Spending Habits and Transport Patterns

SPENDING HABITS AND TRANSPORT PATTERNS Cyclists Contributions to the Economic Vitality of Uptown Waterloo

A study conducted for the City of Waterloo

Authors Dr. Markus Moos

Dr. Jeff Casello Geoff Chase

Matta Lanoue

School of Planning University of Waterloo

Ontario, Canada

January 2015

Corresponding author contact information Dr. Markus Moos, [email protected], 519-888-4567, ext 31113

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

School of Planning, University of Waterloo

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Summary Objectives

The purpose of this report is to better understand in what ways cyclists contribute to the economic vitality of Uptown Waterloo (Waterloo, Ontario)

Methods

On-line and in-person surveys were conducted to study spending power and shopping patterns of Uptown shoppers, and how spending and shopping patterns differed by transportation mode

A GPS study was used to gain insight into cyclists travel patterns and barriers to increased cycling

A limitation is the inability to verify representativeness of our survey However, demographic characteristics of respondents show higher incomes,

lower average age, higher educational attainment and somewhat lower visible minority status than is the case in the City and Region of Waterloo. This is in line with our perception of Uptown Waterloo shoppers based on the current retail composition.

Key Findings

About 70% of Uptown Waterloo shoppers surveyed in this study travel there primarily by bicycle, walking or public transit

In our survey, cyclists make more frequent shopping trips than those arriving by car and spend at least as much overall as those who drive to shop

The median amount spent by respondents in Uptown in a single trip is $30 for bicyclists and drivers, and $20 for public transit users and pedestrians

Shoppers surveyed tend to frequent similar kinds of shops regardless of how they travel Uptown, although cyclists are somewhat more likely to purchase groceries while drivers are more likely to shop at the LCBO

Primary barriers to cycling Uptown among all respondents (cyclists and non-cyclists) are a lack of bicycle lanes, traffic volume and lack of bicycle parking

Conclusions

The study points to the important role Uptown Waterloo plays in facilitating active modes of travel and use of public transit

Cyclists, pedestrians and public transit users are a core segment of the Uptown Waterloo retail and culinary economy

Cyclists spend as much as drivers per trip but make more trips on average Previous studies also show economic benefits of cycling infrastructure



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Investment in cycling infrastructure is expected to contribute to increases in cycling rates and the overall economic vitality of Uptown Waterloo

Table of Contents

Introduction .................................................................................................................... 4

Literature review ............................................................................................................ 5

Methods ......................................................................................................................... 7 In-Person Survey .............................................................................................................................................................. 7 Web Survey .......................................................................................................................................................................... 9 GPS Tracking Study ......................................................................................................................................................... 9

Findings ........................................................................................................................ 10 Demography and Housing Characteristics ....................................................................................................... 10 Travel behaviour............................................................................................................................................................ 12 Cycling Behaviours and Barriers ........................................................................................................................... 15 Spending power ............................................................................................................................................................. 17 Shopping patterns ......................................................................................................................................................... 18

Conclusions ................................................................................................................... 24

References .................................................................................................................... 25

Appendix A In-Person Survey ..................................................................................... 28

Appendix B On-line Survey ........................................................................................ 29

Appendix C GPS Study ................................................................................................ 32

Appendix D Photographs of Select Uptown Locations (in-person survey) ................. 43



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Introduction Advocacy and interest in cycling in North America have increased in recent years. As a recreational activity and as a means of transportation, cycling has been promoted for its health and environmental benefits (Oja et al., 2011). Cycling is also now commonly a component of municipal active transportation strategies, which aim to reduce societys reliance on cars and reduce costs associated with road expansion by investing in walking, cycling and public transit infrastructure. Some studies have considered the economic outcomes of investing in cycling infrastructure (Cavill, Kahlmeier, Rutter, Racioppi, & Oja, 2008). But less is known about the overall impact of cyclists on the local retail economy in specific cities.

As interest in and funding allocation toward cycling infrastructure grows, it is imperative to know more about the potential economic costs and benefits. One area of concern, commonly voiced by downtown shopkeepers, is that repurposing space, for instance parking, for cycling (and pedestrian) infrastructure will impact the economic vitality of the area by reducing the customer base.

The purpose of this report is to better understand in what ways cyclists contribute to the economic vitality of Uptown Waterloo, the commercial and civic core of the City of Waterloo, Ontario. This is achieved by examining how Uptown Waterloo shoppers spending patterns, and spending potential, differ by mode of transportation. The report also documents cycling travel behaviour. The analysis relies on two surveys (one in person and one on-line) and a GPS study.

According to the Business Improvement Association, Uptown Waterloo contains about 400 businesses including clothing shops, cafes, restaurants, financial services, pharmacy, liquor store, bike shops, a grocery store, and other retail and office uses. Uptown is also home to City Hall, Region of Waterloo offices, university and research facilities, a museum, and the library. A central public square is used for markets and festivals as well as skating in winter.

Uptown Waterloo is designated as an urban growth center in the Province of Ontarios Place to Grow plan (2006). Continuing growth and development in Uptown will put strain on existing roads in a dense area where road expansion is not a preferred option. Therefore it is important to gain a better understanding of the ways alternative modes of transport to the car can be accommodated and contribute to the economic vitality of the core.

