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Southeastern Institute of Research
Rappahannock-Rapidan PDCNorthern Virginia HOV System Western Feeder Market Study
January 6, 2006
Prepared By
2 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Table Of ContentsKey Topics Covered
• Study Focus
• Study Objectives & Methodology
• Current Ridesharers
• Why Current Ridesharers Rideshare
• Obstacles Ridesharers Had To Overcome
• Services That Help Ridesharers
• Best Prospects for Future Ridesharing
• Profile of Most Likely To Rideshare Target
• Attitudes About Commuting and Ridesharing
• Personal Issues Inhibiting Ridesharing
• Infrastructure Issues Inhibiting Ridesharing
• Employer-related Issues Inhibiting Ridesharing
• Impact of Telecommuting on Ridesharing
• Communication Vehicles to Advance Ridesharing
• Key Take-A-Ways From This Study
• Appendix
• Recommended Marketing Approach
3 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Study Focus
4 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Study Focus How To Increase Ridesharing Among
Rappahannock-Rapidan PDC Commuters Traveling To or Through Northern Virginia
Rappahannock- Rapidan PDC Counties of Culpeper, Fauquier, Madison, Orange, and Rappahannock
149,100
Rappahannock-Rapidan Regional
Commission region.
5 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Rappahannock-Rapidan PDC Commuters’ Potential Impact On Northern Virginia
Congestion
Commuter-related statistics reported in the 2003 RRRC Commission Labor Force Study*: – 59% of all of the area residents work – 36% journey to work outside of PDC– 90% travel to/through Northern Virginia– 86% are SOVers
Rappahannock-Rapidan PDC Maximum Market Potential:– 150K residents x 59% who work = 88,500 work– 88,500 workers x 36% who go outside PDC =
31,860– 31,860 x 90% who go to/through Northern Va. =
28,674– 28,674 x 86% who are SOVers = 24,659– Total maximum opportunity: Approximately 25,000
SOVers make up the target market for new ridesharers
*Source: 2003 Rappahannock-Rapidan Regional Commission Labor Force Study
WARNING:
This slide is just an
example of the market potential.
The assumptions are not solid enough for
public release.
This Size of Target Could Make The Northern Virginia Highway System More Efficient Through Greater Ridesharing Use of the HOV Lanes
6 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Why Don’t More Rideshare?83% of the SOVer’s Commuting From The
Rappahannock-Rapidan PDC To/Through Northern Virginia Ride On Highways with HOV Lanes. And,
Many Believe They Could Save Time If They Qualified For HOV Lane Use.
Q25(SOV): If you qualified for HOV lanes, would your commute time be shorter?
Yes53%
No30%
Do not have HOV lanes
17%
7 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Study Objectives
and Methodology
8 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Study Objectives
• Identify and profile current ridesharers and optimal rideshare prospects.
• Understand current perceptions, misperceptions, and barriers to ridesharing.
• Measure the potential demand and service requirements for alternative TDM programming – HOT Lanes, NuRide Concept, etc.
9 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Commuter Definition Used In This Study
• Current Ridesharers– Currently commute in a ridesharing
arrangement (i.e., carpool, vanpool, bus, rail) on a regular basis (3 times a week or more) to or through Northern Virginia
• Current SOVers– Currently commute by themselves (i.e.,
drive alone) to or through Northern Virginia at least 3 days a week
Study Methodology
Phase I Fieldwork: July 2005
• Incentive: $5 gas certificate• Small space ad in community
newspapers.• 860 surveys distributed on
cars at park and ride lots.• Email to rideshare database• 4,000 total SOV survey
packages were mailed across both regional commissions:
– Targeted upscale neighborhoods
– Areas had high propensity to rideshare based on databases
– Survey instrument was included
– Postage paid BRE included.
• Response:– 112/4,000 = 2.8%
response rate on just mailing
– 437 total completed surveys – mail and online by end of phase I
Phase II Fieldwork: August
• Incentive: $5 gas certificate
• 10,000 postcards (5,000 in each regional commission) to residents inviting them to take survey online (no questionnaire was included).
• Response:– 148 additional
online completed questionnaires
– 148/10,000 = 1.5% response rate on mailing
Noticed big use of online
survey option. Many
commuters opted for
online rather than filling out paper
survey. This required
them to go online and search for
PDC site for survey link.
This fieldwork was conducted with Northern Shenandoah PDC
11 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Study Participation
Total Survey Responses: Ridesharer
SOVers
Total
Rappahannock – Rapidan PDC 165 185 350
350 completed interviews affords a margin of error of +/- 5.2% at the 95% confidence level for total respondents - all commuters.
165 completed interviews affords a margin of error of +/- 7.6% at the 95% confidence level when viewing responses of all ridesharers.
185 completed interviews affords a margin of error of +/- 7.2% at the 95% confidence level when viewing responses of all SOVers
12 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Respondent Profile:
Current Ridesharers
13 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Ridesharers Are Evenly Split Male/Female
Female49%
Male51%
Q46(Rideshare): Are you…
14 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
More Than Two Thirds Are Betweenthe Ages of 35 and 54
Q50(Rideshare): In what year were you born?
2%
20%
34%
34%
9%
1%
0% 20% 40% 60% 80% 100%
65 and older
55-64
45-54
35-44
25-34
Under 25
15 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Ridesharers Have High Incomes Mean Income is $103,000
1%
9%
14%
23%
29%
20%
4%
0% 20% 40% 60% 80% 100%
$200,000 or more
$150,000-$199,999
$125,000-$149,999
$100,000-$124,999
$75,000-$99,999
$50,000-$74,999
Less than $50,000
Q55(Rideshare): Was your total household income from all sources last year…
16 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
One-Third Hold Management Positions
8%
1%
4%
14%
18%
23%
32%
0%
0% 20% 40% 60% 80% 100%
Other
Advisory
Sales
Customer service
Analytical
Technical
Administrative
Management
Q49(Rideshare): What type of position do you hold?
NOTE: For purposes of comparison, throughout
the report, job type will be divided into
management, sales/customer service, and
“skilled” (technical,
administrative, analytical,
and advisory).
17 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Almost Half of Ridesharers Work for the Federal
Government
12%
4%
5%
29%
49%
0% 20% 40% 60% 80% 100%
Other
State or localgovernment
Military
Private industry
Federalgovernment
Q48(Rideshare): Do you work for…
18 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
More Than Two-Thirds of Ridesharers Have Lived in the Area for More than 5
Years
Q51(Rideshare): How many years have you lived in your area?
23%
9%
12%
10%
17%
29%
0% 20% 40% 60% 80% 100%
More than 25 years
20-25 years
15-19 years
10-14 years
5-9 years
Less than 5 years
71%
19 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Slightly Less Than Half of Ridesharers Have at Least One Child Living at
Home
Q56(Rideshare): How many children in your household are…
57%
21%
16%
16%
13%
0% 20% 40% 60% 80% 100%
No children inhousehold
14-17 years ofage
11-13 years ofage
6-10 years ofage
Under 6 years ofage
NOTE: Percentages
indicate respondents saying that
they have at least one
child in the given age
group.
NOTE: Percentages total more than 100
because some respondents
had children in more than one age category.
20 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Most Ridesharers Commute at Least 5 Days a Week
4%
12%
84%
0% 20% 40% 60% 80% 100%
3 days a week
4 days a week
5 or more daysa week
Q1(Rideshare): Typically, how many days a week do you commute to work to or through Northern Virginia?
21 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Half of Ridesharers Commute1.5 Hours or More Each Day, One Way
8%
42%
39%
10%
0% 20% 40% 60% 80% 100%
45 minutes to lessthan an hour
1 hour to almost1.5 hours
1.5 hours to almost2 hours
2 hours or longer
Q2(Rideshare): How long does your commute to work (one way) usually take?
22 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Most Ridesharers Use Vanpools or Carpools with Multiple Riders
10%
4%
10%
15%
18%
33%
51%
53%
0% 20% 40% 60% 80% 100%
Other
Slug
Drive to VRE, take VRE
Commuter bus
Drive alone
Share a ride with 1 other
Share a ride with 2 or more others
Vanpool
Q47(Rideshare): During a typical workweek, do you use the following ways to go to or through the Northern Virginia/Metro Washington area?
NOTE:
1) Percentages total more than 100 because
some respondents
use more than one form of
transporta-tion in a typical week.
2) Finding based on
responses. Not random
sample.
23 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
75% of Ridesharers Estimate that they
Spend $6-to-$15 Per Day To Rideshare
Q3(Rideshare): About how much do you spend per day to carpool, vanpool, or take a commuter bus to work?
1%
2%
2%
0%
5%
15%
60%
15%
0% 20% 40% 60% 80% 100%
$36 or more
$31 to $35
$26 to $30
$21 to $25
$16 to $20
$11 to $15
$6 to $10
$5 or less
24 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Not Surprisingly, 75% of Ridesharers Estimate It Would Cost $16-to-$40 to Drive
Alone
Q4(Rideshare): How much do you estimate it would cost you per day, round trip, if you had to drive alone on your daily commute?
1%
1%
1%
1%
10%
17%
10%
20%
13%
15%
7%
2%
3%
0% 20% 40% 60% 80% 100%
$61 or more
$56 to $60
$51 to $55
$46 to $50
$41 to $45
$36 to $40
$31 to $35
$26 to $30
$21 to $25
$16 to $20
$11 to $15
$6 to $10
$5 or less
75%
25 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Two-Thirds of Rappahannock-Rapidan Ridesharers Use I-66
Q31(Rideshare): What major roads do you use on your commute to or through Northern Virginia?
19%
2%
2%
3%
8%
8%
11%
21%
32%
45%
68%
0% 25% 50% 75% 100%
Other
I-81
Rt. 7
Dulles Toll Road
Rt. 28
Rt. 50
I-495
I-395
I-95
Rt. 29
I-66
26 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Ridesharers Have Commuted to Northern Virginia/Metro Washington for Varying
Periods of Time – But, Most Are Experienced Commuters, Commuting To The Area for
More Than 5 Years
Q52(Rideshare): How many years have you commuted to or through Northern Virginia/Metro Washington?
