TARGET AUDIENCE: COMMUTERS

Matt AaronsonMo GruleyKara JosephTerra Neukam

OUR AUDIENCE: BROADLY DEFINED

Regular metropolitan-area commuters and heavy travelers.

COMMUTERS: WHO ARE THEY?

In the United States: 128.3 million commuters (U.S. Census, 2000)

COMMUTERS: WHO ARE THEY?Focus: Metropolitan areas

COMMUTERS: WHO ARE THEY ?Unifying Characteristics

Behavior --> commuting regularly (usually daily)Destination-orientedDependence on external conditions

RoadsTrafficTrains, buses, trolleys, etc.WeatherCar operation

COMMUTERS: WHO ARE THEY? Demographics - Age (Source: Bureau of Labor Statistics)

COMMUTERS: WHO ARE THEY? Demographics (Source: Bureau of Labor Statistics)

Race: 73.2% White, 12.7% Hispanic, 9.7% Black, 4.4% Asian

Gender: 53.1% male, 46.9% female

Marital Status: 55.5% married, 44.5% unmarried

COMMUTERS: WHO ARE THEY? Fast Facts

$1.192 TRILLION – Consumer expenditures on transport in the U.S. in 2010 (Source: Euromonitor International)

10.44% of disposable income3.7 billion - Hours spent in traffic per year (U.S.) (Source: USA Today)

14%: Increase in public transportation use int he U.S. from 2005-2009 (Source: Washington Post)

COMMUTERS: WHO ARE THEY?Commuting and Stress

“The daily activity most injurious to happiness is commuting.”- David Brooks, New York Times Columnist

COMMUTERS: WHO ARE THEY?Commuting and Stress

“...commuting is the daily activity that generates the lowest level of positive affect, as well as a relatively high level of negative affect...”

-Scandinavian Journal of Economics

“Commuting is more stressful when people are not in control of certain factors that can crop up during the drive to work, e.g. due to traffic congestion or when they are under considerable time pressure.”

- Koslowsky, et al.

COMMUTERS: WHO ARE THEY?Consequences of Commute-related Stress

Raised blood pressureMusculoskeletal disordersLowered frustration toleranceIncreased anxiety and hostilityBad moods following commutes (morning and evening)Increased latenessAbsenteeismDamaged cognitive performance

COMMUTERS: WHAT DO THEY DO?Where They are Going

COMMUTERS: WHAT DO THEY DO?Where They are Going

COMMUTERS: WHAT DO THEY DO?Modes of Transportation - U.S. CitizensU.S. Census (2000)

COMMUTERS: WHAT DO THEY DO?Video: How do you commute?

Our survey results show:

bus: 1subway/train: 3plane: 1car: 13bike: 1walk: 4

COMMUTERS: WHAT DO THEY DO?Modes of Transportation - Our Survey

*29% of our participants use more than one mode of transportation when

commuting to their destination (VIDEO)

U.S. Commuting by Distance (Source: Mintel)

Annual passenger miles for public transit:53.4 billion (53,353,000,000) Annual passenger miles for cars:2.9 TRILLION (2,921,932,000,000)

COMMUTERS: WHAT DO THEY DO?Distance & Time

Average Commute TimesNational U.S. Averages

0-30 minutes: 65.5%31-59 minutes: 26.5% 60+ minutes: 8%

Averages from our survey0-30 minutes: 77.8%31-59 minutes: 11.1%60+ minutes: 11.1%

Where do they get their news?How do they hear about traffic, weather and other events that affect their commute?

COMMUTERS: WHAT DO THEY DO?What are your commute-related media habits?

Our survey says: radio cellphonesinternet

Older use radio more, younger use cellphones, both use internet

12 out of 17 of survey respondents say they listen to the radio10/17 say they use the internet6/17 use cellphones, but all 6 are in the 18-26 age group

6/8 respondents in their twenties use cellphones54% of all commuters using public transportation use cellphones

77% of commuters 18-2435% of commuters 45+

COMMUTERS: WHAT DO THEY DO?How they inform themselves of commuting related issues:

COMMUTERS: WHAT ARE THEIR NEEDS & WANTS?VIDEO: What do commuters desire?

COMMUTERS: WHAT ARE THEIR NEEDS & WANTS?Problems Facing Commuters

LESS STRESS AND FRUSTRATION

COMMUTERS: WHAT ARE THEIR NEEDS & WANTS?

Audio:2007 NPR story: Tell Me More on long commutes

"There's no geting around the fact that you're separated from your family by 100 miles."

Easy accessBrief/concisePrintVisualsCustomizationPersonalizationNo delayBlog formatLess repetitionIntegrated solutions

COMMUTERS: WHAT ARE THEIR NEEDS & WANTS?What would you change about how you receive news?Our Survey Results

"...maybe if they connected the Magic Bus with the AATA..."

If you could receive your news in any way possible, what would your preference be?Our Survey

COMMUTERS: WHAT ARE THEIR NEEDS & WANTS?

"If I could get it customized to exactly what I want, and then have that sent to my phone in 60-120 character texts, just to give me a gist of what's going on, then I could pick what I want to read later at my convenience."

Happy with what they have now

radio, newspaper, television, online

Concise listsCustomized headlines

Do you care about legislation regarding commuting/traffic/construction/etc.?Our Survey

Yes: 12 Sort of: 4No: 1Unsure: 1

COMMUTERS: WHAT ARE THEIR NEEDS & WANTS?

College Students

Class thoughts...