The report begins with a literature review summarizing the current knowledge of the impacts of cycling on local economies. The study methods are then discussed in more detail. The findings summarize the demography and travel and shopping patterns of survey respondents. The report ends with observations on how investment in cycling infrastructure supports the economic vitality of Uptown.



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Literature review

Considerable evidence indicates that promoting bicycling is beneficial to a city, its businesses, and the wider community: cycling-friendly infrastructure supports a consumer group with substantial purchasing power, advances public health, and reduces car reliance. Table 1 provides a summary of this evidence, which is briefly discussed below.

The benefits of investing in cycling infrastructure include promoting bicycle recreation and tourism (Flusche, 2012; Vlo Qubec, 2010), reducing health care expenses (Cycling Promotion Fund, 2008; Davis, 2010; Flusche, 2012; Grous, 2011), and boosting revenue through cycling-related businesses and services (Anderson & Hall, 2014; Campbell & Wittgens, 2004; Davis, 2010). Public and private investment in cycling infrastructure has been found to increase cycling rates in many municipalities (e.g. Pucher & Buehler, 2008; Transportation Alternatives, 2012; Vlo Qubec, 2010).

There is some dispute as to who benefits most from public investment in cycling. Two different groups are considered: higher-income people who cycle out of preference (Goodman, Sahlqvist, & Ogilvie, 2013; Pucher & Renne, 2003; Stokes & Lucas, 2011; Sustainable Development Commission, 2011) and those with lower incomes who cycle as a cheaper alternative to the car (Butler, Orpana, & Wiens, 2007; Grous, 2011). This introduces equity issues that should be considered when planning cycling infrastructure investments and social/recreational programs to ensure these are equally beneficial to higher and lower income earners (Grabow, Hahn, & Whited, 2010).

Previous investigations have consistently found that investing in cycling brings economic benefits. Though cyclists sometimes spend less per trip than motorists, they make more frequent shopping trips and spend at least as much overall as those who drive to shop (and some studies even find cyclists spending more than motorists) (City of Copenhagen, 2012; Clifton, Currans, Ritter, Morrissey, & Roughton, 2013; Popovich & Handy, 2014; Tolley, 2011). Shops and commercial areas that promote cycling infrastructure are more likely to attract cyclists; and lack of cycling infrastructure is a deterrent to shoppers on bikes (Anderson & Hall, 2014; Baker & Macdonald, 2006; Flusche, 2012; Tolley, 2011).



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Table 1: Select Literature on the Benefits of Cycling

Public benefits of investing in bicycling

Promoting cycling improves public health and reduces health care expenses

(Grous, 2011), (Flusche, 2012), (Cycling Promotion Fund, 2008), (Lankford et al., 2011), (Grabow et al., 2010)

Promoting cycling increases bicycle recreation, bike-related tourism, and other revenue sources (such as sales taxes from bike related retail sales)

(Lankford et al., 2011), (Lawrie, Guenther, Cook, Meletiou, & OBrien, 2004), (Resource Systems Group, Economic and Policy Resources, & Local Motion, 2012), (Vlo Qubec, 2010), (Campbell & Wittgens, 2004), (Brown, Hawkins, Lahr, & Bodnar, 2014), (Birk & Roberts, 2008), (Grabow et al., 2010), (Anderson & Hall, 2014)

Benefits of cycling infrastructure

Cycling infrastructure is linked to increased use of active transit

(Campbell & Wittgens, 2004), (Butler et al., 2007), (Pucher & Buehler, 2008), (Pucher, Komano, & Schimek, 1999), (Grous, 2011), (Transportation Alternatives, 2012), (Vlo Qubec, 2010),

Cycling infrastructure makes shops more accessible to a wider demographic, boosting sales

(Baker & Macdonald, 2006), (Sztabinski, 2009), (Transportation Alternatives, 2012), (Anderson & Hall, 2014), (Flusche, 2012)

Revenue benefits of cycling infrastructure are often underestimated by business owners

(Tolley, 2011), (Buis, 2000)

Lack of cycling infrastructure is a disincentive to shop

(Sztabinski, 2009), (City of Copenhagen, 2012)

Demographics of cycling and cycling infrastructure use

Cycling rates and desired cycling infrastructure are in part shaped by demographic factors

(Grabow et al., 2010), (Goodman et al., 2013), (Butler et al., 2007)

Higher-income groups are turning to cycling, sometimes at higher rates than low-income groups

(Goodman et al., 2013), (Stokes & Lucas, 2011), (Sustainable Development Commission, 2011), (Butler et al., 2007), (Butler et al., 2007)

Higher-income groups make longer cycling trips than lower-income groups

(Pucher & Renne, 2003), (Sustainable Development Commission, 2011)

Use of available cycling infrastructure is affected by age and fitness of nearby population

(Grabow et al., 2010), (Goodman et al., 2013), (Martens, 2013)

Men use cycling as a transportation method more than women, on average

(Statistics Canada, 2003), (Vlo Qubec, 2010)

Shopping habits of cyclists

Cyclists make more frequent shopping trips than drivers

(Clifton et al., 2013), (Popovich & Handy, 2014), (City of Copenhagen, 2012)

Cyclists spend as much as (in some cases more) than drivers on shopping trips

(Popovich & Handy, 2014), (Clifton et al., 2013), (Baker & Macdonald, 2006), (Buis, 2000), (Lee, 2008), (Tolley, 2011)



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Methods

Data were collected in three ways: an in-person survey of Uptown shoppers, a web survey open to anyone who shops Uptown, and a GPS study of cyclists travel patterns. These data were used to generate profiles of the respondents demographics and travel preferences, which were examined in relation to their shopping and spending patterns.

