2005 Rappahannock -Rapidan Market Survey. Southeastern Institute of Research 149,100. Rappahannock- Rapidan Regional Commission region.

Transcription

1 Table Of Contents Key Topics Covered PDC Northern Virginia HOV System Western Feeder Market Study January 6, 2006 Prepared By Southeastern Institute of Research Study Focus Personal Issues Inhibiting Ridesharing Study Objectives & Methodology Infrastructure Issues Inhibiting Ridesharing Current Ridesharers Employer-related Issues Why Current Inhibiting Ridesharing Ridesharers Rideshare Impact of Telecommuting on Obstacles Ridesharers Ridesharing Had To Overcome Communication Vehicles to Services That Help Advance Ridesharing Ridesharers Key Take-A-Ways From This Best Prospects for Study Future Ridesharing Appendix Profile of Most Likely To Rideshare Target Recommended Marketing Approach Attitudes About Commuting and Ridesharing 2 Southeastern Institute of Research Study Focus 149,100 - Rapidan Regional Commission region. Study Focus How To Increase Ridesharing Among PDC Commuters Traveling To or Through Northern Virginia - Rapidan PDC Counties of Culpeper, Fauquier, Madison, Orange, and 3 Southeastern Institute of Research 4 Southeastern Institute of Research 1

2 WARNING: This slide is just an example of the market potential. The assumptions are not solid enough for public release. PDC Commuters Potential Impact On Northern Virginia Congestion Commuter-related statistics reported in the 2003 RRRC Commission Labor Force Study*: 59% of all of the area residents work 36% journey to work outside of PDC 90% travel to/through Northern Virginia 86% are SOVers PDC Maximum Market Potential: 150K residents x 59% who work = 88,500 work 88,500 workers x 36% who go outside PDC = 31,860 31,860 x 90% who go to/through Northern Va. = 28,674 28,674 x 86% who are SOVers = 24,659 Total maximum opportunity: Approximately 25,000 SOVers make up the target market for new ridesharers Why Don t More Rideshare? 83% of the SOVer s Commuting From The - Rapidan PDC To/Through Northern Virginia Ride On Highways with HOV Lanes. And, Many Believe They Could Save Time If They Qualified For HOV Lane Use. Do not have HOV lanes 17% No 30% Yes 53% This Size of Target Could Make The Northern Virginia Highway System More Efficient Through Greater Ridesharing Use of the HOV Lanes *Source: 2003 Regional Commission Labor Force Study 5 Southeastern Institute of Research Q25(SOV): If you qualified for HOV lanes, would your commute time be shorter? 6 Southeastern Institute of Research Study Objectives Study Objectives and Methodology Identify and profile current ridesharers and optimal rideshare prospects. Understand current perceptions, misperceptions, and barriers to ridesharing. Measure the potential demand and service requirements for alternative TDM programming HOT Lanes, NuRide Concept, etc. 7 Southeastern Institute of Research 8 Southeastern Institute of Research 2

3 Commuter Definition Used In This Study Current Ridesharers Currently commute in a ridesharing arrangement (i.e., carpool, vanpool, bus, rail) on a regular basis (3 times a week or more) to or through Northern Virginia Current SOVers Currently commute by themselves (i.e., drive alone) to or through Northern Virginia at least 3 days a week 9 Southeastern Institute of Research Phase I Fieldwork: July Incentive: $5 gas certificate Small space ad in community newspapers. 860 surveys distributed on cars at park and ride lots. to rideshare database 4,000 total SOV survey packages were mailed across both regional commissions: Targeted upscale neighborhoods Areas had high propensity to rideshare based on databases Survey instrument was included Postage paid BRE included. Response: 112/4,000 = 2.8% response rate on just mailing 437 total completed surveys mail and online by end of phase I Study Methodology This fieldwork was conducted with Northern Shenandoah PDC Noticed big use of online survey option. Many commuters opted for online rather than filling out paper survey. This required them to go online and search for PDC site for survey link. Phase II Fieldwork: August Incentive: $5 gas certificate 10,000 postcards (5,000 in each regional commission) to residents inviting them to take survey online (no questionnaire was included). Response: 148 additional online completed questionnaires 148/10,000 = 1.5% response rate on mailing Study Participation Total Survey Responses: Rapidan PDC Ridesharer 165 SOVers 185 Total 350 Respondent Profile: Current Ridesharers 350 completed interviews affords a margin of error of +/- 5. at the 95% confidence level for total respondents - all commuters. 165 completed interviews affords a margin of error of +/- 7.6% at the 95% confidence level when viewing responses of all ridesharers. 185 completed interviews affords a margin of error of +/- 7. at the 95% confidence level when viewing responses of all SOVers 11 Southeastern Institute of Research 12 Southeastern Institute of Research 3

4 Ridesharers Are Evenly Split Male/Female More Than Two Thirds Are Between the Ages of 35 and 54 Under 25 1% % Male 51% Female 49% % 65 and older Q46(Rideshare): Are you 13 Southeastern Institute of Research Q50(Rideshare): In what year were you born? 14 Southeastern Institute of Research Ridesharers Have High Incomes Mean Income is $103,000 Less than $50,000 $50,000-$74,999 $75,000-$99,999 $100,000-$124,999 20% 29% NOTE: For purposes of comparison, throughout the report, job type will be divided into management, sales/customer service, and skilled (technical, administrative, analytical, and advisory). One-Third Hold Management Positions Management 3 Administrative Technical 18% Analytical Customer service $125,000-$149,999 Sales 0% $150,000-$199,999 9% Advisory 1% $200,000 or more 1% Other 8% Q55(Rideshare): Was your total household income from all sources last year 15 Southeastern Institute of Research Q49(Rideshare): What type of position do you hold? 16 Southeastern Institute of Research 4