18%
12%
23%
14%
14%
20%
0% 20% 40% 60% 80% 100%
25 years or more
20-24
15-19 years
10-14 years
5-9 years
Less than 5 years
80%
27 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
For the most part, Rappahannock-Rapidan rideshare commuters are Baby Boomers, not GenXers. Gender is evenly split. They tend to be people who have lived in the PDC for some time and have commuted long distances for years to government jobs. Half earn over $100K annually.
Most of these ridesharers commute for 1-2 hours each way (70%) and recognize that they save a lot of money in doing so. They are most likely to travel on I-66 during their commute (68%) in vanpools or carpools with multiple riders (not just one other rider).
Strategic Implication:
Give consideration to profiling existing ridesharers in marketing materials using testimonials on how much they save and how ridesharing has worked for them over the years.
28 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Why Current Ridesharers Rideshare
29 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Factors Influencing Commute Decisions of Ridesharers Can Be Divided Into
Three Tiers of Importance
Top Tier Middle Tier Lower Tier • Dependability of
commute• Morning
departure time• Having time
alone
• Time it would take to get to work
• Flexibility to arrive and leave at leisure
• Ability to make stops/run errands
• Cost • Concern about being stranded at work
• Ability to make work-related trips
• Time it would take to get home
• Better use of commute time
• Safety • Convenience
• Ease of commute • Impact on environment
• Level of stress
Q20(Rideshare): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is “not important” and a 5 is “extremely important.”
30 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Top Tier Factors: Time Savings, Dependability, and Money Savings
Play a Key Role in Commute Decisions
Q20(Rideshare): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is “not important” and a 5 is “extremely important.”
18%
31%
29%
23%
24%
15%
15%
68%
56%
58%
65%
65%
79%
82%
0% 20% 40% 60% 80% 100%
Level of stress related to commuting
Ease of my commute
Time I would get home
Safety
Cost of travel to and from work
How much time it would take to getto work
Dependability of commute
"4" "5"--Extremely Important
87%
87%
88%
89%
94%
97%
86%
Note:
This slide and next 2
pages report the answers to
one question –
Q20 – across 16 different attributes
31 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Middle Tier Factors: Flexibility, Convenience, Concerns of Being Stranded Are Slightly Less Important In Commute
Decision-making
Q20(Rideshare): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is “not important” and a 5 is “extremely important.”
20%
27%
20%
20%
24%
27%
20%
31%
46%
49%
46%
47%
0% 20% 40% 60% 80% 100%
Impact on environment
Convenience
Concern about being stranded
Flexibility to arrive and leave atleisure
Better use of commute time
Morning departure time
4 5--Extremely Important
58%
40%
66%
69%
70%
74%
32 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Lower Tier Factors:Time Alone and Being Able to Run Errands Are Important
to Only About a Quarter of All Ridesharers
Q20(Rideshare): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is “not important” and a 5 is “extremely important.”
12%
12%
15%
9%
10%
9%
0% 20% 40% 60% 80% 100%
Ability to makework-related trips
Time alone
Ability to makeother stops during
commute
4 5--Extremely Important
22%
21%
24%
33 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Lowering Transportation Costs, Avoiding Traffic Congestion, and Saving Time by Using HOV
Lanes Are Most Important in the Decision to Rideshare
Q21(Rideshare): How important were each of the following in your decision to rideshare? Use a scale of 1 to 5 where “1” means “not important” in your decision and “5” means “extremely important” in your decision.
30%
27%
19%
19%
44%
64%
72%
73%
0% 20% 40% 60% 80% 100%
Be less stressed
Lower mytransportation
costs
Avoid some of thetraffic congestion
Save time by usingHOV lanes
4 5--Extremely Important
91%
74%
92%Reducing
stress influenced the
decision to rideshare
among 86% of those who currently rideshare.
91%
34 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Use of Commute Time for Work or Personal Time or Companionship During the Commute Were Not
As Important As Saving Time & Money and Avoiding Some
Congestion
Q21(Rideshare): How important were each of the following in your decision to rideshare? Use a scale of 1 to 5 where “1” means “not important” in your decision and “5” means “extremely important” in your decision.
7%
13%
14%
13%
20%
18%
14%
10%
17%
22%
29%
27%
32%
41%
0% 20% 40% 60% 80% 100%
Have companionship during commute
Use commute time for productivework
Help decrease air pollution
Park close to work in reserved carpoolspaces
Use commute time for personal time
Wouldn't have to find parking space
Qualify for transportation financialsupport
4 5--Extremely Important
47%
42%
55%
50%
36%
30%
17%
35 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
Dependability, avoiding traffic congestion, time savings, and cost savings are all very important to ridesharers when considering their commuting options. These factors were also very important in their decision to rideshare.
The classic attributes - prime motivators for long-distance commuters – seem to trump other benefits realized in long-distance commuting such as companionship, personal time, work time during the commute.
Strategic Implication:
Start with these leading benefits when promoting ridesharing.
36 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Obstacles Ridesharers Had To Overcome To Start
Ridesharing
37 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Two-thirds of Ridesharers Said They Had To Overcome Hurdles In Deciding To Rideshare
36%
0% 20% 40% 60% 80% 100%
Encountered nohurdles
Q24(Rideshare): What were the biggest obstacles in making your decision to rideshare?
38 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Older Commuters, Those Living in the Area Longer, and Those with More Commuting
Experience Are Less Likely to Face Obstacles in Deciding to Rideshare
47%
29%
25%
41%
44%
19%
36%
42%
20%
0% 20% 40% 60% 80% 100%
More than 15
6-15
5 or less
20 or more
5-19
Less than 5
55 and older
40-54
Under 40
Q24(Rideshare): What were the biggest obstacles in making your decision to rideshare?
Age
Years Commuting
to NOVA
Years Living in
Area
NOTE: Percentages
indicate respondents saying that
they encountered no hurdles in deciding to rideshare.
The inverse encountered
hurdles
80% had hurdles
39 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Biggest Obstacles to Overcome When Deciding to Rideshare: Knowing Someone Going
Their Way and Need for Flexibility
36%
15%
3%
6%
7%
9%
25%
34%
0% 20% 40% 60% 80% 100%
Encountered no hurdles
Other
Didn't think I could save muchmoney
Didn't think I could reduce mycommute time
Didn't like riding with strangers
Liked riding alone
Needed flexibility
Didn't know anyone going my way towork
Q24(Rideshare): What were the biggest obstacles in making your decision to rideshare?
Not surprisingly, those who have been commuting to NOVA for more than 15 years
saw this as less of an obstacle.
Those with lower
incomes were more
likely to like riding
alone.
More than a third
experienced no obstacles in deciding to Rideshare.
40 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
The Biggest Hurdle Experienced By Rappahannock-Rapidan Ridesharers
Is Finding a Car/Vanpool(recall 53% said they are vanpoolers)
16%
37%
1%
1%
4%
8%
14%
19%
0% 20% 40% 60% 80% 100%
None in particular
Other responses
Work hours
Ride list not updated
Not knowing anyone
Lack of flexibililty
Finding someone with same hours
Finding a car/vanpool
Q25(Rideshare): What was your single biggest hurdle and how did you overcome this hurdle? [OPENEND]
“Optimal matching issues”
41 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
There Is No “Single Solution” for Overcoming Obstacles to Ridesharing
Commuter Connection Is Not Cited As A Major Force
14%
33%
3%
3%
5%
6%
6%
8%
9%
13%
0% 20% 40% 60% 80% 100%
No hurdles
Other responses
Drove by myself
Changed work hours
Word of mouth
Use Commuter Connections
Found someone
Perseverance/kept asking
Still trying to find someone
Use car/vanpool
Q25(Rideshare): What was your single biggest hurdle and how did you overcome this hurdle? [OPENEND]
Opportunity
42 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Slightly Less Than Half of Ridesharers Had to Find A Way To Attend to Personal Matters
Requiring Transportation During the Day
1%
1%
2%
10%
31%
55%
0% 20% 40% 60% 80% 100%
Five
Four
Three
Two
One
None
Q23(Rideshare): In an average week, how many days do you need to attend to personal matters during the day where you need transportation?
43 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
The Biggest Hurdles Ridesharers Had To Overcome Are The Most Common Reasons Given By SOVers On
Why They Don’t Rideshare Now: Needing More Flexibility and
Not Knowing Anyone to Rideshare
20%
3%
7%
11%
16%
22%
23%
26%
33%
43%
48%
0% 20% 40% 60% 80% 100%
Other
Does not save money
Job responsibilities changed
Employer offers free parking
Does not save time
Not convenient to my destination
Need car for personal trips
Need car for work trips
Do not have a set schedule
Don't know anyone to rideshare with
Need more flexibility
Q16(SOV): Why do you not rideshare now?
Those who have lived in the area
less or have been commuting for less time are
more likely to say they don’t know anyone with whom to
rideshare.
Males are more likely to say they need
flexibility and don’t have a set
schedule.
Those in private industry are
more likely to say they need
flexibility.
Those under 40, females, and government
workers are less likely to say
they need the car for work
trips.
44 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
Ridesharing takes work. Two-thirds of existing ridesharers said they had to overcome hurdles in trying to rideshare. The biggest hurdles are finding a carpool or vanpool rider – a person to share the ride - and maintaining flexibility.
Strategic Implication:
Reinforce the available ride matching services in all promotional outreach. Reinforce “flexibility” in that ridesharing does not have to be 5 days a week.
45 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Services That Helped Enable Ridesharers To
Rideshare
46 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
There Is A High Level of Awareness of Many Local Commuter Assistance Services Among
Ridesharers
7%
32%
39%
48%
60%
65%
69%
80%
85%
90%
92%
0% 20% 40% 60% 80% 100%
511 Virginia
Bicycle paths/trails
Vanpool Start-up Assistance Program
Long distance Commuter Bus Services
Telework (Telecommuting)
Carpool Matching Assistance Program
Vanpool Matching Assistance Program
Metrochek Commuter Subsidy
Commuter Rail (VRE)
Guaranteed Ride Home Program
Park & Ride Lots
Q16(Rideshare): What local commuter assistance services are you aware of in the area where you live?
