Urban Transport Benchmarking Year Two Urban Transport Benchmarking Initiative Behavioural and Social...

Urban Transport Benchmarking

Year Two

Urban TransportBenchmarking Initiative

Behavioural and Social Issuesin Public Transport

Results from Year 2

Directorate-General for Energy and

Transport

EUROPEAN COMMISSION

Guido Müller - ILS NRW

Neil Taylor - TTR


Year Two

The Group: Seven Cities and Regions


Year Two

Working Group Theme

Year 1: “How can we influence travel behaviour in order to increase the market share of public transport and retain existing customers?”

>> broad database

>> narrower focus in Year 2

Year 2:“Young People as a Target Groupfor Public Transport Marketing”


Year Two

Target Group: Young People

Age 10 – 14 Young Independent Traveller

Age 15 – 17 Independent Pre-Driving Age

Age 18 – 25 Driving Age


Year Two

Indicator Overview

• Background Information:PT market share (general & young people YP)

• Knowing the Market:population structure, driving age, marketing effort (YP), trip

purposes (YP)

• Products and Services:inventory of products and services, services (YP),

fares/ticketing (YP)

• Communication (YP):PT information, complaint management, education, promotion,

campaigns, loyalty programmes


Year Two

Limitations and Barriers

• reliance on available data: definition, comparability

• missing data for specific target group (young people)

• comparability of cities and regions (size, structure)


Year Two

Public Transport Market Share

30

31

43

17

29

8

32

30

25

11

25

36

55

44

60

1

5

1

1

7

7

0% 20% 40% 60% 80% 100%

Emilia Romagna Region

Bietigheim-Bissingen

Athens

Ile de France/Paris

Lisbon

Public Transport Car Motorcycle Taxi Taxi & Other Walking & Cycling


Year Two

Target Group Age Structure (urban)

33 31 25 2919 23

2118

1516 36

14

46 5160 55

44

63

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Athens BietigheimBissingen

Cardiff EmiliaRomagna 10main cities

Lisbon Paris (City)

Ag

e G

rou

p (

%)

% target group aged 10-14 % target group aged 15-17 % target group aged 18-25

760,000 76,000 81,455 198,221 94,760 399,000 24% 18% 27% 12% 17% 21%

Total Aged 10-25: % Of Urban Popn:


Year Two

Target Group Age Structure (region)

28 31 29 31

1719

17 18

5549 54 51

0%

20%

40%

60%

80%

100%

Bietigheim Bissingen Cardiff Emilia RomagnaRegion

Ile de France

Ag

e G

rou

p (

%)

% target group aged 10-14 % target group aged 15-17 % target group aged 18-25


Year Two

Public Transport Use by Young People

CityPT Modal

Sharein %

PT trips by Age 10-25

in % of all PT trips

Age Group10-25

in % of pop.

Market ratioPT use by

young people


25 31 18 183

Paris 30 16 17 94

Lisbon(Carris)

43 9 17 53

Athens 33 9 20 45


Year Two

Fare Reductions

City Age 10-14 Age 15-17 Age 18-25

Athens students: - 50 %


Monthly pass: - 26 %Pass Orange Junior: about - 60 %

Student Ticket:about - 80 %*

Cardiff

Bus - 33%Rail: depending

on operator

Young Persons Railcard age 16-25: - 33 %Student Railcard - 25 % day,- 10 % season

Young Persons Freedom Card: - 17 %

Emilia Romagna 10 cities

different in every cityaverage: Monthly Pass - 18% , Annual Pass - 36%

Lisbon - 25 % (age 4-12) no reductions no reductions

ParisIle de

France

Annual Pass Imagine R – (age 12-26): about - 45 %Daily Ticket about - 50 %

Both only weekends and holidays


Year Two

Revenue from Young People

City / Region Revenue from Young People

Athens11 % of farebox revenue from age 10-25

compensation by Ministry

Emilia-Romagna

18 % of all monthly passes (4 % of revenue)49 % of annual passes (7 % of revenue)

Paris(RATP)

7 % of farebox revenue from young14 % including compensation


22.5 % of farebox revenuefrom children and young people


Year Two

Marketing to the Young

City Promotion examples

Athensschool visits, graffiti contest, photo competition, Olympic volunteers


teaching material, working group in PT association, company visits

Emilia Romagna

road safety education, safe routes to school, sustainable transport labs at schools, treasure hunt

Lisbon project school, school visits

ParisIle de

France

marketing with mix of media, Imagin’R campaign,customer relation management


Year Two

Case Studies - Overview

• Night Bus Schemes: Bietigheim-Bissingen (nachtaktiv), Cardiff (L8 Night Bus), Emilia-Romagna (Blue Bus, Blue Train)

• Imagine’R: Young Persons Loyalty Program in Paris

• Event-based PT promotion: Lisbon (SuperBock Music festival), Bietigheim-Bissingen (Public Transport Day), Bologna (Treasure Hunt)

• Promoting PT through education: Lisbon (Project School by Carris, Schoolway.net), Athens (promotion to university students),


Year Two

Imagine’R in Paris

• loyalty program for young (age 12-26 and 26+)

fare reduction, travel services, attractive offers.

• smart card introduced 1998

• fare reduction of about 45 %: weekends and holidays

• positive advertising and branding, www.imagine-r.com

• promotion partners: cinemas, McDonalds, EuroDisney, retailers

• 680,000 card holders (12-26) = 75 % penetration rate

• use of database for customer relation management>> goal of establishing PT long-term PT use


Year Two

Conclusions

• status of marketing to young people: fare reductions and limited promotional activities, few overarching strategies

• limited mobility management for target group (e.g. with schools)

• task: connect to positive lifestyle images (smart, cool, fun etc.)

• core principles:-- 10-14: information/education: “learning and awareness”-- 15-17: fare offers, loyalty schemes-- 18-25: fare offers, incentives, “parachute package”

• partnerships with schools, authorities, promotional partners

Urban Transport Benchmarking Year Two Urban Transport Benchmarking Initiative Behavioural and Social...

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