5 Almost Half of Ridesharers Work for the Federal Government More Than Two-Thirds of Ridesharers Have Lived in the Area for More than 5 Years Federal government 49% Less than 5 years 29% Private industry 29% 5-9 years years 17% 10% Military 5% years 1 71% State or local government years 9% Other 1 More than 25 years Q48(Rideshare): Do you work for 17 Southeastern Institute of Research Q51(Rideshare): How many years have you lived in your area? 18 Southeastern Institute of Research NOTE: Percentages indicate respondents saying that they have at least one child in the given age group. NOTE: Percentages total more than 100 because some respondents had children in more than one age category. Slightly Less Than Half of Ridesharers Have at Least One Child Living at Home Under 6 years of age 6-10 years of age years of age years of age No children in household 13% 16% 16% 21% 57% Most Ridesharers Commute at Least 5 Days a Week 5 or more days a week 4 days a week 3 days a week 1 8 Q56(Rideshare): How many children in your household are 19 Southeastern Institute of Research Q1(Rideshare): Typically, how many days a week do you commute to work to or through Northern Virginia? 20 Southeastern Institute of Research 5

6 Half of Ridesharers Commute 1.5 Hours or More Each Day, One Way 2 hours or longer 1.5 hours to almost 2 hours 1 hour to almost 1.5 hours 45 minutes to less than an hour 10% 8% 39% 4 NOTE: 1) Percentages total more than 100 because some respondents use more than one form of transportation in a typical week. 2) Finding based on responses. Not random sample. Most Ridesharers Use Vanpools or Carpools with Multiple Riders Vanpool Share a ride with 2 or more others Share a ride with 1 other Drive alone Commuter bus Drive to VRE, take VRE Slug Other 10% 10% 18% 15% 33% 53% 51% Q2(Rideshare): How long does your commute to work (one way) usually take? 21 Southeastern Institute of Research Q47(Rideshare): During a typical workweek, do you use the following ways to go to or through the Northern Virginia/Metro Washington area? 22 Southeastern Institute of Research 75% of Ridesharers Estimate that they Spend $6-to-$15 Per Day To Rideshare Not Surprisingly, 75% of Ridesharers Estimate It Would Cost $16-to-$40 to Drive Alone $5 or less 3% $5 or less 15% $6 to $10 $11 to $15 7% $6 to $10 $11 to $15 $16 to $20 $21 to $25 $26 to $30 5% 0% 15% 60% $16 to $20 $21 to $25 $26 to $30 $31 to $35 $36 to $40 $41 to $45 $46 to $50 15% 13% 20% 10% 17% 10% 1% 75% $31 to $35 $51 to $55 1% $36 or more 1% $56 to $60 $61 or more 1% 1% Q3(Rideshare): About how much do you spend per day to carpool, vanpool, or take a commuter bus to work? 23 Southeastern Institute of Research Q4(Rideshare): How much do you estimate it would cost you per day, round trip, if you had to drive alone on your daily commute? 24 Southeastern Institute of Research 6

7 Two-Thirds of Ridesharers Use I-66 I-66 68% Ridesharers Have Commuted to Northern Virginia/Metro Washington for Varying Periods of Time But, Most Are Experienced Commuters, Commuting To The Area for More Than 5 Years Rt % I-95 I-395 I % 21% 3 Less than 5 years 5-9 years 20% Rt. 50 Rt. 28 Dulles Toll Road 3% 8% 8% years years 80% Rt. 7 I-81 Other 19% years or more 1 18% 0% 25% 50% 75% 100% Q31(Rideshare): What major roads do you use on your commute to or through Northern Virginia? 25 Southeastern Institute of Research Q52(Rideshare): How many years have you commuted to or through Northern Virginia/Metro Washington? 26 Southeastern Institute of Research Key Finding: For the most part, rideshare commuters are Baby Boomers, not GenXers. Gender is evenly split. They tend to be people who have lived in the PDC for some time and have commuted long distances for years to government jobs. Half earn over $100K annually. Most of these ridesharers commute for 1-2 hours each way (70%) and recognize that they save a lot of money in doing so. They are most likely to travel on I-66 during their commute (68%) in vanpools or carpools with multiple riders (not just one other rider). Why Current Ridesharers Rideshare Strategic Implication: Give consideration to profiling existing ridesharers in marketing materials using testimonials on how much they save and how ridesharing has worked for them over the years. 27 Southeastern Institute of Research 28 Southeastern Institute of Research 7

8 Factors Influencing Commute Decisions of Ridesharers Can Be Divided Into Three Tiers of Importance Dependability of commute Time it would take to get to work Cost Time it would take to get home Safety Top Tier Middle Tier Morning departure time Flexibility to arrive and leave at leisure Concern about being stranded at work Better use of commute time Convenience Lower Tier Having time alone Ability to make stops/run errands Ability to make work-related trips Note: This slide and next 2 pages report the answers to one question Q20 across 16 different attributes Top Tier Factors: Time Savings, Dependability, and Money Savings Play a Key Role in Commute Decisions Dependability of commute How much time it would take to get to work Cost of travel to and from work Safety Time I would get home Ease of my commute 15% 15% 2 29% 31% 8 79% 65% 65% 58% 56% 9 89% 97% 88% 87% 87% Ease of commute Level of stress Impact on environment Level of stress related to commuting 18% 68% 86% Q20(Rideshare): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is not important and a 5 is extremely important. 29 Southeastern Institute of Research "4" "5"--Extremely Important Q20(Rideshare): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is not important and a 5 is extremely important. 30 Southeastern Institute of Research Middle Tier Factors: Flexibility, Convenience, Concerns of Being Stranded Are Slightly Less Important In Commute Decision-making Lower Tier Factors: Time Alone and Being Able to Run Errands Are Important to Only About a Quarter of All Ridesharers Morning departure time Better use of commute time 27% 2 47% 46% 7 70% Ability to make other stops during commute 15% 9% 2 Flexibility to arrive and leave at leisure Concern about being stranded 20% 20% 49% 46% 69% 66% Time alone 1 10% 2 Convenience Impact on environment 27% 20% 31% 20% 40% 58% Ability to make work-related trips 1 9% 21% 4 5--Extremely Important 4 5--Extremely Important Q20(Rideshare): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is not important and a 5 is extremely important. 31 Southeastern Institute of Research Q20(Rideshare): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is not important and a 5 is extremely important. 32 Southeastern Institute of Research 8