47 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Among Ridesharers Who Are Aware, There Is Also a High Level of Usage of Local Services
Not Everyone Used Ride Matching Assistance Services Despite The Fact That Finding A Fellow Ridesharer Is The Number
One Hurdle
8%
18%
18%
47%
29%
57%
58%
72%
48%
30%
88%
0% 20% 40% 60% 80% 100%
511 Virginia
Bicycle paths/trails
Vanpool Start-up Assistance Program
Long-distance Commuter Bus Services
Telework (Telecommuting)
Carpool Matching Assistance Program
Vanpool Matching Assistance Program
Metrochek Commuter Subsidy
Commuter Rail (VRE)
Guaranteed Ride Home Program
Park & Ride Lots
Q16(Rideshare): Usage of service… [ASKED ONLY OF THOSE THAT SAID THEY ARE AWARE]
48 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Only 39% of Current Ridesharers Used Ride Matching Service
• Awareness of matching service:– Vanpool 69%– Carpool 65%
• Usage of matching service (of those aware): – Vanpool 58%– Carpool 57%
• Total number of ridesharers use services:– 67% aware x 58% = 39%
Call this 67%
Call this 58%
49 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
There Is Also a High Level of Awareness of Many Northern Virginia/Metro DC
Services Among Ridesharers
10%
25%
41%
66%
70%
83%
89%
91%
94%
93%
99%
0% 20% 40% 60% 80% 100%
511 Virginia
Employer support services
Bicycle paths/trails
Telework (Telecommuting)
Long-distance Commuter Bus Services
Metrobus Service (Local bus)
Guaranteed Ride Home Program
Park & Ride Lots
Commuter Rail (VRE)
Metrorail Service (Subway)
HOV Lanes
Q17(Rideshare): Some commuter assistance services are also available in the Northern Virginia/Metropolitan Washington area. Are you aware of…
50 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Among Ridesharers Who Are Aware, HOV Lanes, Subway, and Park & Ride Lots Also
See a High Level of Usage in Northern Virginia/Metro DC
11%
26%
18%
21%
38%
30%
26%
79%
45%
73%
95%
0% 20% 40% 60% 80% 100%
511 Virginia
Employer support services
Bicycle paths/trails
Telework (Telecommuting)
Long-distance Commuter Bus Services
Metrobus Service (Local bus)
Guaranteed Ride Home Program
Park & Ride Lots
Commuter Rail (VRE)
Metrorail Service (Subway)
HOV Lanes
Q17(Rideshare): Usage of service… [ASKED ONLY OF THOSE THAT SAID THEY ARE AWARE]
51 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
About Half of the Ridesharers From Rappahannock-Rapidan Received Help
From Commuter Connections
1%
13%
16%
51%
0% 20% 40% 60% 80% 100%
Valley CommuterAssistanceProgram
CommuterServices
Program of youremployer
CommuterConnections
Q19(Rideshare): Which of the following organizations, if any, provided you help when you began using your current form of ridesharing?
Rappahannock- Rapidan commuter
service
52 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Ridesharers Also Receive Some Support From Employers
11%
4%
5%
13%
16%
23%
24%
28%
41%
61%
62%
0% 20% 40% 60% 80% 100%
None of these
Other
Ride matching
Van/carpool formation assistance
Preferential parking for van/carpools
Free/subsidized parking for van/carpools
Free/subsidized parking for employees
Teleworking for some positions
Compressed work week
Transit fare subsidies/Metrochek
Flexible work hours
Q35(Rideshare): Which of the following transportation programs does your employer offer or support?
Males and Management
are more likely to work for employers
who offer subsidized parking for carpools/ vanpools. This may
make van/ carpooling on
long commutes easier as
arrival and departure times may
vary. Provides flexibility!
53 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
Ridesharer organizations are serving a need. Existing ridesharers are aware of and turn to rideshare services and rideshare service organizations – both local (PDC) services and Northern Virginia / Metro D.C.-based services.
“Commuter Connections” (COG) clearly receives the most credit for providing assistance – half say they helped. Only a few cited “Commuter Services” (13%) as providing help. Ridesharers also receive some support from their employer with 62% having flexible work hours and 41% having compressed work weeks.
While ridesharers say finding someone to ride with was their biggest hurdle, only 39% used ride matching services.
Strategic Implication:Showcase your impact! Find ways to get Commuter Services’ name out front for greater recognition. Aggressively promote availability of local PDC ride-matching services to suggest that there is a large local database even though the matching happens through COG.
54 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Best Prospects For Future
Ridesharing
55 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
86% of commuters from
Rappahannock-Rapidan PDC are SOVers.
Who are the best prospects within this large group to target? There are two
ways to examine opportunity ...
56 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Option 1: 4 in 10 SOVers Have Participated in a Ridesharing Arrangement in the Past
Q17(SOV): Have you ever commuted in an ongoing, regular ridesharing arrangement to your current job or any past job?
Yes43%
No57%
Those who work for the government and those who earn
$100,000 or more are
more likely to have
participated in ridesharing in
the past.
Recall: SOV is someone who currently commutes by themselves (i.e., drives alone) to or through Northern Virginia at least 3 days a week
57 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Half of SOVers (52%) Are Likely to Consider Ridesharing in the Future
Q22(SOV): How likely are you to consider an alternative ridesharing arrangement to or through Northern Virginia?
Very unlikely12%
Never14%
Somewhat unlikely
13%
Neither10%
Very likely25%
Somewhat likely26%
Those SOVers who have previous
experience with
ridesharing, women, those
who are newer to the
area, and those who
have not been commuting
long are more likely to consider
ridesharing.
51% of SOVers are
“somewhat” or “very” likely to consider
ridesharing in the future.
Option 2:
58 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Likely Ridesharers Have A Great Deal of
Rideshare-Related Experience
Q17(Rideshare) & Q20(HOV): Usage of service… [ASKED ONLY OF THOSE THAT SAID THEY ARE AWARE]
11%
18%
21%
26%
26%
30%
38%
45%
73%
79%
95%
29%
23%
23%
5%
11%
25%
14%
44%
77%
32%
71%
14%
11%
31%
17%
6%
20%
6%
21%
66%
18%
67%
0% 20% 40% 60% 80% 100%
511 Virginia
Bicycle paths/trails
Telework (Telecommuting)
Employer support services
Guaranteed Ride Home Program
Metrobus Service (Local bus)
Long-distance Commuter Bus Services
Commuter Rail (VRE)
Metrorail Service (Subway)
Park & Ride Lots
HOV Lanes
Not Likely
Likely
Rideshare
59 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
42% of SOVers say they have participated in a ridesharing arrangement in the past. And, over half of current SOVers would consider ridesharing in the future – 25% even say they are very likely!
Strategic Implication:
Although past behavior (rideshare in past) can be used as a indicator of future likelihood to rideshare, those who actually say they are likely to rideshare in the future may represent the “easiest” to convert since they are already open to the idea of ridesharing and have experience with it – just not 3 days or more a week. Target marketing efforts to this group.
The remainder of this report will start this process by bringing this group of “Likely Ridesharers” to life.
60 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Respondent Profile:
“Likely Ridesharers”
61 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Ridesharers
SOVers who are likely to
rideshare
SOVers who are
not likely to
rideshare
Sex
Male 51% 51% 72%
Female 49 49 28
Age
Under 34 10 14 15
35-54 68 63 69
55 and over 22 23 16
Income
Less than $50,000 4 8 9
$50,000-$99,999 49 40 36
$100-$149,999 37 34 35
$150,000 and over 10 18 20
Across Most Traditional Demographic Measures There Are No Striking Differences Between Current
Ridesharers And SOVers Likely to Rideshare
62 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Ridesharers
SOVers likely to
rideshare
SOVers not likely
to rideshare
Job Type
Management 32% 30% 34%
Administrative 23 13 5
Technical 18 28 24
Analytical 14 7 11
Customer Service 4 4 3
Sales 0 2 7
Other 9 16 16
Employer
Federal government 49 20 18
Private industry 29 63 64
State or local gov’t. 4 7 8
Military 5 4 2
Other 12 6 8
SOVers in Rappahannock-Rapidan – Whether They Plan to Rideshare or Not – Are More Likely to Be
Employed by Private Industry and Less Likely to Be Employed by the Federal Government than Are
Ridesharers
63 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Ridesharers
SOVers likely to
rideshare
SOVers not likely
to rideshare
Lived in area
Less than 5 years 29 47 35
5-9 years 17 16 15
10 years or more 54 38 51
# of days commute
5 or more per week 84 80 78
4 per week 12 9 14
3 per week 4 10 8
Cost of commuting
$5 or less 15 4 1
$6 - $10 60 8 9
$11 - $20 20 25 26
$21 - $30 2 34 42
More than $30 3 29 22
SOVers in Rappahannock-Rapidan Who Are Likely to Rideshare in the Future Are More Likely to Be
Newcomers; Understandably, They Tend To Spend More On Commuting
64 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Ridesharers
SOVers likely to
rideshare
SOVers not likely
to rideshare
Length of commute
2 hours or longer 10 8 7
1 – 2 hours 81 80 75
30 min – 1 hour 8 10 16
Less than 30 min 0 1 2
Routes travel
I-66 68 79 73
Rt.29 45 78 75
I-395 21 3 6
I-495 11 17 16
Rt. 50 8 20 24
Rt. 28 8 30 40
I-95 0 9 8
Length of Commute for SOVers and Ridesharers Does Not Vary Dramatically for Rappahannock-Rapidan
Commuters – But, There Are Differences in the Routes They Travel
65 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
In the Rappahannock-Rapidan PDC region, potential future converts to ridesharing may represent a “second wave” of ridesharers in that they differ in some ways from current ridesharers. Newcomers show a greater likelihood of converting to ridesharing. SOVers who are most likely to convert to ridesharing also tend to be concentrated in private industry jobs, unlike current ridesharers from the region who tend to be more government sector workers. Rideshare prospects use I-66, just like current ridesharers, and these likely ridesharers may also include Rt. 28 and Rt.29 on their commute more than do current ridesharers.
Strategic Implication:
There may be a new wave or “next generation” of ridesharers coming – newcomers to the area in private industry jobs. Newer residential developments that use Rt. 29 or Rt. 28 headed into Northern Virginia may offer targeting opportunities.
