Organisation: Department for Transport (DfT)
Date of Publication: June 2023
Uploaded to Knowledge Centre: 20 June 2023
Overcoming preference for car is the number one challenge when it comes to increasing bus patronage, according this research published by the DfT.
The DfT commissioned the study to help develop strategies and policies that would encourage greater usage of the bus.
The key research objectives were to segment current and potential bus users based on attitudes and behaviours relating to bus travel, thereby enabling the DfT and other stakeholders to develop policy to influence behaviour.
The study found car was by far the most used mode of transport, given its ability to address ‘universal needs of transport’. 80% of English adults (aged 16 plus) were found to have used the car at least once a fortnight.
Although the bus was the next most frequently used mode of transport, only 23% of adults were shown to have used the bus at least once per fortnight.
The report says the bus must meet ‘fundamental and universal transport needs’ – reliability, ease of completing journeys, safety, journey time and flexibility – to compete against the car in the long term.
The bus was perceived in the research to underperform on reliability, overall journey time and flexibility – the key areas to focus on improving.
The following six segments were identified within the population, based on their attitudes towards bus and transport.
Sustainable urbanites
This segment was younger (typically under 55), more likely to live in cities or suburban areas (especially in London), and more likely to be in full-time work or studying. They were the segment most likely to use the bus, and most likely to want to use it again in the future. The cost of transport, ticketing, payment and environmental factors were important factors of transport choice, and improving these could be effective at increasing bus patronage for this audience.
Pragmatic professionals
This segment was younger (typically under 55), comprised of more men, and more likely to be in full-time work. They were the segment with the second highest likelihood to use the bus. As with the general population, reliability and journey time were key areas for improvement in bus services, especially given their need for reliable transport to work.
Anxious vulnerables
This segment typically comprised older (typically over 55) white women of lower social grades. They tended to be from households with lower-than-average income levels, more likely to be unemployed or homemakers, and most likely to report a chronic health issue. Compared to the rest of the population, the risk from infection and protection from anti-social behaviour on the bus were more important, and improving these could be effective in increasing bus patronage.
Open-minded potentials
This segment typically comprised older (typically over 55) white women of higher social grades, who are more likely to live in rural areas. Perceptions of bus reliability and journey time were poorer among this audience compared to the general population.
Apprehensive avoiders
This segment was typically aged over 35 years and from lower socio-economic backgrounds, and more likely to live in towns and villages. Their levels of bus usage and future intent to use the bus were far lower than the national average. For this audience, the bus performed far less strongly for interconnectivity and simplicity of journey planning.
Car-loving critics
This segment was typically older men in villages or rural areas (typically aged over 55). Their levels of bus usage and future intent to use the bus were the lowest of all segments. As with the national average, reliability, flexibility, and ease of journey were important to them, but the bus performed poorly. The research suggests that it would be difficult to design policies or messages to increase bus patronage among this audience.
Click on the link below to download the full research report: