| Introduction | |
| Awareness of Modes | |
| Perceptions of Modes | |
| Awareness of Communications | |
| Perceptions of Communications | |
| Stated Effect | |
| Stated Behavior | |
| Real World Data |
Evaluation Methodology
The Commuter Monitor is a standardized monitoring and evaluation
system that tracks the effectiveness of marketing activities at
the regional and sub-regional level. This consumer research methodology
measures and assesses changes in commuter awareness, attitudes
and behaviors in all transportation modes within a geographic
region so transportation agencies and policy makers can plan,
develop and enhance products and services and marketers can refine
promotional strategies.
The Commuter Monitor's standard research methodology compares
timely survey research and transportation data by mode within
a specific region, examining variances and trends in each set
of data. The Commuter Monitor is designed to operate three times
a year within each region in order to continuously track and evaluate
the effectiveness of marketing and consumers' attitudes, perceptions
and behaviors.
The Commuter Monitor focuses on collecting and evaluating data
in five major areas:
Mode: Awareness
and perceptions of specific modes available in the region or corridor.
Communications:
Awareness and perceptions of promotional activities, which speak
to the effectiveness of marketing in communicating to target audiences.
Stated Effect: Assessment of
the effect of marketing activities on commuters, as claimed by
the consumers themselves. Stated Effect is a reflection of consumers'
attitudes toward communications, and a self-imposed measure about
how communications might affect future behavior.
Stated Behavior: Commuters'
behavior at the corridor level, again, as stated by consumers.
Subsequent waves of research will panel back to previous respondents
in order to examine their commute behavior over the course of
various marketing activities taking place in their region or corridor.
Real World Transportation Data:
Transportation data collected at the local and regional levels
simultaneous with the survey research.
San Diego Wave II Commuter Monitor
The post wave of the Commuter Monitor was
conducted by telephone among 718 adults living within the San
Diego region from July 3 through July 13, 1995.
One hundred twenty (120) of the survey respondents had called
237-POOL, 298 were people interviewed in the baseline survey and
300 were dialed randomly. For the baseline survey, four hundred
seventy-seven (477) randomly selected respondents were interviewed
from February 9 to March 4, 1995.
The margin of error for the post wave data is + 3.8% in
95 out of 100 cases. For the baseline survey, it is +
4.5%. That is, if we conducted 100 identical surveys, the results
in 95 of them would be identical to this survey within the margin
of error. Readers are cautioned that the margin of error for
sub-groups is significantly higher. Changes from pre to post
wave results that are statistically significant at the 95% confidence
level or greater are indicated in bold face type. Changes that
are statistically significant at the 90% confidence level are
indicated in italics.
In addition to theoretical sampling error, administration of the
survey elements and questionnaire design may bias some responses,
although precautions have been implemented to minimize any bias.
The participation rate, or incidence, of the baseline survey was
34.5% while the post survey incidence was 43%. The incidence
is calculated as the total number of completed interviews divided
by the total number of contacts made.
Many promotions occurred in San Diego between the approximate
times these survey were fielded. The specific promotion tested
in this study is the "Less Stress/Try It Once A Week"
campaign. This promotion occurred from February 20 through April
10, 1995. The promotion targeted three corridors in San Diego:
Sorrento Valley (5/805 junction), Kearny Mesa and Downtown.
Messages were promoted using a variety of mediums, including radio,
traffic sponsorships, mobile display units, bus shelters, newspaper,
painted outdoor boards (in two of three targeted corridors), Employee
Transportation Coordinator (ETC) direct mail and PR/Radio station
promotions.
Key Findings
Respondents were asked if specific alternative transportation
modes and services, such as buses, park-n-ride lots, carpool lanes
and on-ramps, trolleys and trains are available from the area
in which they live to the area to which they commute.
Awareness of most modes remained the same over the study period.
Only awareness of carpooling increased, from 16%
to 23%.
Awareness of Public Transportation Specifically
The percentage of commuters aware of public transportation in
July is statistically indistinguishable from the baseline survey.