Survey findings are compared to Statistics Canada 2011 National Household Survey (NHS) data where possible. This allows us to place respondents characteristics in the context of the Uptown Waterloo and the Regional population. The census metropolitan area (CMA) boundary defines the Region of Waterloo, and census tract number 102 approximates Uptown (Statistics Canada, 2011). Due to the voluntary nature of the NHS representativeness is not guaranteed.

For the purposes of this study, Uptown Waterloo was defined following the City of Waterloos definition (City of Waterloo, 2014). However, survey respondents were not provided with this definition because the functional area of a business district (and peoples perception of what constitutes Uptown) may not align exactly with politically defined boundaries. Our approach ensures inclusion of these various perspectives in the survey.

In-Person Survey

The in-person survey investigated the spending patterns of customers arriving by different travel modes (see Appendix A for survey questions). The objective of this survey was to better understand where people shop and how much they spend (as individuals) by mode. This meant that a roughly equal number of respondents was required for each transportation mode of interest in this study: cycling, walking, public transit and cars.

Two University of Waterloo students employed as research assistants circulated through Uptown public spaces (e.g., sidewalks, square, parking lots; see Figure 1) and asked passers-by to participate in the survey. Research assistants asked the questions verbally and used tablets to record the answers. The survey was hosted on FluidSurveys, an on-line survey platform. The research assistants moved to various locations along King Street, between Erb and William, over nine days (May 20-28, 2014) between the hours of 10:30AM and 12:30PM and 3:30PM and 5:30PM.

The area along King Street between Erb and William is the focal point of Uptown, including the public square, a rapid bus transit stop, ample parking for cars, and bicycle parking. This means that respondents are not necessarily representative of all Uptown shoppers. But focusing on this area helped ensure an equal number of respondents for each transport mode examined in this study. A total of 424 people completed the survey. At least 100 responses were obtained from people arriving by each of the four travel modes examined (Bicycle: 101. Personal vehicle: 109. Public transit: 102. Walking: 109. Other: 3.).



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Figure 1: Main in-person survey contact points in Uptown Waterloo

Note: See Appendix D for select photographs



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Web Survey

The web survey was promoted using the researchers social media accounts, a Region of Waterloo transit related e-newsletter, and an interview of one of the researchers on the K-W CBC morning radio show. The Twitter account used has approximately 600 followers, and survey invitations were re-tweeted by other individuals and organizations in the Region. Data collection took place between August 8 and September 18, 2014.

The intent of the on-line-survey was to gain insight into the overall characteristics and total spending power of Uptown Waterloo shoppers, regardless of their residential location. While we cannot assume the sample is necessarily representative of all Uptown Waterloo shoppers (especially given the sole use of an on-line survey), the on-line survey (including several additional questions) does provide further insight into the demography, shopping and travel patterns than what could be achieved from an in-person survey alone (see Appendix B for survey questions). A total of 227 complete responses were received.

GPS Tracking Study

Cyclists of all ages and skill levels were invited to participate in the GPS tracking study. Participants were sought through local cycling groups, social media, and advertising by City of Waterloo staff. This means that study participants are not necessarily representative of all cyclists in Uptown or the City of Waterloo. This study is a follow-up on earlier research conducted for the Region of Waterloo that included a larger sample. The intent was to add observations to this larger sample, especially during a period of the year not generally considered prime cycling weather due to colder temperatures and potential for rain and slippery conditions from falling leafs.

Twelve cyclists volunteered to carry portable GPS devices on each of their cycling trips during a two-week period in late October. This generated an exact map of cyclists routes and potential obstacles they may have encountered (e.g., indirect route taken to destination due to absence of bike lanes on most direct route). The volunteers also completed a survey of their cycling history, skill level, habits, and preferences (see Appendix C for survey questions).



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Findings Our analysis examined various relationships among variables on demography, transportation patterns, residential location and retail spending. Relationships were tested for statistical significance using standard parametric and non-parametric tests. The Shapiro-Wilk (SW) test was used to determine the normality of continuous variables; Kruskal-Wallis (KW), Kolmogorov-Smirnov (KS), and analysis of variance (ANOVA) tests gauged the significance of differences between sub-populations. To evaluate categorical variables, Pearsons chi squared () test was used.

Here we report on the variables that portray differences in demography, housing, travel behaviour, spending and shopping patterns by transport mode. We report primarily on findings from the on-line survey where we are interested in overall characteristics of Uptown shoppers; we turn to the in-person survey to examine differences among shoppers arriving by different modes.

Demography and Housing Characteristics

Our sample of survey respondents is younger than residents of Uptown Waterloo and the Kitchener-Waterloo-Cambridge Census Metropolitan Area (CMA) (Figure 2). Almost 40% of respondents to our on-line survey are between the ages of 25 and 34. This age group makes up fewer than 30% of Uptown residents, and fewer than 20% of CMA residents. Our survey includes a lower share of 18 to 24 year olds, many of whom are likely post-secondary students, than the share of this age group residing in Uptown. People over the age of 55 are underrepresented in our survey as compared to Uptown and CMA residents.