66 Southeastern Institute of Research
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Market Survey
Likely Ridesharers’ Attitudes about Commuting and
Ridesharing
67 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Recall that Commute Decisions for Ridesharers Can Be Divided into Three
TiersTop Tier Middle Tier Lower Tier
• Dependability of commute
• Morning departure time
• Having time alone
• Time it would take to get to work
• Flexibility to arrive and leave when want
• Ability to make stops/run errands
• Cost • Concern about being stranded at work
• Ability to make work-related trips
• Time it would take to get home
• Better use of commute time
• Safety • Convenience
• Ease of commute • Impact on environment
• Level of stress
Q20: Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is “not important” and a 5 is “extremely important.”
Among SOVers, the attitudes of those likely to rideshare in the future more often
mirror those that
currently rideshare
than they do other
SOVers.
68 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Top Tier Factors: Likely Ridesharers Share Similar Opinions As Current Ridesharers On Many Factors
89%
88%
86%
94%
87%
87%
75%
72%
82%
85%
80%
82%
86%
49%
68%
71%
77%
78%
84%
97%
67%
0% 20% 40% 60% 80% 100%
Cost of travel to and from work
Safety
Level of stress related to commuting
How much time it would take to getto work
Time I would get home
Dependability of commute
Ease of my commute
Rideshare Likely Not Likely
NOTE: Percentages
indicate those who rated each factor a “4”
or a “5”.
Q20 (Rideshare) & Q30(SOV): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is “not important” and a 5 is “extremely important.”
Note:
This slide and next 2
pages report the answers to
one question –
Q20 - across 16 different attributes
69 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Middle Tier Factors: SOVers Likely to Rideshare May Have More Sensitivity To Impact on the Environment,
But It Is Not A Leading Factor
40%
58%
70%
66%
74%
69%
51%
65%
74%
66%
78%
73%
31%
67%
52%
65%
71%
81%
0% 20% 40% 60% 80% 100%
Impact on environment
Convenience
Better use of commute time
Concern about being stranded
Morning departure time
Flexibility to arrive and leave atleisure
Rideshare Likely Not Likely
NOTE: Percentages
indicate those who rated
each factor a “4” or a “5”.
Q20 (Rideshare) & Q30(SOV): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is “not important” and a 5 is “extremely important.”
70 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Lower Tier Factors: Those Who Say They Are Not Likely to
Rideshare Clearly Need More “Control”
22%
21%
24%
19%
36%
33%
43%
55%
56%
0% 20% 40% 60% 80% 100%
Time alone
Ability to makework-related trips
Ability to makeother stops during
commute
Rideshare Likely Not Likely
NOTE: Percentages
indicate those who rated
each factor a “4” or a “5”.
Q20 (Rideshare) & Q30(SOV): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is “not important” and a 5 is “extremely important.”
71 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
When Asked “What If” Ridesharing Becomes an Option, Likely Ridesharers Tend to Look More Like
Current Ridesharers than Other SOVers on Factors of Most
Importance in the Commute Decision – Save Time, Money, Less Stressed
74%
91%
92%
91%
74%
78%
76%
94%
45%
60%
62%
77%
0% 20% 40% 60% 80% 100%
Be less stressed
Lower my transportation costs
Save time by using HOV lanes
Avoid some of the traffic congestion
Rideshare Likely Not Likely
NOTE: Percentages
indicate those who rated
each factor a “4” or a “5”.
Q21(Rideshare) & Q31(SOV): If ridesharing becomes an option for you in the future, how important would each of the following be in your decision to rideshare? Use a scale of 1 to 5 where “1” means “not important” in your decision and “5” means “extremely important” in your decision.
72 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
On Attributes of Lesser Importance, Prospects May See Greater Benefits in Using The Commute Time &
Helping The Environment Than Do Current Ridesharers
17%
50%
42%
55%
36%
30%
47%
18%
30%
25%
34%
57%
50%
59%
8%
15%
21%
23%
30%
34%
41%
0% 20% 40% 60% 80% 100%
Have companionship during commute
Wouldn't have to find parking space
Park close to work in reservedcarpool spaces
Qualify for transportation financialsupport
Help decrease air pollution
Use commute time for productivework
Use commute time for personal time
Rideshare Likely Not Likely
NOTE: Percentages
indicate those who rated
each factor a “4” or a “5”.
Q21(Rideshare) & Q31(SOV): If ridesharing becomes an option for you in the future, how important would each of the following be in your decision to rideshare? Use a scale of 1 to 5 where “1” means “not important” in your decision and “5” means “extremely important” in your decision.
73 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
Attitudinally, likely ridesharers look a lot like current ridesharers. Dependability, control (avoid traffic congestion), time savings, and cost savings are all very important considerations/benefits to ridesharers when assessing their commuting options. While they are less important benefits than saving time and money, prospects may place greater perceived value in using the commute time for personal or work-related matters and helping the environment than Current ridesharers do.
Strategic Implication:
Focus messaging on the leading key benefits. You will not only attract primary prospects, you will also reinforce the decision of current ridesharers. Include other perceived benefits as secondary messages.
74 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Personal Issues Inhibiting
Likely Ridesharers
75 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Personal Issues
Understanding key benefits of ridesharing – saving time and money
Inconvenience of being in a vanpool or carpool – having to pick up people
Need for a car during the day
76 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Appreciation of Time-saving Benefit?
77 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
The Amount of Time Savings Does Not Have To Be Huge for the Opportunity
Target To Consider Ridesharing
Q23(SOV): How much time would you have to save to consider ridesharing with another person or group of people on your current commute to work?
7%
9%
41%
21%
21%
16%
11%
41%
8%
24%
0% 20% 40% 60% 80% 100%
46 minutes ormore
31-45 minutes
16-30 minutes
1-15 minutes
None
Not Likely
Likely
83%
78 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
5 Out of 10 SOVers Ride on Roads with HOV Lanes and Say That They Could Save Time If They Were Ridesharing (By Qualifying for HOV
Lanes)
Q25(SOV): If you qualified for HOV lanes, would your commute time be shorter?
Yes53%
No30%
Do not have HOV lanes
17%
79 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
More than Half Believe They Could Save a Minimum of 20
Minutes
Q26(SOV): How many minutes do you think you would save on your current commute to work if you qualified for HOV lanes?
40%
18%
25%
18%
37%
18%
18%
26%
0% 20% 40% 60% 80% 100%
30 or more
20-29 minutes
11-19 minutes
10 mintues orless
Not Likely
Likely
58%
80 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
While time savings is one of the major benefits that motivate current ridesharers and seemingly has very high appeal to prospective ridesharers, the amount of time saving does not have to be great.
Interestingly, many SOVers (58%) say they already know they could save 20 minutes or more if they had a ridesharing arrangement (and would qualify for HOV Lanes).
Strategic Implication:
Time saving is not a silver bullet message. Communications must advance multiple benefits.
81 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Appreciation of Money-saving Benefit?
82 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Half of the Prospective Ridesharers Would Just Need to Save a Minimum of $6 On Their Commute to Consider Ridesharing
Q24(SOV): How much money would you have to save to consider ridesharing with another person or group of people on your current commute to work?
19%
8%
26%
27%
20%
11%
18%
32%
23%
15%
0% 20% 40% 60% 80% 100%
$20 or more
$11-$19
$6-$10
$1-$5
None
Not Likely
Likely
53%
83 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
While money savings is another major benefit that motivates current rideshares and seemingly has very high appeal to prospective ridesharers, the amount of money savings does not have to be great.
Strategic Implication:
Savings on transportation cost, like time savings, is not the silver bullet message. Communications must advance multiple benefits at the same time.
84 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Inconvenience of being in a car or vanpool – picking people up … going out
of your way
85 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Those Who Say They Are Likely to Rideshare in the Future Are Willing to Drive Further Out of Their Way to Pick Up
Someone on Their Way to Work
Q34(SOV): How many miles would you be willing to travel out of your way to pick up someone who could rideshare with you on your way to work?
21%
50%
11%
11%
7%
12%
26%
9%
22%
30%
0% 20% 40% 60% 80% 100%
6 or more
5 miles
3 or 4 miles
1 or 2 miles
None
Not Likely
Likely
86 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Those Likely to Rideshare Are Also Willing to Spend More Time Picking Up Someone on Their
Way to Work
Q34(SOV): How many minutes would you be willing to travel out of your way to pick up someone who could rideshare with you on your way to work?
17%
38%
37%
8%
10%
24%
35%
30%
0% 20% 40% 60% 80% 100%
11 minutes ormore
6-10 minutes
1-5 minutes
None
Not Likely
Likely
87 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
They Are Also Willing to Drive More Miles Out of Their Way to Drop Off Someone
Q35(SOV): How many miles would you be willing to travel out of your way to your work place to drop off someone who could rideshare with you?
19%
44%
12%
17%
8%
9%
30%
5%
21%
35%
0% 20% 40% 60% 80% 100%
10 or more
5 to 9 miles
3 or 4 miles
1 or 2 miles
None
Not Likely
Likely
88 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
And They Would Be Willing to Spend More Time to Drop Off Someone
Q35(SOV): How many minutes would you be willing to travel out of your way to your work place to drop off someone who could rideshare with you?
12%
38%
42%
8%
6%
25%
35%
33%
0% 20% 40% 60% 80% 100%
11 minutes ormore
6-10 minutes
1-5 minutes
None
Not Likely
Likely
89 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
Prospective ridesharers are more than willing to go out of their way or add time to their commute as part of a ridesharing arrangement.
Strategic Implication:
This is not a major hurdle that needs to be addressed.
90 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Need to use car during the day
91 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Almost Half of SOVers Do Not Need Their Car on Their Lunch Break to
Attend to Personal Matters
4%
4%
9%
15%
23%
43%
0% 20% 40% 60% 80% 100%
Five
Four
Three
Two
One
None
Q39(SOV): In an average week, how many days do you need a car during your lunch break to attend to personal matters during the day?
92 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Of Those That Do Need Their Cars, Ridesharers Are Slightly More Likely to Be Able to Attend to All Their
Personal Matters in Just One Day
1%
1%
2%
10%
31%
55%
4%
4%
9%
15%
23%
43%
0% 20% 40% 60% 80% 100%
Five
Four
Three
Two
One
None
SOV
Rideshare
Q39(SOV) & Q23(Rideshare): In an average week, how many days do you need to attend to personal matters during the day where you need transportation?
93 Southeastern Institute of Research
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Market Survey
Key Finding:
Ridesharers are just slightly less dependent on their cars during the day than SOVers to take care of personal matters.