9 Lowering Transportation Costs, Avoiding Traffic Congestion, and Saving Time by Using HOV Lanes Are Most Important in the Decision to Rideshare Use of Commute Time for Work or Personal Time or Companionship During the Commute Were Not As Important As Saving Time & Money and Avoiding Some Congestion Reducing stress influenced the decision to rideshare among 86% of those who currently rideshare. Save time by using HOV lanes Avoid some of the traffic congestion Lower my transportation costs Be less stressed 19% 19% 27% 30% 73% % 91% Qualify for transportation financial support Wouldn't have to find parking space 18% 41% 3 55% 50% Use commute time for personal time 20% 27% 47% Park close to work in reserved carpool spaces 13% 29% 4 Help decrease air pollution 2 36% Use commute time for productive work 13% 17% 30% Have companionship during commute 7% 10% 17% 4 5--Extremely Important Q21(Rideshare): How important were each of the following in your decision to rideshare? Use a scale of 1 to 5 where 1 means not important in your decision and 5 means extremely important in your decision. 33 Southeastern Institute of Research 4 5--Extremely Important Q21(Rideshare): How important were each of the following in your decision to rideshare? Use a scale of 1 to 5 where 1 means not important in your decision and 5 means extremely important in your decision. 34 Southeastern Institute of Research Key Finding: Dependability, avoiding traffic congestion, time savings, and cost savings are all very important to ridesharers when considering their commuting options. These factors were also very important in their decision to rideshare. The classic attributes - prime motivators for longdistance commuters seem to trump other benefits realized in long-distance commuting such as companionship, personal time, work time during the commute. Obstacles Ridesharers Had To Overcome To Start Ridesharing Strategic Implication: Start with these leading benefits when promoting ridesharing. 35 Southeastern Institute of Research 36 Southeastern Institute of Research 9

10 Two-thirds of Ridesharers Said They Had To Overcome Hurdles In Deciding To Rideshare Encountered no hurdles 36% NOTE: Percentages indicate respondents saying that they encountered no hurdles in deciding to rideshare. Age Years Living in Area Older Commuters, Those Living in the Area Longer, and Those with More Commuting Experience Are Less Likely to Face Obstacles in Deciding to Rideshare Under and older Less than or more 20% 19% 36% % 80% had hurdles The inverse encountered hurdles Q24(Rideshare): What were the biggest obstacles in making your decision to rideshare? 37 Southeastern Institute of Research Years Commuting to NOVA 5 or less 6-15 More than 15 25% 29% Q24(Rideshare): What were the biggest obstacles in making your decision to rideshare? 38 Southeastern Institute of Research 47% Not surprisingly, those who have been commuting to NOVA for more than 15 years saw this as less of an obstacle. Those with lower incomes were more likely to like riding alone. Biggest Obstacles to Overcome When Deciding to Rideshare: Knowing Someone Going Their Way and Need for Flexibility Didn't know anyone going my way to work Needed flexibility Liked riding alone Didn't like riding with strangers Didn't think I could reduce my commute time Didn't think I could save much money Other Encountered no hurdles 7% 6% 3% 9% 15% 25% 3 36% More than a third experienced no obstacles in deciding to Rideshare. The Biggest Hurdle Experienced By Ridesharers Is Finding a Car/Vanpool (recall 53% said they are vanpoolers) Finding a car/vanpool Finding someone with same hours Lack of flexibililty Not knowing anyone Ride list not updated Work hours Other responses None in particular 1% 1% 8% 19% 16% 37% Optimal matching issues Q24(Rideshare): What were the biggest obstacles in making your decision to rideshare? 39 Southeastern Institute of Research Q25(Rideshare): What was your single biggest hurdle and how did you overcome this hurdle? [OPENEND] 40 Southeastern Institute of Research 10

11 There Is No Single Solution for Overcoming Obstacles to Ridesharing Commuter Connection Is Not Cited As A Major Force Slightly Less Than Half of Ridesharers Had to Find A Way To Attend to Personal Matters Requiring Transportation During the Day Use car/vanpool Still trying to find someone 13% 9% Opportunity None 55% Perseverance/kept asking Found someone Use Commuter Connections 8% 6% 6% One Two 10% 31% Word of mouth Changed work hours Drove by myself Other responses 5% 3% 3% 33% Three Four Five 1% 1% No hurdles Q25(Rideshare): What was your single biggest hurdle and how did you overcome this hurdle? [OPENEND] 41 Southeastern Institute of Research Q23(Rideshare): In an average week, how many days do you need to attend to personal matters during the day where you need transportation? 42 Southeastern Institute of Research Those who have lived in the area less or have been commuting for less time are more likely to say they don t know anyone with whom to rideshare. Males are more likely to say they need flexibility and don t have a set schedule. Those in private industry are more likely to say they need flexibility. The Biggest Hurdles Ridesharers Had To Overcome Are The Most Common Reasons Given By SOVers On Why They Don t Rideshare Now: Needing More Flexibility and Not Knowing Anyone to Rideshare Need more flexibility Don't know anyone to rideshare with Do not have a set schedule Need car for work trips Need car for personal trips 26% 33% 43% 48% Key Finding: Ridesharing takes work. Two-thirds of existing ridesharers said they had to overcome hurdles in trying to rideshare. The biggest hurdles are finding a carpool or vanpool rider a person to share the ride - and maintaining flexibility. Those under 40, females, and government workers are less likely to say they need the car for work trips. Not convenient to my destination Does not save time Employer offers free parking Job responsibilities changed Does not save money 3% 7% 11% 16% 2 Strategic Implication: Reinforce the available ride matching services in all promotional outreach. Reinforce flexibility in that ridesharing does not have to be 5 days a week. Other Q16(SOV): Why do you not rideshare now? 43 Southeastern Institute of Research 20% 44 Southeastern Institute of Research 11