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Figure 2: Age of Survey Respondents Compared to Uptown and CMA Residents

Notes: On-line survey respondents N=227; Uptown refers to census tract 102 and K-W-C the Kitchener-Waterloo-Cambridge Census Metropolitan Area (CMA) as defined by Statistics Canada, National Household Survey data, 2011.

Table 2: Select Characteristics of Survey Respondents and Uptown and CMA residents

On-line Survey Uptown K-W-C

Female 52% 54% 51%

Visible minority 6% 11% 15%

Canadian citizen 95% 90% 95%

Home owners (households) 67% 40% 70%

Single-family households 63% 23% 56%

Low-rise households 6% 38% 13%

High-rise households 10% 22% 10%

New middle class occupations 32% 28% 13%

Manufacturing occupations 2% 2% 8%

Sales and service occupations 5% 20% 22%

Total individual income



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Travel behaviour

Sixty percent of Uptown Waterloo shoppers surveyed use an active mode of transport or public transit as their primary mode of travel for all trips (Figure 3). Drivers make up the largest group (37%) followed by those cycling (28%), walking (18%) and taking public transit (14%). According to the 2011 NHS, about 88% of the Kitchener-Waterloo-Cambridge CMA population uses a car as their primary mode of transport, and about 5% walk or cycle.

Figure 3: Survey Respondents Primary Mode of Transport

Notes: On-line survey respondents N=227.

Figure 4: Respondents Primary Mode of Travel to Uptown

Notes: On-line survey respondents N=227.

The survey points to the important role Uptown plays in facilitating the kinds

of transportation modes commonly associated with health and environmental benefits, and with attracting a young, well-educated labour force (Goodman et al.,

34.27%

29.58%

9.39%

26.29%

.4695%

Bicycle Personal vehicle

Public transit Walking

Other



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2013). About 70% of survey respondents travel Uptown primarily by bicycle, walking or public transit (Figure 4).

The finding of high use of active transportation is likely in part a product of the younger average age of our respondents. The data are also consistent with the literature that finds central business districts containing higher-density built form and a diversity of uses conducive to modes of transport other than the car (Nasri & Zhang, 2014; Pucher & Buehler, 2006; Sundquist et al., 2011).

Also notable is that the share of cyclists among shoppers surveyed is 28% as compared to about 1% cycling among residents in the census tracts where our respondents reside. Similarly, the share using a personal vehicle for travel is lower among survey respondents (37%) than in the census tract where they reside (64%).

This apparent preference for using active modes of transport to travel Uptown is corroborated by the finding that many of the people who walk or bicycle Uptown do so despite having a different primary transportation mode. For instance, 34% of those who bicycle and 48% of those who walk Uptown use a different primary transport method for all their trips.

The findings illustrate Uptown Waterloos function as a neighbourhood, City and Regional shopping destination that is conveniently accessed by modes other than the car. Most shoppers surveyed reside in or near Uptown. But a sizeable share of shoppers lives in other parts of the City of Waterloo and the Region. Figure 5 shows the residential locations of survey respondents and the transport mode they use most often to travel Uptown.



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Figure 5: Residential Location of Respondents by Transport Mode

Notes: 1, 2 and 5km radii from Uptown shown. N=213. Not all respondents shown.

Although pedestrians are clearly clustered around Uptown and the King

Street corridor, shoppers surveyed do travel to Uptown from across the City and the Region by a variety of transport modes such as public transit, bicycle or car. Travel mode to Uptown is a function of the distance from the respondents home (Figure 6) and is significantly (KS p



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Figure 6: Distance travelled by Respondents Mode of Transport Uptown

Note: On-line survey N=227.

The trip to Uptown has a median length of 10 minutes; this was the average

travel time for both bicyclists and drivers. Pedestrians had somewhat shorter trips (7.5 minutes), likely due to their closer location, and public transit slightly longer trips (15 minutes) also likely in part due to their more dispersed location.

People using all travel modes were most likely to travel to Uptown directly from home. The proportion traveling from home ranged from 77% of pedestrians to 81% of bicyclists, with drivers (79%) and public transit users (80%) in the middle. The next most popular point of origin was the workplace (18.3% of respondents). Only 5% of respondents arrived at Uptown directly from shopping in other parts of the Region.

Cycling Behaviours and Barriers

The primary motivations for cycling among the volunteers in the GPS study include health and fitness, environmental friendliness, and enjoyment. Financial constraints are not a primary reason for cycling. While the volunteers include cyclists of all ages and diverse income levels, they are primarily proficient cyclists who bike frequently to get to work and run errands.

The volunteers characteristics help explain why this group was not dissuaded from cycling by traffic volume or the lack of cycling infrastructure. Nonetheless, they frequently noted motorists behaviour as a hazard to cyclists, particularly in conditions with reduced visibility. The areas of Erb St. and King St. near Uptown were among the locations considered to be in particular need of improvement. Major cycling routes are shown in Figure 7. Uptown is a central location for both recreational and purposive cycling trips. The cyclists also used nearby feeder streets and the trail network, reducing the distance travelled along the King St. and Erb St. corridors

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Figure 7: Cycling routes among GPS study participants

Note: Darker colours indicate more frequently travelled routes.