Strategic Implication:
This, too, does not appear to be a major hurdle that needs to be addressed.
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Market Survey
InfrastructureIssues That
Support /Inhibit Likely
Ridesharers
95 Southeastern Institute of Research
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Market Survey
Infrastructure Issues
Awareness of park and ride lots
Knowing someone to commute with
Awareness of local- and Metro DC-based ridesharing services and organizations
Awareness of local- and Metro DC- based specific rideshare assistance services
Usefulness of ridesharing information
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Market Survey
Knowing where convenient Park & Ride
lots are located
97 Southeastern Institute of Research
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Market Survey
A Convenient Park & Ride Lot is Not An Obstacle, As Over 60% of SOVers Are Aware of a Convenient Park & Ride
Lot
Q27(SOV): Is there a Park & Ride lot or commuter parking lot that is convenient to you?
Yes62%
No23%
Don't know15%
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Market Survey
Knowing someone to commute with
99 Southeastern Institute of Research
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Market Survey
Only a Third of SOVers Said That They Know Someone Who Makes a
Commute Similar to Theirs
Q15(SOV): Do you know of anyone who lives near you that commutes to a work destination near where you work?
Yes32%
No55%
Don't know13%
Those working for the
government are more
likely to say that they know a
commuter.
Those aged 55 and older
and those who say they are not likely to commute in the future are less likely
to say that they know a commuter.
100 Southeastern Institute of Research
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Market Survey
“Not Knowing With Whom to Ride” Is The Top Reason Likely-to-Rideshare Prospects Give When
They Explain Why They Are Not Currently Ridesharing
22%
2%
3%
8%
9%
15%
17%
18%
21%
33%
58%
17%
11%
2%
15%
23%
32%
35%
50%
23%
65%
27%
0% 20% 40% 60% 80% 100%
Other
Job responsibilities changed
Does not save money
Employer offers free parking
Does not save time
Need car for personal trips
Need car for work trips
Do not have a set schedule
Not convenient to my destination
Need more flexibility
Don't know anyone to rideshare with
Not Likely
Likely
Q16(SOV): Why do you not rideshare now?
101 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Awareness of ridesharing services and
organizations
102 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Those Likely to Rideshare Were More Likely to Have Heard Mention of Commuter
Assistance Services than Were Other SOVers
But Still 39% Are Unaware
33%
67%
39%
61%
57%
43%
0% 20% 40% 60% 80% 100%
No
Yes
Ridesharers Likely Not Likely
Q11(Rideshare) & Q10(SOV): Have you seen or heard any mention of commuter assistance services on television, radio, in the newspaper, on the Internet, or mail that you received at home or any other source of information?
103 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Those Likely to Rideshare Are Less Likely to Be Aware of Each Organization Than
Current Ridesharers
16%
6%
2%
16%
81%
34%
3%
3%
12%
65%
45%
1%
3%
9%
50%
0% 20% 40% 60% 80% 100%
Not aware of any ofthese
Other
Valley CommuterAssistance Program
Commuter Services
CommuterConnections
Not Likely
Likely
Rideshare
Q18(Rideshare) & Q21(SOV): Are you aware of any of these organizations that provide services to help people with their commutes to work?
104 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Usefulness of information
105 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Only 20% of Those Who Say They Are Likely to Rideshare in the Future Say The
Information Is Very Useful49% Say Somewhat Useful
Q14(Rideshare) & Q13(SOV): Thinking about the information you saw or heard, how useful was that information?
10%
20%
49%
20%
34%
29%
37%
0%
26%
57%
5%
13%
0% 20% 40% 60% 80% 100%
Not at all useful
Not very useful
Somewhatuseful
Very useful
Not Likely
Likely
Rideshare
106 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Awareness of specificassistance services
107 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
10%
25%
41%
66%
70%
83%
89%
91%
93%
94%
99%
6%
23%
41%
61%
38%
68%
61%
82%
82%
83%
98%
7%
21%
42%
61%
56%
77%
64%
90%
89%
92%
99%
0% 20% 40% 60% 80% 100%
511 Virginia
Employer support services
Bicycle paths/trails
Telework (Telecommuting)
Long-distance Commuter Bus Services
Metrobus Service (Local bus)
Guaranteed Ride Home Program
Park & Ride Lots
Metrorail Service (Subway)
Commuter Rail (VRE)
HOV Lanes
Not Likely
Likely
Rideshare
There Are Few Differences Between All Commuters When It Comes to Awareness of Metro DC Services
Again, one possible
exception is the
Guaranteed Ride Home Program.
Q17(Rideshare) & Q20(SOV): Some commuter assistance services are also available in the Northern Virginia/Metropolitan Washington area. Are you aware of…?
108 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Likely Ridesharers in Rappahannock-Rapidan Are Less Aware of Almost All Local Services Than Ridesharers, Especially Local Matching
Assistance
7%
32%
39%
48%
60%
65%
69%
80%
85%
90%
92%
6%
20%
18%
18%
46%
41%
28%
27%
58%
49%
74%
7%
24%
14%
19%
54%
28%
32%
31%
64%
55%
79%
0% 20% 40% 60% 80% 100%
511 Virginia
Bicycle paths/trails
Vanpool Start-up Assistance Program
Long-distance Commuter Bus Services
Telework (Telecommuting)
Carpool Matching Assistance Program
Vanpool Matching Assistance Program
Metrochek Commuter Subsidy
Commuter Rail (VRE)
Guaranteed Ride Home Program
Park & Ride Lots
Not Likely
Likely
Rideshare
Q16(Rideshare) & Q19(HOV): What local commuter assistance services are you aware of in the area where you live?
109 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
SOV Commuters, for the most part, are aware of Park & Ride lots but most (68%) don’t know anyone to share a ride with.
Most (65%) are aware of Commuter Connections vs. the PDC’s Commuter Services (12% aware). Not surprisingly, most likely ridesharers are more aware of Northern Virginia/Metro DC-based rideshare services than the local-based (PDC ) ridesharing services. In fact, only a quarter (28%) of likely ridesharers are aware of local vanpool matching services and 4 in 10 (41%) are aware of carpool matching.
While many (61%) recall seeing or hearing about ridesharing information, only 20% say the information was very useful.
Strategic Implication:
Build awareness of local Commuter Services and the availability of local ride matching services (even though it is actually performed by Commuter Connections). Present the simplicity of finding a match. Encourage people to register on the database so successful matching can take place. Make marketing information more compelling and relevant. Try to personalize the service.
.
110 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Employer-relatedIssues That
Support /Inhibit Likely
Ridesharers
111 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
SOVers Are Much More Likely to Be Offered Free Parking; Ridesharers Are Much More Likely to Be Offered Transit
Fare Subsidies & Preferential Parking
11%
4%
5%
13%
16%
23%
24%
28%
41%
61%
62%
17%
2%
4%
7%
7%
10%
51%
31%
23%
23%
58%
0% 20% 40% 60% 80% 100%
None of these
Other
Ride matching
Van/carpool formation assistance
Preferential parking for van/carpools
Free/subsidized parking for van/carpools
Free/subsidized parking for employees
Teleworking for some positions
Compressed work week
Transit fare subsidies/Metrochek
Flexible work hours
SOV
Rideshare
Q35(Rideshare) & Q51(SOV): Which of the following transportation programs does your employer offer or support?
112 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Indeed, When Asked to Describe Their Parking Arrangement at Work, 8 out of 10 SOVers Say
Their Worksite Has Free Parking
1%
1%
2%
3%
7%
14%
79%
0% 20% 40% 60% 80% 100%
Other
Employer pays part for car/vanpools
Employer pays a portion for all
Employer provides free for car/vanpools
Employer pays for parking
Employees must pay for their own
Worksite has free parking
Q29(SOV): What best describes your parking arrangement at work?
Private industries are more likely to
offer free parking.
113 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Likely-to-Rideshare SOVers Have Employer Transportation Programs More Like Other SOVers
than Ridesharers61% of Ridesharers Say Employer Offers Metrochek
And 41% Have Compressed Workweek
11%
4%
5%
13%
16%
23%
24%
28%
41%
61%
62%
19%
2%
4%
5%
7%
8%
48%
27%
19%
26%
56%
15%
2%
3%
9%
7%
11%
56%
36%
27%
20%
60%
0% 20% 40% 60% 80% 100%
None of these
Other
Ride matching
Van/carpool formation assistance
Preferential parking for van/carpools
Free/subsidized parking for van/carpools
Free/subsidized parking for employees
Teleworking for some positions
Compressed work week
Transit fare subsidies/Metrochek
Flexible work hours
Unlikely
Likely
Rideshare
Q35(Rideshare) & Q51(SOV): Which of the following transportation programs does your employer offer or support?
114 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:Likely ridesharers vs. current ridesharers tend to work for private companies that offer free parking and fewer ridesharing support services such as Metrochek and compressed work weeks. However, likely ridesharers say their companies do offer flexible work hours, perhaps one precursor or facilitator to making rideshare arrangements at a private employment site.
Strategic Implication:
Focus on things on which you can have an impact, as previously mentioned. But mention these employer-based services in promotional materials and suggest that likely- to-rideshare targets should ask their employers about these programs and services (i.e., transit fare or even compressed work week, especially in a tight labor market).
115 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
TelecommutingDoes it Have an Impact on the
Ridesharing Potential?
116 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Telecommuting
Q26(Rideshare): Now we want to ask you about telecommuting, also called
teleworking. For purposes of this survey, “telecommuters” are defined as: “Wage
and salary employees who at least occasionally work at home or at a telework
or satellite center all day during their normal working hours.” Based on this definition, are you a telecommuter?
117 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Nearly 1 Out of 5 Ridesharers Are Also Telecommuters
Q26(Rideshare): Now we want to ask you about telecommuting, also called teleworking. For purposes of this survey, “telecommuters” are defined as: “Wage and salary employees who at least occasionally work at home or at a telework or satellite center all day during their normal working hours.” Based on this definition, are you a telecommuter?
Yes18%
No82%
Those who have lived in
the area 20 or more years, and those 55 or older were less likely to
be telecommuter
s.