In July, 56%
of all respondents said they are aware of public transportation,
like buses and the trolley in their area while 34%
said they are not aware if these services are available to them.
Similarly, in February, 58% were aware
and 35% not aware of public transportation.
Analysis & Conclusions
Generally, awareness of alternative modes did not change over
the time period measured, with the exception of carpool lanes,
which increased significantly from 16% to
23%.
Although awareness of carpooling amenities increased, 23%
represents a level of awareness identical to that found in a similar
1994 study. It may be -- best case scenario -- that one quarter
of the population is the maximum number of commuters exposed to
carpool amenities. In fact, all alternative modes may have reached
the "saturation point" in terms of commuter awareness.
Therefore, these results may be a reflection of product distribution
rather than marketing effectiveness.
Key Findings
Driving Alone
Overall, mean scores of positive perceptions of driving alone
are higher than any other available mode tested.
Ratings of specific mode attributes did not change from the pre
to post period.
Base = total sample
Carpools
Carpooling is the second-most positively perceived transportation
mode.
Commuters' perceptions of carpooling decreased directionally in
terms of "cleanliness," from a mean rating of 5.1
to 4.9.
No other significant changes occurred during the test period.
Base = total sample
Trolleys
Commuters' positive perceptions of the trolley increased significantly
from the pre to post survey in terms of "cleanliness,"
from 4.2 to 4.5.
The percentage of commuters who perceives the trolley as a mode
taken by people like themselves increased directionally.
No other measurable changes occurred from February to July.
Base = total sample
Buses
Commuters' negative perception of buses as being "confusing"
increased at a statistically significant rate over the test period,
from 3.9 to 4.2.
No other measurable changes occurred from the pre to post period.
Base = total sample
Analysis & Conclusions
All commuters perceive driving alone more positively on all key
measures. Carpools are the second most positively perceived mode
overall, yet perceptions of carpooling decreased directionally
with regard to "cleanliness."
Cleanliness is the only measure that increased significantly with
regard to trolleys, while buses were perceived more "confusing"
at a statistically significant rate.
Although positive perceptions of driving alone did not increase,
they still surpass even the most positive perceptions of other
modes' attributes. Only until positive perceptions of carpools,
buses and trolleys equal those of driving alone will commuters
permanently shift their commute behavior to incorporate these
modes.
Key Findings
Aided Awareness of General Communications
Commuters' awareness of general communications about alternatives did not change from the pre to post period.
Pre Post
Base = Total Sample (477) (718)
Saw, read, heard communications 56% 58%
Did not see, read, hear anything 42 38
Aided Awareness of Less Stress/Try It Once
A Week Campaign
A significant increase in the number of commuters
who claim they either saw, read or heard specifically about
the campaign that promoted ways to reduce stress and trying alternatives
once a week occurred from the pre to post survey (from 31% to
40%).
The high percentage of commuters aware of promotions (31%) in
the pre survey (before the Less Stress/Try It Once A Week campaigns
were launched) may be the result of other transportation-related
promotions that have also taken place in the San Diego region
throughout the year, or it may simply represent commuters general
and on-going perceptions regarding commute alternative messages.
Pre Post
Base = Aware of General Communications (268) (416)
Saw, read, heard promotion 31% 40%
Did not see, read, hear anything 66 58
Where Hear About Promotion
Promotional mediums for the Less Stress/Try It Once a Week campaign
included radio, traffic sponsorships, mobile display units (bus
wraps), bus shelters, newspaper, printed outdoor boards (in two
of three targeted corridors), Employee Transportation Coordinators
(ETCs) direct mail and radio station promotions.
Based on results, of these mediums, ETCs or employers appear to
be the most successful at reaching target audiences, since only
this medium increased significantly from 19%
to 30%.
The number of commuters who stated they heard about the promotion
on television decreased, though at 18%
is still high, considering no television advertising was done.
Analysis & Conclusions
Many promotions may have occurred prior to this study (such as
the APCD- sponsored "smoking vehicles" campaign), which
may be partial explanation as to the high level of awareness of
communications prior to the Less Stress/Try It Once A Week campaign,
as well as the increase in awareness after the promotions.
