Theory + cycling + people + data = Measurable changes in peoples cycling behaviour Thomas Stokell Managing Director Challenge for Change.

Theory + cycling + people + data =

Measurable changes in people’s cycling behaviour

Thomas Stokell

Managing Director

Challenge for Change

Everyone can cycle

…even Gaz

The amazing 39 stone cyclist

Cycling is for everyone…

But how do we get more people cycling?

1. Applying behaviour change theory

2. Case-study

3. Research with 16,000 new and existing cyclists.

Today

Survey Data - former 'non-cyclists'

3 Months post Challenge

37% now cycle at least once a week

21% now cycle regularly (2-3 days or more each week)

19% now cycle to work at least once a week

N = 1,664

Measurable change is possible

03/30/09

Assist people to become confident and capable commuter cyclists

Give people a positive cycling experience

Break down old perceptions. E.g. hard, scary

Greatly increases their likelihood of taking up cycling

Create new perceptions. E.g. easy and fun

More people cycling

Self Perception Theory

What people say...

“The Cycle Challenge reminded me that I can do it, and not only that, enjoy it!”

“I enjoyed it more than I thought I would, it was easier than I thought and I like

the idea of keeping fit and travelling to work at the same time.”

“Up until July of this year I hadn't rode a bike in 15 - 20 years! So I'm really pleased that I have kept to cycling 2-3 times a week ever since.”

Take Home No. 1

Give people a short, positive experience

Self-Efficacy

Our belief in our ability to achieve certain goals.

Similar to self confidence but focuses on the beliefs people hold towards one behaviour specifically.

Recreational Cycling (off road/quite roads)

Confidently and competently cycling for transport

Trial cycling for work

Cycle Skills Training

Cycling Event

Positive Cycling Experience

Self Efficacy

Understand where people are at

And what the next step for them is

Take Home No. 2

Online Questionnaires

Short, focussed = high response rate

Surveys at:

• Baseline• 2 weeks post Challenge• 3 months post Challenge

Evaluation Methodolgy

57,000 participants - worldwide

16,100 UK participants

5,217 non-cyclists

Data Set

Data Set

57,000 participants - worldwide

16,100 UK participants

5,217 non-cyclists

32% response rate

1,666 non-cyclist respondents

Objective 1:

Encourage non-cyclists to take up cycling

Objective 2:

Encourage people who are already cycling to cycle more often

Objective 3:

Encourage people to cycle for transport purposes

• Targeted messaging – online and email

• Targeted follow-on interventions

• Further research

- including next 4%

Applications

UK

Baseline non-cyclists with their current cycling behaviour, segregated by gender

Female Non-cyclists

Female non-cyclists at baseline

Non Occasional RegularOnce a week

or more

25-34 years

Total N=209 51% 32% 17% 29%

35-44 years

Total N=206 41% 43% 16% 34%

45-54 years

Total N=196 52% 36% 12% 27%

Female Non-cyclists

Female non-cyclists at baseline

Non Occasional RegularOnce a week

or more

25-34 years

Couple living alone n=158 50% 32% 18% 30%

Couple living with children n=51 53% 33% 14% 25%

Total N=209 51% 32% 17% 29%

35-44 years

Couple living alone n=62 40% 44% 16% 27%

Couple living with children n=144 42% 42% 16% 37%

Total N=206 41% 43% 16% 34%

45-54 years

Couple living alone n=68 50% 38% 12% 24%

Couple living with children n=128 53% 35% 12% 29%

Total N=196 52% 36% 12% 27%

Male Non-cyclists

Male non-cyclists at baseline

Non Occasional RegularOnce a week or

more

25-34 years

TotalN=105

34% 38% 28% 43%

35-44 years

TotalN=152

34% 28% 38% 51%

45-54 years

TotalN=112

31% 41% 28% 47%

Male Non-cyclists

Male non-cyclists at baseline

Non Occasional RegularOnce a week or

more

25-34 years

Couple living alonen=64

33% 44% 23% 41%

Couple living with childrenn=41

37% 29% 34% 46%

TotalN=105

34% 38% 28% 43%

35-44 years

Couple living alonen=32

31% 16% 53% 53%

Couple living with childrenn=120

34% 32% 34% 51%

TotalN=152

34% 28% 38% 51%

45-54 years

Couple living alonen=29

34% 48% 17% 52%

Couple living with childrenn=83

30% 39% 31% 46%

TotalN=112

31% 41% 28% 47%

Impact of hills and Infrastructure

Cycle friendliness and topography of each city that has been analysed

Cycle friendly Neither friendly nor unfriendly UnfriendlyCambridge Chichester AshfordOxford Colchester GMMilton Keynes Darlington LewesSouthampton Edinburgh Isle of Wight

Leicester Travelwise Merseyside

Hilly FlatColchester AshfordEdinburgh CambridgeGM ChichesterIsle of Wight DarlingtonLewes LeicesterTravelwise Merseyside Milton Keynes

OxfordSouthampton

Impact of hills and Infrastructure

Graph to show cycle friendliness of each Challenge site for non-cyclists at baseline who are now cycling once a week or more post-Challenge

Friendly

Graph to show non-cyclists at baseline with their current cycling behaviours, segregated by cycle friendliness

Non-cyclists at baseline who are now cycling once a week or more post-Challenge, segregated by the cycle-friendliness of their town and

gender. (M=602, F=1,039)

Graph to show non-cyclists at baseline now cycling once a week or more, segregated by site and split by topography

Non-cyclists at baseline with their current cycling behaviour, segregated by topography

Graph to show non-cyclists at baseline now cycling once a week or more segregated by topography and gender (M=602, F=1,039)

Graph to show non-cyclists at baseline who are now cycling once a week or more, segregated by site and

gender

Food for thought

•Hills are not a barrier for some people.

•We can achieve measurable increases in cycling with current levels of cycling infrastructure.

• Give people a positive experience.

• Understand where people are currently at.

• Workplace Cycle Challenges work

www.challengeforchange.com

Pick the fruit or

shake the tree?

www.challengeforchange.com

More Info

Thomas Stokell

Challenge for Change

[email protected]

+44 (0)79 8430 9265

www.challengeforchange.com

Give people a positive experience

Understand where people are currently at

Workplace Cycle Challenges work

Food for thought…

Pick the fruit or

shake the tree?Picking looks like…

Shaking looks like…

Targeted vs Generic? Pros and Cons

Tables to show non-cyclists at baseline who are now cycling once a week or more, segregated by topography and cycle friendliness

Topography

Non cyclists at baseline

Non (n=724) Occ (n=585) Reg (n=357)Once a week or

more (n=605)

% % % %

Hilly 47% 35% 18% 31%

Flat 43% 34% 22% 37%

Total 45% 35% 20% 34%

Non cyclists at baseline

Non Occ RegOnce a week or

more

% % % %

Friendly 39% 36% 26% 40%

Neither friendly nor unfriendly 48% 35% 17% 33%

Unfriendly 48% 35% 17% 33%

Total 43% 35% 21% 36%