12 There Is A High Level of Awareness of Many Local Commuter Assistance Services Among Ridesharers Park & Ride Lots 9 Services That Helped Enable Ridesharers To Rideshare Guaranteed Ride Home Program Commuter Rail (VRE) Metrochek Commuter Subsidy Vanpool Matching Assistance Program Carpool Matching Assistance Program Telework (Telecommuting) Long distance Commuter Bus Services Vanpool Start-up Assistance Program 90% 85% 80% 69% 65% 60% 48% 39% Bicycle paths/trails Virginia 7% 45 Southeastern Institute of Research Q16(Rideshare): What local commuter assistance services are you aware of in the area where you live? 46 Southeastern Institute of Research Among Ridesharers Who Are Aware, There Is Also a High Level of Usage of Local Services Not Everyone Used Ride Matching Assistance Services Despite The Fact That Finding A Fellow Ridesharer Is The Number One Hurdle Only 39% of Current Ridesharers Used Ride Matching Service Park & Ride Lots 88% Guaranteed Ride Home Program 30% Commuter Rail (VRE) 48% Metrochek Commuter Subsidy 7 Vanpool Matching Assistance Program 58% Carpool Matching Assistance Program 57% Telework (Telecommuting) 29% Long-distance Commuter Bus Services 47% Vanpool Start-up Assistance Program 18% Bicycle paths/trails 18% 511 Virginia 8% Q16(Rideshare): Usage of service [ASKED ONLY OF THOSE THAT SAID THEY ARE AWARE] 47 Southeastern Institute of Research Awareness of matching service: Vanpool 69% Carpool 65% Call this 67% Usage of matching service (of those aware): Vanpool 58% Carpool 57% Call this 58% Total number of ridesharers use services: 67% aware x 58% = 39% 48 Southeastern Institute of Research 12

13 There Is Also a High Level of Awareness of Many Northern Virginia/Metro DC Services Among Ridesharers Among Ridesharers Who Are Aware, HOV Lanes, Subway, and Park & Ride Lots Also See a High Level of Usage in Northern Virginia/Metro DC HOV Lanes Metrorail Service (Subway) Commuter Rail (VRE) Park & Ride Lots Guaranteed Ride Home Program Metrobus Service (Local bus) Long-distance Commuter Bus Services Telework (Telecommuting) Bicycle paths/trails Employer support services 511 Virginia 10% 25% 41% 99% 93% 9 91% 89% 83% 70% 66% HOV Lanes Metrorail Service (Subway) Commuter Rail (VRE) Park & Ride Lots Guaranteed Ride Home Program Metrobus Service (Local bus) Long-distance Commuter Bus Services Telework (Telecommuting) Bicycle paths/trails Employer support services 511 Virginia 45% 26% 30% 38% 21% 18% 26% 11% 73% 79% 95% Q17(Rideshare): Some commuter assistance services are also available in the Northern Virginia/Metropolitan Washington area. Are you aware of 49 Southeastern Institute of Research Q17(Rideshare): Usage of service [ASKED ONLY OF THOSE THAT SAID THEY ARE AWARE] 50 Southeastern Institute of Research - Rapidan commuter service About Half of the Ridesharers From Received Help From Commuter Connections Commuter Connections Program of your employer Commuter Services Valley Commuter Assistance Program 1% 16% 13% 51% Males and Management are more likely to work for employers who offer subsidized parking for carpools/ vanpools. Ridesharers Also Receive Some Support From Employers Flexible work hours Transit fare subsidies/metrochek Compressed work week Teleworking for some positions Free/subsidized parking for employees Free/subsidized parking for van/carpools Preferential parking for van/carpools Van/carpool formation assistance Ride matching Other None of these 5% 13% 11% 16% 2 28% 41% 6 61% This may make van/ carpooling on long commutes easier as arrival and departure times may vary. Provides flexibility! Q19(Rideshare): Which of the following organizations, if any, provided you help when you began using your current form of ridesharing? 51 Southeastern Institute of Research Q35(Rideshare): Which of the following transportation programs does your employer offer or support? 52 Southeastern Institute of Research 13

14 Key Finding: Ridesharer organizations are serving a need. Existing ridesharers are aware of and turn to rideshare services and rideshare service organizations both local (PDC) services and Northern Virginia / Metro D.C.-based services. Commuter Connections (COG) clearly receives the most credit for providing assistance half say they helped. Only a few cited Commuter Services (13%) as providing help. Ridesharers also receive some support from their employer with 6 having flexible work hours and 41% having compressed work weeks. While ridesharers say finding someone to ride with was their biggest hurdle, only 39% used ride matching services. Best Prospects For Future Ridesharing Strategic Implication: Showcase your impact! Find ways to get Commuter Services name out front for greater recognition. Aggressively promote availability of local PDC ride-matching services to suggest that there is a large local database even though the matching happens through COG. 53 Southeastern Institute of Research 54 Southeastern Institute of Research 86% of commuters from PDC are SOVers. Who are the best prospects within this large group to target? There are two ways to examine opportunity... Those who work for the government and those who earn $100,000 or more are more likely to have participated in ridesharing in the past. Option 1: 4 in 10 SOVers Have Participated in a Ridesharing Arrangement in the Past No 57% Yes 43% Recall: SOV is someone who currently commutes by themselves (i.e., drives alone) to or through Northern Virginia at least 3 days a week 55 Southeastern Institute of Research Q17(SOV): Have you ever commuted in an ongoing, regular ridesharing arrangement to your current job or any past job? 56 Southeastern Institute of Research 14