When asked about primary barriers to cycling Uptown, on-line survey

respondents are most likely to point to the lack of dedicated bicycle lanes, traffic volume, and a lack of bike parking (Figure 8). These are the key concerns among cyclists and non-cyclists.



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Figure 8: Barriers to Cycling Uptown Expressed by Respondents

Note: On-line survey N=227.

Spending power

The income of a costumer base is one approximation of spending power. Figure 9 shows the income distribution of respondents to the on-line survey compared to that of Uptown and CMA residents. There is a much higher percentage of Uptown shoppers surveyed in higher income brackets than is the case for both Uptown and CMA residents. Forty-five percent of respondents earn $60,000 or more, as compared to 26% among Uptown residents and 22% among CMA residents.

Figure 9: Income Distribution of Survey Respondents and Uptown and CMA Residents

Notes: On-line survey N=227. Uptown refers to census tract 102 and K-W-C the Kitchener-Waterloo-Cambridge Census Metropolitan Area (CMA) as defined by Statistics Canada, National Household Survey data, 2011.

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Traffic CarryingPurchases

Distance Weather Lack ofBike

Parking

Lack ofBike Lanes

Exertion Other

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All Respondents Primary Bicyclists Bicycle to Uptown



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The median spending power for Uptown shoppers surveyed is almost the same for cyclists, drivers and those who walk (Figure 10). In other words, Uptown shoppers arriving by all three of these modes exceed the average spending power of CMA residents in general. Shoppers arriving by public transit have somewhat lower spending power.

The income distribution does show a higher spread among cyclists and pedestrians than among drivers. This suggests that in the case of Uptown, additional cycling and pedestrian infrastructure could benefit a wider segment of the population than investment in automobile infrastructure alone.

Figure 10: Income Distributions by Most Frequent Mode of Transport to Uptown

Notes: On-line survey respondents N=227. Whiskers show 5th and 95th percentile (in our case full range of responses).

Shopping patterns

The most common destination among Uptown shoppers arriving by active modes of transportation is the grocery store, drawing over 30% of bicycle and foot traffic in the survey (Figure 11). For drivers, the LCBO is the most frequently visited business.



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Figure 11: Types of Shops Visited on Last Trip Uptown by Mode of Transport

Notes: In-person survey N=424.

Trip chaining, the practice of visiting multiple destinations in one trip, was

observed among participants. By trip-chaining, daily errands and leisure activities require less travel overall, increasing convenience and reducing the cost to travelers. Dense, mixed-use centres like Uptown are expected to be conducive to trip-chaining by containing a variety of businesses in a concentrated area, compared to low-density suburban neighbourhoods with more dispersed destination points.

In the in-person survey, 35% of shoppers who had arrived by bicycle or public transit planned to visit multiple businesses, compared to 42% of drivers and 52% of pedestrians. Sixty-two percent of respondents in the on-line survey reported spending money at more than one business during their last visit, and 30% had spent money at four or more (Figures 12). A statistically significant, but moderate in strength, relationship was found between trip-chaining and transportation mode (KW p=0.07). Motorists are least likely (49%) to trip-chain62% of bicyclists, 65% of public transit users, and a high of 80% of pedestrians trip-chain (Figure 13).

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Figure 12: Number of Stores Visited on Last Trip

Notes: On-line survey N=227.

Figure 13: Number of Shops Where Respondents Made Purchases by Mode

Notes: On-line survey N=227.

Purchases of Uptown shoppers surveyed range from $2 to over $400. There

are outliers beyond $400 for each mode of transport. Among those who made purchases, the median amount spent at Uptown in a single trip was $30 for

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bicyclists and drivers and $20 for public transit users and pedestrians. Because the distribution of spending patterns is heavily skewed, it is somewhat difficult to discern meaningful differences in central tendency by mode (KS p=0.30)

Figure 14 illustrates the consistency in spending patterns across the different transportation modes. Spending was also largely consistent across different travel distances. Shoppers from far away are just as likely to make trips with small/large expenditures as those living nearby.

Figure 14: Total Spending on Last Trip Uptown by Mode of Transport


Restaurants and cafs are the most frequented destinations in Uptown when

respondents were asked about the most frequented destination in the past month (Figure 15). This is similar across all modes of transport. In terms of expenses, restaurants, alcohol, and groceries constitute the largest share of total expenditures made (Figure 16).

0 100 200 300 400Total Spent ($)

On foot

Public transportation

Personal vehicle

Bicycle



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Figure 15: Uptown Stores Respondents Shopped at During the Past Month by Mode


Figure 16: Median Expenditure of Respondents on Last Trip Uptown


The results show that active transit encourages more frequent visits to

Uptown among shoppers surveyed (Figure 16). Those who primarily bicycle or walk to Uptown do so more often than drivers (KW p



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Figure 16: Total Number of Trips to Uptown in Past Month by Transport Mode

Note: In-person survey N=424.

Since drivers generally travel farther than cyclists and pedestrians on average,

potential correlations between travel distance and monthly visits were tested for each travel mode. But the only statistically significant relationship is a slightly lower number of trips made by transit as distance from Uptown increases.



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Conclusions

Our survey results indicate that Uptown Waterloo shoppers arrive primarily using active modes of transportation and public transit. About a third of shoppers surveyed arrive by car. The high share of active modes of transport is beneficial to the local retail and culinary economy as shoppers who arrive by bicycle or on foot make more frequent trips than those arriving by car.

