Background

This executive report summarizes the first phase of unique consumer study conducted by Pacific/West Communications Group, Inc., for California Department of Transportation Office of Transportation Demand Management. The consumer research focuses on defining consumer markets for transportation planning and marketing, thus providing decision-makers with a historic consumers'-eye perspective.

The research yields a broad base of strategic information about California commuters, their lifestyles, motivations, behaviors, demographics, and desires for transportation products.

This attitudinal and demographic profile is the first of its kind. It provides a consumer foundation for addressing the planning, development, and enhancement, and marketing of transportation products and services across California's diverse markets.

The next phase of research will apply this vast, in-depth understanding of California's commuters to necessary product research -- enhancements and new product development.

Objectives

The primary purpose of this research is to develop meaningful demographic and attitudinal profiles the target consumer markets -- those who would be most likely to try alternatives to driving alone. By applying classical consumer research techniques, this study reveals the nuances of market segments within the commuting population.

The research provides a foundation for planning, developing and marketing transportation products and services which California consumers desire and need -- and will ultimately use.

Key Findings

• 44% of Drive Alone commuters are "extremely" or "very" likely to use alternative modes of transportation.

• Though, less than half of that high propensity target market is actually willing to sample conventional alternative modes:
  • Only 23% are likely to use carpools
  • 12% say they are likely to use vanpools
  • 12% say they are likely to use a public bus
  • 11% say they are likely bike to work or school
  • 10% say they are likely to try light rail, and
  • 8% say they are likely to try a train.

• Clearly, consumers' desire for alternatives exceeds their expectations of the existing product line: More than twice as many Drive Alone commuters are willing to try some alternative than are willing to try the conventional products they know (i.e., carpools, vanpools, buses, etc.).
• Commuters who are willing to try alternatives to driving alone are distinctly different -- both demographically and psychographically -- from those who are not. Those distinctions have relevant implications for transportation planners and decision-makers at every level in California, especially in light of the shrinking market share for alternative modes.

• This high propensity target market is not a monolith, as the Index of Propensity demonstrates. Rather, three distinct market segments emerge.
  • Though some commonalties run through the target segments -- and the segments typically include consumers of all demographics -- the variations are significant to every phase of marketing, from product development and enhancements to positioning and pricing.

(Base = 2,114n commuters in California.)

• Commuters who fit the psychographic and demographic profile to sample alternative modes -- i.e., Easy Goer, Bold Beginner, and Efficiency Driven -- comprise three-in-five (60%) of all Drive Alone commuters in California. Intuitively, experienced marketers know that just because consumers fit a certain profile does not qualify them as likely prospects for purchasing a product or changing behavior.
• Commuters who demonstrate the highest propensity to sample alternatives, however, are only 44% of all drive alones. Despite their self-stated eagerness to change commuting behavior, that potential market is not necessarily a likely opportunity.

• Ultimately, from a consumer research perspective, the true "target market" is defined by drive alone commuters who

1) fit the psychographic and demographic profile to change behavior and

2) self-identify as being of a high propensity to do so.

That target market group -- 29% of all drive alones -- offers the greatest opportunity for changing behavior.

NOTE: Target markets define the greatest opportunities for marketing, not exclude them. Drive Alones who are not Bold Beginners, etc., though likely to try alternatives, may well be persuaded to change behavior. The greatest yield of marketing efforts, however, will still be found in the motivated target markets.

These demographic and attitudinal characteristics provide the most clear, comprehensive and useful understanding of California commuters known to date. The distinctions are fundamental to understanding how planners and marketers of transportation can effectively attract and keep market share for alternative modes.

• As these graphics demonstrate, high propensity target markets tend to be:
  • younger (under 35 years),
  • unmarried,
  • ethnically diverse, and
  • lower socio-economic strata, including three closely related factors:
    • education,
    • occupation and
    • income
    • (indeed disproportionately students and entry level service-type workers).

• Despite the target markets' desire to use alternative modes both generally and specifically (indicated above as "Mode Choices" ranked by Index), their actual use is minimal. This finding reinforces the previous finding (p. 3) that current alternatives do not meet consumers needs and expectations.
• In fact, three-in -five (60%) of Drive Alone commuters have tried alternative modes but continue to make their daily treks alone.

[NOTE: Appendix A provides a detailed summary of segment configuration by each demographic descriptor. There, data is sub-divided into three relevant categories: Total Sample; Drive Alone Sample (weighted); and Alternative Mode Sample (weighted).]

• Additionally, attitudinal characteristics more clearly define these commuters. For example:
  • "Bold Beginners" are open to new ideas and experimentation.
  • "Easy Goers" tend to keep work and personal life separate and routine, rather than mixing business and work schedules throughout the week. They also tend to be motivated by common-sense reasons for using alternative modes (e.g., saves on vehicle wear and tear, etc.)
  • "Efficiency Drivens" are open to new ideas that will help them accomplish the many things they are doing. Alternative modes allow Efficiency Drivens to multi-task on the way to work.
  • In general, the target markets are willing relinquish responsibility for their commute, in part because their lifestyles may allow a regimen.
  • They also seek sociability, but in varying degrees.

• Evident from these data is also a clearer depiction of the kinds of commuters who are not in the high propensity target market, commuters who are virtually unreachable regardless of the products or marketing.
  • The non-targets tend to be of higher socio-economic groups (based on education, occupation and income), but not exclusively those factors.
  • Attitudinally, these commuters are not open to the idea of using alternative modes. For example, "Very Independents" are individualists who must control their schedules as they attempt to squeeze extra activities into every day.
  • Meanwhile "Auto Pilots" are not frustrated by their commute to begin with and would have little incentive to change. "Auto Pilots" are not motivated by either economics or environmental effects of driving alone.

Methodology

This consumer research about transportation was conducted in Fall, 1992, among 2,114 randomly selected adults in California. Qualified respondents were screened for residence, commute behavior, and recent participation in marketing research.

The margin of error for this study is 2.13% in 95 out of 100 cases. That is, if 100 identical surveys were conducted simultaneously, the results in 95 would be the same within the margin of error. Readers are cautioned that the margin of error is significantly higher for sub-groups.

Data has been weighted to reflect more accurately the population of California, according to the 1990 U.S. Census..