15 Those SOVers who have previous experience with ridesharing, women, those who are newer to the area, and those who have not been commuting long are more likely to consider ridesharing. Option 2: Half of SOVers (5) Are Likely to Consider Ridesharing in the Future Very unlikely 1 Somewhat unlikely 13% Never Neither 10% Very likely 25% Somewhat likely 26% 51% of SOVers are somewhat or very likely to consider ridesharing in the future. Q22(SOV): How likely are you to consider an alternative ridesharing arrangement to or through Northern Virginia? 57 Southeastern Institute of Research Likely Ridesharers Have A Great Deal of Rideshare-Related Experience HOV Lanes Park & Ride Lots Metrorail Service (Subway) Commuter Rail (VRE) Long-distance Commuter Bus Services Metrobus Service (Local bus) Guaranteed Ride Home Program Employer support services Telework (Telecommuting) Bicycle paths/trails 511 Virginia 21% 4 45% 6% 38% 20% 25% 30% 6% 11% 26% 17% 5% 26% 31% 21% 11% 18% 29% 11% 66% 77% 73% Q17(Rideshare) & Q20(HOV): Usage of service [ASKED ONLY OF THOSE THAT SAID THEY ARE AWARE] 58 Southeastern Institute of Research 18% 3 67% 71% 79% Not Likely Likely Rideshare 95% Key Finding: 4 of SOVers say they have participated in a ridesharing arrangement in the past. And, over half of current SOVers would consider ridesharing in the future 25% even say they are very likely! Strategic Implication: Although past behavior (rideshare in past) can be used as a indicator of future likelihood to rideshare, those who actually say they are likely to rideshare in the future may represent the easiest to convert since they are already open to the idea of ridesharing and have experience with it just not 3 days or more a week. Target marketing efforts to this group. Respondent Profile: Likely Ridesharers The remainder of this report will start this process by bringing this group of Likely Ridesharers to life. 59 Southeastern Institute of Research 60 Southeastern Institute of Research 15

16 Across Most Traditional Demographic Measures There Are No Striking Differences Between Current Ridesharers And SOVers Likely to Rideshare SOVers in Whether They Plan to Rideshare or Not Are More Likely to Be Employed by Private Industry and Less Likely to Be Employed by the Federal Government than Are Ridesharers Sex Male Female Age Under and over Income Less than $50,000 $50,000-$99,999 $100-$149,999 $150,000 and over Ridesharers 51% SOVers who are likely to rideshare 61 Southeastern Institute of Research 51% SOVers who are not likely to rideshare Ridesharers SOVers likely to rideshare SOVers not likely to rideshare Job Type Management 3 30% 3 Administrative Technical Analytical Customer Service Sales Other Employer Federal government Private industry State or local gov t Military Other Southeastern Institute of Research SOVers in Who Are Likely to Rideshare in the Future Are More Likely to Be Newcomers; Understandably, They Tend To Spend More On Commuting Length of Commute for SOVers and Ridesharers Does Not Vary Dramatically for Commuters But, There Are Differences in the Routes They Travel Lived in area Ridesharers SOVers likely to rideshare SOVers not likely to rideshare Length of commute Ridesharers SOVers likely to rideshare SOVers not likely to rideshare Less than 5 years hours or longer years hours years or more min 1 hour # of days commute Less than 30 min or more per week per week per week Cost of commuting $5 or less $6 - $ $11 - $ $21 - $ More than $ Southeastern Institute of Research Routes travel I-66 Rt.29 I-395 I-495 Rt. 50 Rt. 28 I Southeastern Institute of Research

17 Key Finding: In the PDC region, potential future converts to ridesharing may represent a second wave of ridesharers in that they differ in some ways from current ridesharers. Newcomers show a greater likelihood of converting to ridesharing. SOVers who are most likely to convert to ridesharing also tend to be concentrated in private industry jobs, unlike current ridesharers from the region who tend to be more government sector workers. Rideshare prospects use I-66, just like current ridesharers, and these likely ridesharers may also include Rt. 28 and Rt.29 on their commute more than do current ridesharers. Strategic Implication: Likely Ridesharers Attitudes about Commuting and Ridesharing There may be a new wave or next generation of ridesharers coming newcomers to the area in private industry jobs. Newer residential developments that use Rt. 29 or Rt. 28 headed into Northern Virginia may offer targeting opportunities. 65 Southeastern Institute of Research 66 Southeastern Institute of Research Among SOVers, the attitudes of those likely to rideshare in the future more often mirror those that currently rideshare than they do other SOVers. Recall that Commute Decisions for Ridesharers Can Be Divided into Three Tiers Dependability of commute Time it would take to get to work Cost Time it would take to get home Safety Top Tier Ease of commute Level of stress Middle Tier Morning departure time Flexibility to arrive and leave when want Concern about being stranded at work Better use of commute time Convenience Impact on environment Lower Tier Having time alone Ability to make stops/run errands Ability to make workrelated trips NOTE: Percentages indicate those who rated each factor a 4 or a 5. Note: This slide and next 2 pages report the answers to one question Q20 - across 16 different attributes Top Tier Factors: Likely Ridesharers Share Similar Opinions As Current Ridesharers On Many Factors Ease of my commute Dependability of commute Time I would get home How much time it would take to get to work Level of stress related to commuting Safety Cost of travel to and from work 49% 67% 71% 68% 7 86% 87% 78% 80% 87% 77% 85% 75% % 88% 89% 97% 9 Rideshare Likely Not Likely Q20: Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is not important and a 5 is extremely important. 67 Southeastern Institute of Research Q20 (Rideshare) & Q30(SOV): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is not important and a 5 is extremely important. 68 Southeastern Institute of Research 17

