B-Line On-board Passenger Survey Final Report A project of: Selena Barlow Transit Marketing, LLC Report prepared by Dr. Hugh Clark July 2008 Table of Contents Table of Contents ...................................................................................................................................... 1 List of Figures ........................................................................................................................................... 3 Summary of Findings ................................................................................................................................ 4 Methodology ......................................................................................................................................... 4 Passenger Profile .................................................................................................................................. 4 Usage Profile ........................................................................................................................................ 4 Passenger Communications ................................................................................................................. 5 Customer Satisfaction ........................................................................................................................... 5 Service Improvements .......................................................................................................................... 6 Rider Retention ..................................................................................................................................... 6 Introduction ............................................................................................................................................... 7 Profile of B-Line Route-Based Market Segments ................................................................................. 8 Rider Demographics ................................................................................................................................. 9 Reading the charts .............................................................................................................................. 10 Separate markets for the geographic areas ........................................................................................ 10 Student status ..................................................................................................................................... 12 Where students attend school ............................................................................................................ 12 Employment ........................................................................................................................................ 13 Where employed riders work .............................................................................................................. 14 Income ................................................................................................................................................ 16 Race, ethnicity .................................................................................................................................... 17 Age groups .......................................................................................................................................... 18 Transit dependency ............................................................................................................................ 19 Vehicles and drivers in household ...................................................................................................... 20 Rider Travel Profile ................................................................................................................................. 21 City where the trip originated .............................................................................................................. 22 Destination city .................................................................................................................................... 23 Origin-DestinationCity ......................................................................................................................... 24 Frequency of using B-Line .................................................................................................................. 25 Days of the week on which B-Line is used ......................................................................................... 26 The main purpose of the B-Line trip today .......................................................................................... 27 Origin and destination – functional pairings ........................................................................................ 28 Trip Profile ............................................................................................................................................... 29 Mode to the bus stop .......................................................................................................................... 30 How do riders get from their bus to their final destinations? ............................................................... 31 Distance to and from the bus stop – in blocks walked ........................................................................ 32 Transfers ............................................................................................................................................. 33 Paying the fare .................................................................................................................................... 34 Fare media used ................................................................................................................................. 35 Fare media used by frequency of ridership ......................................................................................... 36 Ridership tenure .................................................................................................................................. 37 Information Sources ................................................................................................................................ 38 B-Line 2008 On-board Passenger Survey Page 1 The information source used most often for route and schedule information ..................................... 39 Using the Internet ................................................................................................................................ 40 Using the B-Line website .................................................................................................................... 41 Perceptions of B-Line service ................................................................................................................. 42 Service ratings .................................................................................................................................... 43 Service ratings by the route segments ................................................................................................ 45 Noticing a service problem .................................................................................................................. 46 Noticing a service problem, by route segments .................................................................................. 47 Impact scores ...................................................................................................................................... 49 Expectations concerning the use of B-Line a year from now .............................................................. 51 Age and the expectation of continuing to use B-Line .......................................................................... 52 Satisfaction with service and the expectation that one will continue to use B-Line ............................ 53 Service Improvements ............................................................................................................................ 54 How important are several service improvements? ............................................................................ 55 Importance of the service improvements to the route segments ........................................................ 56 How the intent to continue using B-Line relates to service improvements .......................................... 57 Appendix A: Questionnaire ..................................................................................................................... 58 Appendix B: Comments .......................................................................................................................... 61 Appendix C: Excel Files .......................................................................................................................... 70 B-Line 2008 On-board Passenger Survey Page 2 List of Figures FIGURE 1 SEGMENT SAMPLE SIZES ................................................................................................................................ 8 FIGURE 2 WHERE RIDERS LIVE .................................................................................................................................... 10 FIGURE 3 STUDENT STATUS ........................................................................................................................................ 12 FIGURE 4 EMPLOYMENT 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