ITRACT Pilotsurvey. The use of apps for bus traffic in the Stavanger region
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1 ITRACT Pilotsurvey The use of apps for bus traffic in the Stavanger region
2 Introduction The aim of this survey is to better understand the usage and the potential influence of apps for passenger bus traffic and other collective transport means in the Stavanger region in Norway. The survey is based on a questionnaire released on the web and is analyzed by using the statistics software package SPSS. This report is part of the fulfilment of the ITRACT, WP 5, Activity 5.3 (running pilot studies in all regions) by monitoring the usability and functionality of apps and related technology serving bus passengers. It is preceded by a smaller survey in 2013, and it will be extended in August 2014 with more user groups and trans-nationality. The apps tested here are local developed, and are in an updating process due to user experiences. Later updating may include merger of apps or new functionality due to ITRACT. Stavanger, June 2014 Jan Frick Professor University of Stavanger Business School Thomas Laudal Associate Professor University of Stavanger Business School Audun M. Solheim Head of strategy and development Rogaland Kollektivtrafikk FKF (Kolumbus) (Public unit responsible for bus traffic.) Survey methodology 2
3 1.1. Focusing on university employees and students The target group in this pilot consists of employees and students at the University of Stavanger. Students are among the larger user groups of the apps and among the most frequent users of passenger busses in this region. More than 2/3 of students use public transport daily or several times a month, and the same proportion have used one or more of the three apps available for bus passengers. University employees and students in this area are well suited for a survey of this sort since the university is situated in an area of its own, beyond walking distance from home for virtually all employees and students Attracting participants to the survey A link to the survey was posted on the main news webpage of the University of Stavanger. The page was possible to see by all students at the university (11.000) and all university employees (1300). In addition we mailed all students at the university a request to participate (with a link to the survey) in their student account. The survey was conducted after all the exams and classes were ended, and many of the accounts used in this survey were the ones generated by the university, not the accounts used by the students in private. This explains why the number of respondents is small compared to the total number of students and employees. The participating sample here (n=344; 295 students and 49 employees) equals three percent of the total number of employees and students at the university Possible biases Based on the proportion of students and university employees taking part in this survey, it is reasonable to assume that those who decided to participate are among those who are a bit more knowledgeable, or engaged, in apps in this area than the average among the total population of students and employees at the university. However, this should not be a significant problem for the reliability of the study because we focus on relative differences within the sample. For example, we focus on how attitudes vary between respondents that are frequent users of the apps and respondents who never use the apps, and how perceptions differ between the student sample and the university employee sample. Three apps have so far been introduced by Kolumbus: Travel plan information app Spring 2012 Real time information app April 2013 Ticket purchase app September 2013 All these apps are in an updating process in 2014 where feedback from users are essential input, and experiences and prototypes from the other ITRACT regions may provide important information as to how these or future versions of the mobile apps might become. 3
4 2. Survey Results 2.1. Which app do students and employees use the most? How does the use of the apps differ between students and employees? Table 01 gives an overview of this difference. Table 01: Which group uses the app the most? App: (See Appendix 01) n=344 Many times Some times Never 3_1 Ticket purchase app Students: 9,8% Employees: 10,2% Total sample: 9,9% Students: 16,9% Employees: 10,2% Total sample:16,0% Students: 73,2% Employees: 79,6% Total sample:74.1% 3_2 Travel planner app Students: 48,1% Employees: 28,6% Total sample:45,3% Students: 22,7% Employees: 22,4% Total sample:22,7% Students: 29,2% Employees: 49,0% Total sample:32,0% 3_3 Real time app Students: 52,2% Employees: 34,7% Total sample:49,7% Students: 14,9% Employees: 10,2% Total sample: 14,2% Students: 32,9% Employees: 55,1% Total sample:36,0% We see that students are much more frequent users of Travel planner app and the Real time app than employees. The two groups do not differ significantly with regard to the use of the Ticket purchase app. There may be two reasons for this: The Ticket purchase app was launched later than the two other apps. We see that only around 1/3 of the total sample have any experience with this app. The other reason may be that the Ticket purchase app does not offer rebated tickets, which means that students