FOR AUCKLAND TRANSPORT TO DO

01 02 Facilitate the Promoting and reinforcing removal of perceived the EMOTIONAL REWARDS FUNCTIONAL BARRIERS of cycling and walking to to encourage trial work to encourage repeat behaviour

WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 33 Thanks for reading

APPENDIX AT Adoption Framework – CYCLING

HOW OFTEN DO YOU CYCLE?

Never Occasionally Medium Frequently (less than (monthly to (two days per /Virtually never monthly) weekly) week or more) 3% Would like to 3% 1% New and cycle less/only Medium Regular Occasional if I have to at risk at risk 47% at risk Rejector 3% Happy with my 5% 3% New and use of bicycle Medium Regular Occasional PREFERENCE? 5% 5% 2% WHICH DESCRIBES YOUR Would like to 21% New and Medium – Regular – cycle more Considerer Occasional – Opportunity Opportunity Opportunity

Base: Total sample (n=1,178) WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 36 AT Adoption Framework – WALKING

HOW OFTEN DO YOU WALK FOR 10 MINS OR MORE?

Never Occasionally Medium Frequently (less than (monthly to (two days per /Virtually never monthly) weekly) week or more) Would like to 4% 4% 7% travel this way New and Medium Regular less/only if I Occasional at risk at risk have to 10% at risk Rejector Happy with 4% 6% 33% my use of this New and Medium Regular travel mode Occasional PREFERENCE? 6% Would like to 7% 28% WHICH DESCRIBES YOUR 1% New and travel this way Medium – Regular – Considerer Occasional – more Opportunity Opportunity Opportunity

CONFIDENCE IN CYCLING

Don't know 0-4 (Not confident) 5 (Neutral) 6-10 (Confident) Mean Score

2016 58% 11% 28% 3.6

2015 66% 9% 24% 3.2

OVERALL STATE OF CYCLING

Don't know 0-4 (Negative) 5 (Neutral) 6-10 (Positive) Mean Score

2016 11% 34% 16% 39% 5.0

2015 11% 49% 18% 22% 4.1

Don't know 1-4 (Disagree) 5 (Neutral) 6-10 (Agree)

2016 16% 37% 16% 31% Auckland has a well connected cycle network 2015 27% 26% 36% 10%

2016 16% 27% 14% 43% Cycle lanes in Auckland are of good quality 2015 20% 31% 11% 38%

2016 5% 65% 10% 19% Cyclists are sufficiently separated from traffic 2015 5% 71% 8% 15%

2016 10% 53% 14% 23% There are enough cycle lanes and cycle paths in Auckland 2015 14% 62% 11% 13%

A lot is being done to improve 2016 15% 20% 15% 51% cycling in Auckland

A26. How strongly do you agree, or disagree, with each of the following statements? Able bodied (n=1,046) WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 39 Key Measures – WALKING

SAFETY – DAY Don't know 0-4 (Not safe) 5 (Neutral) 6-10 (Safe) Mean Score

2016 7% 6% 86% 8.0

2015 5% 6% 88% 7.8

SAFETY – NIGHT Don't know 0-4 (Not safe) 5 (Neutral) 6-10 (Safe) Mean Score

2016 55% 10% 32% 4.0

2015 50% 11% 38% 4.3

OVERALL STATE OF WALKING

Don't know 0-4 (Negative) 5 (Neutral) 6-10 (Positive) Mean Score

2016 5% 15% 16% 64% 6.4

B14/B15 In general, how safe do you feel / would you feel walking during the daytime/night time? Able bodied (n=1,046) Q24. Overall, how do you view the current state of walking in Auckland? (n=1,117) WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 40 Emotional Response to Modes of Transport

60% 60% 26% 26% Joy Joy 47% 47% 19% 19% 26% 26% 21% 21% Contempt Contempt 25% 25% 36% 36% 4% 4% 9% 9% Surprise Surprise4% 4% 3% 3% 4% 4% 8% 8% Sadness Sadness6% 6% 12% 12% 3% 3% 14% 14% Disgust Disgust7% 7% 15% 15% 2% 2% 18% 18% Walking Walking Fear Fear6% 6% 10% 10% Cycling Cycling 1% 1% Driving Driving 4% 4% Public transportPublic transport Anger Anger4% 4% 5% 5%

IMPLICIT ASSOCIATIONS % Endorsement for Yes / No across attributes DRIVINGDRIVING WALKINGWALKING CYCLINGCYCLING PUBLICPUBLIC TRANSPORT YES NO YES NO YES NO YES NO

Social 48% 38% 67% 20% 51% 35% 56% 30%

Fast 74% 15% 42% 44% 47% 39% 40% 46%

Convenient 76% 12% 65% 23% 52% 33% 50% 34%

Enjoyable 67% 21% 78% 13% 59% 27% 41% 46%

Difficult 32% 49% 23% 60% 41% 41% 39% 41%

Healthy 37% 47% 82% 9% 80% 12% 42% 41%

Expensive 60% 25% 17% 69% 24% 59% 51% 32%

Safe 67% 21% 67% 20% 40% 48% 61% 24%

Socially responsible 42% 38% 73% 12% 59% 22% 61% 20%

Brave 44% 40% 47% 37% 58% 27% 35% 49%

Inconsiderate 27% 51% 16% 65% 27% 51% 25% 51%

Obstructive 32% 50% 19% 65% 31% 51% 30% 50%

Base: Total Sample (n=1178) Table displays % endorsement for each attribute, for each travel mode. WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 42 Perceptions of Auckland Transport

2015 2016 33% 33% 29% 26% 21% 19%

9% 7% 8% 8% 4% 4%

I don't know I feel very negative I feel somewhat negative I have no feelings either I feel somewhat positive I feel very positive towards Auckland towards Auckland way towards Auckland towards Auckland Transport Transport Transport Transport

B21 Thinking about everything you have seen, read or heard about Auckland Transport, what are your overall perceptions of Auckland Transport? Total sample (n=1,178) WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 43 Awareness of Auckland Transport Activity

34% of Aucklanders have seen, What activities are they aware of? read or heard about Auckland Transport and the activity they are doing around walking and New cycle lanes 73% cycling in the city. New cycle routes 65%

Cycling events for families (e.g. 25% bubs on bikes, family bike days)

The use of e-bikes around 21% Auckland

Open Streets Auckland on K'Rd 20%

Auckland Transport cycle training 17% courses

Bike parking at major events 10% (e.g. Pasifika)

Q16 Have you seen, read or heard anything about Auckland Transport and the activity they are doing around walking and cycling in the city? (n=1,178) Q17 And what have you seen, read or heard about Auckland Transport? (n=401) WWW.TRA.CO.NZ CONFIDENTIAL © TRA 2016 44