118 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
SOVers Are Slightly More Likely to Be Telecommuters
82%
18%
75%
25%
0% 20% 40% 60% 80% 100%
No
Yes
SOVers
Ridesharers
Q26(Rideshare) & Q43(SOV): Now we want to ask you about telecommuting, also called teleworking. For purposes of this survey, “telecommuters” are defined as: “Wage and salary employees who at least occasionally work at home or at a telework or satellite center all day during their normal working hours.” Based on this definition, are you a telecommuter?
SOVers who also
telecommute are more
likely to work in private industry.
119 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
SOV Telecommuters Do So More Often than Rideshare Telecommuters
30%
0%
0%
15%
56%
0%
4%
4%
2%
22%
63%
4%
0% 20% 40% 60% 80% 100%
Never
4 days a week
3 days a week
2 days a week
1 day a week
Less than 1 day a week
SOV
Rideshare
Q27(Rideshare) & Q44(SOV): How often do you usually telecommute?
120 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
This Level Of Telework Activity Is Consistent With Self-reported Commute
of At Least 5 Days a Week
9%
12%
79%
0% 20% 40% 60% 80% 100%
3 days a week
4 days a week
5 or more daysa week
Q1(SOV): Typically, how many days a week do you commute to work to or through Northern Virginia?
121 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Of Those Who Do Not Telecommute, a Third Say that Their Job Responsibilities
Would Allow Them To Do So
Q28(Rideshare) & Q45(SOV): Do your job responsibilities allow you to work at a location other than your main work place (i.e. home or telework center) at least occasionally?
64%
36%
65%
35%
0% 20% 40% 60% 80% 100%
No
YesSOVers
Ridesharers
122 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
SOVers and Ridesharers Are Both Very Likely to Say that they Would Start
Telecommuting if Their Employer Allowed It
Q29(Rideshare) & Q46(SOV): If your employer were to allow telecommuting, how likely would you be to start telecommuting in the future? [ASKED ONLY OF THOSE THAT SAY THEY DO NOT CURRENTLY TELECOMMUTE, BUT THAT THEIR EMPLOYMENT RESPONSIBILITIES WOULD ALLOW IT]
71%
6%
4%
12%
4%
74%
14%
10%
0%
6%
0% 20% 40% 60% 80% 100%
"1"--Not verylikely
"2"
"3"
"4"
"5"--Very likely
SOV
Rideshare
123 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
Telecommuting impacts the number of potential ridersharers and rideshare prospects. On the days when they are not traveling to their main place of work, SOVers are slightly more likely to be telecommuters. They also telecommute more often than ridesharers. There is no difference, however, between SOVers and ridesharers on whether or not their jobs would allow them to telecommute and whether or not they would be likely to do so if their employer allowed it.
Strategic Implication:
Since SOVers are more likely to telecommute than ridesharers, they may feel that they don’t have a need for a formal ridesharing arrangement on the days that they are going to their main place of work. While it unfortunately reinforces their need for flexibility, encourage it as it does reduce vehicle miles traveled. Co-opt it and make it part of the “ridesharing mentality” …“if you telecommute some days, you can easily carpool others.”
124 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Communication Vehicles To Advance
Ridesharing
125 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Ridesharers and SOVers Read Both Local Newspapers and the
Washington Post
17%
6%
50%
76%
0% 20% 40% 60% 80% 100%
Do not readnewspapers
WashingtonTimes
Washington Post
Local newspaper
Q43(Rideshare): What newspapers, by name, do you read on a regular basis?
21%
6%
57%
65%
0% 20% 40% 60% 80% 100%
Do not readnewspapers
WashingtonTimes
Washington Post
Local newspaper
Q57(SOV): What newspapers, by name, do you read on a regular basis?
Ridesharers SOVers
126 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Ridesharers & SOVers Listen To Local Stations and WTOP The Most
6%1%2%3%3%5%5%6%7%8%9%9%10%10%12%
22%34%
58%
0% 20% 40% 60% 80% 100%
Don't listen to the radioWUST (1500 AM)
WJZW (105.1)WPFW (107.3)
WAVA (90.9)
WGAY (97.1)WJFK (103.5)
WGMS (98.7)WASH (89.3)
WETA (96.3)WMAL (105.9)
WAMU (88.5)WTOP-AM (630 AM)
WHUR (99.5)
WMZQ (106.7)WROX (107.7)
WTOP-FM (1120 AM)Local station
Q44(Rideshare): What radio stations do you listen to on a regular basis?
4%2%2%4%4%6%6%6%7%8%9%11%
14%14%14%
22%41%
51%
0% 20% 40% 60% 80% 100%
Don't listen to the radioWUST (1500 AM)
WJZW (105.1)WPFW (107.3)
WASH (89.3)
WHUR (99.5)WGMS (98.7)
WGAY (97.1)WAVA (90.9)
WJFK (103.5)WETA (96.3)
WTOP-AM (630 AM)WMZQ (106.7)
WMAL (105.9)
WAMU (88.5)WROX (107.7)
WTOP-FM (1120 AM)Local station
Q58(SOV): What radio stations do you listen to on a regular basis?
Ridesharers SOVers
127 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Almost All Ridesharers and SOVers Have Internet Access
2%
9%
87%
93%
2%
12%
94%
89%
0% 20% 40% 60% 80% 100%
No internetaccess
On hand-helddevice
Home
Work
SOV
Rideshare
Q54(Rideshare) & Q67(SOV): Do you have internet access at home, at work, or on a hand-held device?
Ridesharers with lower
incomes and female
SOVers are more likely to
have no internet access.
128 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Monthly Newsletter on Commuter Assistance Programs Has Mass
Appeal
Yes65%
No35%
Q36(Rideshare): Would you be interested in receiving a brief monthly newsletter on commuter assistance programs and transportation issues related to commuting to or through Northern Virginia?
Males, and ridesharers who have
lived in the area 20 or more years were less
likely to want a newsletter.
SOVers who have
rideshared in the past or are likely to
rideshare also want a
newsletter.
Yes57%
No43%
Q52(SOV): Would you be interested in receiving a brief monthly newsletter on commuter assistance programs and transportation issues related to commuting to or through Northern Virginia?
SOVersRidesharers
129 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Most Want The Newsletter To Include Information on New Commuter Services and Updates on Future Transportation
Plans
14%
59%
70%
78%
92%
92%
4%
69%
71%
79%
82%
80%
0% 20% 40% 60% 80% 100%
Other
New Park & Ride locations
Profiles on other commuters
Updates on construction projects
Updates on future transportationplans
New commuter services
SOV
Rideshare
Q38(Rideshare) & Q54(SOV): What information would you like included in this free monthly newsletter?
Female SOVers are
more interested in new Park &
Ride locations.
130 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Two-Thirds Would Like the Newsletter to Be Online
Q37(Rideshare) & Q53(SOV): Would you like to receive this newsletter by mail or online (by email)? [ASKED ONLY OF THOSE THAT SAID THEY WOULD LIKE TO RECEIVE THE NEWSLETTER]
33%
67%
34%
66%
0% 20% 40% 60% 80% 100%
Online
SOV
Rideshare
Ridesharing men were
more likely to want this
newsletter to be online.
131 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:Ridesharers and SOVers both utilize both local and Washington market media. Both groups have access to the Web at home and work. And, a monthly on-line commuter newsletter holds great appeal.
Strategic Implication:Consider local media over the relatively higher cost of Washington market media. Use of local media also reinforces “local service.” Explore online newsletter as an inexpensive, customized marketing vehicle. Look for ways to make it relevant and meaningful like tying it to I-66 updates, the most heavily used corridor among those most likely to rideshare.
132 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key StudyTake-A-Ways
133 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
1. Who Are Current Ridesharers: They tend to be people who have lived in the PDC for some time and have commuted a long distance for years to government jobs. Half earn over $100K annually.
Most of these ridesharers commute for 1-2 hours each way (70%) and are most likely to travel on I-66 during their commute (68%) in vanpools or carpools with multiple riders (not just one other rider).
2. Why They Rideshare: Lowering transportation costs, avoiding traffic congestion, and saving time by using HOV Lanes are the primary motivators in their decision to Rideshare. They realize significant savings every week.
3. Obstacles They Had To Overcome: Two-thirds of existing ridesharers said they had to overcome hurdles in trying to rideshare. The biggest hurdles are finding a carpool or vanpool rider – a person to share the ride - and maintaining flexibility.
Key Take-A-Ways From This StudyInsights Learned About Ridesharers
134 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
4. Rideshare Services Helped Make Ridesharing Easier: Rideshare organizations are serving a need. Existing ridesharers are aware of and turn to rideshare services and rideshare service organizations – to both local (PDC) services and Northern Virginia / Metro D.C.-based services.
5. The PDC’s Commuter Services Has A Low Profile: “Commuter Connections” (COG) receives the most credit for providing assistance – half say they helped. Only a few cited “Commuter Services” (13%) as providing help in ridesharing.
6. Employers Play A Role: Ridesharers also receive some support fromtheir employers with 62% having flexible work hours and 41% havingcompressed work weeks.
7. Ride Matching Is Not Widely Used: While ridesharers say finding someone to ride with was their biggest hurdle, only 39% say they used ride-matching services.
Key Take-A-Ways (Cont.)Insights Learned About Current Ridesharers
135 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
8. Ridesharing Opportunity: There may be up to 25,000 SOVers from the PDC who travel to or through Northern Virginia on work commutes (based on facts from other, unrelated studies applied to some findings from this study).
9. Primary Target: 52% of SOVers say they are “somewhat” or “very” likely to consider ridesharing sometime in the future.
In the Rappahannock-Rapidan PDC region, potential future converts to ridesharing may represent a “second wave” of ridesharers in that they differ in some ways from current ridesharers.
Newcomers show a greater likelihood of converting to ridesharing. SOVers who are most likely to convert to ridesharing also tend to be concentrated in private industry jobs, unlike current ridesharers from the region who tend to be more government sector workers.
Rideshare prospects use I-66, just like current ridesharers, and these likely ridesharers may also include Rt. 28 and Rt.29 on their commute more than do current ridesharers.
Key Take-A-Ways (Cont.)Insights Learned About Best Rideshare
Prospects –
136 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
10. Key Perceived Motivating Benefits: Lowering transportation costs, avoiding traffic congestion, and saving time by using HOV Lanes are the most important benefits prospects see in considering ridesharing modes. Unlike existing ridesharers, however, these prospects see other benefits they could seemingly realize in long distance rideshare arrangements - companionship, personal time & work time during the commute, and reducing impact on the environment.