Evidence that the Less Stress/Try It Once A Week promotion was
successful lies in commuters recollection that employers were
an increasingly greater source of information, since ETCs (through
direct mail) were a key target of the promotions.
'Television" is a commonly mentioned source of information
among survey respondents, and analysis often reviews this particular
response with some caution. However, local television stations
did cover some aspects of recent local promotions, such as the
bus wrap for the Less Stress campaign, which could partially account
for the high percentage of responses under this source category.
Key Findings
Playback of Messages About Commuting Using
Alternatives
Playback of messages from commuters surveyed in the post promotion
survey show generally correct perception and retention of promotional
messages.
In the pre survey, commuters recalled three basic messages:
However, the post survey reflects a statistically significant
increase in "ridesharing" and "rideshare lists"
messages above all others and a decrease in the other two messages
(both of which were not related to the Less Stress/Try It Once
A Week campaigns).
Pre Post
Base = Aware of Communications (268) (416)
Promote or encourage carpooling, ridesharing or park-n-ride 12% 20%
Help with pollution or the environment 17 12
Easy, convenient and/or reliable 5 7
Send out rideshare lists -- 7
Advertisements on TV., billboards, radio, flyer or booth 15 6
Save money and gas 7 5
Inconvenient, message does not apply 4 5
Less stress 2 3
General information 10 --
Less traffic 8 --
Metrolink expanding 5 --
Phone # 4 --
Don't know 15 20
Other 10 14
Analysis & Conclusions
Although a variety of communications were present in San Diego
between the survey field dates, evidence points to commuters recalling
specific promotional messages about carpooling and ridesharing.
However, promotional messages about quality of life concerns (like
stress) are not strong enough to serve as a catalyst for trial
of alternative modes. Future promotions must stress specific
alternative modes for them to try, and the modes themselves must
meet commuters basic needs: convenience, reliability, flexibility
and safety. It may be more effective for promotions to center
the call to action around these key mode attributes. In this
study, commuters perceived carpools and trolleys as reliable.
When these modes are also viewed positively with regard
to the remaining key measures, Caltrans' opportunity to change
commute behavior through targeted promotions will be at its peak.
Key Findings
Stated Effect is the impact of marketing activities on consumer
behavior, as stated by commuters themselves. It is a self-imposed
measure on how communications affect commuters likelihood to change
their commute behavior.
Likely to Seek Information About Alternatives
While the majority of respondents are not likely to get information
on alternatives, 20% in the
post-wave say they will. This represents a statistically significant
increase over the pre-wave (16%).
Base = total sample
Likelihood to Seek Information Based on
Stress and Alternative Use Messages
Promotional messages may have positively affected respondents'
stated likelihood to sample information, since differences are
statistically significant at the 90% confidence level.
Pre Post
Base = Aware of Promotion (84) (165)
No difference 65% 53%
More likely 29 40
Much 12 19
Somewhat 17 21
Less likely 4 6
Sought Information in the Past Few Months
Not only did the percentage of commuters who say they are likely
to sample information increase slightly, but the number of commuters
who said they actually sought information in the past few
months also increased significantly from February to July (13%
to 19%).
Pre Post
Base = total sample (477) (718)
Did not sample information 86% 78%
Did sample information 13 19
Source of Information
Employers, as a source of transportation information, doubled
from February to July (16% to 32%). This is consistent
with marketing activities targeted at ETCs within the region.
Pre Post
Base = Sought Info. Past Few Months (63) (134)
Employer 16% 32%
Transportation agency 22 13
Caltrans 6 1
Family, friends, co-workers 10 13
SANDAG, Commuter Computer 3 5
237-POOL 6 5
Used Information
No statistically significant changes occurred with regard to using
information.
Pre Post
Base = Sought Info. Past Few Months (63) (134)
Yes, used 60% 56%
No, not used 37 40
Usefulness of Transportation Information
Of those commuters who sought information, in February, close
to two-thirds (62%) deemed information to be useful, whereas in
July, about one-half (49%) of them perceived the information to
be useful. This represents a directional decrease in the perceived
usefulness of information.