In our survey, Uptown shoppers who arrive by bicycle spend comparable amounts to motorists, make more frequent trips than those arriving by car, arrive from a large surrounding area, and frequent a wide range of businesses.

Those arriving by bike are more likely to purchase groceries, and those arriving by car are more likely to shop at the LCBO in our survey. Otherwise, there are few differences in the types of stores visited among the shoppers who arrive by bike versus other modes.

The study points to the important role Uptown Waterloo plays in facilitating active modes of travel and use of public transit among shoppers from nearby neighborhoods as well as from other parts of the City and the Region. The survey shows that cyclists, pedestrians and public transit users are a core segment of the Uptown Waterloo retail and culinary economy.

The literature we reviewed suggests that if cyclists are not accommodate with adequate bike parking at shops or restaurants they will take their spending power elsewhere. Along this vein, we find that a lack of dedicated cycling lanes, heavy traffic volumes and a lack of bike parking are barriers to cycling Uptown among cyclists and non-cyclists surveyed.

Our findings are consistent with previous studies that show clear economic benefits associated with investments in cycling infrastructure in other cities; and cyclists contributions made to the local economy through their spending power.

Investment in cycling infrastructure is expected to contribute to increases in cycling rates and the overall economic vitality of Uptown Waterloo by increasing the accessibility to a large segment of Uptown shoppers.

Shop owners ought not be concerned about replacing some car parking with bike lanes and bike parking, as cyclists constitute a sizeable segment of Uptown shoppers, and make more frequent trips than people arriving by other modes.



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Appendix A In-Person Survey

1. How did you travel to Uptown today? Bicycle Personal vehicle Public transportation On foot Other (Please specify)

2. How long was your trip to Uptown? Please estimate the number of minutes you spent in travel: (0-60+)

3. Where did you travel from? Work Home Other shopping Other

4. While at Uptown today, what businesses do you plan to visit or have visited already? Please select all the categories that apply: Grocery Pharmacy Clothing & Footwear Movies & Entertainment Furniture Banking Alcohol Restaurant Home & Garden Improvement Caf Other retail Other services



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Appendix B On-line Survey

1. In an average month, approximately how many times do you visit Uptown Waterloo?

2. In the past month, how many times have you visited Uptown using the following methods of transportation: Bicycle: Personal vehicle: Public transit: On foot: Other:

3. In the past month, which of the following businesses have you visited in Uptown? Please select all the categories that apply: Grocery Pharmacy Clothing & Footwear Movies & Entertainment Furniture Banking Alcohol Restaurant Home & Garden Caf Other retail Other services

4. In the past month, what was your main reason for visiting Uptown? Work Shopping Dining Studying Recreation Other

5. On your last trip to Uptown, how much money did you spend at each of the following businesses? Grocery: ______ Pharmacy: ______ Clothing & Footwear: ______ Movies & Entertainment: ______ Furniture: ______ Banking: ______ Alcohol: ______ Restaurant: ______ Home & Garden: ______ Caf: ______ Other retail: ______ Other services: ______



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6. Do the businesses you visit most in Uptown have sufficient bicycle parking nearby? Yes No Not sure Other

7. What is the greatest challenge to visiting Uptown by bicycle? Traffic Lack of bicycle parking Carrying purchases Lack of bicycle lanes Distance Exertion Weather Other:

Travel Habits 8. Overall, what is your primary mode of transit?

Walking Bicycle Public transit Personal vehicle Other:

9. On average, how long does it take you to reach Uptown from home using your primary mode of transit? Please estimate how many minutes you spend in travel:

10. When you visit Uptown, where are you most frequently coming from? Work Home Other shopping Other:

Your Household

11. What is your home postal code? This helps us understand the road conditions in your neighbourhood.

12. What is your age? 13. What is your gender?

Male Female



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14. What is your current primary job? Please select the category that best describes your position. Management Business, finance, and administration Natural and applied sciences Health Education, law, social, community, and government Services Art, culture, recreation, and sport Sales and services Trades and transport Natural resources and agriculture Manufacturing and utilities Retired Student Other

15. What is your total individual income? < $10 000 $10 000 - $19 999 $20 000 - $29 999 $30 000 - $39 999 $40 000 - $49 999 $50 000 - $59 999 $60 000 - $69 999 $70 000 - $79 999 $80 000 - $89 999 $90 000 - $99 999 $100 000+ Prefer not to answer

16. Are you a member of a visible minority group? Yes No

17. Please indicate your citizenship status. Canadian citizen Permanent resident (immigrated in the past 5 years) Permanent resident (immigrated more than 5 years ago) Refugee Tourist

18. What type of housing do you live in? Single detached house Semi-detached or duplex Row housing Secondary suite in house Apartment in building with fewer than 5 storeys Apartment in building with 5 or more storeys Other:

19. Do you own or rent your housing? Own Rent



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Appendix C GPS Study

A: Respondent Information 1. What is your name?

This is used to associate your survey responses with the data from the GPS tracker on your bicycle.

