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On-board Survey of Bus and Light Rail Customers. May 8, 2006 Transit Marketing, LLC CJI Research Corporation. 2. On-Board Survey. Pre-survey to identify key satisfaction factors 2312 Passengers Surveyed 1487 Bus 728 Light Rail 97 Neighborhood Ride Data weighted to reflect ridership

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on board survey of bus and light rail customers

On-board Survey of Bus and Light Rail Customers

May 8, 2006

Transit Marketing, LLC

CJI Research Corporation

on board survey

2

On-Board Survey
  • Pre-survey to identify key satisfaction factors
  • 2312 Passengers Surveyed
    • 1487 Bus
    • 728 Light Rail
    • 97 Neighborhood Ride
  • Data weighted to reflect ridership
  • Survey Administered by in
    • English
    • Spanish
    • Russian
    • Hmong
    • Vietnamese
    • Chinese
  • Option provided for passengers with disabilities or those making short trips
frequency of use
Frequency of Use
  • Most riders are regular users.
  • 81% ride 4+ days per week.
duration of ridership
Duration of Ridership

 45% of riders began riding RT between 2004 and 2006

trip purpose
Trip Purpose
  • 72% of transit trips are work or school commutes
  • 73% of rail-only riders were making work trips
slide9
Age
  • 51% of riders are age 31 or younger
  • Rail-only riders are somewhat older
age or rt riders vs population
Age or RT Riders vs. Population
  • Heavy transit use among younger age groups is typical of transit systems nationally
employment status
Employment Status
  • 88% of riders are commuters: either employed or students
  • 83% of rail-only users are employed
income
Income
  • 53% of riders have household incomes of $25K or less
  • 34% of all riders but 65% of rail-only riders have HH incomes of $35K or more
income of riders vs population
Income of Riders vs. Population
  • Riders are lower income than the overall population
  • Relative youth and lower income of riders are related
fare payment
Fare Payment
  • 33% of riders pay fare in cash
  • 37% use a monthly or half-month pass
  • 31% pay a student fare or use a college pass
  • 10% receive an elderly/ disabled discount
primary information sources
Primary Information Sources
  • 65% of riders have internet access at home or work
  • 44% of riders have visited RT website
customer satisfaction overall
Customer Satisfaction: Overall

72% of riders rated RT positively (5 or above on a 7 point scale)

customer satisfaction top box scores
Customer Satisfaction: Top Box Scores

Percent rating each aspect of service as excellent (7)

slide24

 Rail-only riders are more impacted by other passengers, overcrowding, vehicle cleanliness and security.

24

slide25

25

 Bus and Mixed mode riders are more concerned with on-time performance and hours of service

ridership retention
Ridership Retention
  • 31% of RT riders expect or hope to stop using RT
  • Rail-only riders are most “loyal”
rider retention a closer look
Rider Retention – A Closer Look
  • Loyalty increases with age
  • Young riders are most likely to “expect” to get a car and stop using RT
conclusions
Conclusions
  • Regional Transit services carry a diverse ridership population, with large components of work and school commuters.
  • Most riders rate the system positively (5 or above on a 7 point scale) but there are distinct opportunities to improve satisfaction and rider retention.
  • There are distinct differences in the demographics and concerns of users of different modes.