18 NOTE: Percentages indicate those who rated each factor a 4 or a 5. Middle Tier Factors: SOVers Likely to Rideshare May Have More Sensitivity To Impact on the Environment, But It Is Not A Leading Factor NOTE: Percentages indicate those who rated each factor a 4 or a 5. Lower Tier Factors: Those Who Say They Are Not Likely to Rideshare Clearly Need More Control Flexibility to arrive and leave at leisure Morning departure time 81% 73% 69% 71% 78% 7 Ability to make other stops during commute 33% 2 56% Concern about being stranded Better use of commute time 5 65% 66% 66% 7 70% Ability to make work-related trips 21% 36% 55% Convenience Impact on environment 67% 65% 58% 31% 51% 40% Time alone 19% 2 43% Rideshare Likely Not Likely Rideshare Likely Not Likely Q20 (Rideshare) & Q30(SOV): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is not important and a 5 is extremely important. 69 Southeastern Institute of Research Q20 (Rideshare) & Q30(SOV): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is not important and a 5 is extremely important. 70 Southeastern Institute of Research NOTE: Percentages indicate those who rated each factor a 4 or a 5. When Asked What If Ridesharing Becomes an Option, Likely Ridesharers Tend to Look More Like Current Ridesharers than Other SOVers on Factors of Most Importance in the Commute Decision Save Time, Money, Less Stressed NOTE: Percentages indicate those who rated each factor a 4 or a 5. On Attributes of Lesser Importance, Prospects May See Greater Benefits in Using The Commute Time & Helping The Environment Than Do Current Ridesharers Avoid some of the traffic congestion Save time by using HOV lanes Lower my transportation costs Be less stressed 45% 77% 9 91% 6 76% 9 60% 78% 91% 7 7 Use commute time for personal time Use commute time for productive work Help decrease air pollution Qualify for transportation financial support Park close to work in reserved carpool spaces Wouldn't have to find parking space Have companionship during commute 41% 59% 47% 3 50% 30% 30% 57% 36% 3 55% 21% 25% 4 15% 30% 50% 8% 18% 17% Rideshare Likely Not Likely Rideshare Likely Not Likely Q21(Rideshare) & Q31(SOV): If ridesharing becomes an option for you in the future, how important would each of the following be in your decision to rideshare? Use a scale of 1 to 5 where 1 means not important in your decision and 5 means extremely important in your decision. 71 Southeastern Institute of Research Q21(Rideshare) & Q31(SOV): If ridesharing becomes an option for you in the future, how important would each of the following be in your decision to rideshare? Use a scale of 1 to 5 where 1 means not important in your decision and 5 means extremely important in your decision. 72 Southeastern Institute of Research 18

19 Key Finding: Attitudinally, likely ridesharers look a lot like current ridesharers. Dependability, control (avoid traffic congestion), time savings, and cost savings are all very important considerations/benefits to ridesharers when assessing their commuting options. While they are less important benefits than saving time and money, prospects may place greater perceived value in using the commute time for personal or work-related matters and helping the environment than Current ridesharers do. Strategic Implication: Personal Issues Inhibiting Likely Ridesharers Focus messaging on the leading key benefits. You will not only attract primary prospects, you will also reinforce the decision of current ridesharers. Include other perceived benefits as secondary messages. 73 Southeastern Institute of Research 74 Southeastern Institute of Research Personal Issues Understanding key benefits of ridesharing saving time and money Inconvenience of being in a vanpool or carpool having to pick up people Appreciation of Time-saving Benefit? Need for a car during the day 75 Southeastern Institute of Research 76 Southeastern Institute of Research 19

20 The Amount of Time Savings Does Not Have To Be Huge for the Opportunity Target To Consider Ridesharing 5 Out of 10 SOVers Ride on Roads with HOV Lanes and Say That They Could Save Time If They Were Ridesharing (By Qualifying for HOV Lanes) None 1-15 minutes 8% 2 21% 21% 83% Do not have HOV lanes 17% minutes minutes 46 minutes or more 11% 9% 16% 7% 41% 41% Not Likely Likely No 30% Yes 53% Q23(SOV): How much time would you have to save to consider ridesharing with another person or group of people on your current commute to work? 77 Southeastern Institute of Research Q25(SOV): If you qualified for HOV lanes, would your commute time be shorter? 78 Southeastern Institute of Research More than Half Believe They Could Save a Minimum of 20 Minutes Key Finding: 10 mintues or less minutes minutes 18% 18% 18% 18% 26% 25% 58% While time savings is one of the major benefits that motivate current ridesharers and seemingly has very high appeal to prospective ridesharers, the amount of time saving does not have to be great. Interestingly, many SOVers (58%) say they already know they could save 20 minutes or more if they had a ridesharing arrangement (and would qualify for HOV Lanes). 30 or more 37% 40% Not Likely Likely Q26(SOV): How many minutes do you think you would save on your current commute to work if you qualified for HOV lanes? 79 Southeastern Institute of Research Strategic Implication: Time saving is not a silver bullet message. Communications must advance multiple benefits. 80 Southeastern Institute of Research 20

21 Half of the Prospective Ridesharers Would Just Need to Save a Minimum of $6 On Their Commute to Consider Ridesharing None 15% 20% Appreciation of Money-saving Benefit? $1-$5 $6-$10 $11-$19 8% 27% 3 26% 18% 53% $20 or more 11% 19% Not Likely Likely 81 Southeastern Institute of Research Q24(SOV): How much money would you have to save to consider ridesharing with another person or group of people on your current commute to work? 82 Southeastern Institute of Research Key Finding: While money savings is another major benefit that motivates current rideshares and seemingly has very high appeal to prospective ridesharers, the amount of money savings does not have to be great. Strategic Implication: Savings on transportation cost, like time savings, is not the silver bullet message. Communications must advance multiple benefits at the same time. Inconvenience of being in a car or vanpool picking people up going out of your way 83 Southeastern Institute of Research 84 Southeastern Institute of Research 21