2. What is your postal code? This is used to help understand road conditions in your neighbourhood.

3. What is your gender? Male Female

4. Which of these options best describes your ethnic and cultural origin? Canadian Ukrainian English Dutch French Filipino Chinese Polish Italian Portuguese German Jewish Scottish Greek East Indian Jamaican Irish Vietnamese Cree Lebanese Mikmaq (Micmac) Chilean Mtis Salvadorian Inuit Somali Other:

5. What is the highest level of education you have completed? Did not attend school Elementary school High school College/University Graduate school Other:

6. What is your profession?



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What is your age? Under 18 19-30 31-40 41-50 51-60 Over 60

7. Please indicate the source or sources where you heard about this project. Word of mouth Email Newspaper GPS survey business card Poster Social media website (e.g. Facebook, Twitter) Event (e.g. farmers market) Online Other:

8. Please estimate your gross (before tax) household annual income. $24 999 or less $25 000 - $49 999 $50 000 - $74 999 $75 000 - $99 999 $100 000 - $124 999 $125 000 - $149 999 $150 000 or more Prefer not to answer

9. Please indicate the number of people working full-time in your household. 0 3 1 4 2 5 or more

10. In seasons when the weather is bicycle-friendly, what modes of transportation do you use for your commute to work? Please indicate what percentage of your work commute is done using each of these transportation methods. Bike: Bike and bus: Drive personal vehicle: Passenger in personal vehicle: Public transport: Walk:



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11. In seasons when the weather is bicycle-friendly, what modes of transportation do you use for errands and recreation? Please indicate what percentage of your non-work travel (e.g. errands, meeting friends) is done using each of these transportation methods. Bike: Bike and bus: Drive personal vehicle: Passenger in personal vehicle: Public transport: Walk:

12. In seasons when the weather is not bicycle-friendly, such as in snow and heavy rain, what modes of transportation do you use for your commute to work? Please indicate what percentage of your work commute is done using each of these transportation methods. Bike: Bike and bus: Drive personal vehicle: Passenger in personal vehicle: Public transport: Walk:

13. In seasons when the weather is not bicycle-friendly, such as in snow and heavy rain, what modes of transportation do you use for errands and recreation? Please indicate what percentage of your non-work travel (e.g. errands, meeting friends) is done using each of these transportation methods. Bike: Bike and bus: Drive personal vehicle: Passenger in personal vehicle: Public transport: Walk:

14. If you were not able to ride your bicycle, which mode of transportation would you use? Public transit Driving personal vehicle Passenger in personal vehicle CarShare or car rental Walk Taxi Other:



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15. Do you have a valid drivers license? Yes No

16. How many licensed drivers are in your household? 0 1 2 3+

17. How many personal vehicles are owned or leased in your household? 0 1 2 3+

B: Please rate the following questions based on your regular cycling route: the

route you take most often.

18. How satisfied are you with your regular cycling route? Very dissatisfied Dissatisfied Neutral Satisfied Very satisfied

19. How often do you ride your bicycle for transportation on average? Less than once a week Once a week 2-3 times a week 4-6 times a week Every day

20. How would you rate your cycling skill level? Novice Beginner Intermediate Advanced Expert

21. How often do you wear a helmet when riding your bicycle? Never Rarely Sometimes Most of the time Always



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22. How frequently do you use bike racks on buses? Never A few times a year A few times a month A few times a week Daily

C: Please evaluate the following based on your regular cycling routine

23. What are your reasons for cycling? Please indicate how important these factors are in your cycling habits.

a. Health & Wellness: Least important Important Somewhat important Most important Fairly important N/A

b. Physical fitness Least important Important Somewhat important Most important Fairly important N/A

c. Recreation Least important Important Somewhat important Most important Fairly important N/A

d. Enjoyment Least important Important Somewhat important Most important Fairly important N/A

e. Saving money Least important Important Somewhat important Most important Fairly important N/A

f. Helping the environment Least important Important Somewhat important Most important Fairly important N/A

g. Convenience Least important Important Somewhat important Most important Fairly important N/A

h. Are there other factors encouraging you to cycle?



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24. What discourages you from cycling? a. Long distance to travel

Least important Important Somewhat important Most important Fairly important N/A

b. Long travel time Least important Important Somewhat important Most important Fairly important N/A

c. High amount of traffic Least important Important Somewhat important Most important Fairly important N/A

d. Feels unsafe (motorists and traffic) Least important Important Somewhat important Most important Fairly important N/A

e. Feels unsafe (personal safety) Least important Important Somewhat important Most important Fairly important N/A

f. Route is not scenic Least important Important Somewhat important Most important Fairly important N/A

g. Poor road conditions Least important Important Somewhat important Most important Fairly important N/A

h. Many stops Least important Important Somewhat important Most important Fairly important N/A

i. Hilly route Least important Important Somewhat important Most important Fairly important N/A

j. Lack of bike parking Least important Important Somewhat important Most important Fairly important N/A



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k. Poor motorist behaviour Least important Important Somewhat important Most important Fairly important N/A

l. Poor weather Least important Important Somewhat important Most important Fairly important N/A

m. Other Least important Important Somewhat important Most important Fairly important N/A

n. Are there other factors discouraging you from cycling? 25. Please evaluate how serious the following safety hazards are to you.

