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Slide 1
Slide 2
Measuring and capturing mind share APTA 2013 Marketing &
Communications Workshop
Slide 3
Research goal 2 1.Measure public transits market share
2.Measure levels of awareness of Sound Transit among general
commuters 3.Determine demographics of riders and non-riders among
regular commuters 4.Determine the size of the potential ridership
market
Slide 4
4,001 telephone surveys of residents age 16+ in King, Pierce,
Snohomish, and Kitsap counties; April 23 May 16, 2012 Respondents
were screened for regular commuters, (defined as 16+ years old and
commuting to a regular activity two days or more a week). 3
Methodology
Slide 5
4 Commuting population Total regional population: 3,700,868
Non-regular commuters 570,730 19% Regular commuters 2,375,579
81%
Slide 6
No Transit 1,880,314 79% Regular commuters: 2,375,579 Transit
users 495,265 -21% Transit Use How do you usually commute do you
drive alone, drive or ride with someone else, take public transit,
or commute some other way? Do you take a bus or train for any part
of your commute? (Q6F) How do you usually commute do you drive
alone, drive or ride with someone else, take public transit, or
commute some other way? Do you take a bus or train for any part of
your commute? (Q6F)
Slide 7
Mind Share (Considered transit) Have you ever considered riding
Sound Transit express bus, Sounder commuter rail or light rail for
your current commute instead of driving? Have you ever considered
riding Sound Transit express bus, Sounder commuter rail or light
rail for your current commute instead of driving? Not considered ST
1,523,054 81% Non-transit commuters: 1,880,314 (79%) Considered ST
357,260 19%
Slide 8
Active Mind Share (Looked into using transit) Have you ever
looked into Sound Transit schedules or routes for your current
commute? Looked into ST 239,571 (13%) Non-transit commuters:
1,880,314 (79%) Considered transit 357,260 (19%) Not looked into ST
117,689 (6%)
Slide 9
Former users (Taken transit in past) Have you ever taken Sound
Transit Express Bus, Commuter Rail, or Light Rail for a regular
commute in the past? Never taken ST 1,475,890 (78%) Taken ST in
past 404,424 (22%)
Slide 10
Open to ST (No Transit) Q23-32 Please tell me if you strongly
agree, somewhat agree, somewhat disagree or strongly disagree with
each of the following statements. If it were available for my
commute, I could see myself riding an express bus one or two days a
week. If it were available for my commute, I could see myself
riding a train one or two days a week. Strongly agree Somewhat
agree Strongly disagree Somewhat agree 35% 36% 12% 29% 25% 24%
27%
Slide 11
Target Market Percentage of the regions regular commuters who
do not take transit, are between ages 16 and 64, have commutes 10
miles or longer and are not opposed to riding on of Sound Transits
services Target Market of 38% of regular commuters (902,720) Taken
ST in past 8% (190,046) Not considered & not taken - 24%
(570,139) Considered & not taken 6% (142,535)
Slide 12
The mind share spectrum 11
Slide 13
Barriers to using transitFlexibility.TIME.FREEDOM
Slide 14
Perceptions of public transit Its scary and confusing
Slide 15
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Break down information barriers Communicate the how to aspects
of using transit Reach out at points of transition (new job,
relocating) Communicate convenience/ease of use
Slide 17
16 Tim E. Healy, Marketing & Creative Services Director
[email protected] 206.398.5062