11. Conversion Requires More Than Appreciation of Personal Benefits: Time savings is one of the major benefits that motivate current ridesharers. This benefit is also cited by prospective ridesharers as a major motivator. However, the amount of time saving does not have to be great. Interestingly, many SOVers (58%) say they already know they could save 20 minutes or more if they had a ridesharing arrangement (and would qualify for HOV Lanes).
While money savings is another major benefit that motivatescurrent ridesharers and seemingly has very high appeal to prospective ridesharers, the amount of money savings does not have to be great.
Key Take-A-Ways (Cont.)Insights Learned About Best Rideshare
Prospects –
137 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
12. Non-Barriers: Accommodating Others Is Not Perceived As A Big Deal, Nor Is Need For Car During The Day: Prospective ridesharers are more than willing to go out of their way or add time to their commute as part of a ridesharing arrangement. Only a third of SOVers say they need their car one day during the week to run errands at lunch. Half say they don’t need it at all.
13. The Biggest Hurdle – Finding Someone To Ride With: For the most part, prospects are aware of Park & Ride lots but most (68%) don’t know anyone to share a ride with.
14. Little Awareness Exists of Commuter Services: Most can recall seeing or hearing information about ridesharing, but 39% do not. Of those who recall seeing or hearing about ridesharing information, only 20% say the information was very useful.
Key Take-A-Ways (Cont.)Insights Learned About Best Rideshare
Prospects –
138 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
15. There is Little Awareness of the PDC’s “Commuters Services” and Local Ride Matching: 65% are aware of Commuter Connections vs. 12% for the PDC’s Commuter Services. Not surprisingly, most likely ridesharers are more aware of Northern Virginia/Metro DC-based rideshare-specific services than the local-based (PDC ) ridesharing services. In fact, only a quarter (28%) of likely ridesharers are aware of local vanpool matching services and 4 in 10 (41%) are aware of carpool matching.
16. Telecommuting Impacts Ridesharing. Since SOVers are more likely to telecommute than ridesharers, they may feel that they don’t have a need for a formal ridesharing arrangement on the days that they are going to their main place of work.
17. Target Audiences Can Be Reached Locally and Inexpensively. Ridesharers and SOVers both utilize both local and Washington market media. Both groups have access to the Web at home and work. And, a monthly online commuter newsletter holds great appeal.
Key Take-A-Ways (Cont.)Insights Learned About Best Rideshare
Prospects –
139 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Appendices
140 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Relative Appeal of Existing & New Rideshare Support
Services
141 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Guaranteed Ride HomeRelative appeal of this base concept
Q40(SOV): How likely would you be to rideshare if you had a free service that would guarantee you a ride home “for free” if you missed your car or vanpool ride home or had to handle an
emergency?
142 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Guaranteed Ride Home About Half of SOVers Say that They Would Rideshare
if They Were Guaranteed a Free Ride Home if They Missed Their Car/Vanpool
Q40(SOV): How likely would you be to rideshare if you had a free service that would guarantee you a ride home “for free” if you missed your car or vanpool ride home or had to handle an emergency?
"1"--Not very likely
12%
"2"15%
"3"27%
"5"--Very likely29%
"4"17%
Women, those who say they are likely to rideshare in the future, and those
aged 55 and older are
more likely to say that they
are “very likely” to use this service.
All SOVers
46%
143 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Database MatchingOnline, Government, Employer-
based?Q36(SOV): How likely would you be to use
a (__________ )-sponsored commuter assistance agency to place your name on a
regional database that matches people who commute to the same area in Metro
Washington as you do?
144 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Online Ride-Matching Service To Match You With a Rideshare
Partner
Q37(SOV): How likely would you be to use a self-assisted online ride-matching service to match you with someone who lives in your area, and like you, commutes to or through Northern Virginia?
"1"--Not very likely
32%
"2"14% "3"
20%
"5"--Very likely19%
"4"15%
All SOVers
34%
Women, those who say they are likely to rideshare in the future, and those who have
rideshared in the past are
more likely to say that they
are “very likely” to use this service.
145 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Government-Sponsored Regional Database to Match You With a Rideshare Partner
Q36(SOV): How likely would you be to use a government-sponsored commuter assistance agency to place your name on a regional database that matches people who commute to the same area in Metro Washington as you do?
"1"--Not very likely
37%
"2"10% "3"
17%
"5"--Very likely20%
"4"16%
All SOVers
36%
Women, those 55 and older, those who say they are likely to rideshare in the future,
and those who have
rideshared in the past are
more likely to say that they
are “very likely” to use this service.
146 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Employer-Sponsored Service To Match You With a Fellow Employee
Traveling Their Same Route
Q38(SOV): How likely would you be to use a ride-matching service offered by your employer to match you with a fellow employee who lives in your area, and like you, commutes to or through Northern Virginia?
"1"--Not very likely
23%
"2"10%
"3"23%
"5"--Very likely24%
"4"20%
All SOVers
44%
Women, those 55 and older, those who say they are likely to rideshare in the future,
and those who have
rideshared in the past are
more likely to say that they
are “very likely” to use this service.
147 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Relative Appeal Based On Ridematching Database Sponsor
Best Rideshare Prospects
Type of Program
5 Rating(Very Likely)
4 rating(Somewhat
Likely)
Total Top Two Boxes
(4 & 5)
Online 19% 15% 34%
Government Sponsored
20% 16% 36%
Employee Sponsored
24% 20% 44%
148 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Rewards ProgramRideshare Incentives For Every trip
(NuRide Concept)
Q40(Rideshare): Suppose that some time in the future, you needed to make new rideshare
arrangements. How likely would you be to register for a ridesharing program through which you could earn points that could be redeemed toward rewards every time you share a ride? To register for this program,
you register your trip online to find a rideshare partner. You can use the program for either work or
non-work trips.
149 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Rideshare Incentives Rewards Program
A Rewards Program For Ridesharing Would Receive Varying Levels of Support From Current Ridesharers
Q40(Rideshare): Suppose that some time in the future, you needed to make new rideshare arrangements. How likely would you be to register for a ridesharing program through which you could earn points that could be redeemed toward rewards every time you share a ride? To register for this program, you register your trip online to find a rideshare partner. You can use the program for either work or non-work trips.
"1"--Not very likely25%
Don't know7%
"2"12% "3"
17%
"5"--Very likely26%
"4"13%
39%
150 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Rideshare Incentives Rewards Program SOVers Are Less Likely to Say That They Would Participate in a Rewards Program
Q40 (Rideshare) & Q41(SOV): How likely would you be to rideshare if you could earn points that can be redeemed toward rewards every time you share a ride? To participate in this program, you register your trip online to find a rideshare partner for either a work or non-work trip.
13%
26%
3%
24%
18%
28%
8%
19%
17%
12%
7%
25%
0% 20% 40% 60% 80% 100%
Don't know
"1"--Not very likely
"2"
"3"
"4"
"5"--Very likely
Rideshare SOV
39% Ridesharers
Vs.
27% SOVers
Women SOVers and SOVers who say they are
likely to rideshare in
the future are more likely to say that they
are “very likely” to use this service.
151 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Rideshare Incentives Rewards Program Ridesharers Would Be More Likely to
Participate in a Rewards Program if it Were Managed by a Government-Sponsored
Commuter Assistance Agency
Q41(Rideshare): How likely would you be to register for this program if it were managed by… MEANS ARE REPORTED HERE…?
All Ridesharers
2.8
3.2
3.4
0 1 2 3 4 5
A private company
Your employer
Government-sponsored agency
152 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Rideshare Incentives Rewards Program
SOVers Would Also Be More Likely to Participate in a Rewards Program if it Were Managed by a Government-Sponsored Commuter Assistance
Agency or Their Employer
Q42(SOV): How likely would you be to register for this program if it were managed by….?
All SOVers
2.8
3.0
3.2
0 1 2 3 4 5
A private company
Your employer
Government-sponsored agency
153 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Shuttle ServiceLong-Distance Shuttle Service
From P&R Lot To Northern Virginia
Q32(SOV): How likely would you be to use a commuter bus service or a shuttle service that would pick you up from a park and ride lot in your home region and would
take you to the closest Metro station in Northern Virginia?
154 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Shuttle ServiceA Third of SOVers Say They Would Be Likely to Use a Service That Would Take Them From a Park & Ride
Lot to the Closest Metro Station
Q32(SOV): How likely would you be to use a commuter bus service or a shuttle service that would pick you up from a park and ride lot in your home region and would take you to the closest Metro station in Northern Virginia?
Not at all likely30%
Not very likely21%
Neither likely nor unlikely
14%
Very likely14%
Somewhat likely21%
All SOVers
35%
Those 55 and older and those with
incomes lower than $75K are more likely to
say they would use this
service.
155 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Shuttle Service Most Say That They Would Be Willing to Pay $5 to $10 Round Trip For This
Service
1%
1%
2%
10%
53%
33%
0% 20% 40% 60% 80% 100%
Over $25
$21 to $25
$16 to $20
$11 to $15
$5 to $10
Less than $5
Q33(SOV): How much would you be willing to pay per day (round trip) to use a commuter bus or a shuttle to the closest Metro station or VRE station in Northern Virginia?
156 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:There is a good level of interest among “best SOV prospects” in all of the rideshare support services tested – guaranteed ride home, ridematching, reward incentives (NuRide), and shuttle services. Connecting these services to a commuter’s employer further increases appeal.
Strategic Implication:Promote the availability of existing products/services. Look for ways to further tie-in employer support. Proceed with incentive program development.
157 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Other TDM-Related
Issues
158 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Northern Virginia TDM-Related Issues
Dulles Metro Rail Expansion
Awareness & Reaction
HOT LanesPotential Reactions
159 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
4 out of 10 Ridesharers Are Aware of the Dulles Metrorail
Expansion
Q32(Rideshare): Are you currently aware of the expansion of Metrorail from West Falls Church area to Wiehle Avenue near Reston?
Yes41%
No59%
Government workers are less likely to be aware.
160 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
About the Same Amount of SOVers Are Aware
Q49(SOV): Are you currently aware of the expansion of Metrorail from West Falls Church area to Wiehle Avenue near Reston?