a. Not being seen by cars at night N/A Seriously hazardous Not hazardous Dangerously hazardous Slightly hazardous Barrier to cycling! Seriously hazardous

b. Opening parked car doors N/A Seriously hazardous Not hazardous Dangerously hazardous Slightly hazardous Barrier to cycling! Seriously hazardous

c. Cars passing too close N/A Seriously hazardous Not hazardous Dangerously hazardous Slightly hazardous Barrier to cycling! Seriously hazardous

d. Cars passing at high speeds N/A Seriously hazardous Not hazardous Dangerously hazardous Slightly hazardous Barrier to cycling! Seriously hazardous

e. Cars with distracted drivers N/A Seriously hazardous Not hazardous Dangerously hazardous Slightly hazardous Barrier to cycling! Seriously hazardous



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f. Cars making right turns in front of you N/A Seriously hazardous Not hazardous Dangerously hazardous Slightly hazardous Barrier to cycling! Seriously hazardous

g. Oncoming cars making left turns N/A Seriously hazardous Not hazardous Dangerously hazardous Slightly hazardous Barrier to cycling! Seriously hazardous

h. Poorly maintained roads N/A Seriously hazardous Not hazardous Dangerously hazardous Slightly hazardous Barrier to cycling! Seriously hazardous

i. Major intersections N/A Seriously hazardous Not hazardous Dangerously hazardous Slightly hazardous Barrier to cycling! Seriously hazardous

j. Other cyclists not obeying traffic laws N/A Seriously hazardous Not hazardous Dangerously hazardous Slightly hazardous Barrier to cycling! Seriously hazardous

k. Poor conditions N/A Seriously hazardous Not hazardous Dangerously hazardous Slightly hazardous Barrier to cycling! Seriously hazardous

l. Other N/A Seriously hazardous Not hazardous Dangerously hazardous Slightly hazardous Barrier to cycling! Seriously hazardous

E: Please answer the following based on your regular cycling routine

26. Do you frequently carry a cell phone or other communication device when cycling? Yes No

27. Do you frequently carry an emergency tool kit when cycling? Yes No



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28. Do you frequently carry a GPS-enabled device when cycling? Yes No

29. Assume you bike to work. If a shower were available at or near your workplace, would you use it? Yes No

30. Assume you bike to work. If a locker were available at your workplace, would you use it?

31. If a better network of cycling infrastructure were put in place, would you ride your bicycle more? Yes No

32. Would you consider purchasing an electric bicycle? Yes No

33. Would you purchase an electric bicycle? Yes No

34. In the past five years, have you had a bicycle stolen? Yes (Where?) No

35. In the past five years, have you had a collision while riding your bicycle? Yes (Where?) No

36. Have you had any formal bicycle riding training? Yes (Please specify) No

37. Does your regular cycling route change based on the seasons? Yes No

38. What are your preferred bicycle parking facilities? Choose all that apply. Bicycle posts Bicycle racks Indoor storage Outdoor storage Other:

F: Cycling Investments

39. If purchasing a bicycle, would you purchase a new or used one? Only a new bicycle Only a used bicycle Either new or used

40. Where would you purchase a bicycle? For each retail option below, list the stores/retailers from whom you would buy a bicycle. Bike shop: Larger retail store: Online: Other:



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41. If purchasing a bicycle, how much would you spend, including upgrades? $0 - $200 $201 - $400 $401 - $600 $601 - $800 $801 - $1000 $1001 - $1200 $1201+

42. In the past year, how much did you spend on maintenance, accessories, clothing, etc. for your bicycle? (Do not include the cost of a new bicycle.) $0 $0.01 - $74.00 $75 - $149 $150 - $224 $225 - $299 $300 - $374 $375+

G: Identifying Bikeway Infrastructure Priorities

43. Where can the Region of Waterloo improve its cycling routes? Please identify specific locations where you think each of these improvements are needed. On-road bike lanes (reserved for bikes, adjacent to vehicle traffic): Paved shoulders: Signed bike routes (wide lanes shared with vehicle traffic): Paved multi-use trails (recreational or park trails, etc.): Paved multi-use trails (next to roadways, on the boulevard): Unpaved multi-use trails (gravel, dirt, etc.): Bicycle boulevards (low-speed streets optimized for bike traffic): Increased lighting: Increased signage: Increased surface maintenance (potholes, cracks, etc.): Increased summer debris removal (leaves, sticks, etc.): Increased winter snow & ice removal: Improved intersections (signal, detection, width, cross ride, etc.): Secure bike shelter: Showers & lockers:



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44. Do you have any additional thoughts or concerns about cycling in the Region of Waterloo? Please share your thoughts here. Potential topics include specific road hazards, feedback on the study to date, suggestions for recruiting additional participants, and any other issue you would like to share with us. The more information you provide us with, the greater our ability to address the issues you highlight and continue our work on issues you support. Thank you.

45. If you would like to receive updates on cycling programs and projects in Waterloo, please enter your email address below. Your email address will not be associated with your other survey responses.



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Appendix D Photographs of Select Uptown Locations (in-

person survey) Photographs taken January 31, 2015

King and Willis Way

Uptown Square, facing King Street



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Uptown Square, facing Willis Way

King Street, facing Uptown Square



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Willis Way, looking toward King Street

Willis Way, looking toward Caroline Street



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King Street, near Willis Way looking North

King Street, looking North toward Princess Street



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King Street and Bridgeport Road, looking South

Bicycle and car parking on Willis Way

Spending Habits and Transport Patterns

Documents

Transcript of Spending Habits and Transport Patterns