Who is in the near market for bicycle sharing? Identifying current, potential, and unlikely users of a public bicycle share program in Vancouver, Canada

Kate Hosford,Kay Teschke,Meghan Winters,Suzanne Therrien,Scott A Lear,Daniel Fuller

doi:10.1186/s12889-018-6246-3

Abstract

BackgroundPublic bicycle share programs in many cities are used by a small segment of the population. To better understand the market for public bicycle share, this study examined the socio-demographic and transportation characteristics of current, potential, and unlikely users of a public bicycle share program and identified specific motivators and deterrents to public bicycle share use.MethodsWe used cross-sectional data from a 2017 Vancouver public bicycle share (Mobi by Shaw Go) member survey (n = 1272) and a 2017 population-based survey of Vancouver residents (n = 792). We categorized non-users from the population survey as either potential or unlikely users based on their stated interest in using public bicycle share within the next year. We used descriptive statistics to compare the demographic and transportation characteristics of current users to non-users, and multiple logistic regression to compare the profiles of potential and unlikely users.ResultsPublic bicycle share users in Vancouver tended to be male, employed, and have higher educations and incomes as compared to non-users, and were more likely to use active modes of transportation. The vast majority of non-users (74%) thought the public bicycle share program was a good idea for Vancouver. Of the non-users, 23% were identified as potential users. Potential users tended to be younger, have lower incomes, and were more likely to use public transit for their main mode of transportation, as compared to current and unlikely users. The most common motivators among potential users related to health benefits, not owning a bicycle, and stations near their home or destination. The deterrents among unlikely users were a preference for riding their own bicycle, perceived inconvenience compared to other modes, bad weather, and traffic. Cost was a deterrent to one-fifth of unlikely users, notable given they tended to have lower incomes than current users.ConclusionFindings can help inform targeted marketing and outreach to increase public bicycle share uptake in the population.

Highlights

Public bicycle share programs in many cities are used by a small segment of the population
In order to meaningfully contribute to creating a population level mode shift towards active and sustainable transportation, and to do so equitably, public bicycle share programs need to appeal to a broader population
Of the 966 population survey respondents, we excluded 53 who lived outside of the city of Vancouver, 35 with missing demographic data, 57 who used the public bicycle share program previously, and 29 who did not indicate a likelihood of using the program

Summary

Introduction

Public bicycle share programs in many cities are used by a small segment of the population. Cities often implement public bicycle share programs as a way to help shift populations towards active and sustainable modes of transportation. Program members tend to be male, Caucasian, employed, and have higher educations and incomes compared to the general population [1]. This has raised concerns that public bicycle share programs are further disadvantaging populations that may already experience inequitable access to transportation options [2, 3]. In order to meaningfully contribute to creating a population level mode shift towards active and sustainable transportation, and to do so equitably, public bicycle share programs need to appeal to a broader population

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Results

Discussion

Conclusion