Yes46%
No54%
Women, those newer to
commuting, and and those earning less than $75,000 are less likely to be aware.
161 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
9 out of 10 Ridesharers Will Not Change their Current Commute in
Response to the Metrorail Expansion
4%
3%
93%
0% 20% 40% 60% 80% 100%
Other
Start commute
earlier
Not change
current commute
Q33(Rideshare): What do you plan to do when construction begins on the Metrorail extension, which will impact Rt. 7 and the Dulles Toll Road?
162 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
8 out of 10 SOVers Will Not Change Their Commute
8%
3%
2%
87%
0% 20% 40% 60% 80% 100%
Other
Start or join a carpool to qualify for
HOV lanes
Start commute earlier but still drive
alone
Not change current commute
Q50(SOV): What do you plan to do when construction begins on the Metrorail extension, which will impact Rt. 7 and the Dulles Toll Road?
Those indicating they are likely to
rideshare were more likely to say
that they would start or join a carpool.
163 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
7 out of 10 Ridesharers Will Continue to Rideshare After the HOT Lanes
Open; A Quarter, However, Aren’t Sure
23%
8%
69%
0% 20% 40% 60% 80% 100%
Don't know
Make sure wehave 3 people
in car
Will not change
Q34(Rideshare): When the “HOT Lanes” are built on the Beltway (I-495), where single occupant commuters can pay a toll to use new HOV Lanes, will you change the way you currently commute?
164 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:
Of those that are aware of the Dulles Metrorail Extension, almost all say that they will not change their commute. A quarter of ridesharers, however, don’t know what they will do when the HOT Lanes are available on the Beltway.
Strategic Implication:
HOT Lanes may cannibalize existing rideshare arrangements. Study this issue further. Use the newsletter to remind current ridesharers that there are other benefits to ridesharing (i.e., cost, helping the environment, etc.) than just qualifying for HOV Lanes.
165 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Media UsageAssessment
166 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Almost All Ridesharers and SOVers Have Internet Access
2%
9%
87%
93%
2%
12%
94%
89%
0% 20% 40% 60% 80% 100%
No internetaccess
On hand-helddevice
Home
Work
SOV
Rideshare
Q54(Rideshare) & Q67(SOV): Do you have internet access at home, at work, or on a hand-held device?
Ridesharers with lower
incomes and female
SOVers are more likely to
have no internet access.
167 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
About Half of Ridesharers Read Local Newspapers and the Washington Post
17%
6%
50%
76%
0% 20% 40% 60% 80% 100%
Do not readnewspapers
WashingtonTimes
Washington Post
Local newspaper
Q43(Rideshare): What newspapers, by name, do you read on a regular basis?
Those with income under
$75K annually,
those new to the area, and those new to commuting were less
likely to read newspapers.
168 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
SOVers Read The Same Newspapers
21%
6%
57%
65%
0% 20% 40% 60% 80% 100%
Do not readnewspapers
WashingtonTimes
Washington Post
Local newspaper
Q57(SOV): What newspapers, by name, do you read on a regular basis?
Those with income under
$75K annually,
those newer to the area, and those
new to commuting were less
likely to read newspapers.
169 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Local Stations and WTOP Are the Most Popular Radio Stations for Both Ridesharers & Prospects
6%1%2%3%3%5%5%6%7%8%9%9%10%10%12%
22%34%
58%
0% 20% 40% 60% 80% 100%
Don't listen to the radioWUST (1500 AM)
WJZW (105.1)WPFW (107.3)
WAVA (90.9)
WGAY (97.1)WJFK (103.5)
WGMS (98.7)WASH (89.3)
WETA (96.3)WMAL (105.9)
WAMU (88.5)WTOP-AM (630 AM)
WHUR (99.5)
WMZQ (106.7)WROX (107.7)
WTOP-FM (1120 AM)Local station
Q44(Rideshare): What radio stations do you listen to on a regular basis?
Current Ridesharers
170 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Local Stations and WTOP Are Also the Most Popular Radio Stations for SOVers
Q58(SOV): What radio stations do you listen to on a regular basis?
4%2%2%4%4%6%6%6%7%8%9%11%
14%14%14%
22%41%
51%
0% 20% 40% 60% 80% 100%
Don't listen to the radioWUST (1500 AM)
WJZW (105.1)WPFW (107.3)
WASH (89.3)
WHUR (99.5)WGMS (98.7)
WGAY (97.1)WAVA (90.9)
WJFK (103.5)WETA (96.3)
WTOP-AM (630 AM)WMZQ (106.7)
WMAL (105.9)
WAMU (88.5)WROX (107.7)
WTOP-FM (1120 AM)Local station
171 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
SOVers Are More Likely to Have Heard the Information on a Radio News Report, But Less Likely to Have Seen it
on a Commuter Assistance Web Site
18%
1%
14%
5%
14%
7%
22%
41%
26%
33%
45%
11%
1%
2%
2%
13%
16%
26%
29%
31%
36%
55%
0% 20% 40% 60% 80% 100%
Other
511 Virginia
Event at Park & Ride lots
Billboards
Online/email to you
Television news report
Commuter Assistance websites
Newspaper article
Highway/road signs
Radio news report
SOV
Rideshare
Q12(SOV) & Q13(Rideshare): Where did you see or hear it?
172 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Likely-to-Rideshare SOVers Are More Likely to Have Heard Mention on a Radio News Report; Ridesharers Are More Likely to See Mention on a Commuter Assistance
Web Site
18%
1%
14%
5%
14%
7%
22%
41%
26%
33%
45%
12%
2%
2%
2%
15%
17%
27%
32%
29%
37%
53%
11%
0%
3%
3%
11%
16%
24%
24%
34%
34%
58%
0% 20% 40% 60% 80% 100%
Other
511 Virginia
Event at Park & Ride lots
Billboards
Online/email to you
Television news report
Commuter Assistance websites
Newspaper article
Highway/road signs
Radio news report
Not Likely
Likely
Rideshare
Q12(SOV) & Q13(Rideshare): Where did you see or hear it?
173 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Key Finding:Local media can reach Commuter Connections’ targets. Commuter assistance Websites are a viable medium for likely rideshare targets.
Strategic Implication:Consider local media first to avoid the relatively higher cost of Washington market media. Explore online marketing, too.
174 Southeastern Institute of Research
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Market Survey
End of Appendices
175 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Rappahannock-Rapidan Marketing Plan To
Increase Ridesharing
176 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Rappahannock-Rapidan Rideshare Marketing Program
• Overall Objective:– Increase number of ridesharers in the
Rappahannock-Rapidan PDC*
• Budgetary Resources:– $20K remaining through June 2006
• Target Audiences:– Current ridesharers– Prospective ridesharers– Target greatest need/opportunity:
• Primary: Commuters headed to or through Northern Virginia using I-66 corridor commuters
• Secondary: Newer residential developments that use Rt. 29 or Rt. 28 headed into Northern Virginia
* Need to identify current modal split and set specific, measurable goals
177 Southeastern Institute of Research
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Market Survey
Rappahannock-Rapidan Rideshare Marketing Program
• Communications Strategy:– Build greater use of ridesharing alternatives to
SOV commuting by advancing the travel options, benefits of ridesharing, and availability of local support services.
– Increase awareness and image of Commuter Services, as well as awareness of local ridematching services (even though it is actually performed by Commuter Connections) by positioning Commuter Services as - customized services for the long-distance commuter headed to Northern Virginia.
– Exaggerate and promote all activities around this position. Find ways to promote the PDC residents’ commutes to Northern Virginia as a big deal and an increasing trend. Reinforce Commuter Services as the hero in making this commute easier for everyone.
178 Southeastern Institute of Research
2005 Rappahannock - Rapidan
Market Survey
Rappahannock-Rapidan Rideshare Marketing Program
• Specific Action Steps:– Consider a tagline that reinforces this position: free
customized services for the long-distance commuter headed to Northern Virginia.
– Rough example:
Commuter Service Helping You Get To Northern Virginia & Back
Culpeper – Fauquier – Madison – Orange - Rappahannock
179 Southeastern Institute of Research
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Market Survey
Rappahannock-Rapidan Rideshare Marketing Program
• Specific Action Steps (Cont.):
– Create local Commuter Services Website that “pays off” local service, yet still hyper-links to COG services. Use available rideshare copy for easy construction.
– Create an online monthly “I-66 Commuter newsletter” for affordable ongoing education advancing:• Key messages (see key message section)• New and existing rideshare support services• Compelling testimonials about “best practices” by area
commuters• Update on construction projects• New Park & Ride lot locations• Update on future transportation plans• Share newsletter development cost with Northern
Shenandoah PDC• But – PDC Commuter Services signs the newsletter and
Website
– Hyper-link newsletter features directly back to Web site
180 Southeastern Institute of Research
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Market Survey
Rappahannock-Rapidan Rideshare Marketing Program
• Specific Action Steps (Cont.):
– Use low-cost, guerrilla-marketing outreach techniques to drive awareness and sign-ups for the online newsletter:
• Use small space display ads in local newspapers
• Use viral marketing – flyers, emails, etc.• Use media relations• Mass mail simple postcards into key
neighborhoods:– Newer residential developments that use Rt. 29
or Rt. 28 headed into Northern Virginia• Highway signs placed close to ramps on I-66.
Message should position newsletter as the I-66 “Driving Manual” – go to I66Commuter.org:
• Park & Ride Lot windshield stuffer• Church bulletins
The Key: Always Ask People To Pass It On
181 Southeastern Institute of Research
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Market Survey
Rappahannock-Rapidan Rideshare Marketing Program
• Key Messages:
Primary:– Advance top tier benefits - save on transportation cost,
time savings, avoid congestion• Showcase savings amount
– Reinforce “flexibility” in that ridesharing does not have to be 5 days a week.
– Reinforce the availability of local ridematching services and a sizable local database (even though it is managed by COG). Encourage people to register on the database so successful matching can take place.
Secondary:– Advance middle tier perceived benefits - do more on your
commute (personal and work) and help the environment– Co-opt telecommuters – make them part of the
“ridesharing mentality” …“if you telecommute some days, you can easily carpool others.”
– Suggest that likely-to-rideshare targets should ask their employers about these programs and services (i.e., transit fare or even compressed work week, especially in a tight labor market).