with a lower average income than employees do not want to pay a premium price by using this app. Kolumbus are soon launching a new version of the Ticket purchase app where rebated tickets are included. We assume that this will generate the same difference in favour of students for this app as we see for the Travel planner app and Real time app today. Another assumption is that frequent travellers will be in majority of the Real-time app users as they know where they are going and need to know arrival of their bus, and opposite the less frequent travellers will be in majority of the Travel planner users as they more often need to figure out where and when to go Improvements of apps: The responses of experienced users When we consider answers addressing possible improvements of apps we focus on respondents using passenger busses several times each month or more frequent (question 2, see Appendix 01). respondents with much, or some, experience with at least one of Kolumbus apps (question 3, see Appendix 01). We assume that these respondents have used the apps of Kolumbus as bus passengers which means that their answers are based on experience. Therefore we call this subgroup of 4
5 respondents experienced students/employees. The subgroup of experienced employees has an n of only 15 and is therefore of limited analytic value. Table 02 shows the answers to questions regarding new functionality/features of apps: Table 02: Percentage answering an obvious need to the following improvements: Questions: (See Appendix 01) Total sample n= 344 Students (all) n= 295 Experienced students n= 177 Employees (all) n= 49 Experienced employees n= 15 4_1 Combine ticket and travel plan app? 4_2 Showing the nearest bus on a map? 5_1 Allowing payment automatically as you enter/ exit the bus? 5_2 Bus on demand functionality? 5_3 Bus on demand by picking you up where you are? 5_4 Offering a ticket that is valid on corresponding transports? 5_5 Ticket paid for by your employer? 31,7% 47,7% 11,0% 9.9% 5,5% 35,5% 21,5% 30,8% 49,5% 10,2% 10,2% 4,7% 35,9% 22,0% 26,6% 52,5% 8,5% 11,3% 4,0% 35,6% 23,2% 36,7% 36,7% 16,3% 8,2% 8,2% 32,7% 18,4% 33,3% 46,7% 6,7% 13,3% 20,0% 40,0% 26,7% We see that the three improvements receiving the strongest positive feedback was 4_2: Showing the nearest bus on a map 4_1: Combining ticket and travel plan app. 5_4: Offering a ticket that is valid on corresponding transports Question 4_2 (map functionality) receives the highest score. Users are used to see location as they move on Google maps etc, and they would like similar map functionality where they can follow the bus as it approaches or moves. This is also among the frequent comments made to the survey. Technical it should be feasible as all data is present at the servers, but it is more a question of how much surveillance possibilities that can be made publicly available. There seems to be a less demand for 5_1: Apps allowing payment automatically as you enter/exit the bus. 5_2 and 5_3: Bus on demand -functionality. The experienced students seem to be less positive than students in general with regard to an app combing ticket and travel plan functionality (question 4_1). A reasonable assumption is that the lower value of experienced students is due to the fact that ¾ of the student respondents have never used the Ticket purchase app and may not wish to use it since it does not include rebated tickets. Therefore we see a lower response among experienced students who knows why they do not use this app. It is also interesting to see that the two options closest in functionality to the existing apps are the ones that get most approval. This may be because people easier understand an extension of functionality rather than a more unknown function. 5_1 is somehow surprisingly low as this is much the same functionality as the prepaid monthly cards in use today where all busses have a RFID chip reader that recognize the tag in 5
6 each card when it is closer than 30 cm from the reader. To let the phone do the same instead of having to show the phone to the driver was assumed to be an advantage that would save time. A possible answer to the low score on 5_1 may be that the respondents did not understand the option described in the question as similar to the monthly cards in use today. How do experienced users view the functionality and user-friendliness of each app? Table 03 shows the percentage of each group where users perceive the apps as good or very good : Questions: (See Appendix 01) Table 03: What is your impression of the following apps? 8_1 Ticket purchase app: Functionality? 8_2 Ticket purchase app: User friendliness? 10_1 Travel planner app: Functionality? 10_2 Travel planner app: User friendliness? 12_1 Real time app Functionality? 