22 Those Who Say They Are Likely to Rideshare in the Future Are Willing to Drive Further Out of Their Way to Pick Up Someone on Their Way to Work Those Likely to Rideshare Are Also Willing to Spend More Time Picking Up Someone on Their Way to Work None 7% 30% None 8% 30% 1 or 2 miles 3 or 4 miles 5 miles 6 or more 2 11% 9% 11% 26% 1 21% 50% Not Likely Likely 1-5 minutes 6-10 minutes 11 minutes or more 2 10% 17% 35% 37% 38% Not Likely Likely Q34(SOV): How many miles would you be willing to travel out of your way to pick up someone who could rideshare with you on your way to work? 85 Southeastern Institute of Research Q34(SOV): How many minutes would you be willing to travel out of your way to pick up someone who could rideshare with you on your way to work? 86 Southeastern Institute of Research They Are Also Willing to Drive More Miles Out of Their Way to Drop Off Someone And They Would Be Willing to Spend More Time to Drop Off Someone None 8% 35% None 8% 33% 1 or 2 miles 3 or 4 miles 5 to 9 miles 10 or more 21% 17% 5% 1 30% 9% 19% 4 Not Likely Likely 1-5 minutes 6-10 minutes 11 minutes or more 6% 1 35% 4 25% 38% Not Likely Likely Q35(SOV): How many miles would you be willing to travel out of your way to your work place to drop off someone who could rideshare with you? 87 Southeastern Institute of Research Q35(SOV): How many minutes would you be willing to travel out of your way to your work place to drop off someone who could rideshare with you? 88 Southeastern Institute of Research 22

23 Key Finding: Prospective ridesharers are more than willing to go out of their way or add time to their commute as part of a ridesharing arrangement. Strategic Implication: Need to use car during the day This is not a major hurdle that needs to be addressed. 89 Southeastern Institute of Research 90 Southeastern Institute of Research Almost Half of SOVers Do Not Need Their Car on Their Lunch Break to Attend to Personal Matters Of Those That Do Need Their Cars, Ridesharers Are Slightly More Likely to Be Able to Attend to All Their Personal Matters in Just One Day None One Two 15% 43% None One Two 31% 15% 10% 43% 55% Three 9% Three 9% Four Five Four Five 1% 1% SOV Rideshare Q39(SOV): In an average week, how many days do you need a car during your lunch break to attend to personal matters during the day? 91 Southeastern Institute of Research Q39(SOV) & Q23(Rideshare): In an average week, how many days do you need to attend to personal matters during the day where you need transportation? 92 Southeastern Institute of Research 23

24 Key Finding: Ridesharers are just slightly less dependent on their cars during the day than SOVers to take care of personal matters. Strategic Implication: This, too, does not appear to be a major hurdle that needs to be addressed. Infrastructure Issues That Support /Inhibit Likely Ridesharers 93 Southeastern Institute of Research 94 Southeastern Institute of Research Infrastructure Issues Awareness of park and ride lots Knowing someone to commute with Knowing where Awareness of local- and Metro DC-based ridesharing services and organizations convenient Park & Ride lots are located Awareness of local- and Metro DC- based specific rideshare assistance services Usefulness of ridesharing information 95 Southeastern Institute of Research 96 Southeastern Institute of Research 24

25 A Convenient Park & Ride Lot is Not An Obstacle, As Over 60% of SOVers Are Aware of a Convenient Park & Ride Lot Don't know 15% No Yes 6 Knowing someone to commute with Q27(SOV): Is there a Park & Ride lot or commuter parking lot that is convenient to you? 97 Southeastern Institute of Research 98 Southeastern Institute of Research Those working for the government are more likely to say that they know a commuter. Only a Third of SOVers Said That They Know Someone Who Makes a Commute Similar to Theirs Not Knowing With Whom to Ride Is The Top Reason Likely-to-Rideshare Prospects Give When They Explain Why They Are Not Currently Ridesharing Don't know anyone to rideshare with 27% 58% Those aged 55 and older and those who say they are not likely to commute in the future are less likely to say that they know a commuter. Don't know 13% Yes 3 Need more flexibility Not convenient to my destination Do not have a set schedule Need car for work trips Need car for personal trips Does not save time 9% 18% 17% 15% 21% 33% 35% 3 50% 65% Employer offers free parking 8% 15% Does not save money 3% No 55% Q15(SOV): Do you know of anyone who lives near you that commutes to a work destination near where you work? 99 Southeastern Institute of Research 11% Not Likely Job responsibilities changed Likely 17% Other 2 Q16(SOV): Why do you not rideshare now? 100 Southeastern Institute of Research 25

26 Those Likely to Rideshare Were More Likely to Have Heard Mention of Commuter Assistance Services than Were Other SOVers But Still 39% Are Unaware Awareness of ridesharing services and organizations Yes No 43% 39% 33% 57% 61% 67% Ridesharers Likely Not Likely 101 Southeastern Institute of Research Q11(Rideshare) & Q10(SOV): Have you seen or heard any mention of commuter assistance services on television, radio, in the newspaper, on the Internet, or mail that you received at home or any other source of information? 102 Southeastern Institute of Research Those Likely to Rideshare Are Less Likely to Be Aware of Each Organization Than Current Ridesharers Commuter Connections Commuter Services Valley Commuter Assistance Program 3% 3% 1% Other 3% 6% 9% 1 16% 50% 65% 81% Not Likely Likely Rideshare Usefulness of information Not aware of any of these 16% 3 45% Q18(Rideshare) & Q21(SOV): Are you aware of any of these organizations that provide services to help people with their commutes to work? 103 Southeastern Institute of Research 104 Southeastern Institute of Research 26