Pre Post
Base = Sought Info. Past Few Months (63) (134)
Extremely/very useful 62% 49%
Somewhat useful 22 21
Not at all / not very useful 14 28
Likelihood to Sample Alternative Transportation
Products
In July, almost twice as many commuters overall said they are
likely to sample alternatives in the next two years compared to
the sub-group who drive alone daily. However, even with no statistically
significant change from February to July, the fact that 15%
of drive alones are likely to try alternatives is noteworthy.
First Time Trial of Alternatives
The percentage of commuters who say they tried an alternative
for the first time over the past few months is statistically identical
from the pre to post survey.
Pre Post
Base = Total Sample (477) (718)
Yes 16% 16%
No 82 81
Likelihood to Re-Sample Alternatives
There are no differences between initial baseline results of February
1995 and July post-promotional results with regard to alternative
mode product trial and re-sampling.
Base = Total Sample
Claimed Change in Commute Behavior
Overall, the percentage of commuters who changed their commute behavior in any way did not shift significantly from the pre to post survey. However, a directional increase in the percentage of commuters who "tried" carpooling or vanpooling did occur (from 1% to 4%).
Pre Post
Base = Aware of Promotion (84) (165)
No change 88% 84%
Tried
Tried carpooling/vanpooling 1 4
Tried bus 1 1
Tried Once A Week
Tried carpool once week 1 --
Tried trolley once week 1 --
Tried biking once week 1 --
Used More Often
Use carpools more 1 --
Use buses more -- 1
Use bikes more -- 1
Other 1 5
Don't Know 4 4
Effect of Promotion Awareness on Claimed
Change in Behavior
Awareness of the promotion had little effect on respondents stated
behavior. More commuters surveyed in July were aware of
the promotion than in February, yet the percentage who actually
tried an alternative mode remained identical (16% in both surveys).
Therefore, promotion awareness did not necessarily spur alternative
mode trial.
Pre Post
Base = Tried Alternatives (75) (117)
Aware of the promotion 16% 27%
Unaware of the promotion 51 47
Analysis & Conclusion
Although awareness of promotions increased and perceptions of
them were clear among commuters, overall the promotions did not
significantly affect commuter behavior in terms of sampling information
and trying alternative modes.
To change commuter behavior is a several step process:
The Less Stress/Try It Once A Week promotion was effective with the first three steps, in that it:
However, commuters say that they do not plan to re-sample alternative
modes. At this point we cannot conclude that this promotion will
produce a permanent change in behavior.
Key Findings
Base = Total Sample
No changes in claimed commuting behavior occurred between February
and July. The vast majority (83%)
of respondents continue to drive alone, with the most utilized
alternative to driving alone being carpooling (7%).
Current Drive Alone Behavior Pre Post
(477) (718)
Every day 68% 69%
Three to four times per week 10 11
Two days a week 4 5
Once a week 3 2
Less often than once a week 14 12
Current Alternative Mode Usage Pre Post
(477) (718)
Every day 9% 7%
Three to four days a week 5 5
Two days a week 3 5
Once a week 4 4
Less often than once a week 77 76
Analysis & Conclusions
Drive alone behavior has not changed significantly over the time
period measured. Commuters rely on automobiles since they are
perceived as the most convenient, reliable, flexible and safest
form of transportation. Only until alternative modes can compete
with driving alone on each of these measures will commuters change
their behavior.
Average Daily Boardings of Local Transportation
The numbers listed are approximate average daily boardings.
In order to compile these numbers, transit agency ridechecks
are done sporadically (at different rates and times), and then
estimates are made. There are no precise figures available to
reflect boardings at the time of the pre wave (February 1995)
and the time of the post-wave (July 1995) of this study.
North City Transit District (1993)
Metro Transit Development Board (1994)
San Diego Trolley (1994)
MTDB Bus and Rail (1994)
Source: Kosmont & Associates.