12_2 Real time app User friendliness? Experienced students n= 121 Good / Very good 25,7% 26,4% 43,1% 41,6% 48,2% 48,1% Ok 22,3% 25,6% 33,5% 33,3% 33,3% 30,9% Bad / Very bad 8,3% 5,0% 14,0% 15,0% 11,1% 14,2% Don t know 43,8% 43,0% 9,5% 9,0% 7,4% 6,8% Experienced employees n= 12 Good / Very good 16,7% 25,0% 53,9% 66,7% 58,1% 57,2% Ok 16,7% 16,7% 38,5% 25,0% 28,6% 14,3% Bad / Very bad 8,3% 0,0% 0,0% 0,0% 7,1% 21,4% Don t know 58,3% 58,3% 7,7% 8,3% 7,1% 7,1% Date introduced: September 2013 Spring 2012 April 2013 The real time app and travel planner app receives significantly more positive feedback than the ticket purchase app. This could be explained the relative short time the ticket purchase app has been on the market. Another factor which may explain a relative low score for the ticket purchase app is that this does not include the rebated tickets, which this subgroup of respondents (frequent travellers) look for. We have found reasonable high numbers on both user friendliness and functionality but it is possible to improve. Comments from the survey indicate more map use as an issue for improvement including better identification of which bus stop to go to when there are several close to each other. We assume that both user friendliness and functionality expectations develop over time as users are much more experienced with mobile apps than what was the case in 2012 when ITRACT started. 6
7 2.3. Bus on demand We saw in paragraph 2.2 that there seems to be little demand for Bus on demand functionality. Only 10% of the sample answered an obvious need of this functionality. However if we compare with the answers in question 6_2 we get a different picture. 58,3% of the students and 61,2% of the employees in this survey answered yes for sure or yes maybe to this question: If you could use an app which would enable you to change the bus route, would you use the bus more often? This indicates that the public are more positive towards bus on demand services when they are asked about the effects for them personally compared to if they only relate to the functionality described to them. It may also be that the term bus on demand sounds like an impossible service, as this has not been available in the region so far. We expect that bus on demand functionality will be an improvement in the rural areas and outside of main traffic hours as this may provide a much better offer than these areas have with the infrequent standard routes of today May apps influence use of passenger busses? Questions 6_1 6_4 let the respondents indicate whether different features/actions may increase their use of passenger busses. The responses to these questions are presented in Table 04: Table 04: May apps influence my use of busses? Questions: (See Appendix 01) Experienced students n= 177 And Experienced employees n= 15 Yes / Yes maybe Don t know Hardly / Surely no 6_1 May the development of new apps make you choose bus transport more often? Exp. students: 62,7% Exp. employees:66,7% Exp. students: 12,4% Exp. employees: 6,7% Exp. students: 24,9% Exp. employees:26,6% 6_2 If apps could change the route of the bus, would you choose bus transport more often? Exp. students: 60,4% Exp. employees:66,6% Exp. students: 26,0% Exp. employees:20,0% Exp. students: 13,5% Exp. employees:13,4% 6_3 Would better marketing of apps make you choose bus transport more often? Exp. students: 55,3% Exp. employees:63,3% Exp. students: 21,5% Exp. employees:13,3% Exp. students: 23,2% Exp. employees:33,3% 6_4 Do the apps of Kolumbus make you choose bus transport more often? Exp. students: 39,0% Exp. employees:40,0% Exp. students: 16,9% Exp. employees:20,0% Exp. students: 44,0% Exp. employees:40,0% This is the core question: will the use of mobile apps and the improvement of these apps influence the use of public transport? The assumption both in the ITRACT project and of the Kolumbus are that such apps will increase the user experience and the feeling of availability for the users and thus increase the use of public transport. This should be even more the case in rural areas as infrequent bus routes increases the consequence of missing the bus. 7
8 We have an indication as 6_1 and 6_2 both have high numbers where users state that new apps and flexible routes may increase their use. 6_3 also indicate that more information may increase the use. A lower number is the 6_4 with a balance in yes and no regarding if the existing apps have increased the use of bus transport. But even 40% that states an increased use is a relatively high proportion. So we may state that the feedback of our university respondents indicate that the availability and use of mobile apps have a positive influence to increase use of public transport. And we may also assume from the data that improved user interface and more/ improved functionality may further increase use of public transport. 3. Summing up To summarize this we can state that we have available data from one of the larger user groups of the public transport in the area. These data indicates that the availability of good mobile apps may increase the use of public transport provided good user interface and flexible functionality. This includes both the existing functionality and new possibilities as we refer to apps and functions under development at other ITRACT regions. We may also conclude that even though we received high scores for usability and functionality of existing apps, it is still possible to improve apps and provide new options. This is promising for public traffic development as the use of public transport in this region is quite low. And we assume that the rural areas outside of the axis between city centre and university may benefit even more. 8
9 Appendix 1: Questionnaire Pilot Study ITRACT: Apps in Rogaland NORWAY (Only in Norwegian.) 9
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