27 Only 20% of Those Who Say They Are Likely to Rideshare in the Future Say The Information Is Very Useful 49% Say Somewhat Useful 0% Very useful Somewhat useful Not very useful Not at all useful 20% 26% 37% 29% 20% 13% 3 10% 5% 49% 57% Not Likely Likely Rideshare Awareness of specific assistance services Q14(Rideshare) & Q13(SOV): Thinking about the information you saw or heard, how useful was that information? 105 Southeastern Institute of Research 106 Southeastern Institute of Research There Are Few Differences Between All Commuters When It Comes to Awareness of Metro DC Services Likely Ridesharers in Are Less Aware of Almost All Local Services Than Ridesharers, Especially Local Matching Assistance Again, one possible exception is the Guaranteed Ride Home Program. HOV Lanes Commuter Rail (VRE) Metrorail Service (Subway) Park & Ride Lots Guaranteed Ride Home Program Metrobus Service (Local bus) Long-distance Commuter Bus Services Telework (Telecommuting) Bicycle paths/trails Employer support services 511 Virginia 21% 25% 7% 6% 10% 38% 4 41% 41% 6 61% 68% 56% 70% 61% 61% 66% 77% 99% 98% 99% 9 83% 9 89% 8 93% 90% 8 91% 83% 89% Not Likely Likely Rideshare Park & Ride Lots Guaranteed Ride Home Program Commuter Rail (VRE) Metrochek Commuter Subsidy Vanpool Matching Assistance Program Carpool Matching Assistance Program Telework (Telecommuting) Long-distance Commuter Bus Services Vanpool Start-up Assistance Program Bicycle paths/trails 511 Virginia 7% 6% 7% 19% 18% 18% 2 20% 31% 27% 3 28% 28% 3 41% 39% 55% 49% 46% 48% 6 58% 65% 5 60% 69% 79% 7 80% 85% 9 90% Not Likely Likely Rideshare Q17(Rideshare) & Q20(SOV): Some commuter assistance services are also available in the Northern Virginia/Metropolitan Washington area. Are you aware of? 107 Southeastern Institute of Research Q16(Rideshare) & Q19(HOV): What local commuter assistance services are you aware of in the area where you live? 108 Southeastern Institute of Research 27

28 Key Finding: SOV Commuters, for the most part, are aware of Park & Ride lots but most (68%) don t know anyone to share a ride with. Most (65%) are aware of Commuter Connections vs. the PDC s Commuter Services (1 aware). Not surprisingly, most likely ridesharers are more aware of Northern Virginia/Metro DCbased rideshare services than the local-based (PDC ) ridesharing services. In fact, only a quarter (28%) of likely ridesharers are aware of local vanpool matching services and 4 in 10 (41%) are aware of carpool matching. While many (61%) recall seeing or hearing about ridesharing information, only 20% say the information was very useful. Strategic Implication: Build awareness of local Commuter Services and the availability of local ride matching services (even though it is actually performed by Commuter Connections). Present the simplicity of finding a match. Encourage people to register on the database so successful matching can take place. Make marketing information more compelling and relevant. Try to personalize the service. 109 Southeastern Institute of Research Employer-related Issues That Support /Inhibit Likely Ridesharers 110 Southeastern Institute of Research SOVers Are Much More Likely to Be Offered Free Parking; Ridesharers Are Much More Likely to Be Offered Transit Fare Subsidies & Preferential Parking Flexible work hours Transit fare subsidies/metrochek Compressed work week Teleworking for some positions Free/subsidized parking for employees Free/subsidized parking for van/carpools Preferential parking for van/carpools Van/carpool formation assistance Ride matching Other None of these 58% 6 61% 41% 31% 28% 51% 2 10% 7% 16% 7% 13% 5% SOV Rideshare 17% 11% Private industries are more likely to offer free parking. Indeed, When Asked to Describe Their Parking Arrangement at Work, 8 out of 10 SOVers Say Their Worksite Has Free Parking Worksite has free parking Employees must pay for their own Employer pays for parking Employer provides free for car/vanpools Employer pays a portion for all Employer pays part for car/vanpools Other 3% 1% 1% 7% 79% Q35(Rideshare) & Q51(SOV): Which of the following transportation programs does your employer offer or support? 111 Southeastern Institute of Research Q29(SOV): What best describes your parking arrangement at work? 112 Southeastern Institute of Research 28

29 Likely-to-Rideshare SOVers Have Employer Transportation Programs More Like Other SOVers than Ridesharers 61% of Ridesharers Say Employer Offers Metrochek And 41% Have Compressed Workweek Flexible work hours Transit fare subsidies/metrochek Compressed work week Teleworking for some positions Free/subsidized parking for employees Free/subsidized parking for van/carpools Preferential parking for van/carpools Van/carpool formation assistance Ride matching Other None of these 20% 26% 2 11% 8% 7% 7% 16% 9% 5% 13% 3% 5% 15% 19% 11% 113 Southeastern Institute of Research 19% 27% 27% 28% 41% 36% 48% 60% 56% 6 56% 61% Unlikely Likely Rideshare Q35(Rideshare) & Q51(SOV): Which of the following transportation programs does your employer offer or support? Key Finding: Likely ridesharers vs. current ridesharers tend to work for private companies that offer free parking and fewer ridesharing support services such as Metrochek and compressed work weeks. However, likely ridesharers say their companies do offer flexible work hours, perhaps one precursor or facilitator to making rideshare arrangements at a private employment site. Strategic Implication: Focus on things on which you can have an impact, as previously mentioned. But mention these employer-based services in promotional materials and suggest that likelyto-rideshare targets should ask their employers about these programs and services (i.e., transit fare or even compressed work week, especially in a tight labor market). 114 Southeastern Institute of Research Telecommuting Telecommuting Does it Have an Impact on the Ridesharing Potential? Q26(Rideshare): Now we want to ask you about telecommuting, also called teleworking. For purposes of this survey, telecommuters are defined as: Wage and salary employees who at least occasionally work at home or at a telework or satellite center all day during their normal working hours. Based on this definition, are you a telecommuter? 115 Southeastern Institute of Research 116 Southeastern Institute of Research 29